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Would you be surprised to learn that your million dollar donor is on Twitter? Every day, those who love and support your mission--and those who could join them--are communicating with their peers on social media. Finding them, listening to them and engaging with them are just three of the steps we can and should take to make our social media and fundraising programs work better and closer together.
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Social Media Fundraising:
Plan or Accident?
Big social media
money…unsolicited
―Revenue is not our goal. It’s not even part of our goal… We are trying to empower other people to raise money on our behalf.‖ – Wendy Harman, American Red Cross
What is a major gift?
Major gift fundraising is green!
Identify
Cultivate
Solicit
Acknowledge
Copyright 2007 by Gail Perry Associates
The major donor universe
Social Media Era:
Whoever finds your
message
Whoever receives your
message from others
Traditional:
Whoever is in your
database
Whoever someone in
your constituency feels
empowered to approach
The book and its cover:
yesterday & today
Social as route to the wealthy
SEI reports that 70% of pentamillionaires surveyed use social media
Spectrem reports that the percentage of U.S. millionaires who use Facebook rose from 26% in 2010 to 46% in 2011.
Fidelity Investments reports that 34% of individuals with net worth over $1 million use social media professionally, including 28% who say they use LinkedIn.
Search!
Self-identification
Source: David & Lori Lawson, “Social Media—Where the Cool Donors, And Smart Fundraisers, Are”
Social Screening
Talk with major donors
Top ―TO DO’s‖ on
1 Profile your connections
2 Gather contact data and handles for your database
3 Look up graduates/group members
4 Explore the companies associated with these individuals
5 Identify potential board members, major donors or volunteers
Top ―To Dos‖
for FacebookGather information on those who
visit
Tailor the experience to their
interests
Talk with them
Be visual!
Drive traffic—and let them drive
traffic—to giving opportunities
Top ―To Dos‖ on
Twitter• Click ―Who to Follow‖
• Follow your followers’ followers
• Browse the lists
• Conduct keyword searches
• Watch hashtags
• Use the currency of the network: RTs, Tys, Shrunken URLs, and
other forms of acknowledgement
Listen & respond!
Offline vs. Online
Social media has changed
volunteer fundraising
Source: “Using Social Media Increases Fundraising by 40%” , NetwitsThinkTank
Razoo
Rachel’s wish
For major gift solicitation…
Show your love!
Beware the ants
―We’ve never done it that
way before‖
―It can’t be done‖
―It’ll cost too much‖
―We’ve been doing all right
without it‖
―Let’s put it off for now and
discuss it later‖
Social Media in Summary
A two-way street: the more you give, the more you get
Social networks are all about individual control over
identity, relationships and content
As in fundraising campaigns, and most other human activity, a
small number of people make the biggest difference…
Big opportunities ahead
Building diverse domestic audiences
Reaching the global donor marketplace
Accessing wealthy individuals
Understanding and empowering advocates
wherever they want to be to do whatever is best
for them to do
Today Not Tomorrow
Follow, Like & Connect!
Twitter: @gordonjayfrost
LinkedIn: Jay Frost
Email: [email protected]
Phone: 571-426-6214
