S:\Drakeco\Presentations\10 Great Ideas\Dialing For Dollars

$Page 1: S:\Drakeco\Presentations\10 Great Ideas\Dialing For Dollars$
Connecting Great Ideas and Great People

www.asaecenter.org

Steve DrakePresident

Drake & Company

Moving from Dialing for Dollars to Tweetups & Twestivals: How Social

Media can Engage New Donors

Tuesday, March 9, 2010 12:30 - 1:45 p.m.

www.asaecenter.orgwww.asaecenter.org

How Social Media can Engage New Donors

Social media represents a new platform for strategically driven online fund-raising Focus on case studies of three organizations that combined (Twitter) strategies with off-line events to raise funds I am a facilitator NOT an expert!

Organized one; participated in another; studied a third


Today’s Agenda

Outline case studies Review lessons learned Summarize 25 tips Crowdsourcing to create Top 10 tips Mobile & other funding platforms (if

time)


TwestivalTM

Branded global Twitter-generated festivals

2009 – 202 cities … raised $250,000 for clean water through Charity: Water

2009 – 130 cities raised $450,000 for 135 charities via TwestivalTM Local

2010 – 3/25 global events with funds going to Concern Worldwide’s education projects


Tweetsgiving Created by Epic Change Supports Momma Lucy’s

school in Africa Focus on Twitter gratitude

and funding Started with gratitude

sharing Expanded with off-line events Raised about $50,000 in two

years


Christmas SPIRIT Foundation Veterans Day 2009 Honor Vets & support Trees for Troops Twitter and off-line events Raised $2,500 in experimental phase


Lessons Learned

Start early Tell the story in words, videos, photos Be transparent Hosts need to be recruited Monitor/protect your brand


Transparency

Use a leader board to showfunds &/or votes

Use a leader board to showfunds &/or votes


Tweetsgiving


Local TweetUp


What You Would Do Differently Start earlier Don’t focus totally on fund-raising Easy and heartfelt works best Align volunteers with values Coordinating “off-line” events takes

time Use existing Twitter handle Set yourself apart: lots of competition


Tips, Tactics, Techniques Started with comments/suggestions

from the three organizations Crowdsourced (#s correspond to

survey) 25 ideas divided into three categories:

Planning the Campaign Growing the Campaign Using Twitter in your Campaign


Tips: Planning the Campaign

A-1 Start earlyA-2 Keep it simpleA-3 Make it easyA-4 Avoid curse of knowledgeA-5 Select right platform


Tips: Growing the Campaign

B-1 Engage existing networkB-2 Build strong databaseB-3 Pursue beyond onlineB-4 Illustrate where $ goB-5 Be transparent


Tips: Growing the Campaign

B-6 Make Web strong/easy to navigate

B-7 Use multiple media to tell storyB-8 Seek volunteers aligned with

causeB-9 Manage volunteersB-10 Provide link to donateB-11 Network, network, network


Tips: Using Twitter for Your Campaign

C-1 Do NOT ask for $ firstC-2 Team with othersC-3 Communicate personallyC-4 Search for shared interestC-5 Ask core to retweet


Tips: Using Twitter for Your Campaign

C-6 Select hashtag (#)C-7 Consider TwibbonC-8 Remember to thankC-9 Tweet status regularly


Exercise

Are there other tips that should be included in these 25?

In small groups, select the top 10 ideas that encourage success.


Can you find your donate button in 1-2 seconds?

Is your donation button above the fold, big and colorful?

Is it clear where the money goes? To directly which activities or people?

Do you have links to events and other opportunities for engagement?

Network for Good® Checklist – Web site


One clear call to action on your donate form (Donate! Or, become a member!)

Copy is in a font size that is easy for people over 50 to read

One-page donation forms Automatic e-mail tax receipts once

the gift is made

Network for Good® Checklist – Forms


Can people sign up on any page on your Web site?

Is “Forward to a Friend” in every e-mail message?

Does your organization’s social networking presence encourage “friends” and “followers” to visit your home page and/or sign-up form?

Network for Good® Checklist – Lists


Does your subject line entice readers to open?

Are you e-mailing at right time, right days?

Does the message come through, even if the images don’t?

Does this e-mail have a personal touch? Are you being CAN-SPAM compliant?

Network for Good® Checklist – E-Mail


Do you send receipts and a personalized thank you immediately upon receiving a donation?

Do you thank donors again later in the year?

Do you give the donors the credit for the impact and share how funds were used?

Network for Good® Checklist – Thanking


Conclusion

Questions? Comments regarding mobile giving. Thanks for participating!

www.asaecenter.org

Contact Information

Steve Drake, MAPresidentDrake & [email protected]: @causeaholic and @stevedrake636/449-5050

Business

S:\Drakeco\Presentations\10 Great Ideas\Dialing For Dollars