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Social Media: Your On-Ramp to Future Fundraising with Kivi Leroux Miller, NonprofitMarketingGuide.com
Kivi Leroux Miller
New Book
in the Works!
Morning: Getting Your Head in the Right Place (Strategy)
Approaching and After Lunch: Making It Work (Tactics)
http://www.flickr.com/photos/webtreatsetc/4520808115
Not Going
In-Depth on
Any Particular
Platform or
Tool
Has Social Media Changed EVERYTHING or NOTHING
about Fundraising?
Straw Poll at Your Table &
Discuss. If You Had to Pick,
Which Way Would You Go?
Reality Check!
Submitting Questions – “Stupid” and Otherwise Tweet with #smonramp
or Write It on a Post-It
Where to Get the Data
• E-benchmarksstudy.com (NTEN, M&R)
• Onlinegivingstudy.org (Network for Good)
• Online Nonprofit Benchmark Study (Convio)
• Blackbaud Index of Charitable Giving/Index of Online Giving
• Pew Internet and American Life Project
FACT #1:
Online is
Mainstream.
Ignore at
Your Own
Peril.
The pace of change is relentless.
Google turned 13 in September 2011
YouTube turned 8 in May 2012
Twitter turned 7 in March 2012
The iPhone turned 5 in January 2012
All generations are online in significant numbers.
Everybody uses email.
Source: 2011 donorCentrics™
Internet and Multichannel Giving
Benchmarking Report
Online giving
is growing
fast, but is
still small
overall.
Giving
directly
connected to
social media
represents
only 15% of
online giving.
Source: Network for Good’s Digital
Giving Index 2011
flickr.com/photos/carbonnyc/33413040
If you
registered for
this workshop
because you
are in a
financial crisis,
leave now and
go write some
direct mail
appeal letters.
Source: 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report
If you want donors under age 65, you need
an online strategy (web, email, social).
Source: 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report
Online donors tend to be wealthier and
give bigger gifts . . . But donor retention
is currently lower.
Alexa Rankings, January 2012
Half are Social
Media Sites; the
Other Half Offer
Many Social
Elements
FACT #2:
Internet =
Social Web
Pace of growth is
now fastest for
those over 65.
Half of boomers
use social media;
1/3 of people over
65.
Online life is
real life –
because it’s
all about
connecting,
sharing and
conversation.
FACT #3:
We live in a culture of
SNACK SIZING: Fast,
Timely, Convenient
flickr.com/photos/49024304@N00/1546033671
88% of U.S. adults have cell phones.
55% use it to go online.
17% are cell-mostly Internet users.
“Cell Internet Use 2012” by Pew Internet and American Life Project, June 2012
flickr.com/photos/buzzfarmers/7317967922/
65% of U.S. adults
sleep with cell phone
beside them – and a
third check it before
getting out of bed!
flickr.com/photos/coletivomambembe/3695560876
Mobile (and Social Media) Users Are Not Just Rich, White People
The 24-hour news cycle is
now our cultural expectation.
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The use of
visuals to
convey both
text and data is
skyrocketing.
flickr.com/photos/carbonnyc/33413040
Let me outa here . . . It’s too much for us.
IT’S OK:
We are all
still learning
flickr.com/photos/telachhe/3342173731
Submitting Questions – “Stupid” and Otherwise Tweet with #smonramp
or Write It on a Post-It
Focus on
“Engagement”
flickr.com
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Well, it starts more like this.
You mix. You mingle. You’re social.
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You want to be seen as a
member of a community
– as “one of us.”
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Not as the loud
drunk ones hustling
on the bar.
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But remember:
Community ≠ Fans
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You build
community.
Community =
Chance to Build
Rapport
flickr.com
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Rapport with Fans =
Friendraising
and Fundraising
.flickr.com
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“I've learned that
people will forget
what you said,
people will forget
what you did, but
people will never
forget how you
made them feel.”
~ Maya Angelou
Ph
oto
by
Dw
igh
t Ca
rter
Never discount rapport!
It’s essential for engagement.
Beginner Social Media Strategy The Do-Think-Feel Mix
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02
SEEK a MIX
of RESULTS:
DO Something:
Calling to Action
THINK Something:
Sharing/Educating
FEEL Something:
Building Rapport
5 Minute Share Pair:
What percentage do you think
you are doing now of Do, Think,
Feel?
How might you adjust it to create
more engagement?
Intermediate Social Media Strategy The Three Gs: Genuine, Generous, Grateful
1 Be Genuine.
2 Be Generous.
3 Be Grateful.
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The Simple Path to Engagement
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Be Genuine: Show us the
personal side of your work. 1
Darius Goes West
won two major
giving contests.
flickr.com/photos/30240240@N04/3201649084
“You have to stimulate
an emotional incentive
for people – so they feel
a sense of pride and joy
when they forward your
organization’s story to
their friends.”
Logan Smalley,
founder and co-president,
Darius Goes West Foundation
flickr.com/photos/whiteafrican/3251264618; AGC Conversational Case Studies by Beth Kanter & Allison Fine
flic
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Be Generous: Think of
communicating as gift giving. 2
Be a helpful human.
Listen to what your
supporters are saying –
and respond!
Flic
kr: B
rittany G
5 Minute Share Pair:
How can you be a more
generous communicator?
A more helpful human to your
supporters?
More actively listen and
respond?
Be Grateful: Blow kisses to
your supporters all the time.
flickr.com
/ph
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3
Epic Change uses Twitter to
build fundraisers around
public displays of gratitude.
Thanking Farmer’s Market
Zombie Walk Photos
Thanking Partners
Submitting Questions – “Stupid” and Otherwise Tweet with #smonramp
or Write It on a Post-It
6 Ways to Use Social Media in Fundraising
• 2 Where People Fundraise for You
• 2 Where You Add on Social Media
• 2 Where You Use It as a Individual
Fundraiser Rather Than the Org
Julie Meyer
Positive Wellness Alliance
Anyone else from a nonprofit that does medical case management?
Brenda Houser
Pastor’s Pantry
Anyone else from a food bank?
1
Project-Specific Short-Term Campaigns That Raise Money Now
Elements for Success: • Why / For What? • $$ Goal • Timeframe • Get Personal – Community,
Evangelists, Partners • Integrate with Email, Calls, Etc. • Tell the Story from Start to Finish
Raise $500 for Prevention
Workshop Materials
(Purple Cards)
Raise $10,000 for
New Truck to Deliver
Groceries (Green
Cards)
How Can We Tell the Story Over 4 Weeks?
Brainstorm Story Ideas on Cards, Then Put Them in Story Order
2
Encouraging Donations for Celebrations to Raise Money Throughout the Year
Celebrations That Can Work Well • Birthdays • Weddings • Holidays • Memorials
Let’s Say You Were Going to Recruit 10 People to Do
This . . . How Can You Treat These 10 People Like Major Donors with Some Extra Support?
3
Adding Social to Your In-Person Events
Tables with
Yellow
Cards!
Wines of the World
Build on These Event Elements: • Selling Only 100 Tickets • Silent Auction • Wine and Food Pairing from Five
Regions of the World
Tables with
Blue Cards!
Kentucky Derby Party
Build on These Event Elements: • Derby Party Hat Workshop • Run for the Rosé • Live Auction
4
Add Soft Ask to Direct Mail and/or Email Asks within an Integrated Campaign
Social Media Engagement Asks to Pair with $ Ask: • Take a pledge • Upload of photo • Share a note • What else?
5
Major Donor Engagement to Increase Donor Retention
Carolyn M. Appleton, CFRE
San Antonio, Texas
http://carolynmappletoninc.wordpress.com
“I allow my Facebook profile to be viewed by ‘friends of
friends’ so friends of my donors (family members who are
also on their family foundation board and other affluent
colleagues they know) can see my profile without having to
officially like the Page for security reasons … it is a strategy
for a major gift individual fundraiser, rather than a
business/organization-type Facebook page would be.”
6
Major Donor Acquisition – It’s All about Who Knows Whom!
Submitting Questions – “Stupid” and Otherwise Tweet with #smonramp
or Write It on a Post-It
Your Job
Now:
Take the
leap of faith.
flickr.com/photos/hunterwilliams/3333797271/
Here are your floaties. Put them on, and you’ll be just fine! (Promise!)
You need an
integrated mix
of online tools.
1
Need to Catch Up? Get My Checklists on Home Pages, Donate Pages, and Email Fundraising.
Kivilm.com/hello
You need
to be real
people
online.
2
3
flickr.com/photos/suzettesuzette/6211600207
You need more
little experiments.
Put this
on your
reading
list.
Ready to Jump in?
More Info on Social Fundraising Tools
Causes.com, Razoo.com,
FirstGiving.com . . . Many others.
http://www.socialbrite.org/2011/09/13/s
ocial-fundraising-tools-our-top-5-picks/
http://mashable.com/2011/03/14/social-
good-fundraising-tools/
Kivi Leroux Miller @kivilm Facebook.com/ nonprofitmarketingguide [email protected]