Strategy & Fundraising for Social Entrepreneurs

8/7/2019 Strategy & Fundraising for Social Entrepreneurs

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Strategy & Fundraising

for Social EntrepreneursBased on Geoff Livingstons forthcoming book,

Welcome to the Fifth Estate

1(c) 2010 Zoetica, LLC.http://zoeticamedia.com


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Social Good Fundraising

Drops the Average Donation

(c) Zoetica, LLC. http://zoeticamedia.com 2


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Fundraising Lessons from

Network for Good A third of all online giving occurs in December, and 22%

of annual giving happens in the last two days of theyear

Online giving happens largely between 9 a.m. and 5p.m. on weekdays

Fundraising is still about relationships

Loyalty is highest on charity websites that build strongconnections with donors

Giving portals and social networking charity sites dohelp

Recurring giving is a major driver



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Strategies Achieve Goals

4(c) Zoetica, LLC. http://zoeticamedia.com


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Marketing and Fundraising

Requires Differentiation



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What Differentiates Social

Entrepreneurs

Commitment to change the world

Unique entrepreneurial vision on how to

affect the change Solution carves a unique niche

Financially sustainable while delivering actual

social change



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AshokaChangemakers Experience



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Exercise: How Are You Different?

February 15, 2011 Social Media, a Duel Edged Sword 8


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Strategy 1: Participation w/ People



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The End of Siloed Approaches



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Direct Interaction & Engagement



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Strategy 2: Use Content to Serve



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Social Media Inform/

Engage Stakeholders



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Use Social Networks

to Bring Them Home



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Strategy 3: Engage Influencers



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Engaging On Their Terms



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Embrace Free Agents!



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Strategy 4: Empowerment



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Empowerment and Crowdsourcing



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Crowdsourcing Can Be Fun,

But Requires Work



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Tactical Engagement: Its the People!



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Exercise: What Strategy Will Deliver

the Right Results?



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Ultimately, Give to Get



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Calls to Action & Fundraising

Make the sale or get the donation

You need calls to action

This is integration of other marketingdisciplines, such as advertising



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How to Make Social Content Deliver


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Call to Action!


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Integration Creates Opportunity

Outbound

Email

Webinars

White papers

Events

Offers

Ads

Loyalist activities

=

Identity, sales opportunities,loyalty

Inbound

More information

Participation invites

Feedback loops

Harness group intel,activity (PM)

User gen. content

Fluid enterprise

=Socialprise


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Old School Stuff: Add the Social URL!


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Social Media Example: Twestival


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Simply Designed! Thumps Up!


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Busy But Delivering - LOL Catz


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Measure and Adapt



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Prepare for Fluid Movement

Over Time



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Exercise: What Kind of a

Compelling Call to Action



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Questions?


Documents

Strategy & Fundraising for Social Entrepreneurs