Best Practices in Social Media Fundraising

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  • 1. Best Practices inSocial Media FundraisingPresented by: Ehren Foss of HelpAttack!@helpattack

2. How this webinar works A link to the slides and a recording will be sent after the webinar If youd like to ask a question during the webinar, you can type it in the box on the right side of your screen Use the hashtag #fgwebinar to tweet about this webinar 3. Who is FirstGiving 4. Online Fundraising SolutionsPeer-to-Peer Fundraising Pages and Event Registrations Online Direct DonationsPersonal Support for your nonprofit, donors, and fundraisersEasy, tested, and secure transaction processes for the donor 5. About the presentersEhren Foss Vanessa Swesnik 6. Who is HelpAttack!?HelpAttack! turns Facebook updates,Tweets, #hashtags, blog posts...intomicrodonations. @helpattack 7. Social Media FundraisingIn this webinar we will discuss social media fundraisingand best practices for approaching, building, andmaintaining support online.@helpattack 8. Topics we will cover How is social media fundraising different from online fundraising or email? How is it the same? Case studies and best practices: What goals are realistic, and what effort is needed? How can smaller organizations find success? @helpattack 9. Social Media vs. Email People share - you can forward a fundraising email,but do you? Friends asking friends- peer to peer fundraising Causes, Crowdrise, CauseVox, FirstGiving, GreaterGiving, HelpAttack!, etc NOTE: its up to you to grow a relationship with those donors outside of the particular tool they are using. @helpattack 10. Social Media vs. EmailWhy is sharingimportant? Responseand conversion rates.Here are some averageresponse rates.from Sarah Durham of Big Ducks presentation Check it out! @helpattack 11. Social Media vs. EmailSharing may boost response rates. Take a FreeArtsNYCHelpAttack! ampaign for example:Unique Visitors 291/1,700 or 28x better than17%email FreeArtsNYC had around 1,200 Facebook fans andPledges 26/1,700 or19x better than around 500 Twitter followers 1.5% email for a total of around 1,700 in their social media audience.@helpattack 12. Social Media vs. Email Other differences:Instant: respond to the news with social media Kony 2012Dialogue: Komen and Planned see and interact with actual people "Social media is a space where the individual reigns, relationships are required, and conversations are public."@helpattack 13. Social Media and Email:The Similarities Grown the same starts with zero people takes time and effort Cost resources at first more than donations produced Worth it!Where would you be without your email list today? @helpattack 14. Social Media and Email:The SimilaritiesReturn on Investment (ROI)Like email, the ROI of social media should be measuredas a long term investment with compounding growth, rather than a short term balance sheet.@helpattack 15. Social Media and Email:The Similarities Audience is crucialo How big?o Who are they, and what do they care about? Experiment, test, and improve Move donors up engagement ladderPeople give to "house file" is crucial faces and heartbeats, not People give because:statistics!o People they know giveo Theres an immediate needo They are asked@helpattack 16. Social Media and Email: The Similarities Not everybody sees each message. Not everybody responds. o Conversion rate Each step in a process reduces response. o Conversion funnel o 10% x 10% x 10% = 0.1%! (need 1,000 people tostart) Part of every community is dead weight. o Abandoned accounts, bots, spam folders.. @helpattack 17. Best Practices in Social Media Fundraising set realistic goals grow your presence reward participation leverage a special event, celebrity ambassadors, corporate sponsors thank donors @helpattack 18. What are realistic goals? Get 10 new donors* Learn who they are Thank them personally Stay in touch with them Ten donors giving $25 per month all year is an extra $3,000. Not bad!@helpattack 19. What time and effort is needed?About* 6 hours of work over 6 weeks. 1 hour to brainstorm the right kind of campaign for your cause, and thesupporters you want to reach 1 hour to invite other stakeholders 1 hour to tell partners or super-supporters and ask them to help spread theword 30 minutes to write a blog post 30 minutes to include in an email to your list 2 hours of social media monitoring 1 hour to download reports and upload into your supporter database*can vary immensely depending on you and your organization @helpattack 20. What should I expect? 2,500 followers 5-10 donorsHow do you figure?If you have around 2,500 followers,youll probably get 25 hits to thepage to which youre linking, and fiveor ten people finish the action(donate, like, etc.) @helpattack 21. Leverage a special event Earth Day, Valentines Day, event or create one! #oceangiving@helpattack 22. Partners, Advocates, andCelebrities Celebrity ambassadors Corporate sponsors (JetBlue/FreeArts) @helpattack 23. Reward Participation Reward participation Like for a chance to win Submit a picture for a chance to win Nonmonetary gifts (feature your picture, story, idea, etc) @helpattack 24. Grow Your Presence Borrow an audience Reach out to 10 people with 500 followers Volunteers, other nonprofits, media, activists@helpattack 25. Grow Your Presence Ads on Facebook, Twitter, Linkedin Advertise on Google, Bing Special programs (Google Grants, YouTube nonprofit program, Hope140) for nonprofits @helpattack 26. Case Study: Facebook AdsBeth Kanter and AXIS Dance Company, check it out! @helpattack 27. Case Study: Facebook AdsWho: AXIS Dance Company and Beth KanterGoal: get local likesMethod: 2 kinds, one general and one specificCost: $5/day for the general, $8/day for the specificand decided to go for pay/click because we wanted tothem to click through to our AXIS Facebook page andLike us on Facebook, check it out! @helpattack 28. Case Study: Facebook AdsResults: 24 hours 67 Page Views 28 Unique Page Views 17 new likes 10 of those due to the ad, check it out! @helpattack 29. Real World Example: NPCA@helpattack 30. Whats a free and easy wayto keep your donors happy?Thank supporters/donors right away on social media.Its free and powerful.@helpattack 31. Thanking Donors: Best Practices provide inspiring stories about what donors are accomplishing with their giving be personal be specific For more ideas visit: 32. Real World Thank yous @helpattack 33. Real World Thank yous @helpattack 34. Best Practices for Flickr, Tumblr, Pinterest Find your "inner Picassofrom Noland Hoshino guest post on John Haydons blog, check it out! 35. Best Practices for Flickr,Tumblr, PinterestWhat NOT to post "Company logos Long paragraphs Tweets from Twitter Small images Enormously long Infographics. Instead, cut out sections thats interesting Anything that violates Pinterests terms of agreement @helpattack 36. Small to Medium SizeNonprofitsFind your ideal supporters Friend them or Follow them They will likely follow back if you engage them with questions or content Personalize the account with a picture, a voice and even a brief bio of the person posting Use tools like HootSuite@helpattack 37. Smallness as anAdvantage You can really know yoursupporters Grow the right audience Easier to ask them for things Try this: Choose a random hundred and look at their profiles. How did they find you? Who are they? Why are they following you? What value can you provide? @helpattack 38. Questions? 39. Connect with us in our Social Community!Facebook: Twitter: FirstGiving Insights blog: http://insights.firstgiving.comOnline Fundraising blog:http://blog.firstgiving.comFirstGiving for Runners blog: 40. Thank you!Interested in learning more about FirstGiving?Contact: Amber Williams Email: Telephone: 617-963-5123Interested in learning more about HelpAttack?Contact: Vanessa SwesnikEmail: vanessa@helpattack.comTwitter: @vswesnik @helpattack