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S O C I A L M E D I A & YO U R F U N D R A I S I N G P R O G R A M
SUSAN TENBY
AFP GOLDEN GATE JULY 2015
@SUZBOOPSUSANTENBY.COM
Director of Community and Partnerships, Caravan Studios
Original Online Community Manager, TechSoup
Founder, OCTribe
Social Media Consultant
Agenda1. Fundraising Through Social2. Branding3. Relationship-Building4. Capacity5. Meet the Pros6. Resources
The Big Picture
• Strategize your campaign and set realistic goals.• Evaluate your audience (who and where).• Create the content and messaging.• Measure your campaign’s KPIs.• Be committed.
“Content is king, but distribution is queen and she wears the pants.”- Jonathan Perelman, Buzzfeed
CC Image: https://flic.kr/p/6WsfZx
Crowdfunding Engages All Age Groups
Online donors 55-64 are the most generous crowdfunders.
1%9%
19%
22%24%
18%
7% Unknown
18-34
35-44
45-54
55-64
65-74
75+
Source: http://www.slideshare.net/kimbiainc/gla-infographicfinal
What Should I Be On?
• Which platforms will help me reach org goals?• Which platforms are our audiences using?• Which platforms are our target audiences using?• Which platforms can we listen and learn?• Which platforms will allow us to stand out?
Donor Consideration Touch-Points
• Email used to be the first point of contact. Now social media is often the first contact.
• Websites are now secondary, primarily used to gather information.
What is off brand?
Trying to hard to reach Millennials.
What does this have to do with NPTech? Where does it mention the link to Vine in the bio?
What are you projecting as an org?
You must have a purpose, a plan, and make connections back to your mission and your org.
They set up a Tumblr for no reason that has no connection to TechSoup or nonprofits.
There’s no plan to scale it, and they abandoned it.
• Use a CRM tool like Nationbuilder to find who is following you across different platforms.
• Engage with them directly.• Set a meeting with them.
Meet Your Super Fans
• Allows you access to stakeholders and influencers• Gives you a reason to ping new networks• Gives a human voice and face to C-level staff and
those behind the vision
Social Media Changed the Way We Engage
What’s too much?
Find the line between informative and annoying.
Too many posts decrease engagement.
What else makes an effective post?
@Mention and no more than 3 hashtags.
Pictures and video get 50% more engagement.
Experiment with posts, but don’t drive yourself crazy.
Guy Kawasaki’s A/B test mentioning race got 492 comments.
A/B Testing
Identify hashtags used in your issue area, and share high-quality content using those hashtags to build credibility.
Converting a Tweet into a Lead
Identify influencers in your network and in your issue area by using tools like Little Bird and Buzzsumo.
Converting a Tweet into a Lead
Be diligent about engaging with your influencers over a period of time, so you stay top of mind.
Here’s 8 ways to get their attention…
Converting a Tweet into a Lead
Follow them.
Engage with their tweets by replying, commenting, retweeting, or favoriting.
Favorite positive tweets from other users by searching for their handle in native Twitter.
Converting a Tweet into a Lead
Converting a Tweet into a Lead
Share their long-form content: • Visit their blog,
YouTube, Slideshare, or find recent news on them.
• Tweet it out with an @mention.
Converting a Tweet into a LeadScroll through their Twitter feed:• Are they running a
campaign? Give them a shout out.
• Are they participating in or hosting tweet chats? Join them.
Converting a Tweet into a LeadIf they’re live tweeting, retweet and engage with their content in real time.
Add them to a flattering Twitter list.Subscribe to their Twitter lists.
Converting a Tweet into a Lead
Once you’ve gotten their attention via a follow-back, send them a DM to get their email address.
Converting a Tweet into a Lead
Get It Done with Consultants
A team of two consultants can take on the work of one full-time social media manager.
Get It Done with Existing Staff
Make it easy.• Get your staff on-board with sharing your org’s
mission and call to action on their social.• Prefabricate posts.• Optimize social sharing on the website.
Time Investment
Twitter: 5-30 minutes a dayFacebook: 5-30 minutes a dayLinkedIn: 15-30 minutes a weekListservs: 15 minutes a weekOther Groups: 30 minutes a week
Time Investment
With 20 minutes, you can• Look for shareable content and curate.• Reach out to new followers.• Answer a question and amplify it.
Time Investment
With 40-60 minutes, you can• Search for 5 new people in your field
to follow.• Live-tweet an event.• Find and use 5 new hashtags.• Join a tweet chat.
Nonprofit OrgsA Social & Mobile Media Blog for Nonprofits
• Facebook: 93K fans• Twitter: 788K followers• YouTube: 1,328 subscribers• Pinterest: 20K followers• LinkedIn: 2,154 followers• Instagram: 8,782 followers• Google+: 14K followers
Nonprofit Orgs@nonprofitorgs
• Offers high-quality free content
• RTs influencers• Maintains good
mix of self-promotion vs. 3rd party content
Beth Kanter @kanter
• Informative• Gracious• Has Calls to Action• Includes insights
into her thought-process and ideas
Twitter Lists of Over 600 Nonprofit CEOs and Executive Directors:• https://twitter.com/farra/lists/social-eds/members• https://twitter.com/ChrisTuttle/lists/nped
Slideshares:• www.slideshare.net/suzboop• www.slideshare.net/girardinl/dont-panic-how-to-embrace-emerging-
social-media-with-infinite-majesty-and-calm
Recommended Reading:Mobile for Good: A How-To Fundraising Guide for Nonprofits by Heather Mansfield
24 Must-Read Fundraising and Social Media Reports for Nonprofitshttp://www.nptechforgood.com/2015/07/03/fundraisingreports/
15 Must-Know Fundraising and Social Media Statshttp://www.nptechforgood.com/2015/01/25/15-must-know-fundraising-and-social-media-stats/
Nonprofit Tech for Good’s Social Media Archivehttp://www.nptechforgood.com/category/social-media/