1.Raising More Money With Social Media ToolsSeptember 13, 2012The Nonprofit Net, Inc.

2. Who Am I? Served with the U.S. Peace Corps 2000-2002 Began nonprofit career writing grants and press releases Worked at small, grassroots nonprofits and largeinstitutions of higher education Started J Campbell Social Marketing in 2011 to helpnonprofits and small businesses work better and smarterusing online tools Advocate and cheerleader for social media NOT a social media expert (I dont believe in that term)Slides available: www.jcsocialmarketing.com Slides available at: www.jcsocialmarketing.com 3. Social Media What Is It? Any online technology or practice that people use to share (content, opinions, insights, experiences, perspectives and media). REAL interactions in REAL time.Slides available at: www.jcsocialmarketing.com 4. Social Media Is It A Fad? No. The platforms may change (anyone remember Friendster and Myspace?) but the concept is not going to change. Social media has revolutionized the way we communicate with each other on a personal and professional level. Social media has completely changed our expectations of brands, companies and nonprofits.Slides available at: www.jcsocialmarketing.com 5. Slides available at: www.jcsocialmarketing.com 6. 2012 Nonprofit Social Networking Report 98% have a Facebook page with an averagecommunity size of over 8k fans. Average Facebook and Twitter communities grew by30% and 81% in 2011, respectively. Slides available at: www.jcsocialmarketing.com 7. 2012 Nonprofit Social Networking Report 73% of respondents allocate half of a full timeemployee to managing social networking activities. 43% budget zero dollars for their socialnetworking activities. The top 3 factors fornonprofit success insocial media are: Strategy Prioritization Dedicated staff Slides available at: www.jcsocialmarketing.com 8. What Does It Mean For Nonprofits? Extension of donor relations research,stewardship, cultivation, connection. Public awareness! We do such great work but no onehas ever heard of us! Transparency You can no longer operate in a silo. Public accountability. Digging deep into theWhy would anyonecare? question. We know why. But can we convey it?Slides available at: www.jcsocialmarketing.com 9. Great! But Does It Work?Blackbaud found that:Supporters who achieve the strongest fundraisingsuccess combined multiple social media tools(along with email and in person connections) in theircommunication efforts.Overall, participants that adopted integrated socialmedia tools increased their fundraising by as muchas 40% compared to their peers who werent using theavailable online tools. Link: http://www.netwitsthinktank.com/friends-asking-friends/using-social-media-increases-fundraising-by-40-percent.htm Slides available at: www.jcsocialmarketing.com 10. Slides available at: www.jcsocialmarketing.com 11. Does This Sound Familiar? If we get on Facebook, the donations will POUR in! I heard of an organization that raised a million dollars using Twitter! Lets get our fundraising video on YouTube and have it go viral!Slides available at: www.jcsocialmarketing.com 12. The Bad News Social media is not a silver bullet. It is not entirely free. It cannot be done well in an hour a week. It requires a commitment of resources, staff, capacity and knowledge building. It is never done (you cant cross it off the To Do list). Slides available at: www.jcsocialmarketing.com 13. The Good News If you have an Internet connection it is accessible to you! Its fun! Its mostly free! When done consistently and done well, the results can be astounding! Your donors, volunteers and community are already there, waiting for you!Slides available at: www.jcsocialmarketing.com 14. Fundraising Principles Do Not ChangeIts a Relationship, Not aTransaction Your supporters are your communityfirst. Talk to them often.Reach People Where They Are, Not Where You Want Them To Be On their terms (phone, email, socialmedia, events).Make the Story Count Faces. Stories. Of real people. Individual success stories.Taken from Fundraising: People First, Dollars Next, posted on the Inspiring Generosity blog Slides available at: www.jcsocialmarketing.com 15. Fundraising Principles Do Not ChangeTalk to Me, Not to a Dear Friend You need to know who I am. Segment lists. Personalize. We expect it.Put Your House In Order Walk through a donors journey, fromstart to finish. What is the response rate and level ofacknowledgement?Thank Supporters (On Time)! Goes back to internal processes.Taken from Fundraising: People First, Dollars Next, posted on the Inspiring Generosity blog Slides available at: www.jcsocialmarketing.com 16. Because fundraising is really about a relationship, a series ofconversations between humans, for the greater good. Dollarsare just one outcome. - NetWitsThinkTank Slides available at: www.jcsocialmarketing.com 17. Four Steps In Fundraising1. Discovery2. Cultivation3. Solicitation4. StewardshipFace-to-face connectionsPersonal relationshipsSocial media can enhance theseefforts and cast a larger net fordonor prospectingSlides available at: www.jcsocialmarketing.com 18. Discovery Look at your email newslettersubscribers Look at your blog readership Look at your Facebook fans,Twitter followers, etc. Use LinkedIn! People can add causes they careabout to their profiles Search LinkedIn Groups Follow companies that you wantto partner withSlides available at: www.jcsocialmarketing.com 19. Cultivation Donors want to be informed. Use it for staying in touch. Use social media to: Post updates, announcements, events, photos, stories Show the impact their donation is making Acknowledge them and their donation/investmentSlides available at: www.jcsocialmarketing.com 20. Solicitation No major giftsolicitations via socialmedia!!! Online giving campaignsare different. Personal, major gifts arealways done in person. Idea: People want to be part ofHave a donor write a guest blogsuccessful things. post or Facebook post about why they decided to donate. Show them that theirfriends, colleagues andcommunity is giving too. Slides available at: www.jcsocialmarketing.com 21. Stewardship Say thank you. Repeatedly. Keep donors information, involved and important Post info about how the money is being used Success stories Giving donors early info about events Breaking news Acknowledgement on your websiteSlides available at: www.jcsocialmarketing.com 22. Questions so far?Next part of thepresentation: 6 Tools forFundraising Online How To Conduct ASuccessful OnlineFundraisingCampaign Slides available at: www.jcsocialmarketing.com 23. 6 Tools for Fundraising Online 1) ChipIn Works like a donate button with a thermometer measuring the campaigns progress. Subscribing is free, they go through PayPal. Rates start at 2.5%. Slides available at: www.jcsocialmarketing.com 24. 6 Tools for Fundraising Online 2) ChangingThePresent Connects donors with more than 1,500 charitable gifts (Help stop global warming for $20, Adopt a tiger for $40). A premium nonprofit profile costs $100/year. Rates at 3%.Slides available at: www.jcsocialmarketing.com 25. 6 Tools for Fundraising Online 3) Razoo Helps donors find inspiring giving opportunities and helps nonprofits and volunteers create fundraising pages. You can accept donations on your Facebook page, your website and check in from your iPhone app. Flat 2.9% rate.Slides available at: www.jcsocialmarketing.com 26. 6 Tools for Fundraising Online 4) Causes Can post Cause profiles on your Facebook page. 4.75% free processed through Network for Good. Slides available at: www.jcsocialmarketing.com 27. 6 Tools for Fundraising Online 5) FirstGiving Create your own individual fundraising pages. To link pages back to your site is $300/year. Rates 5% + 2% CC. Slides available at: www.jcsocialmarketing.com 28. 6 Tools for Fundraising Online 6) **My favorite:** Fundly1.9% fee + 3.0% for credit card processing. No monthly fee. $100 is the average Facebook donation for shared campaigns. Nonprofits and individuals can both use Fundly. Ease of use.Slides available at: www.jcsocialmarketing.com 29. Tips from Fundly CEO Dave Boyce How to turn donors into fundraisers! You can triple your online giving by inviting people to invite their followers and friends! I invite you! Peer-to-peer ask is most powerful.Slides available at: www.jcsocialmarketing.com 30. Online Giving Campaigns Step By Step Guide to a Successful Online GivingCampaign 1) What is the project you are funding? General Operations doesnt cut it. Something specific and tangible. Playground, arts equipment,instruments, field trip, classroom,job training, food, books 2) Get very specific.Set a price tag and a deadline.Is your date 3 months out (ideal)?Is your target achievable?Slides available at: www.jcsocialmarketing.com 31. Online Giving Campaigns 3) Set Giving Levels. Make them fun. Make them meaningful. $700 gets you the slide! 4) Share stories. Why should people care? Photos Videos Personal experiences Blog postsSlides available at: www.jcsocialmarketing.com 32. Online Giving Campaigns 5) Email launch! Target: We are raising $22,500 by October 15. Objective: This will allow us to open one new classroom. Make it personal! Send an update per week. 3 lines, very brief, very personal. 6) Use social media. Facebook Twitter LinkedIn Google+ YouTube PinterestSlides available at: www.jcsocialmarketing.com 33. Online Giving Campaigns7) Recruit help.Get your top supporters to set up their own pages!Rinse and repeat8) Use your website real estate.Embed the campaign Donate Button on your website.Be consistent across all marketing and communication channels.Dont want to confuse donors!Slides available at: www.jcsocialmarketing.com 34. Online Giving Campaigns 9) Celebrate!! Announce when you reach milestones. Get everyone excited!!! Keep up the enthusiasm! Provide evidence of the moneys impact.Slides available at: www.jcsocialmarketing.com 35. Online Fundraising: Tips Experience another charitys online donation process. Is the Donate Now button easy to find? Is the donation process difficult and complicated? Are the forms long and cumbersome? What is the acknowledgement process? Where could they improve? What are they doing well? What could yourorganization emulate? Slides available at: www.jcsocialmarketing.com 36. Example: The Ellie Fund You think you have no time for social media? Meet Julie Nations, Executive Director of smallBoston nonprofit The Ellie Fund, mother of 3 boysunder 6, social media maven! Get her (awesome) presentation from Social Media forNonprofits:http://www.slideshare.net/SM4nonprofits/julie-nations-ellie-fund Big Idea Wall: Write down everything that you do andfigure out where social media can fit in. Plan the work and work the plan. Slides available at: www.jcsocialmarketing.com 37. Twive and Receive Twive and Receive National Giving Day on June 14 Twitter-based giving day Cities across America compete to win their shareof $30,000 in award money for a locally-servingnonprofit (Razoo Foundation). Only one nonprofit per city was allowed tocompete. Communities fundraised using Twitter, othersocial networks and electronic media.Slides available at: www.jcsocialmarketing.com 38. Twive and Receive Twive and Receive Two goals Raise money Raise capacity for nonoprofits The importance of including training in this A giving day like this should be an exercise thatbilds nonprofits social media capacity, andencourages them to try out new and differentskills and theories.Slides available at: www.jcsocialmarketing.com 39. Twive and Receive Twive and Receive Two goals Raise money Raise capacity for nonoprofits The importance of including training in this A giving day like this should be an exercise thatbilds nonprofits social media capacity, andencourages them to try out new and differentskills and theories.Slides available at: www.jcsocialmarketing.com 40. Example: The Ellie Fund Slides available at: www.jcsocialmarketing.com 41. Ellie Funds 4 Winning Strategies1) Dont make it about the money.2) Create a compelling story. Chance of winning $15K is not a very compelling story. They decided to tell the untold story of breast cancer:how the families and kids are affected in addition to thecancer patient. They created a teamof superheroes Filmed 5 kids talkingabout their experiencesSlides available at: www.jcsocialmarketing.com 42. Twive and Receive http://www.youtube.com/watch?v=kQYdVGlLb- g&feature=plcp Slides available at: www.jcsocialmarketing.com 43. Ellie Funds Winning Strategies3) Leverage existing assets.4) Plan!! Facebook Determine what your main call-to-action is for your supporters. Find compelling pictures to include in your posts. Always link back to your fundraising page. Post a few times a day and start between 9 and 10AM. Make sure your message is clear and concise. Keep Facebook posts as short as a Tweet (140 characters max).Adapted from John Haydons Social Media Checklist:http://social.razoo.com/2012/06/your-weekly-social-media-checklist/ Slides available at: www.jcsocialmarketing.com 44. Ellie Funds Winning Strategies Twitter Schedule Tweets with links to your fundraising page ahead of time. Choose exciting phrases like Show your support on June 14th! and Be part of the movement! Use platforms like HootSuite to gather information on which Tweets got the most clicks. Do keyword searches relevant to your organizations mission, like animal rights or environment. Engage in conversations with them when you have relevant information to share (thats not always about just your organization). Follow people back and ReTweet other posts so those people can take notice of you.Adapted from John Haydons Social Media Checklist:http://social.razoo.com/2012/06/your-weekly-social-media-checklist/ Slides available at: www.jcsocialmarketing.com 45. Ellie Funds Winning Strategies Pinterest Pin posts with compelling images related to your cause. Try pinning resources from other placesnot just from your organizationto help you build relationships with other people in your area. Comment, like, and repin other peoples posts. And if you get a comment, like, or repin from your posts, thank them! Google Analytics In everything you do, measure! See what works, what doesnt work, and adjust accordingly. Metrics are your friends!Adapted from John Haydons Social Media Checklist:http://social.razoo.com/2012/06/your-weekly-social-media-checklist/Slides available at: www.jcsocialmarketing.com 46. Take Aways Dont compare. Dont get discouraged. Get training. Get professional help. Do it in bite-size pieces. Do whats manageable. Have realistic expectations. Less is always more. Quality over quantity. Go off-topic. Have fun! Slides available at: www.jcsocialmarketing.com 47. To learn more: www.johnhaydon.com www.bethkanter.org www.nonprofitorgsblog.org www.hubspot.com www.jcsocialmarketing.comSlides available at: www.jcsocialmarketing.com 48. Questions, comments, feedback? Email: julia@jcsocialmarketing.com Website: www.jcsocialmarketing.com Cell: 978-578-1328 Twitter: @skullsflying Facebook:www.facebook.com/jcsocialmarketing Slides available at: www.jcsocialmarketing.com