1. Community building and
raising money through
social media
IoF conference: Fundraising in a small charity
Michelle Fortune
Charity Support Specialist

2. What we’re going to cover today
1. What is social media?
2. Facebook & Twitter – the basics
3. Using social networks
4. Engaging people
5. Keeping people interested
6. Case study
7. Sharing & fundraising

3. What is social media?
....sharing of information through social
networking sites such as Twitter and
Facebook.

4. What is social media?

5. Social Networks – Facebook & Twitter
Facebook users create a profile page that At the heart of Twitter are small bursts of
shows their friends and networks information information called Tweets. Each Tweet is
about themselves. 140 characters long
People can „like‟ your page or add you as a You can access information that interests
„friend‟ – you then become part of their you by „following‟ relevant people and
network and your news is visible in their organisations. Their tweets then appear in
„newsfeed‟ your „twitter feed‟
You can create a comprehensive profile You can develop a very basic profile and
including status add photos, videos and conversations in
updates, images, videos, notes, groups and your Tweets
your „wall‟. There is no character limit

6. Social media trends – A few Facebook stats
 68% of the UK population is on Facebook
 50% of those return to the site daily
 This is where people are!
 And they‟re talking...and sharing.
.......can you really afford not to be here too?

7. Using Facebook & Twitter
 Set your self some objectives
– what do you want to achieve
from your pages?
 Check out charities that work
in a similar way to you – how
are they using Facebook &
Twitter?
 Example – If you‟re a hospice charity, follow another hospice charity for 2
weeks to see what they do, what they post and how they respond to their
followers and friends.
 Tip – if they use a particular campaign more than once then you know it‟s
working for them.

8. Getting people to engage with you
 Signpost & promote
 Tell people your on Facebook & Twitter –
add links to your accounts on your
emails
 Promote it offline too – add your Twitter
handle or Facebook page link on
leaflets, posters or articles.
 As people to „like‟, „friend‟ or „follow‟ you
and then even ask them to spread the
word to their online networks too.

9. Getting people to engage with you
 Write great content! Starts slow with
Facebook while you're starting out. Try
adding 1 – 2 new pieces of content a
week
 Dedicate some time to looking through
your Facebook & Twitter feeds. You
don‟t need to check in constantly
throughout the day. Take the time to
check your newsfeed, comments and
new „friends‟
 Only speak when you have something
to say!
 Listen & respond - make the communication 2 way. Tweet, post and also
respond to people.

10. Getting people to engage with you
 Look at the way other charities
are doing it
 Share other people's
information if you don't have
any of your own yet
 Share stories, facts and
interesting bits of information
that may be relevant to your
charity or interesting to your
online community
 There‟s no need to reinvent the
wheel. Share the resources that
JustGiving has already written

11. This is your ‘online community’
“An online community is a social network of
individuals who interact through
specific social media, potentially crossing
geographical and political boundaries in order
to pursue mutual interests or goals”
- Wikipedia
 Your developing your own online community
 It‟s a new supporter base that you can engage with
 Once you have the interest of your online community, you can ask for their
support

12. Keeping people interested
 If you‟re promoting something new or taking a different
angle on the way you talk to your online community, check
to see that its working
 Check your insights!
 If you have fewer friends or likes, check your insights to
see when they left and why.
 Discover who is engaging with you on Facebook by
age, gender and location
 See who is talking about your charity in the last month
 Learn what content is most interesting and engaging
www.facebook.com/help/pages/insights

13. Starting out with social media
www.facebook.com/facebooktips

14. Starting out with social media
www.facebook.com/nonprofits

15. Case study – Child’s i Foundation
There was a tweet....

16. Case study – Child’s i Foundation

17. Case study – Child’s i Foundation
There was an email...

18. Case study – Child’s i Foundation

19. Case study – Child’s i Foundation
Then we heard this on Facebook...

20. Case study – Child’s i Foundation

21. Case study – Child’s i Foundation

22. Case study – Child’s i Foundation
http://www.youtube.com/watch?v=0izq1pN6Z3E&feature=player_embedded

23. How did they do this?
 They had a great online community that they‟d taken time to build
 When the call to action came, in this case to help Joey, people
responded
 They promoted it across their networks – Facebook, Twitter and also
by email and on their website.
 They thanked people afterwards and engaged with the people
supporting the cause.
 They kept people updated every step of the way
 They asked people to share the message and spread the word –
which they did

24. A little bit about sharing....
JustGiving has made it easier for donors and fundraisers to share information
on Facebook too. This opens up fundraiser‟s pages to a wider pool of people.

25. After every action on JustGiving, we encourage you to share
The Social media community
You can share all kinds of actions to Facebook, Twitter, LinkedIn & even by email
1 share can be worth up to.......
Community building through sharing &
retweets

26. A little bit about sharing....
 Do your own sharing too.
 Ask and people will share.
 Check out these free online tools to help you on your way:
www.addthis.com
www.sharethis.com

27. One last thing.....
 Your supporters
can now donate
to your charity
without leaving
Facebook at all
by adding a
donation tab
app