1. Fundraising With
Social Media
Darian Rodriguez Heyman
@Dheyman
November 5, 2012

2. Our Agenda
•Why Social Fundraising?
•How To Launch a Campaign

3. Why Social
Fundraising?

4. Why Social Fundraising?
•People Give to People
•The Most Powerful Form of Ask
is a ―Peer Ask‖
•Turn Your Donors Into
Fundraisers

5. $300 Billion
Donated by Individuals per Year
Source: 2008 Chronicle of Philanthropy

6. OnlineGiving:
13%

7. Growing at:
35% — 55%
Source: 2010 Blackbaud, 2010 Giving USA

8. How Not To Launch

9. How To Launch a
Campaign

10. How to Launch
•Just Do It
•Fail Fast, Fail Forward

11. Step 1: Pick a SMART Goal
•$20,000
•By December 31, 2012
•RES Playground
•For 647 Kids

12. ―People Don’t GiveTo You, They
Give Through You‖

13. Step 2: Map Donations to Impact
•Think Incrementally

15. Step 3: Pick a Platform

16. Step 4: Upload Content
Pick a short
video
Use pictures Personal Stories
with human Sell!
faces Keep text to a
minimum

17. Step 5: Make Your Donate
Button Shine
•3 Tweaks: Button, Levels, Impact

18. Step 6: Get Out of Your Own
Way
•3-Click
Rule

19. Step 7: Plan for Success
•Editorial Calendar
•Facebook 1+/Week
•Twitter 1+/Day
•P2P Asks Are Key
•Seedthe Tip Jar

20. Step 7: Plan for Success
•Mornings: 8 – 9AM
•Lunch: 12 – 1PM
•End of Day: 4:30 – 6PM
•Nights: 9:30 – 11PM
•Weekends!

21. Step 8: Social Tips
•? Vs. .
•Media: Photos, Vids
•Tag Everyone!
•Respond, Recognize
&Retweet

22. Step 8: Social Tips
Think
50/50

23. Step9: Activate
•Form a Social Media
Marketing Committee
•The Ask: 5 Minutes/Week

24. Step 10: Data Vs. Gut
•Fail Fast, Fail Forward
•A/B Splits

25. One Final Note:
Celebrate!
•Share Milestones Across All
Channels
•Document Impact
•Declare Victory!

26. ―People Don’t GiveTo You Because You
Have Needs. They Give Because You
Meet Needs‖

27. Thank You!
Darian@SM4NP.org
Twitter: @dheyman