Presented by Sarah McMaster, MWCC Director of Marketing & New Media during the Mount Wachusett Community College Center for Civic Learning and Community Engagement's Non-Profit Collaborative Fundraising Mini-Conference, held November 1, 2013. The Road From Here: Fundraising in the New Economy

1. New Media Strategies for
Outreach & Fundraising
Sarah McMaster
Director of Marketing & New Media
Mount Wachusett Community College

2. Fundraising: Reframed?
• Outreach as an outcome of research
– Process of identifying who in your service area
aligns with mission
• Affinity as an outcome of outreach
– Process of interesting potential stakeholders in
your mission, services, activities
• Fundraising as an outcome of affinity
– Process of building relationship and involvement

3. Fundraising: Re-framed?
• Mission
alignment
Research
Outreach &
Communications
Build Affinity
Involvement
• Educate
• Inform
• Empathy
• Support
• Fundraising
• Volunteering

4. Events
Strategic
Planning
Membership
Fundraising
Governance
Mission
Outreach
Public
Relations
Social Media

5. Creating a Plan
We need to understand
your organization
Who is your prospective
stakeholder?
• what are the key
attributes?
• What impact?
• is there a typical
profile/demographic?
What are potential
communication
channels?
• specific associations
• Community events
• specialized
publications

6. Driving Key Actions: Conversion Funnel
Social Media
Website
Fundraising Page
Donation!

7. Fundraising 2.0
Audience
Medium
Key Action
Current Members
Member e-newsletter
Membership Renewal
Board & Committee
members
Meetings & email
marketing
Time, Talent, Treasure
In-person
Continued giving
Prospective Members
Current Donors
Prospective Donors - Gen Y Kickstarter
Donations for XYZ project
Prospective Donors Boomers
Inclusion in Estate Planning
“Town hall” events
Prospective Donors – Gen x Facebook
Donations & Engagement
Volunteers
Twitter
Workday attendance
Online Ambassadors
Facebook
Share online content

8. Components of a Good New Media
Fundraising Campaign
•
•
•
•
•
•
Social sharing
Online transactions
Real-time
Mobile-friendly
Back-end metrics
Low overhead/resources

9. Crowdsourcing/Crowdfunding
Services like:
• Kickstarter
• GoFundMe
• Indiegogo
• Crowdfunder
• RocketHub

10. Kickstarter
•
•
•
•
•
Project based
Arts culture, technology
5% fee structure
Connect directly with funders
Limitations are outlined:
http://www.kickstarter.com/help/guidelines

11. Next Steps
•
•
•
•
•
Review website
Do audience segmenting
Assess conversion funnel user experience
Identify new strategies
Tell your story
Adjust
Assess
Review

12. Review website
Does it communicate our mission?
Is it easy to use?
Focus groups
Is it mobile friendly?
Can visitors make a donation?

13. Do audience segmenting
Who are your stakeholders really?
Is there a good way to group them in terms of
interests?
Affinity?
Services?
Demographics?

14. Assess conversion funnel user
experience
 How do you get there?
 How many clicks?
 How many barriers?
 What is required v. optional information?
What is the overall experience?

15. Identify new strategies
 Are you extending your reach with social
media? Feeding the funnel?
 Can you pilot a crowd funding initiative?
Communicate with segments in more
personalized ways?
 Are you measuring? Who will want to know?

16. Tell your story
Back to basics
Cultivate ambassadors
Use images & video to show your story
Tell your story using every means within your
capacity

17. Resources
• Content Creator
– Storytelling
– Photography
– Video
• “Techie”
– Dashboards
– Reporting and data

18. Questions & Discussion
Email:
smcmaster@mwcc.mass.edu
LinkedIn:
www.linkedin.com/in/sarahmcmaster/