Presentation given by Brian Barela and Dan Birch at the US Staff Conference 2011. Outlines a basic strategy for mpd and social media as well as tips and tactics to increase effectiveness.

1. social media and fundraising
raise
communicate personally
money

3. communication patterns have changed

4. some tools don’t work as they used to

5. social media and fundraising
raise
communicate personally
money

6. listen closely
respond personally
managable

7. real people, not names on a list

8. steward time well
live out your call
enjoy & thrive

10. abandoned facebook pages
2 year old blogs
10,000 unverified emails
same information shared
in the same way in 4 different
places

12. we love to shout!

13. social media and fundraising
tailor social media into
an overall communication
strategy

14. exercise #1--tailor email

15. social media and fundraising
what is unique about?
viewing an email on a laptop?
viewing an email on a blackberry?
viewing an email on an iPhone/Android?

16. real people, not names on a list

17. every supporter has unique preferences
60 years old
He travels 3x a month
Loves his iPad
She babysits grandkids
Loves her Macbook
10 years on team

20. social media and fundraising
McDonalds
tailors delivery
of food to the
preferences of
it’s customers

24. social media and fundraising
tray = everyone
bag = people in a hurry
slide = families with kids

25. social media and fundraising
God at Work Media
email = on the go or at
your desk
paper = at home
mobile = on demand
facebook = when online

27. social media and fundraising
not
time
tailoring

28. social media and fundraising
competition for attention
scanning than reading
preferences & channels
people raising money

29. mastering email

30. social media and fundraising
Email Sent From A Personal Account
cannot track who opens and clicks
not mobile friendly
PDF attachment same as paper letter
hard to keep your list up to date
impersonal

31. social media and fundraising
email service allows you
to tailor and track God
at Work media for
smartphones & laptops

32. social media and fundraising
tailor

33. social media and fundraising
track

34. social media and fundraising
track

35. social media and fundraising
email service allows you
to learn the preferences
of your supporters

36. social media and fundraising

37. exercise #2--master email

38. social media and fundraising
how can you use the data
from an email service to
communicate
personally?

39. social media and fundraising
tips make title & length mobile friendly
only link to 1-2 other places
change the title EVERY time
alternate ministry & personal
only link to your blog
consider segmenting list
track opens and clicks

40. social media and fundraising
Beginner Sign up for Mailchimp and
try it with top 20 supporters
Craft Compelling Titles
Intermediate Brand to match website
Link to Blogs/Videos
Segment List into New,
Advanced Top 10, and General
Refine content

41. mastering facebook

42. the newsfeed!
the
website?

43. social media and fundraising
the destination has changed:

44. social media and fundraising
website facebook
posts information groups information
sorted by a person sorted by people
spoke on a wheel hub of a wheel
local grocery store Walmart
“surf” the web “scan” the newsfeed

46. social media and fundraising
newsfeed statistics

48. 1/500
.002%

49. 250 Million

50. 90 Billion

51. social media and fundraising
if the newsfeed is the place where
most people prefer to read online
content how can sending
someone to a website come
across as impersonal?

52. social media and fundraising
not
time
tailoring

54. social media and fundraising
best: worst:
awareness transact
endearment
attention

55. social media and fundraising
“Push” “Pull”
awareness listen
endearment engage
attention segment

56. social media and fundraising
what are some benefits to
checking the facebook profile of a
supporter before calling/writing?

57. exercise #2--master facebook

58. social media and fundraising
Ideal Post on Facebook
upload a photo
share a link and info as
a comment
like the post

59. social media and fundraising

60. social media and fundraising
tips do not create a facebook page
use your profile and a list instead
include a photo in every update
you and your family first, ministry
second
make posts “scannable”

61. social media and fundraising
Beginner Add every person in database
as a friend
Take screenshots of God stories
Set up a list
Intermediate Use list to research interests
Integrate their interests into
communications

62. social media and fundraising
Advanced Send out regular, targeted to
your list that help your supporters
get to know you first, and your
ministry second.

63. mastering websites

64. social media and fundraising
Your Online Home

65. social media and fundraising
control of how it looks
ownership of the content
opportunities for interaction
detailed statistics
“prosonal” than facebook

66. social media and fundraising

67. social media and fundraising
Integrate Blog with Email

68. same header
as blog
uses a link
to blog

69. social media and fundraising
Integrate Blog with Facebook

70. comment w
a link to blog
invitation to
read more
on blog

71. social media and fundraising
Ideal Blog Post
One large picture
2-4 sentences

72. exercise #2--master blogs

73. social media and fundraising
Elements of a Standard Website
Ample Website
Simple and Clear Header
Content Area = 2/3
Sidebar = 1/3

75. header
sidebar = 1/3
content area = 2/3
ample whitespace
ample whitespace

76. social media and fundraising
Go to the website of your neighbor and
evaluate their site based on a clear header,
content area = 2/3, sidebar area = 1/3, and
whitespace

77. social media and fundraising
tips more women than men read blogs
more women than men write
checks
set a posting schedule and stick
with it--1-2x a week
wordpress.com
2011 theme

78. social media and fundraising
Start a free blog on
Beginner wordpress.com
Post 1x a week
Brand blog with a
Intermediate professionally designed
header
Increase posting frequency
Advanced Connect it more intentionally
to other communications

79. youtube & linkedIn
Charlie bit Add you to my
my finger! professional
network, I’d like
to...

80. social media and fundraising
Keep it short--1 Minute
Use Your Smartphone
or Web-Cam
Use “Unlisted”to
Personalize
Embed on Your Website

81. social media and fundraising
“Unlisted YouTube Videos”
Only people who know the link can view it
Will not appear in search results
Do not need a YouTube account to view

82. social media and fundraising
“Unlisted YouTube Videos”
Create personalized videos with ease
Use their name in title & in video
Can use email, text, facebook to share

83. social media and fundraising
Embed on your website for a
personal experience

86. social media and fundraising
Embed on Your Website
Integrated look and feel (compared to
YouTube chanel)
Track number of views on website and
YouTube video
Opportunity to explore website (options
can create more personalized experience)

87. social media and fundraising
Beginner Shoot a 1 minute video with
smartphone & upload to
YouTube
Intermediate Interview someone from
ministry or on location
Record private, personalized
Advanced
thank you to top 10 donors

88. social media and fundraising
Get to know potential
supporters before
appointment
Only add as a
connection after you
have met
Great for getting to
know professional side

89. social media and fundraising
Get to know potential supporters before apt
Common interests
Other non-profits
Mutual Friends

90. Putting it Altogether

92. social media and fundraising
Two students trust Christ

94. social media and fundraising
Tailor to Paper Prayer Letter

95. branded
header
November 2011
t wo s tu de n ts t rus t c h r i s t
scannable Lorem ipsum dolor sit amet, et
nulla nisl nulla lacus itaque,
picture
orci a dignissim varius ante
curabitur vitae, vestibulum so-
dales erat neque orci. Mauris
tincidunt luctus, lorem est sed
lacinia a ornare mattis, eum in,
mauris augue, et aliquam nec
phasellus nascetur. Erat sus-
pendisse nisl venenatis, arcu
libero. Morbi auctor ipsum nec,
bibendum magnis nonummy
tempor odio sed, ac nunc pre-
tium, imperdiet dis volutpat
cras. Imperdiet at tortor. Ves-
tibulum donec, morbi augue
duis id, feugiat non, ac vel
malesuada, neque vehicula.
Ipsum sed ultrices, vitae nunc
pr ay e r re que sts
Lorem ipsum dolor sit amet, et
nulla nisl nulla lacus itaque,
orci a dignissim varius ante
curabitur vitae, vestibulum so-
dales erat neque orci. Mauris
tincidunt luctus, lorem est sed
lacinia a ornare mattis, eum in,
invitation to mauris augue, et aliquam nec
phasellus nascetur. Erat sus-
we had family pictures taken before win
read more t h ebar el afami ly.com/nove mber
read more about Tyler and Susie: photographer captured any good sh
on blog Thank you for partnering with us in reaching students around the
world for Christ! Your investment encourages us to continue to
trust God to change the world!

96. social media and fundraising
Tailor to Email Service

97. branded
header
uses a link allows
integrates donor
video to choose
to find out
more
scannable
picture

98. social media and fundraising
Tailor to Your Website

99. branded
header
can click
on links
to read
more
embeds
video

100. social media and fundraising
Tailor to Facebook

101. scannable large image
picture as lead
“liked”
invitation to
read more comment w
on blog a link to blog

102. social media and fundraising
Tailor to Mobile

103. branded
header
easy to
read on
small screen
uses a link

104. real people, not names on a list

105. social media and fundraising
communicate
personally

106. social media and fundraising
raise
money

107. steward time well
live out your call
enjoy & thrive