Dave Tinker, CFRE presentation to Volunteer Administrators of Southwestern PA and Westmoreland Association of Volunteer Administrators conference on May 17, 2013

1. State of the Art Fundraising
Using Social Media in Fundraising and Volunteer Communications
May 17, 2013
Volunteer Administrators of Southwestern PA
Westmoreland Association of Volunteer Administrators
Dave Tinker, CFRE
ACHIEVA
@davethecfre

2. What We‟ll Go Over
• Why should you use Social Media in Fundraising
• Social Media is a Friend of NPOs
• Facebook, Twitter, YouTube, Instagram and Pinterest
• Social Media Exercise
• Social Media Policies Can Help
• Online Resources
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3. Definition
• What is Social Media?
o A group of applications that allow for user generated content
• What is Social Networking?
o Placing individuals into specific groups connected by a
common interest
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4. Benefits to your Organization
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• Public Relations
• Customer Services
• Loyalty Building
• Collaboration
• Networking
• Search Engine Optimization
• Enhance your Fundraising

5. Statistics and Facts
• People Use Social Media More than Anything Else on Internet
– 75% of Americans use social media
– 33% of adults online post to social media sites at least once a week
• 66% of all internet users in the world visit social networks
• Using social media is done more often than reading email
• It is growing faster than 3x the internet
• 93% of social media users believe an organization should
have a presence in social media
Sources Forrester, Nielsen, TechCrunch, Wecando.biz 5

6. Easy Access to Social Media
• You can access social media
• PCs
• Tablets, Kindles, Nooks
• Phone
• TV and TV games
• Social Media is more interconnected
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7. The Price Is Right!
• Guess the correct social media statistic
• The contestant who is the closest without going
over wins!
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8. The Price Is Right!
• 18%
• Worldwide, more than 50% of people who connect to social media
do so by mobile device; in U.S., it’s 30%
• Social networking sites reach 1.2 billion people = 82% of people
online
• 1 in 6 minutes online is spent on social networking sites
Sources: Mashable, The Next Web, comScore, AdWeek
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• What percent of all time spent online is spent on
social media sites?

9. The Price Is Right!
• 1 billion
• The average Facebook user spends 7 hours a month on the site
• Average user connected to 80 groups, events and community
pages
• 300 million photos uploaded daily
Sources: Facebook, Mashable, The Social Skinny, Gizmodo
• Facebook has how many active users? (Hint: it’s
more than 100 million)
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10. The Price Is Right!
• Over 400 million
• Twitter has 640 million users worldwide;
• 72 million active
• 400 million Tweets = 21+ million pages of text
Sources: Media Bistro, Mashable
• How many million Tweets are sent per day?
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11. Ory Okollon,
founder of Ushahidi
(nonprofit providing software
for information collection)
“It (Ushahidi) is only 10% of the solution.
The other 90% is up to the people and
organisations using the platform.”
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13. More or Less!
• Listen to the social media impact statistic
• Guess whether the correct answer is more or
less!
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14. More or Less!
• MORE: 127 countries
Sources: Alexa traffic (December 2012),
via VincosBlog
• Of 137 countries surveyed, 100 reported
Facebook as the leading social network (most
users)
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15. More or Less!
• LESS: Asia has 278 million
• Europe with 251 million
• North America with 243 million
Sources: Alexa traffic (December 2012), via VincosBlog
• Asia has the most Facebook users, with
300 million
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16. A look at usage in development: CASE
• It’s not just Facebook
o While 96% of survey respondents are on FB, 80% have
Twitter accounts, 73% use You Tube and 68% manage
groups on LinkedIn
o 17% are experimenting with geosocial (location-based)
services such as Foursquare
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17. A look at usage in development: CASE
• It’s likely managed outside the development office
o 74% of institutions surveyed stated communications/public
relations staff are responsible for creating, monitoring and
enforcing social media policy
o This compares to 18% reporting development staff
involvement
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18. A look at usage in development: CASE
• It’s emerging in campaign strategy
o 50% of respondents reported social media usage in
campaigns
o Uses include event attendance promotion, matching gift
challenges and online contests
Source: Third Annual Survey of Social Media in Advancement conducted by the Council for
Advancement and Support of Education, mStoner, and Slover Linett Strategies
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19. Facebook pages
• Nonprofit Resources by Facebook
– https://www.facebook.com/nonprofits
• Pages
• Ads
• Apps
• Places
• Events
• Groups
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20. Twitter Fundraising Samples
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• Pittsburgh Gives
– One Day Only Have Your Gift to @ACHIEVA Matched –
http://is.gd/1234 #pghgives (79 characters)
– The Pittsburgh Foundation will match your gift to ACHIEVA
50 cents for every dollar up to $2,500 Oct 28 at 10am
http://is.gd/ZiQtDk PLS RT(140 characters)
• Join and Donate
– @aplusk, @drew

21. Anatomy of a Tweet
• Name @
• Hashtags #
• RT & MT
• URL Shorteners
• . Or “ Before a Tweet
.@davethecfre
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One Day Only Have Your Gift to
@ACHIEVA Matched –
http://is.gd/1234 #pghgives

22. Instagram and the Calgary Zoo
• This year they didn’t print an annual report. They posted
it on Instagram.
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23. Rhymes with Purple
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24. Impact
• LGBT awareness campaign raised more than $100k from
more than 2,500 grassroots contributors
• This is in addition to more than 50,000 videos uploaded
and viewed more than 50 million times
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25. Fundraising Examples
• Simple - likes = donation
• Celebrities ask for followers
• Ask for input
• Contests – Fuel for Good
• Take to your online donation portal
• Peer to Peer
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26. Build Social Media into Traditional Marketing
• “Plans are nothing, planning is everything”
- President Eisenhower
• Increases donor response rate
• Increases gift size
• Helps feed need for association
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27. How do you go viral?
• Go Viral - LAI
– Influencers
– Trustees
– Donors and Current Volunteers
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28. Twitter Exercise
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• Make a request in 140 Characters or less!
– Can be event, general request or pushing
information
AND
• State mission in 140 characters or less!

29. “We‟re still in the process of
picking ourselves up off the
floor after witnessing firsthand
the fact that a 16-year-old
YouTuber can deliver us three
times the traffic in a couple
of days that some excellent
traditional media coverage
has over 5 months.”
Michael J. Fox
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30. YouTube
• 1 Billion+ unique users per month
• 72 hours of video are uploaded to YouTube every
minute
• 4 billion hours of video are viewed monthly
• Now close captions videos
• Nonprofit Channels allow premium branding
capabilities
– Embeddable on Websites
– Donate button
– Call to action 30

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32. Components of Social Media Policy
• Define social media
• Identify that you have concerns and interests
• Tell people what to avoid
• Remind people to protect privacy
• State how it‟s related to other agency policies
• Logos, photos, videos
• „Friending‟ clients, co-workers
• How to engage others
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33. Social Media Policy Guidelines
• In 2010 AFP International crafted guidelines for
members of
o AFP
o ASAE
o NTEN and
o The DMA, Nonprofit Federation
• Results were released in late 2010
o http://is.gd/yGv43r
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34. Online Tools to Help You
• Inbound Zombie/John Haydon – www.johnhaydon.com
• Beth Kanter‟s Blog – www.bethkanter.org
• NCE Social Media – http://ncesocialmedia.wordpress.com
• Social Media Policy Samples -
http://socialmediagovernance.com/policies.php
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35. What We Discussed
• Why should you use Social Media in Fundraising
• Social Media is a Friend of NPOs
• Social Media Exercise
• Social Media Policies Can Help
• Online Resources
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36. Questions?
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37. Feel Free to Contact Me!
Dave Tinker, CFRE
Vice President of Advancement
ACHIEVA
711 Bingham Street
Pittsburgh, PA 15203
(412) 995-5000
dtinker@achieva.info
@davethecfre
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