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Has Social Media Fundraising Finally Arrived?

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Presentation covers three aspects of social media fundraising: fundraising through online fundraising platforms, Facebook fundrasing, native social media fundraising platform, and when you should use each type.

Publié dans : Technologie, Business
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Has Social Media Fundraising Finally Arrived?

  1. 1. Has social media fundraising finally arrived? <br />Nonprofit Webinars <br />August 15, 2011<br />http://www.flickr.com/photos/51352360@N00/4327438430/<br />
  2. 2. Debra Askanase, MBA<br />Former executive director, business consultant, program manager, community organizer. <br />Community Organizer 2.0<br />Strategic social media engagement for nonprofit organizations.<br />
  3. 3. Has social media fundraising finally arrived? <br />Not…completely.<br />But SOCIAL has arrived.<br />ONLINE GIVING has arrived.<br />And the key to all successful online fundraising…<br />is ENGAGEMENT<br />http://www.flickr.com/photos/51352360@N00/4327438430/<br />
  4. 4. The rise in online giving<br />Annual US giving: $300 billion<br />Online US giving: 5% to 7% of $300b<br />Online giving growth rates 2009 - 2010: <br />+ 35% in 2010 (Blackbaud)<br />+ 40% in 2010 (Convio)<br />+ 24% in 2010 (Network for Good)<br />+ 27% in 2010 (FirstGiving peer to peer)<br /> http://www.blackbaud.com/bb/online/fundraising.aspx<br />http://philanthropyblog.bwf.com/2011/03/convio-reports-on-growth-of-online.htmlt<br />http://www.onlinegivingstudy.org/quarterlyindex<br />
  5. 5. The future is here, and it’s social<br />http://www.flickr.com/photos/72098626@N00/3088582622/<br />
  6. 6.
  7. 7.
  8. 8.
  9. 9. Giving is here, and it’s social<br />http://www.flickr.com/photos/60364452@N00/4303541664/<br />
  10. 10. There is nothing social about this button<br />
  11. 11. Donate Button for websites<br />Personal Fundraising through donation portals<br />Generalized online donation portals<br />✪<br />Donate via social networks<br />Donate using mobile phone/SMS<br />Abbreviated History of Online<br />Donations<br />Cross-platform donation portability<br />Project-based website donations<br />Pre-2000<br />2005<br />2009<br />2011<br />
  12. 12. Fundraising using social networks<br />*2011 Nonprofit Social Network Benchmark Report<br />www.NonprofitSocialNetworkSurvey.com<br />
  13. 13. Japan tsunami and earthquake March 11, 2011<br />Social giving still growing<br />http://www.onlinegivingstudy.org./quarterlyindex<br />
  14. 14. Social giving trends<br />Source: http://www.afpnet.org/Audiences/ReportsResearchDetail.cfm?ItemNumber=4623<br />
  15. 15. Social media fundraising: some working definitions <br />Leverages the social web: social network sharing <br />Relies on or lives exclusively inside a social network or social media: entirely utilizes the social web or a social network to raise money<br />Innately utilizing the platform for donations is as close to a native use as you can find…now<br />
  16. 16. Successful socialnetwork fundraising<br />Designing engagement-oriented actions<br />
  17. 17. Leveraging the social web: social network sharing<br />http://www.flickr.com/photos/ansik/4425771596/lightbox/<br />
  18. 18. Leveraging the social web<br />EMAIL<br />TWITTER followers<br />DONOR<br />WEBSITE<br />OTHER SOCIAL<br />NETWORKS<br />FACE<br />BOOK friends<br />
  19. 19. social proof<br />
  20. 20. Fundraisers have to love you enough to share<br />I’m raising money for cancer research<br />Your ‘stache is going to be scary!<br />Check out my donation page and cool mustache!<br />
  21. 21. $30,000 raised by engaged followers<br />
  22. 22. There are a lot of online fundraising platforms that leverage social networks<br />
  23. 23. SXSW4Japan raised $125,683<br />Socializing and sharing comments<br />Site powered by CauseVox<br />
  24. 24.
  25. 25. Social media sharing = donations<br />http://www.netwitsthinktank.com/friends-asking-friends/the-power-of-social-fundraising-and-friends-asking-friends-infographic.htm<br />
  26. 26. Increase donations by 40% by leveraging social media<br />
  27. 27. USA for UNHCR #bluekeyTweetathon<br />Tweetathon: <br /><ul><li>258 people/1,524 tweets with #bluekey
  28. 28. 169% increase in web traffic
  29. 29. led to >50% of key purchases that week</li></ul>Used with permission from USA for UNHCR<br />
  30. 30. Facebook sharing case study: FirstGiving Nov. 8 – Dec. 5 <br />11,233 shares from FG to Facebook via Gigya social sharing tool<br />55,335 visitors returned as a result of a share<br />= 5:1 ratio of share:returning visitor!<br />3,416 returning visitors made a donation<br />295 people created fundraising pages<br />Value of a FirstGivingshare to Facebook?<br />$10.87<br />*Value of a site visitor overall? $4.07<br />http://www.flickr.com/photos/pixelcore/1929817712/sizes/m/in/photostream/<br />
  31. 31. Leveraging social networks is definitely arriving <br />Online giving is growing<br />There is a growing <br />online giving culture<br />You need your own social media presence first<br />Great for leveraging your base, and they will leverage their friends using social media<br />http://www.flickr.com/photos/51352360@N00/4327438430/<br />
  32. 32. Giving thatrelies on or lives exclusively inside the social web<br />http://www.flickr.com/photos/81464596@N00/4520062507/<br />
  33. 33. Facebook applications that mimic fundraising appeals<br />Facebook apps are propagated entirely through Facebook<br />
  34. 34.
  35. 35. www.eternalhora.com<br />
  36. 36. Jumo: not very successful<br />
  37. 37. Causes: $35M for 27,000 nonprofits<br />
  38. 38. Causes<br />
  39. 39. Causes<br />
  40. 40. Facebook virtual gifts<br />
  41. 41. Widgets on MySpace<br />
  42. 42. Google donations on YouTube<br />
  43. 43. Giving that lives on a platform is growing<br />Not growing as quickly<br />Facebook giving slowly growing<br />Great to use if you have a large, engaged online fan base within a social platform<br />http://www.flickr.com/photos/51352360@N00/4327438430/<br />
  44. 44. What if someone could donate just by innately using social media? <br />http://www.flickr.com/photos/79471640@N00/485201047/<br />
  45. 45. What if you could donate by…<br />Posting a comment on a blog?<br />Liking a Facebook comment or tagging an image?<br />Recommending someone on Linkedin? <br />This is the future of social media giving<br />http://www.flickr.com/photos/51352360@N00/4327438430/<br />
  46. 46. Help Attack<br />
  47. 47.
  48. 48.
  49. 49. Retweeting to give<br />*note: Twitpay now also offers “retweet to buy” for commercial transactions, and the sister RT2Give site is closed<br />
  50. 50. Givey.co.uk<br />
  51. 51. Not fundraising, but native social media use<br />
  52. 52. Facebook Credits?<br /><ul><li>30% of any transaction goes to Facebook
  53. 53. Most commonly used to buy games
  54. 54. Has the potential to be used for donations
  55. 55. Now a subsidiary of Facebook payments subsidiary (as of March 21, 2011)</li></ul>For more on Facebook Payments: http://venturebeat.com/2011/03/21/facebook-payments/?source=facebook<br />
  56. 56. The Holy Grail: online giving = seamless part of social network conversation<br />
  57. 57. Innately utilizing platforms for giving is completely new<br />So seamless it could become very big in online giving<br />User adoption with new giving method a barrier<br />Experiment! Use this in conjunction with a time-limited campaign. Build in fundraiser education. <br />http://www.flickr.com/photos/51352360@N00/4327438430/<br />
  58. 58. Social media fundraising: which is the best fit for you? <br />Leveragesthe social web: social network sharing. All nonprofits can utilize this type of social media fundraising<br />Relies on or lives exclusively inside a social network or social media: entirely utilizes the social web or a social network to raise money. Need large number of engaged fans on network<br />Innately utilizing the platform for donations is as close to a native use as you can find. Experiment! Use during a campaign. Need fans on Facebook and Twitter <br />
  59. 59. Social media fundraising: a few good practices for success<br />Socialize your donate button<br />Socialize giving from your site and campaign website with social proof and social sharing<br />Choose the right social media fundraising method based on where your supporters are, and how engaged they are<br />Have an engaged social media presence organizationally to supercharge fans: it’s all about leveraging fans <br />
  60. 60. “Social media does not raise money, people raise money”<br /><ul><li>Holly Ross, </li></ul>NTEN Executive Director<br />http://www.nten.org/blog/2009/07/06/three-lessons-social-media-fundraising<br />
  61. 61. Debra Askanase<br />Engagement Strategist<br />debra@communityorganizer20.com<br />Twitter: @askdebra<br />Linkedin: www.linkedin.com/in/debraaskanase<br />Slideshare: www.slideshare.net/debask<br />Google Plus: http://gplus.to/askdebra<br />