Would you be surprised to learn that your million dollar donor is on Twitter? Every day, those who love and support your mission--and those who could join them--are communicating with their peers on social media. Finding them, listening to them and engaging with them are just three of the steps we can and should take to make our social media and fundraising programs work better and closer together.
3. Big social media
money…unsolicited
―Revenue is not our
goal. It’s not even
part of our goal… We
are trying to empower
other people to raise
money on our behalf.‖
– Wendy
Harman, American
Red Cross
6. Major gift fundraising is green!
Identify
Cultivate
Solicit
Acknowledge
Copyright 2007 by Gail Perry Associates
7. The major donor universe
Traditional: Social Media Era:
Whoever is in your Whoever finds your
database message
Whoever someone in Whoever receives your
your constituency feels message from others
empowered to approach
10. Social as route to the wealthy
SEI reports that 70% of
pentamillionaires surveyed use
social media
Spectrem reports that the
percentage of U.S. millionaires
who use Facebook rose from
26% in 2010 to 46% in 2011.
Fidelity Investments reports
that 34% of individuals with net
worth over $1 million use social
media professionally, including
28% who say they use LinkedIn.
17. Top ―TO DO’s‖ on
LinkedIn
1 Profile your connections
2 Gather contact data and
handles for your database
3 Look up graduates/group
members
4 Explore the companies
associated with these
individuals
5 Identify potential board
members, major donors or
volunteers
18. Top ―To Dos‖
for Facebook
Gather information on those who
visit
Tailor the experience to their
interests
Talk with them
Be visual!
Drive traffic—and let them drive
traffic—to giving opportunities
19. Top ―To Dos‖ on
Twitter
• Click ―Who to Follow‖
• Follow your followers’ followers
• Browse the lists
• Conduct keyword searches
• Watch hashtags
• Use the currency of the network:
RTs, Tys, Shrunken URLs, and
other forms of acknowledgement
30. Beware the ants
―We’ve never done it that
way before‖
―It can’t be done‖
―It’ll cost too much‖
―We’ve been doing all right
without it‖
―Let’s put it off for now and
discuss it later‖
31. Social Media in Summary
A two-way street: the more you give, the more you get
Social networks are all about individual control over
identity, relationships and content
As in fundraising campaigns, and most other human activity, a
small number of people make the biggest difference…
32. Big opportunities ahead
Building diverse domestic audiences
Reaching the global donor marketplace
Accessing wealthy individuals
Understanding and empowering advocates
wherever they want to be to do whatever is best
for them to do