Presented to grantees of the Governor's office (Spring 2013), this three-hour training helped attendees navigate the intersection of marketing, social media and fundraising.

1. Social Media and Fundraising
Jenny Schmitt
@cloudspark
jschmitt@cloudspark.com

5. Social Media

12. 45%+ U.S. households own
a DVR
Source: Leichtman Research Group, Nov. 2012
12

13. 67% of adult internet users now
say they use a social
networking site like
Twitter, Facebook or
LinkedIn, up from 61% two
years ago
Source: Pew Internet, Dec. 2012
13

15. 2M searches per minute
on Google
15

16. 100K tweets on Twitter
brand and organization
345K “likes” on Facebook
48 hrs of new content uploaded
on YouTube
16

18. But, does social media matter
for our nonprofit?

25. Let’s work the basics.

26. Write it down.
Where’s your online presence?

27. Write it down.
Is your competition online?
What is their presence?

28. Write it down.
What problem do you solve?

29. Write it down.
What is your value?

30. Write it down.
What makes you unique?

31. Write it down.
Key messages.

32. Message transference is the goal

33. Write it down.
Define your target audiences.

34. Write it down.
Who influences your audience?

35. Audience will judge your message
by its content, messenger,
and method of delivery

36. Take a brain break.

37. Mobile

38. It’s where we’re all going.

39. 45%
of Americans now own
smartphones; 34% use apps
Source: Pew American Life, Sept. 2012

43. 25% of U.S. adults own a tablet
device
Source: Pew Internet, Jan. 2013
43

46. Let’s work the basics.

47. Check it out.
Pull up your website on your smartphone.

48. Write it down.
Easy to navigate? Find what you need?

49. Write it down.
Top 3 things on your mobile wish list.

50.  Social media
You
Mobile
50

55. If you’re always talking, you don’t give
people the opportunity to engage

59. • 900 million
– Yes Georgia, your donors are on it
• 50%+ spend more than an hour a day
• Ever-evolving
• You don’t own it

60. • 100M
• Short stories (as in 140
characters-short)
• Create a donor list
• Promote others in your
cause space
• Participate in chats
– #smnpchat
– #blogchat
– #fundchat

61. • 200M
• Create an
organizational page
• Share the business
case
• Follow your donors
• Join Groups

62. Google+
• Follow interesting people
• Longer answers, more media and links
• Consider Google Hangouts

68. “This made me think of you.”

69. Social allows your stories to be told
Social allows you to be in touch, frequently

70. Stories
• Beginning, middle, end
– 2400 years ago, the formula works
• Has a hero
• Needs conflict
– Your hero needs an obstacle
• A resolution

73. Let’s work the basics.

74. Write it down.
What are our stories?

75. Write it down.
Who is the hero? What is the conflict?
Are you the resolution (or are your
supporters?

76. Share it.

77. Social, Mobile and Fundraising

79. $305B
75% given by individuals
Source: Giving USA Foundation

80. $50 Average web
donation

81. $56 Average mobile
donation

82. $40 Average donation on
Facebook/Twitter

83. 70% of donors only give once
Most donors never give
again, because they’re never asked

86. • The person is more important than the
gift, always
• Build relationships that can grow
• You versus the cause – rejection is part of
asking, it’s not personal

87. Your Plan

88. Let’s make it happen.

89. 30 60 90

90. Write it down.
Mark up your calendar.

91. 30 days.
Now – April 20

92. Write it down.
Where are you at, today?

93. Write it down.
What current campaigns are happening?

94. Write it down.
What resources do you need?

95. Write it down.
Who can work with you?

96. Write it down.
What can you do in the next 30 days.

97. Write it down.
What can we measure?

98. 60 days.
Now – May 20

99. Write it down.
What will continue from the first 30 days?

100. Write it down.
What can you do this month?

101. 90 days.
Now – June 20

102. Write it down.
What will continue from the first 60 days?

103. Write it down.
Do we need new resources?

104. 3 attributes
90 3 channels
3 times a month for 3
months

105. A few questions.

106. Social media
 You
Mobile
Fundraising
A Plan
106

109. Thank you

110. jenny schmitt
jschmitt@cloudspark.com
@cloudspark
www.cloudspark.com