If you didn’t raise a million dollars through Twitter or Facebook in 2010, you’re not alone. Unlike the wide-eyed success stories reported by mainstream media, many charities struggle to raise significant revenue from social media channels. In this workshop, we’ll take a “no bull” approach to examining the use of social media & mobile giving in integrated digital campaigns. We’ll learn from successes but even more from failures, looking at the latest case studies from projects that are experimenting in this space. Let’s get real – social media is only one complementary channel for your online programs. Do you know how to really leverage your resources, staff knowledge and most importantly – fundraising strategies – to get the benefits of the real-time web? If you feel chasing after “awareness” is not enough, join this session for a grounded guide to social media fundraising, by a fundraiser, for fundraisers. Takeaways: - The characteristics of successful fundraisers involving social media - The digital literacy skills necessary to make wise choices about investment in social media - An introduction to the latest tools charities are experimenting with this to raise money this year

1. “Oops, you raised awareness, but...”
My Charity Connects: June 6, 2011

2. Mobilization

3. Inspire Action

4. Volunteer
Stewardship

5. Awareness

6. This is a discussion …
… all about cash.

7. Social Media & Fundraising Myths ...
Hang on…

8. Social Media & Fundraising Reality ...
70% of charities raising over $100k have
budgets of $5 million or more.
Only 0.4% of organizations raised over
$100k through Facebook.

9. Does this feel accurate?
The majority of nonprofits are
raising $0 - $1000 on Facebook.
80% raised $0 from YouTube, LinkedIn, Flickr.

10. Putting It In Perspective ….
100
7-10%
50
0
All Fundraising
Online
Yikes!

11. If there was a silver bullet ...

12. If there was a silver bullet ...

13. Growing potential in this space…
72% of Canadian donors
(63% of Americans)
…. made a donation online in 2010

14. Industry is getting there …
The majority have
already
accomplished a major
goal using social media.

15. Supporter behaviour
as a result of social media
39%
• Took an action
15%
• Made a donation

16. Sending out some positive vibes ...
Online activists are seven
times more likely to
donate, compared with
supporters who did not
previously take an online
action for a cause.

18. “Can I replicate it?”

19. Understanding Two Types of Projects
External Internal

20. External: Third Party Fundraisers
Groups Individuals

21. Third Party Fundraisers

22. External: Corporate Sponsors & Influencers
Corporations Celebrities

23. Celebrity Influence

24. Corporate Sponsor Challenges

25. Corporate Sponsor Challenges

26. “Five Facebook Giving Campaign Success Stories”
Four of the five success stories
were corporate sponsored!

27. Internal: Offline Fundraising Events

29. Participants using social media in
fundraising events raise more money on
average than participants that do not.
40%
more

30. Internal: Multi-Channel Campaigns

31. Your Multi-Channel Campaigns

34. Internal: Your Day To Day Marketing

35. Your Day To Day Marketing

36. Your Day To Day Marketing

37. Different ways to bring cash in
 Individual donations directly through your web site
 Lump sum at intervals through a 3rd party web site
 Gifts through 3rd party application (mobio/twitpay)
 SMS text-to-give (cell carriers) deposit
 Group/event fundraiser proceeds
 Corporate sponsor gift match donation

38. Ranked in order of digital happiness…
 Individual donations directly through your web site.
 Deposits from third-party sites.
 Corporate sponsor gift matches .
 Third party proceeds.

39. Your Best Practices For
Social Media Fundraising
Thumbs up
to raising
cash!

40. Strategy First, Tools Second

41. Drive to your web properties
All your action items live here.

42. Always think “conversion”
Your visitors
10,000 60%
30%
3%
Conversion Rate
54 converted

43. Little changes, big wins
Your visitors
10,000 65%
35%
5%
Conversion Rate
114 converted

44. Why is this important?
Donation patterns
year over year

47. Assessment : Your Benchmarks

48. Who the heck is in charge?
Any mention of fundraising
as a mandate?

49. Raising money is difficult when …
You don’t ask for it.

50. Raising money is difficult when …
You don’t ask for it.

51. Silo-ed?
Do you know how to evaluate your
“communications coordinator”?

52. Your Staff Members

53. Knowing your top 5 competitors

54. Especially UK
organizations
(organisations!)

55. Talking to donors.
“Every donation made online saves The
Terry Fox Foundation 80 cents in
administrative costs – helping to keep 87
cents of every dollar raised going to
cancer research.”
“Please use this pledge sheet to
complement your online efforts.”

56. Your Editorial Calendar
Campaign vs. Organization …
Sticking with it…
Over time,
Over events,
Over campaigns.

57. You can avoid
half finished
projects

58. You can avoid
shiny
distractions

59. What can you do with an
editorial dashboard?
Collect quantitative information
•
Mentions, Views, “likes”
Steal
• Create a lead generation funnel
principles
• Segment & target your audience from our pals
in direct
marketing

60. Project-Based Blogging

61. Your SEO & Ad Spend

62. Where are the trends going?
… of 2011’s total ad spend
10.8% will focus on
social networking sites!
11% of all North American
online advertising is through

63. Your realistic assessment again
Which actions happen
from traffic referred by
social advertising?
Thoughtful Keywords

64. Leverage Your Supporters

65. Leverage Your Supporters
+

67. Experts networking for you
80 / 20 rule of fundraising

68. Create digital toolkits

71. What are you
telling them?

72. Give supporters tools to raise money.
Not everything has to be about
spreading your message.

73. Canadians are special…

74. Online video in your YouTube channel
beyond your 30 & 60 spots

75. Your toolkit beyond events
You can be nimble, even if you
aren’t an international NGO.

78. Are you ready to move
on every opportunity?

79. Social media publishing

80. Social media publishing

81. Digital Means You Can
Punch Above Your Weight

82. Leverage your sponsors

83. Leverage partnerships

84. Your Data Integration

85. You’re thinking about the future

86. Integrated social media tools

87. Integrated social media tools

88. Your Mobile Awareness
Smartphones sales now surpass
computer sales globally.
HUGE!

89. Are you ready?
4%
3%
2%
1%
0%
48 hrs
After 72hrs
Percentage of Donations After Japan Earthquake
Made By Mobile Web (Donors on mobile devices)

90. The hidden mobile channel?
Your supporters are
reading your appeals on
their mobile devices.
They’ve been doing it
for a while now…

91. Your points of contact…
250 million users access
Facebook through a
mobile device
Mobile users of Facebook
are 2x more active

92. We’re all testing.

93. The Power of Email

94. Email > Social Media
Where are your email addresses?
How many do you have?

96. You might mess up
But we all mess up

97. Feel like you’re playing catch-up?
www.osocio.org www.sofii.org www.nten.org
www.socialbrite.org www.care2.com

98. Download & Share
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