1.
Women In Development
Social Media and Fundraising
Rebecca Krause-Hardie and Jennifer Edwards
November 15, 2010

2.
Introductions
Jennifer Edwards
Rebecca Krause-Hardie

3.
Today’s Plan
Social Media Strategic Overview
Creating Content to Connect
Online Fundraising Tips
Case Studies

4.
The Currency of Social Capital
Resources that we mutually invest in our
human relationships, accumulate over
time … becoming the basis of friendship

5.
“Our only path to profitable
growth may lie in our ability to
turn our most loyal customers …
into our marketing department!”
Frederick F. Reichheld

6.
Why Listen? - The Trust Economy

7.
The Trust Economy
We want
our friends
to tell us
what is
good
I’m here
because my
friends are
here
Trust is
important

8.
The Trust Economy
Give me Money Now! Boo!

9.
The Trust Economy
Relationships Yeah!

10.
personal relationships are,
well, personal
Flickr attribution Amit Gupta

11.
trusting
Flickr attribution opxphile

12.
sharing
Flickr attribution Andy Woo

13.
responsive
Flickr attribution ClickFlashPhotos

14.
valuing
Flickr attribution avriette

15.
giving away control
Flickr attribution kitchenkam

16.
being real

17.
join the conversation - by listening first
Flickr Attribution Rabbit by D-32

18.
My Org
Conversations are happening everywhere! Your job is
to listen, join them … and add value

19.
twitter
Conversations happen everywhere
My Org
facebook
blogs
twitter

20.
Twitalizer

21.
Growing your visibility and sharing
your network

22.
Having a common language - understanding
Listen before you
leap…
Be sensitive to the
culture and
context, and
feeling of the
community you
are engaging
with.

23.
Adding Value - Geo-caching
• What did they say well?
• What did they miss?
• Answer questions
• What are other people
saying?
• How does it apply to you?
• Imagine what could be done
in the future
• Reflect on your personal
experience
• Ask what if?”
“Read someone's blog post and start a conversation:
Before you leave a comment, ask yourself:
Beth Kanter

24.
Intentionality
What is our motivation?
Is our agenda overt or covert?
Our currency must be:
Transparency, Integrity and
Authenticity.
We listen a lot with our friends, the same
is true with social media relationships.

25.
Discussion Time

26.
Case Studies

27.
Socialmention.com

28.
•Short
•Draws people in (eg suspense or humor)
•Emotional connection
•Clear message
•Clear and easy call to action
Tips for content creation

29.
•Clear achievable goals (but audacious)
•Making it personal – Its about you
•Create sense of urgency – matching incentives
•Easy to understand and easy to use
•Fun positive focus
•Leverage networks (Integrate online & offline)
•Say Thank you in creative and visible ways
Tips for fundraising

30.
Discussion 2

31.
ROI of social media takes time -
6 to 18 months
•First is organizational learning
•Engagement
•Conversion
•Real World Behavior Change
From clicking to final bequests

32.
Social Media Learning is Iterative

33.
Thank you!
Find Rebecca here:
Rebecca Krause-Hardie
Blog: arts.typepad.com
Twitter: @arkrausehardie
Email: krause@moonroad.com
Find Rebecca here:
Rebecca Krause-Hardie
Blog: arts.typepad.com
Twitter: @arkrausehardie
Email: krause@moonroad.com
Find Jen here:
Jennifer Edwards
Blog: huffingtonpost.com/jennifer-edwards
Twitter:@jenniferedwards
Email: jen@jened.com
Find Jen here:
Jennifer Edwards
Blog: huffingtonpost.com/jennifer-edwards
Twitter:@jenniferedwards
Email: jen@jened.com