This document discusses using social media, particularly LinkedIn, strategically for fundraising. It identifies the top 5 mistakes fundraisers make, such as treating LinkedIn like a CV, having a blank company page, and not using it for lead generation. The document recommends connecting directly with donors on LinkedIn, engaging in relevant conversations, and using compelling content to attract attention and convert fans to supporters. Metrics for measuring success and questions to consider for future fundraising strategy are also presented.
How charities can generate a sustainable income from social media
1.
2. Are you targeting major donors –
or seeking an army of supporters?
• Facebook mostly B2C
• Twitter used for both B2B and B2C
• LinkedIn known as “Facebook for professionals”
Except
• B2B may use Facebook for recruitment
• B2C may use LinkedIn for supplier relationships
3. Social media is a public conversation
“…Think of it as a telephone
conversation you can
eavesdrop into, but without
breaking any laws…”
4. How do you convert your audience into
supporters and donors?
• Treat social media as a courtship
• Follow the 3 steps
“know - like - trust” that build a relationship
• Inform, educate, entertain and engage with your audience
• Tell a story about your brand through your supporters
• Influencer outreach
• Have a conversation with your audience
5. So what are the 5 biggest mistakes that
fundraisers inadvertently make?
38. Measuring your success
• Facebook Analytics
• Twitonomy
• LinkedIn profile and company page stats
• Set goals on Google Analytics
• Invest in a CRM system!
39. Your challenge….
• Who are you looking to connect with?
• Which social media conversations will you be monitoring?
• How can you create user generated content to drive your
campaign?
• How will you use content to engage with donors?
40. Questions to consider for the future…
• Do you have a social media fundraising strategy?
• How will you resource your activity?
• How will you ensure you hit your fundraising targets?