The use of social media as a communications and fundraising tool is an essential tool, but does your organization have a clear understanding and plan of how social media can be used to raise funds? Learning ways to leverage social media for your cultivation and stewardship strategies will benefit the fundraising efforts in your organization.
In this educational session we will:
• Investigate options for using social media as a fundraising tool.
• Identify strategies and tools for your organization to raise money online.
• Learn how to steward current donors through social media.
• Identify and engage online organizational ambassadors who can connect your cause to new supporters.
• Develop online engagement strategies for organizational staff, board members, volunteers and current donors.
2. TURN ON YOUR TECH
Follow the
conversation…
@edaconsulting
#nextgendonors
#socialmedia
#fundraising
#philanthropy
#nptech
@edaconsulting emilydavisconsulting.com
3. WHO AM I?
– Nonprofit professional
– Founder
– Board member
– AFP Author
– MNM
– 21/64 Consultant
– BoardSource CGT
– Late adopter
– Translator
@edaconsulting emilydavisconsulting.com
4. 30 Second Challenge
1. Your name
2. One question about using social media
for fundraising
@edaconsulting emilydavisconsulting.com
5. UNDERSTANDING SOCIAL NETWORKS
“Organizations don’t have to create…
social networks; they exist all around
us in a variety of forms. Networked
Nonprofits strengthen and expand
these networks by building
relationships within them to engage
and activate them for their
organizations’ efforts. Networked
Nonprofits also know how to identify,
reach, and cultivate the influencers in
their social networks, which is the key
to growing very big quickly and
inexpensively.” (Fine and Kanter,
2010)@edaconsulting emilydavisconsulting.com
6. WHAT ARE YOU SCARED OF?
@edaconsulting emilydavisconsulting.com
7. WHAT STINKS ABOUT SOCIAL MEDIA?
– Time investment
– New communication
platform
– Always evolving
– Participation in new
technology
– Transparency
– Loss of control
@edaconsulting emilydavisconsulting.com
8. – Additional tool
– STEWARDSHIP
– Build relationships
– Tell your story
– Transparency
– Get feedback
– Cost effective & green
– Quick & easy!
@edaconsulting emilydavisconsulting.com
10. CRAWL
CHARACTERISTICS AREAS OF
IMPROVEMENT
FIRST STEPS
Not using social media
consistently
Resistant to change
Struggle with control
Need basic marketing
plan (i.e. branding, print
materials, online
outreach, etc.)
Leadership-driven
change in culture to
adopt online
engagement
1. Develop
communications
strategy (audience,
goals & objectives,
etc.)
1. Listen & develop
online presences
1. Leadership initiated
discussion about
engagement
@edaconsulting emilydavisconsulting.com
11. WALK
Characteristics Areas of Improvement First Steps
Using 1 or more
social media
platforms, but not
consistently
Online presence
connected to
marketing goals
Learn & use best practices
Focus on 1 – 2 social
media platforms
Need to link to campaign,
program(s), objective(s)
Need to link goals,
objectives, and activities
Need to identify audiences
Collect data for
measurement
1. Low-risk pilot program
to demonstrate ROI
1. Build implementation
capacity internally
1. Create/revise social
media policy
1. Integrate and
document
measurement data
@edaconsulting emilydavisconsulting.com
12. RUN
CHARACTERISTICS AREAS OF
IMPROVEMENT
FIRST STEPS
Strategic use of multiple
social media tools
Part time or full time staff
for digital communications
Board using social media
in governance
Social media usage
integrated throughout org
Has developed
relationships &
technology integration
Need more
sophisticated
measurement tools
Find ways to increase
more involvement
from staff across the
organization
1. Social media staff
trains & coaches other
org staff
1. Research more
sophisticated
measurement data,
tools, and processes
1. Evaluate, revise
strategies
1. Share success stories
with other orgs
@edaconsulting emilydavisconsulting.com
13. FLY
CHARACTERISTICS
Embracing culture of learning
Use social media data to help the leadership guide decisions
Demonstrate clear and compelling results
Networked with other organizations showing similar success
Internalized social media communication best practices including:
Strategy
Implementation
Integration
Evaluation
@edaconsulting emilydavisconsulting.com
14. TEN TIPS FOR USING SOCIAL
MEDIA
@edaconsulting emilydavisconsulting.com
15. “This is not the first time that nonprofit
organizations and fundraisers have
had to adapt to new technologies.
The radio, television, newspapers,
telephones, fax machine, and direct
mail have all affected how we raise
money. Some of the new methods
that have evolved are more
successful than others, and not all
of them have been used with equal
success by all nonprofits.”
- Ted Hart and Michael Johnston in
Fundraising on the Internet
@edaconsulting emilydavisconsulting.com
16. 10 TIPS FOR USING SOCIAL MEDIA
@edaconsulting emilydavisconsulting.com
1. Social
media is A
tool not THE
tool
17. 1. OUR COMMUNICATIONS TOOLBOX
Traditionalists
Postal Mail
Phone calls
Boomers
Television
Facebook
Email
Generation X
Websites
E-
newsletters
Email
Millenials (Gen Y)
Social
Media
Websites
Mobile
Generation Z
???
Every generation brings us new technology… adapt or die!
emilydavisconsulting.com@edaconsulting
18. Relationships Don’t Change
– Cultivate, steward, and solicit
– Recognize
– Multi-channel communications
– Meet one-on-one
– Develop ambassadors
– Use social media as
stewardship, not for
solicitation
– Effective database
@edaconsulting emilydavisconsulting.com
19. 10 TIPS FOR USING SOCIAL MEDIA
@edaconsulting emilydavisconsulting.com
1. Social media is
A tool not THE tool
2. Social media is a
plant
3. Add value
4. Two way street
5. Stewardship
20. NEW DONORS
direct mail, events
ANNUAL DONORS
Direct appeals, volunteer
involvement
MAJOR DONORS
Personal relationships
Committee and board
involvement
PLANNED GIFTS
Personal relationships &
involvement
Could be anyone!
5. PROSPECTING, CULTIVATION &
STEWARDSHIP
@edaconsulting emilydavisconsulting.com
21. 10 TIPS FOR USING SOCIAL MEDIA
@edaconsulting emilydavisconsulting.com
1. Social media is A
tool not THE tool*
2. Social media is a
plant
3. Add value
4. Two way street
5. Stewardship*
6. Philanthropy’s
next generation
7. It ain’t free
8. Not everyone
“Diggs” social media
9. Selling social
media
10. Have a plan
22. 10. HAVE A PLAN
Set Purpose(s)
Goals & Objectives
Tools & Strategies
Implementation
Evaluation
@edaconsulting emilydavisconsulting.com
24. ELEMENTS OF A SOCIAL
MEDIA PLAN
@edaconsulting emilydavisconsulting.com
25. IDENTIFY PURPOSE(S)
Learn more about social media
Reach a different demographic
Connect more with a current
demographic
Access other research or
resources
Promote
brand/event/idea/product
Communicate
Share your story
Other?
@edaconsulting emilydavisconsulting.com
26. GOALS & OBJECTIVES
Increase website traffic
Sell more product
Share ideas
Learn about resources in
your field
Promote an event or idea
Develop your brand
Test ideas
Other?
@edaconsulting emilydavisconsulting.com
27. TOOLS AND IMPLEMENTATION
• Blog
– How often will you blog?
– What will you blog
about?
– Who will blog?
• Twitter
– How often will you
tweet?
– What will you tweet
about?
– How will you track?
– Who will you follow?
– Who will tweet?
• Facebook
– Profile/Group/Page
– Who will manage?
– Facebook Ads?
– Will you link to Twitter?
Ping?
• LinkedIn
– Group and subgroups?
– Who will you invite to join?
– Who will be admins?
– How often will you post?
@edaconsulting emilydavisconsulting.com
28. IMPLEMENTATION
Who will manage your social media?
Who will contribute to your social
media?
Board members
Staff members
Volunteers
Stakeholders
Way to tell your organization’s story
Ask questions
Solicit dialogue
@edaconsulting emilydavisconsulting.com
29. EVALUATION EXAMPLES
Record website hits
Track with Bit.ly or tinyurl
Use hashtags to track posts
Facebook Ads
Feedburner/ Feedblitz
Record/note how many
people:
Become a fan/ Join a
group
Send links
Recruit other friends
Promote on their profile,
blog, website
Cost: Care2 ROI calculator
Action taken@edaconsulting emilydavisconsulting.com
31. WHY?
– Insurance – professional &
personal
– HIPAA
– Not for the majority
– Set boundaries
– Protection for users
– Protect organization
– Professional standard
emilydavisconsulting.com@edaconsulting
32. EXTERNAL POLICY
– Users outside the
organization (i.e. patients,
volunteers)
– What is appropriate
– What is inappropriate
– Purposes for using social
media
– Not platforms for medical
advice
– Post publicly
– Research samples
emilydavisconsulting.com@edaconsulting
33. INTERNAL POLICY
– Target audiences: Staff,
board, volunteers
– More insurance
– What is in/appropriate
– Set boundaries
– Share at orientation
– Represent the
organization
– Research examples
emilydavisconsulting.com@edaconsulting
34. MORE SPECIFICS
– Highlight there is no reasonable expectation of privacy
– Communications are not secure on social media
– Social media use on company time vs. personal time
– Use on computers, smart phones, etc.
– Connect with additional policies (i.e. code of conduct)
– Prohibit discriminatory language
– Use personal disclaimers - “views reflect my own
opinion”
– Policy on how supervisors can search for staff info
online
@edaconsulting emilydavisconsulting.com
35. THE HIPAA PRIVACY RULE
The HIPAA Privacy Rule protects the patient’s
protected health information which is, “all
individually identifiable health information held
or transmitted by a covered entity or its
business associate, in any form or media,
whether electronic, paper, or oral.” 45 C.F.R.
160.103
Penalties for violating protected health
information (PHI):
Fines of $100 - $250,000
Prison time
@edaconsulting emilydavisconsulting.com
36. HIPAA TIPS: THE DOS
– Each social media platform has unique risks
– Develop policies before you need them
– Post generally about research, treatments, &
conditions
– Pause to think about tone before posting
– Separate personal & professional accounts
– Educate staff and volunteers
– Consider all who may read your posts
– Understand info can go viral quickly
– Make full use of privacy settings
– Use photo release forms whenever possible
– Report violations
– When in doubt, leave it out
@edaconsulting emilydavisconsulting.com
37. HIPAA Tips: The don’ts
– Even hint at patient identification
– Share ANY patient medical info
– Say something you wouldn’t say face-to-face
– Connect with patients on social media
(reference policy)
– Rely on common sense
– Invite others to post on your behalf
– Forget to review policies annually & at
orientation
– Post any negative remarks about patient or
colleagues
– Forget that social media platform owns the
info once posted
@edaconsulting emilydavisconsulting.com
39. A FEW BEST PRACTICES
– Post signage about
photographs
– Educate, orient, and
practice
– Evaluate, revise, and re-
train
– Use confidentiality
agreements, photo releases
– Share knowledge &
successes
– Same rules as if being in@edaconsulting emilydavisconsulting.com
40. POLICY EXAMPLES
– The Nonprofit Social
Media Policy Workbook
(Idealware)
– Social media resources
for healthcare
professionals:
http://ebennett.org/hsnl/
hsmp/
– Social Media
Governance Policy
Database
– Social Media Strategy
Workbook: The 12-Step
Guide to Creating Your
Social Media Strategy
– The Nonprofit Policy
Sampler (BoardSource)
emilydavisconsulting.com@edaconsulting
41. 5 THINGS TO DO TODAY
1. Make a plan
2. Watch other orgs
3. Attend trainings &
ask for support
4. Invite participation
5. Support new ideas
@edaconsulting emilydavisconsulting.com
42. There is NO judgment about where your
organization falls on the spectrum. Social media
is a process!
Social media is as much art as it is science.
Social media is always evolving – emerging
technology is always changing as is our learning.
Ten Tips to Using Social Media are a foundation
for any social media.
@edaconsulting emilydavisconsulting.com
43. PRINT RESOURCES
– Fundraising and the Next Generation
– The Networked Nonprofit
– Measuring the Networked Nonprofit
– Mobilizing Youth 2.0
– The Complete Facebook Guide for
Small Nonprofits
– Twitter Jump Start: The Complete Guide
for Small Nonprofits
– 7 Tips to Avoid HIPAA Violations in
Social Media
– Social Media, Health Care Privacy, and
Your Employees: 7 Tips to Avoid HIPAA
Violations and Employee Claims
@edaconsulting emilydavisconsulting.com
44. ONLINE RESOURCES
– Socialbrite.com
– IdealWare
– Mashable.com
– Nonprofit Technology Network (NTEN)
– Alltop Nonprofit
– Beth Kanter: http://beth.typepad.com/
– Social Media Plan Outline:
www.ideaencore.com
– www.delicious.com/coloradononprofithelpdes
k
@edaconsulting emilydavisconsulting.com
45. Emily Davis, MNM
EDA Consulting LLC
(720) 515-0581
emily@emilydavisconsulting.com
emilydavisconsulting.com
emilydavisconsulting.com/blog
WHO
Nonprofits & Philanthropy
WHAT
Charitable Advising
Communications
Fundraising
Governance
HOW
Consulting
Speaking
Training
@edaconsulting emilydavisconsulting.com
Facebook.com/emilydavisconsulti
ng
twitter.com/edaconsulting
linkedin.com/in/emilylariedavis
Notes de l'éditeur
September 2013 www.emilydavisconsulting.com EDA Consulting LLC
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Use strategy to build from where you are. emilydavisconsulting.com September 2013 EDA Consulting LLC
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Social media is like an organizational life cycle You adjust to the different stages related to your capacity, to different tools and resource This is a spectrum – where do you find yourself in that spectrum? Know where you are so you can know where to go. September 2013 www.emilydavisconsulting.com EDA Consulting LLC
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What are your existing plans? Current cultivation and stewardship strategies? emilydavisconsulting.com September 2013 EDA Consulting LLC
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Why plan Map for activities Explain why you are using social media Measurement Clear guidelines, expectations Other? EDA Consulting LLC September 2013 emilydavisconsulting.com
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Cost – Care2 determined that its per-friend acquisition cost on MySpace was $12.27 Rinse and repeat EDA Consulting
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