Social media fundraising tips for nonprofits participating in giving days. This deck was originally created for GiveLocalAmerica and has been updated regularly (last updated on 1/30/15).
4. Benefits of
Social Media Fundraising
• Hint: It’s not just a few
bucks!
• Tremendous
engagement activity
with your core
• Big social PR boost
• New donors
• Capacity
4
5. #IceBuckets vs Campaigns
• #IceBucketChallenge: User
campaign embraced by ALS.
• Success requires that your
social fundraiser gets real
resources behind it
• Total 40-80 hours
• Determine if $ or donors
• Successful fundraisers have
15-30% of goal achieved
beforehand
5
6. Essential Planning
• Engage and empower
influencers before the event
• Build calendar of email and
social communications
• Alert your community that
you’re doing it beforehand.
• Create fun goals, matches,
events and giveaways
• Use social to amplify and
engage empowered users
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18. How a Great Story Impacts
a Fundraising Campaign
• Storytelling gives
donors a reason to care
(direct impact)
• WOMM increases with
a compelling story
• Focusing on stories
helps your nonprofits
convert donations
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21. The Three Factors
of a Great Story
Donations and Shares
Willingness
Engagement
Authenticity
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22. The Impact of
Visual Storytelling
Why visual media matters:
• The content type most
shared online are pictures
• People process images faster
• 500-600% more engagement
• Facebook Timeline is all
about images
• Twitter moving towards
visuals
• Instagram is entirely images
22
Case Foundation Report - http://casefoundation.org/case-studies/give-max-dc-case-study
How do you get people to doing something as a collective action? You use influence theory. Influence works by peers acting within a network, making other peers feel safe. The simplified version: The more a person sees other people in their social networks do something, the more likely they will act and do the same thing. That’s why it is critical to get nonprofits and their supporters to do things like get Twibbons on and share use hashtags. A frequency achieved triggers a safety instinct, and gives people the umbrella to take a leap of faith.
Customize approached and updates by social channel. One size does not fit all.
There are many people who show up before and during outside of the traditionalbounds of the nonprofit fundraiser. Embrace them. Free agents add soial credibility and can bring a dramatic boost to the effort.
The number one mistake made by NPOs. They don’t ask, or they complicate their ask.
Thanks and amplification allows you to converse, give social recognition, add to the stream in real time without contrived message, and dramatically increases the likelihood of amplification. This thank you is brilliant because not only does it thank, it uses a picture to show the work.
Shave your head. Danbury Hospice in Connecticut held a “Hair for Hospice” fundraiser for its building fund. Board member Larry Riefberg volunteered his locks because he recognized the need for a local hospice facility.
Batkid is the superhero name of Miles Scott, a five-year-old kindergartner and cancer survivor who is currently in remission. His wish was to be "Batkid", a sidekick of the eponymous comic book superhero Batman, the subject of books, radio, television, and films. Once the request went out, thousands of volunteers, city officials, businesses and supporters rallied to turn San Francisco, California into "Gotham City" - the fictional home city of Batman - on November 15, 2013 for one of the largest and most elaborate Make-A-Wish projects ever staged.
406,960 tweets on the day of the event, using either the #batkid or #SFBatkid hashtag on Twitter.[30] Mashable also announced that Batkid was discussed in a total of 117 countries, and the news reached somewhere between 750 million-1.7 billion people worldwide, according to social-media agency Clever Girls Collective.[30] More than 21,683Instagram and Twitter photos were posted by Friday afternoon.
Total donations
$135 publicly stated. Make a Wish has not stated how much.
PayPal/ Network for Good White Paper
http://www.scribd.com/doc/70669284/PayPal-Nonprofit-Research-The-Effectiveness-of-Celebrity-Spokespeople-in-Social-Fundraisers
This dramatically impacts downtime… There is no down anymore.