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GuideStar Webinar (06/26/13) - Fundraising with Social Media
Lindsay J.K. Nichols
Communications Director
GuideStar USA
@GuideStarUSA
lnichols@guidestar.org
www.guidestar.org
Who Are We?
Join the conversation on Twitter: #SM4NP
Lesley Mansford
CEO, Razoo
@lesleymansford, @razoo
Lesley@razoo.com
www.razoo.com
Darian Rodriguez Heyman
Co-Founder, Social Media
for Nonprofits
@dheyman, @sm4nonprofits
Darian@SM4NP.org
Who Are We?
• Why Crowdfunding?
• Launching your Campaign
• Using Social Media
• Celebrate: Thank Your Donors
Agenda
#SM4NP
Why Crowdfunding?
#SM4NP
Why Crowdfunding?
• People Give to People
• The Most Powerful Form of Ask is a “Peer Ask”
• Turn Your Donors Into Fundraisers
#SM4NP
$300 Billion
donated by individuals each year
Why Crowdfunding?
Source: Chronicle of Philanthropy
#SM4NP
Online Giving:
13%
Why Crowdfunding?
#SM4NP
Growing at:
35% - 55%
Why Crowdfunding?
#SM4NP
It Increases Your
Donor Base
It’s Here to Stay
It’s Easy
It’s Efficient
It’s Social
Why Crowdfunding?
#SM4NP
The power of social: your network trumps your wallet.
You are here
Your LinkedIn network
#vmlearn
Why Crowdfunding?
#SM4NP
“Donating makes me feel
wonderful,it gives me a
great sense of self-worth.”
– Donor, Millennial
75%
63%
70%
solicited donations from their
network for a cause
volunteered in 2011
of millennials donated in 2011
A new generation of givers are online.
Why Crowdfunding?
#SM4NP
Launching Your Campaign
#SM4NP
Launching Your Campaign
How NOT to launch…
#SM4NP
Launching Your Campaign
How TO Launch
#SM4NP
Just Do It
Fail Fast, Fail Forward
How to Launch
#SM4NP
1) Set a SMART goal & a deadline
2) Tell a compelling story
3) Map donations to impact
4) Start with your inner circle
4) Start!
5) Don’t be afraid to ask
Plan Ahead
How to Launch
#SM4NP
Pick a Well-Defined Goal & Deadline
How to Launch
• $20,000
• By July 1, 2013
• SFES Playground
• For 647 Kids
#SM4NP
Start End
Your fundraiser
should look like this
promote
promote Deadline panic. Promote!
promote promote
Not like this
Fundraiser = Campaign
How to Launch
Start End
#SM4NP
Tell Your Story and Be Creative
How to Launch
#SM4NP
How to Launch
Upload
Content
#SM4NP
Images are Powerful…
How to Launch
#SM4NP
Fundraisers with
videos typically
earn 4X more!
…Videos Even More So
How to Launch
#SM4NP
How to Launch
Map Donations to Impact
Think Incrementally
#SM4NP
Website
Widget
Social Media
Press Releases
Promote Your Fundraiser
How to Launch
#SM4NP
Build momentum, then branch out
• Staff
• Board of Directors
• Key Influencers
• Donors
• Your Social Network
• Volunteers
• Friends
How to Launch
Start With Your Inner Circle
#SM4NP
Ask Clearly
Tie to Direct Impact
“$10 provides 500 liters of clean drinking
water to refugees in Somalia.”
“
”
How to Launch
Don’t Be Afraid to Ask
#SM4NP
Using Social Media
#SM4NP
• Editorial Calendar
• Facebook < 3 / Day
• Twitter 1+ / Day
• P2P Asks Are Key
• Seed the Tip Jar
Using Social Media
Plan for Success
#SM4NP
• Mornings: 8 – 9AM
• Lunch: 12 – 1PM
• End of Day: 4:30 – 6PM
• Nights: 9:30 – 11PM
•Weekends vs. Wednesdays!
Using Social Media
Active Social Media Times
#SM4NP
• ? Vs. .
• Media: Photos, Vids
• Tag Everyone!
• Emoticons Rock! :)
• URLs: Less Vs. More
• Respond, Recognize & Retweet
Using Social Media
ROI = Realization of Influence
#SM4NP
=$18
Using Social Media
Share & Ask for Shares
#SM4NP
Using Social Media
Think 50/50
#SM4NP
The Ask: 5 Minutes/Week
Using Social Media
Form a Social Media Marketing Committee
#SM4NP
#vmlearn
CELEBRATE!
Thank Your Donors
#SM4NP
• Announce when milestones are met
• Send “thank you” notes
• Show donors their impact
Thank Your Donors
Stay In Touch
#SM4NP
#vmlearn
Thank Your Donors
Show Donors Their Impact
#SM4NP
Thank You!
Darian@SM4NP.org
Twitter: @dheyman
Lesley@Razoo.com
Twitter: @LesleyMansford
www.guidestar.org
Twitter: @GuideStarUSA
www.facebook.com/GuideStarUSA

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