A Thousand Points of Like: Raising Money Through Social Media Channels
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A presentation with Kevin Griffin Moreno for the Association of Fundraising Professionals in May 2012.
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A Thousand Points of Like: Raising Money Through Social Media Channels
- 1. LISTEN, COMMUNICATE, ENGAGE Fundraising and Social Media Kate Bladow & Kevin Griffin Moreno May 7, 2012
- 2. Case Study: Baltimore Brew
- 4. Case Study: Baltimore Brew
- 7. Nonprofits & Social Media: The Stats Between 2010 & 2011: 19% increase in overall online giving Number of gifts rose by 20%. Online monthly giving rose from 5% to 8% 35% online revenue = direct email appeals 65% online revenue = web giving Source: M+R Research Labs & NTEN, 2012 eNonprofit Benchmarks Study
- 8. Listen Communicate Social Media Success Adjust Engage Evaluate
- 9. Listen – Know Your Audience Prospects Current Donors Board Members Volunteers Staff Practitioners
- 10. Listen – Know Your Media
- 11. Listen – Know Your Field NTEN Idealware TechSoup Network for Good Care2’s Frogloop Mashable Chronicle of Philanthropy Beth Kanter Nonprofit Quarterly Allison Fine The Nonprofit Times Kivi Leroux Miller Zoetica Media
- 12. Listen
- 13. Listen
- 14. Listen Questions?
- 15. Communicate What’s Your Social Media Strategy? Why are you getting involved in social media? Who do you want to engage? What do you want them to do? Which platforms are most appropriate? Who is responsible for updates? How integrated are fundraising & communications?
- 16. Communicate Different Platforms, Different Styles I like Obrycki’s crabcakes I’m eating #crabcakes right now @obryckis My skills include crabcake eating Here’s a picture of Obrycki’s crabcakes Watch this video of me eating crabcakes Read my review of dinner at Obrycki’s
- 17. Communicate Content, Timing, and Tone Create good content Use a dashboard Update regularly Time posts appropriately Causes, not orgs. Strike the right tone
- 18. Communicate Questions?
- 19. Engage Start conversations Forge emotional connections Build relationships Inspire your audiences Motivate them to action Move them up the ladder
- 21. Engage Give Them Something Be responsive Ask for things Promote events Offer exclusives Host tweet-ups Photo by Peter Henman
- 22. Engage Questions?
- 23. Evaluate – Is It Worth It? E-newsletter Open Facebook Website Twitter Twitter Blog Blog Subscribers Rate (%) Friends Visits Posts Followers Posts Traffic Baseline 2000 23 10 4200 10 3 0 0 January 2225 29 30 5400 5 10 1 325 February 2275 27 60 5000 20 25 3 850 March 2375 22 87 5600 50 60 7 650 Record the baseline Look at trends Start simple Give it time Look to your goal for Don’t forget to what to track translate numbers into $ or services
- 24. Evaluate – What Do You Count? Engagement Likes, retweets Subscribers, followers Comments, click throughs, opens Don’t forget qualitative data Tools Listening Google Analytics You Tube Insight Face Book Insights
- 25. Evaluate Questions?
- 26. Adjust (and Grow) What could you do Be honest differently? Be authentic What do you like that Keep learning other people do? Know your allies and Would you want to use them read the information you posting? Integrate into your existing campaigns How can you have fun? Create a social media team
- 27. Adjust Questions?