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Leverage Social Media & New Tech for Nonprofit Fundraising
- 1. By Chris kenney, coco design Kenda Hembrough, uwf How to Leverage Social Media & New Technology for Fundraising
- 2. Tips & Trapsin Social Media Marketing Presenter– Chris Kenney
- 4. Singer & Bass player, 4 Bands
- 5. 583 sites on the Internet when I built my first website
- 8. Twitter T N T3 Chris Kenney © 2011 Tips & Traps in Social Media Marketing
- 9. Social media strategy Mapping Traditional and social web lines are blending… and this is just the beginning Strategy…have one! Write it down Part of your overall communication / marketing plan Establish SM policy Voices Message Frequency Etc. LinkedIn Content Blogs / Wikis PR / News Forums S M M Web Site Social Media Workflow Facebook Twitter Search Ratings Analytics YouTube Bookmarks 4 Chris Kenney © 2011 Tips & Traps in Social Media Marketing
- 10. Social media mantra Control is an illusion Power to the public, THEY are in control Control freaks are left behind Learn to let go… yeah, tell that to the lawyers It is all about engagement It’s not about you, it’s about us It’s about connections, relationships It’s about communicating with, not at 5 Chris Kenney © 2011 Tips & Traps in Social Media Marketing
- 12. Tip Do not use a personal profile for an organization
- 14. Naming trap You only get one chancefor both the page title and the vanity URL
- 15. Naming Tip You need 25 fans (likes) to get a vanity URL - Facebook.com/username/
- 16. Facebook is a cocktail party, don’t push
- 17. Become a resource for your fans
- 18. Promote events6 Chris Kenney © 2011 Tips & Traps in Social Media Marketing
- 20. Trap Set up band as profile
- 21. If you get a request from a business to be their friend they are in violation of the terms of use6 Chris Kenney © 2011 Tips & Traps in Social Media Marketing
- 22. Facebook naming traps Vanity URL Page Title Caps 7 Chris Kenney © 2011 Tips & Traps in Social Media Marketing
- 23. Facebook promoting page 7 Chris Kenney © 2011 Tips & Traps in Social Media Marketing
- 24. Facebook Fan Page Report
- 25. Facebook Fan Page Report
- 29. Control – learn to let go
- 30. Tip 80/20 rule
- 31. Be innovative8 Chris Kenney © 2011 Tips & Traps in Social Media Marketing
- 35. Tip 80/20 rule
- 36. Two events on twitter
- 37. Kevin Smith - 1.7
- 38. Plane in the Hudson8 Chris Kenney © 2011 Tips & Traps in Social Media Marketing
- 39. Twitter View Mentions & Saved Search Quickly 8 Chris Kenney © 2011 Tips & Traps in Social Media Marketing
- 41. Business media site for sharing presentations, documents and pdfs
- 42. Think of it as YouTube for presentations
- 43. http://Slideshare.net / CocoDesign14 Chris Kenney © 2011 Tips & Traps in Social Media Marketing
- 44. Thank you… thankyouverymuch LinkedIn.com / in / WebJunkie SlideShare.net / CocoDesign http://ChrisKenney.net Twitter.com / chriskenney chrisk@cocodesign.com 15 Chris Kenney © 2011 Tips & Traps in Social Media Marketing
- 45. Social Media Reaches All Ages Between April 2009 and May 2010, social networking use among internet users grew ages 50-64 grew by 88%--from 25% to 47%. ages 65 and older grew 100%--from 13% to 26%. ages 18-29 grew by 13%—from 76% to 86%. Source: Pew Research Center
- 46. Mobile Technology: Meet Social Media 2009 Data:
- 47. Survey Tools to Gauge Your Audience surveymonkey.com or zoomerang.com $200 per year for unlimited questions and responses UWF Alumni Survey produced: Phone Number Changes/Additions: 669 Email Changes/Additions: 302 Text message permission: 110 Total database updates: 2,784
- 48. Are You Part of the Conversation? 34% of all online adults “rant or rave about a company, brand or product.” 71% of all online adults are influenced by “reviews from family members or friends.”
- 50. Variety of Fundraising Vehicles
- 51. Focus + GET Focus Grab attention Engage Take Action
- 52. Focus Single, concrete measurable goal Ex. Thunderbird’s goal: Raise 750 new alumni gifts in the last six weeks of the fiscal year in order to reach 15% alumni participation Short-term and urgent Focus on the cause, not your organization Clemson University: one fund, not university “Race for the Cure” Identify one person who represents your cause
- 53. Grab Attention Cut through the noise with Personally tagged photos on Facebook Emotional pictures Humor (but be careful there) An unexpected slogan or fact Something fun!
- 54. Grab Attention NTEN goal: raise $20,000 to send 58 nonprofit staff members to the NTEN Conference Strategy $10,000 match by Convio Holly’s promise to humiliate herself Result Holly’s remake of the Beyonce “Single Ladies” music video Will she meet Beyonce?
- 57. Engage Face to Face
- 58. Engage Through Multi-channel Communication
- 59. Engage through Videos Flip cam: $150 Videopad: $70 Youtube.com: “President’s Day at Macalester College”
- 60. Take Action Empower friends with tools to act quickly Make it easy and fun! Clear call to action
- 61. Focus + GET Focus during a short period of time on 1 measurable goal related to 1 cause represented by 1 person Grab attention with the unexpected, fun, visual and emotional Engage with stories that compel people to care deeply Take action – empower friends with tools to help; must be easy and fun
- 62. Develop a Relationship Strategy Goal: Engage, not promote It’s a giant cocktail party! Principles: Generosity Vulnerability Accountability Candor Policy Response time, voices, message, etc. Source: Success Secrets of Social Media Marketing Superstars by Mitch Myerson
- 63. Some differences in tactics SOCIAL MEDIA Audience in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the audience / Adding value Influencing, involving User created content / Co-creation BROADCAST Brand in control One way / Delivering a message Repeating the message Focused on the brand Educating Organization Creates Content Source: Slide 10 from "What's Next In Media?" by Neil Perkin
- 64. All Types For Various Goals
- 65. Nonprofits Are Early Adopters
Editor's Notes
- 1 min 5 secThe future of fundraising via social media tools will likely involve mobile-friendly applicationsRight now applications in the US are limited bc people can only give $10 at a time on their cell phoneBut this is likely to change The chart on the left shows that as of 2009, there were 4.6 billion mobile phone subscribers worldwide compared to 1.7 billion Internet users (Lynn, 2010). By 2012, 190 million people are expected to use mobile payment methods (Gartner, 2009). And in August of this year, Visa partnered with Bank of America to test mobile phone payment technology at retail stores (Rauch & Aspan, 2010).So people are becoming more comfortable with exchanging funds via mobile phoneSo eventually, mobile giving will be much more commonplace and SM will also play an important role in facilitating those gifts
- 35 secmost NPs have not raised more than $1k with SMIn fact, fewer than 5% have raised more than $10k this waySo overall SM has been a disappointing medium for fundraisers but we’re seeing pockets of success
- 1 min 40 secNumerous vendors offer SM sites designed exclusively for FR such as the firstgiving site you see pictured on the leftThese sites empower individuals to raise money for their favorite NPOn the right, you see FB causes which is an application that allows individuals to raise money for any org they wantThe leading cause on Facebook is The Race to End Cancer with 5.9 million members and $60,000 in donations (Causes, 2010). Donation processing fee: 4.75 percent; only Facebook members can donate.On the bottom you see an annual online giving contest called “America’s Giving Challenge,” which encourages nonprofit organizations to leverage social media for fundraising efforts. In 2009, there were 105,000 donations, totaling $2.1 million (The Case Foundation, 2010). But a significant amount of staff time and resources are required to have this kind of successSo the question is what are the common elements among those who are successful, and how can we emulate that success?We’ll talk today about some of the key elements for success as described in the book called The Dragonfly Effect
- Holly's Remake of Beyonce's "Single Ladies"Submitted by Brett on Mon, 04/27/2009 - 11:09am ShareThisWell, she did it. Holly's remake of Beyonce's "Single Ladies (Put a Ring on It)" video played on two 30 foot screens in front of a packed house at the opening plenary of the 2009 NTC. At the end of it, she received a standing ovation.Now it's time for you to do your part: we expect you to make this video so popular, Holly actually gets the chance to meet Beyonce. Get to it, kids! (And thanks again for your support of our scholarship campaign.)
- Providing information to Bloggers is another important way nonprofits can Reach Journalists A survey of 4,000 U.S. journalists conducted by Brodeur foundthat:71 percent of journalists have a list of blogs that theycheck on a regular basis More than 90 percent of journalists check blogs at leasttwo to three times per month.
- It doesn’t really mean anything if you have a million people who like your facebook pageSo many people click like in a second and then the relationship with that nonprofit goes nowhere after thatThe key is to convert those online friends to face-to-face friendsWe can see that almost half of nonprofit organizations have recruited between 1 and 25 volunteers thru SMThat’s just one example of how you can engage your online community through a real world face to face eventWhich is crucial to ensure that your SM strategy has real value From online giving study of 2010The weak relationship between donor and nonprofit in the givingexperience also could depress giving levels. In many cases, donorsgive through social sites because of a relationship with a friend ratherthan with the charity they support. Or, they are making a gift out of afleeting impulse or a sense of convenience. This results in a one-timegift but does not establish the solid relationship with the charity.Special follow-up is required to build on this more tenuous donornonprofitrelationship.Nonprofits should not conclude that giving portals and socialnetworking charity sites are a bad thing. They are a valuable serviceto donors, and they’re proliferating. They likely funnel gifts toorganizations that wouldn’t have received them otherwise.They also probably serve as an “entryway” or “on-ramp” for peoplewho are new to charitable giving or your cause. Think of the portalsas the online equivalent of the famous Salvation Army Red Kettles,occupying street corners and gathering a kind of “impulse giving.”
- 20 secNP executives recognize that traditional FR vehicles are still needed to complement SMMutli-channel campaigns – where orgs use mail, phone, texting, e-mail and SM – are often utilizedSocial Media Fundraising As Part of A Multi-Channel StrategyUsing social media channels alone for fundraising will not be as effective as making it a part of a multi-channel straetgy that includes traditional fundraising techniques. This includes using email, web site presence, google ads, face-to-face events and reaching out to the online and mainstream media . A great example of how well this multi-channel approach works is the Humane Society’s Spay Day. In 2009, the organization launched the United State Spay Day Photo Contest in 2009 as one part of their overall effort that included broadcast media and other social media outreach efforts as well as offline event. More than $550,000 was raised last March. And just last week, GiveMN, a new online web site that hopes to encourage more Minnesotans to give and help create a stronger nonprofit community for Minnesota, raised over $14 million dollars in 24 hours using a multi-channel campaign.
- Brand is no longer what company says but what customer saysSocial media is a giant cocktail partyYou will have to give up some control in order to gain more influence and followers. Giving up control is OK.
- 30 secFirst chartTwitter and social networking leadVideos, blogs, and podcasts followSecond chartT25 sec250,000 people registering to use FB dailyMany organizations see social media as an important avenue to image building (Paul, 2010)Traditionally, PR professionals used newspapers and public events to raise awarenessSMSM usage has exploded. 97% of charitable orgs are using social media (blogs, podcasts, message boards, social networking, video blogging, wikis, and Twitter) (Barnes & Mattson, 2010)he majority of NP say the reason they use SM is to gain publicity and for general marketing
- 30 secSM good choice for NP – low cost and interactive (engaging in conversations)According to the Center for Marketing Research at The University of Massachusetts DartmouthCharities adopted social media before universities and colleges and corporations did, and the nonprofit sector continues to outpace other industries in their use of it.