Using Social Media for Fundraising - AFP International Presentation by Dave Tinker, CFRE

TN5: How to Harness Twitter and Other Social Media for Your Fundraising

Tuesday, April 13, 2010 3:00PM - 4:15PM

Dave Tinker, CFREDirector of DevelopmentACHIEVA

What is Microblogging?Why Should I Care?Examples of How It Has Been Used For

FundraisingExerciseTools You Can Use

What We’ll Go Over

Definition

“Microblogging is a form of blogging. A microblog differs from a traditional blog in that its content is typically much smaller, in both actual size and aggregate file size. A microblog entry could consist of nothing but a short sentence fragment, or an image or embedded video.”

Source-Wikipedia

5% of users account for 75% of activity

66% of all internet users in the world visit social networks

75% of Americans use social media

33% of adults online post to social media sites at least once a week

93% of social media users believe an organization should have a presence in social media

Sources Forrester, Wecando.biz, Sysomos

Who Is Using Social Media?

Microblogging Tools

23 million users 60 million people visit Twitter each month More women than men on Twitter (53 to 47%) More than half of posts are done using an

application and not via the Twitter website Created current real-time search Watch trends as they happen

Sources Forrester, Wecando.biz, Sysomos

Twitter Facts

Users By Age

Users By Country

Country June 2009 January 2010

USA 62.14 50.88

Brazil 2.00 8.79

UK 7.87 7.20

Canada 5.69 4.35

Germany 2.00 2.49

Indonesia Not recorded 2.41

Australia 2.80 2.39

Netherlands 1.28 1.32

India 0.87 1.27

Japan 0.71 1.22Source - Sysomos

Twitter Growth

Tweet UpsTwestivalsProspect Research

Early Adopters

Events where people get together to discuss a subject

All tweet about a specific cause to build awareness to their followers

Builds on-line activism and awareness using off-line tactics

TweetUps

Started when Twitterers in the UK decided to meet in person in Fall of 2008

Social event tied in with fundraising for a homeless shelter

What if this happened in many cities? 10,000+ people in 202 cities met on 2/12/09 Raised $250,000 for charity:water

Twestival

Follow • Foundations• Donors• Prospects• Other Charities• Lists

See who is talking about you

Prospect Research

Picking a Name• Use your agency name• Use a name that fits into your campaign

Make sure to complete the full bio• Full information• Key Terms• URL for your website

Twitter backgrounds are customizable

Signing Up

Haiti

Social Media accounted for millions of dollars in gifts from across the world

Provided immediate news outlet to explain how to give

Nonprofit scrutiny• Yele Haiti

Haiti

Elections• Iran• Moldova

News Call to Action Change Avatar Add a Ribbon

Advocacy

The Guidestar Impact

Allows for writer to indentify key terms in post

Allows for easier search Creates groupings Used in #Beatcancer campaign Can be event specific

Hashtags - #

@Aplusk @RealHughJackman @Drew @BMarler

User Follows

Create a fundraising tweet for your organization in 140 characters or less

Exercise

Update multiple accounts at the same time• Tweetdeck• Seesmic

Monitor what people are saying about you• SocialOomph• Twendz• Google Alerts

No Staff? Use Outside Help

Tools to Help

Social Media Policy• Who will do the work• Privacy• Confidentiality

Make sure it fits into your plans• Marketing Plan• Development Plan• Overall Agency Strategic Plan

Strategy

Microblogging isn’t a fad• Users are across the globe• Think strategically

There are many tools• No one universal tool

It can enhance fundraising It’s a marathon not a sprint

What We’ve Learned

Listen & Engage

• It’s a dialogue, not a monologue• 85% of social media users believe that an

organization should also interact with its customers

Be Active

• Update Information Regularly Measure

Remember To

Questions?

Links

Alltop - http://social-media.alltop.com/ Beth Kanter - http://beth.typepad.com/ Change.org – http://www.change.org Give A Tweet – http://www.giveatweet.com GoogleAlerts – http://alerts.google.com John Haydon – http://johnhaydon.com Netwits Think Tank - http://is.gd/3j39N & http://is.gd/3j3g4 Razoo – http://www.razoo.com Seesmic –http://www.seesmic.com Social Media Policies – http://is.gd/4mxAkSocialOomph –http://www.socialoomph.com Tweetdeck – http://tweetdeck.com/beta/ Twitter 101 http://business.twitter.com/twitter101 Twendz – http://www.twendz.com

ACHIEVA

Dave Tinker, CFRE711 Bingham Street

Pittsburgh, PA 15203412-995-5000 x 436

dtinker@achieva.info

www.achieva.info .:. www.twitter.com/achieva