Using Social Networking For Non-Profit Fundraising

Using Social Networking For Non-

Profit Fundraising

Eau Claire Chamber of Commerce

Social Media Fall Conference

9/29/2010

Steve Lubahn

General Manager

Supreme School Supply

Thanks to our Sponsors!

Session Overview• Background On Project• Tracking Brothers - Updating Database• Comparison - Social Media Platforms Used• Interaction Examples• Social Networking / Website Guidelines• Results Of Campaign To Date• Lessons Learned

Background• Lambda Chi Alpha – 200 Chapters Worldwide

– Fastest growing international fraternity

• Chapter Level Governance – Central Policies– No social media policies in place at start of

project in Fall, 2009

• Currently Over 120 Lambda Chi Alpha LinkedIn Groups

Iowa State Chapter Situation

• Iowa State Chapter – Web presence since early 2008– Experimented with Social Networking for recruitment– Facebook page for Gorevile Manor fundraiser– Membership drop in 2008, 30% of capacity Fall, 2009– Membership list out of date, limited valid emails– Immediate need to raise $36,000 for 2009-2010

school year from Chapter alumni

MyLambdaChi.com Website

• Member Database• Photo Gallery

– Heavy traffic section

• Website messaging system dropped in mid-2010– LinkedIn, Facebook more

effective

Tracking Down Members• Initial List Had Many Addresses Out of Date• Deceased Members Not Up To Date• Information Sources – Not Synchronized

– Chapter master List– Fraternity headquarters database– Chapter website database

• Master List Includes Address, Phone, Email– Prior to using LinkedIn, also included

employer / title

LinkedIn Group

Top ΛΧΑ Chapter LinkedIn Membership After 2 months!

LinkedIn Discussion Example

Group Messages Auto-post to Discussion Section

Sample LinkedIn Announcement

Only One Group Message Every 7 Days

LinkedIn Advisory Board Subgroup

LinkedIn Functions• Automatically Maintains Latest Contact

Information• Group Management• Group Announcements• Subgroups• Closed Groups – Block Members• Suggest Group / Invite Members • Extract Contact List (Tag by organization)• User Desired Sets Update Frequency• Job Postings

Use Of Connection Tags

LinkedIn Connection Suggestions

Home - Connection Suggestions

LinkedIn Connection Results

New Feature In September, 2010

Contacts Management /Export

Exported List In Excel

Automatically Maintain Connection Email, Company, Title, Location

LinkedIn Lessons• Try Not To Invite People To Join Group Via

Email Address– Add them as connections, than invite to join

group

• Be Careful To Invite The Correct Person!– Validate with school, graduation date,

location, etc.– Could be limited to connections with email

only

LinkedIn Connection Restriction

LinkedIn Limitations• Cannot Directly Share Photos / Graphics

– Recent change – allows images from webpage links in posting

• Searches Not A Strong As Facebook, Especially Common Last Names

• Only One Group Messages Per Week• Discussion posts drop off after 6 months

LinkedIn Results• Created Group On Oct. 22, 2009• 125 Members In Three Weeks

– LinkedIn Challenge Raised $1,500!– No. 1 Chapter group in 2 months

• Current Group Membership At 205– About 20% of known living members

• Exposed Students / Younger Members To Benefits Of LinkedIn Profiles– Reference opportunity for student officers

Facebook Group

Find Friends Via Email Accounts

Example Friend Finder Results

Friend Suggestions – Messages

Friend Suggestions–Photo Album

Facebook Functions• Easier To Get People To Accept Friend

Requests• Less Formal Than LinkedIn For Postings• Allow Pictures and Videos• Group Announcements• Closed Groups Allowed• Friend Suggestions w/ No. Of Mutual Friends• Status Shows Immediate Updates To Members• Also Using Facebook for Public Page – Gorevile

Manor Fundraiser

Facebook Lessons• Should Have Started With Facebook First• More Requests To Join From Non-members• Easier To Find People Not On Friends

List• Fast Messaging – Quicker Response

Than LinkedIn

Facebook Limitations• Cannot Use Subgroups• Facebook Page ≠ Group

– Not able to shorten URL for group– No usage stats for group

• Harder To Extract Or Manipulate Membership List

• Group Invite Only For Friends You Have On Your List – Or Need Email Address

Other Resources Used• University Alumni Association Online

Database– Contains about 50% of Alumni– Really helps to have full MIDDLE name

• Social Security Death Records Database• Whitepages.com, Superpages.com• Google search on first name+last

name+@ to find email addresses

The Wall Came Tumbling Down!

• Immediate Need for $14,000 In Donations For Retaining Wall And Sewer Connection Repairs

YouTube Video Of Retaining Wall Collapse

Member Announcements

Ray “Bubba” Sorenson • Named Redbook 2010

Hottest Husband• Paints Iowa Freedom

Rock - Greenfield, IA

Gorevile Facebook Page

Gorevile Manor Photo Album

Gorevile Manor Facebook Page

• Over 550 Fans• Photos Of Gorevile Manor• Times And Dates, Ticket Prices• Moderate Posts – These Are College

Students!• Also Need To Add Twitter Account• Raise about $2,500 - $5,000 per year for

local children’s hospital

Social Networking Guidelines

• Standard Names and Symbols• Group Administrators – Min / Max• Group Membership Administration• Define Function And Use Of Each Section• Messaging Frequency• Appropriate Content And Actions• Subgroup Definition

Campaign Results

0

10000

20000

30000

40000

50000

60000

70000

80000

Mar Apr May June July Aug

Future Pledge

Cash

Met $36,000 Need By End of July

77% of Campaign Goal After 6 Months!

Membership List Update Results

START OF PROJECT CURRENT STATUS

Deliverable Address - 800 Deliverable Address - 978

Deceased Brothers - 50 Deceased Brothers - 249

MIA Brothers - 220 MIA Brothers - 74

Number of Active Emails - 225 Number of Active Emails - 495

Website Directory Accurate Profiles ≈25%

Website Directory Accurate Profiles ≈75%

• Mailing Costs Reduced, More Targeted• Extensive Use Of Electronic Communications

Website Traffic Sources

Project Lessons Learned• Facebook Faster Method To Find Members• Designate A Leader For Communications

– Also “Basecamp leader” for connections

• Have Multiple Group Admins• Use Direct Mail To Promote Social

Networking Sites• Even With Common Bond, Still Difficult To

Get >10% Of Members Participating In Posts• Not Using Twitter – No Closed Membership

Project Lessons Learned• Brothers in 40’s, 50’s, 60’s on Facebook!• Limited use of traditional email by younger

generation– Facebook Facilitates Student Officer

Communications– Facebook messaging / chat more effective

• Expect Delays In LinkedIn Connection and Facebook Friend Requests– Up to 6 months to respond not uncommon

Questions?Steve Lubahn

General Manager

Supreme School Supply

608-323-3366, ext. 110

stevel@supremeworks.com

• http://www.linkedin.com/stevelubahn• http://www.twitter.com/stevelubahn