Finding the “Social” In Fundraising AFP – NNE 2014 Conference Debra Askanase Community Organizer 2.0 https://www.flickr.com/photos/64097751@N00/5582859337/
Finding The Social In Fundraising: AFP Northern New England Keynote Address
Jun 14, 2015
Millennials are cultural and technological influencers, and their adoption of technology has fueled the social web, along with everything we do with it, including fundraising. In this keynote presentation, I look at what the development of tech platforms, coupled with the rise of social citizens, tells us about how donors, fundraisers and other stakeholders want to utilize social communication for fundraising. The presentation looks carefully at people, media, and expectations of nonprofit behavior, and how what we do today as nonprofits must be social. Lastly, I consider: what does an organization need to do now, to support social media fundraising as new communications media matures?
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Finding the “Social” In Fundraising
AFP – NNE 2014 Conference
Debra AskanaseCommunity Organizer 2.0
https://www.flickr.com/photos/64097751@N00/5582859337/
Let me tell you a story…
Finding the “social” in fundraising
Expecta-tions of
NPO
PeopleMedium
PEOPLE
Matures
Born 1945 and earlier (age 69+ as of 2014)
Baby Boomers
Born 1946 – 1964 (age 50-68 as of 2014)
Gen X
Born 1965 – 1980 (age 34-49 as of 2014)
Millennials
Born 1981 – 1995 (age 19-33 as of 2014)
What Impact?
Monetary
donations
Volunteering and
social sharing
Matures and Baby Boomers
Gen X and Millennials
Cultural Influencers
Influence Craving
Desire To Make A Difference
Make An Impact
Agree0%
10%
20%
30%
40%
50%
60%
70%
33%37%
50%
60%
Matures Boomers Gen X Millennials
Would the ability to directly see the impact of you donation have a significant bearing on your decision to give?
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THE MEDIUM
https://www.flickr.com/photos/89334594@N07/9138930735/
Diagram courtesy of Darim Online
The Dominance of Stories
…but is it just “slacktivism?”
http://craigconnects.org/crowdfundinginfographic
Socially-powered fundraising
Expecta-tions of
NPO
PeopleMedium
https://www.flickr.com/photos/95612774@N07/14866699177/
What made #icebucketchallenge take off?
• People + medium + fun• Easy to do!• Want to share what’s important to you• Peer influence at play: tagging, challenge• Entirely played out on Facebook• Video• It’s authentic – not imposed• Even my own kids had heard of it and were doing
it in a hotel pool
http://www.web-strategist.com/blog/2014/08/26/slides-cold-hard-facts-on-the-ice-bucket-challenge/
Giving Days
#GivingTuesday is powered by social
http://craigconnects.org/crowdfundinginfographic
PEOPLE + MEDIUM
Is There An Ideal Social Fundraising Elixir?
Peer elementLeverages socialVisualMakes people feel heard & valuedInvolves millennials
https://www.flickr.com/photos/15923063@N00/3096935004/
START NOWGET
READY
MEET EXPECTATIONS
Millennials showed significant interest in using their network
of family and friends to fundraise on behalf of causes they were passionate about.
- Millennial Impact Report 2013
https://www.flickr.com/photos/25925838@N00/9680535872/
• Show evidence that giving is making an impact • Offer regular updates of successful projects and
programs• Think “visual first”• Offer data and transparency• Create sharing opportunities for fans get involved
and share the love of your org• Create community, prep for peer-to-peer $• Updated, responsive website• Invest in your social media• Cultivate millennials
Are You Ready?
Are You Ready?
• Embrace the people– Create a conversation & community online– Embrace millennials– Create stories the inspire– Offer transparency and show impact
• Don’t ignore technology or new media– Try a crowdfunding or other social-powered fundraising
campaign– Updated, responsive website– Social fundraising is here, and it will be baked into every new
tech app, tool, channel and trend
What’s next?
Expecta-tions of
NPO
PeopleMedium
Philanthro-Kids
How would Reuben have done it today?
ResourcesThe Next Generation of American Giving: The Charitable Habits of Generations X, Y, Baby Boomers, and Matures:https://www.blackbaud.com/nonprofit-resources/generational-giving-report
Digital Persuasion: How Social Media Motivates Action and Drives Support for Causeshttp://waggeneredstrom.com/what-we-do/social-innovation/report-digital-persuasion/
http://www.pewsocialtrends.org/2014/03/07/millennials-in-adulthood/sdt-next-america-03-07-2014-0-03 /
Millennial Impact Report:http://afpinclusivegiving.ca/wp-content/uploads/2013/03/Millennial-Impact-Research-Dec-2013.pdfhttp://www.themillennialimpact.com/2013research
How Nonprofits Can Leverage Crowdfundinghttp://www.bethkanter.org/crowdfunding-info/http://craigconnects.org/crowdfundinginfographic [infographic on crowdfunding]
Ice Bucket Challengehttp://www.web-strategist.com/blog/2014/08/26/slides-cold-hard-facts-on-the-ice-bucket-challenge/
http://www.pewsocialtrends.org/2014/03/07/millennials-in-adulthood/sdt-next-america-03-07-2014-0-03/
* *THANK YOU!!
Email: [email protected]: communityorganizer20.comBlog: http://communityorganizer20.comLinkedin: linked.com/in/debraaskanaseTwitter: @askdebraOther slides: slideshare.net/debaskTelephone: (617) 682-2977
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