Grassroot Givers Social Media Initiative

Live Client Project November 17, 2014

Prepared By

Evan Schuldenfrei Social Media Initiative

Grassroot Givers

Background

Grassroot Givers | Donor Perspective

Grassroot Givers is the connection between those in need in our community and those that

have the means to meet them.

Mission Statement ‘Community Growth, Rooted in Giving’

Attributes

-  Book Project -  Community Store -  Community

Service Events -  Little Free Library

Project

Transaction Costs

-  Opportunity cost

of time from donors

-  Why GrG and not another charity?

Benefits

-  Improve sense of well-being & happiness

-  Self-satisfaction -  Community outreach -

support where you work, live, and play

Product | Three Layers

Product: A local and reliable, community-focused, multifaceted, charitable organization that helps you help others.

Social Media Implications

-  Social media marketing is an ongoing process

-  Hiring a Social Media Intern [for school credit] provides: -  You, with a non-paid, social media savvy individual, in your

target demographic -  Them, with school credit and the experience of working for a

non-profit

Social Media Accountability

Main SM Platforms

-  Facebook -  Twitter -  LinkedIn -  Google+ -  Instagram -  WordPress (Blog)

Social Media Tools

-  HootSuite -  RiteTag -  Klout -  SocialBakers

Hiring Platforms

-  Internships.com -  InternMatch.com -  Idealist.org

Platform Utilization

-  SM allows potential donors to find information instantly through: -  Company website -  Company mobile site/app -  Social media accounts

-  SM supports the purchase process -  Users read this information, can donate right from their mobile

devices -  Instead of donors having to search, you put the info in

front of them

Reducing Search Cost for Donors

-  Donors and community members can interact, publicly, in near real-time with GrG -  Donation requests can be posted from SM accounts

-  SM promotes user-generated content (UGC) -  Brings customer into conversation

Improving Adaptability for Donors

-  Allows potential donors to make quick and educated decisions -  Less contemplation, more donations

-  Provides platform for acknowledging individuals -  Critical among Millennials

-  Internet users are rapidly switching to mobile computing over traditional, desktop computing -  Two-thirds of all users access SM via mobile -  60% of all time spent on SM networks via mobile

Improving Connectivity with Donors

-  Information can be targeted specifically towards individual users -  Allows GrG to engage potential and

current donors on a personal, one-on-one, basis

Customizing Product for Donors

-  Better rapport, closer connection with community, fellow donors

-  Greater transparency in GrG’s operations and events -  Donors can voice their opinions on new initiatives

and suggestions for GrG -  Also acts as non-paid market research

-  Ongoing involvement can lead to career opportunities and advancement within non-profit sector

Creating New Benefit for Donors

Increasing Donations Among

Millenials

Digital Strategies

Crowdfunding Razoo receives 6.9% + $0.30 per transaction

http://bit.ly/1umbWLm

Revamp Current Online Presence

http://bit.ly/1uFpWRO

Mobile Site (with App Capabilities)

Traditional Strategies

-  Continuously partner with organizations -  Leverage 501(c)(3) status to build strategic alliance

with local businesses

-  Build rapport with local education institutions -  Hire local high school students as interns to engage

community -  Grassroot Givers becomes more well known in the

local community; reaches both Millenials [and parents]

Raise Awareness Locally

-  Solicit local donors in specific industries to donate money for supplies -  Examples

-  Local dentists donate money to purchase dental hygiene supplies such as toothpaste, toothbrushes, floss

-  Local food establishments donate money to purchase bulk food

-  Local supermarkets donate money to purchase miscellaneous goods

-  Local clothing stores donate money to purchase clothing

Micro-Targeting Donations

-  Individual Donors are publicly recognized for their outstanding act of charity

-  Can be ‘spotlighted’ on company website -  Fulfills Millennials’ strong need for recognition

‘Donor of the Month’ Campaign (Ongoing)

Thank You