Principles of Social Media Fundraising

Social Media FundraisingEssential elements…and a case study

Presentation to the Israel Venture Network March 8, 2010

About the presenter

Experience: Former executive director, business consultant, fundraiser & more

Bring strategy into social media: Social Strategy Director

BA, Emory UniversityMBA, Bar Ilan University

You have an important cause!

You give people access to health care

You save the earth’s resources

You defend civil rights

But you need more resources

People who care

http://www.flickr.com/photos/66044164@N00/499492688/

Donors and funders

http://www.flickr.com/photos/66044164@N00/499492688/

People who will act

http://www.flickr.com/photos/66044164@N00/499492688/

Can’t social media help?

http://www.flickr.com/photos/asleeponasunbeam/2095448969/in/set-72157600704895572/

Not without a plan

http://www.flickr.com/photos/asleeponasunbeam/1463353019/in/set-72157600704895572/

Social Media Influences ActionsSocial Media Influences ActionsAction Taken As a Result of Social MediaAction Taken As a Result of Social Media

(nonprofit)

When raising money online

http://www.flickr.com/photos/virginiazuluaga/3718045862/in/set-72157602755127645/

Create a strategy

1. Understand your goals2. Know where your audience is online3. Have a specific project in mind4. Short time frame is ideal5. ID influencers and get them on board6. Define strategy and ROI

mind mapping, flow charts7. Choose a good online fundraising platform that

has a viral spiral8. Prioritize activities along a timeline9. Don’t forget to than people!

Tactics

Overall Campaign Strategy

FundraisingPlatform

Website

SM channels

Influencers

Donations

Viral participation

These are your tools

BloggingMicro

Blogging

Photo Sharing

Video Sharing

PodcastsWidgets

Social Networking

Chat Rooms

Message Boards

RSS Feeds

Source: Universal McCann Companies Study on Social Media Trends (March 2008)

Be sure to include ROI

Leading to tangible Tangible: converts to time and/or

(Money, customers, clients, volunteers,

activities, etc)

WebsiteMailing list

Social media followersDonors

StakeholdersStaff/Volunteer time

Brand sentimentBudget

This is your reality check

Top three factors for social fundraising success

Every platform is unique!

Find the influencers on each platformhttp://www.flickr.com/photos/lizettegreco/382985523/in/set-72157594485524662/

http://www.flickr.com/photos/virginiazuluaga/2734925505/in/set-72157602755127645/

…but who will execute

it?

Ask the influencers to help you

GOALS

To plan a campaign, these are your principles

movement-building

    strategy (power analysis)

community accountability

      go where the people are    

leadership development

Ideas generated with Amy Sample Ward and Ivan Boothe

How do you raise funds online?

Donation buttons and platforms are the END RESULT

You have to do more than this

Leverage your assets go where your people are, mailing list of at least

2K, online community, online influencers, brand evangelists, and stakeholders

Pre-seeding and influencersID influencers and activists, plan the viral spiral,

(need a mechanism to track influence), make them feel special, recognize lead fundraisers

Essential frameworkraise funds for a project, short time frame, have a

great online viral platform, define billing system, realistic fundraising goals, ease of use, 6 months to plan

Influencer mapping informs strategy

http://blog.hubspot.com/blog/tabid/6307/bid/5330/Lead-Nurturing-Lessons-from-the-eNonprofit-Benchmarks-Study.aspx

Identify key action takers and influencers online

Case study: Tweetsgiving 2009

Pre-seeding:ID and recruited “Wild

Turkeys,” group encouragement, public leader board, tracked

influence

Essential framework:

Good story, private community, 3-day

event, easily shared, donation amount

appropriate, captured emails

Leveraged assets:Used mailing list, participate in 5 channels, live tweeting

from Tanzania, mechanism to recruit others

Case study: Tweetsgiving 2009

Screen shot courtesy of @amyrsward

Strategy

Screen shot courtesy of @amyrsward

Storytelling and transparency

Screen shot courtesy of @amyrsward

Go where your supporters are

Screen shot courtesy of @amyrsward

Giving Feels Great! (Twitter NPTechies and NPO consultants to

follow)@amyrsward@JohnCarnell@JohnHaydon@HeidiKMassey@Sue_Anne@kanter@AlisonRapping@TACS_NPower@mickeygomez@ntenhross@causeaholic

@HildyGottlieb@franswaa@rjleaman@engagejoe@Nedra@JeffHurt@PamelaGrow@LeahJones@staceymonk (tweetsgiving)

Created by:

Debra Askanase, Social Strategy Directordebra@communityorganizer20.comwww.communityorganizer20.comTwitter: @askdebraBuzz: daskanase