Social Media and your Fundraising Program

S O C I A L M E D I A & YO U R F U N D R A I S I N G P R O G R A M

SUSAN TENBY

AFP GOLDEN GATE JULY 2015

@SUZBOOPSUSANTENBY.COM

Director of Community and Partnerships, Caravan Studios

Original Online Community Manager, TechSoup

Founder, OCTribe

Social Media Consultant

Agenda1. Fundraising Through Social2. Branding3. Relationship-Building4. Capacity5. Meet the Pros6. Resources

FUNDRAISING THROUGH SOCIAL

1

The Big Picture

• Strategize your campaign and set realistic goals.• Evaluate your audience (who and where).• Create the content and messaging.• Measure your campaign’s KPIs.• Be committed.

“Content is king, but distribution is queen and she wears the pants.”- Jonathan Perelman, Buzzfeed

CC Image: https://flic.kr/p/6WsfZx

The Social Fundraising FunnelProspects

Visitors

Subscribers/

Followers

Advocates

Supporters

Crowdfunding Engages All Age Groups

Online donors 55-64 are the most generous crowdfunders.

1%9%

19%

22%24%

18%

7% Unknown

18-34

35-44

45-54

55-64

65-74

75+

Source: http://www.slideshare.net/kimbiainc/gla-infographicfinal

What Should I Be On?

• Which platforms will help me reach org goals?• Which platforms are our audiences using?• Which platforms are our target audiences using?• Which platforms can we listen and learn?• Which platforms will allow us to stand out?

Donor Consideration Touch-Points

• Email used to be the first point of contact. Now social media is often the first contact.

• Websites are now secondary, primarily used to gather information.

BRANDING

2

What is off brand?

Trying to hard to reach Millennials.

What does this have to do with NPTech? Where does it mention the link to Vine in the bio?

What are you projecting as an org?

You must have a purpose, a plan, and make connections back to your mission and your org.

They set up a Tumblr for no reason that has no connection to TechSoup or nonprofits.

There’s no plan to scale it, and they abandoned it.

Piggyback on Your Colleagues’ or Competitors’ Hashtags

#LYFTNATION

#UBERX

Using P!NK to get visibility for our hashtag

Modify a tweet then add a parenthetical addition to it

RELATIONSHIP-BUILDING

3

• Use a CRM tool like Nationbuilder to find who is following you across different platforms.

• Engage with them directly.• Set a meeting with them.

Meet Your Super Fans

• Allows you access to stakeholders and influencers• Gives you a reason to ping new networks• Gives a human voice and face to C-level staff and

those behind the vision

Social Media Changed the Way We Engage

What’s too much?

Find the line between informative and annoying.

Too many posts decrease engagement.

What’s not enough?

When it looks like no one’s there.

What else makes an effective post?

@Mention and no more than 3 hashtags.

Pictures and video get 50% more engagement.

What If I Have Nothing to Say?

Experiment with posts, but don’t drive yourself crazy.

Guy Kawasaki’s A/B test mentioning race got 492 comments.

A/B Testing

Identify hashtags used in your issue area, and share high-quality content using those hashtags to build credibility.

Converting a Tweet into a Lead

Identify influencers in your network and in your issue area by using tools like Little Bird and Buzzsumo.

Converting a Tweet into a Lead

Be diligent about engaging with your influencers over a period of time, so you stay top of mind.

Here’s 8 ways to get their attention…

Converting a Tweet into a Lead

Follow them.

Engage with their tweets by replying, commenting, retweeting, or favoriting.

Favorite positive tweets from other users by searching for their handle in native Twitter.

Converting a Tweet into a Lead

Converting a Tweet into a Lead

Share their long-form content: • Visit their blog,

YouTube, Slideshare, or find recent news on them.

• Tweet it out with an @mention.

Converting a Tweet into a LeadScroll through their Twitter feed:• Are they running a

campaign? Give them a shout out.

• Are they participating in or hosting tweet chats? Join them.

Converting a Tweet into a LeadIf they’re live tweeting, retweet and engage with their content in real time.

Add them to a flattering Twitter list.Subscribe to their Twitter lists.

Converting a Tweet into a Lead

Once you’ve gotten their attention via a follow-back, send them a DM to get their email address.

Converting a Tweet into a Lead

CAPACITY

4

Get It Done with Consultants

A team of two consultants can take on the work of one full-time social media manager.

Get It Done with Existing Staff

Make it easy.• Get your staff on-board with sharing your org’s

mission and call to action on their social.• Prefabricate posts.• Optimize social sharing on the website.

Get It Done with Interns

Prevent intern turnover by giving more and more responsibility.

Time Investment

Twitter: 5-30 minutes a dayFacebook: 5-30 minutes a dayLinkedIn: 15-30 minutes a weekListservs: 15 minutes a weekOther Groups: 30 minutes a week

Time Investment

In 5 minutes, you can• Respond to @mentions• Respond to DMs• RT someone

Time Investment

With 20 minutes, you can• Look for shareable content and curate.• Reach out to new followers.• Answer a question and amplify it.

Time Investment

With 40-60 minutes, you can• Search for 5 new people in your field

to follow.• Live-tweet an event.• Find and use 5 new hashtags.• Join a tweet chat.

MEET THE PROS

5

Nonprofit OrgsA Social & Mobile Media Blog for Nonprofits

• Facebook: 93K fans• Twitter: 788K followers• YouTube: 1,328 subscribers• Pinterest: 20K followers• LinkedIn: 2,154 followers• Instagram: 8,782 followers• Google+: 14K followers

Nonprofit Orgs@nonprofitorgs

• Offers high-quality free content

• RTs influencers• Maintains good

mix of self-promotion vs. 3rd party content

Janet Fouts @jfouts

Variety of content:• Curated• Inspiring• Field related • Humor• Personal

Beth Kanter @kanter

• Informative• Gracious• Has Calls to Action• Includes insights

into her thought-process and ideas

RESOURCES

6

Twitter Lists of Over 600 Nonprofit CEOs and Executive Directors:• https://twitter.com/farra/lists/social-eds/members• https://twitter.com/ChrisTuttle/lists/nped

Slideshares:• www.slideshare.net/suzboop• www.slideshare.net/girardinl/dont-panic-how-to-embrace-emerging-

social-media-with-infinite-majesty-and-calm

Recommended Reading:Mobile for Good: A How-To Fundraising Guide for Nonprofits by Heather Mansfield

24 Must-Read Fundraising and Social Media Reports for Nonprofitshttp://www.nptechforgood.com/2015/07/03/fundraisingreports/

15 Must-Know Fundraising and Social Media Statshttp://www.nptechforgood.com/2015/01/25/15-must-know-fundraising-and-social-media-stats/

Nonprofit Tech for Good’s Social Media Archivehttp://www.nptechforgood.com/category/social-media/