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Social Media for Fundraising Professionals Association of Fundraising Professionals June 18, 2009
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Social Media for Fundraising Professionals

Oct 21, 2014

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Social media can be used to help meet fundraising goals. It's important to understand available tools and how they fit into your current fundraising strategy.
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Page 1: Social Media for Fundraising Professionals

Social Media for Fundraising Professionals

Association of Fundraising Professionals

June 18, 2009

Page 2: Social Media for Fundraising Professionals

Panelists• Taryn Coles

Director of Development-Northwest, Marquette University

• Bill FinnPresident, Finn Digital

• Patrick PriceDirector of Philanthropy,Milwaukee LGBT Community Center

• Amalia Schoone, CFREPresident, In Progress Consulting

Page 3: Social Media for Fundraising Professionals

The Donor Pyramid: Fundraising Strategies

Source: The Center on Philanthropy at Indiana University

Page 4: Social Media for Fundraising Professionals

Ladder of Effectiveness1. Personal: face-to-face

1. Team of two2. One person

2. Personal letter (on personal stationery)1. With telephone follow-up2. Without telephone follow-up

3. Personal telephone1. With letter followup2. Without letter follow-up

4. Personalized letter/Internet5. Telephone soliciation/phonathon6. Impersonal letter/direct mail/Internet7. Impersonal telephone/telemarketing8. Fundraising benefit/special event9. Door-to-door10.Media/advertising/Internet

Source: The Center on Philanthropy at Indiana University

Page 5: Social Media for Fundraising Professionals

Your Questions (Summary)• What is social media’s role in fundraising?• How does it work?

– Accepted conventions, tools• How can I be more effective?• Success cases• How do I blend personal and professional presences?• How do I measure?• What is the ROI?• Follow me, but don’t be a stranger

Page 6: Social Media for Fundraising Professionals

Getting a Better Understanding

“Kutcher had challenged CNN to the Twitter race, saying he would donate 10,000 mosquito bed nets to charity for World Malaria Day in late April if he beat CNN, and 1,000 if he lost. CNN agreed to do the same.”

Page 7: Social Media for Fundraising Professionals

Online Reputation– Public perception – Your reputation, online– When the audience searches

for you– When you need to research

the audience– Fishing where the fish are– Beginning a strategy

Page 8: Social Media for Fundraising Professionals

Strategy vs. TacticsWhat is it? How do I use it for my company? How often should I use it? Who should use it? Useful References

LinkedInLinkedIn is a business oriented professional social networking site.

Interacting with professional business groups,

monitor reputation, connect employees

together, recruiting, and networking with other business professionals in field. Check a minimum two times per week.

Encourage as many employees as possible to

join. It is a positive environment for business development and social interaction among co-

workers. PR/Administration should handle

company's account/group to maintain voice and monitor reputation.

LinkedIn in Plain English:

http://www.youtube.com/watch?v=MXDaywPfRuk

Wikipedia's Definition: http://en.wikipedia.org/wiki/LinkedIn LinkedIn Learning Center: http://learn.linkedin.com/

Facebook

Facebook is a free-access social networking website where users can join

networks to connect and interact with other

people. People can also add friends and send them messages, and update their

personal profiles to notify friends about

themselves.

Connect with your customers where they

already are. Interact with your most loyal fans and keep them always interested in "What is

coming up." Request feedback or suggestions

through this medium.

Depending on traffic on your Fan Page check from once daily to once every two-three days.

The more you update the more you appear on

your Fans' homepages.

Public Relations/Administration as this is a

promotional tool for products or services.

When there are customer services inquiries/complaints or other issues that may

arise the PR department can forward

information on.

8 Essential Facebook Apps for you Company:

http://mashable.com/2009/05/13/facebook-brand-apps/

5 Elements of a Successful Facebook Fan Page: http://mashable.com/2009/03/30/successful-facebook-fan-

page/

Wikipedia's Definition: http://en.wikipedia.org/wiki/Facebook

About Facebook Fan Pages:

http://www.facebook.com/FacebookPages

Eblast

An Email Blast is an electronic mailing, sent all at once to a large mailing list.

Monthly newsletters to keep customers

updated on the latest and greatest from your product or service.

Depending on how much you need to say: once a week to once a month to bimonthly

This is used as a promotional for new products

or services so Marketing should be

responsible for getting that information out. However, depending on your company other

departments such as HR, Public Relations, or

Advertising might find use in this tool. Further, there are e-mail blast tools on Facebook.

Wiki Answers: http://wiki.answers.com/Q/What_is_an_email_blast

Twitter

Twitter is a free social networking and micro-blogging service that enables its users

to send and read other users' updates

known as tweets . Tweets are text-based posts of up to 140 characters, displayed on

the user's profile page and delivered to other

users who have subscribed to them (known as followers ).

Update your customers on the newest

information, discounts, or stuff going on behind

the scenes to make your followers feel a part of your community. Offer incentives for

followers. Update with any changes or

additions made to any other sites (Facebook, Blog, Newsletter, Website). Use Twitter as a

boundary spanning tool. Have a constant

Twitter Search for your company and respond to positive/negative feedback. Update at least twice daily.

All departments should use this tool.

However, make sure to remember that the

voice is branded and consistent across all profiles.

Twitter In Plain English:

http://www.youtube.com/watch?v=ddO9idmax0o

Wikipedia's Definition: http://en.wikipedia.org/wiki/Twitter Finding the Right Brand Voice on Twitter:

http://mashable.com/2009/03/09/twitter-brand-voice/

How to Build a Twitter Community: http://mashable.com/2008/11/10/twitter-community/

BlogA blog is a type of website, usually

maintained by an individual with regular entries of commentary, descriptions of

events, or other material such as graphics or

video.

Update customers with more detailed

information. Explain ideas you have thought of

or new services/products you are interested. Blogging gives your brand personality--so if

your brand was a person what would they

read/comment about? What would they be most interested in? Then move on from there.

There is a balance between too much "look at

what is new with my brand" and "look at what is new outside of my brand." Give blog

personality without losing sight of the reason

you are blogging.

Write a new blog a minimum of two to three

times per week.

Public Relations/Administration as this is a

promotional tool for products or services. Only

one person she blog as then it will maintain a consistent voice. Once blog is more

established invite other members of the

company to come up with topics/posts.

Blogs in Plain English:

http://www.youtube.com/watch?v=NN2I1pWXjXI

Wikipedia's Definition: http://en.wikipedia.org/wiki/Blog How to Blog Successfully:

http://howtosplitanatom.com/how-to-hack-your-life/how-to-

blog-successfully/

Website

A website is a collection of related web pages, images, videos or other digital assets

that are addressed with a common domain

name.

A static page for information on company. This is the passport to all the social media

sites, and those social media presences are a

passport back to site. You should update at least once per week.

Administration will update and define

necessary changes. Wikipedia Definition: http://en.wikipedia.org/wiki/Website

Page 9: Social Media for Fundraising Professionals

Using Tools to Support Strategy

• What is it?• How do I use it for my

organization?• How often should I use it?• Who should use it?• Online references, helpful tips

Page 10: Social Media for Fundraising Professionals
Page 11: Social Media for Fundraising Professionals

Facebookhttp://www.facebook.com

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Twitterhttp://www.twitter.com

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LinkedInhttp://www.linkedin.com

Page 14: Social Media for Fundraising Professionals

Email Marketing

Page 15: Social Media for Fundraising Professionals

What kind of fundraisingdo you do?

Page 16: Social Media for Fundraising Professionals

Typical Case Study– Annual fund drive

• Direct mail, email, personal asks

– Special events• Golf• Run/walk/bike

– Auction events– Volunteer development– Foundation/government grant writing– Planned giving– Community-building/Friend-raising

Page 17: Social Media for Fundraising Professionals

Milwaukee LGBT Community Center

Case

 

Page 18: Social Media for Fundraising Professionals

How to determine if you should use

– Demographic/audience capability– Existing strategies– What points of real-world

community can be translated into online community

– Understand tools in the toolbox– Time management– HR management

Page 19: Social Media for Fundraising Professionals

Benefits of Using Social Media

– Analytics– Immediate response/verification– Increase community channels– Increase opportunities for growth of

community– Increase visibility opportunities– Ease, affordability of distribution– Rapid two-way communication– Measurement of community (breadth/reach)– Collection/organization of resources

Page 20: Social Media for Fundraising Professionals

Be prepared– Time commitment– Staff commitment– Volunteer commitment– Frequency commitment– Timeliness commitment

Page 21: Social Media for Fundraising Professionals

Contact UsPatrick [email protected]

Bill [email protected]/finndigitalLinkedIn.com/in/finndigital finndigital.com

Download helpful documents:http://finndigital.com/afp

Page 22: Social Media for Fundraising Professionals

Questions– How Facebook pages work

• How LGBT uses their page to raise money• Posting to fans’ walls on facebook

– Twitter Details:• Lexicographic conventions• Third-party apps live twibe, tinyURLs, RT Fridays

– LinkedIn• Find groups of interest• Get messages out on LinkedIn• Get profile 100% complete

– What do you use this stuff for?– How has it been helpful personally and professionally, – Role as fundrasing medium– How do I belnd personal and professional presences?– What is the best use of limited funds for maximum return on

investment?– are there any sort of metrics re: return on investment for social media?

i.e. if my org allocates .25 FTE to manage our online communications, we do ### appeals/year virtually, what is our return on investment?