Social Media and Fundraising Paul Webster (Twitter : @watfordgap) 26 th April 2012
May 06, 2015
Social Mediaand
FundraisingPaul Webster (Twitter : @watfordgap)
26th April 2012
Good Morning and House Keeping
“Social Media. They get all excited about gleaming technology and clever gizmos. They talk in acronyms and begin sentences with: “Did you know you can..” The rest of us just want to get on with campaigning, fundraising or service delivery. We want to talk about the people we work with, the communities we’re in and the issues we’re passionate about. We want to find and talk to people who can help us get change, deliver services or make a difference”.
Well, Social Media is about all that, telling stories and having conversations, having a space to do that … it just happens that the space is on a computer.
(From ‘How to use New Media’ - Media Trust).
What we are going to do today• Networking
• Find out what social media is and why its important
• Look at some types of social media websites
• Think about a plan for good social media use
• How other organisations benefit from using social media
• Try out and even join some social media websites
• Have fun !
• Not a 'geeky' workshop - so stop me if I talk jargon!
• Please ask questions any time. http://www.flickr.com/photos/virtuatron/
Finding Out About What We Do
Lets play a game!
It’s about conversations…..
…..and interesting others.
What is Social Media and why is it relevant
Old media - Web 1.0 . . .
. . static websites with no interaction, text heavy content.Information just fed TO visitors
(Others – if you dare!)
New media - Web 2.0 ...
Web 2.0 =Social Media=New Media=Social Networking
. . media rich, interactive, content served based on preferences, open for comments, conversations WITH visitors encouraged.
Are you on Social Media?
No? Probably – Yes!
Are you using Social Media?
Does your organisation have a website … that is interactive?Have you got a blog?Do you use YouTube or Flickr?Are you on Facebook?Do you Tweet?Do you use web tools to improve organisational efficiency?
Have you checked?!
So, What is Social Media?
• Of all the websites visited in UK, 2 are Social Networks - Google (9.5%), Facebook (6.6%), YouTube (3.5%), ebay (1.9%), WinMail (1.4%). Google = 91% of search traffic. (HitWise – Feb 2012)
• 96% of aged 18-35 on one or more network
• Of the 48.6 million adult population (ONS), 77% have a Facebook profile, 66% are YouTube users, 32% are on Twitter and 16% have a presence on LinkedIn. (Umph Sept 2011 – sample of 2,400 adults)
• 50% of Facebook users view their page daily and (February 2012)
• YouTube 2nd most popular way to search for content. 48hrs is uploaded every minute
• One to watch? Pinterest visits up from 50k to over 300k in 1 month. (Nov 2011 Comscore)
Social Networking – the numbers
• Average social network user is aged 37
• LinkedIn it's 44, Twitter 39, Facebook 38 & Bebo 28 (typical user younger)
• 52% of Facebook users are 18 to 34 yrs
• However of active social networking users, 55% of those over 65 are on Facebook & 19% of all users are over 45
• 55% aged 18-34 check their social networks at least once a day (June 2011)
• 30% check their status as soon as they wake up, 81% never turn their phone off (Aug 2011)
So, its not a passing phase, but it is important that organisations direct effort to the right network(s)
(From – Ofcom, www.clickymedia.co.uk & www.hitwise.com)
Social Networking – the numbers
http://bigbible.org.uk/2011/12/social-media-infographic/#.Tt6yloSrmSo
Use of social networks is 23% of time spent on internet in UK, 159% increase in last 3 years.
76% of iPad users also have a desktop PC, but 9% bought one to replace their desktop / laptop
Mobile web access will eclipse wired by 2015, 17% of UK households already use phone as primary web access
Android OS use grown from 5% to 47% (Dec 2009 to Dec 2011). Apple is 30%, Symbian <5%. (ComScrore Aug 2011)
Increase from 31% (2010) to 45% (2011) of people who connect to Internet from phone/tablet (ONS – Aug 2011)
59% access social network, 49% to buy, 12% to check-in
43% of users have downloaded an 'app'
Bite-sized learning, giving, volunteering whilst mobile
70% would give up alcohol for a week rather than phone
Have you viewed your website on a phone/tablet?
Over 25 million smartphones in use in UK51.3% of phone market(Ofcom Aug2011 / ComScore Dec2011)
So, Social Networking is 'the leveller'.
Increases INCLUSION and gives
Communities a voice
It's 'Relational' not 'Transactional'
“The Conversational Web”, not a Broadcast. Listen more than you talk – and interact
Link and Share, and Share again – this keeps the conversations flowing. Share other peoples news more than your own (maybe 10 to 1)
We're all “content creators”. Our message is as valid as anyone's – whatever size organisation. Our fundraising activity can be just as effective
Increased Reach - traditional reporting barriers broken down and communities empowered
Comment and Feedback – agree or disagree, as this builds a community around a topic
Immediacy - what took days, takes hours, what took minutes takes seconds!
Be Helpful – Be Generous - Say Thank You - Share and you’ll be amazed what you get back!
Common CraftWhat is Social Media Video
Marketing - Virally promote goals of your cause or brand BHF – Stayin' Alive (1.8million views, linked to other SNS), Bullying UK – Poster Maker
Fundraising - Gain new volunteers and donorsDogs Trust, Whizz Kidz, Haworth Cat Rescue
Campaigning – May be local, but your campaign can become nationalJack draws Anything - raising funds and awareness for Sick Kids Friends Foundation
Busts For Justice forced Marks & Spencer to change pricing policy on larger size Bras after campaign by 30,000 people
Relevant campaigns to current affairs on 38degrees.org.uk & Louder.org.uk
Productivity - Cheap or free to use productivity toolsMain cost is time – but not as much as the time it takes now!
Communications – Join in with your supportersListening, Responding, having Conversations with supporters and stakeholders
Social Networking – 5 ways it has relevance to the sector
Urban Forum Member Survey 2011. About types of social media use
Inclusion – Voluntary Sector audience• Social networking shouldn't replace face to face communication
• Although 77% of households are connected and 30.1million people access the internet every day (ONS 2011 / 2010), 8.4 million people have never been online
• Of this, 31% in low income households and 45% have no post 16 qualifications
• 75% in BME communities don’t use internet regularly
• 43% put off using social media due to jargon• Away from populated areas broadband and even 3G
access can be difficult (33% < 2mbps in Penrith & Borders)
• 1200+ partners pledged to help people get online, find what they want online & then stay online. Resources to help become a Digital Champion
Some concerns?
Don't Give Up!
• Don’t worry it’s not finished
– A half formed blog post can be more inspiring and create a bigger conversation
• Don’t pretend to be someone you aren’t
– About individuals not corporate views. Your voice may be weakened if you ‘spin’... and others see through it!
• Don't be concerned about 'losing control' of message.
– if it is respected, social media networks will support it, always aim to counter negatives views with positives
• Don’t worry you are in a vacuum.
– link & connect, soon people will do the same back
– Ratio 90 : 9 : 1 (Read, Reply, wRite)
• Don’t measure success by numbers
– if you’re reaching the right people it’s quality not quantity that counts
• Don’t ignore people – they invest time reading what you say so do the same for them
(http://podnosh.com/social-media-help/what-makes-the-web-social/)
• Increases speed of communication – no faster way to (Action) spread your message than through social networking
Less of a financial cost but ‘expense’ may be the time
• Widens message to people/groups that would normally (Awareness) be missed using more traditional methods – ‘viral’
campaigns hugely powerful creating awareness extremely efficiently
• Deepens to build new and different networks – (Fundraising) communities of interest to bounce ideas off and
share experiences, increase commitment and fundraising for campaigning activity. Start some conversations!
What social media will do
• Generate on-line conversations and awareness about the (Change) organisation or campaign, a consensus of
opinion or shared learning about ideas. Use RSS and Google Alerts to stay ahead of developments in your area of interest - build a ‘Listening Dashboard’
• Joins together communities who are interested in the (Action) similar things, have the same likes or are
striving for the same objectives. Tell your supporters and networks about your work in a new way
• Commoncraft Video explaining Social Media
What social media will do
Refreshment Break
Any Questions, so far?!
Social Media Planning for Fundraising
Sector Income 45% of organisations receive their primary income from
individuals of which 64% is from Donations or Fundraising activity.
Large charities spend as much as 12% of their income on generating funds (for small charities its around 5%).
Although £3.2 billion was spent by the sector on fundraising & publicity in 2009/10, for every £1 spent, £5.45 was raisied.
Using Social Media this expenditure could be made to work harder!
Average donation from a Twitter campaign is £30
Claire Squires page on Just Giving is still active, so far has raised £707,000 from 62,000 donations in 4 days for Samaritans
NCVO Almanac 2012 & Just Giving 2011
The voluntary sector problemWhere to start
Knowledge
Confidence / Fear
Capacity / Resources
Access
Time
Cost
Scepticism
Any more?
Time Planning – response expected?
Print 7 days 2 weeks
Type News travels Reply within
Email 7 hours 2 days
Twitter 7 seconds 2 minutes
Facebook / Blogs 7 minutes 2 hours
But how much time do charities allocate?48% have no budget for social media activities and 86%
allocate a 0.5 FTE or less to using & maintaining it(NTEN - 2011 – NonProfit Social Network Benchmark Report)
Have a Plan – e.g. Support and Donations
• Know objectives and what you want to say• Saving the historic gatehouse for future generations to see
• Research where audience are – do you know?• Don’t just build, work in the places where your target audience are
• Plan how to use the tools – have a strategy• Video of event?, Blog of experiences? Do ‘as well as’ what you do
• Choose tool/s to match audience and implement• Look at what similar projects have done, what works elsewhere?
• Sustain the conversation and say thank you• Regular updates encourage people to return & links from websites
OASIS was developed by @JohnSheridan [email protected]
People and needs first, then toolsAre you committed to this
Objectives – what are you fundraising for
Stop and think!
What are you trying to achieve?
– How does it fit with your fundraising plans?
– What fundraising goal could social media help with?
Do you already have a website that you can update yourself?
– Can be as simple as a Google Site or Wordpress
– Internet presence is now your main shop window
– The place for you to be social with your donors
Have you got the time? (To do, To monitor, To thank)
Are you ready and prepared for change & to release some control?!
If you build it, they won’t come
Audience – Who are they? – Where are they?
Start engaging – but don't try to move everyone to youIt’s easier to go where people are already
It can be difficult to get people to come to you
Do you know who your target audience are?
Are they already using social media sites (and which ones)?
Build a genuine open relationship first, fundraising will follow
We're here. We want to be there. Developing the plan to get there.
Strategy - pick a plan with a path that fits
Pick a goal or campaign to pursueDecide who is going to be involved and how muchConsider responsible use
In pairs share how you would fundraise for a cause nowWhat is your cause or campaign?
Which tools & methods of communication are you using?
Face to Face, Direct Mail, Print, E-mail … Why these?
What are their limitations? Which are effective?
How much do they cost? Which is best value?
What are the issues and challenges you face?
What is holding you back?
Which Tools?
• Attracting people to your online space should be an essential part of your communications strategy. Not 'over fundraising' or forcing them.
Visitors inspired by what you do are more likely to become donors.
• Message - clear and unambiguous, your web site is your shop window, the 1st public face supporters and potential donors see
Tell stories – an authentic picture of what you are trying to do
Make the Call To Action or Donation Request plain to see
• Tone and Context – get this right and match for your audience
• Engage in frequent updates & blogs to keep donors informed and involved in what you are doing
• Conversations with supporters, build relationships and give them space to say why they care … and Thank them.
• Include your website and social networks on all communications
Decide what you are going to say
But new media doesn’t just replace old media – its 'as-well-as'
Oh, and you still need to be good at fundraising!
Implement - match right social networking tool
Research – see how others do it Decide on your approach and set targetsJump in!
Step 2 – Pick one goal to pursue
Use of social networks in fundraising is similar to use of phone or newsletters.
Have Purpose – WHAT, Audience – WHO, Aims – WHERE
Have a Champion/s who can steer, update & reply
Social media tools are now part of your resources but with added dimension they enable of social actions.
A social media enabled fundraising campaign is active the moment it goes live. Be prepared!
NOW – Choose the right tools and have social media use guidelines
You've got a fundraising social networking plan
Example of Social Media sites & the goals of organisation
Examples of use
1
2
3
45
6
7
Also Social Collaboration and Productivity Tools
Marketing
Fundraising
Campaigning
Communications
Productivity
Which tools are the best
Each website can help with all these to some extent
• Choose the way to capture audience.
– Audio → Images → Video
– See Audioboo, Flickr, Pinterest, Bambuser, Youtube
• Choose the context to engage with audience.
– Blog → Facebook → Twitter
• Choose a useful (FREE) tool/s to help streamline work – Finding out → Let people know progress → Running events– See Survey Monkey, MailChimp, Eventbrite
The best website for the job
Create a fundraising 'buzz'
Audio Podcasts – charity shop awareness raising
Visit
‘Audacity’ – free software for recording and converting to MP3 to load to the web http://audacity.sourceforge.net/Commoncraft Video explaining Podcasting
Another way to let people know your news & interviews
Less bandwidth than video
Embed in website
Comments make conversations
Audioboo – 5 min recordings
Use 'Twitcasting' for broadcasting events
Instant reporting when editing not a concern
http://audioboo.fm/boos/191031-snapped-by-the-charity-shop#t=0m37s
Image Sharing – FlickrA event for all the group
Commoncraft Video
explaining Image Sharing
Record of events
Added dimension
Access to reusable images
Easy & quick to put on website
Hosting 5 Billion images (Sept 2010 – royalpingdom.com)
Also see Pinterest
Anyone can be included as a content creator
Increases Reach
Chance to Partner
Call to Action
Keep it Fresh
Spread & Share
Show your Organisation is Genuine & has Personality
http://youtu.be/5FdTTuPDdkk
Shows progress in the fundraising drive, or results of previous activitiesAverage amount donated after watching a YouTube video is £28.77 (compared to other sites)
Online journals – Blogging - Commoncraft Video - explaining Blogs
Open platform for community led content & story development
Draws people to the website
Get feedback from people and start conversations
Other spaces - Tumblr & Posterous
Over 55 million Wordpress blogs, in two flavours - .com & .org
Blogger is Google Blogging website
Quick & easy to set up and to develop
http://broxtoweyouthhomeless.blogspot.co.uk/
Social Networking - Facebook
Dog’sTrust
BustsForJustice
It’s the place where many, many people already network and share
Create a Group for a network of Supporters
Set up a Page for people to Like & see your updates
Include Events, Polls, Pictures & Video
Check Privacy settings and frequent changes
Link to Twitter & Blog
Direct back to home page
Create pages around a campaign or issue, not about the organisation
Average of 6 'Likes' = 1 donation
Respond to questions
'Experiment' with reach by starting the steps to buy a Facebook advert
Professional Social NetworkingJoin sector specific special interest discussion groupsNational and Regional groups for fundraisingNow has section to record volunteer experience
Events AS they happen not AFTER they have happened
200 million registered users
180 million tweets posted per day
7 million users in UK
40% of tweets are from mobiles
A place to listen and respond to people. To generate a wider awareness of what you do and draw an audience to your site
Microblogging – Twitter - Commoncraft Video explaining Twitter
A transient conversation, short updates, signposts to resources and conversation starters
Important to make profile 'followable' - DO add Pictures (logo, background, recent images), Place, Profile and Page- DON'T leave these blank or over-sell and push advertising
A small network of quality followers can often be result in better quality on-line learning through discussions and shared links than a large network of followers who never have conversations or share ideas and knowledge.
Created a Twibbon based campaign with a target to raise £1000
Simple call to action
Low effort tools
Viral message – supporters wanted the Twibbon on their avatar
Reached target in 48 hours
Added 2000 new followers on Twitter
2320 page views of website
Dogs Trust have a very clear and simple logo, colour scheme and message across all social media sites
Peter Wanless @peterwanless
Tweets.CEO of Big Lottery
Nick Hurd: @minforcivsocTweets. reads and commentsMinister for Civil Society
Potential to access the influencers
Also used by and an acceptable, accessible channel to
local MPs & councillors to canvass opinion and inform of news
• What supporters, peers & others saying about your organisation
• See funding alerts, campaign updates, news as they are published
• How?
Subscribe to RSS websites and read at leisure in feed reader
Google Alert or Twilert e-mails for important keywords
Set-up searches in Twitter for your organisation or ‘hashtags’
Follow lists of Twitter accounts talking about your interests
• Use Netvibes service to create a dashboard – www.netvibes.com
• 'Listen' to multiple channels with - http://addictomatic.com/
• Turnaround – Use these services to publish FOR your audience!
A Listening DashboardCommoncraft Video explaining RSS
• Tell others what you are doing
• Easier for supporters (individual and peers) to keep up with your events and news
• RSS enabled feeds automatically can be picked up to be read at their leisure in a feed reader (such as Bloglines or Google Reader) without them having to re-visit your site
• RSS feeds can be converted for email delivery
• RSS feed can be embedded into other organisations websites
• Commoncraft Video explaining RSS
Others listening to you ...
Listening
News feeds - In and OutBlogs and social media sites include as standard
Alternative way to join in or catch up with conferences & events
Raise funds by prolonged or one-off awareness raising with a hashtag. e.g. #CiN or #YouthStories
Use #hashtag to follow event or talk about cause
Audio
Video
Blogs
Tweets
..even just to be noticed by a wider audience - get your organisation listed with 'Google Place' page
Voluntary Action RotherhamDerwentsideCVS & VB here
- Verified- Add Photos- List Offers- Streetview Maps- Show Ratings- Comments
New way to interact – a Quick Response from visitors – QR Codes
Works well for ...- Direct to difficult web address- Oxfam 'Shelf Life' - http://youtu.be/l897sK8rSe0- Print media & flyers- FREE to create and use- Current 'buzz'
(Image @howardlake)
Create with - http://qrcode.kaywa.com/ Read with - http://redlaser.com/ (app)
Bear in mind …- No major benefit on a web page- Check location has connection- Needs smart phone- Check link hasn't changed
Oxfam ShelflifeUses QR codes on donated items linked to page on website
Builds a story around an item submitted by the giver
Launched Feb 2012 as pilot in 10 Manchester shops
Knowing the story of an item can increase its interest & value for the purchaser
Idea suitable for any charity shop fundraising by selling items … & memories!
Growing - Location based Marketing & Communications
Incentive to visit location
Uses Smartphone
A way to meet up and be competitive with others
Share tips, comments, to-do lists and pictures
Become a 'mayor' and unlock extra rewards
Claim venue & set up page with visitor 'specials'
Over 20 million users(March 2012 - worldwide)
In use byShelter Scotland
Was used byM&S inBreast Cancer Care week
Giving SitesAll have different pricing structures and fees – so check which is best for you
Very 'social' - easy to involve others from outside your fundraising campaign
Buttons and widgets you can include on your own website, blog to chart progress
Short code text donations. Amount (up to £10) & campaign code (e.g. DEMO12) to 70070
Generated 20% of donations to Comic Relief 2011. Free for charity, deduct from phone bill
Small amounts on 'Click Through' and Affiliate sites can generate funds slowly
Just Giving BmyCharity Virgin Money Giving
Jack Draws AnythingJack Henderson - drawing pictures for friends to raise money for Sick Kids Friends Hospital in Edinburgh who were caring for his brother.
Local Media Coverage → National Media
2 weeks → 536 requests, £10k raised
Built on a free Posterous Spaces website
Link together social network sites & make it easy for visitors to Like or to Follow.
7400 Facebook Likes, 1000 Twitter Followers
2000 emails a week, 400k website visits, 5.8 million Facebook views!
Wanted to raise £100 - over £30,000 raised
Uses a Just Giving page to manage donations
Completed 500 drawings
Book of 290 drawings published
CrowdfundingFundraising by many people contributing small amounts & owner starting off fund too
Form part of overall fundraising strategy, with 'social' features. Need off-line promotion too
Giver relates to projects in an organisations portfolio – Cancer Research 'My Projects'
Often set-up so that no donations are actually taken unless target is reached
May have a “money can't buy” incentive. e.g. signed copy of book or visit to centre
Some are loan (Kiva) or pledge (Pledgebank) based helping develop ideas or make purchases
Kiva (loans) Crowdfunder, Sponsume Peoplefund.it
Haworth Cat Rescue Independent charity which runs re-homing and adoption service for 300 unwanted & stray cats.
Feeding, Neutering, Vets fees, Re-housing
Fundraising Goals
Regular monthly funding to help run the shelter
Development of new centre fund
Promotion and use of online retail shop
What they do
Donation page & buttons to PayPal & CharityGiving
Click-through links & Text Giving on Website
Progress of new centre on Blog
Relationship building & pictures on Facebook
Raising awareness & linking on Twitter
Pulling it all together• Social media sites are only part of the picture
– Make sure your core website is current– Don't forget the offline
• Add organisation to Google Places or Foursquare• Share links ...
– With all your social networking sites– With 'Like' buttons and 'Share This' links– With everyone!
Communities building their own spaces- for discussion- sharing- shows belonging
Alternatives:Google Sites, SocialGo, Facebook, Wackwall.com
… visitors can tweet about individual stories and searched tags for related content. Follow your organisation on Twitter direct from your website.
Integrate Twitter into the organisations main website ...
Show all the channels on your main home page
'Add This' (e.g. NAVCA) for sharing and tracking links with others on line ...
Websites suited to viewing on a smartphone
Volunteering AppsFundraising Apps
In pairs share how you would now fundraise your causeThink back to your cause or campaign?
Can you write down your fundraising message in 140 characters, what hooks would you use?
Could you blog about it? Make a video? Find a beneficiary to record an audio interview with? Make you website social?
How would you interest people
in what you are fundraising for?
Pitch it!
Which Tools?
Tools for Productivity/Support
• Communication
– Skype, Oovoo, ipadio, Mailchimp, Screenr, Twitcasting
• Organising
– Doodle, Eventbrite, Del.icio.us, Bit.ly, CoverItLive,
• Collaboration
– Google Docs, Dropbox, Huddle, Tom’s Planner
• All-round useful
– Jing, PDFCreator, Scoop.it, Survey Monkey, Scribd, Slideshare
BONUS – Tools to make things easier!
If you don’t do it,someone else will
Sustain – engage, converse, measure, adjust
<Guide – Pages 13, 14– Steps 6 and 7>
6, Measure your success7, Develop
Time Planning
Frequency and time needed
Every Day(30 mins)
Once a Week(45 mins)
About Monthly(60 mins)
Tweet, re-tweet, check Google Alerts,check RSS reader & reply to comments
Write blog post, check analytics, monitorgroups & find new people to follow
Add video to YouTube, share a resourceon-line, create podcast & build profile
Measuring Success- Check how many times links are clicked if using Bit.ly- Listen what's said about your organisation using Topsy- Monitor. Google Analytics, Facebook Insights & Wordpress page visits- Measure. Tweetreach, Twitalyzer, SocialBro, www.twentyfeet.com- Visualize. Infographics on Visual.y, My Social StrandBUT …. real success is not just about the numbers- Tell stories of real people and real changes- Find out how people heard about you- Build relationships & success by joining in conversations- Social media presence an reflection of your organisation- Engage press, funders, authorities with pictures and video- Say Thank You!
• It’s only beneficial to your organisation if it’s going to tangibly help you to achieve your goals.
• Establish a a plan thinking short, medium and long term – and have an internal policy for using it.
• Know your target audience and go to the spaces where they are.
• Know your message - make it clear and directed.
• Think of how it applies to Marketing, Fundraising, Productivity, Communications .... and whatever else you do.
• Implement, monitor and adjust – and remember it takes time!
Social Media - In conclusion
Social media - reflections• What ideas do you have for your use from this workshop?
• How could your organisation use or make more of social media?
• How will you fundraise & campaign more effectively using social media?
• What gaps are there in supporting groups?
• Has your organisation a social media policy or Twitter guidelines?
• Have you any UnAnswered Questions?!
• How can we keep the conversation going?
For Local Support Organisations
For Volunteering
Organisations
To share and learn about social media for communities
Useful links and websites
• ITEM3 www.item3.org.uk
• UK Fundraising http://www.fundraising.co.uk/
• Social Media Surgeries www.socialmediasurgery.com
• Charity Comms www.charitycomms.org.uk/
• KnowHow Non-Profit www.knowhownonprofit.org.uk
• Jargonbuster www.socialbysocial.com/book/a-to-z
• ICT Knowledgebase www.ictknowledgebase.org.uk
• The Very Tiger Blog www.theverytiger.com/
• Watfordgap Services www.watfordgapservices.org.uk
• Charity Technology Trust www.ctxchange.org
• Focus on Funding www.focusonfunding.org.uk/
• Institute of Fundraising www.institute-of-fundraising.org.uk
Useful links and websites
Thank You – My Email & Twitter contacts Paul Webster
paul @ watfordgapservices.org.uk @watfordgap