Social media fundraising_2

Welcome!This is our first webinar ever - be nice!

http://info.helpattack.com | @helpattack | [email protected]

Ehren Foss@[email protected]

Vanessa Swesnik @[email protected]

Social Media Fundraising

• What are best practices?• How do smaller causes succeed?• How does HelpAttack! work?• General Discussion


The more things change...

• Shareable, social actions and content• Rapidly growing, rapidly changing

communities & tools• Increased speed & connectedness


The more they stay the same!• Your audience is crucial.

o How big is it?o Who are they, and what do they care about?

• Experiment, test, and improve.• Thank donors, move them up your engagement ladder. • Your "house file" is crucial.• People give because:

o People they know giveo There's an immediate needo They are asked

• People give to a cause, not to a logo.


People give to faces and heartbeats, not

statistics!

It's a numbers game• Not everybody sees each message.• Not everybody responds.

o Conversion rate• Each step in a process reduces response.

o Conversion funnelo 10% x 10% x 10% = 0.1%! (need 1,000 people to start)

• Part of every community is dead weight.o Abandoned accounts, bots, spam folders..

• The good news...o People shareo Action is easyo Compounding interest


Each campaign is balanced between the funnel, which reduces your audience, and sharing, which increases it.

Small to medium size nonprofits

• what to expect• realistic goals• grow your presence• smallness as an advantage


What to expect

2,500 followers ≈ 5-10 donors


How do you figure?If you have around 2,500 followers, you’ll probably get 25 hits to the page to which you're linking, and five or ten people finish the action (donate, like, etc)

Realistic Goals

• Get 10 new donors• Learn who they are• Thank them personally• Stay in touch with them

Ten donors giving $25 per month all year is an extra $3,000. Not bad!


Grow your presence

• Ads on Facebook, Twitter, Linkedin• Advertise on Google, Bing• Special programs (Google Grants,

YouTube nonprofit program, Hope140) for nonprofits


http://www.facebook.com/NationalParks


Grow your presence

• Borrow an audience• Reach out to 10 people with 500 followers • Volunteers, other nonprofits, media,

activists


Grow your presence

• Reward participation• “Like” for a chance to

win…• Submit a picture for a

chance to win…• Nonmonetary gifts

(feature your picture, story, idea, etc)


Partners, advocates, celebrities

• Celebrity ambassadors• Corporate sponsors (JetBlue/FreeArts)


Leverage a special event

• Earth Day, Valentines Day, event• …or create one! #oceangiving

http://oceana.org/en/blog/2011/11/this-november-celebrate-oceansgiving


Smallness as an advantage

• You can really know your supporters

• Grow the right audience• Easier to ask them for things

Try this:Choose a random hundred and look at their profiles. How did they find you? Who are they? Why are they following you? What

value can you provide?


What is the most economical way to keep your donors happy?

Thank supporters/donors right away on social media. It's free and powerful.


For reflection...

Do you send your donors receipts promptly, or do you save a few bucks with some lousy process that makes it take weeks to thank your donors for their gifts?http://tinyurl.com/764shr3


For reflection…

Do you go to the trouble to find and tell inspiring stories about what donors are accomplishing with their giving, or is your fundraising vague and statistical?http://tinyurl.com/764shr3


For reflection…

Do you have a newsletter that's designed to make donors feel good about the great things they've made possible, or is your newsletter all about how great you are? (Or worse yet, do you fail to report back at all what's happening?)http://tinyurl.com/764shr3


For reflection…

Are you figuring out really cool specific actions you can invite your donors to take, or are you only raising undesignated funds and saving all the good stuff for foundations and mega-donors?http://tinyurl.com/764shr3


"Join Me" page / public pledge page

Public cause page

Cause + Specific campaign

Make a pledge!

Share your pledge

Embed any page on HelpAttack!, even the widgets

Give with your Facebook updates

• Give with each update, Like, checkin…• If you want, we make up to 5 posts to your wall• "Give where you live"• Most donors are women, 25-40


Give with your Tweets

• Give with each Tweet (except direct messages)• If you want, we send up to 5 Tweets• Social & public


Give with a #hashtag

• Give with each mention of a certain #hashtag• Great for events & online communities!• You don’t need a Twitter account!


Give with someone's Tweets ("Proxy")

• Give each time someone Tweets, to your cause• Who matters to you & your cause?• Great for telling a story, getting attention, creativity• You don’t need a Twitter account!


Give with.... anything?

• Any website, social network, or platform that publishes "RSS" feeds.

• Tumblr, Flickr, Facebook pages, YouTube, Reddit, Pinterest...

• Turn meaningful, active content into a fundraising campaign!


Discussion

This presentation on slideshare: ???This presentation on our blog: ???

Questions:• What is your biggest challenge with social media?• What would help you improve your online fundraising?• How can we make HelpAttack! better?

Social media fundraising_2

Technology

donors http

com764shr3 http

nonprofits http

advantage http

activists http

oceangiving http

oceansgiving http

general discussion http