The Fundraisers’ Guide to Social Media

Best tools beyond the basics

The Fundraisers’ Guide to Social Media

Bethany A. DeinesDirector of Annual Gifts

The Children’s Medical Center of DaytonAFP National Fundraising Day

May 18, 2011

Why Fundraisers Use Social MediaBuild relationshipsInteract with constituentsListen to feedback Emphasize mission & create awarenessTell compelling storiesRecognize and steward donorsProvide giving opportunitiesPromote eventsProvide timely communication/info sharingDemonstrate impact of support

Did You Notice?Even though technology changes, fundraising principles remain the same!

ListenEngageBuild authentic relationshipsEducateProvide opportunitiesShow (literally) how money was usedSteward

What we ARE using

What we COULD be using

Feel a little overwhelmed?

Let’s break it down

Which Tools Do What?

What? Why? Tools + -

Social Networks

Interactive, build r’ships

Facebook, Causes, Jumo

Easy, multi-faceted

Demands attention

Micro-Blogging

Real-time, drive traffic

Twitter, Plurk Easy, Fast, Interactive

Short messages

Viral Fundraising

Friends ask friends

Crowdrise, JustGive, Firstgiving

Engages donors, raises $, viral

Time to set up, Grassroots needed

Mobile Website

Access to org via cell, tablet

Custom-built Anytime access

$ to develop & maintain

Mobile/Text Giving

Anytime giving access

MobileCause Great for urgent need

Can be costly w/ low ROI

Video Sharing Engaging, real life stories

YouTube, MSN, Yahoo

Powerful story-telling

Production time/cost

Which Tools Do What?

What? Why? Tools + -

Blogs w/ RSSTell your story, loyal followers

Wordpress, Blogger

Feedback, engagement

Demands new content

Photo Sharing Tell story, show impact

Snapfish, Flickr,Shutterfly

Easy, fast, free, tagging

User registration

Shopping Portals

Earn % of sales for charity

iGive.com, Shopforacause

Easy to set up

Need to push, low $, comp.

WikisInfo sharing, awareness

Wikipedia, Wikihealthcare

Collaborative, engaging

Non-verified info, risky

Virtual Worlds Simulated environment

Secondlife, Club Penguin

Replaces reality

Time to create & maintain

WidgetsSmall, sharable apps

Widgetbox, Google

Auto updates, sharable

Novelty factor

Which Tools Do What?

What? Why? Tools + -

E-CardsMessage sharing

Custom; web tools

Feel good messages

Low if any ROI

Buttons & Badges

Message to target group

Custom w/ HTML

Sharable, Call to action

Novelty, loses effectiveness

E-GamesReach new audience

Hospitopia, Farmville

Engaging $ & skill to create, ROI?

PodcastsAudio story telling

DIY Audio software

Powerful messaging

Not widely used; tech

Mobile Apps Share info; ask button

Custom build Anytime access

$ to dev., low usage, ROI?

Things to ConsiderKnow your target audience, objectives, key

messagesEnsure you have the necessary time and

ability to consistently maintainGo where the people are – do you need a

niche tool to reach particular target audience?Adopt low-risk tools first – access products like

podcasts, videos and widgets from partner sites to add to your website

Create sharable content & create advocates; let messages go “viral”

Encourage participation & respond – remember that at the core, social media is about interaction

Leverage networks – create “grassroots” fundraisers and expand your reach

Provide messages in multiple formatsMobile usage and demand for access is here

to stayBe realistic – Social Media builds relationships;

the money may come via different vehiclesMeasure results – Many tools to help, visit

Oneforty.com

Some More Things to Consider

Where to Place PrioritiesOk to adopt one thing at a timeCommunities – Use known entities like

FacebookBlog – Share the powerful stories; have a

prominent “Donate Now” buttonMobile website – Quickly becoming a

necessityYouTube – Videos offer best way to tell stories,

create your own channelMultiple Platform Tools – Make the most of

multi-taskingThird Party Fundraising Sites – Give followers

access, register with Guidestar

Can You Raise Money?YES!Takes time to build followers/advocates/donorsMost effective at: cultivation and stewardshipProvide multiple access points to donateKeep creating compelling content Make giving easy!Use auto-receipts but customize the

responses!

Text GivingText MessagingVoting ContestsFoursquare Buttons, Badges, WidgetsElectronic Games Shopping PortalsVirtual Worlds

Over-Rated Giving Hype

The Health Communicator’s Social Media Toolkit, Center of Disease Control and Prevention

2011 Ohio Hospital Social Media Guide, Ohio Hospital Association Katya’s Nonprofit Marketing Blog, Katya Andreson Fundraising Success The Networked Nonprofit, Beth Kanter and Allison Fine Socialnomics, Eric Qualman The zillions of articles, blogs, tweets and tidbits of information I read every

day on social media best practices because I’m a total geek about this. Favorite bloggers: Beth Kanter, Allison Fine, Katya Andreson, Chris Brogan,

Jeff Bullas, Mashable, Eric Qualman, John Haydon LinkedIn Groups: Online Fundraising for Nonprofits, Social Media for

Nonprofit Organizations, On Fundraising Hosted by AFP, Personal experience, My Greatest Teacher

Resources