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Using Social Media to
Increase Your FundraisingMike PanettaPartner, Beekeeper Group
Wednesday, May 25, 2011
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Mike Pane*a, Partner at Beekeeper Group
City-Wide Elected Official in the District ofColumbia, Shadow U.S. RepresentaJve
Award winning-strategist for digital advocacy,poliJcal, and public affairs campaigns
Introductions
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What Well Cover What is social media?
Why its such a hot topic among
fundraising professionals
Ideas and strategies to take the rststeps towards integraJng a socialmedia fundraising program into yourefforts.
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What We Wont Do A*empt to impress by
confusing you with jargon
Sell you a bunch of snake oilabout how this will change theway world works forever.
Pass ourselves off as gurus -were sJll learning this stufftoo
Im Not This Guy .
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Quick Review Social media is a tool to spread yourtheme and message, it wont magicallycreate it for you
Social Networking has always existed -even before computers
Internet now makes it easy to connect
with a more people and share moreinformaJon than ever before
Not just gossip at the water cooler anymore - its video, audio, web sites being
spread among individualsWednesday, May 25, 2011
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Why This Matters Fundamental shi in the power ofcommunicaJon and the ow ofinformaJon
FragmentaJon of media landscapeconJnues on a relentless pace
TradiJonal media business models
are starJng to erode
The people are now themedia.and have the tools andmeans to make a difference
vs.
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Fragmentation of Media
vs.
106 MillionViewers for 1983
series nale
20.5 MillionViewers for 2010
series nale
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People Trust Friends People no longer place a great deal of trustin insJtuJons or the media
Only 23% rate the honesty and ethical
standard of journalists as high or veryhigh, while 31% said they were low orvery low (Source: The Project for Excellence in Journalism )
Only 22% have a high degree of trust in the
government (Source: Gallop, April 2010)
90% of consumers online trustrecommendaJons from people they know;70% trust opinions of unknown users.(Econsultancy,July 2009)
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Mul$ple channels is key
9 12
You can no longer assume peoplewill want toconsume your materials on your
preferredchannel...youneed to provide
options.Wednesday, May 25, 2011
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10
YourWebsite
Multiple Paths Needed
DONATIONSVIA WEB SITE
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Not a Silver Bullet Important to keep things in perspecJvewhen starJng down this path
$300 Billion given to non-prots in 2008 -5% of which was given online - most of itthrough the organizaJons web site via emailappeals
The key drivers of donaJons remainunchanged, social media is a tool to expandthe reach of your ask and empower yourdonors to help spread the message
Social media a two-way street, users are
looking for engagement - not to be treated asan ATMWednesday, May 25, 2011
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Trending Upward Online giving was up 34.5% in 2010(Blackbaud.com)
Online giving is becoming the rst-responsemethod of choice for donors - and the web is
the #1 source of news for those 18-29(Blackbaud.com, PewCharitable Trust)
Disasters show how effecJve this can bewhen a*enJon is focused across the socialweb (Blackbaud.com)
HaiJan giving peaked only 3 days a erHaiJan earthquake and majority went tosmall organizaJons that quickly organized viasocial media (Blackbaud.com)
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Build Community First If you dont have a relaJonship via socialmedia with supporters, dont expect much inreturn
The network of people is the most powerfulpart of social media, concentrate on growingthat for your organizaJon
Post informaJon, updates, respond to
quesJons, and engage with the community
A mature, acJve online community is notsomething that happens quickly - it needsJme to develop and requires care and
nurturingWednesday, May 25, 2011
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Expand Beyond Email Emailing lists of donors is sJll importantway to raise funds online - but organizaJonsneeds to think beyond their list and engagethe social web
Social web allows for more interacJon withdonors and viral spread of appeals
MulJmedia appeals can be bring emoJons
and personal stories to your ask
Most organizaJons have the ability toproduce this media in house - and likely on aphone!
+
=
Global Distribu$on
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Integration is Key Social media should be used to augment exisJngefforts - not replace them
Are current efforts being made shareable via
social media channels?
Are social media tools integrated to yourdonaJon web site, blog, and email template?
Are you asking donors to share the news of theirdonaJon?
Tools exist to Je various sites and pla ormstogether and cross-publish content - including
ShareThis and new features on FacebookWednesday, May 25, 2011
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Some Examples
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Personal Pages
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Some stories work bestover video...
http://www.youtube.com/watch?v=mE4rK8NcCB4Wednesday, May 25, 2011
http://www.youtube.com/watch?v=mE4rK8NcCB4http://www.youtube.com/watch?v=mE4rK8NcCB4http://www.youtube.com/watch?v=mE4rK8NcCB48/6/2019 Using Social Media for Fundraising: Beekeeper Group
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Creative Uses
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Facebook Causes
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Birthday Wishes
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FundRazr
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Razoo
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Twitpay
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Without a network that knows you and hears from youo en...you have nothing.
Appeals that are successful online touch the heart - and thesocial web is great for spreading those messages
IntegraJon into exisJng fundraising appeals is the best way tostart - i.e. social media enabled thank you pages
OrganizaJons that do well in building online community areacJvely growing their network and providing it with useful,Jmely informaJon - fundraising gets folded in over Jme
Final Thoughts
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Questionshttp://www.beekeepergroup.com/presenations/AFG2011.ppt
http://www.beekeepergroup.com/presenations/AFG2011.ppthttp://www.beekeepergroup.com/presenations/AFG2011.ppt