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If you didn’t raise a million dollars through Twitter or Facebook in 2010, you’re not alone. Unlike the wide-eyed success stories reported by mainstream media, many charities struggle to raise significant revenue from social media channels. In this workshop, we’ll take a “no bull” approach to examining the use of social media & mobile giving in integrated digital campaigns. We’ll learn from successes but even more from failures, looking at the latest case studies from projects that are experimenting in this space. Let’s get real – social media is only one complementary channel for your online programs. Do you know how to really leverage your resources, staff knowledge and most importantly – fundraising strategies – to get the benefits of the real-time web? If you feel chasing after “awareness” is not enough, join this session for a grounded guide to social media fundraising, by a fundraiser, for fundraisers. Takeaways:- The characteristics of successful fundraisers involving social media- The digital literacy skills necessary to make wise choices about investment in social media- An introduction to the latest tools charities are experimenting with this to raise money this year
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“Oops, you raised awareness, but...”
My Charity Connects: June 6, 2011
Mobilization
Inspire Action
VolunteerStewardship
Awareness
This is a discussion …
… all about cash.
Social Media & Fundraising Myths ...
Hang on…
Social Media & Fundraising Reality ...
70% of charities raising over $100k have budgets of $5 million or more.
Only 0.4% of organizations raised over $100k through Facebook.
Does this feel accurate?The majority of nonprofits are raising $0 - $1000 on Facebook.
80% raised $0 from YouTube, LinkedIn, Flickr.
Putting It In Perspective ….
0
50
100
All FundraisingOnline
7-10%
Yikes!
If there was a silver bullet ...
If there was a silver bullet ...
Growing potential in this space…
72% of Canadian donors
(63% of Americans)
…. made a donation online in 2010
Industry is getting there …
The majority have
alreadyaccomplished a major
goal using social media.
Supporter behaviouras a result of social media
39%
• Took an action
15%
• Made a donation
Sending out some positive vibes ...
Online activists are seven times more likely to donate, compared with supporters who did not previously take an online action for a cause.
“Can I replicate it?”
Understanding Two Types of Projects
External Internal
External: Third Party Fundraisers
Groups Individuals
Third Party Fundraisers
External: Corporate Sponsors & Influencers
Corporations Celebrities
Celebrity Influence
Corporate Sponsor Challenges
Corporate Sponsor Challenges
“Five Facebook Giving Campaign Success Stories”
Four of the five success stories were corporate sponsored!
Internal: Offline Fundraising Events
Participants using social media in fundraising events raise more money on
average than participants that do not.
40% more
Internal: Multi-Channel Campaigns
Your Multi-Channel Campaigns
Internal: Your Day To Day Marketing
Your Day To Day Marketing
Your Day To Day Marketing
Different ways to bring cash in
Individual donations directly through your web site Lump sum at intervals through a 3rd party web site
Gifts through 3rd party application (mobio/twitpay) SMS text-to-give (cell carriers) deposit
Group/event fundraiser proceeds Corporate sponsor gift match donation
Ranked in order of digital happiness…
Individual donations directly through your web site. Deposits from third-party sites. Corporate sponsor gift matches . Third party proceeds.
Your Best Practices ForSocial Media Fundraising
Thumbs upto raising
cash!
Strategy First, Tools Second
Drive to your web properties
All your action items live here.
Always think “conversion”
Conversion Rate54 converted
60%
30%
3%
Your visitors10,000
Little changes, big wins
65%
35%
5%
Your visitors10,000
Conversion Rate114 converted
Why is this important?
Donation patternsyear over year
Assessment : Your Benchmarks
Who the heck is in charge?
Any mention of fundraisingas a mandate?
Raising money is difficult when …
You don’t ask for it.
Raising money is difficult when …
You don’t ask for it.
Silo-ed?
Do you know how to evaluate your “communications coordinator”?
Your Staff Members
Knowing your top 5 competitors
Especially UK organizations(organisations!)
“Every donation made online saves The
Terry Fox Foundation 80 cents in administrative costs – helping to keep 87
cents of every dollar raised going to cancer research.”
“Please use this pledge sheet to complement your online efforts.”
Talking to donors.
Your Editorial Calendar
Sticking with it…
Over time,Over events,
Over campaigns.
Campaign vs. Organization …
You can avoidhalf finished
projects
You can avoid shiny
distractions
What can you do with aneditorial dashboard?
• Collect quantitative informationMentions, Views, “likes”
• Create a lead generation funnel
• Segment & target your audience
Stealprinciples
from our palsin direct
marketing
Project-Based Blogging
Your SEO & Ad Spend
Where are the trends going?
11% of all North American
online advertising is through
… of 2011’s total ad spend will focus on
social networking sites!10.8%
Your realistic assessment again
Thoughtful Keywords
Which actions happen from traffic referred by
social advertising?
Leverage Your Supporters
Leverage Your Supporters
+
Experts networking for you
80 / 20 rule of fundraising
Create digital toolkits
What are you telling them?
Give supporters tools to raise money.
Not everything has to be about spreading your message.
Canadians are special…
Online video in your YouTube channel beyond your 30 & 60 spots
Your toolkit beyond events
You can be nimble, even if you aren’t an international NGO.
Are you ready to move on every opportunity?
Social media publishing
Social media publishing
Digital Means You Can Punch Above Your Weight
Leverage your sponsors
Leverage partnerships
Your Data Integration
You’re thinking about the future
Integrated social media tools
Integrated social media tools
Your Mobile Awareness
Smartphones sales now surpass computer sales globally.
HUGE!
Are you ready?
0%
1%
2%
3%
4%
48 hrs
After 72hrs
Percentage of Donations After Japan Earthquake Made By Mobile Web (Donors on mobile devices)
The hidden mobile channel?
Your supporters are reading your appeals on
their mobile devices.
They’ve been doing itfor a while now…
Your points of contact…
250 million users access Facebook through a
mobile device
Mobile users of Facebookare 2x more active
We’re all testing.
The Power of Email
Email > Social Media
Where are your email addresses?
How many do you have?
You might mess up
But we all mess up
Feel like you’re playing catch-up?
www.osocio.org www.sofii.org www.nten.org
www.socialbrite.org www.care2.com
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