Yes! You can raise $$ on Facebook (and other Social Networks)

Yes! You Can Raise $$ on Facebook and Other Social Networks

Jeff Patrick

Use Twitter Hashtag #npweb

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Jeff PatrickCommon Knowledge

Jeff PatrickPresident415.543.7600jpatrick@commonknow.comwww.commonknow.com

Yes! You Can Raise $$ on Facebook and

Other Social Networks

January 11

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All Slides © 2010 Common Knowledge

5

Jeff Patrick

President & Founder

Common Knowledge

[email protected]

(415) 543.7600

www.CommonKnow.com

© 2010 Common Knowledge

mailto:[email protected]

6

Common Knowledge Webinar Series

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Common Knowledge

• Interactive agency, HQ in San Francisco, founded 2002

• Work uniquely with cause-based non-profits and higher ed

• Focus on strategic Internet fundraising and marketing

• Increasingly integrating social networking into our work

• Deployed more than 20 social networking communities

• www.commonknow.com

7© 2009 Common Knowledge

FUNDRAISING ON FACEBOOK

A Few Examples

January 11


Case Study: The Humane Society of the US

Custom Tab – Catalog Fundraising

AIDS LifeCycle Facebook Page

January 2011


AIDS LifeCycle Event

January 2011


IFAW Facebook Micro-Message Stream Example


Facebook Application

January 11


BUZZ TRIANGLE

Facebook Fundraising

January 2011


AIDS LifeCycle Event


Facebook Advertising


AIDS LifeCycle Facebook Page


Buzz Triangle

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Acquisition

1. Opt-in to on-going communication

2. Demonstrate interest

3. 1st step in ladder of engagementAds

Facebook Page


Event Registration Microsite


Buzz Triangle

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Ads

Facebook Page

Microsite


Stewardship Message Stream

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Facebook PageDay/Time Message

1/9:00 Photo contest announce

1/13:00 Virtual event announce/invite

2/8:00 Photo context announce w/ samples

2/14:00 SF event announce/invite

3/8:00 Photo contest/last chance

3/10:00 LA event announce/invite

3/14:00 Rider offer #4 for ride signup by17:00

Micro-message stream


BIG QUESTION

Are YOUR Supporters on Facebook?

January 11


Are Your Supporters on Facebook?


FACEBOOK CATALOG

FUNDRAISING

World Wildlife Fund

January 11

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WWF U.S. Facebook Page

# Fans: 385,334

Custom Tab – Catalog Fundraising

FB Testimonials

WWF Virtual Panda

Facebook Page

Virtual Panda Facebook Page – Custom Tab

WWF Facebook Gift Center

WWF Web Gift Center

Catalog Rating Tool

Using FB Like Widget

WWF Gift Center – Product Page

Product Rating using FB Like Widget

CAUSES

Peer-to-Peer Fundraising on Facebook

January 11


Facebook Causes

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• 100 million installed users

• 400,000 user-created causes

• 13,000 official nonprofit partners

• $22 million donated in 2.5 years

• 1 million media views per day

• Distribution to 400 million active users on FB

• Donations supported to all 1.5M U.S. nonprofits


Fundraising on Causes

Donor Experience on Causes

Aggregate Giving via Causes on Facebook


Syndicate Org Content Out to Causes with a “Bulletin”

January 11

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Giving via Birthday Wish Program (Causes)

Causes: Nonprofit Partner Center

Case Study: The Humane Society of the US

Causes- Nonprofit Partner Center

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Build Your Affiliate Network

June 2008

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DISASTER RELIEF FUNDRAISING

+ FACEBOOK

International Fund for Animal Welfare

January 11


IFAW Homepage During Haiti Disaster

January 11


Campaign

Architecture

Email Direct Response

Prospects

& Donors

Organization

WebsiteInterstitial

Appeal

Animal Rescue

Blog

Facebook

Twitter

YouTube

Direct Mail

Online

Fundraising

Form

Social

Media

Interstitial Fundraising Request on Homepage

January 11


IFAW Facebook Page

Facebook.com/IFAWHQ 12,845 Fans

Avg Likes per Post: 52 Avg Comments per Post: 16


IFAW Facebook Micro-Message Stream Example


IFAW Facebook PageDate Topic Likes Comments Embellish

1-15-10 Announce participation in ARCH 74 19 Link to Blog Post

1-19-10 IFAW Mgr interviewed by USA Today

28 2 Link to USA Today Story

1-22-10 IFAW team moving into Haiti 89 18 Link to Blog Post

1-23-10 Responders prep gear to leave for Haiti

46 4 Video

1-23-10 Responders boarding plane to Haiti 53 11 Photo

1-24-10 Responders land in Haiti 58 2 Blog Post & Photo

1-26-10 No end to destruction in Haiti 21 5 Blog Post & Photo

1-27-10 IFAW’s assessment of the situation on the ground in Haiti

23 8 Video

1-29-10 Animal being treated in Haiti 70 14 Photo

1-29-10 IFAW treats dozens of animals, many more need help

74 12 Photo + Blog Post

1-29-10 IFAW’s Michael Booth working on his Friday report back to IFAW HQ

24 5 Photo

1-30-10 A kitten named Minu we found in Port-au-prince

125 30 Photos

YOUTUBE

Fundraising on Social Networks

January 11

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Charity Water - YouTube

January 2011

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RETURN ON INVESTMENT

Fundraising

January 11


ROI for Facebook Channel & Community

• Soft ROI

– Awareness & branding

– Education

– Higher level of engagement

– Higher affinity for organization

– Community Building

– Email List Acquisition

– Advocacy

– Volunteer recruitment

June 2008


• Hard ROI

– Individual annual or membership fundraising

– Event fundraising (peer-to-peer)

– Major Donors

– Advertising

– Underwriting

– Sponsorship

– Cause Marketing

– Grants

June 2008


ROI for Facebook Channel & Community

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Yes! You can raise $$ on Facebook (and other Social Networks)