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Appleton PowerPoint - Major Gift Fundraising and Social Media - NTC 2010 (CNN Center, Atlanta)

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UPDATE: Several years after the 2010 Nonprofit Technology Conference at CNN Center in Atlanta, Georgia, this presentation is still one of my most-viewed on SlideShare. It has been only slightly updated (August, 2012) because a few "tech" companies featured originally no longer exist. This presentation was created for an Affinity Group presentation, "Major Gift Fundraising and Social Media." Eventually, I expanded upon it for the joint Grant Professionals Association (GPA)-CharityChannel Summit 2011 at Bally's Las Vegas (October, 2011), which included two additional experts, Holly Ross (then of NTEN, now Drupal Association), and Kristen Schultz-Jaarda of Crescendo Interactive, Inc. You can find that presentation on my SlideShare page as well (look for Bally's on the front page).

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Page 1: Appleton PowerPoint - Major Gift Fundraising and Social Media - NTC 2010 (CNN Center, Atlanta)
Page 2: Appleton PowerPoint - Major Gift Fundraising and Social Media - NTC 2010 (CNN Center, Atlanta)

Old Fashioned Perceptions - Social Media …

o Provide brief communications only;

o Lack depth of discussion (something required for major gift fundraising);

o Focus only on younger donors;

o Generate small, “quick” donations versus meaningful, five-figure+ commitments.

Page 3: Appleton PowerPoint - Major Gift Fundraising and Social Media - NTC 2010 (CNN Center, Atlanta)

o Build awareness and general knowledge;

o Provide quick updates and keep in touch;

o Steer donors to sources of more information (like your

website, GuideStar, Charity Navigator).

1. “Brief” Communication Can be Helpful if You Want to …

Page 4: Appleton PowerPoint - Major Gift Fundraising and Social Media - NTC 2010 (CNN Center, Atlanta)
Page 5: Appleton PowerPoint - Major Gift Fundraising and Social Media - NTC 2010 (CNN Center, Atlanta)

2. Major Gift Fundraising Requires …

o Depth of research, discussion, and adequate time for consideration;

o Confidence in your organization’s abilities;

o Understanding of the need, and desire to be part of the solution;

o Remember … “major gift” traditionally means five-figure and larger commitments, mostly made by individuals.

Page 6: Appleton PowerPoint - Major Gift Fundraising and Social Media - NTC 2010 (CNN Center, Atlanta)

How Can Social Media Support

Major Gift Fundraising?

o Detailed, comprehensive

information is traditionally required

o Idea! Post detailed documents

and slide presentations on user-

friendly sites like:

- Dropbox

- Google Docs

- SlideShare

… and others.

Page 7: Appleton PowerPoint - Major Gift Fundraising and Social Media - NTC 2010 (CNN Center, Atlanta)

3. Major Gift Prospects

“Golden age of

philanthropy” – the time

when people generally

consider significant

donations – is when they

reach age 60.

Page 8: Appleton PowerPoint - Major Gift Fundraising and Social Media - NTC 2010 (CNN Center, Atlanta)

Major Gift Prospects

o While more than 80% of charitable donations are made by individuals, don’t forget …

o Corporations and foundations are also major gift prospects - their representatives are of all ages.

Page 9: Appleton PowerPoint - Major Gift Fundraising and Social Media - NTC 2010 (CNN Center, Atlanta)

Are Social Media Only for

Young People?

o Facebook’s largest user group is aged 35-54 (it once was 18-24);

o Facebook 55+ users grew from 950,000 to 5,900,000 in only 6 months.

(iStrategyLabs, January, 2010)

Page 10: Appleton PowerPoint - Major Gift Fundraising and Social Media - NTC 2010 (CNN Center, Atlanta)

Are Social Media Just for

Young People?

o The “major gift donor”

age group is using

Facebook and

probably, other social

media.

o This trend is likely to

continue.

Page 11: Appleton PowerPoint - Major Gift Fundraising and Social Media - NTC 2010 (CNN Center, Atlanta)

4. Do Social Media Only Generate Small Gifts?

o Possibly, if you are only looking “short term,” or you might …

o Start the major gift cultivation process by securing a small donation via social media, then use social media to …

o Research, educate and cultivate prospective contributors over time, leading to a significant “ask.”

Page 12: Appleton PowerPoint - Major Gift Fundraising and Social Media - NTC 2010 (CNN Center, Atlanta)

If You Need Millions … o You can conduct a well planned social media e-campaign

to secure “crowdfunding” (with the help of companies like Convio and Charity Dynamics), and/or …

o You can identify capable prospective major gift donors, educate and cultivate them via social media and other means, then …

Page 13: Appleton PowerPoint - Major Gift Fundraising and Social Media - NTC 2010 (CNN Center, Atlanta)

“Fishing” for Major Gift Prospects

o Reel them in!

o Once you have their attention, approach prospective donors in “traditional “ ways like private meetings, case statements,

grant proposals, etc. ~ and secure major gifts.

Page 14: Appleton PowerPoint - Major Gift Fundraising and Social Media - NTC 2010 (CNN Center, Atlanta)

Think Smart

o Traditional fundraising is evolving;

o “Fundraising is profoundly multichannel” (Convio, March 2010);

o Social media should be part of your “donor communication toolbox”;

o But don’t forget – effective major gift fundraising still involves in-depth discussion and “in-person” relationship building!

Page 15: Appleton PowerPoint - Major Gift Fundraising and Social Media - NTC 2010 (CNN Center, Atlanta)

o E-mail: [email protected]

o WordPress blog: http://carolynmappleton.wordpress.com/

o This presentation may be found on SlideShare

(http://www.slideshare.net/CAppleton/2010-ntc-affinity-group-i-major-gift-fundraising-

and-social-media-appleton).

o Thanks to Microsoft Office Online for images reproduced herein.

o Anonymous “Flat Earth” woodcut is from Wikipedia (Camille Flammarion).

Page 16: Appleton PowerPoint - Major Gift Fundraising and Social Media - NTC 2010 (CNN Center, Atlanta)