Upload
carolyn-m-appleton-inc
View
2.036
Download
1
Embed Size (px)
DESCRIPTION
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).
Citation preview
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.
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 …
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.
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.
3. Major Gift Prospects
“Golden age of
philanthropy” – the time
when people generally
consider significant
donations – is when they
reach age 60.
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.
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)
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.
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.”
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 …
“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.
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!
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).