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Raise more money, communicate more personally using social media.
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social media and fundraising
personally
money
communicate
raise
communication patterns have changed
communication patterns have changed
some tools don’t work as they used to
social media and fundraising
personally
money
communicate
raise
Personal
real people, not names on a list
• Efficient • Personal• Enjoyable• Empowered
•Abandoned facebook pages•2 year old blogs•hundreds of unverified emails• Same information shared in
the same way on facebook, email, a blog, in a paper newsletter
we love to shout!
social media and fundraising
not
timetailoring
tailoring
social media and fundraising
•Competition for attention•Scanning than reading•Preferences & channels•People raising money
•Impersonal •Anonymous•Infrequent•Annoying
social media and fundraising
Two students trust Christ
social media and fundraising
Same amount of time
Thank you for partnering with us in reaching students around the world for Christ! Your investment encourages us to continue to
trust God to change the world!
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prayer requests
November 2011
we had family pictures taken before winter set in. although aubrey and i were not sure if the photographer captured any good shots we were pleasantly surprised with the results!
thebarelafamily.com/november
t wo students trust christ
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read more about Tyler and Susie:
scannable picture
header
link to blog
T1
T3
T2
P1
social media and fundraising
scannable picture
branded header
uses a linkintegrates video
T1T3
V1
social media and fundraising
Website
header
embedsvideo
can clickon linksto readmore
V1
social media and fundraising
scannable picture
large imageas lead
invitation to read moreon blog
“liked”
comment wa link to blog
P1
V1
social media and fundraising
Mobile Devices
brandedheader
uses a link
easy to read on small screen
social media and fundraising
• Same amount of content but broken up among communication channels
• More focus on tailoring and complementing other communications
God at work in my ministry
social media and fundraising
not
timetailoring
mastering email
social media and fundraising
Email From a Personal Account
social media and fundraising
Email From a Personal Account
social media and fundraising
Email From a Personal Account
social media and fundraising
Email From a Personal Account
“Sorry for the late delay in getting back with you. Work has been crazy with year-end stuff and your email kept
getting buried in the other 300+ emails!”
social media and fundraising
• Cannot track who opens and clicks• Not mobile/tablet friendly• PDF attachment duplicates paper letter
for some• Hard to keep list up to date• Can be perceived by donors as
impersonal
Email Sent From A Personal Account
social media and fundraising
•Enhances•Personalizes•Analyzes
Email Service
social media and fundraising
social media and fundraising
•Sends email on your behalf•Looks the same to your recipients•Sender can customize the design•Sender can track who opens & clicks•Many other features: See www.mailchimp.com/features
Email Sent From A Service
social media and fundraising
•EnhancesEmail Service
social media and fundraising
social media and fundraising
track
social media and fundraising
social media and fundraising
Email service allows you to measure interest beyond financial gift
social media and fundraising
Coaching New Staff/Interns•Do NOT substitute email for paper•Make email different with links and “real time”
•“Save as a stamp” = “Lose Money Later” •Direct mail can be postcards, thank-you’s, and gifts
social media and fundraising
Coaching New Staff/Interns
Facebook is NOT an email
replacement!!!
social media and fundraising
Senior Staff Who Have Large Segment who do not receive email and direct mail
• Start linking to blog more frequently• Segment group into givers, non-givers• Makes sure you have husband and wife’s
email • Track how many people click on the link
to your prayer letter
social media and fundraising
Must Do’s for email
• Make title & length mobile friendly• Change the title EVERY time• Alternate ministry & personal focus• Link to your blog often
only link to your blogconsider segmenting list
social media and fundraising
Beginner• Try Mailchimp with top 20 supporters• Try using email together with your website • Spend 2 extra minutes on your title
social media and fundraising
•Create one additional segment•Enhance design to visually match website•Regularly link to your website•Seek to increase open rate by 5% within
three months
Intermediate
social media and fundraising
•Add 2 segments (new, top 10)•Increase click rate by 10% within 3 months•Use data from email to tailor financial
increases and special gifts
Advanced
social media and fundraising
Questions?
mastering facebook
the newsfeed!
the website?
Facebook is a
“feed”
social media and fundraising
Website Facebook
• Posts information• Sorted by a person• Spoke on a wheel• Local grocery store• “Surf the web”
•Groups information•Sorted by people•Hub of a wheel•Walmart•“Scan the newsfeed”
social media and fundraising
facebook page statistics
1/500.002%
social media and fundraising
• Every fan does not see every post• 90% of people never return to a facebook
page once they “like” it. • The time in which an update is posted
matters. • Likes & comments increase the chances
fans will see the update
250 Million
90 Billion
social media and fundraising
not
timetailoring
social media and fundraising
Ideal Post on Facebook•Upload a photo•Comment with a link•Like the post
social media and fundraising
Coaching New Staff/Interns• Avoid using Facebook for transactions • Email still best place online to
communicate with donors 30 years old and over (SMS 2nd)
• Do not create a Facebook page • Create a Facebook list of supporters, and
communicate with them via profile
social media and fundraising
• facebook.com/bookmarks/lists• Create List • Name the list • Add friends
How to create a Facebook list
social media and fundraising
Use a Facebook list to “listen” to your supporters
social media and fundraising
social media and fundraising
Must Do’s for Facebook
• Post more about you and your family than your ministry (2-1)
• Remember that most people are scanning Facebook, not reading it.
social media and fundraising
Beginner• Add every person in database as a friend• Take screenshots of students/people to
use in prayer letter, email, website. • Like and comment on donor’s updates
5x a month
social media and fundraising
• Set up a list• Use list to send updates and like/
comment on updates• Seek to use a photo in EVERY update
Intermediate
social media and fundraising
Advanced• Like and comment on your supporters
updates 10x a month. • Create additional lists for potential, new,
and top supporters.• Use updates to complement financial
asks, prayer letter, email, and website
mastering websites
social media and fundraisingYour Online Home
social media and fundraising
•Control of how it looks•Ownership of the content•Opportunities for interaction•Detailed statistics
social media and fundraising
social media and fundraising
social media and fundraising
social media and fundraising
Ideal Blog Post• One large picture
• 2-4 sentences
social media and fundraising
social media and fundraising
Coaching New Staff/Interns• Hold them accountable to updating their
website 1x a week first and foremost. • Caution them against producing videos
unless they are under 1 minute and captured with a smartphone or webcam.
• Wordpress.com if they are creating a website. “2011” theme--default
social media and fundraising
Beginner•Start a free blog on wordpress.com •Post 2x a month•Switch/start using “2011” theme
social media and fundraising
•Redesign/Simplify header image•Embed Videos on website•Post 1x a week
Intermediate
social media and fundraising
•Use data from mailchimp and facebook list to guide your updates.
•Seek to have 2/3 of website content in images, 1/3 in text.
Advanced
youtube & linkedIn Charlie bit my finger!
Add you to my professional
network, I’d like to...
social media and fundraising
•Keep it short--1 Minute• Use Your Smartphone or
web-cam• Experiment with unlisted
videos•Embed on your website
social media and fundraising
“Unlisted YouTube Videos”
• Only people who know the link can view it• Will not appear in search results• Do not need a YouTube account to view
social media and fundraising
“Unlisted YouTube Videos”
• Create personalized videos with ease• Can use their name and title in video• Can use email, text, facebook to share
social media and fundraising
Beginner• Shoot a 1 minute video update with
smartphone & upload to YouTube.• Link to a video in an email communication. • Learn how to embed a video on their
website
social media and fundraising
• Record an interview someone from ministry or on location
• Embed a video 1x a month as a website update
Intermediate
social media and fundraising
• Experiment with personalized videos: as a thank you for a large gift, to introduce yourself to a potential supporter, as a follow up after an appointment.
Advanced
social media and fundraising
• Get to know potential supporters before appointment
• Only add as a connection after you have met
• Great for getting to know professional side
social media and fundraising
Communicating with Young Donors• Explore many channels to find their
preference. • Takes much longer to “close”• Micro-donations as path to larger gifts
down the road. • First gift much more important than size
of gift
social media and fundraising
Signs of Ineffective Social Media• Anonymous requests for financial
support through facebook or twitter updates.
• Repetitive asks for support through facebook and twitter.
• Spending more time on Facebook or Twitter than email
social media and fundraising
Effective Use of Time on Social Media
• Enhancing design/content of email • Updating blog (1 large image + 2-4
sentences)• Segmenting and tailoring
communications
social media and fundraising
personally
money
communicate
raise
• Efficient • Personal• Enjoyable• Empowered
