Download - Social media for social good - How nonprofits can integrate social media into their fundraising
BOOSTING SOCIAL “CHANGE”: SOCIAL MEDIA AND FUNDRAISING FOR NONPROFITS
Stephanie A. Jansky Communications and Public Affairs Manager
Cleveland Clinic@SAJansky
Tara Pringle Jefferson Public Affairs Associate
The Cleveland Foundation@TaraPJefferson
Twitter hashtag for the session: #socialgood
FIRST THINGS FIRST:SOCIAL MEDIA DOESN’T REPLACE OTHER FORMS OF FUNDRAISING.
NEXT GENERATION OF AMERICAN GIVING SURVEY
DONATION CHANNELS OVERALL AND BY GENERATION
THINK IMPACT. NOT NEED.
Where social media fundraising campaigns take off
SUPPORTERS
FOLLOWERS
5 SUGGESTIONS FOR SMALL NONPROFITS
Make it emotional. Make a specific ask. Make it easy to donate. Make it easy to “join the movement.” Make it easy to share.
MAKE IT EMOTIONAL
People are twice as likely to give a charitable gift when presented with an emotion-inducing personal story that focuses exclusively on his or her plight — rather than a group of “unnamed statistical victims.”
“Don’t be afraid of emotion. It’s not sappy; it’s what makes people care.”
Homer Simpson for Nonprofits
MAKE A SPECIFIC ASK
Don’t just say “please give money” Tell each donor - in tangible terms - just what
his/her $25 or $50 will provide
MAKE IT (ASTONISHINGLY) EASY TO DONATE
Ask yourself: How many clicks does it take to get to your Donate Now page? Is it buried?
Most people (particularly Boomers and the Mature generation) WILL go back to your website before donating.
Example: Charity:Water
MAKE IT EASY TO SHARE
Add ShareThis, AddThis buttons Encourage retweets and blog posts Create a hashtag if you’re using Twitter
MAKE IT EASY TO “JOIN THE MOVEMENT”
SHOW IMPACT AFTER THE GIFT
Malaria No More
YOUR NAME HERE
EXAMPLES
www.BarackObama.com
Haiti Earthquake Text Messaging Campaign
ADDITIONAL RESOURCES
Online Fundraising Campaign in a Box:http://www.fundraising123.org/files/
FundraisingCampaigninaBox.pdf Search “online fundraising” on
SlideShare: http://www.slideshare.com Next Generation of American Giving:
http://www.convio.com/files/next-gen-whitepaper.pdf
Questions?
