how connected is your cause? - fundraising through fans, followers & friends
TRANSCRIPT
How connected is your cause? Fundraising through fans, followers &
friends
Carly Tatum, International Social Media Manager at Dell
Presented at Neuroblastoma and Medulloblastoma Translational Research Consortium, May 17th 2012 Austin, TX
Global Marketing
This discussion with cover…
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Harnessing the social web:
How to activate
around a cause
Learning from the leaders:
Social fundraising case studies
Putting your plan into action:
Tools, tips and resources to
get you started
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BEFORE social media…
Photo by VividImageInc on Flickr
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AFTER social media…
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How are nonprofits using social media?
Photo by VividImageInc on Flickr
Source: 2012 non profit benchmarking online survey by NTEN, Common Knowledge & Blackbaud . Survey distributed via email to 3522 non profit professionals between Jan . 24th and Feb. 21st 2012.
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Where are they participating?
Photo by VividImageInc on Flickr
Source: 2012 non profit benchmarking online survey by NTEN, Common Knowledge & Blackbaud . Survey distributed via email to 3522 non profit professionals between Jan . 24th and Feb. 21st 2012.
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Learnings from the leaders…
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Making it simple & easy to help:Charity: Water
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Engaging storytelling + superfans + influential networks = #1 viral video of all time
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Kony 2012: How did they do it
1. Told a visual story
2. Engaged GenY to create youth movement
3. Targeted leaders / celebrities on Twitter
4. Made it easy to participate
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Creating a community& making it fun: Movember
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With our powers combined… we can raise a lot of money!
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• Started by 19 year old Princeton student, Leora Friedman, daughter of pediatric oncologist
• Raised $11,000 to fund programs that use music to raise awareness & fundraise for pediatric cancer
• Donate a Song invites professional musicians to ‘donate a song’ to a young fan with a life-threatening condition– The song, Fly, sold on iTunes
& 100% of proceeds went to pediatric cancer
– 24,000+ video views on YouTube since March 2012
Fundraising for youth, by youth:Music is Medicine
14-year old Brooke is battling osteosarcoma
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Inspiring the web & a celeb: Stronger – Seattle Childrens Hospital
900k + views in a week
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5 steps to activating the social web
“The elegance and efficacy of people who, through the passionate pursuit of their goals, discover they can make a positive impact disproportionate to their resources”
The Dragonfly
Effect by Jennifer Aaker
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5 steps to activating the social web
Start by listening.• Where are people talking about pediatric cancer?• What are they saying? Who is saying it?
Develop engaging story• Allow for easy social sharing across platforms• Make your message bigger than any one individual
Identify YOUR online “influencers” , fans and networks• Culture & policy makers, advocates, brands
Drive engagement • Use events, key dates and campaigns• Tap into the existing online conversation
Create a clear call-to-action
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1. Listening
Dell social media Listening Command Center
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Dell listening report: pediatric cancer
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2. Develop engaging story
Top 5 things people share:
Relevance to those sharing information with
Humor
Relevance to oneself
Importance/worthiness of information
Unusual/unique information
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Mixed news for causes:
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Make it visual & interactive: take advance of Dell, partner produced content, resources
Photos - videos - music - illustration - infographics - cartoons
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3. Identify online influencers
Culturemakers
Policymakers
Academics
Advocates
Brands
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Pediatric cancer: Do you know your influencers?
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• Otis Brawley: Chief Medical Officer and Executive Vice President of the American Cancer Society
• Christoffer Johanson- head of psychological Research at the Danish Cancer Society’s Institute for Cancer Epidemiology
Influencer profiles
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Mattel influencer profile uncovers another social movement for pediatric cancer• Mattel: Creating bald
barbie in response to Facebook campaign by cancer survivor
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4. Create conversations & build relationships
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Communicating via social is different from other traditional channels:
authenticconversational
two-way
adapted to culture of each platform
encourages a response
One to one
publicone to many
educational
relevant real-time
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Where? Existing cause communities & networks. Sign up for these…
Your Cause- Build
communities- Raise funds- Generate text-
to-donate codes- Distribute
petitions
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Where? Broad use social media platforms
Platform Purpose TimeLevel of
Commitment
Level of Difficulty
Outcome
Professional community
2-3x per week
Low Easy Connecting, recruiting
Microblog Daily Medium MediumRelationship-building,
connecting w/ “influencers” & advocates
Social network2-3x per
weekMedium Medium
Relationship-building, connecting w/ friends,
influencers & advocates
Social aggregate Daily Low Easy Storytelling, syndication
Micro blog /blog
platform2-4x per month;
High High Storytelling, syndication
Powerpoint presentation community
Monthly; ongoing
commentsHigh High Story-telling, syndication
Photosharing, inspirational
Monthly Low Low Sharing, visual storytelling
Video sharing Ad Hoc High High Storytelling
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Fundraising effectiveness of each channel:• Twitter donations surpasses fundraising goal
• Multi-channel increases fundraising goal
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5. Clear call to action:
What do you want me to do? Share? Like? Text?
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Good Readings:
• The Economist: One Thousand Points of “Like”
• “The Networked Nonprofit” by Allison Fine & Beth Kanter
• Twitter4Good by Claire Diaz Ortiz (@ClaireD)
• Beth Kanter’s Blog
• Mashable: Top 10 Online Fundraising Platforms for Donors & Non-Profits
• [Infographic] Social giving: the power of peer-to-peer fundraising
• Nonprofit social network benchmark report 2012
• The Dragonfly Effect: Quick, effective, powerful ways to use social media to drive change by Jennifer Aaker – 4 principles: focus, grab attention, engage, take action
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Final thoughts…
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Join forces…Turn your message into a movement.
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“We make a living by what we get, we make a life by what we give.”
-Winston ChurchillCarly Tatum