Social Mediaand

FundraisingPaul Webster (Twitter : @watfordgap)

26th April 2012

Good Morning and House Keeping

“Social Media. They get all excited about gleaming technology and clever gizmos. They talk in acronyms and begin sentences with: “Did you know you can..” The rest of us just want to get on with campaigning, fundraising or service delivery. We want to talk about the people we work with, the communities we’re in and the issues we’re passionate about. We want to find and talk to people who can help us get change, deliver services or make a difference”.

Well, Social Media is about all that, telling stories and having conversations, having a space to do that … it just happens that the space is on a computer.

(From ‘How to use New Media’ - Media Trust).

What we are going to do today• Networking

• Find out what social media is and why its important

• Look at some types of social media websites

• Think about a plan for good social media use

• How other organisations benefit from using social media

• Try out and even join some social media websites

• Have fun !

• Not a 'geeky' workshop - so stop me if I talk jargon!

• Please ask questions any time. http://www.flickr.com/photos/virtuatron/

Finding Out About What We Do

Lets play a game!

It’s about conversations…..

…..and interesting others.

What is Social Media and why is it relevant

Old media - Web 1.0 . . .

. . static websites with no interaction, text heavy content.Information just fed TO visitors

(Others – if you dare!)

New media - Web 2.0 ...

Web 2.0 =Social Media=New Media=Social Networking

. . media rich, interactive, content served based on preferences, open for comments, conversations WITH visitors encouraged.

Are you on Social Media?

No? Probably – Yes!

Are you using Social Media?

Does your organisation have a website … that is interactive?Have you got a blog?Do you use YouTube or Flickr?Are you on Facebook?Do you Tweet?Do you use web tools to improve organisational efficiency?

Have you checked?!

So, What is Social Media?

• Of all the websites visited in UK, 2 are Social Networks - Google (9.5%), Facebook (6.6%), YouTube (3.5%), ebay (1.9%), WinMail (1.4%). Google = 91% of search traffic. (HitWise – Feb 2012)

• 96% of aged 18-35 on one or more network

• Of the 48.6 million adult population (ONS), 77% have a Facebook profile, 66% are YouTube users, 32% are on Twitter and 16% have a presence on LinkedIn. (Umph Sept 2011 – sample of 2,400 adults)

• 50% of Facebook users view their page daily and (February 2012)

• YouTube 2nd most popular way to search for content. 48hrs is uploaded every minute

• One to watch? Pinterest visits up from 50k to over 300k in 1 month. (Nov 2011 Comscore)

Social Networking – the numbers

• Average social network user is aged 37

• LinkedIn it's 44, Twitter 39, Facebook 38 & Bebo 28 (typical user younger)

• 52% of Facebook users are 18 to 34 yrs

• However of active social networking users, 55% of those over 65 are on Facebook & 19% of all users are over 45

• 55% aged 18-34 check their social networks at least once a day (June 2011)

• 30% check their status as soon as they wake up, 81% never turn their phone off (Aug 2011)

So, its not a passing phase, but it is important that organisations direct effort to the right network(s)

(From – Ofcom, www.clickymedia.co.uk & www.hitwise.com)

Social Networking – the numbers

http://bigbible.org.uk/2011/12/social-media-infographic/#.Tt6yloSrmSo

Use of social networks is 23% of time spent on internet in UK, 159% increase in last 3 years.

76% of iPad users also have a desktop PC, but 9% bought one to replace their desktop / laptop

Mobile web access will eclipse wired by 2015, 17% of UK households already use phone as primary web access

Android OS use grown from 5% to 47% (Dec 2009 to Dec 2011). Apple is 30%, Symbian <5%. (ComScrore Aug 2011)

Increase from 31% (2010) to 45% (2011) of people who connect to Internet from phone/tablet (ONS – Aug 2011)

59% access social network, 49% to buy, 12% to check-in

43% of users have downloaded an 'app'

Bite-sized learning, giving, volunteering whilst mobile

70% would give up alcohol for a week rather than phone

Have you viewed your website on a phone/tablet?

Over 25 million smartphones in use in UK51.3% of phone market(Ofcom Aug2011 / ComScore Dec2011)

So, Social Networking is 'the leveller'.

Increases INCLUSION and gives

Communities a voice

It's 'Relational' not 'Transactional'

“The Conversational Web”, not a Broadcast. Listen more than you talk – and interact

Link and Share, and Share again – this keeps the conversations flowing. Share other peoples news more than your own (maybe 10 to 1)

We're all “content creators”. Our message is as valid as anyone's – whatever size organisation. Our fundraising activity can be just as effective

Increased Reach - traditional reporting barriers broken down and communities empowered

Comment and Feedback – agree or disagree, as this builds a community around a topic

Immediacy - what took days, takes hours, what took minutes takes seconds!

Be Helpful – Be Generous - Say Thank You - Share and you’ll be amazed what you get back!

Common CraftWhat is Social Media Video

Marketing - Virally promote goals of your cause or brand BHF – Stayin' Alive (1.8million views, linked to other SNS), Bullying UK – Poster Maker

Fundraising - Gain new volunteers and donorsDogs Trust, Whizz Kidz, Haworth Cat Rescue

Campaigning – May be local, but your campaign can become nationalJack draws Anything - raising funds and awareness for Sick Kids Friends Foundation

Busts For Justice forced Marks & Spencer to change pricing policy on larger size Bras after campaign by 30,000 people

Relevant campaigns to current affairs on 38degrees.org.uk & Louder.org.uk

Productivity - Cheap or free to use productivity toolsMain cost is time – but not as much as the time it takes now!

Communications – Join in with your supportersListening, Responding, having Conversations with supporters and stakeholders

Social Networking – 5 ways it has relevance to the sector

Urban Forum Member Survey 2011. About types of social media use

Inclusion – Voluntary Sector audience• Social networking shouldn't replace face to face communication

• Although 77% of households are connected and 30.1million people access the internet every day (ONS 2011 / 2010), 8.4 million people have never been online

• Of this, 31% in low income households and 45% have no post 16 qualifications

• 75% in BME communities don’t use internet regularly

• 43% put off using social media due to jargon• Away from populated areas broadband and even 3G

access can be difficult (33% < 2mbps in Penrith & Borders)

• 1200+ partners pledged to help people get online, find what they want online & then stay online. Resources to help become a Digital Champion

Some concerns?

Don't Give Up!

• Don’t worry it’s not finished

– A half formed blog post can be more inspiring and create a bigger conversation

• Don’t pretend to be someone you aren’t

– About individuals not corporate views. Your voice may be weakened if you ‘spin’... and others see through it!

• Don't be concerned about 'losing control' of message.

– if it is respected, social media networks will support it, always aim to counter negatives views with positives

• Don’t worry you are in a vacuum.

– link & connect, soon people will do the same back

– Ratio 90 : 9 : 1 (Read, Reply, wRite)

• Don’t measure success by numbers

– if you’re reaching the right people it’s quality not quantity that counts

• Don’t ignore people – they invest time reading what you say so do the same for them

(http://podnosh.com/social-media-help/what-makes-the-web-social/)

• Increases speed of communication – no faster way to (Action) spread your message than through social networking

Less of a financial cost but ‘expense’ may be the time

• Widens message to people/groups that would normally (Awareness) be missed using more traditional methods – ‘viral’

campaigns hugely powerful creating awareness extremely efficiently

• Deepens to build new and different networks – (Fundraising) communities of interest to bounce ideas off and

share experiences, increase commitment and fundraising for campaigning activity. Start some conversations!

What social media will do

• Generate on-line conversations and awareness about the (Change) organisation or campaign, a consensus of

opinion or shared learning about ideas. Use RSS and Google Alerts to stay ahead of developments in your area of interest - build a ‘Listening Dashboard’

• Joins together communities who are interested in the (Action) similar things, have the same likes or are

striving for the same objectives. Tell your supporters and networks about your work in a new way

• Commoncraft Video explaining Social Media

What social media will do

Refreshment Break

Any Questions, so far?!

Social Media Planning for Fundraising

Sector Income 45% of organisations receive their primary income from

individuals of which 64% is from Donations or Fundraising activity.

Large charities spend as much as 12% of their income on generating funds (for small charities its around 5%).

Although £3.2 billion was spent by the sector on fundraising & publicity in 2009/10, for every £1 spent, £5.45 was raisied.

Using Social Media this expenditure could be made to work harder!

Average donation from a Twitter campaign is £30

Claire Squires page on Just Giving is still active, so far has raised £707,000 from 62,000 donations in 4 days for Samaritans

NCVO Almanac 2012 & Just Giving 2011

The voluntary sector problemWhere to start

Knowledge

Confidence / Fear

Capacity / Resources

Access

Time

Cost

Scepticism

Any more?

Time Planning – response expected?

Print 7 days 2 weeks

Type News travels Reply within

Email 7 hours 2 days

Twitter 7 seconds 2 minutes

Facebook / Blogs 7 minutes 2 hours

But how much time do charities allocate?48% have no budget for social media activities and 86%

allocate a 0.5 FTE or less to using & maintaining it(NTEN - 2011 – NonProfit Social Network Benchmark Report)

Have a Plan – e.g. Support and Donations

• Know objectives and what you want to say• Saving the historic gatehouse for future generations to see

• Research where audience are – do you know?• Don’t just build, work in the places where your target audience are

• Plan how to use the tools – have a strategy• Video of event?, Blog of experiences? Do ‘as well as’ what you do

• Choose tool/s to match audience and implement• Look at what similar projects have done, what works elsewhere?

• Sustain the conversation and say thank you• Regular updates encourage people to return & links from websites

OASIS was developed by @JohnSheridan John.Sheridan@SocialMedia404.com

People and needs first, then toolsAre you committed to this

Objectives – what are you fundraising for

Stop and think!

What are you trying to achieve?

– How does it fit with your fundraising plans?

– What fundraising goal could social media help with?

Do you already have a website that you can update yourself?

– Can be as simple as a Google Site or Wordpress

– Internet presence is now your main shop window

– The place for you to be social with your donors

Have you got the time? (To do, To monitor, To thank)

Are you ready and prepared for change & to release some control?!

If you build it, they won’t come

Audience – Who are they? – Where are they?

Start engaging – but don't try to move everyone to youIt’s easier to go where people are already

It can be difficult to get people to come to you

Do you know who your target audience are?

Are they already using social media sites (and which ones)?

Build a genuine open relationship first, fundraising will follow

We're here. We want to be there. Developing the plan to get there.

Strategy - pick a plan with a path that fits

Pick a goal or campaign to pursueDecide who is going to be involved and how muchConsider responsible use

In pairs share how you would fundraise for a cause nowWhat is your cause or campaign?

Which tools & methods of communication are you using?

Face to Face, Direct Mail, Print, E-mail … Why these?

What are their limitations? Which are effective?

How much do they cost? Which is best value?

What are the issues and challenges you face?

What is holding you back?

Which Tools?

• Attracting people to your online space should be an essential part of your communications strategy. Not 'over fundraising' or forcing them.

Visitors inspired by what you do are more likely to become donors.

• Message - clear and unambiguous, your web site is your shop window, the 1st public face supporters and potential donors see

Tell stories – an authentic picture of what you are trying to do

Make the Call To Action or Donation Request plain to see

• Tone and Context – get this right and match for your audience

• Engage in frequent updates & blogs to keep donors informed and involved in what you are doing

• Conversations with supporters, build relationships and give them space to say why they care … and Thank them.

• Include your website and social networks on all communications

Decide what you are going to say

But new media doesn’t just replace old media – its 'as-well-as'

Oh, and you still need to be good at fundraising!

Implement - match right social networking tool

Research – see how others do it Decide on your approach and set targetsJump in!

Step 2 – Pick one goal to pursue

Use of social networks in fundraising is similar to use of phone or newsletters.

Have Purpose – WHAT, Audience – WHO, Aims – WHERE

Have a Champion/s who can steer, update & reply

Social media tools are now part of your resources but with added dimension they enable of social actions.

A social media enabled fundraising campaign is active the moment it goes live. Be prepared!

NOW – Choose the right tools and have social media use guidelines

You've got a fundraising social networking plan

Example of Social Media sites & the goals of organisation

Examples of use

1

2

3

45

6

7

Also Social Collaboration and Productivity Tools

Marketing

Fundraising

Campaigning

Communications

Productivity

Which tools are the best

Each website can help with all these to some extent

• Choose the way to capture audience.

– Audio → Images → Video

– See Audioboo, Flickr, Pinterest, Bambuser, Youtube

• Choose the context to engage with audience.

– Blog → Facebook → Twitter

• Choose a useful (FREE) tool/s to help streamline work – Finding out → Let people know progress → Running events– See Survey Monkey, MailChimp, Eventbrite

The best website for the job

Create a fundraising 'buzz'

Audio Podcasts – charity shop awareness raising

Visit

‘Audacity’ – free software for recording and converting to MP3 to load to the web http://audacity.sourceforge.net/Commoncraft Video explaining Podcasting

Another way to let people know your news & interviews

Less bandwidth than video

Embed in website

Comments make conversations

Audioboo – 5 min recordings

Use 'Twitcasting' for broadcasting events

Instant reporting when editing not a concern

http://audioboo.fm/boos/191031-snapped-by-the-charity-shop#t=0m37s

Image Sharing – FlickrA event for all the group

Commoncraft Video

explaining Image Sharing

Record of events

Added dimension

Access to reusable images

Easy & quick to put on website

Hosting 5 Billion images (Sept 2010 – royalpingdom.com)

Also see Pinterest

Anyone can be included as a content creator

Increases Reach

Chance to Partner

Call to Action

Keep it Fresh

Spread & Share

Show your Organisation is Genuine & has Personality

http://youtu.be/5FdTTuPDdkk

Shows progress in the fundraising drive, or results of previous activitiesAverage amount donated after watching a YouTube video is £28.77 (compared to other sites)

Online journals – Blogging - Commoncraft Video - explaining Blogs

Open platform for community led content & story development

Draws people to the website

Get feedback from people and start conversations

Other spaces - Tumblr & Posterous

Over 55 million Wordpress blogs, in two flavours - .com & .org

Blogger is Google Blogging website

Quick & easy to set up and to develop

http://broxtoweyouthhomeless.blogspot.co.uk/

Social Networking - Facebook

Dog’sTrust

BustsForJustice

It’s the place where many, many people already network and share

Create a Group for a network of Supporters

Set up a Page for people to Like & see your updates

Include Events, Polls, Pictures & Video

Check Privacy settings and frequent changes

Link to Twitter & Blog

Direct back to home page

Create pages around a campaign or issue, not about the organisation

Average of 6 'Likes' = 1 donation

Respond to questions

'Experiment' with reach by starting the steps to buy a Facebook advert

Professional Social NetworkingJoin sector specific special interest discussion groupsNational and Regional groups for fundraisingNow has section to record volunteer experience

Events AS they happen not AFTER they have happened

200 million registered users

180 million tweets posted per day

7 million users in UK

40% of tweets are from mobiles

A place to listen and respond to people. To generate a wider awareness of what you do and draw an audience to your site

Microblogging – Twitter - Commoncraft Video explaining Twitter

A transient conversation, short updates, signposts to resources and conversation starters

Important to make profile 'followable' - DO add Pictures (logo, background, recent images), Place, Profile and Page- DON'T leave these blank or over-sell and push advertising

A small network of quality followers can often be result in better quality on-line learning through discussions and shared links than a large network of followers who never have conversations or share ideas and knowledge.

Created a Twibbon based campaign with a target to raise £1000

Simple call to action

Low effort tools

Viral message – supporters wanted the Twibbon on their avatar

Reached target in 48 hours

Added 2000 new followers on Twitter

2320 page views of website

Dogs Trust have a very clear and simple logo, colour scheme and message across all social media sites

Peter Wanless @peterwanless

Tweets.CEO of Big Lottery

Nick Hurd: @minforcivsocTweets. reads and commentsMinister for Civil Society

Potential to access the influencers

Also used by and an acceptable, accessible channel to

local MPs & councillors to canvass opinion and inform of news

• What supporters, peers & others saying about your organisation

• See funding alerts, campaign updates, news as they are published

• How?

Subscribe to RSS websites and read at leisure in feed reader

Google Alert or Twilert e-mails for important keywords

Set-up searches in Twitter for your organisation or ‘hashtags’

Follow lists of Twitter accounts talking about your interests

• Use Netvibes service to create a dashboard – www.netvibes.com

• 'Listen' to multiple channels with - http://addictomatic.com/

• Turnaround – Use these services to publish FOR your audience!

A Listening DashboardCommoncraft Video explaining RSS

• Tell others what you are doing

• Easier for supporters (individual and peers) to keep up with your events and news

• RSS enabled feeds automatically can be picked up to be read at their leisure in a feed reader (such as Bloglines or Google Reader) without them having to re-visit your site

• RSS feeds can be converted for email delivery

• RSS feed can be embedded into other organisations websites

• Commoncraft Video explaining RSS

Others listening to you ...

Listening

News feeds - In and OutBlogs and social media sites include as standard

Alternative way to join in or catch up with conferences & events

Raise funds by prolonged or one-off awareness raising with a hashtag. e.g. #CiN or #YouthStories

Use #hashtag to follow event or talk about cause

Audio

Video

Blogs

Tweets

..even just to be noticed by a wider audience - get your organisation listed with 'Google Place' page

Voluntary Action RotherhamDerwentsideCVS & VB here

- Verified- Add Photos- List Offers- Streetview Maps- Show Ratings- Comments

New way to interact – a Quick Response from visitors – QR Codes

Works well for ...- Direct to difficult web address- Oxfam 'Shelf Life' - http://youtu.be/l897sK8rSe0- Print media & flyers- FREE to create and use- Current 'buzz'

(Image @howardlake)

Create with - http://qrcode.kaywa.com/ Read with - http://redlaser.com/ (app)

Bear in mind …- No major benefit on a web page- Check location has connection- Needs smart phone- Check link hasn't changed

Oxfam ShelflifeUses QR codes on donated items linked to page on website

Builds a story around an item submitted by the giver

Launched Feb 2012 as pilot in 10 Manchester shops

Knowing the story of an item can increase its interest & value for the purchaser

Idea suitable for any charity shop fundraising by selling items … & memories!

Growing - Location based Marketing & Communications

Incentive to visit location

Uses Smartphone

A way to meet up and be competitive with others

Share tips, comments, to-do lists and pictures

Become a 'mayor' and unlock extra rewards

Claim venue & set up page with visitor 'specials'

Over 20 million users(March 2012 - worldwide)

In use byShelter Scotland

Was used byM&S inBreast Cancer Care week

Giving SitesAll have different pricing structures and fees – so check which is best for you

Very 'social' - easy to involve others from outside your fundraising campaign

Buttons and widgets you can include on your own website, blog to chart progress

Short code text donations. Amount (up to £10) & campaign code (e.g. DEMO12) to 70070

Generated 20% of donations to Comic Relief 2011. Free for charity, deduct from phone bill

Small amounts on 'Click Through' and Affiliate sites can generate funds slowly

Just Giving BmyCharity Virgin Money Giving

Jack Draws AnythingJack Henderson - drawing pictures for friends to raise money for Sick Kids Friends Hospital in Edinburgh who were caring for his brother.

Local Media Coverage → National Media

2 weeks → 536 requests, £10k raised

Built on a free Posterous Spaces website

Link together social network sites & make it easy for visitors to Like or to Follow.

7400 Facebook Likes, 1000 Twitter Followers

2000 emails a week, 400k website visits, 5.8 million Facebook views!

Wanted to raise £100 - over £30,000 raised

Uses a Just Giving page to manage donations

Completed 500 drawings

Book of 290 drawings published

CrowdfundingFundraising by many people contributing small amounts & owner starting off fund too

Form part of overall fundraising strategy, with 'social' features. Need off-line promotion too

Giver relates to projects in an organisations portfolio – Cancer Research 'My Projects'

Often set-up so that no donations are actually taken unless target is reached

May have a “money can't buy” incentive. e.g. signed copy of book or visit to centre

Some are loan (Kiva) or pledge (Pledgebank) based helping develop ideas or make purchases

Kiva (loans) Crowdfunder, Sponsume Peoplefund.it

Haworth Cat Rescue Independent charity which runs re-homing and adoption service for 300 unwanted & stray cats.

Feeding, Neutering, Vets fees, Re-housing

Fundraising Goals

Regular monthly funding to help run the shelter

Development of new centre fund

Promotion and use of online retail shop

What they do

Donation page & buttons to PayPal & CharityGiving

Click-through links & Text Giving on Website

Progress of new centre on Blog

Relationship building & pictures on Facebook

Raising awareness & linking on Twitter

Pulling it all together• Social media sites are only part of the picture

– Make sure your core website is current– Don't forget the offline

• Add organisation to Google Places or Foursquare• Share links ...

– With all your social networking sites– With 'Like' buttons and 'Share This' links– With everyone!

Communities building their own spaces- for discussion- sharing- shows belonging

Alternatives:Google Sites, SocialGo, Facebook, Wackwall.com

… visitors can tweet about individual stories and searched tags for related content. Follow your organisation on Twitter direct from your website.

Integrate Twitter into the organisations main website ...

Show all the channels on your main home page

'Add This' (e.g. NAVCA) for sharing and tracking links with others on line ...

Websites suited to viewing on a smartphone

Volunteering AppsFundraising Apps

In pairs share how you would now fundraise your causeThink back to your cause or campaign?

Can you write down your fundraising message in 140 characters, what hooks would you use?

Could you blog about it? Make a video? Find a beneficiary to record an audio interview with? Make you website social?

How would you interest people

in what you are fundraising for?

Pitch it!

Which Tools?

Tools for Productivity/Support

• Communication

– Skype, Oovoo, ipadio, Mailchimp, Screenr, Twitcasting

• Organising

– Doodle, Eventbrite, Del.icio.us, Bit.ly, CoverItLive,

• Collaboration

– Google Docs, Dropbox, Huddle, Tom’s Planner

• All-round useful

– Jing, PDFCreator, Scoop.it, Survey Monkey, Scribd, Slideshare

BONUS – Tools to make things easier!

If you don’t do it,someone else will

Sustain – engage, converse, measure, adjust

<Guide – Pages 13, 14– Steps 6 and 7>

6, Measure your success7, Develop

Time Planning

Frequency and time needed

Every Day(30 mins)

Once a Week(45 mins)

About Monthly(60 mins)

Tweet, re-tweet, check Google Alerts,check RSS reader & reply to comments

Write blog post, check analytics, monitorgroups & find new people to follow

Add video to YouTube, share a resourceon-line, create podcast & build profile

Measuring Success- Check how many times links are clicked if using Bit.ly- Listen what's said about your organisation using Topsy- Monitor. Google Analytics, Facebook Insights & Wordpress page visits- Measure. Tweetreach, Twitalyzer, SocialBro, www.twentyfeet.com- Visualize. Infographics on Visual.y, My Social StrandBUT …. real success is not just about the numbers- Tell stories of real people and real changes- Find out how people heard about you- Build relationships & success by joining in conversations- Social media presence an reflection of your organisation- Engage press, funders, authorities with pictures and video- Say Thank You!

• It’s only beneficial to your organisation if it’s going to tangibly help you to achieve your goals.

• Establish a a plan thinking short, medium and long term – and have an internal policy for using it.

• Know your target audience and go to the spaces where they are.

• Know your message - make it clear and directed.

• Think of how it applies to Marketing, Fundraising, Productivity, Communications .... and whatever else you do.

• Implement, monitor and adjust – and remember it takes time!

Social Media - In conclusion

Social media - reflections• What ideas do you have for your use from this workshop?

• How could your organisation use or make more of social media?

• How will you fundraise & campaign more effectively using social media?

• What gaps are there in supporting groups?

• Has your organisation a social media policy or Twitter guidelines?

• Have you any UnAnswered Questions?!

• How can we keep the conversation going?

For Local Support Organisations

For Volunteering

Organisations

To share and learn about social media for communities

Useful links and websites

• ITEM3 www.item3.org.uk

• UK Fundraising http://www.fundraising.co.uk/

• Social Media Surgeries www.socialmediasurgery.com

• Charity Comms www.charitycomms.org.uk/

• KnowHow Non-Profit www.knowhownonprofit.org.uk

• Jargonbuster www.socialbysocial.com/book/a-to-z

• ICT Knowledgebase www.ictknowledgebase.org.uk

• The Very Tiger Blog www.theverytiger.com/

• Watfordgap Services www.watfordgapservices.org.uk

• Charity Technology Trust www.ctxchange.org

• Focus on Funding www.focusonfunding.org.uk/

• Institute of Fundraising www.institute-of-fundraising.org.uk

Useful links and websites

Thank You – My Email & Twitter contacts Paul Webster

paul @ watfordgapservices.org.uk @watfordgap