social media & online nonprofit fundraising recommendations

Kimball-JenkinsFundraising- Resource Development Plan

Social Media & Online Fundraising266 North Main Street

Concord NH 03301 603.225.3932

www.kimballjenkins.comPrepared by ACDD Philanthropy Leadership

Lorrie J. Carey UNCG PSC550

A private charitable trustfor the purposes of

historic preservation, the arts and cultural education

http://www.kimballjenkins.com/

Social Media & Online Fundraising

• Table of Contents• Introduction• Types of Social Media Tools• Online Giving Statistics and Reasons• Fun Facts about Online Giving• Growth of Disaster Giving Online• How to Use Social Media Tools• Social Networking Groups and Portals• Resources Available to Nonprofits• Conclusions

Fundraising-Resource Development Plan Online Fundraising


• Introduction

“Why should you consider using social media? Because a huge - and still growing - amount of people are already using it, and

it may be a cost-effective way to engage supporters or potential supporters.

The Nonprofit Social Media Decision Guide (2011)


Social Media Tools Include:

•Facebook •Twitter •LinkedIn•Blogs



•Photo Sharing•Video Sharing•Place Based Applications



•Niche NetworkingSecond LifeMy SpaceGoogle+http://www.convertiv.com/niche-social-networking-sites/

http://www.convertiv.com/niche-social-networking-sites/


Online Giving Statistics:

The total that charities raised online jumped 19 percent in 2011 compared with the previous year, and the number of Internet gifts they received climbed 20 percent, according to a new study that analyzes online fundraising and advocacy at 44 national charities.

The Chronicle of Philanthropy (2012)


“The people most willing to give you a planned gift are the people who have been giving to you for years. Because social media are built on relationships, they can offer a great way to appeal to those dedicated donors.”

Kristen Schultz Jaarda Senior Vice President at Crescendo Interactive

The Chronicle of Philanthropy (2012)


Fun Facts about Online Giving

•On-line giving is higher on weekdays than weekends. •It is most likely to occur between 9 am and 5 pm.•There is a drop in on-line giving at noontime.•The day of highest on-line giving is Wednesday.•All forms of giving, including online, spike in December.•The biggest days for all giving are the last two days of the year.

The Network for Good Online Giving Study(2010)


Growth of Disaster Giving Online

•After 9/11, a 10% of giving was online•After Tsunami, 25% of giving was online•After Katrina, 50% of giving was online•After Haiti, most giving was online and mobile

The Chronicle of Philanthropy, NETN, and USA Today (2010)


On-line giving has an impulse effect. People give immediately to immediate needs. Portals are the best way to respond to immediate needs with the opportunity to “click and give” to a cause.

For more information go to www.OnlineGivingStudy.org

http://www.onlinegivingstudy.org/


Social media helps people spread the word about things they care about.

Network for Good Online Giving Study (2010)


Social Media Tools can be used for:

•Outreach to potential students/clients•Fundraising support for major campaigns•As a platform to launch and facilitate events and auctions•As a way to communicate during and after an event•Recruiting members and volunteers•Advocacy for the arts, historic preservation and related issues

The Nonprofit Media Decision Guide (2011)


Social Networking Groups

•Facebook Charity Pages•Change.org•YourCause.com


Giving Portals

•Charity Navigator•Guidestar


Portal donors give smaller average gifts – 25.1% lower than website donors. Fewer donors continue giving to a charity after the initial donation.



While 10.2% of charity donors were still giving in the third year, only 8.3% of portal donors were still giving through the portal. This is a difference of 18.1%



Personality Matters in Online Giving

The loyalty factor for donors acquired through generic giving pages is 66.7% lower than for donors who give via charity–branded giving pages.



Resources• You are Not Alone: Online Resources for Nonprofits Nonprofit National Resource Directory

To download a copy :www.nonprofitdirect.com

•2011 eNonprofit Benchmark StudyAn analysis of online messaging, fundraising and advocacy metrics for nonprofit organizations prepared by NTEN and M & R Strategic Services

To download a copy: http://www.ebenchmarksstudy.com/

http://www.nonprofitdirect.com/

http://www.ebenchmarksstudy.com/


Conclusions•Social Media and online giving are increasing.•Social Media is versatile and can be used for many purposes.•Social Media can be effectively used to spread information and create awareness. •Social Media can also be used drive traffic to your website and increase your email list.


Conclusions•Social Media requires an investment of time depending upon the social media choices you make.•Social Media giving is usually impulsive with the greatest level of giving in December.•When Social Media is used for fundraising, the message must relate to the fundraising goal of the nonprofit and donors must be cultivated consistently after their online experience.•It is important to exercise good management in using Social Media, so make sure your nonprofit has a social media policy to guide employees on what is acceptable use.

Social Media & Online FundraisingBibliography

•Bloomberg. M. (2011). You are not alone: online resources for nonprofits In, Nonprofit national resource directory (p.20 ). www.nonprofitdirect.com: Nonprofit Direct.•The Chronicle of Philanthropy. (2012). Prospecting. Retrieved from http://philanthropy.com/blogs/prospecting/how-to-attract-planned-gifts-through-social-media/32831?sid=pt&utm_source=pt&utm_medium=en•The Chronicle of Philanthropy. (2012). Social philanthropy. Retrieved from http://philanthropy.com/blogs/social-philanthropy/online-fundraising-increased-19-in-2011-says-new-report/30454?sid=pt&utm_source=pt&utm_medium•Network for Good and TrueSense Marketing. Online giving study. (2010). Retrieved from http://www.fundraising123.org/files/Community/Online_Giving_Study_2010R.pdf•The Nonprofit Social Media Decision Guide. (2011). Idealware.