the fundraisers’ guide to social media
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Tools and best practices for using social media in fundraising effortsTRANSCRIPT
Best tools beyond the basics
The Fundraisers’ Guide to Social Media
Bethany A. DeinesDirector of Annual Gifts
The Children’s Medical Center of DaytonAFP National Fundraising Day
May 18, 2011
Why Fundraisers Use Social MediaBuild relationshipsInteract with constituentsListen to feedback Emphasize mission & create awarenessTell compelling storiesRecognize and steward donorsProvide giving opportunitiesPromote eventsProvide timely communication/info sharingDemonstrate impact of support
Did You Notice?Even though technology changes, fundraising principles remain the same!
ListenEngageBuild authentic relationshipsEducateProvide opportunitiesShow (literally) how money was usedSteward
What we ARE using
What we COULD be using
Feel a little overwhelmed?
Let’s break it down
Which Tools Do What?
What? Why? Tools + -
Social Networks
Interactive, build r’ships
Facebook, Causes, Jumo
Easy, multi-faceted
Demands attention
Micro-Blogging
Real-time, drive traffic
Twitter, Plurk Easy, Fast, Interactive
Short messages
Viral Fundraising
Friends ask friends
Crowdrise, JustGive, Firstgiving
Engages donors, raises $, viral
Time to set up, Grassroots needed
Mobile Website
Access to org via cell, tablet
Custom-built Anytime access
$ to develop & maintain
Mobile/Text Giving
Anytime giving access
MobileCause Great for urgent need
Can be costly w/ low ROI
Video Sharing Engaging, real life stories
YouTube, MSN, Yahoo
Powerful story-telling
Production time/cost
Which Tools Do What?
What? Why? Tools + -
Blogs w/ RSSTell your story, loyal followers
Wordpress, Blogger
Feedback, engagement
Demands new content
Photo Sharing Tell story, show impact
Snapfish, Flickr,Shutterfly
Easy, fast, free, tagging
User registration
Shopping Portals
Earn % of sales for charity
iGive.com, Shopforacause
Easy to set up
Need to push, low $, comp.
WikisInfo sharing, awareness
Wikipedia, Wikihealthcare
Collaborative, engaging
Non-verified info, risky
Virtual Worlds Simulated environment
Secondlife, Club Penguin
Replaces reality
Time to create & maintain
WidgetsSmall, sharable apps
Widgetbox, Google
Auto updates, sharable
Novelty factor
Which Tools Do What?
What? Why? Tools + -
E-CardsMessage sharing
Custom; web tools
Feel good messages
Low if any ROI
Buttons & Badges
Message to target group
Custom w/ HTML
Sharable, Call to action
Novelty, loses effectiveness
E-GamesReach new audience
Hospitopia, Farmville
Engaging $ & skill to create, ROI?
PodcastsAudio story telling
DIY Audio software
Powerful messaging
Not widely used; tech
Mobile Apps Share info; ask button
Custom build Anytime access
$ to dev., low usage, ROI?
Things to ConsiderKnow your target audience, objectives, key
messagesEnsure you have the necessary time and
ability to consistently maintainGo where the people are – do you need a
niche tool to reach particular target audience?Adopt low-risk tools first – access products like
podcasts, videos and widgets from partner sites to add to your website
Create sharable content & create advocates; let messages go “viral”
Encourage participation & respond – remember that at the core, social media is about interaction
Leverage networks – create “grassroots” fundraisers and expand your reach
Provide messages in multiple formatsMobile usage and demand for access is here
to stayBe realistic – Social Media builds relationships;
the money may come via different vehiclesMeasure results – Many tools to help, visit
Oneforty.com
Some More Things to Consider
Where to Place PrioritiesOk to adopt one thing at a timeCommunities – Use known entities like
FacebookBlog – Share the powerful stories; have a
prominent “Donate Now” buttonMobile website – Quickly becoming a
necessityYouTube – Videos offer best way to tell stories,
create your own channelMultiple Platform Tools – Make the most of
multi-taskingThird Party Fundraising Sites – Give followers
access, register with Guidestar
Can You Raise Money?YES!Takes time to build followers/advocates/donorsMost effective at: cultivation and stewardshipProvide multiple access points to donateKeep creating compelling content Make giving easy!Use auto-receipts but customize the
responses!
Text GivingText MessagingVoting ContestsFoursquare Buttons, Badges, WidgetsElectronic Games Shopping PortalsVirtual Worlds
Over-Rated Giving Hype
The Health Communicator’s Social Media Toolkit, Center of Disease Control and Prevention
2011 Ohio Hospital Social Media Guide, Ohio Hospital Association Katya’s Nonprofit Marketing Blog, Katya Andreson Fundraising Success The Networked Nonprofit, Beth Kanter and Allison Fine Socialnomics, Eric Qualman The zillions of articles, blogs, tweets and tidbits of information I read every
day on social media best practices because I’m a total geek about this. Favorite bloggers: Beth Kanter, Allison Fine, Katya Andreson, Chris Brogan,
Jeff Bullas, Mashable, Eric Qualman, John Haydon LinkedIn Groups: Online Fundraising for Nonprofits, Social Media for
Nonprofit Organizations, On Fundraising Hosted by AFP, Personal experience, My Greatest Teacher
Resources