How Nonprofits Drum Up Giving Through Social MediaRaymund Flandez, Staff WriterThe Chronicle of Philanthropy@raymundf23

What I Plan to Talk About

● 9 Case Studies● Successes● Challenges● Next Steps

What I Don’t Plan to Talk About

● Why Your Nonprofit Should Use Social Networks to Raise Money

● Define the Various Social Networks

● Charity: Water

1. Create a mini-campaign on Twitter

Grist● Power Hour campaign‘A mystery donor will give us $1K if 20 ppl donate in 1hr. Any amount!’● Microfundraising trend● Using powerbrokers● Need for huge base

2. Share the love

Minnesota Public Radio● Mobile-friendly donation

page● Ask why they support MPR● Share responses on

Twitter, Facebook● Testimonials get RT’ed,

used in ads

3. Find where your supporters are

NAACP● Going mobile● Sharing viral images● Tailoring messages

through microsites: thisismyvote.org and NAACPconnect.org

4. Target for planned giving

The San Antonio Area Foundation

Richmond Jewish Foundation

● Twitter: free will-preparation workshop

● Twitter: learn re: DAFs

5. Build on your awareness efforts

Human Rights Campaign

● Spur advocacy among charity supporters

● Updating profile photos on Facebook

● Those advocates are better donors since they’ll likely to give again

6. Crank up your base support

Academic Success● Columbia University● Indiana University Alumni

Association● University of

Massachusetts● Skidmore College● Georgetown University

7. Put a human face to your cause

Compassion International

● What impact will my contribution have?

● Used Twitter to tell story of a young boy from Burkina Faso

● Raised $23,000 to fly the boy to India for heart surgery

8. Use short videos effectively

Broadway Cares/Equity Fights Aids

● Used Instagram video in year-end fundraising appeal

● Enlisted Broadway actors to help spread word among fans

9. Be creative with what you’ve got

Urban Ministries of Durham

● History of interactive: PlaySpent.org; NamesforChange.org

● Worked with pro-bono agency

● $30 teddy bear; $1,750 walk-in freezer

Successes● Those orgs that use social

networks to connect with supporters regularly: up 40%

● Engage supporters on social media with 50% that’s not your content

● Discover more about your donors, esp. major ones

Challenges

● Predicting where your supporters are heading next

● Budgeting for resources

● Tracking your fundraising results

Next steps

● Keep an eye on Facebook’s Donate button

● Don’t underestimate power of nostalgia to connect with donors

● Use Instagram to promote your campaign

Thank YouContact info: raymund.flandez@philanthropy.com202-466-1047 @raymundf23