Social Media - Nonprofit Marketing Guide › docs › SocialMedia... · 2012-09-17 · Social...

transcript

http://www.flickr.com/photos/shingst/5215004579

Social Media: Your On-Ramp to Future Fundraising with Kivi Leroux Miller, NonprofitMarketingGuide.com

Kivi Leroux Miller

New Book

in the Works!

Morning: Getting Your Head in the Right Place (Strategy)

Approaching and After Lunch: Making It Work (Tactics)

http://www.flickr.com/photos/webtreatsetc/4520808115

Not Going

In-Depth on

Any Particular

Platform or

Has Social Media Changed EVERYTHING or NOTHING

about Fundraising?

Straw Poll at Your Table &

Discuss. If You Had to Pick,

Which Way Would You Go?

Reality Check!

Submitting Questions – “Stupid” and Otherwise Tweet with #smonramp

or Write It on a Post-It

Where to Get the Data

• E-benchmarksstudy.com (NTEN, M&R)

• Onlinegivingstudy.org (Network for Good)

• Online Nonprofit Benchmark Study (Convio)

• Blackbaud Index of Charitable Giving/Index of Online Giving

• Pew Internet and American Life Project

FACT #1:

Online is

Mainstream.

Ignore at

Your Own

Peril.

The pace of change is relentless.

Google turned 13 in September 2011

YouTube turned 8 in May 2012

Twitter turned 7 in March 2012

The iPhone turned 5 in January 2012

All generations are online in significant numbers.

Everybody uses email.

Source: 2011 donorCentrics™

Internet and Multichannel Giving

Benchmarking Report

Online giving

is growing

fast, but is

still small

overall.

Giving

directly

connected to

social media

represents

only 15% of

online giving.

Source: Network for Good’s Digital

Giving Index 2011

flickr.com/photos/carbonnyc/33413040

If you

registered for

this workshop

because you

are in a

financial crisis,

leave now and

go write some

direct mail

appeal letters.

Source: 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report

If you want donors under age 65, you need

an online strategy (web, email, social).

Source: 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report

Online donors tend to be wealthier and

give bigger gifts . . . But donor retention

is currently lower.

Alexa Rankings, January 2012

Half are Social

Media Sites; the

Other Half Offer

Many Social

Elements

FACT #2:

Internet =

Social Web

Pace of growth is

now fastest for

those over 65.

Half of boomers

use social media;

1/3 of people over

Online life is

real life –

because it’s

all about

connecting,

sharing and

conversation.

FACT #3:

We live in a culture of

SNACK SIZING: Fast,

Timely, Convenient

flickr.com/photos/49024304@N00/1546033671

88% of U.S. adults have cell phones.

55% use it to go online.

17% are cell-mostly Internet users.

“Cell Internet Use 2012” by Pew Internet and American Life Project, June 2012

flickr.com/photos/buzzfarmers/7317967922/

65% of U.S. adults

sleep with cell phone

beside them – and a

third check it before

getting out of bed!

flickr.com/photos/coletivomambembe/3695560876

Mobile (and Social Media) Users Are Not Just Rich, White People

The 24-hour news cycle is

now our cultural expectation.

The use of

visuals to

convey both

text and data is

skyrocketing.

flickr.com/photos/carbonnyc/33413040

Let me outa here . . . It’s too much for us.

IT’S OK:

We are all

still learning

flickr.com/photos/telachhe/3342173731

Focus on

“Engagement”

flickr.com

s/anth

rovik/2

Well, it starts more like this.

You mix. You mingle. You’re social.

flickr.com

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ris/40

You want to be seen as a

member of a community

– as “one of us.”

flickr.com

engero

Not as the loud

drunk ones hustling

on the bar.

flickr.com

s/scrapsto

ture/2

But remember:

Community ≠ Fans

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red-sp

irit_/22

You build

community.

Community =

Chance to Build

Rapport

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inglers/3

Rapport with Fans =

Friendraising

and Fundraising

.flickr.com

“I've learned that

people will forget

what you said,

people will forget

what you did, but

people will never

forget how you

made them feel.”

~ Maya Angelou

Never discount rapport!

It’s essential for engagement.

Beginner Social Media Strategy The Do-Think-Feel Mix

SEEK a MIX

of RESULTS:

DO Something:

Calling to Action

THINK Something:

Sharing/Educating

FEEL Something:

Building Rapport

5 Minute Share Pair:

What percentage do you think

you are doing now of Do, Think,

How might you adjust it to create

more engagement?

Intermediate Social Media Strategy The Three Gs: Genuine, Generous, Grateful

1 Be Genuine.

2 Be Generous.

3 Be Grateful.

The Simple Path to Engagement

Be Genuine: Show us the

personal side of your work. 1

Darius Goes West

won two major

giving contests.

flickr.com/photos/30240240@N04/3201649084

“You have to stimulate

an emotional incentive

for people – so they feel

a sense of pride and joy

when they forward your

organization’s story to

their friends.”

Logan Smalley,

founder and co-president,

Darius Goes West Foundation

flickr.com/photos/whiteafrican/3251264618; AGC Conversational Case Studies by Beth Kanter & Allison Fine

Be Generous: Think of

communicating as gift giving. 2

Be a helpful human.

Listen to what your

supporters are saying –

and respond!

rittany G

5 Minute Share Pair:

How can you be a more

generous communicator?

A more helpful human to your

supporters?

More actively listen and

respond?

Be Grateful: Blow kisses to

your supporters all the time.

flickr.com

s/shaw

Epic Change uses Twitter to

build fundraisers around

public displays of gratitude.

Thanking Farmer’s Market

Zombie Walk Photos

Thanking Partners

6 Ways to Use Social Media in Fundraising

• 2 Where People Fundraise for You

• 2 Where You Add on Social Media

• 2 Where You Use It as a Individual

Fundraiser Rather Than the Org

Julie Meyer

Positive Wellness Alliance

Anyone else from a nonprofit that does medical case management?

Brenda Houser

Pastor’s Pantry

Anyone else from a food bank?

Project-Specific Short-Term Campaigns That Raise Money Now

Elements for Success: • Why / For What? • $$ Goal • Timeframe • Get Personal – Community,

Evangelists, Partners • Integrate with Email, Calls, Etc. • Tell the Story from Start to Finish

Raise $500 for Prevention

Workshop Materials

(Purple Cards)

Raise $10,000 for

New Truck to Deliver

Groceries (Green

Cards)

How Can We Tell the Story Over 4 Weeks?

Brainstorm Story Ideas on Cards, Then Put Them in Story Order

Encouraging Donations for Celebrations to Raise Money Throughout the Year

Celebrations That Can Work Well • Birthdays • Weddings • Holidays • Memorials

Let’s Say You Were Going to Recruit 10 People to Do

This . . . How Can You Treat These 10 People Like Major Donors with Some Extra Support?

Adding Social to Your In-Person Events

Tables with

Yellow

Cards!

Wines of the World

Build on These Event Elements: • Selling Only 100 Tickets • Silent Auction • Wine and Food Pairing from Five

Regions of the World

Tables with

Blue Cards!

Kentucky Derby Party

Build on These Event Elements: • Derby Party Hat Workshop • Run for the Rosé • Live Auction

Add Soft Ask to Direct Mail and/or Email Asks within an Integrated Campaign

Social Media Engagement Asks to Pair with $ Ask: • Take a pledge • Upload of photo • Share a note • What else?

Major Donor Engagement to Increase Donor Retention

Carolyn M. Appleton, CFRE

San Antonio, Texas

http://carolynmappletoninc.wordpress.com

“I allow my Facebook profile to be viewed by ‘friends of

friends’ so friends of my donors (family members who are

also on their family foundation board and other affluent

colleagues they know) can see my profile without having to

officially like the Page for security reasons … it is a strategy

for a major gift individual fundraiser, rather than a

business/organization-type Facebook page would be.”

Major Donor Acquisition – It’s All about Who Knows Whom!

Your Job

Take the

leap of faith.

flickr.com/photos/hunterwilliams/3333797271/

Here are your floaties. Put them on, and you’ll be just fine! (Promise!)

You need an

integrated mix

of online tools.

Need to Catch Up? Get My Checklists on Home Pages, Donate Pages, and Email Fundraising.

Kivilm.com/hello

You need

to be real

people

online.

flickr.com/photos/suzettesuzette/6211600207

You need more

little experiments.

Put this

on your

reading

Ready to Jump in?

More Info on Social Fundraising Tools

Causes.com, Razoo.com,

FirstGiving.com . . . Many others.

http://www.socialbrite.org/2011/09/13/s

ocial-fundraising-tools-our-top-5-picks/

http://mashable.com/2011/03/14/social-

good-fundraising-tools/

Kivi Leroux Miller @kivilm Facebook.com/ nonprofitmarketingguide kivi@ecoscribe.com

Social Media - Nonprofit Marketing Guide › docs › SocialMedia... · 2012-09-17 · Social...

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