How To Successfully Fundraise On Social

Mediapresented by…

Noah Barnett, CauseVox@noah_barnett

Julia Campbell, JC Social Marketing@juliacsocial

WEBINAR AGENDAHas Social Media Changed Fundraising?5 Steps To Fundraise Effectively On SocialHow Do You Measure ROI?Questions & AnswersLive product demo

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@causevox#nplearning

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How Has Social Media Changed Fundraising?

The world we live in has fundamentally changed.

How we communicate, buy, & share has moved online.

We live in a connected, always on world …

In the US,

73% of adults go online daily and 21% are online “almost constantly”

Source: Pew Internet

Today,

65% of online adults use social networking sites

Source: Pew Internet

2002 2004 2005 2006 2008 2010 2011 2014 2016

A lot has changed in 15 years

More than,

Halfof social media users discover social initiatives via social media platforms

Source: Survey Monkey

In a recent survey,

64%of social media users surveyed gave $100 or more to nonprofits in the last year

Source: givingtuesday.org

5 Steps To Effectively Fundraise On Social

Step 1: Determine Your Goals

SMART Goals:• SPECIFIC• MEASURABLE• ATTAINABLE• RELEVANT• TIME-BASED

“We want to increase the number of shares we get on Facebook posts to average > 3 by the end of the month.”

“We want to increase the reach of our posts by 30% by the end of the year.”

“We want to recruit 50 new donors through social media by the end of September 2016.”

“We want to raise $5,000 through our social media fundraising campaign by year-end.”

Step 2: Understand Your Ideal Supporter Personas

Supporter personas are fictional, generalized representations of your ideal donors/supporters/participants.

Source: HubSpot

QUESTIONS TO CONSIDER• What is their background? Demographics?• How do they prefer to be communicated with? Tone,

style, and voice preferred?• What are their goals? Main priorities?• What challenges do they have?• Why would they support your cause? Why may they

not support your cause?• How do we help them?• How should you describe your cause to them?

Step 3: Choose SocialChannels You’ll Focus On

Strategy & Purpose FIRST!

Tools & Channels LAST.

THREE QUESTIONS TO ASK1. Are your donors there?2. Can you do something different on

this channel? Can you add unique value?

3. Do you have the staff capacity to learn the language and etiquette of a new channel, to consistently create content, to respond and participate, and to measure and improve?

Step 4: Create Compelling & Appropriate Content

Wait … appropriate?

Each social channel has it’s own language, culture, & reason people use it.

THE BEST CONTENT IS:• Authentic• Emotional• Compelling• Interesting• Unique• Timely• Relevant

Of social media users who donate,

56%said that compelling storytelling is what motivated them to make a donation

Source: Nonprofit Tech For Good

Stories connect us.

10 TYPES OF SOCIAL POSTS FOR NONPROFITS

• Donation Appeals• Updates On Projects• Congratulations &

Thanks• Newsworthy Info• Live Videos

10 TYPES OF SOCIAL POSTS FOR NONPROFITS

• Statistics• Alternative asks (fundraise,

share)• Infographics• Information On Events• Ask Supporters To Volunteer

VISUALS &

GRAPHICS

GRAPHIC TOOLS

• Canva• PicMonkey• Picstitch• Over• WordSwag• Ripl• Boomerang

VIDEO & LIVE

Google found that

57%of people who watch a video made by a nonprofit then go on to make a donation

Source: Nonprofit Tech For Good

VIDEO TOOLS

• Animoto• Flipagram• Facebook Live• Periscope• Dubsmash• InShot• DotSub • Amara

Step 5: Turn Likes, Fans, & Followers Into Supporters

Get them passionately inspired or pissed off.

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SUMMARY Set SMART Goals Know Your Ideal Supporter Personas Determine Channels To Focus On Create Compelling & Appropriate

Content Turn Likes, Fans, & Followers Into

Supporters

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How To Measure Your Social Media Fundraising

6 SOCIAL MEDIA METRICS TO CONSIDER

• Number of fans and followers 

• Engagement  • Share counts• Sentiment • Attitude change• Interest in your website

SOCIAL MEDIA = DONATIONS?

• If 1,000 people visited your website this month, and only 4 made donations, how can that be improved?

• How many visits to the online donation page do you need to result in a donation?

SOCIAL MEDIA = DONATIONS?• What is a website visitor really

worth?

• Which outside sites drive the most referrals? (In other words, where is your website traffic really coming from?)

• Do the visitors from these channels tend to result in a donation?

Free Resources

Social Media FundraisingCampaign Guide

We will email you a copy of the fundraising guide along with the recording and slides of this presentation later this week.

GET YOUR COPY >>

Launch your fundraising campaign for freeCreate a campaign for your nonprofit or social good project using our simple, yet powerful fundraising platform.

Learn more and get started at causevox.com

Other Resources• https://www.causevox.com/blog/measure-social-media-fundraisi

ng-roi/

• http://www.causevox.com/social-media-influencers-online-fundraising/

• http://resources.causevox.com/ebook/video-storytelling