Presented by

Dawn & Brian Crawford

Social Media & Communications Consultants

@SocMediaRckStr

Intersection of Social Media and Fundraising:

Green Edition

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• Raleigh-based full service agency that works exclusively with nonprofits

• Nearly 10 years of dedicated nonprofit experience paired with 7 years of corporate advertising experience

• Offer a full range of services – bring us your problem and we’ll solve it

Clients, Experience & Affiliations

2

Do NOT Be This Guy

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Social Media is a Conversation

Social Media is a

Relationship http://www.flickr.com/photos/eelssej_/394781835/sizes/z/in/photostream/

Creating Your Sustainable Plan

Make a Plan

Peer-to-Peer Fundraising

Master Tools

Pick-A-Platform

Get Some Ideas

Final Thoughts

pick a direction

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Prime the Pump

• Give value

• Be a person

• Identify champions

• Take it off social media

• Engage often

Create a Plan

• Time limited

• Clear call to action

• Creative themes work

• Update often

• Use multi-media

• Ideas!

• Beth Kanter Case Study Search http://www.bethkanter.org/category/case-studies/

Surround Sound Approach

• Mention on all your current communications – newsletters, website, etc.

• Engage bloggers to tell your story

• Leverage advocates to repost

• Reach out to the media

start a ripple

Peer-to-Peer Fundraising: How It Works

Give Donations

Create Fundraising Pages & Ask for

Donations

Starts an Online Campaign

Nonprofit

Supporters, Board, Staff

& Volunteers

Co-Workers Friends &

Family Network

Peer-To-Peer Fundraising

• 7.5% transaction fees are industry standard + monthly fees

• Make sure it’s completely social media optimized

• Start small and repeat

Mega Example – Charity: water

$3,000,000 as of late 2010

Green Examples

• “Win”

• Corporate Sponsor - Moosejaw

• Crowdrise - http://www.crowdrise.com/teamyellowdogwatersh/fundraiser/moosejaw

• Gift List

• Cute photo

• Razoo - http://www.razoo.com/story/Sustainable-Harvest-International-2

tools make us human

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Social Media Dashboard HootSuite – HootSuite.com

• Manage all your social media in one place

• Schedule updates

• Batch upload

• Analytics

Analytics for $5 a Month!

• Come HOME to Facebook - make your cause mesh with people's personal lives = family, friends and community

• Ask often

• Leverage celebrations with Causes • Backend through Network for Good

• Get on VIP's radar

• Ask for Retweets • Leverage advocates • Fundraise one tweet at a time

• Have a sponsor/partner match number of tweets $1 up to a total

• Video is the next social media revolution – be ready for it!

• Great article on video fundraising ideas: • Video Can Help Boost Donations in End-Of-The-Year

Fundraising - http://www.bethkanter.org/hoffman-vide/

• Tips for Shooting A Winning Video For Your Nonprofit - http://www.bethkanter.org/tips-video-shoot/

• Claim your page – you never know

• Do check-in fundraiser with a corporate sponsor

• Showcase what the fundraiser will fund – people, places and things

• Feature guest posts by bloggers about why they donate = your customers

ideas

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Project Overview Purpose:

• Year-end fundraising campaign for the Autism Science Foundation

• Get small/medium donors who have some autism familiarity to donate

Distribution: Social media, website and email

Timeline:

• Material development: November 12 – November 30

• Campaign: December 1 – December 31 http://www.socialnomics.net/2010/05/05/social-media-revolution-2-refresh/

Set Realistic Goals Contribute to achieving the ASF's year-end fundraising goal

Of $15,000

Contribute to an 15% increase in ASF's Twitter and Facebook followership for the month

Receive 2,000 views on the video

Place 5 posts on blogs

Place 1 media story

Campaign Elements Landscape Analysis

Campaign Logo Development

Video

Website/Blog

Email Flight

Social Media Engagement

Blogger Outreach

Media Outreach

Thank You Notes

Website – Recipe4Hope.org 1,016 visits (758 absolute unique

visits)

74.41% new visits

63 sources and mediums drove traffic to the site

Nearly 25% of all traffic came from Facebook - After that was Twitter (6%) and the Discover Magazine Blog Bad Astronomy (5%)

One of the best engagement tools of the campaign

Highlights included cookie photos and December 15 Status Update Contest

13% “Like” increase for the month

1,585% increase in Post Views in comparison to Nov 2010

16% increase in Post Feedback in comparison to Nov 2010

5% overall increase in Twitter followers

Frequency – 101 tweets

Reach – 4,540 followers

Impressions – 219,318 followers

175 clicks on links in tweets

Biggest lull around Christmas

Media & Bloggers 2 media stories including USA Today “How to make your impact

this holiday season”

15 Placed Blog Posts and got 2 “Ripples”

Call2Action Widget Donation widget that could be embedded in blogs or websites

• 32,593 Hits

• 15,756 Unique Views

Fundraising Stats

$10,954 raised online between 11/30 - 12/31

64 gifts overall

$171 average gift

Philanthroper.com – called the “Groupon” for nonprofits because it highlights one nonprofit a day to raise awareness and funds $1 at a time

$307 donations + some larger donations through ASF website

6 national blog posts

31 tweets with amazing reach

Facebook Asks

• Clear, achievable call to action

• Hootsuite can kill your feed visibility

• Different ways to give

• Tell them how

Facebook Asks

• Bury in a blog post

• Thank people

• Give a goal

• Needs urgency

Viral Facebook Photos

Photo Contests

• Raised over $253,000 in 2010 and $600,000 in 2009

• Entry $5, votes $1

• Read more: http://philanthropy.com/blogs/prospecting/top-dogs-raise-money-in-pet-photo-contest/19166

Gift Lists

• People are buying air

• Links to a e-commerce site

• Any conservation nonprofit could do this

Social Enterprise

Thanks to RE3.org for the tip

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Social Media is a Conversation

Explo

re

Nerd Out & Experiment

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Take It Off Line

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Say Bye-Bye

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Passion is Infectious

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Biz Card + Magic = Presentation + Reading List

Dawn & Brian Crawford

bcdcideas.com

dawnacrawford@gmail.com

720-231-1930

@SocMediaRckStr