Social Fundraising: the Rise of Digital Donors

Midwest Arts Conference 2011

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Agenda

IntroductionBest practices Platforms Measurement & Tools Challenges Q&A

Who am I?

social media platforms

Facebook

YouTube

Facebook

Twitter

Google+

Flickr

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who uses social media?

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96% of arts orgs use social networks

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Digital Donors

average gift size

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average gift size

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Strategy & Best Practices

1. Get followers/fans first

2. Set a realistic budget

3. Create content for launch, updates, & thank you

4. Know how you’re going to collect data

5. Integrate across channels (but don’t duplicate!)

Social Fundraising Platforms

“Leverage Facebook for Fundraising”6.7 million use Causes each month

$35 million raised in 4 yearsAve $1,300 per nonprofit

- 6.5% feeDownloadable .csv file of donor info

$0.80 per member$50k = 1.2 million membersfans don’t overlap w/ donors

case study

donation page

2 years old$2 million funded/week

2,500 active projects + 600,000 funders40% applications are rejected43% of projects are successful

$88 per donor$2,200 average project size

-8% feeall or nothing funding

1-60 day cycles

“Projects with a creative purpose & rewards for funders”

* alternative = indigogo

shorter film & music projects work best

case study

“Popularity Contest”Every month new grant cycle

$20 million awarded1.5 years old

$5k-$50k awardsArts & Culture or Education or Communities

Vote tampering

case study

“Event-based fundraising”2 years old

10 of 2,500 A&C projects raised > $5k50,000 average unique website visitors/month

-~5%No project updates.

More game mechanics for users

*alternative = Razoo or FirstGiving

case study

“Donate tweets/Facebook posts to a cause”30 days

$0.05-$1.50 per post$14,000 donated by 1,800 people

“Find & keep tabs on nonprofits”10k monthly visitors

1 year old12,000 followers of “performing arts issues”

case study

Mobile Giving

“Crowdsourced Petitions”4 years old

1 million active users

case study

measurement tools

Facebook Page Insights

Social Advertising

search term!

any public Facebook or Twitter account!

date range!

report type!

raw data! people! content!timing!

Suggestion: use Advanced Segments to combine sources, also consider looking at how the behavior of this traffic source differs from the average user!

schedule tweets!

assign staff members tasks!

add multiple accounts!

View multiple streams at once!

import reports!

Look for spikes!

Look for outliers!

Look for engagement!

Look for influencers!

5 challenges

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ROI

Customer 1 Customer 2Spends $200 per year Spends $100 per year

Acquisition cost: $50 Acquisition cost: $25

Maintenance costs: $15/yr Maintenance costs: $50/yr

Loyalty: 5 years Loyalty: 3 years

CLV: $890 CLV: $175

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Social Media Fan

Social Media has Increasing Returns to Scale

Print Digital Social

every stage of the conversion funnel matters

awareness

consideration

engagement

donation

promotion

repeat

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Q&A