our aims and values
To help nonprofits significantly increase their fundraising capabilities
and impact they have in their communities and society, through
proven contemporary curriculum presented by world-class nonprofit
leaders, best in class faculty and renowned philanthropists.
mis·sion state·ment
© 2017 Sanford Institute of Philanthropy | 3
• AZ / Maricopa Community College District• CA / National University System
(Founding SIP)
• CA / National University Costa Mesa• CA / National University Ontario• CA / National University San Bernardino
• CA / John F. Kennedy University• FL / National Leadership Institute• LA / Xavier University of Louisiana
• NE / Bellevue University• NY / Long Island University• SD / Augustana University
• WA / City University of Seattle
Affiliate Partners
© 2017 Sanford Institute of Philanthropy | 4
sanfordinstituteofphilanthropy.org
#SIPwebinar
© 2017 Sanford Institute of Philanthropy | 5
Our classes have already empowered nearly
27,000 nonprofit leaders
Buzz from the Classroom…
Dana VargaMarketing Account Director
Sanford Institute of [email protected]
Cary ConradySocial Media Marketing Manager
National University
Where are you joining us from?
What are you hoping to learn today?
Submit via chat
© 2017 Sanford Institute of Philanthropy | 8
2017What’s Trending
Mobile payments
Peer to peer (P2P)
Influencer campaigns
Return to humanity
http://www.nptechforgood.com/2016/11/22/5-nonprofit-technology-trends-to-watch-in-2017/http://themodernnonprofit.com/whats-trending-nonprofits-2017/https://nonprofits.fb.com/topic/fundraising-tools/
© 2017 Sanford Institute of Philanthropy | 9
Trending: Mobile Payments
• Mobile payments• ApplePay, Samsung Pay,
Android Pay
• On social media • Facebook donate
• $Snapcash
Pro TipMake sure that the
Facebook Page category is 'Nonprofit Organization’ or
'Charity Organization'
http://www.nptechforgood.com/2016/11/22/5-nonprofit-technology-trends-to-watch-in-2017/http://themodernnonprofit.com/whats-trending-nonprofits-2017/
https://nonprofits.fb.com/topic/fundraising-tools/
© 2017 Sanford Institute of Philanthropy | 10https://donations.fb.com/
Trending: Facebook Donate
• Donate website link• Ads
• Page header
• Donate button• Page posts, page header
and live video
• Donors can contribute in a few taps
© 2017 Sanford Institute of Philanthropy | 11https://donations.fb.com/
Trending: Peer to Peer (P2P) Donate
• Inspire others
• Reach friends who care
• Easily collect donations
• Find new supporters
• Live video
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Me too
http://abcnews.go.com/Entertainment/wireStory/alyssa-milano-elevates-harvey-weinstein-conversation-50525732
Trending: P2P
© 2017 Sanford Institute of Philanthropy | 13
Birthdays
Trending: P2P
© 2017 Sanford Institute of Philanthropy | 14
ALS Ice Bucket
Challenge
https://www.nbcnews.com/storyline/2014-year-in-review/splash-bucks-ice-bucket-challenge-still-streaming-funds-als-n274111
Trending: P2P
© 2017 Sanford Institute of Philanthropy | 15https://www.classy.org/blog/infographic-the-value-of-peer-to-peer-fundraising/
Trending: P2P
© 2017 Sanford Institute of Philanthropy | 16
• Mega-Influencer• Celebrities & social media stars
• Macro-Influencer• Journalists, & bloggers
• Micro-influencers• Existing users
Trending: Influencer Campaigns
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Social Media Strategy
Choose message
Gather content
Plan
Set goals
Agree on metrics
Determine target persona
Research
Launch and adjust
Lessons learned
Promotion
Target audience: age,
income, geolocation
Target
Choose platform
Channel
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0%
10%
20%
30%
40%
50%
60%
70%
FACEBOOK PINTEREST INSTAGRAM LINKEDIN TWITTER
68%
26%28%
25%
21%
Channel: % of U.S. adults who use ...
http://www.pewinternet.org/fact-sheet/social-media/
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Channel
• Female
• Gen X
• Popular
http://www.socialmediatoday.com/social-networks/top-social-network-demographics-2017-infographic
© 2017 Sanford Institute of Philanthropy | 20
Channel
• Male
• Engagement
http://www.socialmediatoday.com/social-networks/top-social-network-demographics-2017-infographic
© 2017 Sanford Institute of Philanthropy | 21
Channel
• Female
• Young
• Growing
http://www.socialmediatoday.com/social-networks/top-social-network-demographics-2017-infographic
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Channel
• Male
• Young
• Oversaturated
http://www.socialmediatoday.com/social-networks/top-social-network-demographics-2017-infographic
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Target
• Demographics• Age, income, education, etc.
• Psychographics• Needs, interested, attitudes
• Sociographics • Personal needs
• Personal profile
• Personal attitudes
• Social graphs
• Personal passions
https://www.flickr.com/photos/stefanomaggi/3822006059
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Plan: Value Proposition
• Appeal – why support (donate, volunteer, sign)
• Differentiate
• Credible
• Clear
• Appeal – why support (donate, volunteer, sign)• Common purpose
• Spirituality
• Help others
• Recognition
• Impulse
• Tax benefit
• Promote generosity
http://www.techsoupcanada.ca/en/support/how-it-works?gclid=Cj0KCQjw1JbPBRCrARIsAOKj2Pmuc-d0gfz6iash5iNaZzLYYCwC7TS280Sob4ZxQtGGOiR0dyiTu7MaAhsMEALw_wcB
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Poll: Why do people support your organization?
Use chat to respond
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Plan: Content
Aggregate
Curate
Create
https://www.socialmediaexaminer.com/discover-great-content/
© 2017 Sanford Institute of Philanthropy | 27
Plan: Content
• Powerful. Visuals 17% more persuasive
• Attractive. 8 seconds
• Shareable. 80% clicks, share 3x more
• Memorable. 10% heard 65% seen
https://easel.ly/blog/social-media-infographics-to-spread-your-nonprofits-message/
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Research: Why Social Media
• Two way conversation• Leverage existing network
• Grow your network
• Enlist key influencers
• Be genuine
https://doi.org/10.1016/j.pubrev.2010.12.006
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Research: Goal Setting
• Goals• Promote an event
• Advocacy
• Get people to sign a petition
• Fundraising
• Volunteers
• Build community
• Share information
• Get feedback
https://nonprofitquarterly.org/2016/04/25/social-media-effectiveness-for-public-engagement-an-example-of-small-nonprofits/
© 2017 Sanford Institute of Philanthropy | 30
Poll: What are your goals?Use chat to respond
© 2017 Sanford Institute of Philanthropy | 31
Launch
• Follow and like similar organizations
• Create editorial calendar – www.Hootsuite.com = free tool!
• Measure. Evaluate. Replicate.
https://www.slideshare.net/juliagulia77/say-media-presentation-nonprofits-and-social-media-julia-Campbell
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Facebook - Data
https://placester.com/2011/03/your-companys-biggest-social-media-mistake-and-how-to-fix-it/
© 2017 Sanford Institute of Philanthropy | 33
Facebook - Data
© 2017 Sanford Institute of Philanthropy | 34
Facebook - Data
© 2017 Sanford Institute of Philanthropy | 35
[WEBINAR] Perfecting the PitchWed, Nov 15, 11AM PST (2PM EST)Register at: NU.edu/Sanford
© 2017 Sanford Institute of Philanthropy | 36
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