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Social Network Fundraising: Facts, Myths, and Strategies that Work #12NTCSocialNet
Jon Biedermann
Social Network Fundraising:
Facts & Myths
The 8,000 lb. fundraising gorilla?
Slide 2 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Facts & Myths
5% • .003% • 6%*
*July 2011 NCDC Dimensions Article by Jon Biedermann, VP Fundraising Solutions, SofterWare, Inc.
Slide 3 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Facts & Myths
5%-7%* of total USA giving
in 2010 was online
*Various Sources
Other Sources
Online Giving
Slide 4 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Facts & Myths
Online giving growing
30% per year. Could reach
33% in 7 years Other Sources
Online Giving
Slide 5 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Facts & Myths
From 2007- June 2011,
over $35m* raised through
FaceBook Causes ($7.7m per yr. average)
*Causes Advertising
Slide 6 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Facts & Myths
From 2007- June 2011,
$1.2 trillion* total raised.
For every dollar raised on
FaceBook, $33,000 raised via
other means.
*2011 Giving USA Foundation Report
.003%
Slide 7 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Facts & Myths
2010: 35% raised less than
$1,000 on Facebook. Only
0.4% raised more than
$100,000.*
*2011 NTEN Nonprofit Social Network Benchmark Report
.003%
Slide 8 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Facts & Myths
Average size of FaceBook following of
0.4% raising more than $100,000: 99,911
30% of above dedicate 2 + staff to
managing their social networks
*2011 NTEN Nonprofit Social Network Benchmark Report
Slide 9 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Facts & Myths
Average age of typical donor around 60.
Direct mail - 68.*
*Chronicle of Philanthropy: philanthropy.com/article/Direct-Mail-Beats-Predictions/62859
Only 6%** of Americans 65 or older
use FaceBook or other social
network sites
**Pew Research, June 2011: http://bit.ly/maossa
Slide 10 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Facts & Myths
*2011 NTEN Nonprofit Social Network Benchmark Report
Nonprofit Goals for Social Networks: • 75% report goal is to “engage supporters”
• 73% report goal is to “grow membership”.
Fundraising is at 65%. Even fewer (56%) state
fundraising as a goal for the next year.
Slide 11 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Facts & Myths
*2011 NTEN Nonprofit Social Network Benchmark Report
Budget, Staffing and Resources 52% of nonprofits have no formal budget for social
networks; just 4% allocate more than $50,000 annually.
86% commit some staff time to social networks, with
the majority (61%) allocating a quarter of a full-time
employee equivalent (FTE).
Slide 12 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Facts & Myths
Why so little raised on FB?
1.Majority of donors not on FB*. For every 110
FaceBook “likes”, a nonprofit has 1,000 email
subscribers**
2.Donors don’t equate FB with fundraising*
3.Use FB to interact with younger folk (son,
grandkids, etc.)*
*2011 Giving USA Foundation Report
**2011 M+R and NTEN eNonprofit Benchmarks Study
Slide 13 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Facts & Myths
The 8 lb. fundraising monkey.
Slide 14 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Facts & Myths
While fundraising via online social networks is slowly growing,
not enough donors currently visit these sites.
Should nonprofits abandon these tools?
NO!
Slide 15 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
They are great tools to combine with website, email, direct mail, etc..
Today is Environmental
Awareness Day!
Slide 16 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
Staff resources may dictate a more focused strategy.
Today is Environmental
Awareness Day!
Slide 17 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
• Build close relationships with closed groups
• Great advocacy/awareness tools
• Low cost if focused on one or two outlets
Percent of Nonprofit with presence on:
89%* 57%* 30%*
*2011 NTEN Nonprofit Social Network Benchmark Report
47%*
Slide 18 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
Social Network member community growth – 2010-2011:
161%* 2%*
265%*
*2011 NTEN Nonprofit Social Network Benchmark Report
504%*
Slide 19 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
If the goal is to
increase fundraising results
and expand client reach and base,
tap into other people’s social networks!
Why people give: 50% say “A friend asked me.”
Slide 20 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
Peer-to-peer online fundraising, combined with
online social networks, is a potent fundraising combination.
(formerly Kintera)
Slide 21 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
Slide 22 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
Slide 23 Social Network Fundraising: Facts & Myths
“Our Walk-a-thon is coming up. Help us reach our goal?”
is the Message
The Mission
“Important legislation
Is being voted on.
Please contact your
representative.”
“Thank you for
your donation!”
“Meet our
Executive Director!”
“Did you know
driving a hybrid reduces
your carbon footprint
by 45%?” “Show the world you care
with our t-shirt!”
“Join us at the
Land Conservation Rally!”
Social Network Fundraising:
Strategies That Work
Slide 24 Social Network Fundraising: Facts & Myths
“Our Walk-a-thon is coming up. Help us reach our goal?”
is the Message
The Mission
Social Network Fundraising:
Strategies That Work
Slide 25 Social Network Fundraising: Facts & Myths
“I’m walking to protect the environment. Help me reach my goal!”
Your supporter
Social Network Fundraising:
Strategies That Work
Slide 26 Social Network Fundraising: Facts & Myths
Family, friends, colleagues respond due to
personal affinity for supporter.
Friend, Family,
Colleague
Your supporter
Your Nonprofit
“I care about this
important cause!” “I care about you
so I’ll help!”
Social Network Fundraising:
Strategies That Work
Slide 27 Social Network Fundraising: Facts & Myths
Without your supporter, donors don’t know you.
Friend, Family,
Colleague
Your Nonprofit ?
“Who are you?” “This is a very
important cause!”
Social Network Fundraising:
Strategies That Work
Slide 28 Social Network Fundraising: Facts & Myths
Supporter lends his/her “brand”.
Friend, Family,
Colleague
“You’re so great!
Here’s $100!” “I endorse this
important cause!”
Your supporter
Social Network Fundraising:
Strategies That Work
Slide 29 Social Network Fundraising: Facts & Myths
Supporter becomes the message. The “hero” of the landing page.
Social Network Fundraising:
Strategies That Work
Slide 30 Social Network Fundraising: Facts & Myths
They like and trust your supporter, which leads to donation.
Friend, Family,
Colleague
Social Network Fundraising:
Strategies That Work
Slide 31 Social Network Fundraising: Facts & Myths
bafound.donorpages.com/2011ARTERIALCHALLENGE
bafound.donorpages.com/TAYLORWALK
Social Network Fundraising:
Strategies That Work
Slide 32 Social Network Fundraising: Facts & Myths
bafound.donorpages.com/BRAINPOWER
Social Network Fundraising:
Strategies That Work
Slide 34 Social Network Fundraising: Facts & Myths
bafound.donorpages.com/teamcindy2011
Social Network Fundraising:
Strategies That Work
Slide 35 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
Slide 36 Social Network Fundraising: Facts & Myths
4 donors to 1 fundraiser ratio is considered OK. 7 to is considered good.
Ratios for DonorPages client events sites reach 12 or 14 to 1.
In Team Cindy’s case, 536 donors helping 18 fundraisers – thats nearly a 30 to 1 ratio!
That averages out to $88.00 per donation.
Social Network Fundraising:
Strategies That Work
Slide 37 Social Network Fundraising: Facts & Myths
This fundraiser’s page had a 53 to 1 donor/fundraiser ratio. Her page averaged $110 per donation.
Social Network Fundraising:
Strategies That Work
Slide 38 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
Slide 39 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
Slide 40 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
Slide 41 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
Slide 42 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
People using online tools raise 6x more then those who don’t. Twitter users raise 10x more then those not using Twitter.
But fewer then half of constituent fundraisers ask
their online social network when fundraising.
They use email or other means.
Slide 43 Social Network Fundraising: Facts & Myths
• Too busy – no time
• Anxiety about asking for money
• Too shy – not good with words
• Have to handle cash or checks
• Don’t have tools or know-how
• Many leisure distractions
• Other reasons?
Social Network Fundraising:
Strategies That Work
Slide 44 Social Network Fundraising: Facts & Myths
• Much less time
• No “face to face” ask
• Provide a message they
can personalize
• Easy posting to FaceBook
• Online Donations – no checks!
• Friendly Competition
& Recognition
Social Network Fundraising:
Strategies That Work
Slide 45 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
Slide 46 Social Network Fundraising: Facts & Myths
Reports on site usage and donations.
Social Network Fundraising:
Strategies That Work
Slide 47 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
Slide 48 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
By type of Organization*
*2010 DonorPages Reporting
Slide 49 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
Slide 50 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
Slide 51 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
Slide 52 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
Slide 53 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
Slide 54 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
Slide 55 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
Slide 56 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
Slide 57 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
Slide 58 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
Slide 59 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
Slide 60 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
Types of Peer-to-Peer Online Fundraising Sites
Nonprofit Managed NP purchases upfront • DonorPages • BlackBaud Sphere
(formally Kintera) • Convio
Primarily Supporter Chosen Supporters choose NP*
• FirstGiving
• Fundly
• CrowdRise
* Pay-as-you-fundraise. Can pay more to upgrade
Slide 61 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
Costs
• Convio $$$$$
• BlackBaud Sphere $$$$
• DonorDrive $$$
• Givezooks $$$
• Fundly $$$
• DonorPages (standard) $$$ • CrowdRise $$$
• BlackBaud ETapestry $$
• DonorPages (low upfront) $$ • DoJiggy $$
• FirstGiving $$
• Razoo $$
• Eventbrite $
Variable Factors: 1. Upfront costs (set-up) 2. Annual Fees 3. Merchant rates (CC/ACH) 4. Fixed per transaction costs
5. Additional surcharge rates
6. Level of fundraising/Number of Pages (fees may go up)
Slide 62 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work Costs – Weigh all Factors
Slide 63 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
Ease of Use/Feature Set
Feature Set • Convio
• BlackBaud Sphere
• Fundly
• DonorPages
• DonorDrive
• Givezooks
• CrowdRise
• BlackBaud ETapestry • FirstGiving
• Razoo
• DoJiggy
• Eventbrite • Active.com (Activegiving)
Ease-Of-Use • FirstGiving • Razoo
• Eventbrite
• Active.com (activegiving) • CrowdRise
• DonorPages • DonorDrive • BlackBaud ETapestry • Givezooks • Fundly
• BlackBaud Sphere • Convio
• DoJiggy
Slide 64 Social Network Fundraising: Facts & Myths
Integrated: DonorPages to DonorPerfect
Social Network Fundraising:
Strategies That Work
Ease of Use Key Item: Integrate with Database
Slide 65 Social Network Fundraising: Facts & Myths
Social Network Fundraising:
Strategies That Work
Slide 66 Social Network Fundraising: Facts & Myths
Fundraisers
Donors
Social Network Fundraising:
Strategies That Work
Slide 67 Social Network Fundraising: Facts & Myths
Fundraisers
Donors
Your supporter
Social Network Fundraising:
Strategies That Work
Friend, Family,
Colleague
Slide 68 Social Network Fundraising: Facts & Myths
Treat them differently than someone who sought you out.
Friend, Family,
Colleague
Your supporter
Your Nonprofit
Social Network Fundraising:
Strategies That Work
Slide 69 Social Network Fundraising: Facts & Myths
Tap into constituent social networks to fundraise
Empower constituents to be your fundraising army
Make it easier for constituents to promote your
message on popular social networks
Reduce new donor acquisition expenses
Save time by integrating with your database
Encourage exponential, viral growth of your
mission message & constituent community
Allows you to focus on donor stewardship while
supporters help grow your donor base
Social Network Fundraising:
Strategies That Work
Slide 70 Social Network Fundraising: Facts & Myths
Questions? About DonorPages:
www.donorperfect.com/donorpages
About DonorPerfect’s Consultant Program:
www.donorperfect.com/partners
Slide 71 Social Network Fundraising: Facts & Myths
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