Date post: | 18-May-2015 |
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The Hype and Potential of Social Networks
“One Million
Dollars…”
Justin PerkinsDirector Nonprofit [email protected]: @elperko
Are you ready to reach 100,000 supporterstomorrow morning?
Three Principles of Online Fundraising
1. Be prepared to be lucky
2. Right tool for the right purpose
3. Meet the needs of your supporters
LUCK
“Luck happens when preparation meets opportunity.”
—Oprah Winfrey, most famous talk show hostess, ever
Here’s What DID NOT Happen:
Did not raise over $100,000 in a week online
Did not grow their email list by over 100,000
Did not prepare the organisation to make recurring annual revenue of $100k-$400k
US Nonprofit ~Email List Size
% of US Population
Oxfam US 500,000 0.2%
Greenpeace 1 Million + 0.4%
Humane Society
1 Million + 0.4%
WWF 1 Million + 0.4%
To Do: Get Ready to be Lucky
If an opportunity or crisis happened tomorrow, could you reach enough people to help?
frogloop.com/benchmarks
TOOLS
Median $ raised from Facebook Causes with > 20,000 Members Median $ raised Non-profit Email lists with < 10,000 Contacts
$47,000$47,000$570$570
OPPORTUNITY COST =
Better or more profitable opportunities you miss choosing to do something else with your time or money.
EMAIL$415,000 raised in 1 week
vs.
Facebook Causes$28,000 raised in 1 year
“If an investment does not have a positive Return On Investment, or if there are other opportunities with a higher ROI, then the investment should be not be undertaken.”
RETURN ON INVESTMENT (ROI)
=
(Gain from Investment – Cost of Investment)------------------------------
(Cost of Investment)
Hint: You can raise 50-200 times more money via email
than through an equivalent social network list.
Mobile phone list
Mobile phone list
Social media “friends”
Social media “friends”
Direct mail listDirect mail list
Email listEmail list Phone listPhone list
To Do: Choose the Right Tool
Make a list of your goals, first, and then choose the most proven tools to reach that goal.
Frogloop.com/benchmarks
Supporters
“Motivation is the art of getting people to do what you want them to do because they want to do it.”
– US President Dwight D. Eisenhower
Meet Three Human Needs:
1. Connect with a group
2. Have voice heard
2. Create and be creative
Tell stories
The Supporter is the Hero
Keep it Personal
Make global problem local
Fulfill the supporter’s needs
Make People Feel Good
To Do: Meet Supporters’ Needs
Did you meet your supporters’ need to be part of a group?
To be creative? To have one’s voice heard? Did you tell a story?
Three Principles of Online Fundraising
1. Be prepared to be lucky
2. Right tool for the right purpose
3. Meet the needs of your supporters
www.socialnetworkcalculator.comwww.socialnetworkroi.com
Resources
Contact
Justin PerkinsDirector Nonprofit Strategyjustin @ care2team.comtwitter: @elperkoskype: justinperkins