How Nonprofits Drum Up Giving Through Social MediaRaymund Flandez, Staff WriterThe Chronicle of Philanthropy@raymundf23
What I Plan to Talk About
● 9 Case Studies● Successes● Challenges● Next Steps
What I Don’t Plan to Talk About
● Why Your Nonprofit Should Use Social Networks to Raise Money
● Define the Various Social Networks
● Charity: Water
1. Create a mini-campaign on Twitter
Grist● Power Hour campaign‘A mystery donor will give us $1K if 20 ppl donate in 1hr. Any amount!’● Microfundraising trend● Using powerbrokers● Need for huge base
2. Share the love
Minnesota Public Radio● Mobile-friendly donation
page● Ask why they support MPR● Share responses on
Twitter, Facebook● Testimonials get RT’ed,
used in ads
3. Find where your supporters are
NAACP● Going mobile● Sharing viral images● Tailoring messages
through microsites: thisismyvote.org and NAACPconnect.org
4. Target for planned giving
The San Antonio Area Foundation
Richmond Jewish Foundation
● Twitter: free will-preparation workshop
● Twitter: learn re: DAFs
5. Build on your awareness efforts
Human Rights Campaign
● Spur advocacy among charity supporters
● Updating profile photos on Facebook
● Those advocates are better donors since they’ll likely to give again
6. Crank up your base support
Academic Success● Columbia University● Indiana University Alumni
Association● University of
Massachusetts● Skidmore College● Georgetown University
7. Put a human face to your cause
Compassion International
● What impact will my contribution have?
● Used Twitter to tell story of a young boy from Burkina Faso
● Raised $23,000 to fly the boy to India for heart surgery
8. Use short videos effectively
Broadway Cares/Equity Fights Aids
● Used Instagram video in year-end fundraising appeal
● Enlisted Broadway actors to help spread word among fans
9. Be creative with what you’ve got
Urban Ministries of Durham
● History of interactive: PlaySpent.org; NamesforChange.org
● Worked with pro-bono agency
● $30 teddy bear; $1,750 walk-in freezer
Successes● Those orgs that use social
networks to connect with supporters regularly: up 40%
● Engage supporters on social media with 50% that’s not your content
● Discover more about your donors, esp. major ones
Challenges
● Predicting where your supporters are heading next
● Budgeting for resources
● Tracking your fundraising results
Next steps
● Keep an eye on Facebook’s Donate button
● Don’t underestimate power of nostalgia to connect with donors
● Use Instagram to promote your campaign
Thank YouContact info: [email protected] @raymundf23
