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Afp sm fundraising 01-2013
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Social Media: What it is and why you should know about it Presented By: Heather Corey, CFRE and Georgette Dumont, MPA, Ph.D.
description
Social Media & Fundraising. AFP First Coast January 2013 meeting.
Transcript of Afp sm fundraising 01-2013
Social Media:What it is and why you should know
about itPresented By:
Heather Corey, CFREand
Georgette Dumont, MPA, Ph.D.
Agenda
Social Media… What is it good for?
Social Media… What the data show
Demographics
Usage
Social Media Best Practices
Questions
#AFPJAX
Social Media Online giving has increased 13% from 2010
to 2011 (75% since 2009)
Mobil site and apps growing in importance
70% of Millennials make their donations online (future large donors)
However, average gift size had decreased by 2%
Online fundraising by source: 35% via email 65% via other online source
Online Giving by NP Size
Size YOY
Small (< $1 M) 12.8%
Medium ($1M - $10 M)
13.1%
Large (> $10 M) 8.6%
Total 13.1%
Total Online Fundraising by Size
Size YOY
Small (< $1 M) 15.3%
Medium ($1M - $10 M)
40.2%
Large (> $10 M) 44.5%
Total 100%
% of Total Fundraising from Online Giving
Size YOY
Small (< $1 M) 8.7%
Medium ($1M - $10 M)
6.0%
Large (> $10 M) 6.1%
Total 6.3%
Distribution of Online Gifts $1,000 +
Range Percentage $1,000 46%
$1,000 - $4,999 43%
$5,000 6%
$5,001 - $9,999 2%
$10,000 + 3%
So What is Social Media
SOCIAL!
Friendraising more than fundraising
Relationship building… not the medium for the ask
Social Media Steps
Strategy
Know your demographics
Message Formulation
Picking the right tools
Engaging
Before You Start
Been to your Website lately?(5) most requested areas per DONORS:- Mission- History- Giving Guide- Explain how their gift makes difference- Resources
Content is King!
Show Me the $$$
Where is my $$ going?
Remember… Remember… YOUR website is a fundraising arm of your development efforts.
Test your online giving.
Strategy
Align with nonprofit’s mission
Decide how to use social media to help achieve goalsKAY SPRINKLE GRACE,
helped coin the term “Citizen Philanthropist.”
“People have two investment portfolios: financial and social. They take from one to enrich the other. They are looking for return
and a relationship. They are not offering a handout.”
Strategy
Where do you start?
Connect the dots: online presence… social media… messaging… donor relations… ethics… your board… timing… programs… direct mail… events… communications… imagery… story telling… SROI….
Before you even start… PLAN IT OUT!Before you even start… PLAN IT OUT!
Strategy Before you can walk the walk…
GET ALIGNED! Do your HOMEWORK!
Decide how to use social media to help achieve goals and document it.
REMEMBER: REMEMBER: It’s still about It’s still about people. people.
Demographics
KEY FACTORS: - Trust is vital.
- Deeply rooted in values.
CITIZEN PHILANTHROPY: - Repeat donors, to same organizations. - On average to 3 orgs. - PLU’s are okay!
Demographics
More female than male than population as whole
Social Media users Age 12-24: 32%
Age 25-34: 20%
Age 25-44: 17%
Age 45-54: 16%
Age 55+: 15%
What about them Millennials?
How do you prefer to learn about nonprofits? 55% SOCIAL MEDIA!
47% E-Newsletter
65% WEBSITE!
18% Print
17% Face-to-Face
5% None
3% Other
Donor Motivation Repayer (former recipient or loved one)
Casual (brand name org est. giver)
High Impact (Org makes most difference)
Faith Based
See the Difference (local orgs)
Personal Ties (Friends)
Donors Want
Know what your organization does
How well it does it
What their donation will do (specifics)
Information on IMPACT
Message Formulation
Stories persuade
Tell your data differently. Be honest but be creative.
Tell them the why? Why always wins over what! Why leads to loyalty, passion and involvement.
Don’t tell people just what you do.
Message Formulation
BEFORE YOU START, you will need your 5 W’s:
- When will you use this message?- Why is it important? - Where will it work?- Who is our target audience?- What makes it memorable?
….. TRY IT IN 8-12 WORDS.
* Don’t forget to include a CALL TO ACTION!
Message Formulation
TIDBIT: How do you make it interesting?
- People remember things in 3’s (or just 1).
- Create visual image: sensory impressions (see, hear, touch, feel, smell).
- Active vs. Passive Voice. / Being vs. Doing.- http://www.cvisual.com/film-techniques/writer-action-verb-list.asp
Picking the Right Tools
Be Strategic! Create your plan! Get started!
Social Media Audiences
Facebook Almost everyone; a must
Twitter People looking for quick, personal interactions
Pintrest Mainly women sharing what they love
LinkedIn Professionals looking to share skills
Instagram Mobile users sharing and viewing pics
Best Practices Best messages are short, friendly, and
conversational
Use analytics and insights to know your fans and followers, and plan accordingly
Engage, engage, engage
Social media are tools to compliment traditional mediums, not replace them
Imagery is Queen! Imagery is important. People give to people.
You have on average 5 seconds to make an impression… you want them to read on.
DOES IT PASS THE EDNA TEST?
VIDEOS: When using pictures in videos, less is more.
DATA SHOWS: When you have 2 people, donations went down 15%. When you have 8 people, donations went down 50%.
Using #SM for Donor Relations
Using Video to say thank you… with low budget.
Using #SM for Donor Relations
Using Video to say thank you… with a BIG budget
Never Replaces F2F!
FUNDRAISING ACTIVITY $ RAISED FOR EVERY $1 SPENTSpecial Events $3.20Web and Email $7.00Direct Mail $10.00Phone $11.90Foundation Proposals $20.00Government Proposals $27.50Federated Campaigns $28.00Capital and Planned Gifts $20.00Major Gifts $24.00
Very Important Snippets
Remember your AFP Code of Ethics / HIPPA Laws
SM Policy and plan now.
Are you in the right account?
Go beyond Santa: check it three times!
Remember: State of Florida Charitable solicitation permits applies to online too.
Social Media Trends
Networked giving
Social Media use increasing… become increasingly mobile
Social Media can Build Nonprofit Advocates!
Sources
Achieve and Johnson Grossnickle, and Assoc. (2012) The Millennial Impact Report
Edison Research and Arbitron (2012) The Social Habit
M+R and NTEN (2012) 2012 eNonprofit Benchmark Study
Q & A ~ Thank you!
Georgette Dumont, MPA, PhD.University of North FloridaTwtter: @[email protected] [email protected] Website: www.getteinjax.com
Heather R. Corey, CFREJewish Family & Community ServicesTwitter: @JaxPHILville @[email protected] [email protected]: www.JaxPHILville.com
