Claire Kerr - Oops! You Raised Awareness Without Raising Money (Whatcha gonna do about it?)
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Transcript of Claire Kerr - Oops! You Raised Awareness Without Raising Money (Whatcha gonna do about it?)
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“Oops, you raised awareness, but...”
My Charity Connects: June 6, 2011
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Mobilization
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Inspire Action
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VolunteerStewardship
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Awareness
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This is a discussion …
… all about cash.
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Social Media & Fundraising Myths ...
Hang on…
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Social Media & Fundraising Reality ...
70% of charities raising over $100k have budgets of $5 million or more.
Only 0.4% of organizations raised over $100k through Facebook.
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Does this feel accurate?The majority of nonprofits are raising $0 - $1000 on Facebook.
80% raised $0 from YouTube, LinkedIn, Flickr.
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Putting It In Perspective ….
0
50
100
All FundraisingOnline
7-10%
Yikes!
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If there was a silver bullet ...
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If there was a silver bullet ...
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Growing potential in this space…
72% of Canadian donors
(63% of Americans)
…. made a donation online in 2010
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Industry is getting there …
The majority have
alreadyaccomplished a major
goal using social media.
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Supporter behaviouras a result of social media
39%
• Took an action
15%
• Made a donation
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Sending out some positive vibes ...
Online activists are seven times more likely to donate, compared with supporters who did not previously take an online action for a cause.
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“Can I replicate it?”
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Understanding Two Types of Projects
External Internal
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External: Third Party Fundraisers
Groups Individuals
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Third Party Fundraisers
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External: Corporate Sponsors & Influencers
Corporations Celebrities
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Celebrity Influence
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Corporate Sponsor Challenges
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Corporate Sponsor Challenges
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“Five Facebook Giving Campaign Success Stories”
Four of the five success stories were corporate sponsored!
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Internal: Offline Fundraising Events
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Participants using social media in fundraising events raise more money on
average than participants that do not.
40% more
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Internal: Multi-Channel Campaigns
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Your Multi-Channel Campaigns
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Internal: Your Day To Day Marketing
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Your Day To Day Marketing
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Your Day To Day Marketing
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Different ways to bring cash in
Individual donations directly through your web site Lump sum at intervals through a 3rd party web site
Gifts through 3rd party application (mobio/twitpay) SMS text-to-give (cell carriers) deposit
Group/event fundraiser proceeds Corporate sponsor gift match donation
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Ranked in order of digital happiness…
Individual donations directly through your web site. Deposits from third-party sites. Corporate sponsor gift matches . Third party proceeds.
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Your Best Practices ForSocial Media Fundraising
Thumbs upto raising
cash!
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Strategy First, Tools Second
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Drive to your web properties
All your action items live here.
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Always think “conversion”
Conversion Rate54 converted
60%
30%
3%
Your visitors10,000
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Little changes, big wins
65%
35%
5%
Your visitors10,000
Conversion Rate114 converted
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Why is this important?
Donation patternsyear over year
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Assessment : Your Benchmarks
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Who the heck is in charge?
Any mention of fundraisingas a mandate?
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Raising money is difficult when …
You don’t ask for it.
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Raising money is difficult when …
You don’t ask for it.
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Silo-ed?
Do you know how to evaluate your “communications coordinator”?
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Your Staff Members
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Knowing your top 5 competitors
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Especially UK organizations(organisations!)
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“Every donation made online saves The
Terry Fox Foundation 80 cents in administrative costs – helping to keep 87
cents of every dollar raised going to cancer research.”
“Please use this pledge sheet to complement your online efforts.”
Talking to donors.
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Your Editorial Calendar
Sticking with it…
Over time,Over events,
Over campaigns.
Campaign vs. Organization …
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You can avoidhalf finished
projects
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You can avoid shiny
distractions
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What can you do with aneditorial dashboard?
• Collect quantitative informationMentions, Views, “likes”
• Create a lead generation funnel
• Segment & target your audience
Stealprinciples
from our palsin direct
marketing
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Project-Based Blogging
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Your SEO & Ad Spend
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Where are the trends going?
11% of all North American
online advertising is through
… of 2011’s total ad spend will focus on
social networking sites!10.8%
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Your realistic assessment again
Thoughtful Keywords
Which actions happen from traffic referred by
social advertising?
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Leverage Your Supporters
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Leverage Your Supporters
+
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Experts networking for you
80 / 20 rule of fundraising
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Create digital toolkits
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What are you telling them?
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Give supporters tools to raise money.
Not everything has to be about spreading your message.
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Canadians are special…
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Online video in your YouTube channel beyond your 30 & 60 spots
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Your toolkit beyond events
You can be nimble, even if you aren’t an international NGO.
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Are you ready to move on every opportunity?
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Social media publishing
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Social media publishing
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Digital Means You Can Punch Above Your Weight
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Leverage your sponsors
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Leverage partnerships
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Your Data Integration
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You’re thinking about the future
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Integrated social media tools
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Integrated social media tools
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Your Mobile Awareness
Smartphones sales now surpass computer sales globally.
HUGE!
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Are you ready?
0%
1%
2%
3%
4%
48 hrs
After 72hrs
Percentage of Donations After Japan Earthquake Made By Mobile Web (Donors on mobile devices)
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The hidden mobile channel?
Your supporters are reading your appeals on
their mobile devices.
They’ve been doing itfor a while now…
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Your points of contact…
250 million users access Facebook through a
mobile device
Mobile users of Facebookare 2x more active
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We’re all testing.
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The Power of Email
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Email > Social Media
Where are your email addresses?
How many do you have?
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You might mess up
But we all mess up
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Feel like you’re playing catch-up?
www.osocio.org www.sofii.org www.nten.org
www.socialbrite.org www.care2.com
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Download & Share
Grab this presentation!www.slideshare.net/clairekerr