Social Media and Fundraising

Dave Tinker, CFRE@davethecfre

October 23, 2013Carnegie Library of Pittsburgh - Foundation

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What We’ll Go Over

What is social media? Social media statistics and benefits Focus on Facebook, Twitter, YouTube

and Pinterest How others use it to raise funds and

communicate with their constituencies Social media policies Online resources

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Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.

Source - Wikipedia 3

It Includes…

Social media can include: Email, blogs, videos, IM, wikis,

bookmarks, books, pictures, games, travel, music and presentations

What is Social Networking? Placing individuals into specific

groups connected by a common interest4

Benefits to your Organization

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Public Relations Customer Services Loyalty Building Collaboration Networking Search Engine Optimization Enhance your Fundraising

Statistics and Facts People Use Social Media More than

Anything Else on Internet 75% of Americans use social media 33% of adults online post to social

media sites at least once a week

Sources Forrester, Nielsen, TechCrunch, Wecando.biz

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Statistics and Facts

66% of all internet users in the world visit social networks

Using social media is done more often than reading email

It is growing faster than 3x the internet 93% of social media users believe an

organization should have a presence in social media

Sources Forrester, Nielsen, TechCrunch, Wecando.biz 7

Easy Access to Social Media

You can access social media PCs Tablets, Kindles, Nooks Phone TV and TV games

Social Media is more interconnected8

The Price Is Right!

• Guess the correct social media statistic

• The contestant who is the closest without going over wins!

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• 22%

• 650 million people connect via mobile device

• Social networking sites reach 1.2 billion people = 82% of people online

Sources: comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street Journal

• What percent of all time spent online is spent on social media sites?

The Price Is Right!

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• 1,200

• 1 in 7 minutes of all time spent online is on Facebook

• Average user connected to 80 groups, events and community pages

• 350 million photos uploaded daily Sources: Zdnet.com, comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall

Street Journal

• Facebook has how many million active users?

The Price Is Right!

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• 500+

• Twitter has 500 million users worldwide; • 200 million active

• 500+ million Tweets = 26+ million pages of text

Sources: Zdnet.com, comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street Journal

• How many million Tweets are sent per day?

The Price Is Right!

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Ory Okollon, founder of Ushahidi (nonprofit providing software for information collection)

“It (Ushahidi) is only 10% of the solution.

The other 90% is up to the people and organisations using the platform.”

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• Listen to the social media impact statistic

• Guess whether the correct answer is more or less!

More or Less

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• MORE: 175 countries or more than 82%

Sources: Wikipedia, Internet World Stats

• Of 213 countries surveyed, 150 reported Facebook as being used by at least half of the population who use the internet

More or Less

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• LESS: Asia has the most with 245 million.• Europe has 241 million, followed by North

America with 235 million

Source: Social Breakers

• With 250 million users, Europe has the most Facebook users

More or Less

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Impact

13% of all giving done online Online giving up 10.6% in 2012

7% of all giving Incorporating social media into giving

Avg. gift online 10x Avg. for all giving 5x

People repost your requests; spread your brand

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Sources: Philanthropy & Social Media (Institute of Philanthropy), Network for Good Giving Index, Blackbaud 2012 Online Giving Report, Nonprofit Quarterly

Facebook

More than 1.2 billion users worldwide 50% of users login on any given day 23 Billion = number of minutes spent on

Facebook each day Currently most popular social media in US Prospect Research and Fundraising Largest repository of photos on line in the

world 2nd Largest repository of videos online 20

Source: StatisticBrain

Fundraising With Facebook

Get volunteers to share peer-to-peer Give tips on what to post

Text Photos/Logos

Carleton College did this to enhance year end annual fund appeal Story shared 600 times; got gifts from

lapsed donors and from ‘lost’ 1950’s and 60’s alumni

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Facebook Breakdown

50,000,000 Facebook Pages Ads Apps Places (geotagging) Events Groups Nonprofit Resources by Facebook

http://is.gd/BweWdm22

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Instagram

Launched in October 2010 Bought by Facebook 18 months later 150 million monthly active users Video capability launched last June –

15 sec Calgary Zoo published 2012 Annual

Report only on Instagram.

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Twitter

500 million users as of June 2013 140 Million in US

50 million people visit Twitter each day More than 50% of posts are done using an

application and not via the Twitter website Created real-time search Watch trends as they happen

Source: Semiocast

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Anatomy of a Tweet

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@, #, URL Shorteners

Name @ Hashtags # URL Shorteners . or “ before a Tweet

.@davethecfre

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Twitter Fundraising Samples

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Pittsburgh Gives One Day Only Have Your Gift to ACHIEVA Matched –

http://is.gd/1234 #pghgives (78 characters) The Pittsburgh Foundation will match your gift to

ACHIEVA 50 cents for every dollar up to $2,500 Oct 28 at 10am http://is.gd/ZiQtDk PLS RT(140 characters)

Join and Donate @aplusk, @drew

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Twitter Exercise

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Make a request in 140 Characters or less!

Can be event, general request or pushing information

State mission in 140 characters or less!

Vine

Vine is Twitter’s Video App Launched in Jan 2013 Point and Click Video 6 seconds = really 6.6 seconds 40 million users

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“We’re still in the process of picking ourselves up off the

floor after witnessing firsthand the fact that a 16-year-old

YouTuber can deliver us three times the traffic in a couple of days that some excellent traditional media coverage

has over 5 months.”

Michael J. Fox

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YouTube

1 billion unique users per month 100 hours of video are uploaded to

YouTube every minute 6 billion videos viewed each month Now close captions videos Nonprofit Channels allow premium

branding capabilities Embeddable on Websites Donate button Call to action 38

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Guidestar influences social media fundraising

Guidestar has listings for all 501(c)(3)s Network for Good uses Guidestar’s

database Network for Good has partnered with

Give a Tweet http://www.giveatweet.com Change.org http://www.change.org Razoo http://www.razoo.com Facebook Causes, etc. http://www.facebook.com/causes

Your information on Guidestar means you have profiles on those services above 40

Pinterest

Launched in 2010 70 million users 500,000 Business Accounts

83% of users are women 5 million average daily pins Post Videos Thank Sponsors

Source: Pew Internet and American Life Project, Alexa. Venturebeat

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Just Pin It!

How to use it Ronald McDonald House of Southern

Alberta http://pinterest.com/rmhsouthernab/rhymes-

with-purple/

Pay per re-pin donations Pin It to Give It – Looking Good Feel

Better Foundation http://pinterest.com/elizabetharden/pinittogi

veit/42

Is Social Media Right for You? Who is your audience? Which social media tools will allow

you to reach your desired audience? How will you reach and engage? Do you have a need for a Social

Media policy for your organization? How will you measure success?

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Track Information About Anyone, Any Topic

Social Media Tracking Free Online Tools

Facebook Search – must be logged in Twitter Search http://twitter.com/search Google Alerts http://www.google.com/alerts Dashboards

Hootsuite http://www.hootsuite.com TweetDeck http://www.tweetdeck.com/

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Work Smarter – Use Tools You can update multiple accounts at the same time

Buffer http://bufferapp.com adapts these so they meet character limits

You can create a free e-newspaper from your feeds Paper.li – http://www.paper.li

Want outside help? Use a company like GiveZooks.com, Shortstack.com PR firms Use interns with caution…

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Did a board member suggest using a college intern?

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Social Media Policy

“Twitter is a great place to tell the world what you are thinking before you have had a chance to think about it” – Chris Pirillo, blogger

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Why You Need A Social Media Policy

Use by employees, volunteers, consultants, and people you serve

Impact on marketing and branding, fundraising, and awareness

NPOs of all sizes need a policy

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What is a Social Media Policy? What it is:

It sets expectations and boundaries Operational guidelines for people who

use social media in their job

What it is not: Static

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Components of Social Media Policy Define social media Identify that you have concerns and

interests Tell people what to avoid Remind people to protect privacy State how it’s related to other agency

policies Logos, photos, videos ‘Friending’ clients, co-workers How to engage others50

Don’t Have One?

Can lead to Leaks Badmouthing Someone else speaking on your

behalf It’s Not Too Late

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Let’s Create One Right Now

Online Policy Tool http://socialmedia.policytool.net

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Is Anyone Helping Nonprofits? In 2010 AFP International convened a

group of npo tech professionals crafted guidelines for members of AFP ASAE NTEN and The DMA, Nonprofit Federation

Results were released in late 2010 http://is.gd/yGv43r

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What’s Next In Social Media? “Facebook Alternatives”

Google+ http://plus.google.com Diaspora https://joindiaspora.com Ning http://www.ning.com

Private “Twitter Alternatives”/Enterprise Social Media Yammer http://www.yammer.com Mango http://www.mangospring.com 54

What’s New Now In Social Media?

Pictures/Videos and News Storify – http://www.storify.com Tumblr – http://www.tumblr.com

Location Foursquare http://www.foursquare.com

Q&A Knowledge Quora http://www.quora.com

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Remember To…

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Listen & Engage It’s a dialogue, not a monologue 85% of social media users believe that an

organization should also interact with its customers

Be Active Update your information regularly

Measure Audience How does it fit into your offline goals?

Conclusion…What We’ve Learned Definitions Social media isn’t a fad

Billions of users across the globe There are many, many tools

No one tool is right for everyone Enhances your fundraising and

communications Put a policy in place! It’s a marathon not a sprint

…Be Strategic 57

Questions?

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Contact

Dave Tinker, CFREVice President of AdvancementACHIEVA412-995-5000 x 436dtinker@achieva.infohttp://www.achieva.info

www.about.me/davethecfre 59

Links Alltop - http://social-media.alltop.com Beth Kanter - http://www.bethkanter.org GoogleAlerts – http://alerts.google.com Google for Nonprofits http://www.google.org John Haydon – http://johnhaydon.com Measuring Social Media – RWJF http://is.gd/J5329M Netwits Think Tank -

http://www.netwitsthinktank.com Pew Internet & American Life Project

http://www.pewinternet.org Shortstack – http://www.shortstack.com SocialOomph –http://www.socialoomph.com YouTube Nonprofits –

http://www.youtube.com/nonprofits

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Help With Social Media Policies AFP Social Media Guidelines- http://is.gd/yGv43r

Beth Kanter’s list – http://is.gd/tSujQv

National Labor Relations Board Memos - http://is.gd/4Hjt99

PolicyTool - http://socialmedia.policytool.net/

Social Media Policy Samples - http://socialmediagovernance.com/policies.php 61