Leveraging Fundraising Event Sponsors to Build Long-Term Partnerships
Leveraging Social Media for Fundraising Success
44
Leveraging Social Media for Fundraising Success Michael Ames Pursuant Prepared for CaseIV Conference April 5, 2009 - Oklahoma City, OK
-
Upload
mikey-ames -
Category
Technology
-
view
13.204 -
download
2
description
Leveraging Social Media for Fundraising Success. Prepared for the April 2009 Case IV conference for university advancement officers.
Transcript of Leveraging Social Media for Fundraising Success
- Leveraging Social Media for Fundraising Success Michael Ames Pursuant Prepared for CaseIV Conference April 5, 2009 - Oklahoma City, OK
- Definition of Terms
- Social Media primarily Internet-based tools for sharing and discussing information among human beings. The term most often refers to activities that integrate technology and social interaction with the construction of words, pictures, audio and video. The industry might also refer to social media as user generated content -wikipedia
- Social Media is BASED ON A PRESENTATION BY LEE WHITE Remixed from introtosocilamedia by AnnFIOPartners
- Social Media is
- Well sort of. BASED ON A PRESENTATION BY LEE WHITE Remixed from introtosocilamedia by AnnFIOPartners
- You Cant Leverage Social Media!
- The session title is a misnomer
- If you are not actively involved in an online community already, you have nothing to leverage.
- Donor loyalty is about you being loyal to your donors, until you can operate from that premise your organization will not use social media effectively.
- Social Media REALLY is BASED ON A PRESENTATION BY LEE WHITE Remixed from introtosocilamedia by AnnFIOPartners
- a CONVERSATION http://www.flickr.com/photos/noxdineen
- That is powered by BASED ON A PRESENTATION BY LEE WHITE Remixed from introtosocilamedia by AnneFIOPartners
-
- Your supporters are the message
- -Marshall McLuhan
- The medium-is-the-message guy
-
- Conversations among human beings sound human . They are conducted in a human voice.
- The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.
- These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge .
-
- Nonprofits must talk to the people with whom they hope to create relationships.
- To speak with a human voice, nonprofits must share the concerns of their communities .
- If you want us to talk to you, tell us something . Make it something interesting for a change.
- We have better tools, more new ideas, no rules to slow us down. We are waking up and linking to each other.
- People have now had a taste of two way conversations around your brand. They wont wait for you to talk about you. They dont want to listen to this http://www.flickr.com/photos/nationaalarchief
- A few quick stats
- 73% of active online users have read a blog
- 45% have started their own blog
- 39% subscribe to an RSS feed
- 57% have joined a social network
- 55% have uploaded photos
- 83% have watched video clips
- Some differences in tactics
- BROADCAST
- Brand in control
- One way / Delivering a message
- Repeating the message
- Focused on the brand
- Educating
- Organization Creates Content
- In social media, you might be the topic of conversation without
being the center of it
- You will have to give up some control in order to gain more influence and followers.
- Giving up control is OK.
- Lets Consider What is Happening to Email
- How many email address have you had?
- How many do you currently have?
- (most people answer 3 or more)
- Why do you have multiple, how is each used?
- If your organization asked you for your email address, which one would you give them?
- Content used to go viral through email . Generally, people dont use the channel that way any more.
- Quick Case in Point
- To the Twitter community, Lance is
- Active
- Engaging
- Authentic
- Quick Case in Point
- I even got my own twitter autograph from Lance
- Quick Case in Point
- Very Responsive followship
- Lance crashed his website in 10 minutes from traffic he sent there from twitter
- Quick Case in Point
- Credibility
- No question, to twitter community, that Lance tweets for himself
- Quick Case in Point
- Lance Armstrong Foundation uses twitter for
- Press releases
- Public relations
- customer service
- NOT exactly an audience well cultivated for solicitation
- Quick Case in Point open letter advice to the LIVESTRONG
foundation
- Shoot short video of Lance making specific impassioned appeal to his twitter audience.
- Quick Case in Point open letter advice to the LIVESTRONG
foundation
- Shoot short video of Lance making specific impassioned appeal to his twitter audience.
- Video needs to state a goal, ask for a specific amount, and automatically kick to a donation page with a specific, small gift pre-filled on the form. No Click to Donate buttons!
- Ask Lance to tweet it out 6 times over 3 days varying the time of day its tweeted and the subject line update that goes with itshare progress, celebrate benchmarks, express goal, give thanks, etc.
- Ask Lance to tweet as normal the rest of the day.
- LIVESTRONG twitter admin needs to follow progress and thank individual donors publicly, using twitter.
- Headline the next day (prediction)
- Quick Case in Point open letter advice to the LIVESTRONG foundation What wont be mentioned in the headline -- the months of acquisition and cultivation work Lance Armstrong has done in the preceding months to make this solicitation effective. But Lance Armstrong isnt doing acquisition and cultivation. Lance Armstrong is simply in conversation with his followers. (thats the best kind of cultivation) LIVESTRONG Raises Hundreds of Thousands in Three Days Using Just Twitter @mikeyames The Pursuant Group
- So, Should I Get Me a Twitter?
- If your organization is slow to adopt this new way of thinking, there are some personal strategies you might employ
- Your successful implementation should be a good case study for the administration in your organization
- Start with careful planning
- Thinking Things Through
- Objectives
- Audience
- Integration
- Culture Change
- Capacity
- Tools and Tactics
- Measurement
- Experiment
- People
- Objectives
- Strategy
- Technology
- People Source: Beth Kanter, from 10/08 Share Our Strength presentation
- Who are these people? Source: Forrester, Groundswell
- Objective: What do you want to accomplish?
- Increase Revenue from New Donors? By how much?
- Engage New Clients for Programs? Referrals from Website how many?
- Build Awareness of your Cause? New inquiries? Mentions of organization across internet?
- PICK ONE OBJECTIVE TO START WITH
- MUST BE ABLE TO MEASURE
- Strategy: Plan for how relationships with people will change
- Listening
- Participating
- Sharing Your Story Social Media Style
- Spreading Awareness, Generating Buzz
- Social Networking For Action And Fundraising
- Technology: Decide which social technologies to use to support
strategies
- SEE LIST OF TOOLS for.
- Listening
- Participating
- Sharing Your Story Social Media Style
- Spreading Awareness, Generating Buzz
- Social Networking For Action And Fundraising
- Tactics Tools - Time Listen Participate Community Building & Social Networking Generate Buzz Less Time More Time 5hr 10hr 15hr 20hr Share Content Used with Creative Commons permission from Beth Kanter
-
- Questions in preparing your organization to listen
- Who will do the listening and responding?
- What is your response policy to criticism/praise/questions?
- How much time is allocated?
- How will you analyze and share results?
- What are the benchmarks to measure usefulness?
- Online Listening
- Keyword Search Suggestions
- Nonprofit Name
- Other NPO names in your space
- Other NPOs with similar sounding names
- Program/Services/Event Names
- CEO or well known associated personalities
- Other NPOs with similar sounding names
- Brand or tagline
- URLs of your online properties
- Industry terms or phrases related to your mission
- Your known strengths and weaknesses
- Social Media Tracking Source: Danielle Brigada, NWF Online Listening
- Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute Some tools for listening search.twitter.com tweetbeep.com twist.flaptor.com twemes.com www.tweetdeck.com
- Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute Some tools to find others search.twitter.com www.twellow.com www.chrisfinke.com/twitslikeme www.socialbrandindex.com twitter.com
- Online Participation
- Ask questions
- Comment on others blogs posts
- Compliment others content
- Forward and link to others content
- Open profiles on Social bookmarking and crowd sourcing sites like digg and stumbleupon
- Bookmark content you like and share your profile
- Promote others content through service like digg, mixx and newsvine
- Share Content
- Take time to create content that addresses any recurring questions your donor base is asking . This content does not necessarily need to relate directly to the mission of your organization. You are preparing content that will be genuinely helpful.
- Listen for where and when your content can be used to help a conversation or answer a question.
- Answer the questions by directing people to the content you have created.
- Community Building and Social Networking
- Establish credibility within your engaged following network of people
- Once established, the group of people you are in conversation with will begin knowing where your expertise lies.
- Inviting an engaged followship into a custom social network becomes easy. Be sure to determine the kind of community or social network you open is based on the people, objectives and strategy you have established.
- Giving Up Control
- The nature of social media is that not all content is precisely right, but the majority is generally right.
- Not all of your interaction will be positive or favorable.
- How you respond to criticism will say a lot about you and your organization.
- Pick your battles and be willing to apologize when necessary.
- Tactics Tools - Time Listen Participate Community Building & Social Networking Generate Buzz Less Time More Time 5hr 10hr 15hr 20hr Share Content Used with permission from Beth Kanter
