Social Media and Online Fundraising for Community and Not-for-Profit Organisations

Capital Region

Social Media Management and Fundraising and for Community and Not-

for-Profit Organisations

Presented by Threesides Marketing

Housekeeping

Our MissionTo provide energised leadership, share innovative solutions, broker positive relationships and deliver valued projects to the region.

Regional Priorities• Regional Development Planning• Education, Employment & Investment• Transport – Infrastructure & Services• Regional Food• Digital Economy Transition• Living & Working Sustainably

Key Initiatives• South East Region of Renewable Energy Excellence• Regional Sponsored Migration Scheme• Southern NSW Harvest Association• Capital Region Digital Enterprise Program

How We Can Help You• Access to government programs• Advice and training• Sourcing skilled labour• Grants - support and data• Networks and contacts

Find out More

Richard EversonProject OfficerMob. 0427 27 27 [email protected] www.rdasi.org.au

mailto:[email protected]

http://www.rdasi.org.au/

www.threesides.com.au

www.Facebook.com/threesides

www.Twitter.com/threesides

www.slideshare.net/threesides

Learning outcomes

• Understand the need for social media in your organisation

• Set goals and objectives for your social media plan

• Identify the best uses of social media tools for your organisation

• Identify various tools for fundraising through your website.

What can we achieve today?

Inspire

Direct

Inform

Charities and other not-for-profit

organisations in Australia

600,000 NFPs

Sector employs 890 000 people

6.1 million Australians working as volunteers

Reference: https://www.acnc.gov.au/

About tonight…

Social media tools ideal for growing followers in the NFP sector

Websites on a show string budget Fundraising online Putting it in to practice:

Chris Barry DirectorCommunications and FundraisingCommunities@Work

Social Media for Community

Organisations and NFPs

Marketing Channels

Website and Blog

Paid and Organic Search

Mobile

Online and Offline

Advertising

Media and PR

Events

Direct and Email

Marketing

Social Media

Why would an NFP use social media?

• engage supporters directly without any middle-man

• raise awareness of specific issues or causes

• promote activities or events and increase the level of participation

• obtain feedback and input on issues impacting on the organisation

• increase the level of donations and financial support

• strengthen partnerships and networks with other related organisations

What’s your priority?

Who is your target audience?

Consumers:

• Demographics: age, gender, location

• Interests: sports, community, music, arts, gardening, religion, heritage, farming

• Appeal to all styles of learning

Businesses:

• corporates, government, other community orgs, private

• By position: HR Managers, Executives, Sponsorship Manager, Marketing Staff

• Etc…

LEARNING STYLE PLATFORMS TO SUPPORT RELEVENT CONTENT

Visual Learners (65% population)

Auditory Learners (30% population)

Kinesthetic Learners (5% population)

Post questions and quizzes

Source: Digiocial

Now you can think about the

tools…

2013

2012

Do you need more than one?

Goals

Targets

Objectives

Resources

People

Budget

Time

Audience

Identify

Build

Engage

Tools

Platforms

Customisation

Content

Creation

Engagement

Management

Evaluation

Measurement

Reporting

Social Media Planner

But you still need a website….

Domain Name

Website Hosting

Content Mgmt System (CMS)

Content + Functionality

Website

Websites o

n a shoe

string budget

Choosing the right domain name

.org.au and/or .asn.au

Available for registration by "non-commercial organisations" only.

Must be:

– an Australian incorporated association– an Australian political party– an Australian Trade Union or organisation under

Workplace Relations Act 1966– an Australian sporting or special interest club.

Option #1


.com.au and/or .net.au

Must be:

– an Australian registered company– trading under a registered business name

in any State or Territory– an Australian partnership or sole trader– a foreign company licensed to trade in Australia– an owner of an Australian Registered Trade Mark– an applicant for an Australian Registered Trade Mark 1– an association incorporated in any State or Territory– an Australian commercial statutory body.

Option #2


.com, .net, .org, .info, and .biz

Can be registered by any organisation or individual anywhere in the world

.com has the best recognitionOption #3

Website hosting and CMS in one…

• Easiest way to get a website started is to use a website builder or hosted content management system.

• Some of the most popular…

WIX Weebly Squarespace WordPress

Ease of Use Easy Moderate Moderate Moderate to Difficult

Price for Basic Business Package

$5.95/month $8/month $16/month Free

Hosting Included

Yes Yes Yes Yes

Support Phone/Support Forum

Email/Live Chat Email/Live Chat/User Forums

User Forums

Free Templates Yes Yes Yes Yes

Mobile optimised

Yes Yes Yes Depends

Search Engine Friendliness

Poor Good Good Great

Future Flexibility

None – can not change template, export to other platform or hosts

Can be exported to WordPress

Can be exported to WordPress

Fully Flexible from hosted version

Fundraising Online

Online Fundraising

• Promotion e.g. Email campaigns, messages on your and the websites of other high traffic sites

• Donor management software e.g. Donor Management, Active Network

• Crowdfunding e.g. Fundable (start-ups), Pzible or Kickstarter (creative projects), iPledg or Crowdrise (charity fundraising)

Online Fundraising

• Mobile phone fundraising e.g. Causecast, Everyday Hero

• Support organisations:– Fundraising Institute Australia – Pro Bono Australia – Connecting Up Australia – TRI Community Exchange– Our Community

Fundraising Platforms

1. Everyday Hero e.g. City2Surf

2. GoFundraise e.g. Kids Helpline

3. StartSomeGood e.g. Bicycles for Humanity

4. Chuffed 5. Give Back Campaign6. Giving One Percent e.g.

Australian Red Cross7. JustGiving

linkedin.com/in/chrisdbarry

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SOCIAL MEDIA MANAGEMENT AND FUNDRAISING FOR COMMUNITY AND NOT-FOR-PROFIT ORGANISATIONS


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ABOUT ME

Director, Communications and Fundraising Communities@Work

$1 million


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WHAT WE’LL LOOK AT

• The Big Picture• How Communities@Work uses social media• Developing a simple plan- case study• Engaging people with your cause


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SOME STATISTICS

Facebook has 13.2 million users in Australia

Twitter has 2.5 million users in Australia

Youtube is the second most visited website on the planet (after Google)

LinkedIn has 3.65 million users registered in Australia


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SOME MORE STATISTICS

Australia has over 600,000 not-for-profit organisations

• 97% have an online presence• 32% have a LinkedIn Company profile• 31% have a Facebook page• 23% have a YouTube page• 22% are on Twitter• 10% have blogs


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WHY DO WE ENGAGE IN SOCIAL MEDIA?

• Brand awareness and marketing• Awareness of specific programs, services and issues• Engagement with stakeholders and clients• Fundraising and donations

$1 million


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ATTENTION IS LIMITED


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QUESTION

What are we selling?


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QUESTION

How do we sell it?


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SOCIAL ISN’T ENOUGH previewnetworks.com


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CASE STUDY


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EOFY CAMPAIGN

CAMPAIGN PHASING

APRILDEVELOPMENT

MAYDEVELOPMENT

LAUNCH MAY 19

JUNEDELIVERY

JULYDELIVERY

AUGUST

WRAP UP AND REPORTING


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WHO IS OUR CAMPAIGN TARGETED AT?

OUR TARGET GROUPS

Corporates

Direct Mail CIVI List

Chamber/Canberra Business CouncilEmail

Previous Donors

EmailSocial Media

Current Sponsors&

Supporters

EmailSocial Media

General Public(People we don’t know

and who don’t know us)

Print AdvertisingSocial Media Advertising

Posters

DL flyersPosters


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WHO IS OUR CAMPAIGN TARGETED AT?

THE GENERAL PUBLIC

ADVERTISINGDL Flyer – inserts in ChroniclePosters

Google AdvertisingFacebook Advertising

Print (Canberra Weekly)

PRStories in media

Interviews


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WHAT IS THE JOURNEY?CORPORATES

Direct Mail

• CIVI List• Chamber of Commerce

Digital• Follow Up Email – CIVI List

• Landing page on Website• Direct to C@W Landing Page• Update individual donation pages

Donation• Receipt

• Thank You message• Additional Call to Action

Email 1• Follow Up Email July 8

• Thank You• Other ways you can help

Email 2• Follow Up Email August 5

• How we used your donation (Story)


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HOW DID WE USE SOCIAL MEDIA?


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OUR SOCIAL MEDIA TOOLS

Sprout Social – Social Media Management (paid service)Alternative – Hootsuite (free and paid versions)


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Sprout Social – Social Media Management (paid service)

Twitter Facebook


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Sprout Social – Social Media Management (paid service)


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Website – Landing Page commsatwork.org/dogood


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Alternatives – 3rd party fundraising websites

• GoFundraise• Everyday Hero• JustGiving• StartSomeGood


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OUR NON-SOCIAL MEDIA TOOLS

Word and Excel


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SOME RESOURCES

FIA – Peak Body - Fundraising (Check out their Standard of Social Media Fundraising Practice)Hootsuite - social media managementMailchimp - email with analysisSurveymonkey - surveys (great for engagement)

http://www.fia.org.au/

http://www.fia.org.au/

http://www.fia.org.au/data/documents/Submissions/Standard_of_Social_Media_Fundraising_Practice_2012.pdf

http://mailchimp.com/

https://www.surveymonkey.com/


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SOME OF MY FAVE WEBSITES

Prezi - lots of presentationsSlideshare - lots more presentationsOur Community - for nonprofitsNonprofit Tech for Good - just what their name suggestsSocial Media Examiner - social media infoMarketo - plans and templatesHubspot - plans and templatesThreesides - information and resourcesContentgroup - information and resources

http://prezi.com/

http://www.slideshare.net/

http://www.slideshare.net/

http://www.ourcommunity.com.au/

http://www.nptechforgood.com/

http://www.nptechforgood.com/

http://www.socialmediaexaminer.com/

http://blog.marketo.com/

http://www.hubspot.com/free-marketing-resources

http://threesides.com.au/blog/

http://www.contentgroup.com.au/blog/


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WHERE TO FIND ME

Linkedin.com/in/chrisdbarry

facebook.com/page.chrisdbarry

[email protected]

search for “Social Media in Business (Canberra)

@smbcbr

mailto:[email protected]

Workshops and Consultations

Workshops

Series of 17 workshop topics over the next 12 months

Free sessions – subsidised by federal government – in Queanbeyan and across the region

Digital Consultations

Develop and digital business plan

Identify 3 get started now actions

Help you start in the right digital direction

Workshop feedback

• https://forms.communications.gov.au/enterprisegroupfeedback

• Verification word: dog

https://forms.communications.gov.au/enterprisegroupfeedback

https://forms.communications.gov.au/enterprisegroupfeedback

Stay in touch

• Website:

• www.crde.com.au

• Call the office:

• 62970933

• Stay on our email list

• Tell a friend!

Social Media and Online Fundraising for Community and Not-for-Profit Organisations

Social Media

Transcript of Social Media and Online Fundraising for Community and Not-for-Profit Organisations