Social Media as a Fundraising Strategy
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Transcript of Social Media as a Fundraising Strategy
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#nonprofit #fundraising #socialmedia
AS A…
Emily Davis, MNM, CGT Emily Davis Consulting
May 6, 2014 Pamela Grow
Simple Development Systems
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#nonprofit #fundraising #socialmedia
TURN ON YOUR TECH
Follow the conversation…
@AskEmilyD
#nextgendonors #socialmedia #fundraising
#philanthropy #nptech
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WHO AM I?
• Nonprofit professional • Founder • Board member • AFP Author • MNM • 21/64 Consultant • BoardSource CGT • Late adopter • Translator
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UNDERSTANDING SOCIAL NETWORKS
“Organizations don’t have to create… social networks; they exist all
around us in a variety of forms. Networked Nonprofits strengthen and expand these networks by
building relationships within them to engage and activate them for their
organizations’ efforts.”
(Fine and Kanter, 2010)
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#nonprofit #fundraising #socialmedia
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WHAT STINKS ABOUT SOCIAL MEDIA?
• Time investment • New communication
platform • Always evolving • Participation in new
technology • Transparency • Loss of control
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WHAT ROCKS ABOUT SOCIAL MEDIA
• Additional tool • STEWARDSHIP • Build relationships • Tell your story • Transparency • Get feedback • Cost effective & green • Quick & easy!
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SOCIAL MEDIA LIFECYCLE
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TEN TIPS FOR USING SOCIAL
MEDIA
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“This is not the first time that nonprofit organizations and fundraisers have had to adapt to new technologies. The radio, television, newspapers, telephones, fax machine, and direct mail have all affected how we raise money. Some of the new methods that have evolved are more successful than others, and not all of them have been used with equal success by all nonprofits.”
- Ted Hart and Michael Johnston in Fundraising on the Internet
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10 TIPS FOR USING SOCIAL MEDIA
1. Social media is A tool not THE tool
2. Social media is a plant
3. Add value
4. Two way street
5. Prospecting, cultivation, stewardship
6. Philanthropy’s next generation
7. It ain’t free
8. Not everyone “Diggs” social media
9. Selling social media
10. Have a plan
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COMMUNICATIONS EVOLUTION
Traditionalists
Postal Mail Phone calls
Boomers
Television Facebook Email
Generation X
Websites E-newsletters Email
Millenials (Gen Y)
Social Media Websites Mobile
Generation Z
???
Adapt or die!
Every generation
teaches us new technology
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SOCIAL MEDIA IS A PLANT
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ADD VALUE
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TWO – WAY STREET
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SOCIAL MEDIA POLICIES
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NONPROFIT LADDER OF ENGAGEMENT
Awareness about service or giving
Interest in learning about service or giving
Desire to buy service from org or donate
Action when service purchased or donation is made
*© 2012 Beth Kanter
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NEW DONORS direct mail, events
ANNUAL DONORS Direct appeals,
volunteer involvement
MAJOR DONORS Personal asks
Committee and board involvement
PLANNED GIFTS Personal asks,
personal involvement, Could be anyone!
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SOCIAL MEDIA LADDER OF ENGAGEMENT
Happy bystanders (Listen)
Spreaders (Share)
Clients (Money)
Evangelists (Ask)
Instigators (Create)
*© 2010 Beth Kanter
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RELATIONSHIPS DON’T CHANGE
• Cultivate, steward, & solicit • Recognize • Multi-channel communications • Meet one-on-one • Develop ambassadors • Stewardship rather than
solicitation • Effective database
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THE NEXT GENERATION
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IT AIN’T FREE
“Many nonprofits (particularly the smaller ones) lack the resources
to communicate effectively. The Internet offers the opportunity to cost-effectively build a
community of supporters.”
--ePhilanthropyFoundation.org
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NOT EVERYONE “DIGGS” SOCIAL MEDIA
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INVESTING IN SOCIAL MEDIA
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• Position as an expert • Connect & collaborate • New resources & ideas • Outreach & awareness • Develop brand • Low cost
WHY SOCIAL MEDIA AT ALL?
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HAVE A PLAN
Set Purpose(s)
Goals & Objectives
Tools & Strategies
Implementation
Evaluation
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THE PLANNING PROCESS
Discovery
Environmental scan Strategy sessions Target audiences Channel identification Topic areas
Documentation
Best practices Start small & slow Calendar dashboard Measurement strategies
Implementation
Staff Brand identity Content per channel Collaboration Personal/professional boundaries Adjust as needed
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5 THINGS TO DO TODAY
① Make a plan ② Watch other orgs ③ Attend trainings &
ask for support ④ Invite
participation ⑤ Support new
ideas
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PLEASE DON’T
• Smother with asks • Ignore stakeholder input • Make it hard to
participate • Stray from being unique • Talk all about yourself
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#nonprofit #fundraising #socialmedia
ü Social media is as much art as it is science. ü Every org has different experiences. ü We are all learning. ü Social media is always evolving. ü Ten Tips to Using Social Media as a
foundation. ü Listen and learn!
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#nonprofit #fundraising #socialmedia
/emilydavisconsulting /AskEmilyD
#nonprofit #fundraising #socialmedia
PRINT RESOURCES
• Fundraising and the Next Generation
• The Networked Nonprofit • Measuring the Networked
Nonprofit • The Complete Facebook
Guide for Small Nonprofits
• Twitter Jump Start: The Complete Guide for Small Nonprofits
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ONLINE RESOURCES
• Nonprofit Technology Network (NTEN) • Network for Good • Socialbrite.com • IdealWare • Mashable.com • Alltop Nonprofit • Beth’s Blog (Kanter) • 4Good • John Haydon • frogloop
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#nonprofit #fundraising #socialmedia
Emily Davis, MNM Emily Davis Consulting
(720) 515-0581 [email protected]
emilydavisconsulting.com emilydavisconsulting.com/blog