Social Media Overview For GOLD Major Gift Officers
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Leveraging Social Media for Fundraising Success Michael Ames The Pursuant Group
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I had several folks in from national fraternal associations asking how they might use social media to secure more high dollar donors and visits. I wanted to start with the basics. This presentation is a big remix of several other presentations we have seen. Credit remains on each slide.
Transcript of Social Media Overview For GOLD Major Gift Officers
Leveraging Social Media for Fundraising Success
Michael AmesThe Pursuant Group
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 WHITERemixed from introtosocilamedia by AnnFIOPartners
SocialMedia is…
Well…
sort of.
BASED ON A PRESENTATION BY LEE WHITERemixed from introtosocilamedia by AnnFIOPartners
You Can’t Leverage Social Media!
• The 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 WHITERemixed from introtosocilamedia by AnnFIOPartners
a CONVERSATION…
That is powered by…
BASED ON A PRESENTATION BY LEE WHITERemixed 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.
From the Cluetrain Manifesto
The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000
• 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.
From the Cluetrain Manifesto
Some differences in tactics
BROADCASTBrand in control
One way / Delivering a message
Repeating the message
Focused on the brand
Educating
Organization Creates Content
SOCIAL MEDIAAudience in control
Two way / Being a part of a conversation
Adapting the message/ beta
Focused on the audience / Adding value
Influencing, involving
User created content / Co-creation
Source: Slide 10 from "What's Next In Media?" by Neil Perkin
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.firstgiving presentation, Using social media to expand your fundraising horizons
BROADCASTMEDIA
SOCIALMEDIA
A few quick stats…
• 73% of active online users have read a blog • 45% have started their own blog • 39% subscribe to an RSS feeds • 57% have joined a social network • 55% have uploaded photos • 83% have watched video clips
Source: Universal McCann’s Comparative Study on Social Media Trends, April 2008,
The conversation is happening…with or without you.The conversation is happening…with or without you.
BASED ON A PRESENTATION BY LEE WHITERemixed from introtosocilamedia by AnnFIOPartners
Let’s Consider What Has Happened 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 don’t use the channel that way any more.
People have now had a taste of two way conversations around your brand.
They won’t wait for you to talk about you.They don’t want to listen to this…
How should the major gift officer respond?
• 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
Beth Kanter
Groundswell
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
a specific measurable result expected within a particular time period
a specific measurable result expected within a particular time period
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 strategiesSEE 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
ShareContent
Used with Creative Commons permission from Beth Kanter
Questions in preparing your organization to listenWho 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?
Beth Kanter, Listening Literacy
Online Listening
Online ListeningKeyword 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
Beth Kanter, Listening Literacy
Social Media Tracking
Source: Danielle Brigada, NWF
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
search.twitter.com
tweetbeep.com
twist.flaptor.com
twemes.com
www.tweetdeck.com
Some tools for listening
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
search.twitter.com
www.twellow.com
www.chrisfinke.com/twitslikeme
www.socialbrandindex.com
twitter.com
Some tools to find others
Online Participation
•Ask questions•Comment on others blogs posts•Compliment others content•Forward and link to others content
Generate Buzz
•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 address 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 Buildingand Social Networking
•Establish credibility within your engaged following network or 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.
firstgiving presentation, Using social media to expand your fundraising horizons
Tactics – Tools - Time
Listen Participate
Community Building &
Social Networking
Generate Buzz
Less Time More Time
5hr 10hr 15hr 20hr
ShareContent
Used with permission from Beth Kanter
