Strategy & Fundraising for Social Entrepreneurs
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Transcript of Strategy & Fundraising for Social Entrepreneurs
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Strategy & Fundraising
for Social EntrepreneursBased on Geoff Livingstons forthcoming book,
Welcome to the Fifth Estate
1(c) 2010 Zoetica, LLC.http://zoeticamedia.com
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Social Good Fundraising
Drops the Average Donation
(c) Zoetica, LLC. http://zoeticamedia.com 2
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Fundraising Lessons from
Network for Good A third of all online giving occurs in December, and 22%
of annual giving happens in the last two days of theyear
Online giving happens largely between 9 a.m. and 5p.m. on weekdays
Fundraising is still about relationships
Loyalty is highest on charity websites that build strongconnections with donors
Giving portals and social networking charity sites dohelp
Recurring giving is a major driver
(c) Zoetica, LLC. http://zoeticamedia.com 3
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Strategies Achieve Goals
4(c) Zoetica, LLC. http://zoeticamedia.com
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Marketing and Fundraising
Requires Differentiation
(c) Zoetica, LLC. http://zoeticamedia.com 5
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What Differentiates Social
Entrepreneurs
Commitment to change the world
Unique entrepreneurial vision on how to
affect the change Solution carves a unique niche
Financially sustainable while delivering actual
social change
(c) Zoetica, LLC. http://zoeticamedia.com 6
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AshokaChangemakers Experience
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Exercise: How Are You Different?
February 15, 2011 Social Media, a Duel Edged Sword 8
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Strategy 1: Participation w/ People
9(c) Zoetica, LLC. http://zoeticamedia.com
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The End of Siloed Approaches
10(c) Zoetica, LLC. http://zoeticamedia.com
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Direct Interaction & Engagement
11(c) Zoetica, LLC. http://zoeticamedia.com
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Strategy 2: Use Content to Serve
12(c) Zoetica, LLC. http://zoeticamedia.com
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Social Media Inform/
Engage Stakeholders
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Use Social Networks
to Bring Them Home
14(c) Zoetica, LLC. http://zoeticamedia.com
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Strategy 3: Engage Influencers
15(c) Zoetica, LLC. http://zoeticamedia.com
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Engaging On Their Terms
16(c) Zoetica, LLC. http://zoeticamedia.com
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Embrace Free Agents!
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Strategy 4: Empowerment
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Empowerment and Crowdsourcing
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Crowdsourcing Can Be Fun,
But Requires Work
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Tactical Engagement: Its the People!
21(c) Zoetica, LLC. http://zoeticamedia.com
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Exercise: What Strategy Will Deliver
the Right Results?
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Ultimately, Give to Get
23(c) Zoetica, LLC. http://zoeticamedia.com
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Calls to Action & Fundraising
Make the sale or get the donation
You need calls to action
This is integration of other marketingdisciplines, such as advertising
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How to Make Social Content Deliver
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Call to Action!
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Integration Creates Opportunity
Outbound
Email
Webinars
White papers
Events
Offers
Ads
Loyalist activities
=
Identity, sales opportunities,loyalty
Inbound
More information
Participation invites
Feedback loops
Harness group intel,activity (PM)
User gen. content
Fluid enterprise
=Socialprise
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Old School Stuff: Add the Social URL!
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Social Media Example: Twestival
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Simply Designed! Thumps Up!
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Busy But Delivering - LOL Catz
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Measure and Adapt
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Prepare for Fluid Movement
Over Time
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Exercise: What Kind of a
Compelling Call to Action
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Questions?
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