Using Social Networks for Fundraising

1. David Lamb, Senior Consultant, Target Analytics Using Social Networks for Fundraising

2. Users create public profiles Discover others with similar interests or backgrounds Create an online network of “friends” or colleagues Web 2.0 What are Social networks?

3. Web 1.0 Brand in control One way / Delivering a message Repeating the message Focused on the brand Educating Organization Creates Content Some differences in tactics Web 2.0 Audience 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 Obtained from Leveraging Social Media for Fundraising Success by Michael Ames http://www.slideshare.net/mikeyames/leveraging-social-media-for-fundraising-success

4. social network Sites • Most popular • Facebook: sharing friends and profiles • MySpace: sharing friends and profiles – slightly more corporate feel than Facebook • Bebo: sharing friends and profiles • LinkedIn and Plaxo: more professional networking • Twitter: instant messaging • Special Purpose • YouTube: video/media sharing • Flickr: photo sharing • Second Life: 3-D simulated world similar to the Sim’s. • Philanthropy Specific • Sixdegrees.org • Change.org • YourCause.com • BringLight.com • FirstGiving.com • Yahoo for Good • NetworkForGood.org • ammado.com • zazengo.com • Razoo.com • socialvibe.com

5. Has more than 42 million active users – over 200 million visitors • Claims to be the 4th most-trafficked website in the world • More than half of Facebook users are not in college • The fastest growing demographic is those 35 years old and older • 25-34 year old demographic doubles every 6 months • Largest age group is 18-24 • The site is in more than 20 languages, including Spanish, French, German, Russian and Korean Facebook demographics (1/2009)

6. Claims to be the country’s most trafficked site on the Internet • 85% of MySpace users are of voting age (18 or older) • 1 in 4 Americans is on MySpace, in the UK it’s as common to have a MySpace as it is to own a dog • 44% of users are between the ages of 18 and 34 • 23% of users are over 34 MySpace demographics

7. Demographic Comparisons Facebook MySpace Source: www.quantcast.com

8. Demographic Comparisons

9. “On a per capita basis, MySpace has 4% more women visiting its site than Facebook. Facebook users tend to be more affluent, with its users skewing towards households earning over $60,000 per year, while MySpace users skew toward lower income levels, with 12% more of its users earning under $60,000 per year. Using the psychographic system Mosaic to track U.S. Internet users, it's clear that there's a class distinction between users of the two social networks. Facebook's most predominant group of visitors in Mosaic is "affluent suburbia," a group that Mosaic describes as "the wealthiest households in the U.S., living in exclusive suburban neighborhoods enjoying the best that life has to offer." The predominant group for MySpace, on the other hand, is "struggling societies," or households that are primarily single parent, single income, raising families on lower incomes and tight budgets. “ Social Networking Demographics Source: www.time.com/time/business/article/0,8599,1675244,00.html 10/24/2007

10. People give to people • If I’m in your network, and I let you know about the nonprofit I care about, word can spread like a virus • People are more motivated to give if asked by a friend • Qualities of a donor • Ability • Interest • Linkage • Diversify your constituency • Engage your constituency • Don’t expect to raise a lot of money right away Why should nonprofits get involved?

11. Promote specific actions or causes • Peer to peer invitations to get involved • Click a button to add name to a list of supporters • User adds your “badge” or logo to his/her site • Get constituent feedback • Blessing and a curse • Encourages a personal relationship to the nonprofit • Researching VIPs, major gift prospects, & others Applications for Nonprofits

12. Groups* • Causes - applications that allow Facebook members to… • Create a cause site • Invite friends to join the cause • Make donations to the cause • Must go to a 501(c)3 org • Donations are processed by the application • Badges – an icon that links back to your website or Facebook page Special Facebook features to consider

13. Lots of professional information – self reported LinkedIn Groups help constituents connect with each other LinkedIn Features

14. His Facebook page has over 3 million friends • His MySpace page has over 900K friends • Fundraising success • January 2008, raised $32 MM, $28 MM of which was raised online • Of the $28MM, 90% of the donations were under $100 Obama’s Dominance of Web 2.0

15. Humane Society of the US • Uses MySpace, Facebook • Raised $5,000 in 1st 3 months of Facebook presence via the Causes applet • American Cancer Society • Conducted an annual virtual Relay for Life on Second Life since 2004 • Raised about $5k in 2004; $38K in 2006; $100K in 2007; over $200,000 in 2008 Stories from the field

16. 12 for 12K • 12 months • 12 charities • 1200 people • $10/person/month • $12,000/charity

17. 12 for 12K

18. Started when Twitterers in the UK decided to meet in person in Fall of 2008 Social event tied in with fundraising for a homeless shelter What if this happened in many cities? 10,000+ people in 202 cities met on 2/12/09 Raised $250,000 for charity:water Twestival: Twitter Philanthropy

19. Info about swine flu is spreading on Twitter faster than the virus itself • CDC’s emergency alert service followers went from a few thousand to over 40,000 • Twitter itself is becoming a news channel • Lance Armstrong has 745,656 followers More on Twitter

20. Users create their own profiles which may include • Interests • Affiliations • Professional information • Many profiles are “private”, some are open to public view • Specialized search: • Twitter Search • LinkedIn Search • Caveat emptor Applications for prospect research

21. You’re still trying to get a handle on your basic software infrastructure • Your target audiences aren’t using social networking • You don’t have time to experiment with something that might not work • You don’t have a high tolerance for things that don’t always work like they should • You aren’t ready to invest in gaining a real understanding of the medium • You want to maintain firm control of your brand and message Signs that Social networking isn’t for you Source: www.fundraising123.org/article/should-your-organization-use-social-networking-sites

22. Make sure Web 1.0 is working • Simple online giving tools • Clear, simple, attractive web site • Start small – set simple goals • Raise awareness of a particular issue or cause • Increase your constituency size by 10% • Engage a younger constituency • Raise funds for a hot issue How to get started

23. Assign a champion and give that person the time to interact with the network • Encourage staff members to create profiles and interact with the network • Consider a multi-site strategy • Facebook • Twitter • YouTube • Flickr • Second Life How To Get STarted

24. Keep your site current • Change content continuously • Twitter and blog posts • Status updates • Pictures & videos • Be interactive and responsive • Don’t make fundraising the primary focus • Inform • Engage • Inspire • Focus on issues, not your organization Keys to success