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Implementing a Social Media Marketing Program for Fundraising

Implementing a Social Media Marketing Program for Fundraising. “We need to be on Facebook.” . This is not a social media marketing plan. Social media is like teen sex. Everyone wants to do it. No one actually knows how. When finally done, there is surprise its not better.

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Implementing a Social Media Marketing Program for Fundraising

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  1. Implementing a Social Media Marketing Program for Fundraising

  2. “We need to be on Facebook.” This is not a social media marketing plan.

  3. Social media is like teen sex. Everyone wants to do it. No one actually knows how. When finally done, there is surprise its not better. Overheard by Avinash KaushikAnalytics Evangelist, Google

  4. Ask yourself... How can social media support our marketing and fundraising objectives?

  5. Ask yourself... What do my donors want from me? “The minute you talk, people will expect you to listen.” Josh Bernoff - June 2009 “Why marketers have troublewith full-duplex social technology” • What do donors look for in philanthropic social media? • information from a highly credible or quality source • a trusted organization • interacting with other donors • interact with philanthropic experts • - Community Philanthropy 2.0 Survey, Mashable Stop thinking “campaigns” and start thinking “conversations.” Marta KaganManaging Director, Espresso

  6. Social Media Toolbox Peter Kim - wiki.beingpeterkim.com

  7. Choosing the right tool for the job What are you trying to do? Inspire

  8. Choosing the right tool for the job What are you trying to do? Connect

  9. Choosing the right tool for the job What are you trying to do? Communicate

  10. Choosing the right tool for the job What are you trying to do? Communicate in real time

  11. Case study Facebook DonorBadge UC Berkeley New Alumni Challenge

  12. Case study Facebook DonorBadge

  13. Case study Facebook DonorBadge

  14. Case study Facebook DonorBadge

  15. Case study Facebook DonorBadge * Facebook Statistics

  16. Case study Facebook DonorBadge

  17. Case study Facebook DonorBadge • Benefits: • extends the network of donors • creates word of mouth momentum • increases participation through peer influence • engages young alums through social networks • enriches giving experience with personal touch

  18. Case study Burma: It Can’t Wait • Goals: • branding/outreach campaign • educate and promote action • raise awareness and support

  19. Case study Burma: It Can’t Wait • 50 videos distributed on YouTube • celebs educating and asking for public support • videos direct traffic to microsite

  20. Case study Burma: It Can’t Wait • microsite provides additional information about Burma • encourages people to spread the word about conditions • invites people to help raise money to support relief efforts

  21. Case study Burma: It Can’t Wait • facebook app provides info on campaign • encourages word-of-mouth marketing, participating • link to support campaign

  22. Case study Burma: It Can’t Wait • Results: • 1M+ views of videos • video embedded in 100s of blogs • coverage in NYT, LA Times • facebook app had 2x average friend-acceptance rate • microsite had 6:48 minute average user engagement

  23. Case study #BeatCancer

  24. Social media rules to live by • be a “who” not an “it” • establish trust • listen and learn • create social media policy • manage risk • collect data • experiment, lightly

  25. Social media rules to live by be a “who” not an “it”

  26. Social media rules to live by establish trust

  27. Social media rules to live by Listen and learn

  28. Social media rules to live by Create a social media policy

  29. Social media rules to live by Manage risk loss of trust community backlashlegal action

  30. Social media rules to live by Collect data “Social Media Measurement: It's Not Impossible” Journal of Interactive Advertising Chris Murdough, Mullen Advertising

  31. Social media rules to live by Collect data Innovative measurement techniques: Facebook campaign that counted how many women were willing to make a statement online about cervical cancer Marketers at Dell seeing if searches on their products were more likely to land on their own blogs than on negative reviews. Josh Bernoff, Forrester Research

  32. Social media rules to live by Experiment lightly, or “Try again. Fail again. Fail better.” • One-off student-made video vs. expensive flash campaign • Test with emerging technology vs. contract with established vendor • Interact with community before putting up Facebook Fan page

  33. Social media: worth the investment?

  34. Social media: worth the investment? • ownership, advocates • people • time • tools • community / risk management • long-term commitment

  35. Social media: measuring ROI

  36. Discussion

  37. Case study: Facebook DonorBadge

  38. Case study Facebook DonorBadge

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