Fundraising in Social Networks: Are You Ready?

1. Fundraising in Social Networks: Are You Ready? Carie Lewis, Internet Marketing Manager The Humane Society of the United States

2. How we decided that we were ready… We had an established social network presence We had a good response to advocacy campaigns on social networks Donate links were not generating anything We had dedicated staff resources We were ready to move past “bumper sticker” support There were many different fundraising options

3. How we chose a method to get started…

4. Before we get into case studies… Why do people give?

5. Before we get into case studies… • Why do people give? • Someone I know asked me to give • I felt emotionally moved by someone’s story • I want to feel I’m not powerless in the face of need and can help • I want to feel I’m changing someone’s life • I feel a sense of closeness to a community or group • I need a tax deduction • I want to memorialize someone • I want to be “hip” and supporting this charity is in style • It makes me feel connected to other people and builds my network • I want to be seen as a leader/role model

6. Case Study #1 – What we did

7. Case Study #1 – What we got 42,000 Cause members $575 Cause donations $1,035 from Chipin widget

8. Case Study #1 – Was it worth it? • Financially - no • $0.01 per member on Facebook • $0.03 per MySpace friend • But… other things to consider • this was our first time with charity • badges • our first Facebook Cause • people we didn’t know were already • participating in Causes • we exceeded our charity badge goal • we now have 42,000 people we can message about puppy mills • we exposed MySpace network to the idea of charity badges • access to Hall of Fame – “uber activists”

9. Case Study #2 – What we did

10. Case Study #2 – What we got 1,656 Cause members $2,805 Cause donations $50,000 Microsoft grant

11. Case Study #2 – Was it worth it? Financially – yes! $50,000 grant from Microsoft $1.69 per Facebook Cause member • But… Case Challenge was a failure for us. • did not win any of contests… no recognition • wasted messaging opportunity to our new Facebook responders • put a lot of time into email and social networking outreach • high volume of negative feedback… people didn’t understand

12. Future plans – Fundraising on social networks • Group / P2P Fundraising • build around an event • charity badges • personal fundraising pages • accompanying Facebook app • Facebook Applications • build our own (organization-specific) • cultivate existing Causes • act on new Causes opportunities FAST • MySpace • experiment with new MySpace apps platform

13. Key Takeaways • Spend time and energy on building your network first • Make sure you’re registered in the major transaction sites • Micro-fundraising can add up – be everywhere you can • Capitalize on media attention – act fast! • Jump on matching contests – they give people an incentive - start early!! • Connect with your cause starters and hall of famers • Give incentives for Hall of Famers • Jump into an existing network – (Facebook Causes / Project Agape) • Know that social recognition is a powerful tool • You have to ask! • Thank every donor! ACCEPT THE REALITY: Social networks are not a silver bullet for online fundraising. Make fundraising on social networks a part of your integrated campaign strategy.

14. Thank you! Carie Lewis Internet Marketing Manager clewis@humanesociety.org http://www.linkedin.com/in/carielewis humanesociety.org/connect