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Social Media and your Fundraising Program

Presentation for Association of Fundraising Professionals Breakfast, San Francisco

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Social Media and your Fundraising Program

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  1. Social Media and your Fundraising Program SOCIAL MEDIA & YOUR FUNDRAISING PROGRAM SUSAN TENBY AFP GOLDEN GATE JULY 2015 @SUZBOOP SUSANTENBY.COM

  2. Director of Community and Partnerships, Caravan Studios Original Online Community Manager, TechSoup Founder, OCTribe Social Media Consultant Director of Community and Partnerships, Caravan Studios Original Online Community Manager, TechSoup Founder, OCTribe Social Media Consultant

  3. Agenda 1. Fundraising Through Social 2. Branding 3. Relationship-Building 4. Capacity 5. Meet the Pros 6. Resources Agenda 1. Fundraising Through Social 2. Branding 3. Relationship-Building 4. Capacity 5. Meet the Pros 6. Resources

  4. FUNDRAISING THROUGH SOCIAL 1

  5. The Big Picture • Strategize your campaign and set realistic goals. • Evaluate your audience (who and where). • Create the content and messaging. • Measure your campaign’s KPIs. • Be committed. The Big Picture • Strategize your campaign and set realistic goals. • Evaluate your audience (who and where). • Create the content and messaging. • Measure your campaign’s KPIs. • Be committed.

  6. “Content is king, but distribution is queen and she wears the pants.” - Jonathan Perelman, Buzzfeed CC Image: https://flic.kr/p/6WsfZx “Content is king, but distribution is queen and she wears the pants.” - Jonathan Perelman, Buzzfeed CC Image: https://flic.kr/p/6WsfZx

  7. The Social Fundraising Funnel Prospects Visitors Subscribers/Followers Advocates Supporters The Social Fundraising Funnel Prospects Visitors Subscribers/Followers Advocates Supporters

  8. Crowdfunding Engages All Age Groups Online donors 55- 64 are the most generous crowdfunders. 1% 9% 19% 22% 24% 18% 7% Unknown 18-34 35-44 45-54 55-64 65-74 75+ Source: http://www.slideshare.net/kimbiainc/gla-infographicfinal Crowdfunding Engages All Age Groups Online donors 55- 64 are the most generous crowdfunders. 1% 9% 19% 22% 24% 18% 7% Unknown 18-34 35-44 45-54 55-64 65-74 75+ Source: http://www.slideshare.net/kimbiainc/gla-infographicfinal

  9. What Should I Be On? • Which platforms will help me reach org goals? • Which platforms are our audiences using? • Which platforms are our target audiences using? • Which platforms can we listen and learn? • Which platforms will allow us to stand out? What Should I Be On? • Which platforms will help me reach org goals? • Which platforms are our audiences using? • Which platforms are our target audiences using? • Which platforms can we listen and learn? • Which platforms will allow us to stand out?

  10. . Donor Consideration Touch-Points • Email used to be the first point of contact. Now social media is often the first contact. • Websites are now secondary, primarily used to gather information.

  11. . BRANDING 2

  12. . What is off brand? Trying to hard to reach Millennials. What does this have to do with NPTech? Where does it mention the link to Vine in the bio?

  13. . What are you projecting as an org? You must have a purpose, a plan, and make connections back to your mission and your org.

  14. . They set up a Tumblr for no reason that has no connection to TechSoup or nonprofits. There’s no plan to scale it, and they abandoned it.

  15. . Piggyback on Your Colleagues’ or Competitors’ Hashtags #LYFTNATION #UBERX

  16. . Using P!NK to get visibility for our hashtag Modify a tweet then add a parenthetical addition to it

  17. . RELATIONSHIP-BUILDING 3

  18. . • Use a CRM tool like Nationbuilder to find who is following you across different platforms. • Engage with them directly. • Set a meeting with them. Meet Your Super Fans

  19. . • Allows you access to stakeholders and influencers • Gives you a reason to ping new networks • Gives a human voice and face to C-level staff and those behind the vision Social Media Changed the Way We Engage

  20. . What’s too much? Find the line between informative and annoying. Too many posts decrease engagement.

  21. . What’s not enough? When it looks like no one’s there.

  22. . What else makes an effective post? @Mention and no more than 3 hashtags. Pictures and video get 50% more engagement.

  23. . What If I Have Nothing to Say?

  24. . Experiment with posts, but don’t drive yourself crazy. Guy Kawasaki’s A/B test mentioning race got 492 comments. A/B Testing

  25. . Identify hashtags used in your issue area, and share high-quality content using those hashtags to build credibility. Converting a Tweet into a Lead

  26. . Identify influencers in your network and in your issue area by using tools like Little Bird and Buzzsumo. Converting a Tweet into a Lead

  27. . Be diligent about engaging with your influencers over a period of time, so you stay top of mind. Here’s 8 ways to get their attention… Converting a Tweet into a Lead

  28. . Follow them. Engage with their tweets by replying, commenting, retweeting, or favoriting. Favorite positive tweets from other users by searching for their handle in native Twitter. Converting a Tweet into a Lead

  29. . Converting a Tweet into a Lead Share their long-form content: • Visit their blog, YouTube, Slideshare, or find recent news on them. • Tweet it out with an @mention.

  30. . Converting a Tweet into a Lead Scroll through their Twitter feed: • Are they running a campaign? Give them a shout out. • Are they participating in or hosting tweet chats? Join them.

  31. . Converting a Tweet into a Lead If they’re live tweeting, retweet and engage with their content in real time.

  32. . Add them to a flattering Twitter list. Subscribe to their Twitter lists. Converting a Tweet into a Lead

  33. . Once you’ve gotten their attention via a follow-back, send them a DM to get their email address. Converting a Tweet into a Lead

  34. . CAPACITY 4

  35. . Get It Done with Consultants A team of two consultants can take on the work of one full-time social media manager.

  36. . Get It Done with Existing Staff Make it easy. • Get your staff on-board with sharing your org’s mission and call to action on their social. • Prefabricate posts. • Optimize social sharing on the website.

  37. . Get It Done with Interns Prevent intern turnover by giving more and more responsibility.

  38. . Time Investment Twitter: 5-30 minutes a day Facebook: 5-30 minutes a day LinkedIn: 15-30 minutes a week Listservs: 15 minutes a week Other Groups: 30 minutes a week

  39. . Time Investment In 5 minutes, you can • Respond to @mentions • Respond to DMs • RT someone

  40. . Time Investment With 20 minutes, you can • Look for shareable content and curate. • Reach out to new followers. • Answer a question and amplify it.

  41. . Time Investment With 40-60 minutes, you can • Search for 5 new people in your field to follow. • Live-tweet an event. • Find and use 5 new hashtags. • Join a tweet chat.

  42. . MEET THE PROS 5

  43. . Nonprofit Orgs A Social & Mobile Media Blog for Nonprofits • Facebook: 93K fans • Twitter: 788K followers • YouTube: 1,328 subscribers • Pinterest: 20K followers • LinkedIn: 2,154 followers • Instagram: 8,782 followers • Google+: 14K followers

  44. . Nonprofit Orgs @nonprofitorgs • Offers high-quality free content • RTs influencers • Maintains good mix of self- promotion vs. 3rd party content

  45. . Janet Fouts @jfouts Variety of content: • Curated • Inspiring • Field related • Humor • Personal

  46. . Beth Kanter @kanter • Informative • Gracious • Has Calls to Action • Includes insights into her thought- process and ideas

  47. . RESOURCES 6

  48. . Twitter Lists of Over 600 Nonprofit CEOs and Executive Directors: • https://twitter.com/farra/lists/social-eds/members • https://twitter.com/ChrisTuttle/lists/nped Slideshares: • www.slideshare.net/suzboop • www.slideshare.net/girardinl/dont-panic-how-to-embrace-emerging- social-media-with-infinite-majesty-and-calm Recommended Reading: Mobile for Good: A How-To Fundraising Guide for Nonprofits by Heather Mansfield

  49. . 24 Must-Read Fundraising and Social Media Reports for Nonprofits http://www.nptechforgood.com/2015/07/03/fundraisingreports/ 15 Must-Know Fundraising and Social Media Stats http://www.nptechforgood.com/2015/01/25/15-must-know-fundraising- and-social-media-stats/ Nonprofit Tech for Good’s Social Media Archive http://www.nptechforgood.com/category/social-media/

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