attracting donors
TRANSCRIPT
Attracting DonorsCentral Penn College
Education Foundation Presentation
with Rachel Strellawww.strellasocialmedia.com
Fundraising is… a relationship business!
Social media myths
Social media mythsIt’s a broadcast outlet
Social media mythsIf you build it, they will come
Social media mythsAnyone can do it!
Social media mythsA plan is not necessary
Social media mythsIt will generate immediate $$$
Marketing in the social world
Marketing in the social world
The sales funnel before social
Marketing in the social world
The sales funnel in transition
Marketing in the social world
The sales funnel after social
Marketing in the social worldAs it relates to fundraising,
social media can…
Increase awareness + Build/enhance relationships +Along with consistency & time = Steady steam of qualified prospects engaged in our cause!
Marketing in the social world
The top tiers for the Foundation
Principals for success
Principals for successKnow your goals
Principals for successKnow your goals
Awareness of the Foundation Higher engagement among CP
students, scholarship recipients, and prospective donors
Driving attendance at an event Developing/strengthening
relationships with donors
Principals for successKnow your audience
Principals for successKnow your goals
Start with current donors – who are they? Why did they donate?
Be specific – identifying key similarities to help us define our target audience
Principals for successMake key associations
Principals for successMake key associations
In the book, Pitman identified three criteria for finding donors:
Capacity to give Philanthropic nature Interest in the cause or organization
Principals for successDetermine your message
Principals for successDetermine your message
150 million of the 1
billion people that use
Facebook are connected
to a cause or non-profit!
Users are there to connect with other people – and they share what’s important to them.
Many non-profits fail to make this connection!
Principals for successDetermine your message
We must reach people on an emotional level!
Principals for successRally the troops
Principals for successRally the troops: Alpha Audience
Principals for successIntegration
Principals for successIntegrate: Connect F2F with online
Integrate: Eliminate silosPrincipals for success
Integrate: Eliminate silosPrincipals for success
Integrate: Existing marketingPrincipals for success
Integrate: Existing marketingPrincipals for success
Highlight key donors and ‘tag’ their business page or mention their Twitter handle
Add social media icons to Foundation direct mail pieces, brochures and newsletters
Cross-reference Foundation channels in profiles (ex: Customize a LinkedIn website to include the Foundation website)
Add social media icons to the signatures of all Foundation staff
Principals for successIntegrate: Include live interaction
Principals for successIntegrate: Include live interaction
Principals for successIntegrate: Include live interaction
Principals for successIntegrate: Events
Integrate: PartnershipsPrincipals for success
Principals for successMeasure progress
Principals for successDedicate resources
Creating a realistic and sustainable action plan
The Foundation planWho will be involved? Should we
create a subcommittee?
The Foundation planSubcommittee
The Team One person from each of our four strategic
operating committees A staff member A student - perhaps from SGA or a student clubThe Responsibilities An initial meeting An action plan meeting A quarterly meeting
The Foundation plan
The initial meeting: fill the toptiers of the sales funnel
Awareness How can we use online resources to generate
awareness of the Foundation and its mission? What types of content marketing will help to
educate prospective donors, and perhaps even overcome objections before they happen?
How can we integrate social media into all facets the organization?
The Foundation plan
The initial meeting: fill the toptiers of the sales funnel
Relationships How can we use social media for prospecting,
connecting and outreach? How can we use the web to strengthen the
Foundations’ relationships with donors and prospective donors?
Should we consider an exclusive online community for donors to connect with one another?
The Foundation plan
The action plan
The Foundation plan
Git ‘er done
Individual action plan
What we can do today!
Individual action plan
Audit social profiles
Individual action plan
Connect!
Individual action plan
Review your connections
Individual action planIncorporate live interaction
Fundraising is a relationship business…
Questions
Rachel StrellaOwner, Strella Social Media
Website:www.strellasocialmedia.comEmail: [email protected] Twitter:@RachelStrella