Download - Anatomy fundraiser 2
1
Anatomy of an Online FundraiserLinh Song, MSWnpServ DirectorNonprofit Enterprise at Work (NEW)twitter @[email protected]
twi
2
Introducing NEW
Nonprofit Enterprise at Work (NEW)
15 year old nonprofit focused on delivering nonprofit support services
Offices in Detroit and Ann Arbor
Serve 500+ nonprofits annually
Focused on Southeast Michigan
3
GovernanceTrainingMatchingAssessmentsWebinars
NP DirectoryFunding SearchBest Practices
Office SpaceConference Space
IT SupportSocial MediaDonor DatabaseWeb-based Email
Programs
4
NEW’s blog includes thoughts from NEW CEO, Neel Hajra, interviews with nonprofit board members, volunteers, community partners and other NEW experts.http://new.org/blog/
Follow NEW’s Twitter updates for the down-low on events, news, special announcements and breaking news items. www.twitter.com/new_org
Become a fan of NEW to get information about special events, workshops & webinars, exchange ideas with other people in the nonprofit sector, and see photos and videos. http://www.facebook.com/group.php?gid=60978461809&ref=ts
What is social media?
55
http://informationarchitects.jp/webtrends2007/
6
7
http://www.fullcirc.com/wp/about/visual-and-graphic-work/
8
Twitter Has a Purpose
99
http://informationarchitects.jp/webtrends2007/
10
Promote others and share your knowledge
11
EducateCelebrateAttract
http://mashable.com/2009/03/19/twitter-nonprofits/
Entertaining Donors
12
Globe Theatre Twitter Contest
Facebook Initiatives
1414
http://informationarchitects.jp/webtrends2007/
Facebook Love
15
• This is your default website!
• Fans
• http://www.facebook.com/Affirmations
• Causes
• http://apps.facebook.com/causes/157724
• Links to website, blog, other SM presence
• Need Photo Gallery
• Create Events Section (fundraiser deadline)
Affirmations
16
UMS/UMMA “15 Minutes of Fame”
Social Media = Developing Trust
19
http://www.flickr.com/photos/sidereal/62874874/
Who is on social media?
20
Michael Brennan…a brand name.
21
http://twitter.com/unitedwaymike
Demographics
22
23
• \
http://www.scottmonty.com/2009/10/recent-facebook-demographics.html
24
http://www.scottmonty.com/2009/10/recent-facebook-demographics.html
Bloggers to Know
2525
http://detroit.blogs.time.com/
http://www.sweet-juniper.com/
http://markmaynard.com/
http://annarborchronicle.com/
Process
26
27
Identify Your Strategy
27
http://informationarchitects.jp/webtrends2007/
28
http://altitudebranding.com/category/social-media-time-management/
Pick Existing Goals
1.Build cause awareness2.Connecting with new
supporters
3.Soliciting online gifts4.Cultivating supporter
relationships
5.Engage local media
29
Outgoing Message• How much are you trying to raise?
• Who are you trying to involve? (Custom appeals)
• How will you deliver the funds?
• Where will the money go once it’s collected?
• What will the donations make possible?
• Post a FAQ or how-to on a call to action
30
http://socialactions.com/taxonomy/term/101
Identify Your Audience
31
Snoop
• What websites do your supporters visit?
• AnnArbor.com
• AnnArborChronicle.com
• Yelp.com
• Google.com
• What is their preferred method of receiving news?
• Email newsletters (Constant Contact, Vertical Response)
• Website
32
New Networking
33
Identify Your Marketing Tools• Website
• Word of Mouth (translates to forwarding links or emails)
• Media Releases
• Events or Activities
34
Prioritize Your Networks
35
Carnegie Mellon 1. Increase online visibility, brand awareness among
students and alumni
2. Tactics:
• 10K views for each RoboU videos
• Add 500 subscribers to YouTube channel in 1 year
• Add 1K Facebook fans in 1 year
• Create viral response to videos, picked up by bloggers
3. Results:
• 2.2 million views of “Last Lecture”
• Students became advocates
• 290+ tech blogs spread videos
36
37
NPO Website Satisfaction
Ann Arbor’s ForeSee Results Findings
Nonprofits scored 73/100 point scale
Online Banking (83), E-Retail (74), E-Government (74)
and Automotive Websites (78)
Highly satisfied visitors to nonprofit websites are
49% are more likely to donate money
38% more likely to volunteer
66% more likely to use the website instead of a
costlier channel as the primary resource
Website requirements
• Visual imagery
• Search Flickr for Creative Commons Material
• Collect material from staff, volunteers
• Search Google Images, check licenses and permission
• Flickr photo slideshow widget
38
http://www.flickr.com/photos/newbeatphoto/4293702381/sizes/m/
Testimonials
• Interview with program manager, folks “on the ground”
• Constituents state their needs in their own words
• Appeal via letter, blog, video
• Include facts and figures on the issue, region, clients
• Reference current media reports
• Reference high profile experts
• Get ready to recognize non-solicited testimonials on social media
39
YouTube
40
http://www.youtube.com/watch?v=ovPfcU0ZdrA
YouTube, cont.
41
http://www.youtube.com/watch?v=DqUZaAvDdSE
YouTube, cont.
42
http://www.youtube.com/watch?v=lRKjw9FXd6c
$200 Goes a Long Way
43
Flip Camerahttp://store.theflip.com/MinoHD.aspx
•3.3 ounces•60 minuets of HD video•4GB built-in memory•Lithium ion battery with USB arm
Donation button
• Paypal as a default
• 2.9% transaction fee + $.03 charge/transaction
• Compatible with Constant Contact
• Easy to manage, set-up
• Network for Good for wider audiences
• 3% of all donations
• Takes care of state-by-state solicitation from all states
• Checks sent in mail
44
Chip In
45
http://www.childsplaycharity.org/index.php
•Works directly with Paypal•Works with Facebook•Blogger friendly•Visual representation of progress•Allows for individual pages•No additional fees
Firstgiving
46
•Geared towards high volume donations
•Allows for individual pages
•Great for matching corporate campaigns for companies to use internally
•7.5% processing fee + $300 annual
http://www.firstgiving.com/savethechildren
Drawbacks
47
http://motorfund.org/FirstGiving.aspx
Enlist Help
• Save the Children Haiti Help-A-Thon Community Engagement Toolkits
• Community Fundraising
• School Fundraising
• College Fundraising
• Volunteer Fundrasing Guide
• Generating Publicity for your Fundraising Event
• http://www.savethechildren.org/get-involved/community-engagement/
48
Annual campaignEmory University Blue Pig
Campaign
• Twitter, Facebook
• Incoming class given blue piggie banks
• T-shirts “Feed Me. Love, the Blue Pig”
• Piggie Round-Ups
• Monthly Emails
• Photo Contest
• Commented on blogs, forums
• Face-to-face interaction, answered questions
• Managed by 1 staff person!
49
http://www.alumni.emory.edu/annualfund/piggybank.php?section=fund&sub=programs
http://www.facebook.com/thebluepig#/thebluepig?v=wall
Results
• Pignapping and beyond
• 157% increase in undergrad donations
• First 7 months of fiscal year collected $12,915 compared to $682 previous year
• As of 5/09, total undergrad giving more than doubled in 2008
• 1st years had 9% participation rate
• 579.42% increase in total dollars raised
• 734.88% increase in avg. gift
50
Team Responsibilities
• Humane Society of the United States
• Recognized info silos
• “We have daily 9 minute meetings. Short meetings have helped them be more efficient and effective with every aspect of social media campaigns.”
• Internally cross-promote ideas and programs more
51
52
http://altitudebranding.com/category/social-media-time-management/
Internal Resources
• Texas A&M Division of Marketing & Communications
• http://brandguide.tamu.edu/
• http://agrilife.tamu.edu/web/social/
• Tutorials for staff to post content to iTunes, blog support, brand consolidation
• “Do You Wonder” campaign
• University content weighted with students and alumni content
• Outsourced then brought in-house
53
Save Kirkland’s 4th!
54
http://twitter.com/savekirkland4th
Kirkland’s campaign process
• Identified target audience
• Identified fundraising goal of $30,000 in 6 weeks
• Facebook page set-up
• Invited original supporters, businesses, groups, and media to become a “FAN”
• Repeat process through CAUSES application
• Created EVENTS and invited FANS to attend
• Daily updates on WALL to continue interest
• Thanked supporters and businesses on WALL, link to sites
55
Kirkland, Cont.
• Twitter Set-up
• Ongoing Teets through Tweet later
• Highlighted news from blog
• Twitter Follow Friday
• Donation options
• Paypal on site, blog, and Facebook
• Drop off boxes in shops and businesses
• Check drop off locations (Chamber, downtown assoc., realty, etc.)
• Volunteers selling flags at parade
56
Kirkland Results• Raised $35,000
• 75 individuals donated $6,945; avg. donation of $92.60
• 15 business donated $24,150l avg. donation of $1,610
• Approx. 500 FANS on Facebook
• 150+ Twitter followers
• 50+ blog entries: updates, sponsor profiles, media coverage
• 10+ bloggers included articles and links back to site
• Coverage on local, regional tv, radio, news
• Fireworks company donated extra $5,000 in fireworks
• http://www.slideshare.net/PurpleDuckMarketing/
57
58
Traffic Tools
58
http://informationarchitects.jp/webtrends2007/
Individual info feeds
• npServ
• Daily GoogleAlerts
• Check RSS feeds via Google Reader (nonprofit tech blogs to trains on Craigslist)
• TweetDeck conversations
• GoogleGroups email threads
59
60
http://www.flickr.com/photos/cambodia4kidsorg/3226367547/sizes/o/
Routines
• Use templates
• FAQ to point people to
• Build tags in Delicious to direct people to categories and other resources
• Standardize responses to common emails and comments
• Control expectations: “Thanks, will get back to you in 48 hours.”
• Project Management
• GoogleDocs
• Outlook Tasks
61
Cross Platform Tools
62
Analytics
63
http://siteanalytics.compete.com/jewlicious.com/
- 20,320 monthly unique visitors- Top referring site is google.com at 32.53%- Second is facebook.com at 9.08%
Know the Competition
64
http://twittercounter.com/HumaneSociety
Google, Your Guide
65
1. How many people visit my web sites each day. 2. How long the average visitor stays.3. How many pages the average visitor views before leaving.4. How many visitors stay longer than 3-5 minutes.5. How many "New" visitors there are on a weekly basis.6. I like to see where my traffic comes from (Twitter, Facebook, Google, etc.,)7. Which pages are the most popular. 8. If certain popular pages in particular get a high percentage of traffic from referral sites like Twitter.9. How long people tend to stay on my most popular pages (and to compare that with the average for the site in general).10. Which times of day are the busiest.
66
http://www.webexpectations.com/blog/wp-content/uploads/2008/09/googleanalytics.jpg
67
68
Your Fundraising Data
68
http://informationarchitects.jp/webtrends2007/
Follow-up
• Recognize donors online
• Enter donor profiles into your database: ACCESS, Filemaker, Giftworks
• Google each donor
• Add to profile social networking profiles, background information, donor history (schools, campaigns)
• http://fundrace.huffingtonpost.com/index.php
• Ask if they want to follow campaign via email? Add to Constant Contact/Vertical Response
• Report back results via email, blog, social networks
69
Know Your Donors
70
http://fundrace.huffingtonpost.com/
Process
71
http://www.pink-sheep.com/twitter-nonsense/chronically-unfollowable
www.new.org/socialmediawebinarsworkshopsconsultingassessments
73