social media fundraising for animal welfare charities with #donate
TRANSCRIPT
GoodWorld’s Social Giving School Workshop: Social Media Fundraising in Animal Welfare Non-Profit Circles
Wednesday, March 4th @ 1776 Penthouse
● According to Blackbaud’s Index of Online Giving: Online giving grew 13.5% in 2013 and 14 % according to the Network for Good’s online Giving Index
● Fastest growth? Small to medium sized nonprofits!
● People are more generous than ever.
Social Giving Landscape
*Blackbaud Charitable Giving Report, 2013
Social Media Fundraising● 57% of Facebook Fans “Like” a charity on Facebook because they want to publicly display
their support for the nonprofit to their friends (Nonprofit Tech for Good)
● The average social media donation is $59 and growing each year
● 47% of Americans learn about causes via social media and online channels
● Using Twitter during fundraising events can result in 10X more money raised online
● Facebook referred 29.4% of traffic to donation pages on #GivingTuesday
● According to the 2014 M+R Benchmark Report, email fundraising responses are down 11%, while Facebook & Twitter continue to grow.
Social Media Fundraising is on the rise!* M+R Benchmarking Report, 2014
Animal Welfare Nonprofit Sector
● Overall charitable giving to animal charities grew by 8.6% in 2013
(Blackbaud)
● Online giving to animal charities grew by 13.3% in 2013
● The Animal Sector accounted for 5.6% of of all charitable giving online
● Animal welfare charities saw the highest percentages of online giving in
March, April, May and December
*Blackbaud Charitable Giving Report, 2013
Q: What social media platforms do YOU use to Fundraise?
• End of Year (Annual) Giving• Peer-to-Peer (walks/a-thons)
Crowdfunding (vet bills, operations)
• Giving Tuesday & Cause DaysLive Events/Adoption Events
● Recurring donation programs
● Tribute Giving● Contests/Gamifying/Prizes● Everyday Ask/Asking
Opportunistically
We’re using Facebook, Twitter, Instagram...
Q: What types of campaigns work for you on Social?
Q: When you fundraise on social, what’s your call to action?
We post a link... To a donation form
Every link click away from Social Media
loses 50% of donors.
Links are NOT SOCIAL
*npENGAGE 2013
Donation forms are abandoned at a rate of
50 to 70%.
Forms are NOT SOCIAL
*npENGAGE. 2013
GoodWorld: Giving Made Social
#DONATENO more links
NO more forms
Gives YOU control to convert
Who’s used #donate?
and many more!
Social Giving Playbook
REACH supportersOrganic Reach, Paid Reach, Viral Engagement, Cross-Platform Messaging (email, direct mail), Video
INSPIRE givingGreat value proposition + Clear call-to-action + Limit Number of Clicks/Forms (ex. Micro-matching, Facebook raffles)
CLOSE #donationsTrack analytics, Engage and thank supporters, Cross-platform follow-up
See the full playbook…goodworld.me/social-giving-school
Social Giving School EmailsCommunity of Learning for Social Media Fundraising
Tell us what you’d like to see...this is YOUR resource!
Email Emily Thoet at [email protected] with topics you’d like to know more about
Save the Animals: Go create some awesome campaigns!
Create a campaign (one or a series of posts)Reports back in 45 minutes ready to present
How will you:
REACH your audience?INSPIRE them to give?
CLOSE their donations?
Join the Founding Member Club!Limited to 10 Nonprofits
Exclusive promotions including...Dedicated Campaign Support
To apply email Charlie ASAP…charlie @goodworld.me
Invitation OnlyDEADLINE Monday, 3/16
Cross PromotionAd/Boost Budget
Crowdfunding/Matching DonationsIntroductory fees
waived up to 2.2% Free Coffee Mug!
Thank you.