social network fundraising: facts, myths, and strategies that work

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  • 1.Social Network Fundraising:Facts, Myths, and Strategiesthat Work#12NTCSocialNetJon Biedermann

2. Social Network Fundraising:Facts & MythsThe 8,000 lb. fundraising gorilla?Social Network Fundraising: Facts & Myths Slide 2 3. Social Network Fundraising:Facts & Myths5% .003% 6%**July 2011 NCDC Dimensions Article by Jon Biedermann, VP Fundraising Solutions, SofterWare, Inc. Social Network Fundraising: Facts & Myths Slide 3 4. Social Network Fundraising:Facts & MythsOnline Giving 5%-7%* of total USA givingOther Sources in 2010 was online *Various SourcesSocial Network Fundraising: Facts & Myths Slide 4 5. Social Network Fundraising:Facts & MythsOnline Giving Online giving growing 30% per year. Could reachOther Sources 33% in 7 yearsSocial Network Fundraising: Facts & Myths Slide 5 6. Social Network Fundraising:Facts & Myths From 2007- June 2011, over $35m* raised through FaceBook Causes ($7.7m per yr. average)*Causes AdvertisingSocial Network Fundraising: Facts & Myths Slide 6 7. Social Network Fundraising:Facts & MythsFrom 2007- June 2011,$1.2 trillion* total raised.For every dollar raised onFaceBook, $33,000 raised via.003%other means. *2011 Giving USA Foundation ReportSocial Network Fundraising: Facts & Myths Slide 7 8. Social Network Fundraising:Facts & Myths2010: 35% raised less than$1,000 on Facebook. Only0.4% raised more than$100,000.*.003%*2011 NTEN Nonprofit Social Network Benchmark ReportSocial Network Fundraising: Facts & MythsSlide 8 9. Social Network Fundraising: Facts & MythsAverage size of FaceBook following of0.4% raising more than $100,000: 99,91130% of above dedicate 2 + staff tomanaging their social networks *2011 NTEN Nonprofit Social Network Benchmark Report Social Network Fundraising: Facts & MythsSlide 9 10. Social Network Fundraising: Facts & MythsAverage age of typical donor around 60.Direct mail - 68.*Only 6%** of Americans 65 or olderuse FaceBook or other socialnetwork sites*Chronicle of Philanthropy: philanthropy.com/article/Direct-Mail-Beats-Predictions/62859 **Pew Research, June 2011: http://bit.ly/maossa Social Network Fundraising: Facts & Myths Slide 10 11. Social Network Fundraising: Facts & MythsNonprofit Goals for Social Networks: 75% report goal is to engage supporters 73% report goal is to grow membership.Fundraising is at 65%. Even fewer (56%) statefundraising as a goal for the next year. *2011 NTEN Nonprofit Social Network Benchmark Report Social Network Fundraising: Facts & MythsSlide 11 12. Social Network Fundraising:Facts & MythsBudget, Staffing and Resources52% of nonprofits have no formal budget for socialnetworks; just 4% allocate more than $50,000 annually.86% commit some staff time to social networks, withthe majority (61%) allocating a quarter of a full-timeemployee equivalent (FTE).*2011 NTEN Nonprofit Social Network Benchmark ReportSocial Network Fundraising: Facts & MythsSlide 12 13. Social Network Fundraising:Facts & Myths Why so little raised on FB? 1.Majority of donors not on FB*. For every 110 FaceBook likes, a nonprofit has 1,000 email subscribers** 2.Donors dont equate FB with fundraising* 3.Use FB to interact with younger folk (son, grandkids, etc.)* *2011 Giving USA Foundation Report**2011 M+R and NTEN eNonprofit Benchmarks StudySocial Network Fundraising: Facts & Myths Slide 13 14. Social Network Fundraising:Facts & MythsThe 8 lb. fundraising monkey.Social Network Fundraising: Facts & Myths Slide 14 15. Social Network Fundraising: Facts & MythsWhile fundraising via online social networks is slowly growing,not enough donors currently visit these sites. Should nonprofits abandon these tools?NO! Social Network Fundraising: Facts & MythsSlide 15 16. Social Network Fundraising:Strategies That WorkToday isEnvironmental Awareness Day!They are great tools to combine with website, email, direct mail, etc.. Social Network Fundraising: Facts & Myths Slide 16 17. Social Network Fundraising: Strategies That Work Today is EnvironmentalAwarenessDay!Staff resources may dictate a more focused strategy.Social Network Fundraising: Facts & Myths Slide 17 18. Social Network Fundraising: Strategies That WorkPercent of Nonprofit with presence on:89%* 57%* 30%* 47%* Build close relationships with closed groups Great advocacy/awareness tools Low cost if focused on one or two outlets*2011 NTEN Nonprofit Social Network Benchmark ReportSocial Network Fundraising: Facts & Myths Slide 18 19. Social Network Fundraising:Strategies That WorkSocial Network member community growth 2010-2011: 161%* 2%*265%* 504%* *2011 NTEN Nonprofit Social Network Benchmark Report Social Network Fundraising: Facts & MythsSlide 19 20. Social Network Fundraising: Strategies That Work If the goal is to increase fundraising results and expand client reach and base,tap into other peoples social networks!Why people give: 50% say A friend asked me. Social Network Fundraising: Facts & Myths Slide 20 21. Social Network Fundraising: Strategies That Work(formerly Kintera) Peer-to-peer online fundraising, combined withonline social networks, is a potent fundraising combination. Social Network Fundraising: Facts & Myths Slide 21 22. Social Network Fundraising:Strategies That Work Social Network Fundraising: Facts & Myths Slide 22 23. Social Network Fundraising:Strategies That Work Social Network Fundraising: Facts & Myths Slide 23 24. Social Network Fundraising:Strategies That WorkImportant legislationMeet ourIs being voted on.Executive Director! Please contact yourJoin us at the representative.TheMissionLand Conservation Rally!Thank you foris the Did you knowyour donation!Messagedriving a hybrid reduces your carbon footprintShow the world you careby 45%?with our t-shirt!Our Walk-a-thon is coming up. Help us reach our goal?Social Network Fundraising: Facts & Myths Slide 24 25. Social Network Fundraising: Strategies That Work TheMissionis the MessageOur Walk-a-thon is coming up. Help us reach our goal?Social Network Fundraising: Facts & Myths Slide 25 26. Social Network Fundraising: Strategies That WorkYoursupporterIm walking to protect the environment. Help me reach my goal! Social Network Fundraising: Facts & Myths Slide 26 27. Social Network Fundraising: Strategies That Work I care about this I care about youimportant cause!so Ill help!YourFriend,supporterYourFamily, ColleaguNonprofite Family, friends, colleagues respond due topersonal affinity for supporter.Social Network Fundraising: Facts & Myths Slide 27 28. Social Network Fundraising: Strategies That WorkThis is a veryWho are you?important cause! ? Friend,Your Family,ColleaguNonprofit eWithout your supporter, donors dont know you. Social Network Fundraising: Facts & Myths Slide 28 29. Social Network Fundraising: Strategies That WorkI endorse thisYoure so great!important cause!Heres $100! Friend, Family,YourColleagusupporter eSupporter lends his/her brand. Social Network Fundraising: Facts & Myths Slide 29 30. Social Network Fundraising: Strategies That WorkSupporter becomes the message. The hero of the landing page.Social Network Fundraising: Facts & Myths Slide 30 31. Social Network Fundraising: Strategies That Work Friend, Family,ColleagueThey like and trust your supporter, which leads to donation. Social Network Fundraising: Facts & Myths Slide 31 32. Social Network Fundraising:Strategies That Workbafound.donorpages.com/2011ARTERIALCHALLENGEbafound.donorpages.com/TAYLORWALKSocial Network Fundraising: Facts & Myths Slide 32 33. Social Network Fundraising:Strategies That Workbafound.donorpages.com/BRAINPOWERSocial Network Fundraising: Facts & Myths Slide 34 34. Social Network Fundraising:Strategies That Work bafound.donorpages.com/teamcindy2011Social Network Fundraising: Facts & Myths Slide 35 35. Social Network Fundraising:Strategies That Work Social Network Fundraising: Facts & Myths Slide 36 36. Social Network Fundraising:Strategies That Work 4 donors to 1 fundraiser ratio is considered OK. 7 to is considered good.Ratios for DonorPages client events sites reach 12 or 14 to 1.In Team Cindys case, 536 donors helping 18 fundraisers thats nearly a 30 to 1 ratio!That averages out to $88.00 per donation.Social Network Fundraising: Facts & Myths Slide 37 37. Social Network Fundraising:Strategies That WorkThis fundraisers page had a 53 to 1 donor/fundraiser ratio. Her page averaged $110 per donation. Social Network Fundraising: Facts & MythsSlide 38 38. Social Network Fundraising:Strategies That Work Social Network Fundraising: Facts & Myths Slide 39 39. Social Network Fundraising:Strategies That Work Social Network Fundraising: Facts & Myths Slide 40 40. Social Network Fundraising:Strategies That Work Social Network Fundraising: Facts & Myths Slide 41 41. Social Network Fundraising:Strategies That Work Social Network Fundraising: Facts & Myths Slide 42 42. Social Network Fundraising:Strategies That WorkPeople using online tools raise 6x more then those who dont.Twitter users raise 10x more then those not using Twitter. But fewer then half of constituent fundraisers ask their online social network when fundraising. They use email or other means. Social Network Fundraising: Facts & Myths Slide 43 43. Social Network Fundraising:Strategies That Work Too busy no time Anxiety about asking for money Too shy not good with words Have to handle cash or checks Dont have tools or know-how Many leisure distractions Other reasons? Social Network Fundraising: Facts & Myths Slide 44 44. Social Network Fundraising:Strategies That Work Much less time No face to face ask Provide a message they can personalize Easy posting to FaceBook & Twitter Online Donations no checks! Friendly Competition & Recognition Social Network Fundraising: Facts & MythsSlide 45 45. Social Network Fundraising:Strategies That Work