using social media for fundraising: beekeeper group

8/6/2019 Using Social Media for Fundraising: Beekeeper Group

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Using Social Media to

Increase Your FundraisingMike PanettaPartner, Beekeeper Group

Wednesday, May 25, 2011


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Mike Pane*a, Partner at Beekeeper Group

City-Wide Elected Official in the District ofColumbia, Shadow U.S. RepresentaJve

Award winning-strategist for digital advocacy,poliJcal, and public affairs campaigns

Introductions



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What Well Cover What is social media?

Why its such a hot topic among

fundraising professionals

Ideas and strategies to take the rststeps towards integraJng a socialmedia fundraising program into yourefforts.



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What We Wont Do A*empt to impress by

confusing you with jargon

Sell you a bunch of snake oilabout how this will change theway world works forever.

Pass ourselves off as gurus -were sJll learning this stufftoo

Im Not This Guy .



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Quick Review Social media is a tool to spread yourtheme and message, it wont magicallycreate it for you

Social Networking has always existed -even before computers

Internet now makes it easy to connect

with a more people and share moreinformaJon than ever before

Not just gossip at the water cooler anymore - its video, audio, web sites being

spread among individualsWednesday, May 25, 2011


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Why This Matters Fundamental shi in the power ofcommunicaJon and the ow ofinformaJon

FragmentaJon of media landscapeconJnues on a relentless pace

TradiJonal media business models

are starJng to erode

The people are now themedia.and have the tools andmeans to make a difference

vs.



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Fragmentation of Media

vs.

106 MillionViewers for 1983

series nale

20.5 MillionViewers for 2010

series nale



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People Trust Friends People no longer place a great deal of trustin insJtuJons or the media

Only 23% rate the honesty and ethical

standard of journalists as high or veryhigh, while 31% said they were low orvery low (Source: The Project for Excellence in Journalism )

Only 22% have a high degree of trust in the

government (Source: Gallop, April 2010)

90% of consumers online trustrecommendaJons from people they know;70% trust opinions of unknown users.(Econsultancy,July 2009)



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Mul$ple channels is key

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You can no longer assume peoplewill want toconsume your materials on your

preferredchannel...youneed to provide

options.Wednesday, May 25, 2011


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10

YourWebsite

Multiple Paths Needed

DONATIONSVIA WEB SITE



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Not a Silver Bullet Important to keep things in perspecJvewhen starJng down this path

$300 Billion given to non-prots in 2008 -5% of which was given online - most of itthrough the organizaJons web site via emailappeals

The key drivers of donaJons remainunchanged, social media is a tool to expandthe reach of your ask and empower yourdonors to help spread the message

Social media a two-way street, users are

looking for engagement - not to be treated asan ATMWednesday, May 25, 2011


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Trending Upward Online giving was up 34.5% in 2010(Blackbaud.com)

Online giving is becoming the rst-responsemethod of choice for donors - and the web is

the #1 source of news for those 18-29(Blackbaud.com, PewCharitable Trust)

Disasters show how effecJve this can bewhen a*enJon is focused across the socialweb (Blackbaud.com)

HaiJan giving peaked only 3 days a erHaiJan earthquake and majority went tosmall organizaJons that quickly organized viasocial media (Blackbaud.com)



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Build Community First If you dont have a relaJonship via socialmedia with supporters, dont expect much inreturn

The network of people is the most powerfulpart of social media, concentrate on growingthat for your organizaJon

Post informaJon, updates, respond to

quesJons, and engage with the community

A mature, acJve online community is notsomething that happens quickly - it needsJme to develop and requires care and

nurturingWednesday, May 25, 2011


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Expand Beyond Email Emailing lists of donors is sJll importantway to raise funds online - but organizaJonsneeds to think beyond their list and engagethe social web

Social web allows for more interacJon withdonors and viral spread of appeals

MulJmedia appeals can be bring emoJons

and personal stories to your ask

Most organizaJons have the ability toproduce this media in house - and likely on aphone!

+

=

Global Distribu$on



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Integration is Key Social media should be used to augment exisJngefforts - not replace them

Are current efforts being made shareable via

social media channels?

Are social media tools integrated to yourdonaJon web site, blog, and email template?

Are you asking donors to share the news of theirdonaJon?

Tools exist to Je various sites and pla ormstogether and cross-publish content - including

ShareThis and new features on FacebookWednesday, May 25, 2011


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Some Examples



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Personal Pages



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Some stories work bestover video...

http://www.youtube.com/watch?v=mE4rK8NcCB4Wednesday, May 25, 2011
http://www.youtube.com/watch?v=mE4rK8NcCB4http://www.youtube.com/watch?v=mE4rK8NcCB4http://www.youtube.com/watch?v=mE4rK8NcCB4


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Creative Uses



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Facebook Causes



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Birthday Wishes



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FundRazr



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Razoo



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Twitpay



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Without a network that knows you and hears from youo en...you have nothing.

Appeals that are successful online touch the heart - and thesocial web is great for spreading those messages

IntegraJon into exisJng fundraising appeals is the best way tostart - i.e. social media enabled thank you pages

OrganizaJons that do well in building online community areacJvely growing their network and providing it with useful,Jmely informaJon - fundraising gets folded in over Jme

Final Thoughts



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Questionshttp://www.beekeepergroup.com/presenations/AFG2011.ppt
http://www.beekeepergroup.com/presenations/AFG2011.ppthttp://www.beekeepergroup.com/presenations/AFG2011.ppt

using social media for fundraising: beekeeper group

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