social media for fundraising
DESCRIPTION
A comprehensive overview of Social Media platforms available for marketing with a focus on harvesting Social Media presence for donor acquisition and fundraising for non-for-profit organizations.TRANSCRIPT
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Incorporating Social Media into the Fundraising Strategy
Inna Tarabukhina
2013
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Attitude shift – from periphery into the
center
Brief overview of top Social Media
Channels
Social Media in fundraising
Streamlining Social Media – how not to
get caught up
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Social Media has moved from the
peripheral to the central
It has become elaborate and user-
friendly, making it
Accessible
Easy to use
Effective and reliable
Embracing Social Media will determine
success of a campaign or effort
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Primarily an internet-based tool for sharing and discussing information
Can take various shapes – think broadly!
Facebook, Twitter, etc are optimization channels for Social Media All Facebook is Social Media, but not all Social
Media is Facebook
Social Media is a conversation on the Internet, that has been localized to various platforms
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Being engaged with your donors is key
Relationships underlie both your cause and
how you plan to achieve it
Conversations on Social Media are non-
stop
This means you can tap into the conversation,
and engage people to your advantage
You cannot control the exchange of information
at large, but you can manipulate it and become
a key interlocutor
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Facebook Twitter Google Plus Tumblr Pinterest
LinkedIn Flickr Instagram YouTube Vimeo
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Different platforms are optimized for
different content
Content
Visual
Instagram Pinterest
Video
YouTube Vimeo Instagram
Content Heavy
Tumblr Facebook
Interactive
Twitter Facebook
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Before you can get donations, you must
have donors – Audience Acquisition
Audience
Involving
Flexibility
Value
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Value
Your posts must add value to the conversation
You must give to get
Share expertise, insights and opinions
Your Social Media followers are not numbers – they are people, in real time
Approach every post as you would a conversation
No one wants to talk about you all the time!
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Use value to engage your audience with your cause
Provide sufficient background to make it obvious that your cause is worthwhile
Show that supporting the cause will add even more value
Use the cause or effort as a valuable contribution to the existing conversation
Make bridges, show connections and applications
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Flexibility
Stay in beta – be prepared to tailor and tweak your strategy at any point
Maintains an open mind to new opportunities
Allows for effective troubleshooting and alternatives
Keeps the door open for continuous improvement
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Keeping an eye on the trends
Allows to tap into the influencers quickly People or organizations who already have a
distinct presence in the target community
Jumping on the band wagon gives access to a broader network
Credibility by association
Social Media is evolving all the time (eg. Video feature on Instagram) A flexible strategy allows for effortless
adaptation
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Involving
Maintain an ongoing reciprocal relationship
with your audience/potential donors:
Reply to comments
Encourage and then acknowledge Likes/Shares
Follow back
Retweet/reply to tweets
Show appreciation
Conduct opinion poles; discuss results; facilitate
discussion
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Your activity on Social Media mirrors
your commitment and your vision of your
donors
Appreciation fosters mutual respect and
credibility
Make the community want to be
associated with your cause or mission
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Share your story and do your research
Make your perspective relatable and easy to
understand
Find organizations or people with similar
backgrounds/passions/missions and connect!
○ Pool networks to build Internet presence
Action Points:
Video testimonials or success stories
An engaging blog/website posts on the origins
and direction
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Embrace Variety Internet allows for anything from text to videos
and images – use them!
Visual images are easy to share
Videos are engaging and allow a break from text-based material○ Show, not tell
Action Points Develop an archive of visual posts optimized for
sharing
Create a small video series captioning the essence of the organization. Show the donors where and money will go and why
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Go from specific to the general Find the influencers in the community and foster
relationships with them
Show your support for associated organizations
Action Points: Scout Twitter and Facebook for similar
organizations
Engage with these organizations by linking their page, following them on Twitter and tweeting a conversation
Use action words and make donations easy “Like for More” “Donate Now”
Track the flow – use popular hashtags and tags
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Social Media is extensive. Take
advantage of existing optimization tools
HootSuite
Allows you to keep track of all your social
media platforms and post from one common
site
Avoids having to log into multiple sites
Registered non-profits receive a 15%
discount (free version has limitations)
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It is key that posts are regular, valuable
and relevant
Use websites that allow for queuing of posts
Pre-scheduled Twitter posts
○ FutureTweets.com
Queued Tumblr posts
Link multiple accounts – Facebook with
Twitter; Twitter and Facebook plug-ins for
Websites, for cross-sharing
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Take advantage of apps!
StayClassy.org
○ “Nonprofits can accept donations from a
website, create custom fundraising campaigns
for marketing, launch peer-to-peer fundraising
campaigns, and sell tickets or registrations to
events.”
○ Can be incorporated into Facebook
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To get the most from Social Media, understand how it works
Internet likes content. Your content is your value.
Internet likes reliability. Post regularly, in a variety of formats.
Internet is a platform for Conversation 2.0. Give to get
Internet “evolves.” So should your strategy. Look for trends and use them to your advantage.
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Donations
Building relationships via
Social Media
Valuable Content
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Identify an organization with a similar mission
Using LinkedIn and the organization’s Website, find the structural hierarchy and identify key decision makers
Follow the organization on Twitter and tweet an introductory tweet
Like the organization on Facebook and post an invitation to an upcoming event/share an image/like and share an event or recent post by the organization
Contact the key decision makers to negotiate cooperation, a partnership or cross-promotion
The organization’s existing network will be an asset for building community presence and awareness