State of the Art FundraisingUsing Social Media in Fundraising and Volunteer Communications

May 17, 2013Volunteer Administrators of Southwestern PA

Westmoreland Association of Volunteer Administrators

Dave Tinker, CFREACHIEVA

@davethecfre

What We’ll Go Over

• Why should you use Social Media in Fundraising• Social Media is a Friend of NPOs

• Facebook, Twitter, YouTube, Instagram and Pinterest• Social Media Exercise• Social Media Policies Can Help• Online Resources

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Definition• What is Social Media?

o A group of applications that allow for user generated content

• What is Social Networking?o Placing individuals into specific groups connected by a common

interest

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Benefits to your Organization

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• Public Relations• Customer Services• Loyalty Building• Collaboration• Networking• Search Engine Optimization• Enhance your Fundraising

Statistics and Facts

• People Use Social Media More than Anything Else on Internet – 75% of Americans use social media– 33% of adults online post to social media sites at least once a week

• 66% of all internet users in the world visit social networks• Using social media is done more often than reading email• It is growing faster than 3x the internet• 93% of social media users believe an organization should

have a presence in social media

Sources Forrester, Nielsen, TechCrunch, Wecando.biz5

Easy Access to Social Media• You can access social media

• PCs• Tablets, Kindles, Nooks• Phone• TV and TV games

• Social Media is more interconnected6

The Price Is Right!• Guess the correct social media statistic

• The contestant who is the closest without going over wins!

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The Price Is Right!

• 18%

• Worldwide, more than 50% of people who connect to social media do so by mobile device; in U.S., it’s 30%

• Social networking sites reach 1.2 billion people = 82% of people online

• 1 in 6 minutes online is spent on social networking sites Sources: Mashable, The Next Web, comScore, AdWeek

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• What percent of all time spent online is spent on social media sites?

The Price Is Right!

• 1 billion

• The average Facebook user spends 7 hours a month on the site• Average user connected to 80 groups, events and community

pages• 300 million photos uploaded daily Sources: Facebook, Mashable, The Social Skinny, Gizmodo

• Facebook has how many active users? (Hint: it’s more than 100 million)

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The Price Is Right!

• Over 400 million

• Twitter has 640 million users worldwide; • 72 million active

• 400 million Tweets = 21+ million pages of text

Sources: Media Bistro, Mashable

• How many million Tweets are sent per day?

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Ory Okollon, founder of Ushahidi (nonprofit providing software for information collection)

“It (Ushahidi) is only 10% of the solution. The other 90% is up to the people and

organisations using the platform.”

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More or Less!• Listen to the social media impact statistic

• Guess whether the correct answer is more or less!

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More or Less!

• MORE: 127 countries

Sources: Alexa traffic (December 2012), via VincosBlog

• Of 137 countries surveyed, 100 reported Facebook as the leading social network (most users)

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More or Less!

• LESS: Asia has 278 million

• Europe with 251 million

• North America with 243 million

Sources: Alexa traffic (December 2012), via VincosBlog

• Asia has the most Facebook users, with 300 million

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A look at usage in development: CASE• It’s not just Facebook

o While 96% of survey respondents are on FB, 80% have Twitter accounts, 73% use You Tube and 68% manage groups on LinkedIn

o 17% are experimenting with geosocial (location-based) services such as Foursquare

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A look at usage in development: CASE• It’s likely managed outside the development office

o 74% of institutions surveyed stated communications/public relations staff are responsible for creating, monitoring and enforcing social media policy

o This compares to 18% reporting development staff involvement

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A look at usage in development: CASE• It’s emerging in campaign strategy

o 50% of respondents reported social media usage in campaigns

o Uses include event attendance promotion, matching gift challenges and online contests

Source: Third Annual Survey of Social Media in Advancement conducted by the Council for Advancement and Support of Education, mStoner, and Slover Linett Strategies

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Facebook pages• Nonprofit Resources by Facebook

– https://www.facebook.com/nonprofits

• Pages• Ads• Apps• Places • Events• Groups 19

Twitter Fundraising Samples

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• Pittsburgh Gives– One Day Only Have Your Gift to @ACHIEVA Matched –

http://is.gd/1234 #pghgives (79 characters)– The Pittsburgh Foundation will match your gift to ACHIEVA

50 cents for every dollar up to $2,500 Oct 28 at 10am http://is.gd/ZiQtDk PLS RT(140 characters)

• Join and Donate– @aplusk, @drew

Anatomy of a Tweet

• Name @• Hashtags #• RT & MT• URL Shorteners• . Or “ Before a Tweet

.@davethecfre

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One Day Only Have Your Gift to @ACHIEVA Matched – http://is.gd/1234 #pghgives

Instagram and the Calgary Zoo• This year they didn’t print an annual report. They posted

it on Instagram.

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Rhymes with Purple

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Impact

• LGBT awareness campaign raised more than $100k from more than 2,500 grassroots contributors

• This is in addition to more than 50,000 videos uploaded and viewed more than 50 million times

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Fundraising Examples• Simple - likes = donation• Celebrities ask for followers• Ask for input• Contests – Fuel for Good• Take to your online donation portal• Peer to Peer

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Build Social Media into Traditional Marketing

• “Plans are nothing, planning is everything”- President Eisenhower

• Increases donor response rate• Increases gift size• Helps feed need for association

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How do you go viral?

• Go Viral - LAI– Influencers– Trustees– Donors and Current Volunteers

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Twitter Exercise

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• Make a request in 140 Characters or less!– Can be event, general request or pushing

informationAND

• State mission in 140 characters or less!

“We’re still in the process of picking ourselves up off the

floor after witnessing firsthand the fact that a 16-year-old

YouTuber can deliver us three times the traffic in a couple of days that some excellent traditional media coverage

has over 5 months.”

Michael J. Fox

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YouTube• 1 Billion+ unique users per month• 72 hours of video are uploaded to YouTube every

minute• 4 billion hours of video are viewed monthly• Now close captions videos• Nonprofit Channels allow premium branding

capabilities– Embeddable on Websites– Donate button– Call to action

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Components of Social Media Policy • Define social media• Identify that you have concerns and interests• Tell people what to avoid• Remind people to protect privacy• State how it’s related to other agency policies• Logos, photos, videos• ‘Friending’ clients, co-workers• How to engage others

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Social Media Policy Guidelines• In 2010 AFP International crafted guidelines for

members of o AFPo ASAEo NTEN and o The DMA, Nonprofit Federation

• Results were released in late 2010o http://is.gd/yGv43r

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Online Tools to Help You• Inbound Zombie/John Haydon – www.johnhaydon.com • Beth Kanter’s Blog – www.bethkanter.org• NCE Social Media – http://ncesocialmedia.wordpress.com • Social Media Policy Samples -

http://socialmediagovernance.com/policies.php

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What We Discussed• Why should you use Social Media in Fundraising• Social Media is a Friend of NPOs• Social Media Exercise• Social Media Policies Can Help• Online Resources

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Questions?

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Feel Free to Contact Me!

Dave Tinker, CFREVice President of AdvancementACHIEVA711 Bingham StreetPittsburgh, PA 15203(412) 995-5000dtinker@achieva.info @davethecfre

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