Social media represents a new platform for strategically driven online fund-raising. This workshop (presented at the 2010 ASAE Great Ideas Conference) focuses on three case studies and provides 25 tips and techniques used for social media based fund-raising.
1.Connecting Great Ideas and Great People www.asaecenter.org Steve Drake President Drake & Company Moving from Dialing for Dollars to Tweetups & Twestivals: How Social Media can Engage New Donors Tuesday, March 9, 201012:30 - 1:45 p.m .2. How Social Media can Engage New Donors Social media represents a new platform for strategically driven online fund-raising Focus on case studies of threeorganizations that combined (Twitter) strategies with off-line events to raise fundsI am a facilitator NOT an expert!Organized one; participated in another; studied a third 3. Todays Agenda Outline case studies Review lessons learned Summarize 25 tips Crowdsourcing to create Top 10 tips Mobile & other funding platforms (if time) 4. Twestival TM Branded global Twitter-generated festivals 2009 202 cities raised $250,000 for clean water through Charity: Water 2009 130 cities raised $450,000 for 135 charities via Twestival TMLocal 2010 3/25 global events with funds going to Concern Worldwides education projects 5. Tweetsgiving Created by Epic Change Supports Momma Lucys school in Africa Focus on Twitter gratitude and funding Started with gratitude sharing Expanded with off-line events Raised about $50,000 in two years 6. Christmas SPIRIT Foundation Veterans Day 2009 Honor Vets & support Trees for Troops Twitter and off-line events Raised $2,500 in experimental phase 7. Lessons Learned Start early Tell the story in words, videos, photos Be transparent Hosts need to be recruited Monitor/protect your brand 8. Transparency Use a leader board to show funds &/or votes 9. Tweetsgiving 10. Local TweetUp 11. What You Would Do Differently Start earlier Dont focus totally on fund-raising Easy and heartfelt works best Align volunteers with valuesCoordinating off-line events takes time Use existing Twitter handle Set yourself apart: lots of competition 12. Tips, Tactics, Techniques Started with comments/suggestions from the three organizations Crowdsourced (#s correspond to survey) 25 ideas divided into three categories: Planning the Campaign Growing the Campaign Using Twitter in your Campaign 13. Tips: Planning the Campaign A-1 Start early A-2 Keep it simple A-3 Make it easy A-4 Avoid curse of knowledge A-5 Select right platform 14. Tips: Growing the Campaign B-1 Engage existing network B-2 Build strong database B-3 Pursue beyond online B-4 Illustrate where $ go B-5 Be transparent 15. Tips: Growing the Campaign B-6 Make Web strong/easy to navigate B-7 Use multiple media to tell story B-8 Seek volunteers aligned with cause B-9 Manage volunteers B-10 Provide link to donate B-11 Network, network, network 16. Tips: Using Twitter for Your Campaign C-1 Do NOT ask for $ first C-2 Team with others C-3 Communicate personally C-4 Search for shared interest C-5 Ask core to retweet 17. Tips: Using Twitter for Your Campaign C-6 Select hashtag (#) C-7 Consider Twibbon C-8 Remember to thank C-9 Tweet status regularly 18. Exercise Are there other tips that should be included in these 25? In small groups, select the top 10 ideas that encourage success. 19. Can you find your donate button in 1-2 seconds? Is your donation button above the fold, big and colorful? Is it clear where the money goes? To directly which activities or people? Do you have links to events and other opportunities for engagement? Network for Good Checklist Web site 20. One clear call to action on your donate form (Donate! Or, become a member!) Copy is in a font size that is easy for people over 50 to read One-page donation forms Automatic e-mail tax receipts once the gift is made Network for Good Checklist Forms 21. Can people sign up on any page on your Web site? Is Forward to a Friend in every e-mail message? Does your organizations social networking presence encourage friends and followers to visit your home page and/or sign-up form? Network for Good Checklist Lists 22. Does your subject line entice readers to open? Are you e-mailing at right time, right days? Does the message come through, even if the images dont? Does this e-mail have a personal touch? Are you being CAN-SPAM compliant? Network for Good Checklist E-Mail 23. Do you send receipts and a personalized thank you immediately upon receiving a donation? Do you thank donors again later in the year? Do you give the donors the credit for the impact and share how funds were used? Network for Good Checklist Thanking 24. Conclusion Questions? Comments regarding mobile giving. Thanks for participating! 25. Contact Information Steve Drake, MA President Drake & Company [email_address] Twitter:@causeaholic and @stevedrake 636/449-5050