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 three
- organizations that combined (Twitter)
- strategies with off-line events to raise funds
- I am a facilitator NOT an expert!
- Organized one; participated in another; studied a third
3. Todays Agenda
- 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
- 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
- Christmas SPIRIT Foundation
- Honor Vets & support Trees for Troops
- Twitter and off-line events
- Raised $2,500 in experimental phase
7. Lessons Learned
- Tell the story in words, videos, photos
- 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
- Dont focus totally on fund-raising
- Easy and heartfelt works best
- Align volunteers with values
- Coordinating 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:
- Using Twitter in your Campaign
13. Tips: Planning the Campaign
- 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-4 Illustrate where $ go
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-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-3 Communicate personally
- C-4 Search for shared interest
17. Tips: Using Twitter for Your Campaign
- C-9 Tweet status regularly
- Are there other tips that should be included in these 25?
- In small groups, select the top 10 ideas that encourage success.
- 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
- 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
- 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