Finding the Social in Fundraising
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This document discusses how different generations prefer to engage with nonprofit organizations and how organizations can utilize social media for fundraising. It notes that millennials and Gen X are more interested in volunteering and social sharing over monetary donations compared to older generations. Additionally, people are more likely to donate if they can directly see the impact of their donation. Successful social media fundraising campaigns utilize visual content, storytelling, peer influence, and showing the tangible impact of donations. The document encourages nonprofits to embrace new technologies, be transparent about impact, and cultivate millennial donors to meet current and future donor expectations.
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Finding the Social in Fundraising
- 1. Finding the “Social” In Fundraising AFP – NNE 2014 Conference Debra Askanase Community Organizer 2.0 https://www.flickr.com/photos/64097751@N00/5582859337/
- 2. Let me tell you a story…
- 3. Expecta-tions of NPO People Medium Finding the “social” in fundraising
- 4. PEOPLE
- 6. Matures Born 1945 and earlier (age 69+ as of 2014)
- 7. Baby Boomers Born 1946 – 1964 (age 50-68 as of 2014)
- 8. Gen X Born 1965 – 1980 (age 34-49 as of 2014)
- 9. Millennials Born 1981 – 1995 (age 19-33 as of 2014)
- 10. What Impact? Monetary donations Volunteering and social sharing Matures and Baby Boomers Gen X and Millennials
- 16. Desire To Make A Difference
- 17. Make An Impact 33% 37% 50% 60% 70% 60% 50% 40% 30% 20% 10% 0% Agree Matures Boomers Gen X Millennials Would the ability to directly see the impact of you donation have a significant bearing on your decision to give?
- 20. Diagram courtesy of Darim Online
- 22. The Dominance of Stories
- 23. …but is it just “slacktivism?”
- 29. Expecta-tions of NPO People Medium Socially-powered fundraising
- 32. What made #icebucketchallenge take off? • People + medium + fun • Easy to do! • Want to share what’s important to you • Peer influence at play: tagging, challenge • Entirely played out on Facebook • Video • It’s authentic – not imposed • Even my own kids had heard of it and were doing it in a hotel pool
- 33. http://www.web-strategist.com/blog/2014/08/26/slides-cold-hard-facts-on-the-ice-bucket-challenge/
- 34. Giving Days
- 35. #GivingTuesday is powered by social http://craigconnects.org/crowdfundinginfographic
- 36. PEOPLE + MEDIUM
- 37. Is There An Ideal Social Fundraising Elixir? Peer element Leverages social Visual Makes people feel heard & valued Involves millennials START NOW GET READY https://www.flickr.com/photos/15923063@N00/3096935004/
- 39. Millennials showed significant interest in using their network of family and friends to fundraise on behalf of causes they were passionate about. - Millennial Impact Report 2013
- 41. Are You Ready? • Show evidence that giving is making an impact • Offer regular updates of successful projects and programs • Think “visual first” • Offer data and transparency • Create sharing opportunities for fans get involved and share the love of your org • Create community, prep for peer-to-peer $ • Updated, responsive website • Invest in your social media • Cultivate millennials
- 42. Are You Ready? • Embrace the people – Create a conversation & community online – Embrace millennials – Create stories the inspire – Offer transparency and show impact • Don’t ignore technology or new media – Try a crowdfunding or other social-powered fundraising campaign – Updated, responsive website – Social fundraising is here, and it will be baked into every new tech app, tool, channel and trend
- 43. Expecta-tions of NPO People Medium What’s next?
- 44. Philanthro-Kids
- 45. How would Reuben have done it today?
- 46. Resources The Next Generation of American Giving: The Charitable Habits of Generations X, Y, Baby Boomers, and Matures: https://www.blackbaud.com/nonprofit-resources/generational-giving-report Digital Persuasion: How Social Media Motivates Action and Drives Support for Causes http://waggeneredstrom.com/what-we-do/social-innovation/report-digital-persuasion/ http://www.pewsocialtrends.org/2014/03/07/millennials-in-adulthood/sdt-next-america-03-07-2014-0-03/ Millennial Impact Report: http://afpinclusivegiving.ca/wp-content/uploads/2013/03/Millennial-Impact-Research-Dec-2013.pdf http://www.themillennialimpact.com/2013research How Nonprofits Can Leverage Crowdfunding http://www.bethkanter.org/crowdfunding-info/ http://craigconnects.org/crowdfundinginfographic [infographic on crowdfunding] Ice Bucket Challenge http://www.web-strategist.com/blog/2014/08/26/slides-cold-hard-facts-on-the-ice-bucket-challenge/
- 47. THANK YOU!! * * Email: debra@communityorganizer20.com Website: communityorganizer20.com Blog: http://communityorganizer20.com Linkedin: linked.com/in/debraaskanase Twitter: @askdebra Other slides: slideshare.net/debask Telephone: (617) 682-2977
Editor's Notes
- https://www.flickr.com/photos/64097751@N00/5582859337/
- Dedicated in 1971 as an intimate sanctuary available to people of every belief. A tranquil meditative environment. Founded by Dominque and John de Menil Artist Mark Rothko had free rein to create a modern, meditative space, and created 14 panels Still about stories, donors, personal connection How you connect with donors: it’s personal, it’s about the personal story, the personal connection. It’s a bit about influence. The medium powers the story and the connection. After that, it’s all YOU.
- The medium has changed, and influenced culture– immediacy, conversant, shareable, viral, and visual The population mix has changed and influenced culture – millennials are the makers of our culture The expectations of what a NPO will deliver has changed: transparency, engagement, listen, return on investment, accountability
- Credit: Humans of New York
- Next Gen Giving Report Aug 2013 https://www.blackbaud.com/nonprofit-resources/generational-giving-report
- 88% of Matures give. Represent 26% of total giving World War II and Depression More likely to support veterans, arts, advocacy, and election causes than others They are looking to be contacted by USPS mail, and they want to know that you count on them. They are on social media to communicate with family, but they are not highly influenced by it.
- Shaped by their parents’ generation, Watergate, and Vietnam 72% of Boomers give: Representing roughly one-third of all adults who give, Boomers contribute 43 percent of all the dollars donated. Most likely to give via direct mail, but also give online. Most likely to contribute to monthly giving. They are using social media actively, and are influenced by social media peers to donate, but not driven by social to donate. More likely to support veteran’s causes (along with Matures)
- 59% of Gen Xers give. Represent 20% of total giving More likely to support emergency relief, human rights, animal rescue. Younger Gen Xers were early social media adopters, and Gen Xers are inventing a lot of online apps. They (mostly) love the social web, but aren’t (generally) avid app users. ½ would give through a smartphone or mobile device. Actively influenced by peers online and want to influence peers online. They want to be told that they matter to the organization, the younger ones via social media. Shaped by AIDS, Ronald Reagan, and the end of the cold war
- They are shaping our culture, and have shaped our adoption of social media. They lead, we follow. 60% of Millennials give. Represent 11% of total giving Give: focus on how the gift will be used, fundraise via email and online giving (web). Significant effort in using their network to fundraise on behalf of causes they are passionate about. Donations instead of birthday presents is beginning to trend Multicultural, international, tolerant in outlook Shaped by 9/11, downward mobility, world economic crisis, social tolerance Less likely to support local social services than baby boomers and Gen Xers. Less likely to support environmental causes. More likely to support human rights, children’s charities, & international development causes Far more likely to demand accountability and transparency than older donors 2/3 would give through a smartphone or mobile device. Millennials want visual, want stories, want to see people on web and social networks. They want accountability, and to give to a cause, not an organization. http://www.pewsocialtrends.org/2014/03/07/millennials-in-adulthood/sdt-next-america-03-07-2014-0-03/
- Next Gen Am Giving Report 2013 https://www.blackbaud.com/nonprofit-resources/generational-giving-report
- http://www.pewsocialtrends.org/2014/03/07/millennials-in-adulthood/sdt-next-america-03-07-2014-0-03/
- There are a number of trends we see in social citizens. About the Waggener Edstrom report: 2,004 digitally engaged cause supporting adults, ages 18 and older. Specifically, qualified partic- ipants were online or offline supporters of a charity or cause during the previous 12 months;
- Waggener Edstrom report
- Waggener Edstrom report
- *also, younger donors are more likely to say the ability to restrict their gift to a specific project might matter to them
- Which has led to: The rise of importance of the perception of influence The ability to reach more people than ever before The ability to
- They’re influencing the entire social web https://www.flickr.com/photos/89334594@N07/9138930735/
- Waggener Edstrom report Primed by storytelling- it’s a visual medium
- Waggener Edstrom report
- The mere rise of crowdfunding sites is a result of influence of people and media. And what they want: Transparency, communication, results. Crowdfunding raised more than $5.1B in 2013 (craigconnects.org/crowdfundinginfographic) 60% increase in funds raised through crowdfunding from 2012-2013 for nonprofits 30% of the $5 billion crowdfunded went to social causes according the “Cracking the Crowd Funding Code“ Next Gen Am Giving Report 2013
- Next Gen Am Giving Report 2013 So much of how nonprofits interact is powered by the medium. https://www.blackbaud.com/nonprofit-resources/generational-giving-report
- Blackbaud Online Giving Report
- Rise of social media – immediacy, conversant, shareable, viral, and visual The people have changed – millennials are the makers of our culture The expectations of what a NPO will deliver has changed: transparency, engagement, listen, return on investment, accountability
- Our colleagues at the Virginia Veterinary Medical Association (VVMA) hosted the DVM Class of 2018 welcome cookout, Aug. 2014 Amyotrophic lateral sclerosis (ALS) Either golfer Chris Kennedy or Pete Frates (former BC baseball team captain and ALS patient) Kennedy challenged a cousin with ALS, whose network overlapped with someone’s who overlapped with Frates’ Over $100M raised from 3 million donors 9.66 million videos shared on FB, 112mil engaged with those vids on FB
- http://socialtimes.com/official-ice-bucket-challenge-peaked-infographic_b203002
- Medium, people, transparency http://www.bethkanter.org/icebucket-challenge/ Also -- A downer news cycle? (Israel/Palestine, Robin Williams, Malaysian Airlines plane, Ukraine civil war)
- http://www.givingdayplaybook.org/10lessons/
- NOT FINISHED. DO I NEED THIS??
- Rise of social media – immediacy, conversant, shareable, viral, and visual The people have changed – millennials are the makers of our culture The expectations of what a NPO will deliver has changed: transparency, engagement, listen, return on investment, accountability
- Gen Z: pre-teens and teens “Querty Monsters” because they text all the time! Starting crowdfunding campaigns: http://www.bethkanter.org/kids-crowd-funding/
- Dedicated in 1971 as an intimate sanctuary available to people of every belief. A tranquil meditative environment. Founded by Dominque and John de Menil Artist Mark Rothko had free rein to create a modern, meditative space, and created 14 panels Still about stories, donors, personal connection How you connect with donors: it’s personal, it’s about the personal story, the personal connection. It’s a bit about influence. The medium powers the story and the connection. After that, it’s all YOU.