Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Has Social Media Fundraising Finally Arrived?


Published on

Presentation covers three aspects of social media fundraising: fundraising through online fundraising platforms, Facebook fundrasing, native social media fundraising platform, and when you should use each type.

Published in: Technology, Business
  • Login to see the comments

Has Social Media Fundraising Finally Arrived?

  1. 1. Has social media fundraising finally arrived? <br />Nonprofit Webinars <br />August 15, 2011<br /><br />
  2. 2. Debra Askanase, MBA<br />Former executive director, business consultant, program manager, community organizer. <br />Community Organizer 2.0<br />Strategic social media engagement for nonprofit organizations.<br />
  3. 3. Has social media fundraising finally arrived? <br />Not…completely.<br />But SOCIAL has arrived.<br />ONLINE GIVING has arrived.<br />And the key to all successful online fundraising…<br />is ENGAGEMENT<br /><br />
  4. 4. The rise in online giving<br />Annual US giving: $300 billion<br />Online US giving: 5% to 7% of $300b<br />Online giving growth rates 2009 - 2010: <br />+ 35% in 2010 (Blackbaud)<br />+ 40% in 2010 (Convio)<br />+ 24% in 2010 (Network for Good)<br />+ 27% in 2010 (FirstGiving peer to peer)<br /><br /><br /><br />
  5. 5. The future is here, and it’s social<br /><br />
  6. 6.
  7. 7.
  8. 8.
  9. 9. Giving is here, and it’s social<br /><br />
  10. 10. There is nothing social about this button<br />
  11. 11. Donate Button for websites<br />Personal Fundraising through donation portals<br />Generalized online donation portals<br />✪<br />Donate via social networks<br />Donate using mobile phone/SMS<br />Abbreviated History of Online<br />Donations<br />Cross-platform donation portability<br />Project-based website donations<br />Pre-2000<br />2005<br />2009<br />2011<br />
  12. 12. Fundraising using social networks<br />*2011 Nonprofit Social Network Benchmark Report<br /><br />
  13. 13. Japan tsunami and earthquake March 11, 2011<br />Social giving still growing<br /><br />
  14. 14. Social giving trends<br />Source:<br />
  15. 15. Social media fundraising: some working definitions <br />Leverages the social web: social network sharing <br />Relies on or lives exclusively inside a social network or social media: entirely utilizes the social web or a social network to raise money<br />Innately utilizing the platform for donations is as close to a native use as you can find…now<br />
  16. 16. Successful socialnetwork fundraising<br />Designing engagement-oriented actions<br />
  17. 17. Leveraging the social web: social network sharing<br /><br />
  18. 18. Leveraging the social web<br />EMAIL<br />TWITTER followers<br />DONOR<br />WEBSITE<br />OTHER SOCIAL<br />NETWORKS<br />FACE<br />BOOK friends<br />
  19. 19. social proof<br />
  20. 20. Fundraisers have to love you enough to share<br />I’m raising money for cancer research<br />Your ‘stache is going to be scary!<br />Check out my donation page and cool mustache!<br />
  21. 21. $30,000 raised by engaged followers<br />
  22. 22. There are a lot of online fundraising platforms that leverage social networks<br />
  23. 23. SXSW4Japan raised $125,683<br />Socializing and sharing comments<br />Site powered by CauseVox<br />
  24. 24.
  25. 25. Social media sharing = donations<br /><br />
  26. 26. Increase donations by 40% by leveraging social media<br />
  27. 27. USA for UNHCR #bluekeyTweetathon<br />Tweetathon: <br /><ul><li>258 people/1,524 tweets with #bluekey
  28. 28. 169% increase in web traffic
  29. 29. led to >50% of key purchases that week</li></ul>Used with permission from USA for UNHCR<br />
  30. 30. Facebook sharing case study: FirstGiving Nov. 8 – Dec. 5 <br />11,233 shares from FG to Facebook via Gigya social sharing tool<br />55,335 visitors returned as a result of a share<br />= 5:1 ratio of share:returning visitor!<br />3,416 returning visitors made a donation<br />295 people created fundraising pages<br />Value of a FirstGivingshare to Facebook?<br />$10.87<br />*Value of a site visitor overall? $4.07<br /><br />
  31. 31. Leveraging social networks is definitely arriving <br />Online giving is growing<br />There is a growing <br />online giving culture<br />You need your own social media presence first<br />Great for leveraging your base, and they will leverage their friends using social media<br /><br />
  32. 32. Giving thatrelies on or lives exclusively inside the social web<br /><br />
  33. 33. Facebook applications that mimic fundraising appeals<br />Facebook apps are propagated entirely through Facebook<br />
  34. 34.
  35. 35.<br />
  36. 36. Jumo: not very successful<br />
  37. 37. Causes: $35M for 27,000 nonprofits<br />
  38. 38. Causes<br />
  39. 39. Causes<br />
  40. 40. Facebook virtual gifts<br />
  41. 41. Widgets on MySpace<br />
  42. 42. Google donations on YouTube<br />
  43. 43. Giving that lives on a platform is growing<br />Not growing as quickly<br />Facebook giving slowly growing<br />Great to use if you have a large, engaged online fan base within a social platform<br /><br />
  44. 44. What if someone could donate just by innately using social media? <br /><br />
  45. 45. What if you could donate by…<br />Posting a comment on a blog?<br />Liking a Facebook comment or tagging an image?<br />Recommending someone on Linkedin? <br />This is the future of social media giving<br /><br />
  46. 46. Help Attack<br />
  47. 47.
  48. 48.
  49. 49. Retweeting to give<br />*note: Twitpay now also offers “retweet to buy” for commercial transactions, and the sister RT2Give site is closed<br />
  50. 50.<br />
  51. 51. Not fundraising, but native social media use<br />
  52. 52. Facebook Credits?<br /><ul><li>30% of any transaction goes to Facebook
  53. 53. Most commonly used to buy games
  54. 54. Has the potential to be used for donations
  55. 55. Now a subsidiary of Facebook payments subsidiary (as of March 21, 2011)</li></ul>For more on Facebook Payments:<br />
  56. 56. The Holy Grail: online giving = seamless part of social network conversation<br />
  57. 57. Innately utilizing platforms for giving is completely new<br />So seamless it could become very big in online giving<br />User adoption with new giving method a barrier<br />Experiment! Use this in conjunction with a time-limited campaign. Build in fundraiser education. <br /><br />
  58. 58. Social media fundraising: which is the best fit for you? <br />Leveragesthe social web: social network sharing. All nonprofits can utilize this type of social media fundraising<br />Relies on or lives exclusively inside a social network or social media: entirely utilizes the social web or a social network to raise money. Need large number of engaged fans on network<br />Innately utilizing the platform for donations is as close to a native use as you can find. Experiment! Use during a campaign. Need fans on Facebook and Twitter <br />
  59. 59. Social media fundraising: a few good practices for success<br />Socialize your donate button<br />Socialize giving from your site and campaign website with social proof and social sharing<br />Choose the right social media fundraising method based on where your supporters are, and how engaged they are<br />Have an engaged social media presence organizationally to supercharge fans: it’s all about leveraging fans <br />
  60. 60. “Social media does not raise money, people raise money”<br /><ul><li>Holly Ross, </li></ul>NTEN Executive Director<br /><br />
  61. 61. Debra Askanase<br />Engagement Strategist<br /><br />Twitter: @askdebra<br />Linkedin:<br />Slideshare:<br />Google Plus:<br />