The use of digital media as a communications and fundraising tool is has become essential for nonprofit organization, but does your organization have a clear understanding and plan of the role online communications plays in raising funds? Learning ways to leverage multichannel communications for your cultivation and stewardship strategies will benefit your bottom line and better serve your mission.
• Understand the strategic role online communications plays in fund development. Investigate options for using digital media as a fundraising tool.
• Learn the role of social media in the fundraising process.
Develop online engagement strategies for organizational staff, board members, volunteers and current donors.
9. /emilydavisconsulting /AskEmilyD
@CO_Nonprofits
#cotechsummit16
#nptech
DONORS & GIVING
BEQUESTS/
PLANNED GIFTS
MAJOR GIFTS
Capital campaigns
Endowment campaigns
Special events
ANNUAL GIVING
Annual campaigns
Special events
Direct mail
Online giving
Membership programs
ONSITE/FIRST TIME GIFTS
Newsletters
Volunteerism
Social media
Peer-to-peer giving
New gifts
Annual donors
Midsize donors
Major donors
Planned
giving
12. /emilydavisconsulting /AskEmilyD
@CO_Nonprofits
#cotechsummit16
#nptech
UNDERSTANDING SOCIAL NETWORKS
“Organizations don’t have to create…
social networks; they exist all
around us in a variety of forms.
Networked Nonprofits strengthen
and expand these networks by
building relationships within them
to engage and activate them for
their organizations’ efforts.”
(Fine and Kanter, 2010)
21. /emilydavisconsulting /AskEmilyD
@CO_Nonprofits
#cotechsummit16
#nptech
10 TIPS
1. Social media is A
tool not THE tool
2. Social media is
a plant
3. Add value
4. Two way street
5. Prospecting,
cultivation, stewardship
6. Philanthropy’s next
generation
7. It ain’t free
8. Not everyone
“Diggs” social media
9. Selling social media
10. Have a plan
24. /emilydavisconsulting /AskEmilyD
@CO_Nonprofits
#cotechsummit16
#nptech
CHARACTERISTICS AREAS OF
IMPROVEMENT
FIRST STEPS
• Not using social media
consistently
• Resistant to change
• Struggle with control
• Need basic marketing
plan (i.e. branding,
print materials, online
outreach, etc.)
• Leadership-driven
change in culture to
adopt online
engagement
1. Develop
communications
strategy (audience,
goals & objectives,
etc.)
2. Listen & develop
online presences
3. Leadership initiated
discussion about
engagement
* The Networked Nonprofit, 2010
25. /emilydavisconsulting /AskEmilyD
@CO_Nonprofits
#cotechsummit16
#nptech
Characteristics Areas of Improvement First Steps
• Using 1 or more
social media
platforms, but not
consistently
• Online presence
connected to
marketing goals
• Learn & use best practices
• Focus on 1 – 2 social media
platforms
• Need to link to campaign,
program(s), objective(s)
• Need to link goals,
objectives, and activities
• Need to identify audiences
• Collect data for measurement
1. Low-risk pilot program
to demonstrate ROI
2. Build implementation
capacity internally
3. Create/revise social
media policy
4. Integrate and document
measurement data
* The Networked Nonprofit, 2010
26. /emilydavisconsulting /AskEmilyD
@CO_Nonprofits
#cotechsummit16
#nptech
CHARACTERISTICS AREAS OF
IMPROVEMENT
FIRST STEPS
• Strategic use of multiple
social media tools
• Part time or full time staff for
digital communications
• Board using social media in
governance
• Social media usage integrated
throughout org
• Has developed relationships &
technology integration
• Need more
sophisticated
measurement tools
• Find ways to increase
involvement from staff
across the organization
1. Social media staff trains &
coaches other org staff
2. Research more
sophisticated
measurement data, tools,
and processes
3. Evaluate, revise strategies
4. Share success stories with
other orgs
* The Networked Nonprofit, 2010
27. /emilydavisconsulting /AskEmilyD
@CO_Nonprofits
#cotechsummit16
#nptech
CHARACTERISTICS
• Embracing culture of learning
• Use social media data to help the leadership guide decisions
• Demonstrate clear and compelling results
• Networked with other organizations showing similar success
• Internalized social media communication best practices including:
o Strategy
o Implementation
o Integration
o Evaluation
* The Networked Nonprofit, 2010