fundraising using social media: a briefing
Post on 12-Jan-2015
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FUNDRAISING AND SOCIAL MEDIAMark Walker, SCIP
“By this time next week Rodders…”
This briefing
• Framework• Examples• Suggestions• Inspiration
A new fundraising challenge
What we’re used toOne application @ £1,000s
What we need to learn100s of donations @ £10
Why social media?
Listening + understandingAmplifying + sharingConnecting + engagingCost-effective + usableGrowing + changing
Five top tips
• Start listening: Join in• Be active: 30 mins/day• Mini-campaigns: Attract attention• Joined up thinking: Integrate• Engaging stories: DNA
Yes we can!
FacebookTwitterYouTubeWebsite/Blog$$$PeopleSkillsCharismahttp://www.flickr.com/photos/8832710@N05
PlanningIntegrationStorytellingTrainingTeamworkMeetingsBudgetPolicyLuck
Do you have the right mix?
RecipeIngredientsFlavoursSkillsFamiliar toolsExperience“Moistness”http://www.freeimagearchive.org
What to do
1. Plan
2. Tune in
3. Be useful
4. Be engaging
5. Measure
A sense of direction…
Where are we now
Where are we going?
How will we get there?
http://londonist.com/2011/11/accessibletubemap.php
Short term campaigns
Two to three months
Community events
Timetable
Focus on action
Measure and reflecthttp://www.freeimagearchive.org
Integration
• Print • Advertising • Direct mail • Press + PR• Events• Personal selling• Seasonal sales• Product development• Pricing
• Facebook• Twitter• YouTube• Website + Blog• Email newsletters• Flickr, SurveyMonkey,
Slideshare, etc• SMS• Podcast
Use it for• Listening/learning• News• Sharing• Fundraising
Questions to ask
• Which audiences?• What content?• How frequently?• Who and when?• Measurement - bitly
YouTube
Use it for• Explaining• Telling stories• Fundraising• Learning
Questions to ask
• Which audience is it relevant to?
• How will you produce content?
• How frequently?• Who and when?• Measurement
Your Website
Use it for• Explaining• Telling stories• Fundraising• News• Events• Opinion• Campaigning/Influence
Questions to ask• Who uses our site?• What do they use it for?
• Up to date + accurate?• Can we easily update it
ourselves?• Who can update it/when?• Calls to action?• Feedback mechanisms?
Use it for• Interaction/Sharing• Promotion• Campaigns/Influence• Service Delivery• Fundraising• News• Events• Consultation
Questions to ask• Groups vs Fan Pages• Frequency/Workload• Privacy
– Staff, volunteers, service users
• Measurement– Quantity vs quality
Bolt-ons you may need
JustGiving/MyDonate/PayPal
EventBrite/Amiando
MailChimp/YMLP/DotMailer
Slideshare/Flickr/SoundCloud
Tuning In
http://www.flickr.com/photos/richevenhouse/2012636456
Tweetdeck
Be useful
http://www.flickr.com/photos/richevenhouse/2012636456
Be active
Measure. Improve.
Use a spreadsheet
Measure what you can
Do it often
Look for patterns
Share and learn togetherPhoto by Darren Hester via Flickr
Skills
How to use Facebook/Twitter/etc
How to use your phone/camera/etc
How to edit/upload/embed
How to tell stories/be engaging
What works/good ideas/experience
How to learn/Who can help
Equipment
Computer/internet
Mobile phone
Camera + mic + tripod
A social media checklist
What do we want to achieve?
What is our target?
Who do we want to reach?
Who will help us reach them?
How will we achieve it?
What is our message?
What stories will we tell?
Which tools will we use?
Where will we start?
Who is going to do what?
What will we measure?
Who will be involved?
What is in the communications mix?
Email newsletter
YouTube
SMS
Blog
Flickr
PR
Direct mail/post
Advertising
Other:
Routine
30 minute steps
– Check out who’s doing what on Twitter
– Research your competition
– Post a blog entry
– Read a book/magazine/blog
– Share a useful snippet
– Produce a story for your monthly newsletter
– Review your plans
– Measure results
Five more top tips
1. Start. NOW!
2. Listen and learn
3. Keep practising
4. Measure what you do
5. Get to know your tools
Inc Facebook!!
Beth Kanter
www.hubspot.com/marketing-resources/
http://www.hubspot.com/marketing-resources/
Where next?
• Beth Kanter/Howard Lake/Steve Bridger• www.facebook.com/nonprofits• Facebook for Dummies• www.slideshare.net/scipmark• NFP Tweetup• Colleagues, trustees, volunteers• www.IT4Communities.org.uk• www.hubspot.com
Contact us
SCIPCommunity BaseQueens Road, Brighton BN1 3XG01273 234049mark@scip.org.ukwww.scip.org.uk@scipnewswww.slideshare.net/scipmark
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