howard lake fundraising uk ltd hlake@fundraising.co.uk @howardlake how to fundraise with social...

Howard Lake

Fundraising UK Ltdwww.fundraising.co.uk

hlake@fundraising.co.uk

@howardlake

How to fundraise with social media

www.flickr.com/photos/rosauraochoa/3256859352

since November 1994 since November 1994

Summary

why Facebook, Twitter etc matter to fundraisers

approaches to use

key tools to use

how to measure results

© 2010 Fundraising UK Ltdwww.fundraising.co.uk

1. Why Facebook, Twitteretc matter to fundraisers

Photo: weishenggg www.flickr.com/photos/weishengg/3406975777

They impact on all fundraising

Numbers of people

• 800+ million active users • 50% of users log on to

Facebook at least once each day

• More than 29 million active UK users (10% aged 50+)

• Average user creates 90 pieces of content each month

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It’s the norm

57% of over-16s in the UK are using the Internet for social networking, up from 43% in 2010

18% of those over 65 use social networks

31% of UK adults have sold something online– Office of National Statistics, September 2011

• 48 hours of video is uploaded to YouTube every minute

• 2 billion video views each day• More than 5 billion photos• 200+ million users• 100 million users• 10 million users• 10 million user IDs

www.photoweeklyonline.com/the-number-of-photos-on-facebook-is-exploding-infographic/

If UK Internet use were just one hourwww.hitwise.co.uk

September 201122

3.4 billion hours spent online in UK in August 2011

33

After Oct 2009 Indonesia, Philippines and Vietnam appeal

44

55

© 2010 Fundraising UK Ltdwww.fundraising.co.uk66

Free tools

77

Social media?It’s the web

2. What to do: approaches to use

Photo: www.flickr.com/photos/hawee/3227480813/

Rule 1: follow your donors*

* and sometimes your gut * and sometimes your gut

www.flickr.com/photos/mfinleydesigns/3652807080

Be focused

Think of your online content as– owned– earned– bought

Owned content

Make your website as good as it can be– support all fundraising– gather data– reflect the whole organisation– ensure it can be found easily on search engines

www.google.co.uk/analytics

Expect & encourage help

© 2010 Fundraising UK Ltdwww.fundraising.co.uk

Encourage promotionYou don’t even need a Facebook presence

Add the ‘like’ button to your web pages

More than 250 million people engage with Facebook on external websites every month

www.facebook.com/facebook-widgets/

New: social search

plus.google.com

Now, start watching

Search for and identify those who mention you

Think local; find influencers

Find influential Twitterers in your town:

tweet.grader.com/location

Find friendly bloggers

How valuable is a tweet?

Facebook shares generated an average of $2.52

Email shares worth $2.34

LinkedIn shares worth $0.90

Tweets just $0.43

blog.eventbrite.com/social-commerce

Add social media to email

1. Key tools, why they matter3. Key tools3. Key tools

© 2010 Fundraising UK Ltdwww.fundraising.co.uk

On Twitter we found...

Twitter got us on BBC 1 One Show

Free agent fundraisers

• Expect more of us! We’ve got the tools and we know how to use them!

• Find your free agent fundraisers, inspire them, support them:• search social media regularly• make photos, images, text available for them to

share

• Expect them to be ahead of you• Don’t expect to keep them as committed

donors

Using Facebook

© 2010 Fundraising UK Ltdwww.fundraising.co.uk

How to post effectively

Frequency

Timing

Length

Content types

Make a better page

Explore other orgs’ Facebook pages

What do they do (well)?

What should your page do?

Link Facebook to your site

www.facebook.com/facebook-widgets/

Make supporter actions social

20% of sponsors do this

For every person who shares a link via Facebook Connect, one person comes back to Justgiving

Social commerce

Add clickable links to videos

Write for retweeting

• Want others to retweet your message?

• Since retweets insert the sender’s Twitter name at the beginning, don’t use all 140 characters

• How much space? 20 characters? Photo: gingiber on Flickr.com

www.flickr.com/photos/gingiber/3545841427/

26 October 2010

Now phone blogs (phlogs)

The Children’s Trust broadcast live online via mobile phone at 2009 London Marathon

4. How do you measure impact?

Use tools’ own stats

The activity during the Spending Review announcement last week from October 19th - 23rdhttp://marcusromer.posterous.com/1103314-tweet-impressions-on-twitter-last-wee

Track URL clickthroughs

5. So, what should you do?• Be clear what your objectives are• Get the basics of your website and email

communications right• (Re)build for mobile• Use third-party online fundraising

services• Explore social networking sites (search

for your charity) and tools e.g. RSS, blogs.

• Build community – encourage users to add their content on your site (or your areas on other sites)

© 2010 Fundraising UK Ltdwww.fundraising.co.uk

Ask and learn in person

www.nfptweetup.org.uk

The revolution will not be televised. It will be YouTubed.

Find out more• www.bethkanter.org• www.johnhaydon.com• www.fundraising.co.uk/news/new-

media• www.nfptweetup.org.uk

Thank you

Howard LakeFundraising UK Ltdwww.fundraising.co.ukhlake@fundraising.co.uk01206 579081

www.twitter.com/howardlakewww.twitter.com/ukfundraising