social media for social good - how nonprofits can integrate social media into their fundraising

BOOSTING SOCIAL “CHANGE”: SOCIAL MEDIA AND FUNDRAISING FOR NONPROFITS

Stephanie A. Jansky Communications and Public Affairs Manager

Cleveland Clinic@SAJansky

Tara Pringle Jefferson Public Affairs Associate

The Cleveland Foundation@TaraPJefferson

Twitter hashtag for the session: #socialgood

FIRST THINGS FIRST:SOCIAL MEDIA DOESN’T REPLACE OTHER FORMS OF FUNDRAISING.

NEXT GENERATION OF AMERICAN GIVING SURVEY

DONATION CHANNELS OVERALL AND BY GENERATION

THINK IMPACT. NOT NEED.

Where social media fundraising campaigns take off

SUPPORTERS

FOLLOWERS

5 SUGGESTIONS FOR SMALL NONPROFITS

Make it emotional. Make a specific ask. Make it easy to donate. Make it easy to “join the movement.” Make it easy to share.

MAKE IT EMOTIONAL

People are twice as likely to give a charitable gift when presented with an emotion-inducing personal story that focuses exclusively on his or her plight — rather than a group of “unnamed statistical victims.”

“Don’t be afraid of emotion. It’s not sappy; it’s what makes people care.”

Homer Simpson for Nonprofits

MAKE A SPECIFIC ASK

Don’t just say “please give money” Tell each donor - in tangible terms - just what

his/her $25 or $50 will provide

MAKE IT (ASTONISHINGLY) EASY TO DONATE

Ask yourself: How many clicks does it take to get to your Donate Now page? Is it buried?

Most people (particularly Boomers and the Mature generation) WILL go back to your website before donating.

Example: Charity:Water

MAKE IT EASY TO SHARE

Add ShareThis, AddThis buttons Encourage retweets and blog posts Create a hashtag if you’re using Twitter

MAKE IT EASY TO “JOIN THE MOVEMENT”

SHOW IMPACT AFTER THE GIFT

Malaria No More

YOUR NAME HERE

EXAMPLES

www.BarackObama.com

Haiti Earthquake Text Messaging Campaign

ADDITIONAL RESOURCES

Online Fundraising Campaign in a Box:http://www.fundraising123.org/files/

FundraisingCampaigninaBox.pdf Search “online fundraising” on

SlideShare: http://www.slideshare.com Next Generation of American Giving:

http://www.convio.com/files/next-gen-whitepaper.pdf

Questions?