community building and social media
DESCRIPTION
TRANSCRIPT
IoF conference:
Fundraising in a small charity
Community building & raising money through
social media
Michelle Fortune
Charity Support Specialist
What we’re going to cover today
1. What is social media?
2. Social media trends
3. The power of social media – what can it do?
4. The online community aka „the social network‟
5. Starting out with social media
6. How can it be used to fundraise?
What is social media?
Social media refers to the means of
interactions among people in which they
create, share, and exchange information
and ideas in virtual communities and
networks
Social media - websites and
applications that enable
users to create and share
content or to participate in
social networking.
....sharing of information through social
networking sites such as Twitter and Facebook.
What is social media?
People are the network!
We live in a networked society
We‟re all linked
Linked to different networks
Across different networks
Wouldn't it be great of you could...
Send a message directly to every one of your supporters
Share videos of what you‟re doing with the money you raise
Build a community for free
Share images of the fundraising events you organise
Get your message sent around the world in an instant
Enable people to read your latest news when they want, how they want
Show your supporters exactly where you do your work.
Social media trends
50% of those return to the site daily
This is where people are!
And they‟re talking...and sharing.
.......can you really afford not to be here too?
68% of the UK population is on Facebook
What does it have to do with JustGiving?
JustGiving referral traffic
After every action on JustGiving, we encourage people to share,
like and promote via social networks
Social media trends - a few statistics
It‘s not just for kids...
and it’s more popular with women
It’s quite a community!
LinkedIn has the oldest user
base, with the average user
being 44.2 years old.
The average Facebook
user is 40.5 years old
The average
Twitter user is
37.3 years old.
Twitter‟s user base is
getting younger, while
Facebook‟s is getting
older.
Facebook and Twitter have the same gender distribution:
40% male, 60% female
http://royal.pingdom.com/2012/08/21/report-social-network-demographics-in-2012/
The online community aka ‘the social network’
“An online community is a social
network of individuals who interact
through specific social media,
potentially crossing geographical
and political boundaries in order to
pursue mutual interests or goals”
- Wikipedia
Could this be your charity’s online Facebook community?........
The Social media community
Community building through sharing &
retweets
Your potential Facebook community!
So, how do you reach them?
Let‟s start at the beginning.....
Starting out with social media
Develop simple but effective profiles on the most popular social networking
sites. Add some clear images and information on your charity
Start promoting these to get people to „like‟ or „follow‟ you
Starting out with social media
Keep people updated
Be interesting & concise – don‟t
overload people with too much
information.
Tell a great story and share news –
people will pass it on
Champion your supporters & offer them
fundraising tips online
Share other people's stories too –
they‟ll share or retweet the story
This will help you to attract more
followers and building your own online
community
Starting out with social media
Make the most of the features available to you – a few Facebook tips:
Make the most of the timeline feature – add your charity‟s milestones. It all
forms a great story and tells people about the history of your charity
Use the tabs wisely
Use the apps that Facebook has to
offer – like this great email app
People will share your story if you ask. So, ask! A few Twitter examples...
The power of social media
An example of online community fundraising at it‟s best – with a celeb thrown in
for good measure...
The power of social media
Percentage of referrals to
JustGiving from Twitter on 14
march 2009
The power of social media
1,106 donations
£4.86 average donation
Total – over £5,500
How can it be used to fundraise?
£925,817 total
£21.50 average donation
£4.50 value per share
£55,482.48 total
£25.18 average
£1.80 value per share
£21,912 total
£33.87 average
£3.30 value per share
Donation from September 2011 – April 2012
£1,000,000
How can it be used to fundraise?
People were driven to Justgiving via links, shares, likes, charity pages &
status updates – things you can do via your own Facebook page
In 2011
Facebook drove
over a million
donors to
JustGiving
These donors gave
£22 million (with just
under £1million
raised alone from
mobile Facebook)
Future gazing: By 2015 we estimate 50% of donations
onJustGiving will come from Facebook
How can it be used to fundraise?
Your supporters can now donate to your charity without
leaving Facebook at all by adding a donation tab app
How can it be used to fundraise?
Help your fundraisers raise
more through social media
by sending them some of
JustGiving’s tips
How can it be used to fundraise?
JustGiving has made it easier for donors and fundraisers to share information
on Facebook too. This opens up fundraiser‟s pages to a wider pool of people.
The Social media community
Community building through sharing &
retweets
After every action on JustGiving, we encourage you to share
You can share all kinds of actions to Facebook, Twitter, LinkedIn & even by email
1 share can be worth up to.......
Summary – What we’ve covered
1. What is social media? sharing of information through social networking sites
2. Social media trends 68% of the Uk population is on Facebook
4. The online community aka ‘the social network’ Who makes up yours?
Potentially everyone!
5. The power of social media – what can it do? Spread a story like wildfire
apparently
5. Starting out with social media Set up your profiles, promote & update with
amazing info!
6. How can it be used to fundraise? Donations apps & sharing like there’s no
tomorrow!
