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Using Social Networking For Non-
Profit Fundraising
Eau Claire Chamber of Commerce
Social Media Fall Conference
9/29/2010
Steve Lubahn
General Manager
Supreme School Supply
Thanks to our Sponsors!
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Session Overview• Background On Project• Tracking Brothers - Updating Database• Comparison - Social Media Platforms Used• Interaction Examples• Social Networking / Website Guidelines• Results Of Campaign To Date• Lessons Learned
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Background• Lambda Chi Alpha – 200 Chapters Worldwide
– Fastest growing international fraternity
• Chapter Level Governance – Central Policies– No social media policies in place at start of
project in Fall, 2009
• Currently Over 120 Lambda Chi Alpha LinkedIn Groups
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Iowa State Chapter Situation
• Iowa State Chapter – Web presence since early 2008– Experimented with Social Networking for recruitment– Facebook page for Gorevile Manor fundraiser– Membership drop in 2008, 30% of capacity Fall, 2009– Membership list out of date, limited valid emails– Immediate need to raise $36,000 for 2009-2010
school year from Chapter alumni
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MyLambdaChi.com Website
• Member Database• Photo Gallery
– Heavy traffic section
• Website messaging system dropped in mid-2010– LinkedIn, Facebook more
effective
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Tracking Down Members• Initial List Had Many Addresses Out of Date• Deceased Members Not Up To Date• Information Sources – Not Synchronized
– Chapter master List– Fraternity headquarters database– Chapter website database
• Master List Includes Address, Phone, Email– Prior to using LinkedIn, also included
employer / title
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LinkedIn Group
Top ΛΧΑ Chapter LinkedIn Membership After 2 months!
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LinkedIn Discussion Example
Group Messages Auto-post to Discussion Section
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Sample LinkedIn Announcement
Only One Group Message Every 7 Days
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LinkedIn Advisory Board Subgroup
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LinkedIn Functions• Automatically Maintains Latest Contact
Information• Group Management• Group Announcements• Subgroups• Closed Groups – Block Members• Suggest Group / Invite Members • Extract Contact List (Tag by organization)• User Desired Sets Update Frequency• Job Postings
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Use Of Connection Tags
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LinkedIn Connection Suggestions
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Home - Connection Suggestions
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LinkedIn Connection Results
New Feature In September, 2010
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Contacts Management /Export
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Exported List In Excel
Automatically Maintain Connection Email, Company, Title, Location
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LinkedIn Lessons• Try Not To Invite People To Join Group Via
Email Address– Add them as connections, than invite to join
group
• Be Careful To Invite The Correct Person!– Validate with school, graduation date,
location, etc.– Could be limited to connections with email
only
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LinkedIn Connection Restriction
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LinkedIn Limitations• Cannot Directly Share Photos / Graphics
– Recent change – allows images from webpage links in posting
• Searches Not A Strong As Facebook, Especially Common Last Names
• Only One Group Messages Per Week• Discussion posts drop off after 6 months
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LinkedIn Results• Created Group On Oct. 22, 2009• 125 Members In Three Weeks
– LinkedIn Challenge Raised $1,500!– No. 1 Chapter group in 2 months
• Current Group Membership At 205– About 20% of known living members
• Exposed Students / Younger Members To Benefits Of LinkedIn Profiles– Reference opportunity for student officers
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Facebook Group
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Find Friends Via Email Accounts
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Example Friend Finder Results
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Friend Suggestions – Messages
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Friend Suggestions–Photo Album
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Facebook Functions• Easier To Get People To Accept Friend
Requests• Less Formal Than LinkedIn For Postings• Allow Pictures and Videos• Group Announcements• Closed Groups Allowed• Friend Suggestions w/ No. Of Mutual Friends• Status Shows Immediate Updates To Members• Also Using Facebook for Public Page – Gorevile
Manor Fundraiser
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Facebook Lessons• Should Have Started With Facebook First• More Requests To Join From Non-members• Easier To Find People Not On Friends
List• Fast Messaging – Quicker Response
Than LinkedIn
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Facebook Limitations• Cannot Use Subgroups• Facebook Page ≠ Group
– Not able to shorten URL for group– No usage stats for group
• Harder To Extract Or Manipulate Membership List
• Group Invite Only For Friends You Have On Your List – Or Need Email Address
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Other Resources Used• University Alumni Association Online
Database– Contains about 50% of Alumni– Really helps to have full MIDDLE name
• Social Security Death Records Database• Whitepages.com, Superpages.com• Google search on first name+last
name+@ to find email addresses
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The Wall Came Tumbling Down!
• Immediate Need for $14,000 In Donations For Retaining Wall And Sewer Connection Repairs
YouTube Video Of Retaining Wall Collapse
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Member Announcements
Ray “Bubba” Sorenson • Named Redbook 2010
Hottest Husband• Paints Iowa Freedom
Rock - Greenfield, IA
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Gorevile Facebook Page
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Gorevile Manor Photo Album
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Gorevile Manor Facebook Page
• Over 550 Fans• Photos Of Gorevile Manor• Times And Dates, Ticket Prices• Moderate Posts – These Are College
Students!• Also Need To Add Twitter Account• Raise about $2,500 - $5,000 per year for
local children’s hospital
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Social Networking Guidelines
• Standard Names and Symbols• Group Administrators – Min / Max• Group Membership Administration• Define Function And Use Of Each Section• Messaging Frequency• Appropriate Content And Actions• Subgroup Definition
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Campaign Results
0
10000
20000
30000
40000
50000
60000
70000
80000
Mar Apr May June July Aug
Future Pledge
Cash
Met $36,000 Need By End of July
77% of Campaign Goal After 6 Months!
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Membership List Update Results
START OF PROJECT CURRENT STATUS
Deliverable Address - 800 Deliverable Address - 978
Deceased Brothers - 50 Deceased Brothers - 249
MIA Brothers - 220 MIA Brothers - 74
Number of Active Emails - 225 Number of Active Emails - 495
Website Directory Accurate Profiles ≈25%
Website Directory Accurate Profiles ≈75%
• Mailing Costs Reduced, More Targeted• Extensive Use Of Electronic Communications
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Website Traffic Sources
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Project Lessons Learned• Facebook Faster Method To Find Members• Designate A Leader For Communications
– Also “Basecamp leader” for connections
• Have Multiple Group Admins• Use Direct Mail To Promote Social
Networking Sites• Even With Common Bond, Still Difficult To
Get >10% Of Members Participating In Posts• Not Using Twitter – No Closed Membership
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Project Lessons Learned• Brothers in 40’s, 50’s, 60’s on Facebook!• Limited use of traditional email by younger
generation– Facebook Facilitates Student Officer
Communications– Facebook messaging / chat more effective
• Expect Delays In LinkedIn Connection and Facebook Friend Requests– Up to 6 months to respond not uncommon
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Questions?Steve Lubahn
General Manager
Supreme School Supply
608-323-3366, ext. 110
• http://www.linkedin.com/stevelubahn• http://www.twitter.com/stevelubahn