howard lake fundraising uk ltd [email protected] @howardlake how to fundraise with social...
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Howard Lake
Fundraising UK Ltdwww.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
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After Oct 2009 Indonesia, Philippines and Vietnam appeal
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Free tools
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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
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 [email protected] 579081
www.twitter.com/howardlakewww.twitter.com/ukfundraising