social media and engagement strategies for online campaigns

Social Media and Engagement Strategies for Online Campaigns

Understanding the context of social media for fundraising

Introduction What is Social Media

Engage FirstDeveloping a Social Media Strategy

Engagement Leads to Donations Platforms for Giving:Twitter, Facebook, YouTube, Blogs

Key Concepts

http://www.flickr.com/photos/ul_marga/755378645/

What is Social Media, anyway?

http://www.flickr.com/photos/-bast-/349497988

A platform for conversation

http://www.flickr.com/photos/61237118@N00/292848286/

Encourages conversation by multiple users

Utilizes the Power of Weak

Ties

http://www.flickr.com/photos/tierug/3153428697/in/set-72157611999817541/

http://www.flickr.com/photos/eelssej_/524781662/

Is organic and uncontrolled

Includes Viral ElementsIncludes Viral Elements

KeySocial

platforms

BloggingMicro

Blogging

Photo Sharing

Video Sharing

PodcastsWidgets

Social Networking

Chat Rooms

Message Boards

RSS Feeds

Source: Universal McCann Companies Study on Social Media Trends (March 2008)

…are also about

relationships

Friends & Family Trump all other recommendations

influencing purchases

Fellow Consumers/ReviewersMost credible form of “advertising.”

Second only to personal advice from a friend

Does this compel you to shop at an Oxfam store?

http://www.flickr.com/photos/wheatfields/3275747185/in/photostream/

Or is this more compelling?

Social Network Peers

Are 3X more likely to trust their peers’ opinions over advertising when making a

purchasing decision

Social Network Peers

Are 3X more likely to trust their peers’ opinions over advertising when making a

purchasing decision

Social Networks are Highly Trusted by Users

http://mashable.com/2009/03/26/social-media-nonprofit-study/

What Happens There?

http://www.flickr.com/photos/itzafineday/2615537456/

Social Media Influences ActionsSocial Media Influences ActionsAction Taken As a Result of Social MediaAction Taken As a Result of Social Media

Online Donors…Online Donors…Fast-growing segment

Great source of NEW donor acquisition

Tend to give larger one-time gifts ($120)

Younger, higher incomes than direct mail

Good for smaller organizations

Migrate to offline giving (mail donors do not migrate online)

http://www.emarketer.com/Article.aspx?R=1006930,

http://www.emarketer.com/Article.aspx?R=1006930

Growing Preference for Communication via Social Media


http://www.createthefuture.com/trend_of_the_week_2008.htmhttp://overthewire.typepad.com/my_weblog/2009/03/that-newsletter-is-so-1999-

1.html

64% of engaged Americans want to keep up with nonprofits through social media

Your website isn’t just your URL

It’s your entire Social Web

Online Donations:It’s a Two- Step Process

Engagement Leads to Donations

…not the other way around

First Step: Create Your Social

Media Strategy


Begin With Organizational Goals

Evaluate Your Assets

WebsiteExisting Social Media

DonorsStakeholders

Staff/Volunteer TimeYour Brand


Listen to the Conversation

Monitor a Few, Research Many

Support Your Goals with the Right Platforms


Create Success MetricsCreate Success Metrics

Leading to tangible Tangible: Converts to Time and/or Money

Everyone Has to Garden!


How Much Time?How Much Time?

http://www.flickr.com/photos/cambodia4kidsorg/2906235414/

Map Out a Social Media Plan


Begin the Real Engagement… http://www.flickr.com/photos/

51035644987@N01/436670816/

Second Step: Support Campaigns with the Right Social

Media


Successful Online Campaigns Are a result of prior social

media engagement

Consider Key Platforms

URL

Social Network Fundraising Examples Utilizing Twitter,

Facebook, YouTube

1st Tweetsgiving: November 2008

http://tweetsgiving.epicchange.org/join-us/

(Organized by Epic Change)

• Share gratitude on twitter. Thanksgiving tie-in.

•Give a brick ($10) to build a school in Tanzania using the ChipIn widget

The Effort:

• Asked influencers to tweet

• Good tagline “put the giving back in Thanksgiving”

• Short-term (2 days)

• Pre-seeded blog posts and twitterers

• Recognized higher donors (over $100) on website feed

• Blog and press news feed

http://meshugavi.com/2008/12/how-do-you-measure-gratitude-a-tweetsgiving-wrap-up

• 107 press and blogger mentions

• 15,830 page views, 7,563 unique visitors, from 101 countries

• 3,000 gratitude tweets

• Top Twitter trend

• $11,021 in 364 donations

http://meshugavi.com/2008/12/the-story-beyond-the-stats-in-tweetsgiving

The Results:

Beers for Canada: July 1, 2009 (Canada Day)

Open government data to citizens

Promote transparency in public office

The Effort:

• Created “Beers for Canada” microsite

• Asked key twitterers and bloggers ahead of time

• June 30 – July 2 •Donate! Buy a beer, a pitcher, or a round for Canada

http://beth.typepad.com/beths_blog/2009/07/alistair-croll-guest-post-using-twitter-for-fundraising-lessons-learned-from-beers-for-canada.html

#beatcancer

Launched at Blogworld Expo 2009. Set Guinness World Record: most social mentions in 24 hrs

http://wthashtag.com/Beatcancerhttp://mashable.com/2009/10/19/beatcancer-sets-record/

October 22, 2009

Raised $70,000+ for four cancer charities

Causes: Some Insights from Case Studies

Young Hadassah International

48 hours Causes fundraiserPeople changed their profile photo to YHI logo for 48 hoursReached 1500 peopleMostly $20 donations100 new members joined the Cause

In conjunction with the “Help Hadassah Heal” Campaign – website, podcasts

http://nonprofitconversation.blogspot.com/2009/03/impromptu-fundraising-using-facebook.html

LFA Facebook Causes

increased donations 790%!http://smartblogs.com/socialmedia/2009/07/28/a-facebook-success-story-from-the-lupus-foundation-of-america/

Causes = “Action Center”• petitions• phone calls• donations• recruit interviewees

Increased Causes membership 584% in 6 mos

Causes as “Action Center”

LFA Causes Numbers:• Jan 2009 – 3,000 membs and $630 raised• June 2009 – 21K membs and $5,700 raised• Increased donations 790% in that time• Increased membership 584%• about 500 new members join each week

Facebook Causes is not just for fundraising! Think of it as an “action center”

Make sure the Cause is active, extremely engaging

Combine with Twitter, message boards, blog, Facebook Page, for more impact

Reach out to unofficial Causes

Causes Key Takeaways


http://www.youtube.com/watch?v=ZK38BWy-O9E&feature=player_embedded#

Video Overlay

http://www.youtube.com/watch?v=DEnlrE4iMBU

Video Links Here

You Tube Key Takeaways

• Sign up for the nonprofit program (US or UK)!

• Create buttons that link out

• Appeal overlay option to link out

• Compelling storytelling platform

Strategic Blogging Moves the Campaign Forward

News/UpdatesCampaign InfoBehind the ScenesCalls to ActionPersonal StoriesAchievements

Map Out the Blog’s Supporting Role

Examples of Strategic Blogging

http://sharing.mayoclinic.org/2009/05/01/share-your-mayo-clinic-story/

Why Not a Social Media Thank You Note?

All Twestival donors received this email “thank you card” (me included)

Daily Videos During Drilling

Social Media Plants Seeds


Real Engagement Leads to Donations!

http://www.flickr.com/photos/kuzeytac/3407719720/

Created by:

Debra Askanase, [email protected]

Twitter: @askdebra

mailto:[email protected]

http://www.communityorganizer20.com/

social media and engagement strategies for online campaigns

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