social media fundraising for animal welfare charities with #donate

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GoodWorld’s Social Giving School Workshop: Social Media Fundraising in Animal Welfare Non-Profit Circles Wednesday, March 4th @ 1776 Penthouse

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Page 1: Social Media Fundraising for Animal Welfare Charities with #donate

GoodWorld’s Social Giving School Workshop: Social Media Fundraising in Animal Welfare Non-Profit Circles

Wednesday, March 4th @ 1776 Penthouse

Page 2: Social Media Fundraising for Animal Welfare Charities with #donate

● According to Blackbaud’s Index of Online Giving: Online giving grew 13.5% in 2013 and 14 % according to the Network for Good’s online Giving Index

● Fastest growth? Small to medium sized nonprofits!

● People are more generous than ever.

Social Giving Landscape

*Blackbaud Charitable Giving Report, 2013

Page 3: Social Media Fundraising for Animal Welfare Charities with #donate

Social Media Fundraising● 57% of Facebook Fans “Like” a charity on Facebook because they want to publicly display

their support for the nonprofit to their friends (Nonprofit Tech for Good)

● The average social media donation is $59 and growing each year

● 47% of Americans learn about causes via social media and online channels

● Using Twitter during fundraising events can result in 10X more money raised online

● Facebook referred 29.4% of traffic to donation pages on #GivingTuesday

● According to the 2014 M+R Benchmark Report, email fundraising responses are down 11%, while Facebook & Twitter continue to grow.

Social Media Fundraising is on the rise!* M+R Benchmarking Report, 2014

Page 4: Social Media Fundraising for Animal Welfare Charities with #donate

Animal Welfare Nonprofit Sector

● Overall charitable giving to animal charities grew by 8.6% in 2013

(Blackbaud)

● Online giving to animal charities grew by 13.3% in 2013

● The Animal Sector accounted for 5.6% of of all charitable giving online

● Animal welfare charities saw the highest percentages of online giving in

March, April, May and December

*Blackbaud Charitable Giving Report, 2013

Page 5: Social Media Fundraising for Animal Welfare Charities with #donate

Q: What social media platforms do YOU use to Fundraise?

• End of Year (Annual) Giving• Peer-to-Peer (walks/a-thons)

Crowdfunding (vet bills, operations)

• Giving Tuesday & Cause DaysLive Events/Adoption Events

● Recurring donation programs

● Tribute Giving● Contests/Gamifying/Prizes● Everyday Ask/Asking

Opportunistically

We’re using Facebook, Twitter, Instagram...

Q: What types of campaigns work for you on Social?

Q: When you fundraise on social, what’s your call to action?

We post a link... To a donation form

Page 6: Social Media Fundraising for Animal Welfare Charities with #donate

Every link click away from Social Media

loses 50% of donors.

Links are NOT SOCIAL

*npENGAGE 2013

Page 7: Social Media Fundraising for Animal Welfare Charities with #donate

Donation forms are abandoned at a rate of

50 to 70%.

Forms are NOT SOCIAL

*npENGAGE. 2013

Page 8: Social Media Fundraising for Animal Welfare Charities with #donate

GoodWorld: Giving Made Social

Page 9: Social Media Fundraising for Animal Welfare Charities with #donate

#DONATENO more links

NO more forms

Gives YOU control to convert

Page 10: Social Media Fundraising for Animal Welfare Charities with #donate

Who’s used #donate?

and many more!

Page 12: Social Media Fundraising for Animal Welfare Charities with #donate
Page 13: Social Media Fundraising for Animal Welfare Charities with #donate

Social Giving Playbook

REACH supportersOrganic Reach, Paid Reach, Viral Engagement, Cross-Platform Messaging (email, direct mail), Video

INSPIRE givingGreat value proposition + Clear call-to-action + Limit Number of Clicks/Forms (ex. Micro-matching, Facebook raffles)

CLOSE #donationsTrack analytics, Engage and thank supporters, Cross-platform follow-up

Page 14: Social Media Fundraising for Animal Welfare Charities with #donate

See the full playbook…goodworld.me/social-giving-school

Page 15: Social Media Fundraising for Animal Welfare Charities with #donate

Social Giving School EmailsCommunity of Learning for Social Media Fundraising

Tell us what you’d like to see...this is YOUR resource!

Email Emily Thoet at [email protected] with topics you’d like to know more about

Page 16: Social Media Fundraising for Animal Welfare Charities with #donate

Save the Animals: Go create some awesome campaigns!

Create a campaign (one or a series of posts)Reports back in 45 minutes ready to present

How will you:

REACH your audience?INSPIRE them to give?

CLOSE their donations?

Page 17: Social Media Fundraising for Animal Welfare Charities with #donate

Join the Founding Member Club!Limited to 10 Nonprofits

Exclusive promotions including...Dedicated Campaign Support

To apply email Charlie ASAP…charlie @goodworld.me

Invitation OnlyDEADLINE Monday, 3/16

Cross PromotionAd/Boost Budget

Crowdfunding/Matching DonationsIntroductory fees

waived up to 2.2% Free Coffee Mug!

Page 18: Social Media Fundraising for Animal Welfare Charities with #donate

Thank you.