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Using Social Media for Donor Cultivation National Capital Gift Planning Council Washington, D.C.

Learn about the trends, myths, and opportunities of using social media for fundraising. Explore early examples and ask questions at the National Capital Gift Planning Council conference on May 14, 2010.

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Using Social Media for Donor Cultivation National Capital Gift Planning Council Washington, D.C.

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  1. Using Social Media for Donor Cultivation National Capital Gift Planning Council Washington, D.C. May 14, 2010

  2. Overview • Social media trends • 5 myths about social media & fundraising • 5 opportunities for social media & fundraising • Early examples of social media for planned giving • Your questions and comments

  3. Let’s have some fun “I wish planned giving was as much fun as social media.  Maybe then it would attract as much attention from nonprofits as Twitter and Facebook do…. “If nonprofits paid just half as much attention to getting planned gifts as they do to what they can say with only 140 characters, I'll bet their endowments, programs, and staff would be in much better shape.” -- anonymous planned giving consultant

  4. About Children’s National • Founded in 1870 • 283 beds • Staff in multiple sites – DC, MD, VA • PR & Marketing staff = 20 (including 6 in interactive communications) • Children’s Hospital Foundation staff = 55 • Foundation communications = 3 • Social media and interactive communications is an integrated effort of PR & Marketing and the foundation

  5. History Facebook (started Dec 2007) 8,080 fans 1,792 Cause members $1,218 raised through Causes

  6. History • Twitter (started Dec 2008) 6,189 followers #4 hospital by followers 871 tweets

  7. Special hockey

  8. Special hockey

  9. Special hockey

  10. Special hockey In a two-week period: • 600 new, passionate followers (a base that has helped us reach 1,500+ nationwide) • $500 raised • Media exposure • “Hockey is for Everyone” partnership with NHL

  11. Special hockey Lessons: • Benefits of fundraising communications go beyond the dollars raised • People want to support good causes • The cycle of engagement: Source: A New Model for Social Media (and Traditional) Measurement, by Don Bartholomew

  12. Myths Myth 1: Social media will solve all your fundraising challenges.

  13. Myths Myth 2: Direct mail, newsletters, annual reports, and [fill in the blank] are dead.

  14. Myths • Can’t we all just get along?

  15. Myths Myth 3: Social media is free.

  16. Myths Myth 4: Social media is easy.

  17. Myths Myth 5: Social media raises money. “Social media doesn’t raise money – people raise money.” -- Holly Ross, Nonprofit Technology Network

  18. Opportunities • Opportunity 1: Take advantage of demographics (it’s not just for kids) Females over 55 are the fastest-growing group on Facebook

  19. Opportunities • Facebook is growing in every age/gender demographic. Growth is faster among women than men in almost every age group. • 45 percent of Facebook’s U.S. audience is now 26 years old or older. • (49 percent of Children’s National Facebook fans are 35 or older.) • More than 20 million people become fans of Facebook pages each day.

  20. Opportunities • 10 percent of Internet users in households earning more than $75,000 use Twitter. • Median ages (Pew): LinkedIn – 40 Twitter -- 31 MySpace -- 27 Facebook -- 26

  21. Opportunities • Opportunity 2: Link online and offline efforts.

  22. Dancing After Dark

  23. Dancing After Dark • 1,643 people invited via Facebook • Targeted Facebook reminder to all fans under 35 in DC, MD, and VA • Sold out – 355 attendees. More than twice as many ticket sales as last year • 53% of attendees RSVPd on Facebook • Social media helped overcome bad email addresses and street addresses for students and young professionals

  24. Opportunities • Opportunity 3: Turn supporters into champions.

  25. Opportunities Source: A New Model for Social Media (and Traditional) Measurement, by Don Bartholomew

  26. Meet Joe Robert

  27. Joe Robert

  28. Opportunities • Opportunity 4: Deepen relationships with donors. Identify and get to know prospects.

  29. SOURCE: Charlene Li, Tapping the Power of the Groundswell

  30. SOURCE: Charlene Li, Tapping the Power of the Groundswell

  31. Opportunities • Opportunity 5: Share ideas with other fundraisers and nonprofit professionals.

  32. Opportunities • Bestow Community Facebook Twitter LinkedIn

  33. Putting social media in action • If your organization already is using social media, ask to link to your donor profiles, calculators, legal tips, etc. • Make the content useful and relevant for your fans and followers, not just self-serving. • Before a donor visit, see what you can learn about the donor on Facebook, Twitter, or LinkedIn. • Consider creating a Facebook invitation for your events. • Talk to your donors about what information they want and how they’d like to get it. You might be surprised.

  34. Putting social media in action • Not using Facebook, Twitter, or LinkedIn? You can’t develop effective strategies for work if you’re not involved yourself. • Ready to commit to keeping content fresh, monitoring responses, and engaging with your audience? Consider creating a Facebook fan page or group for your recognition society. • Know who you are trying to reach, where they are, and what value you have to offer them.

  35. Follow us, fan us, friend us • Facebook: http://facebook.com/childrens.national • Twitter: http://twitter.com/childrenshealth • Flickr: http://tinyurl.com/childrens-flickr • LinkedIn: http://tinyurl.com/childrens-linkedin • YouTube: http://www.youtube.com/user/childrensnationalmed

  36. Resources Bestow Community • Website: www.bestowcommunity.org • Facebook: http://www.facebook.com/pages/Bestow-Community/357732583295?ref=ts • Twitter: www.twitter.com/bestowcommunity • LinkedIn: http://www.linkedin.com/groups?home=&gid=2793009&trk=anet_ug_hm LinkedIn • Legacy / Estate / Gift Planning and Planned Giving Professionals http://www.linkedin.com/groups?home=&gid=98303&trk=anet_ug_hm

  37. Mark Miller Director, Philanthropic Marketing & Communication Children’s National Medical Center MRMiller@cnmc.org (301) 565-8507 Twitter: @mmiller20910

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