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Scary Social Media Fundraising

October 31, 2013
by

Nathan Hand

on 31 October 2013

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Transcript of Scary Social Media Fundraising

Today
7 Samples
Levels of
usage

Social media
Fundraising

Place your own picture
behind this frame!
Double click to crop it if necessary
San Francisco
Budapest
Important
Details
(cc) photo by Metro Centric on Flickr
(cc) photo by Franco Folini on Flickr
(cc) photo by jimmyharris on Flickr
Stockholm
(cc) photo by Metro Centric on Flickr
3 Levels of nonprofit social media usage
Social media fundraising rules
7 sample campaigns

2-3 Accounts
Post purposefully/thoughtfully
Create dialogue
Share relevant content
Mostly about you
Occaisionally answer questions
Direct traffic to site
Avg following - 500-1000

Have 1-2 accounts (pwd?)
Forget to post
Minimal focus
Minimal following (under 500)
LEVEL THREE -
Execution
True
stories
Digital Cameras
1. Needed 6 $100 digital cameras for summer camp for homeless kids
2. Tweeted 2x, got 14RTs
3. 2 FB posts
Result?
Company XYZ
Assets
map
details
doodles
notes
outlook
photo frame
Social Media Fundraising
Name: Nathan Hand
Class: AFP IN
Date: 9/19/13
www.nonprofitnate.com
Quick stuff:
Who R U?
Beg, Int, Adv?
Org Type?
Size?
Remember...
Rules don't chg
Medium does
Back to 'Work'
LEVEL ONE - Existence
Choose best tools (3-4)
Know what you will/won't post abt
Dedicated FTE (.25)
Create, not just share
Integrated it offline
Have advocates (natural/recruited)
Over 2500 fans/followers
Ready to raise $$$
Digital cameras
Pacers
Jimmy Fallon
Multi-channel
Influencer
Contests
Gaming
Jimmy Fallon
1. No SB connection, missed opp
2. A list celebs w/ interest
3. Blog post asking Jimmy, RT to meet
4. DM'd 30 influencers
5. 35 Tweets
Did it work?
7. Lesson - Saturated weekend, DM:Twt ratio was 1:1, stretch to get Jimmy, no plan, not needed
6. Conclusion: FAILED
1. Internal Service contest - no previous relationship
2. Designed it with them
3. Firstgiving page, outdoor visual,
boxes in hallway, video, email signatures, T & FB
Result?
4. Success! 2 donors split costs
5. Sent them copies of the first pics taken w/ TY from kids

Lesson: EASY, tangible, true need
Questions
How to cheat - the quick/easy money
Contests
@nathan_hand
nathan.e.hand@gmail.com
www.nonprofitnate.com
@nathan_hand @bloomerangtech
Why social media changes things
Cheating for good
#GivingNinja secret: Turn intense human emotion into action for public good @nathan_hand #INGovConf
Campaigns
BONUS!
LEVEL TWO - Engagement
Activation
Relationship-focused
TWEETS
Similar campaign elements
Feasibility study
Reachable Goal
Tip jar, 50% rule
Action/ask
Tools
Influencers
Follow up
3
Must answer
size?
who drives?
tools?
length?
samples are varied
Selection is key
Social gaming
Campaign tips
TheFundraisingAuthority.com
1. Small asks ($5-$10)
2. Engage sneezers to spread virus
3. Simple & Clear message
4. Frictionless giving
Scary Good
Someone
tweeted
about us!!
ghost
250,000,000
Scary success means...
Engage influencers
Create the organic
Easy asks
Appropriate risk
Know it will work
Fail forward
Full transcript