Fundraising and Social Media - Davethecfre at CLPGH Foundation Center

Presentation by Dave Tinker, CFRE at Carnegie Library of Pittsburgh's Foundation Center. 10/23/13

1. Social Media and Fundraising Dave Tinker, CFRE @davethecfre October 23, 2013 Carnegie Library of Pittsburgh - Foundation Center 1

2. What We’ll Go Over What is social media? Social media statistics and benefits Focus on Facebook, Twitter, YouTube and Pinterest How others use it to raise funds and communicate with their constituencies Social media policies Online resources 2

3. Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio. Source - Wikipedia 3

4. It Includes… Social media can include: Email, blogs, videos, IM, wikis, bookmarks, books, pictures, games, travel, music and presentations What is Social Networking? Placing individuals into specific groups connected by a common interest 4

5. Benefits to your Organization 5 Public Relations Customer Services Loyalty Building Collaboration Networking Search Engine Optimization Enhance your Fundraising

6. Statistics and Facts People Use Social Media More than Anything Else on Internet 75% of Americans use social media 33% of adults online post to social media sites at least once a week Sources Forrester, Nielsen, TechCrunch, Wecando.biz 6

7. Statistics and Facts 66% of all internet users in the world visit social networks Using social media is done more often than reading email It is growing faster than 3x the internet 93% of social media users believe an organization should have a presence in social media Sources Forrester, Nielsen, TechCrunch, Wecando.biz 7

8. Easy Access to Social Media You can access social media PCs Tablets, Kindles, Nooks Phone TV and TV games Social Media is more interconnected 8

9. The Price Is Right! Guess the correct social media statistic The contestant who is the closest without going over wins! 9

10. 22% 650 million people connect via mobile device Social networking sites reach 1.2 billion people = 82% of people online Sources: comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street Journal What percent of all time spent online is spent on social media sites? The Price Is Right! 10

11. 1,200 1 in 7 minutes of all time spent online is on Facebook Average user connected to 80 groups, events and community pages 350 million photos uploaded daily Sources: Zdnet.com, comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street Journal Facebook has how many million active users? The Price Is Right! 11

12. 500+ Twitter has 500 million users worldwide; 200 million active 500+ million Tweets = 26+ million pages of text Sources: Zdnet.com, comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street Journal How many million Tweets are sent per day? The Price Is Right! 12

13. Ory Okollon, founder of Ushahidi (nonprofit providing software for information collection) “ It (Ushahidi) is only 10% of the solution. The other 90% is up to the people and organisations using the platform.” 13

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16. Listen to the social media impact statistic Guess whether the correct answer is more or less! More or Less 16

17. MORE: 175 countries or more than 82% Sources: Wikipedia, Internet World Stats Of 213 countries surveyed, 150 reported Facebook as being used by at least half of the population who use the internet More or Less 17

18. LESS: Asia has the most with 245 million. Europe has 241 million, followed by North America with 235 million Source: Social Breakers With 250 million users, Europe has the most Facebook users More or Less 18

19. Impact 13% of all giving done online Online giving up 10.6% in 2012 7% of all giving Incorporating social media into giving Avg. gift online  10x Avg. for all giving  5x People repost your requests; spread your brand 19 Sources: Philanthropy & Social Media (Institute of Philanthropy), Network for Good Giving Index, Blackbaud 2012 Online Giving Report, Nonprofit Quarterly

20. Facebook More than 1.2 billion users worldwide 50% of users login on any given day 23 Billion = number of minutes spent on Facebook each day Currently most popular social media in US Prospect Research and Fundraising Largest repository of photos on line in the world 2 nd Largest repository of videos online 20 Source: StatisticBrain

21. Fundraising With Facebook Get volunteers to share peer-to-peer Give tips on what to post Text Photos/Logos Carleton College did this to enhance year end annual fund appeal Story shared 600 times; got gifts from lapsed donors and from ‘lost’ 1950’s and 60’s alumni 21

22. Facebook Breakdown 50,000,000 Facebook Pages Ads Apps Places (geotagging) Events Groups Nonprofit Resources by Facebook http://is.gd/BweWdm 22

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28. Instagram Launched in October 2010 Bought by Facebook 18 months later 150 million monthly active users Video capability launched last June – 15 sec Calgary Zoo published 2012 Annual Report only on Instagram. 28

29. Twitter 500 million users as of June 2013 140 Million in US 50 million people visit Twitter each day More than 50% of posts are done using an application and not via the Twitter website Created real-time search Watch trends as they happen Source: Semiocast 29

30. Anatomy of a Tweet 30

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32. @, #, URL Shorteners Name @ Hashtags # URL Shorteners . or “ before a Tweet .@davethecfre 32

33. Twitter Fundraising Samples 33 Pittsburgh Gives One Day Only Have Your Gift to ACHIEVA Matched – http://is.gd/1234 #pghgives (78 characters) The Pittsburgh Foundation will match your gift to ACHIEVA 50 cents for every dollar up to $2,500 Oct 28 at 10am http://is.gd/ZiQtDk PLS RT (140 characters) Join and Donate @aplusk, @drew

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35. Twitter Exercise 35 Make a request in 140 Characters or less! Can be event, general request or pushing information State mission in 140 characters or less!

36. Vine Vine is Twitter’s Video App Launched in Jan 2013 Point and Click Video 6 seconds = really 6.6 seconds 40 million users 36

37. “We’re still in the process of picking ourselves up off the floor after witnessing firsthand the fact that a 16-year-old YouTuber can deliver us three times the traffic in a couple of days that some excellent traditional media coverage has over 5 months.” Michael J. Fox 37

38. YouTube 1 billion unique users per month 100 hours of video are uploaded to YouTube every minute 6 billion videos viewed each month Now close captions videos Nonprofit Channels allow premium branding capabilities Embeddable on Websites Donate button Call to action 38

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40. Guidestar influences social media fundraising Guidestar has listings for all 501(c)(3)s Network for Good uses Guidestar’s database Network for Good has partnered with Give a Tweet http://www.giveatweet.com Change.org http://www.change.org Razoo http://www.razoo.com Facebook Causes, etc. http://www.facebook.com/causes Your information on Guidestar means you have profiles on those services above 40

41. Pinterest Launched in 2010 70 million users 500,000 Business Accounts 83% of users are women 5 million average daily pins Post Videos Thank Sponsors Source: Pew Internet and American Life Project, Alexa. Venturebeat 41

42. Just Pin It! How to use it Ronald McDonald House of Southern Alberta http://pinterest.com/rmhsouthernab/rhymes-with-purple/ Pay per re-pin donations Pin It to Give It – Looking Good Feel Better Foundation http://pinterest.com/elizabetharden/pinittogiveit/ 42

43. Is Social Media Right for You? Who is your audience? Which social media tools will allow you to reach your desired audience? How will you reach and engage? Do you have a need for a Social Media policy for your organization? How will you measure success? 43

44. Track Information About Anyone, Any Topic Social Media Tracking Free Online Tools Facebook Search – must be logged in Twitter Search http://twitter.com/search Google Alerts http://www.google.com/alerts Dashboards Hootsuite http://www.hootsuite.com TweetDeck http://www.tweetdeck.com/ 44

45. Work Smarter – Use Tools You can update multiple accounts at the same time Buffer http://bufferapp.com adapts these so they meet character limits You can create a free e-newspaper from your feeds Paper.li – http://www.paper.li Want outside help? Use a company like GiveZooks.com, Shortstack.com PR firms Use interns with caution… 45

46. Did a board member suggest using a college intern? 46

47. Social Media Policy “Twitter is a great place to tell the world what you are thinking before you have had a chance to think about it” – Chris Pirillo , blogger 47

48. Why You Need A Social Media Policy Use by employees, volunteers, consultants, and people you serve Impact on marketing and branding, fundraising, and awareness NPOs of all sizes need a policy 48

49. What is a Social Media Policy? What it is: It sets expectations and boundaries Operational guidelines for people who use social media in their job What it is not: Static 49

50. Components of Social Media Policy Define social media Identify that you have concerns and interests Tell people what to avoid Remind people to protect privacy State how it’s related to other agency policies Logos, photos, videos ‘Friending’ clients, co-workers How to engage others 50

51. Don’t Have One? Can lead to Leaks Badmouthing Someone else speaking on your behalf It’s Not Too Late 51

52. Let’s Create One Right Now Online Policy Tool http://socialmedia.policytool.net 52

53. Is Anyone Helping Nonprofits? In 2010 AFP International convened a group of npo tech professionals crafted guidelines for members of AFP ASAE NTEN and The DMA, Nonprofit Federation Results were released in late 2010 http://is.gd/yGv43r 53

54. What’s Next In Social Media? “Facebook Alternatives” Google+ http://plus.google.com Diaspora https://joindiaspora.com Ning http://www.ning.com Private “Twitter Alternatives”/Enterprise Social Media Yammer http://www.yammer.com Mango http://www.mangospring.com 54

55. What’s New Now In Social Media? Pictures/Videos and News Storify – http://www.storify.com Tumblr – http://www.tumblr.com Location Foursquare http://www.foursquare.com Q&A Knowledge Quora http://www.quora.com 55

56. Remember To… 56 Listen & Engage It’s a dialogue, not a monologue 85% of social media users believe that an organization should also interact with its customers Be Active Update your information regularly Measure Audience How does it fit into your offline goals?

57. Conclusion…What We’ve Learned Definitions Social media isn’t a fad Billions of users across the globe There are many, many tools No one tool is right for everyone Enhances your fundraising and communications Put a policy in place! It’s a marathon not a sprint …Be Strategic 57

58. Questions? 58

59. Contact Dave Tinker, CFRE Vice President of Advancement ACHIEVA 412-995-5000 x 436 [email protected] http://www.achieva.info www.about.me/davethecfre 59

60. Links Alltop - http://social-media.alltop.com Beth Kanter - http://www.bethkanter.org GoogleAlerts – http://alerts.google.com Google for Nonprofits http://www.google.org John Haydon – http://johnhaydon.com Measuring Social Media – RWJF http://is.gd/J5329M Netwits Think Tank - http://www.netwitsthinktank.com Pew Internet & American Life Project http://www.pewinternet.org Shortstack – http://www.shortstack.com SocialOomph – http://www.socialoomph.com YouTube Nonprofits – http://www.youtube.com/nonprofits 60

61. Help With Social Media Policies AFP Social Media Guidelines- http://is.gd/yGv43r Beth Kanter’s list – http://is.gd/tSujQv National Labor Relations Board Memos - http://is.gd/4Hjt99 PolicyTool - http://socialmedia.policytool.net/ Social Media Policy Samples - http://socialmediagovernance.com/policies.php 61