The Art of Nonprofit Leadership: Social Media & Fundraising - Are ...

Key Take-Aways from the AFP TechKnow Conference
June 4-5, 2012 ? Orlando, FL

At the recent Association of Fundraising Professionals?inaugural technology conference entitled "AFP TechKnow" that took place in Orlando, the organization produced an outstanding series of top-notch speakers who helped to educate those of us who want to know what role technology and social media is playing in the nonprofit and fundraising sectors. The following is, essentially, my collection of notes and key take aways from the conference.?

I.?Social Media is simply another form of communication ? plain and simple. It?s like if the telephone and television were invited and delivered all in one day. It?s a brand new set of tools.

II.?One of the strongest modes of communication has always been storytelling. New technologies bring stories to life and can be seen and heard in the palm of your hand.


a.??? Video


b.??? Mobile Video ? ? ? ? ? ?i.???? Exercise 1: Using your Smart Phone, send a text message that reads ?IGF? to 27138 watch a video. ? ? ? ? ? ??ii.???? Exercise 2: Using your Smart Phone, send a text message that reads ?VID? to 27138 to receive a white paper on Mobile + Video.

? ? ? ? ? ? ?iii.???? Text-to-Pledge

III.?Your communications strategy needs to leverage the power of technology in order for your story to be heard. In addition, with more organizations using technology (traffic), your message must be different and memorable.

IV. Text-to-Pledge??(Douglas Plank, Founder/CEO, MobileCause Inc.) Short Message Service?(SMS) is a?text messaging?service component of phone, web, or mobile communication systems that allow the exchange of short text messages (140 characters) between?fixed line?or?mobile phone?devices.

Big examples:

Haiti Earthquake= $32 Million donated by 5 million people at $10 ?.

Japan?s Tsunami = $4 Million donated by 5 million people at $10 a pop.

Open Rates?

Email = 30%

Mobile = 95%

Who is giving?

19% of Millennial ages 19-27

How are they being asked?

-?????? Printing the text number and key word on back of t-shirts

-?????? At the end of a gala and the testimonial, leaving the text number and key word on big screen ? (average gift at a high profile event = $1,050 - $5,000)

It?s not always an ask, but simply a message

-?????? Text your thank-a-thon -?????? Send a photo of a key program your donors support -?????? Send them a special video message?from the new chancellor? Etc.
! IMPORTANT = GET YOUR DONOR?S CELL PHONE NUMBERS !
????????????????? "Social media is not a top-down marketing tool. It is a peer-to-peer relationship" - Youngme Moon?? a.??? A Research Tool: ????????????????????????????????????????????? i.???? Job/title change and career history ???????????????????????????????????????????? ii.???? Contact information ?????????????????????????????????????????? iii.???? The people, companies, affinity groups with whom they are connected b.??? A Search Machine ? you can search by: ????????????????????????????????????????????? i.???? Job title, university, fraternity/sorority, industry


VI.?Social Media Strategy (Ted Hart, ACFRE)?

? ? ?Integration + Balance = Success

? ? ?-?10-15% of budget

? ? ? - ?10-15% of time

6 Pillars for Online Success

1.??? Well Designed Website 2.??? Guidestar Strategy WHY? Because Guidestar Powers: ? Fidelity Charitable Gift Fund ? Philotic, Inc. (Facebook) ? Schwab Charitable Gift Fund ? T. Rowe Price Fund for Giving 3.??? LinkedIn Strategy 15-16% of online nonprofit social media contacts are ?mass influencers?, they leverage 80% of nonprofit contacts in social media -cygnus donor research?? 4.??? Twitter Strategy WHY? Listen to the trends and see what your alumni/donors are tweeting about.
Not sure how to Tweet? Go to http://Listorious.com to learn proper hash tag use for the most effective searches. 5.??? Facebook Strategy WHY? Forgot that donor?s middle child?s name? Go to their FB page and find out. Also just to keep in the loop on major life events that they may post WHY? The POWER of VIDEO is hard to beat. WHY? The jury is still out, because they are enhancing their products rapidly and are in fierce competition with Apple, Microsoft, amazon.com, FaceBook, Twitter, Yahoo and IBM. ! MOST IMPORTANT ! - Integrate social media into your
overall marketing strategy -?????? Remember that content is king. -?????? Create a monthly content/outlet calendar ? photo below.
(Liam Copeland)?

Ted Hart?s 4-Year Social Media Strategy

Year 1:


A.??? Build Well Designed Website


B.??? Collect Emails


C.???? Build personal/organizational social network profile


D.??? Complete Guidestar Strategy.

Year 2:


A.??? Add Online Events


B.??? eNewsletter


C.???? Start Social Network


D.??? Email Campaigning


E.???? Executive Twitter


F.???? Organization LinkedIn Strategy


G.??? Adwords + Google Grant

Year 3:


A.??? Ramp Up Social Networking


B.??? Leverage Online Community


C.???? Facebook/Twitter Strategy


D.??? Revise Website


E.???? Mobile Apps, Google and Youtube.com.

Year 4:


A.??? People to People Fundraising is the centerpiece to strategy


B.??? Website + SocialNetwork = Donors.

Foot Notes

---

1.???? Youngme Moon is the Donald K. David Professor of Business Administration and Senior Associate Dean, Chair of the MBA Program, at Harvard Business School. At HBS, Professor Moon teaches in both the MBA program and a number of Executive Education programs. She has received the HBS Student Association Faculty Award for teaching excellence on multiple occasions; she is also the inaugural recipient of the Hellman Faculty Fellowship,?awarded for distinction in research. Professor Moon's research and course development focuses on the intersection of business, branding, and culture. Her bestselling first book,?Different, was published by Crown Business/Random House in 2010. Her ideas have been published in a variety of journals, including the?Harvard Business Review, and she has published?case studies on companies ranging from Microsoft to IKEA to Intel.?

Professor Moon serves on the Board of Directors of Avid Technology, and the Board of Governors for the American Red Cross. She received her Ph.D. from Stanford University, her M.A. from Stanford University, and her B.A. from Yale University. Prior to joining HBS, she was on the faculty at MIT. She lives in Brookline with her husband and two sons.

2.???? Ted Hart, ACFRE - CEO at Charities Aid Foundation of America, P2PFundraising.org & tedhart.com, Founder and CEO at GreenNonProfits.org, Radio Host- Nonprofit Coach, Author of numerous books. 3.???? Douglas Plank - As Chairman/CEO and Founder of Mobilecause, Doug focuses on strategies impacting MobileCause and its leadership position in the marketplace including NPO segment strategy, customer service, retention, legal, investor and board relations alongside President and co-founder Daniel Scalisi. A consummate fundraising leader, with expertise in capital campaigns, board development, annual funds, alumni services, events, major gifts, planned giving, staff training, campaign design and implementation, Doug has facilitated capital totaling more than $500 million. He boasts 31 years of professional leadership in cause-related and non-profit institutions including higher education, social services, medical and faith, and has worked with established nonprofits and start-ups alike.? He is a frequent speaker at nonprofit and technology conferences and frequently represents MobileCause on radio and television. 4.???? Liam Copeland, Digital Marketing Specialist, Grizzard Communications Group). Liam Copeland focuses in social media, content optimization and pay-per-click advertising. After graduating from the University of North Carolina at Wilmington, Liam created and implemented digital and traditional campaigns for commercial and non-profit organizations in the South East.

Source: http://www.artofnonprofitleadership.com/2012/08/social-media-fundraising-are-we-there.html

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