post by Willie Matis
Yesterday’s AFP Brown Bag Series featured Nathan Hand, VP of Development at Indianapolis based School on Wheels. The workshop titled – Social Media Fundraising – really was a workshop! Nathan didn’t just stand in front of the crowd and talk about how social media can be used to fundraise for your organization, he made every attendee think about how to formulate their own social media fundraising campaign.
A great workshop done by a local member who has had A TON of experience in Social Media Fundraising left the crowd with 5 action steps when starting a campaign online:
- Based On Asset or Need? Combination?
Are you trying to create a social media fundraiser based on your following or because you have an organizational need? Maybe both are present, but knowing what you want to get out of it is first and foremost.
- Use who to get what and why? Who – People. What – Tools. Why – Hook/reward.
Are you going to contact the 5 people with the most Klout out of all of your followers? Are you going to ask your board members who are influential on Social media already? And then what are you going to give them as tools – just a link? a picture? a story? Lastly, why are you having them do this? Is is just helping out your organization? Or is their a prize for the person who sends the most tweets/posts/retweets)
- Language/message (Exact Tweet; Exact DM; Exact FB post; Exact email; etc.)
VERY VERY IMPORTANT. Send them exactly what you want them to say. Otherwise, you will end up with 32 different messages and instead of engaging a lot of people, you will now just confuse a lot of people.
- Targets/Asks – 50 DMS – tweet v DM 5 friends; 50 FB messages (post v comment v like; 50 personal emails (bd, committees, top donors)
Another building block on top of point number 2. Make sure you target people who will then influence the audience your organization needs to influence. Make your ask specific (weird how much a social media campaign sounds like a good ol’ fashioned fundraising campaign, right?)
- Follow-up – celebrate either way NO MATTER WHAT
Even if you lose, come up short or your website crashes and have to rebuild a new one. CELEBRATE! It sounds crazy, but do it. You may not have been successful at a fundraising level, but you upped engagement, touched an untapped audience and furthered that bond between some of your followers and your organization.
An excellent AFP Brown Bag to hold on the same exact day as the launch of AFP-Indiana’s blog!
If you want to learn more from Nathan (follow his blog) or if you would like to see what School on Wheels has done (go to their site). You can subscribe to this blog by clicking here to put it in your reader of choice or by putting your email address in the box in the sidebar on your right! Hope to see you all at the next AFP Brown Bag – “FREE FOR ALL” – on April 4th at Keep Indianapolis Beautiful.