Online Social Network Fundraising Advice

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Kitchimeegwetch, Wesley!

Monday, May 17th, 2010

As product manager for DonorPages, I often review the online fundraising pages our clients and their supporters use to raise funds for their causes. While my purpose is to look for ways to improve DonorPages, I’m often moved by the stories people tell about why they support a certain cause, as well as their creativity, passion and energy as they do the good works they do. Here’s a story I found particularly inspiring:

online-fundraising-participant

Wesley gets ready to camp out for Attawapiskat!

True North Aid has a supporter – a young man names Wesley Prankard – who set out to help people in the remote community of Attawapiskat, Ontario. Wes had heard how some people in Attawapiskat were left homeless and living in make-shift tent houses – and that gave him an idea. He decided to spend part of his March school break camping out in a tent to raise money for much needed supplies and shelter for the people living on the reserve. 11-year old Wes, with the help of his family, friends and hundreds of others he inspired to contribute, raised over $5,800.00.

With the help of his father, Wesley reached out using Twitter, Facebook, his dad’s blog and his personal fundraising page on True North Aids’s DonorPages site. As more people heard of his efforts, his camp out in support of Attawapiskat was published in newspapers, and he even found himself interviewed on the local radio station, promoting the cause. Hockey teams donated autographed sticks for raffle prizes, and Air Creebec, upon hearing of his efforts and how well he did, flew him and his parents to Attawapiskat to meet the people he helped, along with all the cargo for the homeless shelter for free – two full truck loads! When he learned he was taking his first real plane ride, Wes commented “Holy smokes!” in his DonorPages blog.

personal-fundraising-page

Wesley's personal fundraising page.

“We are very proud of him.” comments Wesley’s father, Bob. “Needless to say, this has been an amazing journey for Wes. Upon meeting the people he was helping, and spending time with the kids, he’s decided to launch his own organization. An organization of kids in the south who would cooperate with kids in the north to make their communities a better place to live. He wants to help supply playgrounds, recreational centers and sports fields, as well as making youth counseling services more readily accessible.”

Janie Kataquapit, of Attawapiskat, wrote on Wesley’s DonorPages message board: “What an inspiration to see such a young man as yourself taking the lead to help others. Kitchimeegwetch (with much gratitude) on behalf of our community. It has been a long struggle for Attawapiskat, and it only takes one person to make a difference.”

One person, like Wesley Prankard. Wes had an idea about how to help people who need it. He had the commitment and energy to make it happen. Happily, social networking tools like DonorPages, Twitter and FaceBook provided the tools that helped him rally and inspire others to support the cause.

One of the many rewards of my job is to see how ideas like his can help change the world. Sometimes, all a nonprofit organization needs to do is tap into the passion of their supporters, and empower them to do great things.

Kitchimeegwetch, Wesley!

Friend-to-Friend Fundraising: Your Supporter is the Brand!

Thursday, April 8th, 2010

When your organization communicates with your constituents and the public, your mission is the centerpiece of your message. Whether the reader or viewer is motivated to respond depends on how well you communicate the value of your mission. If you’ve made them care about your mission, you have a much better chance of gaining their support.

But, according to USA Today and CBS News, those viewing your messages are also bombarded with 3-5,000 advertising, media and news messages per day. A portion of those are from the 1.5 million other nonprofits in the USA, each asking for support. Your message can easily become lost in this deluge of information. How can you ensure your message gets through?

Social Media Fundraising
Studies show that consumers and donors are relying more and more on word of mouth from friends, family and colleagues. When it comes to movies, restaurants, vacation spots and charities to support, people want to make sure that their hard-earned dollars will be spent well. So when someone they personally know and trust makes the “ask” on behalf of your mission, it carries a lot more weight than appeals made directly by your organization.

Also, when the fundraising goal is associated with your supporter, his or her friends, family and colleagues want to help them succeed. So instead of “Help support our cause”, the message becomes “I’m walking to support this cause. Help me reach my goal?” In other words, your supporter, not your mission, is now the primary message and motivation for action. The likelihood and degree of response is based on the personal relationship the reader has with your supporter. When it comes to the constituents of your constituents, your mission is secondary.

But that is exactly how you can cut through the clutter of messages and media. People are becoming immune to communications from businesses and institutions. They’ve learned to tune them out. But they care about what your constituents have to say. It’s not spam, or a commercial, or junk mail. It’s their sister, son, neighbor or friend.

Using Twitter, FaceBook, blogs and email, your supporters can also extend your reach far beyond your own website. Better still, when the tweets, posts and blogs are from your constituents, they are much more likely to be responded to and passed along.

One way you can help support your constituents is to have a vigorous Internet presence, not only on Twitter and FaceBook, but also YouTube, flickr and other social media. Not only can you provide content that your constituents can promote, but they can write on your FaceBook wall. They can help you build “social capital” and spread awareness for your cause.

Although social media sites like these are free, they still require a substantial investment of time and effort. How can you get a return on that investment, beyond spreading awareness?

Online Donor Pages
There’s a well-established marketing axiom regarding promoting and continuing your brand throughout the entire cultivation process. This simply means the message and visuals in all your communications for a particular campaign are consistent. So if your constituents are willing to make the “ask” for you, using their own email account, FaceBook page, Twitter or other personal media, you should consider providing a way for them to collect donations on their own personal fundraising page. A donation page that has your supporters photo, name and personal story telling why they care about your cause will have a higher rate of conversion, as well as higher donation amounts, then your own general purpose donation page.

Plus, by providing such friend-to-friend donor pages, you give your supporters more ownership of the fundraising process, making them feel even more appreciated and a part of your organization. And helping your constituents become fundraisers is a great way to reduce your new donor acquisition costs.

Now I’m certainly not suggesting that your organization’s own branded fundraising efforts become secondary to supporter driven social network and friend-to-friend fundraising sites. But helping your supporters develop into a supplemental army of fundraisers and promoters can only increase your development efforts, and perhaps decrease your costs. So empower and encourage your constituents to be fundraisers today!

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