From Interest to Passion

Photos: “Hand Point Like Button” by Watcharakun; “Love” by Worradmu; freedigitalphotos.com

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From Passion to

Commitment

Photo: “Love” by Worradmu; “Sunday Walk” by Simon Howden; freedigitalphotos.com

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Fear personified

Photo: “Ring” Graeme Weatherston on freedigitalphotos.com

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Photo: “Couple Touching Hands” by Tungphoto on freedigitalphotos.com

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#1: The audience is diverse

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A new opportunity

to connect

84% of Hispanics have a

broadband connection vs. 79% of

Whites

36% of Hispanics view the

Internet as tool for building a

better life vs. 30% of general

market

68% of Hispanics are wireless

Internet users vs. 54% of Whites

81% of Hispanics text vs. 62% of

Whites

Source: “Culture + Technology Usage = The Perfect Storm” by Lee Vann in Engage: Hispanics (May 13 2010)

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#2: The audience is global

Photo: “Social Marketing Concept” by vichie81 on freedigitalphotos.com

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What’s Out There

Facebook is projected to reach

1 billion users by August

Twitter is closing in on 500

million registered users

LinkedIn has passed the 160

million member mark

Sources: “GOING SOCIAL: Tapping into Social Media for Nonprofit Success” by Convio; AllTwitter on Media

Bistro; and, Reuters

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#3: The audience is wealthy

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Knock, Knock…

Fidelity Investments reports that 34% of individuals

with net worth over $1 million use social media

professionally, including 28% who say they use

LinkedIn.

Spectrem reports that the percentage of U.S.

millionaires who use Facebook rose from 26% in

2010 to 46% in 2011.

SEI reports that 70% of pentamillionaires surveyed

use social media

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Influence on the Affluent

Source: Unity Marketing

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The gated community 2.0

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How “social” changes fundraising

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15

Fundraising: before & after

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The base vs. the “long tail”

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Where does “social” fit

Identify

Steward

Qualify

Solicit

Cultivate

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Cultural comparisons

Blogging is to Twitter as

a short story is to Haiku

If Facebook is ADD,

Twitter is ADHD

If LinkedIn is a private

club, Twitter is a public

pool

http://www.digitalbuzzblog.com/infographicfacebook-vs-twitter-demographics-2010-2011/

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Governing concepts for all

social networking activity

A two-way street: the more you give, the more

you get

Social networks are all about individual control

over identity, relationships and content

As in fundraising campaigns, and most other

human activity, a small number of people make

the biggest difference…

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Photo: “Unlocking Heart” by Thankunkorn on freedigitalphotos.com

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Top “To Dos”

for Facebook

Gather information on those who

visit

Tailor the experience to their

interests

Talk with them

Be visual!

Drive traffic—and let them drive

traffic—to giving opportunities

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Top “To Dos” on

Twitter

• Click “Who to Follow”

• Follow your followers’ followers

• Browse the lists

• Conduct keyword searches

• Watch hashtags

• Use the currency of the network:

RTs, Tys, Shrunken URLs, and

other forms of acknowledgement

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Top “to do’s” on

LinkedIn

1 Profile your connections

2 Gather contact data and

handles for your database

3 Look up graduates/group

members

4 Explore the companies

associated with these

individuals

5 Identify potential board

members, major donors or

volunteers

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Search for people &

themes

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Digest those business cards!

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Find and empower

Ambassadors

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See their networks

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Engage in conversation

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Be where they are, which is

increasingly on their mobile device!

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Fill the room at a special

event

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And get pledges at the event, too!

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Launch a ribbon campaign

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Leverage content…

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From your lists!

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Manage your social life

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Analyze your data

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Screen for influencers

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And fing those you can

ask for more

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Rachel’s wish

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Animal house

Animal and

environmental

organizations post most

often on social networks

Animal groups post an

average of 14 times on

Facebook and tweeted

134 times a week

Animal organizations

were the most discussed

Sources: Chronicle of Philanthropy; Craigconnects

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Movember

Top 10 charity campaigns of 2010,

http://www.behindthespin.com/features/to

p-10-charity-campaigns-of-2010

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It can be done…

In just 30 minutes a day!

Draft a plan

Give an advancement staff person responsibility

Follow your internal policies regarding fundraising,

communications & data

Commit a regular amount of time to the activity

Use tools that make the work easy and efficient

Don’t let perfection be the enemy of completion!

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How

:-($)

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Connect!

Twitter: @gordonjayfrost & @Ask_FRI

Facebook: “Frost on Fundraising” &

“FundraisingInfo.com”

LinkedIn: Jay Frost

Email: jay@fundraisinginfo.com

Phone: 877-637-5889