Connecting the Dots Social Media and Influence Nancy Benavente Cedars Sinai Medical Center Nabenavente@gmail.com CARA 2011 1
Everything you do should at least create the beginning of a relationship 2
Relationships Social Media creates a relationship economy that expands through networking. Advancement builds sustainable relationships with an institution s mission. Online Engagement transforms how we build and cultivate relationships 3
Social Media Marketing n Integrated t Build Build upon upon an Integrated an Integrated One Communications Plan plan Communications plan Two Use Online Channels to build a stronger relationship Three Leverage Social Media Platforms 4
Develop a Social Media Plan that integrates and aligns with the following: Advancement Annual Fund Major Gifts Events Stewardship Support Groups (Volunteers, Community) 5
Critical Partnerships Institution Executive Leadership Marketing Communications i Medical/Research 6
Social Media Data Collection Strategy Mobile Numbers Social Network Accounts Email Addresses Relationships Interests * Social Media Policy 7
Who Uses Social Media? To Discuss Philanthropy Age 30-49: 84% Age 50 and up: 55% To Interact with other Donors Age 30-49: over 50% Most Mobile Centric Age 35 and under Source: Convio 8
Silver Surfers 25 hours a month To Discuss Philanthropy Age 30-49: 84% Age 50 and up: 55% To Interact with other Donors Age 30-49: over 50% Most Mobile Centric Age 35 and under 9
Wired Wealthy Household Incomes >= $100,000 Median Gift = $4,500 Average Annual Gift = $10,986 Mean Age = 51 Of that Segment = 63% under 55 Source: Convio study 10
Social Media Fundraising Social Media creates new fundraising engagement opportunities Fundraising is becoming less controlled by the institution Provides tools for leveraging volunteer relationships for fundraising (FAF, Mobile, Email, Social Network Accounts, Twitter) 11
Social Media Fundraising Friends asking Friends provide venue for soliciting gifts Personal Internet Fundraisers integrate individual and group fundraising with an institution Team Fundraising support event or cause related philanthropy Mobile Applications create instant response giving opportunities 12
If I ve just read this story that changes the way I understand the world and myself, I want to talk to others about what it means. If you read the article and feel the same emotion, it will bring us closer together. Source: Will You Be E Mailing This Column? It s Awesome John Tierney, New York Times 13
Social Media Fundraising Some real examples of social media fundraising in action 14
Friends Asking Friends What is Friends Asking Friends? Volunteer fundraiser(s) Why? Many Reasons Examples Individual Fundraising Efforts ( Ryan Gurman) https://www.discoveringforlife.org/sslp age.aspx?pid=934 15
Friends Asking Friends - Tools Personal fundraising page for online giving Provide sample draft email to go to family and friends Volunteer Fundraiser sends email to friends and family Raised over $5,000 in a week for one Friends Asking Friends effort. Facebook API - Badge 16
Friends Asking Friends Benefits Minimal Cost Engages Supporters Fundraisers are advocates Translates into Major Gifts Programs feel supported 17
Dear NAME, Friends Asking Friends [Fundraiser CAN INSERT HIS PERSONAL STORY HERE] On March 21, I will be running the L.A. Marathon to raise funds in support of the remarkable team of doctors that has been so vital to CHILD S NAME s treatment. Dr. Moise Danielpour, director of the Cedars-Sinai Pediatric Program, and his colleagues are engaged in cutting-edge research that has tremendous potential to make a critical difference for other children with brain tumors. Through their work, Dr. Danielpour and others are developing alternative therapeutic approaches to treat and eventually, to cure brain cancer, the leading cause of non-trauma related death in children under the age of 16. The advances they are making in tumor stem cell biology and targeted gene therapy for both pediatric and adult brain tumors are not only groundbreaking; they have the power to save lives. It is difficult to express the depth of my ygratitude for CHILD S NAME s continued good health. As a parent, there is nothing more difficult than watching your child suffer and nothing more thrilling than watching him/her get well. I hope you will join me in giving that chance to other parents and children by lending your generous support to the experts at Cedars-Sinai. With your assistance, their passion, commitment and incredible skill will continue to fuel new discoveries, offering kids like CHILD S NAME the promise of a rich and vibrant future. If you would like to make a gift to support pediatric brain tumor research, please visit [INSERT LINK ]. Sincerely, Fundraiser 18
Volunteer Fundraiser 19
Personal Internet Fundraisers http://www.crowdrise.com/barbra com/barbra 20
Personal Internet Fundraisers The message spread and inspired others Living Philanthropic http://livingphilanthropic.tumblr.com/po p// p /p st/3418828888/day-304-womens-heartcenter-at-cedars-sinai 21
Personal Internet Fundraisers 22
Sharing video is a great way to tell your story PSA multi purpose Video contests Stand Up to Cancer Real Example Produced video for use by RFH and Stand Up to Cancer Received pro bono support through h our Facebook site Drove more traffic/exposure to our site (donations after the TV show) 23
Social Media Tool Smart Phones and Mobile APIs allow for development of mobile applications Texting donors/prospects Web Browsing 24
Awareness 25
Awareness 26
Women s Heart Center Mobile Phone Building Awareness Created a mobile app to spread awareness Part of Personal Internet Fundraiser The app features: Quiz Facts Exercise Tracker Nutrition Tips Share Feature 27
Awareness 28
Other Applications 29
Mobile Phones 47% used mobile media Mobile Industry Growing at 27% year over year 234 Million U.S. Mobile Subscribers in 2011 US mobile phone users open more than 90% of the text messages they receive 30
Mobile Phone Uses for Nonprofits Advocacy Fundraising Constituent Services Marketing & Branding Information Sharing Community Building 31
Mobile Platform Trends Android is gaining market share rapidly 32
Mobile Application Trends 33
Mobile Fundraising Example Event Use Text to Pledge Encouraged attendees to bring their mobile devices Provided each attendee with a bar code/unique number Initiate a call to action - asked attendees to pledge using their number and a short code Display names in real-time electronically as an online honor roll during event 34
Facebook More than 500 million users Average Facebook account has 130 friends Go where people p are connecting Great for Cause Related Fundraising 35
Facebook and APIs API widgets can connect your database with a fundraiser s Facebook account Use to ask friends to support their cause Stream stories Drive traffic back to your website 36
Facebook and APIs Using Facebook Widget More likely to reach their goal by 2:1 Raises 15 to 40% more than those without the application Raised over $11,000 in 3 months 37
Facebook Started fundraising companion site and had over 1000 fans within 3 months. 38
Facebook What s involved? Content- t Relevant information, Images, Video, Contests 39
Social Media Results Catalyst for others to support the cause, spread the message Money raised to date through social networking $510k and still going $150K FAF and Event(s) 40
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