Thoughts on Social Media and Fundraising from FIA Conference 2013

The use of social media in fundraising is a hot topic in the fundraising circuit these days, evidenced by the fact the social media sessions at the FIA conference a few weeks ago were packed full of fundraisers dying to know how they could turn facebook, twitter and instagram into revenue for their charity. 

Given that, I thought I'd share a few of the learnings that I picked up over those two days:

In Jill Ruche's session "How is Digital Different", she pointed out that the first thing that people look at on your facebook page is your profile picture, so it is paramount that this is compelling.  Her three keys to writing great facebook content were:

• identify who your audience is
• test the best time to post
• plan a communications schedule. don't just post content, be strategic about what you are sharing and when

In Benjamin Mangold's session "Remarketing with Google", he points out that Australia has very high mobile penetration.  For the first time, more money will be spent on digital than on TV this year.  In terms of advertisements, he cautioned that your landing page is even more critical to your success than the ads you create.  It is essential that we think about where we are sending people when they click through.

Finally, Kate vander Voort in her session "Using Social Media to Improve Fundraising Results" stressed that social media is not a silver bullet.  98% of non profit organizations with a facebook page did not raise a cent last year. She reminded us that when using facebook, you have to put your brand aside.  People using social media are longing for engagement.  They want to get behind you, but it is essential that you engage with them. You need to demonstrate what it is that you are doing and take them on a journey before you even think about asking. 

A few other social media thoughts and ideas...

1. When people take action (give a gift) on your website, prompt them to share their action via social media
2. Inspirational quotes get more shares than anything else on facebook
3. Use video - it is the most compelling way to tell a story and to motivate a gift
4. Likes are nice, but not really a relevant measure.  Don't just think about how you are going to get those likes, focus your attention on how you can turn those likes into action.

And something fun to emphasize that the last point, check out UNICEF Sweden's new TV spot "Likes Don't Save Lives".  It has proven to be very controversial in the fundraising sector - but I happen to like healthy controversy.

I love you.

Valentines day was just a few days ago and it got me thinking all about LOVE.

I have to say - I love donors.  They are LOVELY people who donate their hard earned money to charities they believe in. Hopefully charities they are passionate about.  It's an amazing thing when you think about it... most of them could probably find other things to do with that money quite easily, but instead, they are trusting someone else to use their money wisely to feed the hungry, clothe the poor, find a cure for cancer, take care of sick kids, protect our wildlife, conserve our land, or some other equally important cause.

I've been thinking a lot about how we thank donors for these gifts.  Do we just send them the obligatory, generic thank you note - like the one your mother used to make you send your grandmother at Christmas even though you didn't really want too - or do we really show them the love.

Lately I've seen a couple of really good demonstrations of love from charities to their donors.  The first is a video done by one of my favourite organizations, Charity Water.  It's impossible NOT to love everything they do.  They created this valentine for their donors - a powerful way to recognize their support. Check it out here.

Another organization I support is Operation Smile here in Australia.  I have to say, as a monthly donor, they not only make me feel loved, they make me feel like a valuable part of their work. Every month they send me my tax receipt - in a handwritten card.  Yes, a handwritten card, every month. They are signed by Norma... I'm not sure what her role is there... she could be a fundraising manager, a monthly giving program manager or a volunteer.  It doesn't really matter. All that matters is she is a real person who is taking the time to write me a letter.  The cards are short - they always thank me for my continued support and they always tell me about a recent medical mission they have taken or one they are about to take and they always make me feel like I am a part of it.  I look forward to hearing from them every month and even though they have yet to ask, these cards make me want to give more.

These are not the only examples of good donor care I have received.  Just recently Wesley Mission Brisbane sent me a personal Christmas card which went up on the wall with the ones we received from friends and family.  But these extraordinary examples of donor care are hard to come by - and I'm not sure why.  Please, please, please find a way to show your donors how much you love them.  This may differ for your $5 donors to your major donors to your monthly givers.  But for some reason these people have entrusted you with their gift and its so important to recognize that.

And perhaps - if we spent a bit more time really engaging our supporters, we could spend a bit less time searching for so many new ones.

In Defense of Premiums

This is my third attempt at writing this post this week. Every time I try I end up getting a bit lost in my thoughts and therefore my words. I guess that's because the topic is so controversial, and my head and my heart don't always align on this one.

I was listening to a podcast from a session given by a fundraiser I know and respect on the weekend (yes, I'm slightly ashamed to admit it, but I am that person...the one who downloads sessions from conferences I didn't attend and listens to them in my free time). She was speaking about acquisition and said 'A lot of charities that don't have an offer have to use premiums.' My stomach turned when I heard it. A thought shared by so many in our sector. But it troubled me because I work with so many amazing charities...ones with very real and very tangible offers that are easy to understand and that are inspiring to donors...and I send premiums on their behalf.

Today when I received my daily email from The Agitator that was all about premiums and linked to an article by Kevin Sherman suggesting that premiums are like crack-cocaine that feeling came rushing back. It's not a feeling of anger - believe me, I get it. I don't love the notion of premiums or the thought that we are 'guilting' people into making a gift. And the argument they offer makes so much sense. But I don't believe the issue of premiums has been presented in its entirety.

As I mentioned, I send premiums on behalf of a number of charities here in Australia. And I have to say we are seeing some amazing results. At the moment, premium response rates in Australia are extraordinary, and these mailings are generating a LOT of income. Even with the higher costs, some charities are breaking even or netting income on their mailings. If you've ever done acquisition you know that's incredible. I can't argue the fact that average gifts are lower...they are. And we expect that. But the good donors...the ones that may have also given to a non-premium appeal are still responding, and premium mailings are still generating gifts of $1,000 and higher. The difference is they are also bringing in many more small gifts which are helping to cover the costs of those mailings. And many of these new recruits do go on to give second gifts to future non-premium appeals.

Will this continue? I don't know. But for the time being it is providing a valuable income stream, allowing charities to increase their net income and do more good. And believe me, we are continuing to dig deep into the data and to watch the behaviour of these donors.

Coffee and inspiration

It's been a long time - two and a half years in fact - since I last wrote on this blog. And a LOT has happened in my life. I've become a mum, to a beautiful little girl who is the love of my life. She and I have moved around the world and for almost two years have called Sydney Australia home. I've continued working with Pareto and had the opportunity to partner with some amazing charities in Australia, New Zealand and even Hong Kong. Life has been good to me, and I am so grateful.

Lately though, I realize I've lost some of my fire. The chaos of life, a heavy workload and the changes in the definition of roles have taken a toll on me and lately I realize i have allowed myself to become a project manager, instead of a fundraiser. Project management is a very important part of what I do, but it isn't what gets me out of bed in the morning. It doesn't excite me or challenge me. It should be a function of my role, rather than the definition of my role.

I had coffee with a dear friend on the weekend and as we talked about the charities we were privileged to work with, ideas we had to help grow their causes and the amazing work we could partner with them in doing I felt like a spark went off and the fire was ignited again. I love what I do. Really love it. I get to make a difference in the world every day. That is an amazing opportunity but also a big responsibility. I am a fundraiser. And I have so much to learn. And I can't wait to learn it. I've decided to start writing again as a place to think out loud, to share ideas and hopefully, to engage in conversation with other fundraisers...with you.

I'm so thankful for my friends, colleagues and partners who inspire me everyday and I hope I can share with you some of that inspiration.

Acquisition busting - 'holding' a monthly gift?

For those of you who read this and don't know - I'm about to have my first baby and will be taking 8 or so months of maternity leave. I am VERY excited about our baby girl and the time I'll have at home with her, however with the drop in pay and the increase in expenses, I've had to re-think my spending, including my charitable giving.

I give to a number of charities, but have one particular charity that is close to my heart. They are a child sponsorship organizatin and I've had the opportunity to travel with them to see their work firsthand. Since that trip, I have been a passionate and commited sponsor of 4 children in different parts of the world. Knowing I couldn't continue to give at the same level broke my heart, but as difficult as it was, i picked up the phone yesterday to call and cancel my monthly gift.

I was shocked with the rep on the other end of the phone suggested an alternative. The orgaization would take over my payments for up to 8 months. I would continue to receive my updates, photos, letters (and appeals I'm sure) as though nothing had changed. Then in 8 months time they would contact me to see if I would like to resume payment, and if not, my kids would go back into the sponsorship pool.

Of course I jumped all over it. For me, it was a perfect solution, and I'd imagine for many people who have found themselves in tough economic times during the past year or so, it might have been as well.

On the flip side, I contacted another large Canadian charity with whom I have a monthly gift. They thanked me for my past gifts, canceled my monthly donation and wished me all the best. Its safe to assume that when I get that call from charity 1 in 8 months I'll be ready to re-start my gifts, but its unlikly I'll take the time to call charity 2 and ask them to sign me back up.

I'd like to believe that the first organization has tested this approach and found success or is currently testing it now. And I'm curious to know your thoughts on this 'aquisition busting' approach.

What DM could learn from DRTV

I was feeling a little under the weather this past weekend, and so I spent some time on the couch watching TV. If you have turned on the television recently on a Saturday or Sunday you know there is an endless number of DRTV programs available to you. Having come from the DRTV world, I was happy to have the opportunity to see what new shows were on the air, and what existing shows were still running (and hopefully indicates are still working). As I watched a few different shows it struck me that there is one thing that DRTV does REALLY well, and that is tell stories.

Every week I receive DM pieces from various non-profits throughout North America, and the vast majority are short letters, telling me how wonderful they are, and usually containing a very organizationally focused ask. Rarely do charities tell me a story about an individual who needs my help...the real reason that I would choose to give to that organization.

I know TV has the benefit of being able to show pretty pictures and really give the viewer a look at that persons life, but the stories they tell can almost always translate onto paper.

When you write your next DM appeal, PLEASE tell a story, because at the end of the day, people give to people. Its not about you - its about the lives you are impacting.

Share your message...with ketchup?

I have to say - I had no idea that a pack of ketchup could be so powerful...

I came across this picture earlier today and couldn't wait to post it. It is an advertising campaign done for CALM - New Zealand Campaign against Landmines and its a medium that I didn't actually know existed.

Love it or hate it, you can't help but notice it. And I would guess after tearing into that ketchup pack it would be hard not to think about while chowing down on your burger and fries. This pack won two awards for Publicis Mojo in Auckland in 2006. Gotta love those kiwi's.