The EveryLife Foundation

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The EveryLife Foundations Social Media
Fundraiser

• How to run an effective online fundraising
  campaign

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This slideshow will demonstrate how to

• Create a strong fundraising foundation
• Engage with your donor base
• Appeal to different personality types
• Use data to create value
• Adapt on the fly to maximize effectiveness
• Build lasting relationships

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Building a Strong Foundation

• Plan ahead!
• Use months in advance to create website with
• testimonial videos/blogposts
• data visualizations for information related to
  your cause
• section to educate potential donors on the
  intricacies of your cause
• A little work now can make a HUGE difference
  later
• Creating a framework for bells and whistles tells
  potential donors that this is a serious and
  important cause, and can be used in subsequent
  fundraising campaigns
• If it doesnt look like you tried, donors wont
  try to help you!

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Crafting Your Message
Remember Boring paragraphs are your enemy!

• Place a person in charge of team message
• Have them create a comprehensive approach that
  includes using video/blog testimonials, data
  visualizations on the area affected by your
  organization, and information on the progress
  being made by your organization
• Choose a person who knows the fundraising team
  intimately, so they can try to craft a message
  which allows every member to excel
• Never just copy and paste a paragraph. Always
  accompany posts with videos, pictures, hashtags,
  and links to websites with relevant information
• Using tools to build relationships with your
  donor base will be your difference maker!

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Coalition Building

• Search to find organizations that share common
  ground with your cause. Try to recruit them to
  help share your fundraising message
• Draw from many walks of life
• Other nonprofits
• Medical and technology companies
• Universities conducting relevant research
• Religious organizations
• Family and friends
• Other partners in your community

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The Four-Pronged Approach

• Create social media posts involving one of four
  approaches
• Testimonials/Personal Stories
• Data Address shortcomings/current systemic
  oversights
• Progress How have we improved policy, discovered
  medical solutions, helped individuals
• Fiscal With EveryLife matching every donation,
  nows a great time to give!
• By using a variety of approaches in your social
  media campaign, you ensure that there is a
  message that appeals to everyone while also
  preventing the stagnation of a single message

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The Personal Approach

• In preparation for your fundraising campaign,
  collect a series of video and written blogs about
  individuals whose lives have been affected by
  your groups work
• Upload videos to YouTube and written testimonials
  to a hosted blog along with pictures
• Pictures can also be used for Instagram and
  Twitter campaigns alongside a brief message
• By bringing in the personal bond that comes with
  an individuals story, you give potential donors
  a better understanding of the difference theyll
  be making
• Every nonprofits goal is to make a positive
  change in the world, and its easy to get lost in
  the crowd. Provide tools that set your
  organization apart from the pack, so potential
  donors can feel a connection to your cause

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Sample Personal Approach Posts
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The Empirical Approach

• By showing how your organization is addressing an
  oversight/shortcoming in the medical world, you
  can appeal to donors who want to see how the
  problem is being solved
• Showing changes in treatment effectiveness over
  time, disparity between funding for treatment and
  whats needed, or the growth of an affected
  population gives donors tangible evidence
  demonstrating how their money is helping the
  cause

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Sample Empirical Approach Posts
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The Progressive Approach

• Detail new technology/techniques that have helped
  to move the cause forward
• Emphasize how close you are to new milestones,
  and how a donors contribution will help you
  reach that goal
• Try to avoid negativity/guilt, and instead focus
  on making donors feel positive about the change
  their contribution can bring

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Sample Progressive Approach Posts
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The Fiscal Approach

• Take advantage of the one-time opportunity to
  have donations matched by The EveryLife
  Foundation
• Emphasize what a great deal this month-long
  fundraiser is
• By merging value with your cause, donors will
  think now is the time to contribute

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Sample Fiscal Approach Posts
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Personalizing Your Message

• Think of a fundraising campaign that caught your
  attention and led you to contribute
• What was it that caught your attention? Why were
  you compelled to contribute?
• Draw on those aspects to liven up your own
  fundraising campaign
• Merge Approaches
• Merging Empirical and Fiscal or Personal with
  Progressive can capture multiple personalities in
  a single message

What message would get YOU to contribute?
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When in Doubt, Humor is Your Friend!

• Tasteful and respectful humor can help liven-up
  your message and make donating fun
• Make lighthearted posts about how small an amount
  10 is, and then use that to demonstrate how big
  a difference that contribution can make to your
  cause

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Adapting on the Fly

• Track sources of donations
• Is one particular message leading a lot of
  traffic to your site? Share it with your team
  and encourage others to use a similar premise!
• Recognize your donors!
• Use FaceBook, Twitter and other social media
  formats to recognize individuals making large
  contributions to your campaign
• Recognizing big donors can encourage those who
  know them to give as well
• Well if they think its a great organization,
  maybe I should give too!

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Building and Maintaining Relationships

• Create a donor-exclusive newsletter to keep them
  informed on how the fundraising campaign has
  helped your cause
• For a quarterly newsletter
• Use first newsletter after campaign to discuss
  the campaigns success and highlight how it will
  be used in each of the four approaches
• Use second newsletter to highlight how funds
  actually contributed to positive results, again
  using a variety of approaches to demonstrate
  successes
• In third newsletter, remind donors that this
  years fundraiser is fast approaching, and
  encourage them to reach out to others to expand
  this years effort
• Use the fourth newsletter to build donor support
  and get them motivated. Emphasize how success is
  all thanks to them!
• By spending time to share information with
  donors, you show that you care about their
  support of your organization

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Improving in the Future
Never stop Improving!

• Keep track of each years fundraiser, and be sure
  to maintain a log of what worked and what did not
• If one method proved particularly successful,
  work to make it even better next year!
• Set goals throughout the year to keep improving
  your approach and infrastructure, with the
  expectation that youll be able to exceed the
  previous years goals
• Follow changes in social media fundraising trends
• Always new sites and methods that can help you
  raise funds more effectively

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In Closing

• Build a strong infrastructure
• Set a team leader
• Work to expand your appeal and allies
• Use messages that catch attention of differing
  personality types
• Follow your progress closely, and adapt as
  necessary
• Remember to follow up with donors and build
  relationships as you prepare for next years
  event
• Have fun!

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Sample Communications Calendar
Email 1 goes out, announce program on Facebook
and Twitter
Tweet
Tweet
Tweet
Email 2, change up the message to get new
contributors. Post FB message
Tweet
Tweet
Tweet
Facebook Post
Facebook Post
Tweet
Tweet
Tweet
Facebook Post
Facebook Post
Assess results thus far
Tweet
Tweet
Tweet
Tweet
Email 3. Try to promote sense of urgency not
much time left. FB post as well.
Facebook Post
Facebook Post
Facebook Post
Tweet
Tweet
Tweet
Tweet
Email 4. Push to get those final contributions!
FB post as well.
Facebook Post
Facebook Post
Facebook Post
Facebook Post
Email
Email