Kerry Rego presented to the Association of Fundraising Professionals in Santa Rosa, CA on January 25, 2012.  Providing the definition of social media, current statistics, categories of use, basic strategy, statistics specific for non profits and fundraising, obstacles, and case studies.

Slide 2 – Why is Social Media Important?
  • Facebook 800 million users
  • Twitter 100 million users
  • YouTube 4billion + views per day
  • LinkedIn 135 million users
  • Google+ 90 million users
Slide 3 – Unique Visitors December 2011 , Comscore

Slide 4 – Social Media, A Definition: Social media use web-based technologies to transform and broadcast media monologues into social media dialogues. –Wikipedia

Slide 5 – The 7 C’s of Social Media – Dose of Digital

Slide 7 – Categories of Social Media Tools

  • Blogs, microblogs, RSS feeds
  • Multimedia – audio, video, pictures
  • Social Networks
  • Events
  • Mobile, texting, ads
  • Location based services, check in
  • Share & review
  • Bookmarking
  • Email marketing
  • Document sharing
  • PR tools
  • Monitoring

Slide 8 – Simple Social Media Strategy

  • Goal
  • Tools, Research
  • Routine
  • Measure
  • Adjust
  • Persist

Slide 9 – Market Research

  • WHO is the audience?
  • WHAT is their preference?
  • WHEN do they want to hear from you?
  • WHERE are they?
  • WHY are you there?
Slide 10 Realistic expectations. It’s just like going to the gym, it takes 6 months + to have a good showing in social media just like getting a 6 pack. Setting your expectations in a realistic space will help eliminate disappointment.
Slide 11 – Social Media Use by Non Profits
  • 92% of nonprofits use at least one social network – Blackbaud
  • There has been a 61% increase in online giving from 2001 to 2011. The average donation was $226 now $73. – Network for Good
  • 33% of online donations come from email appeals while only 7% come from Facebook. – Razoo
  • Four out of five nonprofits agree that social networking is valuable to their growth and community engagement. –

Slide 12 – Nonprofit’s Social Media Use (image on Frogloop)

Slide 13 – Where the Money is Coming From, WePay [sorry the original link was lost :( ]

  • 36% Facebook
  • 9% Email
  • 5% Blog
  • 4% Twitter
Slide 14 – How to Fail at Social Media Fundraising
  • Don’t have a budget
  • Don’t dedicate staff
  • Don’t have a focus
Slide 15 – Social Media Budgets (image on Frogloop)
Slide 16 – How do the top 1% Succeed?
  • Hire or assign a current staff member
  • Allocate Budget
  • Add social media to your fundraising appeals
Slide 17 – Pay Attention to Mobile!
Slide 18 – Case Study, Human Rights Campaign

Human Rights Campaign recruited an additional 30,000 new supporters through timely action alerts and petitions on the Care2 network ’09-’10. HRC developed an integrated multichannel marketing approach that sought to connect, engage, and convert warm recruits through telemarketing, direct mail, email and text messaging.

Slide 19 – Case Study, Text to Haiti

  • Contributions were often spur of the moment decisions that spread virally through friend networks
  • 73% contributed via phones on the same day they heard about the campaign
  • 76% say they often make text donations without doing much research
  • 43% of these donors encouraged their friends or family members to give to the campaign as well
  • 56% have continued to give to more recent disaster relief efforts via mobile
Slide 20 – Resources
Slide 20 – It’s About Relationships with Your Donors


You can contact Kerry Rego to book her to speak to your group by contacting kerry [at]

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