Slides from the Social Media, Crowdfunding and Microvolunteering Workshop held in Toronto on Nov 23, 2011.

1. Social Media, Crowdfunding &
Micrvolunteering
Paul Dombowsky – Claire Kerr – Jennifer Robertson

2. Workshop Overview
Time: 8:30 to 10:30
Speakers: Paul Dombowsky
Founder and ceo of Ideavibes / Fundchange
Claire Kerr – Artez InteracKve
Cynthia Foster – HJC New Media
Jennifer Robertson – Koodo / KoodonaKon
2

3. Perks
1. Free Fundchange Membership for a6ending
organiza8ons
2. Mini Project Pitch
Please submit your mini project pitch for an opportunity to win $400 to
carry out the project. Make sure it Kes in social media and has some
impact.
The winning project is being funded by the crowd assembled in the 2
sessions here today and will be ‘voted’ on by our liVle organizing
commiVee.
3. Door Prizes & Swag
3

4. Introduction
One of Canada’s first crowdfunding sites
for chariKes, non-­‐profits and arts groups
to fund change in our communiKes -­‐
one project at a Kme.
KoodonaKon is the first ever Canadian
online microvolunteering community.
KoodonaKon has been launched and
operates as a charitable, not-­‐for-­‐profit
iniKaKve by Koodo Mobile
9

5. Social Media
Claire Kerr
Artez InteracKve
5

6. Social Media, Fundraising
… and all that good stuff!

7. @sno^orprofit www.nonprofity.com
hVp://ca.linkedin.com/clairetoronto

9. Why engage in social media?
 Your donors & supporters are there.
 Your sponsors & media contacts use this tool.
 An addiKonal channel for brand extension.
 CompeKng organizaKons may acquire market
share in your space.

10. Defini8ons: What's social media?
Facebook: The most popular social network
Twi6er: “Micro-­‐blogging” tool
Blogging: Pla^orms like Wordpress, Tumblr, Blogger
LinkedIN: Groups & pages for professionals
Foursquare: Geo-­‐locaKon tool
YouTube: Canada is online video's largest market!
Digital communicaKons tools
to leverage the “real Kme” web.

11. Canadians & Social Media
50% of Canadians maintain at least one
social networking profile.
62% of online Canadians aged
35 to 54 have a social profile.

12. Canadians & Social Media
Women are more likely than men
to visit social networking sites
more than once a day.

13. Canadians & Social Media
86% of Canadian social networkers
are on Facebook!
Did You Know…
Of the over 500 million
people on Facebook, more
than 250 million access it
through a mobile device!

14. The introducKon of
the Like BuVon
increased referred
traffic to blogs by 50%?

15. Facebook: A top referrer to
our donaKon pages.
Yours?

16. Canadians & Social Media
Networks showing rapid growth in Canada ….
Twi6er – 19%
LinkedIN – 14%

17. Canadians & Social Media
The very latest : Google+ Pages for nonprofits

18. How are chari8es using social media?
92% of the “Top 50” nonprofits in
America have at least one social
media presence on their homepage.

19. How are chari8es using social media?
Most surveyed believe social media is an effecKve channel.

20. Industry's aZtude towards social media
Artudes are
performance-­‐based.
The majority have
accomplished a major
goal using social media.

21. Social Media & Fundraising Myths ...

22. Social Media & Fundraising Reality ...
70% of charities raising over $100k have
budgets of $5 million or more.
Only 0.4% of organizations raised over
$100k through Facebook.

23. A small channel
The majority of nonprofits are
raising $0 -­‐ $1000 on Facebook.
80% raised $0 from YouTube, LinkedIn, Flickr.

24. “Five Facebook Giving Campaign Success Stories”
Four of the five success stories were
corporate sponsored!

25. PuZng It In Perspec8ve ….
100
7-­‐10%
50
0
All Fundraising
Online

26. PosiKve news ….
Online acKvists are seven
8mes more likely to
donate, compared with
supporters who did not
previously take an online
acKon for a cause.

27. PosiKve news ….
Online donaKon is the
fastest growing giving
channel.
Direct mail = $1.25
Online donor = $0.07

28. How are nonprofits raising cash
through social media?
 Individual donaKons directly through the web site
 Lump sum at intervals through a 3rd party web site
 Gius through 3rd party applica8on (mobio/twitpay)
 SMS text-­‐to-­‐give (cell carriers) deposit
 Group/event fundraiser proceeds
 Corporate sponsor gib match donaKon

29. Chari8es Deploy Social Media Two Ways
External Internal

30. Third Party Fundraisers
Groups Individuals
Externally

32. External use of social media
Supporters
sharing
your cause

34. Partner Sponsored Campaigns
Corpora8ons Celebri8es
Externally

35. For every X we will Y up to Z
●

37. Internal Use of Social Media

39. Integrate ExisKng Campaigns
Internally

41. IntegraKon with offline events
Internally

44. ParKcipants using social media in fundraising
events raise more money on average than
parKcipants that do not.
40%
more

46. Wondering about geZng started?

47. Good metrics…
Which acKons happen
from traffic referred by
which channels?
And digital
adverKsing?

49. Make conversion your goal
3% to 6%

50. Don’t confuse tools with strategies
Needs
more
widgets!

51. Understanding the difference between
tools and strategies
 Widget should drive not kill conversion!
 A mulK-­‐channel approach is the strongest
 is a tool ... Your strategy is knowing what
you are going to do with it.
Wrong ques8on: What souware should I use?
Right ques8on: What goal am I accomplishing?

53. Create Consistent C
 PrioriKzaKon of programs & o
 Avoid geZng distracted by sh
 Follow a planned editorial cale

55. Use your email networks
Average charity has 1000
email addresses for every
110 Facebook fans…

56. Drive conversion to acKon

58. Take advantage of offline events

59. Maintain realis8c expecta8ons
15%
 Social media is a very small but growing channel
 How much 8me can you reasonably afford to spend?
www.socialnetworkcalculator.com
 The only benchmark that really maVers is YOURS.

60. What’s Trending?

61. Mobile Awareness
Smartphones sales now surpass
computer sales globally.
HUGE!

62. The hidden mobile channel?
Your supporters are
reading your appeals on
their mobile devices.
They’ve been doing it
for a while now…

63. Online Video

65. Partnership Experiments

67. GamificaKon

69. Leveraged SEO & Ad Spend

70. … of 2011’s total ad
10.8% spend will focus on
social networking
sites.

71. Social media means …
Everyone is now a
spokesperson for
your organizaKon.

72. Build a social media policy
www.SocialMediaGovernance.com

73. One size doesn’t fit all

74. @sno^orprofit www.nonprofity.com
hVp://ca.linkedin.com/clairetoronto

75. Fundraising
Cynthia Foster
Artez InteracKve
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76. INTEGRATION AND CROWDFUNDING
The power of offline communica8on for an online campaign

77. Your Speaker
Cynthia Foster
Hons. BA from UWO; Grad of the Fundraising and Volunteer
Management program at Humber
Work: consultant at hjc, specialize in copywriKng for online
communicaKon
Worked closely with Paul at Fundchange, researching
crowdfunding, doing online communicaKon and community
building
11-­‐11-­‐24 proprietary and confidenKal 77

78. What’s there to love about
crowdfunding?
• ability to really engage donors
• draw them in, give them a sense of ownership over
projects
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79. WHAT WE’LL COVER
Online aspect of crowdfunding
Offline communicaKons and crowdfunding
How to bring it all together
Q and A

80. Online
crowdfunding
appears
to
be
driven
by
social
media
and
a
strong
online
presence
$$$
11-­‐11-­‐24
proprietary
and
confidenKal
80

81. Online
A lot of the campaign will be done online,
auer all, the crowdfunding pla^orm is
hosted online
11-­‐11-­‐24 proprietary and confidenKal 81

82. Online Communica8on
Most appeals for the campaign will be made
through:
• email
• Social media
Your blog should be used to keep people
updated and informed
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83. Online
As part of the social media mix,
crowdfunding compliments other
fundraising techniques
11-­‐11-­‐24 proprietary and confidenKal 83

84. Don’t forget to...
• Use your eNewsleVer to promote the
campaign
• AVach a link and short appeal to your
email signature
• Have a youtube or vimeo channel, use it to
give short updates or make an appeal
11-­‐11-­‐24 proprietary and confidenKal 84

85. Online
People visit the crowdfunding site to vote,
donate, and spread the word to their social
networks.
11-­‐11-­‐24 proprietary and confidenKal 85

86. Offline
Offline communicaKon plays a criKcal role
in the campaign’s success
11-­‐11-­‐24 proprietary and confidenKal 86

87. WHY DO YOU THINK THIS IS THE CASE?

88. Solicita8on Channel Appropriateness
11 11 2 proprietary and confidenKal 88

89. Really?
donors just are not interested in donaKng
via social media
Less than 2.5% report having made a
donaKon via a social network
11-­‐11-­‐24 proprietary and confidenKal 89

90. But...
the majority of Gen Y and Gen X donors
thought that having a friend ask them to
donate via a Facebook post, tweet or
other social network was an acceptable
and appropriate way to raise money.
11-­‐11-­‐24 proprietary and confidenKal 90

91. Offline
A study on the Geography of Crowdfunding*
reveals that the first round of funding almost
always comes from local funders
*Agrawal, Ajay, ChrisKan Catalini, Avi Goldfarb. The Geography of
Crowdfunding. University of Toronto. January 6, 2010.
11-­‐11-­‐24 proprietary and confidenKal 91

92. Offline & Local Funders
Local funders are those people who have an
established relaKonship with the
organizaKon.
11-­‐11-­‐24 proprietary and confidenKal 92

93. • The internet does remove geographic
boundaries
but
• cannot rely on online communicaKon as
the sole driver of your crowdfunding
campaign
11-­‐11-­‐24 proprietary and confidenKal 93

94. You need to integrate!
11-­‐11-­‐24 proprietary and confidenKal 94

95. What exactly is integra8on?
The use of mulKple channels such as:
– Online
– Mail
– Telephone
– Mobile
to support one another
11-­‐11-­‐24 proprietary and confidenKal 95

96. Integra8on and Crowdfunding
How can you integrate your
crowdfunding campaign?
What are your thoughts?
11-­‐11-­‐24 proprietary and confidenKal 96

97. Recommenda8ons
11-­‐11-­‐24 proprietary and confidenKal 97

98. FACE TO FACE
Whenever possible/appropriate, ask people in
person to get on board with the campaign
• Board member
• Volunteers
• Staff
• Friends
• Family
• Clients, if appropriate
• Engaged Donors

99. Offline
• Promote the project in NewsleVers
• Start conversa8ons: Call donors,
volunteers, or any one you think would
be really interested in championing this
project
• If someone makes a big giu to the
project, send a personal thank you – you
have access to donor’s informaKon
through Fundchange
11-­‐11-­‐24 proprietary and confidenKal 99

100. Online
• Use all social media channels
• Facebook
• TwiVer
• Vimeo/youtube
• Photo blogs
• Blog
• Email appeals and on email signature (encourage
others!)
• Share funcKons and encouragement
• eNewsleVer
• Anywhere you have a presence, use it.
11-­‐11-­‐24 proprietary and confidenKal 100

101. Concluding Remarks
1. Create a plan that uses cross channel
communicaKon
2. Engage current supporters to champion the
project
3. Encourage people to talk about the project!
4. Keep people interested and engaged by
updaKng blogs and giving informaKon. Don’t
always ask for money.
11-­‐11-­‐24 proprietary and confidenKal 101

102. Contact
Cynthia.foster@hjcnewmedia.com
Web: hjc.ca
TwiVer: @hjcnewmedia.com
Facebook: hjc
11-­‐11-­‐24 proprietary and confidenKal 102

103. Koodonation
Jennifer Robertson
Koodo
7

104. Koodonation TM

105. What is Koodonation?
Canada’s first, entirely online microvolunteering
community.
An online hub that connects not-for-profit
organizations with volunteers.
Volunteering for the online generation.

106. What is microvolunteering?
Convenient
It’s volunteerism that fits into the individual’s schedule when they have free time. And it’s all
done online so individuals can also volunteer from anywhere – even their couch!
Bite-sized
Tasks are broken into small-ish pieces, so they’re quick and easy to solve.
Crowdsourced
Anyone and everyone can help. And when it comes to coming up with ideas to help non-
profits, a crowd of heads is better than one!
Network-managed
The time demands of the manager (e.g. a nonprofit staffer) are minimized by distributing as
much of the project management as possible to the network of microvolunteers. And as
microvolunteers post all of their ideas and responses, the community provides added value in
rating the responses and helping non-profits decide which solutions are best.

107. How it works.
Individuals join Non-profits post online
Koodonation as challenges on
microvolunteers. koodonation.com
koodonation.com matches the skills and interests of
the microvolunteers to the needs of the non-profits.

108. What makes a good
challenge?

109. What’s in it for…
… not-for-profit organizations? … for volunteers?
- A low-maintenance way to get work
done by a huge pool of talented - Makes it easy for busy people to fit
volunteers; including creative design, helping others into their schedule.
website review, new product
brainstorms, feedback on your - Is an entirely online form of
website, media relations strategies, volunteering that allows volunteers to
and so much more. lend their skills whenever and
wherever they have time.
- A unique opportunity to save money
- Makes volunteering simple with no
by getting work done for free.
requirements for travel.
- A way to raise awareness of your
- Offers volunteers a way to contribute
cause with many new supporters.
in areas that are of most interest to
them.
- Convenient and simple to use.

110. Getting started
110

111. Getting started.
Step 1
Create an account.
Step 2
Post a challenge.
Step 3
Collect your results.

112. How it works
112

113. How it works.
Once a challenge is up, the
community takes over and
posts answers to help
solve the challenge.

114. How it works.
• Microvolunteers are free to
get involved in any cause
that they care about, and
respond to any challenges
that interest them and
match their skills.
• And they can do it any
time, on their own time, with
no set timing commitments.

115. How it works.
The responses are posted on
the wall of each challenge for
all to see and collaborate on.
• Anyone who feels a micro-
volunteer gave a really good
answer can give that person a
‘Thumbs up’!

116. How it works.
Microvolunteers LOVE getting
feedback from the non-profits
who post the challenges.
And it helps to keep the
conversation going!

117. How it works.
And once a challenge
closes, don’t forget to
thank your
microvolunteers!

118. Where we stand,
a month after our official launch.
Over 1700 microvolunteers More than 69 stories on
have already registered on Koodonation have
the site, and the number Over 69 non-profits appeared in various
grows everyday! are members of the media, totalling just over
community. 20 million impressions!
• 37 online stories
More than 225 answers have
been posted by the • 12 blog mentions
microvolunteers to answer • 9 radio station stories
various challenges. • 7 stories in print
• 4 on TV channels
Durham College (UOIT), who
won the Koodonation
Challenge October 13th, has
over 600 microvolunteers on
its team.

119. koodonation.com
Webinar
http://youtu.be/oQzQUGuuahA

120. Crowdfunding - What do you need?
• A crowd
• Business challenge / problem / quesKon you want answered – ideas
• A process and tool for engagement
• Trust and commitment in your crowd to take acKon
• Key performance indicators – what does success look like?
• Proof of acKon – your crowd wants to see what happened
8

121. Donor Generations
Millennials
(born
’91
and
auer)
-­‐
?
Gen
Y
(born
’81-­‐’91)
–
Average
DonaKon
$325
Gen
X
(born
’65-­‐’80)
–
Average
DonaKon
$549
Boomers
(born
’46-­‐’64)
–
Average
DonaKon
$725
Civics
(born
’45
or
earlier)
–
Average
DonaKon
$833
9

122. Where Donors are Giving
Social Network Site
SMS
Third Party Vendor
Phone
In Lieu of Giu
Monthly Debit
Mailed Giu
Online via Website
Charity Giu Shop
Tribute Giu
Fundraising Event
Checkout DonaKon
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
10

123. Online Giving
“Fundraising Trends and Challenges in the Canadian Direct MarkeKng Sector”-­‐
a research paper from 2009 by Cornerstone Group of Companies shows:
• Donors who make their first giu to an organizaKon online as opposed to
via direct mail have a much higher average giu
$73 vs. $30
• There are now more than 4 Kmes the number of new donors, per
organizaKon, from online iniKaKves than 5 years ago (9M to 40M).”
11

124. Who is your crowd?
The crowd you know The crowd you don’t know
Donors Donors’
Network
Prospects Prospects’
Network
Event
AVendees Event
AVendees’
Network
Mailing Lists
Mailing List’s
Network
Social Media Makes
the Connection
12

125. Projects or Doable Asks
• Easier for most people to wrap their head around a
smaller project as opposed to a ‘cure’ or a ‘hospital
wing’
• Examples:
• Piece of medical equipment
• Stream revitalizaKon
• EducaKon program
• Conference aVendance
• Sports equipment for a couple kids
13

126. Examples: Crowdrise (US only)
Post
Promote
Share
Fund
Report
14

127. Examples: Fundchange
Post
Promote
Share
Search/Filter
Fund
Receipt
Report
Costs:
$99 + hst to join
includes 2 posKngs
3.9% processing fee
Free Today
15

128. Fundchange 9 Month Report Cart
38 projects posted
$37,816 in project funding from 147 funders
TELUS matching
$30,000
$67,816 Total Impact
16

129. Benefits & Challenges
• It’s social – the crowd promotes projects it likes
• It’s social – the crowd won’t promote projects that aren’t
shareable
• Success comes to those that acKvely build a crowd
• A challenge for organizaKons new to social media
• It’s the free market at work
• It’s the free market at work
• Build sKckiness to the project
• Need to pay aVenKon to write-­‐up to inspire funders
17

130. Integrating Crowdfunding into Your Organization
Things to keep in mind:
• Crowdfunding success comes quickest to organizaKons that are social –
media-­‐aware and engaged. If your organizaKon is not yet social media-­‐
enabled, it will take Kme and human and financial resources to do so.
• Because your efforts are only as good as the crowd you are able to
mobilize to your cause, it makes sense that your organizaKon strategically
manages and promotes its brand online.
• Make sure your target audience is online and will give online
• If you opt to post your projects on established crowdfunding sites, do your
homework – be careful of the company you keep.
18

131. Resoruces
• Donor stats, etc. came from “The Next GeneraKon of
Canadian Giving” – Nov. 2010 – by Vinay Bhagat, et al
• “The Wisdom of Crowds” – book by James Surowiecki
• “Crowdsourcing” – book by Jeff Howe
• “Fundraising Trends and Challenges in the Canadian Direct
MarkeKng Sector”, a research paper released in 2009 by
Cornerstone Group of Companies
19

132. Thank you – Questions?
Paul Dombowsky | 613.878.1681 | paul@fundchange.com