NTEN Presentation 2010: Major Gift Fundraising and Social Media

Old Fashioned Perceptions - Social Media …  Provide brief communications only;  Lack depth of discussion (something required for major gift fundraising);  Focus only on younger donors;  Generate small, “quick” donations versus meaningful, five-figure+ commitments.

1. “Brief” Communication Can be Helpful if You Want to …  Build awareness and general knowledge;  Provide quick updates and keep in touch;  Steer donors to sources of more information (like your website, GuideStar, Charity Navigator).

2. Major Gift Fundraising Requires … 

Depth of research, discussion, and adequate time for consideration;

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Confidence in your organization’s abilities;

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Understanding of the need, and desire to be part of the solution;

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Remember … “major gift” traditionally means five-figure and larger commitments, mostly made by individuals.

How Can Social Media Support Major Gift Fundraising? 

Detailed, comprehensive information is traditionally required;

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Idea! Post detailed documents and slide presentations on userfriendly sites like: - Dropbox - Google Docs - SlideShare … and others.

3. Major Gift Prospects 

“Golden age of philanthropy” – the time when people generally consider significant donations – is when they reach age 60.

Major Gift Prospects 

While more than 80% of charitable donations are made by individuals, don’t forget …

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Corporations and foundations are also major gift prospects - their representatives are of all ages.

Are Social Media Only for Young People?  Facebook’s largest user group is aged 35-54 (it once was 18-24);

 Facebook 55+ users grew from 950,000 to 5,900,000 in only 6 months. (iStrategyLabs, January, 2010)

Are Social Media Just for Young People?  The “major gift donor” age group is using Facebook and probably, other social media.  This trend is likely to continue.

4. Do Social Media Only Generate Small Gifts?  Possibly, if you are only looking “short term,” or you might …  Start the major gift cultivation process by securing a small donation via social media, then use social media to …  Research, educate and cultivate prospective contributors over time, leading to a significant “ask.”

If You Need Millions …  You can conduct a well planned social media e-campaign to secure “crowdfunding” (with the help of companies like Convio and Charity Dynamics), and/or …  You can identify capable prospective major gift donors, educate and cultivate them via social media and other means, then …

“Fishing” for Major Gift Prospects  Reel them in!  Once you have their attention, approach prospective

donors in “traditional “ ways like private meetings, case statements, grant proposals, etc. ~ and secure major gifts.

Think Smart  Traditional fundraising is evolving;

 “Fundraising is profoundly multichannel” (Convio, March 2010);  Social media should be part of your “donor communication toolbox”;  But don’t forget – effective major gift fundraising still involves in-depth discussion and “in-person” relationship building!

E-mail: cappleton@earthlink.net WordPress blog: http://carolynmappleton.wordpress.com/ This presentation may be found on SlideShare (http://www.slideshare.net/CAppleton/2010ntc-affinity-group-i-major-gift-fundraising-and-social-media-appleton).

Thanks to Microsoft Office Online for images reproduced herein.

Anonymous “Flat Earth” woodcut is from Wikipedia (Camille Flammarion).