Online Fundraising & Social Media Terms for Beginners

Over the weekend I attended an event and met a nice older gentleman who worked at a nonprofit organization. While I was discussing some of what we do here at Fundly, a glazed look came over his eyes and he just stood there smiling. I realized that so many times we take for granted that people naturally understand, and are involved in, the world of technology these days. Since you may be new to the nonprofit world, social media, or online fundraising, I thought it would be nice to take a moment to briefly explain some commonly used terms.

Blog – an informational website that has a particular theme and consistent updates. It is an ongoing commentary on topics of interest that allows readers to interact via comments, likes, and shares.

Crowdfunding – enlisting individuals to network and pool resources via the internet to support a cause or organization. For example, in the fallout of a natural disaster, many people log on to a popular website and donate to an organization aiding those affected by the destruction, sharing with and encouraging their social networks to do the same.

Like – supporting or showing approval to a comment made on Facebook. A virtual thumbs up!

Microblogging – mini updates of what you are working on, sharing articles that you like, or attaching pictures that you would like others to see. What people “post” on Facebook or “Tweet” on Twitter.

Online Fundraising – raising money for a cause or organization using internet resources, such as social networking sites and e-mail.

Post  - status updates, comments, pictures, and shared content on Facebook.

Retweet – reposting what someone has already Tweeted for your followers to read.

Search Engine Optimization (SEO) – the process of improving the visibility of a website in a search engine’s organic search results, such as Google or Bing. SEO incorporates keywords into a website that will result in a higher ranking in search results and, ultimately, more traffic to the website. Think about what words people will type into the search engine to find out more information about your organization or topic and highlight those terms on your site.

Share – reposting others’ content onto your own Facebook Page to share with your friends or followers.

Social Media Fundraising – using social media networks (such as Facebook, Twitter, and Google+) to raise money by sharing donors, updates, thank you’s, and supporters. This also entails encouraging donors and supporters to promote and share your cause.

Social Media Network – Facebook and Twitter are the two most popular social media networks. They allow people, businesses, and organizations to create a profile/account to connect with other people or organizations they know that are registered there. Once you approve of someone connecting to you on that site, you can read what they write and they can see what you write (also called a “post” on Facebook or “Tweet” on Twitter). Other popular Social Media Networks include: LinkedIn, Google+, Pinterest, and Instagram.

Tweet – comments that are made on Twitter.

Webpage – most websites have various links that are connected to the website. Picture the website as a book and each tab a separate chapter.

Website – the compilation of webpages that makes up a specific website.

Widget – “Widgets allow users to turn personal content into dynamic web apps that can be shared on websites where the code can be installed. For example, a “Weather Report Widget” could report today’s weather by accessing data from the Weather Channel, it could even be sponsored by the Weather Channel. Should you want to put that widget on your own Facebook profile, you could do this by copying and pasting the embed code into your profile on Facebook.” Wikipedia can say it better than I can!
If I’ve left any terms out that you would like to know more about, please leave a comment below. Also, if there is a relevant term that you would like to add, please post your idea in the comment section also.

Fundly News Roundup: Looking to the Future

In one newly launched campaign, a Seattle-based comic artist raised money to protect the legacy of a 19th-century inventor by tapping into the “electrifying” power of social media fundraising. However, this campaign was only one of many to see remarkable results as August began to wind down. Here’s a roundup of the week’s fundraising news.

Tesla museum fundraiser gets a jolt

Let’s Build a Goddamn Tesla Museum – Nikola Tesla was an inventor in the late 19th and early 20th century who was instrumental in bringing electricity to the world. But despite his enormous contributions to science and society, there is no museum honoring his work. Recently, artist Matthew Inman sought to change that, kicking off an online fundraising campaign to buy Tesla’s former laboratory in Long Island, New York, and turn it into a museum. After just a week, Inman had raised more than $1 million, far exceeding his $850,000 target.

Athletic supporters

Fans for Fruth – The Fond du Lac School District in Fond du Lac, Wisconsin, has been raising money to revamp its Fruth Memorial Athletic Field, and is nearing its $800,000 goal, according to The Fond du Lac Reporter. The field has been home to Fond du Lac and St. Mary’s Springs’ football teams for more than 90 years, and is set to receive a new entranceway and pavilion, press box, concession stands, restrooms and increased handicap accessibility, the source said.

Final wishes

Michael Antcliffe – After being diagnosed with cancer in 2011, then-36-year-old Canadian Michael Antcliffe asked his friends and followers on Facebook to donate $10 to cancer research upon his death, according to the CBC. Last week, Antcliffe passed away, and so far his social media fundraising effort has raised more than $20,000 to help local cancer patients in Thunder Bay, Ontario. Glenn Craig, head of the Thunder Bay Regional Health Sciences Foundation, told the source it “really shows … the power of social media.”

Before I Die Wall – Following the success of similar projects in cities around the world, Kimberly Gambucci recently turned to Fundly.com to raise money to create a Before I Die Wall in Phoenix. The concept,
originated by artist Candy Chang, encourages community members to share their hopes and dreams for the future in a public space. Gambucci is hoping to raise $2,000 by October to complete the project.

Organizational success

The Boys & Girls Club of Salem – In New Hampshire, the Boys & Girls Club of Salem recently implemented a new donor platform that takes advantage of social media fundraising to achieve its fiscal goals, according to Virtual-Strategy.com. Within a week of using the new online fundraising platform, the organization was able to raise $15,000 to replace a gym floor, the group’s executive director told the source.
Epilepsy Society – Across the pond in England, the Epilepsy Society was able to increase its donor contributions by 15 percent over the last year, despite having cut its overall fundraising budget by more than 15 percent, according to Civil Society Media. Epilepsy Society Fundraising and Marketing Director Bridget Gardiner told the source that the increase resulted largely from a significant investment in social media fundraising campaigns.

Schooled in the art of fundraising

Fundraising for Education – Non-profits aren’t the only ones to have tapped the power of social fundraising. A growing number of students are taking to the platform to raise money to cover the cost of education. RedOrbit.com recently highlighted the story of one young man from Central America who was able to finance his education at Cornell University and move his family to Ithaca, New York, after sharing the story of the gang-related murder of his childhood best friend, and his ambition to improve public policies in his home country.

Are You Appealing to the Right Audience?

For-profit companies spend billions of dollars determining who uses their products and hire ad agencies to create the perfect hook. From “hot chicks” to annoyingly perky jingles, it is often times easy to determine who the target audience is. As a nonprofit leader, do you know who your audience is? What are you doing to appeal to your spectrum of donors?

There are a lot of great things about online fundraising, but one of them has to be the ability to change your website’s appearance and the variety of ways that you can target different donors. While product marketing generally focuses on one demographic, nonprofit marketing needs to appeal to a vast amount of people. It’s important to analyze who the majority of your donor base is, how to attract a younger donor to instill future giving, and determine what past campaigns have worked and why.

Huffington Post writer Jessica Prois reported on a new study published by the Women’s Philanthropy Institute at Indiana University, which determined that baby boomers and older women give an incredible 89 percent more of their income to charity than men.

“Women of all demographics are influencing philanthropy in new ways through technology, family foundations and an insider ‘culture’ of giving that includes using groups to fundraise,” comments Prois.

Why is this study pertinent? I think it breaks down several misconceptions that we tend to have towards our donor demographics. Often times, the focus falls on the 35 and under crowd, with the assumption that they are the primary audience on social networking sites and are more skilled at using technology for social change. This study shows that the baby boomer generation is, in fact, just as active in fundraising through social media. Furthermore, while men continue to receive a higher paycheck then women, their female counterparts lead the pack in generosity.

Another important takeaway reveals that nonprofits need to take the time to analyze who is contributing the most to their cause, creating a strategy for future campaigns. While it is important to focus a large percentage of time and money on current donors, it is also important to incorporate opportunities for involvement for any gaps in the giving demographic you may have. Take your donor base into consideration when planning events and promotional graphics. These graphics can also be threaded throughout your campaign and website to draw potential supporters in visually. Check out some website examples that are using color schemes and images to grab attention, appealing to current and potential supporters.

LiveStrong.org is uses crisp graphics and a bold color scheme to appeal to a younger, athletic crowd.

SavetheChildren.org includes powerful close-up pictures of young children that would tug on any mother’s heart strings.


Finally, and most importantly, define and illustrate the personality and image of your organization. Take a look at your employees and leadership team, are they a proper representation for the people you are helping and the donors you are trying to attract? Does your website or giving page portray your organization properly? Knowing who you are attracting and then creating an outreach plan can help you work smarter, not harder with your fundraising efforts.

Feeling Burned Out? Stop, Drop, and Roll

I’ve worked with countless nonprofit leaders over the years and they all have a few things in common: an intense passion, extremely high expectations, and an incomparable work ethic. While these are all extraordinary qualities to possess, these traits can also cause a bad case of burn out. Since being exhausted is never fun (for you or your coworkers), here are some ways to prevent burn out and continue delivering for your cause:

Stop! One of the major causes of burn out is neglecting to take some time for yourself. A seemingly obvious remedy, the act of taking a little “me” time can be hard to accomplish with a long “to do” list weighing on your mind. This can be especially true in philanthropy, education, and child care, where there is a constant focus on meeting the needs of others. When there aren’t enough hours in the day, how in the world do you find time to take a breather from your impending tasks?

The best way to eliminate burn out is to prevent it. Try to set a consistent time of day when you take a walk around your building, synchronize your break time with a fellow coworker to chat, or just stand up and stretch. Do your best to also leave your workday at the office and focus on your family and friends. 95% of what we think is important can wait another day.

Drop! Get rid of what isn’t working. Take time to evaluate your projects, calendar, and events to measure input verses output during your work day. Sometimes our inner control freak comes out, clinging on for dear life – let go and delegate! While it may be easier said than done, trusting others allows you to focus on important aspects of your organization. Every task may feel important, but be sure to take the time to focus your efforts and avoid spreading yourself too thin.

Get rid of unrealistic expectations. As the leader your passion, dedication, and sacrifice will far exceed that of your staff. Though they are dedicated to your cause and organization, your employees may not be willing to put in 60 hours a week without overtime. Furthermore, not every supporter will attend every function, read every e-mail, or fund every project. It is a great feat to find qualified staff willing to work for and partner with your mission and monumental to have a donor show their support for your cause in any capacity.

Roll … with the punches. Some of the best leaders surround themselves with a trusted group of advisors who can handle problems when things don’t go as planned. Most of the time, supporters and volunteers won’t see a small hiccup in an otherwise flawless event or campaign. As cliché as the old saying is, “expect the best but plan for the worst.” Something is bound to go wrong when you are planning a major direct mail campaign, annual event, or important presentation. Do want you can to solve the problem and then let go. Holding on to a list of past problems or failures fuels burnout and distracts your focus.

Being flexible is also important as new fundraising trends spring up. Don’t stress about what you do or don’t know about online fundraising, social media, or phone apps. Build a strong support system of other nonprofit leaders that can provide encouragement and share valuable resources. Find out what works for them, what online resources they use, and what trends they tend to follow. Meeting with others who know what you are going through can be the best way to bring fresh ideas to the table and prevent you from spiraling out of control towards a sever case of burn out!

Fundly News Roundup: Viral Videos & International Aid

Non-profit organizations can put a lot of weight behind their social fundraising campaigns by adding video content, and one expert in the field recently offered some insight into the best ways to make an eye-catching fundraising video. Meanwhile, a Fundly.com campaign has captured the imagination of the fundraiser’s local community, spurring an incredible amount of donations in the last week. Here’s a roundup of these stories and some of the week’s other social fundraising news:

A video’s worth a thousand words

The DoGooder Non-profit Video Awards - Recently, Michael Hoffman, president of video agency See3 Communications, sat down with ReelSEO.com and offered some do’s and don’ts for non-profits that want to add video content to their fundraising campaigns. One of the points he stressed was that organizations should not focus on themselves, but rather the people they serve. Fundraising videos should also include a clear call to action, he said.

Social change and lemonade

Make a Stand - As we reported two weeks ago, 8-year-old Vivienne Harr recently embarked on a campaign to raise $125,000 to help end child slavery, and her cause appears to have caught on. Not only has the local media in her hometown of Fairfax, California, started reporting on her ambitious goal, media outlets around the world have picked up the story, leading to more than $20,000 donations in a single day. On her Fundly.com page, one supporter pointed out, “You made the news in Brazil.”

Local and international aid

Lisa King for Gaza, Mozambique - Habitat for Humanity helps build shelters for impoverished families all over the globe, and one woman has turned to Fundly.com to raise money for the cause. Lisa King is just shy of her $2,000 goal to fund her trip to Mozambique, where more than half the population lacks adequate shelter. King has nearly two months left to accomplish her goal.

The Center for Pranic Healing - One organization is hoping to relieve the suffering of humanity in a different way. The Center for Pranic Healing teaches people to use their energy to promote healing, health and happiness, which group leaders say will lead to a balanced life. The center has set a goal to raise $500,000 over the next three months on its Fundly.com campaign, to promote its teachings.

Fundraising for a song

Daniel’s Music Foundation - At age 12, Daniel Trush suffered a brain aneurysm and spent nearly three years in recovery. Today, at 27, he is fully recovered and has his own music foundation, which offers free music lessons to all individuals in the New York area who have disabilities, including children, veterans and the elderly. The $25,000 one avid supporter hopes to raise through Fundly.com will go toward establishing a space for the foundation in New York City.

Fundraising is for the dogs

The British Columbia Society for the Prevention of Cruelty to Animals - Across the border in British Columbia, Canada, local celebrities were recently locked away in kennels, relying on friends to raise money for the B.C. SPCA to get them out. One prominent prisoner, Erin Cebula of Entertainment Tonight Canada, told regional news source The Province that she had “been doing most of [her] fundraising by social media.”

Puh-puh-puh-poker face

Charitable poker runs - One popular fundraising activity appears to be banned in the state of Kansas, according to Nonprofit Quarterly. During a motorcycle poker run, bikers ride from location to location collecting playing cards and hoping for the best poker hand possible. According to the state of Kansas, however, this constitutes gambling and is illegal. But one Kansas official has come up with an interesting workaround: Bikers can throw darts to try and hit their desired card, making it a game of skill instead of chance.

What Do Shark Week and Fundraising Have in Common?

This week marks the 25^th anniversary of the Discovery Channel’s ever-popular Shark Week! Here at Fundly, we too fall victim to shark mania, the annual celebration highlighting some of nature’s most captivating predators. From the first time I saw the movie Jaws to the many times I’ve watched the movie Deep Blue Sea on television, I love the suspense and action that these thrillers bring. I still have second thoughts about entering into the ocean!

What in the world does Shark Week have to do with online fundraising? Keep reading for some takeaways from these fascinating sea creatures…

1)      Prevent  your donors from feeling like prey – The shark fin in the water from Jaws and eerie music (da-nuh, da-nuh), sets the tone for sharks in popular culture. It gives the viewer a sense of feeling like they are being hunted (I’m coming for you!).  How do your donors view you? Continually asking for donations, rather than truly connecting with people who are supporting your cause, can often times cause them to lose interest. Listening to comments and ideas goes a long way towards building trust between your organization and donors. Timely thank you’s, sharing of milestones and progress, and discussion about topics beyond your cause can also do wonders as you create lasting relationships with your supporters. Don’t be a fin and the water hunting for donations, show your face and tell your story to allow people to approach your cause in a positive way!

2)      Don’t stay in one place, migrate! – Great white sharks travel thousands of miles to keep their bellies full, from the coastline to the deep waters of the ocean. As the weather changes and different species migrate, the shark explores different paths to avoid depleting one source of food and to find other means of surviving. Nonprofits can learn a valuable lesson from this: don’t spend the entire year feeding on the same limited resources. As a nonprofit leader, it is important to be mindful of your donors so they do not burn out and become extinct. Building a fundraising strategy that includes several types of donors and fundraising avenues will allow your nonprofit to sustain itself throughout the year. Look for new places to fish –  like social networks, community mixers, or public events.

3)      Getting “chummy” with your donors – We’ve all seen divers throw in buckets of fish parts into the water to attract sharks with the enticing scent of blood penetrating the water. To catch a larger shark with a fishing rod, the bigger pieces of bait need more hooks in them to hold heavier sharks.  The same is true when you are looking to attract higher end donors. What type of bait are you putting on the line? Consider advertising, press releases, public relations, tax write-offs, and volunteerism to build community as part of their benefits. You also may want to honor individuals at annual events, create a major donor plaque to display in your front office, or highlight levels of giving in your annual report or quarterly newsletter. Even the simplest of thank you on social media can go a long way to help keep them on the line.

Here a few more key lessons from Shark Week:

• Start a feeding frenzy.
• Keep moving.
• Sometimes it helps to hunt in packs.
• Trust your instincts to stay afloat.

5 More Top Nonprofit Leaders to Follow

In the last post, we highlighted five of our favorite nonprofit leaders that we find the most informative, innovative, and applicable for the nonprofit community. Here are five more useful blogs and nonprofit leaders to follow. (Please note that the list is in no particular order. Each expert brings something different to the table and they are all awesome!)

5)      Jeff Brooks: @JeffBrooks Seattle, WA; Blog: Future Fundraising Now
Brooks is great at finding current statistics, articles, and relevant blog posts, conveniently summing them up in one quaint package. His site is a treasure trove of information that varies from creating captivating content to syncing your online and offline fundraising strategies. When I read his posts, I want to print them and use them as checklists for future campaigns – they’re that good.

6)      Beth Kanter: @Kanter San Francisco, CA; Blog: Beth’s Blog
Heartfelt, real, and done right; these are the first words that come to mind when describing Kanter’s work. She has gorgeous pictures, compelling graphics, concise bullet points, and excellent content. From inspiring personal stories about her adopted children from Cambodia, to using social media to attract high level donors, you can’t help but walk away from her blog feeling refreshed and ready to make the world a better place.

7)      Pam Moore: @PamMktgNut Tampa, FL; Blog: Pam Marketing Nut

Scrolling down the list of Pam’s past posts, you can’t help but say to yourself “I could really use that info!”  Her posts are often times organized into lists, making them easy and quick to read, while providing useful information. She continually provides great ideas on how to maximize your nonprofit’s use of social media and content marketing  You don’t have to be a marketing expert, Moore’s fun and informative blog provides the tips and advice you need to develop and maintain a winning strategy. (And it’s always entertaining when social media guru “Granny” stops by for a guest blog post!)

     Heather Mansfield: @nonprofitorgs Springfield, MO; Blog: Nonprofit Tech 2.0

In the world of ever-changing technology, sometimes trying to keep up can result in my brain turning to mush. It’s easy to feel overwhelmed by all of the trends in the nonprofit world – a feeling that can easily get exacerbated when you add the the rapid growth of technology into the mix. It can be confusing attempting to apply the traditional ways of fundraising to the new platforms of social networking, but Mansfield easily incorporates online resources into any fundraising campaign. She uploads a plethora of samples, stories, and strategies that can benefit organizations regardless of their size or budget.

9)      Debra Askanase: @askdebra Boston, MA; Blog: Community Organizer 2.0

Askanase addresses social media, marketing, and fundraising with intelligence and practicality that is thought-provoking and clearly stated. Topics often times focus on content curation and social media strategizing, giving nonprofits tips on how to optimize their story and resources to make the most out of their online presence. She brings a fresh perspective and new resources to the table.

10)      Seth Godin: @ThisIsSethsBlog Hastings-on-Hudson, New York; Blog: Seth Godin’s Blog

Godin’s blog is completely random (in a good way) and is the equivalent of trekking up the hill to ask advice from a meditative monk. Some days he focuses on technology, other days fundraising, and yet many times he simply  provides a commentary on life. That’s probably why I like it – there are only so many articles you can read about content, what time of day to post on social media, and how to redesign your website. Sometimes you just need to take a step back. Godin balances thoughtfulness and pensive remarks with the business of philanthropy.