United Way of Isabella County USING MOBILE BEYOND SOCIAL Michigan Association of United Ways Tom Olver, President/CEO United Way of Isabella County

“The Picnic Table”

crowd·fund·ing ˈ kroud ˌ fəndiNG/ noun the practice of funding a project or venture by raising many small amounts of money from a large number of people, typically via the Internet

Source: mobilecause.com $568 For Crowdfunding Campaigns, What is the Average Amount Raised by Individual Fundraisers? Crowdfunding for Nonprofits

unitedwayisabella.org Did you know? Crowdfunding represented 18% of US giving in Donations are raised by text, , social media, direct mail and in-person. Using Mobile BEYOND Social

Source: mobilecause.com $66 What is the Average Amount Donated to a Crowdfunding Campaign? Crowdfunding for Nonprofits

unitedwayisabella.org Did you know? 64% of American adults own a smartphone. (Pew Internet Project, October 2014) It is essential that crowdfunding donation pages are mobile responsive. Using Mobile BEYOND Social

Source: mobilecause.com 8.6 How Many People Give (on average) to Individual Fundraisers? Crowdfunding for Nonprofits

unitedwayisabella.org Did you know? Crowdfunding empowers supporters to easily set up their own fundraising page to collect donations. $500k campaign = 880 fundraisers: 7,040 donors at $66 (average gift) Using Mobile BEYOND Social

Source: mobilecause.com 62% What Percentage of People who Give to Crowdfunding Campaigns are New Donors? Crowdfunding for Nonprofits

unitedwayisabella.org Did you know? Crowdfunding is perhaps the most effective way to gain a new generation of donors & advocates. What is YOUR donor acquisition strategy? Using Mobile BEYOND Social

The Experiment Take your total campaign goal and divide by 568 = ____ “champions” (or fundraisers…) Multiply your # of “champions” by 8.6 = ____ donors Multiply ____ donors by your average gift = ____ “social capacity”

Ex: Isabella County Total campaign goal of $545,000 divided by $568 = 960 “champions” Multiply 960 “champions” by 8.6 = 8,256 donors Multiply 8,256 donors by $232 (average gift) = $1,915,392 “social capacity” (3.5 times our campaign goal)

Shifting Mindsets One staff member x 2,221 donors x $232 = $515,272 (18 Board $28,611 each) Vs. 908 “champions” x 8.6 donors x $66 = $515,381, or 908 “champions” x 8.6 donors x $232 = $1,811,642 How do we recruit, train and MOBILIZE our champions?

Source — Contagious: Why Things Catch On, Jonah Berger Six STEPPS for a Contagious Call-to-Action S: Social Currency T: Triggers E: Emotion P: Public P: Practical Value S: Stories

Source — Contagious: Why Things Catch On, Jonah Berger S: Social Currency Social currency taps into our desire to feel like “insiders.” Find ways to allow your donors to be “in the know” and proud to share information about your cause. Six STEPPS for a Contagious Call-to-Action

unitedwayisabella.org Enhance Social Currency by… Designating cool titles for donation levels Offering VIP experiences to thank donors Encouraging supporters to become ambassadors by customizing and sharing their own pages. Using Mobile BEYOND Social

Source — Contagious: Why Things Catch On, Jonah Berger T: Triggers Triggers can remind people to talk about your program or service. Create a link between your cause and popular events or cues to spark your supporters to act on your behalf. Six STEPPS for a Contagious Call-to-Action

unitedwayisabella.org Enhance Triggers by… Asking what makes people think about your United Way — literally and figuratively Determining how many times a day that trigger is encountered in your supporters lives Using Mobile BEYOND Social

Source — Contagious: Why Things Catch On, Jonah Berger E: Emotion When we care, we share. Get people to feel something and the next step is for them to share those feelings. Six STEPPS for a Contagious Call-to-Action

unitedwayisabella.org Enhance Emotion by… Considering what emotion you are targeting in the angle of the story you tell through your ask. “Low arousal” emotions like happiness or guilt aren’t enough to drive people to action. Get them fired up, excited, inspired & amused! Using Mobile BEYOND Social

Source — Contagious: Why Things Catch On, Jonah Berger P: Public It’s common sense — the easier something is to see, the more people will see it (and talk about it.) Six STEPPS for a Contagious Call-to-Action

unitedwayisabella.org Make it more Public by… Featuring cases of supporters who are helping you in order to inspire others to mimic their positive behavior Utilizing public figures in your community as advocates. “Hi, I’m ___. Join me…” Using Mobile BEYOND Social

Source — Contagious: Why Things Catch On, Jonah Berger P: Practical Value People want to share content that teachers others how to do something better like improve their health, learn a new skill, save money, etc. Six STEPPS for a Contagious Call-to-Action

unitedwayisabella.org Enhance Practical Value by… Providing helpful content to give supporters something worth sharing Packaging relevant content in a way that inspires people to spread information about UW and grows their appreciation for the organization Using Mobile BEYOND Social

Source — Contagious: Why Things Catch On, Jonah Berger S: Stories Presenting information as narrative will transform it into something people want to share. We remember stories more than facts. Six STEPPS for a Contagious Call-to-Action

unitedwayisabella.org Enhance Stories by… Including a live or pre-recorded testimonial from a beneficiary of your organization’s work If they aren’t available to tell their own story, share it for them or have a volunteer tell about how someone’s story affected them Using Mobile BEYOND Social

Source — Contagious: Why Things Catch On, Jonah Berger Six STEPPS for a Contagious Call-to-Action S: Social Currency T: Triggers E: Emotion P: Public P: Practical Value S: Stories

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Tip of the Iceberg… www,mobilecause.com Event Registration Payroll Deduction Mobile Messaging Volunteer Sign Up Cause Fundraising Crowdfunding Polling

USING MOBILE BEYOND SOCIAL Michigan Association of United Ways Tom Olver, President/CEO United Way of Isabella County QUESTIONS?