Ever wonder why none of your Facebook fans donate? Or how you could be the beneficiary of the next viral fundraising campaign? And what on earth to do if that happens? Or why your reach keeps going down? This presentation gives you some of those answers. Presentation given at #Insamlingsforum - the Swedish Fundraising Conference in 2015.

1. From «eh?» to
effect!
- in social media.
© Beate Sørum 2015
FRII Insamlingsforum
#Insamlingsforum - @BeateSorum

2. Faroe
Islands

3. Faroe
Islands
«I haven’t seen my
friends in a while»

4. Faroe
Islands
«I haven’t seen my
friends in a while»
Den-
mark

5. Faroe
Islands
«I haven’t seen my
friends in a while»
Den-
mark
«Haha. This will be fun
to do to my Norwegian
friends and family!»

6. Faroe
Islands
«I haven’t seen my
friends in a while»
Den-
mark
«Haha. This will be fun
to do to my Norwegian
friends and family!»
way
north

7. Faroe
Islands
«I haven’t seen my
friends in a while»
Den-
mark
«Haha. This will be fun
to do to my Norwegian
friends and family!»
way
north
«HAARRGGHHH
WE ARE VIKINGS!»

8. !Norway in May

9. @thalesnibsoeer

10. @thalesnibsoeer

11. @thalesnibsoeer
*Boom*
- 3,5 million.

14. what sorcery is this?!
https://www.flickr.com/photos/apocalust/5501439248

15. - Every fundraising director in the world,
post Ice Bucket
«Make me a viral
hashtag please.»

16. – Me
«Fat chance!»

17. (by the way:
omg watch out for
hashtag campaigns!)

20. secret recipe
for viral:
omg!☺+ +♥

21. secret ingredient in
recipe for viral:

22. secret ingredient in
recipe for viral:
not you.

23. We have to talk
about slacktivism.

24. Polar Plunge:
18-30 years
first time donors
substantial donations ($25-50)

25. Polar Plunge:
18-30 years
first time donors
substantial donations ($25-50)
..and we say they are giving
for the wrong reasons?!

26. «a middle class
wet t-shirt contest
for sofa
clicktivists»
http://blogs.telegraph.co.uk/technology/
willardfoxton2/100014135/the-ice-bucket-
challenge-a-middle-class-wet-t-shirt-
contest-for-armchair-clicktivists/

27. «You don’t get to call
yourself a
philanthropist after
dumping a bucket of
ice on your head»http://www.vice.com/
read/dumping-a-bucket-
of-ice-on-your-head-
does-not-make-you-a-
philanthropist-813

28. «Just donate the
damn money and
don’t post it online»
http://www.slate.com/blogs/
future_tense/2014/08/12/
icebucketchallenge_you_don_t_ne
ed_an_ice_bucket_to_donate_to_al
s_research.html

32. age

33. age
profitable for
DM aquisition

34. age
profitable for
DM aquisition
seek us out
on facebook!

35. age

36. age

37. age

38. 4TIMES MORE
likely to
DONATE

39. 2TIMES MORE
likely to
VOLUNTEER

40. 8 million £ for
#nomakeupselfie

41. 8 million £ for
#nomakeupselfie
million NOK for
#HoppiHavet3,5

42. 8 million £ for
#nomakeupselfie
million NOK for
#HoppiHavet3,5
100million $ for
#IceBucketChallenge

43. !Slacktivism is a
MYTH

44. Communication
used to be
EASY

45. sender receivermessage

46. sender receivermessage

47. sender receivermessage

48. sender receiver

49. CCBY-NC2.0
http://www.flickr.com/photos/tollaksen/328642857/in/photostream/
You.

51. «Everything on the
internet is accelerated
direct marketing.»
-Unknown from twitter

52. 4 things
THE BESTdo right

53. 📢
1. The best create a
unified voice.

54. Why someone needs
us is still the same
Who are
you talking
to?
CC BY 2.0
https://www.flickr.com/photos/calliope/6025359063/in/photostream/

57. Why someone needs
us is still the same
Who are
you to
them?
CC BY 2.0
https://www.flickr.com/photos/calliope/6025359063/in/photostream/

58. Theyare your guide,
not the channel.

59. identity
identity
identity
identity
identiy
identity
identity
identity
identity
identity
identityidentity
identity
identity
identity
identity
identity identity
identity
identity
identity identity
who are you?
identity

60. «[state] to restrict use of
pesticide linked to bee
deaths [link]»

61. «The nature lover»

62. Enthusiastic
Knowledgable
Not a professor!
A voice for nature
Informal
Helpful
A little geeky
«The nature lover»

63. Enthusiastic
Knowledgable
Not a professor!
A voice for nature
Informal
Helpful
A little geeky
Voice
and tone
create
unity
«The nature lover»

64. «[state] to restrict use of
pesticide linked to bee
deaths [link]»

67. «Yes! You have stopped
[state] from using this
pesticide that kills bees!
We’re buzzzed! [link]»

70. ➡

71. «We just wanted
to reach a younger
audience»
(Marketing director, paraphrased)

72. http://replygif.net/1288

73. http://replygif.net/1288

74. «We just wanted
to reach a younger
audience»
(Marketing director, paraphrased)

75. Voice creates
your personality

76. Tone fits the
occasion.
Voice creates
your personality

77. ⌖
2. The best have
targeted, strategic
communiation.

78. sender receivermessage

79. sender receivermessage
what do you want to achieve?

80. 2015 Week 1 Week 2 Week 3 Week 4
January
February
March
April
May
June
July
August
September
October
November
Desember

81. Facebook What Goal Style Type
Monday

82. Facebook What Goal Style Type
Monday New course out

83. Facebook What Goal Style Type
Monday New course out Signups to course

84. Facebook What Goal Style Type
Monday New course out Signups to course
Informative and
welcoming

85. Facebook What Goal Style Type
Monday New course out Signups to course
Informative and
welcoming
Link

86. Facebook What Goal Style Type
Monday New course out Signups to course
Informative and
welcoming
Link
Tuesday

87. Facebook What Goal Style Type
Monday New course out Signups to course
Informative and
welcoming
Link
Tuesday Impact-story

88. Facebook What Goal Style Type
Monday New course out Signups to course
Informative and
welcoming
Link
Tuesday Impact-story
Sharing -
knowledge

89. Facebook What Goal Style Type
Monday New course out Signups to course
Informative and
welcoming
Link
Tuesday Impact-story
Sharing -
knowledge
Emotional

90. Facebook What Goal Style Type
Monday New course out Signups to course
Informative and
welcoming
Link
Tuesday Impact-story
Sharing -
knowledge
Emotional Image

91. Facebook What Goal Style Type
Monday New course out Signups to course
Informative and
welcoming
Link
Tuesday Impact-story
Sharing -
knowledge
Emotional Image
Wednesday Ask for text
donations
Money in
Response-
triggering
Status
Thursday Political news Signatures Provocative Link
Friday Share X’s
fundraiser
Likes
Easy Friday
entertainment
Image

92. honour
microcopy -
write in pairs
Kilde: http://www.flickr.com/photos/nathaninsandiego/3839051662/sizes/l/

93. Welcome to awards ceremony in the "NM in healthy street food
2014" Thursday 27 November at. 12
Opplysningskontoret for fruit and vegetables - frukt.no have for
the first time held NM in healthy street food where the purpose is
to motivate players in the fast food industry…

94. blue
link
of
death
Welcome to awards ceremony in the "NM in healthy street food
2014" Thursday 27 November at. 12
Opplysningskontoret for fruit and vegetables - frukt.no have for
the first time held NM in healthy street food where the purpose is
to motivate players in the fast food industry…
➡

95. blue
link
of
death
Welcome to awards ceremony in the "NM in healthy street food
2014" Thursday 27 November at. 12
Opplysningskontoret for fruit and vegetables - frukt.no have for
the first time held NM in healthy street food where the purpose is
to motivate players in the fast food industry…
➡

96. blue
link
of
death
Welcome to awards ceremony in the "NM in healthy street food
2014" Thursday 27 November at. 12
Opplysningskontoret for fruit and vegetables - frukt.no have for
the first time held NM in healthy street food where the purpose is
to motivate players in the fast food industry…
➡

97. important
link
Welcome to awards ceremony in the "NM in healthy street food
2014" Thursday 27 November at. 12
Opplysningskontoret for fruit and vegetables - frukt.no have for
the first time held NM in healthy street food where the purpose is
to motivate players in the fast food industry to serve food with
more fruits and vegetables. Thursday 27th November there will be
a prize giving at the town square in the Food Hall where the
winners of the 'best garnish / accessories' and 'best finish, quick
meal' will be crowned. It will be served tastings from one of the
winners and entertainment will be by foodie and artist Jørn Hoel.
More information and registration: http://www.mathallenoslo.no/
hva-skjer/sunn-veimat
Welcome to the awards ceremony!
➡

98. ⚁
important
link
➡

99. ⚁
important
link
➡

100. Always
re-write 5
times

101. 1. Chronological
Always
re-write 5
times

102. 1. Chronological
2. Structured
Always
re-write 5
times

103. 1. Chronological
2. Structured
3. Shortened
Always
re-write 5
times

104. 1. Chronological
2. Structured
3. Shortened
4. Improve language
Always
re-write 5
times

105. 1. Chronological
2. Structured
3. Shortened
4. Improve language
5. That great idea
Always
re-write 5
times

106. ♡
3. The best will
see & listen
- become a friend

108. Amanda Palmer

109. 25.000 sold
💿

110. 25.000 sold
💿Record company:

111. 25.000 sold
💿👎Record company:

112. 25.000 backers
on kickstarter

113. 25.000 backers
on kickstarter
1.2 million dollars.

114. Photo:@martiiine
Real stories

115. 5.000

118. REAL
emotions

119. CC BY-NC-SA 2.0
https://www.flickr.com/photos/damiel/2498956487

120. #Krafttakmotkreft
Photo:@junekimiko

121. 20.000
thank
you’s

122. «Thank ALL the donors»
Source: fundraisergrrl.tumblr.com

123. «Thank ALL the donors»
Source: fundraisergrrl.tumblr.com

129. 🐦

130. Have
fun!

131. 4. The best
are prepared
for anything.

132. 1. Discover and confirm
2. Alert and prepare
3. Take «control»
4. Aknowledge
5. Celebrate and have fun
6. Relax. Enjoy. Have fun!

135. Thanks for listening!
http://about.me/beatesorum
Questions?