analytics, influence, metrics, social networks

Measuring non-profit contribution: @JaimeStein ‘s impact on #Climb4Cord

Jaime Stein represents a new breed of non-profit campaign contributors – one whose efforts can be easily hidden by traditional fundraising measurements.

A 2013 Case Study in Non-profit fundraising [or should we call it contribution raising?]

@JaimeStein is deeply involved in #Climb4Cord; a fundraising event where a select group of executives climb Mount Kilimanjaro to raise funds for the Canadian Blood Services ambitious project to raise funds for a national public umbilical cord blood bank.  This event just happened in August 2013 and the whole team raised an impressive $350K.

By traditional measurement, Jaime was listed as the third top fundraiser (last time I checked)  – a wonderful achievement given the aggressive goals and fundraising achievements of his colleagues in #ClimbforCord.  [let’s give pause to recognize all of them who signed up to climb the side of a massive mountain and committed to raising >$1K]


I first became aware of @JaimeStein ‘s efforts – as he announced his 6 – 8 month long training program and invited friends to sign up in a Google Calendar for one of his weekly training hikes in Toronto #KiliHikeTO.    I had the pleasure of walking with @JaimeStein on April 11  <- his blog captures this.

I count Jaime among the new breed of social wunderkind – who are as active outside of their emploi as they are inside it.  Folks who expertly leverage social media or technology partnership to advance their personal ambitions  ( like the impressive @sneiditee @hessiejones @mmonaa @helenandrolia @natandmarie or @greenwooddavis ).  Among his many efforts, Jaime participated in #BeerHikeTO evenings with friends, secured awareness, commitment and generous donation from ING Direct and worked with good folks from Roadpost to secure satellite technology ( DeLorme inReach satellite communicators) to test and send progress of his trek back through social media channels.  [Jaime’s blog post on the very cool technology here].   He no doubt contributed to the over 3100 mentions on twitter, 27 blog posts and over 192 news articles covering the climb.  [sysomos for #climb4cord, #beerhikeTO, #kilihikeTO in the last 12 months].  The folks tweet sharing Jaime’s climb messages included some great Canadian twitspokespeople – the @CEO_INGDIRECT, @DaveoHoots, @CTVCanadaAM, Erica @YummyMummyClub.

Jaime created tremendous awareness and consideration for #Climb4Cord – of course, he was the lead for social media efforts for the climb – but still contributions well beyond revenue.  I think someone like Jaime is needed on every major non-profit fundraising (contribution) drive.  The trick will be to identify the ‘influencer’ properly (recommended reading of @DannyBrown @SamFiorella ‘sInfluence Marketing book as a great start)

But in reviewing the donation website, I was stuck that Jaime’s other efforts were not affecting his ‘rank’ as a fundraiser – and yet – by blogging, running Twitter events, inviting Canadians to joining his personal training – he was likely creating far more impact than revenue.    Most fundraising goals are clearly expressed in dollars — and yet, for a non-profit that also relies on generating awareness of a new cord blood bank and encouraging personal cord  (and blood) donations, non-revenue metrics must be valued as much as generating revenue.   I’m certain Jaime’s efforts are not lost on Canadian Blood Services – they have come across influence marketing in its truest form.  Jaime is personally connected to the cause and happens to be a brilliant marketer (in social and otherwise).  It may just be the website and measurement had not yet caught up to fundraiser like Jaime.   Yet, I am left wondering if there are other non-profits who have yet to measure efforts like Jaime’s  – who is ushering in new levels campaign contribution.

Let me know your thoughts.


Charity / volunteer, Facebook, non-profit

How non-profits use social media for social good

If you are interested in using social media for non-profit fundraising, I trust you are aware that Facebook has a non-profit group whereby they share a lot of tips and techniques.

icon for FB washington - summary of non-profit use of facebook for social goodHere is a quick summary of some learnings from the Facebook DC (a page on FB) held a live interview with three very socially active non-profits with Clay Dunn from Share Our Strength, Sarah Koch from Causes and, part of a favorite page for me – Wendy Harman from the American Red Cross.

[ American Red Cross is a page with social media activities I greatly admire – see my post ” The new home page of 2011 is the tab in Facebook“.]

Although I caught only the second half of the presentation (stay tuned for replay link), there were some key messages delivered:

1. Showing the impact that the donations make is valuable today as audiences are exposed to a lot of donation asks.

2.  Don’t forget to engage with those people who are supporting the charity.  Allow them [I would say give them permission – figuratively] to submit photos related to the charity so that they feel they are part of a group that does something.

3. Consider how you use social media for “digital volunteerism” – a new term that I was not aware of.  How do you allow volunteers to contribute and support digitally?

4.  Allow for micro payments which have been easy asks but in volume contributes quite a bit.

5.  consider enabling people, either through communication or online tools, to form a donation wish and then solicit friends to help achieve that goal.  This is really the door-to-door solicitation taken online.  This may sound obvious but in the design of online experiences – this is a functionality to include.

For more tips on using social media for social good – consider reading a post on “The Science of Sharing

I’d also like to point out that Facebook itself does a good job of parsing its audiences into a number of facebook pages and then markets events and information across all groups.  I believe this is a good model for organizations that have non-profit groups as a secondary organization.