Pimp my Non Profit with Ed Schipul and the Gang

March 10, 2008 at 11:00 pm 5 comments

Pimps for Ed Schipul
Photo from Ed Schipul, taken by Eloy Zuniga

Ed is already starting to Pimp Non Profits strong with Rachel Weidinger, Erin Denny, Michaela Hackner, and Beth Kanter. Ed starts with a quiz revealing that probably 75% of the room is with a non profit and there are probably only a few SXSW panels focus on “non profits”.

Here are the players on the panel:

  1. Erin Denny at Tech Soup and Net Squared
  2. Rachel Weidinger of Common Knowledge
  3. Michaela Hackner of World Learning
  4. Beth Kanter of http://beth.typepad.com/

The discussion starts with Erin and Rachel discussing “How do you use Web 2.o tools for your nonprofit and for promoting your mission?”

According to Rachel the new definition of pimping for nonprofits (or how you fully pimp your nonprofit) is:

  1. A User Oriented Experience
  2. A Cause/Mission Based Design
  3. Tools for Change / Action and Advocacy Tools

Below is a list from Rachel and Erin that lists a few nonprofits that are “fully pimped nonprofits”?

  1. http://www.ilovemountains.org/ – This site lets you see where your power comes from and also your impact for raising donations or how you spread the campaign. It is very visual, and as a suggestion other non profits – the site has a visual connection to the problem and your impact.
  2. http://www.stopthesealhunt.com – This site allows you to see different community members voices and also asks to help from the community. It promotes: Advocacy, fund raising and participation.
  3. http://www.shareyourstory.org/ – Allows folks to have an online community of parents with babies that have problems. This allows folks an area to ask hard questions and give support. The site is delivering services by holding space.
  4. http://www.brooklynmuseum.org/– The museum is using blogs, social networks and are re purposing content to be more open. An example is a facebook app that lets you show what artwork you identify with. This increases access and ads tools for evangelism.
  5. NetSquared Mashup Challenge: NetSquared’s mission is to spur responsible adoption of social web tools by social benefit organizations. NetSquared is having a mashup challenge that hooks you up with Business Analysts, Product Managers, Business Mentors. The campaign gives the winners $100,000

Preparing to pimp is the next section by Michaela Hackner. Here are some tips that might help you get better:

  1. Make sure you have Buy In from folks like the IT department, and CEO and those that don’t use the new tools yet. Transperancy is important
  2. Technical resources need to be available for help with support, updates, tweaks, etc.
  3. You will need Human Resources and Interest in order to carry out your project.
  4. You will need Time to execute the plan. Content develop, review, adding pages, building profiles, etc.
  5. You need Access to the tools. Make sure they have access to the tools and the scheduling to make your project successful.
  6. Proximity to content creators. Make sure their is community and that everyone knows the goals and mission.
  7. Is this project Replicable? Could someone else fill in and keep championing your project.
  8. Empowerment needs to allow owners to be successful with the new technology.
  9. Capacity should be realistics based on the factors of your organization.

Beth Kanter is presenting on “Giving Good Poke” related to fundraising in Social Campaigns.

Here is a wild case study that shows you how Beth used tools to cover ground and effect people: http://www.sharingfoundation.org/– This campaign raised over $90,000.

It all started when the New York Times ran a campaign to see what social network could raise the largest amount of donors. Beth opened the kimono and told her community that she wanted their help and donations to get the $50,000 prize.

Beth starts with by stating the community will give to you based on the fact that

  1. you like me,
  2. we shared an experience,
  3. or that you care about the cause.

The message regarding the campaign from Beth was personalized. It was personal and important to them and they share that with their friends and followers. Here are some of the elements.

  1. There is a strategy of stories
  2. How can they help
  3. There is an embedded story in the normal shared information on other venues (like on your blog)

Beth also uses the Three R’s of getting people involved.

  1. Relationship building
  2. Rewards
  3. Reciprocity – Do unto you as you do unto them

Here is how Beth used her birthday to get 51 people to donate 10 dollars each to help raise money.

  1. Facebook – People were tagged on photos (strategically picked folks)
  2. Youtube – kids asked folks to donate
  3. NetSquared webiste
  4. Screencast – Announced the contast there
  5. Twitter – tried to get folks to click through (naked pictures)
  6. Results: $125 people donated, 140 people wished happy birthday, etc.
  7. Beth showed up at the organization and made connections through t-shirts, and the word spread through her connections and other folks started spreading the word too.
  8. She even made Ed run around a pub with a laptop to ask for $10 donations.
  9. They went from 1st place to 5th place while Beth was on the plane… then they asked for help. All of the relationship work Beth had done before allowed folks to get engaged and help raise donations. (Beth just cursed – alot – very funny)
  10. Beth twittered the last hour almost like sports scores. Everyone was involved…. people fought for Beth.

They won. Beth is amazing.

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5 Comments Add your own

  • 1. Britt Bravo  |  March 14, 2008 at 11:51 pm

    Thanks for spreading the word about the NetSquared Challenge, Aaron!


    Britt Bravo
    Community Builder
    NetSquared • A Project of Tech Soup

  • 2. Dan Shaw  |  March 17, 2008 at 8:26 pm

    I’m a long-time fundraising but blogging newbie. I haven’t figured out how to do trackbacks yet, so write now to say THANKS big time for your post on sxsw, cited in happydonors.com.

  • […] session dedicated to online fundraising.   You’ll find an excellent complete account here at the LongStation blog.  […]

  • 4. agenthandy  |  April 11, 2008 at 9:59 am

    just saw this post … ty 4 the props!

  • 5. Dekoracje Okien  |  June 9, 2009 at 12:40 pm

    Oh I didn’t know about it. Is there any way to see it online? Maybe some kind of youtube video or something?


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March 2008



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