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Corporate Social Media Summit


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Social Media Essentials for Charities & Not-for-profits was a 3 hour workshop delivered at the Corporate Social Media Summit, 2011

Social Media Essentials for Charities & Not-for-profits was a 3 hour workshop delivered at the Corporate Social Media Summit, 2011

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  • 1. CorporateSocialMedia Summit
    Social Media Essentials for Charities & NFPs
    With Kate vanderVoort
    Sydney, Australia
  • 2. Social Media is not a silver bullet.
    It is a tool and how you use it will dictate whether you raise funds or increase customer sales.
  • 3. The important facts for NFPs:
    • 96% of Millennials on a social network
    • 4. LinkedIn stats
    • 5. Fastest growing on Facebook is 55-65 year old females
    • 6. YouTube is the 2nd largest search engine in the world
    • 7. What others say about you is far more powerful than what you say about yourself
  • Welcome to the World of Social Media
  • 8. Why Use Social Media?
    • Older methods of fundraising & marketing are becoming less effective
    • 9. People are going online to find what they are looking for – this includes a cause and comparing services
    • 10. Younger and wealthier than an average audience
    • 11. Online gifts are on average higher than offline
    • 12. It is available while you sleep
    • 13. A small budget can create big results
    • 14. Customer and donor loyalty
    • 15. Global audience
  • Potential Benefits for NFPs
    Raise funds
    Crowd funding
    Cause/Awareness Raising – spread your message
    Specific campaign fundraising
    Engage your volunteers, staff and donors
    Feedback to donors and members
    Influencers/donors engage their friends
    Ability to say Thank You in many ways and many times
  • 16. Information on NFPs is becoming more and more available – transparency is key
  • 17. Some Examples
    Raised $10M for a variety of charities
    Collaborative effort of multiple charities in Minnestota
    42,624 people donated in 24 hours
    Raised $650,000 through Twitter for safe drinking water in developing countries
    Now have more than 1M followers on Twitter
    More than 45,000 fans on FB
    Launched February 2011
    More than 150 dreams have been submitted to date with more than 8,000 votes on Facebook
  • 18. 9 Steps to a SuccessfulSocial Media Strategy
    Do your research
    Understand your target market –what other sites, apps, competitions, events or information your target market seeking
    What is the competition doing?
    How are other brands using social media?
  • 19. 9 Steps to a SuccessfulSocial Media Strategy
    Create a social media policy for your organisation
    What is the main focus of your social media? Fundraising, community building, customer service, information distribution
    Who will be responsible for the tone and content?
    Do staff post as people or brand?
    How do you deal with negative feedback/comments?
  • 20.
  • 21. 9 Steps to a SuccessfulSocial Media Strategy
    Choose appropriate platforms & develop a consistent brand across all platforms
    Develop a content and posting strategy – how often? What kind of content?
    Develop an engagement strategy – who will respond and comment on your platforms? Who will go out and comment on others?
  • 22. 9 Steps to a SuccessfulSocial Media Strategy
    Connect with your established donors, members, volunteers and staff. They will lead you to more people like them
    Link your platforms for greater traction
    Monitor the results and report back internally and externally
    Do more of what works and let go what doesn’t – it is all about quality content
  • 23. Some hints to keep you out of trouble
    ‘Build it and they will come’ does not work on social media
    Decide whether the voice is a brand or a personal one
    Don’t self promote on other brands pages, blogs or sites
    Social media must be integrated to be effective
  • 24. This is who I am as defined by who my friends are
  • 25. Why Facebook?
    Ability to donors, members and volunteers into ambassadors
    Fastest growing user is Females aged 55 – 65
    Ability for your donors, members, staff and volunteers to share their favourite cause or company with their friends
    Analytics help to give information about your page and what works with your target demographic
    Facebook advertising is very targetted – advertise to those with the same demographic as your donors
  • 26. Facebook – getting started
    • Consider the best setup for Facebook based on your objectives:Individual, Group, Community, Page or Cause?
  • Facebook – getting started
    Make the look of your Facebook Page consistent with your brand
    Start a following by engaging current members, customers, donors, volunteers and staff
    You need 25 ‘Likes’ on a page before you can customise the url
    The name can be changed up until 100 ‘Likes’
    Customise a welcome/landing page and give people an incentive to click ‘Like’
  • 27.
  • 28. Top Tips for Facebook
    Posts that get engagement rank higher on people’s newsfeeds
    Ask open ended questions
    Use inspirational quotes
    When appropriate comment/share latest news
    Post manually not through a 3rd party provider
    Always include a link or picture
    Always respond where appropriate – the more you engage the higher the EdgeRank.
    You can target your posts to location
  • 29. This is who I am as defined by what I’m doing right now
  • 30. Why Twitter?
    Twitter allows you to share what you are doing within your charity or organisation with the rest of the world
    Short, sharp messages that people can share with others
    Many low cost innovative ways in which Twitter campaigns can be used
    Often when you follow people, they will follow you back – every one loves a good NFP
  • 31. Top Tips for Twitter
    The more you give the more you get – engage with others – don’t just push information out
    Engage with other charities, other causes, bloggers, influencers, donors, supporters, volunteers
    Make your profile really clear and use searchable keywords that will help people find you
    Utilise the background – make it clean and clear in what you stand for or your call to action
  • 32. Top Tips for Twitter
    Make your avatar clean and clear – it will be small so text is wasted in this space
    Reach out – have conversations, follow others, ask questions, retweet other great tweets
    Make the most of your 140 characters – use url shorteners and #hashtags that motivate your reader to click through to your site
    Use services that allow you to include a picture with your Tweet
    Engage corporate sponsors – but make sure there is a natural fit – if it is forced or contrived it won’t work
  • 33. Community basedsupport
    Hospital based support
    Introducing Redkite: Real needs, professional support
    The “must haves” – practical & grassroots support
    Support & care through the entire cancer journey
    Care and support of the whole family
    Reaching children and families wherever they are in Australia
  • 34. A Twitter Case Study
  • 35. A Local Success Story
    Redkite, Social Media, and TwestivalTweet, Meet, Give
  • 36. Who or What is Twestival?
    • How do you even pronounce it?
    • 37. A Twestival or Twitter-Festival is a single day, global movement using the power of social media to organise offline events that mobilize communities in support of a local cause
    • 38. The opportunity to be part of a local and global event using social media for a good cause
  • When Redkite met Twestival
    • Opportunity in the social media space
    • 39. N2N & Fuel Communications
    • 40. Team engagement
    • 41. Thrilled to be part of this global movement for a good cause
    • 42. Global peer competition and video link up
  • Collaborative Partnerships
    The social media spiders web
    = Brand awareness
    Reaching new Corporate partners
    Australian Rugby Union
    Other Corporate partners
  • 43. Fundraising Opportunity
    • 100% Twestival fundraising to Redkite
    • 44. SOLD OUT event X300 tickets
    • 45. Sponsored prizes for auction
    • 46. Cash donations
    • 47. Funds raised on the night
    • 48. The ask ‘dollar for tweet’ taken up by
    • 49. Ongoing giving
  • Engagement and Awareness
    • Redkite guest speaker
    • 50. Social media activity on the night
    • 51. Global live video streaming
    • 52. Networking opportunity
    • 53. Ongoing engagement with Redkite
    • 54. Daily Telegraph story
  • Who Was Tweeting?
  • 55.
  • 56. Who Was Tweeting?
  • 57. Who Was Tweeting?
  • 58.
  • 59.
  • 60. This is who I am as defined by what I look like & what I do
  • 61. Why YouTube?
    Use YouTube to create your own customised channel
    You can show off your most effective fundraising efforts and show the benefits of peoples support and donations
    It is the 2nd largest search engine in the world
    People prefer video to text – the shorter the better
    Perfect for user generated content
  • 62. Top Tips for YouTube
    Create customised background
    Build playlists of your favourite videos
    You can now create videos on YouTube without a camera
    Add annotations to your video to encourage people to subscribe
    Use bulletins to communicate with your subscribers – share your own content or others
    Use video responses when someone asks a question in the comments
  • 63. This is who I am as defined by what I know and want to share
  • 64. Why Blogs?
    • Photo blog, video blog, story blogs
    • 65. Easy to update
    • 66. An online archive of your best features and contributions to society
    • 67. Search engines love blogs
    • 68. Help put a human voice to your charity
    • 69. Plugins that enable all sorts of functionality to share, subscribe, advertise and more
  • Top Tips for Blogging
    Always host on your own site of possible or a hosted site – do not use free sites
    Make sure you have RSS enabled so subscribers are updated and can share
    Make sure your keywords are consistent throughout – title url, & within the actual blog
    Integrate multiple voices to promote your cause
    End your blog posts with a call to action
  • 70.
  • 71.
  • 72. This is who I am as defined by who I know in business
  • 73. Why LinkedIn?
    68% of users are over 35
    74% of users have a degree
    Average income of people on LinkedIn is more than $100,000 per annum
    People update their own details – better than any database
    When someone recommends you on LinkedIn all their connections see it
    You can have a business page on LinkedIn
    You can be introduced to someone through LinkedIn
  • 74. Why LinkedIn?
  • 75. Australia has 1.92 million users on LinkedIn
  • 76.
  • 77.
  • 78.
  • 79. Top Tips for LinkedIn
    Add a LinkedIn ‘Recommend’ button on your website
    Create a special membership group on LinkedIn to encourage discussion and participation or leadership development of you best supporters
    Put your events on LinkedIn
    Use your company profile for banner adds, video and testimonials (recommendations)
  • 80.
  • 81. Measure Your Efforts
    As part of your strategy set measurable objectives
    Use a tool like Google analytics to analyse where your social media is working, how long people stay on your site, what actions they take etc
    Many platforms to measure social media impact
  • 82.
  • 83.
  • 84. Tools
    The online version of a charity wristband. Create an icon that supporters use as their profile picture.
    Share pictures and video through Twitter
    Share audio clips through Twitter & Facebook
    Upload photo & location with each clip
    URL shortener – good for Twitter
    Use to track statistics of click throughs & activity
    See what is being said about you and other topics relevant to you
    Crowd funding widget – requires Paypal account
  • 85. Blogs Worth Reading
  • 86. In Closing
    One person, one connection, one conversation at a time
    Treat all donors as a major donor – those with little money can give their major networks
    You cannot NOT participate. If you don’t create it – people around you will create it for you.
    Blend online and offline – it is all about integration
    Be willing to let go of some control in return for greater reach
    Social media is about long term engagement – not something you dip in and out of
    Engage first – fundraise or sell later
  • 87. Connect
    • 88.
    • 89. Twitter @redkite
    • 90. Linked In