Social Networking For Nonprofits, and Why You Should Care

Online Networking
for the Nonprofit World
…and why you should care
Gvahim, March 4, 2010

Social Media Is…
http://www.flickr.com/photos/crystaljingsr/3915512820/in/set-72157622354789320/

A platform for conversation

Utilizes the Power of Weak Ties
http://www.flickr.com/photos/tierug/3154245590/in/set-72157611999817541/

Encourages group conversation

Organic and emergent
http://www.flickr.com/photos/eelssej_/524781662/

Includes viral elements
http://www.flickr.com/photos/kalmirage/1904699001/

Communication
Collaboration
Multimedia
Entertainment
Reviews and Opinions

The old way is static

The new way is dynamic

Just to put it all in
perspective

2/3 of the GLOBAL population visits social networks
Social Media Trends 2006-2008
Source: Universal McCann Comparative Study on Social Media Trends, 2008
http://www.readwriteweb.com/archives/social_networks_growing_while_other_social_media_sites_stagnate_and_decline.php

2/3 of the GLOBAL population visits social networks
(Nielsen Report, Global Faces and Networked Places, 2009)
http://www.readwriteweb.com/archives/social_networks_growing_while_other_social_media_sites_stagnate_and_decline.php

Social networking continues to lead
… while other activities are stagnating

Social networking demographics
http://www.emarketer.com/Article.aspx?R=1007484

Social media adoption
(Nielsen Report, Led by Facebook, Twitter, Global Time Spent on Social Media Sites up 82% Year over Year, 2010)

Nonprofit social network benchmarks
Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/

Nonprofit social network activity
www.nonprofitsocialnetworksurvey.com

Nonprofit social network size
www.nonprofitsocialnetworksurvey.com

And some thoughts about the future

Why should you care about social media?
http://www.flickr.com/photos/maclover/4319538262/

90% of people trust recommendations by people they know
(Nielsen report, Global Advertising: Consumers
Trust Real Friends and Virtual Strangers the Most, 2009

…and 70% of consumers trust recommendations of
consumers they don’t know
(Nielsen report, Global Advertising: Consumers
Trust Real Friends and Virtual Strangers the Most, 2009

The potential of social media marketing
http://www.emarketer.com/Article.aspx?R=1007538

The potential of social media

Social media influences action
(nonprofit)

How social media power users talk about your nonprofit online
http://mashable.com/2009/03/26/social-media-nonprofit-study/

64% of engaged Americans want to keep up with nonprofits through social media
http://www.createthefuture.com/trend_of_the_week_2008.htm
http://overthewire.typepad.com/my_weblog/2009/03/that-newsletter-is-so-1999-1.html

Growing preference for communication via social media
http://mashable.com/2009/03/26/social-media-nonprofit-study/

Opportunity
Social
Media
Engagement
Donations

Social media is changing the nonprofit world

It’s not in your control any more…

Self-organizing
Two-way communication
Extends reach
Culture of sharing and collaboration
Creates deep engagement
Reference: http://mashable.com/2009/05/22/non-profit-social-media/

Social media is democratizing communications, making it all-to-all instead of one-to-all
“Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control.” – Rupert Murdoch
http://www.flickr.com/photos/9359358@N06/2402909122/

So listen.
And talk.
And listen.
And talk.
And listen.

What should you do?

Take a look at your own goals

How will social media
support your goals?

Define a strategy

Blogging
Micro Blogging
RSS Feeds
Photo Sharing
Message Boards
Select platforms
Chat Rooms
Video
Sharing
Social Networking
Podcasts
Widgets
Source: Universal McCann Companies Study on Social Media Trends (March 2008)

Define your ROI

ROI
Leading to tangible Tangible:converts to time and/or
(Money, customers, clients, volunteers, activities, etc)

It’s all connected
Blog
YouTube
Twitter
Facebook
Website

Case studies
Clear ROI that supports goals in every case
ONE Sermon Challenge: attract influencers, create a movement
HSUS LOL Seals: create a mailing list of known enthusiasts; Flickr campaign
Tweetsgiving 2009: online fundraising campaign

ONE Sermon Challenge

HSUS LOL Seals

But wait!
(what about the money?)

Framework for online fundraising
great cause/story, short time frame, online viral platform, realistic fundraising goals, recognize lead activists, ease of use
Pre-seeding is key
influencers, activists, plan the viral spiral, have a mechanism to track influence
Leverage your assets
go where your people are, mailing list, online community, online influencers, brand evangelists, and stakeholders

Influencer mapping informs strategy

Identify key action takers and key influencers online
http://blog.hubspot.com/blog/tabid/6307/bid/5330/Lead-Nurturing-Lessons-from-the-eNonprofit-Benchmarks-Study.aspx

Case study: Tweetsgiving 2009
Screenshot courtesy of @amyrsward

Strategy

Storytelling and transparency

Go where your supporters are

Giving Feels Great!
(Twitter NPTechiesand NPO consultants to follow)
@amyrsward
@JohnCarnell
@JohnHaydon
@HeidiKMassey
@Sue_Anne
@kanter
@AlisonRapping
@wonderwebby
@mickeygomez
@HildyGottlieb
@franswaa
@rjleaman
@engagejoe
@farra
@Nedra
@JeffHurt
@PamelaGrow
@LeahJones

Thank You!
debra@communityorganizer20.com
@askdebra
Buzz: daskanase
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Social Networking For Nonprofits, and Why You Should Care

by Debra Askanase on Mar 06, 2010

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