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19 ways to use social mediato connect with your donors (even if youre a one-person department         with little time or ...
About Tim Bete                                  Freelance marketing consultant Communication & Fundraising Director       ...
“19 ways to use social media” or...There are 4 reasons non-profits  DON’T use social media to     connect with donors
4 reasons non-profits don’t use social media...1   Don’t know how to use the technology2   Don’t know what kind of content ...
4 reasons non-profits don’t use social media...The “19 ways” fit into these 4 categories and willhelp you overcome obstacles...
4 reasons non-profits don’t use social media...       We only have time to cover        a few tips in each area.         Th...
1Don’t know how to usesocial media technology
Don’t know how to use the technology    Five years ago this   was a valid objection.But it shouldn’t be today.
Don’t know how to use the technology   Today, not knowing how to use social media and             not being willing to lea...
Don’t know how to use the technologyWestern Union internal memo (1876)“This ‘telephone’ has too many shortcomings to beser...
Don’t know how to use the technologyKen Olson, founder,Digital Equipment Corp. (1977)“There is no reason anyone would want...
Don’t know how to use the technology• More than 500 million active users• 50% of users log on to Facebook in any given day...
Don’t know how to use the technologyYou’re not too old and neither are your donors•Between April 2009 and May 2010, social...
Don’t know how to use the technologyIn 2010...Oldest Twitter User,Ivy Bean Dies at the age of 104News of her death was firs...
Don’t know how to use the technologyHow do you learn?    Most social media sites have1   extensive help sections          ...
Don’t know how to use the technology  2   Great free Web sites      www.BethKanter.org      How Networked Nonprofits Are Us...
Don’t know how to use the technology3    Use GoogleGo to Google.Search for “How to use_______” (e.g., Twitter,Facebook, Yo...
Don’t know how to use the technologyYou can learn justabout anythingfrom online videos“How to builda potato cannon”
Don’t know how to use the technology          Bottom line:             With a little time,you can learn social media techn...
2    Don’t know what type    of content to create
Don’t know what type of content to createYour primary focus shouldalways be on content•Nonprofits often focus too much on d...
Don’t know what type of content to create           Two of the best types of           content for donors are...          ...
Don’t know what type of content to create          Why stories work              Roger Dooley        www.NeuroscienceMarke...
Don’t know what type of content to createOur brains like storiesDooley writes:According to Dr. Carl Marci, CEO and Chief S...
Don’t know what type of content to create    When you focus on more than one    person, your donors give less.    Dooley w...
Don’t know what type of content to createOnline video is one of thebest ways to tell storiesDooley writes:Our brains are w...
Don’t know what type of content to create4    Tell short stories. And let clients tell their stories.
Don’t know what type of content to create5   Show how you make a difference. (Notice nothing is spoken,)
Don’t know what type of content to create        If you can use PowerPoint,you can create simple videos using software    ...
Don’t know what type of content to create  6     Tell the story of why you need support  This videowas created in KeyNote(...
Don’t know what type of content to create    Record events you’re already doing7   and share them with a larger audience.
Don’t know what type of content to create8   Show donors & volunteers in action
Don’t know what type of content to create       If you have a Web cam,            you can create     short videos in 15 mi...
Don’t know what type of content to create9   Create quick “thank-you” shout outs
Don’t know what type of content to create    10 Use Twitterand Face Book  for short thank-yous
Don’t know what type of content to createUseTwitter’sbuilt-invideoviewer
Don’t know what type of content to createLet otherpeoplehelp youspread theword
Don’t know what type of content to createUse Face Bookfan pages tothank donors
Don’t know what type of content to createUse your personalFace Book pageto thank donors
Don’t know what type of content to create      What would happen if you   thanked one person/organizationper day on Face B...
Don’t know what type of content to create                Bottom line:        Creating short video stories and      thank-y...
3    Don’t have the time
Don’t have the timeUse tools to save time and makeyou as efficient as possible.11 Posterous (free)           www.posterous....
Don’t have the timeE-mail and auto-responders12 AWeber ($19/month)               www.AWeber.com   •Welcome new subscribers...
Don’t have the timePost videos to multiple sites at the same time13 Tube Mogul (free)              www.TubeMogul.com    •O...
Don’t have the timeAsk others to do the work for you     Get donors & volunteers14   to spread the word for you     •Ask d...
Don’t have the time
ThankfulHome.org posting process  TubeMogul                                  WordPress                                    ...
ThankfulHome.org posting processTotal number of steps per story: 3Total number of places posted: 8Incremental steps to pos...
ThankfulHome.org posting process          Bottom line:  Online social media tools are like   having an assistant to help y...
4    Don’t have the money
Don’t have the moneyThere are dozens of free and low-costservices that make social media easier15 YouTube non-profit progra...
Don’t have the moneyCreate a Web site in a few hours16 Homestead.com (starts at $4.99/month)   www.HomeStead.com   •Choose...
Don’t have the money17 CreativeFuse (most custom work is $50/hour)    www.CreativeFuse.org    •Provides custom Web and soc...
Don’t have the moneyCreativeFuseintegrateddesign services                          Web site Twitter                       ...
Don’t have the money18 Web Servants ($34.95/month)   www.UrbanConnection.com/webservants   “Webservants” consists of profe...
Don’t have the money19 PayPal (free)    www.PayPal.com    •Over 100,000 nonprofits raise money using PayPal.    •No Monthly...
Don’t have the moneyBonus tip!  20 Use unpaid social media interns (free)       •Many high school and college students are...
Don’t have the money                 Bottom line:Many social media tools are free or very inexpensive.        Cost shouldn...
We’ve only scratched     the surface today.        There are dozens        of other ways to:   Learn how to use social med...
Even if you’re a one-person    department with a   shoe-string budget,    you can effectively     use social media
Discussion
How to contact meTim BeteSt. Mary Development CorporationE-mail: tbete@smdcd.orgWeb: www.StMaryDevelopment.orgEnergized Co...
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19 ways non-profits can use social media to connect with donors

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The complete presentation with audio and video can be viewed here:
http://www.youtube.com/watch?v=I0qhxej2wdA

Even if you're a one-person fundraising department with little time or budget, you can master social media to connect with donors and volunteers. Tim Bete shares what to do if you (1) Don't know how to use social media technology, (2) Don't know what kind of content to create, (3) Don't have time and (4) Don't have money. His presentation will arm you with the tools to make huge strides in your use of social media and overcome the obstacles that hold you back.

Tim Bete is Communication and Fundraising Director for St. Mary Development Corporation, a low-income housing non-profit in Dayton, Ohio (http://www.StMaryDevelpment.org). He's also a freelance marketing consultant for both for-profit and non-profit organizations (http://www.EnergizedCopy.com).

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Transcript of "19 ways non-profits can use social media to connect with donors"

  1. 1. 19 ways to use social mediato connect with your donors (even if youre a one-person department with little time or budget)
  2. 2. About Tim Bete Freelance marketing consultant Communication & Fundraising Director Been a... •Video producer •Advertising copywriterNational Marketing Manager •Magazine editore-Marketing Manager •Fashion modelCampaign Communications Manager
  3. 3. “19 ways to use social media” or...There are 4 reasons non-profits DON’T use social media to connect with donors
  4. 4. 4 reasons non-profits don’t use social media...1 Don’t know how to use the technology2 Don’t know what kind of content to create3 Don’t have time4 Don’t have money
  5. 5. 4 reasons non-profits don’t use social media...The “19 ways” fit into these 4 categories and willhelp you overcome obstacles that hold you back 1 Don’t know how 2 Don’t know what 3 Don’t have time 4 Don’t have money
  6. 6. 4 reasons non-profits don’t use social media... We only have time to cover a few tips in each area. There are dozens more. But you should go away today confident you can overcome whatever is holding you back from using social media in a bigger way.
  7. 7. 1Don’t know how to usesocial media technology
  8. 8. Don’t know how to use the technology Five years ago this was a valid objection.But it shouldn’t be today.
  9. 9. Don’t know how to use the technology Today, not knowing how to use social media and not being willing to learn is like saying you’re not willing to use the telephone. Many donorsprefer communication through social media over mail and telephone.
  10. 10. Don’t know how to use the technologyWestern Union internal memo (1876)“This ‘telephone’ has too many shortcomings to beseriously considered as a means of communication.The device is inherently of no value to us.”Non-profit fundraiser (2011)“This ‘Face Book’ has too many shortcomings to beseriously considered as a means of communication.The device is inherently of no value to us.”
  11. 11. Don’t know how to use the technologyKen Olson, founder,Digital Equipment Corp. (1977)“There is no reason anyone would wanta computer in their home.”Non-profit fundraiser (2011)“There is no reason anyone would want to useFace Book to communicate with donors.”
  12. 12. Don’t know how to use the technology• More than 500 million active users• 50% of users log on to Facebook in any given day• Average user has 130 friends• People spend over 700 billion minutes/month on Facebook• Average user connected to 80 pages, groups & events• Average user creates 90 pieces of content each month
  13. 13. Don’t know how to use the technologyYou’re not too old and neither are your donors•Between April 2009 and May 2010, social networking useamong Internet users ages 50-64 grew by 88% -- from25% to 47%.•During the same period, use among those 65 and oldergrew 100% -- from 13% to 26%.•An estimated 480,000 Facebook users will passaway in the U.S in 2011.
  14. 14. Don’t know how to use the technologyIn 2010...Oldest Twitter User,Ivy Bean Dies at the age of 104News of her death was first published onher Twitter account, @IvyBean104, whichwas regularly informing her followersabout her deteriorating condition.The first 140-character obituary
  15. 15. Don’t know how to use the technologyHow do you learn? Most social media sites have1 extensive help sections Example: YouTube www.youtube.com/user/YouTubeHelp •How do I make a video? •Embedding private videos •How to set your location on YouTube •How to write a description Face Book has a similar help section www.facebook.com/help
  16. 16. Don’t know how to use the technology 2 Great free Web sites www.BethKanter.org How Networked Nonprofits Are Using Social Media to Power Change www.JohnHaydon.com Discussing social media marketing for nonprofits www.sofii.org Showcase of fundraising innovation and inspirationLearn how other non-profits are using social media
  17. 17. Don’t know how to use the technology3 Use GoogleGo to Google.Search for “How to use_______” (e.g., Twitter,Facebook, YouTube)Click the “video” link.
  18. 18. Don’t know how to use the technologyYou can learn justabout anythingfrom online videos“How to builda potato cannon”
  19. 19. Don’t know how to use the technology Bottom line: With a little time,you can learn social media technology using free online resources. And if you don’t,you’ll be at a significant disadvantage to other non-profits.
  20. 20. 2 Don’t know what type of content to create
  21. 21. Don’t know what type of content to createYour primary focus shouldalways be on content•Nonprofits often focus too much on design andtechnology with content as an afterthought.•If you don’t have good content, you don’t have anything.•Content is what your donors want.
  22. 22. Don’t know what type of content to create Two of the best types of content for donors are... Stories Thank-yousEasy to create. High impact. Donors love them.
  23. 23. Don’t know what type of content to create Why stories work Roger Dooley www.NeuroscienceMarketing.comDiscusses neuroscience and behavioral research that make advertising, marketing and products better.
  24. 24. Don’t know what type of content to createOur brains like storiesDooley writes:According to Dr. Carl Marci, CEO and Chief Scientist for Innerscope Research,“Great stories told well, engaging videos, and simple take-home messages consistentlyincreased the audience’s emotional engagement during presentations.”Now there’s new brain scan evidence that shows a startling phenomenon: when oneperson tells a story and the other actively listens, their brains actuallybegin to synchronize. The brains “mirror each other.”When this happens, one is far more likely to be successful, whether theobjective is to inform or convince. Stories persuade
  25. 25. Don’t know what type of content to create When you focus on more than one person, your donors give less. Dooley writes: ...a researcher at Decision Research has demonstrated this by measuring the contribution levels from people shown pictures of starving children. Some subjects were shown a photo of a single starving child from Mali, others were shown a photo of two children. All were identified by name. The subjects shown two children donated 15% less than the single child subjects. In a related experiment, subjects shown a group of eight starving children contributed 50% less money than those shown just one.Stories about individual clients connect donors to your cause
  26. 26. Don’t know what type of content to createOnline video is one of thebest ways to tell storiesDooley writes:Our brains are wired to respond to motion...Whether you are presenting to a group,selling one-on-one, or designing a TV commercial, use motion to grab the attention ofyour audience and focus it where you want it.ANDNew research shows that changes in the music are what really gets the attention of thelistener’s brain.Over two billion videos are streamed every day on YouTube and ahundred million unique users visit the site every month in the US alone.
  27. 27. Don’t know what type of content to create4 Tell short stories. And let clients tell their stories.
  28. 28. Don’t know what type of content to create5 Show how you make a difference. (Notice nothing is spoken,)
  29. 29. Don’t know what type of content to create If you can use PowerPoint,you can create simple videos using software that is already on your computer.
  30. 30. Don’t know what type of content to create 6 Tell the story of why you need support This videowas created in KeyNote(PowerPointfor the Mac)
  31. 31. Don’t know what type of content to create Record events you’re already doing7 and share them with a larger audience.
  32. 32. Don’t know what type of content to create8 Show donors & volunteers in action
  33. 33. Don’t know what type of content to create If you have a Web cam, you can create short videos in 15 minutes.
  34. 34. Don’t know what type of content to create9 Create quick “thank-you” shout outs
  35. 35. Don’t know what type of content to create 10 Use Twitterand Face Book for short thank-yous
  36. 36. Don’t know what type of content to createUseTwitter’sbuilt-invideoviewer
  37. 37. Don’t know what type of content to createLet otherpeoplehelp youspread theword
  38. 38. Don’t know what type of content to createUse Face Bookfan pages tothank donors
  39. 39. Don’t know what type of content to createUse your personalFace Book pageto thank donors
  40. 40. Don’t know what type of content to create What would happen if you thanked one person/organizationper day on Face Book for the next year? That’s 365 pieces of new content and only a few minutes per day.
  41. 41. Don’t know what type of content to create Bottom line: Creating short video stories and thank-yous is quick, easy and a great place to increase your social media content. If that’s all you did, you’d be ahead of most non-profits.
  42. 42. 3 Don’t have the time
  43. 43. Don’t have the timeUse tools to save time and makeyou as efficient as possible.11 Posterous (free) www.posterous.com Post once, post everywhere. Automatically send your post to any number of popular sites like Twitter, Facebook and Flickr. SocialOomph ($30/month) www.socialoomph.com Schedule tweets, Face Book posts, blog posts and more. Post everywhere with the click of a button.
  44. 44. Don’t have the timeE-mail and auto-responders12 AWeber ($19/month) www.AWeber.com •Welcome new subscribers, then drive them back to your Web site with sequential auto-responders •Answer questions, deliver downloads and provide information •Build subscriber trust and confidence •No manual sending needed - our autoresponder program delivers your emails automatically based on the first action by the subscriber •Personalize emails with subscribers names and other information
  45. 45. Don’t have the timePost videos to multiple sites at the same time13 Tube Mogul (free) www.TubeMogul.com •OneLoad is a free service that provides a single point for deploying videos to the top video and social networking sites. •OneLoad distribution is accompanied by powerful analytics showing you who, what and where videos are being viewed.
  46. 46. Don’t have the timeAsk others to do the work for you Get donors & volunteers14 to spread the word for you •Ask donors and volunteers to share your posts and videos with their friends.
  47. 47. Don’t have the time
  48. 48. ThankfulHome.org posting process TubeMogul WordPress Social Oomph Video posts Video and text posts Status updates/text posts Cost: Free Cost: Hosting only Cost: $30/month Upload Word Press posts Daily quotations Videos are (1) Thankfulness videos (2) Home (1) YouTube pulled from (2) Yahoo (3) Metacafe YouTube (4) Blip.tv Twitter BUT NOT (1) EnergizedCopy Facebook Twitter and (1) ThankfulHome (2) ThankfulHome Facebook Once set up, automatically postsNumber of steps: 1 Number of steps: 1 Number of steps: 1 multiple times per day with noNumber of places posted: 4 Number of places posted: 1 Number of places posted: 3 additional labor.Incremental steps to post Incremental steps to post Incremental steps to postto an additional site: 0 another story: 1 to an additional site: 0(i.e., to post to another video site) (i.e., to post to another story to (i.e., to post to another Twitter WordPress) account, Facebook page, etc.)
  49. 49. ThankfulHome.org posting processTotal number of steps per story: 3Total number of places posted: 8Incremental steps to post to an additional site: 0(e.g., YouTube, Twitter, Facebook page, etc.)Eliminated posts per year: 1,040 or 86 hours work (based on 4 stories/week)Total cost: $360 (about $4/hour based on 86 hours saved)Cost to add an additional post location: $0 for 208 posts per year (e.g.,YouTube, Twitter, Facebook page, etc.)
  50. 50. ThankfulHome.org posting process Bottom line: Online social media tools are like having an assistant to help you. Without them, I simple couldn’t do my job.
  51. 51. 4 Don’t have the money
  52. 52. Don’t have the moneyThere are dozens of free and low-costservices that make social media easier15 YouTube non-profit program (free) www.youtube.com/nonprofits •Premium branding capabilities and increased uploading capacity. •Option to drive fundraising through a Google Checkout "Donate" button •Listing on the Nonprofit channels and the Nonprofit videos pages •Ability to add a Call-to-action overlay on your videos to drive campaigns •Posting a video opportunity on the YouTube Video Volunteers platform to find a skilled YouTube user to create a video for your cause.
  53. 53. Don’t have the moneyCreate a Web site in a few hours16 Homestead.com (starts at $4.99/month) www.HomeStead.com •Choose a design: Pick from 2,000+ designs •Customize it: Drop in your own graphics, or use our free library of 250,000 images. Easily add your own logo or just type in your business name. Edit text, colors, images, fonts, and links. •Show the world: Publish your site with one click (they host it for you). Make changes to your site anytime. Get your own personalized domain name and email address.
  54. 54. Don’t have the money17 CreativeFuse (most custom work is $50/hour) www.CreativeFuse.org •Provides custom Web and social media design for non-profits who cannot afford professional creative services. •An incredible value! Great quality! •Created ThankfulHome.org, Twitter skin, YouTube channel skin
  55. 55. Don’t have the moneyCreativeFuseintegrateddesign services Web site Twitter YouTube channel
  56. 56. Don’t have the money18 Web Servants ($34.95/month) www.UrbanConnection.com/webservants “Webservants” consists of professionals and students from all over the country that want to use their gifts to help causes. They focus on these areas: Content management system administration, basic programming, e-mail marketing system administration.
  57. 57. Don’t have the money19 PayPal (free) www.PayPal.com •Over 100,000 nonprofits raise money using PayPal. •No Monthly Fees, No Credit Application •No setup fees—and you only start paying when you start receiving donations (e.g., $2.50 fee on a $100 donation) •Set up your Donate button in about 15 minutes without programming skills. Total value of transactions in Q4 2010 was $27 billion.
  58. 58. Don’t have the moneyBonus tip! 20 Use unpaid social media interns (free) •Many high school and college students are already experts in how to use social media and create content, including video. •I’ve used University of Dayton students for the past three years to create written stories, Twitter posts and video content -- saving me hundreds of hours •They can do most work at home
  59. 59. Don’t have the money Bottom line:Many social media tools are free or very inexpensive. Cost shouldn’t be a factor in expanding what you’re doing.
  60. 60. We’ve only scratched the surface today. There are dozens of other ways to: Learn how to use social media Easily create contentSave time and become more efficient Do social media on a small budget
  61. 61. Even if you’re a one-person department with a shoe-string budget, you can effectively use social media
  62. 62. Discussion
  63. 63. How to contact meTim BeteSt. Mary Development CorporationE-mail: tbete@smdcd.orgWeb: www.StMaryDevelopment.orgEnergized Copy & DesignE-mail: Tim@EnergizedCopy.comLinkedIn: www.linkedin.com/in/timbeteWeb: www.EnergizedCopy.com
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