The document provides 19 ways for non-profits to use social media to connect with donors even with limited time and budget. It addresses the four main reasons non-profits do not use social media: not knowing how to use the technology, not knowing what content to create, not having time, and not having money. For each reason, several tips are provided, such as learning from online tutorials, creating short video stories and thank you messages, using tools to automate posting and scheduling, and taking advantage of free or low-cost social media services. The document emphasizes that social media is essential for connecting with donors and that the barriers of knowledge, content creation, time, and cost can all be overcome.

1. 19 ways to use social media
to connect with your donors
(even if you're a one-person department
with little time or budget)

2. About Tim Bete
Freelance marketing consultant
Communication &
Fundraising Director
Been a...
•Video producer
•Advertising copywriter
National Marketing Manager •Magazine editor
e-Marketing Manager •Fashion model
Campaign Communications Manager

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 reasons non-profits don’t use social media...
1 Don’t know how to use the technology
2 Don’t know what kind of content to create
3 Don’t have time
4 Don’t have money

5. 4 reasons non-profits don’t use social media...
The “19 ways” fit into these 4 categories and will
help 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. 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. 1
Don’t know how to use
social media technology

8. Don’t know how to use the technology
Five years ago this
was a valid objection.
But it shouldn’t be today.

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 donors
prefer communication through social media
over mail and telephone.

10. Don’t know how to use the technology
Western Union internal memo (1876)
“This ‘telephone’ has too many shortcomings to be
seriously 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 be
seriously considered as a means of communication.
The device is inherently of no value to us.”

11. Don’t know how to use the technology
Ken Olson, founder,
Digital Equipment Corp. (1977)
“There is no reason anyone would want
a computer in their home.”
Non-profit fundraiser (2011)
“There is no reason anyone would want to use
Face Book to communicate with donors.”

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. Don’t know how to use the technology
You’re not too old and neither are your donors
•Between April 2009 and May 2010, social networking use
among Internet users ages 50-64 grew by 88% -- from
25% to 47%.
•During the same period, use among those 65 and older
grew 100% -- from 13% to 26%.
•An estimated 480,000 Facebook users will pass
away in the U.S in 2011.

14. Don’t know how to use the technology
In 2010...
Oldest Twitter User,
Ivy Bean Dies at the age of 104
News of her death was first published on
her Twitter account, @IvyBean104, which
was regularly informing her followers
about her deteriorating condition.
The first 140-character obituary

15. Don’t know how to use the technology
How do you learn?
Most social media sites have
1 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. 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 inspiration
Learn how other non-profits are using social media

17. Don’t know how to use the technology
3 Use Google
Go to Google.
Search for “How to use
_______” (e.g., Twitter,
Facebook, YouTube)
Click the “video” link.

18. Don’t know how to use the technology
You can learn just
about anything
from online videos
“How to build
a potato cannon”

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. 2
Don’t know what type
of content to create

21. Don’t know what type of content to create
Your primary focus should
always be on content
•Nonprofits often focus too much on design and
technology with content as an afterthought.
•If you don’t have good content, you don’t have anything.
•Content is what your donors want.

22. Don’t know what type of content to create
Two of the best types of
content for donors are...
Stories
Thank-yous
Easy to create. High impact. Donors love them.

23. Don’t know what type of content to create
Why stories work
Roger Dooley
www.NeuroscienceMarketing.com
Discusses neuroscience and behavioral research that
make advertising, marketing and products better.

24. Don’t know what type of content to create
Our brains like stories
Dooley writes:
According to Dr. Carl Marci, CEO and Chief Scientist for Innerscope Research,
“Great stories told well, engaging videos, and simple take-home messages consistently
increased the audience’s emotional engagement during presentations.”
Now there’s new brain scan evidence that shows a startling phenomenon: when one
person tells a story and the other actively listens, their brains actually
begin to synchronize. The brains “mirror each other.”
When this happens, one is far more likely to be successful, whether the
objective is to inform or convince.
Stories persuade

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. Don’t know what type of content to create
Online video is one of the
best ways to tell stories
Dooley 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 of
your audience and focus it where you want it.
AND
New research shows that changes in the music are what really gets the attention of the
listener’s brain.
Over two billion videos are streamed every day on YouTube and a
hundred million unique users visit the site every month in the US alone.

27. Don’t know what type of content to create
4 Tell short stories. And let clients tell their stories.

28. Don’t know what type of content to create
5 Show how you make a difference. (Notice nothing is spoken,)

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. Don’t know what type of content to create
6 Tell the story of why you need support
This video
was created
in KeyNote
(PowerPoint
for the Mac)

31. Don’t know what type of content to create
Record events you’re already doing
7 and share them with a larger audience.

32. Don’t know what type of content to create
8 Show donors & volunteers in action

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. Don’t know what type of content to create
9 Create quick “thank-you” shout outs

35. Don’t know what type of content to create
10
Use Twitter
and Face Book
for short
thank-yous

36. Don’t know what type of content to create
Use
Twitter’s
built-in
video
viewer

37. Don’t know what type of content to create
Let other
people
help you
spread the
word

38. Don’t know what type of content to create
Use Face Book
fan pages to
thank donors

39. Don’t know what type of content to create
Use your personal
Face Book page
to thank donors

40. Don’t know what type of content to create
What would happen if you
thanked one person/organization
per day on Face Book for the next year?
That’s 365 pieces of new content
and only a few minutes per day.

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. 3
Don’t have the time

43. Don’t have the time
Use tools to save time and make
you 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. Don’t have the time
E-mail and auto-responders
12 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. Don’t have the time
Post videos to multiple sites at the same time
13 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. Don’t have the time
Ask others to do the work for you
Get donors & volunteers
14 to spread the word for you
•Ask donors and volunteers to share your posts
and videos with their friends.

47. Don’t have the time

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 posts
Number of steps: 1 Number of steps: 1 Number of steps: 1 multiple times per
day with no
Number 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 post
to 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. ThankfulHome.org posting process
Total number of steps per story: 3
Total number of places posted: 8
Incremental 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. 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. 4
Don’t have the money

52. Don’t have the money
There are dozens of free and low-cost
services that make social media easier
15 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. Don’t have the money
Create a Web site in a few hours
16 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. Don’t have the money
17 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. Don’t have the money
CreativeFuse
integrated
design services Web site
Twitter
YouTube
channel

56. Don’t have the money
18 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. Don’t have the money
19 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. Don’t have the money
Bonus 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. 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. We’ve only scratched
the surface today.
There are dozens
of other ways to:
Learn how to use social media
Easily create content
Save time and become more efficient
Do social media on a small budget

61. Even if you’re a one-person
department with a
shoe-string budget,
you can effectively
use social media

62. Discussion

63. How to contact me
Tim Bete
St. Mary Development Corporation
E-mail: tbete@smdcd.org
Web: www.StMaryDevelopment.org
Energized Copy & Design
E-mail: Tim@EnergizedCopy.com
LinkedIn: www.linkedin.com/in/timbete
Web: www.EnergizedCopy.com