Nonprofits in the age of social media

Nonprofits in the age of social media
Presented 7/5/11 at UCLA

Social media is Not new work.
It’s where your work is going.

Three takeaways from this presentation
Democratization of resources = new rules
Go to the power
Be a long-term investor

Democratization of resources =new rules
People don’t need infrastructure to organize.
Do they need you?
Flickr user David Boyle

2. Go to the power
“The people who are going to use it are already using the Web in other ways and those are the people who will be most successful with the tools. We tried to target those people where they are already.”
Melissa Temme, The Salvation Army

Be a long-term investor
Provide value, meaning
Use the tools for what they do well

Discussion one
The change that has already happened.

Traffic to UCLA.edu is trending down.
The homepage is now a less effective marketing tool.

“there are no pics on their facebook page”
… the hotel has 100+ photos on their website, but without a Facebook presence, the hotel missed an opportunity.

5 of Top 10 sites in the world are social

Discussion two
Alverno College

Fundinglost.

Solution? Crowd-funding.

Discussion three
Charity: Water

3 years
$20 million
3,000 projects
17 countries
1.4 million people

Website closely connects donors with impact.

discussion four
Empowered individuals

wishes.causes.com
Is your nonprofit set up to leverage the energy of individuals?

Whittier College challenge results in peer-to-peer fundraising.

discussion five
Union Rescue Mission

Union Rescue Mission integrates social media into development campaigns.

$3.8 million raised in37days using7marketing channelsto save Hope Gardens Family Center

discussion six
Crisis

Red Cross raised millions as leader in mobile giving. But also ran into social media problems. (Great response.)

Social media channels can provide an early warning system for crises (just ask McDonalds).

Discussion eight
GRAMMYs

1 show, 1 night, but The GRAMMYs have 3 staffers run social media year round.
What’s appropriate staffing for your nonprofit?

The Most important social media work is unglamorous

in 10 minutes a day
Develop new status updates, drawing on assets
Post pre-approved status update or timely new status update
Respond to questions
Delete spam
If it is from a fan, then send a direct message explaining the comments policy
Send a “thanks for following” direct message to new followers

Genevieve Haines, President
ghaines@hainesco.com
310.940.8323
@genevievehaines

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Nonprofits in the age of social media

by Haines & Co. on Jul 06, 2011

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Nonprofits in the age of social media — Presentation Transcript