NDOA "Embracing Social Networking"

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Presentation provided to NDOA conference, July 25, 2009. "Sharing success and challenges we engage in the world of Social Networking for Non-profits."

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  • Hello
  • My name is John Buller. Do you like my sweater? Introduce Catherine
  • Intro: Marketing & advertising comm Strategic dev for website initiatives & application dev Customer relationship communications and feedback Accountability via communication Inspired by Kirsten Participation in Leukemia Cup fundraising
  • Here to learn Adopt internal practices to support external FR programs Tools to learn from the community + Share (distribute) cats L Cup participation – 2 yrs – what was learned – casual approach
  • Very grass roots approach Recommend committee chair dedicated to planning and community management
  • Creating Appoint owner(s) Where are your most likely advocates + partners? Visibility for heros
  • Email app of the 90s Community-based communication Live documents and Google apps Self authoring of content Centralized and available everywhere Mobile and SMS
  • @ your disposal: Share tools – easy and everywhere and to the group Position you as in the know Enthusiasm + Information Blogs, twitter, websites, video Leads us to getting started… “riding the change forwardd”
  • Thousands of community sites, which ones? Tools exist to id and funnel relevant information First…
  • The web is dynamic Develop feeds: Subscriptions, RSS Organize to suit your preference (for design of the group) Apply your perspective – share insight & opinion Participate – Develop a comment practice (blogs + twitter + friendfeed) FB and other social sited
  • Create your profile, and your organizations profile Keep it current (don’t overlook a photo) Join or create groups. Pose and respond to questions. Incorporate your blog posts and news articles Reading lists Grow your contacts. It is not about the numbers BTW Getting started with Twitter
  • Know your rock stars. Be resourceful… Keynote speakers Industry consultants Social media practitioners Search and follow regionally Follow links Retweet and credit Use #tags
  • Make this the center of your morning universe Organize… Tag, Tag, Tag
  • Create a Google community Note categories Searchable WWF
  • Introduce Sam & Seafair Social Success Story
  • NDOA "Embracing Social Networking"

    1. 1. Fundraising
In
Changing
Times:

 Embracing
Social
Networking
 NDOA
June
25,
2009

    2. 2. Introduc<on:
John
Buller,
Loyalty
Solu9ons
Group
 Fundraising
in
Changing
Times:
Embracing
Social
Networking

NDOA
June
25,
2009

    3. 3. Catherine
McConnell,
Sea=le
Goodwill
 VP,
Development
&
Communica9ons
 Fundraising
in
Changing
Times:
Embracing
Social
Networking

NDOA
June
25,
2009

    4. 4. Word
of
Mouth…
 The
tools
have
 changed
but
the
 concept
remains
 the
same.
 Fundraising
in
Changing
Times:
Embracing
Social
Networking

NDOA
June
25,
2009

    5. 5. ROC:
Return
on
Conversa9ons
 Social
“Trysumers”
 Source:
Advancing
Philanthropy
Magazine,
November/December
2008
“Social
Trysumers
and
the
Hidden
Gate
in
the

 Pyramid”
by
Marcelo
Iniarra
Iregui
and
Alfredo
BoW.
afpnet.org
 Fundraising
in
Changing
Times:
Embracing
Social
Networking

NDOA
June
25,
2009

    6. 6. Cultural
Change
 “The
Twi=er
Incident”
 Fundraising
in
Changing
Times:
Embracing
Social
Networking

NDOA
June
25,
2009

    7. 7. The
Plan
 Sea=le
Goodwill
Plan…
for
the
Plan
 –
What
problem
are
you
trying
to
solve?
 Discover
 Execute
 Assess
 Team
 Create
the
Plan
 Stats
 Tie‐in
to
 Trial
&
Error
 Quality
 Communica9on
 Hone
the
areas
 you
can
do
best
 Tools
&
 Plans
 now
 audiences
 Policies
&
 Constraints
 Fundraising
in
Changing
Times:
Embracing
Social
Networking

NDOA
June
25,
2009

    8. 8. David
Rogers,
Loyalty
Solu9ons
Group
 Sr.
Account
Director
&
Social
Advocate
 Fundraising
in
Changing
Times:
Embracing
Social
Networking

NDOA
June
25,
2009

    9. 9. It
is
not
what
you
know,
but
how
 fast
you
can
learn
and
share.
 Fundraising
in
Changing
Times:
Embracing
Social
Networking

NDOA
June
25,
2009

    10. 10. 2009
Leukemia
Cup
 • 
$172,000
(90%
of
Goal)
 • 
First
9me
use:
 •  Commi=ee
Wiki
 •  Facebook
 •  Twi=er
 •  E‐mail
 Fundraising
in
Changing
Times:
Embracing
Social
Networking

NDOA
June
25,
2009

    11. 11. 2009
Leukemia
Cup

 What
did
we
learn:
 • Crea9ng
it
does
not
ensure
par9cipa9on
 • Ownership
of
the
online
commi=ee
ac9vi9es
 
&
donor
communi9es
is
impera9ve
 • Leverage
exis9ng
communi9es
first
 • Plan
&
reward
par9cipa9on
 Fundraising
in
Changing
Times:
Embracing
Social
Networking

NDOA
June
25,
2009

    12. 12. 2009
Leukemia
Cup:
The
Wiki

 Centralizing
program
management
&
 communica9on:
 • Growing
wiki
membership
is
easy
 • E‐mail
vs.
threaded
forum
discussions
 • Single
source
of
document
management
 • Open
to
the
crea9ve
spirit
&
sharing
 Fundraising
in
Changing
Times:
Embracing
Social
Networking

NDOA
June
25,
2009

    13. 13. It
is
not
what
you
know,
but
how
 fast
you
can
learn
and
share.
 Fundraising
in
Changing
Times:
Embracing
Social
Networking

NDOA
June
25,
2009

    14. 14. Too
many
Community
op<ons:
Where
to
start?
 Fundraising
in
Changing
Times:
Embracing
Social
Networking

NDOA
June
25,
2009

    15. 15. First:
Get
More
Ears
 Next:
 Find
your
channels
 Radiate
your
insight
(share)
 Par<cipate
 Fundraising
in
Changing
Times:
Embracing
Social
Networking

NDOA
June
25,
2009

    16. 16. Next:
Find
your
channels
 LinkedIn
Groups+
Par<cipate
 Google
Reader
&
Google
Alerts
 Feedly
 …and
of
course,
TwiTer
 +
Social
site
aggregators
(dashboard
view)
 Fundraising
in
Changing
Times:
Embracing
Social
Networking

NDOA
June
25,
2009

    17. 17. TwiTer:
 Who
to
follow?
 Start
following,
&
start
clicking
&
share
 #Tags
&
Search
(search.twiTer.com)
 Favorite
iPhone
app:
Twee<e
 Fundraising
in
Changing
Times:
Embracing
Social
Networking

NDOA
June
25,
2009

    18. 18. Google
Reader
&
Alerts
 Personal
informa<on
aggregators

 Collect,
comment
&
share
 Build
knowledge
across
organiza<on
 …and
it
is
Social!
 Fundraising
in
Changing
Times:
Embracing
Social
Networking

NDOA
June
25,
2009

    19. 19. Google
Reader:
 Fundraising
in
Changing
Times:
Embracing
Social
Networking

NDOA
June
25,
2009

    20. 20. Google
Reader
w/Feedly
 Fundraising
in
Changing
Times:
Embracing
Social
Networking

NDOA
June
25,
2009

    21. 21. Reference
 “What
I
love
about
this
 book
is
that
it
is
 ac9onable.
You
can
walk
 away
with
prac9cal
 tac9cs,
tools,
and
ideas
 that
you
can
put
into
 place
right
away.”
 Fundraising
in
Changing
Times:
Embracing
Social
Networking

NDOA
June
25,
2009

    22. 22. Reference
 “This
lively,
9mely
book's
 core
message
is
simple:
In
 the
digital
age,
transparency
 is
a
requirement,
not
a
 choice,
and
so
business
 leaders
must
decide
how
to
 manage
it.”
 Fundraising
in
Changing
Times:
Embracing
Social
Networking

NDOA
June
25,
2009

    23. 23. Reference
 “Andy
brings
it
together
 perfectly:
the
vision,
the
 strategy,
and
the
prac9cal
 how‐to.
It’s
all
here.”
 —Geoff
Ramsey,
eMarketer

 Fundraising
in
Changing
Times:
Embracing
Social
Networking

NDOA
June
25,
2009

    24. 24. Reference
 NTEN
is
the
 membership
 organiza9on
of
 nonprofit
 professionals
who
 put
technology
to
 use
for
their
 causes.
 Fundraising
in
Changing
Times:
Embracing
Social
Networking

NDOA
June
25,
2009

    25. 25. Sam
Horn,
Seafair
 Public
Rela9ons
&
Marke9ng
Manager
 Fundraising
in
Changing
Times:
Embracing
Social
Networking

NDOA
June
25,
2009

    26. 26. Seafair
 • Non‐Profit
Fes9val
Events
Organiza9on
 • 60th
Celebra9on
 • Diverse
Community
&
Fes9val
 Fundraising
in
Changing
Times:
Embracing
Social
Networking

NDOA
June
25,
2009

    27. 27. Seafair
 • Conversa9on
oriented
 • Valuable
content
 • Share
the
diverse

 
history
with
our

 
diverse
fans
 • Customer
service
 Fundraising
in
Changing
Times:
Embracing
Social
Networking

NDOA
June
25,
2009

    28. 28. Seafair
 • $6
Seafair
Promo9on
 • Wooden
Hydro
Promo
 • In
3
hours:
 1,100
Torchlight
Run
 registra9ons
 2,300
9ckets
to
the
races
 Fundraising
in
Changing
Times:
Embracing
Social
Networking

NDOA
June
25,
2009

    29. 29. Q+A:
John
Buller,
Loyalty
Solu9ons
Group
 Fundraising
in
Changing
Times:
Embracing
Social
Networking

NDOA
June
25,
2009

    30. 30. John K. Buller Catherine McConnell David Rogers Sam Horn Loyalty Solutions Group VP of Development and Communications Loyalty Solutions Group Public Relations & 206-321-0016 Goodwill drlives@gmail.com Marketing Manager jkbuller@comcast.net (206) 860-5730 206.619.8145 Seafair Catherine.McConnell@seattlegoodwill.org sam@seafair.com http://www.seattlegoodwill.org (206) 728-0123 1765 6th Avenue South, ext. 120 Seattle, WA 98134 Celebrating 60 Summers Goodwill. Because jobs change lives. in Seattle Fundraising
In
Changing
Times:

 Embracing
Social
Networking
 NDOA
June
25,
2009


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