Social Media for Nonprofits

by Geben Communication: Communicating ... Connecting on Aug 13, 2009

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A presentation for the Central Florida Nonprofit Expo, offering 5 steps to help nonprofits understand and incorporate social media; answer FAQs; and share case studies.

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A presentation for the Central Florida Nonprofit Expo, offering 5 steps to help nonprofits understand and incorporate social media; answer FAQs; and share case studies.

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Social Media for Nonprofits — Presentation Transcript

Social Media for Nonprofits Heather Whaling Costa DeVault [email_address] www.card.ly/heatherwhaling www.twitter.com/prtini www.linkedin.com/in/heatherwhaling

Getting Social

77% of active Internet users read blogs

Facebook – 250m users

10 million Twitter accounts

Social networking is more popular than e-mail

Information sharing via Facebook surpasses e-mail

A Perfect Match

Nonprofits are in the relationship business

Conversations drive conversions Social media strengthens relationships

Don’t Be Fooled

Social media isn’t:

Traditional marketing “digitized”

Easy donations

Free

Stand alone

Social media is:

Insightful

Conversational

Strategic

Valuable … when done correctly

“ The influx of charities and nonprofits to platforms like Facebook and Twitter could result in noise, congestion, and outright apathy. Spreading awareness of a good cause grows difficult when that good cause starts to seem like spam. If one tweet after another is seeking donations, people might just get fed up.”

-- Caroline McCarthy, CNET

Getting Started: 5 Easy Steps

Step 1: Measurable Goals

Why social media?

Support overall communication goals:

Increase volunteers

Strengthen relationships with donors

Influence the conversation/debate

Education

Step 1: Measurable Goals

Create S.M.A.R.T. objectives:

S pecific

M easurable

A ttainable

R ealistic

T ime-Bound

(credit: Beth Kanter)

Step 2: Research & Listen

Who are you trying to reach? How are they using social media?

Surveys, polls, focus groups

What are people saying?

Where are they saying it?

Listen, listen, listen

“ If you’re always talking, you’re not listening” – Chris Brogan

Step 3: Develop a Network

Choose the right tools

Start interacting

Create interesting content

Stay focused on overall strategy

Cultivate influencers

Promote others

Share, share, share

“ It’s not how many, it’s how good.” – Peter Shankman

Step 4: Integrate Online & Offline

Cross-promote content

Balance traditional communication with social media

Enhance media relations

Talk to reporters on social networks

HARO

Distribute social media releases

Strengthen volunteer/donor appreciation

Step 5: Measure ROI & ROE

Return on Insight = The New ROI

Return on Engagement

Twitter followers, retweets and link open-rates

Blog comments and inbound links

Web site and blog traffic

Facebook fans, wall posts and discussion comments

YouTube ratings or videos embedded on other sites

Measuring influence requires research

3 FAQs

Whose responsibility?

How much time?

Will people be negative?

Does it really work? Does it really work??

Community Crisis Center

Situation: Raise $150,000 or close

Sarah Evans “donated” her massive online presence to the cause

Integrated approach:

E-mail & letter to donors and friends of the Crisis Center

Online appeal via Twitter, Facebook, Seesmic, PRsarahevans.com, YouTube and CrisisOvernight.org

#CrisisOvernight

Result: Raised $160,000+ in 3 weeks

Coalition for the Homeless

Overall Goals:

Change perspectives on homelessness

Secure additional donations

Drive attendance to events

Blog, Twitter, Facebook

Identified a staff person to connect with local residents and businesses

Social media matters to the Coalition because when they needed extra help, their online network – people who were strangers just months ago – stepped up to the plate.

Orlando “Can” Care Challenge

Situation: Drastic decrease in food donations

Idea: Food drive powered by social media

Goal: Collect 400 pounds of food

Implementation:

Announced to their online networks

Updated blog, Twitter, Facebook, Flickr

Result: Raised 1,000+ pounds of food

5 Steps

Measurable Goals

Research & Listen

Develop a Network

Integrate Online & Offline

Measure ROI & ROE

Questions?

Heather Whaling Costa DeVault costadevault.com [email_address] twitter.com/prtini linkedin.com/in/heatherwhaling slideshare.net/heatherwhaling delicious.com/prtini/nonprofits

Social Media for Nonprofits

by Geben Communication: Communicating ... Connecting on Aug 13, 2009

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Social Media for Nonprofits — Presentation Transcript