Social Media & Strategy for Nonprofits April 2011

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A workshop designed to help nonprofits explore strategic approaches to social media - both via exposure to different techniques and by using the ARM best practices and the FIG strategy stages.

A workshop designed to help nonprofits explore strategic approaches to social media - both via exposure to different techniques and by using the ARM best practices and the FIG strategy stages.

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  • Publicly state positions or perspectives Showcase a well-known figure who is willing to blog their thoughts Show authentic inner workings of organization (staff members or volunteers to blog about their experiences) Highlight people your serve through your programs Quickly and effectively respond to other bloggers Highlight and discuss a specific short-term project
  • Identify your communication & engagement goals. Listen – find out where your audience is and what they’re already saying. Identify appropriate staff and intended voice. Get your feet wet – set a pilot period and re-assess at the pilot’s end. Implement strategy with concrete goals in mind. Measure, measure, measure.
  • Identify your communication & engagement goals. Listen – find out where your audience is and what they’re already saying. Identify appropriate staff and intended voice. Combine goals, staff and voice selections, and information from listening to pick strategy. Implement strategy with concrete measures in mind. Measure for success, alter plans if need be.


  • 1. Social Media Strategy for Nonprofits Kirsten Eamon-Shine Peace Learning Center & Shine Social
  • 2. The Plan
    • Check In & Room Survey
    • How Organizations Use Social Media (whirlwind style)
    • Plus / Delta Reflection
    • Best Practices – ARM
    • Three Social Media Steps – FIG
    • Making It Yours
    • Questions & One Word Whip
  • 3. Check In
    • Name
    • Organization
    • One thing you want from today.
  • 4. Vote with Your Feet
    • Strongly agree
    • Undecided/
    • kinda sorta
    • Strongly disagree
  • 5.
    • Social media is not worth the time
    • that staff have to put into it.
  • 6.
    • I have a clear sense of how to define
    • success in social media efforts.
  • 7.
    • My organization’s leadership
    • understands and values
    • social media as a tool for our mission.
  • 8. Why Social Media?
    • People are there.
    • It’s FREE! (with exceptions)
    • It’s a good idea – if it aligns with your primary program and communications goals.
    • You can create a personal connection to your mission AND motivate action.
    • It adds more spokes to your outposts.
  • 9. Outpost & Home Base Perspective
    • Image from
    • Inspired by Chris Brogan –
  • 10. Spokes
  • 11. Primary Social Media Tools
    • Blogs
    • Twitter
    • Facebook
    • Niche Social Networks
      • Smaller Indiana, Southeast Works, Musical Family Tree, etc.
    • Other Tools
      • Flickr, Youtube, E-newsletters…
  • 12. WHAT Organizations Blog
    • Publicly state positions or perspectives*
    • Provide insight into internal operations*
    • Highlight people served by your programs and those who support your programs*
    • Highlight and discuss a specific short-term project*
    • Share information critical to your constituents or service population
    • *attribution to Beth Kanter
  • 13. Publicly State Positions & Perspectives
  • 14.
    • Provide insight into internal operations
  • 15. Highlight People Served by Your Programs & Supporters of Your Program
  • 16. Highlight & Discuss Specific, Short-Term Projects
  • 17. Share information critical to your constituents or service population
  • 18. What Organizations Tweet
    • Share information about your organization’s events, services, resources, needs
    • Retweet others’ tweets to forge alliances and collaborations
  • 19. What Organizations Tweet
    • Provide personal connection to mission – pictures, reminding them you exist
    • Connect with press
    • Recognize staff, volunteers, donors, clients, etc.
  • 20. What Org’s Do on Facebook
    • Highlight programs, successes, volunteers, supporters, etc.
    • Connect with like-minded organizations.
    • Publicize and invite people to events.
    • Use built-in applications to communicate and gain donors.
    • Utilize the “Ads” application to hyper-target audience (ZIP code, interest, age, musical taste, etc.) and only pay per click or per impression.
  • 21. What Nonprofits Do on Niche Social Networks
    • Gain access to very specific groups.
    • If you’re active, you can provide a personalized connection to your organization’s mission.
    • A lot the same as Facebook…
    • But you can also focus on local or topical impact of your work.
  • 22. Plus / Delta
    • + Δ
  • 23. Best Practices
    • Authenticity
    • Reciprocity
    • Measurement
  • 24. Best Practice: Authenticity
    • Build real relationships
    • Encourage your staff to be themselves in social media – the mission should be personal to them
    • Engage when it’s easy & when it’s hard and always be honest
    • Ask for help when you need it
    • Make it about people (staff, volunteers, clients) – not just about services
    • Know that your message is built by your community – not by your PR plan
  • 25.  
  • 26. Best Practice: Reciprocity
    • Be a part of the conversation that already exists – don’t try to force it
    • Celebrate the successes of partner organizations and those with similar missions
    • When you read something great, share it – and attribute it loudly
    • Be grateful, be cool, be kind.
  • 27.  
  • 28. Best Practice: Measurement
    • There are a wealth of tools to measure impact , but you’ll have to consider WHAT you want to measure…
      • Clicks, Conversations & Mentions; Impressions; Donations; Links; Friends, Fans & Followers
      • Some tools – Google Analytics, Google Alerts, tw-everything, bitly (etc.), HootSuite, Facebook measures, others?
  • 29.  
  • 30. Three Steps for Social Media
    • Frame
      • Get as much thinking, hearing, exploring done before you jump into the water
      • Align to existing goals and prepare to measure
    • Initiate
      • Get in and do it, but plan to keep doing it.
      • Build your audience – get them engaged.
    • Grow
      • Keep planting new ideas
      • Refine your practices by checking in with goals & modifying them
  • 31. Framing: Second Helpings
    • Goals = Give people insight into the human side of Second Helpings & motivate them to act.
    • Listen = Use Google and Google Alerts, Facebook knowledge, and Twitter monitoring to identify potential audiences.
    • Staff & Voice = Ben & Nora are early adopters and offer balanced perspectives; Voice will be responsive, interested, positive.
    • Strategy picked: Utilize Facebook, Twitter, and Blog to communicate thought leadership and impact in area of hunger. Measurement tools in place, but goals are fuzzy.
  • 32.  
  • 33. Initiate & Grow: Spirit & Place
    • Goals = Attract new audiences & utilize social media to continue critical community conversations.
    • Create (or re-create) online identities that focus on fostering conversation and dialogue AND on sharing information.
    • Be social – in the first five months, built interaction with related organizations and thought leaders – sparked conversations and intentionally @-signed as many potential, past and current partners as possible.
    • Track everything you can – demonstrated value through retweets, through follower/fan numbers, through (once we could) impressions and – most of all – through conversations that were supported.
  • 34.  
  • 35. Your turn
    • What’s one of the core communication or program goals for your nonprofit?
    • How can social media support that goal?
  • 36. Common Concerns
    • You can’t control it.
      • True, but you can’t control what people say about you offline, either.
      • But you can be a part of it online – which is an amazing opportunity.
      • Also, moderation and delete buttons are helpful.
    • Our donors aren’t on there.
      • Um, yes, they are.
      • The fastest growing demographic on Facebook is composed of those 35 & older.
      • People in their 20s will be in their 30s really soon – start cultivating your next generation now.
  • 37. Common Concerns
    • Staff will just be playing around on there.
      • Staff should be trained and, as always, should have measurable goals.
      • Staff will have the chance to activate their network to support your organization.
      • Yeah, it is social by nature, but so are traditional communications and development.
      • Why not go where everyone else is?
  • 38. Common Concerns
    • There’s no point.
      • 500 million people log in to Facebook monthly and interact with an average of 124 friends.
      • Online donations are growing rapidly for nonprofits. More than $6.7 million were donated JUST via Facebook Causes through October 2010.
  • 39. Smarter People Than Me
    • Beth Kanter -
    • Amy Sample Ward –
    • Katya Andresen –
    • Robert Egger -
    • Michelle Murrain –
  • 40. Be in Touch!
    • Kirsten Eamon-Shine
    • email:
    • linkedin: (or just look me up)
    • twitter: keeeksy & peacelearning & spiritandplace