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MSAF Social Media Overview eBook

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1st in series of 12 NPO Social Media eBooks for MSAF.

1st in series of 12 NPO Social Media eBooks for MSAF.

Published in: Self Improvement

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  • 1. Developing a Social Media Strategy
  • 2. Hmmm . . . So you want to start a Non-profit• Did you know there are more than 1,000,000 groups recognized by Internal Revenue Service as nonprofits?• That is a HUGE number of Causes & folks being served• In your area, how many Non-Profits are viable & self-sustaining?• Not sure what that means? We will cover those two subject areas in-depth. Follow the links & get a head-start.
  • 3. Hmmm . . . So you want to start a Non-profit• The reason most nonprofit groups are started is: – A person or group of people get together with some public-spirited purpose and agree to marshal resources from among themselves and the wider community to address that cause.• A NONPROFIT becomes a corporation by: – Filing its articles of incorporation with the state (usually the secretary of state, attorney general or Department of Commerce) and successfully obtaining a certificate of incorporation or a charter
  • 4. Types of Non-Profits• Informal: You can be a nonprofit organization just by getting together with some friends. An example of this would be a self-help group. In this case, you’re an informal nonprofit organization.• Under Fiscal Sponsorship: If you don’t have enough resources for start-up costs, fees or skills to initially handle finances, or if the organization will exist only long enough to address a specific need and then disband. An example of this would be supplying under-privileged school children with supplies at the start of the school year
  • 5. Types of Non-Profits• IRS Tax-Exempt: You must be a corporation, community chest fund or foundation to receive this status. One example is a “charitable nonprofit” or 501(c)(3). This type of organization provides the extended benefit to their of an income tax deduction for all charitable gifts.• Tax-Deductible: IRS Publication 526 lists types of organizations that are eligible.
  • 6. Why Incorporate?Unsure of who, what & why?• You can incorporate your nonprofit so it exists as a separate legal organization in order to: – Purchase property as an entity. – Establish a bank account under the organization’s name & accept Donations – Ensure that the nonprofit can continue on its own (even after you’re gone). – Protect yourself personally from liability from operations of the nonprofit.
  • 7. Incorporating your Non-ProfitUnsure of who, what & why?• You incorporate your nonprofit by: – Filing articles of incorporation (or other charter documents) with the appropriate local state office.• What are ARTICLES OF INCORPORATION – The first key charter document, the articles of incorporation must be filed with your state. – In most states, the state attorney general or secretary of state is designated as the public’s representative for dealing with registration of charter.
  • 8. Why Incorporate your Non-ProfitUnsure of who, what & why?• TAX EXEMPTION Incorporation facilitates application for federal and state tax-exempt status.• LIMITED LIABILITY With rare exception, individuals who control the corporation are not responsible for legal and financial obligations of the organization. Therefore, there is less personal risk. The corporation can incur debts and have legal obligations. It owns its own property.
  • 9. Board of DirectorsUnsure of who, what & why?• Your board of directors is comprised of a group of local or regional leaders: – They are volunteering their time to LEAD your nonprofit organization. – They are also the spokespersons and advocates for your organization. – Your organizations bylaws should include the descriptions of the board’s offices, as agreed to by the board.
  • 10. 9 Reasons for having a BoardNO Board, No one is driving the Car• Your Board of Directors are the Drivers – They Champion your Cause – They guide the Mission of your Cause – Their Credibility brings funding to your Cause
  • 11. Board: Reason #1NO Board, No one is driving the Car• Determining purpose and establishing mission – Founding boards help define the organization’s mission – Over time new boards ensure it stays current – An organization’s mission statement explains what it does, why it does it, and whom it serves
  • 12. Board: Reason #2NO Board, No one is driving the Car• Setting policy• Boards are responsible for establishing policies regarding: – Staffing – Evaluations – Periodically reviewing founding documents – Creating and maintaining records – Budgeting – Managing facilities – Public relations – All other matters essential to the viability and success of the organization
  • 13. Board: Reason #3NO Board, No one is driving the Car• Communicating mission and achievements to the larger community – Nonprofits depend on community support and funding, and the board serves as its ambassadors, getting the word out. The board should be involved in: • Defining the message • Selecting the best mechanisms for disseminating the message based on need and budget • Budgeting for public information and outreach • Putting in place evaluation strategies to measure effectiveness • Periodically adjusting communications based on results and resources.
  • 14. Board: Reason #4NO Board, No one is driving the Car• Maintaining organizational integrity and accountability – The board is ultimately responsible for ensuring adherence to legal standards and ethical norms and establishing policies and procedures to guide its members and staff. – Nonprofit organizations have come under increased scrutiny in recent years, caused in part by a few organizations that failed to maintain appropriate oversight and therefore fell victim to fraud, embezzlement or other breach of public trust.
  • 15. Board: Reason #5NO Board, No one is driving the Car• Effectively planning (ensuring mission is carried out) – In addition to strategic long-range planning, the board should also insist that the staff develop an operational planning process – This translates the strategic plan’s goals and objectives into a concrete work plan – The board should periodically assess its own operations to ensure that it and the organization are working at optimum capacity and efficiency
  • 16. Board: Reason #6NO Board, No one is driving the Car• Hiring, oversight, assessment and supporting the executive director – One of the most important responsibilities of a board is the hiring of the executive director – Establish specific long-term priorities with clear objectives for at least one year of the new director’s service – Clarify which functions belong to the board and which to the executive director – The board should provide support and constructive feedback to the director, including an annual evaluation based on specific measurable goals
  • 17. Board: Reason #7NO Board, No one is driving the Car• Cultivating resources, raising funds, and contributing to the bottom line – Another important function of a board is fund-raising – It is important for board members to understand they must contribute more than their time and expertise for program activities – They are expected to identify outside funding resources and make an appropriate annual financial contribution to demonstrate commitment
  • 18. Board: Reason #7NO Board, No one is driving the Car• Cultivating resources, raising funds, and contributing to the bottom line – The board should approve a fund-raising plan with a case statement – A written statement of need that expands the organization’s mission and purpose and tells potential funders why the organization needs money and how it will be used
  • 19. Board: Reason #7NO Board, No one is driving the Car• Cultivating resources, raising funds, and contributing to the bottom line – The board should approve a fund-raising plan with a case statement – A written statement of need that expands the organization’s mission and purpose and tells potential funders why the organization needs money and how it will be used
  • 20. Board: Reason #7NO Board, No one is driving the Car• The Case Statement Should Answer the Following Questions: – What is the organization and what does it do? – Why does the organization exist? – What is distinctive about the organization? – What must be accomplished? – How will this campaign enable it to be accomplished? – How can the donor become involved? – How do donors benefit from this organization?
  • 21. Board: Reason #8NO Board, No one is driving the Car• Meeting fiduciary responsibilities. – Board members have a responsibility to assure that the organization remains financially sound – While the treasurer and Finance Committee have the chief responsibility of developing and tracking the budget, it is every member’s responsibility to understand the budget, investment procedures and the organization’s financial history
  • 22. Board: Reason #8NO Board, No one is driving the Car• Meeting fiduciary responsibilities – The board must put fiscal and accounting policies and procedures in place to ensure integrity, legal compliance and smooth operation – These mechanisms will include preparation of an annual budget based on goals and realistic projections – Development of accounting guidelines and/or authorization of accounting services – Acquisition of software packages to facilitate documentation and projections – Standards for record creation and retention, and – Policies regarding submission and board review of finance and tax documents
  • 23. Board: Reason #9NO Board, No one is driving the Car• Recruiting volunteers and exercising ongoing self- management – A commonly overlooked board responsibility is that of identifying and developing future leaders. – Current board members are in the best position to know how best to fill an expertise or constituent representative need with new board members. – Boards often frequently overlook the sensitive area of self- evaluation. – An organization should conduct an informal and ongoing assessment at every meeting and a formal assessment annually – By evaluating its performance in fulfilling its responsibilities, the board can recognize its achievements and reach consensus on which areas need to be improved
  • 24. Board leadership Challengesa reality• The current Economic Crisis is a serious challenge for all sectors of our Society, but even more so for Non-Profits!• In times such as these, NPOs need a vibrant, creative & innovative Board• Leadership is needed more during times of uncertainty than in times of stability• Implementing a Social Media Strategy REQUIRES innovative Leadership
  • 25. Build your Board Socially!Equals greater Board involvement• Social Media & prospective Board Members – No difference in meeting & engaging • Donors • Volunteers • Recipients or Clients of your Cause – Find them using same strategies – LinkedIn yields the greatest opportunities – If a Board Member has his or her Board Roots in Social Media, you are OVER 50% of the way to having a Social Media Strategy for your NPO
  • 26. Why implement a Social Media Strategy?Results• 1st: What is a Social Media Strategy? – A coordinated & focused effort – Designed to reach specific goals & targets – Implementing to varying degrees, different Social Media Platforms, which are all inter-dependent upon the other
  • 27. What are the benefits of a Social MediaStrategy?So many• Primary Benefits: – Social Media Marketing is or can be . . . FREE! – Causes are social by nature, therefore connecting through social channels is a natural – Social Connections take place over a longer period of time & are deeper in commitment, therefore the outcomes have greater value – The Trust Factor of a knowledgeable friend or Social Connection, PULLS like minded people to a Brand or a Cause – Pulling clients to a cause has greater value than that of typical Brand Marketing, a Push Style method of reaching potential customers
  • 28. Social Media Strategies requirecombinations of the following:• Various Platforms, for varying Goals or Targets: but they all must connect to the Cause or NPO’s Web Site: – Blog: Cause – Blog: Board – Blog: Volunteers – Blog: Clients/Recipients – Micro-Blogs
  • 29. Social Media Strategies requirecombinations of the following:• Various Platforms, for varying Goals or Targets: but they all must connect to the Cause or NPO’s Web Site: – Facebook: Personal – Facebook: Cause – Facebook: Avocations – Facebook: Volunteers & Cause – Facebook: Volunteer Avocations – Facebook: Board Members & Cause – Facebook: Clients or Recipients of services
  • 30. Social Media Strategies requirecombinations of the following:• Various Platforms, for varying Goals or Targets: but they all must connect to the Cause or NPO’s Web Site: – Twitter: Personal – Twitter: Cause – Twitter: Volunteers – Twitter: Board Members – Twitter: Clients/Recipients
  • 31. Social Media Strategies requirecombinations of the following:• Various Platforms, for varying Goals or Targets: but they all must connect to the Cause or NPO’s Web Site: – YouTube: Cause – YouTube: Board – YouTube: Volunteers – YouTube: Clients/Recipients
  • 32. Social Media Strategies requirecombinations of the following:• Various Platforms, for varying Goals or Targets: but they all must connect to the Cause or NPO’s Web Site: – Linkedin: Cause – Linkedin: Board – Linkedin: Staff – Linkedin: Volunteers – Linkedin: Clients/Recipients
  • 33. Content DRIVES Social Media Success!Old saying . . . Content is King or Queen!• A few Social Content Facts as of Feb. 2012 – Over 1.5 million pieces of content are shared on Facebook daily – Approximately one in every 13 people on earth are active Facebook users – The number of Twitter users increases by 300,000 every day – Twitter users send 55 million Tweets per day, or 640 per second – Facebook added 100 million users in less than nine months – Interactive content is shared 11 times more often than static content
  • 34. Content DRIVES Social Media Success!Old saying . . . Content is King or Queen!• The challenge is to engage effectively on social sites and then drive fans and followers back to the NPO website• Therefore Content should be INTERACTIVE• Why? – It is most likely to be consumed and enjoyed, bringing your audience back for MORE – It is most likely to be shared among social media channels
  • 35. Content DRIVES Social Media Success!Old saying . . . Content is King or Queen!• Interactive Content Increases Time on a Site• According to research compiled from AOL, Nielsen and MarketingProfs, 53 percent of time spent on the internet is directly attributable to content consumption• 96 percent of what is consumed and shared does not link to a static web page!
  • 36. Content DRIVES Social Media Success!Old saying . . . Content is King or Queen!• In other words, consumers are demanding interactive, digital content• To drive interactions and make your site “sticky,”• Your Cause must offer content that today’s Volunteers, Donors & Recipients have come to EXPECT & are drawn to while sharing with others
  • 37. Content DRIVES Social Media Success!Old saying . . . Content is King or Queen!• Content that WORKS: – Videos, entertaining or interesting interviews, Audios, Surveys or interactive quizzes or other applications which create an emotional connection – An Emotional Connection will get the user to Register for more information, for more emotional future connections – Capturing a Registration is key to an NPOs Long Term Success!
  • 38. Content DRIVES Social Media Success!Old saying . . . Content is King or Queen!• When an online content strategy is designedaround the concept of a “hub,” companies cancreate an educational resource that will generateand nurture leads far beyond the duration of asimple• A Hub is seen in the following Graphic: Contentflows in a circular pattern
  • 39. Content DRIVES Social Media Success!Old saying . . . Content is King or Queen!• When an online content strategy is designedaround the concept of a “hub,” companies cancreate an educational resource that willgenerate and nurture leads far beyond theduration of a simple• A Hub is seen in the following Graphic:Content flows in a circular pattern Donor, Vo Facebook Donor, Vo lunteer or Content lunteer or Client Share Client Web Site Content
  • 40. Content DRIVES Social Media Success!Old saying . . . Content is King or Queen!• Content that WORKS: – For Profits, your typical Brand Name, offers a Quid Pro Quo: you give me something & then I give you something – Register & get a Coupon – NPOs can have Partners – Those Partners can provide “Giveaways” that induce registration
  • 41. Content DRIVES Social Media Success!Old saying . . . Content is King or Queen!• According to the Marketing Experiments report, Clarity Trumps Persuasion• Your content must answer at least the first two of these three simple questions within the first seven seconds of a prospect’s arrival to the Web page – Where am I? – What can I do here? – Why should I do it? Most important for NPOs
  • 42. Content DRIVES Social Media Success!Old saying . . . Content is King or Queen!• Whenever a visitor clicks on a link, the first thing they need is to orient themselves about where they are and why they should stay.• If your content doesn’t clearly establish that relevance for the visitor, they will leave
  • 43. Content DRIVES Social Media Success!Old saying . . . Content is King or Queen!• The Content Currency Equation – Content is the new medium of exchange between companies and buyers or NPOs & Donors/Volunteers/Clients – With customers taking control of their buying process and so much information competing for notice, the relevance of your content must be perceived as high enough to pay for their attention – The value of your marketing content as currency is also determined by how many of your visitors decide to pay you by sharing their information and opting in to receive more
  • 44. Content DRIVES Social Media Success!Old saying . . . Content is King or Queen!• The Content Currency Equation – When your marketing currency is perceived as high, more prospective customers are willing to exchange their information for your content – An additional benefit is the willingness of those prospects to share your content with the growing number of people involved in the decision made during a lengthening buying process
  • 45. Content DRIVES Social Media Success!Old saying . . . Content is King or Queen!• 6 areas to monitor & question: – Time - Are prospects viewing one article for 5 seconds or spending the time necessary to read the entire piece? Do your prospects stay for the entire Webinar or leave after the first 15 minutes? – Depth - Do prospects read one page and leave your Website, or do they tend to click on links to related information and travel more deeply to explore the content more fully? – Interaction - In addition to how many registrants your Webinars get, measure the difference between unique attendees and total attendees.
  • 46. Content DRIVES Social Media Success!Old saying . . . Content is King or Queen!• 6 areas to monitor & question: – Social - How many of your visitors and followers are sharing your Webinars, white papers and other content with their social networks via Twitter, LinkedIn, Facebook or mentions in their blog posts – Opt In - What percentage of visitors who visit your landing pages are opting in for your gated offers? This includes Webinar registrations, newsletter subscriptions, online demos and other content offers – Referrals - Are your prospects only visiting your Website when prompted by an email? Or are they coming to you via social media, search returns, peer recommendations or on their own? Being findable is the new “black” for marketing
  • 47. Content DRIVES Social Media Success!Old saying . . . Content is King or Queen!• These 8 methods will focus listening to cultivate insights used to improve your marketing content’s currency value: – #1 Phrasing: One of the best ways to increase relevance with prospects is to use the language they use to talk about their problems – If they talk about bottlenecks, discussing performance improvements may not produce the same level of engagement as using the words they use intuitively – When you listen to visitors, make note of how they describe issues of importance – Remember that listening to your customers may not produce the same results as youve already indoctrinated them with some of your Cause terminology and language.
  • 48. Content DRIVES Social Media Success!Old saying . . . Content is King or Queen!• #2 Webinars: One of the ways to get up to speed about prospects is by attending Webinars your Visitors attend. Sure, its helpful to hear other experts talk about the issues, problems and solutions, but whats really valuable are the questions asked by attendees• Addressing those questions and comments in your next piece of content can help to boost its success, as well as your companys credibility and expertise
  • 49. Content DRIVES Social Media Success!Old saying . . . Content is King or Queen!• #3 Blogs: Following the most active blogs in your industry• This is a great way to listen to your visitors, Donors, Volunteers or Clients• What youre looking for is not just timely topics of interest, but comments.• How people respond to the bloggers point of view can provide a lot of insight to the concerns, beliefs and interests that are top of mind for your followers (or people like them)
  • 50. Content DRIVES Social Media Success!Old saying . . . Content is King or Queen!• #4 Twitter Streams: What I mean by Twitter Streams are hash tag searches for keywords or solutions.• Use a program like TweetDeck or TweetGrid and dedicate 2 or 3 columns to hash tag searches pertinent to keywords your Followers use.• This concentrates how many Tweets you have to plow through, makes for a quick study of phrasing and content is—regardless of where your Followers happen to encounter it online—the higher your currency value
  • 51. Content DRIVES Social Media Success!Old saying . . . Content is King or Queen!• #5 Bit.ly Links: Many of the links used on Twitter are created by the URL shortener Bit.ly.• If you copy and paste the link into a browser and add a + (plus) sign at the end and click enter, you can see a stream of who has Tweeted the link and any comments readers have posted• You can click through on their Twitter handles to learn more about the people interested enough to share that information with their followers• This information also provides an impression about the level of interest in the topic by displaying how many clicks, Tweets and shares have happened over time• Additionally, the number of responses provides an idea of the level of influence of the original Tweeter, who may be enticed to help you spread your company’s ideas to interested followers
  • 52. Content DRIVES Social Media Success!Old saying . . . Content is King or Queen!• #6 LinkedIn Groups: Using profiles of people like your prospects to get a baseline about a specific segment is a good start.• But to get a feel for their sentiment about a topic, monitoring and participating on groups they belong to can provide great insights that translate back to improving your content relevance.• Make sure when you participate that its never to sell, only to provide valuable insights, answer the questions asked or ask questions about topics the group is focused on discussing
  • 53. Content DRIVES Social Media Success!Old saying . . . Content is King or Queen!• #7 Feedback: Direct learning about the opinions and reactions to your NPO, Programs and Services is available in a variety of flavors• Whether or not your Webinar attendees stay for the duration of your event and are interested enough to ask questions is real-time feedback• Customer surveys post-Webinars help as well. Contact center reps are on the front lines, interacting with your customers daily and salespeople are speaking with the very types of people marketing content is responsible for attracting.• Incorporating a variety of feedback into your listening can serve as validation for the types of information you’re gathering through other methods
  • 54. Content DRIVES Social Media Success!Old saying . . . Content is King or Queen!• #8 Metrics: Paying attention to whether or not prospects are responding to your email is a form of listening, as is measuring bounces on specific Website pages and time spent with another input for your consideration when developing content.• Metrics are the ultimate• Noting the keywords site visitors use to find your Website is THE GUAGE of what’s working and what’s not.
  • 55. Social Media is smokin’ HOT!Everybody is talking about it, using it, connecting on it . . .Social Media = Millions of users & 100s of Millions of interactivehours daily• So many users & so many methods of interacting• & so little time!• With so many Visitors & Potential Captures, tailoring Content is key• How to tailor content is knowing your visitor, which, you can generally get to know starting with Generational Models
  • 56. Begin with aGenerational Comparison:• If you know who they are, then learning to connect is much easier• Who is who – born between 1946 - 1965 - The baby Boomers – born between 1966 – 1982 - Generation X – born between 1983 – to date - Generation Y or Millenials
  • 57. Level of trust toward authority• Boomers are confident of self, not authority.• Gen Xers have a low level of trust toward authority.• Millennials have a high level of trust toward authority. Yet they are less trustworthy of individual people. Perhaps it’s from being born into an age of terrorism or maybe it’s their overprotective parents or the danger-obsessed media.
  • 58. What do they view as the ultimatereward?• Boomers want a prestigious title and the corner office.• Gen Xers want the freedom not to have to do something.• Millennials prefer meaningful work.
  • 59. How were their parentswith them??• Boomers had parents who were controlling.• Gen Xers parents were distant.• And Millennials? Their parents were intruding. Or, as my Millennial-age intern tells me, they have “helicopter parents”—they’re always hovering.
  • 60. What are their views towardhaving children?• Boomers are controlled, their children were planned.• Gen Xer’s are doubtful about the possibility of becoming parents.• Millennials are definite about parenthood. In fact, they view marriage and parenthood as more important than careers and success.
  • 61. And overall family life?• Boomers were indulged as children.• Gen Xers were alienated as children.• Millennials were protected as children.
  • 62. Views toward education?• Boomers want freedom of expression.• Gen Xers are pragmatic.• Millennials need the structure of accountability
  • 63. Political orientation• Thankfully, boomers want to attack oppression. Without those views we might not have had civil rights or we may still fighting a war in a little country called Vietnam.• Gen Xers are apathetic and more worried about the individual.• And the Millennials, the Facebookers and Tweeters? It should be no surprise that they crave community, engagement, equality & social justice.
  • 64. Last but not least, the viewson the big question.• Boomers want to know, “What does it mean?”• Gen Xers need to know, “Does it work?”• Millennials are curious to know, “How do we build it?”
  • 65. Social Inclinations and technologicalprowess of X & Y . . .• They are your next generation of leaders• They are very comfortable/knowledgeable with & about technology – It is an integral, moment to moment part of their life• For them, the world is flat and has no boundaries
  • 66. Social Inclinations and technologicalprowess of X & Y . . .• Very high skill level in social networking activities• They want to feel connected to the mission and have fun with whatever they do• Strong affinity for community service and volunteering for a good cause• What kind of “Good Cause?”
  • 67. • Let’s use Political Fundraising asan Example of a Good Cause
  • 68. Fundraising: a very relevant generationaldifference• Obama’s Campaign:• $32 million raised from 275,000 people who gave $100 or less• Almost the exact opposite, in % of & level of giving, of Hilary Clinton
  • 69. Long Tail: The end of the 80/20 rule Click on slide Web 2.0 shifts control to the Long Tail to generate motion making more use of the resources, caused due to • Adoption of Web as a global platform • Low Cost of hardware and software The New Way (with a bigger and longer tail)The Old Way(Pareto Principle, Controlor 80/20 rule) 20% When Web 2.0 is applied… Source: http://en.wikipedia.org/wiki/The_Long_Tail
  • 70. If Obama can, your Cause can! Web 2.0 significantly increases total value contributed by larger distribution of smaller value donors.High $ valuedonors,Smallerdistribution Control 20% Low $ value donors, Greater distribution Source: http://en.wikipedia.org/wiki/The_Long_Tail
  • 71. Social Media is EVERYWHERE!• Varied Platforms: Blogs, Facebook, Twitter, YouTube, LinkedIn & Pinterest – & so many others! – Some . . . with an acute focus on assisting Non-profits • Which I am going to provide you with in this Presentation
  • 72. The level of Engagement is offthe Charts!• Why?• PERSONALIZATION: – If the Platform or Application is greatly personalized towards the Member or User, the experience will be much more personal, therefore have greater value to the individual, & the Member or user will make it a personally relevant engaging experience.
  • 73. • Just for kids? The Younger Generations?• Should you, as a Non-profit get involved?• Are you missing something if you don’t?• Can this work for your organization?• I get asked these or variations of these questions all the time! The answers are No, Yes, Yes and Yes.
  • 74. Social Media is Pervasive• & No, it’s not just for kids – Millions of people from all generations are participating• Yes, you should get involved• Yes, you are missing an amazing opportunity for your organization• Yes, social media will help advance the goals of your Cause at a minimum of 30% • So . . . let’s get planning
  • 75. Step 1Look, Listen, Learn• Initially I am addressing a Newbie? – Someone who is new to starting-up a Non-Profit – Someone who has a somewhat limited technological skill set – Someone who either has NO budget or a very small budget
  • 76. Step 1Look, Listen, Learn• So Mr. Newbie, you must observe the lay of the land, get to know what is out there that can help your Cause – What tools are out there for beginners or NPOs with a very limited or no budget? • Initially, I strongly recommend, in this order: – Networkforgood.org – Causes.com – Crowdrise.com – AndYOU.JnJ.com – VolunteerMatch.com – Sparked.com – Do they have what an NPO needs to succeed? • Yes!!! You DO NOT need to go any further than these 5 to kick-start your Cause.
  • 77. First Tool – Network for GoodLook, Listen, Learn• Go to Network for Good (NFG) – www.networkforgood.org• Founded by:• NFG provides a secure, convenient donation system that makes it possible to give to any charity, anywhere, anytime!
  • 78. Network for Good: Results!!• Returned $25 to the sector for every $1 invested in Network for Good• Raised over $500 million in online donations to more than 60,000 different nonprofit organizations• Built a Volunteer Network that connects users across the country with more than 200,000 local, international and virtual volunteer opportunities• Taken fundraising viral and raised well over $3.4 million via fundraising widgets
  • 79. 2nd Tool – Causes.com• Create a Cause you believe in! – Easy to do at http://www.causes.com/ – Largest platform for activism and philanthropy • 170 million members! – Empowers individuals to create grassroots communities • 500,000+ member created Causes! – Take action on behalf of a specific issue or nonprofit organization • $40 Million raised on behalf of 27,000 Non-profits Anyone can change the world.
  • 80. 3rd Tool - Crowdrise • Go to www.Crowdrise.com – unique blend of: • Online Fundraising • Crowdsourcing • Social networking • Contests • Other nifty, usable stuff!
  • 81. Crowdrise • Crowdrise has Reward Points!! – Very cool concept, just like your loyalty points you earn when you use your credit card to buy, buy & buy some more!! – Wearables, Tees, Hats & Hoodies! • Easy to use profile creator & share via the Control Panel: Start a fundraiser immediately!
  • 82. 4th Tool - &You • Go to www.andyou.jnj.com • Sponsored by • Free digital tool designed for both individuals and verified 501(c)3 organizations • The &you widget takes: – Volunteer and job opportunities – Ways to Donate – Events – News – Puts them in one place!
  • 83. 5th Tool - VolunteerMatch • Go to www.volunteermatch.com • 70,953 Active Opportunities • 80,995 Participating Organizations • 5,874,450 Referrals Since 1998 – Supported by the Carnegie Foundation – Supported by the Ford Foundation – Supported by the Hearst Foundation – Supported by the Kellogg Foundation
  • 84. 6th Tool - Sparked • Go to www.sparked.com • Connects nonprofits with skilled microvolunteers who donate their time to your specific projects. • http://blog.sparked.com/category/microvolun teering-2/ • Code development, highly technical skills that are very expensive to hire: provided for FREE!
  • 85. If Funds are not an issue • The following Graphic is what your overview of your Social Media Strategy • To reach this level of integration, this level of engagement requires expertise, time & patience
  • 86. A Social Media “Hub”: InterconnectedDevelop a Plan using a combination of these Platformsfor different demographics, verticals, groups Blog Vlog Tweet FB eNews Pin Linkedin Cause Web Site
  • 87. Step 1Look, Listen, Learn• As a Newbie, you MUST ask questions – A great way to get information and learn quickly – Lots of people are willing to help and share knowledge – There are numerous online resources, places to ask your questions – Using your favorite search engine: • Enter the following, but localize the search by including your city or state: • “Non-profit resource provider”
  • 88. Step 2Define Your Audience• Search for your base – Using multiple channels – Twitter, YouTube, Facebook, etc• Where are those you want to serve?• Where are your donors?• Where are your volunteers?• Where are your advocates? Go find them.
  • 89. Step 3Develop a Plan• Set a goal or goals – Why are you doing this? – What do you want as a result? – Who will you serve? – What is success for this Project, this Program?
  • 90. Step 3Develop a Plan• Possible Outcomes – Learn something you didn’t know – Tell your story to new people – People sharing information about you, your Cause – Gain experience with two-way communication – Create a community of advocates, evangelists for your Cause
  • 91. Step 3Develop a Plan• Develop your initial strategies – Strategy for building a Board of Directors – Strategy for building an active passionate group of Volunteers – Strategy for Fundraising • Annual Donations • Micro-Donations• Strategies can be long term or short term
  • 92. Step 3Develop a Plan• Example Possible Long Term Strategies – Educate your target audience about the cause by identifying, sharing and discussing pertinent online content employing a basic repetitive series of events, beginning with: • Blogging on your Cause Web Site – Posting on Facebook Cause page “New Status” about most recent Blog – Tweeting link to Blog or tweeting complete blog – VLOG (video blog) on your YouTube Cause Channel » Posting a link to your VLOG on your Web Site, Blog, Facebook & Tweet the same link or Tweet the VLOG
  • 93. Step 3Develop a Plan• Define your tactics – Tactics are specific actions you will take to execute the strategy • Who • What • When • Where • How much
  • 94. Step 3Develop a Plan• A few examples of Tactics – Marketing Coordinator to write and post 3 blog posts per week following the editorial calendar – Marketing Coordinator, Director of Development and Marketing Manager to Tweet and Re-Tweet blog posts using Twitter when new blog entries are posted – Twitter feeds link to main Facebook page – Deploy 5 emails to the A, B & C mailing lists over a two-week period • Emails to include a PURL that drives traffic to landing pages that recruit people to your cause – Include landing page URLs in daily Twitter Tweets
  • 95. Step 3Develop a Plan• Determine your success metrics – What does success mean to you? – How will you measure and record progress? – Keep it simple (KISS)
  • 96. Step 3Develop a Plan• Possible Success Metrics – The number of advocates you add over a defined period of time – Change in the engagement level of advocates in that period of time – Increase in number, size, frequency of donations – Time it takes to mobilize X number of advocates regarding an action
  • 97. Step 4Staff Your Team• Internal – Your biggest cheerleaders and enthusiasts • Not always the higher ups with the titles• External – Get help • Extend your network • Paid participation ensures it gets done • Expertise is invaluable
  • 98. Step 5Deploy Your Tools• Core Tool – Your Blog – If you don’t have one (or more) you need one, now – Fastest, least expensive means for you to distribute timely information about your organization and its efforts on a regular basis
  • 99. Step 5Deploy Your Tools• Create an editorial calendar – What will you say and why – What should people do in response – How will your constituents use this information?
  • 100. Step 5Deploy Your Tools• Search for lists on blog topics (there are lots of them) – Write a Top 10 Reasons post – Interview a thought leader – Highlight an issue related to your cause – Hold a contest – Discuss other blogs
  • 101. Step 5Deploy Your Tools• Leverage Social Media – Pull people to your cause – Continue conversations – Build trust – the first step in a relationship
  • 102. Step 5Deploy Your Tools• Creation Tools – YouTube – Facebook Tabs: Wildfire, Involver or TabPress – SquiDoo• Use to tell visual stories• Post only relevant material• Link back to your blog and website
  • 103. Step 5Deploy Your Tools• Sharing Tools – Facebook – Squidoo – Twitter – LinkedIn – YouTube – Pinterest• Use to engage with others• Post only relevant material• Be helpful, add value• Link back to your blog and website
  • 104. Step 5Deploy Your Tools• Critiquing Tools – StumbleUpon – Digg – Reddit• Use to bookmark and vote• Mark only relevant materials• Choose material that is helpful and adds value
  • 105. Step 5Deploy Your Tools• Posts that are outside your blog or website create links – Links provide incoming traffic – Links are used by search engines – Links improve your search rankings – Links infer authority
  • 106. Step 6Participate and Engage• Execute your editorial calendar – Invite questions and comments – Respond and thank people for their participation – Respect differing opinions – Befriend like-minded individuals and their friends – Walk away from fights — do not engage
  • 107. Step 6Participate and Engage• Develop a voice and brand – Be consistent with what you say, how you say it – It’s okay to be human, but you’re not here to be the life of the party – It’s like networking at a cocktail party — some are there to drink, you’re not, be professional – Don’t be a zealot • Advance your cause in a calm, rational manner
  • 108. Step 6Participate and Engage• Establish a pattern of use – Match your use to that of your constituent base – Divide up the day with your team• Don’t get consumed – Set limits to how much time you will spend each day – Stick to your limits
  • 109. Step 7Convert and Capture• Convert your visitors and capture prospect data• Give them something that they want – White paper, presentation, guide, T- shirt, Membership, etc. – Require they give you contact info in exchange
  • 110. Step 7Convert and Capture• Use any and all methods to drive traffic to the offer – Email and landing pages – Twitter and landing pages – Links from other sites – Google Adwords and landing pages
  • 111. Step 8Measure Results• Google Analytics – Tracks blog/website traffic and Adwords campaigns – Adwords campaigns add to your search results • Inexpensive and controllable
  • 112. Step 8Measure Results• Email and landing page analytics – Tracks opens, bounces, conversions – Track A/B tests of copy, layouts and images – Track clicks on both graphics and text links
  • 113. Step 9Integrate Followers• Onboarding – A defined process for welcoming new followers to your organization • Create a plan to touch new followers at defined intervals • Pre-develop the onboarding messages • Execute a multi-touch campaign for each new member • Automate the effort to ensure it happens consistently • Provide planned human contact as well
  • 114. Step 10Empower Advocates• Creating connections between people is more important than adding people• Facilitate connections and many small groups will form• Each person you add creates opportunities to create many more small groups because there are more links than people
  • 115. Step 10Empower Advocates• Provide advocates with tools – Online conversation & meeting tools — celebrate progress – Dashboard with downloadable templates for signs, ads, etc. – Online editing capabilities for customization (This empowers ownership) – Make it easier than starting from scratch – Track what is used — make it better – Reward those who participate
  • 116. Step 10Empower Advocates• Generate activities for groups – Meetups, Tweetups, Twestivals, Fundraisers, a- thons, contests – Use groups to foster friendly competition – Celebrate everyone’s participation – Encourage groups to be creative on their own – Share what they do with others
  • 117. Step 10Empower Advocates• Solicit funding from your followers – Accept online donations – Ask for and accept small amounts – Thank donors immediately and often – Tell them where their donation went – Tell them what their donation did Then, and only then, can you ask them again.
  • 118. Now What?What to Expect• Social media done right is harder than it looks – You will probably spend more time and money than you planned – Your ROI will be far greater than you hoped – Your organization’s base will grow exponentially – Your organization will be forever transformed