MyCharityConnects Winnipeg - Philanthropy 2.0 - Winnipeg [2011-03-02]


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Are you wondering how to get started in the social media game for your organization? Are you struggling to find out what you need to know before diving in with the sharks that swim in the social media waters? Then this session is for you!

Owen will cover social media fundamentals for charities and nonprofits. He'll tell you things to look out for, things to do and not to do, where to get started, and how to gain the confidence to dive in.

Attendees will walk away with:
- Strong grasp of social media definitions and popular tools
- Best practices of other charities
- Understanding of "Web 2.0" myths
- Tips on where to get started

Find out how other charities are taking advantage of these tools and how yours can too!

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MyCharityConnects Winnipeg - Philanthropy 2.0 - Winnipeg [2011-03-02]

  1. 1. Philanthropy 2.0 March 2, 2011
  2. 2. What is CanadaHelps? A public charitable foundation that provides accessible and affordable online technology to both donors and charities.For Charities A cost-effective means of raising funds online.For Donors A one-stop-shop for giving. CanadaHelps is a charity helping charities. CanadaHelps is giving made simple.
  3. 3. AgendaConnected Canadians What Does This Mean for Philanthropy? The Tools: Facebook, Twitter, YouTube, Blogs Get Started! Guiding PrinciplesAbout MyCharityConnects
  4. 4. facts & figuresCONNECTED CANADIANS
  5. 5. Canadians are online … are you?
  6. 6. 68%of the Canadianpopulation is online Source: comScore, 2010
  7. 7. Canadians log an average of more than 2,500 minutes online a month (~42 hours).Source: comScore, 2010
  8. 8. Most Common Online Activities: • Email • Downloading movies • Watching television • Searching for health information • Making purchasesSource: Statistics Canada, 2010
  9. 9. British Columbia and Alberta have Province % of Population Online the most people Newfoundland & Labrador 69 Prince Edward Island 77 online, with 85% of Nova Scotia 76 the population, New Brunswick Quebec 73 77 followed closely by Ontario 81 Manitoba 77 Ontario, where Saskatchewan 79 Alberta 85 81% of people use British Columbia 85 the Internet.Source: Statistics Canada, 2010
  10. 10. Most Connected Canadian Cities:• Calgary – 89%• Saskatoon – 89%• Edmonton – 86%• Ottawa-Gatineau – 86%• Vancouver – 86%• Victoria – 86% Source: Statistics Canada, 2010
  11. 11. Canada has more than , and is neck and neck with India for 9th and 10th on the list of the countries with the most Facebook accounts. Canada’s penetration rate of about of thepopulation, or of the online population, is still one of the most significant on Facebook. Source: comScore, 2010
  12. 12. 21 million Canadians visit YouTube each monthCanadians watch an average of147 videos each month 18 – 24 year olds watch an average of 244videos monthly(~18.25 hours) Source: comScore, 2010
  13. 13. • In 2010, the number of Twitter accounts in Canada increased by 75 per cent and the number of daily tweets more than doubled• Trendrr reports that Canadian female Twitter users are more active than male Twitter users• Hootsuite Media saw 250 per cent growth in usage among its Canadian users in 2010• About 5.5 per cent of its daily traffic (55,000 tweets) comes from Canadian users Sources: comScore, 2010 | Hootsuite Media, 2010 | Trend
  14. 14. • The average Canadian Internet user reads 16 Wikipedia pages a month – which is the most in the world!• Canadian users generate about 217,000 edits a month, which ranks 8th among the most productive countries Source: comScore, 2010
  16. 16. Traditional Media (Web 1.0 ) vs. Social Media (Web 2.0) Few Many Many Many• Traditional media was about publishing• Social media is about networks and community
  17. 17. PHILANTHROPY 1.0 PHILANTHROPY 2.0 Altruism Enlightened self-interest Focus on problems Focus on solutions Delivering services Delivering impact Single donors Community of believers Donations-driven Sustainable revenue streams Top-down Bottom-up Power of the few Voices of many Source: Sean Stannard-Stockton, 2009
  18. 18. Social media provides an architecture forparticipation, not just a new channel for more of the same.
  19. 19. FacebookTwitterYouTubeBlogsTHE TOOLS
  20. 20. What Does What? Tool UsesSocial Networking • Expanding supporter base• Facebook • Another channel for calls to• Twitter actionMedia Sharing • Enhance visual storytelling• YouTube • Add authenticity to your• Flickr organizationBlogs • News outlet – the “new”• Blogger newsletter• WordPress • Highlighting donors and partners
  21. 21. Facebook Can Help You… • Build a Presence • Connect with your audience • Share your story • Participate in real-time conversations quickly and easily • Promote programs and events • Gain new supporters
  22. 22. WHAT TO DO FIRST• Read and “like” – a resource made by Facebook for nonprofits• Create a Facebook page for your organization at• Familiarize yourself with the native apps: Photos, Videos, Discussion Boards, Notes, Links, Events• Populate your page and make it unique – you can activate when you’re ready!• Develop content for the first couple of months after launch
  23. 23. NOW YOU’RE READY TO• Browse the other Apps available and add them to your Page: • Static FBML (to add your Donate Now! button) • Twitter • YouTube • Polls • Social RSS• Create an Event for an upcoming fundraiser and have guests RSVP that way
  24. 24. The Rule of 3• Use the “Rule of Three” when posting content: • 1/3 “me” • 1/3 “you” • 1/3 “them”
  25. 25. Integrate & Promote• Add your Facebook link to your: • Website • Email signatures • Email newsletters
  26. 26. Twitter Can Help You… • Listen and monitor conversations • Make new connections quickly and easily • Converse in real-time with supporters • Promote issues related to your cause • Feed your Facebook page
  27. 27. WHAT TO DO FIRST• Set up a personal account and explore the Twitter universe• Get familiar with how other nonprofits are using Twitter by following them• Set up an account for your organization• Customize your page• Find followers• Start tweeting!
  28. 28. Figuring out your Twitter personality Organization with Pure Organization Brand Personality Employee with Pure Personal Account Organization Association
  29. 29. Choose the right @username• Limited to 20 characters• Options • Your charity’s name (i.e. CharityName) • Your name + charity name (i.e. KellyAtCharityName)• Above all, make sure it’s easily recognizable
  30. 30. NOW YOU’RE READY TO• Create Twitter lists• Make use of the “Favourites “ feature• Save relevant search terms (i.e. project/event names, names of significant people at your organization, etc.)• Set up a Twitter schedule• Stay organized! Check out some Twitter dashboards to help you keep on top of things• Add Twitter link to your website and integrate with other social media channels
  31. 31. YouTube Can Help You… • Powerfully tell your story • Spread your message in a new way • Establish authenticity and loyalty • Increase referability
  32. 32. WHAT TO DO FIRST• Set up an account for your organization• Customize your profile with your organizational colours, a banner• Upload your existing assets: PSAs, campaign videos, intro videos, video contest entries, interviews• “Favourite” some videos to populate your Channel
  33. 33. Apply for the YouTube Nonprofit Program•• Premium branding capabilities• Increased uploading capacity
  34. 34. NOW YOU’RE READY TO• Brainstorm ideas for regular new content: video logs, demos, updates from the field, “webisodes”• Remember to build interactivity into your video concepts• Explore YouTube features: Call-to-Action overlay, Linkable annotations• Add link to your website and integrate with other social media channels
  35. 35. Blogs Can Help You…• Deepen relationship with supporters• More effectively enable content for the sharing web• Establish partnerships with other organizations and influencers• Refresh your passion
  36. 36. WHAT TO DO FIRST• Decide what to blog about • Particular Events/Projects • Behind-the-scenes • Volunteers • Client stories • Commentary on issues affecting your organization• Research what blogging platform fits your needs (Google sites, Wordpress, Blogger)• Choose A Name• Customize your blog• Create a blogging schedule
  37. 37. NOW YOU’RE READY TO• Read other blogs and link to them• Comment on blogs that interest you• Be open about the feedback you receive• Invite a guest post• Feed your blog content to your Facebook page• Grow your readership using social media and word of mouth
  38. 38. GET STARTED!
  39. 39. “The donoris bothering me…”
  40. 40. Start by Listening• Listen to the conversation that is already taking place about your organization• Start with setting up Google Alerts for your organization, key personnel, projects, events, similar organizations, etc.
  41. 41. Socialize Existing Content• Try out a blog format for your e-newsletter• Add voting or “like” functionality to your website• Embrace feedback and be open about it!
  42. 42. Reduce Insecurities• Create some social media guidelines if having them makes you more comfortable about getting started• If you’re worried about snarky comments, moderate them!
  43. 43. Start In Familiar Territory• Communicate internally• Use existing tools to start dialogue among people with an interest in making social media work for your organization• Start a discussion group or team to lay out a plan and share ideas• Good idea to bring the tough critics to the table too
  44. 44. For Your First, Be Finite• Social media is not a campaign – it’s an ongoing commitment• But, you can make a particular strategy or tactic finite to see how it works• Example: Do a blog campaign around an upcoming event
  45. 45. Sample Plan GOAL: To broaden the base of supporters between the ages of 18-22 to the organization.OBJECTIVE: To increase the number of our Facebook fans by 10% by the end of the fiscal year. STRATEGY: Leverage our connections to the local colleges and universities through our Board Member, Joe Stiles – President, Learning College. Audience Tool(s) Tactic Message(s) Timeline ResourcesCollege and 1. Facebook Initiate an We help 1 in Sept – April SWAG foruniversity incentive 3 people in incentivesstudents in campaign to our town.our town. solicit “fans”. Help us help more. Tell a friend.
  47. 47. Be Real• Leave room for personality• Most online communities expect a less formal tone
  48. 48. • Balance self-promotion with listening• Social media is about personal connections• Engage with your fans, followers and supporters It’s a Conversation
  49. 49. Encourage Participation• Encourage your supporters to take action• Provide opportunities to engage online and off
  50. 50. Measure Results • Track the effectiveness of your social media presence • Followers • Conversations • Conversions (volunteers, donations, support) • Remember it’s not all about the numbers – focus on quality vs. quantity
  51. 51. • Personal stories make good content and build personal connections• Thought-provoking content will get shared more often Tell Stories
  52. 52. Let Go!• You can’t control the message on social media tools• Provide good/clear messaging, interesting stories and engage with supporters• Join the conversation
  53. 53. Set Some Boundaries• Develop a set of social media policies for your organization• Focus on effective use of the tools, not controlling online activities• Set clear expectations of employees and volunteers
  54. 54. Integrate• Include social media into your existing fundraising and marketing plans• Consider your online presence (website + social media) as a communications channel
  55. 55. Build aCampaign
  57. 57. www.mycharityconnects.orgfree online resources Information about technology Video demonstrations More webinars Past webinar recordings & slides Learning opportunities Events across the country
  58. 58. MyCharityConnects Conference 2011 JUNE 6 – 7 | MaRS Centre, Toronto• Join us for thought-provoking keynotes, practical how-to workshops and plenty of chances to learn from other non-profits about what works online… and what doesn’t• A proud partner in Net Change Week• Registration is open! Early bird ends on April 30
  59. 59. Upcoming Webinars• March 9 – Facebook Basics for Your Organization• March 23 – The Art of Storytelling: 2.0 Edition• April 13 – Blogging Basics• April 27 – Social Media Done Right: 5 Case Studies• May 11 – Spruce up your E-newsletter• May 25 – 10 Tips to Improve Your Website• June 15 – Getting the Most From your MyCharity Account & Reports• June 29 – Know Your Website: An Intro to Google Analytics
  60. 60. Keep in touch!