Nonprofits On Facebook: Real Life Examples of What's Working


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Learn more about how nonprofits are using Facebook to connect with donors, volunteers, members and other constituents in this presentation prepared by Susie Bowie of the Community Foundation of Sarasota County and Suzanne Dameron of Lime Communications.

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Nonprofits On Facebook: Real Life Examples of What's Working

  1. 1. Nonprofits On Facebook:Real Life Examples of What’s Working<br />Tuesday, March 22, 2011<br />
  2. 2.
  3. 3. What we’re doing today<br /><ul><li>Setting up the framework for social media/ Facebook success
  4. 4. What’s new on Facebook pages
  5. 5. Power status updates and other tools
  6. 6. Case studies of organizations achieving measurable goals </li></li></ul><li>What we learned<br />
  7. 7. <ul><li>Experimentation is still big.
  8. 8. You can do it well without all the “extras.”
  9. 9. You can raise money, but it’s still not the best place to concentrate for funding.</li></li></ul><li><ul><li>New changes on Facebook are making it easier for your organization to communicate with other organizations.
  10. 10. A good FB administrator dedicates time to exploring the social media and FB environments.</li></li></ul><li>Social media companions<br /><ul><li>Easy to navigate, visually appealing website
  11. 11. E-news campaign
  12. 12. Staff/ board willing to promote and engage in your social media presence</li></li></ul><li>Common elements of social media success<br /><ul><li>Know your audience.
  13. 13. Set some goals.
  14. 14. Respond to comments/ posts.
  15. 15. Link, link, link.
  16. 16. Know what success looks like for you.</li></li></ul><li>Facebook today…<br /><ul><li>150 million active U.S. users.
  17. 17. Most active users log on at least once per day
  18. 18. Average time spent on Facebook is nearly 1 hour</li></li></ul><li>
  19. 19.
  20. 20. The Facebook FAN PAGE Review<br /><ul><li>Not a personal profile
  21. 21. “Likes” not “friends”
  22. 22. Has analytics
  23. 23. Is what you need to representyour organization
  24. 24. Requires an administrator</li></li></ul><li>
  25. 25. What’s New on Facebook Pages<br />
  26. 26. New Features: Your Nonprofit’s Page Administrator Can Now…<br /><ul><li>Post on other pages and profiles as your nonprofit
  27. 27. “Like” other pages/ brands as your nonprofit</li></li></ul><li>New Features: Your Nonprofit’s Page Administrator Can Now…<br /><ul><li>Select featured “likes” and featured page owners for display on your page
  28. 28. Get filtered news on your organizations Facebook page</li></li></ul><li>What updates really get attention?<br />
  29. 29. Updates that really get attention are:<br /><ul><li>Conversational.
  30. 30. Easy for others to share.</li></li></ul><li>Updates that really get attention:<br /><ul><li>Maximize each touch.</li></li></ul><li>Lupus Foundation of America<br />On March 9th, BENLYSTA became the first drug ever to be specifically developed to treat lupus. We asked people to tell us what this treatment breakthrough meant to them. Read their stories now and if you would like to submit your story, please visit <br />
  31. 31. Updates that really get attention bring your organization alive with:<br /><ul><li>Real people(human interest)
  32. 32. Images</li></li></ul><li>Community Foundation of Sarasota County<br />Yesterday at the Tiger Bay luncheon of about 300, Chief of Police Holloway thanked the Community Foundation for its grant (through a donor advised fund) for $10,000 for training minority recruits to the police academy. <br />
  33. 33.
  34. 34. Develop a Facebook Voice.<br />
  35. 35. It’s the voice of your organization or program, only a little more relaxed and conversational…never unprofessional.<br />
  36. 36. Mote Aquarium<br />(Mar 18) Name that Penguin (Mascot)! Mote is getting pumped up for Penguin Island by debuting a brand new penguin mascot this month. This stylish bird will soon be strutting — er, waddling — around Sarasota, but it still needs one thing: a cool name….. <br />
  37. 37. Let’s look at success.<br /><ul><li>Organizational Mission
  38. 38. Facebook Strategy
  39. 39. Type of social media successFundraisingProgramEngagement/ ListeningMeasurementBuilding partnerships</li></li></ul><li>Big Cat Rescueprovides sanctuary for more than 100 exotic big cats that have been abused or abandoned by circuses, zoos and the entertainment industry<br />
  40. 40. Customized FB Page.<br />
  41. 41.
  42. 42. The Takeaways<br /><ul><li> Strategy – FB is focused on reachingthe messenger.
  43. 43. Content – Powered up! Links, Video,Reframe the issue post by post.
  44. 44. Distribution Channels – Protect name.
  45. 45. Metrics – Guide every decision.
  46. 46.  Conscious use of social media</li></li></ul><li>Lupus Foundation of Americadedicated to finding the causes of and cure for Lupus and providing support, services and hope to all people affected by Lupus<br />
  47. 47. Executes its mission through 3 core strategies:<br />Advancing the medicine and science of lupus<br />Creating awareness of the disease and advocating on behalf of all people with lupus<br />Supporting people with lupus and their professional health care providers <br />
  48. 48. Customized FB Page.<br />
  49. 49.
  50. 50. The Takeaways<br /><ul><li>Strategy – Listening led to leader position
  51. 51. Content – Advocacy & Activism
  52. 52. Distribution Channels – Integrateonline & offline</li></li></ul><li>Realize Bradentonpromotes downtown as a unique and preferred destination for residents and visitors through partnerships, events, and creative media strategies<br />
  53. 53.
  54. 54.
  55. 55.
  56. 56.
  57. 57. The Takeaways<br /><ul><li> Use networks of your community partners, sponsors, service recipients to build your fan base.
  58. 58. Offer special incentives to follow you on FB…what can’t you get elsewhere?
  59. 59. Share the love. Shout out to your peeps.
  60. 60. FB play a role in pushing out the content.</li></li></ul><li>Season of SharingA 10 year partnership between the Herald-Tribune Media Group and the Community Foundation of Sarasota County to help those on the verge of homelessness<br />
  61. 61. Season of Sharing“Hey, it’s Susie. I know you care about people like your neighbors and kids at school who are on the verge of Homelessness. Please “like” us on FB. I would be so grateful if you would share our FB page on your profile—please send this to all of your friends who also care about this issue.”<br />
  62. 62.
  63. 63.
  64. 64.
  65. 65. The Takeaways<br /><ul><li>Facebook’s primary fundraising connection is a friend raising function.
  66. 66. Keep your fans emotionally invested in your mission & ask for money sparingly on Facebook
  67. 67. Campaigns to join the page are key</li></li></ul><li>charity: waterBrings clean and safe drinking water to people in developing nations<br />
  68. 68. <ul><li>Funded nearly 4,000 water projects in 17 countries providing clean water for 17 mil+ ppl
  69. 69. Wants to re-define charity
  70. 70. 100% of donations go to water projects. Operating costs covered by private group of donors
  71. 71. Prove every completed project using photos & GPS coordinates in Google maps
  72. 72. Nearly 160,000 FB “likes”</li></li></ul><li>
  73. 73. The Takeaways<br /><ul><li>Content
  74. 74. Simple Messages.
  75. 75. Compelling content especially video.
  76. 76. FB play a role in pushing out the content.</li></li></ul><li>Achieving Program Goals<br />
  77. 77. Achieving Program Goals<br />
  78. 78. Let’s strategize.<br />Mission of the organization? Social media challenges?<br />
  79. 79. TIFF Initiative<br /><ul><li>Who’s the audience?
  80. 80. What’s a measurable goal on Facebook?
  81. 81. How do you measure it?
  82. 82. How can they build engagement?(think real people, multi-media)</li></li></ul><li>Let’s wrap up.<br />
  83. 83. Let’s wrap up.<br /><ul><li>It’s not one size fits all.
  84. 84. Stay up to date with the pages that work and follow their lead.
  85. 85. Try new things, but mostly, post good content that engages people in your mission.</li></li></ul><li>
  86. 86. Thank you.<br /><ul><li>Susie Bowiesusie@CFSarasota.org941.556.7104
  87. 87. Suzanne DameronSuzanne@ThinkLime.biz941.894.0922</li>