Social Media and Non Profits


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  • Any non commercial entity but can be an ambiguous term – some crossover with previous lecture on PSA’s as many of these bodies are
  • Official definition of non profit organisations - lots is concerned with changing opinions and behavior – is this in fact more powerful than commercial advertising as it can instigate cultural change?
  • Any non commercial entity but can be an ambiguous term – some crossover with previous lecture on PSA’s as many of these bodies are also registered charities such as DrinkAware – going to look at a few specific sectors of non profits
  • Focused on bringing about social , political , economic , or environmental change
  • Charitable organisations are based on philanthropic values and this is what defines them in the non profit sector – giving to the less fortunate or those who have suffered misfortune is key
  • social enterprise is an organization that applies business strategies to achieving philanthropic goals – can be structured as for profit or not for profit but id for-profit then profits are usually pumped back into organisation
  • These non-profits are focused on better education and research into common health issues – no commercial agenda here
  • Focus with these organisations is social issues – crossover with health
  • As you can see they are often difficult to define and can be categorised under numerous headings – and this list is not exhaustive either – lots of other types of non profit, just highlighting a few key areas
  • The aims of non profit marketing differ considerably from for-profit marketing but essentially the process is the same – plus non-profits usually have some commercial income from revenue producing activities so must be well versed in both types of marketing.
  • These are some common aims and objectives – they have to be tied in to actual organisation and adapted – not all will apply to every case – again, similar to PSA usually not trying to
  • Movember – international campaign to raise awareness of prostate cancer Aims - Raise awareness and education about prostate cancer and raise funds for research into male cancers
  • Commercial partnerships with male brands to increase awareness – these are major partners
  • And these are supporting partners but it is how this partnership is implemented that is original
  • Movember themed ads – raising further awareness of cause with fulfilling commercial values – different objectives for each advert – HP, driving social media accounts
  • Movember themed merchandise from sponsors – raising further awareness of cause with fulfilling comercial values
  • Various parts to Movember UK website which focus on different parts of their aims and fulfill different parts of overall strategy
  • Mo News – lots of moustache related content – additional exposure for partners as well as a chance to showcase stories and photos with links to competitions and other functionality on the website
  • One of most interesting aspects of Movember campaign is the Mo Community which pulls together all user generated content from campaign – again, makes all participants feel as if they are part of a bigger change as well as encouraging a certain level of competitiveness
  • Each participant of Movember can create their own Mo Space – essentially a profile on a niche social network – summary of motivations, donations and mo photos. Also gives participants a chance to update their profile, share to Facebook/Twitter and rate Mo Spaces. Encourages creativity and interaction – same concepts as Facebook but their own social network.
  • Donations can also be tracked on the website – leaderboards for countries, teams and individuals – inspires a competitive edge which is spot on for their male target audience
  • Mo money data is also available plotted on Google Maps so participants can find out events, parties and promotions going on in their area as well as giving them the feeling of being part of a collective This provides an easy way for participants to get involved in the campaign and spread the word
  • An extra layer of interactivity and engagement is created by having sponsor focused promotions and competitions – adding another layer of value to sponsors as well as enabling them to fulfill their business objectives such as driving traffic/likes to Facebook page
  • Other competitions such as The Moscars (video awards) provide a great way to generate lots of user generated content around the topic of Movember as well as encouraging more engagement and conversations – best Movember video and best Movember music video – notice how prizes are all very male orientated
  • More Movember merchandise that is free – again encourages participation and spreads the word of Movember – free so reduced barriers to participation
  • Movember finishes off with real life events – joined up marketing and breaking down barrier between online and offline activity – awards at each event such as Team Mo, Miss Movember and Man of Movember 2011
  • Even serious information about mens health is in keeping with the brand and campaign tone of voice/messaging – addressing serious issues surrounding mens health past just
  • And if that wasn’t enough, they also have a Movember app which combines functionality of Mo Community and main Movember website – responds to consumer need of mobile updates
  • App stays focused on one of main aims which is to raise funds so it provides an easy way for participants to keep track of their own donations, teams and countries
  • Makes it easier for users to update their mo-space – strengthening online community around Movember – this fun functionality increases conversations around Movember and prostate cancer – fulfilling secondary aim of raising awareness Also has fun elements called Mo Fun which gives you a style guide to your moustache growing antics – think about how this relates to the pillars of WOM All this lowers barrier to entry for participants to get involved in the campaign and spread the word
  • Definition of Social Media Brief description and examples of each.
  • Social Media and Non Profits

    1. 1. BA (Hons) Advertising Non-profits and social media
    2. 2. What is a non-profit?
    3. 3. A non-profit organisation can be defined as “ An organisation that uses surplus revenues to achieve its goals, rather than distributing them as profit or dividends” Defining non-profit organisations
    4. 4. What falls under the non-profit?
    5. 5. Advocacy or Activist Organisations
    6. 6. Charitable Organisations
    7. 7. Social Enterprises
    8. 8. Health Issues
    9. 9. Social Issues
    10. 10. And the list goes on…
    11. 11. <ul><li>Commercial Intent </li></ul><ul><li>Set price for goods or services </li></ul><ul><li>Tangible goods or services </li></ul><ul><li>Goods or services for consumer </li></ul><ul><li>benefit </li></ul><ul><li>Transaction focused </li></ul>Non Profit vs For Profit <ul><li>Non-Commercial Intent </li></ul><ul><li>No set price – donors and </li></ul><ul><li>membership varies </li></ul><ul><li>No tangible goods or services </li></ul><ul><li>Transaction for benefit of others </li></ul><ul><li>Relationship focused </li></ul>
    12. 12. Aims of non-profit marketing activity
    13. 13. Common aims and objectives <ul><li>Raise awareness of key issues or social causes </li></ul><ul><li>Offer education and resources around key issues </li></ul><ul><li>Increase visibility of organisation and their activities </li></ul><ul><li>Increase donations and/or membership </li></ul><ul><li>Change behavior, attitudes and opinions around key issues </li></ul><ul><li>Create and enhance conversations around key issue or social cause </li></ul><ul><li>Bring about social, political, economic, or environmental change </li></ul>
    14. 14. What are the key problems facing non-profits?
    15. 15. Common problems facing non-profits <ul><li>Small or non-existent marketing and advertising budgets </li></ul><ul><li>Small teams and little man power </li></ul><ul><li>Attracting and engaging volunteers </li></ul><ul><li>Demonstrating accountability </li></ul><ul><li>Measuring reach and resonance of messages </li></ul><ul><li>Raising donations and expanding donor base in current economic climate </li></ul>
    16. 16. How social media can solve these problems?
    17. 17. How social media can help <ul><li>Increase reach and resonance of organisation’s messages </li></ul><ul><li>Low cost tools and platforms </li></ul><ul><li>Ability to connect with potential donors, volunteers, fundraisers and partners </li></ul><ul><li>Engage fans and followers in focused conversations and discussions </li></ul><ul><li>Monitor conversations and respond </li></ul><ul><li>Measure and quantify activity and reach </li></ul><ul><li>Enable collaboration within the organisation </li></ul><ul><li>Create an engaged and active community </li></ul><ul><li>Gives organisations a way to showcase their personality </li></ul>
    18. 37. Take an existing non-profit campaign and think how you would extend reach using social media
    19. 38. Social Media Module on SlideShare
    20. 39. Clemi Hardie [email_address] @clemihardie