Social Media for Outreach, Engagement, and Fundraising

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Workshop/discussion at the University of Washington Center for Leadership in Athletics as part of a "Chalk Talk" series.

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  • How many people use Facebook? How many people use Twitter?
  • Social Media for Outreach, Engagement, and Fundraising

    1. 1. SOCIALMEDIAFOR OUTREACH, ENGAGEMENT, &FUNDRAISINGAMY HIROTAKA, OUTREACH COORDINATORCOMMUNITIES CONNECT NETWORKWORKSHOP AT THE UW CENTER FORLEADERSHIP IN ATHLETICS, JUNE 14, 2012
    2. 2. USAGE TRENDSNumber of adult Twitter users on a typical day has doubledsince May 2011 (source http://pewresearch.org/pubs/2276/twitter-typical-day-smartphones)• 15% of online adults use Twitter• Youth tend to use Twitter less (older data from 2010 says around 7-8% of users 12-18)95% of teens are online, 80% of those use social media (sourcehttp://pewinternet.org/Reports/2011/Teens-and-social-media/Part-2/Section-1.aspx)• 20% reveal that peers are “mostly unkind” on social media – much higher than adults at 5%
    3. 3. USAGE TRENDS:SMARTPHONESNearly half of all Americans have a smartphone. (source:http://pewinternet.org/Reports/2012/Smartphone-Update-2012.aspx)• 49% of African Americans report using a smartphone• 49% of Latinos report using a smartphoneLowest number of smartphone adopters: older Americans.• Only 13% of cell phone users 65+ report using a smartphoneCity of Seattle reports high mobile phone ownership (source:http://seattle.gov/tech/indicators/docs/2009_TechAccessAndAdoptionInSeattleReport.pdf)• Mobile phones more prevalent in communities of color and immigrant/refugee households than computers
    4. 4. OUTREACH &ENGAGEMENTOutreach Engagement1. Who is your audience?2. Where do they live on the Internet?3. What do you want to accomplish? What’s your goal?
    5. 5. OUTREACH &ENGAGEMENTExample: Increase enrollment in new program Partner organizations promote your activities Form online partnerships with similar organizationsProactively use Twitter and Facebook to retweet and cross-post events and items/links of mutual interest
    6. 6. OUTREACH &ENGAGEMENT
    7. 7. FUNDRAISINGOutreach & Engagement $$$Story first, ask second.
    8. 8. FUNDRAISINGEngage youraudience withphotos, videos, and contests.
    9. 9. FUNDRAISINGRecognize yourdonors online.
    10. 10. ANALYTICS ANDMEASUREMENTGreat resource for measurement and analytics:http://www.bethkanter.org/learning-analytics/
    11. 11. ANALYTICS ANDMEASUREMENTWhat are your goals?Remember SMART goals:SpecificMeasurableAttainableRelevantTimelyHow will you measure those goals?
    12. 12. MEASUREMENT ANDANALYTICS Source: Beth Kanter
    13. 13. TOOLS FORMEASUREMENTFacebook Insights is available through your organizationalpage, if you have enoughfollowers.https://www.facebook.com/insights/Twitalyzer is a free tool that helps you assess your influenceand reach.http://www.twitalyzer.com/Mashable lists 5 free social media analytics spreadsheettools – awesomeresources.http://mashable.com/2012/02/09/social-media-analytics-spreadsheets/
    14. 14. MANAGING MULTIPLEACCOUNTSHootsuite! http://hootsuite.com
    15. 15. MY #1 (AND 2 AND 3)TIPSDo your best to be:1. Consistent • Initial goal: post 3-4x per week • Followers will come to expect posts and tweets2. Relevant • Stay on topic • If it’s not relevant to your org, don’t post it (even if you haven’t met your consistency goal!)3. Entertaining • Be witty, be funny, be yourself! (Except not too much. If you have to pause and ask yourself if a post or tweet is appropriate, it probably isn’t.)
    16. 16. MORE RESOURCESBeth Kanterhttp://www.bethkanter.org/Facebook forNonprofitshttps://www.facebook.com/nonprofitsIdealwarehttp://idealware.orgNonprofit Technology Networkhttp://www.nten.org/NPower Northwesthttp://npowernw.orgPew Internet and American Lifehttp://pewinternet.org/

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