Social Media For Non Profits - The Basics
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Social Media For Non Profits - The Basics

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Presented at the a conference for soup kitchens and food pantries in NYC looking to use social media for building awareness about the services and programs each organization offers. Basic knowledge ...

Presented at the a conference for soup kitchens and food pantries in NYC looking to use social media for building awareness about the services and programs each organization offers. Basic knowledge expected. Part of the presentation was spent on Twitter or Facebook and hearing experiences from other organizations in the network.

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Social Media For Non Profits - The Basics Social Media For Non Profits - The Basics Presentation Transcript

  • 20 th Annual Agency Conference: Fundraising with One - Click Fundraising with One-Click How to use social media to raise awareness, engage donors, and recruit volunteers Presentation & Discussion with: Food Bank For New York City MASBIA Reaching Out Community Services
  • 20 th Annual Agency Conference: Fundraising with One - Click QUICK SURVEY Goal of this workshop: To provide you with an understanding of the tools and best practices for utilizing social media to further your mission .
  • 20 th Annual Agency Conference: Fundraising with One - Click Earn Trust: Edelman Trust Barometer View slide
  • 20 th Annual Agency Conference: Fundraising with One - Click WHY THIS MATTERS TO YOU – A NON PROFIT: People are online talking about the issues you care about and the services you offer. 9 out of 10 nonprofits (89%) have a presence on Facebook as of 2011 * SOCIAL MEDIA
      • * stats from www.nonprofitsocialnetworksurvey.com (NTEN)
    DEFINITION: Forms of electronic communication, such as Web sites for social networking and blogging, through which users create online communities to share information, ideas, personal messages and other content View slide
  • Working to End Hunger in New York City Food Bank’s social media goal - expanding reach among core groups and into new audiences Volunteers Advocates Foodies Sustainability Crowd Celebrity Watchers Advocates 20 th Annual Agency Conference: Fundraising with One - Click
  • 20 th Annual Agency Conference: Fundraising with One - Click
    • Rules of Engagement on Social Media Sites
    • You have to respond – that is the point of social communities
    • Keep the tone conversational
    • Use visual content and make it easy to share
    • Stay focused and develop a clear voice
    • Plan ahead and post consistently over time
    • Be authentic
  • 20 th Annual Agency Conference: Fundraising with One - Click THE SOCIAL NETWORK Face what? Tweet who? Understanding Facebook and Twitter
  • 20 th Annual Agency Conference: Fundraising with One - Click FACEBOOK
  • 20 th Annual Agency Conference: Fundraising with One - Click
    • Facebook Best Practices:
    • Set actionable goals
    • Choose one or two staff members to manage
    • Keep posts short, to the point and fun
    • Post multiple times a week
    • Be active – respond to comments, like other posts
    • REMEMBER:
    • You get out of it what you put into it
    • No matter what – monitor your page for comments and questions
    • Don’t broadcast, ENGAGE
  • 20 th Annual Agency Conference: Fundraising with One - Click TWITTER
  • 20 th Annual Agency Conference: Fundraising with One - Click
    • Twitter Best Practices:
    • Choose a name that clearly identifies you
    • Choose one or two staff members to manage
    • Converse, respond, connect
    • You don’t have to post immediately, but be timely
    • Observe, learn and jump in!
    • REMEMBER:
    • You get out of it what you put into it
    • No matter what – monitor your account for comments and questions
    • Don’t broadcast, ENGAGE
  • 20 th Annual Agency Conference: Fundraising with One - Click YOUR MESSAGE What to say and when to say it: Defining your message, strategy, and refining your goals
  • 20 th Annual Agency Conference: Fundraising with One - Click
    • Be consistent across all channels
    • Provide an action or next step (LINK)
    • Be Engaging - don’t broadcast
    • Be focused , but playful
    Messages Should:
    • Types of Messages You Send Out Already:
    • Volunteer related
    • Donation related (be strategic , keep these minimal)
    • Breaking News (internal or external)
    • Advocacy
    • Press
    • Program Updates
    All your communication should move you in the same direction: FORWARD
  • 20 th Annual Agency Conference: Fundraising with One - Click Examples of various posts
  • 20 th Annual Agency Conference: Fundraising with One - Click
    • Share quick updates
    • Share your offline efforts
    • Join others in your community
    • Get supporters to advocate for you
    • Set up online petitions
    • Get instant feedback
    ADVOCACY MESSAGES
  • 20 th Annual Agency Conference: Fundraising with One - Click ANNOUNCING FREE TAX PREP SERVICES
  • 20 th Annual Agency Conference: Fundraising with One - Click HANDLING COMMENTS & QUESTIONS:
  • 20 th Annual Agency Conference: Fundraising with One - Click
    • Message Management Best Practices
    • Be interactive , don’t broadcast
    • Share only what’s meant for public consumption
    • Analyze responses
    • Plan it out
    • Everyone makes mistakes
  • 20 th Annual Agency Conference: Fundraising with One - Click WE LOVE THIS:
  • 20 th Annual Agency Conference: Fundraising with One - Click Google Analytics
  • 20 th Annual Agency Conference: Fundraising with One - Click TWEET ME THE MONEY! Enhancing your Community: Cultivating supporters, volunteers, and potential donors
  • 20 th Annual Agency Conference: Fundraising with One - Click LIST BUILDING Engage your strongest supporters: Cultivate new supporters: Respond, people want personal: It’s considered rude to ask for money numerous times.
  • 20 th Annual Agency Conference: Fundraising with One - Click VARIOUS SUPPORT OPPORTUNITIES
    • Create momentum for an upcoming event
    • Generate awareness of partnerships with local businesses
    • Great way to engage matching gifts
  • 20 th Annual Agency Conference: Fundraising with One - Click Engage and recruit volunteers. Last year alone, volunteers saved the Food Bank $1.9 million through our volunteer programs. ENGAGING VOLUNTEERS
  • 20 th Annual Agency Conference: Fundraising with One - Click
    • 5 Things to do immediately to build your community:
    • If applicable, confirm you are a registered 501(c)(3) nonprofit on major transaction sites (Guidestar, Firstgiving )
    • Add a link for your social networking sites to your website
    • Change your email signature to include links to your site
    • Email your contacts asking them to join your community
    • Create a small flyer to leave in your high traffic areas
  • 20 th Annual Agency Conference: Fundraising with One - Click CONTACT US facebook.com/foodbanknyc twitter.com/foodbank4nyc youtube.com/foodbank4nyc Ashley Goforth – agoforth@foodbanknyc.org
  • 20 th Annual Agency Conference: Fundraising with One - Click Don’t take my word for it – Hear from your peers
  • 20 th Annual Agency Conference: Fundraising with One - Click Fundraising with One-Click How to use social media to raise awareness, engage donors, and recruit volunteers
    • Rules of Engagement on Social Media Sites
    • You have to respond – that is the point of social communities
    • Keep the tone conversational
    • Use visual content and make it easy to share
    • Stay focused and develop a clear voice
    • Plan ahead and post consistently over time
    • Be authentic
    • Facebook Best Practices:
    • Set actionable goals
    • Choose one or two staff members to manage
    • Keep posts short, to the point and fun
    • Post multiple times a week
    • Be active – respond to comments, like other posts
    • Facebook Tips:
    • Make sure your profile photo looks okay on your page and in links
    • Choose a vanity url your supporters will recognize
    • Tag supporters in posts
    • Require photo releases for images
    • Get a second set of eyes to read posts
    • Twitter Best Practices:
    • Choose a name & profile photo that identifies you
    • Choose one or two staff members to manage
    • Converse, respond, connect
    • You don’t have to post immediately, but be timely
    • Observe, learn and jump in!
    • Twitter Tips:
    • Follow people with similar interests
    • Participate in #charitytuesday & #followfriday
    • Interact with similar organizations
  • 20 th Annual Agency Conference: Fundraising with One - Click
    • Fundraising Best Practices
    • Engage and thank your strong supporters
    • Cultivate new supporters
    • Respond - people want personal interactions
    • Keep solicitations to a minimum
    • Create momentum for an event or partnership
    • Engage and recruit volunteers
    • Create a flyer for high traffic areas
    • Email supporters asking them to join your online community when you launch your channel
    • Put links to social media accounts on website, in email, etc.
    Fundraising with One-Click How to use social media to raise awareness, engage donors, and recruit volunteers
    • Five Twitter Accounts with Good Content Strategy:
    • Food Bank For New York City (@FoodBank4NYC)
    • Capital Area Food Bank (@foodbankmetrodc)
    • Feeding America (@FeedingAmerica)
    • Philadelphia Food Bank (@Philabundance)
    • North Texas Food Bank (@ntfb)
    • ** Beth Kanter (@kanter) nonprofit social media blogger**
    • Five Facebook Pages with Good Content Strategy:
    • Feeding America
    • International Rescue Committee
    • People for the Ethical Treatment of Animals
    • Natural Resources Defense Council
    • Do Something
    Explore the sites first. Food Bank staff create personal accounts before building an official account.