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Developing Your Social Media Strategy for Non-Profits
1. Presented by: Barb Noad
VP and Online Engagement Strategist at
Method Works Consulting
Developing Your Social
Media Strategy
2. Barb Noad
VP and Online Engagement Strategist @ Method Works Consulting
Passionate about working with non-profits and
becoming a partner in their success.
@BarbNoad
http://ca.linkedin.com/in/barbnoad
facebook.com/MethodWorks
barbn@methodworksconsulting.com
3. AGENDA
Developing Your Social Media Strategy
1. Introductions
2. Developing your Social Media Strategy
3. People
4. Objectives
5. Strategies
6. Engagement Pyramid
7. BREAK
8. Workshop
9. Technology
10.Q & A
11.Recommended Reading
12.Wrap Up
7. • People
– Who are you targeting?
• Objectives
– What are your goals? What are you trying to achieve?
• Strategies
– How do you want your relationships with your
constituents to change?
• Technology
– What social media tools are you going to use?
The POST Method
Groundswell
9. 2007 Canada Survey of Giving, Volunteering, and Participating
Why do they donate, volunteer, and participate?
Motivations
• Feeling compassion towards
people in need (90%),
• Wanting to help a cause in which
they personally believed (86%)
• Wanting to make a contribution
to the community (80%)
• having been personally affected
or knowing someone personally
affected by the cause the
organization support (62%).
Barriers
• Could not afford to give larger
donation (71%)
• Did not like the way in which
requests were made (34%)
• Did not think money would be
used efficiently (33%)
10. Social Media Usage by Age Group
Source: Source: Google Ad Services, April 2010
17%
7%
14%
21%
25%
12%
4%
10%
8%
19%
28%
21%
11%
3%3% 4%
16%
28% 28%
17%
4%
36%
8%
12%
16%
20%
6%
2%
0%
5%
10%
15%
20%
25%
30%
35%
40%
12-17 18-24 25-34 35-44 44-54 55-64 65+
Social Media Usage by Age Group
Facebook Twitter LinkedIn MySpace
11. Social Media Tools are Used Regularly
Source: Social Media Reality Check, CNW Group, April 2009
29%
20%
24%
6%
12%
3% 5%
More than once
a day
Once a day A few times a
week
Once a week A few times a
month
Once a month Less often than
once a month
At least once a day
49%
12. Usage is on the Rise Among Users
Source: Social Media Reality Check, CNW Group, April 2009
3%
8%
41%
34%
13%
Much less Somewhat less Same Somewhat more Much more
Less - 11%
More - 48%
13. Facebook and YouTube are
Prominent Among Users
Source: Social Media Reality Check, CNW Group, April 2009
2%
5%
3%
2%
10%
12%
8%
24%
20%
65%
77%
7%
9%
13%
14%
16%
36%
39%
50%
57%
81%
90%
Delicious
Epinions
Digg
Second
Life
LinkedIn
Flickr
Twitter
Blogs
MySpace
YouTube
Facebook
Aware of
Used
14. One-Fifth of Users Produce Content
Source: Social Media Reality Check, CNW Group, April 2009
21%
4%
13%
18%
21%
64%
None of the above
Tell followers where you
are and what you're
doing via Twitter
Post pictures on Flickr
of some similar service
Produce social media
content such as
contributing to or writing
a blog
Upload videos to
YouTube or a similar
service
Update status or talk to
friends via Facebook
15. Users Access Social Media for Personal
More than Professional Life
Source: Social Media Reality Check, CNW Group, April 2009
16%
31%
41%
45%
47%
54%
77%
Meeting new
people
Researching
products/service
s
Sharing
information
News and
information
Topics of
personal interest
Entertainment
Keeping in touch
40%
22%
25%
25%
26%
26%
31%
None of the above
Career-related
topics of interest
Sharing information
Keeping in touch
with colleagues
Networking
Researching
products/services
News and
information
Personal Life Professional Life
16. Objectives
What are your goals?
What are you trying to achieve?
Become
more
efficient
using
online
tools
Integration of
marketing
channels.
Extend market
reach and
awareness.
Increase engagement
level with target
audiences online.
Increase donation
revenues, number of
donors, and donor
value.
17. Strategies
How do you want your relationships with your
constituents to change?
• Keep current supporters engaged and
steward relationship online.
• Obtain new supporters.
• Continue to tell your story online. Inspire
conversations.
• Create buzz around an offline event: before,
during, after.
• Recruit Volunteers.
• Identify and build relationships with your
biggest supporters and influencers.
18. ROI: What are your
KPIs?
• For measurement to be effective, it has to
align directly with the measurable objectives
and strategies you’ve set.
– S - specific, significant, stretching
– M - measurable, meaningful, motivational
– A - agreed upon, attainable, achievable,
acceptable, action-oriented
– R - realistic, relevant, reasonable, rewarding,
results-oriented
– T - time-based, timely, tangible, trackable
21. • What?:
Consume content for example visit social
networking sites, read blogs/tweets, watch
videos, listen to podcasts
• Why?:
Seeking social-created content to help
with making decisions, learning from peers,
or entertainment
Watching
24. • What?:
Update status on social sites or twitter,
upload/forward photos, videos, articles,
etc.
• Why?:
Want to share the information they have
with peers, both to support others, and
demonstrate knowledge
Sharing
28. • What?:
Respond to others’ content, for e.g.
commenting on YouTube, Facebook, or
replying (@reply ) on Twitter
• Why?:
Actively participate, support, or contribute
ideas/opinions
Commenting
32. • What?:
Create and publish their own content in
support of an organization or cause.
• Why?:
Want to tell their own story, be heard, be
recognized
Producing
37. • What?:
Organize online fundraising events or
moderate online communities such as
Facebook fan pages or discussion boards
• Why?:
Invested in the success of a organization,
cause, or community. Want to give back,
or be recognized
Curating
38. Twestival is the
largest global
grassroots social
media fundraising
initiative to date,
raising over $1.2
million within 14
months for 137
nonprofits. All local
events are
organized 100% by
volunteers and
100% of all ticket
sales and
donations go direct
to projects.
Curating
41. Bow River Historical Society
Workshop
The Bow River Historical Society is a fictional organization
created by Method Works Consulting for the illustration
purposes only.
42. Bow River Historical Society
Workshop
Current Strengths
• Strong relationships with local
schools, teachers, and libraries as
they have a robust education
program that remains in high
demand.
• Lecture series, launched two years
ago, has proven to be very popular
amongst their membership.
Current Weaknesses
• As the city has grown the BRHS has
experienced a slow decline of the
awareness level of their organization
within the community.
• Membership and volunteer base is
maturing and overall numbers have
dwindling over the years.
• Funding from the provincial
government has also declined. This
can be attributed to less funds being
available and an increase in
competition for these dollars.
43. Bow River Historical Society
PEOPLE
Students
Local
Businesses
Parents
Teachers
Volunteers
Researchers
Members
44. Bow River Historical Society
OBJECTIVES
Increase awareness
of the BRHS within
the surrounding
community
Increase
engagement
level with
constituents
online
Expand on
the success
of the
lecture
series.
Recruit
Volunteers
Increase
membership
53. Twitter
Create a custom background
• Create a custom
Twitter background
that reflects your
organization's
mission and brand.
• Include some
basic contact
information phone,
website url, and
other social media
site urls.
58. Recommended Reading
1. Groundswell by Charlene Li and Josh Bernoff
2. The Networked Non Profit by Beth Kanter and Allison H. Fine
3. UnMarketing by Scott Stratten
