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Social Media for Nonprofits


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A presentation delivered to Abbotsford Community Services on using social media to increase their exposure in the community.

A presentation delivered to Abbotsford Community Services on using social media to increase their exposure in the community.

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  • 1. + Engaging with the Community: Social Media for Nonprofit & Service Organizations A Presentation to Abbotsford Community Services by Danielle Knowles 18/02/2013
  • 2. + What is Social Media?  Internet-based technology  Electronic media with “sharing” capabilities  Available to anyone with an internet connection at no cost  Made up of user-generated content  Reaches a wide audience  Democratizes knowledge and information
  • 3. +   Facebook Twitter Popular Social Media  LinkedIn  Pinterest  Instagram  Tumblr  YouTube  FourSquare  Blogs (configured to share with social media)  Apps (for accessing popular social media services on mobile devices)
  • 4. + What can Social Media do for you?  Give your organization, it’s programs, events and causes exposure  Increase awareness of your role in the community  Bring you financial support  Provide you with volunteers  Keep you connected and relevant in today’s technology-driven society
  • 5. + Why Should you Care?  Virtually everyone is on the internet – Canada topped the world in internet usage in 2012 with the average Canadian spending 45 hours a month online  More than 45% of Canadians also have a smartphone (iPhone, Android, Blackberry) and also access the internet and social media through it  The internet is accessible 24/7  When people want information, they go online  Social media is an easy and free way to promote yourself to your target audience
  • 6. + 2012 Statistics on Social Giving
  • 7. + Fundraising on Facebook
  • 8. + Social Media Donors  The average donation amount through social media increases each year – in 2010 it was $38 but by 2012 had increased to $59  Facebook can be configured to accept donations directly through your page, with the use of websites like or services like Donation Application
  • 9. + Donation Application
  • 10. + Social Endorsement  If a friend posts an update about a charitable donation or a cause they support on a social media site:  68% of people take more time to learn about the organization if the post was from a friend  58% of people will ask the friend about the cause  39% of people would donate  34% of people would re-post or share the information
  • 11. + Features of Facebook  Relatively easy to set up and use  Can communicate with large numbers of people  Can create personal profiles as well as separate pages for businesses and organizations  Can create and promote events  Can share photos and videos
  • 12. + Features of Twitter  Very easy to set up and use  Just write short updates and messages (140 character maximum)  Can create profiles for people, businesses or organizations – some people (like myself) manage multiple accounts  Communicate with very large numbers of people – followings tend to increase faster than Facebook  Can share photos and articles  Great for networking and promotion  Actively used by organizations and businesses  Searchable through # search terms (like #Abbotsford)
  • 13. + Features of Blogs  Can be as simple or elaborate as you want  Highly customizable  Your own dedicated “location” online – either within your website or separately through a service like Tumblr  Can share virtually endless amounts of text, photos, embedded videos, links and more  Can organize entries by subjects or key phrases  Great for search engine optimization (being found online through Google)
  • 14. + Features of YouTube  Share videos or slideshows with a global audience through your own dedicated “channel”  Engage with those who may not take the time to read a blog article  Great for showcasing events  Videos can be shared from YouTube to other social media services, blogs and websites  Searchable by key phrases
  • 15. + Abbotsford Community Services on Facebook  Already has a Facebook page, updated fairly regularly  Needs increased exposure: should have more than 279 “likes” given prominence in the community  Workshops and other events should be posted regularly and shared  Photos and videos (where legally possible)should be posted often  Quick facts about ACS and what you do for the community (assume the public doesn’t know anything about you!) catch people’s attention and are easily shared  Increase interaction – encourage staff, volunteers and supporters to comment on posts and share them to their personal profiles  Don’t be shy! Share the link to your CanadaHelps profile on Facebook now and then and ask for donations!
  • 16. + Abbotsford Community Services on Twitter  A profile couldn’t be found  If not set up, should be done – very simple  Facebook can be configured to automatically post to Twitter, saving you time  Additional messages tailored to Twitter (short and with hashtags #Abbotsford #GivingTuesday) should be added  Tweets can be scheduled in advance through programs like Hootsuite and sites like
  • 17. + Great Examples on Twitter  @charitywater – nearly 1.4 million followers – brings clean water to developing countries  @onecampaign – 671,000 followers – fights against extreme poverty & communicable diseases  @hrw – 540,000 followers – provides timely information about human rights crises worldwide  @tourismabby – 3,100 followers – tweets community events and information  @vibrantabby – 624 followers – generates solutions to reduce poverty in Abbotsford
  • 18. + Key Points to Remember Engage, engage, engage! Don’t just share posts and information with others already involved in ACS – you’re “preaching to the choir” Use social media to attract attention from those not yet involved – your friends, other organizations Ask questions to provoke thought and encourage interaction Consistency is key! Update regularly – this does not have to mean constantly – once a day on Twitter, once or twice a week on Facebook Don’t get overwhelmed – it’s better to use one or two services well than lots poorly Update “on the go” through Facebook and Twitter apps for smartphones
  • 19. + Question and Action Time  Setting up profiles or tweaking those already created  Brainstorming ideas of how to better use Facebook and Twitter  Answering any questions about social media that you may have!
  • 20. + Resources and Further Reading  How the Top 50 Nonprofits do Social Media (an infographic):   The 2012 Nonprofit Social Networking Report:  Yes, Social Media for Nonprofits Works (a report):  Social Media Strategy for Nonprofits (a report):
  • 21. + For Next Time  Addressing privacy concerns and best practices with social media use  How to set up and get the most out of a LinkedIn account  Foursquare, YouTube, Scribd and Slideshare  Further ideas for social media strategy: conversation starters, fundraising and more
  • 22. + Presented By Danielle Knowles: Communications Professional, Paralegal, Community Volunteer Let’s Connect!  Twitter: @dkparalegal  Facebook:  LinkedIn: