Social Media For Non Profits: Getting the best out of the web UPDATED
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Social Media For Non Profits: Getting the best out of the web UPDATED



Full day training about social media for non profit organisations

Full day training about social media for non profit organisations



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  • [twitter] At training centre. About to start a full-day on social media for non-profits. Slides available [/twitter]
  • [twitter] Great info will be shared today so stand by. All my tweets will be sent directly from my Power Point slides [/twitter]
  • One way communication. We make all the effort
  • [twitter] Reviewing now the @marchofdimes blog Fantastic example of building a specific community [/twitter]
  • [twitter] Facebook Causes: great app for non profits [/twitter]
  • [twitter] Individuals & groups are self-organising: @armano post about “helping daniela’s family” [/twitter]
  • [twitter] Facilitating collaboration and crowd sourcing: is a brilliant resource [/twitter]
  • [twitter] Sharing good tips for non-profits’ websites. Some examples: . Still a lot to be done in this field [/twitter]
  • ANY QUESTIONS OR CONCERNS? Quick question: how often do you refresh the content of your website?
  • [twitter] Now talking about SEO basics: technical, content, links [/twitter]
  • Own searches, do it your self and share examples. See if there are any people searching with typos and use it as example for the “title”
  • [twitter] Yahoo Site Explorer is better than Google detecting the number of in-links to your site [/twitter]
  • Exercise: go to and look at all the data shown
  • [twitter] Now on blogging and video blogging for non profits. Read: “The Corporate Blogging Book” by @debbieweil [/twitter]
  • [twitter] Three basics tips for successful blogging and building your network: comment, read, write [/twitter]
  • Show reader, add a blog subscription
  • [twitter] Online video tip: People remember 20% of what they read, 30% of what they see & 70% of what they hear & see [/twitter]
  • Identify goals of my video! Shoot it!
  • Show how it’s done in You Tube
  • [twitter] Enjoying now @oxfam winning You Tube strategy. Great, inspiring video [/twitter]
  • [twitter] Just divided the class in groups. Working now on online video ideas for their non-profits... [/twitter]
  • [twitter] Amazed at the number of non-profits that don’t know/never heard about “Google Grants” [twitter]
  • [twitter] Examples: some non profits in Ireland using Twitter: @womens_aid @wwnireland @oxfamireland @amnestyirl [/twitter]
  • [twitter] Examples: some non profits in Ireland using Facebook: Alzheimer Society Ireland, Oxfam Ireland, Amnesty Ireland [/twitter]
  • [twitter] “How much time does social media take?” The experts’ opinion: Beth Kanter @kanter [/twitter]
  • [twitter] Checking out now @ care2frogloop blog post: “Return on Investment calculator” Great tool. Thanks Justin! [/twitter]
  • [twitter] Establish your daily checklists. Examples from John @ducttape & @chrisbrogan [/twitter]
  • [twitter] Covering some Twitter basics now… [/twitter]
  • Show twitter search
  • [twitter] What do I tweet about? E.g. project status, events (tweet LIVE), find volunteers, share stories, communicate needs… [/twitter]
  • [twitter] Analising the @oxfamireland engaging climate change campaign [/twitter]
  • Speak about the message exposure to the x number of followers from retweeters
  • [twitter] : Great tool: “How many daily tweets should a non-profit send?” [/twitter]
  • [twitter] Twitter fundraising: now looking into @twonate @twollars and @twestival ‘s case study [/twitter]
  • [twitter] Online donors’ profiles: Majority are in their 20s & 30s, 75% share their emails, they want public “thanks” [/twitter]
  • Speak about the message exposure to the x number of followers from retweeters
  • [twitter] Great use of #hashtags: @nwf came up with Wild Life Watch. Very engaging [/twitter]
  • [twitter] Viewing now Facebook for non profits. Also checking [/twitter]
  • [twitter] Great example of an engaging Facebook page with cool photo/video content is @officialpeta [/twitter]
  • [twitter] Back to Facebook Causes: “How to promote your cause in 6 easy steps” [/twitter]
  • [twitter] Showing now how Facebook Advertising and insights work [/twitter]
  • [twitter] The fast track to social media for non profits is here: [/twitter]
  • [twitter] Another brilliant fundraising tool: “My Charity” A platform used by small & big organisations [/twitter]
  • [twitter] is also an easy way to collect money. They also launched a Facebook app! [/twitter]
  • [twitter] Want to support causes you care about? Check out @twitcause [/twitter]
  • [twitter] Why not creating your own and unique social networking platform? Try and [/twitter]
  • [twitter] On final slide. Coming up: Q&A. Really fun session today!! Remember: Slides available here [/twitter]

Social Media For Non Profits: Getting the best out of the web UPDATED Presentation Transcript

  • 1. Social Media for Non Profits: Getting the best out of the web Slides available at:
  • 2. The social buzz
  • 3. Traditional message (outbound)
  • 4. Modern message (Inbound)
  • 5. Monologue Vs Dialogue
  • 6. 3 ways social media is changing the non-profit world By Beth Kanter:
  • 7. 1. Deepening relationships and engagement
  • 8. 2. Individuals & small groups are self-organising around non-profit causes
  • 9. 2. Individuals & small groups are self-organizing around non-profit causes
  • 10. 3. Facilitating collaboration and crowd sourcing
  • 11. Is social media relevant, what about Google?
  • 12. Old days: just search
  • 13. Today: Social media matters too Google Facebook Slideshare You Tube Twitter LinkedIn
  • 14. Implications
  • 15. In social media you MUST: + + +
  • 16. Should I consider Social Media?
  • 17. Where will my audience end up? Your website/blog
  • 18. Priority: my website But... Where do I start?
  • 19. First: what do I want to achieve? A website without a goal is like a ship without a rudder
  • 20. Second: How will you measure success?
  • 21. Consider these 3 points Organisation goals = website goals
  • 22. Seacrh Engine Optimisation
  • 23. Your Website Here What is SEO?
  • 24. People are searching SEO directs them to your website… Why SEO?
  • 25. 3 keys to successful SEO
  • 26. 1. Technical SEO Can see … your website?
  • 27. Technical SEO: example 1
  • 28.
    • Ensure that each of your website’s pages has:
    • Title
    • Description
    • Keywords
    Technical SEO: example 2
  • 29. A Sitemap is a diagram which represents the structure of all the pages within your website. Technical SEO: example 3
  • 30. 2. SEO Content If you publish rich content Search engines will find you
  • 31. Most keyword-rich content Least important content How do search engines read?
  • 32. SEO Content: example 1
  • 33. SEO Content: example 2 Find out what people are searching for…
  • 34. 3. SEO Links Links connect one website to another NOTE: Link QUALITY is more important than QUANTITY
  • 35. Inbound links
  • 36. SEO Links: page rank example
  • 37. Search engines read text You see… see…
  • 38. What’s a keyword?
  • 39.
    • Incorrect:
    • • Do you need help? Please Click Here
    Correct: • Talk to us if you need help . SEO Links: The power of anchor text Anchor text tells search engines what the page is about
  • 40. Blogging and video blogging
  • 41.
    • Why is blogging important?
    • How to use a blog
    • Video blogging
    Quick points…
  • 42. Does your organisation need a blog?
  • 43. 6 main reasons for blogging
    • It helps your website go up in search engine rankings
    • It gives your organisation a human voice , a unique personality that builds a community around your cause.
    • You can connect easier with people in social networking sites
    • Spreads the word easier, cheaper and more effectively than mainstream media.
    • Establish your organisation as an authority
    • Expand brand awareness
  • 44.
    • Why is blogging important?
    • How to use a blog?
    • Video blogging
    Quick points…
  • 45. 3 keys to success
  • 46. READING: Action plan
    • Get an RSS reader ( )
    • Search for relevant blogs
    • Subscribe to blogs
  • 47. 3 keys to success: write
  • 48. WRITING: Action plan
    • Choose a blogging platform and install it in your hosting with your domain.
    • Professional URL Unprofessional URL
  • 49. WRITING: Action plan 2. Creating good blog post titles: - Communicate the benefit - Create controversy or debate - Ask a question - Use powerful words: free, easy, stunning…
  • 50. EXAMPLE: “controversy or debate”
  • 51. WRITING: Action plan 3. Blog frequency: It depends on strategy - Healthy suggestion : Once a week or more
  • 52. BONUS: Promote your blog
  • 53. 3 keys to success: Leaving comments
  • 54. COMMENTING: Action plan
    • Tips on comments: - Share an example - Disagree - Add a useful link
  • 55. COMMENTING: Action plan 2. Why leave comments? - What goes around comes around ;-) - Get noticed by other bloggers and blog readers - Lead by example (great opportunity for Irish non-profits)
  • 56.
    • Why is blogging important?
    • How to use a blog?
    • Video blogging
    Quick points…
  • 57.
    • … that people remember:
    • 20% of what they hear…
    • 30% of what they see…
    • 70% of what they both hear and see?
    • Source:
    Did you know?
  • 58.
    • Communicate easier: Click
    • After Google, the second search spot is
    • Offer a deeper taste to your audience!
    • Engage with users at a higher level
    Why go video?
  • 59. Video trends 2009 to 2010: 47% growth
  • 60. Before shooting… Indentify your goals Think about your audience Plan your promotional web video
  • 61. How to produce video Set your digital camera on video mode & shoot!
  • 62. How to produce video Download the videos to your computer
  • 63. Online video steps Use Windows Movie Maker to edit
  • 64. Online video steps Upload and insert title, description & tags
  • 65. Distribute your content
  • 66. Quick case study
  • 67. And now… Some Irish online video examples..
  • 68.
  • 69.
  • 70. Finally… let’s brainstorm! Can you come up with online video ideas?
  • 71. Next steps
    • Set up a blog or improve your existing one
    • Blogger rule : Read, write and comment
    • Always think about your audience
    • Consider video blogging!
    • Don’t worry if the video is not perfect
  • 72. Google AdWords: Opportunities for non-profits
  • 73. What is PPC? Pay Per Click
  • 74. Where do people click? PPC 10% SEO 70% PPC 20%
  • 75. Did you know about Google Grants? Receive a budget of up to €7,000 per month to spend in Google AdWords
  • 76. Google Grants: Eligibility
    • Eligible nonprofits include, but are not limited to, the following focus areas:
    • Animal rescue & conservation
    • Arts
    • Disaster & relief services
    • Education
    • Environment
    • Health
    • Science & technology
    • Voluntarism &community outreach
    • Youth advocacy & programs
    • Ineligible nonprofits include, but are not limited to the following areas:
    • Commercial non-profits
    • Credit-counseling services
    • Mutual membership benefits (networking, professional, alumni, etc)
    • Portals and directories
  • 77. Next steps…
    • Open an account:
    • Visit the AdWords Learning Centre
    • Remember to measure performance with...
  • 78.
    • Google Analytics is a great tool and it’s free!
    • Track user activity
    • Collect crucial data
    • Discover trends
    … website analytics
  • 79. Connect with Fred on: Coming up... Social media tools for non-profits
  • 80. Non-profits using social media...
  • 81. Main non-profits on Twitter
  • 82. Non-profits in Ireland using Twitter
  • 83. Main non-profits on Facebook
  • 84. Non-profits in Ireland using Facebook
  • 85. Social media planning
  • 86.
    • Setting up your profile on Facebook and starting to post messages on Twitter will NOT produce results magically
    • If your website MUST be inviting and provide good content
    • If you do not regularly update your website or blog, how will your ensure regular and consistent social media messaging?
    • If you do not have a habit of listening to your community, how will you manage to keep the interest in your message?
    Start with the right expectations
  • 87. How much time does it take? By Beth Kanter:
  • 88. How much time does it take? By Beth Kanter:
  • 89.
    • What do you want to happen by when?
      • Attract donors?
      • Attract volunteers - identify super-activists?
      • Generate visits to your website from Social media?
      • Gain insights into what your audience needs, wants, or thinks about your cause?
    • Good starting points:
      • Dosh Dosh blog: Social Media Marketing Campaigns: How to Set Goals and Define Your Target Market
      • 12 Tips for Nonprofits On Getting Started With Social Media
    What are your goals?
  • 90.
    • Recycling old marketing campaigns in social media does not work
    • Visit:
    • KEY: Rethink and change your perspective:
      • Move from… static/ organisation-centric /press-releases
      • Us
      • Here's what we are doing
      • Send us money
    • To audience-centric/ story-telling / creative and fun
      • Here are results ( share ),
      • Here's how it affects you ( valuable information worth spreading ),
      • We need your support ( raise money or achieve goal together )
      • Here is what we achieved with your help ( Send updates with partial/total achievements )
    What’s your message/value?
  • 91.
    • Frogloop online ROI calculator for Social network campaigns by Justin Perkins
    Return-on-Investment calculator Go to :
  • 92. You don’t need to go with every social networking tool
  • 93.
    • Allocating specific time slots is better than constant distraction
    • Starting points:
      • Chris Brogan: Define a Social Media System for Yourself
      • John Jantsch: My Social Media System
    Establish a daily checklist
  • 94.
    • What have we learned?
    • What has worked well?
    • What did not seem to have effect (so far)?
    • What should we change?
    • Are we moving toward our targets?
    • What should we change in our activities and/or our targets?
    Have weekly and monthly reviews
  • 95. Twitter
  • 96. Did you know? Source : Brian Solis’ Blog post 04/06/09:
    • 40% of Twitter users regularly apply Twitter as an information hub searching and sharing!
    • 2/3 of users would use Twitter to communicate good or bad information about a brand .
    • 65% of Twitter users are between 25 and 60 years old
  • 97. Twitter basics
  • 98. Twitter dashboard
  • 99. Describe yourself
  • 100. Choose a good background
  • 101. 8 key strategies Channelship Ltd. Copyright 2009
  • 102. 1. LISTEN
    • Main spots:
    • Industry Twitterers
  • 103.
    • Capitalise on News/Holidays/Community Events
    • Mobilisation
      • Internal/external
      • Notify activists about latest developments/activities
    • Internal Communications
      • Have ongoing conversation with members in a decentralised way: /
      • Use it to bring expertise from members or sympathisers
      • Use to test out ideas, ask questions or brainstorm about next steps with constituency.
    • Extra Organisational Activism
      • Use it to partner with other organisations to spread news
    2. Use speed to your advantage
  • 104. 3. Engage in conversations
  • 106.
    • Update those following you on projects status
    • Tweet your fundraising and prepare events for those that cannot be there (play by play)
    • Let others know of fundraising needs
    • Keep grant makers updated with progress
    • Quickly find volunteers
    • Find others who would like to get involved with your nonprofit
    What do we tweet about?
  • 107. LINKS: the key to spreading the word No links. No referrals.  Engaging. Link to blog. Easy to share 
  • 108. Oxfam’s campaign
  • 109. Spreading the word, getting support on Twitter Message exposed to: 3,550 people
  • 110. 4. Use polls to collect data
  • 111.
    • “ I went in thinking Twitter was a free way to push our message out. Big mistake. We learned to listen. We started winning once we let people decide on their own about our services.”
    • Amy Worley,
    • Manager H&R Block’s Twitter programme
    Useful Twitter testimonial
  • 112.
    • You will meet people allover the world that might be interested in your cause
    • You get to hear what people are really thinking about a wide variety of issues.
    • You can follow other fundraisers and get great real-time advice
    • You can promote traffic to your website and even help others raise traffic/moneys
    • If you can figure out how to communicate in 140 characters or less…think how your fundraising writing will improve!
    5. Fundraising
  • 113. Twitter fundraising
  • 114. Twitter fundraising
  • 115. Twitter fundraising
  • 116.
    • Vast majority are in 20’s & 30’s and very comfortable with Web 2.0 giving (widgets & apps)
    • 75% share their email and appreciate email newsletters
    • They give in smaller amounts, more often and to many non-profits they find on Facebook & Twitter
    • They want Public “Thanks”
      • “ Thank You” Wall comments and compliments.
    TIP: online donors Heather Mansfied -
  • 117. 6. Alerts
  • 118.
    • Way to create or follow a stream on Twitter
    • Example: #fundraising, #nonprofits
    • Create Your Own!
      • Needs to be unique
    • Follow hashtags
      • Create a search on tweetdeck
    7. Hashtags
  • 119. … Let’s open a Twitter account
  • 120. 7. Hashtags: Get creative!
  • 121. 8. Some Twitter clients
  • 122. Next steps…
    • Open or improve your Twitter account
    • Follow people that you know and other non profits, engage and pay attention to their conversations
    • Sharpen your strategy weekly
    • Connect your tweets with other activities
    • Focus on good interactions, share content
    Channelship Ltd. Copyright 2009
  • 123. Facebook
  • 124. Did you know?
    • Biggest Social Network: 350 Million users
    • 250 Million ACTIVE users
    • Average user time: 25 Minutes
    • 50% of users return daily
    • 35 years old & above: fastest growing segment
  • 125. 8 key strategies Channelship Ltd. Copyright 2009
  • 126. 1. Open an account* * Advice: Start with an individual account before creating a page!
  • 127. Advantages of a Facebook page
    • Send updates to your “fans” in seconds
    • Promote your products and services with fun photos & video!
    • Your FB business page is indexed in Google!!
    • Avail of traffic/visitor stats (Insights)
    • Advertise on Facebook!
  • 128. 2. LISTEN
    • Main spots:
    • Your Facebook page
    • Industry Twitterers
  • 129. 3. Find friends and connect with your community
  • 130. 4. Upload and share photos and videos Good photo and video content are key to facilitate your ambassadors’ job in spreading the word.
  • 131. 5. Promote your events
  • 132. 6. Promote your blog or newsletters
  • 133. 7. Fundraising: “Causes”
  • 134. 8. Facebook advertising
  • 135. Facebook Insights
  • 136. Next steps…
    • Open a personal account before a page
    • Follow people that you know and try to become familiar with the platform.
    • Check out business pages & learn how are they doing.
    • Focus on good interactions, share content.
    • Get familiar with “Causes”
  • 137. The non-profit toolbox
  • 138. Important non-profits blogs
    • Beth's Blog: How Nonprofits Can Use Social Media
    • Wild Apricot’s non-profts technology blog
    • Frogloop: Non-profit online marketing blog
    • We are media: The social media started kit for non-profits
  • 139. Fundraising
  • 140. Fundraising
  • 141. Interact with more people that “care”
  • 142. What about your OWN social network?
  • 143. What about your OWN social network?
  • 144. In summary
    • Improve your website
    • Be aware of search engines
    • Consider Google AdWords
    • Start blogging as soon as you can!
    • Carefully select your social networking tools
    • Always remember to LISTEN
    • Be patient
  • 145.
    • Thank you!
    Connect with Fred on: That’s it…