Adventures in NonProfit Social Media

Adventures in NonProfit Social Media
From promotion to engagement
Petri Darby, APR
director of brand marketing & digital strategy
Make-A-Wish Foundation® of America
pdarby@wish.org / @darbyDARNIT

A little background
Approaching 200,000 wishes granted
Strong brand awareness
Lots of one-way storytelling

Ready…Fire…Aim!
Let’s raise some money!

Social media marries two primary interests
EmotionalPractical

The rules are the same as before
Don’t worry so much about FundraisingWorry more aboutConnection & Cultivation

Strategy and goals before tactics
who before what
Donors – Volunteers – Employees – Boards – Sponsors – Vendors

Go where your targets are
Tip: Gmail can help find where your contacts are

Listen
Monitor your brand, competitors, and influencers
Technorati
AllTop
SocialMention
Google Alerts
Twitter Search
TweetDeck
Twazzup
HootSuite

Engage on key fronts
Blogs
Mobile
Organic SEO & paid search
Set up social media profiles
Integrate social tools into website
Create communities (Ning/Facebook/branded)
Connect
Educate
Dialogue
Offer value
Address issues
Ask for input/support
Easy on the self-promotion

Measure key metrics
Bit.ly
Swix
Radian6
Google Analytics
Facebook Insights

Tools and Tactics Change
10 years ago…dominated search
3 years ago…
dominated social

“Ooh, we need a mobileapp”
300 million US subscribers45 million smartphones100 million mobile Facebook users- Browsing- Social Media- GeoLocation- Text Campaigns

Spend time learning
Excellent blogs and Twitter superstars:ConvinceAndConvert.com - @jaybaerChrisBrogan.com - @chrisbroganBrianSolis.com - @briansolisSocialMediaExplorer.com - @jasonfallsGaryVaynerchuk.com - @garyveeBethKanter.org - @bethkanterScoblelizer.com - @scobleizerSethGodin.Typepad.com

THANK YOU!
QUESTIONS?Petri Darby, APRdirector of brand marketing & digital strategyMake-A-Wish Foundation® of Americapdarby@wish.org / @darbyDARNITwish.org / @makeawish

http://www.memberclicks.com	58
http://www.new.memberclicks.com	28
http://memberclicks.com	19

Adventures in NonProfit Social Media

by Petri Darby on Jul 07, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

3 Embeds 105

Statistics

Adventures in NonProfit Social Media — Presentation Transcript