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Social Media and Fundraising at Pgh Foundation Center by Dave Tinker, CFRE
 

Social Media and Fundraising at Pgh Foundation Center by Dave Tinker, CFRE

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    Social Media and Fundraising at Pgh Foundation Center by Dave Tinker, CFRE Social Media and Fundraising at Pgh Foundation Center by Dave Tinker, CFRE Presentation Transcript

    • DavE Tinker, CFRE
      AUGUST 5, 2011
      Foundation Center
      Social Media and Fundraising
      1
    • What We’ll Go Over
      2
      What is social media?
      Social media statistics and benefits
      Focus on Facebook, Twitter, and YouTube
      How others use it to raise funds and communicate with their constituencies
      What are the components to a social media policy
      Why you need a social media policy
      Online resources for social media
    • Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.
      Source - Wikipedia
    • Definition
      Social media can include:
      Email, blogs, videos, IM, wikis, bookmarks, books, music and presentations
      What is Social Networking?
      Placing individuals into specific groups connected by a common interest
      4
    • Benefits to your Organization
      Public Relations
      Customer Services
      Loyalty Building
      Collaboration
      Networking
      Search Engine Optimization
      Raise Funds
      5
    • Statistics and Facts
      People Use Social Media More than Anything Else on Internet
      22.7% of time – 43% growth over previous year
      75% of Americans use social media
      33% of adults online post to social media sites at least once a week
      66% of all internet users in the world visit social networks
      Using social media is done more often than reading email
      It is growing faster than 3x the internet
      93% of social media users believe an organization should have a presence in social media
      Sources Forrester, Nielsen, TechCrunch, Wecando.biz
      6
    • Easy Access to Social Media
      You can access social media
      Computer
      Phone
      TV and TV games
      Social Media is more interconnected
      7
    • Facebook
      More than 750 million users worldwide
      175 million users login on any given day
      5 Billion = number of minutes spent on Facebook each day
      Currently most popular social media in US
      Prospect Research and Fundraising
      Largest repository of photos on line in the world
      2nd Largest repository of videos online
      8
    • Facebook Pages vs. Groups
      9
    • 10
    • 11
    • 12
    • 13
    • Twitter
      200 million users as of March 2011
      60 million people visit Twitter each month
      More than 50%of posts are done using an application and not via the Twitter website
      Created real-time search
      Watch trends as they happen
      14
    • @, #, URL Shortners and Lists
      15
      Very easy to set up an account
      Just need a valid email address
      Name @
      Usernames start with @ symbol
      Now used by Google
      Hashtags #
      Most important word or phrase in tweet
      URL Shorteners
      Twitter now built one in
      Hootsuite, Tweetdeck, etc. also build them in
      List
      Ability to categorize feeds
    • Twitter Fundraising Samples
      Pittsburgh Gives
      One Day Only Have Your Gift to ACHIEVA Matched 1:2 – http://is.gd/1234#pghgives (81 characters)
      The Pittsburgh Foundation will match your gift to ACHIEVA 50 cents for every dollar up to $2,500 Oct 28 at 10am http://is.gd/ZiQtDk PLS RT(140 characters)
      Join and Donate
      @aplusk, @drew
      16
    • 17
    • Twitter Exercise
      Make a request in 140 Characters or less!
      Can be event
      Can be general request
      State mission in 140 characters or less!
      18
    • YouTube
      490 million unique users per month
      13 hours of video are uploaded to YouTube every minute
      100 million videos viewed per day
      Now close captions videos
      Nonprofit Channels allow premium branding capabilities
      Embeddable on Websites
      Donate button
      Call to action
      19
    • 20
    • 21
    • 22
    • How Guidestar influences social media fundraising
      Guidestar has listings for all 501(c)(3)s
      Network for Good uses Guidestar’s database
      Network for Good has partnered with
      Give a Tweet http://www.giveatweet.com
      Change.org http://www.change.org
      Razoo http://www.razoo.com
      Facebook Causes, etc. http://www.facebook.com/causes
      Your information on Guidestar means you have profiles on those services above
      23
    • Is Social Media Right for You?
      Which social media tools will allow you to reach your desired audience? Is it Facebook, Twitter and YouTube?
      How will you incorporate it into your current online and offline efforts?
      What resources can you put into it?
      Who will do the work?
      Do you have a need for a Social Media policy for your organization?
      24
    • Track Information About Anyone, Any Topic
      Social Media Tracking Free Online Tools
      Facebook Search – must be logged in
      Twitter Search http://twitter.com/search
      Google Alerts http://www.google.com/alerts
      Dashboards
      Hootsuite http://www.hootsuite.com
      Ping.fm http://www.ping.fm
      TweetDeck http://www.tweetdeck.com/
      25
    • Work Smarter – Use Tools
      You can update multiple accounts at the same time
      Desktop – TweetDeck, Seesmic
      You can create a free e-newspaper from your feeds
      Paper.li – http://www.paper.li
      No staff? Want outside help?
      Use a company like GiveZooks.com
      PR firms
      26
    • Privacy and Social Media Policy Quote
      “I don't believe society understands what happens when everything is available, knowable and recorded by everyone all the time," [Schmidt] says. He predicts, apparently seriously, that every young person one day will be entitled automatically to change his or her name on reaching adulthood in order to disown youthful hijinks stored on their friends' social media sites.”8/14/10 Wall Street Journal article quoting Eric Schmidt, former CEO of Google
      27
    • Why You Need One
      Use by employees, volunteers, consultants, and people you serve
      Impact on marketing and brand, fundraising, and awareness
      NPOs of all sizes need a policy
      28
    • What is a Social Media Policy?
      What it is:
      It sets expectations and boundaries
      Operational guidelines for people who use social media in their job
      What it is not:
      Static
      29
    • Components of Social Media Policy
      Define social media
      Identify that you have concerns and interests
      Tell people what to avoid
      Remind people to protect privacy
      State how it’s related to other agency policies
      Logos, photos, videos
      ‘Friending’ clients, co-workers
      How to engage others
      30
    • Don’t Have One?
      Can lead to
      Leaks
      Badmouthing
      Someone else speaking on your behalf
      Fear Not…It’s Not Too Late
      31
    • Let’s Create One Right Now
      32
      Online Policy Tool
      http://socialmedia.policytool.net/
    • Is Anyone Helping Nonprofits?
      In 2010 AFP International convened a group of npo tech professionals crafted guidelines for members of
      AFP
      ASAE
      NTEN and
      The DMA, Nonprofit Federation
      Results were released in late 2010
      http://is.gd/yGv43r
      33
    • What’s Next In Social Media?
      “Facebook Alternatives”
      Google+ http://plus.google.com
      Diaspora https://joindiaspora.com
      Jumohttp://www.jumo.com
      Private “Twitter Alternatives”/Enterprise Social Media
      Yammer http://www.yammer.com
      Mango http://www.mangospring.com
      Location
      Foursquare http://www.foursquare.com
      Gowallahttp://www.gowalla.com
      Q&A Knowledge
      Quora http://www.quora.com
      34
    • Links
      Alltop - http://social-media.alltop.com
      Beth Kanter - http://www.bethkanter.org
      Causes - http://www.facebook.com/causes
      Change.org – http://www.change.org
      Give A Tweet – http://www.giveatweet.com
      GiveZooks! – http://www.givezooks.com
      GoogleAlerts – http://alerts.google.com
      John Haydon – http://johnhaydon.com
      Netwits Think Tank - http://www.netwitsthinktank.com
      Razoo – http://www.razoo.com
      Seesmic –http://www.seesmic.com
      Social Media Policies – http://is.gd/4mxAk
      SocialOomph –http://www.socialoomph.com
      Tweetdeck – http://tweetdeck.com
      Twitter 101 http://business.twitter.com/twitter101
      Twendz – http://www.twendz.com
      YouTube Nonprofits – http://www.youtube.com/nonprofits
      35
    • Online Tools to Help You With Social Media Policies
      AFP Social Media Guidelines- http://is.gd/yGv43r
      Beth Kanter’s list – http://is.gd/tSujQv
      NCE Social Media Blog - ncesocialmedia.wordpress.com
      PolicyTool - http://socialmedia.policytool.net/
      Social Media Policy Samples - http://socialmediagovernance.com/policies.php
      36
    • Remember To…
      Listen & Engage
      It’s a dialogue, not a monologue
      85% of social media users believe that a company should also interact with its customers
      Be Active
      Update your information regularly
      Measure
      Audience
      How does it fit into your offline goals?
      37
    • Conclusion…What We’ve Learned
      Definitions
      Social media isn’t a fad
      • Billions of users across the globe
      There are many, many tools
      • No one tool is right for everyone
      • They are not hard to learn, many online reference resources
      Enhances your fundraising and communications
      Put a policy in place!
      It’s a marathon not a sprint
      You should think strategically
      with Social Media
      38
    • Questions?
      39
    • Contact
      Dave Tinker, CFRE
      Director of Development
      ACHIEVA
      412-995-5000 x 436
      dtinker@achieva.info
      http://www.achieva.info
      Faculty – Master of Information Strategy, Systems, and Technology
      Muskingum University
      dtinker@muskingum.edu
      http://www.muskingum.edu/~misst
      www.about.me/davethecfre
      40