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Dave Tinker, CFRE
@davethecfre
October 30, 2013

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What is social media?
Social media statistics and benefits
Focus on Facebook, Twitter, and YouTube
How others...
Social media is an umbrella term that defines
the various activities that integrate
technology, social interaction, and th...
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Public Relations
Customer Services
Loyalty Building
Collaboration & Networking
Search Engine Optimization
Enh...
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People Use Social Media More than Anything
Else on Internet
 75% of Americans use social media

 66% of all internet ...
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93% of social media users believe an
organization should have a presence in social
media

Sources: Cone Communications,...
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You can access social media
▪ PCs
▪ Tablets, Kindles, Nooks
▪ Smartphone
▪ TV and TV games

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• Guess the correct social media statistic
• The contestant who is the closest without going

over wins!

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• What percent of all time spent online is spent on
social media sites?

• 22%
• 650 million people connect via mobile

de...
• Facebook has how many million active users?
• 1,200
• 1 in 7 minutes of all time spent online is on
Facebook
• Average u...
• How many million Tweets are sent per day?
• 500+ million
• 26+ million pages of text
• Twitter has 500 million users wor...
“It (Ushahidi) is only 10% of the solution.
The other 90% is up to the people and
organisations using the platform.”

Ory ...
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15
• Listen to the social media impact statistic
• Guess whether the correct answer is more or

less!

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• Of 213 countries surveyed, 150 reported Facebook
as being used by at least half of the population who
use the internet
•...
• With 250 million users, Europe has the most
Facebook users
• LESS: Europe has 241 million

• Asia has the most with 245 ...
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13% of all giving done online
 Online giving up 10.6% in 2012

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7% of all giving done Online is done via Social
Me...
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More than 1.2 billion users worldwide
50% of users login on any given day
23 Billion minutes spent on Faceb...
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Get volunteers to share peer-to-peer
Give tips on what to post
 Text
 Photos/Logos

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Carleton College did this to...
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Facebook Pages - 50 million
Ads
Apps
Places (geotagging)
Events
Groups
Nonprofit Resources by Facebook
 ht...
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Launched in October 2010
Bought by Facebook 18 months later
150 million monthly active users
Video capability l...
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500 million users as of June 2013
 140 Million in US

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50 million people visit Twitter each day
More than 50% ...
Anatomy of a Tweet

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Name @
Hashtags #
URL Shorteners
. or “ before a Tweet

.@davethecfre
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Pittsburgh Gives
 One Day Only Have Your Gift to ACHIEVA Matched –

http://is.gd/1234 #DOG13 (75 characters)
 The Pit...
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Make a request in 140 Characters or less!
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Can be event, general request or pushing
information

State mission in ...
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Vine is Twitter’s Video App
Launched in Jan 2013
Point and Click Video
6 seconds = really 6.6 seconds
40 millio...
“We’re still in the process of picking
ourselves up off the
floor after witnessing firsthand
the fact that a 16-year-old Y...
1 billion unique users per month
100 hours of video are uploaded to YouTube
every minute
 6 billion videos viewed each mo...
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Guidestar has listings for all 501(c)(3)s
Network for Good uses Guidestar’s database
Network for Good has partnered...
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Who is your audience?
Which social media tools will allow you to
reach your desired audience?
How will you reac...
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Social Media Tracking Free Online Tools
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▪
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Facebook Search – must be logged in
Twitter Search http://twitter.com/...
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You can update multiple accounts at the same time
 Buffer http://bufferapp.com adapts these so they meet

character li...
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“Twitter is a great place to tell the world what
you are thinking before you have had a
chance to think about it” – Chris ...
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Use by
employees, volunteers, consultants, and
people you serve
Impact on marketing and
branding, fundraising,...


What it is:
 It sets expectations and boundaries
 Operational guidelines for people who use social

media in their jo...
Define social media
 Identify that you have concerns and interests
 Tell people what to avoid
 Remind people to protect...


Online Policy Tool
 http://socialmedia.policytool.net

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In 2010 AFP International convened a group
of npo tech professionals crafted guidelines
for members of
 AFP

 ASAE
 ...
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Definitions
Social media isn’t a fad
 Billions of users across the globe

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There are many, many tools
 No one too...
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Listen & Engage
 It’s a dialogue, not a monologue
 85% of social media users believe that an organization

should als...
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Dave Tinker, MPA, MISST, CFRE
Vice President of Advancement
ACHIEVA
412-995-5000 x 436
dtinker@achieva.info
http://www.ach...
Alltop - http://social-media.alltop.com
 Beth Kanter - http://www.bethkanter.org
 GoogleAlerts – http://alerts.google.co...
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AFP Social Media Guidelines- http://is.gd/yGv43r

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Beth Kanter’s list – http://is.gd/tSujQv

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National Labor Relati...
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Social Media and Fundraising - Guest Lecture at Point Park University

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Dave Tinker, CFRE, Guest Lecture to Graduate Nonprofit Communications Class at Point Park University on 10/30/13

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  • Email, blogs, videos, IM, wikis, bookmarks, books, pictures, games, travel, music and presentations
  • # of minutes spent of Facebook double from last year
  • # of minutes spent of Facebook double from last year
  • PagesCreate a Page for your cause or organization to start engaging with supporters. People will be able to receive and respond to content from your Page by clicking the Like button. Your organization's Page content is distributed virally when your audience responds to or shares it. AdsCreate Ads to promote your organization and initiatives by targeting potential supporters across a variety of demographics, interests, and connections. Ads are seamlessly integrated into the Facebook experience, and are displayed to people in the right-hand column of Facebook while they browse content. ApplicationsAdd Applications your Page to display additional content and encourage audience participation in a customized, social setting. You can find relevant applications on Facebook and custom applications can be built by any developer that follows Facebook's Developer Policy. Claim Places and encourage supporters to check-in to the physical location of relevant event and retail locations. Checking in via a mobile phone informs supporters' friends about your organization, and generates viral check-in stories, allowing your organization to extend its reach to many potential new supporters.EventsCreate Events on your Page to share relevant conferences, fundraisers, and speaking events with supporters. Upon creating an event, a News Feed story with event info will post to your Page, and your audience can RSVP from your Page's Events tab or news feed story. You can increase RSVPs by posting status updates leading up to the Event, emailing lists, and linking from your site.GroupsCreate a Group to enable more opportunities for supporters to engage and organize – create polls, group chat, and shared docs. You can control who sees your group, and keep members informed with Group notifications and shared email addresses.
  • PagesCreate a Page for your cause or organization to start engaging with supporters. People will be able to receive and respond to content from your Page by clicking the Like button. Your organization's Page content is distributed virally when your audience responds to or shares it. AdsCreate Ads to promote your organization and initiatives by targeting potential supporters across a variety of demographics, interests, and connections. Ads are seamlessly integrated into the Facebook experience, and are displayed to people in the right-hand column of Facebook while they browse content. ApplicationsAdd Applications your Page to display additional content and encourage audience participation in a customized, social setting. You can find relevant applications on Facebook and custom applications can be built by any developer that follows Facebook's Developer Policy. Claim Places and encourage supporters to check-in to the physical location of relevant event and retail locations. Checking in via a mobile phone informs supporters' friends about your organization, and generates viral check-in stories, allowing your organization to extend its reach to many potential new supporters.EventsCreate Events on your Page to share relevant conferences, fundraisers, and speaking events with supporters. Upon creating an event, a News Feed story with event info will post to your Page, and your audience can RSVP from your Page's Events tab or news feed story. You can increase RSVPs by posting status updates leading up to the Event, emailing lists, and linking from your site.GroupsCreate a Group to enable more opportunities for supporters to engage and organize – create polls, group chat, and shared docs. You can control who sees your group, and keep members informed with Group notifications and shared email addresses.
  • Over 8.3 million people us Facebook Causes. Donations through causes use Network for Good.Crowdsourcing type of fundraising. People now have more access to personalized fried to friend software so they look to it, or sites like IndieGoGo.$50 million out of $1.2 trillion dollars raised each year (AAFRC) People are still trying to figure it out.
  • Very easy to set up an accountJust need a valid email addressName @Usernames start with @ symbol Now used by Google+Hashtags #Most important word or phrase in tweetURL ShortenersTwitter now built one in Hootsuite, Tweetdeck, etc. also build them in
  • Drive people back to your own website…
  • RT’s – after an hour of tweeting, you have less than a 1% chance of it being RT’edRules of thumb – RT multiple times for every new tweet of your own.
  • YouTube Channels
  • How will you incorporate it into your current online and offline efforts?What resources can you put into it? Who will do the work?
  • Transcript of "Social Media and Fundraising - Guest Lecture at Point Park University"

    1. 1. Dave Tinker, CFRE @davethecfre October 30, 2013 1
    2. 2. 2
    3. 3.       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 Social media policies Online resources 3
    4. 4. 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 4
    5. 5.       Public Relations Customer Services Loyalty Building Collaboration & Networking Search Engine Optimization Enhance your Fundraising 5
    6. 6.  People Use Social Media More than Anything Else on Internet  75% of Americans use social media  66% of all internet users in the world visit social networks  33% of adults online post to social media sites at least once a week  Using social media is done more often than reading email Sources Forrester, Nielsen, TechCrunch, Wecando.biz 6
    7. 7.  93% of social media users believe an organization should have a presence in social media Sources: Cone Communications, Binkd 7
    8. 8.  You can access social media ▪ PCs ▪ Tablets, Kindles, Nooks ▪ Smartphone ▪ TV and TV games 8
    9. 9. • Guess the correct social media statistic • The contestant who is the closest without going over wins! 9
    10. 10. • What percent of all time spent online is spent on social media sites? • 22% • 650 million people connect via mobile device • Social networking sites reach 1.2 billion people = 82% of people online Sources: Zdnet.com, comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street Journal 10
    11. 11. • Facebook has how many million active users? • 1,200 • 1 in 7 minutes of all time spent online is on Facebook • Average user connected to 80 groups, events and community pages • 350 million photos uploaded daily Sources: Zdnet.com, comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street Journal 11
    12. 12. • How many million Tweets are sent per day? • 500+ million • 26+ million pages of text • Twitter has 500 million users worldwide; • 200 million active Sources: Zdnet.com, comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street Journal 12
    13. 13. “It (Ushahidi) is only 10% of the solution. The other 90% is up to the people and organisations using the platform.” Ory Okollon, Pitt Alumni, Co-founder of Ushahidi a Kenyan NGO providing software for information collection 13
    14. 14. 14
    15. 15. 15
    16. 16. • Listen to the social media impact statistic • Guess whether the correct answer is more or less! 16
    17. 17. • Of 213 countries surveyed, 150 reported Facebook as being used by at least half of the population who use the internet • MORE: 175 countries or more than 82%  Sources: Wikipedia, Internet World Stats 17
    18. 18. • With 250 million users, Europe has the most Facebook users • LESS: Europe has 241 million • Asia has the most with 245 million • North America has 235 million  Source: Social Breakers 18
    19. 19.  13% of all giving done online  Online giving up 10.6% in 2012   7% of all giving done Online is done via Social Media. Incorporating social media into giving  Avg. gift online 10x  Avg. for all giving 5x  People will repost your requests; spread your brand 19 Sources: Philanthropy & Social Media (Institute of Philanthropy), Network for Good Giving Index, Blackbaud 2012 Online Giving Report, Nonprofit Quarterly
    20. 20.        More than 1.2 billion users worldwide 50% of users login on any given day 23 Billion minutes spent on Facebook per 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 20 Source: StatisticBrain
    21. 21.   Get volunteers to share peer-to-peer Give tips on what to post  Text  Photos/Logos  Carleton College did this to enhance year end annual fund appeal  Story shared 600 times; got gifts from lapsed donors and from ‘lost’ 1950’s and 60’s alumni 21
    22. 22.        Facebook Pages - 50 million Ads Apps Places (geotagging) Events Groups Nonprofit Resources by Facebook  http://is.gd/BweWdm 22
    23. 23. 23
    24. 24. 24
    25. 25. 25
    26. 26. 26
    27. 27. 27
    28. 28.      Launched in October 2010 Bought by Facebook 18 months later 150 million monthly active users Video capability launched last June – 15 sec Calgary Zoo published 2012 Annual Report only on Instagram. 28
    29. 29.  500 million users as of June 2013  140 Million in US     50 million people visit Twitter each day 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 Source: Semiocast 29
    30. 30. Anatomy of a Tweet 30
    31. 31. 31
    32. 32.     Name @ Hashtags # URL Shorteners . or “ before a Tweet .@davethecfre 32
    33. 33.  Pittsburgh Gives  One Day Only Have Your Gift to ACHIEVA Matched – http://is.gd/1234 #DOG13 (75 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) 33
    34. 34. 34
    35. 35.  Make a request in 140 Characters or less!   Can be event, general request or pushing information State mission in 140 characters or less! 35
    36. 36.      Vine is Twitter’s Video App Launched in Jan 2013 Point and Click Video 6 seconds = really 6.6 seconds 40 million users 36
    37. 37. “We’re still in the process of picking ourselves up off the floor after witnessing firsthand the fact that a 16-year-old YouTuber can deliver us three times the traffic in a couple of days that some excellent traditional media coverage has over 5 months.” Michael J. Fox 37
    38. 38. 1 billion unique users per month 100 hours of video are uploaded to YouTube every minute  6 billion videos viewed each month  Now close captions videos  Nonprofit Channels allow premium branding capabilities    Embeddable on Websites  Donate button  Call to action 38
    39. 39. 39
    40. 40.    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 40
    41. 41.      Who is your audience? Which social media tools will allow you to reach your desired audience? How will you reach and engage? Do you have a need for a Social Media policy for your organization? How will you measure success? 41
    42. 42.  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 ▪ TweetDeck http://www.tweetdeck.com/ 42
    43. 43.  You can update multiple accounts at the same time  Buffer http://bufferapp.com adapts these so they meet character limits  You can create a free e-newspaper from your feeds  Paper.li – http://www.paper.li  Want outside help?  Use a company like GiveZooks.com, Shortstack.com  PR firms 43
    44. 44. 44
    45. 45. “Twitter is a great place to tell the world what you are thinking before you have had a chance to think about it” – Chris Pirillo, blogger 45
    46. 46.    46 Use by employees, volunteers, consultants, and people you serve Impact on marketing and branding, fundraising, and awareness NPOs of all sizes need a policy
    47. 47.  What it is:  It sets expectations and boundaries  Operational guidelines for people who use social media in their job  What it is not:  Static 47
    48. 48. 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  48
    49. 49.  Online Policy Tool  http://socialmedia.policytool.net 49
    50. 50.  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 50
    51. 51.   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 Enhances your fundraising and communications Put a policy in place!  It’s a marathon not a sprint …Be Strategic   51
    52. 52.  Listen & Engage  It’s a dialogue, not a monologue  85% of social media users believe that an organization should also interact with its customers  Be Active  Update your information regularly  Measure  Audience  How does it fit into your offline goals? 52
    53. 53. 53
    54. 54. Dave Tinker, MPA, MISST, CFRE Vice President of Advancement ACHIEVA 412-995-5000 x 436 dtinker@achieva.info http://www.achieva.info www.slideshare.net/davethecfre www.about.me/davethecfre 54
    55. 55. Alltop - http://social-media.alltop.com  Beth Kanter - http://www.bethkanter.org  GoogleAlerts – http://alerts.google.com  Google for Nonprofits http://www.google.org  John Haydon – http://johnhaydon.com  Measuring Social Media – RWJF http://is.gd/J5329M  Netwits Think Tank - http://www.netwitsthinktank.com  Pew Internet & American Life Project http://www.pewinternet.org  Shortstack – http://www.shortstack.com  SocialOomph –http://www.socialoomph.com  YouTube Nonprofits – http://www.youtube.com/nonprofits  55
    56. 56.  AFP Social Media Guidelines- http://is.gd/yGv43r  Beth Kanter’s list – http://is.gd/tSujQv  National Labor Relations Board Memos - http://is.gd/4Hjt99  PolicyTool - http://socialmedia.policytool.net/  Social Media Policy Samples http://socialmediagovernance.com/policies.php 56
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