Give Greater - Social Media Presentation

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Give Greater - Social Media Presentation

  1. 1. GROWING THE DONOR AUDIENCE USING THE INTERNET AND SOCIAL MEDIA TO INCREASE AUDIENCE, VISIBILITY AND DONATIONS
  2. 2. 1. giveGreater.org 2. giveGreater.org Challenge Event 3. giveGreater.org Marketing: TCF 4. giveGreater.org: Nonprofit Toolkit 5. Social Media: Marketing and the Internet 6. Appendix 7. Q & A Content
  3. 3. Identity
  4. 4. Core Messaging
  5. 5. Fact Sheet
  6. 6. giveGreater.org Challenge Event
  7. 7. Identity
  8. 8. <ul><li>The Community Foundation has allocated a challenge pool of $200,000 to be awarded to eligible giveGreater.org early adopters. </li></ul><ul><li>To be eligible a nonprofit must have a completed and published profile on giveGreater.org and must get 50 individuals (friends) to donate at least $50 each between November 1, 2010 and December 31, 2010 . </li></ul>Challenge Description
  9. 9. <ul><li>Three Early Bird Prizes , grants of $5,000 for each of the first three organizations to meet the 50/50 threshold (50 unique donors at $50 or more each) </li></ul><ul><li>One First Prize , a grant of $20,000 the nonprofit with the highest number of individual donors </li></ul><ul><li>Two Second Prizes, grants of $10,000 for each of the two nonprofits with the next highest number of individual donors </li></ul><ul><li>Three Third Prizes, grants of $5,000 for each of the three nonprofits with the next highest number of individual donors </li></ul><ul><li>The remaining pool of $130,000 will be split among nonprofits not to exceed $3,000 each* </li></ul><ul><li>*The foundation will use its discretion allocating funds from the pool in the event of a tie or other circumstances. </li></ul>Prizes/Grants
  10. 10. giveGreater.org Marketing: TCF
  11. 11. Billboards
  12. 12. Web Banners
  13. 13. Email Blast
  14. 14. Print Ads
  15. 15. giveGreater.org Nonprofit Toolkit
  16. 16. Identities (and Standards) Email Blast Widget Direct Mail Press Release Nonprofit Poster Nonprofit Toolkit
  17. 17. Identities
  18. 18. Email Blasts
  19. 19. Widget and instructions
  20. 20. Direct Mail - MS Word Template
  21. 21. Press Release - MS Word Template
  22. 22. Nonprofit Poster
  23. 23. <ul><li>History </li></ul><ul><li>Founded in 2004 </li></ul><ul><li>Located in New Haven, CT </li></ul><ul><li>18 Full Time cross disciplinary creative strategists and technologists </li></ul><ul><li>Capabilities </li></ul><ul><li>Strategic Planning & Digital Marketing </li></ul><ul><li>Social Media Marketing / Management & Application development </li></ul><ul><li>Web Design / Development & Integration </li></ul><ul><li>Search Engine Marketing (SEO, Paid Search) </li></ul><ul><li>Visual Design </li></ul><ul><li>Web Analytics </li></ul>Digital Surgeons
  24. 24. <ul><li>Clients Include: </li></ul><ul><li>Ovation Guitars, a division of Fender Music Corporation </li></ul><ul><li>Top Trips ( Recently Rated top 10 facebook travel pages to read ) </li></ul><ul><li>Edible Arrangements ( Featured in Entrepreneur Magazine ) </li></ul><ul><li>Carols Daughter ( #1 Cosmetic brand on facebook, featured in internet retailer ) </li></ul><ul><li>Guess Watches </li></ul><ul><li>Beechnut </li></ul><ul><li>Eastern Mountain Sports </li></ul><ul><li>Amelia Island Tourist Development Council </li></ul><ul><li>Mastercard Worldwide </li></ul><ul><li>Head </li></ul>Digital Surgeons
  25. 25. How to leverage social media as a nonprofit organization
  26. 27. What is Social Media <ul><li>Websites, blogs, and social networks that create a foundation for users to search, connect and share information with one another in a community </li></ul>
  27. 28. Social Media <ul><li>Social media is a conversation supported by Social Networking tools </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Linked In </li></ul></ul><ul><ul><li>Youtube </li></ul></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>And many more… </li></ul></ul>
  28. 29. The Social Media Ecosystem
  29. 30. Social Media Can Help You… <ul><li>Find your audience </li></ul><ul><li>Engage your audience </li></ul><ul><li>Create an identity </li></ul><ul><li>Build a community </li></ul>
  30. 31. Which results in… <ul><li>Increased awareness </li></ul><ul><li>Increased volunteering </li></ul><ul><li>Increased donations </li></ul>
  31. 32. Social Media <ul><li>What is important is the relationships and interactions between you and your audience </li></ul><ul><li>Do not talk AT your audience, talk WITH them </li></ul>
  32. 33. Let others communicate for you and create conversations Have other people spread the word
  33. 34. Traditional Media: it’s what a brand wants to say
  34. 35. A New Perspective: You are the Topic, Not the Center Social Media
  35. 36. The Conversation
  36. 37. Encourage Participation <ul><li>Let users create content </li></ul><ul><ul><li>Strengthens community </li></ul></ul><ul><ul><li>Keeps organization activists interested </li></ul></ul><ul><ul><li>Keeps people engaged </li></ul></ul><ul><ul><li>An engaged user is an active user </li></ul></ul>
  37. 38. How do you keep your community engaged?
  38. 39. <ul><li>Show people you are connected </li></ul>
  39. 40. v
  40. 41. <ul><li>Building your community is key </li></ul><ul><ul><li>Show users that you are not a bland corporate account and create identity </li></ul></ul><ul><ul><li>Get outside of your comfort zone and be unique </li></ul></ul>
  41. 42. Make your Goals/Progress Visible <ul><li>Social media provides an invaluable platform for showing people what your objectives are and how close you are to achieving (or surpassing) them </li></ul>
  42. 43. Case Study: American Cancer Society <ul><li>More Birthdays – campaign around celebrating each birthday </li></ul>
  43. 44. Case Study: American Cancer Society <ul><li>Cancer Survivors </li></ul><ul><li>Friends/Family wish friends happy birthday </li></ul><ul><li>Or wish donation in honor of their birthday </li></ul>
  44. 45. Case Study: American Cancer Society
  45. 46. charity: water is accessible and has a strong presence in social media outlets
  46. 47. charity: water - Creating a Conversation
  47. 48. Encourage Participation: MyDunkTank <ul><li>Online Fundraising through Dares </li></ul><ul><li>Crowdsourced fundraising </li></ul><ul><li>People donate to the “dares,” they are most interested in seeing </li></ul><ul><li>Excellent way to encourage user participation </li></ul>
  48. 49. Make it easy to Act <ul><li>Give Greater Widget for accepting Donations </li></ul><ul><li>Make it easy for your audience to contribute </li></ul><ul><li>Portable and easy to install </li></ul>
  49. 51. Facebook: Basic Elements <ul><li>What is it? </li></ul><ul><li>Friends </li></ul><ul><li>Events </li></ul><ul><li>Groups </li></ul><ul><li>Fans/Likes </li></ul><ul><li>Posting a Status </li></ul><ul><li>Posting on your Wall </li></ul><ul><li>Uploading Photos </li></ul><ul><li>Uploading Video </li></ul>
  50. 53. Twitter: The Basic Elements <ul><li>Followers </li></ul><ul><li>Following </li></ul><ul><li>Tweeting </li></ul><ul><li>Retweeting </li></ul><ul><li>Hashtagging </li></ul>
  51. 55. <ul><li>Where do I start? </li></ul>
  52. 56. Social Media & Nonprofits: The Facts <ul><li>86.2% of nonprofits have a presence on social networks (70% from our survey) </li></ul><ul><li>74.1% are on Facebook (58% from our survey) </li></ul><ul><li>81% have someone dedicated at least ¼ time to social networking </li></ul>Source: 2009 Clark Nuber Not-for-profit Governance Conference
  53. 57. Get started today! <ul><li>Go to www.facebook.com </li></ul><ul><li>Click “Create a page” </li></ul><ul><li>Select “Brand, Product, or Organization” </li></ul><ul><li>Note – If you are already logged into Facebook, you will need to log out first </li></ul>
  54. 58. Get started today! <ul><li>Go to www.twitter.com </li></ul><ul><li>Click “Sign Up” </li></ul><ul><li>Fill out the simple Sign Up form </li></ul>
  55. 59. Key Takeaways <ul><li>Walk before you run </li></ul><ul><li>Think outside the box. Social Media is not “one size fits all” </li></ul><ul><li>Social Media is a marathon, not a sprint </li></ul><ul><li>Different industries yield different audiences = different communication channels </li></ul><ul><li>Be flexible, new trends are around the corner. </li></ul>
  56. 60. Appendix
  57. 61. Appendix: <ul><li>Create a Facebook Page : Use the “Official Page” </li></ul><ul><li>Create a Twitter Page </li></ul><ul><li>Facebook/Twitter Tools: </li></ul><ul><ul><li>Facebook Guidelines </li></ul></ul><ul><ul><li>Facebook “Places” </li></ul></ul><ul><ul><li>Facebook Causes </li></ul></ul><ul><ul><li>Facebook 101: A Crash Course </li></ul></ul><ul><ul><li>Facebook Help Center: Search it, Click it </li></ul></ul><ul><ul><li>http://hootsuite.com/ - Schedule posts, Assign tasks for a group </li></ul></ul><ul><li>I don’t think my audience is using social media </li></ul><ul><li>Kodak’s Social Media Policies </li></ul><ul><li>Case Studies: </li></ul><ul><ul><li>Charity Water: http://mycharitywater.org/p/signin </li></ul></ul><ul><ul><li>Top Trips (** Recently Rated top 10 facebook travel pages to read ) </li></ul></ul><ul><ul><li>American Red Cross – “show connected” </li></ul></ul>
  58. 62. Appendix: continued <ul><li>Listening & Monitoring Tools </li></ul><ul><ul><li>Google Alerts </li></ul></ul><ul><ul><li>Hootsuite </li></ul></ul><ul><ul><li>Topsy </li></ul></ul><ul><ul><li>Bit.ly for shortening URL’s </li></ul></ul><ul><ul><li>Technorati Blog Search </li></ul></ul><ul><ul><li>Tweetbeep – capture mentions of your brand on twitter </li></ul></ul><ul><li>My Dunk Tank – Online Fundraising </li></ul>
  59. 63. Q&A
  60. 64. For Additional information about Digital Surgeons please visit our website at www.digitalsurgeons.com

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