Social Media for Non-Profit Organizations

Social Media
For Non-Profit Organizations! June 14, 2011

George Wallace
President
Rebecca Slosberg Digital Marketing Facebook.com/DiscoveryCG Nick Lamothe General Manager www.discoverycomm.com @DiscoveryCG

Social Media for Non-Profits
What is Social Media?
How can it help me raise more money?
How do I get started?
Q&A

You’re Already Doing It!

What Makes These Media Social? “ Social Media are primarily internet- based tools for sharing and discussing information among human beings. The term most often refers to activities that integrate technology, telecommunications and social interactions, and the construction of words, pictures, videos and audio… Businesses also refer to social media as user-generated content (UGC).” [Wikipedia]

What Makes This Media Social?
Conversations, not lectures
Interactive, not passive
Personal, not corporate
Inherently shareable
Enhanced or created by the consumers

OK, But WHY Should We Use It?
Conventional fundraising is about cultivating donors and asking them for contributions (and that’s not a bad thing)
Think of social media as a form of cultivation first
… and maybe a way of asking for contributions second

People learn more about your organization
People become part of the discussion about your cause
People can easily share information about your organization with their friends
People become more involved and committed to your cause
It’s like having a virtual open house
Creates an asset that you can continue to grow
Social Media Cultivation

Three Major Platforms
Blogging
Facebook
Twitter
LinkedIn

BLOGGING 101 152 million – The number of blogs on the Internet (as tracked by BlogPulse). 73% of online users read blog posts, even if they aren’t aware of it.

What is a Blog?
A special kind of website that organizes articles, or “posts”, by date or subject and allows readers to comment
Less formal and more dynamic than regular websites
Good blogs invite more comments and discussion and repeat visits
Search engines like blogs!

Starting a Blog
Read some blogs first, then try it for yourself
Wordpress, Blogger, Typepad
The best blogs are honest, interesting, useful and consistent
Not an easy task!
Ask yourself: Do I have the resources to make a good blog? Is a bad blog worth it?

FACEBOOK 101 Facebook has 500 million users!

Facebook Statistics
The fastest growing demographic is baby boomers, those that are 55+ (Inc.com, Aug. 2010)
56% of all content shared online occurs via Facebook
51,481,960 Facebook users are between the ages of 35 and 64
Facebook generates 770 billion page views per month
Average user is connected to 80 fan pages
Average user creates 90 pieces of content each month (Social Media Today, March 2011)

Starting with Facebook
First sign up for a free personal account
Find your friends and check out what they are doing
Join groups and ‘Like’ other fan pages
Search keywords related to your organization’s mission
Start contributing and creating

Everybody is Doing it!

TWITTER 101 In the past year alone, the average number of tweets per day has nearly tripled from 50 million to 140 million. *Huffington Post, March 2011

What is Twitter?
An online platform for people to communicate and stay connected, in real time, through the exchange of quick answers to one simple question:

Twitter Statistics
175,000,000 – Number of twitter user accounts
460,000 – Average number of new accounts per day over the last month.
182% – Increase in number of mobile users over the past year.

Twitter is A LOT of Conversations! Conversation! Conversation! Conversation! Conversation! Conversation! Conversation! Conversation!

It is like text messaging or instant messaging, but to a much larger group
Oddly enough, communication happens and communities form in tiny bursts (micro-blogging)
It’s somewhat addictive!
Why is it Popular?

Starting with Twitter
Sign up! It’s free!
Search for keywords related to your organizations mission, and follow the people talking about them
At first it will be slow – as with all social media channels, patience and persistence are the name of the game
Participate! Say something, ask a question, respond to others questions

LINKEDIN 101 LinkedIn users tend to be more senior: 46% are Management or Executive Level ‘THE’ Platform for professional networking

Connect with past contacts, new donors, industry insiders, referral sources, recruit volunteers
Make introductions within your newly expanded network
Join and create networking groups

Setting Expectations
Social Media is NOT a miracle cure
It may take a long time for your investment to pay off
PATIENCE & PERSISTENCE

Social Media is ONE Tool
Don’t over-invest in social media
Know your audience (current and future) and court them appropriately
If you neglect traditional media, you might leave out your core supporters
But don’t under-invest either! 52% of Americans are using social media!

Fundraising with Social Media
Okay! We’ve been educated and warned, now how can we start raising some money?!

Fundraising with Blogs
Your blog shouldn’t be all about fundraising
Add a PayPal donate button or fundraising widget
Most importantly, use your blog to show the world the great outcomes your organization produces and to encourage discussion

Blog Anatomy Donate Button Personal Stories Pictures Facebook & Social Media Comments!

Fundraising with Facebook
Create a company page for your organization or event
When people join your group or fan page you can send them messages (don’t over do it)
Use Facebook to seek volunteers, donors and more fundraisers

Fundraising with Facebook: Apps

Fundraising with Twitter
This is not as cut and dry: even Twitter is just starting to figure out how to monetize their services
Use Twitter to reach and mobilize your more tech-savvy supporters
Use tweets to drive traffic to your website, blog or donation page
Encourage donors and fundraisers to use Twitter to publicize their support

Work the Retweet

Work the Retweet
If you see a tweet you like, you can retweet it so all your followers see it
Encourage retweeting of your messages and return the favor often
This can be a quick way to spread the word about a campaign or an event

Creating a group for people to network in on LinkedIn will allow you to get the message out!

Relaxing Your Grip
It’s the nature of social media that not all information will be conveyed exactly right, but the bulk of it will be generally right
Not all comments will be favorable
How you react to unfavorable comments says a lot about you and your organization
Pick your battles and don’t be afraid to apologize when you are wrong
Honesty and transparency go a long way on social media

Keys to Success
Social Media is just one piece of the puzzle, don’t neglect the rest
One size doesn’t fit all – do what is right for you, your organization and your people
Keep experimenting
Patience and Persistence
Give up some control

What is the Rest?
Direct Mail
Email Marketing
Events
Press Releases
Use traditional media to promote your presence on social media!

Questions?
This presentation can be found at www.discoverycomm.com/dgblog/NPO
If you have questions later, please feel free to post them there and we will answer them!
@ DiscoveryCG Facebook.com/DiscoveryCG

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Social Media for Non-Profit Organizations

by George Wallace on Jun 14, 2011

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Social Media for Non-Profit Organizations — Presentation Transcript