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  1. 1. p 801 295 9820 f 801 951 5815 1065 South 500 West Bountiful, Utah 84010
  2. 2. Contact me: Text “dyejo” to 50500 John Dye cell: 801.631.4736 email: web: Twitter: @dyejo Free service provided by
  3. 3. Before we begin . . . I am a firm believer in principles—out of the chute, you should know there is no “silver bullet”
  4. 4. We all have a circle of influence. Circle of Concern What you care about. People are influenced by those they trust What you can do something about. Circle of Influence
  5. 5. People do not want to be sold to—they want to interact and be heard
  6. 6. You cannot control the conversation, but you can participate in it
  7. 7. Key principles to consider
  8. 8. Social media allows you to . . . • Connect on deeper and more meaningful levels • Focus in on real relationships, not temporary transactions • Provide “value-added” and relevant points of connection • Utilize and leverage communication and public relations opportunities in an integrated and fully-branded manner • Build community
  9. 9. Connect on A non-profit's mission and vision deeper and need to give people a reason to more believe and participate in the cause. meaningful That connection, when nurtured and levels sustained, engenders loyalty, creates advocates and ambassadors, and builds relationships that transcend transactions.
  10. 10. Focus in on The Boston Symphony Orchestra real relation- (including Boston Pops and ships, not Tanglewood) sells more than temporary 600,000 tickets annually. transactions Because the organization is focused on building long-term relationships, there are fewer transactions, and the cost of sales stays low. All communications and information move “stakeholders” closer to the organization; even modest donors are encouraged to see themselves as investors and partners.
  11. 11. Provide Successful non-profits know "value-added" their constituents; they have to. and relevant points of Because people don't have to go to a museum or be a member of connection a conservation group, it's been imperative that non-profits understand the rational and emotional drivers of their various constituents—and connect to what those people value. Quantitative/ qualitative research is important, but direct interaction and listening are key.
  12. 12. Provide At Boston's Brigham and Women's "value-added" Hospital, some donors care deeply and relevant about research around particular points of diseases, others care about advancing patient care, whereas connection others care about the training of the next generation of physicians. In addition to an overall message, the organization has crafted individual messages that target what each group is passionate about.
  13. 13. Provide 100 Move the "value-added" What an organization is good conversation at and wants to advance to here! and relevant points of connection 50 0 50 100 What customers care about and want to support
  14. 14. Utilize and The non-profit segment is very leverage efficient because it has been forced communication to do more with fewer resources. and public relations opportunities in an integrated and fully– branded manner
  15. 15. Utilize and Many non-profits have focused leverage approaches to language, communication imagery, color, and design that and public connect its many endeavors and relations communications into a single brand opportunities portfolio: in an integrated and fully– Print connects to web, web connects to TV, TV connects to branded radio, radio dovetails back into manner print, etc. Messaging is consistent and clear; no ambiguity muddies the waters.
  16. 16. Utilize and Leveraging “unpaid” leverage communication channels (e.g., communication social media, the pride felt by and public ambassador-advocates, media relations coverage, etc.) extends the reach opportunities of every communication dollar and in an integrated the brand equity of the cause. and fully– branded manner
  17. 17. Build Pre-concert talks and addresses, community lab tours with researchers, intimate dinners, nature walks with sanctuary directors, galas, balls, silent auctions, and other fundraisers all create shared experiences and connections that advance an organization— immediately and into the future. With social media, similar activities can occur in a virtual world that is not restricted by distance or other traditional limiting factors.
  18. 18. How a University Embraced Social Media and Scored Millions in YouTube Views
  19. 19. Carnegie Mellon University Location: Pittsburgh, PA Industry: Higher Education Number of Employees: 4,000
  20. 20. Carnegie Mellon completed a Web 2.0-focused web site redesign.
  21. 21. Goal: • Thecampaign's goal was to increase the visibility of Carnegie Mellon online and increase brand awareness among students and alumni.
  22. 22. Tactics: • Securing 10,000 video views for each of the three main RoboU vids • Getting 500 subscribers to the school's YouTube channel within a year of the campaign's launch • Garnering 1,000 Facebook fans (followers of the school on Facebook) within a year of the campaign's launch • Engendering viral forwarding of the campaign's videos and having them picked up by large blog sites
  23. 23. Tactics: The university intended to highlight its professors, alumni, students, and curriculum by launching a series of online videos. It also hoped to connect on a deeper and viral level with its 70,000+ alumni to help build the university's presence and outreach, offline and online. "We recognized that we needed to engage with our intended audience on their terms," said Marilyn Kail, assistant VP for marketing communications. "Prospective students are cynical about typical hard-sell marketing. They trust their peers. They appreciate entertainment. This is why social media marketing worked so well."
  24. 24. Tactics: The school created a YouTube channel and a Facebook presence as well as released a series of videos on YouTube, Yahoo Video, AOL Video, and Carnegie Mellon's site, among others. Carnegie Mellon also released a series of lectures from professors as part of its YouTube channel's playlist.
  25. 25. The Results: The Web 2.0 initiatives by CMU continue to increase awareness about the school and its offerings. Within a year of launch, Carnegie Mellon's initial goal of 500 YouTube channel subscribers has been surpassed. Carnegie Mellon students continue to "blog forward" the school's online initiatives, and word of the videos has spread virally to more than 290 technology and news blogs, (including Gizmodo, which averages 50 million+ page views a month).
  26. 26. The Results: The initial goal for the three main RoboU vids was 10,000 YouTube video views each. (YouTube views are counted if a video is played in its entirety.) All three videos have surpassed that goal. Carnegie Mellon also released a series of lectures from professors as part of its YouTube channel's playlist, titled "Lectures." One of those videos, "Really Achieving Your Childhood Dreams" has had more than 2.2 million views on Carnegie's YouTube channel. The 1 hour, 16 minute lecture was given by Dr. Randy Pausch. It was tagged and forwarded as "The Last Lecture," which shares the title of Pausch's book, released in April 2008.
  27. 27. Lessons • In social media, keep your initial Learned: goals modest, because there is no guarantee that an online video, for example, will go viral. That said, make sure you understand what social media measurement tools are available and apply them. • Enabling collaboration among your organization's stakeholders can result in powerful outcomes. Encourage communication and forwarding of content to extend the reach of your message.
  28. 28. Lessons • Messaging needs to be authentic Learned: and engaging; it cannot be ad- speak or otherwise be contrived. • Hope for the unexpected. There was no way to tell that Dr. Pausch's video would become the viral success it became. If that does happen, take full advantage; for example, Carnegie Mellon subsequently adjusted its YouTube channel homepage by placing the successful video front and center.
  29. 29. Non-profits on Twitter
  30. 30. the1010project
  31. 31. the1010project Twitter: @the1010project Website: Mission: “The 1010 Project is a nonprofit organization that provides income-generating grants to indigenous development partners in Kenya and raises awareness in the United States on behalf of the global poor.”
  32. 32. the1010project Denver is a long way from Kenya. The 1010 Project seeks to make that span seem a little bit shorter. On their Twitter account you’ll find info on the ins and outs of working for change in Kenya. They’re really hooked in to social media and some of their staff Twitters on their own. They use Twitter to engage followers on issues of global poverty in general by publicizing advocacy events as well as interesting facts about poverty.
  33. 33. humanesociety
  34. 34. humanesociety Website: Mission: “The Humane Society of the United States is the nation’s largest animal protection organization — backed by 11 million Americans, or one of every 28. For more than a half-century, The HSUS has been fighting for the protection of all animals through advocacy, education, and hands-on programs. Celebrating animals and confronting cruelty.”
  35. 35. humanesociety If there’s a turtle in turmoil, count them in. And if someone’s hassling a hippo, they will stop it. The Humane Society is spreading the word and motivating their constituents to action through Twitter. They engage by asking for feedback and reactions on issues in the media that affect animals.
  36. 36. RedCross
  37. 37. American Website: Red Cross Mission: As part of a worldwide movement that offers neutral humanitarian care to the victims of war, the American Red Cross distinguishes itself by also aiding victims of devastating natural disasters. Over the years, the organization has expanded its services, always with the aim of preventing and relieving suffering.
  38. 38. American Do you know of an unfolding Red Cross catastrophe or just want to find out about some terrible event happening around the globe that is affecting the lives of millions of people? As the official account for the American Red Cross, @RedCross uses Twitter to warn and interact with people about situations that may require their help. Wherever disaster strikes, @RedCross is there to lend a hand, and they’re Twittering about it to let you know what you can do as well.
  39. 39. NWF
  40. 40. NWF Website: Mission: “The National Wildlife Federation works to inspire Americans to protect wildlife for our children’s future.”
  41. 41. NWF Not only has The National Wildlife Federation embraced Twitter by tweeting under some of their own brands like @greenhour and @ wildlife_watch, they’ve mobilized the troops to tweet under their own identities to help promote the mission. They also have a Twitter search stream on their website for people to see what other wildlife watchers are tweeting about.
  42. 42. What are some tips for spreading awareness or generating buzz? _______ Compliments of
  43. 43. General Tips • Be a good member of the community: promote others even more than you promote yourself (i.e., "treat others as you would have them treat you"). Linking and promoting others is a nice way to show you care about people. • The creative material or your message should be something that people want to share—newsworthy, controversial, timely, immediately useful, or even humorous.
  44. 44. General Tips • Don't spam: a good rule is to make one post of your own content for every 4-6 posts that link to other sites. • Don't digg/stumble/link/tweet every single piece of your content. Save it for your very best. • Try hard not to send too many self- promotional e-mails or make too many posts of just your own content. Wrap your self-promotion in something of value to others instead.
  45. 45. Twitter Tips • Make your content Twitter-friendly. If you want “re-tweets” of your content, keep that summary to well-under 140–characters. • If you want people to re-tweet your content, append "please RT" to your tweet. • If you retweet, give credit where credit is due by including the source of original tweet. • Build relationships with others on Twitter; respond back to their tweets regularly.
  46. 46. Twitter Tips • Learn more about the interests of your followers by subscribing to their blogs. • DM or @ new followers—recognize/thank them for following you. • Use #hashtags to identify tweets specific to an event or theme. • Think of the 140 character limit as a challenge to be creative. • Are you using your account solely for link- or news-sharing? Consider noting that in your biography on Twitter.
  47. 47. Twitter Tips • Keep your content relevant to the purpose of your account. Be mindful of using direct messages (DMs) when appropriate. • Don't send out tweets just because you feel you must. Focus on quality over quantity, although most experts agree that tweeting 20-26 times/day is optimal.
  48. 48. Digg Tips • Don't just submit your own content: submit stories from all around the web. • Be a good community member and learn by watching people whose posts regularly become "popular" on the homepage. • Spend time building your reputation by digging stories and making intelligent comments. • Respond to "shouts" of stories that you like by digging them and letting the shouter know that you supported them.
  49. 49. Digg Tips • Spend at least 10-15 minutes each day digging stories, making comments, and submitting new content. • Remember that you only have 24 hours to make your post "popular"; any longer than that and the post usually can't become popular anymore. • If you become friends with a powerful digger, occasionally have them post content on your site to Digg rather than doing so yourself. • Check with your IT/IS staff ahead of time to ensure that your site can handle a "Digg Effect" (also known as a "slashdotting")—a giant waves of people all coming to your site at the same time.
  50. 50. StumbleUpon • Make friends; connect to other stumblers Tips who have a lot of friends (100+). • Don't spam; stumble lots of other content besides your own site. • Find people interested in your topic and connect to them. • Find niche groups related to your topic and join them.
  51. 51. StumbleUpon • Stumble your friends' content and Tips occasionally e-mail them, telling that that you did so. • Spend at least 10-15 minutes every day stumbling and reviewing content; make new discoveries. • If you become friends with a powerful stumbler, occasionally have them "discover" content on your site rather than doing so yourself.
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  53. 53.
  54. 54.
  55. 55. Raising Money For Your Non-profit Through Social Media
  56. 56. Facebook • How many of you know how to raise money for your Non-profit through Facebook? • How many of you have raised money on Facebook or have used "Facebook Causes" before?
  57. 57. Bullseye Gives
  58. 58. Bullseye Gives The retail chain Target already gives 5 percent of its income to charity. During the "Bullseye Gives" campaign, they are allocating those funds—which come out to $3 million every week—to charities selected by Facebook users. From a Salvation Army press release: The company [Target] has launched the “Bullseye Gives” campaign on Facebook, which is essentially a voting application connected to the brand’s existing Facebook page. On it, users select one of ten charities they would like to see funds allocated to. Money will then be given out based on percentages (so if 10% of users vote for The Salvation Army, that organization will receive 10% of the total donations).
  59. 59. Bullseye Gives Target’s Facebook Page: "The Salvation Army is excited and grateful to be part of Target’s groundbreaking fundraising idea through Facebook,” said Major George Hood, national community relations secretary for The Salvation Army. “It gives us another great way to engage our donors, friends and partners in a meaningful way during National Salvation Army Week 2009 for the betterment of those we serve.”
  60. 60. Salvation Army Fluid’s work with local Salvation Army Chapter: • Website Development • Local Facebook, LinkedIn, and Twitter presence • Database • Online Fundraising Campaign • Red Kettle Giving paigns/RedKettle?fr_id=1200&pg=entry
  61. 61. Facebook How to Raise Money for your Causes Non-profit through Facebook Causes
  62. 62. Facebook Causes
  63. 63. TipJoy: Raising Money Through Twitter Fundraising
  64. 64. Twitter Step 1: Create a dedicated twitter account for your cause. We've found that people will feel Fundraising better about supporting a dedicated account such as "@wellwishes" or "@redkettle" rather than sending it to a personal twitter account. Step 2: Blog about the effort or create a dedicated donation page. Your blog post or page will give people somewhere to go to learn more about your campaign. This is where you'll put your tipjoy/twitter widget so people can donate immediately. Use a url shortener like to keep the link small, so that people can easily tweet it. also helps you track the campaign.
  65. 65. Twitter Step 3: Make your custom Twitter Payment widget. This is the widget which makes it all Fundraising happen. Put it on the site or post you just made for Step 2. It will look something like this:
  66. 66. Twitter Step 4: Add a goal thermometer. Including a goal thermometer will focus the audience to the Fundraising goal, and also showcase the most generous and most recent givers.
  67. 67. Twitter Step 5: Spread the word. Tweet about the campaign, and ask others to retweet it. Fundraising Persistent and repeated calls to action help remind people to participate.
  68. 68. Using a "widget" for your nonprofit
  69. 69. Widgets Widgets are like portable websites that operate with the same functionality of the host site but can be embedded into a blog or webpage. This is an optimal tool for lead generation that can bring in clients from diverse demographics.
  70. 70. What does a Big Brothers Big Sisters of Utah widget look like and how does it function?
  71. 71. What does a United Way widget look like and how does it function?
  72. 72. What does a National Multiple Sclerosis Society widget look like and how does it function?
  73. 73. What does a Widgets are viral! widget look like and how does it function?
  74. 74.
  75. 75. Community Philanthropy 2.0 survey
  76. 76. Community Philanthropy 2.0 survey
  77. 77. p 801 295 9820 f 801 951 5815 1065 South 500 West Bountiful, Utah 84010