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Social Media as a Fundraising Tool (University of Denver MSW)
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Social Media as a Fundraising Tool (University of Denver MSW)


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  • {"6":"Use strategy to build from where you are.\n","23":"What are your existing plans?\nCurrent cultivation and stewardship strategies?\n","30":"Cost – Care2 determined that its per-friend acquisition cost on MySpace was $12.27\nRinse and repeat\n","47":"\n","25":"Why plan\nMap for activities\nExplain why you are using social media\nMeasurement\nClear guidelines, expectations\nOther?\n","10":"Social media is like an organizational life cycle\nYou adjust to the different stages related to your capacity, to different tools and resource\nThis is a spectrum – where do you find yourself in that spectrum? Know where you are so you can know where to go.\n"}
  • Transcript

    • 1. A… AS University of Denver October 2013 Emily Davis, EDA Consulting LLC
    • 2. TURN ON YOUR TECH Follow the conversation… @edaconsulting #nextgendonors #socialmedia #fundraising #philanthropy #nptech
    • 3. WHO AM I? –  –  –  –  –  –  –  –  –  Nonprofit professional Founder Board member AFP Author MNM 21/64 Consultant BoardSource CGT Late adopter Translator
    • 4. 30 Second Challenge 1.  Your name 2.  One question about using social media for fundraising
    • 6. UNDERSTANDING SOCIAL NETWORKS “Organizations don’t have to create… social networks; they exist all around us in a variety of forms. Networked Nonprofits strengthen and expand these networks by building relationships within them to engage and activate them for their organizations’ efforts. Networked Nonprofits also know how to identify, reach, and cultivate the influencers in their social networks, which is the key to growing very big quickly and inexpensively.” (Fine and Kanter, 2010)
    • 8. WHAT STINKS ABOUT SOCIAL MEDIA? –  Time investment –  New communication platform –  Always evolving –  Participation in new technology –  Transparency –  Loss of control
    • 9. –  –  –  –  –  –  –  –  Additional tool STEWARDSHIP Build relationships Tell your story Transparency Get feedback Cost effective & green Quick & easy!
    • 11. CRAWL CHARACTERISTICS ²  Not using social media consistently ²  Resistant to change ²  Struggle with control AREAS OF IMPROVEMENT FIRST STEPS ²  Need basic marketing 1.  Develop plan (i.e. branding, print communications materials, online strategy (audience, outreach, etc.) goals & objectives, etc.) ²  Leadership-driven change in culture to 2.  Listen & develop online adopt online presences engagement 3.  Leadership initiated discussion about engagement
    • 12. WALK CHARACTERISTICS AREAS OF IMPROVEMENT FIRST STEPS ²  Using 1 or more social media platforms, but not consistently ²  Learn & use best practices 1.  Low-risk pilot program to demonstrate ROI ²  Online presence connected to marketing goals ²  Need to link to campaign, program(s), objective(s) ²  Focus on 1 – 2 social media platforms ²  Need to link goals, objectives, and activities ²  Need to identify audiences ²  Collect data for measurement 2.  Build implementation capacity internally 3.  Create/revise social media policy 4.  Integrate and document measurement data
    • 13. RUN CHARACTERISTICS AREAS OF IMPROVEMENT ²  Strategic use of multiple social media tools ²  Need more sophisticated measurement tools FIRST STEPS 1.  Social media staff trains & coaches other org staff ²  Part time or full time staff for digital communications ²  Find ways to increase 2.  Research more more involvement sophisticated ²  Board using social media from staff across the measurement data, in governance organization tools, and processes ²  Social media usage integrated throughout org 3.  Evaluate, revise strategies ²  Has developed relationships & technology integration 4.  Share success stories with other orgs
    • 14. FLY CHARACTERISTICS ²  Embracing culture of learning ²  Use social media data to help the leadership guide decisions ²  Demonstrate clear and compelling results ²  Networked with other organizations showing similar success ²  Internalized social media communication best practices including: ²  Strategy ²  Implementation ²  Integration ²  Evaluation
    • 16. “This is not the first time that nonprofit organizations and fundraisers have had to adapt to new technologies. The radio, television, newspapers, telephones, fax machine, and direct mail have all affected how we raise money. Some of the new methods that have evolved are more successful than others, and not all of them have been used with equal success by all nonprofits.” - Ted Hart and Michael Johnston in Fundraising on the Internet
    • 17. 10 TIPS FOR USING SOCIAL MEDIA 1. Social media is A tool not THE tool
    • 18. 1. OUR COMMUNICATIONS TOOLBOX Every generation brings us new technology… adapt or die! Traditionalists Postal Mail Boomers Generation X Television Phone calls Facebook Websites EEmail newsletters Email Millenials (Gen Y) Social Media Websites Mobile Generation Z ???
    • 19. RELATIONSHIPS DON’T CHANGE –  Cultivate, steward, and solicit –  Recognize –  Multi-channel communications –  Meet one-on-one –  Develop ambassadors –  Use social media as stewardship, not for solicitation –  Effective database
    • 20. 10 TIPS FOR USING SOCIAL MEDIA 1. Social media is A tool not THE tool 2. Social media is a plant 3. Add value 4. Two way street 5. Stewardship
    • 21. 5. PROSPECTING, CULTIVATION & STEWARDSHIP NEW DONORS direct mail, events ANNUAL DONORS Direct appeals, volunteer involvement MAJOR DONORS Personal relationships Committee and board involvement PLANNED GIFTS Personal relationships & involvement Could be anyone!
    • 22. 10 TIPS FOR USING SOCIAL MEDIA 1. Social media is A tool not THE tool* 6. Philanthropy’s next generation 2. Social media is a plant 7. It ain’t free 3. Add value 8. Not everyone “Diggs” social media 4. Two way street 9. Selling social media 5. Stewardship* 10. Have a plan
    • 23. 10. HAVE A PLAN Set Purpose(s) Goals & Objectives Tools & Strategies Implementation Evaluation
    • 24. QUESTIONS
    • 26. IDENTIFY PURPOSE(S) q  Learn more about social media q  Reach a different demographic q  Connect more with a current demographic q  Access other research or resources q  Promote brand/event/idea/ product q  Communicate q  Share your story q  Other?  
    • 27. GOALS & OBJECTIVES q Increase website traffic q Sell more product q Share ideas q Learn about resources in your field q Promote an event or idea q Develop your brand q Test ideas q Other?  
    • 28. TOOLS AND IMPLEMENTATION •  Blog –  How often will you blog? –  What will you blog about? –  Who will blog? •  Twitter –  How often will you tweet? –  What will you tweet about? –  How will you track? –  Who will you follow? –  Who will tweet? •  Facebook –  –  –  –  Profile/Group/Page Who will manage? Facebook Ads? Will you link to Twitter? Ping? •  LinkedIn –  –  –  –  Group and subgroups? Who will you invite to join? Who will be admins? How often will you post?
    • 29. IMPLEMENTATION q  Who will manage your social media? q  Who will contribute to your social media? q  q  q  q  Board members Staff members Volunteers Stakeholders q  Way to tell your organization’s story q  Ask questions q  Solicit dialogue
    • 30. EVALUATION EXAMPLES q Record website hits q Track with or tinyurl q Use hashtags to track posts q Facebook Ads q Feedburner/ Feedblitz q Record/note how many people: q Become a fan/ Join a group q Send links q Recruit other friends q Promote on their profile, blog, website q Cost: Care2 ROI calculator q Action taken
    • 32. WHY? –  Insurance – professional & personal –  HIPAA –  Not for the majority –  Set boundaries –  Protection for users –  Protect organization –  Professional standard
    • 33. EXTERNAL POLICY –  Users outside the organization (i.e. patients, volunteers) –  What is appropriate –  What is inappropriate –  Purposes for using social media –  Not platforms for medical advice –  Post publicly –  Research samples
    • 34. INTERNAL POLICY –  Target audiences: Staff, board, volunteers –  More insurance –  What is in/appropriate –  Set boundaries –  Share at orientation –  Represent the organization –  Research examples
    • 35. MORE SPECIFICS –  –  –  –  –  –  –  –  Highlight there is no reasonable expectation of privacy Communications are not secure on social media Social media use on company time vs. personal time Use on computers, smart phones, etc. Connect with additional policies (i.e. code of conduct) Prohibit discriminatory language Use personal disclaimers - “views reflect my own opinion” Policy on how supervisors can search for staff info online
    • 36. THE HIPAA PRIVACY RULE The HIPAA Privacy Rule protects the patient’s protected health information which is, “all individually identifiable health information held or transmitted by a covered entity or its business associate, in any form or media, whether electronic, paper, or oral.” 45 C.F.R. 160.103 Penalties for violating protected health information (PHI): Fines of $100 - $250,000 Prison time
    • 37. HIPAA TIPS: THE DOS –  Each social media platform has unique risks –  Develop policies before you need them –  Post generally about research, treatments, & conditions –  Pause to think about tone before posting –  Separate personal & professional accounts –  Educate staff and volunteers –  Consider all who may read your posts –  Understand info can go viral quickly –  Make full use of privacy settings –  Use photo release forms whenever possible –  Report violations –  When in doubt, leave it out
    • 38. HIPAA TIPS: THE DON’TS –  –  –  –  –  –  –  –  –  Even hint at patient identification Share ANY patient medical info Say something you wouldn’t say face-to-face Connect with patients on social media (reference policy) Rely on common sense Invite others to post on your behalf Forget to review policies annually & at orientation Post any negative remarks about patient or colleagues Forget that social media platform owns the info once posted
    • 39. THE TRICKY PART If a patient discloses his/her personally identifying information = ok Result: HIPAA’s confusing! If administrator of social media discloses same patient’s information = not ok
    • 40. SO… Professional Patient Create internal & external policies CAN post PHI to social media Orientation to policies & consequences Photos only used if completed photo release No PHI to social media – ever! Reference to & inform about policies
    • 41. A FEW BEST PRACTICES –  Post signage about photographs –  Educate, orient, and practice –  Evaluate, revise, and re-train –  Use confidentiality agreements, photo releases –  Share knowledge & successes –  Same rules as if being in the hallways
    • 42. POLICY EXAMPLES –  The Nonprofit Social Media Policy Workbook (Idealware) –  Social media resources for healthcare professionals: http:// –  Social Media Governance Policy Database –  Social Media Strategy Workbook: The 12-Step Guide to Creating Your Social Media Strategy –  The Nonprofit Policy Sampler (BoardSource)
    • 43. 5 THINGS TO DO TODAY 1.  Make a plan 2.  Watch other orgs 3.  Attend trainings & ask for support 4.  Invite participation 5.  Support new ideas
    • 44. ü There is NO judgment about where your organization falls on the spectrum. Social media is a process! ü Social media is as much art as it is science. ü Social media is always evolving – emerging technology is always changing as is our learning. ü Ten Tips to Using Social Media are a foundation for any social media.
    • 45. PRINT RESOURCES –  7 Tips to Avoid HIPAA Violations in Social Media –  Social Media, Health Care Privacy, and Your Employees: 7 Tips to Avoid HIPAA Violations and Employee Claims –  Fundraising and the Next Generation –  The Networked Nonprofit –  Measuring the Networked Nonprofit –  Mobilizing Youth 2.0 –  The Complete Facebook Guide for Small Nonprofits –  Twitter Jump Start:The Complete Guide for Small Nonprofits
    • 46. ONLINE RESOURCES – –  IdealWare – –  Nonprofit Technology Network (NTEN) –  Alltop Nonprofit –  Beth Kanter: –  Social Media Plan Outline: –
    • 47. Emily Davis, MNM EDA Consulting LLC (720) 515-0581 WHO Nonprofits & Philanthropy WHAT Communications Governance Philanthropy HOW Speaking & Training Facilitation Consulting