Social Media Strategy for Non Profits
A PR Pro’s Guide to Key Tools and Motivations
Ed Schipul
eschipul@schipul.com
www.schipul.com // www.brandtobedetermined.com

What we’ll talk about...
• 3 Motivations of People
• Defining success
• Personal Branding vs. NPO Branding
Growing your Community through technology!

What’s your motivation?

A rubber raft in the middle of the ocean
http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/

3 Motivations
Material Social Ideological
1. Cash 1. Networking 1. Belief in a cause
2. Discounts 2. Socialization 2. Long-term political goal
3. Volunteers get free 3. Identity 3. Religious / spiritual
admission 4. Certification / validation 4. Self-actualization
4. Linkbacks to your site 5. Professional / Development 5. Art
5. Promotion* 6. Sex
7. Relationships
8. Organized Religion
9. Status
10. Esteem
11. Some politics
12. Achievement
13. Self-esteem*
14. Promotion
http://www.schipul.com/en/art/?562

1. Material Incentives
• Pay this, get that. Done.
• Time-value of $$
• Transparency matters!
• Keep it small and simple
Photo credit: http://www.flickr.com/photos/
thegreentrilby/93788893/

2. Social Incentives
• Incredibly complex
• Bunch of introverts
• All we need is love
Photo credit: http://www.flickr.com/photos/
barackobamadotcom/2214065098/

3. Ideological
• Time-triggered, not time bound
• Keep an eye on ethics
• Search engines powerful ideologue
connectors
Photo credit: http://www.cathedralgrove.se

Making a difference
through Social Media

International Rescue
Committee
www.theirc.org
• Global emergency relief
• Refugee relocation
• Human rights activism
• Global/regional news

Material Motivation
Gift for Good
• Shop fair trade and donate
to IRC
• Support fair trade, local
producers
• Outreach to mainstream
shopping Blogs and
networks
http://www.theirc.org/help/shop.html
http://www.shopintuition.com/
http://www.rescuetea.org

Social Motivation
Friend your favorite cause!
• User multiple social networks
http://www.flickr.com/photos/theirc
• Badging opportunities
• Send e-cards to friends
http://www.myspace.com/theirc
http://ecards.theirc.org/ecards/
http://www.youtube.com/user/theirc http://blog.theirc.org/

Ideological Motivation
The story behind the crisis
• The Human Story, not just
news reels
• Appeals to global political
activist (change now, peace
later)
• ‘Here’s you can help!’ action
items

http://flickr.com/photos/geekette/212455285/
Let’s get personal.

Personal vs. Non Profit Branding
www.twitter.com/favouritethings + www.twitter.com/freshartshou
www.twitter.com/jenntext + www.twitter.com/mdanderson_news

Create your Personal Brand
• Be consistent
• Create an Avatar
• Email footer links
• Back of business cards

Promote your Employee’s Personal Brands

Strategy, strategy, strategy

What is Success?
• Define your goals ahead of time:
www.intensedebate.com
• Hits to your Web site / special landing page
• Number of comments or link outs
• Links from Influencers
• Answers to online polls
www.polldaddy.com

How do you know it’s working?
• Define your goals ahead of time:
• Newsletter sign up
www.mailchimp.com
• Raised funds (www.chipin.com)
• Number of ‘favorites’ or ratings
• Trackbacks from other Blogs

Blogging power at work, donate to: www.brennanshouston.com

Dual Bottom Lines

Statistics make it easy
(www.google.com/alerts)
(www.feedburner.com)
(www.typepad.com)

But numbers are boring,
people are the real thing

Social bottom line
• Community growth
• Relationships
• Social results
• Surveys
http://www.flickr.com/photos/eschipul/1134747546/

Thanks for being here!
Ed Schipul
Blog: www.brandtobedetermined.com
Flickr: www.flickr.com/photos/eschipul
Twitter: www.twitter.com/eschipul
Slideshare: www.slideshare.net/eschipul