Social Media Strategy for Nonprofits
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Social Media Strategy for Nonprofits



Slides from a webinar I delivered on January 14, 2014 for Big Duck on developing a social media strategy for your nonprofit. In these slides, I tried to help nonprofiteers understand how you can use ...

Slides from a webinar I delivered on January 14, 2014 for Big Duck on developing a social media strategy for your nonprofit. In these slides, I tried to help nonprofiteers understand how you can use online channels to better recruit, retain, and engage supporters. I also shared a few frameworks to inform your social media strategy and lots of smart examples.



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    Social Media Strategy for Nonprofits Social Media Strategy for Nonprofits Presentation Transcript

    • Develop a Social Media Strategy Farra Trompeter Big Duck January 14, 2014
    • Housekeeping •  •  •  Got a question? Chat it in to “Big Duck” and Michaela will answer Yes—you will get a recording after the webinar Wanna learn more about us?
    • Farra Trompeter Vice President, Big Duck @farra @bigduck #sm4np
    • What’s the Twitter? 1 Social Media Guru 2 3 4 5
    • What I hope you will learn today •  What social media is •  How social media is relevant to your nonprofit •  Examples of how other nonprofits are engaging online •  How you and your organization get started/go to the next level
    • What is social media?
    • It’s about reaching and connecting people
    • | Doug Ray
    • Why should nonprofits care?
    • Maybe they shouldn’t… Social media is not… •  Free •  A silver bullet for fundraising •  An opportunity to control your message •  An opportunity to tell everyone what you think •  Inherently appealing and cool to millennials •  An alternative to clear messaging/mission
    • That said… Social media is… •  Pretty low cost •  Growing by leaps and bounds •  An opportunity for conversation •  A great way to reach & connect with some audiences •  A complement to the messages you’re sharing through other channels
    • What are the steps to building a social media strategy?
    • Goals and audiences BEFORE channels
    • Steps to a social media strategy 1.  2.  3.  4.  5.  6.  7.  8.  Establish your team Listen for your content, follow peers Focus a primary goal Pick your metrics Research your community Communicate one idea to spark passion Find your voice–and create guidelines Create a tactical plan
    • Who are your people and what do they want from you?
    • Find out what your community wants •  •  •  •  •  Interview them Survey your email list Conduct informal focus groups Ask a question on Facebook Look at the data!
    • Charlotte Jewish Day School – audience survey, 2012
    • Which tools are right? •  Select channels based on WHO you want to reach, WHAT actions you want them to take, and WHY they would want to do it… •  Join your staff or board ~ LinkedIn •  Get more involved w/ cause ~ Facebook •  Access real-time news ~ Twitter •  See you in action, get inspired ~ Instagram
    • Are you engaging?
    • How are nonprofits engaging supporters?
    • Making it easy to find and connect
    • Educating and engaging community
    • Going behind the scenes
    • Facilitating conversation
    • Making people smile… and think
    • Newsjacking
    • Taking action
    • Raising money
    • A few last thoughts…
    • Parting tips •  Map out a strategy: Set goals and find your community •  Create guidelines: Help your team understand how and why •  Allocate time: Start 30-60 min/day •  Experiment: Pick one channel to start with; and be flexible (things change!) •  Turn it off: It’s okay to have ‘down’ time
    • Questions?
    • Resources
    • Resources •  •  •  •  Nonprofit Social Media Decision Making Guide Nonprofit Social Media Policy Workbook Social Media Governance Policy Database Social Media Toolkit for Nonprofits
    • Articles and Reports •  •  •  •  Nonprofit Social Network Benchmark Report Social Media Update (stats) Eight Step Social Media Strategy Infographic Becoming a Networked Nonprofit becoming_a_networked_nonprofit
    • Books •  Measuring the Networked Nonprofit: Beth Kanter, KD Paine •  Social Media for Social Good: Heather Mansfield •  Open Leadership: Charlene Li •  The Social Organization: Anthony Bradley, Mark McDonald •  Humanize: Jamie Notter, Maddie Grant
    • Blogs • • • • • • • • •
    • Big Duck can help! •  Assess your communications (including social media) and develop a strategy and calendar for deeper engagement •  Plan, create, and evaluate a multichannel fundraising or outreach campaign •  Provide as-needed consulting or coaching
    • Upcoming Big Duck Trainings 2/6 2/11 2/18 3/25 Surviving the rebranding process Getting your donors to fall in love w you Brandraising Social Media Strategy We’ll also be at the NTEN conference, you?
    • Thanks!