Social Media Strategy for Nonprofits

2,519 views
2,411 views

Published on

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.

Published in: Technology, Design

Social Media Strategy for Nonprofits

  1. 1. Develop a Social Media Strategy Farra Trompeter Big Duck January 14, 2014 bigducknyc.com
  2. 2. bigducknyc.com
  3. 3. 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? hello@bigducknyc.com bigducknyc.com
  4. 4. Farra Trompeter Vice President, Big Duck @farra @bigduck #sm4np bigducknyc.com
  5. 5. What’s the Twitter? 1 Social Media Guru 2 3 4 5 bigducknyc.com
  6. 6. 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 bigducknyc.com
  7. 7. What is social media? bigducknyc.com
  8. 8. It’s about reaching and connecting people bigducknyc.com
  9. 9. http://instagr.am/p/nm695/ | Doug Ray
  10. 10. Why should nonprofits care? bigducknyc.com
  11. 11. 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 bigducknyc.com
  12. 12. 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 bigducknyc.com
  13. 13. http://www.mediabistro.com/alltwitter/pew-social-study_b53501 bigducknyc.com
  14. 14. What are the steps to building a social media strategy? bigducknyc.com
  15. 15. http://www.intersectionconsulting.com/ bigducknyc.com
  16. 16. Goals and audiences BEFORE channels bigducknyc.com
  17. 17. http://www.intersectionconsulting.com/ bigducknyc.com
  18. 18. 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 bigducknyc.com
  19. 19. Who are your people and what do they want from you? bigducknyc.com
  20. 20. 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! bigducknyc.com
  21. 21. Charlotte Jewish Day School – audience survey, 2012 bigducknyc.com
  22. 22. 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 bigducknyc.com
  23. 23. Are you engaging? bigducknyc.com
  24. 24. How are nonprofits engaging supporters? bigducknyc.com
  25. 25. Making it easy to find and connect bigducknyc.com
  26. 26. Educating and engaging community bigducknyc.com
  27. 27. Going behind the scenes bigducknyc.com
  28. 28. Facilitating conversation bigducknyc.com
  29. 29. Making people smile… and think bigducknyc.com
  30. 30. Newsjacking bigducknyc.com
  31. 31. Taking action bigducknyc.com
  32. 32. Raising money bigducknyc.com
  33. 33. A few last thoughts… bigducknyc.com
  34. 34. http://www.ssireview.org/blog/entry/becoming_a_networked_nonprofit  
  35. 35. 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 bigducknyc.com
  36. 36. Questions? bigducknyc.com
  37. 37. Resources bigducknyc.com
  38. 38. Resources •  •  •  •  Nonprofit Social Media Decision Making Guide http://idealware.org/reports/nonprofit-social-mediadecision-guide Nonprofit Social Media Policy Workbook http://www.idealware.org/reports/nonprofit-socialmedia-policy-workbook Social Media Governance Policy Database http://socialmediagovernance.com/policies.php?f=5 Social Media Toolkit for Nonprofits http://greenlining.org/publications/2013/art-listeningsocial-media-toolkit-nonprofits/ bigducknyc.com
  39. 39. Articles and Reports •  •  •  •  Nonprofit Social Network Benchmark Report http://www.nonprofitsocialnetworksurvey.com Social Media Update (stats) http://pewinternet.org/Reports/2013/Social-MediaUpdate.aspx Eight Step Social Media Strategy Infographic http://www.socialmediaexplorer.com/social-mediamarketing/8-step-social-media-strategy-infographic/ Becoming a Networked Nonprofit http://www.ssireview.org/blog/entry/ becoming_a_networked_nonprofit bigducknyc.com
  40. 40. Books •  Measuring the Networked Nonprofit: Beth Kanter, KD Paine http://amzn.to/QhRCpy •  Social Media for Social Good: Heather Mansfield http://nonprofitorgs.wordpress.com/book/ •  Open Leadership: Charlene Li http://www.amzn.com/0470597267 •  The Social Organization: Anthony Bradley, Mark McDonald http://www.amzn.com/1422172368 •  Humanize: Jamie Notter, Maddie Grant http://www.amzn.com/0789741121 bigducknyc.com
  41. 41. Blogs •  http://bigducknyc.com/blog •  http://www.nptechforgood.com/ •  http://www.socialbrite.org •  http://www.bethkanter.org •  http://www.nten.org/blog •  http://www.frogloop.com •  http://www.johnhaydon.com •  http://idealware.org/blog •  http://www.communityorganizer20.com bigducknyc.com
  42. 42. http://www.bigducknyc.com bigducknyc.com
  43. 43. http://www.bigducknyc.com/newsletter bigducknyc.com
  44. 44. 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 hello@bigducknyc.com bigducknyc.com
  45. 45. 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 http://www.bigducknyc.com/workshops We’ll also be at the NTEN conference, you? bigducknyc.com
  46. 46. Thanks! bigducknyc.com

×