Social Media for Social Good: Progress and Predictions

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Thank Doug for intro

Sue Robinson, Shannon Best, everyone @ U of Richmond
Strategic Leadership and Social Media for Social Good Conference
for having me

Doug, Kira Siddall, Nathan Hughes & rest Soc Med Club Richmond

Idea for SM4SC in June 2008 in blog post
Use “tweetups” to raise funds & build awareness for good causes.

2 in-person fundraising events, raising nearly $35,000

And a few online awareness campaigns.

We’ve had the chance to work with a number of great causes, and find that --->

June - U Mass Dartmouth released study of top 200 NPOs
Use Soc Med more than Fortune 500 & U.S. colleges & universities.

57% have blogsVery interesting
89% - used one form of SM or anotherin light of...
79% - used Soc Net and Video Blogging, each
75% - monitor web for buzz/chatter about them
90% - blogs are successful
+80% - social media is at least “somewhat” important to their cause

Govt. funds, personal charitable contributions cut.

Foundation endowments follow stock market, so that sector’s been hurt.

1.8M charities - More demand for services, less available resources.

Costs nothing but time
In real time
Easy to share
Find people that otherwise would never
Can experiment, test fresh ways to get vision across

Early on in push to use Soc Med 4 Soc Good, focus was getting ppl signed up for accounts.

Have FB, Twitter, ppl will come & all prob’s be solved.

It’s not the application, it’s the conversations that happen on it.
Not fundraising, it’s awareness.

Ask yourself:
What can you tweak about your message to engage your community more effectively?

Moving from traditional NPO direct marketing
twice-a-year appeals for donations
monthly newsletters/emails
to Focus on new ways of
getting support
building your message
finding your community

Instead of donors or mailing list, think about how you’ll get your next
evangelists, advocates
volunteers, cause partners
grassroots supporters - those who will stand up - without being asked - and work for the good of your cause?

Again, ask yourself:
What are all the ways someone can give of themselves for my organization, and how am I inspiring them to do so?

The key to growth for NPOs won’t be just how they share their message, but how they listen & respond to those who will spread it.

You need to:
Have the ability to find new ppl to join your community
Have willingness to try new things

AND DON’T THINK YOU CAN DO IT YOURSELF!

Partner up & make things happen

Don’t know how to do something? Ask in your org & throughout your community - you’ll be surprised who has talents you never knew of.

“It takes a village”

SM4SC Survey on the State of Giving in the Social Media Community

3 weeks - May-June
>300 particpants gave insights into the hows & whys of their giving

They care about being asked
being informed.
They want to know what up, right now
why you need their support.

See the need, and contribute.

50% - friends in any way
42% - blog post
37% - Facebook
53% - Twitter

Twitter is all about sharing information, natural place to hear about new causes.

70% - passionate about a cause
>50% - recommendation from friend or colleague
>45% - cause resonates with their personal experience

Connect with people, give them a reason to be passionate about your cause, and a reason to share that passion with their community.

53% via email
41% via Twitter
60% via FB or other Soc Net

Email still a killer app, but building a community is of growing importance.

Six steps to begin a social media campaign at your organization.

Charity: Water - straightforward vision - 1 in 6 have no drinking water; we’re going to fix it.
carries over into everything they do -
from site, to blog & other soc med channels.
Message of hope, opportunity for change

Ask yourself, “What do we do?”
You should be able to answer quickly, in 2-3 short sentences?
If not, work on this.

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Social Media for Social Good: Progress and Predictions - Presentation Transcript

SOCIAL MEDIA FOR SOCIAL GOOD: Progress and Predictions
GRADON TRIPP FOUNDER SOCIAL MEDIA FOR SOCIAL CHANGE
NONPROFITS HAVE AWAKENED TO THE POSSIBILITIES OF SOCIAL MEDIA.
2009 Economy
Social media gives nonproﬁts an opportunity to stand out AND reach out -- without going broke
It’s not the tools... it’s what you do with them.
Moving from broadcasting to engaging
Stop thinking about them as a mailing list... Think about them as your community!
Smart nonproﬁts won’t just share their message... ...they’ll listen and respond to the folks who will spread it.
And not being lone rangers!
SURVEY ON THE STATE OF GIVING IN THE SOCIAL MEDIA COMMUNITY
56% GAVE TO SPECIFIC CAMPAIGNS, NOT IN A PLANNED WAY TO THE SAME CAUSE EACH YEAR. Same cause Speciﬁc campaign 44% 56%
64% ARE GIVING MORE THAN THEY WERE 5 YEARS AGO Giving less Giving more 36% 64%
HOW DID THEY HEAR ABOUT ORGANIZATIONS THEY SUPPORT? 60 45 30 15 Friend Blog post 0 Facebook Twitter
WHY DO THEY SUPPORT THESE ORGANIZATIONS? 70 53 35 18 Passionate Recommendation 0 Resonates
HOW DO THEY KEEP TABS ON THE LATEST FROM ORGANIZATIONS THEY SUPPORT? 60 45 30 15 Email Twitter 0 Facebook/other
THIS MEANS PEOPLE IN SOCIAL MEDIA: • Care about the social good • Want to contribute • Want to learn about organizations • Keep in touch via Social Media
HERE'S HOW TO MAKE IT HAPPEN IN 2009 (AND BEYOND):
1. KNOW YOUR VISION
2. FIND YOUR COMMUNITY
3. SHARE YOUR VISION & STORY WITH THEM
4. INVITE THEM TO ACT
5. Invite them to share your message.
6. Find groups doing what you do AND WORK TOGETHER
So what's the takeaway for your organization?
Maymont • Tell people how to get involved - • Flickr Group more calls to action • YouTube Channel • Add Community page to site • Search Twitter to connect with • Set up a blog similar people & organizations
Fetch a Cure • Clean vision/story/call to action. • Find & engage online dog communities. • Take advantage of the cute factor! • Blog - Buster Brown would be great! • Has a Facebook Cause, should add Page as well. • Engage with communities on Twitter/Flickr/YouTube
SOCIAL MEDIA FOR SOCIAL GOOD ~~~~~~~ QUESTIONS? Gradon Tripp Founder Social Media for Social Change gradontripp.com gradon@gradontripp.com @gradontripp