IRD Social Media Summit: Social Media for Social Good

Social Media for Social Change
Eric Rardin, Director of Nonprofit Services, Care2.

Timeline: Month 1
Sept 21: Dan and his partner Terry post a video
Sept 22: Celebs begin to make their own videos
Oct 8: Initial website launched with the help of BSD; first official grassroots fundraiser in DC attracts 500 people
Oct 18: Dan Savage holds conversation with 500 Rutgers students
Oct 19: Secretary of State Hillary Clinton and Google videos
Oct 20: 10 million YouTube video views; website 2.0 launched
Oct 21: President Obama posts his video; 100,000 supporters
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SAVAGE KE$HA CLINTON SILVERMAN COLFER GUNN LAMBERT GRIFFIN VILSACK GOOGLE CAMERON QUINTO OBAMA USC JACKSON ROBERTSSOLIS BACON PEREZ BIEBER GAP O’MALLEY FACEBOOK BERRY ADLER BROTHERS&SISTERS MERKLEY GALLUDET DNC FRONTRUNNERS BROWN WICKED BIDEN UPENN McCAINPRINCETON THOMAS TAKINGBACKSUNDAY FIREWORK FINLAND KERMIT ORMAN BURNS WILLIAM&MARY SEBELIUS HEWITT TRUMKA PIXAR CHO LINKINPARK HENRY MODERNFAMILYROBINSON ACLU CANADA WILKOS KROEHS URIE THOMAS PELOSI WONG GUARDAGNINO BROADWAY WHITESIDE CAZWELL HILTON
Success: Key Videos
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Success: Online & Offline
In fifty days:
Enlisted over 200,000 supporters who have made over 7,500 videos that have been watched over 25 million times
Raised over $100,000 from 3,000 grassroots donations
Impacted legislation in NJ, TX and kicked out a bigoted Arkansas school board member
Recruited the support of countless politicians, celebrities and companies, but most importantly our straight allies next door
Half of sign ups to www.itgetsbetter.org identify as “straight”
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Care2 and IRD
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IRD Outreach 2010
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Snapshot – 12/10/10 and three weeks to go…

Overview of Impact in ~3 weeks!
Overall brand impressions: ~30 Million
Clicks to IRD.org programs: ~14,000
Promo banners click-through rate: 0.1% (~2x industry standard)
Petition signatures: 51,608 & counting
Supporters signed up to IRD: 33,600 +
Click to fight Cholera clicks: 52,000 +
Lots more to come before 12/31…
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The Possibilities
Social media offers huge opportunitiesfor promoting causes
Amazing results are too often the result of terrible tragedy
Prepare for the crisis moment by investing in infrastructure, list growth, branding, and building communities
Find the people who will be your citizen marketers and give them opportunities to help you grow your base on social networks
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Social Media Limits
Social media is great for
Branding
Relationships
Crisis response if you have the audience
But you have to work harder for
Fundraising outside of a crisis
Bringing people to your site and capturing contacts/donor leads
Deeper engagement beyond the “like”
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IRD Social Media Summit: Social Media for Social Good

by International Relief and Development

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IRD Social Media Summit: Social Media for Social Good Presentation Transcript