Build and prepare for crisis moments so you’re not trying to respond in the middle of one. Build your list, your presence, and your brand. A good email list is the most reliable cost effective way to build your social media foundation. They will be your army of “likes”, Tweets, and Texts.
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 9
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 11
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” 14
IRD Outreach 2010 16 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… 17
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 25
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” 26