CSP002–ACN 17510Social Media Marketing for Nonprofits February 29, 2012 North Shore Community College JULIA CAMPBELL, MPA 978-578-1328 JCAMPBEL04@NORTHSHORE.EDU
GREAT TO MEET YOU! Where do you work? What is your experience with social media? What do you hope to get out of this course?
GETTING STARTED WITH SOCIAL MEDIA What is social media and why is it important? Importance of a good nonprofit website – components and characteristics Email Marketing- what makes a great email newsletter and why it is vital to a nonprofit Blogging – what is a blog, how to set it up, how to create content, why it is important Social media strategy and social media policies (internal and external)
MANDATORY READING FOR NONPROFITS Information in this presentation is taken from: Social Media for Social Good by Heather Mansfield
WHAT IS “SOCIAL MEDIA”?Think of regular media as a one-way street where you can read a newspaper or listen to a report on television, but you have very limited ability to give your thoughts on the matter.
WHAT IS “SOCIAL MEDIA”?Social media, on the other hand, is a two- way street that gives you the ability to communicate too.
WHY IS IT IMPORTANT? Social Jumpstart put together a great infographic showing just how much happens per minute on the social web. http://www.socialjumpstart.com/ Here are a few tidbits: 1090 Pinterest Visitors 7610 LinkedIn Searches 700K Facebook messages sent 175K Tweets on Twitter 2 million Youtube video views — WOW!!!
IMPORTANT TO NOTE You will need to be adaptable. Technology shows no signs of slowing down. You should not expect customer service or help lines (unless you are paying). Tools are low-cost, but not FREE. Fear is counterproductive – this is no longer new. Building communities is not a waste of time. Less is more. Quality over quantity. Just jump in!
YOU TAKE THE GOOD, YOU TAKE THE BAD… Pros Not really free. (Sorry!)Free! Requires time commitmentCan level the playing field – and certain level of skill. budgets do not dictate Can be overwhelming. success. Hard to measure ROI –Successful nonprofits are takes time to build now able to use these relationships and convert tools to increase word- leads. of-mouth. (Though this is changing…)Increase genuine interaction and relationships. Cons
SORRY WEBSITE GATEKEEPERS…The frustrating, time-consuming and expensive model for website creation and maintenance is now completely avoidable and totally unnecessary.
4 MUST-HAVE CHARACTERISTICS OF ANONPROFIT WEBSITE1) Easy to use CMS (Content Management System) – WordPress, Joomla!, SquareSpace Customizable themes Ability to incorporate a blog There are some ―one stop shops‖ that offer everything – Blackbaud, Donor Community, Convio
4 MUST-HAVE CHARACTERISTICS OF ANONPROFIT WEBSITE2) Good writing. 2-3 sentence paragraphs – one idea per paragraph, 100 words or fewer No rambling, cliches, fluff, jargon Spelling Grammar PRECISION
4 MUST-HAVE CHARACTERISTICS OF ANONPROFIT WEBSITE3) Professional graphics and photos. Strong visuals Graphic design (banner for the top of the website, blog and email newsletter, Donate Now/Subscribe buttons, social media icons) Start a digital library Purchase stock photos
4 MUST-HAVE CHARACTERISTICS OF ANONPROFIT WEBSITE 4) Simple, consistent navigation. Consistency is key! All pages the same dimensions All photos the same size and in the same place
WEBSITE DESIGN BEST PRACTICES Simple, visually powerful home page Avoid clutter and too much scrolling! Consistent design Limit colors to 3 or 4 Short paragraphs 2 or 3 column layout Subscribe to e-newsletter Social media icons Donate Now button on every page Host your blog within your website Donate Now button prominent
EXAMPLES OF EXCELLENCE - WEBSITES http://www.idex.org/ http://cure.org/ http://afaint.org
5 MUST-HAVES FOR A “DONATE NOW” PAGE It has your organization’s branding and colors (not PayPal or Google Checkout) Give donors to ability to opt-in to your email newsletter Give donors the option to give monthly or quarterly Give donors the option to give in honor of someone or as a gift Expediency and ease!
ONLINE DONATION VENDORS Network for Good JustGive.org (operated by Guidestar) Blackbaud, Convio What about PayPal? Some people don’t trust PayPal No branding options Technical issues People think they have to create an account Small potatoes
THE IMPORTANCE OF THE E-NEWSLETTER Email is NOT DEAD. Email is the only tool used by large numbers of people from all generations. – Pew Research Center’s Internet & American Life Project NOT simply an electronic version of your print newsletter! Must be able to scan it quickly Call to action News story More like an ―e-bulletin‖
DO NOTS Do not send through Gmail or Outlook Do not send more than two per month. Do not get discouraged – 20% open rate is considered average in nonprofit sector.
E-NEWSLETTER BEST PRACTICES KISS (Keep it simple, silly!) 500 words or less One to two news items Donate Now button and Social Media icons Make it personal (we/us/together) Make it sharable Screenshots of videos Send test versions SUBJECT LINE! Don’t/do send it like clockwork
EXAMPLES OF EXCELLENCE –E-NEWSLETTERS http://www.care.org http://www.oceana.org
BEFORE YOU START, GET ORGANIZED Define your goals and objectives. Raise money? Secure new volunteers? Increase website traffic? Build online brand? Foster social good? Create social change? Write down 5-10 goals for your social media campaign.
BEFORE YOU START, GET ORGANIZED Create a Social Media ROI spreadsheet (uploaded to Pipeline) Receive Google Alerts and New York Times alerts for your nonprofit and your industry Secure all Vanity URLs (facebook.com/jcsocialmarketing) Save usernames and passwords! Need a square version of logo for avatars Learn basic HTML (http://www.diosacommunications.com/htmltipshe et.htm)
BEFORE YOU START, GET ORGANIZED Social Media Dashboards Schedule in advance Monitor topics HootSuite Remember, it is always most effective to login and monitor each site individually. Get buy-in from Executive Staff. Follow organizations with similar missions and programs. Follow other local organizations (no politicians!!)
SOCIAL MEDIA POLICY (INTERNAL) Samples at Pipeline Should provide basic guidelines to staff members and volunteers What is appropriate to post Overview of privacy and legal issues General rules about using social media during office hours Message should be one of education and empowerment, not control and restriction. Short and sweet. Big picture!
SOCIAL MEDIA POLICY (EXTERNAL) Samples at Pipeline To post on your Facebook Page (Info), LinkedIn Group, anywhere people are interacting. Guidelines for your online community What will be deleted No spam
WORDS OF WISDOM ―Asocial media policy needs to be a living document. It isn’t a bunch of boilerplate written by a lawyer that sits in a drawer. Training and education must accompany the policy – and of course there must be a culture of learning, not blame.‖ Beth Kanter, The Networked Nonprofit, www.bethkanter.org
BLOGGING ―Our blog is the hub of our organization’s social media strategy. It provides us an easy way to tell our stories on Facebook and Twitter, and because our blog posts are more personal than press releases and Web page text, it really allows people to get a sense of who we are as people, and not just who we are as an organization.‖ Allison Palmer, director of digital initiatives, GLAAD (Gay & Lesbian Alliance Against Defamation)
BLOGGING – IT’S VITAL! It’s not blogging like it’s 2005 – no long editorials please! Add a human voice. Once or twice a week is just fine. There’s always room for a well- designed, well- written blog.
BLOGGING ADVANTAGES Old news gets ignored. Allows your nonprofit to have a consistent stream of fresh, timely new content for social media! Tell your stories Comment on breaking news Share resources Grow number of fans and followers. Improves SEO! Helps build your e-newsletter list. Valuable statistics and data Keywords searched, referral sites
BLOG DESIGN BEST PRACTICES Integrate with your website Feature ability to subscribe to e-newsletter and join social networking communities Limit the widgets! Consistency with each blog – photos same size and in same place, same font, same colors, same size fonts, etc. Allow Comments, but MODERATE. Add Share functionality Add Search functionality
BLOG CONTENT IDEAS Before starting, create a calendar. Share and comment on breaking news. Post calls to action. Share stories, photos, videos Event recaps (visual!) Organizational updates Stories from the field
BLOG CONTENT IDEAS Interview experts Allow Guest Bloggers to Post Share Resources Share Useful Tips Solicit feedback and direction from your supporters Write numbered lists! Highlight special donors, volunteers
9 IDEAL CHARACTERISTICS OFA NONPROFIT BLOGGER Does not need to be a professional writer Be confident Be curious Be disciplined Be gracious Have a thick skin Be organized Have some SEO and HTML knowledge Enjoy social media!
EXAMPLES OF EXCELLENCE – BLOGS http://www.charitywater.org/blog/ http://www.itgetsbetter.org/blog
RESOURCESo Google for nonprofits - http://www.google.com/nonprofits/o HubSpot.como SocialMediaExaminer.como Mashable.como Beth Kanter – http://www.bethkanter.orgo John Haydon – http://www.johnhaydon.com