GiftWorks Webinar - How Nonprofits Can Use Pinterest to Raise Money, Create Awareness and Do Good

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In this free webinar you will learn how to use Pinterest to promote your cause, to gain a dedicated following and to raise more money. …

In this free webinar you will learn how to use Pinterest to promote your cause, to gain a dedicated following and to raise more money.

Topics to be covered include: Why your nonprofit needs to get on Pinterest, now; the difference between a personal profile and a Company profile; examples of nonprofits that are kicking butt on Pinterest and why; the nuts and bolts of viral pinning; the qualities of a highly re-pinnable image; ways to integrate your efforts with your other social media platforms.

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  • 1. Julia CampbellPresident/CEO of J Campbell Social Marketinghttp://www.jcsocialmarketing.comGiftWorksMay 23, 2013#pinning4good @pinning4good @giftworks
  • 2. Takeaways From Today Top 3 reasons why your nonprofit needs to beon Pinterest now How to link Pinterest with existing socialmedia accounts and your website Best practices and concrete examples fromnonprofits who are succeeding with Pinterest A list of 102 Things to Pin on Pinterest#pinning4good @pinning4good @giftworks
  • 3. What is it? “Pinterest is a tool for collecting and organizing things youlove.” People use it to make wish lists, plan trips, organize events,start collections, interior decorating, plan projects#pinning4good @pinning4good @giftworks
  • 4. Top 3 Reasons Why Your Nonprofit Needsto be Interested in Pinterest1) Pinterest is growing leaps and bounds. Pinterest has almost caught up with Twitter in terms ofadult U.S. Internet users (15% compared to Twitter’s16%). Pinterest has more than 25 million monthly uniquevisitors. Nothing to sneeze at when you want more eyeballs onyour cause and more donors to add to your database! All statistics taken from the PewInternet & American Life Project(PewInternet.org)#pinning4good @pinning4good @giftworks
  • 5. Top 3 Reasons Why Your Nonprofit Needsto be Interested in Pinterest2) Pinterest is where women are, and women givemore to charity. As a general trend, women make up more of thepopulation on most social net working sites – but theymake up 82% of active users on Pinterest. And, according to numerous studies, women atvirtually every income level are more likely to giveto charity (in some cases, nearly twice as much). And, when women give, they are more likely to givemore and to be more loyal donors (think, donorretention).#pinning4good @pinning4good @giftworks
  • 6. Top 3 Reasons Why Your Nonprofit Needsto be Interested in Pinterest3) Pinterest has a totallydifferent culture than theother social networkingsites. Pinterest is aspirational, notof-the-moment. It is also transactional, notrelational like Facebook,Twitter.#pinning4good @pinning4good @giftworks
  • 7. Top 3 Reasons Why Your Nonprofit Needsto be Interested in PinterestWhat we pin reflects what wedesire, what moves us, whowe want to be.Pinterest works more like aVision Board, rather thanan off-the-cuff, in-the-moment statement of whatwe are eating or where weare hanging out.#pinning4good @pinning4good @giftworks
  • 8. Of all the social networks out there, Pinterest posts(called pins) last much longer! Pinterest pins have a shelf life of over one week! Life of a tweet is 5-25 minutes; 80 minutes for aFacebook post. People pin photos on Pinterest to share with friends, tocollect and to save for later. You can’t (easily) save Facebook posts or tweets.In this way, Pinterest is unlike every other socialnetwork.#pinning4good @pinning4good @giftworksBonus Reason!
  • 9. Getting Started Pinterest Business Pages vs. Personal Profiles New Pinterest TOS asks you to have a Business Page, ifyou are using it for work or promoting any type ofcommercial activity (including online fundraising). You can convert your existing Personal Profile to aBusiness Page. Must convert entire Profile; can’t doindividual boards unfortunately. You can create a new one atbusiness.pinterest.com#pinning4good @pinning4good @giftworks
  • 10. Getting Started 3 main benefits of Business Pages Account verification – that check box in the bio! Access to special “Pin It” button and other widgets First access to new upcoming features – like insights!#pinning4good @pinning4good @giftworks
  • 11. Getting Started Add Pin It bookmarklet to your browser (GoogleChrome, Mozilla) for easy pinning. Add “Pin It” buttons to each page ofyour website and to each blog post(they should all have images, right?) http://about.pinterest.com/goodies/ Add a “Pin It” button to every single product if youhave an online store or catalog (it’s amazing how fewnonprofits do this).#pinning4good @pinning4good @giftworks
  • 12. Get Found On Pinterest Strategically fill out the AboutUs section. Use keywords, think of how peoplewould search for you and yourcause. Verify your website. Link to Facebook, Twitter – Go toSettings, Social Networks. NOTE: You cannot connect yourPinterest account to a FacebookBusiness Page. YET.#pinning4good @pinning4good @giftworks
  • 13. Get Followers On Pinterest Pin interesting, visually compellingstuff! Follow others. Repin, Comment, Like – engage. Share select pins on Twitter and Facebook. Remember that you can only share pins on a PersonalFacebook profile. Go to: www.woobox.com/pinterest to set up aPinterest tab and put it on your Facebook Page! Let your fans/followers know you are there – theyalready love you and what you do.#pinning4good @pinning4good @giftworks
  • 14. What Should I Pin? 80% of people on Pinterest are just re-pinning! To get results for your nonprofit, you must focus onoriginal content that links back to your website. To get ROI from Pinterest,you must pin images that: Link back to your website or blog Link to your email opt-in page Link to your product page Link to your YouTube channel (videos are effective pins!)#pinning4good @pinning4good @giftworks
  • 15. What Should I Pin? A list of 102 Things to Pinon Pinterest is at: http://jcsocialmarketing.com/2012/08/102-things-to-pin-on-pinterest/#pinning4good @pinning4good @giftworks
  • 16. What Should I Pin?Don’t just pin your ownstuff! Social media is social! Pinterest is a veryinteractive community. Share and repin. Have fun! Be human, showpersonality.#pinning4good @pinning4good @giftworks
  • 17. What Should I Pin?Good combination oforiginal content andrepinning or pinningcontent from others’websites and blogs.There is no secret,perfect formula – itdepends on yourcapacity, yourknowledge, yourinterest and yourtime.#pinning4good @pinning4good @giftworks
  • 18. Ideas for Great Nonprofit Pins1) Videos from YouTube or Vimeo Volunteers Testimonials & Success Stories Fun videos Behind-the-scenes videos of programstaff Training videos, orientation How-To Videos Keep them short (15-20 seconds) Everyone can be a videographer witha smartphone! http://pinterest.com/listenin/the-best-of-non-profit-video-storytelling/#pinning4good @pinning4good @giftworks
  • 19. Ideas for Great Nonprofit PinsHow to pin a video from YouTube andVimeo#pinning4good @pinning4good @giftworksHow to post avideo toPinterest fromYouTube
  • 20. Ideas for Great Nonprofit PinsHow to pin a video from YouTube andVimeo#pinning4good @pinning4good @giftworksHow to post avideo toPinterest fromYouTubeHow to post avideo toPinterestfrom Vimeo
  • 21. Ideas for Great Nonprofit Pins2) Images with text overlay Use your images and inlay text overthem. Make sure they link directly to yourblog posts or website!! Use PicMonkey(www.pickmonkey.c0m) to easily editphotos. Use Quozio (www.quozio.com) tomake quotes or text to go with a blogpost. Great nonprofit examples:http://pinterest.com/nolandhoshino/infosnaps-causes-and-nonprofits/#pinning4good @pinning4good @giftworks
  • 22. Ideas for Great Nonprofit Pins#pinning4good @pinning4good @giftworks
  • 23. Ideas for Great Nonprofit Pins#pinning4good @pinning4good @giftworks
  • 24. Ideas for Great Nonprofit Pins#pinning4good @pinning4good @giftworks
  • 25. Ideas for Great Nonprofit Pins3) Infographics Taking valuable information and making it visual! A great way to provide value to and build yourself asan expert who shares great resources Use Infogr.am (www.infogr.am) Re-pin others’ infographics – can search “animalinfographic”, “environment infographic”, “womeninfographic” based on your cause#pinning4good @pinning4good @giftworks
  • 26. #pinning4good @pinning4good @giftworks
  • 27. #pinning4good @pinning4good @giftworks
  • 28. Ideas for Great Nonprofit Pins#pinning4good @pinning4good @giftworks Great resources for nonprofit infographics: Beth Kanter:http://pinterest.com/kanter/nonprofit-infographics/ Heather Mansfield/NonprofitOrgs:http://pinterest.com/nonprofitorgs/nonprofit-ads-posters-infographics/ Noland Hoshino:http://pinterest.com/nolandhoshino/infosnaps-causes-and-nonprofits/
  • 29. Ideas for Great Nonprofit Pins4) Create An Online Fundraising Catalog. Add “$7.99” etc. in the caption of your pin. Pinterest has a gift section on their home page and inorder to be selected to you need to add a price. Pins with prices get 36% MORE likes!#pinning4good @pinning4good @giftworks
  • 30. #pinning4good @pinning4good @giftworks
  • 31. Ideas for Great Nonprofit Pins#pinning4good @pinning4good @giftworks
  • 32. Ideas for Great Pins5) Organization Wish List Pin items that your nonprofit needs, with instructionson how to donate them in the caption. (Examples:sheets, baby formula, toys, toilet paper) Moving? You need packing equipment, new computerequipment, etc. Pin volunteer opportunities with short descriptions,linking back to your website to sign up Benefit – Pinterest is visual and will link to the actualitems on Amazon, Staples, etc. for easy purchase!#pinning4good @pinning4good @giftworks
  • 33. Successful Nonprofit Pins… Are visually compelling. Are of interest to thenonprofit’s onlinecommunity. Have clever captions. Use hashtags (sparingly).#givingtuesday#pinning4good Use keywords and links(they get hyperlinked).#pinning4good @pinning4good @giftworks
  • 34. Successful Nonprofit Accounts… Research what people are already pinning and go fromthere – find the community. Clearly identify goals: Drive donations to the website. Increase brand affinity. Grow online community. Plan boards strategically. Launch boards internally (with staff, volunteers, Boardmembers) then externally. Draw on your exiting online cheerleaders to spread theword!#pinning4good @pinning4good @giftworks
  • 35. Pinterest ToolsGROUP BOARDS SECRET BOARDS Great for collaboration Showcasing your donors Clients, people you serve Promotion – running acontest, acknowledging bestcustomers, onlineambassadors Event committees Fundraising committees Another way to help establishauthority Use as an inter-officecollaboration tool Social media contentdevelopment board Event planning board(private) Cultivate ideas that you donot want people to see justyet Ideas for future presentations Ideas for blog posts#pinning4good @pinning4good @giftworks
  • 36. Pinterest Resources Analytics and Scheduling – check out: Pinster – www.pinster.me Reachli (formerly Pinerly) – www.reachli.com Pingraphy – www.pingraphy.com Find out who’s pinning your stuff! www.pinterest.com/YOURURLHERE.com www.pinterest.com/source/jcsocialmarketing.com#pinning4good @pinning4good @giftworks
  • 37. Pinterest Resources John Haydon: 12 Ways to Use Pinterest for YourNonprofit Matt Petronzio on Mashable: 10 Strategies for Non-Profits on Pinterest and 10 Non-Profits LeveragingPinterest for Social Good Huffington Post: Pinterest For Nonprofits: 7Organizations To Watch Nonprofit Tech 2.0: Nine Pinterest Best Practices forNonprofits Nell Edgington: Why I Love Pinterest and NonprofitsShould Too#pinning4good @pinning4good @giftworks
  • 38. In Conclusion… For nonprofits especially, storytelling through picturesis KEY to communicating your mission!#pinning4good @pinning4good @giftworks
  • 39. In Conclusion… Pinterest is not like other social networks – people gothere in the mindset to spend money.#pinning4good @pinning4good @giftworks
  • 40. Questions? Feedback? Tweet questions or post them on my Facebook Wall: @JuliaCSocial #pinning4good http://www.facebook.com/jcsocialmarketing Thank you!#pinning4good @pinning4good @giftworks