Kentucky Nonprofits

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  • 1. Mixing Social Media and Fundraising Beth Kanter, Beth’s Blog
  • 2. Beth Kanter: Offline Photo by Steve Goodman
  • 3. Beth Kanter: Online Profiles & Content in Presence many places RSS Powered network Sharing photos, bookmarks, videos, and more Conversations Fundraising
  • 4. Take Aways A basic understanding Resources for further exploration An idea or two for experimentation http://www.flickr.com/photos/dslrninja/
  • 5. Agenda Overview Morning What, Why, Strategies and Tools Afternoon Small Group Work Fundraising 2.0 Game
  • 6. David Wilcox http://socialmedia.wikispaces.com/Social+media+game
  • 7. http://internet-fundraising.wikispaces.com/
  • 8. Photo by Preetam Rai
  • 9. And you? http://www.flickr.com/photos/raincitystudios/ Two Minute Poll
  • 10. Using the Internet to instantly collaborate, share information, and have a conversation about ideas we care about.
  • 11. Anthropology Professor Michael Wesch from the University of Kansas explains it best Let’s Watch
  • 12. What do you think are the core themes? http://www.flickr.com/photos/kk/
  • 13. Listening http://www.flickr.com/photos/sookie/
  • 14. Conversations http://www.flickr.com/photos/vox/
  • 15. y! ss e sM t’ I http://www.flickr.com/photos/petroleumjelliffe/
  • 16. How is that different from Web 1.0?
  • 17. Web 1.0 Source: Alan Levine – CogDog Blog
  • 18. Web 2.0
  • 19. Why does it matter?
  • 20. Digital Natives
  • 21. They’re They are comfortable future with using new donors! media!
  • 22. Trust Factor http://www.nielsenbuzzmetrics.com/cgm.asp
  • 23. Social Media matters because … • The Trust factor • Impacts to Google Results • Rapid Word of Mouth • Different than Broadcast Marketing • To cultivate the next generation of donors, volunteers, stakeholders
  • 24. Impact on Google Results
  • 25. Why Important… • The Trust factor • Impacts to Google Results • More visible to mainstream journalists • Rapid Word of Mouth • Different than Broadcast Marketing • To cultivate the next generation of donors, volunteers, stakeholders
  • 26. Tools come and go
  • 27. Why?
  • 28. Understand the hard truths of raising money …..
  • 29. Stories that tug at the heart strings
  • 30. Donor loyalty
  • 31. Show me the money!
  • 32. Who you know is very important
  • 33. Now, where did I toss that postage meter?
  • 34. Traditional Offline/Online Tools Media Direct Mail Awareness Awareness Web Site Interest Awareness Interest Email Newsletter Consideration Interest Consideration CMS Awareness Donate Consideration Donate CRS Interest Donate Internet Advertising Consideration SEO Donate Online Donations
  • 35. EmailMarketing Online Auctions Virtual Gift Catalog Online Merchandising Fundraising Events Direct Mail Traditional Media Membership & Online Renewal Pay Per Click Blogs YouTube Flickr Facebook Will It Blend?
  • 36. Web 2.0/Bleeding Edge or Basic Needs and Traditional Approaches? It’s both/and not an either or!
  • 37. INSERT NAME OF COOL NEW SOCIAL MEDIA TOOL
  • 38. To Reach Outcomes!
  • 39. Reputation Awareness Outcome Leads Volunteers Donations Subscriptions Sign Petition Tools Audience Strategy Budget Conversations Staffing Content What to Measure? Metric Measurement
  • 40. Questions and break ….
  • 41. Blogs Technorati RSS Tagging Social Bookmarking Flickr Video Sharing Social Networking Sites Twitter
  • 42. Won’t someone get hurt? http://www.flickr.com/photos/tomthephotographer/
  • 43. Reputation Awareness Outcome Leads Volunteers Donations Subscriptions Sign Petition Tools Audience Strategy Budget Conversations Staffing Content What to Measure? Metric Measurement
  • 44. Find People and Listen
  • 45. A homeless person isn’t someone you pass on your way into a fancy restaurant
  • 46. Think google for social media conversations …
  • 47. http://www.flickr.com/photos/alismith44/ Listening: Read a few good blogs
  • 48. There are two ways to consume information on the web
  • 49. How does it work? RSS Reader http://www.flickr.com/photos/smudie/
  • 50. How do they work? 1. What do you monitor? 2. Search terms 3. Set up 4. Monitor Technorati Search, Watchlists and Google Alerts RSS Reader
  • 51. Join the Conversation http://www.flickr.com/photos/vox/
  • 52. The ability to have a conversation
  • 53. Read and comment on blogs Think before you write! What did they say well? What did they miss? Answer questions What are other people saying How does it apply to you Look forward Look backward Ask what if?
  • 54. Get bloggers to write about your organization http://www.flickr.com/photos/brettlider/
  • 55. Your Blog
  • 56. Individual Blogs Reflect about your practice Connect with peers Back up brain http://www.flickr.com/photos/kk/
  • 57. Creating a blog takes less time than making this
  • 58. How does it work?
  • 59. Let’s Take A Break!
  • 60. Tell Your Story in Text
  • 61. Blog the Impact of your program!
  • 62. Publicly advocate a point of view
  • 63. From a different perspective
  • 64. “The best blogs start conversations, they don’t control them” – Seth Godin
  • 65. But, we are too busy saving the whales! http://www.flickr.com/photos/petelidwell/
  • 66. Bad idea My .org
  • 67. In order of amount of time/investment/complexity • Find blogs • Read blogs • Comment on blogs • Get bloggers to write about your program • Write personal blog about your practice • Internal org blog behind the firewall • Org public blog – group authors • Blogs by patients or clients as support service
  • 68. Photos can tell your stories Project 7: Tell Your Story In Pictures
  • 69. Watercooler conversations (mediated by photos) 1) I share my pics -> -> with you ---> -->You share your pics -> ---> with him Source: Slideshare by Rashmi Sinha
  • 70. Social Features
  • 71. http://www.flickr.com/photos/zoomar/ Flickr it isn’t just about doggy photos
  • 72. Your Flickr Account as Organizational brochure
  • 73. A Flickr Group To Record A Short-Term Activity
  • 74. Community Organizing
  • 75. A Contest
  • 76. Watch
  • 77. Social Networking
  • 78. Social Networks: First Generation 1) I am linked to -> -> to you --->You are linked to her -> -> to her… Source: Slideshare by Rashmi Sinha
  • 79. Now I know all these people!
  • 80. Where’s our target audience? •What social networking site has my audience? •How do they use technologies? •What are they talking about? •Who are they? •What do they want? -Ask them (surveys) -Field research -Analyze demographics of site
  • 81. What about using more than one site?
  • 82. Outreach Friendship Profile Content Workflow
  • 83. 2 hours a day
  • 84. Establish a routine and stick to it
  • 85. Time Savers A Few Time Savers ….
  • 86. If I had to log into every social networking site I use to keep, I'd shoot Time Savers myself.quot;
  • 87. Applications that cross-post automatically or bookmarklets
  • 88. Project 9: Social Presence
  • 89. Dip in or Stay Hyper Connected
  • 90. How Used? In an emergency?
  • 91. Project 10: Widgets
  • 92. Tagging • 3 words – related to fundraising • Passion • Find a kindred spirit • Have a conversation
  • 93. Just three words….
  • 94. Reputation Awareness Outcome Leads Volunteers Donations Subscriptions Sign Petition Channels Audience Strategy Map Conversations Budget Staffing Content What to Measure? Metrics Measurement
  • 95. Metrics are the attributes or factors that are important for you to measure results or make improvements.
  • 96. What is measurement? The process of determining the result of a strategy
  • 97. The hard truth about social media measurement …
  • 98. Social Media measurement is not like Martha
  • 99. Intangible
  • 100. AELIA Audience Engagement Loyalty Influence Action
  • 101. Audience Who # Trend for Unique Visitors
  • 102. Engagement = Interaction + Attention •What do they click on? •How long do they stay? •How many people comment on posts? •What is the shape of the conversation? •What is your post to comment ratio?
  • 103. Posts _____ Track backs + Comments
  • 104. Loyalty RSS Subscribers - trends, not actual numbers Repeat visitors Tell other people about you Grain of Salt
  • 105. Influential Ideas: Memes, and their intensity over time
  • 106. Intent/Action Goal Conversion Rate Qualitative Data
  • 107. Reputation Awareness Outcome Leads Volunteers Donations Subscriptions Sign Petition Channels Audience Strategy Map Conversations Budget Staffing Content What to Measure? Metrics Measurement
  • 108. Low Risk Experiments http://www.flickr.com/photos/striatic
  • 109. • A project that won’t take much time and relates to org goals. • Write down your successes. • Write down your challenges. • Ask the people you want to connect with whether they think your outreach and listening is valuable. • Watch other nonprofits and copy and remix for your next project. • Rinse, repeat.
  • 110. Reputation Awareness Outcome Leads Volunteers Donations Subscriptions Sign Petition Channels Audience Strategy Map Conversations Budget Staffing Content What to Measure? Metrics Measurement
  • 111. Contact Information Beth Kanter beth@bethkanter.org Beth’s Blog http://beth.typepad.com
  • 112. Don’t Forget! http://bethkanter.wikispaces.com It takes 21 days to make a habit – what one project what first step will implement? Write it on a business card, give it to me, and I’ll email you in 21 days!