Nonprofits and the Social Web Beth Kanter, Beth’s Blog Connecting Up, Australia

Beth Kanter, Nonprofit Technology Trainer Photo by Steve Goodman

Beth’s Blog Profiles & Presence Communities RSS Powered Fundraising Sharing photos, bookmarks, videos, and more Conversations network

I first heard about ConnectingUp in 2005….

What I’m going to talk about … A story about socially networked fundraising Patterns of Success Just One Tool

Nonprofits and the Social Web: Patterns of Success

The Cute Dog Theory

A Remix of the Cute Cat Theory

Web2.0: to share cute cat photos

Wait a second … looking at nonprofits that have successfully Adopted social media .. There are a lot of dog lovers …..

So, I asked these nonprofits professionals, what do you need to think about to be successful on the social web?

Assess Audience Online Social Activities

Digital Natives

Where on the social web will I find my audience? How do they use the social web? What are they talking about? Who are they? What do they want?

Discuss/set objectives first

Not a monologue

Listening

Conversation

Even difficult ones …

The audience wants a voice

Transparency

Source: Alan Levine – CogDog Blog Web 1.0

Web 2.0

Staff Roles

“ I was a Facebook junkie before I was hired!”

Define a box Define a Box

It takes time

Participant Content Creator Community Manager You get out what you put in … Source: Nina Simon, Museum2.0

Start small, reiterate over and over

Yes Youtube Video Contest # of list members & video views // time spent = good Our first UGC contest Good, original content Developed free TV PSA Positive, active commenting on social networks Caught attention of higher ups Conveyed a powerful message to America Microsoft Facebook Challenge Payoff ($50k) // time spent = good Recognition from contest win Strong feedback and willingness from participants New “Facebook responders” segment of email file Was it worth it? No Wendy’s Flickr Photo Petition Time spent // number of entries = bad Numerous technical problems Uploading process took too much time (email) Campaign was too narrow High volume of problem feedback Case Foundation Facebook Challenge Time spent // number of participants = bad Raised $3k but no contest recognition Wasted opportunity to message new Facebook responders High volume of negative feedback – people didn’t understand However.. We learned from both campaigns!

Yes

Youtube Video Contest

# of list members & video views // time spent = good

Our first UGC contest

Good, original content

Developed free TV PSA

Positive, active commenting on social networks

Caught attention of higher ups

Conveyed a powerful message to America

Microsoft Facebook Challenge

Payoff ($50k) // time spent = good

Recognition from contest win

Strong feedback and willingness from participants

New “Facebook responders” segment of email file

No

Wendy’s Flickr Photo Petition

Time spent // number of entries = bad

Numerous technical problems

Uploading process took too much time (email)

Campaign was too narrow

High volume of problem feedback

Case Foundation Facebook Challenge

Time spent // number of participants = bad

Raised $3k but no contest recognition

Wasted opportunity to message new Facebook responders

High volume of negative feedback – people didn’t understand

Here’s some advice from Wendy Harmon, Red Cross Blogger

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.

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.

Success Patterns Assess Audience Objectives Policy and Education Time investment Staff Roles Experiment

Social Presence: Twitter I just twittered that I’m playing my guitar right now!

Is there any value to knowing what your friends are doing right now?

Twitter is not dumb … if you follow smart people!

How to be efficient …

Nonprofits

October, 2007

A Story …

Contest Opens: December 13, 2007 3:00 PM

December 13, 2007 3:01 PM

I opened my Kimono

Strategy Make It Personal Theory Example ….

“ The message is not about the charity. It’s about why the messenger cares.” Katya Andresen, Network For Good

Will it scale?

Involvement Participator Type Ladder of Engagement Personal Fundraiser does the Network Weaving Happy Bystanders Create Solicit Money Share Listen Spreaders Donors Evangelists Instigators

Strategy: Stories

Strategy Three R’s of Network Weaving

Relationship Building

Rewards

Reciprocity

Stories and Network Weaving …

Strategy Fun, Humor, Easy, Urgency, Competitive Spirit, and Passion!

What’s more fun than a birthday party?

Where did they get all those embarrassing photos?

125 people donated 142 birthday wishes 180 views on “see me naked” photo

But my birthday was Jan. 11 th and we had 20 more days to go …

57 donors Energizing Burst

How To Ask for Donations on Twitter

Offline/Online

24 hours before the contest ends We’re in 1 st Place

WooT! WooT!

Chan Piseth Thank You

Lessons Learned

Open the Kimono Make it personal Use the Ladder of Engagement Stories The Three R’s of Network Weaving Fun, Humor, Easy, Urgency, and Competitive Spirit Say thank you in creative ways AND …… Strategy

Open the Kimono

Make it personal

Use the Ladder of Engagement

Stories

The Three R’s of Network Weaving

Fun, Humor, Easy, Urgency, and Competitive Spirit

Say thank you in creative ways

AND ……

And get your dogs in a row …..

Thank you! Beth Kanter [email_address] Beth’s Blog http://beth.typepad.com @kanter on Twitter