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  Conversat...
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...
 
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
<ul><li>Yes </li></ul><ul><li>Youtube Video Contest </li></ul><ul><li># of list members & video views // time spent = good...
Here’s some advice from Wendy Harmon, Red Cross Blogger
<ul><li>A project that won’t take much time and relates to org goals.  </li></ul><ul><li>Write down your successes.  </li>...
 
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 So...
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
<ul><li>Open the Kimono </li></ul><ul><li>Make it personal </li></ul><ul><li>Use the Ladder of Engagement </li></ul><ul><l...
And get your dogs in a row …..
Thank you! Beth Kanter [email_address] Beth’s Blog  http://beth.typepad.com @kanter on Twitter
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KeyNote Connecting Up Conference

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  • Welcome, I’m so happy to be here!
  • KeyNote Connecting Up Conference

    1. 1. Nonprofits and the Social Web Beth Kanter, Beth’s Blog Connecting Up, Australia
    2. 2. Beth Kanter, Nonprofit Technology Trainer Photo by Steve Goodman
    3. 3. Beth’s Blog Profiles & Presence Communities RSS Powered Fundraising Sharing photos, bookmarks, videos, and more Conversations network
    4. 4. I first heard about ConnectingUp in 2005….
    5. 10. What I’m going to talk about … A story about socially networked fundraising Patterns of Success Just One Tool
    6. 11. Nonprofits and the Social Web: Patterns of Success
    7. 12. The Cute Dog Theory
    8. 13. A Remix of the Cute Cat Theory
    9. 14. Web2.0: to share cute cat photos
    10. 15. Wait a second … looking at nonprofits that have successfully Adopted social media .. There are a lot of dog lovers …..
    11. 18. So, I asked these nonprofits professionals, what do you need to think about to be successful on the social web?
    12. 19. Assess Audience Online Social Activities
    13. 21. Digital Natives
    14. 22. 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?
    15. 24. Discuss/set objectives first
    16. 25. Not a monologue
    17. 26. Listening
    18. 27. Conversation
    19. 28. Even difficult ones …
    20. 29. The audience wants a voice
    21. 32. Transparency
    22. 33. Source: Alan Levine – CogDog Blog Web 1.0
    23. 34. Web 2.0
    24. 36. Staff Roles
    25. 37. “ I was a Facebook junkie before I was hired!”
    26. 41. Define a box Define a Box
    27. 43. It takes time
    28. 44. Participant Content Creator Community Manager You get out what you put in … Source: Nina Simon, Museum2.0
    29. 45. Start small, reiterate over and over
    30. 46. <ul><li>Yes </li></ul><ul><li>Youtube Video Contest </li></ul><ul><li># of list members & video views // time spent = good </li></ul><ul><li>Our first UGC contest </li></ul><ul><li>Good, original content </li></ul><ul><li>Developed free TV PSA </li></ul><ul><li>Positive, active commenting on social networks </li></ul><ul><li>Caught attention of higher ups </li></ul><ul><li>Conveyed a powerful message to America </li></ul><ul><li>Microsoft Facebook Challenge </li></ul><ul><li>Payoff ($50k) // time spent = good </li></ul><ul><li>Recognition from contest win </li></ul><ul><li>Strong feedback and willingness from participants </li></ul><ul><li>New “Facebook responders” segment of email file </li></ul>Was it worth it? <ul><li>No </li></ul><ul><li>Wendy’s Flickr Photo Petition </li></ul><ul><li>Time spent // number of entries = bad </li></ul><ul><li>Numerous technical problems </li></ul><ul><li>Uploading process took too much time (email) </li></ul><ul><li>Campaign was too narrow </li></ul><ul><li>High volume of problem feedback </li></ul><ul><li>Case Foundation Facebook Challenge </li></ul><ul><li>Time spent // number of participants = bad </li></ul><ul><li>Raised $3k but no contest recognition </li></ul><ul><li>Wasted opportunity to message new Facebook responders </li></ul><ul><li>High volume of negative feedback – people didn’t understand </li></ul>However.. We learned from both campaigns!
    31. 47. Here’s some advice from Wendy Harmon, Red Cross Blogger
    32. 48. <ul><li>A project that won’t take much time and relates to org goals. </li></ul><ul><li>Write down your successes. </li></ul><ul><li>Write down your challenges. </li></ul><ul><li>Ask the people you want to connect with whether they think your outreach and listening is valuable. </li></ul><ul><li>Watch other nonprofits and copy and remix for your next project. </li></ul><ul><li>Rinse, repeat. </li></ul>
    33. 50. Success Patterns Assess Audience Objectives Policy and Education Time investment Staff Roles Experiment
    34. 51. Social Presence: Twitter I just twittered that I’m playing my guitar right now!
    35. 54. Is there any value to knowing what your friends are doing right now?
    36. 57. Twitter is not dumb … if you follow smart people!
    37. 60. How to be efficient …
    38. 61. Nonprofits
    39. 67. October, 2007
    40. 68. A Story …
    41. 71. Contest Opens: December 13, 2007 3:00 PM
    42. 72. December 13, 2007 3:01 PM
    43. 73. I opened my Kimono
    44. 75. Strategy Make It Personal Theory Example ….
    45. 76. “ The message is not about the charity. It’s about why the messenger cares.” Katya Andresen, Network For Good
    46. 80. Will it scale?
    47. 81. Involvement Participator Type Ladder of Engagement Personal Fundraiser does the Network Weaving Happy Bystanders Create Solicit Money Share Listen Spreaders Donors Evangelists Instigators
    48. 82. Strategy: Stories
    49. 83. Strategy Three R’s of Network Weaving
    50. 84. Relationship Building
    51. 85. Rewards
    52. 86. Reciprocity
    53. 87. Stories and Network Weaving …
    54. 89. Strategy Fun, Humor, Easy, Urgency, Competitive Spirit, and Passion!
    55. 90. What’s more fun than a birthday party?
    56. 99. Where did they get all those embarrassing photos?
    57. 102. 125 people donated 142 birthday wishes 180 views on “see me naked” photo
    58. 103. But my birthday was Jan. 11 th and we had 20 more days to go …
    59. 106. 57 donors Energizing Burst
    60. 107. How To Ask for Donations on Twitter
    61. 108. Offline/Online
    62. 111. 24 hours before the contest ends We’re in 1 st Place
    63. 121. WooT! WooT!
    64. 122. Chan Piseth Thank You
    65. 123. Lessons Learned
    66. 124. <ul><li>Open the Kimono </li></ul><ul><li>Make it personal </li></ul><ul><li>Use the Ladder of Engagement </li></ul><ul><li>Stories </li></ul><ul><li>The Three R’s of Network Weaving </li></ul><ul><li>Fun, Humor, Easy, Urgency, and Competitive Spirit </li></ul><ul><li>Say thank you in creative ways </li></ul><ul><li>AND …… </li></ul>Strategy
    67. 125. And get your dogs in a row …..
    68. 126. Thank you! Beth Kanter [email_address] Beth’s Blog http://beth.typepad.com @kanter on Twitter

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