The Wizard Behind the Curtain
Nonprofits
and Social Media
Beth Kanter, Beth’s Blog
Flickr photo by elekesmagdi/

Beth Kanter, Nonprofit Technology Trainer
Photo by Steve Goodman

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Fundraising

Is this cute
cat the
wizard
behind the
curtain?
Flickr photo by elekesmagdi/

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 …..

Let’s talk about another
wizard …

Web 1.0 = Kansas

Reading
Surfing
Consuming Browsing
That sounds
lonely …

Connecting
Creating
Conversation
Collaborating
Web 2.0

It’s not the same web!

Web 1.0
Source: Alan Levine – CogDog Blog

Web 2.0

I’ll get your pretty
little logo and remix it
too!

Why Important?

Digital Natives

But wait, there is more …
http://www.nielsenbuzzmetrics.com/cgm.asp

Social Media matters because …
• Different than Broadcast Media
• To cultivate the next generation of
donors
• Rapid Word of Mouth
• The Trust factor

Blogs
Wikis
RSS
Facebook
Myspace
Change.org
Ning
Flickr
YouTube
Qik
Twitter

Challenges
Skepticism
Lack of Understanding
Time suck
Individual’s authentic voice on
behalf of organization versus
institutional messaging
Too much of a good thing
Lack of resources
Need a strategy
ROI

Tools come and go, a strategy based on
experimentation sustains …

And Say …
Outcome
Strategy
Tools
Results
Experiment
Repeat

A story about a wired fundraiser
and extra organizational activist ..

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?

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

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. 11th and we
had 20 more days to go …

How To Ask for Donations on Twitter

Offline/Online

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

WooT! WooT!

Thank you
Chan Piseth

Lessons Learned About 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

Contact Information
Beth Kanter
beth@bethkanter.org
Beth’s Blog
http://beth.typepad.com