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Putting Strategy into Your Social Media Outreach

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How nonprofits can build more community engagement by using a social media strategy based on Nonprofit Marketing Guide's Three Gs: Be Genuine, Generous, and Grateful. …

How nonprofits can build more community engagement by using a social media strategy based on Nonprofit Marketing Guide's Three Gs: Be Genuine, Generous, and Grateful.

This version was presented at the Philanthropy Midw

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  • 24 Hour News Cycle: People want timely information. Much more interested in what’s happening right now and tomorrow than next day. If I’m only communicating once a quarter, how can I possibly compete for attention? Won’t even remember who you are.
  • 100 Calorie Packs: Snack size culture. Take it on the run. Tomes go straight to the recycling bin or to read pile which is just as bad. Kidding yourself if you think people are reading your whole newsletter.
  • Like a big cocktail party Mix and mingle. You get to know each other. (give equivalent of content and conversation) The idea is to be seen as a MEMBER of a COMMUNITY.
  • You become friends. You want to be seen as a member of the community or the gang.
  • What’s this mean? Grabby Greedy Grandstanding Me, me, me
  • Person to person, not person to organization. We connect with causes because of the people who like behind them, even if we don’t know them personally.
  • How do we get people to love us – and to friendraise and fundraise?
  • The story isn’t about you. It’s about being helpful to your supporters, participants, etc.
  • You’ll learn a great deal from the conversation in social media that you can use to inspire and inform you e-news and web content.  For example, a conversation on Twitter can transform into a new update you send out via your e-newsletter. Blog comments can direct updates to other parts of your website.
  • Qualities of a Good Thank You Note Timely Personalized to Donor How the gift will be used What to expect next – engagement Personalized by Sender
  • You made my day. I have a great story to share with you. Look what you’ve made possible. I am so thankful for people like you. You’ve given hope to . . .
  • 76% of donors say getting a thank you letter from someone who benefited from the charity’s work was very meaningful. (Burk)


  • 1. flickr.com/photos/anthrovik/264643857 Putting Real Strategy into Your Social Media Outreach It’s About Building Relationships That Last! @kivilm
  • 2.
    • Kivi Leroux Miller
    Tweeting? I’m @kivilm
  • 3. Social Media Changes Everything About the Way We Communicate. True or False?
  • 4. Let’s put social media in context . . . .
  • 5.  
  • 6. The Internet has changed everything . . . and FAST. Google turned 13 in Sept. 2011 YouTube turned 6 in May 2011 Twitter turned 5 in March 2011 Facebook has been open to the public for 5 years as of September 2011
  • 7. Alexa Rankings, May 3, 2011 Half are Social Media Sites; the Other Half Offer Many Social Elements The SOCIAL WEB is mainstream. Brochure websites don’t cut it anymore.
  • 8. Only 19% of online adults don’t use the social web.
  • 9. All age groups are using social media.
  • 10. The 24-hour news cycle is our cultural expectation.
  • 11. We live in SNACK SIZED times, and that goes for our information too. flickr.com/photos/49024304@N00/1546033671
  • 12. 82% of Americans adults own a cell/smart phone. 2/3 of them sleep with it. “ Cell Phones and American Adults” by Pew Internet and American Life Project, September 2010 flickr.com/photos/coletivomambembe/3695560876
  • 13. So how does this change the way we communicate about our nonprofits?
  • 14. “ Engagement” is the new goal. flickr.com/photos/anthrovik/264643857
  • 15. flickr.com/photos/anijdam/2903467649/ flickr.com/photos/_dchris/4029619041 One-way broadcasting doesn’t work well. Instead, you mix. You mingle. You’re social.
  • 16. flickr.com/photos/conbon/2873195559 Everyone is a spokesperson.
  • 17. You want to be seen as a member of a community – as “one of us.” flickr.com/photos/owengeronimo/4263163891
  • 18. Not as the loud drunk ones hustling on the bar. flickr.com/photos/scrapstothefuture/298131038
  • 19. But Community ≠ Fans flickr.com/photos/captured-spirit_/221033524/ flickr.com/photos/oddwick/2156258068
  • 20. Community = Chance to Build Rapport >> Fans! flickr.com/photos/vancouverminglers/3385606736
  • 21. flickr.com/photos/celloc/2957825631 The Path to Community Engagement 1 Be Genuine. 2 Be Generous. 3 Be Grateful.
  • 22. What might you expect from an opera on Facebook?
  • 23. Also See @PalmBeachOpera on Twitter Trivia, questions, staff favorites, news
  • 24. What might you expect from a local cat rescue on Facebook?
  • 25. Also See @fcrt on Twitter Tips for Cat Owners, Cute Pix, Cat Humor
  • 26. flickr.com/photos/springfieldhomer 1 Be Genuine.
  • 27. flickr.com/photos/ piccadillywilson Facts are fine, but emotions drive action.
  • 28. “ You have to stimulate an emotional incentive for people – so they feel a sense of pride and joy when they forward your organization’s story to their friends.” Logan Smalley, founder and co-president, Darius Goes West Foundation flickr.com/photos/whiteafrican/3251264618; AGC Conversational Case Studies by Beth Kanter & Allison Fine
  • 29. flickr.com/photos/katemere Take us back stage.
  • 30. flickr.com/photos/notahipster TELL STORIES ABOUT YOUR FANS. Great stories about real people are sticky.
  • 31. DAVE SAYS: If you give, you begin to live. flickr.com/photos/julioenriquez 2 Be Generous.
  • 32. flickr.com/photos/marcinmoga Think of communicating as gift giving.
  • 33. Be a helpful human.
  • 34. Listen to what your supporters are saying – and respond! Flickr: Brittany G
  • 35. flickr.com/photos/dnorman Empower us with how-tos.
  • 36. flickr.com/photos/kivimiller 3 Be Grateful.
  • 37. Blow kisses to your supporters. flickr.com/photos/shawnzlea
  • 38. Share your success with them. flickr.com/photos/dpstyles
  • 39. Attracting the right friends, fans, and followers
  • 40. Getting More Facebook Fans
    • Get your custom URL – easier to share in print
    • Include links to FB Page in emails
    • Add the fan box to your website
    • Facebook only specials (use the free Involver apps)
    • Use Facebook ads – you can become a fan directly from the ad.
  • 41. Getting More Twitter Followers
    • Update regularly!
    • Do it gradually – not thousands at a time.
    • Use keyword searches
    • Watch retweets, and retweet others
    • Look on similar profiles
  • 42.  
  • 43. Making this all easier
  • 44. Hootsuite is Big Help!
  • 45. Give me your card and I’ll email it to you. Get Your “Social Media Essentials” in a One-Pager
  • 46. Kivi Leroux Miller @kivilm Facebook.com/ nonprofitmarketingguide [email_address]