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Facebook and Twitter for Nonprofits


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Presentation given by Leah Eustace at AFP Ottawa Chapter luncheon on March 30, 2011.

Presentation given by Leah Eustace at AFP Ottawa Chapter luncheon on March 30, 2011.

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  • There are literally hundreds of social media tools, with more popping up every day. It’s impossible to know what the next big thing is, but we do know what’s popular right now and what’s working best for non-profits.Let’s start by seeing what you had to say
  • Almost 50 of you filled out my online survey and here are your answers the question: what social media tools does your organization use.Now, let’s see how that compares to the industry as a whole.
  • Facebook is the mostpopular commercial social network for nonprofits with 9/10 using it in 2011By comparison,Twitter is being used by 57% of nonprofits in 2011One of the survey respondents asked about MySpace: It wasn’t that long ago that it was being touted as the future of social networking, but it’s now dying on the vine withan all-time low in 2011 of just 7% of nonprofits indicating they maintain apresence here, a -50% drop from 2010So, what’s the point? The point is that we’re going to concentrate on Facebook and Twitter. Let’s start by looking at how nonprofits are using them.
  • They’re building community and engaging supporters (and survey says that you agree this is the primary purpose of social media)
  • What they aren’t doing is raising a lot of money (glad to see that you agree, according to survey)
  • What are the characteristics of “Master Fundraisers?”Size of organization doesn’t matter (30% of them have budgets under $5 million)Size of the follower base does matter: The average Facebook following of a Master Social Fundraiser is nearly100,000 (99,911) members—more than fifteen times the general average. So, it’s safe to say that a prerequisite for raising big dollars via socialnetworks is a big community. Staffing is important as well – 30% of Master Fundraisers dedicate 2+ staffto managing and fundraising on their social networking presence, comparedto just 2% for the industry.The conclusion is that resourcing matters a lot : If you manage to dedicatethe budget and staff to the task even a small charity can raise $100,000 ormore on Facebook.
  • Yes, you can raise money through facebook and twitter, but that shouldn’t be your only motivation: our donors are getting older and those non-profits that develop a community of dedicated followers via social media now, will benefit in the long run (the younger demographic on social media will be the older ‘giving’ demographic one day)
  • A good place to start with any social media tool is to listen to what others are saying about youHelps you figure out where your constituents are atIt will also help you get used to the platform
  • Chad Norma, the internet marketing manager at Blackbaud, and Danielle Brigida, the digital marketing manager at the National Wildlife Federation have put together a worksheet that builds a social media listening program for you.I’ll email it out to everyone after the sessionPulls all the results above together into an igoogle page (a custom home page for you)You need a gmail account to do itUnfortunately backtweets no longer offers an rss, so can’t be included in igoogle… but still a great toolHere’s what it looks like:
  • Now, let’s turn to Facebook specifically.Based on the survey, I know that most of you are familiar with Facebook. So I’d like to focus in on best practices rather than how to register and set yourself up.
  • There are four types of pages you can set up on Facebook.A Page is clearly the best.
  • See if CFO will let me do itStart with a basic page, build a community (invite your friends to become fans)As soon as you hit 25 likes, change your custom urlPopulate your pageFill out all the basic info
  • Let’s look at a few of these in action
  • Add your twitter feed, blog feed (see good works), flickr, youtube, Hide apps you aren’t usingCustom tabs for contests, welcome, donations, etc.Princesssmargaret for blog feedTrails BC for slideshareAutism society of newfoundland and labradfor for ‘join our list’Winnipeg symphony orchestra for reviewsOxfam quebec for a pollCanadian hero fund for fbml
  • Now for twitter. Are you ready?
  • Go to personal account on twitterTweet, retweetMention keeping tweets to 120 characters
  • The Facebook interface is good, but the twitter one is awful. And how do you keep on top of all of this anyway without spending hours a day? Use a tool like hootsuite or tweetdeck
  • -Show hootsuite and tweetdeck-get people to sign up
  • Now that you’re up a going, you’ll want to keep track of your KPI’s and find out how you’re doing compared to other nonprofits
  • Transcript

    • 1.
    • 2. oVERVIEW
    • 3.
    • 4. #2
    • 5.
    • 6. What are Non-Profits Doing on Twitter and Facebook? Building Community!
      The Facebook average member community size is up 161% in 2011 to 6,376 members compared to 2,440 and 5,391 respectively in 2010 and 2009.
      The average Twitter follower base is up 2% in 2011 to 1,822 followers (from 2010’s 1,792 followers) and up a massive 535% from 2009 levels (287 followers).
    • 7. What aren’tNon-Profits Doing on Twitter and Facebook? Fundraising!
      Fundraising is growing but is still a minority effort
      The number of groups successfully generating a small revenue stream ($1 to $10K year) is 46% in 2011
      The number of organizations raising $100,000+ per year doubled this year from 0.2% to 0.4%, but this still represents a very small number of groups
    • 8.
    • 9. Choosing the tools
      Many organizations spread themselves too thin
      Much better to focus on one or possibly two social outlets
      It takes considerable resources to build a large community in any one of these outlets
      … and clearly it takes a large community to produce sizeable fundraising revenue.
    • 10. LISTENING
    • 11. A really helpful worksheet
      “Listening with Social Media for Nonprofits” (twitter) (social media) (blogs) (discussion boards) (find twitter links that point to your website) (news, web, video, blogs, etc)
    • 12. Result is something like this
    • 13.
    • 14. What type of page is best?
      Profile: Only personal use.
      Group: Cannot be customized; not found by search engines; posts come from individuals (not the organization); no insights; no vanity URLs.
      Community Page: Set up by Facebook using Wikipedia information.
      Page: People can ‘like’ without approval; messages can be sent to all members; can be customized; found by search engines; posts come from page (not admin); vanity URL; insights available.
    • 15. Facebook Pages
      You must have a profile page before you can set up a page for your organization
      Set up your page at
      I need one of these:
    • 16. Customize your page
      Integrate your twitter feed
      Automatically cross-post your blog
      Share your YouTube videos
      Add a newsletter sign up form
      Include a welcome page
      Add a donate button
      As soon as you get to 25 likes choose a custom username (
    • 17. Let’s take a tour
      World Vision Canada
      World Wildlife Fund
      Red Cross
      March of Dimes
      UNHCR Canada
      Princess Margaret
      Trails BC
      Autism Society
      Winnipeg Symphony
      Oxfam Quebec
      Canadian Hero Fund
    • 18. Keeping your page active
      Post at least once a day and post a variety of things: video, photo, links, comments, events
      Pay attention to people who are interacting with you: respond to questions, thank people
      Find other Facebook content to ‘share’ and ‘like’
    • 19. Fundraising: Facebook
      Facebook Causes no longer supported in Canada (a Paypal initiative): Here’s an example
      Donation links
      Promote events
      Gather email addresses
    • 20.
    • 21. What the heck is twitter?
      “Like being at a conference 24 hours/day”
      “The swiss army knife of texting awesomeness”
      “It's like when you want a small glass of water you go to the fire hydrant to drink”
      But … it’s also an excellent tool for engaging and communicating with your constituents (and your donors of tomorrow!)
    • 22.
    • 23. Getting started
      I need one of these again
      Go to
      Start with a personal account (if you don’t have one already)
      Build your brand (personal or organizational) by choosing a username that includes your real name
      Do you use a real person or a logo as your avatar?
    • 24. Find some people to follow
      Search for people you’re interested in following (a movie star, author, someone you’ve heard speak…). Then click on the list of people they follow. Then click on their followers. You’ll soon have a long list!
    • 25. Twitter glossary
      Tweet: A message sent via twitter (max 140 characters)
      Feed: Posts on twitter are referred to as your ‘twitter feed’ and show up on your home page in the order they’re posted.
      Direct Message (DM): The twitter equivalent of email.
      Following: These are the folks whose tweets you’ve selected to read. These tweets show up in your twitter feed.
      Followers: An individual or company that is connected to you and reading your tweets
      @username: Twitter users are identified by @username. It creates a link to their profile automatically.
      ReTweet (RT): To repost something that’s already in the twitter stream. Gives credit to the original tweeter.
      Hashtag (#): A way of assigning a keyword to a tweet so that others can follow the topic..
    • 26. Start interacting
      Read an interesting ‘tweet?’ Retweet it!
      Comment on someone’s comment or link
      Send out information about yourself or your organization
      Make sure to include some of your personality, thank people, comment and interact
      Do not use twitter to ‘push’ … you’ll lose followers
      Do not self-promote … you’ll lose followers
      Follow your followers (so they can DM you)
    • 27. Let’s try it!
    • 28. Fundraising: Twitter
      Text-to-give: Red Cross has raised over $2.8 million for Japan
      Twestival: A single day global movement which uses the power of social media to organize local events (held last week)
      Twestival Ottawa: Raised over $12,000 for ROFMH
      Fundraising on twitter has been described as the equivalent of dropping a quarter in a tin can
    • 29. Creating a social media Dashboard
    • 30. A tour of Hootsuite and Tweetdeck
      Both allow you to manage all of your social media accounts in one place
      You can write one message and cross-post it to multiple platforms
      You can schedule your updates for a future time and/or date
    • 31. Analyzing and measuring your social media activity
    • 32. Benchmarking
      Find out what the sector benchmarks are:
      NTEN (
      2011 eNonprofitsBenchmarks Study:
      2011 Nonprofit Social Network Benchmark Report:
    • 33. Tracking
      Use short (and consistent) urlsto track link performance ( for hootsuite)
      Put widgets on your website and all blog posts
      Facebook: Insights
      Add Google analytics to Facebook pages
      Radian6 (starts at $600/month)
    • 34. Thank you!
      Leah Eustace, CFRE
      Good Works
      (613) 232-9113 x 100
      (slides will be posted)