http://www.newcommreview.com/?p=1433 The online world of charitable activity is highly social, but also fragmented. No dominant voice for charitable giving exists online, indicating the social web is still in an early phase of philanthropic activity.* Online conversations rarely evolve into meaningful discussions about how nonprofits are achieving their missions and impacting society. Donors don’t advise other donors, and generally, philanthropic experts from foundations do not participate in these discussions.* There is a need for a trusted source, and a lack of authoritative philanthropic conversations.* The 30-49 age group represents the best fit to cultivate major donors using social media strategies,* More than 50 percent of 30 – 49-year-old survey respondents are interested in the following topics:• “Whether or not a nonprofit is successfully making an impact” (75%)• “Learning about organizations that are actively working on issues and causes I care about” (62%)• “Success stories and updates on the progress of nonprofits I support” (54%)• “Information/updates on the issues and causes I care about” (54%)• “Financial accountability and governance of nonprofits I support” (51%)* * Online community-oriented social media is a preferred tool over most other forms of online conversation."The social web represents a tremendous opportunity for community foundations to shape local giving. High dollar donors use the social web, but have yet to be engaged by strong, trustworthy philanthropic organizations. Foundations and nonprofits in general simply need to determine the best means of participation," conclude the researchers.
Along the line of web 2.0 and dashboarding, you can even Tweet your dashboard. Up top, you’ll se a real tweet from Peter Singer who is an Author and an anti-poverty advocate. It tells you that they only need 30 more pledges to reach 4000, and sends you to the Life You Can Save website. When you get there, it gives you not just real-time dashboard level data, but it also allows you to see where the people who have already pledged are from, see the names of people who have pledged that haven’t requested anonymity, and some statistics. Again, all this is automated, so the time that a fundraiser would have had to take in the past to aggregate, collate, and share this data, can now be used instead to help spread the word about the opportunity to give. That reminds me to mention that I believe that one of the consequences of web 2.0 for nonprofits is an almost certain merging of marketing and fundraising or development functions. Many fundraisers already wear the marketing/pr hat, either formally or informally, but the real-time opportunities for fundraising are truly beginning to merge with real-time marketing and the two need to be more closely linked than ever before.
We haven’t talked much about social media or what’s called “Charity or Nonprofit 2.0 yet”, but now’s a good time to do so because Twitter is an outstanding vehicle to recruit volunteers. How many of you Tweet for work? Hmmm…not many! Well we may need to change that. This slide has copies of two actual tweets. The top one was shared by good2gether.org on behalf of Habitat for Humanity, who was looking for 100 volunteers on a Saturday in August in Boston. It included a shortened url that you could click on to learn more about what they needed and how to sign up. Meals on wheels in Charleston, South Carolina sent their own tweet that told people that they currently had 39 open routes and that was up from 37 the week before. They made a direct ask, “Can you volunteer one lunch hour per week?” and then provided a link to sign up. This was actually very effective for them, and this one tweet helped them identify 7 new volunteers who made a regular weekly commitment to help. If you haven’t yet started to Tweet for work, I encourage you to test the waters and to do so, and here’s why.
~14 “causes” in Tallahassee…petitions, polls, donations, etc.
1. Maximizing Social Media Effectiveness for Hospice Organizations<br />Laura Deaton<br />
2. What Social Media is Good For<br />Extending existing marketing and communications strategy.<br />Bringing up-to-date and accurate information to where people are already spending time<br />Listening to what audiences have to say.<br />Building partnerships. <br />Learning from colleagues. <br />Having a two-way conversation and supporting peer-generated content.<br />Excerpt from: Aids.gov<br />
3. Opportunity – Local/Regional Reach<br />Great way to reach people in local or regional areas. <br />Most Florida Hospice orgs are community-based. <br />Especially important if other business is involved like Thrift Shop.<br />
4. Opportunity – Website Synergy<br />Most Florida Hospice orgs have websites (some don’t!) <br />Some part of parent orgs with site but no separate presence for the Hospice.<br />Flickr:bull3t<br /><ul><li>Usually very static content or have a dedicated Webmaster or technical volunteer to keep updated.
5. Social Media - No technology expertise requ’d once set up.</li></li></ul><li>Opportunity – Interconnection<br />Source: http://socialreporter.com/?p=516 <br />You don’t have to do it alone. <br />Leverage the power of many.<br />Turn your Board, staff, and volunteers (and even donors) into social media evangelists.<br />
6. Opportunity – Creative Re-Use<br />Photos/Videos<br />Press Releases/Event Invites<br />Brochures/PDF documents/Presentations<br />Anything you can think of!<br />
7. Opportunity – Friend Raising and Fund Raising<br />Best fit is 30-49 age group. Interested in:<br /><ul><li>Whether or not a nonprofit is successfully making an impact (75%)
8. Learning about organizations that are actively working on issues and causes they care about (62%)
9. Success stories and updates on the progress of the nonprofits they support (54%)</li></li></ul><li>11 Common Fears <br />We won’t have control over the conversation.<br />Our company has to worry about privacy.<br />Our demographic isn’t online.<br />Our users won’t connect with us.<br />What if we fail?<br />We fear spending to much time without results.<br />What if people criticize us?<br />I don’t trust my staff to handle our social media.<br />We don’t have a budget for social media.<br />We don’t have enough staff for a social media campaign.<br />I don’t know where to start.<br />Source: Lani Rosales, New Media Lab<br />http://nmlab.com/blog/11-social-media-fears-and-overcoming-them-now<br />
11. We’re going to focus specifically on:<br />
12. Overarching Principles<br />
13. To maximize…<br />Always cross-promote.<br />Focus on creating two-way conversations.<br />Use the tools to “marry” yourself to your community to reach folks that you might not otherwise reach.<br />Be personal and personable. Real-time conversation is “conversational.”<br />Carve out specific time.<br />
28. Hospice of the Comforter (FL) - Twitter<br />http://twitter.com/HospiceComfortr<br />
29. MECHANICS<br />Twitter Tips<br />
30. How to start Tweeting<br />Read this: http://econsultancy.com/blog/3780-a-20-step-starters-guide-to-using-twitter-efficiently<br />Create a free account on Twitter. Name important; short and unique.<br />Decide if you’re going to Tweet as a person or a business.<br />Upload a picture or logo and bio.<br />Start following people and organizations. <br />
31. Cont’d Twitter Use<br />Tweet at least a few times a week, building to a few times a day.<br />Follow people who follow you (check for spam)<br />Re-tweet good posts from others.<br />Use #hashtags like #ABChospice<br />Link with website, Facebook, blog<br />Scheduled tweets via Twitter Apps like Hootsuite or Twaitter.<br />Build and share Twitter lists.<br />
56. Getting Started On Facebook<br />Set up an individual administrator account to link to.<br />Read Beth Kanter’s blog and all links: http://beth.typepad.com/beths_blog/2009/05/so-you-want-a-facebook-fan-page-.html<br />Become a fan of this: http://www.facebook.com/nonprofits<br />
78. Employees/Volunteers<br />Ask them to tweet regularly about your org. Mobile workers can download Twitter and Facebook Apps for their phones/Blackberrys<br />Create a policy that encourages Tweeting and posting to your Facebook pages – Give great examples of the kinds of posts that you’d like to see.<br />Day-in-the-life videos.<br />
79. Board Members (for NPs)<br />Get your CEO and senior staff to set the example.<br />Ask your Board members to Tweet or comment on their own Facebook pages about their activities with your Hospice and link to your stuff.<br />Post or link to your Board meeting calendars, summaries and/or minutes.<br />
80. Families and Public<br />Include social media links in any hard copy documents/brochures.<br />Tell them that your info and links to your brochures are on your Facebook page and that it is a great way to get a “real-time” feel for the work of the Hospice.<br />If you have retail, run Friend-only or Fan-only discounts.<br />
81. A FEW MORE Resources<br />
82. Planning and Eval<br />From Jayne Cravens: Evaluating Online Activities: Online Action Should Create & Support Offline Action<br />http://www.coyotecommunications.com/culture/online2offline.shtml<br />From Joanne Fritz on About.com: 12 Tips for Nonprofits on Getting Started with Social Media<br />http://nonprofit.about.com/od/socialmedia/tp/Tipsstartsocialnetworking.htm<br />
83. Nonprofit Social Media Bloggers<br />Beth Kanter’s Blog:<br />http://beth.typepad.com/<br />John Haydon’ Blog:<br />http://johnhaydon.com/<br />Heather Mansfield at change.org: <br />http://nonprofits.change.org/<br />