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Nonprofit Use of Twitter and Facebook

by Marc Osten on Aug 07, 2009

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No matter how far we get today a primary goal for me is to make sure you can take some real next steps - - A must resource for you to watch, learn and build from -
No matter how far we get today a primary goal for me is to make sure you can take some real next steps -
Take a peak at a common FB page – branding, mission, peer-to-peer sharing – ‘fans’ get whats posted here on their FB page - wall
And
… and it is all about connecting
Lets dive in and take a peak – the topline menu is where it’s at – notice by the way that this is a ‘fan’ page – not a ‘friend’ page – a core terminology difference though the functionality is virtually the same
For example photos – remember – multi-media platform – not like twitter which we’ll look at next. Notice there are org photo albums but also the org has opened up the ability for ‘fans’ to post their photos…WHY – cause photos are so much a part of people lives with their pets….like children
Same with videos
‘ discussion’ is important as ASPCA know that peer-to-peer engagement is what pet lovers are all about….walking down the street with your pet and you make eye contact with another doing the same….know thy audie nce…they do and so there are using fb is ways that enhance that – all of this builds AFFINITY – with the cause and if you, the org, are the voiceplatform/venue then you are positioned to ASK
Also a important authoritative voice – this same post could be ont heir website…sometimes FB is not an add-on…more of an enhancer of presence
Another aspect of FB are ‘groups’ think of pages as the landing page, it is org run….groups can be started by orgs or individuals on behalf of groups or their own ‘causes’ - Easy search – for fans and for you to mine an connect – so we type in heart disease and get a list of groups that has that word associated with it. Then we click and gointo the group page
What a group page looks like – this is a group started by an organizationn as opposed to a fan that started a group about the organization and then leveraged their own network - notice btw the related groups links….this is a paradigm shift in relation to fundraising…and we are learning for years now that people are less prone to be members in the way they used to. FB and similar ‘social networking’ tools are less about ‘control’ and more about a network-centric’ view of relationship building and engagement – also – groups can be rivate or open…so tere is a certain level of control that can be applied
‘ members’ are the essence – but there isn’t much action on the discussion board
Another search
Group pages can look differentthis is a ‘group’ started by an individual, other things like ‘discussion board – notice btw that te ratio of ‘discussions’ to # of members is much higher than the previous example.
Links posted by members of the group – notice the share button is EVERYWHERE – and the links conect to diff things – videos, books, products
So I joined the group for example – then posted an item to the ‘wall’ The ‘wall’ – just comments
Which then ends up as a link on my personal FB page – my friens then see that…they trust me – that’s why they are my friends – IMAGINE doing this strategically – finding a bunch of your fans and having them intentionally spread the word about something through their own pages
Lets look at causes – different from fan pages, individual pages or groups – these tend to be better for episodic events – YOU CAN CREATE A CAUSE AND THEN IT WILL BE LISTED… but more important than the listing is that you publicize/network
More directly tied to episodic fundrising…but it doesn’t habe to…but fundraising in this way is much more intentional – look to the right and you’ll see he ‘join’ ‘donbate and share buttons
Its all about gtting people to connect, act,
It is also a space for you – the organization – to update/talk to folks but also for them to do so – the importance of instant feedback…or just a sebse that you are part of something bigger IS IMPORTANT and it is easier now to get that sense in a VERY SPECIIFC WAY…who is donating, acting…
And to plug in ‘engagemen t’ tools
This showed up on my page because she is my ‘friend’..but these also showed up because I joined the cause…that THEY set up, not an org.
And I can be more proactive and feature a caause on my own page – where peope can take action
Cool plug in tools that users can choose…and YOU can encourage and help them to…imagine a birthday giving campaign that you organize
Little things to tickle yor audience – and notice you are ALWAYS PROMPTED to share with YOUR network – btw – see the ‘filter friends – you can narrowcast
Invite…invite … .it is an ‘opt-in’ that is nurtured because of TRUST – peer to peer trust matters more today then ‘institutional’j branded trust
That menu at the top of your page can contain so many different things…here is a ‘poll’
This is a plug in tool that makes giving easy
Based on my friends, geography, causes, etc they even sugget things
Cool tool right…but what it is about is not just to engage me but to leverage my network
Because AGAIN the opportunity to easily share this with my ‘friends’ is in my fave
Ties together chat tools, photo sharing, email
Finding – lets look at both their pages
Notice the same tweet that was on the search page gor eldercare – but here you see her page and all her tweets and who she is following
Click on the link in her tweet and you at the source
I know she is followed by a lot of folks – may be a good indicator – also that she is definitely interested in learning and networking…as opposed to just being a channel – this view into her online persona is important for me as an organization strategically - Click on either followers and following and we can easily follow her – look under her picture – EVERYTHING IS ABOUT TRUST AND CONNECTIVITY – action and success stem from that point forward
Instant onnection…do you trust her…if so then you want to know who she trusts
Organization pages can look like this – notice by the way we got here from – we are networkinging within networks
We got here because of twitter – yes we could have gotten here other ways to – enwesletter – pesonal email…Notice ‘I want to raise money to’
Its not really directly about fundraissing but friedraising – maybe that means just providing a service…becoming trusted …see the tweet at the bottom of the page
This is an example of a 1 to many channel – mostly a content provider – very few ‘following’ but lots of followers
They focus on micro loans - Great branding – just like a website – integrated online tools to make a larger whole online presence – take a look at the two ‘asks’
You can click on contribute – or share – and though this officially is NOT twitter page it is twitter that got us here AND the ethos of SHARING is prominent
Twitter connects people to the websiite where they can then take action
Twitter connects people to the websiite where they can then take action
A very small nonproit – notice the nice connectivity to other ‘places’ online – lets go to the blog
And then we could go to thew website
Another somewhat small org – notce there are differenbt ‘asks’

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Herb Sawyer at Carmichael Lynch Tags charity connect facebook 2 years ago

Nonprofit Use of Twitter and Facebook — Presentation Transcript

FaceBook & Twitter Successful Fundraising Strategies to Boost Donations Marc Osten – Nonprofit Management & Internet Strategy Specialist Summit Collaborative
Our Agenda
- What are Facebook & Twitter
- How do nonprofits use them
- Effective practice
- Pitfalls
- How can you get started
Background & Biases
- Mgmt. consultant & Internet strategist
- Organizational development lens
- Obsessed with capacity building
- Focused on change management
- Experimentation and learning
- Engagement approach to fundraising
What is Facebook?
- A venue, set of tools & resources you use to teach, share, inform, ask and organize
- Find people who share something
- Multi-media and features rich tool
- Connects with other online tools
- 1:1 & 1:many channel
- Relationship (friend) driven
http://www.facebook.com/nonprofits
Facebook Features
‘ Pages’
‘ Groups’
‘ Causes’
Applets
- Text messaging mobile phone application
- Micro-content sharing
- One to many channel
- Many to many decentralized communications
Mature version
http://twitter.com/nonprofitorgs
Finding & Following
Networks of Networks = Gold!
Effective Practice Pitfalls to Avoid Getting Started
Effective Practices
- Connection to mission, strategic priorities, program plans, funding and communications strategy
- Have a strategy
- Engagement to funding approach
- Focus on core relationships, then build outward (Know thy audience)
- Connect in multiple ways
- Set crystal clear objectives & outcomes
- Piggyback
- Pick your spots
- Experiment & learn
Pitfalls to Avoid
- Beware the mythology and cult of tools as the driver
- Trying to keep up with ‘The Jones’
- Tool-based decision-making
- Ignoring what you already do well and don’t
- Not paying attention to the total cost of ownership
- The wrong people at the table at the wrong time
Getting Started
- Set up an account
- Hunt and gather for ideas
- Find people & then connect
- Be part of the traffic
- Run some experiments
- Pause to process
- Step it up a notch
To keep learning more and get help!

Nonprofit Use of Twitter and Facebook

by Marc Osten on Aug 07, 2009

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Nonprofit Use of Twitter and Facebook — Presentation Transcript