A Realist’s Guideto Social Strategyfor the Non-Profit World       24 February, 2010
Welcome.
I Am a...                      I Am Not a...•   VP/Account Management                               •   Social media “spec...
Social Media Doesn’t Have to Be       Super-Complicated   •   Online applications, platforms, media which aim to       fac...
Easy to publish website that allows anyone to publish theirBlogs                 point of view and usually allows comments...
Survey Says...Strategy•   How to expand use for more effective awareness-    building, events, fundraising•   How to integ...
“   Marketers are like kids at Rita’s candy shoppe,gazing at all the pretty opportunities. Most of us are afraid of strate...
Strategy is the road.It answers how you will engage.
GOAL: 29,029 FeetOBJECTIVES: Reach top of Everest; don’t dieSTRATEGY: Be as prepared as humanly possibleTACTICS: Intense t...
Survey Says...Tactics•   Community sites, blogs, forums, web chat•   LinkedIn, Facebook, Twitter, YouTube, Flickr•   Blogg...
The Best Advice           I Can Give You•   Figure out what you are going to DO with social    media first, and why.•   Th...
Goal:A Solid Planning Foundation •   Approach to social media strategy •   Examples from the non-profit world •   Tool dem...
It’s about raising money. But it’s got to be aboutmore than raising money.
Engagement is the New Awareness
Consider What YourAudience is Doing Online
Best Way to Engage: Be Useful.
Top 10 Tips on Approach•   Think about what you can offer your supporters, and    how you can facilitate, not how you can ...
Top 10 Tips on Approach•   Always be listening.•   The more responsive you can be, the better.•   Building relationships i...
Serendipity Happens.
ORGANIZATION: Blood DriveOBJECTIVES: Increase blood donations amongteensSTRATEGY: Enable donors to encourage friendsTOOLS:...
Red Cross 12-Step Program  Step 1    Get Social Media Savvy  Step 2    Learn Our Philosophy  Step 3    Listen  Step 4    E...
Listening Tools•   Google Alerts and Google Reader•   Twitter Search•   Various Software Subscription Products    •   Radi...
The Basic Building Blocks                    via Chris Brogan•   Grow bigger ears•   Make a friendly and useful base on yo...
OBJECTIVE: Rally community of supportersSTRATEGY: Create a safe place where women can talkonline; extend the conversation ...
http://community.nationalbreastcancer.org/
“ After all these years in marketing,    I’ve finally gotten to sit back and     “        watch the numbers roll in.      ...
ORGANIZATION: ASPCAOBJECTIVES: Rally community of supportersSTRATEGY: Feed their passionTOOLS: Ning community, Blog, Faceb...
http://bit.ly/adMEoL
ORGANIZATION: Wildlife Direct, Nairobi, KenyaOBJECTIVES: Raise funds to protect wildlifeSTRATEGY: Enable donors around the...
http://lionguardians.wildlifedirect.org/     http://vimeo.com/7393055                                           via Beth’s...
ORGANIZATION: American Humane SocietyOBJECTIVES: Increase engagement and donationsSTRATEGY: Empower pet lovers to become a...
http://www.humanesociety.org/issues/spay_day/
American Humane Society        Metrics•   # of submissions•   # of photo views/voting participants•   # of friends/fans/me...
American Humane Society        Lessons•   Integrating social media into your campaigns can    help build online actions li...
ORGANIZATION: American Red CrossOBJECTIVES: Create an empowered onlinecommunity of supporters; Maximize donations forHaiti...
http://www.redcross.org/
ORGANIZATION: The Girl EffectOBJECTIVES: Raise awareness and fundsSTRATEGY: Prove to potential supporters that theyreally ...
ORGANIZATION: The Girl EffectOBJECTIVES: Raise awareness and fundsSTRATEGY: Prove to potential supporters that theyreally ...
http://www.girleffect.org/http://www.youtube.com/watch?v=WIvmE4_KMNw
ORGANIZATION: Charity WaterOBJECTIVES: Raise awareness and fundsSTRATEGY: InspireTOOLS: Website, video, TwitterRESULT: Fir...
http://www.charitywater.org/
http://twitter.com/charitywater
A Beautifully Simple       Way of Thinking About It                          via Hugh MacLeod•   Figure out what your gift...
Group Sessions:Applying to United Way•   Part one: What are our goals and objectives? Who are    the audiences we are seek...
Recommended ResourcesOngoing Twitter Chat : #nptech - great way to meet people to learn from/share with on TwitterAllyson ...
Thank you.sspaight@meyerwallis.comtwitter: @suespaight414.224.0212If you want to keep the conversation going, I will offer...
Social Media For Non Profits
Social Media For Non Profits
Social Media For Non Profits
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Social Media For Non Profits

  1. 1. A Realist’s Guideto Social Strategyfor the Non-Profit World 24 February, 2010
  2. 2. Welcome.
  3. 3. I Am a... I Am Not a...• VP/Account Management • Social media “specialist” and Digital Strategy• Brand, marketing, • Technologist communication strategist • Analyst• Researcher and planner • Non-profit “expert”• Social media addict
  4. 4. Social Media Doesn’t Have to Be Super-Complicated • Online applications, platforms, media which aim to facilitate interaction, collaboration, and sharing of content
  5. 5. Easy to publish website that allows anyone to publish theirBlogs point of view and usually allows comments. WordPress, PosterousMicroblogging Conversation in 140 characters or less TwitterRSS Really Simple Syndication: a tool that brings you updates Google Reader Mini-applications that connect to the Internet and typicallyWidgets/Gadgets have a specific function Widgetbox Sites that allow you to connect to friends, family andSocial Networking colleagues online or meet people with similar interests Facebook, Ning, etc. Text-based, interactive online discussion, either one-on-one # Twitter chats, etc.Chat or group One of the most “tried and true” social technologies; users bbPressForums post questions/comments, respond to othersPodcasts Audio and video files distributed through websites Apple iTunes Sites that allow users to post, view and search videos orVideo/Photo Sharing photos YouTube, Flickr, etc. Sites that support multiple contributors with sharedWikis responsibility for creating and maintaining content Twiki
  6. 6. Survey Says...Strategy• How to expand use for more effective awareness- building, events, fundraising• How to integrate social media into overall marketing and fundraising strategy• How to best engage, inform, educate audiences• How to grow networks once established• How to set goals/benchmarks and measure ROI• Social media guidelines/risks/pitfalls
  7. 7. “ Marketers are like kids at Rita’s candy shoppe,gazing at all the pretty opportunities. Most of us are afraid of strategy, because we don’t feel confident “ outlining one unless we’re sure it’s going to work. -Seth Godin
  8. 8. Strategy is the road.It answers how you will engage.
  9. 9. GOAL: 29,029 FeetOBJECTIVES: Reach top of Everest; don’t dieSTRATEGY: Be as prepared as humanly possibleTACTICS: Intense training; best climbing team;right route for weather; use best tools available
  10. 10. Survey Says...Tactics• Community sites, blogs, forums, web chat• LinkedIn, Facebook, Twitter, YouTube, Flickr• Blogger relations• SMS/texting• RSS feeds• Google analytics• File sharing applications• How to manage time investment : )
  11. 11. The Best Advice I Can Give You• Figure out what you are going to DO with social media first, and why.• Then, worry about all of the shiny objects.• The tools will always be changing. Your mission won’t.
  12. 12. Goal:A Solid Planning Foundation • Approach to social media strategy • Examples from the non-profit world • Tool demos/explorations as desired • Group brainstorming/idea sharing session
  13. 13. It’s about raising money. But it’s got to be aboutmore than raising money.
  14. 14. Engagement is the New Awareness
  15. 15. Consider What YourAudience is Doing Online
  16. 16. Best Way to Engage: Be Useful.
  17. 17. Top 10 Tips on Approach• Think about what you can offer your supporters, and how you can facilitate, not how you can “push out messages.”• Speak as humans, not as a company.• There are natural storytellers. Find them, and the best stories your organization can tell.• Find someone really passionate about talking with your supporters.• Create ways for your supporters to actively participate in content creation. Many of the most successful social media efforts are truly grass roots.
  18. 18. Top 10 Tips on Approach• Always be listening.• The more responsive you can be, the better.• Building relationships is a long-term commitment, not just a “campaign.”• Learn by doing. It’s really the only way.• Experiment and don’t be afraid of “failure”. If something doesn’t work, adjust and keep trying or try something else. Because...
  19. 19. Serendipity Happens.
  20. 20. ORGANIZATION: Blood DriveOBJECTIVES: Increase blood donations amongteensSTRATEGY: Enable donors to encourage friendsTOOLS: Facebook event page & discussion threadsRESULT: 23% increase over previous blood drivewith no other changes to communications
  21. 21. Red Cross 12-Step Program Step 1 Get Social Media Savvy Step 2 Learn Our Philosophy Step 3 Listen Step 4 Engage with National Social Media Step 5 Learn from Chapter Social Media Step 6 Evaluate Organizational Goals Step 7 Create Your Social Media Strategy Step 8 Choose Your Tools Step 9 Let National Know What You’re Up To Step 10 Implement Your Plan Step 11 Measure Your Successes and Challenges Step 12 Send National Your Links and Measurement Data Wendy Harman, American Red Cross
  22. 22. Listening Tools• Google Alerts and Google Reader• Twitter Search• Various Software Subscription Products • Radian 6, Meltwater Buzz, others
  23. 23. The Basic Building Blocks via Chris Brogan• Grow bigger ears• Make a friendly and useful base on your site• Extend into outposts• Integrate into other tools like E-mail marketing
  24. 24. OBJECTIVE: Rally community of supportersSTRATEGY: Create a safe place where women can talkonline; extend the conversation to where the audiencealready isTOOLS: Community site first; Facebook cause and 20+other outposts laterRESULT: Increased advocacy; $92,000 in donationsduring October 2009 Breast Cancer Awareness monthattributed to social media; total 2009 donationsincreased 22% over prior year via Beth’s Blog beth.typepad.com
  25. 25. http://community.nationalbreastcancer.org/
  26. 26. “ After all these years in marketing, I’ve finally gotten to sit back and “ watch the numbers roll in. -Kevin Williams, CMO National Breast Cancer Foundation
  27. 27. ORGANIZATION: ASPCAOBJECTIVES: Rally community of supportersSTRATEGY: Feed their passionTOOLS: Ning community, Blog, Facebook, Twitter, FlickrRESULT: Engaged Facebook community 268,000 strong via Beth’s Blog beth.typepad.com
  28. 28. http://bit.ly/adMEoL
  29. 29. ORGANIZATION: Wildlife Direct, Nairobi, KenyaOBJECTIVES: Raise funds to protect wildlifeSTRATEGY: Enable donors around the world tocommunicate directly with the people they are fundingTOOLS: Blogs are primaryRESULT: Website visits and donations up four-fold; 50lions saved last year via Beth’s Blog beth.typepad.com
  30. 30. http://lionguardians.wildlifedirect.org/ http://vimeo.com/7393055 via Beth’s Blog beth.typepad.com
  31. 31. ORGANIZATION: American Humane SocietyOBJECTIVES: Increase engagement and donationsSTRATEGY: Empower pet lovers to become ambassadorsTOOLS: Photo contest; Facebook tool to solicit votesfrom friendsRESULT: 31,000 entries; $377,000 raised Grace Markarian, American Humane Society, via Beth’s Blog beth.typepad.com
  32. 32. http://www.humanesociety.org/issues/spay_day/
  33. 33. American Humane Society Metrics• # of submissions• # of photo views/voting participants• # of friends/fans/members over time• # of new names added to E-mail file• # and content of blog comments• # of blog subscribers• # of inbound links• # of donations/amount of donations Grace Markarian, American Humane Society, via Beth’s Blog beth.typepad.com
  34. 34. American Humane Society Lessons• Integrating social media into your campaigns can help build online actions like donations slowly• E-mail marketing remains the #1 success driver• Social media allows HSUS to reach audiences they may not reach through other channels• Must allocate resources to monitor and communicate with this audience to sustain success• Participating in social network sites requires constant willingness to learn Grace Markarian, American Humane Society, via Beth’s Blog beth.typepad.com
  35. 35. ORGANIZATION: American Red CrossOBJECTIVES: Create an empowered onlinecommunity of supporters; Maximize donations forHaiti earthquake reliefSTRATEGY: Connect people to what’s happening onthe front lines; Make donating as easy as possibleTOOLS: Blogs, Facebook, Twitter, Flickr, Ammado;Text-to-donateRESULT: Text-to-donate yielded $800,000 in first 24hours; $5 million by day two; $22 million first week;14% of total
  36. 36. http://www.redcross.org/
  37. 37. ORGANIZATION: The Girl EffectOBJECTIVES: Raise awareness and fundsSTRATEGY: Prove to potential supporters that theyreally can make a differenceTOOLS: Video was primaryRESULT: 471,000 views on YouTube; 115,000Facebook Fans
  38. 38. ORGANIZATION: The Girl EffectOBJECTIVES: Raise awareness and fundsSTRATEGY: Prove to potential supporters that theyreally can make a differenceTOOLS: Video was primaryRESULT: 471,000 views on YouTube; 115,000Facebook Fans
  39. 39. http://www.girleffect.org/http://www.youtube.com/watch?v=WIvmE4_KMNw
  40. 40. ORGANIZATION: Charity WaterOBJECTIVES: Raise awareness and fundsSTRATEGY: InspireTOOLS: Website, video, TwitterRESULT: First non-profit to one million Twitter followers
  41. 41. http://www.charitywater.org/
  42. 42. http://twitter.com/charitywater
  43. 43. A Beautifully Simple Way of Thinking About It via Hugh MacLeod• Figure out what your gift is, and give it on a regular basis• Make sure it’s received as a real gift, not an advertising message• Figure out what it is that your trail of breadcrumbs leads back to
  44. 44. Group Sessions:Applying to United Way• Part one: What are our goals and objectives? Who are the audiences we are seeking to rally?• Part two: What will our approach/strategy be? What type of content is our “gift”/will be effective?• Part three: Discussion/demo of tools as desired; What listening and conversation tools will we prioritize?
  45. 45. Recommended ResourcesOngoing Twitter Chat : #nptech - great way to meet people to learn from/share with on TwitterAllyson Kapin: Non-profits - Time to Get Mobile http://www.frogloop.com/care2blog/2010/1/15/nonprofits-time-to-get-mobile.html***Beth Kanter/Beth’s Blog: How Nonprofit Organizations Can Use Social Media to Power Social Networks for Change:http://beth.typepad.com/http://beth.typepad.com/beths_blog/2009/02/how-do-you-measure-the-success-of-dog-to-person-fundraising-on-social-networks-dollars-or-doggie-tre.htmlChris Brogan’s blog: http://www.chrisbrogan.com/grow-bigger-ears-in-10-minutes/http://www.chrisbrogan.com/the-building-blocks-of-social-media-for-business/Forrester Research Consumer Technographics Data : http://www.forrester.com/Groundswell/profile_tool.htmlKDPaine’s PR Measurement Blog: http://kdpaine.blogs.com/Mobile Active http://www.MobileActive.orgNonprofit Tech 2.0: A Social Media Guide for Non-Profits http://nonprofitorgs.wordpress.com/2010/02/08/10-nonprofit-text-alert-campaigns/***We Are Media wiki http://www.wearemedia.org/***Wendy Harman, American Red Cross: http://wharman.posterous.com/social-media-handbook***Top Three Recommendations
  46. 46. Thank you.sspaight@meyerwallis.comtwitter: @suespaight414.224.0212If you want to keep the conversation going, I will offerto participate in ongoing Twitter chat at:#greatriversSM
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