Fundraising In Social Media - CNAPresentation Transcript
Getting Ready to Raise Money in Social Media Leveraging Social Media and Web 2.0 for Nonprofits
We Are Media Project: The Social Media Starter Kit for Nonprofits Visit the WeAreMedia wiki for additional resources and to connect with other nonprofit social media practitioners via http://www.wearemedia.org Funded by the Surdna Foundation
What is Social Media? Using the Internet to instantly collaborate, share information, and have a conversation about ideas and causes we care about.
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It is a conversation between people
And those donors too!
Brand in control One way / Delivering a message Repeating the message Focused on the brand Educating Organization creates content Audience in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the audience / Adding value Influencing, involving User created content / Co-creation TALK CONVERSATIONS Source: Slide 10 from " What's Next In Media ?" by Neil Perkin Some differences in tactics
And guess what? That conversation is …
Not On Message
SOCIAL MEDIA USE IS GROWING http://www.flickr.com/photos/dotpolka/34311984/
184 million bloggers 73% of active online users have read a blog 45% have started their own blog 57% have joined a social network 55% have uploaded photos 83% have watched video clips 39% subscribe to an RSS feed Source : Universal McCann Comparative Study on Social Media Trends April 2008
Not everyone is a social media user
Social is not slowing down ….
Online Media Broadly speaking, the top 1,000 media sites fall into two categories Publisher Media Social Media
Social Media took the lion’s share of the 2.1 trillion page views made at the top 1k media sites last year, nearly doubling 2007 PV volume
Page View Share Share of all page views at the Top 1,000 Media sites, December 2007 – 2008 Publisher Media Social Media 2008
Welcome to the Social World
What if What happens?
CASE STUDY IN BUZZ
3,000 gratitude tweets
40% from twitter + 30% direct visits + 9% search + 6% Facebook and StumbleUpon = 85% of all visits
www.wearemedia.org | Building the Buzz | Holly Ross | NTEN | firstname.lastname@example.org
The Big Guys Don't Always Win. It's the Right Culture that Prevails.
There's No Such Thing as Social Media Fundraising
New Media Can Mean New Donors
3 Lessons From the Case Challenge
How do we balance conversation and talk?
A social media strategy map helps your organization think through objectives, audience, content, strategy, tools, and measurement to support your organization’s communications and Internet strategy.
What do you want to accomplish with social media?
Describe how your social media objective supports or links to a specific goal from your organization’s communications plan
Give Your Social Media Objective An IQ Test!
To draw political attention to ongoing genocide in Darfur by delivering 1 million postcards to be sent to Obama within his first 100 days in office
Who must you reach with your social media efforts to meet your objective? Why this target group?
Is this a target group identified in your organization’s communications plan?
What do they know or believe about your organization or issue? What will resonate with them?
What key points do you want to make with your audience?
What are they doing online?
Audience Objective Integration with Internet Strategy One Way email search engine ads Social Listening Conversation Connecting Homebase Web Site
Tactical Approaches Generate Buzz Share Story Listen Participate Community Building & Social Networking
Tactical Approaches Listen Participate Community Building & Social Networking Generate Buzz Less Time More time 10hr 15hr 20hr Tactical Approaches and Tools Share Story
Listening is knowing what is being said online about your organization and your field. http://www.flickr.com/photos/niclindh/1389750548/
A few listening tools …
What decisions will you link your listening to?
What key words will you use?
How will share or summarize what you learn from listening with others in your organization?
Key Words Are King!
Listening leads to participation
Who is empowered to respond and in what circumstances?
How will you address negative comments or perceptions?
What is the goal of your participation?
Less about tool, more about technique
They’ve paid you a compliment
Valid client complaint
If information is incorrect
If you have something of value to offer
Respond Don’t Respond
Sharing your story social media style …
Podcasting How will you maintain a consistent work flow and content? Who will be your .org’s voice?
A Few Tools
How will you “brand” your presence on buzz sites? (Personal/Organizational)
Who will implement and build relationships with influencers?
How will you get fans to talk about you to their friends?
What actions do you want people take when they come in contact with your buzz? (Mobilize, spread, remix)
Organizational Development Concerns
Business Voice and Personal Voice
Coordination with communications, HR, legal, and IT
Management tolerance, participation, endorsement
Safe zones for experimentation
Balance "quick and candid" with "thoughtful and professional”