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Marketing your Not-for-Profit Using Social Media
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Marketing your Not-for-Profit Using Social Media

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From the Clark-Nuber Not-for-Profit Governance Conference on October 22, 2009, this was the presentation given by Patrick Byers of Outsource Marketing regarding how to use social media to market a......

From the Clark-Nuber Not-for-Profit Governance Conference on October 22, 2009, this was the presentation given by Patrick Byers of Outsource Marketing regarding how to use social media to market a not-for-profit or non-profit organization.

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  • 1. MARKETING YOUR ORGANIZATION USING SOCIAL NETWORKING CLARK NUBER 2009 NOT-FOR-PROFIT GOVERNANCE CONFERENCE
  • 2.
    • Why should not-for-profits care about this stuff?
  • 3. COMPETITION DONATIONS
  • 4. { Click for YouTube video }
  • 5. SOCIAL MEDIA IS USER-GENERATED CONTENT
    • Blogs
    • Microblogs / presence apps: Twitter, Friendfeed, Identi.ca, Brightkite
    • Social networking: Facebook, LinkedIn, Plaxo, MySpace
    • Events: Upcoming.org, Evite.com
    • Wikis: Wikipedia, Wiktionary
    • Social bookmarking: del.icio.us, StumbleUpon
    • Social news: Digg, Mixx, Reddit, Google Reader
  • 6. . . . AND THERE’S LOTS OF PLACES TO DO IT.
    • Opinion sites: epinions, Yelp
    • Photo sharing: Flickr, Picasa, Zooomr
    • Video sharing: YouTube and Vimeo
    • Livecasting: Ustream and Justin.tv
    • Audio and Music Sharing: Last.fm, Pandora, imeem
    • Virtual worlds: Second Life
    • Online gaming: World of Warcraft
    • Game sharing: Miniclip.com
  • 7.
    • 86.2% of non-profits have a presence on commercial social networks.
  • 8.
    • 74.1% are on Facebook.
  • 9. Source: Non-Profit Social Network Survey, Non-Profit Social Network Survey Report, April 2009
  • 10.
    • 81% have someone dedicated at least ¼ time to social networking.
  • 11.
    • And half plan to increase staffing for social networking in the next year.
  • 12. Marketing is broken Too little trust Too much information
  • 13. Casting responsibility Strategic responsibility Execution responsibility ROI responsibility Message responsibility Environmental responsibility Social responsibility Marketing is broken Too little trust Too much information
  • 14. Non-Profit Advantage #1
  • 15. “ Character” is assumed.
  • 16. Non-Profit Advantage #2
  • 17.
    • “ People are the media in social media.”
    • Joe Marchese SocialVibe
  • 18. “ People don’t unsubscribe from their passions.” Jesse Berst
  • 19.
    • What social media really is.
  • 20. SOCIAL MEDIA IS THE PERFECT TOOL TO—
    • Increase awareness about your cause
    • Increase volunteer participation
    • Increase donations
    • Increase community engagement
  • 21. Guy Kawasaki @guykawasaki Chris Brogan @chrisbrogan
  • 22.  
  • 23.  
  • 24.  
  • 25. FREE RICE
    • About 500,000 users
    • 37,397,673,050 grains of rice
    • Fed 700,000 people, including 27,000 Myanmar refugees
  • 26.  
  • 27.  
  • 28.  
  • 29.  
  • 30.  
  • 31.  
  • 32.  
  • 33.  
  • 34.  
  • 35.
    • Right now the social media program gets about 40 donations per month. We use a FB Fan Page, Twitter, Meetup.com and MySpace. We also have our own FB Application that lets people schedule donations right from Facebook.
    • We’ve learned that in order to make social media accomplish good, you have to give people a reason to leverage their social networks. Make doing good fun and interesting. Put a little entertainment into it. Give them acknowledgement.
    • For example, we’re going to be encouraging people to use social media to encourage friends to join them at blood centers for their birthdays, fun holidays and other milestones. A woman in SW Washington got 61 friends into the center for her 50th birthday.
  • 36.
    • “ Our program shows that social media isn’t about people being cooped up in front of computers in basements. It’s about strengthening real world relationships, and accomplishing tangible good.”
    • Sean DeButts
    • Social Media Coordinator
    • Puget Sound Blood Center
  • 37. Q & A
  • 38.
    • Thank you. 
  • 39. Join the discussion at ResponsibleMarketing.com
  • 40. Connect with me
    • Patrick Byers Outsource Marketing 800.803.3229, ext. 818 [email_address]
    • www.outsourcemarketing.com
    • Facebook, Twitter, LinkedIn, Plaxo www.responsiblemarketing.com/connect