Marketing your Not-for-Profit Using Social Media

MARKETING YOUR ORGANIZATION USING SOCIAL NETWORKING CLARK NUBER 2009 NOT-FOR-PROFIT GOVERNANCE CONFERENCE

Why should not-for-profits care about this stuff?

COMPETITION DONATIONS

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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

. . . 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

86.2% of non-profits have a presence on commercial social networks.

74.1% are on Facebook.

Source: Non-Profit Social Network Survey, Non-Profit Social Network Survey Report, April 2009

81% have someone dedicated at least ¼ time to social networking.

And half plan to increase staffing for social networking in the next year.

Marketing is broken Too little trust Too much information

Casting responsibility Strategic responsibility Execution responsibility ROI responsibility Message responsibility Environmental responsibility Social responsibility Marketing is broken Too little trust Too much information

Non-Profit Advantage #1

“ Character” is assumed.

Non-Profit Advantage #2

“ People are the media in social media.”

Joe Marchese SocialVibe

“ People don’t unsubscribe from their passions.” Jesse Berst

What social media really is.

SOCIAL MEDIA IS THE PERFECT TOOL TO—

Increase awareness about your cause

Increase volunteer participation

Increase donations

Increase community engagement

Guy Kawasaki @guykawasaki Chris Brogan @chrisbrogan

FREE RICE

About 500,000 users

37,397,673,050 grains of rice

Fed 700,000 people, including 27,000 Myanmar refugees

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.

“ 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.”