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 not-for-profit or non-profit organization.

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Marketing your Not-for-Profit Using Social Media

  1. 1. MARKETING YOUR ORGANIZATION USING SOCIAL NETWORKING CLARK NUBER 2009 NOT-FOR-PROFIT GOVERNANCE CONFERENCE
  2. 2. <ul><li>Why should not-for-profits care about this stuff? </li></ul>
  3. 3. COMPETITION DONATIONS
  4. 4. { Click for YouTube video }
  5. 5. SOCIAL MEDIA IS USER-GENERATED CONTENT <ul><li>Blogs </li></ul><ul><li>Microblogs / presence apps: Twitter, Friendfeed, Identi.ca, Brightkite </li></ul><ul><li>Social networking: Facebook, LinkedIn, Plaxo, MySpace </li></ul><ul><li>Events: Upcoming.org, Evite.com </li></ul><ul><li>Wikis: Wikipedia, Wiktionary </li></ul><ul><li>Social bookmarking: del.icio.us, StumbleUpon </li></ul><ul><li>Social news: Digg, Mixx, Reddit, Google Reader </li></ul>
  6. 6. . . . AND THERE’S LOTS OF PLACES TO DO IT. <ul><li>Opinion sites: epinions, Yelp </li></ul><ul><li>Photo sharing: Flickr, Picasa, Zooomr </li></ul><ul><li>Video sharing: YouTube and Vimeo </li></ul><ul><li>Livecasting: Ustream and Justin.tv </li></ul><ul><li>Audio and Music Sharing: Last.fm, Pandora, imeem </li></ul><ul><li>Virtual worlds: Second Life </li></ul><ul><li>Online gaming: World of Warcraft </li></ul><ul><li>Game sharing: Miniclip.com </li></ul>
  7. 7. <ul><li>86.2% of non-profits have a presence on commercial social networks. </li></ul>
  8. 8. <ul><li>74.1% are on Facebook. </li></ul>
  9. 9. Source: Non-Profit Social Network Survey, Non-Profit Social Network Survey Report, April 2009
  10. 10. <ul><li>81% have someone dedicated at least ¼ time to social networking. </li></ul>
  11. 11. <ul><li>And half plan to increase staffing for social networking in the next year. </li></ul>
  12. 12. Marketing is broken Too little trust Too much information
  13. 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. 14. Non-Profit Advantage #1
  15. 15. “ Character” is assumed.
  16. 16. Non-Profit Advantage #2
  17. 17. <ul><li>“ People are the media in social media.” </li></ul><ul><li>Joe Marchese SocialVibe </li></ul>
  18. 18. “ People don’t unsubscribe from their passions.” Jesse Berst
  19. 19. <ul><li>What social media really is. </li></ul>
  20. 20. SOCIAL MEDIA IS THE PERFECT TOOL TO— <ul><li>Increase awareness about your cause </li></ul><ul><li>Increase volunteer participation </li></ul><ul><li>Increase donations </li></ul><ul><li>Increase community engagement </li></ul>
  21. 21. Guy Kawasaki @guykawasaki Chris Brogan @chrisbrogan
  22. 25. FREE RICE <ul><li>About 500,000 users </li></ul><ul><li>37,397,673,050 grains of rice </li></ul><ul><li>Fed 700,000 people, including 27,000 Myanmar refugees </li></ul>
  23. 35. <ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul>
  24. 36. <ul><li>“ 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.” </li></ul><ul><li>Sean DeButts </li></ul><ul><li>Social Media Coordinator </li></ul><ul><li>Puget Sound Blood Center </li></ul>
  25. 37. Q & A
  26. 38. <ul><li>Thank you.  </li></ul>
  27. 39. Join the discussion at ResponsibleMarketing.com
  28. 40. Connect with me <ul><li>Patrick Byers Outsource Marketing 800.803.3229, ext. 818 [email_address] </li></ul><ul><li>www.outsourcemarketing.com </li></ul><ul><li>Facebook, Twitter, LinkedIn, Plaxo www.responsiblemarketing.com/connect </li></ul>

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