1. Getting Started
with Social Media
For Charities and Not-for-Profit Organizations
Rebecca Coleman

2. Basic Principles

3. Basic Principles
Communication

4. Basic Principles
Communication
Transparency

5. Basic Principles
Communication
Transparency
Engagement

6. Basic Principles
Communication
Transparency
Engagement
Collaboration

7. Basic Principles
Communication
Transparency
Engagement
Collaboration
Ownership

8. Basic Principles
Communication
Transparency
Engagement
Collaboration
=
Ownership

9. Basic Principles
Communication
Transparency
Engagement
Collaboration
= Trust
Ownership

10. Resistance

11. Resistance
Social Media is a time-waster

12. Resistance
Social Media is a time-waster
Social Media is a fad

13. Resistance
Social Media is a time-waster
Social Media is a fad
Loss of control

14. Resistance
Social Media is a time-waster
Social Media is a fad
Loss of control
Learning the new technology

15. Resistance
Social Media is a time-waster
Social Media is a fad
Loss of control
Learning the new technology
We have an older audience

16. Creating a Plan

17. Creating a Plan
Social Media is an investment of time (3-6 months)

18. Creating a Plan
Social Media is an investment of time (3-6 months)
Build on your success

19. Creating a Plan
Social Media is an investment of time (3-6 months)
Build on your success
Choose someone to be your voice

20. Creating a Plan
Social Media is an investment of time (3-6 months)
Build on your success
Choose someone to be your voice
Repurpose, repurpose, repurpose

21. Creating a Plan
Social Media is an investment of time (3-6 months)
Build on your success
Choose someone to be your voice
Repurpose, repurpose, repurpose
All roads lead back to a central location

22. Creating a Plan
Social Media is an investment of time (3-6 months)
Build on your success
Choose someone to be your voice
Repurpose, repurpose, repurpose
All roads lead back to a central location
Own your name

23. We feel it’s really important to engage with our
stakeholders, to form relationships and to earn their
trust. We strive to be the leading organization in
Canada dedicated to a future without breast cancer,
but we can only do that work if we’re credible and
open to our donors, partners and volunteers. Social
marketing brings us this opportunity. It helps us give a
face to the work.
Gillian Behnke, Director of Marketing,
Canadian Breast Cancer Foundation, BC/Yukon Chapter

24. By the Numbers
Facebook (800 Million)
Twitter (200 Million)
Pinterest (104 Million)
LinkedIn (100 Million)
YouTube (2-3 Billion hits/day)

25. Current Statistics
66% use Facebook advertising for branding and awareness
NFPs have, on average, 8,317 members on Facebook, an
81% increase from 2011
And an average of 3,290 followers on Twitter, a 30%
increase
93% of nonprofits have a presence on the top commercial
social networks (link)

26. Facebook
Create a Page in the new Timeline Format
Populate the page with info, photos, links, apps (donation)
Post a Like box to your website or blog
Send out emails, add to your email signature, post to your
personal friends

27. Best Practices
Post 5-7 times/wk
Spend 15 minutes a day responding, posting new info:
blog posts
links to articles
new events
photos https://
www.facebook.com/
letsfcancer

28. Twitter
Get your name
Get personal accounts for key staff?
Fill out bio & upload logo
Find people to follow
Put Twitter handle on outgoing email signatures, webpage,
blog, e-newsletters, etc

29. Best Practices
Tweet daily (mix it up)
Check in 2-3 times daily for 5-10 minutes
Respond to your DMs and @ mentions
Use a Twitter client for analytics & ease of use (columns, link
shrinkers, schedulers, multiple accounts) https:/ witter.com/#!/
/t
canadianstage
DO NOT AUTO POST

30. E-Newsletters
Test-drive the options: Constant Contact, iContact, Mail Chimp
All have: analytics, HTML formatting, list management
Can you import your current list?
Create a sign-up box for your website, blog & FB Page
Link in outgoing email signature

31. Best Practices
1 email per month (or as per your agreement)
Add value: success stories, cross promotions, contests

32. Blogs
Can you install a blog on your website?
Alternates:
Wordpress (WP-hosted/self/Pro)
Blogger
Tumblr
Give readers a behind-the-scenes look
Who will write it?

33. Best Practices
http://findinghope.cbcf.org/
Blog consistently, T-Th best days
Keep them short, include lots of images, chunked text
Make it easy for people to subscribe
FB/Tweet each post
Have blog URL in outgoing email signature, & linked to all

34. Pinterest
Get an account for your organization
Create boards for various aspects of your organization
Use as an visioning tool, or to share images of what you are
doing http://pinterest.com/operationsmile/
http://pinterest.com/amnestyusa/
Merch?
Encourage users to create a “charities I love” board

35. YouTube
Get a channel
Use as storage, while you fan the video out
Interviews with key staff
Slide shows of your work http://youtu.be/
DEnlrE4iMBU
Parties, fundraisers cain’s arcade
People you have helped

36. Resources
A Facebook Success Story
Beth Kanter’s Blog
INFOGRAPHIC: How the top 50 NFPs do social media
Charity: Water

37. Contact Info
www.rebeccacoleman.ca
rebecca@rebeccacoleman.ca
facebook.com/theartofthebiz
twitter.com/rebeccacoleman