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The Secret to Increasing Your NPO’s Online Donations using Social Media

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This presentation shares how nonprofit organizations can best use social media within your online marketing and fundraising efforts. The objective is to show you how making some small adjustments to your social media and web marketing can make big differences in your fundraising and awareness efforts.

Find additional online resources for getting the most out of your online social media marketing at http://tendenci.com/social-strategy.

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  1. 1. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 The Secret to Increasing Your NPO’s Online Donations using Social Media Presented at Melbourne Netsquared by Sarah Worthy | @sarahmworthy Houston NetSquared Co-Organizer and Tendenci Community Manager http://facebook.com/net2houston | http://tendenci.com @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12I’m going to show you how to use social media effectively within your online marketing and fundraising efforts.Find this presentation along with links to reports and other online resources for getting the most out of your online social mediamarketing at http://tendenci.com/social-strategy.
  2. 2. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 http://tendenci.com http://spaceuphouston.org http://startupdigest.com/Houston Content Community Challenges http://spacepts.com http://startupweekend.org @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12Here’s a little more about me -I work for Schipul Technologies, and while I wear a lot of hats - my main responsibilities revolve around our open source CMSplatform - Tendenci, which gives nonprofit organizations an affordable website option specifically addressing the unique needs thatnonprofits have with their online marketing programs.I’m also involved with several Houston nonprofit organizations as a volunteer, and I primarily use my experience with online andevent marketing to help these organizations - I build awareness, help find sponsors and members, and I manage multiple websitesand social media Brands as a result.I’m also a huge geek and I love discovering the newest tech tools and toys and finding ways to use technology to make my day today life more fun!
  3. 3. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12this doesn’t include youtube, flickr, vimeo, slideshare etc.the accounts I manage / co-manageThis gives me a somewhat unique perspective - I balance Tendenci and Schipul online Brand Personas with multiple Houstonnonprofits including the Houston Netsquared meetup.My company, Schipul/Tendenci, sponsors the meetups and provides food, drinks and more importantly - time for me and my co-organizers to organize and host the monthly meetups during our day job. You could kind of say that by day, I’m a for-profit marketerand by night I’m a nonprofit marketing volunteer...
  4. 4. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 Our Agenda! 1) Social Strategy 2) Craft Great Content for Social Sharing Online 3) The Top 3 Things Most NonProfit’s Get Wrong 4) NonProfits + Social Media = Doing Good Online Powerhouse! 5) Tips for Aussie NPO Social Media Regulations Download this presentation and find additional resources: http://tendenci.com/social-strategy @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12My objective today is to show you how making some small adjustments to your social media and web marketing can make bigdifferences in your fundraising and awareness efforts.I’d like to ask that you save any big questions for the end so we can spend time discussing them in depth, however I don’t mind if youhave any quick clarification questions during my presentation.
  5. 5. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 Houston to Melbourne... via Kayak?! @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12Kayak !This is fun and I also felt like this ties into what I’m going to talk about today and how Tech isn’t “magic”. It has its limits to how youcan use it -This is just a great example of how we need to have reasonable expectations of what online communities and software can do -there’s no miracles and everybody makes mistakes sometimes...You should double check your results, and take reasonable precautions instead of just rushing in blindly online.
  6. 6. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12When I’m talking to people about social media marketing, both nonprofits and for-profits, I often here this belief that “if you tweet it,they will donate/buy/join” - that just isn’t true.Social media isn’t a magic button that brings in fundraising dollars, you need to have a plan and objectives in place and you will needto put in time and effort before you start to see results.My perspective on approaching social media is to be optimistic and also realistic.The great thing is, that if you look at social media with the right mind set, then you can be successful with your online fundraising.
  7. 7. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 The Truth is Out There... Social media has been most successful when used as an indirect, rather than a direct, source for increasing your online fundraising dollars. Download this presentation and find additional resources: http://tendenci.com/social-strategy @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12When you really dig into the case studies of nonprofits that have had success with fundraising online - the promotions andcommunity sharing happens on social, but the money arrives either on your website or at the event, a physical location.Thus far, social media is a great way to generate awareness and build relationships with new potential donors which can then lead toincreased traffic and donations.One example of this is a report by wirth consulting on “the state of social media use in Australian NonProfit Organizations” 2012(www.wirthconsulting.com/au/research)The report shares examples of successful nonprofits using social media to increase fundraising efforts such as the OxfamAustraliaWorld Food Day 2011 East Africa Food Crisis Appear. The event was enormously successful at raising money for Oxfam’scause by integrating social media marketing to spread the word about their fundraising event. The money, however, wasn’t sharedon social networks or even on Oxfam’s website but in the restaurants where participants went to donate. Offline.That’s why it is important for you to set objectives that keep you focused on how and why you are using social media within yourfundraising and cause awareness campaigns - and you get those objectives from your social media strategy
  8. 8. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 Raise Your Hand... If You Have a Social Media Strategy @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12so - how do you tell if your social media strategy is working - oh wait, do you have a strategy? because most nonprofits don’t ...Who here has a social media strategy? nonprofits or for profits -
  9. 9. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 Strategy Leads to Success @sarahmworthy| @tendenci | @NET2Houston Image: www.nonprofitsocialnetworksurvey.comThursday, October 4, 12NTEN’s 2012 Social Media Benchmark study did a survey of their nonprofit members who reported that strategy was the #1 factor fora successful social networking program.Yet, most nonprofits don’t have a social media strategy in place.
  10. 10. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 Strategy Aligns Goals with Metrics @sarahmworthy| @tendenci | @NET2Houston Image: www.nonprofitsocialnetworksurvey.comThursday, October 4, 12Your social media strategy will give you a roadmap that you can refer to as you go to make sure your on track and heading towardsthe destination your organization intends. Your social media roadmap will include “pit stops” where you can measure and correctcourse, and so you’re measuring what you’re doing with metrics specific to your original objectives.Without a strategy, there’s no telling where you’re going to end up - and your goals on social media begin wanting to increasefundraising, but you end up not having anything to show for it or no way to measure it in place.Strategy helps you determine your objectives AND the measurement tools you’ll use to gauge success throughout your campaigns
  11. 11. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 It’s A Conversation... @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12Without going in-depth into developing a social media strategy, let’s think about social media as having a conversation with someoneusing a social network as your communication tool - just like making a phone call or sitting and having a cup of coffee with someone.Be genuine and be interested in the person you are talking to and you’ll be on the right path.If you don’t have one or you believe your strategy needs improvement - go online to http://tendenci.com/social-strategy where I’veshared resources and a template to help nonprofits create effective social media strategies.
  12. 12. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 Social Media Strategy Resource Guide: http://tendenci.com/social-strategy @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12Your strategy is still a conversation - it is just one that you spent time planning and preparing for. Kind of like when you are gettingready to go out on a first date and you want to make a good impression.I’m going to spend the most time talking about measurement and management today, and here are my 7 core components of asocial media strategy to show how they all fit into the big picture.your strategy is the guidebook to follow - because you’ll constantly be going through this whole cycle
  13. 13. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12I’m a strong believer that your greatest success will come from bringing the people you connect with on social networks to yourwebsite where they can learn more and donate, join, volunteer, and share with their network.Your content on social media should be more like an icebreaker that you use to start your conversation and find people who havethings in common with you. This conversation can then be moved to your website later on. The reason you want to bring people toyour website is because your website is where the transactions for donations and fees for things like events, memberships and otherprograms and services occurs.Also, People come to your website to learn more about you and credibility is key. Potential donors want to know what yourorganization uses donations for, who is involved, and hear the stories of the people who are affected (positively) by yourorganization’s work. Social Networks don’t provide a space for you to truly provide all of this additional information, nor should it -
  14. 14. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 Measure Your Site’s Analytics 1. Visit Trends Month vs month AND year vs year 2. Engagement Trends Pages/visit & Time on site 3. Top Traffic Sources Search Engines vs. Referring Sites Look at Social Media referrers 4. Top Keyword Branded vs. Non-branded 5. Top Content @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12Measurement - you need to measure your website’s analytics and traffic:This is so that you can see where your visitors come from, who converts, what content on your website is bringing in new traffic andwhere your online donations and supporters are coming from.Measurement let’s you know if you are still on course - if you aren’t getting the results you expected, take a minute to analyze whyand adjust to try to get the optimal resultsare you reaching the RIGHT people? lots of retweets/follows is worthless if they aren’t your target audience that will be interested insupporting your organizationfirst one (ifest event - search engines and referring sites)second with lots of direct traffic is re-elect sylvia garcia / billboards sending direct traffic to the site
  15. 15. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 You Want Share-able Content @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12You also want to measure your social media influence and analytics -31% of site referral traffic comes from social media shares!!!! Who’s site are they referring to?You don’t just want organic/search traffic and visitors to come from directly seeing your social content, you want them to bring theirfriends with them when they come to your websiteIt’s about RelationshipsThe more your content is shared on a social network - the more people will see it, and the more opportunities for them to go to yoursite to find out more information about youSearch Engines (Google+ in particular) are using social ratings and social “likes”/shares to determine search ranksGen Y and Millenials are more likely to trust a recommendation from one of their online connections than from a friend or familymember
  16. 16. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 Measure Your Social Influence @sarahmworthy| @tendenci | @NET2Houston http://thesemblog.comThursday, October 4, 12chart by Dharol Tankersley, SchipulWhen you measure your site traffic, conversions, etc. you are probably looking at meeting goals around events, memberships,donations whereasSocial Influence is about your brand’s awareness, your organization’s “reach” online - and it is more referring to impressions, andpotential for something you send out to reach more people - and there is dollar value from social networks,Some Tools for measuring social influence:kloutfacebook insightsbit.lytubemogulyoutubeinsighttwitter: grader.comMore free tools: http://www.socialbrite.org/2010/12/16/12-free-tools-to-measure-your-social-influence/
  17. 17. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 Still Asking How? How do you create content on social media that attracts people to your site? How do you use social media to increase visitors to your site? How can we use social media for online fundraising? @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12How is the wrong question - often hear people ask me “how” to do it - but the real question you should be asking isn’t how? - it’swhy? (next slide)
  18. 18. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 How? What? @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12Simon Sinek spoke in a TED talk on How Great Leaders Communicate and he talks about the golden circle. This is so true forcreating great content that inspires, engages and guides people.It’s not what or how you do it, it’s why you do it - focus on your organization’s why!Instead of asking how to do all of this - start with answering Why you do it?Are you focusing on the outer circle tasks only?Key to success is to start in the center and work your way out when creating your strategy and implementing your social media andonline fundraising campaigns1) Your cause should always be the central focus of your communications, not you, not your organization, but the reason - the why2) What is interesting about your cause? what needs does your cause have? what is relevant around your cause now?3) Who benefits from your cause? Who is part of your cause (volunteers, sponsors, staff, benefactors, donors, members) What isbeing said about your cause? Who is talking about your cause and what are they saying?4) Now this is easy - take what you’ve written down and researched and create your communications strategy using that information
  19. 19. What do People Share Most? Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 This Kangaroo With A Broken Arm thinks youd have a better chance of finding someone if youd just have the confidence to put yourself out there.This hedgehog with a daisy inher hair wishes you wouldspend a bit more timevolunteering. This Lion just read your drunken status update from last night. @sarahmworthy| @tendenci | @NET2Houston http://www.buzzfeed.com/expresident/animals-who-are-extremely-disappointed-in-youThursday, October 4, 12What do people like to share? (some go-to ideas to look for when crafting shareable content)** remember - ask yourself “Would I share this on my personal network?” before you post for your organization. IF youwon’t go share it, why would you expect anyone else to?Animals who are extremely disappointed in you - look at the shares, this is in less than 4 monthsHere are some “social media go to ideas” for share-able content - remember to keep the content focused so that it also talks about“WHY you/your org does the work you do”1) Facebook, Twitter, and Google+ should be your go-to’s.2) Pictures and Videos are Share-Able3) cute animals, food, people (especially kids)4) stuff about them - people love to share and talk about themselves - so share stuff about people who care about your cause.Here are some examples
  20. 20. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12(ie how do I know what people will read and share, versus ignore?)Tailor your message so it is shareable - and also communicates your organization’s objectives.Example:BARC is Houston’s city animal control. Their why is because they don’t want to have to ever put an animal to sleep who could havea great home - so they share content that will encourage people to adopt pets. Pictures like how cute these cats are bring out theanimal lover in all of us. And, when you share the cats in bikinis photo on your Facebook wall (who here really wouldn’t share this?)- look at how you also share the information about their adoption program?Look at who is mentioning, sharing, and retweeting your posts and what content is being shared1) Note same people repeatedly sharing - those are your strongest digital supporters - reach out to them and develop therelationship2) Note trending content topics? the content your org writes with the most “shares” should be noted, and measured to create yourcontent marketing strategyfor BARC Houston on twitter, people were talking about what people did with their pets, etc...Storytelling is a complicated subject for people to wrap their brains around - It gets simpler if you focus on:1) make the story about someone else, not you or your organization - like here with the owner and his dog2) make sure the story is focused on the WHY your organization exists (in this case, BARC’s why is getting pets into good homes,so they can share a story about returning a pet to his home instead of having to go to the shelter.)
  21. 21. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 NonProfits + Social Media = Doing Good Online Powerhouse @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12(how to use your content, social media, and your website to win!)NonProfits can do awesome things with social media, if you do it the right way - and that starts with your website because, as Imentioned earlier - your website is where you are sending your social connections and “closing the deal”
  22. 22. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12Your website is Homebase - and if you can make sure your website is in tip-top shape, then when new visitors find you through socialdiscovery, you’re website will have everything they need to find handy, especially your donation pageHere’s an example of a great nonprofit organization homepage layout1) donate calls to action in the navigation, header above, and in the body below the fold. (the footer is cut off and there is more infothere)2) Integration with social media: flickr, twitter, youtube, facebook - bring your social content to your homepage (helps with SEO andoffers new visitors validation they are on the right page and shows social cred)3) direct information about what to do, about us, contact form, etc.
  23. 23. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 Donation Magnet Checklist: Does your website and donation page match your Brand? Do forms take less than 2 clicks to submit? Do you have clear call to action buttons to Donate? @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12http://blog.tendenci.comI’m going to share 3 small things that most nonprofit websites are doing wrong that, if corrected, could lead to big improvementsbecause you don’t want to lose the donation when they finally leave Facebook and visit your website..
  24. 24. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 ??? Am I on the right site? ??? Who am I giving my money to? @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12The org’s site has an entirely different look and feel to it going from the donation page to the form to sign-up.Additionally - the new donation form doesn’t even carry the other site’s name or logo and when I saw this, my first thought was “am Ion the right site? who am I really giving money to?”
  25. 25. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12Keep the donation pages simple, make it as easy and few clicks as possible to increase donationsIntegrate social **You can see here how Mission Australia has a consistent look and feel as you move from the homepage to the donation page. Thedonation page makes it simple for anyone to select their option - one off/supporter, how much, and info about where the money isgoing to.Tell people where their donations are going to be spent:break it down into something people understand:$5 feeds one of our sheltered animals for a month
  26. 26. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 Does your website and donation page match your Brand? @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12
  27. 27. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 Let’s Become a Member! @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12Let’s join Texas State Aquarium!
  28. 28. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12
  29. 29. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12
  30. 30. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12
  31. 31. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12
  32. 32. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12And I still haven’t been asked for my credit card information so there’s no telling how many more clicks... this is ridiculous!
  33. 33. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 Do forms take less than 2 clicks to submit? @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12That was painful - don’t subject your donors to that process...if they have to click more than twice to take an action on your site - you’re losing donors and supporters.
  34. 34. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12Where are the donations/sponsor call to action buttons?Don’t forget to include calls to action for financial support! Tell people exactly what you want them to do, and you may have differentactions based on who shows up, so make all of them easy to find.Looked everywhere and if there is a request for sponsors/donors - it is not easy to find - did I try the sitemap? - nope, there is nositemap!!!???*as a note - this is a brand new site and I know the amazing peeps at Netsquared.org are still finding things they missed andcorrecting them as they migrate from their old site. *
  35. 35. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 Do you have clear call to action buttons to Donate? @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12
  36. 36. You Think You Can... Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 ... Here’s How You Start: @sarahmworthy| @tendenci | @NET2Houston Image: http://kimpeccable.wordpress.comThursday, October 4, 12So - I’ve given you some tools and tips on how to develop a strategy for your social network to integrate it with your website andmove past just believing to having a solid planNow - I’m going to go beyond the basics and share some of my own “secrets” for social media marketing
  37. 37. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2The Most Successful NonProfits Think Differently! @sarahmworthy| @tendenci | @NET2Houston Image: http://testifycomm.wordpress.comThursday, October 4, 12Think of ways to get a little money from a lot of people - that’s really where social media fits into your strategy.It really all goes back to Chris Andersen’s theory of “The Long Tail” and while large sponsorships/donations are great - successfulnonprofits view their organization more like a “social enterprise” where the goal is to provide services, training, and educationalopportunities through membership programs. These organizations think donations should come in large and small packages, andthe bulk of the organization’s revenue should come from offering value back to the community.With the younger generations’ tiny savings and poor economy, those little donations help.Social media is a way to reach a lot of people with very little cost to you.
  38. 38. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 Listen Strategically Image: @sarahmworthy| @tendenci | @NET2Houston cafepressThursday, October 4, 12Do you know what you’re listening for? Or are you just trying to wade through everything on the internet, overwhelmed by all thatincoming data?How do you listen better? You start tracking and measuring what people strategically:Homework/Action Item #1: signup for one monitoring tool to start monitoring what is being said about your organization andautomatically notify you.tip: solve people’s problems on social media as a way to “start the conversation” - look for problems you know how to solve andrespond with an offer to helpset-up monitoring of what’s being said about you, your organization, your cause, and who’re the influencers in your niche on yoursocial channels?Make a list of things your donors have in common with your organization and then find other leaders in those interests on twitter,facebook, linkedin and start listening and joining in on conversations. (Branch out from talking about just one main topic)Tools:Google Alertshttp://addictomatic.comtweetcharts.com - reporting on tweet trends based on a keyword/phrase you enterhttps://www.vizify.com/tweetsheethttp://sxoop.com/twitter/http://www.whatthetrend.com/
  39. 39. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 Make it Personal, With Lists! @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12twitter list image: http://mashable.comstrategic listening - I use tweetdeck (free), and create twitter lists - some private/some public.I use tweetdeck to add columns based on my lists, and hashtag searches, you can search trending topicsI also search for problems people have that I know how to solve - that’s my #1 tip for starting a new conversation with someoneonline that you don’t know - solve a problem for them (provide a link to a page with the solution, offer to introduce them to someonewho can solve their problem) - notice them, show you care and that you can help.Be helpful
  40. 40. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 Make Sharing Easy! Image: @sarahmworthy| @tendenci | @NET2Houston cafepressThursday, October 4, 12Pick one:Make sure every one of your organization’s social media site accounts links back to your website:Add a sharethis.com or addthis.com widget (or another one - I just like these 2 the best) to your blog or websiteIntegrate your social media feeds with your website homepagelink from website to social profiles, especially your website’s donation “thank you” page - make it easy for donors to share theirsupport with their network!!“What a lost opportunity to convert their donors into Facebook Fans, Twitter and Pinterest Followers, and blog subscribers!”Thank you email newsletter - put your social links in there too - after someone donates, the best thing you can do for yourorganization is get them to tell all their friends about it!http://sparked.com - find online volunteershttp://addthis.com - easy and free way to add any social sharing buttons to a website
  41. 41. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 Make a Donation On Your Website Download this presentation and find additional resources: http:// tendenci.com/social-strategy @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12most nonprofit websites make it 7% (or more) harder to donate online than to purchase something from an ecommerce site -people want to GIVE you money, and you make it harder on them? what’s the process for your nonprofit donation form? go online,donate $10 to your cause and more importantly, pay attention to the processis it more than 1 page/click to donate? how much personal information are you asking for and how much do you really need? howlong does it take to complete? do they get a confirmation email? what does the page you go to after the donation is complete looklike... how can you make that better?
  42. 42. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 Use Flickr and Youtube http://www.flickr.com/good/ http://www.youtube.com/nonprofits @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12multiplatform conversations increase engagementTechSoups international partners in Australia, Hong Kong and the United Kingdom are now accepting applications from qualifyingorganizations in those regions. To participate in the Flickr donation program, apply directly to either TechSoup itself or one of thepartners listed below:Videos and photos are a great way to share your organization’s “Why” - particularly when we’re talking about transparency.A photo or a video is much harder to refute and adds to your credibilityAside: Format matters too:According to the Buddy Media report, Strategies for Effective Tweeting: a Statistical Overview, “tweets containingless than 100 characters receive 17% higher engagement than longer tweets.” While Twitter limits your messageswith their 140 character limit, Facebook, Google + and others do not so keep the 100 character limit in mind.
  43. 43. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 Engage on 3 (or more) Platforms @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12multiplatform conversations increase engagement
  44. 44. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 Aussie NPOs and Social Media @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12How to integrate the new Australian regulations and social media guidelines into your social media marketing campaigns.Retweet more! (especially during events)On average, Australia’s non profits tweet roughly once a day and re-tweet once every three days.Use a hashtag! (ie #NET2) - monitor the hashtag (you can save it, use it to retweet, tip: obtain a hashtag and a twitter account thatare the same, so no one can create a user name with your hashtag and start maliciously tweeting from it)Only 1 in 10 Australian NFPs use Twitter hashtags. indicating a lost opportunity to gain greater coverage from individuals andorganisations that use hashtags to monitor news and information delivered through this classification mechanism.Use Lists!The low rate of non profits in Lists also indicates that this research and classification mechanism isn’t being encouraged as amethod of brandingexposure.screenshot and save anything you delete on your website to avoid scandal (australian tip)
  45. 45. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 Transparency @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12 Tips to do this: 1) create a page on your website that has your social media policies and link from your social profiles 2) include calls to action on the page so people can quickly (remember the 2 click rule) get to a donate or support /join/volunteer/register etc (go back to your primary objectives to determine where to focus) 3) don’t make it a wall of text - use this The Fundraiser and the Organisation must ensure that: the Organisation is correctly identified by name, street address and ABN or other registration number; {where do they do this on profiles?} the general class of Beneficiaries that the Organisation serves are identified so that viewers of the Social Media Site are aware of them; {where do they do this?} individual Beneficiaries are not identified without their consent; information on the Social Media Site is regularly updated; to engage with content that’s relevant, interesting, and about your WHY? The Fundraiser or the Organisation may install a link to another website in order to inform viewers of the Social Media Site about the terms and conditions of any offers or Events.
  46. 46. Accountability Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12 1) I would just schedule a daily tweet that links to the information on your website and you can even have fun with the law a bit and joke that you “have to do it” and so you just auto-scheduled the tweet daily forever ;) 2) this information is all generally on your donations page (or should be) so just link straight there - remember social sharing buttons, or have a donation landing page just for social linking for easier measurement 4.1 The Fundraiser or the Organisation must provide the following information on the Social Media Site: 4.1.1 4.1.2. 4.1.3 4.1.4 how Donations are to be collected; general information about security measures used to protect collection of funds; how Donations are receipted; how the Donors’ identity is protected from publication on the Social Media Site
  47. 47. Respect Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12Respond Quickly, Don’t Delete, Don’t Feed the Trolls My main thing here is you have to now appoint someone and maybe you didn’t have a full time person - 1) whoever is responsible should get in the habit of a daily review of content - use a checklist google doc with all the accounts and dates, and if anything needs to be deleted, screenshot beforehand and save the images and links then delete. Post this on your website where you are allowed to have it - link to it from your policies page and tell people “here is what we deleted, and why” (could be your blog post content- each time you delete something just blog about it and voila -multitask efficiency!) Also - make sure items that are not deleted are referred to in the document as “didn’t delete, but this is questionable, or here is why I felt this should be here” so that you have a record that can be audited showing your compliance 2) include “spam” opt-out options on your newsletter and have a place on your website people can submit to be removed, have instructions on how people can remove themselves from facebook/goolge+ and other social networks (because you can’t remove them, they have to) Tip* don’t put an intern in chargeHow do you identify offensive and negative comments?Here’s an example of comments to one post by Planned Parenthood on Facebook -Any of these could fall within the general definitions so how do you decide?Best advice - make clear policies and post them on your website, link from your social media profile page to the policies and definewhat that means for your organizationremember: go back to the “WHY” and stay on focus5.1 The Fundraiser or the Organisation will promptly remove comments about the Organisation or Event or other activities of theOrganisation if the Organisation considers the comments are likely in any way to be misleading or deceptive or damaging to thereputation of the Organisation, Event or activity, Donors or Beneficiaries.5.2 Spam will be removed immediately from the Social Media Site.5.3 The Fundraiser or Organisation should take care to avoid sending spam to Donors, Beneficiaries or other Social Media Sites.The Fundraiser or Organisation should take care to ensure that images of Beneficiaries comply with the FIA Standard of Ethics andProfessional Conduct.The Organisation should appoint a person to review and moderate the Social Media Site to ensure compliance with this Standard.Three good rules of thumb for responding to positive feedback include:Thank them. Thank your audience for the kind words they leave on your blog post, Twitter or Facebook wall.Return the favor. Is someone sharing your original content on Twitter? Take note of their latest post and share it with your network.Addthemasaguestcontributor.Takenoteofthoseindividualswhoreallyhavethe voice and passion to contribute something of value thatyour community will relish.Respond Quickly, Don’t Delete, Don’t Feed the Trolls
  48. 48. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 "For me, its not the technology, its the people and their behaviour. Technology is not necessarily going to help to fundraise. Its going to remove the barriers to fundraising." ~ Laila Takeh, head of digital engagement at Unicef @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12http://www.guardian.co.uk/society/2012/may/17/charities-text-giving-donationsSocial media was simply an enabler, said Kieran Hines, practice leader, global financial services at Datamonitor, who felt that "thenext step has to be around how you collect donations". He added that very few charities had mobile-optimised websites: "Its veryhard to see a charitys page, let alone donations page." Maryam Mossavar, industry manager, education, non-profits and governmentat Google, agreed that the challenge with technology was to make all the platforms accessible.
  49. 49. Connecting Houston NonProfits, Entrepreneurs, and Technologists for Social Good #NET2 Download this presentation and find additional resources: http://tendenci.com/social-strategy Thank you! Let’s Connect! If you have questions, please email: @sworthy@tendenci.com or Tweet: @sarahmworthy @sarahmworthy| @tendenci | @NET2HoustonThursday, October 4, 12Thanks again!

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