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How Commit for Life Went Web 2.0
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How Commit for Life Went Web 2.0


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  • Shying away from the transactional to be more relationship-based. It’s all about listening and storytelling. Strategies: Listen. Participate. Contribute. Create Content. Respond. TACTICS: Communicate directly with an individual twice a day. Retweet a local cause once a week. Blog at least once a week about good works of donors. Respond to customer service questions within 24 hours. Go out into the field. Post photos to Flickr within 24 hours. Post news coverage to Facebook, Twitter and Delicious within 24 hours.
  • Expanding reach.
  • Social media poster. Biz cards. Brown Bag.
  • Work with other departments who can use these tools.
  • Also: conversation rate, click rate, etc. Watch trends: what sites are ppl coming from? What topics interest ppl? From blood drive listings to having narratives online.
  • Community engagement can convert to transactional commitment.
  • Transcript

    • 1. Presentation for IABC Southern Region Conference 2009: Social Media for Nonprofits by Sheena T Abraham, Gulf Coast Regional Blood Center How Commit for Life Went Web 2.0
    • 2.
      • Primary blood supplier to 170+ hospitals in 26 counties in Texas Gulf Coast, East Texas, Brazos Valley
      • 2009: Will collect 330,000 units of blood
      • Commit for Life – 3 steps
    • 3. What we’ll talk about
      • Why did The Blood Center jump into social media?
      • The strategy
      • The process
      • The results
      Emma, blood recipient
    • 4.
      • Listen to key audiences.
      • Thank donors & build relationships.
      • Weave a multimedia narrative.
      • Tap into the latent networks of supporters to disseminate messages.
      The Blood Center uses social media to:
    • 5.
      • Goal of CFL 2.0
      • Increase donor loyalty by interacting with and appreciating donor outside of the blood donation experience.
    • 6. Objectives
      • Create opportunities to individually and publicly thank donors.
      • Build spaces for donor dialogue and active engagement.
      • Tell our community’s stories and make them portable.
    • 7.
      • Credibility and trust.
      What we saw happen A sense of community. Our online voice. Approachability. Genuine support. Appointments.
    • 8. Listen & follow. Respond to existing conversations. Advocate for the community. Talk about donors. Takeaway: “It’s not about us.” To Build a Web 2.0 presence
    • 9. Listen & Follow
      • Search terms on Twitter or search stream on Tweetdeck.
      • Google Alerts – Filtrbox - Tweetbeep
      • Who are your friends following?
      by Flickr user Jason Nicholls
    • 10. Advocate for the community
    • 11. Talk about donors
    • 12. Talk about donors
    • 13. Educate & empower. Teach employees and donors how to effectively use the tools as advocates. Time to swim deeper. Build familiarity and overcome fears. by Flickr user Powerhouse Museum
    • 14. Integrate. Take advantage of opportunities to apply social media tools to existing communication and donor cultivation strategies. Solve specific problems.
    • 15. Through it all, measure. Set a baseline early on. Measure results. Adjust.
    • 16. What is your nonprofit really talking about?
    • 17. Did we learn something about our stakeholders? Did our stakeholders learn something about us? Did new conversations begin? How many donor and nondonor questions have we answered? What are people saying about us? What elicits the strongest response? How portable is our brand? How has our digital footprint changed? General questions to evaluate Sources for evaluation advice: Beth Kanter (Beth’s Blog) and Avinash Kaushik (Occam’s Razor).
    • 18. More Results
      • Social media engagement led to more engagement on .
      • Multimedia narrative is online. Brand is more portable.
      • More touchpoints for storytelling and dialogue. Donors are talking and telling their friends.
    • 19. No Time? No Excuse. Already part of a communicator’s job: 1. Monitor. 2. Create content with a human voice. 3. Connect with target audiences. How to save time: 1. Employ others to write content. 2. Link to already existing content by others on Web. 3. Start with 30 minutes a day. Photo by Flickr user ToniVC
    • 20. “ You could open a business and do everything right, but if you’re unaware of these social media you will perish . Social media can take a business and put a bullet in it.” - Restaurateur Dan Simons to the New York Times 7/29/09
    • 21. Thanks for participating
      • Sheena Abraham – PR, Gulf Coast Regional Blood Center
      • E-mail: [email_address]
      • Facebook:
      • Twitter:
      • Blog: /blog
      • Personal tweets:
      • Personal blog:
      • Find this presentation at
      • .