This plenary session from Rutgers Business School's 2010 Nonprofit Leadership Certificate Program offered both established and emerging nonprofit leaders an overview of what social media is, why many nonprofit organizations are choosing to use it, and some tips on how to go about implementing or enhancing their organizations' social media presence and practices. Additionally, the presentation links to a page of valuable resources that may be useful to nonprofit organizations who are exploring, creating, or enhancing their social media presence.

1. 2010 Nonprofit Executive & Emerging Leaders
Certificate Program
November 3, 2010
Joe Brown
sloperesources.com
Social Media &
Social Networking for
Nonprofit Organizations
What? Why? How?
SOME RIGHTS RESERVED
IMAGE CREDIT: MATT HAMM

2.  What is it?
 Why use it?
 How to do it
 Questions and discussion
This afternoon…

3.  1970s: Usenets, BBSs
 Late 1980s: Online services – CompuServe,
Prodigy, GEnie, AOL
 1990s: Internet relay chat (IRC), ICQ/IM
Dating, gaming, forums
 2002: Friendster
 2003: LinkedIn
MySpace
Del.icio.us
A bit of history

4.  2005: YouTube
 2006: Facebook*
Twitter
 Since 2007…
A bit of history

5. The landscape today

6.  Social media & social networking =
nearly 25% of all time spent online in the US
 Facebook
 Over 500 million users
 Over 700 billion user minutes per month
 Twitter
 Over 40 million tweets per day
Facts & figures

7.  YouTube
 Over 2 billion views per day
 24 hours of video uploaded every minute
 Video uploaded every 60 days >
video created by 3 major networks in 60 years
Facts & figures

8.  There are differences…
Social media vs.
social networking
Social media
Content
Social networking
Connection
 …but they are converging…
Social media
Content &
connection
 …and are/can be used interchangeably

9.  Website
 Email
 Blogging
And don’t forget…

10.  Personal usage
 Organization usage
 How?
 Why not?
Show of hands
?

11. Why use it?

12.  Many organizations have experimented, but only
51% are active users
 67% say it changes how they communicate with
broad audiences (but not narrower categories of
shareholders)
 52% don’t have the necessary infrastructure, staff,
expertise
 83% understand that social media makes it easier
for individuals to self-organize around causes
 79% feel the true value of social media for
their organization is yet to be determined
Nonprofit usage today

13.  Marketing / brand awareness / advocacy
Why use it?

14.  Fundraising
 Second most common/important usage
 But…
 While many are raising money on Facebook,
78% raised $1,000 or less
 Less than 4% raised $10,000 or more
Why use it?

15.  Community building
 Constituents
 Other nonprofits
 Recruiting volunteers and staff
Why use it?

16.  Events
Why use it?

17. How to do it

18.  It’s not easy…
 …and it’s not free!
How to do it

19.  Whose job is it?
 Everybody’s job = nobody’s job?
 Typically fundraising/development and/or
communications
 Majority of organizations report ¼ - ½ staff
person
 Organizations expect to increase staffing, but
not external resources
How to do it

20.  Just do it? No!
 Explore the available resources
 Educate and get buy in at all levels
 Create a social media strategy
 Create a social media policy
 Listen first
 Take baby steps
How to do it

21. The landscape today

22.  Facebook pages
 YouTube
 Twitter
Platforms to consider

23.  Measure and adjust
 Results, not just activity
 Not just about ROI
 Strategy will determine the right metrics
 Transform offline action to online action…
 …and online action to offline action
How to do it

24. How to do it

25. Resources
 Brandraising: How Nonprofits
Raise Visibility and Money
Through Smart Communications
 By Sarah Durham, Big Duck

26. Resources
 sloperesources.com

27. Questions and discussion

28. Joe Brown
jbrown@sloperesources.com
908 241-8592
sloperesources.com
twitter.com/joe_brown
Thank you!