• What happened to
• The Streisand effect
• President who?
“You can’t take something off the
Internet. That’s like trying to take pee
out of a swimming pool.”
-Joe Garrelli, NewsRadio
What is social media?
• Blogs, user-generated content, and
• Social networks and virtual worlds
• People collaborating: wikis and open
• People reacting to each other: forums,
ratings and reviews
What is social media?
• People organizing content: tags
• Accelerating consumption: rss and widgets
Is the term social media too narrow?
★ The Groundswell concept-- A social trend in
which people use technologies to get the things they
need from each other, rather than from traditional
institutions like corporations.
• Rule #1: Concentrate on the
relationships not the technology!
• Be aware of the needs wants, and
satisfaction of donors.
• Know the people
• What are they ready for?
• How will your audience engage?
• Social technographics proﬁle
• What are your goals?
• Five types of objectives
• Strategy here means ﬁguring out what will be different after you're done.
• How do you want your relationships with customers to change?
• Do you want a closer, two-way relationship with your best customers?
• Do you want to get people talking about your products/services?
• Do you want a permanent focus group for testing product ideas and
generating new ones?
• Imagine you succeed.
• How will things be different afterwards?
• Imagine the endpoint and you'll know where to begin.
Areas for online strategy
• Social networking and community building
• Online donations and membership
• Event registration and management
• Prospect research
• Volunteer recruitment and management
• Advocacy and activism
• AFTER you’ve decided on People,
Objectives and Strategy then you can
pick the technology.
More Online Basics
1. Establish and informative website (Content!)
2. Collect email addresses
3. Communicate with those who opt in
4. Offer the option of online giving (encrypted)
5. Recruit and manage volunteers online
• Fundraising that is inspired by charities
but is initiated or undertaken by people
connecting with their family, friends
and colleagues to raise money for the
causes they support
• Example: Facebook Causes
! 2001 = $550 M illion
! 2002 = $1.1 Billion
! 2003 = $1.9 Billion
! 2004 = $2.62 Billion
quot;##quot; ! 2005= $4.53 Billion
quot;##D ! 2006= $6.87 Billion
quot;### !2007 = $10.44 Billion
?#% ?quot;@###% ?A@###% ?B@###% ?C@###% ?D#@###% ?Dquot;@###%
T he United States represents:
)*+6*+(%7586'+98,:%;58,8*,86'% ! Slightly more than ½ the G lobal O nline
.5%-.08*<%=5,'+>+89' Philanthropic M ar ket
•Get feedback (and use it)
•Deﬁne- be clear about expectation, instructions etc
•Be real: When writing website copy, direct
your message to one person who represents
your target audience. Speak to him from the
heart. Personalize email whenever possible.
•Share your stories- shows you are relevant
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