Megan Keane Online Community Manager, TechSoup September 2008 Using Social Media Tools for Fundraising

Overview Introduction/background on TechSoup community Social media tools overview Flickr Twitter Second Life Interactive demo/tour of Second Life Wrap-Up/Q & A/discussion

Introduction/background on TechSoup community

Social media tools overview

Flickr

Twitter

Second Life

Interactive demo/tour of Second Life

Wrap-Up/Q & A/discussion

TechSoup.org The technology place for nonprofits TechSoup is a popular, comprehensive online content and community destination for nonprofits that provides unbiased information and technical know-how to ensure that nonprofits make the best possible use of technology.

A Comprehensive Technology Resource for Nonprofits Software donation program (TechSoup Stock) Refurbished Computer Initiative (RCI) Learning Center articles TechSoup Community Nonprofit Commons NetSquared (Net2) Public Computing & Libraries (MaintainIT Project) Free Downloads TechSoup Global

Software donation program (TechSoup Stock)

Refurbished Computer Initiative (RCI)

Learning Center articles

TechSoup Community

Nonprofit Commons

NetSquared (Net2)

Public Computing & Libraries (MaintainIT Project)

Free Downloads

TechSoup Global

TechSoup.org/community

TechSoup Community 17 Forums Events Calendar Member Spotlight Community Blog Second Life Surveys Soup Recipes Managed by two Community Managers and volunteer hosts and star users .

17 Forums

Events Calendar

Member Spotlight

Community Blog

Second Life

Surveys

Soup Recipes

Managed by two Community Managers and volunteer hosts and star users

.

TechSoup Community Network Extending community beyond TechSoup site Reach out to constituents on other online community platforms that they already frequent Expand our community to wider range of nonprofits Provide community members with further networking and collaboration opportunities Leverage social media tools towards social change

Extending community beyond TechSoup site

Reach out to constituents on other online community platforms that they already frequent

Expand our community to wider range of nonprofits

Provide community members with further networking and collaboration opportunities

Leverage social media tools towards social change

Where in the (Online) World is TechSoup?

NetSquared (Net2) TechSoup’s Web 2.0 arm Spur responsible use of social media tools for social change Annual conference Monthly Net Tuesday events Community blog International reach with local groups and events

TechSoup’s Web 2.0 arm

Spur responsible use of social media tools for social change

Annual conference

Monthly Net Tuesday events

Community blog

International reach with local groups and events

Traditional online community building tools Message boards Listservs Email newsletters

Message boards

Listservs

Email newsletters

Social Media “Web 2.0” Tools What does Web 2.0 really mean anyway? Wikipedia definition: “…web technology and web design that aims to facilitate creativity, information sharing, and, most notably, collaboration among users” Sounds like online community!

What does Web 2.0 really mean anyway?

Wikipedia definition: “…web technology and web design that aims to facilitate creativity, information sharing, and, most notably, collaboration among users”

Sounds like online community!

New social tools for community building Blogs Wikis Social bookmarking (tagging) Event sites Video sharing services Online social networking sites

Blogs

Wikis

Social bookmarking (tagging)

Event sites

Video sharing services

Online social networking sites

There’s no shortage of social media tools…

… but how do you decide which ones to use?… Consider your audience Time and resources to establish and maintain online presence Desired benefits Experimentation Outreach strategy and periodic re-evaluation of strategies

Consider your audience

Time and resources to establish and maintain online presence

Desired benefits

Experimentation

Outreach strategy and periodic re-evaluation of strategies

… and how to you use them? Different tools good for different purposes, not always for others Multiple tools means more time to upkeep, important not to fragment community across many platforms Key to best implement them all in way that is useful and easy to maintain, and a place people will want to go

Different tools good for different purposes, not always for others

Multiple tools means more time to upkeep, important not to fragment community across many platforms

Key to best implement them all in way that is useful and easy to maintain, and a place people will want to go

Online Communities in Disguise May not appear to be online communities, but have tremendous potential for getting your message across

Photo-sharing service Many people use casually but uses for organizations too Raising awareness Launching campaigns Documenting impact Illustrating change over time Showcasing your organization

Photo-sharing service

Many people use casually but uses for organizations too

Raising awareness

Launching campaigns

Documenting impact

Illustrating change over time

Showcasing your organization

Building community around photos Flickr groups: Individual accounts, but group organizing features Public or private groups Increased visibility Humanize organization with visual images of people behind the organization and those they serve

Flickr groups: Individual accounts, but group organizing features

Public or private groups

Increased visibility

Humanize organization with visual images of people behind the organization and those they serve

Making the most of Flickr Tagging, titles, descriptions so photos are findable Creative Commons licensing to allow further distribution of your photos Privacy settings, filters to share images appropriately Create promotional materials: cards, mugs, t-shirts, etc. Online embedded editing tool

Tagging, titles, descriptions so photos are findable

Creative Commons licensing to allow further distribution of your photos

Privacy settings, filters to share images appropriately

Create promotional materials: cards, mugs, t-shirts, etc.

Online embedded editing tool

Raising Awareness Nature Conservancy Photo Contest Photo group and contest tag Incentive to get involved Multiple ways to enter

Nature Conservancy Photo Contest

Photo group and contest tag

Incentive to get involved

Multiple ways to enter

Launching campaign Humane Society LOLSeal Photo Caption contest Users submitted captions for baby seal photos

Humane Society LOLSeal Photo Caption contest

Users submitted captions for baby seal photos

Used Flickr to display all entries “ lolseals08” tag to keep entries together Link to take further action in campaign to save baby seals Button to spread word on Facebook

“ lolseals08” tag to keep entries together

Link to take further action in campaign to save baby seals

Button to spread word on Facebook

Online activism Oxfam advocates for Ethiopian coffee farmers Starbucks photo petitions Call to action

Oxfam advocates for Ethiopian coffee farmers

Starbucks photo petitions

Call to action

Documenting Impact International Federation of Red Cross & Red Crescent Societies (IFRC) Day after Sichuan earthquake Documenting important issues, historical events

International Federation of Red Cross & Red Crescent Societies (IFRC)

Day after Sichuan earthquake

Documenting important issues, historical events

Illustrating change over time Learning Community school’s new playground Engaging volunteers Telling a story Record of activities to demonstrate impact to board members and constituents

Learning Community school’s new playground

Engaging volunteers

Telling a story

Record of activities to demonstrate impact to board members and constituents

Showcasing your work No group, “npsl” tag holds it all together Easy way to communicate a visual concept that might be unfamiliar Outstanding promotional vehicle

No group, “npsl” tag holds it all together

Easy way to communicate a visual concept that might be unfamiliar

Outstanding promotional vehicle

More Flickr applications Flickr API allows for many 3rd party applications Take advantage of uploading tools: email, mobile, desktop clients Slideshows, Facebook applications, more

Flickr API allows for many 3rd party applications

Take advantage of uploading tools: email, mobile, desktop clients

Slideshows, Facebook applications, more

Microblogging What are you doing? SMS, instant messaging, web updates Short, succinct updates --140 character limit per Tweet Started as way to document life activities, but has evolved into more uses

Microblogging

What are you doing?

SMS, instant messaging, web updates

Short, succinct updates --140 character limit per Tweet

Started as way to document life activities, but has evolved into more uses

Followers and followees Building up larger network of followers broadcasts your message to wider audience

Building up larger network of followers broadcasts your message to wider audience

Twitterpacks Wiki of people to follow by topic, location, events, etc. Large signal to noise ratio Value in following those with useful/relevant updates

Wiki of people to follow by topic, location, events, etc.

Large signal to noise ratio

Value in following those with useful/relevant updates

What’s Twitter good for? Quick shout-outs, calls to action Promoting events News, conference briefings Sharing articles, blog entries, other resources with others Getting a quick answer to a question Solicit feedback, ideas, suggestions, news source

Quick shout-outs, calls to action

Promoting events

News, conference briefings

Sharing articles, blog entries, other resources with others

Getting a quick answer to a question

Solicit feedback, ideas, suggestions, news source

Disaster Response Nate Ritter during San Diego fires Non-web alerts Aggregating information from news sources Wisdom of crowds: compilation of updates from community

Nate Ritter during San Diego fires

Non-web alerts

Aggregating information from news sources

Wisdom of crowds: compilation of updates from community

Fundraising 24 hour campaign for Sharing Foundation in 2007 50% of goal achieved in last 2 hours largely from Twitter 2006 took 3 weeks to raise same amount

24 hour campaign for Sharing Foundation in 2007

50% of goal achieved in last 2 hours largely from Twitter

2006 took 3 weeks to raise same amount

Power of Twitter Beth Kanter 2008: Can conference room of connected people get 250 people to donate $10 by the end of the conference? $2,657 from 112 donors in 90 minutes

Beth Kanter 2008: Can conference room of connected people get 250 people to donate $10 by the end of the conference?

$2,657 from 112 donors in 90 minutes

Community Support Motivational support: Qwitter to quit smoking Social support network: Useful tips on topics of concern or interest Bringing awareness to cause to different groups, expanding reach (TuDiabetes)

Motivational support: Qwitter to quit smoking

Social support network: Useful tips on topics of concern or interest

Bringing awareness to cause to different groups, expanding reach (TuDiabetes)

Instant communication Finding others at conferences/events @ messages or direct messages Follow certain Twitter accounts to get updates on particular topic

Finding others at conferences/events

@ messages or direct messages

Follow certain Twitter accounts to get updates on particular topic

Important to listen too Twitter search, track mentions of name/cause/organization/replies Subscribe as RSS feed or email update Firefox extension Use favorites feature to document feedback Support community efforts

Twitter search, track mentions of name/cause/organization/replies

Subscribe as RSS feed or email update

Firefox extension

Use favorites feature to document feedback

Support community efforts

Second Life

Nonprofit Commons in Second Life Through the Nonprofit Commons project, TechSoup is assembling a community of nonprofits in Second Life to help lower the barriers of access to this emerging virtual world

Nonprofit Commons in Second Life Through this community, we provide free office space to qualifying groups, hold meetings, create a cooperative supportive learning environment and foster outreach, education, fundraising, all in a virtual space. Our goal is to create a learning community of practice for nonprofits to explore and learn about the virtual world, and to investigate the many ways in which nonprofits can utilize this unique environment.

Through this community, we provide free office space to qualifying groups, hold meetings, create a cooperative supportive learning environment and foster outreach, education, fundraising, all in a virtual space.

Our goal is to create a learning community of practice for nonprofits to explore and learn about the virtual world, and to investigate the many ways in which nonprofits can utilize this unique environment.

International Reach Free, real-time meeting space to collaborate with activists across real and virtual borders Connect with organizations doing similar work worldwide Networking in-world for real life and in-world projects

Free, real-time meeting space to collaborate with activists across real and virtual borders

Connect with organizations doing similar work worldwide

Networking in-world for real life and in-world projects

Leadership and assistance through virtual community organizing strategies In-world Meetings Wiki Website/community blog NPSL tag Management steering committee group Directory of Nonprofits in Second Life Branding as NPO experts and advisors to all new orgs in-world

In-world Meetings

Wiki

Website/community blog

NPSL tag

Management steering committee group

Directory of Nonprofits in Second Life

Branding as NPO experts and advisors to all new orgs in-world

Community Blog: NPSL

Community Wiki

Nonprofits in Second Life (npsl) Tag Community tag way to document activities and keep track of them in one place Flickr stream of photos tagged “npsl” on wiki del.icio.us tags for blog and other media mentions

Community tag way to document activities and keep track of them in one place

Flickr stream of photos tagged “npsl” on wiki

del.icio.us tags for blog and other media mentions

But isn’t Second Life just a game? Often a matter of convincing board members and funders of its value Finding more ways of obtaining statistics and measuring impact Medium fosters innovation and creativity through combination of audio, text, and visual technologies Nonprofits continuing to develop new ways to build awareness and reach people

Often a matter of convincing board members and funders of its value

Finding more ways of obtaining statistics and measuring impact

Medium fosters innovation and creativity through combination of audio, text, and visual technologies

Nonprofits continuing to develop new ways to build awareness and reach people

A valuable tool for activists Basic account is free Costs virtually nothing to build a location in Second Life Nonprofit Commons virtual space is donated allowing qualifying social benefit organizations to have office space free of charge

Basic account is free

Costs virtually nothing to build a location in Second Life

Nonprofit Commons virtual space is donated allowing qualifying social benefit organizations to have office space free of charge

New ways to collaborate and get work done Free, real-time meeting space to collaborate with activists around the globe via voice and text chat capabilities Connect with organizations doing similar work worldwide Networking in-world for real life and in-world projects

Free, real-time meeting space to collaborate with activists around the globe via voice and text chat capabilities

Connect with organizations doing similar work worldwide

Networking in-world for real life and in-world projects

Reduces Your Carbon Footprint Carbon (and cost) savings of participating in event from own computer screen OneClimate’s Virtual Bali Conference this past Dec. In-world speeches, press conferences Alternative way to participate, minus carbon cost of flying

Carbon (and cost) savings of participating in event from own computer screen

OneClimate’s Virtual Bali Conference this past Dec.

In-world speeches, press conferences

Alternative way to participate, minus carbon cost of flying

Fundraising Nonprofits can use Second Life to raise funds The 4 th Annual American Cancer Society's virtual Relay 4 Life just raised over $200,000 Second Life awareness can translate into real-world dollars Digital Campfires received truck-load of real-world monitors and computers through connections made in Second Life

Nonprofits can use Second Life to raise funds

The 4 th Annual American Cancer Society's virtual Relay 4 Life just raised over $200,000

Second Life awareness can translate into real-world dollars

Digital Campfires received truck-load of real-world monitors and computers through connections made in Second Life

Provides safe and anonymous means of self-expression

A Space for making the impossible happen Large community of people with disabilities in Second Life Second Life Wheelies (disability nightclub) where adults with disabilities can interact in an environment without the physical constraints they experience in real life

Large community of people with disabilities in Second Life

Second Life Wheelies (disability nightclub) where adults with disabilities can interact in an environment without the physical constraints they experience in real life

Virtual sandbox for experimentation Experiment with different ways to bring support and awareness to a cause Example: Lower Eastside Girls Club of NY developed Second Life presence as pilot project for new program Second Life another possible way to help organizations achieve their mission

Experiment with different ways to bring support and awareness to a cause

Example: Lower Eastside Girls Club of NY developed Second Life presence as pilot project for new program

Second Life another possible way to help organizations achieve their mission

Leadership role for your organization Opportunity to become thought leaders and innovators in your area of expertise Global Kids runs virtual workshops on global issues and leadership to teens Best Practices for bringing this type of education to Second Life

Opportunity to become thought leaders and innovators in your area of expertise

Global Kids runs virtual workshops on global issues and leadership to teens

Best Practices for bringing this type of education to Second Life

What works? Activities that take advantage of 3-D interactivity of virtual world that the web can’t match Bay Area Video Coalition (BAVC)’s Gone Gitmo installation Virtual representation of Guantanamo Bay gives avatars temporary simulated experience of being imprisoned in Guantanamo Bay Teaching tool about issues of habeaus corpus

Activities that take advantage of 3-D interactivity of virtual world that the web can’t match

Bay Area Video Coalition (BAVC)’s Gone Gitmo installation

Virtual representation of Guantanamo Bay gives avatars temporary simulated experience of being imprisoned in Guantanamo Bay

Teaching tool about issues of habeaus corpus

Best Practices: What we have learned Holding events is a great way to bring avatars to our offices, and builds friendships and connections among our members. In-world fundraising was our initial goal, but it hasn't worked out for most. It’s important to maintain a presence on the mainland, for foot-traffic, versus being on our own private island Freebies/branded tools are a great way to draw traffic, and can spread your message far and wide.

Holding events is a great way to bring avatars to our offices, and builds friendships and connections among our members.

In-world fundraising was our initial goal, but it hasn't worked out for most.

It’s important to maintain a presence on the mainland, for foot-traffic, versus being on our own private island

Freebies/branded tools are a great way to draw traffic, and can spread your message far and wide.

Raising public awareness of Nonprofits in Second Life through the media New York Times Washington Post San Jose Mercury News Contribute Magazine – Sept/Oct Issue New Scientist – September Issue Launch Squad KQED Radio - California Report Nonprofit Times- 2 September Issues

New York Times

Washington Post

San Jose Mercury News

Contribute Magazine – Sept/Oct Issue

New Scientist – September Issue

Launch Squad

KQED Radio - California Report

Nonprofit Times- 2 September Issues

It’s even got the attention of Congress… Susan Tenby testified in Congressional subcommittee hearing on potential of virtual worlds for nonprofits Hearing simultaneously broadcasted in Second Life with select avatar attendees in virtual rendering of hearing room

Susan Tenby testified in Congressional subcommittee hearing on potential of virtual worlds for nonprofits

Hearing simultaneously broadcasted in Second Life with select avatar attendees in virtual rendering of hearing room

..and perhaps more importantly—the Daily Show!

NPC provides virtual offices to over 67 social benefit organizations in a community setting

Newly launched second location

Looking forward…

Integration with other platforms Second Life applications that interact with other web applications Increased interaction between web and virtual worlds More and better ways of documenting and tying Second Life work to real-world missions

Second Life applications that interact with other web applications

Increased interaction between web and virtual worlds

More and better ways of documenting and tying Second Life work to real-world missions

Future Goals Lower the barrier of entry Increase NPC capacity Build brandable, reusable tools Awareness and Action Campaigns Organized Events both Virtual and Mixed Reality Foster Second Life Developer Network for Nonprofits Evaluate impact of Nonprofit Commons work

Lower the barrier of entry

Increase NPC capacity

Build brandable, reusable tools

Awareness and Action Campaigns

Organized Events both Virtual and Mixed Reality

Foster Second Life Developer Network for Nonprofits

Evaluate impact of Nonprofit Commons work

Resources Flickr http://www.flickr.com How nonprofits can get the most out of Flickr http://www.techsoup.org/learningcenter/internet/page8291.cfm Twitter http:// www.twitter.com Big Juicy Twitter Guide http://www.caroline-middlebrook.com/blog/twitter-guide/ Nonprofit Twitterpacks http://twitterpacks.pbwiki.com/Twitter-Pack-by-Topic#NonProfitPack Second Life http:// www.secondlife.com Nonprofit Commons wiki http://www.npsl.wikispaces.com Nonprofit Commons blog http://www.nonprofitcommons.org TechSoup Community http:// www.techsoup.org /community

Flickr http://www.flickr.com

How nonprofits can get the most out of Flickr http://www.techsoup.org/learningcenter/internet/page8291.cfm

Twitter http:// www.twitter.com

Big Juicy Twitter Guide http://www.caroline-middlebrook.com/blog/twitter-guide/

Nonprofit Twitterpacks http://twitterpacks.pbwiki.com/Twitter-Pack-by-Topic#NonProfitPack

Second Life http:// www.secondlife.com

Nonprofit Commons wiki http://www.npsl.wikispaces.com

Nonprofit Commons blog http://www.nonprofitcommons.org

TechSoup Community http:// www.techsoup.org /community

Contact Megan Keane Online Community Manager, TechSoup [email_address] (415) 633-9474 Second Life avatar: Penguin Kuhn http:// www.nonprofitcommons.org http://npsl.wikispaces.com/ http://www.techsoup.org/community

Megan Keane

Online Community Manager, TechSoup

[email_address]

(415) 633-9474

Second Life avatar: Penguin Kuhn

http:// www.nonprofitcommons.org

http://npsl.wikispaces.com/

http://www.techsoup.org/community