Competing with social networks: Why should someone join or support your organization when they can network through Facebook?
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Competing with social networks: Why should someone join or support your organization when they can network through Facebook?

on

  • 2,783 views

Being a member of a business association or volunteering for a charity used to be the ultimate ways to network -- that is, until LinkedIn, Facebook and Twitter came along! How can your ...

Being a member of a business association or volunteering for a charity used to be the ultimate ways to network -- that is, until LinkedIn, Facebook and Twitter came along! How can your membership-driven organization survive and even thrive within a landscape of always-on social networking?

Statistics

Views

Total Views
2,783
Views on SlideShare
2,780
Embed Views
3

Actions

Likes
1
Downloads
26
Comments
0

1 Embed 3

http://www.slideshare.net 3

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Difficulty to recruit and retain members Youth are not engaging associations & causes Aging membershipsTime commitments Hot competition for membership and donor money. You must make sure that you provide value to your members and donors and if you’re already providing value, you must make sure you communicate that value. People are very savvy these days and certainly electronically connected, and they are looking for value. I would even urge you to hire a consultant to assess your organization with fresh eyes. What do your members/donors want in exchange for their money? Networking? Training? Discounts? Good will? To help others? To build something? A cause they believe in? For retaining - International Not For Profit Conference in Ireland determined through studies that the propensity for giving from long term donors goes down especially in a downturn As such, supporter loyalty will be everything. Focus needs to also be placed on existing supporters more so than new potentials.
  • Today though we have a generation gap that prevents the inter-generational transfer of wisdom. Back in the 60s the “generation gap” was a novelty. Now we take it for granted– as if it were normal. But think back if you can to the 60s when the generation gap was still new. The Hippies of that time were notable for two things: One was their rejection of the older generation and the other was their inability to pass on their values to the next.
  • 74.4% of participants wanted to learn more about NPOs Interesting to note that combined, info sessions & info booths with word of mouth make a significant portion of their preferred means of communication. Suggests that starting with the internet, youth are interested in being engaged
  • Choosing networking events - from your association; why go to your event? What will they get out of it? Do members join for professional benefits or do they join to drum up new business? For either, is your organization best suited? Knowing the value they seek through polling and research is KEY Competing social networks...how keep up with them all and choose the right ones?
  • Issue Fatigue Arguably, awareness of causes is up but support is waning Actual dollars raised online vs. Ground swell of awareness on Twitter, etc. Facebook causes: 10% of 8,000 Causes sampled72% had zero dollarsOf 218 w/ donations, Average = $290Average # of supporters = 6,660Average donation per supporter = $1.24Median Cause members= 36Median Donations = $30 (after throwing out zeros)Mode Cause members=6Mode Cause members=$10More likely to get $0-30, not the average of $290The group w/ $25,000 had over 500,000 Friends Choosing networking events - from your association; why go to your event? What will they get out of it? Do members join for professional benefits or do they join to drum up new business? For either, is your organization best suited?
  • Competing social networks...how keep up with them all and choose the right ones? Pick places where……your supporters are…where you are comfortable…features match your goals
  • Associations can offer the face-to-face experience online communities cannot The two can and should be integrated
  • In the US almost half of all internet users belong to online hobby-oriented site and a similar amount are signed up to a social network. Specialized communities NPOs have to STOP mass appeals and work towards narrow castingFacebook, etc. are powerful but they are general & less cause/ professional concerned More collective knowledge Facebook, etc. don’t allow controlled discussions Associations, etc. can develop communications strategies where supporters can feel secure and receive the special benefits of membership
  • In the US almost half of all internet users belong to online hobby-oriented site and a similar amount are signed up to a social network. Specialized communities NPOs have to STOP mass appeals and work towards narrow castingFacebook, etc. are powerful but they are general & less cause/ professional concerned More collective knowledge Facebook, etc. don’t allow controlled discussions Associations, etc. can develop communications strategies where supporters can feel secure and receive the special benefits of membership
  • One of the primary benefits of a socially-enabled online community is its ability to draw together members from far-reaching geographic locations. Attendees of association special events, annual conferences and local chapter meetings approach them with fairly universal goals and typical expectations. In a simple yet profound way, members look forward to events and calendars are highlighted because events are the hallmark of a positive membership experience.The majority of members approach events with these standard goals in mind:-Gaining new insights; learning from speakers and sessions -Meeting new people, re-establishing ties with colleagues-Having productive conversations with peers -Ability to come away with value from the event and share the value with others afterward-Having fun networking and enjoying the social aspects of the gatheringThe question is, how can online social networking positively supplement and reinforce an event before, during and after it takes place? How can social media create a more valuable experience for attendees at every level?Lastly, how can nonprofits and associations leverage the interaction in their social networking to help fund the cost of major offline events?
  • NPOs need to act as the aggregate of the sources of networks their niche is interested in Providing a value added service Clear member and supporter communications services (promo for Action Strategies) Infrastructure required to capture interest (promo for Wild Apricot) Need to link immediate interest with the ability for immediate online action
  • Focused discussions is one with specialized communities.  People still using broadcasting thinking for social media - an essentially narrowcasting medium
  • Formative research shows that young women in disadvantaged communities receive mixedmessages about dangers of drinking during pregnancy.
  • Andrew Keen, The Cult of the Amateur & The Digital Emperor Has No Clothes , Associations Now (Nov '07) - adding value to members! Don’t talk about the tools, talk about what you do
  • http://www.readwriteweb.com/archives/non-profits_on_facebook_and_myspace.php

Competing with social networks: Why should someone join or support your organization when they can network through Facebook? Presentation Transcript

  • 1. Competing with social networks:
    • Why should someone join or support your organization when they can network through Facebook?
    Membership Software for Clubs, Associations and Communities
  • 2. The Challenge
    • Reaching Members & Supporters is More & More Difficult
      • Recruiting Members, Donors, and Supporters
      • Retaining Members, Donors, and Supporters
    Membership Software for Clubs, Associations and Communities Community Building Magnifiers for Non-Profits & Associations
  • 3. Aging Supporters & the Generation Gap
    • Part of value of associations traditionally used to be pressing the flesh.  
    • Younger generations though are not joining like they used to.
    Membership Software for Clubs, Associations and Communities Community Building Magnifiers for Non-Profits & Associations
  • 4. Aging Supporters & the Generation Gap
    • University of Ottawa study
    • Students are interested in learning about non-profits, especially in their region
      • Internet is their preferred means of learning about your organization
      • They need a forum of interactivity...aka by older generations as “networking”!
    Preferred means Students/ youth from which they prefer to be informed about NPO’s & networking opportunities
  • 5. The Challenge
    • Hundreds of Social Networks, Multitudes of Competing Networking Events Vying for Attention
    Membership Software for Clubs, Associations and Communities Community Building Magnifiers for Non-Profits & Associations
  • 6. The Challenge
    • Issue Fatigue:
    • 500,000 new NPOs in US in the last four years
    • 1.5 million NPOs in the USA;
    Membership Software for Clubs, Associations and Communities Community Building Magnifiers for Non-Profits & Associations
  • 7.
    • Where to Start??
      • Why go to your organization?
    More are Turning to Social Networks
  • 8. It’s still hard to see results
    • http://www.clickz.com/3634883
    “ Like brand marketers, advocacy and nonprofit groups are struggling to measure how their social media numbers translate to real action and real donations.” Membership Software for Clubs, Associations and Communities Community Building Magnifiers for Non-Profits & Associations
  • 9. The Value of Associations & Cause-Based Organizations in a Social Media Age
    • Face to Face Networking Opportunities
  • 10. The Value of Associations & Cause-Based Organizations in a Social Media Age
    • Associations, Non-Profits, & Charities offer specialized communities
      • Focused discussions
      • Controlled discussions
    Membership Software for Clubs, Associations and Communities Community Building Magnifiers for Non-Profits & Associations
  • 11. Melding the desire to network with social media
    • If you can’t beat’em, join’em!
    • Social media use amongst the professional-class (those who can become involved & donate) is only going up!
    Membership Software for Clubs, Associations and Communities Community Building Magnifiers for Non-Profits & Associations
  • 12. Melding the desire to network with social media
    • Associations, Non-Profits, & Charities offer specialized communities
      • Focused discussions
      • Controlled discussions
    Membership Software for Clubs, Associations and Communities Community Building Magnifiers for Non-Profits & Associations
  • 13. How can social media create a more valuable experience for networking event attendees?
    • Pre-event:
    • Organize “birds of a feather” luncheons or dinners
    • Post questions to session leaders to better prepare for the topics you’re interested in
    • At the event:
    • Discuss the day’s important discoveries and special moments during breaks or after hours
    • Create more interactive events and sessions to share with your community group members
    Membership Software for Clubs, Associations and Communities Community Building Magnifiers for Non-Profits & Associations
  • 14. How Can We Keep Up & Add Value?
    • Making the link:
      • NPOs need to act as the aggregate of the sources of networks which interests their niche
    Membership Software for Clubs, Associations and Communities Community Building Magnifiers for Non-Profits & Associations
  • 15. ASAE Hub ’09
    • Case Study
  • 16. Association Jam
    • Case study
  • 17.
    • Stop Broadcasting, Start Narrowcasting!
    Membership Software for Clubs, Associations and Communities Community Building Magnifiers for Non-Profits & Associations
  • 18.
    • Community Narrowcasting Campaigns
    • Two communities chosen, crowded media marketplace
    • In Compton, more promo materials placed in hands of a small number of locations
    • Messages tested & targeted to groups
    • By targeting in Compton vs. broadcasting in Bakersfield, 50%+ recognition of the campaign
    March of Dimes Southern California - Fetal Alcohol Syndrome Prevention Membership Software for Clubs, Associations and Communities Community Building Magnifiers for Non-Profits & Associations
  • 19. Associations are where expert individuals already congregate in the real world!
    • Associations Now Magazine
    • “ These tools (social media & online networking) can be pedagogical and informational bridges for experts to the outside world (and amongst members).”
    • Associations are missing a particular opportunity when it comes to their ability to position themselves and their members as experts in their fields using smart blogging/ social media strategies.
    Membership Software for Clubs, Associations and Communities Community Building Magnifiers for Non-Profits & Associations
  • 20. Growing Membership: North Mason Chamber of Commerce http://frankkennysblog.blogspot.com/2009/09/how-we-grew-our-membership-by-85-in-18.html Membership Software for Clubs, Associations and Communities Community Building Magnifiers for Non-Profits & Associations
  • 21. Growing Membership: North Mason Chamber of Commerce
    • "How we grew our membership by 85% in 18 months"
      • Started with blogging
      • Created a private Ning group to connect members
        • Started adding content regularly
        • Once established, members "post dozens of times to your one time, keeping the site active"
      • Promoted through Twitter, Facebook, Linkedin, YouTube, and email
    "You must nurture the sites by seeding them, reinviting members to join, engaging them, friending them, coaxing them along until they have a habit of contributing.“ - Frank Kenny , North Mason Chamber of Commerce http://frankkennysblog.blogspot.com/2009/09/how-we-grew-our-membership-by-85-in-18.html Membership Software for Clubs, Associations and Communities Community Building Magnifiers for Non-Profits & Associations
  • 22. How much time does it take?
      • Beth Kanter: How Much Time Does It Take To Do Social Media?
      • 5 hours/week to start listening
      • 10 hours/week to participate
      • 10-15 hours/week to generate buzz
      • 20+ hours/week to build community
      • (At least ) 3-6 months before you start seeing tangible results
    Membership Software for Clubs, Associations and Communities Community Building Magnifiers for Non-Profits & Associations
  • 23. Start by listening
    • Search for your keywords on Twitter
    • Subscribe to search results RSS feed
    • Follow people who tweet about you or your cause
    Membership Software for Clubs, Associations and Communities Community Building Magnifiers for Non-Profits & Associations
  • 24. Start by listening (2)
    • Find and follow people/organizations
      • http://wefollow.com/tag/nonprofit
    Membership Software for Clubs, Associations and Communities Community Building Magnifiers for Non-Profits & Associations
  • 25. Start by listening (3)
    • Search Facebook
      • What other nonprofits like you have a presence?
      • What kind of support are they seeing? -- fans, wall posts, etc.
      • What is being discussed?
    Membership Software for Clubs, Associations and Communities Community Building Magnifiers for Non-Profits & Associations
  • 26. Start by listening (4)
    • Ask your supporters and volunteers
      • Where are they active online?
      • What would they like to see you do?
    Membership Software for Clubs, Associations and Communities Community Building Magnifiers for Non-Profits & Associations
  • 27. In Summary
    • NPOs face a number of challenges
    • NPOs still CAN flourish in a social media age!
    • If you can’t beat’em, join’em!
    Membership Software for Clubs, Associations and Communities Community Building Magnifiers for Non-Profits & Associations
  • 28.
    • Membership management software
      • Focused on small associations & nonprofits
      • A cost effective solution for managing your:
        • Members
        • Website
        • Events
        • Fundraising
      • Try it for FREE at wildapricot.com
    • Nonprofit technology blog
      • blog.wildapricot.com
    • Association Jam social news sharing site
      • associationjam.org
    • Facebook
      • facebook.com/wildapricot
      • “ Name the Apricot” contest starts next week
    Who is ? Member Management Magic Questions? Please contact Jay at [email_address] or 416-410-4059 x. 302
  • 29. Who is Action Strategies?
    • Upcoming webinars on social media for non-profits and associations -
      • Social media techniques & strategies for growing audience share, memberships, donations: November 30, 2009 http://actionstrategies.blogspot.com/2009/11/new-webinar-social-media-strategies-for.html
    • Pre-register NOW for our book: “Social Media for Non-Profits and Associations” www.actionstrategies.ca
    • One-on-one training and services in:
      • Social Media
      • Communications plans
      • Media relations
      • Revenue generation & membership recruitment/ retention
      • Stakeholder engagement
      • Increasing event attendance
    Magnifiers of Public Relations and Government Relations consultancy for non-profits, associations, and charities
  • 30. Questions & Answers
    • We’re here to help!
    Membership Software for Clubs, Associations and Communities Community Building Magnifiers for Non-Profits & Associations