Social Media Best Practices for Non-Profit & Public Sector Organizations - presented by Jay Moonah from Wild Apricot

Social Media Best Practices for Non-Profit & Public Sector Organizations Jay Moonah [email_address]

A bit about Wild Apricot
Member management & website software
Focused primarily on small & medium nonprofits
Try it for FREE at wildapricot.com
Nonprofit technology blog
blog.wildapricot.com
Association Jam social news sharing site
associationjam.org
Questions?
Please contact me: [email_address] or 416-410-4059 x. 302

Top 10 Wild Apricot blog posts
Five of our 10 most popular blog posts were on Twitter or Facebook
Including the top three

In this session we’ll cover
Goals for your social media efforts
Identifying the right opportunities
Building your presence
Please feel free to ask for clarification or make comments any time

But, before any of that stuff...

Social media is NOT a magic bullet
It will NOT help if you…
… have no clear goals
… have weak, “me-centric” messaging
… have no staff or volunteers to lead the effort
… are not consistent and persistent
(And even if you do, it STILL may not help!)
Start with right expectations

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.”

For example, Facebook Causes… Source: Justin Perkins, Care2
Only 0.2% of Causes account for 40% of money raised
Only 513 of 180,000 have more than 20,000 supporters
Median donation is just $.01 per member
ROI on time invested estimated at 300:1 loss
Most raise 58% of donations from top 5 donors
20% from the top donor

It takes time
Beth Kanter, nonprofit social media guru
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 until you see results
http://beth.typepad.com/beths_blog/2008/10/how-much-time-d.html

So, why bother?

Social Media a Natural Fit for Causes People want to see themselves reflected in the kinds of causes nonprofits represent.

Social Media creates Real Connections Case study at http://tr.im/childfundcase “ We want to empower our supporters to tell us what they want and share information with us. Social media gives them an avenue to communicate with us, ask questions and give feedback. They can share their stories, photos, information with us or point us to other things they think we should be aware of.” David Hylton from ChildFund International

Volunteers Social media provides new ways for people to contribute to causes they care about.

It’s Hip to be Good!
Advertising Age launched GoodWorks section in April
Follows “corporate social responsibility and cause marketing”
http://adage.com/goodworks/

Your Goals

When to try social networking…
You’re doing well in other online channels
You have people dedicated to care & feeding
You’re willing to give up some control

Goals!
Grow membership
Increase event participation
Raise money
Social media CAN help with these

Growing Membership: North Mason Chamber of Commerce http://frankkennysblog.blogspot.com/2009/09/how-we-grew-our-membership-by-85-in-18.html

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

Event Participation: Blog Action Day 2008 http://www.visionaryblogging.com/services/case-studies/event-marketing/

Event Participation: Blog Action Day 2008
Goal: enlist bloggers in Blog Action Day 2008 to discuss global poverty
Activities:
Wrote regularly for event blog
Used Twitter to update supporters
Tracked event site traffic and social media activity
Activated volunteers & partners
Recruited more than 80 organizations as partners to assist with promotion
Recruited volunteers who translated website into more than 20 languages
Results?
12,800 blogs signed up to discuss poverty on October 15, 2008
17 of the 100 most popular blogs in the world participated
13.5 million people worldwide followed or participated in the event
http://www.visionaryblogging.com/services/case-studies/event-marketing/

Raising Funds: Critical Exposure http://www.frogloop.com/care2blog/2009/9/7/how-a-small-nonprofit-used-social-media-crowd-sourcing-to-wi.html

Raising Funds: Critical Exposure
Goal: earn a permanent spot on GlobalGiving “marketplace” website
Three weeks to raise $4000 from 50 donors, opportunity for bonus money
Message Saturation
Updated supporters via e-mail, Facebook, Twitter, website & more
Initial concern about over-messaging, but supporter asked for MORE
Empowered Supporters = Emotionally Invested Supporters
Asked supporters to be fundraisers, provided sample messages to post
Regularly updated supporters on the fruits of THEIR labour
Supporters “wore out the refresh buttons on their browser keeping tabs”
Result?
Raised over $15,000 from more than 600 individuals, $5000 in bonuses
http://www.frogloop.com/care2blog/2009/9/7/how-a-small-nonprofit-used-social-media-crowd-sourcing-to-wi.html

What do these cases have in common?
Clear, specific goals
Strategy and tactics for achieving those goals
Staff/volunteers dedicated to the program
Desire/need to create community evangelists
Willingness to adjust and learn on the fly
Measurable outcomes

Your Opportunities

Start by listening (1)
Search for your keywords on Twitter
Subscribe to search results RSS feed
Follow people who tweet about you or your cause

Find and follow people/organizations
http://wefollow.com/tag/nonprofit

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?

Ask your supporters and volunteers
Where are they active online?
What would they like to see you do?

Building Your Presence

You do not need to participate in every social media platform
Pick places where…
… your supporters are
… where you are comfortable
… features match your goals

Start small
Where should you start? Do your homework!
Best (Free) Sources of Social Media Audience Usage Research http://www.netsquared.org/blog/kanter/nptech-summary-best-free-sources-get-social-media-audience-usage-research

Don’t Just Broadcast
WWF tweets:
Their own links
Links to other
Retweets
Replies
Lists local accounts
http://twitter.com/wwf

Encourage Sharing
Create “talkability”
Ask for help (retweets, etc.)

Establish daily routine
Starting points:
http://www.chrisbrogan.com/define-a-social-media-system-for-yourself/
http://www.ducttapemarketing.com/blog/2009/01/22/my-social-media-system/

Establish regular reviews
What have we learned?
What has worked well?
What did not seem to have effect (so far)?
What should we change?
Are we moving toward our targets?
What should we adjust activities or targets?

Social Networks Fundraising & Advocacy ROI Calculator By Justin Perkins from Care2 http://www.frogloop.com/social-network-calculator

Resources
Wild Apricot Blog
http://blog.wildapricot.com/
Association Jam
http://associationjam.org/
Beth Kanter blog
http://beth.typepad.com/
FrogLoop Care2 blog
http://www.frogloop.com/
NTEN blog
http://www.nten.org/blog
TechSoup blog
http://blog.techsoup.org/
NetSquared blog
http://www.netsquared.org/blog
We Are Media SM Starter Kit for Nonprofits
http://www.wearemedia.org/

Thanks! Questions? [email_address] wildapricot.com Twitter/Facebook/Flickr/YouTube/LinkedIn: jmoonah

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Social Media Best Practices for Non-Profit & Public Sector Organizations - presented by Jay Moonah from Wild Apricot

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