Social Media for Non-Profits Workshop
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Workshop at Mesh Conference

Workshop at Mesh Conference
Social Media for Non-Profits
Great Opportunity? Colossal Waste of Time?
The answer is YES

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Social Media for Non-Profits Workshop Presentation Transcript

  • 1. Social Media for Non-Profits Great opportunity? Colossal waste of time? The answer is YES Mesh conference workshop April 2009
  • 2. Context
    • Workshop format
      • feel free to jump anytime with ask questions/comment
      • Sharing my current thinking and looking to learn from you
    • Who is this for
      • People working for/ volunteering in small non-profits
      • Trying to figure out how to [eat this social media elephant]
    • Will publish this on Wild Apricot blog on Wed Apr 8 so that you can easily access links
  • 3. About me
    • Chief Apricot @ Wild Apricot
    • Wild Apricot software
      • Web-based software for small non-profits (15,000 and counting)
        • Website hosting / CMS
        • Membership management
        • Events calendar/registrations
        • Donations
      • For associations, charities, clubs…
      • ( really small: most are all-volunteer-based or 1 staff person)
    • Wild Apricot non-profit technology blog
      • (#1 in Google Search as of April 6th)
      • Writer: Rebecca Leaman
  • 4. Wild Apricot Blog - top 10 posts of all time ~250 posts in total in the last 2 years. Variety of topics - polling tools, fundraising widgets, online collaboration etc. etc.
  • 5. Social media for non-profits
      • Tons of free advice available online – blog posts, presentations, videos
        • (Blog post is in the works on Wild Apricot blog with a list of best presentations we found)
      • Millions of people are on social media websites
      • Great success stories abound
      • Excellent examples to learn from
      • Tools are free
  • 6. Charity:Water Twestival
  • 7. But…
    • It’s easy to start
    • It is exciting and fun to tweet, friend people on Facebook and post picture on Flickr
    • It’s easy to spend lots of time on social media websites and have a warm fuzzy feeling inside
      • and get no results to show for it
  • 8. Charity: Water second look
    • 202 cities, total raised ~$250,000
      • a bit over $1000/city raised
      • Worked because of many talented and passionate volunteers contributed hundreds of hours of their time
    • What if there are 25 charities next month trying to use a similar strategy?
      • I doubt each will raise $250,000
      • Or that they will be able to find people to rally their communities to the same degree
  • 9. 2007: The Long, Long Tail of Facebook Causes
    • July 2007 research by James O’Malley and Justin Perkingsat frogloop.com
  • 10. Is it different now?
    • Maybe
    • The pattern probably still holds
    • More people on social media websites
    • BUT many more non-profits are competing for attention and donations
  • 11. Start with right expectations
    • Setting up your profile on Facebook and starting to post messages on Twitter will NOT magically produce results
    • If your website is ugly and outdated, it is unlikely that your social networking profile will be much different
    • If you do not regularly update your website or blog, how will your ensure regular and consistent social media messaging?
    • If you do not have a habit of listening to your community, it will not be easy to acquire
  • 12. 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
  • 13. Are you prepared to invest time and effort ?
    • What will you have to stop doing to find time for social media initiatives?
    • Do you have the drive to keep you going?
    • Do you have the discipline?
    • Do you have the right people?
  • 14. Walk before you run
    • Do you have a blog?
    • Do you regularly and consistently update it (at least twice a week)?
    • Do you track readers/subscribers? (Google Feedburner
    • Do you read/answer to blog comments?
    • (incidentally, for many small non-profits, the answer is No to most questions above)
    • No sense to start new online initiative in social media if your current activities are inefficient
  • 15. Social media is not a strategy
    • But a great tactic/ tool
    • Can be lots of fun
    • Will not help your non-profit if
      • You have no clear goals
      • Your messaging is weak and me-centric
      • You do not have good organizers to lead the effort
      • You are not persistent
  • 16. What are your goals?
    • What do you want to happen by when?
      • Attract donors
      • Attract volunteers - identify super-activists
      • Generate visits to your website from Social media
      • Gain insights into what your audience needs, wants, or thinks about your cause
    • Good starting points:
      • Dosh Dosh blog: Social Media Marketing Campaigns: How to Set Goals and Define Your Target Market  
      • We are media: Module 6: Social Media ROI
    • Superficial and vague answers are not enough. Use ‘ 5 Whys ’ approach to dig deeper
  • 17. Unicef example
  • 18. Quantify!
    • It is easy to stay at the level of generalities
    • Harder to come up with hard targets
    • Very hard to measure your actual results
    • What you need is to draw a line of sight from your activities to intermediate results (Twitter followers and Facebook friends) to end goals like donations raised
  • 19. Non-profit Web 2.0 Facebook group
    • Almost 2000 members
    • Success?
  • 20. Not really
    • Not much content or engagement
    • 6 videos
    • 18 photos
    • 143 wall posts
      • Sometimes a week or two goes before any new content
      • High ratio of marketing/spam
      • Everybody is shouting, nobody seems to be listening
  • 21. ROI calculator
    • Frogloop online ROI calculator for Social network campaigns by Justin Perkins
  • 22. What’s your message?
    • Recycling old marketing campaigns in social media does not work
    • Rethink and change your perspective:
    • Chris Houchens , Shotgun concepts: Marketing a non-profit organization  :
      • From static organization-centric press-releases
      • Us
      • Here's what we are doing
      • Send us money
    • To audience-centric story-telling, creative and fun
      • Here are results,
      • Here's how it affects you,
      • Send us money,
      • Here are the results from your money etc.
  • 23. You do not need to participate in every social media platform
  • 24. Start small
    • Pick 1 or 2
    • Do your own research
      • Best (free) Sources To Get Social Media Audience Usage Research
    • As a shortcut – if you are just starting right now, go with Facebook and Twitter
  • 25. Start by listening (1)
    • Search for your keywords on Twitter, subscribe to search results RSS feed, follow people
  • 26. Start by listening (2)
    • Find and follow people/organizations
      • http: //wefollow .com/tag/nonprofit
  • 27. Start by listening (3)
    • Conduct a Facebook research
      • what other nonprofits in your area of interest have a presence ?
      • what kind of support they're receiving there --fans, message wall
      • What is being discussed?
  • 28. Learn from others on Facebook
  • 29. Faceboook – Groups vs. Pages
    • Source: Jason Falls Facebook Group and Brand Page Best Practices
    • Gets even more complicated  - also Facebook Causes
  • 30. Learn from others on Twitter
  • 31. NWF on Twitter
  • 32. Establish daily routine
    • (If you really want to have anything else done)
    • Allocating specific time slots is better than constant distraction
    • Starting points:
      • Chris Brogan: Define a Social Media System for Yourself
      • John jantsch : My Social Media System
  • 33. Weekly and monthly 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 change in our activities and/or our targets?
  • 34. Resources
    • Wild Apricot Blog
    • Beth Kanter blog  
    • FrogLoop Care2 non-profit online marketing blog
    • NTEN blog
    • TechSoup blog
    • NetSquared blog
    • We Are Media - The Social Media Starter Kit for Nonprofits