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How to make social media work for your non-profit

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Ever wonder why none of your Facebook fans donate? Or how you could be the beneficiary of the next viral fundraising campaign? And what on earth to do if that happens? Or why your reach keeps going down?

This presentation gives you some of those answers.

Presentation given at #Insamlingsforum - the Swedish Fundraising Conference in 2015.

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How to make social media work for your non-profit

  1. 1. From «eh?» to effect! - in social media. © Beate Sørum 2015 FRII Insamlingsforum #Insamlingsforum - @BeateSorum
  2. 2. Faroe Islands
  3. 3. Faroe Islands «I haven’t seen my 
 friends in a while»
  4. 4. Faroe Islands «I haven’t seen my 
 friends in a while» Den- mark
  5. 5. Faroe Islands «I haven’t seen my 
 friends in a while» Den- mark «Haha. This will be fun
 to do to my Norwegian
 friends and family!»
  6. 6. Faroe Islands «I haven’t seen my 
 friends in a while» Den- mark «Haha. This will be fun
 to do to my Norwegian
 friends and family!» way north
  7. 7. Faroe Islands «I haven’t seen my 
 friends in a while» Den- mark «Haha. This will be fun
 to do to my Norwegian
 friends and family!» way north «HAARRGGHHH
 WE ARE VIKINGS!»
  8. 8. !Norway in May
  9. 9. @thalesnibsoeer
  10. 10. @thalesnibsoeer
  11. 11. @thalesnibsoeer *Boom* 
 - 3,5 million.
  12. 12. what sorcery is this?! https://www.flickr.com/photos/apocalust/5501439248
  13. 13. - Every fundraising director in the world, 
 post Ice Bucket «Make me a viral hashtag please.»
  14. 14. – Me «Fat chance!»
  15. 15. (by the way: omg watch out for hashtag campaigns!)
  16. 16. secret recipe for viral: omg!☺+ +♥
  17. 17. secret ingredient in recipe for viral:
  18. 18. secret ingredient in recipe for viral: not you.
  19. 19. We have to talk about slacktivism.
  20. 20. Polar Plunge: 18-30 years first time donors substantial donations ($25-50)
  21. 21. Polar Plunge: 18-30 years first time donors substantial donations ($25-50) ..and we say they are giving for the wrong reasons?!
  22. 22. «a middle class wet t-shirt contest for sofa clicktivists» http://blogs.telegraph.co.uk/technology/ willardfoxton2/100014135/the-ice-bucket- challenge-a-middle-class-wet-t-shirt- contest-for-armchair-clicktivists/
  23. 23. «You don’t get to call yourself a philanthropist after dumping a bucket of ice on your head»http://www.vice.com/ read/dumping-a-bucket- of-ice-on-your-head- does-not-make-you-a- philanthropist-813
  24. 24. «Just donate the damn money and don’t post it online» http://www.slate.com/blogs/ future_tense/2014/08/12/ icebucketchallenge_you_don_t_ne ed_an_ice_bucket_to_donate_to_al s_research.html
  25. 25. age
  26. 26. age profitable for DM aquisition
  27. 27. age profitable for DM aquisition seek us out on facebook!
  28. 28. age
  29. 29. age
  30. 30. age
  31. 31. 4TIMES MORE likely to DONATE
  32. 32. 2TIMES MORE likely to VOLUNTEER
  33. 33. 8 million £ for #nomakeupselfie
  34. 34. 8 million £ for #nomakeupselfie million NOK for #HoppiHavet3,5
  35. 35. 8 million £ for #nomakeupselfie million NOK for #HoppiHavet3,5 100million $ for #IceBucketChallenge
  36. 36. !Slacktivism is a MYTH
  37. 37. Communication used to be EASY
  38. 38. sender receivermessage
  39. 39. sender receivermessage
  40. 40. sender receivermessage
  41. 41. sender receiver
  42. 42. CCBY-NC2.0 http://www.flickr.com/photos/tollaksen/328642857/in/photostream/ You.
  43. 43. «Everything on the internet is accelerated direct marketing.» -Unknown from twitter
  44. 44. 4 things THE BESTdo right
  45. 45. 📢 1. The best create a unified voice.
  46. 46. Why someone needs us is still the same Who are you talking to? CC BY 2.0 https://www.flickr.com/photos/calliope/6025359063/in/photostream/
  47. 47. Why someone needs us is still the same Who are you to them? CC BY 2.0 https://www.flickr.com/photos/calliope/6025359063/in/photostream/
  48. 48. Theyare your guide, not the channel.
  49. 49. identity identity identity identity identiy identity identity identity identity identity identityidentity identity identity identity identity identity identity identity identity identity identity who are you? identity
  50. 50. «[state] to restrict use of pesticide linked to bee deaths [link]»
  51. 51. «The nature lover»
  52. 52. Enthusiastic Knowledgable Not a professor! A voice for nature Informal Helpful A little geeky «The nature lover»
  53. 53. Enthusiastic Knowledgable Not a professor! A voice for nature Informal Helpful A little geeky Voice and tone create unity «The nature lover»
  54. 54. «[state] to restrict use of pesticide linked to bee deaths [link]»
  55. 55. «Yes! You have stopped [state] from using this pesticide that kills bees! We’re buzzzed! [link]»
  56. 56.
  57. 57. «We just wanted to reach a younger audience» (Marketing director, paraphrased)
  58. 58. http://replygif.net/1288
  59. 59. http://replygif.net/1288
  60. 60. «We just wanted to reach a younger audience» (Marketing director, paraphrased)
  61. 61. Voice creates your personality
  62. 62. Tone fits the occasion. Voice creates your personality
  63. 63. ⌖ 2. The best have targeted, strategic communiation.
  64. 64. sender receivermessage
  65. 65. sender receivermessage what do you want to achieve?
  66. 66. 2015 Week 1 Week 2 Week 3 Week 4 January February March April May June July August September October November Desember
  67. 67. Facebook What Goal Style Type Monday
  68. 68. Facebook What Goal Style Type Monday New course out
  69. 69. Facebook What Goal Style Type Monday New course out Signups to course
  70. 70. Facebook What Goal Style Type Monday New course out Signups to course Informative and welcoming
  71. 71. Facebook What Goal Style Type Monday New course out Signups to course Informative and welcoming Link
  72. 72. Facebook What Goal Style Type Monday New course out Signups to course Informative and welcoming Link Tuesday
  73. 73. Facebook What Goal Style Type Monday New course out Signups to course Informative and welcoming Link Tuesday Impact-story
  74. 74. Facebook What Goal Style Type Monday New course out Signups to course Informative and welcoming Link Tuesday Impact-story Sharing - knowledge
  75. 75. Facebook What Goal Style Type Monday New course out Signups to course Informative and welcoming Link Tuesday Impact-story Sharing - knowledge Emotional
  76. 76. Facebook What Goal Style Type Monday New course out Signups to course Informative and welcoming Link Tuesday Impact-story Sharing - knowledge Emotional Image
  77. 77. Facebook What Goal Style Type Monday New course out Signups to course Informative and welcoming Link Tuesday Impact-story Sharing - knowledge Emotional Image Wednesday Ask for text donations Money in Response- triggering Status Thursday Political news Signatures Provocative Link Friday Share X’s fundraiser Likes Easy Friday entertainment Image
  78. 78. honour microcopy - write in pairs Kilde: http://www.flickr.com/photos/nathaninsandiego/3839051662/sizes/l/
  79. 79. Welcome to awards ceremony in the "NM in healthy street food 2014" Thursday 27 November at. 12 
 
 Opplysningskontoret for fruit and vegetables - frukt.no have for the first time held NM in healthy street food where the purpose is to motivate players in the fast food industry…
  80. 80. blue link of death Welcome to awards ceremony in the "NM in healthy street food 2014" Thursday 27 November at. 12 
 
 Opplysningskontoret for fruit and vegetables - frukt.no have for the first time held NM in healthy street food where the purpose is to motivate players in the fast food industry… ➡
  81. 81. blue link of death Welcome to awards ceremony in the "NM in healthy street food 2014" Thursday 27 November at. 12 
 
 Opplysningskontoret for fruit and vegetables - frukt.no have for the first time held NM in healthy street food where the purpose is to motivate players in the fast food industry… ➡
  82. 82. blue link of death Welcome to awards ceremony in the "NM in healthy street food 2014" Thursday 27 November at. 12 
 
 Opplysningskontoret for fruit and vegetables - frukt.no have for the first time held NM in healthy street food where the purpose is to motivate players in the fast food industry… ➡
  83. 83. important link Welcome to awards ceremony in the "NM in healthy street food 2014" Thursday 27 November at. 12 Opplysningskontoret for fruit and vegetables - frukt.no have for the first time held NM in healthy street food where the purpose is to motivate players in the fast food industry to serve food with more fruits and vegetables. Thursday 27th November there will be a prize giving at the town square in the Food Hall where the winners of the 'best garnish / accessories' and 'best finish, quick meal' will be crowned. It will be served tastings from one of the winners and entertainment will be by foodie and artist Jørn Hoel. More information and registration: http://www.mathallenoslo.no/ hva-skjer/sunn-veimat Welcome to the awards ceremony! ➡
  84. 84. ⚁ important link ➡
  85. 85. ⚁ important link ➡
  86. 86. Always re-write 5 times
  87. 87. 1. Chronological Always re-write 5 times
  88. 88. 1. Chronological 2. Structured Always re-write 5 times
  89. 89. 1. Chronological 2. Structured 3. Shortened Always re-write 5 times
  90. 90. 1. Chronological 2. Structured 3. Shortened 4. Improve language Always re-write 5 times
  91. 91. 1. Chronological 2. Structured 3. Shortened 4. Improve language 5. That great idea Always re-write 5 times
  92. 92. ♡ 3. The best will see & listen - become a friend
  93. 93. Amanda Palmer
  94. 94. 25.000 sold 💿
  95. 95. 25.000 sold 💿Record company:
  96. 96. 25.000 sold 💿👎Record company:
  97. 97. 25.000 backers on kickstarter
  98. 98. 25.000 backers on kickstarter 1.2 million dollars.
  99. 99. Photo:@martiiine Real stories
  100. 100. 5.000
  101. 101. REAL emotions
  102. 102. CC BY-NC-SA 2.0 https://www.flickr.com/photos/damiel/2498956487
  103. 103. #Krafttakmotkreft Photo:@junekimiko
  104. 104. 20.000 thank you’s
  105. 105. «Thank ALL the donors» Source: fundraisergrrl.tumblr.com
  106. 106. «Thank ALL the donors» Source: fundraisergrrl.tumblr.com
  107. 107. 🐦
  108. 108. Have fun!
  109. 109. 4. The best are prepared for anything.
  110. 110. 1. Discover and confirm 2. Alert and prepare 3. Take «control» 4. Aknowledge 5. Celebrate and have fun 6. Relax. Enjoy. Have fun!
  111. 111. Thanks for listening! http://about.me/beatesorum Questions?

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