Social Media for Grantees


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Foundations can take the lead by integrating social media strategy capacity building within their partnerships with grantees.

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  • Foundations as leaders in intentional, strategic communications can be leaders by providing resources to increase grantee communications and social media capacity and impact
  • Two foundations with different approaches – both working in that space. Melissa is going to talk about The Patterson F approach and Brooke will talk about TDE approach. We’d like the second half of the session to be a share and learn from each other and go through some tools. Who thinks yes? Who thinks no?
  • [not talking to each other] If you saw the Center for Effective Philanthropy’s summer report, you know the answer is like these two seagulls. The median asset size of the 34 foundations included in this research is roughly $370 million, and the typical foundation in this group grants $17 million annually. These foundations represent a mix of types, including private, community, and health conversion funders.The individual at the grantee organization who responded to our survey is most often in a leadership position.
  • Before we share some of our own experiences, I wanted to point out this July 2012 report from the Center for Effective Philanthropy – The major theme of the report was that grantees have limited engagement with funders on social media.For a number of reasons:Don’t know they existDon’t find the information usefulWe’re staring a discussion today that will help change this
  • As a sector, we’re starting to hear collective pieces of what social media success looks like (just at the Communications Network conference in Seattle). So what are they?
  • As funders, we have an opportunity to become leaders and advocatesincreasing grantee social media and communications capacity
  • This is just one example of the benefit of a strong funder/grantee relationship. Sharing the accomplishments of grantees means we’re sharing how our funding – and whatever we’re doing beyond our checks – are making a difference. We’re in the making a difference business and sometimes we forget how communications is absolutely vital to demonstrating our relevance.
  • Challenge conventional thinking – your funding is important but there is an opportunity to think beyond the check. Adding strategic communications value as part of the grant through human capital and expertise. We’ll share an example of that in a couple of minutes.
  • Share benefits of solid communications and social media strategy. It might be gathering an army of advocates. It might be raising more money. It might be raising awareness. Helping grantees with social media can mean you’re helping build the digital bond among your organization, those you fund and the people who are helped.BE THE CHAMPIONThe biggest challenge you’ve said is having others embrace social media; Someone has to be the championEducate – social media can be mysterious to others, especially those outside of the communications space. Address the worst that can happen up front Know their learning styleEmphasize value in connections and conversations. Ask “what’s the worst thing that could happen?” and then take steps to prepare for that. Have an internal roadshow that talks about working with an open and networked mindset (don’t even get into minutia of tools)Share success stories of othersDocument – especially early on in a social media program, you’re not necessarily going to be able to demonstrate ROI on a weekly basis. Building a community and a movement takes time. Set quarterly reporting check-ins and share screen shots of RT’s, mentions, shares, likes and comments Identify social media advocates already on your team Bottom line – remember that movements are meant to engage people social media is a piece of a larger communications plan to do that
  • What’s the bottom line? There’s room to be really intentional about the role communications – and more specifically social media can play.
  • As Roxanne said, The Patterson Foundation chooses partners rather than award grants. When we enter into a relationship communications alignemnt in written into our contracts. This isn’t simply requiring them to submit a plan. WE WORK TOGETHER to create the plan to support our partnerd.
  • We’re very serious and intentional about making sure our partners are successful with communications. Even before we create a contract, our partners know working with us means we will be bringing communications, tech and financial expertise to the table. We do this in the form of consultants. There are several paths our value beyond the check can take in communications, but generally follows this:Working with partners to discover gaps or areas where our support will help take things from good to great Once we’ve identified areas where our human capital resources would make the most difference, we set up and tailor training (sometimes one on one, sometimes group) We also bring strategic support and resources to the table – whether its engaging our consultants to help with developing sponsorship strategies, etc.Part of partnership includes a communications discovery – funder finds gaps in capacity
  • Part of partnership includes a communications discovery – funder finds gaps in capacity. One hour interview. Cover everything frpm strategy and crisis communications to branding and digital media considerations.
  • An example of how we delve into digital communications
  • Become a resource and – with input from partners – create resources or share resources they will find valuable. At TPF we use aToolbox portal of resources – accessed via a login section on our website
  • When is the last time you asked yourself that question? Providing strategic consulting and resources means nothing if partners don’t find value in it.
  • I’m going to share an example of the kind of results we were able to achieve with our partner the Arthritis Foundation Florida Chapter. To give you some background, our partnership began with them in 2010 to honor the life of our benefactor who lived with debilitating Rheumatoid arthritis. As we said when we enter into partnerships you get the entire communications consulting team, including strategy, PR, creative concepting, interactive and social. We began working with them specifically to uplift their annual state-wide Jingle Bell Run/Walk events.
  • It would have been easy to write a check for the events and leave at that but that certainly wouldn’t be a good example of how The Patterson Foundation partners. Here’s a snap shot of the ways we worked with the Arthritis Foundation Florida and its staff.
  • Remember the approach was a formulaic strategic plan based on social media
  • The first platform can really become the hub of your social media efforts if you take special care to create really good content. Your blog has the potential to feed Twitter and Facebook and showcase great photo or video content. Blogs bring the passion of your community to life and gives you a platform to share stories.Think about what keeps you interested – visuals? Video? Short posts? All of the above? Interesting blogs diversify.
  • Have a blog policy – For example, we created a social media specific to how we work.Provide training or templates – we had a really rigourous training program for consultants who were scared about social media when we first started working with them, so the training was a huge part of our success.
  • The first tool we’re highlighting is Facebook for its reach, flexibility and
  • Here’s an example where a movement was driven in part by Facebook Equal voice for America’s families began with support from the Marguerite Casey Foundation – a foundation that supports movements. 2007 Equal voices for American families two questions
  • These are some of the benefitsTPF Twitter conversations have global reachMap out growth
  • This is an interesting example. This movement started with a video. Think about how we talked about creating content as the driver. This started with a video.
  • If you take a celebrity and take twitter this is how powerful it can be
  • Not only did Oprah tweet, but because Oprah tweeted it – look at the celebrity support that followed
  • Just wanted to take a look at some secondary sites that could feed your main networks. One is Pinterest. If we’re talking about harnassing passion, Pinterest is a virtual pinboard that lets people share images and links to beautiful things. People use Pinterest to share info about things they care about. Home Décor. Crafts. Food. Their Kids.In January 2012, people were spending about 89 minutes on Pinterest18.7 million unique visitors in April 2012 (launched in September 2011)
  • Demographics are heavily women, including moms. Moms are using it for crafts, home décor ideas but a lot of what they share are kid-centric. Teachers are using it to share ideas.I did a quick search for “education” and more than 200 boards showed up
  • I did a quick search for “education” and more than 200 boards showed up
  • Social Media for Grantees

    1. 1. * You can help grantees love it, too#SECF12 #SocialGrantees
    2. 2. Brooke Bailey, Sisters of Charity Foundation of South Carolina @BrookeUSC (Tweets for @SCFSC) Brooke is the Senior Director of Communications for Sisters of Charity Foundation of South Carolina, which works to address the needs of the poor and underserved in South Carolina. Melissa Thompson, The Patterson Foundation/MagnifyGood @melissathomps (Tweets for @magnifygood @ThePattersonFdn) Melissa is the social media lead for The Patterson Foundation and Director of Social Innovation at MagnifyGood.#SECF12 #SocialGrantees
    3. 3. Learning and Sharing Foundations can be leaders in intentional, strategic communications skill building Real-world examples of how social media can be used to support and advance partnerships between foundations and granteesAction steps to begin, improve, and expand efforts#SECF12 #SocialGrantees
    4. 4. Do foundations and grantees interact on social media? #SECF12 #SocialGrantees
    5. 5. #SECF12 #SocialGrantees
    6. 6. @CEPData#SECF12 #SocialGrantees
    7. 7. #SECF12 #SocialGrantees
    8. 8. #SECF12 #SocialGrantees
    9. 9. #SECF12 #SocialGrantees
    10. 10. #SECF12 #SocialGrantees
    11. 11. #SECF12 #SocialGrantees
    12. 12. #SECF12 #SocialGrantees
    13. 13. Steps to Success-Discover Gaps- Training- Strategic Support- How did we do? #SECF12 #SocialGrantees
    14. 14. Discover and identify gaps#SECF12 #SocialGrantees
    15. 15. Are you ready for social media?-Goal- Core Message/Key Message- Audience- Strategies- Tactics/Vehicles- Measure Success
    16. 16. Build confidencethrough training
    17. 17. How are we doing?
    18. 18. Inspire Philanthropy and Generosity. Encourage Participation. Raise Awareness.
    19. 19. 2010-2011- Issue a $500,000 match for donations- Matched funds seed an endowment- $50,000 Facebook challenge- $35,000 in assistance with sponsorshipbuilding, developing and negotiating media 2011-2012partnerships, promoting events using social $250,000 matching challengemedia, public relations strategy Strategic communications support through month-long webinar training series leading up to JBR kickoff
    20. 20. Partnership Success2010-2011 AFFC raised $331,000 before the matchFacebook challenge - $48,100 (just shy of goal but gained more than 4,000 followers inthree weeks)Including the match, 318-percent increase in funds raised from 2009Event participation increased 57 percent Number of sponsors increased 176 percent Number of volunteers increased 138 percent In two years, more than $1.7 million for arthritis
    21. 21. Yes We CAN:Investing in Improving Nonprofits through Social Media A ministry of the Sisters of Charity Health System
    22. 22. Carolina Academy for Nonprofits (CAN)
    23. 23. Carolina Academy for Nonprofits• Established in 2008• Builds the capacity of nonprofits and shares best practices and lessons learned• Range of workshops• Nonprofit Leadership Certificate Program - 9 Credit Graduate-Level Program - Accredited by the Southern Association of Colleges and Schools (SACS)• Nonprofit Leadership Development Program
    24. 24. CAN: Workshops• More than 40 workshops• More than 600 participants, representing 420 nonprofit organizations addressing poverty in 42 counties across the state, have attended a Carolina Academy for Nonprofits workshop• Distance learning sites: Charleston, Florence, Greenwood, Pawley’s Island, Spartanburg and Canton and Cleveland, Ohio
    25. 25. CAN: Workshops• Topics include: board governance, communications and marketing, conflict management, diversity and inclusion, employee and volunteer development, ethics, evaluation, grant writing, financial management, fundraising, partnerships and sustainability, social media, strategic planning, team skills …
    26. 26. Social Media Workshops
    27. 27. Social Media Workshops• Why• Types• Strategies• Nonprofit examples• Assignments/activities• Learn from each other• Hands-on
    28. 28. Social Media Workshops
    29. 29. Evaluating and Measuring Change• 2008: 75% of participants said they high confidence in their ability to utilize social media to promote the mission of their organization• 2009: 85% of participants said they high confidence in their ability to use social media to promote their organization• 2010: 83.5% of participants said they had a high confidence in their ability to utilize social media to promote their organization increased• 2011: 79% of participants said they high confidence in their ability to access various social media online tools
    30. 30. Evaluating and Measuring Change• Describe one thing you will now be able to do or do differently as a result of this workshop? “Utilize the vast amount of social media options to increase the presence of the organization.” “Hands on work with social media-practice and learn.” “Link all my accounts for my organization. I think I will start a blog for St. Lawrence Place now too!”
    31. 31. Evaluating and Measuring Change• Describe one thing you will now be able to do or do differently as a result of this workshop? “I created a Twitter account and plan to create a YouTube nonprofit account.” “Use resources other than Facebook.” “Will create a Twitter account and start utilizing both Facebook and Twitter on a regular basis. Thank you so much!”
    32. 32. Evaluating and Measuring Change• Quotes from Social Media Workshop Participants“After this workshop, I plan on utilizing social media tools such as Facebook and e-newsletters. The ‘elevator speech’ was also a helpful thought/tool that we could refine and use. Thanks for everything!” “Dynamic teachers!” “Not only have these two workshops been the best two workshops Ive attended since entering the nonprofit field, but their quality and usefulness has exceeded every paid workshop Ive been a part of.”
    33. 33. Beyond In-House Workshops• Workshops and presentations for other organizations• Technical assistance
    34. 34. Beyond In-House Workshops• Workshops and presentations for other organizations• Technical assistance
    35. 35. Success Stories• Media Partnership• New supporters (volunteer, donor, event attendee)• Daily exposure: Constant contact led to connection and increased giving following mailed appeal letter• Show donors and supporters their Return on Investment (ROI)
    36. 36. Platforms
    37. 37. DigitalStorytelling – Spotlight on blogs
    38. 38. Spotlight on blogs1) Benefits - Owned media - Drive search - Low cost to set up - Thought leadership
    39. 39. i Facebook+ “Super Platform”+ Reach (900 million people on Facebook)+ Flexible (connect publicly and privately)+200 Million average daily visits on mobile devices+ Average time on site per visit: 23 minutes+ Connection point to others forms of social media+ Geo targeting
    40. 40. Partnership with Marguerite Casey Foundation and its granteesBegan by asking two questions:What would a nationwide movement aimed at raising the voices of poor and working familieslook like?What would it take to spark and sustain a movement that ensured that those voices wereheard, not on a single issue but across all issues that affected their lives?
    41. 41. Twitter+ Global and local community+ Research & discovery platform+ Real-time chat and conversation tool+ Driver of direct traffic+ 250 million tweets per day
    42. 42. Idea: 30-minute video to makeUgandan warlord Joseph Kony“famous”Started: Kony2012 Initiativelaunched in March by theInvisible Children nonprofitSpread: #stopkony on Twitterand celebrity interest
    43. 43. #stopkony: Spotlight on Twitter
    44. 44. #s #stopkony celeb supporters @rihanna – 15.3 million @KimKardashian – 14.2 million @NickiMinaj – 10.3 million @RyanSeacrest – 6 million @BillGates – 5.7 million @iamdiddy – 5 million
    45. 45. i
    46. 46. i
    47. 47. iEducation