MyCharityConnects Halifax [2010 10-06]


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Getting Your Board on Board – Feeling anxious about telling your Board you need a Twitter strategy? Is your Board skeptical of the value and return on investment social media can provide? Or, do they have unrealistic expectations that you’re going to sign up on Facebook today and raise $1 million tomorrow? Either way, get the information you need to manage your Board’s expectations around social media. Find out the best ways to present the value and tangible benefits of social media to get your Board on-side.

Social Media Planning – Now that you’ve got your staff and board excited about social media, what’s next? Like most plans, it starts with a strategy, one that’s based on a desire to build relationships. What does a social media plan look like? What are the key elements? Where should you dedicate your time and how can you make most of your efforts? This session will present strategies and tactics you can employ, and will touch on how it all ties into the communications plan you’ve already got.

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MyCharityConnects Halifax [2010 10-06]

  1. 1. MYCHARITYCONNECTS Halifax, Nova Scotia October 6, 2010
  3. 3. Today’s Presenter Zenia Wadhwani Director, Program Development
  4. 4. What is CanadaHelps? A public charitable foundation that provides accessible and affordable online technology to both donors and charities. For Charities A cost-effective means of raising funds online. For Donors A one-stop-shop for giving. CanadaHelps is a charity helping charities.
  6. 6. What is Social Media?
  7. 7. • Online • Interactive TECHNOLOGY • Conversational • Real Time • User driven • Transparent SOCIAL • Engaging • Inclusive • Genuine
  8. 8. So-cial Me-d-ia [soh-shuhl mee-dee-uh] Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers. Stolen from Wikipedia
  9. 9. So, why is that complicated?
  11. 11. “Our organization is based on people-to-people interactions.” #1
  12. 12. Connecting and communicating online is still people to people and is very much about building community.
  13. 13. Changes the “how you do”, not “what you do”.
  14. 14. Visible connections Broader reach Community building opportunities
  15. 15. More opportunities More supporters for peer-to-peer communications = More volunteers More donors
  16. 16. GivingPages Examples
  17. 17. “Online fundraising isn’t raising enough money.” #2
  18. 18. More Donors Online 4% Proportion of overall online funds to charities in 2004 9% Proportion of overall online funds to charities in 2008
  19. 19. Online Giving Outpacing Offline Giving - 5% Charitable giving in 2008 Online giving in 2008 + 30%
  20. 20. Online Giving Median (U.S.) 2008 $104 2007 $81 2006 $57
  21. 21. An online presence isn’t only about $$$. It is a source of information for your donors.
  22. 22. Provides a different way to get information to your supporters in a timely way
  23. 23. Are you doing it right? Successful results are cumulative and they take time and effort.
  24. 24. A visitor who is satisfied with their experience with a nonprofit website is 49% more likely to give than one who was dissatisfied with the overall experience
  25. 25. Do you have a Donate Now button?
  26. 26. “It’s a fad.” #3
  27. 27. Internet Usage by Canadians Canadian Population About 34.1 Million Internet Users About 29 Million 85%
  28. 28. Government Mayor Miller Prime Minister Harper (Toronto) on YouTube on Twitter
  29. 29. Businesses
  30. 30. Media CBC Globe and Mail
  31. 31. Prominent Canadians
  32. 32. Nonprofits and Charities
  33. 33. It’s Here to Stay
  34. 34. “Our donors aren’t interested in donating online or using social media.” #4
  35. 35. Who’s Giving Online? Millennials 3% Silent The most Generation 15% significant characteristic Gen X 30% associated with online giving is higher education. Baby Boomers 52%
  36. 36. 16+ million users in Canada Percentage of Users by Age Group By Gender 5.2% 57% 16.3% 29.4% Aged 18-24 Female Aged 25-34 Aged 35-44 43% 18.4% Aged 45-59 Male 29.2% Aged 60+ 5,500,000 6,000,000 6,500,000 7,000,000 7,500,000
  37. 37. 11th most visited site in Canada Most active users age range 25-34 With 35-44 year-olds trailing right behind 45+ and <24 are under-represented
  38. 38. Do these people look like your donors?
  39. 39. “Why change what works?” #5
  40. 40. Because the way we communicate is changing.
  41. 41. Look to the future … Future donors will be expecting these tools and interactions.
  42. 42. Importance of Adaptability • Use for different initiatives • For experiments • Flexible
  43. 43. Mobilization • Calls to action reach supporters faster • React to current events (e.g. Haiti earthquake)
  44. 44. “Online donors are not really engaged.” #6
  45. 45. • More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week on Facebook. • There are over 40 million items shared on Twitter. People are sharing and chatting more online than offline.
  46. 46. Engagement isn’t just what happens online, those conversations continue offline.
  47. 47. 41% of online donors describe themselves as ‘loyal’ to the causes they support, compared to 26% of offline donors.
  48. 48. 59% of online donors would urge others to support the same cause ... compared to 34% of offline donors.
  49. 49. Ladder of Engagement* Happy Bystanders Spreaders Donors Evangelists Instigators Create Solicit Money Share Listen Supporter Involvement *Adapted from Beth Kanter
  50. 50. “It’s too risky. What if people say something negative?” #7
  51. 51. They’ll talk about you anyway, so start a dialogue with your critics.
  52. 52. Keep your message strong.
  53. 53. “How will we know if we’re successful?” #8
  54. 54. Define success in the beginning.
  55. 55. Hard Stats • # of followers or fans • Amount of comments • Click-throughs • Amount donated
  56. 56. Balance quantity with quality.
  57. 57. Soft Facts • Types of conversations • Feedback from supporters • Quality of comments
  58. 58. “It takes too much time and costs too much!” #9
  59. 59. Online Communication is Fast • Online tools let you reach supporters more quickly • More convenient and simple than other ways of communicating
  60. 60. Many Tools Are Free Time and personnel investment still required.
  61. 61. Not a cure-all; planning and integration is still important.
  62. 62. Can you afford to not be online?
  63. 63. DID YOU KNOW?
  64. 64. Credits Ladder of engagement: adapted from Beth Kanter Internet Statistics: Internet World Stats Facebook Statistics: Facebook Ads Blackbaud Index of National Fundraising Performance, April 2009 ForeSee Results - Nonprofit Website Survey, Spring 2009 Chronicle of Philanthropy, May 2009 DonorTrends, 2005 2006 donorCentrics Internet Giving Benchmarking Analysis Jakob Lodwick by Zach Klein ( Pedrosimoes7 - Exchanging life experience ( Solitaire Miles - Torch and Jazz ( dave_mcmt - CCDHS Classroom, Miles City ( AnyaLogic - coffee talk ( The first few steps by Wildxplorer (
  65. 65. Your Turn
  66. 66. SOCIAL MEDIA PLANNING October 4, 2010
  68. 68. Traditional Media
  69. 69. Social Media
  70. 70. Traditional Media (Web 1.0 ) vs. Social Media (Web 2.0) Few Many Many Many • Traditional media was about publishing. • Social media is about networks and community.
  71. 71. Social media isn’t a strategy • Social media is a tool for accomplishing your goals • Start with the question “what are my goals?” NOT “I want to build a social media presence”
  72. 72. Social Media Tools WordPress Delicious • Free blogging service • Social bookmarking service • Expansion features with fee • Let’s you find similar websites Facebook Twitter • Micro blogging service, • Social networking website • 140 character limit • Suite of features Second Life YouTube • Online virtual world • Video sharing website • Explore using avatar • Free to upload and share Flickr Digg • Photo sharing website • Social news website • Can comment on photos • People vote on news articles
  74. 74. Is Your Board on Board? Has senior management and Board members come onside with investing in social media … not because of the hype, but because they understand the stats and the future of communications?
  75. 75. Social Media Policies Help to: • Set expectations • Educate staff and volunteers • Protect your brand • Avoid legal liability • Clarify the reasons you use social media
  76. 76. The Changing Nature of Communications • Things happen much quicker, easier, faster • You WANT people to talk about your organization • There’s only so much control
  77. 77. Capacity Issues • Do you have the internal skills, expertise and time internally to use social media effectively • Poll your staff and volunteers: you might have an expert blogger in your midst!
  78. 78. Keep Expectations Realistic • Success takes time and effort • Not a magic bullet of new revenue
  80. 80. Desired Outcomes • What are your current marketing, fundraising or programming goals? • What desired outcomes do you wish to achieve? • Can social media tools be used to accomplish these?
  81. 81. Goals • Marketing and publicity • Fundraising, donor engagement and retention • Connecting with others around your cause • Building relationship and online community • Collaboration and collective action • Sharing expertise on our issues • Movement building and social change
  82. 82. Examples • Goal: Attract young professionals as volunteers and grow their engagement in our organization. – Social media tools are likely to help with this goal • Goal: Build stronger, personal relationships with our older annual donor base and talk to them about estate planning – Social media will likely not be helpful
  83. 83. Target Audience • Who do you want to reach and engage? • Be as specific as possible: – Where do they live? – What do they do? – How are they currently using social media?
  84. 84. Objectives Specific Measurable Actionable Realistic Timed *Term first used by George T. Doran
  85. 85. Integrate f t • With your current marketing & communications plans • Tie into other online and offline marketing, fundraising and social media initiatives
  86. 86. Sample Plan GOAL: To broaden the base of supporters between the ages of 18-22 to the organization. OBJECTIVE: To increase the number of our Facebook fans by 10% by the end of the fiscal year. STRATEGY: Leverage our connections to the local colleges and universities through our Board Member, Joe Stiles – President, Learning College. Audience Tool(s) Tactic Message(s) Timeline Resources College and 1. Facebook Initiate an We help 1 in Sept – April SWAG for university incentive 3 people in incentives students in campaign to our town. our town. solicit “fans”. Help us help more. Tell a friend.
  88. 88. Types of Social Media Audiences • Inactives. As suspected, these are the people who aren’t engaged in any of these social technologies. • Spectators. These are people who read online information, list to podcasts, and watch videos but do not participate. • Joiners. These are people who have a profile on different social networking sites and visit them with some regularity. • Collectors. These are people who read lots of information and may vote or tag pages or photos. • Critics. These are people who post reviews online, comment on blogs, or contribute in other ways to existing content. • Creators. These are people who publish on the web (blog, website, video, podcasts). Forrester Research
  89. 89. Become the Audience Inactive Spectators Joiners Collectors Critics Creators
  90. 90. STEP 1: RESEARCH
  91. 91. Be a Spectator • Research the tools • Observe, read and watch • Learn the language, customs and etiquette • Get ideas about what works and what doesn’t
  92. 92. Join & Use Your Ears • Set up accounts • Join groups • Follow people • Play in the sandbox What are people saying about your organization? Organizations like yours? Homework: Set up a Google Alert OR do a Twitter Search
  93. 93. Learn From Others Flickr + Facebook • See how other organizations started and see what they have done • Ask others about their successes and disappointments
  94. 94. STEP 2: CHOOSE A TOOL
  95. 95. Which One? • We recommend starting with one tool at a time • Take a look at your goals, audience and message: what’s the best tool for the job?
  96. 96. What Does What? Tool Uses Blogs • News outlet – the “new” newsletter • Blogger • Highlighting donors and partners • WordPress Media Sharing • Enhance visual storytelling • YouTube • Flickr News & Social Bookmarking • Sharing online resources • digg • Finding like-minded people and organizations • delicious Social Networking • Expanding supporter base • Facebook • Another channel for calls to action • Twitter
  97. 97. Still not sure? Try Facebook to start … A little bit of everything: • Creation of a webpage on a commonly visited site • Build a community / “fan” base • Talk about stuff your organization is doing or involved with • Post pictures and videos • Connect from your website to this page • Ability to test several things at one time
  99. 99. Have a Great Website • Good usability • Easy to find information • Relevant content • Clear calls to action
  100. 100. Comment Start participating in the conversations by sharing thoughts, comments, links, further insight, etc.
  101. 101. Collect Gather information on your cause and begin to develop a base of knowledge from which to speak from. Participate by tagging and voting.
  103. 103. Be A Story Teller • Adapt your story to an online platform: – Keep it simple – Easy to remember – Easy to retell • Adapt your story to your desired audience
  104. 104. A Compelling Fundraising Event Story Example: Fundraising event • Blog: interview an attendee and ask others to share their experience in comments • YouTube: bring your video camera and ask people to tell you why they came • Facebook: ask everyone who attended to share images/stories
  105. 105. A Compelling Fundraising Story Example: Capital campaign • Flickr: show people the direct impact they can have through images • Twitter: Tweet regular updates on success and how much support is still needed • Blog: weekly blog post during campaign about the impact of your organization (get various perspectives: Board, community, volunteer etc…)
  106. 106. Tips • Don’t just write about your latest fundraising campaign – ask your donors to tell their story • Don’t just publish a news release about government cutbacks hurting your cause – give your supporters the tools and platform to take action and share their passion with others
  107. 107. STEP 5: SHARE & ENGAGE
  108. 108. Build a Following • Become the expert • Link everything back to your website • Offer opportunities to do something • ASK!
  109. 109. Starting Conversations • Remember: social media is about engaging and building community • Don’t just talk at your supporters • Think of the conversations you want to start
  110. 110. Provide Opportunities for Action
  111. 111. ALWAYS
  112. 112. Listen, Learn and Adapt • Get feedback! Ask: – What is working, what isn’t? – What else would you like to see? • Implement changes and keep trying
  113. 113. Use What You Get • People’s stories are opportunities for you to talk about the work you do • Complaints are an opportunity to improve what you’re doing • Members of a page or a following is a group already interested in you … what else can they do for you?
  114. 114. Monitor & Measure • Number of visits • Association with your brand • Number of unique visitors • Donations • Search engine rank • Tell a friends / Referrals • Message inclusion • Petition signatures • # of followers/likes • Surveys filled out • Article/post readership • Visits to the organization • Click-thrus and view-thrus • Reduced number of calls • Repeat visitors • Number of event attendees • Duration of stay • Volunteers signing up • Subscribe to feeds (RSS) • Downloads • Comments/posts ratio • Change in awareness • Change in attitudes
  115. 115. Build Confidence • Get used to the tool and the conversations happening • Be trustworthy & consistent • Create distinctive content that fits with your organization’s identity and mission
  116. 116. Make it Part of Your Day Make it part of your work routine – Creating content – Responding & engaging
  117. 117. Keep the Brand Consistent • Offline and online branding should be very similar in appearance • But don’t copy the copy!
  118. 118. Promote to your Network • Use other outlets to promote a new initiative • Leverage your following and promote to whoever you can
  119. 119. On To The Next! Setup Assess Create Promote Confidence Integrate
  120. 120. Keep Your Ear To The Ground • Subscribe to a blog, RSS feed or Google Alert • Attend training opportunities • What’s next on the horizon?
  121. 121. Have fun! • Interact with different people • Make it personal • These are fun tools!
  122. 122. Your Turn
  124. 124. What is MyCharityConnects? CanadaHelps' online resource centre for charities – a website dedicated to connecting charities and nonprofits to the technologies they need to succeed. What can I find on MyCharityConnects? • Free online resources for charities • Information about technology , Web 1.0, Web 2.0 & social media • Video demonstrations • Webinars (online seminars) • 2009 Conference materials
  125. 125. UPCOMING WEBINARS October 13 – The Networked NonProfit: Using Social Media to Accomplish More With Less October 27 – How Tweet It Is November 10 – SEO, SEM and Analytics for NonProfits November 24 – Everything Old is New Again: Getting Back to Fundraising Fundamentals December 8 – Technology - a Source of Frustration or Creativity for Your Organization?