Using the Web for Global Giving and Activism


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Elliot Greenberger led a session on social media for local students interested in global philanthropy and activism for the Chicago Global Donors Network.

Everyday you post status updates on Facebook, watch YouTube videos, and read your favorite blogs. But beyond personal entertainment, Facebook, YouTube, and blogs can become crucial tools that help you raise money and awareness for the global issue you care about most. In this session, we will cover the fundamentals of the web and show you how you can create a web strategy that actually works for your organization or cause. Using real world examples from organizations like Charity:Water and others, this session will give you the tools and framework necessary to creating a better world with online technology.

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Using the Web for Global Giving and Activism

  1. 1. The New Generation of Global Giving Elliot Greenberger Communications Manager, See3 Communications Innovation & | @elliotg
  2. 2. See3 Communications <ul><li>Interactive communications agency for nonprofits and causes specializing in video, web, and outreach </li></ul><ul><li>Results-driven online strategies </li></ul><ul><li>Believe in technology and media to help organizations reach their goals </li></ul>
  3. 3. See3 Services <ul><li>Online communications planning </li></ul><ul><li>Online advocacy, fundraising, and awareness campaigns </li></ul><ul><li>Website design and development (Drupal, CiviCRM, Authorized Convio Solutions Provider) </li></ul><ul><li>Leaders in nonprofit video strategy and production </li></ul>
  4. 4. Select Clients
  5. 5. Overview <ul><li>The Big Picture </li></ul><ul><li>The Tools </li></ul><ul><li>Crafting a Social Media Strategy </li></ul><ul><li>Real Life Applications </li></ul><ul><li>Discussion </li></ul>
  6. 6. The Donor Cycle
  7. 8. Social Media Doesn’t Change This
  8. 9. What is Social Media? <ul><li>What are the core values of social media? </li></ul><ul><ul><li>S torytelling </li></ul></ul><ul><ul><li>T ransparency </li></ul></ul><ul><ul><li>A uthenticity </li></ul></ul><ul><ul><li>R elationships </li></ul></ul>
  9. 10. Laws of Social Storytelling <ul><li>Be prepared to tell 3 types of stories: </li></ul><ul><ul><li>The story of self (org) </li></ul></ul><ul><ul><li>The story of us (community) </li></ul></ul><ul><ul><li>The story of now (change the world) </li></ul></ul><ul><li>“ A story communicates fear, hope, and anxiety, and because we </li></ul><ul><li>can feel it, we get the moral not just as a concept, but as a </li></ul><ul><li>teaching of our hearts. That’s the power of story.” </li></ul><ul><li>- Marshall Ganz </li></ul>
  10. 11. Why You Use Social Media <ul><li>Monitor your issue and competitors </li></ul><ul><li>Discover information and news </li></ul><ul><li>Find new stakeholders and build a following </li></ul><ul><li>Promote publications, events, and staff </li></ul><ul><li>Raise awareness, stimulate discussion </li></ul><ul><li>Advocate and fundraise </li></ul>
  11. 12. <ul><li>Personal social network </li></ul><ul><li>Set up fan page for your cause </li></ul><ul><li>Share updates, photos, messages </li></ul><ul><li>Ability to run local, targeted ads </li></ul>
  12. 13. Ways to Use Facebook: <ul><li>Create fan page for your organization or your issue </li></ul><ul><li>Share links to videos and news stories online </li></ul><ul><li>Upload photos and videos of your work or recent events </li></ul><ul><li>Organize an event and invite Friends/Fans </li></ul><ul><li>Create a targeted ad to gain supporters or publicize your event </li></ul>
  13. 17. <ul><li>“ Micro-blogging” – 140 characters </li></ul><ul><li>Share updates, news, links, promotions </li></ul><ul><li>Build a “following” and “follow” other users </li></ul><ul><li>Stay updated on industry trends & news </li></ul>
  14. 18. Ways to Use Twitter: <ul><li>Use Twitter Search ( to find people discussing your issue </li></ul><ul><li>Monitor industry news using Tweetdeck or Hootsuite </li></ul><ul><li>Determine your best content by tracking clicks (use a URL shortener such as or </li></ul>
  15. 21. <ul><li>Build a personal or organizational “Channel” </li></ul><ul><li>Upload and view online videos </li></ul><ul><li>Popular search engine </li></ul>
  16. 22. Ways to Use YouTube: <ul><li>Promote an event with a simple slideshow </li></ul><ul><li>Interview leaders in your field on camera </li></ul><ul><li>Show your supporters behind-the-scenes videos </li></ul><ul><li>Host a weekly vlog (video blog) </li></ul><ul><li>Curate videos on a topic using playlists </li></ul><ul><li>Embed your and other videos on your site </li></ul>
  17. 23. Great Cameras Under $200 Kodak zi8 Flip Mino HD
  18. 24. The Nonprofit Program <ul><li>Increased branding capabilities </li></ul><ul><ul><li>HTML channel banner </li></ul></ul><ul><ul><li>Branded side column image </li></ul></ul><ul><li>Ability to receive donations using Google Checkout </li></ul><ul><li>Ability to add Call to Action overlay and externally linkable annotations </li></ul><ul><li>More info: </li></ul>
  19. 25. <ul><li>Blogging platform </li></ul><ul><li>Post thoughts, updates, photos regarding your work </li></ul>
  20. 26. Ways to Use Blogs: <ul><li>Share news about your organization </li></ul><ul><li>Present your opinion and critique of industry news </li></ul><ul><li>Tell a deeper story about a product or service </li></ul><ul><li>Do an interview or recap an industry event </li></ul><ul><li>Create a Top 10 List, or link to other resources </li></ul><ul><li>Use as your main website! Easy CMS system </li></ul>
  21. 27. Visit :
  22. 28. Visit :
  23. 29. Visit :
  24. 30. Visit :
  25. 31. Visit :
  26. 32. Visit :
  27. 33. Recommended Tools? <ul><li>What other online tools do you use or have you seen used in social media? </li></ul>
  28. 35. Planning Your Strategy <ul><li>What are your goals? </li></ul><ul><li>Who are you trying to reach? </li></ul><ul><li>What tools do you need to use? </li></ul><ul><li>Do you need extra staff and/or resources? </li></ul><ul><li>How will you measure success? </li></ul>
  29. 36. <ul><li>Site visits and actions taken </li></ul><ul><li>Video views and shares </li></ul><ul><li>Discussion volume and comment quality </li></ul><ul><li>Online mentions and links </li></ul><ul><li>Fans, followers, and subscribers </li></ul><ul><li>Event attendees, donations </li></ul><ul><li>More! </li></ul>Measuring Impact
  30. 38. <ul><li>Founder and staff tell story through video and images </li></ul><ul><li>Empower supporters to raise money with personal fundraising pages </li></ul><ul><li>Use Facebook and Twitter to spread information broadly and quickly </li></ul><ul><li>Prove every well through video, images, and GPS </li></ul>What They Do
  31. 39. <ul><li>Tie online to offline </li></ul><ul><li>Great founding story – premise is clear </li></ul><ul><li>Empower constituents and give them the tools to participate (text, badges, images) </li></ul><ul><li>Deadline-driven action </li></ul><ul><li>Plan for retaining audience over time </li></ul>Why They Succeed
  32. 42. <ul><li>Created adaptable short-term communications plan to win GlobalGiving Challenge </li></ul><ul><li>Used multiple channels: Twitter, Facebook, email, community listservs, website, phone </li></ul><ul><li>Frequent updates regarding progress (concern about over-messaging, but they listened) </li></ul>What They Do Case Study on :
  33. 43. <ul><li>Gave supporters choices for how they want to be communicated with </li></ul><ul><li>Gave supporters opportunities to personalize messages </li></ul><ul><li>Focused on smaller donation average with higher volume </li></ul><ul><li>They recognized the power of their supporters’ emotional connections to the organization </li></ul>Why They Succeed
  34. 44. Best Social Media Work? <ul><li>What organizations or campaign have you seen online that you’ve been impressed with? </li></ul>
  35. 45. <ul><li>Go deep, not wide </li></ul><ul><li>Start with your goals and your audience </li></ul><ul><li>Don’t forget to listen </li></ul><ul><li>Test and learn </li></ul><ul><li>Take advantage of free resources </li></ul>5 Takeaways
  36. 46. Learning Resources <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>This slidedeck will be posted at </li></ul><ul><li>under Resources > Events. </li></ul>
  37. 47. Thank you! Elliot Greenberger <ul><li>Email: [email_address] </li></ul><ul><li>Twitter: @elliotg / @see3 </li></ul><ul><li>Website : </li></ul><ul><li>Facebook : </li></ul><ul><li>Phone: 773-784-7333 </li></ul>