Successful Social Media for Non-Profits

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By Steven L. Johnson, Assistant Professor and Director Social Media Programs and Research, Temple University Fox School of Business

Presented on 26 Sept 2011 at Georgetown University McDonough School of Business
for First Year Seminar Program Case Competition to provide subject matter expertise background information.

Published in: Education, Business
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Successful Social Media for Non-Profits

  1. 1. Successful Social Media for Non-Profits Steven L. Johnson Assistant Professor Director Social Media Programs and Research Temple University Fox School of Business Follow me: @StevenLJohnson xeeme.com/StevenLJohnson StevenLJohnson.org Presented 26 Sept 2011 for Georgetown University McDonough School of Business First Year Seminar Program Case Competition
  2. 2. What is social media? decentralized network listening
  3. 3. Why social media? empowering pervasive enabling By hectorir on Flickr
  4. 5. Social Media Phases Costs Return
  5. 6. Non-Profits: Making Connections
  6. 7. Example: wildlifedirect.org Goals: Donor choice + transparency: match results to donations
  7. 8. Example: tomamawithlove.org Pain: individual donor fatigue
  8. 9. Example: iava.org Challenge: Private space for Iraq/Afghanistan vets to “connect with one another, share stories, offer support”
  9. 10. Opportunities: One Global Economy
  10. 11. Quantifying Benefits <ul><li>General benefits </li></ul><ul><ul><li>Risk avoidance </li></ul></ul><ul><ul><li>Innovation image </li></ul></ul><ul><ul><li>Red queen </li></ul></ul><ul><li>Beneficiary benefits </li></ul><ul><ul><li>Delivery mechanism </li></ul></ul><ul><ul><li>Social media skills </li></ul></ul><ul><li>Supporter benefits </li></ul><ul><ul><li>Higher satisfaction </li></ul></ul><ul><li>Organization benefits </li></ul><ul><ul><li>Increase average donation </li></ul></ul><ul><ul><li>Expand supporter base </li></ul></ul><ul><ul><li>Decrease costs </li></ul></ul>
  11. 12. Winning Business Case <ul><li>Diagnose </li></ul><ul><li>Pain </li></ul>By Kevin N. Murphy on Flickr
  12. 13. Winning Business Case After you learn how to solve a problem for one person, you can solve it for many. By colleen_taugher on Flickr By colleen_taugher on Flickr
  13. 14. Winning Business Case <ul><li>Research </li></ul><ul><li>Investigate </li></ul><ul><li>Insight </li></ul>By Image Editor on Flickr by xJasonRogersx on Flickr
  14. 15. Social Media Keys <ul><li>Content </li></ul><ul><li>Credibility – Authenticity </li></ul><ul><li>Conversation </li></ul>By striatic on Flickr
  15. 16. Question and Answer Steven L. Johnson Assistant Professor Director Social Media Programs and Research Temple University Fox School of Business Follow me: @StevenLJohnson Like: Prof. Johnson's Social Media Innovation Course xeeme.com/StevenLJohnson StevenLJohnson.org

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