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Better, Faster, Stronger: How nonprofits can better engage their members and the press through social media


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In a world of tight budgets, nonprofits need to know now -- more than ever -- how best to serve and engage with the people supporting them. Social media tools offer a no-brainer part of any membership and fundraising strategy, but how can nonprofits optimize the resources they put into social media? Learn tips, tools, and strategies for success in the nonprofit realm of social networks, as well as how to use these tools to reach out to the media and reporters to get your message out there.

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Better, Faster, Stronger: How nonprofits can better engage their members and the press through social media

  1. 1. Better, Faster, Stronger <br />How nonprofits can better engage their members and the press through social media<br />Ashley Braun, @ashleybraun<br />February 11, 2010<br />
  2. 2. Agenda<br />Why nonprofits should be engaging through social media<br />Planning a social media strategy<br />Executing the strategy (with tips and tools)<br />Facebook<br />YouTube<br />Flickr<br />Twitter<br />Reaching out to the press through social media<br />Bringing it all together<br />General social media resources for nonprofits<br />
  3. 3. Why should nonprofits be using social media?<br />47% of online adults do*<br />72% of online 18-29 year olds do*<br />73% of wired teens do*<br />“25% [of online consumers] say that what family and friends say on social media and in personal emails influences the charities they support.”**<br />Whole Foods’ cause-related Facebook application, "This is my year to ... ,“ which encourages users to support one of three nonprofits.<br />* Pew Internet & American Life Project, Social Media & Young Adults Study 2010<br />** Convio Poll:<br />
  4. 4. Planning a social media strategy<br />“What’s the use of running if you are not on the right road?” – German Proverb<br />Know your audience<br />Know your resources<br />Know and prioritize your goals<br />Set and measure metrics for success <br />Experiment<br />Listen, adjust, and respond<br />
  5. 5. Know your audience<br />Who supports you already?<br />Where do they hang out online?<br />Who are you trying to reach?<br />Where do they hang out online?<br />How do you figure this out?<br />Ask! E.g. Surveymonkey<br />Demographics of current members<br />Studies of demographics of online users E.g. Convio, Chronicle of Philanthropy,<br />
  6. 6. Know your resources (and limits)<br />Time<br />People<br />Ixographic via Flickr Creative Commons<br />Equipment<br />Judy Baxter via Flickr Creative Commons<br />
  7. 7. Know (and prioritize) your goals<br />General public outreach?<br />Donor development? <br />Volunteer recruitment and engagement?<br />Gathering and sharing stories from members?<br />Communication with the media?<br />
  8. 8. Set and measure metrics for success <br />Track number of fans/followers<br /><ul><li>What prompts large increases (or decreases)?</li></ul>Note comments and interactions on stories, videos, photos, retweets<br />What creates the most active engagement?<br />Referral traffic <br />Who or what sites are sending people to your website?<br /><ul><li>Reach out to people or organizations when appropriate </li></li></ul><li>Experiment!<br />On, within, and outside of traditional social media sites<br />Live chatsE.g. on #Twitter or<br />Livestreaming video E.g.<br />Applications:<br />Mobile phones<br />Facebook<br />Embeddable widgets <br />E.g. Sprout Builder<br />
  9. 9. Listen, adjust, and respond<br /><ul><li>Social networks are for dialogue
  10. 10. People are talking about your organization and your work already -> tap into those conversations
  11. 11. Listening tools:
  12. 12. Take note of what works vs. what doesn't and adapt your strategy accordingly
  13. 13. Invite member participation
  14. 14. Acknowledge mistakes, celebrate victories, and send out thank-you's publicly</li></li></ul><li>Executing your social media strategy <br />Your nonprofit<br />
  15. 15. 73% of adults on social networks have a profile on Facebook<br /><ul><li>Active fan page
  16. 16. The main way fans will interact with you is through your wall posts appearing in their news feed.</li></li></ul><li>Tips:<br /><ul><li>Be creative and varied in what you post
  17. 17. Calls to action, events, articles, updates, video, podcasts, facts, stats, questions, polls
  18. 18. Give them an experience or content they can’t get elsewhere
  19. 19. Create a schedule for posting
  20. 20. Choose wisely the default tab shown when non-fans come to your page
  21. 21. Secure a vanity URL for your Page
  22. 22. Check for occasional updates to Fan Pages from Facebook</li></ul>Examples and Resources: <br />How Charities Are #FindingTheGood With Facebook Pages: <br /><br />World Wildlife Fund:<br />
  23. 23. Tools:<br /><ul><li>Add Fan Box widget to your website
  24. 24. 8 Essential Apps for Your Brand’s Facebook Page
  25. 25. Link Facebook fan page to Twitter </li></ul><br />
  26. 26. <ul><li>1 billion views each day
  27. 27. Embeddable and easy to share
  28. 28. Opportunity to share stories or showcase dedicated supporters</li></ul>Winning video entry for Cascade Harvest Coalition's Eat Local for Thanksgiving campaign<br />Video contest hosted at<br />
  29. 29. Tips:<br /><ul><li>Apply to become an official Nonprofit YouTube channel
  30. 30. Ability to sync with Google Checkout (donations!)
  31. 31. Grouped with other nonprofits
  32. 32. Recognition and promotion
  33. 33. Encourage members to share their own videos with you
  34. 34. Find particular aspects of your work best told through video
  35. 35. Member testimonials
  36. 36. Volunteer events
  37. 37. Advocacy rallies
  38. 38. Q&A with legislators</li></li></ul><li>Tools:<br />Computer <br />Video camera<br />The Flip Camcorder $149<br /><ul><li>Free editing software
  39. 39. FlipShare (with Flip Camcorder)
  40. 40. iMovie on Macs</li></li></ul><li><ul><li>3 billion images on Flickr
  41. 41. Organize and share your work
  42. 42. Visual storytelling
  43. 43. Strong community element
  44. 44. Member participation
  45. 45. Creative Commons</li></li></ul><li>Tips:<br /><ul><li> Utilize tags, titles, and descriptions
  46. 46. Keep photos organized into sets and collections
  47. 47. Map photos' locations
  48. 48. Create an organizational group (if appropriate)
  49. 49. Tap into existing Flickr groups
  50. 50. Always give correct attribution to the photographer
  51. 51. Respect the Creative Commons and add to it
  52. 52. Get creative: Photo petitions (Amer. Heart Assn), visual calls to action (, contests, photo tours</li></ul>Tools and Resources:<br /><ul><li> Flickr slideshows are embeddable on websites or blogs
  53. 53. Third-party photo apps
  54. 54. E.g. iMapFlickr creates embeddable Google maps from your photo sets
  55. 55. How nonprofits can get the most out of Flickr:
  56. 56. The Great Flickr Tools Collection</li></ul> via Flickr Creative Commons<br />
  57. 57. Find and share lots of information, news, and links quickly with 6 million users<br />Nonprofits can: <br /><ul><li> Raise money
  58. 58. Spread awareness
  59. 59. Build community</li></ul>If you printed all the tweets<br />
  60. 60. Tips:<br /><ul><li> Share useful information and create discussions around your issue
  61. 61. Save time by researching, writing and scheduling tweets in advance
  62. 62. Listen to conversations about your organization (@grist) and topic area (#climate)
  63. 63. Create or join in Twitter discussions via #hashtags</li></ul><br /><ul><li> Take the time to acknowledge and respond to your followers (real-time)
  64. 64. Follow relevant topics via #hashtags and share the good stuff
  65. 65. Retweet (RT) other Twitterers' good content (quid pro quo)
  66. 66. Find influential and dedicated Twitterers about your issue
  67. 67. Quality over quantity
  68. 68. Don't spam</li></li></ul><li>Tools:<br /><ul><li> Download a desktop Twitter application E.g. Tweetdeck, Twhirl, Tweetie
  69. 69. Can link Twitter and Facebook Page updates</li></ul><br /><ul><li> Auto-publish blog posts to Twitter with
  70. 70. Twitter Lists
  71. 71. Use URL shortener to track clicks on links (with web browser bookmarklet)
  72. 72. Schedule tweets with</li></li></ul><li>Reaching out to the media<br />Target key media outlets (and journalists) from both traditional and nontraditional (like blogs) for your topic area<br />Find them on Facebook, Twitter<br />Build relationships<br />Be a resource to them<br />Customize your pitch to their outlet or beat<br />Provide links aka make it easy<br />Keep it interesting, creative<br />Don’t be annoying<br />Getting Good News Coverage: How to Persuade Journalists to Cover Your Cause (recorded discussion)<br /><br />
  73. 73. Bringing it all together<br /><ul><li>Listen
  74. 74. Let your strategies across social networks (and your nonprofit’s website) complement each other
  75. 75. Invite participation
  76. 76. Reciprocate
  77. 77. Learn from your mistakes & from other nonprofits
  78. 78. Give it time</li></ul>Social media is about the conversations and interactions that bring your members closer to your organization. <br />
  79. 79. Resources<br /><ul><li>General social media tech, developments, news:
  80. 80. The Twitter Guide Book:
  81. 81. The Facebook Guide Book:
  82. 82. Nonprofit + social media blogger: Beth Kanter
  83. 83. Social media resources for nonprofits:
  84. 84. 7 Ways to Promote Your Offline Event Using Social Media:
  85. 85. Chronicle of Philanthropy Live Discussions</li>