Social Media For Nonprofits


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Are you a nonprofit? Thinking of taking the plunge into social media but don't know how? Here are some thoughts to help you in the process. Contact me if you need more help at ningfordummies AT gmail DOT com.

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  • Online Activism Can Work ( Despite what some say, getting involved on the internet can lead to meaningful change. design mind on GOOD is a series exploring the power of design by the editors of design mind magazine. New posts every Tuesday and Thursday. "Without community, there is no liberation." —Audre Lorde A lot of activists cringe at the idea of moving their efforts online. They fear the insulting label of “slacktivist”; one who joins a cause online and fades away. I get it. I’ve asked the same skeptical questions: Are we walking through the doors of a factory each time we sign into another "network"? Are we fragmenting our collective identity and yielding to the desire for empathetic unification with strangers who have never heard how heavy we breathe after protesting against the oppressive 'isms that silence us? Is my avatar really creating a change? Well, I think it’s time to raise a virtual fist. Online activism is not only meaningful; it’s essential, and it extends far beyond simple digital philanthropy or a virtual commitment to join a cause with the click of a “thumbs up.” The interconnected network of media outlets and online spaces actually resembles the systems and political battlegrounds that have always been the focus of movements of resistance. And if we are to change these online spaces, as those before us have tried to change physical world, then like them, we have to work within the system we are striving so desperately to change. If the traditional activist groups whose history is rooted in Angela Davis's radical movement of the 1960s or Emma Goldman's demands at the turn of the century do not embrace the internet as a tool that is meant to be utilized, then we surrender a vital channel to those who favor privatization and strive to isolate voices of individuality, equality, and protest. Or as the computer scientist and visual artist Jonathan Harris puts it , "Instead of fleeing to the forest, we must find the humanity in the machine and learn to love it. If we decide humanity does not yet exist there in the ways we expect, then we must create it.” Ideally, internet-led social movements would form a symbiotic relationship with their “on-the-ground” counterparts. Using social media outlets to propel a social cause cannot merely be a two-way dialogue—online and offline activism should not exist as diametrically opposed efforts. Think of online and offline activism efforts working towards the same goal as a meta-coalition, bringing solidarity and strength to a movement by providing consciousness, protection, connection, and documentation. Creating an awareness and consciousness around an issue is the first step in building and articulating a movement's demands and priorities. Blogging and micro-blogging serve as digital fliers or zines, while the social networks provide both a virtual printing press and a soapbox upon which activists can stand, free of the sponsorship and ratings constraints shackling the mainstream media. The most prominent example of an online network supplying such crucial information is when media giant CNN failed to provide coverage of the protests in Tehran after the recent Iranian presidential election. Because of the mainstream media's failure, the Twittersphere quickly became a media watchdog . This online protest of mainstream media, marked with tweets and the hashtag #CNNFail, drew more attention towards the protests on the ground in Iran, as bloggers, tweeters, and members of Facebook groups worked to fill the void left by CNN. In fact, online communities sprang up determined to stream the voices, videos, and other content that was being censored on the internet. One website of hackers that is still growing is Haystack , which provides “a computer program that allows full, uncensored access to the Internet even in areas with heavy Internet filtering.” The program allows users of heavily censored networks in countries like Iran to use normal web browsers and network applications. Their effort spawned the Censorship Research Center, a nonprofit group that ”helps [to] secure and safeguard [the] human right to free communication, especially with regard to emergent 21st-century communication technologies like the Internet.” These efforts not only promote offline action by providing a platform to convey resistance in digital mediums, but they also protect it. An extension of this effort is the group's newly formed Committee to Protect Bloggers that helps spotlight on-the-ground political protests. Without such online systems in place, these efforts could easily go undocumented, and even more frightening, uncommunicated to a greater audience of potential activists and supporters. In addition to raising awareness and action around an issue, digital activism can facilitate the creation of alliances. I am certainly not equating a Facebook friendship or following someone on Twitter with actual cultivated relationships, but if you’re building a movement, sometimes the growing base of followers, fans, and pageviews adds up to more than clicking a button. In the fall of 2008, during the “No on 8” campaign for marriage equality in California, the group’s online networks and website were only brought into full force six weeks before the election. Prior to the website's redesign and launch of these social networks, the “No on 8” campaign raised only about $1 million in online contributions. In the final six weeks, the campaign raised approximately $22 million. The internet can provide an incredible avenue for fund raising and philanthropy. While those dollars were crucial to the campaign's longevity and exposure (a group can literally raise money in the morning so a commercial can air on television that afternoon), I was more intrigued by the support and morale those social networks provided than I was by their return on investment. Finally, amid the websites, blogs, tweets, Facebook updates, photo/video/audio-sharing tools and the sometimes overwhelming frenzy of content, we must see this digital space as a constantly revised and edited library for archiving the instantly documented forms of protest collected in empowered clusters in the streets. An understanding of a movement's construction, tactics, and devices lead to an informed understanding on how to mobilize moving forward. So in this time of organization-less organizing and blurred boundaries between our virtual and “actual” lives, it is important to consider emerging forums or tools for proactive social change, rather than think of these modalities as competing with one another. From hitting the streets to hitting the keyboard to embedding your digital and spoken conversations with political dissidence, the building of a social movement needs collective action on all avenues, including the internet. Kristina Loring is a writer and activist living in San Francisco. Photo of a protester's computer allegedly destroyed by the Iranian government from Flickr user 27389271 ( cc )
  • Social Media For Nonprofits

    1. 1. social media for nonprofits by manny hernandez (@askmanny) 02/04/10
    2. 2. About Me <ul><li>social media expert, nonprofit leader and diabetes advocate: </li></ul><ul><ul><li>Founder, and (two diabetes social networks on Ning) </li></ul></ul><ul><ul><li>President, Diabetes Hands Foundation </li></ul></ul><ul><ul><li>Author, Ning For Dummies </li></ul></ul><ul><ul><li>Collaborator, Twitter Marketing For Dummies </li></ul></ul><ul><ul><li>Social Media Consultant, Madera Group </li></ul></ul>social media for nonprofits, by @askmanny 02/04/10
    3. 3. Material to cover <ul><li>Mostly introductory topics, some advanced. </li></ul><ul><li>Part strategy, part techniques and tools. </li></ul><ul><li>Covering outreach and some fundraising. </li></ul><ul><li>Focus on Twitter, Facebook and YouTube. </li></ul><ul><li>Practical examples, outcomes. </li></ul>social media for nonprofits, by @askmanny 02/04/10
    4. 4. Survey <ul><li>Do you have? </li></ul><ul><ul><li>A web site </li></ul></ul><ul><ul><li>A blog </li></ul></ul><ul><ul><li>A Facebook group or a Facebook page </li></ul></ul><ul><ul><li>A Twitter account </li></ul></ul><ul><ul><li>A YouTube channel </li></ul></ul><ul><ul><li>Presence in other social media </li></ul></ul>social media for nonprofits, by @askmanny 02/04/10
    5. 5. WHAT IS IT? social media for nonprofits, by @askmanny 02/04/10
    6. 6. Marta Kagan
    7. 7. <ul><li>“ Your online presence is no longer a website .” </li></ul><ul><li>~Luis Garcia ( @ie89master ) </li></ul>social media for nonprofits, by @askmanny 02/04/10
    8. 8. <ul><li>“ Your online presence is a set of conversations .” </li></ul>social media for nonprofits, by @askmanny 02/04/10
    9. 9. A blog <ul><li>A simple way to create and share content </li></ul><ul><li>Others can come and read or consume the content via RSS feeds. </li></ul><ul><li>Readers can leave comments (be ready for the conversation!) </li></ul><ul><li>RSS: your blog has legs… </li></ul>social media for nonprofits, by @askmanny 02/04/10
    10. 10. A presence on Facebook <ul><li>A page: your first community </li></ul><ul><li>Talk with your fans. </li></ul><ul><li>Share your original content: be ready for the conversation! </li></ul><ul><li>Remember: Facebook is a BIG place! </li></ul>social media for nonprofits, by @askmanny 02/04/10
    11. 11. A presence on Twitter <ul><li>People “pushing” content: tweeting . </li></ul><ul><li>Lots of conversations under way. </li></ul><ul><ul><li>You can echo ( retweet ) other people’s tweets. </li></ul></ul><ul><ul><li>You can answer other people’s tweets/ questions. </li></ul></ul><ul><ul><li>You can post your own tweets. </li></ul></ul><ul><li>REMEMBER… </li></ul>social media for nonprofits, by @askmanny 02/04/10
    12. 12. <ul><li>Nobody cares </li></ul><ul><li>what you had </li></ul><ul><li>for breakfast! </li></ul>social media for nonprofits, by @askmanny 02/04/10
    13. 13. YouTube videos <ul><li>Easier to create and edit than before. </li></ul><ul><li>Incredibly easy to share (embed) elsewhere: </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><li>… again, your content has legs. </li></ul><ul><li>Did I mention: be ready for the conversation? </li></ul>social media for nonprofits, by @askmanny 02/04/10
    14. 14. e.g. Your web site e.g. Your Twitter account e.g. Sites run by others e.g. Your Wikipedia page social media for nonprofits, by @askmanny 02/04/10 by Luis Garcia ( @ie89master )
    15. 15. Nonprofits are good at this! <ul><li>Naturally focused on the user (consumer, constituent, etc.) </li></ul><ul><li>Not as much need (to have) control all the time. </li></ul><ul><li>Just make sure you are ready for conversation! </li></ul>social media for nonprofits, by @askmanny 02/04/10
    16. 16. WHY DO IT? social media for nonprofits, by @askmanny 02/04/10
    17. 17. Possible Goals in Social media <ul><li>Raising awareness about an issue </li></ul><ul><li>Growing your constituent base </li></ul><ul><li>Connecting with constituents </li></ul><ul><li>Fundraising: </li></ul><ul><ul><li>Micro-donations </li></ul></ul><ul><ul><li>Rally to win grants </li></ul></ul><ul><li>What is YOUR goal? </li></ul>02/04/10 social media for nonprofits, by @askmanny
    18. 18. WHO IS DOING IT (WELL)? social media for nonprofits, by @askmanny 02/04/10
    19. 19. San Francisco Hep B Free <ul><li> </li></ul><ul><ul><li>Easy access to Twitter, Facebook pages </li></ul></ul><ul><ul><li>YouTube integration into main page content </li></ul></ul>social media for nonprofits, by @askmanny 02/04/10
    20. 20. Preschool California <ul><li>Preschool California Facebook Page </li></ul><ul><ul><li>Regular updates </li></ul></ul><ul><ul><li>Conversations with fans </li></ul></ul>02/04/10 social media for nonprofits, by @askmanny
    21. 21. Diabetes Hands Foundation <ul><li>TuDiabetes Twitter page </li></ul><ul><ul><li>Combining Twitterfeed, Hootsuite and to add content </li></ul></ul><ul><ul><li>Integrated TuDiabetes branding, inc. visuals </li></ul></ul>02/04/10 social media for nonprofits, by @askmanny
    22. 22. American Red Cross social media for nonprofits, by @askmanny 02/04/10 Brand well integrated into other channels
    23. 23. Yet some more examples… <ul><li>How a Small Nonprofit Used Social Media & Crowd-Sourcing to Win the 2009 Global Giving Challenge </li></ul><ul><li>Can Small Nonprofits Reap Success With Social Media? </li></ul><ul><li>How Small Nonprofits Can Leverage Social Media </li></ul>social media for nonprofits, by @askmanny 02/04/10
    24. 24. HOW TO DO IT? social media for nonprofits, by @askmanny 02/04/10
    25. 25. Social Media Strategy Engage Listen Respond Learn social media for nonprofits, by @askmanny 02/04/10
    26. 26. Your Blog <ul><li>Fresh, relevant content is key : 3 posts/week </li></ul><ul><li>Link to other blogs, blog posts. </li></ul><ul><li>Enable/invite comments. </li></ul><ul><li>Visual links to your other social media outlets </li></ul><ul><li>Platform: Wordpress, Blogger </li></ul><ul><li>Intermediate: Google Analytics, SEO </li></ul><ul><li>Advanced : Facebook Connect </li></ul>social media for nonprofits, by @askmanny 02/04/10
    27. 27. Your Facebook Presence <ul><li>Facebook page, not Facebook group </li></ul><ul><li>Part of the content: your blog posts, videos. </li></ul><ul><li>Ask questions: be ready for comments! </li></ul><ul><li>Encourage subscribing to your mailing list. </li></ul><ul><li>Use lots of visuals (inc. profile picture). </li></ul><ul><li>Advanced: FBML (see ONE ) </li></ul>social media for nonprofits, by @askmanny 02/04/10
    28. 28. Your Twitter Presence <ul><li>Schedule tweets: use Hootsuite </li></ul><ul><li>Take advantage of TwitterFeed, link to Facebook </li></ul><ul><li>Retweet relevant tweets </li></ul><ul><li>Nine Scientifically Proven Ways to Get Retweeted on Twitte r </li></ul><ul><li>Advanced: #hashtags, #followfriday </li></ul>social media for nonprofits, by @askmanny 02/04/10
    29. 29. Your YouTube Presence <ul><li>Get a Flip camera : record your events. </li></ul><ul><li>Learn to use your video editing software (young interns can help!) </li></ul><ul><li>Produce at least one video per month. </li></ul><ul><li>Embed your videos on your blog, FB page. </li></ul><ul><li>Advanced: YouTube Nonprofit Program (need to be a 501c3) </li></ul>social media for nonprofits, by @askmanny 02/04/10
    30. 30. Putting it all together <ul><li>Use HootSuite </li></ul><ul><li>Use (URL shorteners) </li></ul><ul><li>Include links in signatures, Thank You notes </li></ul>social media for nonprofits, by @askmanny 02/04/10
    31. 31. Social Media + Fundraising <ul><li>Dealing with slacktivism </li></ul><ul><li>Keep growing your mailing list </li></ul><ul><li>Microdonations: make them recurring </li></ul><ul><li>Facebook Causes: crowded space, but works. </li></ul><ul><li>Rally to win grants: </li></ul><ul><ul><li>Chase Community Giving contest </li></ul></ul><ul><ul><li>Pepsi Refresh Project : submit your idea NOW! </li></ul></ul><ul><ul><li>Education projects: check out Twestival 2010 </li></ul></ul>social media for nonprofits, by @askmanny 02/04/10
    32. 32. Be willing to… <ul><li>CHANGE </li></ul>social media for nonprofits, by @askmanny 02/04/10
    33. 33. Additional Resources <ul><li>Books: </li></ul><ul><ul><li>The Social Media Marketing Book </li></ul></ul><ul><ul><li>Social By Social </li></ul></ul><ul><ul><li>Mobilizing Generation 2.0 </li></ul></ul><ul><ul><li>The Twitter Book </li></ul></ul><ul><ul><li>Twitter Marketing for Dummies </li></ul></ul><ul><ul><li>Made to Stick </li></ul></ul><ul><ul><li>Ning For Dummies </li></ul></ul>social media for nonprofits, by @askmanny 02/04/10
    34. 34. More resources <ul><li>Blogs (and the blog’s Twitter account): </li></ul><ul><ul><li> (@kanter) </li></ul></ul><ul><ul><li> (@AmyRSWard) </li></ul></ul><ul><ul><li> (@kivilm) </li></ul></ul><ul><ul><li> (@mashable) </li></ul></ul><ul><ul><li> (@socialmedia2day) </li></ul></ul><ul><ul><li> (@rww) </li></ul></ul>social media for nonprofits, by @askmanny 02/04/10
    35. 35. Useful posts <ul><li>About Facebook: </li></ul><ul><ul><li>5 Elements of a Successful Facebook Fan Page </li></ul></ul><ul><ul><li>How Charities Are #FindingTheGood With Facebook Pages </li></ul></ul><ul><ul><li>So you want a Facebook Fan Page for Your Nonprofit? Here's the Scoop! </li></ul></ul>social media for nonprofits, by @askmanny 02/04/10
    36. 36. Useful posts <ul><li>About Twitter: </li></ul><ul><ul><li>Twitter.Org: Twitter for Nonprofit Organizations </li></ul></ul><ul><ul><li>Twitter for Nonprofits: Waste of Time or Potentially Useful? </li></ul></ul><ul><ul><li>10 Twitter Tips for Nonprofit Organizations </li></ul></ul><ul><ul><li>Nonprofits That Tweet: Roundup of lists, resources, and examples </li></ul></ul><ul><ul><li>Twitter JumpStart: The Complete Guide For Small Nonprofits </li></ul></ul>social media for nonprofits, by @askmanny 02/04/10
    37. 37. Useful posts <ul><li>About YouTube, Videos </li></ul><ul><ul><li>YouTube for Nonprofits </li></ul></ul><ul><ul><li>NonProfits on Video: Using YouTube to Promote Your Cause </li></ul></ul><ul><ul><li>Insider's Guide to Video and YouTube for Nonprofits </li></ul></ul><ul><ul><li>Lights. Camera. Help. </li></ul></ul><ul><ul><li>YouTube Nonprofit Program (only 501c3 groups) </li></ul></ul>social media for nonprofits, by @askmanny 02/04/10
    38. 38. Useful posts <ul><li>About Ning (a platform to create your own social network): </li></ul><ul><ul><li>Ning for nonprofits: How to create, manage and grow your own social network </li></ul></ul><ul><ul><li>Nonprofit know-how when networking on Ning </li></ul></ul><ul><ul><li>Using Ning to Connect your Community </li></ul></ul><ul><ul><li>Ning For Nonprofits </li></ul></ul>social media for nonprofits, by @askmanny 02/04/10
    39. 39. <ul><ul><li>@askmanny </li></ul></ul><ul><ul><li>DiabetesHands </li></ul></ul><ul><ul><li>DiabetesHF </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>And if you know someone touched by diabetes, </li></ul></ul><ul><ul><li>tell them about: </li></ul></ul>Follow me social media for nonprofits, by @askmanny 02/04/10
    40. 40. Questions <ul><li>? </li></ul>social media for nonprofits, by @askmanny 02/04/10
    41. 41. Photo credits: <ul><li>Conversation, NYC, 1970 </li></ul><ul><li>Who’s The Dick Writing Comments On My Blog </li></ul><ul><li>Getting facetime with Facebook’s CEO </li></ul><ul><li>Twitter bird logo icon illustration </li></ul>social media for nonprofits, by @askmanny 02/04/10