Social Media and OnlineCommunications from theView of a Small Non-ProfitAKA hang out with Margot and talk about Social Non...
Why I’m here…
Local Non-Profit Facts 3,500 public charities in North  Dakota 45,000 North Dakotans Employed by  Non-Profits One great...
Business vs. Non-Profits What are businesses trying to sell?    What are non-profits trying to    (Products, services, ...
Originally, there were some graphs about communication trends in 2013 for Non-Profits.Instead of post those slides, you ca...
Strategy: Target AudienceInstead of talk all about strategy, let‟stouch on one portion of it: TargetAudience. It answers t...
How Non-Profit Communication TranslatesOnline                                                      Blog                  S...
ContentHumor             Uncontrollable tears
Online Content Clear message across all platforms – voice Calls to action (e.g. “donate now” “sign up  to volunteer”) S...
Example Audience: Donor Perspective What they want to know:   They can see who it‟s helping and can learn    about the m...
Example Audience: Client Perspective What they want to know:   How to get a hold of the    organization (contact informa...
Example Audience: Volunteer’sPerspective What they want to know:   What do volunteers do?   What do they need to know? ...
So/MeExamples
Keeping up with the charity:water’s …
Charity Water Staff Who Probably HaveInput for Online Communication Creative Director      Tech Project          Email ...
How can a small non-profit keep up? Stick to the strategy (or create one and then stick  to it) Non-profits should only ...
How to help non-profits you support withyour social media talents Choose an organization you connect with and get to know...
Questions?www.belugasocial.com         www.HEROFargo.orgmargot@belugasocial.com      margot@HEROFargo.orgFacebook.com/belu...
Social Media and Online Communications from the View of a Small Non-Profit
Social Media and Online Communications from the View of a Small Non-Profit
Social Media and Online Communications from the View of a Small Non-Profit
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Social Media and Online Communications from the View of a Small Non-Profit

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Margot Brenna created this powerpoint and presentation for Concordia College's first Social Media Summit. She was a breakout speaker for the summit on April 14, 2013. This is a detailed copy of the presentation.

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  • Many non-profits know they should have a website, blog, social media sites, etc… so they’ll jump in too quickly and get on everything. They might have a volunteer who made their website but they don’t have access (or it’s limited access) themselves, someone else might have made a Facebook page but it’s not kept up and administrative rights aren’t given to staff. Online communications – especially for non-profits, have to have a rhyme and reason for everything. Instead of having singular pillars of different forms of communication, they have to work together. The website should be the “hub” of all information. All target audiences should be able to find information relevant to what they want to know. Social media is like an octopus tentacle (reaching out to give information where more info can be found on the website). Social media is a way to tap into different audiences to initially spread awareness and then increase engagement.
  • Many non-profits will come to us saying they have some social media sites set up, but they don’t know what to post. There are so many different ways to view content, but it goes back to the voice of the organization. Knowing what the organization is, the message, and how the message is shared. Can the organization use humor like “The Shelter Pet Project”? Or do they want to make you so emotionally attached you can’t help but 1. give your money or 2. feel like a terrible person changing the channel. It’s the same online – these organizations know who they are and what their voice is. Content online should share the voice of the organization.
  • Call to action: “Get to know Ty by vising *link*”
  • 9th Annual HERO Bash is approaching. These are examples of different types of content for different social media/online communication channels.
  • The FM Humane Society does a great job with keeping animals available for adoption album updated. Target audience = people who want to adopt a new friend.
  • Lend-A-Hand just had a high-five Facebook contest. It gets the community involved and spreads awareness about their mission.
  • charity:water does a great job with online communications. They’re what we aspire to be able to do in the future. They have awesome content for different campaigns throughout the year and have a sign in to fundraise for the organization right on their website…
  • Looking at the staff page, these are some of the job descriptions of people who are probably somewhat involved with online communications at charity:water. Working at a small non-profit it can sometimes feel like you’ll never be able to catch up.
  • Here’s some ways to get on track to have meaningful and engaging online content for a non-profit.
  • Social Media and Online Communications from the View of a Small Non-Profit

    1. 1. Social Media and OnlineCommunications from theView of a Small Non-ProfitAKA hang out with Margot and talk about Social Non-Profits
    2. 2. Why I’m here…
    3. 3. Local Non-Profit Facts 3,500 public charities in North Dakota 45,000 North Dakotans Employed by Non-Profits One great thing about many of these non-profits (in the Fargo- Moorhead Area)  Same fundraising plan =  Similar communications
    4. 4. Business vs. Non-Profits What are businesses trying to sell?  What are non-profits trying to  (Products, services, idea you‟re “sell”? not good enough, idea the  (Emotional connection, awareness product will change your life…) of cause, services/sometimes a product) What do they want?  (Your $ - people to buy their  What do they want? product/service, repeat  (New donors, sustaining donors, customers, your trust, people to volunteers, clients, partner refer others to purchase item) businesses & agencies)
    5. 5. Originally, there were some graphs about communication trends in 2013 for Non-Profits.Instead of post those slides, you can download the report:It‟s from Kivi Leroux Miller‟s www.nonprofitmarketingguide.com„s annual study entitled“2013 Non-Profit Communication Trends Report”. The full version can be downloaded at:http://www.nonprofitmarketingguide.com/resources/book/download-the-2013-nonprofit-communications-trends-report/
    6. 6. Strategy: Target AudienceInstead of talk all about strategy, let‟stouch on one portion of it: TargetAudience. It answers the question, “Whoare non-profits trying to reach?” Where are these groups online? Would it be beneficial to use those platforms? Non-Profits have to be realistic and make sure they have the Time & $ to put into it  And knowledge (e.g. staff, volunteers, etc…)
    7. 7. How Non-Profit Communication TranslatesOnline Blog Social Others Website Email Website Blog Email Others Media Social Media
    8. 8. ContentHumor Uncontrollable tears
    9. 9. Online Content Clear message across all platforms – voice Calls to action (e.g. “donate now” “sign up to volunteer”) Social integration/cross-promotional Knowledge and understanding of each platform  Personal user before Brand Content Manager  Understanding the difference & approach Take into consideration viewpoints of target audience
    10. 10. Example Audience: Donor Perspective What they want to know:  They can see who it‟s helping and can learn about the mission  There‟s access to financial information- to build credibility  It‟s easy to donate online- and have options  Show fundraising opportunities
    11. 11. Example Audience: Client Perspective What they want to know:  How to get a hold of the organization (contact information)  Hours of operation or available for services  Any limitations for services provided?  Transportation to organization
    12. 12. Example Audience: Volunteer’sPerspective What they want to know:  What do volunteers do?  What do they need to know?  When are they needed?  Where is the location/event location?  Why are volunteers important to the organization?  Why do volunteers like giving back?  How volunteers should sign up
    13. 13. So/MeExamples
    14. 14. Keeping up with the charity:water’s …
    15. 15. Charity Water Staff Who Probably HaveInput for Online Communication Creative Director  Tech Project  Email Marketing Director of Digital Manager Manager Engagement  Designer  Supporter Executive Producer  Web Designer Experience Administrator Director of  Videographer Technology  Content Strategist Special Events  Online Reporting Project Manager Officer
    16. 16. How can a small non-profit keep up? Stick to the strategy (or create one and then stick to it) Non-profits should only do what they can do well Make meaningful content with a purpose Gather groups of knowledgeable and capable volunteers/interns/staff/etc… (Social Media Dream Team)  Give specific tasks/jobs  Expectations
    17. 17. How to help non-profits you support withyour social media talents Choose an organization you connect with and get to know it inside and out Set a strategy & guidelines- and ways to implement it Create content Set goals and measure them Look for free/low-cost resources (http://belugasocial.com/services/materials/)
    18. 18. Questions?www.belugasocial.com www.HEROFargo.orgmargot@belugasocial.com margot@HEROFargo.orgFacebook.com/belugasocial Facebook.com/HEROFargoTwitter.com/belugasocial Twitter.com/HEROFargoPinterest.com/belugasocial YouTube.com/HEROFargo Pinterest.com/HEROFargo#cordSMS

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