Social media that works for non profits

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I was asked to be a guest speaker at Susan Geib's Sales, Marketing, and Fundraising class at Concordia College. If you have any questions regarding this presentation, please make a comment on the blog post: http://belugasocial.com/2013/10/29/social-media-that-works-for-non-profits/

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Social media that works for non profits

  1. 1. Social media that works for non-profits Margot Brenna, HERO Communications Director & Beluga Social
  2. 2. Margot Brenna  Age 3: princess  Age 5: ballerina  Age 9: fashion designer  Age 13: pop star  Age 17: singer or music teacher  Age 19: sociology teacher  Age 22: no idea  something with non-profits maybe?
  3. 3. Why I’m here…
  4. 4. Local Non-Profit Facts  3,500 public charities in North Dakota  45,000 North Dakotans employed by non-profits  Many of these Non-Profits…  Same fundraising plan =  Similar communications/marketing
  5. 5. First Steps  What’s your organization’s purpose for being on social media?  Who are non-profits trying to reach?  Where are these groups online?  Would it be beneficial to use those platforms?  Time, $$$, & knowledge
  6. 6. How Non-Profit Communication Translates Online Blog Website Blog Social media Email Others Others Website Social media Email
  7. 7. Inventory Analysis  Platforms  What platforms do they use? Why?  Users  Demographics online vs. offline  What are they doing well/improvements to make?  Donors  Are they missing a big target audience on a platform they could add?  Volunteers  Content Manager  Who is in charge of updating social media?  Knowledge and understanding of each site  Personal use before brand manager  Understand the difference and approach  How much time do they have?  Clients  Fundraisers  Engagement  Likes, comments, shares, RT’s, repins, etc…
  8. 8. Sample target audiences
  9. 9. Donor Perspective  Message and mission  Who it’s helping  Financial information  Easy online donation process (thank-you landing page after donation)
  10. 10. Client Perspective  Contact information  Hours of operation  Limitations for services  Transportation to organization
  11. 11. Volunteer’s Perspective  Volunteer opportunities & open time slots  Anything they need to know beforehand (safety goggles?)  Location  Why are volunteers important to the organization?  Sign up
  12. 12. 5 Ways to Increase Fan Base
  13. 13. 1. Branding  Optimize your organization’s social presence:  Look & feel/voice  www.HEROFargo.org  www.Twitter.com/HEROFargo  www.Facebook.com/HEROFargo  www.Pinterest.com/HEROFargo  www.YouTube.com/HEROFargo  Keywords
  14. 14. (Branding continued) Guidelines About sections (link back to website) Include important information for target audiences – as space will allow Update yearly statistic information, awards, contact information, etc…
  15. 15. 2. Cross Promotion  Promote social media everywhere  Website  Email  Brochures  Business cards  Etc…  Same theme on different platforms
  16. 16. 3. Content: Useful Relevant, & Valuable  Something valuable to a client may not be useful to a donor  Take into consideration target audience for each social media platform  Know your organization’s voice. Some humor can work, some can’t. Toys http://www.youtube.com/watch?v=ao2A-eEIkA4 Sandbox http://www.youtube.com/watch?v=i2iG9NQk9mI
  17. 17. 4. Interact  Respond in a timely manner  Questions:  Answer a commonly asked question or misconception about your organization  Explain the problem you solve  Ask a question you know your fans will answer (not just “what are your plans this weekend?”)
  18. 18. 5. Giveaways and Contests  Rafflecopter (free option)  Wildfire (need to contact for price)  Blinkd (free option)  Contest Platform (wizehive) $249 + $3/day  Strutta $399
  19. 19. Social Measurement • Google Analytics Academy plan • Google Analytics Oct. 1 – 28, 2013 • & update to Facebook Insights
  20. 20. Creating a measurement plan https://analyticsacademy.withgoogle.com/preview Thanks Google Analytics Academy! 1. Define your organization’s needs & define measurement plan (what will you measure?) 2. Document your technical infrastructure (is it possible to track what you need?) 3. Create an implementation plan (who will set up what you need?) 4. Implement your plan (set up tracking recommendations) 5. Maintain and refine
  21. 21. Out of 219 total visits on Oct. 7, 157 of them were from social referral
  22. 22. Could show Google Analytics: acquisition/social/visitors-flow
  23. 23. Social Measurement Facebook insights https://www.facebook.com/facebookforbusiness/ne ws/pageinsights
  24. 24. Additional Measurements  YouTube Analytics (“Channelitics”)  Pinterest Analytics  Simplymeasured.com  Numerical vs. Engagement
  25. 25. Online Fundraising
  26. 26. Campaign analysis (traditional social media)  What is the campaign and how does it benefit your organization?  Who is your target audience?  Where are they? (Channels)  When is the event and how far out do they want to start promoting?  How: what kind of content does your audience engage with most?
  27. 27. Crowdsourcing  obtain (information or input into a particular task or project) by enlisting the services of a number of people, either paid or unpaid, typically via the Internet  charity:water Birthdays http://www.youtube.com/watch?v=20ftvMjonkg
  28. 28. Keeping up with the charity:water’s …
  29. 29. Charity Water Staff who Probably Work on Online Communication  Creative Director  Director of Digital Engagement  Tech Project Manager  Email Marketing Manager  Designer  Supporter Experience Administrator  Executive Producer  Web Designer  Director of Technology  Videographer  Special Events Project Manager  Online Reporting Officer  Content Strategist
  30. 30. How can a small non-profit keep up?  Stick to the strategy  Only do what you 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
  31. 31. How to get Started  Reason (example: event or campaign)  Calls to action  Start with people who are already involved  “Traditional” – face to face, phone calls, etc…  Engaging content  Easy sign-up
  32. 32. GoFarCharity HERO Team  Razoo.com  Team or solo fundraiser  Sign up, start a fundraiser (for a non-profit that is registered through Razoo.com)  4.9% processing fee  Embeddable widget, Facebook widget, email team members, & easy social integration
  33. 33. Personal Fundraiser
  34. 34. Organization for Personal Fundraiser
  35. 35. Razoo widgets  Donation widget for website or blog  Facebook widget for donations (can be general or for specific campaign)
  36. 36. Social Media Integration  YouTube videos for explaining campaign  YouTube videos for thanking donors through automated thank-you message  Post on Facebook, tweet, send an e-mail, QR code generator, link, & donate now buttons
  37. 37. Other Crowdfunding Sites  Indiegogo.com (similar to kickstarter)  Non-profit fees: 6.25% any donation for platform fee, 4% for processing, if goal is reached – 3.75% back  Gofundme.com  5% for processing and 4.25% credit card  Crowdrise.com  Free account: 5% + undisclosed credit card fees  Featured: $49/month with annual contract, 4%, + undisclosed credit card fees  Royale: $199/month with annual contract, 3%, + undisclosed credit card fees
  38. 38. To Crowdsource or Not to Crowdsource  Is your organization’s fan base super-engaged?  Are your fans already donors or clients with connections?  Do you have an event that could be enhanced by crowdsource fundraising?  Maybe it’s right for you.  If not, work on building up your fan base with the right audience for the site.
  39. 39. Questions? www.belugasocial.com www.HEROFargo.org margot@belugasocial.com margot@HEROFargo.org Facebook.com/belugasocial Facebook.com/HEROFargo Twitter.com/belugasocial Twitter.com/HEROFargo Pinterest.com/belugasocial YouTube.com/HEROFargo Pinterest.com/HEROFargo

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