BUILDING YOUR BASE MID-OHIO FOODBANK’S SOCIAL MEDIA EXPERIENCE September 2, 2009
Who is Mid-Ohio Foodbank? <ul><li>Mid-Ohio Foodbank is dedicated to feeding hungry people by: </li></ul><ul><ul><li>Collec...
Why are we participating?
It’s how we’re all communicating… <ul><li>Be present & participate </li></ul><ul><li>Communicate with the masses </li></ul...
Our Approach: Photo on Flickr by Aaron Webb
Our Approach PURPOSE Awareness Volunteers Raise funds Advocates
Where can you find us? www.facebook.com/midohiofoodbank www.youtube.com/user/MidOhioFoodbank www.flickr.com/photos/mid-ohi...
Conversation & Trust <ul><li>Social media power users of both age brackets have used social media to discuss philanthropy....
How is Mid-Ohio Foodbank using it? <ul><li>Education & awareness </li></ul><ul><li>Volunteer & donor recognition </li></ul...
FoodFight6.30 <ul><li>Tools: </li></ul>Measurable Results Web Traffic Visits  increased  by  2000%,  day of Tweets  (inclu...
About USx8 <ul><li>Text  USx8  to  90999  to donate $5 to Mid-Ohio Foodbank – reply  YES  to confirm donation </li></ul><u...
Fight with $5  USx8 kickoff event <ul><li>Tools: </li></ul>Measurable Results Attended +/-  25 Money Raised  $200 Clicks/V...
Has it worked? <ul><li>“ To figure out what to measure, nonprofits must engage their stakeholders, research meaningful met...
Has it worked? <ul><li>So what ARE we doing: </li></ul><ul><li>Identifying influencers </li></ul><ul><li>Learning:  </li><...
Non-profits & social media www.nonprofitsocialnetworksurvey.com * Facebook Question Social Networks What is the primary pu...
Non-profits & social media <ul><li>NPOs are allocating real resources, staff & budgets </li></ul><ul><li>Very little real ...
What’s next? www.kimokards.com
What’s next? <ul><li>FRIENDraising is common </li></ul><ul><ul><li>Relationships are priceless </li></ul></ul><ul><li>List...
The Purpose <ul><li>Building a community: </li></ul><ul><ul><li>Advocates </li></ul></ul><ul><ul><li>Those with a common i...
Operational Shifts
Operational Shifts <ul><li>New space to communicate </li></ul><ul><li>Incorporating into other Foodbank programs </li></ul...
Questions?
<ul><li>Christina L. Christian </li></ul><ul><li>[email_address] </li></ul><ul><li>@christina_lynn </li></ul><ul><li>www.l...
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Building Your Base with Social Media | Columbus American Marketing Association Presentation

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On September 2, 2009 I delivered a presentation to the Columbus chapter of the American Marketing Association about how I\'ve been leveraging social networking at Mid-Ohio Foodbank to communicate brand awareness and promote its mission, as well as how I\'m using social media to connect with volunteers and (eventually) raise dollars.

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Building Your Base with Social Media | Columbus American Marketing Association Presentation

  1. 1. BUILDING YOUR BASE MID-OHIO FOODBANK’S SOCIAL MEDIA EXPERIENCE September 2, 2009
  2. 2. Who is Mid-Ohio Foodbank? <ul><li>Mid-Ohio Foodbank is dedicated to feeding hungry people by: </li></ul><ul><ul><li>Collecting </li></ul></ul><ul><ul><li>Educating </li></ul></ul><ul><ul><li>Advocating </li></ul></ul><ul><ul><li>Collaborating </li></ul></ul>http://hungerrelief.tyson.com/ Food Banks Warehouse& distribution operation Hunger education & advocacy Agencies Food pantries Meal sites Shelters Backpack programs <ul><li>Donors </li></ul><ul><li>Food producers </li></ul><ul><li>Food retailers </li></ul><ul><li>Farmers </li></ul><ul><li>Individuals </li></ul><ul><li>Food drives </li></ul>Government commodity distribution programs Families & individuals in need
  3. 3. Why are we participating?
  4. 4. It’s how we’re all communicating… <ul><li>Be present & participate </li></ul><ul><li>Communicate with the masses </li></ul><ul><li>Learn about audience </li></ul><ul><ul><li>Volunteers </li></ul></ul><ul><ul><li>Donors </li></ul></ul><ul><ul><li>Community </li></ul></ul>www.emarketer.com US Brand Marketers Who Use Social Media Marketing , June-July 2009 (% of respondents) Yes, it’s currently part of our marketing activity 59% We are planning to implement social media in: <ul><ul><li>next 3 months 13% </li></ul></ul><ul><ul><li>- 4-6 months 7% </li></ul></ul><ul><ul><li>- next 7-12 months 3% </li></ul></ul><ul><ul><li>12 months or longer 5% </li></ul></ul>- No, we’re not using/planning to use social media 13% Source: Equation Research, “ 2009 Marketing Industry Trends Report ,” August 18, 2009
  5. 5. Our Approach: Photo on Flickr by Aaron Webb
  6. 6. Our Approach PURPOSE Awareness Volunteers Raise funds Advocates
  7. 7. Where can you find us? www.facebook.com/midohiofoodbank www.youtube.com/user/MidOhioFoodbank www.flickr.com/photos/mid-ohiofoodbank @mid_ohfoodbank
  8. 8. Conversation & Trust <ul><li>Social media power users of both age brackets have used social media to discuss philanthropy. </li></ul><ul><li>Trust in social media is significant among social media savvy would-be donors. </li></ul><ul><li>– Philanthropy2.0 Study </li></ul>Organizational Impact Success Stories Learn more about affiliated organization Info on causes of interest Info on financial accountability Age 30-49 80% 74% 71% 79% 43% Age >50 86% 80% 80% 78% 47%
  9. 9. How is Mid-Ohio Foodbank using it? <ul><li>Education & awareness </li></ul><ul><li>Volunteer & donor recognition </li></ul><ul><li>Listen, monitor, research & respond </li></ul><ul><li>Event promotion </li></ul>
  10. 10. FoodFight6.30 <ul><li>Tools: </li></ul>Measurable Results Web Traffic Visits increased by 2000%, day of Tweets (including hashtag) 199 Facebook invitation Invited 395 Wall Posts 11 Confirmed Guests 88 Maybe Attending 90 YouTube 88 Blog mentions 6 including popular foodie bloggers Pitchengine.com 426 views Press 3 including10tv, 614 magazine & Columbus Underground
  11. 11. About USx8 <ul><li>Text USx8 to 90999 to donate $5 to Mid-Ohio Foodbank – reply YES to confirm donation </li></ul><ul><li>$5 helps feed an Ohio family for a day </li></ul>
  12. 12. Fight with $5 USx8 kickoff event <ul><li>Tools: </li></ul>Measurable Results Attended +/- 25 Money Raised $200 Clicks/Views of photo invitation (tr.im) 145 Facebook Invitations 362 Respondents (yes, no, maybe) 162 Wall posts 8 Tweets (using hashtag) 70
  13. 13. Has it worked? <ul><li>“ To figure out what to measure, nonprofits must engage their stakeholders, research meaningful metrics and experiment with trial and error”.  </li></ul><ul><li>- Jason Saul via http://beth.typepad.com </li></ul><ul><li>How do you measure awareness? </li></ul><ul><li>No dollar amount; so measure online presence </li></ul><ul><ul><li>Social media audit </li></ul></ul><ul><ul><li>Measure BEFORE and after </li></ul></ul><ul><ul><li>Good benchmarking </li></ul></ul>
  14. 14. Has it worked? <ul><li>So what ARE we doing: </li></ul><ul><li>Identifying influencers </li></ul><ul><li>Learning: </li></ul><ul><ul><li>what works & what doesn’t </li></ul></ul><ul><ul><li>how to craft effective messages or calls to action </li></ul></ul><ul><li>“ Relationship building lays groundwork for future campaigns to raise time, money, and blood.” </li></ul><ul><li>- Beth Kanter, http://beth.typepad.com </li></ul>
  15. 15. Non-profits & social media www.nonprofitsocialnetworksurvey.com * Facebook Question Social Networks What is the primary purpose of the community? Marketing (80.5%) How long have you had your *community? 1-24 months (93.8%) How much fundraising revenue have you raised from your community over the preceding year? Not fundraising (61.1%) For those nonprofits without a community of this type, what is the primary reason? Do not have the expertise in-house (44.3%)
  16. 16. Non-profits & social media <ul><li>NPOs are allocating real resources, staff & budgets </li></ul><ul><li>Very little real revenue generated </li></ul><ul><li>Facebook is the most popular </li></ul><ul><ul><li>39.9% have raised money </li></ul></ul><ul><ul><li>29.1% raised $500 or less over past 12 months </li></ul></ul><ul><li>More than 1/2 intend to increase project staffing into 2010 </li></ul><ul><li>Communications & marketing departments most likely to own efforts </li></ul>
  17. 17. What’s next? www.kimokards.com
  18. 18. What’s next? <ul><li>FRIENDraising is common </li></ul><ul><ul><li>Relationships are priceless </li></ul></ul><ul><li>Listen & learn </li></ul><ul><ul><li>Strategies change </li></ul></ul><ul><li>All NPOs are different </li></ul><ul><ul><li>Not for every donor </li></ul></ul><ul><li>Launch a blog </li></ul><ul><ul><li>Implement fundraising platform </li></ul></ul><ul><li>Create/encourage more content </li></ul><ul><li>Think outside of the box </li></ul><ul><li>Lessons Learned </li></ul><ul><li>Future Plans </li></ul>
  19. 19. The Purpose <ul><li>Building a community: </li></ul><ul><ul><li>Advocates </li></ul></ul><ul><ul><li>Those with a common interest </li></ul></ul><ul><ul><li>Like-minded </li></ul></ul><ul><ul><li>Representatives </li></ul></ul><ul><li>Local non-profits </li></ul>
  20. 20. Operational Shifts
  21. 21. Operational Shifts <ul><li>New space to communicate </li></ul><ul><li>Incorporating into other Foodbank programs </li></ul><ul><li>Resource </li></ul><ul><ul><li>Ideas /collaboration </li></ul></ul><ul><li>Building network & deeper relationships </li></ul><ul><li>Still exploring fundraising opportunities </li></ul><ul><ul><li>Trial & error </li></ul></ul><ul><ul><li>Direct web traffic </li></ul></ul>
  22. 22. Questions?
  23. 23. <ul><li>Christina L. Christian </li></ul><ul><li>[email_address] </li></ul><ul><li>@christina_lynn </li></ul><ul><li>www.linkedin.com/in/ChristinaChristian </li></ul><ul><li>www.facebook.com/ChristinaChristian </li></ul>Contact

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