Introduction to Social Media for SA Community Grantmakers Leadership Forum


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Introduction to Social Media for SA Community Grantmakers Leadership Forum

  1. 1. Carla FerreiraCommunity Manager. GivenGain Foundation.
  2. 2. Introduction to Social MediaFor non-profit organisations
  3. 3. Contents:• GivenGain: why social media?• Online fundraising and Social Media• Using Social Media to bring about social change• Case studies• Discussion
  4. 4. The Hype.
  5. 5. The Hype
  6. 6. Facebook Users in South Africa (
  7. 7. Non-profits on social networks
  8. 8. Case Study 1: Brothers for Life
  9. 9. Case Study #2: charity: water
  10. 10. Case Study #3 – Egyptian Revolution
  11. 11. Thank You.@GivenGain
  12. 12. Do’s and Don’tsTips for Non-profit organisations
  13. 13. Important things to think about: Your brand (e.g. charity: water) What are my goals? Themes for content Integration with campaignsRethinking my organisation’s page...
  14. 14.  Make your page visually appealing High quality cover photo Check display of your profile picture/logo At least 180x180 pixels Displays at 160x160 pixels Take note of Facebook‟s rules Cover photo may only contain 20% text Competitions must be run via appsRemember…
  15. 15. Personal vs. Professional• Posting as the organisation or myself?• Do not share your own personal content from theorganisation‟s social media accounts.• Be careful especially when using Tweetdeck• When posting as the organisation, do not write in thefirst person.• E.g. “I‟ve just uploaded a video on YouTube”• Be careful of automated sharing from YouTube andother social media platforms.
  16. 16. Basics: Grammar and Punctuation• Do not use too many abbreviations• Will people understand what I‟m saying?• As far as possible do not use SMS language• E.g. “Hi all u fans! Hope ur having a good day!”• Be careful with spacing• E.g. “We‟ve just launched a new programme ! ”• E.g. “Read this interesting article on globalwarming”
  17. 17. • Privacy of beneficiaries when posting photos• Especially when children are involved• Privacy of staff members involved with campaigns E.g. photos taken at fundraising event and postedon FacebookRespecting privacy
  18. 18.  Do unto others…say „please‟ and „thank you‟ Engage! Do not just broadcast Respond to questions, posts made by others on Facebook. Respond to tweets, thank people for retweets and favorite tweets. Use Hootsuite/Tweetdeck to monitor activity.Social Media is a two-way street
  19. 19.  Is it okay to share the same message on multiple platforms? Yes and No Checklist: How do I communicate differently on these platforms? Are the audiences different? To what extent? Frequency that people visit the platform per day E.g. TwitterTo duplicate or not to duplicate
  20. 20.  What tone am I using on social media? Don‟t make Facebook your own personal pulpit Is it in line with our organisation‟s brand? Different tones for different types of content Celebrating success Thanking donors/supporters /volunteers Asking for donationsTone of communication
  21. 21. • Asking for donations• Fundraisers are not beggars• People want to feel like they are part of somethingbigger than themselves• Focus on the impact when people do respond positivelyto calls for donations.• Testimonials/Feedback from donors/volunteers/ActivistsTone of communication
  22. 22. • Social media is about relationships.• Your fans or followers could be your next donorsor Activists (peer-to-peer fundraisers)• Create an environment where your supporters can networkwith each other, e.g. Cape Argus ActivistsBuilding relationships
  23. 23. • Facebook covers may only contain 20% text• May not contain calls to action• Running a Facebook competition?• Must be run via Apps on Facebook• You must not use Facebook features or functionalityas a promotion‟s registration or entry mechanism.• and Conditions
  24. 24. • Be professional but have fun!• Work as a team• When in doubt, Google it!• Vary content and themes• Ask your audiences‟ opinion• Don‟t be scared to explore social media• You cannot break it!Tips
  25. 25. • Resources••• www.nonprofitmarketingblog.comResources
  26. 26. Activists. Tools.
  27. 27. Activists.Fundraisers & Donors.