Dave Tinker, CFRE
@davethecfre
October 23, 2013
Carnegie Library of Pittsburgh - Foundation
Center
1
What is social media?
 Social media statistics and benefits
 Focus on Facebook, Twitter, YouTube and
Pinterest
 How oth...
Social media is an umbrella term that
defines the various activities that integrate
technology, social interaction, and th...


Social media can include:




What is Social Networking?


4

Email, blogs, videos, IM, wikis, bookmarks,
books, pic...
Public Relations
 Customer Services
 Loyalty Building
 Collaboration
 Networking
 Search Engine Optimization
 Enhanc...


People Use Social Media More than Anything
Else on Internet
 75% of Americans use social media
 33% of adults online ...
66% of all internet users in the world visit
social networks
 Using social media is done more often
than reading email
 ...


You can access social media
PCs
Tablets, Kindles, Nooks
Phone
TV and TV games




Social Media is more interconnec...
•

Guess the correct social media statistic

•

The contestant who is the closest without going
over wins!

9
• What percent of all time spent online is spent
on social media sites?
•

22%

•

650 million people connect via mobile
d...
• Facebook has how many million active
users?
•

1,200

•

1 in 7 minutes of all time spent online is on
Facebook
Average ...
• How many million Tweets are sent per day?
•

500+

•

Twitter has 500 million users worldwide;
•

•

200 million active
...
“It (Ushahidi) is only 10% of the solution.
The other 90% is up to the people and
organisations using the platform.”
Ory O...
14
15
•

Listen to the social media impact statistic

•

Guess whether the correct answer is more or
less!

16
• Of 213 countries surveyed, 150 reported
Facebook as being used by at least half of the
population who use the internet
•...
• With 250 million users, Europe has the most
Facebook users
•

•

LESS: Asia has the most with 245 million.
Europe has 24...
13% of all giving done online
 Online giving up 10.6% in 2012






7% of all giving

Incorporating social media into ...










More than 1.2 billion users worldwide
50% of users login on any given day
23 Billion = number of minutes ...
Get volunteers to share peer-to-peer
 Give tips on what to post


Text
 Photos/Logos




Carleton College did this to...
50,000,000 Facebook Pages
 Ads
 Apps
 Places (geotagging)
 Events
 Groups
 Nonprofit Resources by Facebook




htt...
23
24
25
26
27
Launched in October 2010
 Bought by Facebook 18 months later
 150 million monthly active users
 Video capability launch...


500 million users as of June 2013








140 Million in US

50 million people visit Twitter each day
More than 50...
Anatomy of a Tweet

30
31
31
Name @
 Hashtags #
 URL Shorteners
 . or “ before a Tweet




.@davethecfre
32


Pittsburgh Gives






One Day Only Have Your Gift to ACHIEVA Matched –
http://is.gd/1234 #pghgives (78 characters)
...
34


Make a request in 140 Characters or less!




Can be event, general request or pushing
information

State mission in ...
Vine is Twitter‟s Video App
 Launched in Jan 2013
 Point and Click Video
 6 seconds = really 6.6 seconds
 40 million u...
“We‟re still in the process of
picking ourselves up off the
floor after witnessing firsthand
the fact that a 16-year-old
Y...








1 billion unique users per month
100 hours of video are uploaded to YouTube
every minute
6 billion videos vie...
39
Guidestar has listings for all 501(c)(3)s
 Network for Good uses Guidestar‟s
database
 Network for Good has partnered wi...


Launched in 2010
70 million users
 500,000 Business Accounts


83% of users are women
 5 million average daily pins
...


How to use it


Ronald McDonald House of Southern Alberta




http://pinterest.com/rmhsouthernab/rhymes-withpurple/
...
Who is your audience?
 Which social media tools will allow you to
reach your desired audience?
 How will you reach and e...


Social Media Tracking Free Online Tools
Facebook Search – must be logged in
 Twitter Search http://twitter.com/search
...


You can update multiple accounts at the
same time




You can create a free e-newspaper from your
feeds




Buffer ...
46
“Twitter is a great place to tell the world
what you are thinking before you have had
a chance to think about it” – Chris ...
Use by employees, volunteers,
consultants, and people you serve
 Impact on marketing and branding,
fundraising, and aware...


What it is:
It sets expectations and boundaries
 Operational guidelines for people who use
social media in their job
...










50

Define social media
Identify that you have concerns and interests
Tell people what to avoid
Remind p...


Can lead to
Leaks
 Badmouthing
 Someone else speaking on your behalf




It‟s Not Too Late

51


Online Policy Tool


http://socialmedia.policytool.net

52


In 2010 AFP International convened a
group of npo tech professionals crafted
guidelines for members of
AFP
 ASAE
 NTE...


“Facebook Alternatives”
Google+ http://plus.google.com
 Diaspora https://joindiaspora.com
 Ning http://www.ning.com
...


Pictures/Videos and News
Storify – http://www.storify.com
 Tumblr – http://www.tumblr.com




Location




Foursqu...


Listen & Engage
It‟s a dialogue, not a monologue
 85% of social media users believe that an
organization should also i...



Definitions
Social media isn‟t a fad




There are many, many tools








Billions of users across the globe
...
58
Dave Tinker, CFRE
Vice President of Advancement
ACHIEVA
412-995-5000 x 436
dtinker@achieva.info
http://www.achieva.info

w...














Alltop - http://social-media.alltop.com
Beth Kanter - http://www.bethkanter.org
GoogleAlerts – ht...


AFP Social Media Guidelines- http://is.gd/yGv43r



Beth Kanter‟s list – http://is.gd/tSujQv



National Labor Relati...
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Fundraising and Social Media - Davethecfre at CLPGH Foundation Center

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Presentation by Dave Tinker, CFRE at Carnegie Library of Pittsburgh's Foundation Center. 10/23/13

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  • # of minutes spent of Facebook double from last year
  • # of minutes spent of Facebook double from last year
  • PagesCreate a Page for your cause or organization to start engaging with supporters. People will be able to receive and respond to content from your Page by clicking the Like button. Your organization's Page content is distributed virally when your audience responds to or shares it. AdsCreate Ads to promote your organization and initiatives by targeting potential supporters across a variety of demographics, interests, and connections. Ads are seamlessly integrated into the Facebook experience, and are displayed to people in the right-hand column of Facebook while they browse content. ApplicationsAdd Applications your Page to display additional content and encourage audience participation in a customized, social setting. You can find relevant applications on Facebook and custom applications can be built by any developer that follows Facebook's Developer Policy. Claim Places and encourage supporters to check-in to the physical location of relevant event and retail locations. Checking in via a mobile phone informs supporters' friends about your organization, and generates viral check-in stories, allowing your organization to extend its reach to many potential new supporters.EventsCreate Events on your Page to share relevant conferences, fundraisers, and speaking events with supporters. Upon creating an event, a News Feed story with event info will post to your Page, and your audience can RSVP from your Page's Events tab or news feed story. You can increase RSVPs by posting status updates leading up to the Event, emailing lists, and linking from your site.GroupsCreate a Group to enable more opportunities for supporters to engage and organize – create polls, group chat, and shared docs. You can control who sees your group, and keep members informed with Group notifications and shared email addresses.
  • PagesCreate a Page for your cause or organization to start engaging with supporters. People will be able to receive and respond to content from your Page by clicking the Like button. Your organization's Page content is distributed virally when your audience responds to or shares it. AdsCreate Ads to promote your organization and initiatives by targeting potential supporters across a variety of demographics, interests, and connections. Ads are seamlessly integrated into the Facebook experience, and are displayed to people in the right-hand column of Facebook while they browse content. ApplicationsAdd Applications your Page to display additional content and encourage audience participation in a customized, social setting. You can find relevant applications on Facebook and custom applications can be built by any developer that follows Facebook's Developer Policy. Claim Places and encourage supporters to check-in to the physical location of relevant event and retail locations. Checking in via a mobile phone informs supporters' friends about your organization, and generates viral check-in stories, allowing your organization to extend its reach to many potential new supporters.EventsCreate Events on your Page to share relevant conferences, fundraisers, and speaking events with supporters. Upon creating an event, a News Feed story with event info will post to your Page, and your audience can RSVP from your Page's Events tab or news feed story. You can increase RSVPs by posting status updates leading up to the Event, emailing lists, and linking from your site.GroupsCreate a Group to enable more opportunities for supporters to engage and organize – create polls, group chat, and shared docs. You can control who sees your group, and keep members informed with Group notifications and shared email addresses.
  • Over 8.3 million people us Facebook Causes. Donations through causes use Network for Good.Crowdsourcing type of fundraising. People now have more access to personalized fried to friend software so they look to it, or sites like IndieGoGo.$50 million out of $1.2 trillion dollars raised each year (AAFRC) People are still trying to figure it out.
  • Very easy to set up an accountJust need a valid email addressName @Usernames start with @ symbol Now used by Google+Hashtags #Most important word or phrase in tweetURL ShortenersTwitter now built one in Hootsuite, Tweetdeck, etc. also build them in
  • Drive people back to your own website…
  • RT’s – after an hour of tweeting, you have less than a 1% chance of it being RT’edRules of thumb – RT multiple times for every new tweet of your own.
  • YouTube Channels
  • Used for future planningOver 30 to 104 million monthly visits
  • How will you incorporate it into your current online and offline efforts?What resources can you put into it? Who will do the work?
  • Fundraising and Social Media - Davethecfre at CLPGH Foundation Center

    1. 1. Dave Tinker, CFRE @davethecfre October 23, 2013 Carnegie Library of Pittsburgh - Foundation Center 1
    2. 2. What is social media?  Social media statistics and benefits  Focus on Facebook, Twitter, YouTube and Pinterest  How others use it to raise funds and communicate with their constituencies  Social media policies  Online resources  2
    3. 3. Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio. Source Wikipedia 3
    4. 4.  Social media can include:   What is Social Networking?  4 Email, blogs, videos, IM, wikis, bookmarks, books, pictures, games, travel, music and presentations Placing individuals into specific groups connected by a common interest
    5. 5. Public Relations  Customer Services  Loyalty Building  Collaboration  Networking  Search Engine Optimization  Enhance your Fundraising  5
    6. 6.  People Use Social Media More than Anything Else on Internet  75% of Americans use social media  33% of adults online post to social media sites at least once a week Sources Forrester, Nielsen, TechCrunch, Wecando.biz 6
    7. 7. 66% of all internet users in the world visit social networks  Using social media is done more often than reading email  It is growing faster than 3x the internet  93% of social media users believe an organization should have a presence in social media  7 Sources Forrester, Nielsen, TechCrunch, Wecando.biz
    8. 8.  You can access social media PCs Tablets, Kindles, Nooks Phone TV and TV games   Social Media is more interconnected 8
    9. 9. • Guess the correct social media statistic • The contestant who is the closest without going over wins! 9
    10. 10. • What percent of all time spent online is spent on social media sites? • 22% • 650 million people connect via mobile device Social networking sites reach 1.2 billion people = 82% of people online • Sources: comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street Journal 10
    11. 11. • Facebook has how many million active users? • 1,200 • 1 in 7 minutes of all time spent online is on Facebook Average user connected to 80 groups, events and community pages 350 million photos uploaded daily • • Sources: Zdnet.com, comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street Journal 11
    12. 12. • How many million Tweets are sent per day? • 500+ • Twitter has 500 million users worldwide; • • 200 million active 500+ million Tweets = 26+ million pages of text Sources: Zdnet.com, comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street Journal 12
    13. 13. “It (Ushahidi) is only 10% of the solution. The other 90% is up to the people and organisations using the platform.” Ory Okollon, founder of Ushahidi (nonprofit providing software for information collection) 13
    14. 14. 14
    15. 15. 15
    16. 16. • Listen to the social media impact statistic • Guess whether the correct answer is more or less! 16
    17. 17. • Of 213 countries surveyed, 150 reported Facebook as being used by at least half of the population who use the internet • MORE: 175 countries or more than 82% Sources: Wikipedia, Internet World Stats 17
    18. 18. • With 250 million users, Europe has the most Facebook users • • LESS: Asia has the most with 245 million. Europe has 241 million, followed by North America with 235 million Source: Social Breakers 18
    19. 19. 13% of all giving done online  Online giving up 10.6% in 2012    7% of all giving Incorporating social media into giving Avg. gift online 10x  Avg. for all giving 5x   People repost your requests; spread your brand 19 Sources: Philanthropy & Social Media (Institute of Philanthropy), Network for Good Giving Index, Blackbaud 2012 Online Giving Report, Nonprofit Quarterly
    20. 20.        More than 1.2 billion users worldwide 50% of users login on any given day 23 Billion = number of minutes spent on Facebook each day Currently most popular social media in US Prospect Research and Fundraising Largest repository of photos on line in the world 2nd Largest repository of videos online Source: StatisticBrain 20
    21. 21. Get volunteers to share peer-to-peer  Give tips on what to post  Text  Photos/Logos   Carleton College did this to enhance year end annual fund appeal  Story shared 600 times; got gifts from lapsed donors and from „lost‟ 1950‟s and 60‟s alumni 21
    22. 22. 50,000,000 Facebook Pages  Ads  Apps  Places (geotagging)  Events  Groups  Nonprofit Resources by Facebook   http://is.gd/BweWdm 22
    23. 23. 23
    24. 24. 24
    25. 25. 25
    26. 26. 26
    27. 27. 27
    28. 28. Launched in October 2010  Bought by Facebook 18 months later  150 million monthly active users  Video capability launched last June – 15 sec  Calgary Zoo published 2012 Annual Report only on Instagram.  28
    29. 29.  500 million users as of June 2013      140 Million in US 50 million people visit Twitter each day More than 50% of posts are done using an application and not via the Twitter website Created real-time search Watch trends as they happen Source: Semiocast 29
    30. 30. Anatomy of a Tweet 30
    31. 31. 31 31
    32. 32. Name @  Hashtags #  URL Shorteners  . or “ before a Tweet   .@davethecfre 32
    33. 33.  Pittsburgh Gives    One Day Only Have Your Gift to ACHIEVA Matched – http://is.gd/1234 #pghgives (78 characters) The Pittsburgh Foundation will match your gift to ACHIEVA 50 cents for every dollar up to $2,500 Oct 28 at 10am http://is.gd/ZiQtDk PLS RT(140 characters) Join and Donate  @aplusk, @drew 33
    34. 34. 34
    35. 35.  Make a request in 140 Characters or less!   Can be event, general request or pushing information State mission in 140 characters or less! 35
    36. 36. Vine is Twitter‟s Video App  Launched in Jan 2013  Point and Click Video  6 seconds = really 6.6 seconds  40 million users  36
    37. 37. “We‟re still in the process of picking ourselves up off the floor after witnessing firsthand the fact that a 16-year-old YouTuber can deliver us three times the traffic in a couple of days that some excellent traditional media coverage has over 5 months.” Michael J. Fox 37
    38. 38.      1 billion unique users per month 100 hours of video are uploaded to YouTube every minute 6 billion videos viewed each month Now close captions videos Nonprofit Channels allow premium branding capabilities Embeddable on Websites  Donate button  Call to action  38
    39. 39. 39
    40. 40. Guidestar has listings for all 501(c)(3)s  Network for Good uses Guidestar‟s database  Network for Good has partnered with  Give a Tweet http://www.giveatweet.com  Change.org http://www.change.org  Razoo http://www.razoo.com  Facebook Causes, etc.  http://www.facebook.com/causes  Your information on Guidestar means you have profiles on those services above 40
    41. 41.  Launched in 2010 70 million users  500,000 Business Accounts  83% of users are women  5 million average daily pins  Post Videos  Thank Sponsors  Source: Pew Internet and American Life Project, Alexa. Venturebeat 41
    42. 42.  How to use it  Ronald McDonald House of Southern Alberta   http://pinterest.com/rmhsouthernab/rhymes-withpurple/ Pay per re-pin donations  Pin It to Give It – Looking Good Feel Better Foundation  http://pinterest.com/elizabetharden/pinittogiveit/ 42
    43. 43. Who is your audience?  Which social media tools will allow you to reach your desired audience?  How will you reach and engage?  Do you have a need for a Social Media policy for your organization?  How will you measure success?  43
    44. 44.  Social Media Tracking Free Online Tools Facebook Search – must be logged in  Twitter Search http://twitter.com/search  Google Alerts http://www.google.com/alerts  Dashboards    44 Hootsuite http://www.hootsuite.com TweetDeck http://www.tweetdeck.com/
    45. 45.  You can update multiple accounts at the same time   You can create a free e-newspaper from your feeds   Buffer http://bufferapp.com adapts these so they meet character limits Paper.li – http://www.paper.li Want outside help? Use a company like GiveZooks.com, Shortstack.com  PR firms  45
    46. 46. 46
    47. 47. “Twitter is a great place to tell the world what you are thinking before you have had a chance to think about it” – Chris Pirillo, blogger 47
    48. 48. Use by employees, volunteers, consultants, and people you serve  Impact on marketing and branding, fundraising, and awareness  NPOs of all sizes need a policy  48
    49. 49.  What it is: It sets expectations and boundaries  Operational guidelines for people who use social media in their job   What it is not:  49 Static
    50. 50.         50 Define social media Identify that you have concerns and interests Tell people what to avoid Remind people to protect privacy State how it‟s related to other agency policies Logos, photos, videos „Friending‟ clients, co-workers How to engage others
    51. 51.  Can lead to Leaks  Badmouthing  Someone else speaking on your behalf   It‟s Not Too Late 51
    52. 52.  Online Policy Tool  http://socialmedia.policytool.net 52
    53. 53.  In 2010 AFP International convened a group of npo tech professionals crafted guidelines for members of AFP  ASAE  NTEN and  The DMA, Nonprofit Federation   Results were released in late 2010  http://is.gd/yGv43r 53
    54. 54.  “Facebook Alternatives” Google+ http://plus.google.com  Diaspora https://joindiaspora.com  Ning http://www.ning.com   Private “Twitter Alternatives”/Enterprise Social Media Yammer http://www.yammer.com  Mango http://www.mangospring.com  54
    55. 55.  Pictures/Videos and News Storify – http://www.storify.com  Tumblr – http://www.tumblr.com   Location   Foursquare http://www.foursquare.com Q&A Knowledge  Quora http://www.quora.com 55
    56. 56.  Listen & Engage It‟s a dialogue, not a monologue  85% of social media users believe that an organization should also interact with its customers   Be Active   Update your information regularly Measure Audience  How does it fit into your offline goals?  56
    57. 57.   Definitions Social media isn‟t a fad   There are many, many tools     Billions of users across the globe No one tool is right for everyone Enhances your fundraising and communications Put a policy in place! It‟s a marathon not a sprint …Be Strategic 57
    58. 58. 58
    59. 59. Dave Tinker, CFRE Vice President of Advancement ACHIEVA 412-995-5000 x 436 dtinker@achieva.info http://www.achieva.info www.about.me/davethecfre 59
    60. 60.            Alltop - http://social-media.alltop.com Beth Kanter - http://www.bethkanter.org GoogleAlerts – http://alerts.google.com Google for Nonprofits http://www.google.org John Haydon – http://johnhaydon.com Measuring Social Media – RWJF http://is.gd/J5329M Netwits Think Tank - http://www.netwitsthinktank.com Pew Internet & American Life Project http://www.pewinternet.org Shortstack – http://www.shortstack.com SocialOomph –http://www.socialoomph.com YouTube Nonprofits – http://www.youtube.com/nonprofits 60
    61. 61.  AFP Social Media Guidelines- http://is.gd/yGv43r  Beth Kanter‟s list – http://is.gd/tSujQv  National Labor Relations Board Memos http://is.gd/4Hjt99  PolicyTool - http://socialmedia.policytool.net/  Social Media Policy Samples http://socialmediagovernance.com/policies.php 61

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