The document provides an overview of social media and its benefits for nonprofits. It discusses popular social media platforms like Facebook, Twitter, YouTube, and Pinterest and how nonprofits can use them for fundraising, communications, and engagement. It emphasizes the importance of having a social media policy and references online resources for creating one. The document concludes by noting that social media requires a strategic, ongoing approach rather than being treated as a one-time effort.
This PowerPoint helps students to consider the concept of infinity.
Social Media and Fundraising
1. Dave Tinker, CFRE
September 18, 2012
Foundation Center – Sq. Hill Library
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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
What are the components to a social media
policy
Why you need a social media policy
Online resources for social media 2
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. Social media can include:
Email, blogs, videos, IM, wikis, bookmarks,
books, music and presentations
What is Social Networking?
Placing individuals into specific groups
connected by a common interest
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5. Public Relations
Customer Services
Loyalty Building
Collaboration
Networking
Search Engine Optimization
Enhance your Fundraising
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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
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 6
Sources Forrester, Nielsen, TechCrunch, Wecando.biz
7. You can access social media
PCs
Tablets, Kindles, Nooks
Phone
TV and TV games
Social Media is more interconnected
7
8. • Guess the correct social media statistic
• The contestant who is the closest without going
over wins!
8
9. • 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
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10. • Facebook has how many million active users?
• 955
• 1 in 7 minutes of all time spent online is on
Facebook
• Average user connected to 80 groups, events and
community pages
• 250 million photos uploaded daily
Sources: Zdnet.com, comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street
Journal
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11. • How many million Tweets are sent per day?
• 340
• Twitter has 500 million users worldwide;
• 180 million active
• 340 million Tweets = 18 million pages of text
Sources: Zdnet.com, comScore, Facebook, Pew Internet & American Life Project,
Wikipedia, Twitter, Wall Street Journal
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12. “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)
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15. • Listen to the social media impact statistic
• Guess whether the correct answer is more or
less!
15
16. • Of 136 countries surveyed, 100 reported
Facebook as the leading social network (most
users)
• MORE: 127 countries
Sources: Alexa & Google Trends for Web Sites
December 2011, via VincosBlog
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17. • Europe has the most Facebook users, with 250
million
• LESS: Europe has 223 million, followed by North
America with 219 million and Asia with 202
million
Sources: Alexa & Google Trends for Web Sites
December 2011, via VincosBlog
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18. • Philanthropy & Social Media (Institute of
Philanthropy)
o “It Gets Better” LGBT awareness campaign raised more than $100k from
more than 2,500 grassroots contributors
o This is in addition to more than 10k videos uploaded and viewed more than
35 million times
• Network for Good Giving Index Q2-2012
o Social giving up 12% year-over-year
• Blackbaud 2010 Online Giving Report
o $32 million in SMS (text) donations to the Red Cross for Haitian earthquake
relief
o Twestival (Twitter Festival) has raised nearly $1.2 million since 2009 for 137
nonprofits
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19. More than 955 million users worldwide
175 million users login on any given day
10.5 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 19
26. 500 million users as of June 2012
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
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29. Name @
Hashtags #
URL Shorteners
. Or “ Before a Tweet
.@davethecfre
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30. 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
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32. Make a request in 140 Characters or less!
Can be event, general request or pushing
information
State mission in 140 characters or less!
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33. “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
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34. 515 million unique users per month
60 hours of video are uploaded to YouTube
every minute – 1 hr every second
4 billion videos viewed per day
Now close captions videos
Nonprofit Channels allow premium branding
capabilities
Embeddable on Websites
Donate button
Call to action
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37. 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 37
have profiles on those services above
38. Launched in 2010
Fourth most used social media
12% of internet users use Pinterest
Gender
19% of all women online us it
83% of users are women
Source: Pew Internet and American Life Project, Alexa. Venturebeat
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39. How to use it
Ronald McDonald House of Southern Alberta
http://pinterest.com/rmhsouthernab/rhymes-with-
purple/
Pay per re-pin donations
Pin It to Give It – Looking Good Feel Better
Foundation
http://pinterest.com/elizabetharden/pinittogiveit/
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40. Which social media tools will allow you to
reach your desired audience? Is it
Facebook, Twitter and YouTube?
How will you incorporate it into your
current online and offline efforts?
What resources can you put into it?
Who will do the work?
Do you have a need for a Social Media
policy for your organization?
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41. 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
Hootsuite http://www.hootsuite.com
TweetDeck http://www.tweetdeck.com/
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42. You can update multiple accounts at the
same time
Desktop – TweetDeck, Seesmic
You can create a free e-newspaper from your
feeds
Paper.li – http://www.paper.li
No staff? Want outside help?
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Use a company like GiveZooks.com,
Shortstack.com
43. “I don't believe society understands what
happens when everything is available,
knowable and recorded by everyone all the
time," [Schmidt] says. He predicts, apparently
seriously, that every young person one day
will be entitled automatically to change his or
her name on reaching adulthood in order to
disown youthful hijinks stored on their friends'
social media sites.”
8/14/10 Wall Street Journal article quoting Eric Schmidt,
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former CEO of Google
44. Use by employees, volunteers,
consultants, and people you serve
Impact on marketing and brand,
fundraising, and awareness
NPOs of all sizes need a policy
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45. What it is:
It sets expectations and boundaries
Operational guidelines for people who use
social media in their job
What it is not:
Static
45
46. 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
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47. Can lead to
Leaks
Badmouthing
Someone else speaking on your behalf
It‟s Not Too Late
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49. 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
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50. “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
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53. AFP Social Media Guidelines- http://is.gd/yGv43r
Beth Kanter‟s list – http://is.gd/tSujQv
NCE Social Media Blog - ncesocialmedia.wordpress.com
PolicyTool - http://socialmedia.policytool.net/
Social Media Policy Samples -
http://socialmediagovernance.com/policies.php
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54. Listen & Engage
It‟s a dialogue, not a monologue
85% of social media users believe that a company
should also interact with its customers
Be Active
Update your information regularly
Measure
Audience
How does it fit into your offline goals?
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55. Definitions
Social media isn‟t a fad
Billions of users across the globe
There are many, many tools
No one tool is right for everyone
They are not hard to learn, many online reference
resources
Enhances your fundraising and communications
Put a policy in place!
It‟s a marathon not a sprint
You should think strategically
with Social Media 55
57. Dave Tinker, CFRE
Vice President of Advancement
ACHIEVA
412-995-5000 x 436
dtinker@achieva.info
http://www.achieva.info
www.about.me/davethecfre
57
Editor's Notes
# 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.
Over 8.3 million people us 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.
Drive people back to your own site…
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