Social Media and Fundraising at Pgh Foundation Center by Dave Tinker, CFRE


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Social Media and Fundraising at Pgh Foundation Center by Dave Tinker, CFRE

  1. 1. DavE Tinker, CFRE<br />AUGUST 5, 2011<br />Foundation Center<br />Social Media and Fundraising <br />1<br />
  2. 2. What We’ll Go Over<br />2<br />What is social media?<br />Social media statistics and benefits<br />Focus on Facebook, Twitter, and YouTube<br />How others use it to raise funds and communicate with their constituencies<br />What are the components to a social media policy <br />Why you need a social media policy<br />Online resources for social media<br />
  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. <br /> Source - Wikipedia<br />
  4. 4. Definition<br />Social media can include:<br />Email, blogs, videos, IM, wikis, bookmarks, books, music and presentations <br />What is Social Networking?<br />Placing individuals into specific groups connected by a common interest<br />4<br />
  5. 5. Benefits to your Organization<br />Public Relations<br />Customer Services<br />Loyalty Building<br />Collaboration<br />Networking<br />Search Engine Optimization<br />Raise Funds<br />5<br />
  6. 6. Statistics and Facts<br />People Use Social Media More than Anything Else on Internet <br />22.7% of time – 43% growth over previous year<br />75% of Americans use social media<br />33% of adults online post to social media sites at least once a week<br />66% of all internet users in the world visit social networks<br />Using social media is done more often than reading email<br />It is growing faster than 3x the internet<br />93% of social media users believe an organization should have a presence in social media<br />Sources Forrester, Nielsen, TechCrunch,<br />6<br />
  7. 7. Easy Access to Social Media<br />You can access social media<br />Computer<br />Phone<br />TV and TV games<br />Social Media is more interconnected<br />7<br />
  8. 8. Facebook <br />More than 750 million users worldwide<br />175 million users login on any given day<br />5 Billion = number of minutes spent on Facebook each day<br />Currently most popular social media in US<br />Prospect Research and Fundraising<br />Largest repository of photos on line in the world<br />2nd Largest repository of videos online<br />8<br />
  9. 9. Facebook Pages vs. Groups<br />9<br />
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  14. 14. Twitter<br />200 million users as of March 2011<br />60 million people visit Twitter each month<br />More than 50%of posts are done using an application and not via the Twitter website<br />Created real-time search<br />Watch trends as they happen<br />14<br />
  15. 15. @, #, URL Shortners and Lists<br />15<br />Very easy to set up an account<br />Just need a valid email address<br />Name @<br />Usernames start with @ symbol <br />Now used by Google<br />Hashtags #<br />Most important word or phrase in tweet<br />URL Shorteners<br />Twitter now built one in <br />Hootsuite, Tweetdeck, etc. also build them in<br />List<br />Ability to categorize feeds<br />
  16. 16. Twitter Fundraising Samples<br />Pittsburgh Gives<br />One Day Only Have Your Gift to ACHIEVA Matched 1:2 – (81 characters)<br />The Pittsburgh Foundation will match your gift to ACHIEVA 50 cents for every dollar up to $2,500 Oct 28 at 10am PLS RT(140 characters)<br />Join and Donate<br />@aplusk, @drew<br />16<br />
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  18. 18. Twitter Exercise<br />Make a request in 140 Characters or less!<br />Can be event<br />Can be general request<br />State mission in 140 characters or less!<br />18<br />
  19. 19. YouTube<br />490 million unique users per month<br />13 hours of video are uploaded to YouTube every minute<br />100 million videos viewed per day<br />Now close captions videos<br />Nonprofit Channels allow premium branding capabilities<br />Embeddable on Websites<br />Donate button<br />Call to action<br />19<br />
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  23. 23. How Guidestar influences social media fundraising<br />Guidestar has listings for all 501(c)(3)s<br />Network for Good uses Guidestar’s database<br />Network for Good has partnered with <br />Give a Tweet<br /><br />Razoo<br />Facebook Causes, etc.<br />Your information on Guidestar means you have profiles on those services above<br />23<br />
  24. 24. Is Social Media Right for You?<br />Which social media tools will allow you to reach your desired audience? Is it Facebook, Twitter and YouTube?<br />How will you incorporate it into your current online and offline efforts?<br />What resources can you put into it?<br />Who will do the work?<br />Do you have a need for a Social Media policy for your organization?<br />24<br />
  25. 25. Track Information About Anyone, Any Topic<br />Social Media Tracking Free Online Tools<br />Facebook Search – must be logged in<br />Twitter Search<br />Google Alerts<br />Dashboards<br />Hootsuite<br /><br />TweetDeck<br />25<br />
  26. 26. Work Smarter – Use Tools<br />You can update multiple accounts at the same time<br />Desktop – TweetDeck, Seesmic<br />You can create a free e-newspaper from your feeds<br /> –<br />No staff? Want outside help?<br />Use a company like <br />PR firms<br />26<br />
  27. 27. Privacy and Social Media Policy Quote<br /> “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, former CEO of Google<br />27<br />
  28. 28. Why You Need One<br />Use by employees, volunteers, consultants, and people you serve<br />Impact on marketing and brand, fundraising, and awareness<br />NPOs of all sizes need a policy<br />28<br />
  29. 29. What is a Social Media Policy?<br />What it is: <br />It sets expectations and boundaries <br />Operational guidelines for people who use social media in their job <br />What it is not:<br />Static<br />29<br />
  30. 30. Components of Social Media Policy<br />Define social media<br />Identify that you have concerns and interests<br />Tell people what to avoid<br />Remind people to protect privacy<br />State how it’s related to other agency policies<br />Logos, photos, videos<br />‘Friending’ clients, co-workers<br />How to engage others<br />30<br />
  31. 31. Don’t Have One?<br />Can lead to<br />Leaks<br />Badmouthing<br />Someone else speaking on your behalf<br />Fear Not…It’s Not Too Late <br />31<br />
  32. 32. Let’s Create One Right Now<br />32<br />Online Policy Tool<br /><br />
  33. 33. Is Anyone Helping Nonprofits?<br />In 2010 AFP International convened a group of npo tech professionals crafted guidelines for members of <br />AFP<br />ASAE<br />NTEN and <br />The DMA, Nonprofit Federation<br />Results were released in late 2010<br /><br />33<br />
  34. 34. What’s Next In Social Media?<br />“Facebook Alternatives”<br />Google+<br />Diaspora<br />Jumo<br />Private “Twitter Alternatives”/Enterprise Social Media<br />Yammer<br />Mango<br />Location <br />Foursquare<br />Gowalla<br />Q&A Knowledge<br />Quora<br />34<br />
  35. 35. Links<br />Alltop -<br />Beth Kanter - <br />Causes -<br /> –<br />Give A Tweet –<br />GiveZooks! –<br />GoogleAlerts –<br />John Haydon –<br />Netwits Think Tank -<br />Razoo –<br />Seesmic –<br />Social Media Policies –<br />SocialOomph –<br />Tweetdeck –<br />Twitter 101<br />Twendz –<br />YouTube Nonprofits –<br />35<br />
  36. 36. Online Tools to Help You With Social Media Policies<br />AFP Social Media Guidelines-<br />Beth Kanter’s list –<br />NCE Social Media Blog -<br />PolicyTool -<br />Social Media Policy Samples -<br />36<br />
  37. 37. Remember To…<br />Listen & Engage<br />It’s a dialogue, not a monologue<br />85% of social media users believe that a company should also interact with its customers<br />Be Active<br />Update your information regularly<br />Measure<br />Audience<br />How does it fit into your offline goals?<br />37<br />
  38. 38. Conclusion…What We’ve Learned<br />Definitions<br />Social media isn’t a fad<br /><ul><li>Billions of users across the globe</li></ul>There are many, many tools<br /><ul><li>No one tool is right for everyone
  39. 39. They are not hard to learn, many online reference resources</li></ul>Enhances your fundraising and communications<br />Put a policy in place!<br />It’s a marathon not a sprint<br />You should think strategically <br /> with Social Media<br />38<br />
  40. 40. Questions?<br />39<br />
  41. 41. Contact<br />Dave Tinker, CFRE<br />Director of Development<br />ACHIEVA<br />412-995-5000 x 436<br /><br /><br />Faculty – Master of Information Strategy, Systems, and Technology<br />Muskingum University<br /><br /><br /><br />40<br />