Using social media is a great way to reach out to the next generation of philanthropists. Many of those prospective donors are on Facebook or other social media tools - they are definitely online and the first place they go to investigate your organization is your website. If they want to learn more and get a sneak peak into your organization's world is to join one of your online networks. Do you have ways to engage them? A great strategy is to recruit and work with younger board members who might have access to using social networks and who can engage their circle of friends or networks.Over 50% of the world’s population is under the age of 3096% of Millenieals belong to a social network
Social media tools can be free of cost compared to websites, print publications, and other online tools, but it does cost money. Time is money and social media takes time, especially if you are asking people to manage social media who don't really understand where to get started. I'm making a plug for consulting here, but I believe that consultants can save you some of that time, money, and energy by putting together a plan, training staff, volunteers or board members, and setting a foundation for your online practices. There is a small environmental impact here, but many agree that it is less than using only traditional methods of outreach for fundraising.
It's true that not everyone is going to follow you on Twitter, become a fan on Facebook, or join your LinkedIn Group. Some people prefer direct mail, but then again direct mail isn't for anyone. I know next generation philanthropists who will not donate to organizations who use direct mail because they see it as a waste of time and environmental resources. Providing platforms for different types of people to get engaged in your organization is the key to casting a wide net. The more points of entry you have for engagement the greater likelihood of success.
Build into current plansHave personal experience using itJust like any other fundraising toolAsk knowledgeable staff to partner with staff new to web 2.0 toolsEase fears and build confidenceStart slowly: blogging and social networkingEveryone can participate
What are your existing plans?Current cultivation and stewardship strategies?
Cost – Care2 determined that its per-friend acquisition cost on MySpace was $12.27Rinse and repeat
I like blogging better than e-newsletters…Some people use them for their main websites – can make it as simple or sophisticated as you like.Start with an internal blog before starting one that you share with your donors.Readers are able to comment and share informationUse resources like Feed Burner, Feed Blitz and Google analyticsSome groups and campaigns can provide a platform where supporters can operate their own blogs through that org or campaign (Obama is a good example of this)
Every time you post a comment on another blog it links back to yours.I am a guest blogger for NP2020, NCNA, BlogHer and others…helps to promote my cause and my knowledge.Blogging makes your org more transparent and responsive….new structure!
It was created in March 2006 by Jack Dorsey and launched that July. The service rapidly gained worldwide popularity, with over 300 million users as of 2011, generating over 300 million tweets and handling over 1.6 billion search queries per day. It has been described as "the SMS of the Internet."
What are you focusing on?What are you doing right now?
Twitter isn’t the point, it’s about relationships and people give to peopleBuild your community of supporters firstBe clear about your funding request and its impactBe enthusiastic to create viral recommendationsWho is behind the scenes to bring donors in and take them to the next level? Recognition? One-on-one interactions still count – be sure to meet with people one on oneDon’t over ask and over plan – know that your message could go viral and will be in the hands of othersRecognize your donors and volunteers onlineProvide online status reportsProvide relationships into the future… don’t let your message and fund raising end after your Twitter campaignEvaluate and revise for next campaign
People are more likely to donate to a project rather than just general operatingCauses are not just for raising money, but as a portal to direct them to your website.In 2009, the vast majority of nonprofits were not really using CausesWhy are you on Causes? What do you want to accomplish?Causes are based on people reaching out to their own networks to help advocate, build awareness and raise money for your organization – you’ve got to keep those people engaged by adding value and making specific calls to action
Use strategy to build from where you are.
Reeves Fdn: Just by having one manager post 2 – 3 times per week, their page visits went up 60% and their unique visitors increased by 26%Livestrong: Twitter is their number ONE referring siteSierra Club: Give hints and tips, answer your questions, inside scoop on news and politics, expert blogs
T4T Ccreating a Social Media Plan 2.19.13
CREATING A SOCIAL MEDIA PLAN February 19, 2013 Emily Davis, MNM, CGT EDA Consulting LLC
THE POWER OF SOCIAL MEDIA2/19/13 emilydavisconsulting.com 2
30 Second ChallengeYour name, organization, title/roleOne question you have about using social media for your organization2/19/13 emilydavisconsulting.com 3
WHAT ARE YOUR FEARS?2/19/13 emilydavisconsulting.com 4
CONS TO USING SOCIAL MEDIA Loss of control Time investment (training, maintenance ) New communication structure Ideas and opinions that are shared may change over time Getting staff/board investment in new technology Transparency2/19/13 emilydavisconsulting.com 5
Recruitment, cultivatio n, STEWARDSHIP Build relationships Tell your story Bring people into your organization Transparency Get feedback Cost effective & green Quick & easy!2/19/13 emilydavisconsulting.com 6
TEN TIPS FOR USING SOCIAL MEDIA2/19/13 emilydavisconsulting.com 7
1. SOCIAL MEDIA IS A TOOL, NOT THE TOOL Traditionalists Boomers Postal Mail Phone calls Generation X Television Facebook Millenials (Gen Y) Websites Email E-newsletters Social Media Email Websites Mobile2/19/13 emilydavisconsulting.com 8
2. SOCIAL MEDIA IS A PLANT2/19/13 emilydavisconsulting.com 9
4. TWO – WAY STREET2/19/13 emilydavisconsulting.com 11
5. PROSPECTING, CULTIVATION & STEWARDSHIP NEW DONORS direct mail, events ANNUAL DONORS Direct appeals, volunteer involvement MAJOR DONORS Personal relationships Committee and board involvement PLANNED GIFTS Personal relationships & involvement Could be anyone!2/19/13 emilydavisconsulting.com 12
6. THE NEXT GENERATION2/19/13 emilydavisconsulting.com 13
7. IT AIN’T FREE “Many nonprofits (particularly the smaller ones) lack the resources to communicate effectively. The Internet offers the opportunity to cost-effectively build a community of supporters.”2/19/13 emilydavisconsulting.com - 14 ePhilanthropyFoundation.
8. NOT EVERYONE “DIGGS” SOCIAL MEDIA2/19/13 emilydavisconsulting.com 15
9. SELLING SOCIAL MEDIA2/19/13 emilydavisconsulting.com 16
10. HAVE A PLAN Set Purpose(s) Goals & Objectives Tools & Strategies Implementation Evaluation2/19/13 emilydavisconsulting.com 17
Purpose Goals & Objectives Tools & Implementation Engagement Insurance Measurement ELEMENTS OF A SOCIAL MEDIA PLAN2/19/13 emilydavisconsulting.com 19
WHY PLAN?Map for activitiesExplain why you are using social mediaMeasurementClear guidelines, expectationsOther?2/19/13 emilydavisconsulting.com 20
IDENTIFYPURPOSE(S) Learn more about social media Reach a different demographic Connect more with a current demographic Access other research or resources Promote brand/event/idea/product Communicate Share your story Other?2/19/13 emilydavisconsulting.com 21
GOAL ANDOBJECTIVES Increase website traffic Sell more product Share ideas Learn about resources in your field Promote an event or idea Develop your brand Test ideas Other?2/19/13 emilydavisconsulting.com 22
SOCIAL MEDIA TOOLS Blog Facebook – How often will you blog? – Profile/Group/Page – What will you blog – Who will manage? about? – Facebook Ads? – Who will blog? – Will you link to Twitter? Twitter Ping? – How often will you LinkedIn tweet? – Group and subgroups? – What will you tweet – Who will you invite to join? about? – Who will be admins? – How will you track? – How often will you post? – Who will you follow? – Who will tweet?2/19/13 emilydavisconsulting.com 23
IMPLEMENTATION Who will manage your social media? Who will contribute to your social media? Board members Staff members Volunteers Stakeholders Way to tell your organization’s story Ask questions Solicit dialogue2/19/13 emilydavisconsulting.com 24
SOME INSURANCEKeep it simple, but include: Purpose of the social media tool or online sharing Who can use the online tools What is your org’s purpose in using these tools Examples of information that should be shared User guidelines Consequences for violation(s) Reconfirm commitment to mission2/19/13 emilydavisconsulting.com 25
EVALUATION EXAMPLESRecord website hitsTrack with Bit.ly or tinyurlUse hashtags to track postsAre you listed? (Twibes)Facebook AdsFeedburner/ FeedblitzRecord/note how many people: Become a fan/ Join a group Send links Recruit other friends Promote on their profile, blog, websiteCost: Care2 ROI calculator2/19/13 emilydavisconsulting.com 26
WHY IS A BLOG USEFUL? Face & voice to campaigns Share org news Build community Tell your story Personal connection Deepen relationships Share opinions & personalize work Organizational history online Internal, organizational communications Dynamic content2/19/13 emilydavisconsulting.com 28
BLOGGING STATS FOR FUNDRAISERS12 million Americans Spend online 6% blog more than averageOver half of Internet user Americans read blogs Incomes greater than11% blog readers are $75,000 more likely to 55% more visitors purchase online then 97% more links to the average Internet website – drives user traffic & SEO2/19/13 emilydavisconsulting.com 29
BLOG BEST PRACTICES Plan and be consistent Two-way communication Everyone participates Network within the blogging community Let go of some control Promote your blog2/19/13 emilydavisconsulting.com 30 Cross communicate
SAMPLE BLOG TOPICSOrganizational announcementsProgram and organizational successesNews and resources related to organizational mission – ask permission!Volunteer/board/client spotlightsVideos and interviewsCall for support – donations, volunteers, board recruitmentGuest opinions2/19/13 emilydavisconsulting.com 31
WHAT IS TWITTER?MicrobloggingReal time access to infoSuccinct communication (140 characters)BrandingMarketing & outreachEducationOnline communityDonor engagement2/19/13 emilydavisconsulting.com 32
WHY USE TWITTER?4 billion tweets in Access new audiences first quarter of 2010 Ask and listen to whatViral recs people are talking aboutBuild a network easily Get adviceRecruit people Learn from others Promote your websiteShare links & ideas quickly Other partner’s website and knowledgeLow-cost Hone your messagingProvide information for programs and across networks fundraisingEducation2/19/13 emilydavisconsulting.com 33
CREATING CONTENT Ask questions of yourself Watch what others post about Ask people what they are interested in Follow topics Retweet! Blog posts Website content Pictures2/19/13 emilydavisconsulting.com 34
TWITTER TO DOSTweet 5 – 20 times per day (includes RTs)Identify hashtagsThank those who follow you thru DMSearch for people to followChoose a social media dashboard toolShare info with people beyond your inner circleExplore listsPaper.li2/19/13 emilydavisconsulting.com 35
TWEETRAISINGTwestival: Raised $250,000 for charity: water (2009)Tweetsgiving: $11,000 in 48 hoursTwollarsTweet4GoodChallengesMatching gifts2/19/13 emilydavisconsulting.com 36
FACEBOOK PAGESFans instead of Content shows up on Friends fans’ wallsPage = Business Recommended for profile businesses, npos, celShare – badges, thru ebrities, brands profile wall Purchase ads forApplications (i.e. promotion Twitter) Become a fan of otherEvent creation pages2/19/13 emilydavisconsulting.com 38
FACEBOOK CAUSE46% increase in online giving between 2008 & 2009Nonprofits have raised $26 million Specific calls to action using Causes Project-basedCauses can now campaigns publish to news feeds Peer-to-peerPortal to your website fundraising (birthdays)2/19/13 emilydavisconsulting.com 39
WHY USE LINKEDIN?Groups provide Provide information resources (give across networks and receive) EducationLearn from others Access newBuild a network audiences easily Ask and listen to what people are talkingRecruit people aboutShare links & ideas Promote your mission quickly Hone your messaging Low-cost/ FREE!2/19/13 emilydavisconsulting.com 42
There is NO judgment about where your organization falls on the spectrum. Social media is a process! Social media is as much art as it is science. Social media is always evolving – emerging technology is always changing as is our learning. Ten Tips to Using Social Media are a foundation for any social media.2/19/13 emilydavisconsulting.com 44
PLEASE DON’TBe inauthenticONLY askSpeak at your followersIgnore stakeholder inputMake it hard to participateStray from or ignore your plan2/19/13 emilydavisconsulting.com 45
UNDERSTANDING SOCIAL NETWORKS “Organizations don’t have to create… social networks; they exist all around us in a variety of forms. Networked Nonprofits strengthen and expand these networks by building relationships within them to engage and activate them for their organizations’ efforts. Networked Nonprofits also know how to identify, reach, and cultivate the influencers in their social networks, which is the key to growing very big quickly and inexpensively.”2/19/13 (Fine and Kanter, 2010) emilydavisconsulting.com 46
SOCIAL MEDIA EXAMPLESChristopher & Dana Livestrong Reeve Foundation FoundationSierra Club Others?2/19/13 emilydavisconsulting.com 47
PRINT RESOURCESFundraising and the Next GenerationThe Networked NonprofitMeasuring the Networked NonprofitI’m on Facebook, Now What?I’m on LinkedIn, Now What?Mobilizing Youth 2.0The Complete Facebook Guide for Small NonprofitsTwitter Jump Start: The Complete Guide for Small Nonprofits2/19/13 emilydavisconsulting.com 49
ONLINE RESOURCESSocialbrite.comIdealWareMashable.comNonprofit Technology Network (NTEN)Alltop NonprofitBeth Kanter: http://beth.typepad.com/Social Media Plan Outline: www.ideaencore.comwww.delicious.com/coloradononprofithelp deskA. Fine Blogfrogloop2/19/13 emilydavisconsulting.com 50