Listening as the foundation of your social media fundraising strategy.


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How to use social media and related tools to gather information helpful for fundraising. I focus on creating searches that can be monitored through an RSS readers and also touch on various social media platforms fundraisers may use to learn more about their donor, prospects and peers, including:
- Media mentions of your organization
- Your cause in blogs and news
- Your organization in social media
- Mentions of your peers or competitors
- Advice, tips and best practices from peers and colleagues
- Media mentions of your donors/prospects
- Donor & prospect blogs
- Follow donors and prospects on social media

Presented March 20, 2014 at the American Fundraising Professionals (Cleveland Chapter) program, "Social Media: Who, What, When & Where."

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Listening as the foundation of your social media fundraising strategy.

  1. 1. Listen Now Talk Later Listening as the foundation of your social media fundraising strategy. Heidi Cool - Internet Strategist/Social Media Consultant Association of Fundraising Professionals Greater Cleveland Chapter - March 20, 2014
  2. 2. A few things you can listen for • Media mentions of your organization • Your cause in blogs and news • Your organization in social media • Mentions of your peers or competitors • Advice, tips and best practices from peers and colleagues Information about your cause/industry Donors & Prospects • Media mentions of your donors/prospects • Donor & prospect blogs • Follow donors and prospects on social media
  3. 3. What I’ve heard lately:
  4. 4. Ways to listen Create and save searches of people, topics and organizations. Subscribe to blogs. Use social media monitoring services. Follow individuals and organizations in specific social media services.
  5. 5. The hunt is on. Search and media monitoring
  6. 6. RSS Reader When you subscribe to a magazine, the new issues are sent to your mailbox when published. An RSS Reader is like a special mailbox that only receives content you’ve subscribed to. And it let’s you read and organize the content as you please.
  7. 7. feedly Use this RSS Reader* to monitor news and information from search and blog feeds. When new posts are published they will arrive automatically. Subscriptions can be organized by categories you create. * There are many readers available but feedly works well. Google Reader used to be the most popular but was discontinued.
  8. 8. feedly Easily browse posts by category or by individual subscription.
  9. 9. Google Search 1. Search news, blogs (or everything) for a person, organization or topic. 2. Create an alert for this search. 3. Choose “Deliver to Feed.”
  10. 10. Google Search* 1. Click on Feed Link 2. Subscribe using feedly. *Yahoo used to offer feeds as well but nowYahoo alerts are delivered only via email.
  11. 11. Subscribe to Blog Click RSS logo or other subscribe link. Subscribe via feedly.
  12. 12. 1. Copy Blog URL 2. Paste into feedly 3. Subscribe 4. Add to appropriate category. No RSS link? No Problem.
  13. 13. Social Media Monitoring Services Many choices, all with different stripes.* * I’ve bookmarked several at the link you’ll find on the last slide.
  14. 14. Social Media Monitoring: socialmention Monitor people, topics or organizations. Subscribe to RSS feed. Results will vary depending on your query. Expect to sift through some that aren’t relevant.
  15. 15. It’s useful to be a peeping Tom.* *You’re spying on things people have shared publicly. So that’s O.K. You are professionals. If a donor or prospect “overshares” we know you’ll be respectful of their privacy and not take undue advantage of what you might unearth. Following individuals and organizations in the social media spaces they use. What is she going to do with 3 slices of bacon and a roll of duct tape?
  16. 16. Not just for job searches. Connect with people and organizations. Users very concerned with professionalism. Spamming & unthoughtful posts are criticized. LinkedIn
  17. 17. Meet people in other groups then also create a group for your community where you set the tone. Follow companies and non-profits. 52 LinkedIn: Groups & Companies 22% of online adults use LinkedIn. 38% of those with an income of $75K+ are on the service.
  18. 18. Follow people and organizations. Twitter 18% of online adults use Twitter. Usage is higher among young adults and African Americans.
  19. 19. Create lists of accounts to monitor. List can be public or private. (Create a private list of donors or prospects) Twitter: Lists You can put people in lists and read their Tweets without having to follow them.
  20. 20. Making sense of your Twitter stream. Organize the Tweets you follow through lists, searches, hashtags, etc. Manage multiple Twitter accounts in one place. Tweetdeck Assign followers to lists to monitor unique audiences. Set-up keyword searches to monitor topics.
  21. 21. Facebook • Facebook is a semi-gated community. • Friendship is reciprocal. • People expect more privacy than they get. • Friend people you know socially. • Many prefer to not get friend requests from business or non-social associates. • Accounts are owned by individual humans. • Each human is allowed 1 account. • Individual users create and administer pages and groups for organzations. • Multiple users can be administrators.
  22. 22. 71% of online adults use Facebook, including 45% of adults over the age of 65. Facebook • Like pages for organizations of interest. • Recommend such pages to friends. • Make and respond to comments. • Create a page for your organization. • Share information of interest. • Respond to comments. • Promote elsewhere (Twitter, your website, etc.)
  23. 23. Ask or answer questions related to your cause or industry. Discover “experts” and others with an avid interest in your topic. Quora Follow topics or people.
  24. 24. Share pages and site visually. Pin a site, pick a photo, write a caption. Follow people and research topics. Pinterest 21% of online adults use Pinterest. 33% of online women versus 8% of online men.
  25. 25. • Save websites as bookmarks. • Organize them with topic tags. • Share with friends and colleagues. • Access from any computer/device. • See who else has saved your links. Delicious
  26. 26. Take pictures and share immediately. Instagram 17% of online adults use Instagram. Most check it daily. • Install on mobile phone or tablet. • Follow friends from contact list, suggested users or Facebook. • Link with Facebook,Twitter, Foursquare,Tumblr, Flickr or VKontakte*. • Share photos with individuals, publicly on your account or with a linked service. • Explore and comment on photos from everywhere. * 2nd largest social network in Europe. Who knew?
  27. 27. Instagram * The special effect on Instagram made my poor foot look like that of some sort of swamp monster. Normally my toes aren’t nearly so scary.
  28. 28. Flickr Archive, organize and share photos.
  29. 29. Flickr Join and contribute to groups, follow people.
  30. 30. MakeVideos • WatchVideos • Recommend Videos • Comment onVideos YouTube • Subscribe to channels of interest. • Share channels you recommend on your channel. • Create playlists of related videos (created by you or others). • Include links to your site(s) in your About section and videos descriptions. • Leave encouraging comments (when useful and appropriate) on the channels of your donors, prospects or peers. • You can create a channel of informative content even if you haven’t made your own videos.
  31. 31. Web & social media links. YouTube Promote other channels. Channel Description
  32. 32. Long threaded conversations. Google+ Notifications make it easy to keep up.
  33. 33. Circle People in Topical Groups Google+ G+ makes it easy to browse and organize followers.
  34. 34. Join Communities Google+
  35. 35. Subscribe to audio and video shows as you would a magazine. Subscribe in iTunes* and listen on your iPod or phone. Podcasts Catch up on news or learn more about an important subject while driving. Listen when and where you want. * Or other “Podcatching” software for computer, tablet or phone.
  36. 36. If you listen, and use social media, You can learn and you can respond.
  37. 37. By now you’ve been listening to me way too long. Have any questions?
  38. 38. Or just Google me. For future reference, these slides will be uploaded to: Find related links at: