Pinning for Good – How Nonprofits Can Use Pinterest to Raise Money, Create Awareness and Do Good


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In this free webinar you will learn how to use Pinterest to promote your cause, to gain a dedicated following and to raise more money. Topics to be covered include: Why your nonprofit needs to get on Pinterest, now; the difference between a personal Pinterest profile and a Company profile; examples of nonprofits are kicking butt on Pinterest and why; the nuts and bolts of viral pinning; the qualities of a highly re-pinnable image; ways to integrate your efforts on Pinterest with your other social media platforms.

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Pinning for Good – How Nonprofits Can Use Pinterest to Raise Money, Create Awareness and Do Good

  1. 1. Pinning for Good – How Nonprofits Can Use Pinterest to Raise Money, Create Awareness and Do Good Julia Campbell March 26, 2013 Use Twitter Hashtag #npwebA Service Of: Sponsored by:
  2. 2. How This Webinar Works • A link to the slides/materials will be sent in an email after the webinar • If you’d like to ask a question during the webinar, you can type it in the question box of your control panel on the right side of your screen • Chat with us on twitter using the hashtag - #npwebA Service Of: Sponsored by:
  3. 3. Next Tech Tuesday Webinar 4/9/13: The Boot Camp Training Model for Maturing Your Field Visit for a complete listA Service Of: Sponsored by:
  4. 4. Pinning for Good – How Nonprofits Can Use Pinterest to Raise Money, Create Awareness and Do Good Julia Campbell March 26, 2013A Service Of: Sponsored by:
  5. 5. Protecting and Preserving the Institutional Memories of Nonprofits Since 1993 (866) 598-0430 info@cjwconsulting.comA Service Of: Sponsored by:
  6. 6. Affordable collaborative data management in the cloud.A Service Of: Sponsored by:
  7. 7. Today’s Speaker Julia Campbell Principal and Foundation J Campbell Social MarketingAssisting with chat questions: Hosting:Jamie Maloney, Nonprofit Webinars Cheri J Weissman, CJW Consulting & Services, Inc.A Service Of: Sponsored by:
  8. 8. Julia CampbellPresident/CEO of J Campbell Social Marketing Nonprofit Webinars March 26, 2013#pinning4good @pinning4good
  9. 9. Takeaways From Today Top 3 reasons why your nonprofit needs to be on Pinterest now How to link Pinterest with existing social media accounts and your website Best practices and concrete examples from nonprofits who are killing it on Pinterest A list of 102 Things to Pin on Pinterest Using Pinterest Secret Boards for collaboration #pinning4good @pinning4good
  10. 10. What is it? “Pinterest is a tool for collecting and organizing things you love.” People use it to make wish lists, plan trips, organize events, start collections, interior decorating, plan projects #pinning4good @pinning4good
  11. 11. Top 3 Reasons Why Your Nonprofit Needsto be Interested in Pinterest1) Pinterest is growing leaps and bounds.  Pinterest has almost caught up with Twitter in terms of adult U.S. Internet users (15% compared to Twitter’s 16%).  Pinterest has >25 million monthly unique visitors.  Nothing to sneeze at when you want more eyeballs on your cause and more donors to add to your database!  All statistics taken from the Pew Internet & American Life Project ( #pinning4good @pinning4good
  12. 12. Top 3 Reasons Why Your Nonprofit Needsto be Interested in Pinterest2) Pinterest is where women are, and women are givers to charity.  As a general trend, women make up more of the population on most social net working sites – but they make up 82% of active users on Pinterest.  And, according to numerous studies, women at virtually every income level are more likely to give to charity (in some cases, nearly twice as much).  And, when women give, they are more likely to give more and to be more loyal donors (think, donor retention). #pinning4good @pinning4good
  13. 13. Top 3 Reasons Why Your Nonprofit Needsto be Interested in Pinterest3) Pinterest has a totally different culture than the other social networking sites.  Pinterest is aspirational, not of-the-moment.  It is also transactional, not relational like Facebook, Twitter.  What we pin reflects what we covet, what moves us, what we desire, who we want to be.  Pinterest works more like a Vision Board, rather than an off-the-cuff, in-the-moment statement of what we are eating or where we are hanging out. #pinning4good @pinning4good
  14. 14. Top 3 Reasons Why Your Nonprofit Needsto be Interested in PinterestBONUS: Of all the social networks out there, Pinterest posts (called pins) last much longer!  Pinterest pins have a shelf life of over one week!  A tweet is 5-25 minutes; 80 minutes for a Facebook post.  People pin photos on Pinterest to share with friends, to collect and to save for later.  You can’t save Facebook posts or tweets. In this way, Pinterest is unlike every other social network. (Great for nonprofits and businesses!) #pinning4good @pinning4good
  15. 15. Getting Started Pinterest Business Pages vs. Personal Profiles  New Pinterest TOS asks you to have a Business Page, if you are using it for work or promoting any type of commercial activity (including online fundraising).  You can convert your existing Personal Profile to a Business Page. Must convert entire Profile; can’t do individual boards unfortunately.  You can create a new one at #pinning4good @pinning4good
  16. 16. Getting Started 3 main benefits of Business Pages  Account verification – that check box in the bio!  Access to special “Pin It” button and other widgets  First access to new upcoming features – like insights! #pinning4good @pinning4good
  17. 17. Getting Started Add Pin It bookmarklet to your browser (Google Chrome, Mozilla) for easy pinning. Add “Pin It” buttons to each page of your website and to each blog post (they should all have images, right?)  Add a “Pin It” button to every single product if you have an online store or catalog (it’s amazing how few nonprofits do this). #pinning4good @pinning4good
  18. 18. Get Found On Pinterest Strategically fill out the About Us section.  Use keywords, think of how people would search for you and your cause.  Verify your website.  Link to Facebook, Twitter – Go to Settings, Social Networks. NOTE: You cannot connect your Pinterest account to a Facebook Business Page. YET. #pinning4good @pinning4good
  19. 19. Get Followers On Pinterest Pin interesting, visually compelling stuff! Follow others. Repin, Comment, Like – engage. Share select pins on Twitter and Facebook.  Remember that you can only share pins on a Personal Facebook profile. Go to: to set up a Pinterest tab and put it on your Facebook Page!  Let your fans/followers know you are there – they already love you and what you do. #pinning4good @pinning4good
  20. 20. What Should I Pin? 80% of people on Pinterest are just re-pinning! To get results for your nonprofit, you must focus on original content that links back to your website. To get ROI from Pinterest, you must pin images that:  Link back to your website or blog  Link to your email opt-in page  Link to your product page  Link to your YouTube channel (videos are effective pins!) #pinning4good @pinning4good
  21. 21. What Should I Pin? A list of 102 Things to Pin on Pinterest is at:  http://jcsocialmarketing. com/2012/08/102-things-t o-pin-on-pinterest/ #pinning4good @pinning4good
  22. 22. What Should I Pin? ALL THAT BEING SAID…  Don’t just pin your own stuff!  It’s an interactive community.  Share and repin.  Good combination of original content and repinning or pinning content from others’ websites and blogs.  There is no secret, perfect formula – it depends on your capacity, your knowledge, your interest and your time. #pinning4good @pinning4good
  23. 23. Ideas for Great Nonprofit Pins1) Videos from YouTube or Vimeo  Volunteers  Testimonials & Success Stories  Fun videos  Behind-the-scenes videos of program staff  Training videos  How-To Videos  Keep them short (15-20 seconds)  Everyone can be a videographer with a smartphone!  best-of-non-profit-video- storytelling/ #pinning4good @pinning4good
  24. 24. Ideas for Great Nonprofit Pins2) Images with text overlay  Use your images and inlay text over them.  Make sure they link directly to your blog posts or website!!  Use PicMonkey (www.pickmonkey.c0m) to easily edit photos.  Use Quozio ( to make quotes or text to go with a blog post.  Great nonprofit examples: /infosnaps-causes-and-nonprofits/ #pinning4good @pinning4good
  25. 25. Ideas for Great Nonprofit Pins #pinning4good @pinning4good
  26. 26. Ideas for Great Nonprofit Pins #pinning4good @pinning4good
  27. 27. Ideas for Great Nonprofit Pins #pinning4good @pinning4good
  28. 28. Ideas for Great Nonprofit Pins3) Infographics Taking valuable information and making it visual! A great way to provide value to and build yourself as an expert who shares great resources Use ( Re-pin others’ infographics – can search “animal infographic”, “environment infographic”, “women infographic” based on your cause #pinning4good @pinning4good
  29. 29. Ideas for Great Nonprofit Pins Great resources for nonprofit infographics:  Beth Kanter  infographics/  Heather Mansfield/NonprofitOrgs  posters-infographics/ #pinning4good @pinning4good
  30. 30. Ideas for Great Nonprofit Pins4) Online Fundraising Catalog.  Add “$7.99” etc. in the caption of your pin.  Pinterest has a gift section on their home page and in order to be selected to you need to add a price.  Pins with prices get 36% MORE likes! #pinning4good @pinning4good
  31. 31. Ideas for Great Nonprofit Pins #pinning4good @pinning4good
  32. 32. Ideas for Great Pins5) Organization Wish List  Pin items that your nonprofit needs, with instructions on how to donate them in the caption  Sheets, baby formula, toilet paper  Moving? Packing equipment, new computer equipment  Volunteers with short descriptions, linking back to your website  Can easily send people there – it’s more visual and will link to the actual items on Amazon, Staples, etc. #pinning4good @pinning4good
  33. 33. Successful Nonprofit Pins… Are visually compelling. Are of interest to the nonprofit’s online community. Have clever captions. Use hashtags (sparingly). #givingtuesday #pinning4good Use keywords and links (they get hyperlinked). #pinning4good @pinning4good
  34. 34. Successful Nonprofit Accounts…  Research what people are already pinning and go from there – find the community.  Clearly identify goals:  Drive donations to the website.  Increase brand affinity.  Grow online community.  Plan boards strategically.  Launch boards internally (with staff, volunteers, Board members) then externally.  Draw on your exiting online cheerleaders to spread the word! #pinning4good @pinning4good
  35. 35. Pinterest ToolsGROUP BOARDS SECRET BOARDS Great for collaboration  Use as an inter-office Showcasing your donors collaboration tool Clients, people you serve  Social media content Promotion – running a development board contest, acknowledging best  Event planning board customers, online (private) ambassadors  Cultivate ideas that you do Event committees not want people to see just Fundraising committees yet  Ideas for future presentations Another way to help establish authority  Ideas for blog posts #pinning4good @pinning4good
  36. 36. Pinterest Resources Analytics and Scheduling – check out:  Pinster –  Reachli (formerly Pinerly) –  Pingraphy – Find out who’s pinning your stuff!   #pinning4good @pinning4good
  37. 37. Pinterest Resources John Haydon: 12 Ways to Use Pinterest for Your Nonprofit Matt Petronzio on Mashable: 10 Strategies for Non- Profits on Pinterest and 10 Non-Profits Leveraging Pinterest for Social Good Huffington Post: Pinterest For Nonprofits: 7 Organizations To Watch Nonprofit Tech 2.0: Nine Pinterest Best Practices for Nonprofits Nell Edgington: Why I Love Pinterest and Nonprofits Should Too #pinning4good @pinning4good
  38. 38. In Conclusion… For nonprofits especially, storytelling through pictures is KEY to communicating your mission! #pinning4good @pinning4good
  39. 39. In Conclusion… Pinterest is not like other social networks – people go there in the mindset to spend money. #pinning4good @pinning4good
  40. 40. Upcoming Webinars Dates Topic 3/27 Writing Effective Program Designs 3/27 Data Gets Grants 4/3 Finding Savings without Sacrificing Quality or Service 4/3 How to Party with a Purpose and Raise Money for Your Cause Register at NonprofitWebinars.comA Service Of: Sponsored by:
  41. 41. Thank you! Please complete the post event survey that will show up as you leave the webinar. You will be receiving an email with links to the materials shortly after the webinar.A Service Of: Sponsored by: