1. Social Media for Social Good:
How Nonprofits Can Use
Social Media Marketing Tools to
Accomplish Their Missions
April 11, 2013
SAYMedia Salem
J Campbell Social Marketing
www.jcsocialmarketing.com
julia@jcsocialmarketing.com

2. “Social Media” – What is it?
 Any online technology or practice that people use to
share
(content, opinions, insights, experiences, perspectives
and media).
 REAL interactions in REAL time.

3. “Social Media” – Is it a fad?
 No.
 The platforms may change
(anyone remember Friendster
and Myspace?) – but the
concept is not going to change.
 Social media has revolutionized
the way we communicate with
each other on a personal and
professional level.
 Social media has completely
changed our expectations of
brands, companies and
nonprofits.

4. 2013 eNonprofit Benchmarks Study
 98% have a Facebook page with an average
community size of over 8k fans.
 Average Facebook and Twitter communities grew by
30% and 81% in 2012, respectively.
 Average value of a Facebook Like is $214.81 (over 12
months following acquisition).

5. 2013 eNonprofit Benchmarks Study
 73% of noprofits allocate half of a full time employee
to managing social networking activities.
 43% budget $0 for their social networking
activities.
 The top 3 factors for
success in social media
we found to be:
 Strategy
 Prioritization
 Dedicated staff

6. Why Is This Important for Nonprofits?
 Extension of donor relations –
research, stewardship, cultivation, connection.
 Public awareness! “We do such great work but no one
has ever heard of us!”
 Transparency – not operating in a silo.
 Public accountability.

7. Why Is This Important for Nonprofits?
 It makes us dig deep into the
“Why would anyone care?”
question.
 We know why we do it.
 We know why you should
give us money, volunteer,
attend our event, care!
 But can we convey the WHY?
 Can we make people care?
 Can we cut through the
clutter and the noise?

8. Important Notes Before You Begin
Technology is constantly
in flux and you will
need to be adaptable.
The work is never “done”.
You need to find a
balance.
There is no customer
service (there are
forums, blogs, Help
centers).
Tools are free (like a
puppy is free).
Need to invest time in
training and/or in staff.
Some tools cost a little.
Adapted from Social Media for Social Good by Heather Mansfield

9. Important Notes Before You Begin
Fear is counterproductive!
Connecting with your
constituents is never a
waste of time.
Don’t compare yourself!
There is no silver
bullet, magic strategy –
there are best
practices, tips and
tricks, but there is no
absolute solution. (So, it’s
like everything.)
Adapted from Social Media for Social Good by Heather Mansfield

10. Don’t Put the Cart Before the Horse
 http://seminars.idealware.org/eLearning/techpyramid/technology-
pyramid.html

12. Get Organized
 Get buy-in from Executive Staff and Board.
 Define your goals and objectives.
 Raise money?
 Secure new volunteers?
 Increase website traffic?
 Build online brand?
 Foster social good?
 Create social change?
 Write down 3-4 goals for your social media
campaign (can tie with overall marketing goals).

13. Get Organized
 Create a Social Media Measurement spreadsheet
 As of the start of your campaign, how many:
 Likes, Followers, Blog readers, Email subscribers
 Google Analytics
 Receive Google Alerts and New York Times alerts
for your nonprofit specifically and your industry/cause

14. Get Organized
 Sign up and secure all URLs – be consistent.
 facebook.com/nonprofitorgs
 twitter.com/nonprofitorgs
 Save usernames and passwords in a spreadsheet.
 Get a square version of your logo for avatars.

15. Get Organized
 Check out Social Media Dashboards & Scheduling
Tools
 HootSuite, TweetDeck, Buffer
 Remember, it is always most effective to login and
monitor each site individually.
 Follow/Like organizations
with similar missions and
programs.
 Follow/Like other local
organizations
(no politicians!!)

16. Get Organized
 Start a simple Editorial Calendar.
 http://www.bethkanter.org/editorial-calendar-2013/
 A tool for planning, scheduling and managing
publication of content across channels
 Blog posts
 Twitter
 Facebook
 YouTube
 Podcasts
 Email Newsletters
 Direct mail campaigns
 Press releases
 Events

17. Get Organized
 Measure results slowly.
 Facebook – Instant Post Insights
 Twitter – ReTweets, mentions
 Website analytics
and traffic
 Blog traffic
 Email newsletter
signups
See what works.
Do more of that.

18. FAQ: Confidentiality Concerns
“Client and staff identities need to be protected or lives are
at risk.”
Clients will be less likely to seek our services if they think
there is a danger of their identity being revealed.”
“We may be the target
of hostile PR
campaigns (women’s
rights and gay rights
organizations).”

19. FAQ: Confidentiality Concerns
“Best way to protect confidentiality is to think about
humans as much, if not more, than the technology.”
Jayne Cravens, TechSoup Community Forum Manager
Ensure that every employee and volunteer knows:
 What info should be confidential and WHY.
 What do breaches look like – online and offline.
 Consequences.
 Must be addressed and discussed frequently – part of the
culture!
 Develop a policy (Google “Employee Social Media
Policy”)
More info at:
http://forums.techsoup.org/cs/community/f/26/p/33610/115564.aspx#115564

20. FAQ: Confidentiality Concerns
What should ever be shared in
writing?
What should not?
 Email
 Organization’s network/intranet
 Website
 Blog
 Own individual
Facebook, LinkedIn, Twitter
accounts
 Need clear, concise, explicit
policies with examples.
 Think HR handbook/protocols.
More info at:
http://forums.techsoup.org/cs/community/f/26/p/33610/115564.aspx#115564

21. Facebook 101
 The place where people go to connect/reconnect with
friends and family.
 People come to Facebook to make personal
connections and to have fun.
 Strategy – Help supporters feel more connected to your
organization; show them who you are as individuals;
help them connect to each other.
 Share “behind the scenes” photos and videos, ask
questions, share compelling statistics and success
stories.
 Easy, light, fun. Include media with all posts –
links, photos, videos.

22. Twitter 101
 A space where people share the content that excites
them, in short 140 character bursts.
 The link reigns supreme!
 Strategy – Don’t get too personal; share the best content
you can find; drive traffic to your website; get people to
“ReTweet” your content; follow people who have lots of
followers and ask them to spread your message.
 ReTweet, Thank – create good Twitter karma.
 Statistics, quotes, links. Be creative!

23. LinkedIn 101
 A professional network where people go to build
networks and connect to resources.
 Strategy – Unlike Facebook, people actually want to talk
about work and work issues on LinkedIn.
Longer, wordier responses, more professional tone.
 Look for potential employees and volunteers, share
professional networking events, Board
opportunities, join Groups and ask questions and start
discussions.
 Very good for donor prospect research, recruiting
volunteers and staff members; also promoting thought
leadership on an issue.

24. Pinterest 101
 “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
 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.

25. What will I post/tweet about?
• Industry • Events, anniversa
blogs, newslette ries, celebrations
rs, websites , birthdays
• Google Alerts & • Email newsletter
New York • Tie current
Times alerts events to your
cause/issue
• Competitors
• Read everything
• Success Stories and follow
• Inspirational everyone!
quotes • Figure out what’s
• Reached a goal working for
other nonprofits
• Want input on and adapt it!
an issue

26. OK – But How Do I Raise Money??
Facebook Ladder of Engagement – John Haydon
More info at: http://social.razoo.com/2012/10/the-facebook-ladder-of-
engagement/

27. OK – But How Do I Raise Money??
“Facebook is not Amazon and Pinterest is not eBay.” –
John Haydon
Article: Why Can’t I Raise Any Money With Social
Media
Think about how you use social media channels:
 Connect with friends and family
 Discover interesting stuff
 Sharing things that you like
 Organizing with people who have common goals
 People hardly ever “use social media with the goal of
buying something or donating to a nonprofit”.
More info at: http://social.razoo.com/2012/10/the-facebook-ladder-of-
engagement/

28. Take Aways
 Don’t compare.
 Don’t get discouraged.
 Get training.
 Get professional help.
 Do it in bite-size pieces.
 Do what’s manageable.
 Have realistic expectations.
 Less is always more.
 Quality over quantity.
 Go off-topic.
 Have fun!

29. Julia’s Social Media Philosophy
Social media is a TOOL
– it is not a silver bullet.
In other words, you still
need a compelling
cause and good
message.
Integrate it with an
overall marketing
campaign, just as you
would other tools
(direct
mail, newsletter, websit
e, ads).

30. Julia’s Social Media Philosophy
Not all social media
channels are right for your
nonprofit.
Pick and choose. Do a few
well than many poorly.
QUALITY over QUANTITY –
one quality Facebook post
per day (or every few days)
is worth more than 100
posts that get you unliked
or unfollowed.

31. To learn more:
 www.johnhaydon.com
 www.bethkanter.org
 www.nonprofitorgsblog.org
 www.hubspot.com
 www.jcsocialmarketing.com

32. Questions, comments, feedback?
 Email: julia@jcsocialmarketing.com
 Website: www.jcsocialmarketing.com
 Cell: 978-578-1328
 Twitter: @JuliaCSocial
 Facebook:
www.facebook.com/
jcsocialmarketing