1. Networked Nonprofits:
Leading the Charge for Social
Change from Inside Out
Beth Kanter,
Co‐Author, The Networked Nonprofit

3. Beyond Tweeting: Social Media and Grantmaking
Strategies to Amplify Social Impact
Session on Tuesday, September 20th
4:00 PM ‐ Nob Hill A‐C, Lower B2 Level

4. Networked Nonprofits

12. Climbing a Mountain for Parkinson’s Research

13. “When the technology becomes boring, it becomes
socially interesting” – Clay Shirky
The connectedness of living in a networked, mobile world
has become more a part our daily lives.
These disruptive technologies are having a profound
impact on the way nonprofits do their work, communicate
with stakeholders, and deliver programs.
Remember: Disruption is can be our friend …..

14. Share Pair: How are online social networks changing the way the
nonprofits you support or your foundation does it work, delivers
programs, fundraises, or communicates with stakeholders?

15. What is a Networked Nonprofit?

16. Social Culture: Not Afraid of Sharing Control

17. Social Culture: Everyone Uses Social Media To Spread Mission

18. The Networked Nonprofit
BE DO
Understand Networks Work with Free Agents
Create Social Culture Work with Crowds
Listen, Engage, and Build Learning Loops
Relationships
Trust Through Friending or Funding
Transparency
Simplicity Govern through Networks

19. Social Culture
Everyone in the organization uses social
media to engage people inside and outside
the organization to continuously learn how
to improve programs, services, or reach
communications goals.

20. Sharing control over their branding and marketing messages
Dealing with negative comments
Addressing personality versus organizational voice (trusting
employees)
Make mistakes
Make senior staff too accessible
Perception of wasted of time and resources
Privacy and Security concerns
Suffering from information overload already, this will cause
more

21. What are the conversation
starters about social media that
your organization needs to
have?

22. The Rule Book: Social Media Policy
• Encouragement and support • Best practices
• Tone
• Why policy is needed • Expertise
• Cases when it will be used, • Respect
distributed • Quality
• Oversight, notifications, and
legal implications • Additional resources
• Training
• Guidelines • Operational Guidelines
• Identity and transparency • Escalation
• Responsibility
• Confidentiality • Policy examples available at
• Judgment and common wiki.altimetergroup.com
sense

23. Vision Statement
http://www.bethkanter.org/trust‐control/

24. Participation Guidelines for Everyone
http://www.bethkanter.org/trust‐control/

26. Trust is Cheaper than Control …..

27. Facebook Specific: Community
Guidelines
“Girl Scouts of the USA welcomes interaction,
discussion, commentary, questions and criticism
but ask that comments are kept relevant and
respectful. GSUSA reserves the right to remove
comments or ban anyone who violates these
guidelines. Personal attacks, inappropriate
language, spamming and excessive posting will
not be tolerated.”

28. Share Pair: What’s needed to scale social inside your
organization?

29. Detroit Symphony Strike: October, 2010
Management Musicians
33% cut 22% cut
Social media provided a twist to the ongoing negotiations
between musicians and the DSO

30. A louder mouthpiece inserted itself into the
debate

31. “Television news and newspapers write
what they want, mostly one‐sided,” says
Allen. “Now we were able to get our
message out to so many people.”
– Ethan Allen, Orchestra Librarian

34. The people formerly known as the audience: “ The rise of social media has completely
changed the way an organization like the DSO interacts with its stakeholders.”

35. With a strategy and social media policy,
social media can avoid being ….

36. Queen of the Night
From The Magic Flute
Flickr photo by sugarhiccuphiccup

37. Black Swan
Queen in
Swan Lake
Flickr photo: shuri

39. A well‐crafted social media strategy and good
practice of networked nonprofits is more like ….

40. The Nonprofit Fortress

41. Use social media tools
to organize, mobilize,
raise funds, and
communicate with
constituents but
outside of institutional
walls

42. Nonprofit Fortress
Free Agent

43. Global Back Channel: Other Region
@uncultured Shawn Ahmed
#netnon
@amoration
@michael_hoffman
@keshields
@danportnoy

44. “The problem is that YOU are
the fortress. Social media is
not my problem.“

46. Now working together on a
project

49. Ecosystem of Free Agents
Mark Horvath ‐ @hardlynormal

50. Free Agents: A Variety of Approaches

51. Militant Optimists = Free Agents in the UK

53. Trust — Transparency — Empathy – Enthusiasm

54. Share Pair: What needs to change in your foundation or
in your grantees to open up and work with free agents?

55. You want me
to start
Tweeting too?
From scarcity to abundance …

57. Three Models
Free Integrated Staff
• Intern • Tasks in • Full‐Time
• Volunteer Job • Part‐Time
• Fans
How does your organization implement social
media?

58. Offline
Online

59. Make them part of your team
Tasks
Social Media Overview
Account Creation/Customization
Social Media Research
Template Creation
Blog Monitoring
Blog Drafts
Video
Post Facebook Content
Answer comments on Facebook
Collect measurement data
Don’t do this to them ….

60. Integrate into
job description

61. Wendy Harman
American Red Cross
Create ROI Measurements
Develop Internal Education and
Training
Apply Social Insights to the
Strategic Plan
Get Buy‐In from Stakeholders
Develops Listening and
Monitoring Strategy
Gets Tools and Technologies in
place
Facilitate policy and procedures
Community manager
Two Full‐Time Staff Members

62. Strategy for Scale: Internal/External

63. One Minute of Silence: What does your foundation need to do to
increase capacity to do social media?
Flickr Photo by John K

65. Joyful funerals

66. Key Results:
• increasing the movement size by increasing membership
• garnering attention from all media through creative engagements
• getting policies passed
• working with aligned partner organizations
• increasing capacity
Metrics Monday: 30 Minutes

68. Share Pair: What needs to change in your foundation or
in your grantees to make organizational learning a habit?

69. Handling Mistakes
x
“MisTweet” – A tweet intended to come from
a personal account but sent out on an
organizational account by mistake.

71. Steve Norris, ex‐Tory Mayoral
contender, says: “I think the National
Theatre should have a Compulsory
Demolition Order!”

72. X

76. Two guiding principles in social media
are to Be Human and Be Honest. Had
the National Theatre adopted either
policy, they might have done
themselves a service.

77. This “MisTweet” by a Red Cross employee was
out for an hour before Wendy Harman got a call
in the middle of the night.

79. Disaster recovery on the tweet ….

80. Apologized and share on their blog

81. Employee confessed on Twitter

82. Got picked up by mainstream media and blogs

88. Lessons Learned
•You can’t hide or not respond
•Act quickly
•Admit the mistake, stakeholders are forgiving
•Use humor when appropriate
•Build your network before you need it
•Employees should use different Twitter apps for
personal/organizational tweeting
•If the mistake had been damaging to the
organization, a social media policy would have
been critical if taking appropriate action

89. If you can’t fly then run, if you can’t
run then walk, if you can’t walk then
crawl, but whatever you do you have
to keep moving forward.”
Inspiration

90. Where to focus …
CRAWL WALK RUN FLY
Communications Social Media Social Media Multiple Channels
Strategy Strategy Strategy Reflection/Improvement
Culture Change SMART Objectives Engagement Network Building
Audience Content
Listening
Experiments/Pilots

91. Listen Promote Participate Publish Build
No Engagement Broadcast/Share Low Engagement Content Intensive Network
High Engagement
15 min/day + 20 min/day + 30 min/day + 3‐5 hrs/wk + 5‐10 hrs/wk
CRAWL WALK RUN FLY
Original concept by Beth Kanter – remix by Aliza Sherman

92. To be successful, use social media like Kanye West
What can we learned about a try and fix
approach to social media from Kanye West?

93. Source: @clairew

94. Source: @clairew

95. Source: @clairew

96. Source: @clairew

97. Thank you
Slides and Resources: http://socialmedia‐
strategy.wikispaces.com
Beth’s Blog: http://www.bethkanter.org
Twitter: @kanter
Facebook: http://www.facebook.com/beth.kanter.blog