1. Becoming A Networked Nonprofit: Digital Strategies for Nonprofits
North Carolina Technology 4 Good Workshop June, 2014
Beth Kanter, Master Trainer, Blogger, and Author
3. Who is in the room?
Organizational Size
Type [Health, Arts, Children, Social Service, Education, Community,
Environmental, Animal Welfare, other]
Role/Title
6. Topics OUTCOME
Interactive
Reflective
FRAME
Take 1 small step
to improve your
social media
practice
• Networked
Nonprofits: Best
Practices
• SMARTer Social
Media
• Listen, Engage,
and Champions
• Content
• Staying Sane and
Being Efficient
Workshop Agenda
http://bethkanter.wikispaces.com/nc
8. Networked Nonprofits Defined
Simple, agile, and
transparent
nonprofits.
They are experts at
using networks and
social media tools to
make the world a
better place.
9. CRAWL WALK RUN FLY
Maturity of Practice: Network Nonprofits
Linking Social with
Results and
Networks
Pilot: Focus one
campaign or channel
Incremental Capacity
Ladder of
Engagement
Content Strategy
Best Practices
Some measurement
and learning in all
above
Communications
Strategy
Development
Culture Change
Network Building
Many champions &
Influencers
Multi-Channel Engagement,
Content, and Measurement
Reflection and Continuous
Improvement
10. Alliance for Children
Social Media Success
“We were never sure of the history
of Christmas Parade. We had a
contest on Facebook. We found
discovered nostalgic photos and the
history. It has snowballed into
writing articles for the paper about
then and now, stirring greater
interest...we have loads of new
ideas and sponsors for the event.”
11. SGIM
Objective and Audience
To advance SGIM’s mission to
promote improved patient care,
research and education in primary
care and general internal medicine
by engaging our members and the
larger community of health
professionals, organizations, and
policy makers.
Success Story
“Used Tweetwalls at our last annual
meeting and the level of
participation on Twitter rose 66%
from the previous year.”
12. Partnership for Children of Cumberland County
Social Media Success Story
“PFC Pumpkin Patch Fall Festival
went viral on Social Media and was
so successful, the parking spilled out
onto all of our neighboring
businesses lots. “
Objectives and Audience
Advocacy, information and events
Targets are potential funders,
parents, early childhood providers
and the local community
13. Maturity of Practice: Crawl-Walk-Run-Fly
Categories Practices
CULTURE Networked Mindset
Institutional Support
CAPACITY Staffing
Strategy
MEASUREMENT Analysis
Tools
Adjustment
LISTENING Brand Monitoring
Influencer Research
ENGAGEMENT Ladder of Engagement
CONTENT Integration/Optimization
NETWORK Influencer Engagement
Relationship Mapping
http://bethkanter.wikispaces.com/nc
15. A Networked Mindset: A Leadership Style
• Leadership through active social participation
• Listening and cultivating organizational and
professional networks to achieve the impact
• Sharing control of decision-making
• Communicating through a network model,
rather than a broadcast model
• Openness, transparency, decentralized decision-
making, and collective action.
• Being Data Informed, learning from failure
16. North Carolina Early Childhood Foundation
“Being collaborative and transparent is
part of our brand. We intentionally
engage multiple organization and
people in our work. For example, we
formed a Blue Ribbon Committee of 30
of NC's distinguished business,
philanthropic, and civic leaders. They
provided input into our core principles
and strategies and suggested other
leaders we should engage to help us
achieve our goal of closing the
achievement gap and raising outcomes
for all children at the end of third
grade.”
17. Tips
• Get Their Attention
• Show How It Amplifies
Their Work
• Tweetutorials
• Peer Pressure
• Save Time
• Networking Literacy –
Feed and Tune
• Show Impact
http://www.bethkanter.org/afpcon/
18. Authenticity
Open and accessible to the world and
building relationships
Making interests, hobbies, passions visible
creates authenticity
21. Best Practice: Write Down the Rules – Social Media Policy
http://www.bethkanter.org/category/organizational-culture/
22. Social Media Policy – All Staff Participate
http://www.bethkanter.org/staff-guidelines/
23. 532 41
How social is your organization’s culture?
What are some of your challenges?
24. What: Social networks are
collections of people and
organizations who are connected to
each other in different ways through
common interests or affiliations. A
network map visualize these
connections. Online and offline.
Why: If we understand the basic
building blocks of social networks,
and visually map them, we can
leverage them for our work and
organizations can leverage them for
their campaigns. We bring in new
people and resources and save time.
A Quick Network Primer
28. Professional Networks for Social Change Goals
National Wildlife Federation
Brought together team that is
working on advocacy strategy to
support a law that encourages
children to play outside.
Team mapped their 5 “go to
people” about this issue
Look at connections and strategic
value of relationships, gaps
31. Create Your Network Map
1. Use sticky notes, markers and
poster paper to create your
organization’s network map.
2. Think about digital strategy
and brainstorm a list of “go
to” people, organizations, and
online resources
3. Decide on different colors to
distinguish between different
types, write the names on the
sticky notes
4. Identify influencers, discuss
specific ties and connections.
Draw the connections
32. Standing Share Pair: Share Your Map
Visualize, develop, and weave relationships with others to help
support your program or communications goals.
What insights did you
learn from mapping your
network?
How can you leverage
your network in support
of your goals?
36. PEOPLE: Artists and people in their community
OBJECTIVES:
Increase engagement by 2 comments per post by FY 2013
Content analysis of conversations: Does it make the
organization more accessible?
Increase enrollment in classes and attendance at events by
5% by FY 2013
10% students /attenders say they heard about us through
Facebook
STRATEGY
Show the human face of artists, remove the mystique, get
audience to share their favorites, connect with other
organizations.
TOOLS
Focused on one social channel (Facebook) to use best
practices and align engagement/content with other channels
which includes flyers, emails, and web site.
POST APPLIED: SMALL ARTS NONPROFIT
37. • What keeps them up at night?
• What are they currently seeking?
• Where do they go for information?
• What influences their decisions?
• What’s important to them?
• What makes them act?
POST: KNOW YOUR AUDIENCE
38. • Reach, Engagement, Action,
Dollars
Results
1. How many?
2. By when?
3. Measure with metrics
POST: SMART OBJECTIVES
39. Objective Metric
Increase donations % reduction in cost per dollar
raised
Increase donor base % increase in new donors
Increase number of volunteers % increase in volunteers
Increase awareness % increase in awareness,
% increase in
visibility/prominence
Improve relationships with existing
donors/volunteers
% improvement in relationship
scores,
% increase in donation from
existing donors
Improve engagement with
stakeholders
% increase in engagement
(comments on YouTube, shares
on Facebook, comments on
blog, etc.
Change in behavior % decrease in bad behavior,
% increase in good behavior
Change in attitude about your
organization
% increase in trust score or
relationship score
Pick The Right Success Metric!
40.
41. SMARTER SOCIAL MEDIA: CREATE A POSTER
Create A Poster
PEOPLE
OBJECTIVES
STRATEGIES
TOOLS
46. California Shakespeare Theater
California Shakespeare Theatre
California Shakespeare Festival
Cal Shakes
Jonathan Moscone
Susie Falk
As the season approaches -- the names
of that season's directors and
productions.
Twitter lists
Facebook Pages
58. Editorial Calendar Example
January 2013
United Ways of California
www.unitedwaysCA.org
58
Include hashtags (#) and URL resources for staff to do some research on topics
59. Date Hook Web Email Facebook Twitter Blog
1
2
3
4
5
6
7
1. Volunteer?
2. Brainstorm an editorial
calendar for one week.
3. Use template, sticky notes,
and poster paper
Photo Source: Beth Kanter
Friending the Finish Line Peer Group
60. Social Content Optimization
• Focus on publishing high-
quality, engaging, relevant
content
• Optimize sharing widgets
• Timing and Frequency
• Write headlines 25x
• Use images/visuals, but
vary type of content and
test
• Clear to call to action
• Test, Test, Test
62. • Don’t give it all away in the headline
• Also, don’t give it all away in the excerpt,
share image, or share text
• Don’t be shrill. Don’t form an opinion for the
end user. Let them do that
• Don’t depress people
• And don’t over-think it. Some of your
headlines will be terrible. Accept it and keep
writing
• Lastly, be clever. But not TOO clever
More Headline Tips:
http://www.scoop.it/t/content-and-curation-for-nonprofits/?tag=Headlines
Social Content Optimization
64. It’s A Process: Ideas, Organize, Create, Measure
• Allocate staff meeting
time
• Regular content
brainstorm meetings
• Next steps at meeting
• Have your metrics in
hand
65. Result Metrics Analysis Question
Consumption Views
Reach
Followers
Does your audience care about the topics your
content covers? Are they consuming your
content?
Engagement Re-tweets
Shares
Comments
Does your content mean enough to your
audience for them to share it or engage with it?
Action Referrals
Sign Ups
Phone Calls
Does your content help you achieve your goals?
Revenue Dollars
Donors
Volunteers
Does your content help you raise money, recruit
volunteers or save time?
Measuring Your Content
67. Time Savers and Staying Sane
•Efficiency Tips
•How To Be Intentional
•Your Burning Questions
Answered
68. 6 Tips for Fitting In Social Media in a Packed
Schedule
1. Time box work flow
2. Go mobile
3. More curation
4. Use social media scheduling tools
5. Recycle, Repurpose, Remix
6. Focus, Focus, Focus
71. 1. When you open email or do social media tasks, does it make you feel anxious?
2. When you are seeking information to curate, have you ever forgotten what it was in
the first place you wanted to accomplish?
3. Do you ever wish electronic information would just go away?
4. Do you experience frustration at the amount of electronic information you need to
process daily?
5. Do you sit at your computer for longer than 30 minutes at a time without getting
up to take a break?
6. Do you constantly check (even in the bathroom on your mobile phone) your email,
Twitter or other online service?
7. Is the only time you're off line is when you are sleeping?
8. Do you feel that you often cannot concentrate?
9. Do you get anxious if you are offline for more than a few hours?
10.Do you find yourself easily distracted by online resources that allow you to avoid
other, pending work?
Self-Knowledge Is The First Step
A few quick assessment questions
Add up your score: # of YES answers
74. • Understand your goals and priorities and
ask yourself at regular intervals whether
your current activity serves your higher
priority.
• Notice when your attention has
wandered, and then gently bringing it
back to focus on your highest priority
• Sometimes in order to learn or deepen
relationships -- exploring from link to link
is permissible – and important. Don’t
make attention training so rigid that it
destroys flow.
Source: Howard Rheingold
NetSmart
What does it mean to manage your attention while your
curate or other social media tasks?
75. Takeaways: Share Pairs
• Implement: What’s one tip or technique
that you can put into practice next week
to improve your social media strategy?
• Put on index card with your name/email
