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Social media for non profits

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Prepared for Northwest Indiana Association of Fund Raising Professionals for a presentation on 1/24/13.

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Social media for non profits

  1. 1. Presented by Kathy Sipple, My Social Media Coach SOCIAL MEDIA MADE EASY EASIERJan. 24, 2013 9/13/12 Association of Fund Raising Professionals Kathy Sipple - 1
  2. 2. Who is My Social Media Coach? • Kathy Sipple, Valparaiso, Indiana • 25+ year career in sales and marketing • Trained, presented to thousands of business owners and non-profits over the past 4 years via workshops, webinars • 2009 Indiana’s Most Influential Woman in Social MediaKathy Sipple9/13/12 CEOKathy Sipple - (Chief Empowerment Officer) 2
  3. 3. 1 Call Changed Everything• July 2008 “regular” job, living life• Seeking answers• Dalai Lama• Literally made a U-turn9/13/12 Crisis Turning point, no map…yet Kathy Sipple - 3
  4. 4. Accidental Non-Profit• Family health emergency• Didn’t know the scope or timeline• Traditional communication tools inadequate – Phone – Email• Confusion, burnout9/13/12 Sister JulieKathy SippleAnderson Legner - 4
  5. 5. We didn’t know 2.0• Web site wasn’t right – Too impersonal – Didn’t fit needs• Had used a blog, limited vision• How to tap into a 2nd degree network?9/13/12 2.0 Popularized in 2004 by O’Reilly 5 Kathy Sipple - Media.
  6. 6. Top social media myths• Social media is… easy. hard.• Social media is… free. Is it9/13/12 free? “Free” St. Bernard puppy lifetime costs. Kathy Sipple - 6
  7. 7. What to expect?9/13/12 Hype: Unfocused effort will yield results. (Not true.) Kathy Sipple - 7
  8. 8. Focus, Intention, Passion Source: Cast Away, 2000 20th Century FoxCommitment: 9/13/12 “Playing Sipple - vs. survival mode. Kathy at it” 8
  9. 9. If only… Source: http://staples.com Easier?9/13/12 Compared to what? Kathy Sipple - 9
  10. 10. Your Social Media DNA Source: http://appatomy.com/2011/03/appatomy-social-media-dna/Messaging:9/13/12 You Kathy you?-Who is your audience? are Sipple 10
  11. 11. You Need a MapA social media strategy map helps your organization think through objectives,audience, strategy, tools, and measurement to support your organization’scommunications and Internet strategy.~ Beth Kanter Direction: 9/13/12 WithoutSipple - Kathy a destination, any path is fine. 11
  12. 12. Map Making • Involve the team • Holistic approach, integrate • Editorial schedule • Google Drive spreadsheet to collaborate • URL’s created and shortened • Goals • Identify team members and action itemsLewis & Clark: 9/13/12 Expeditions are better with teamwork…and maps. Kathy Sipple - 12
  13. 13. Where do you want to go?SMART Goals 9/13/12 Specific, Measurable, Achievable, Relevant, Timebound Kathy Sipple - 13
  14. 14. Content = “The Cheese”• Digital strategy Build a better mousetrap• Attraction marketing “That cheese smells good”• Keep coming back “What’s the special?”• Google Keyword Tool What mice look for on Google? Content:9/13/12 Is yours tasty, fresh and relevant? Kathy Sipple - 14
  15. 15. Taking Inventory: Content• Photos, video• Events• Press releases• Volunteer profiles• Journal subscriptions (email)• Google alerts• User generated content Content:9/13/12 What resources do you already 15 Kathy Sipple - have?
  16. 16. Lead with Your Strengths “Gary9/13/12 V” “Crush it” in the social space with video. Kathy Sipple - 16
  17. 17. Organizing Your Content• Digitize• File online – Google Drive• Tag with key words• Create email folder• Evernote Paperless?9/13/12 Digital makes- it easier to search. Kathy Sipple 17
  18. 18. Keep Score• Number of Facebook likes• Facebook Insights• Google Analytics• Klout.com• Pay per click ads• Call to action• Donations Winning:9/13/12 Measure, monitor, adjust Kathy Sipple - 18
  19. 19. Your Network • “Social” media • Real life connections • Database • Email list • Staff, volunteers, donors, clients, friends, family • Hidden networkSocial Capital 9/13/12 The Kathy Sipple - economy relationship 19
  20. 20. Ambient Awareness • Not as intrusive • Ongoing conversation • Softer sell • Different messaging • Watch frequency, go for quality, consistency • Requires finesseConversation 9/13/12 The Kathy Sipple - new relationship economy 20
  21. 21. Leverage: Sharing Source:9/13/12 http://conferencehound.com Kathy Sipple - 21
  22. 22. It’s nice to share Leverage:9/13/12 If you create -it, make it easy to share Kathy Sipple 22
  23. 23. Over-sharingBroadcasting: 9/13/12 Watch your tone, frequency & engagement Kathy Sipple - 23
  24. 24. Quality beats quantityLess with more: 9/13/12 80/20 rule, a.k.a. Pareto Principle. Kathy Sipple - 24
  25. 25. Example: Press Release • Leverage what you’re doing • Crowdsourcing • Engagement • Network diving • Email it + “share” • Amplify, team effortMany to many 9/13/12 Paradigm shift from 1:1 or broadcast messaging Kathy Sipple - 25
  26. 26. Results• 500+ blog followers• Crowd sourced fundraising (without asking)• Referrals• Press• Today Julie blogs9/13/12 ROI Sometimes hard to measure Kathy Sipple - 26
  27. 27. Need help?• Email subscription coaching - $12.99/month (New!)• Social Media Jump Start Package - $495 (2) hour strategy session (3) 1-hour coaching modules• Private coaching - $100/hour ($85/hour for non-profits) Further discount available for packages of 10+ hours.Kathy Sipple9/13/12 CEOKathy Sipple - (Chief Empowerment Officer) 27
  28. 28. Let’s ConnectFACEBOOK:http://facebook.com/kathysipplehttp://www.facebook.com/mysocialmediacoachLinkedIn:http://www.LinkedIn.com/in/kathysippleTWITTER:http://twitter.com/kathysipple9/13/12Email: Kathy (at) mysocialmediacoach.com Kathy Sipple - 28
  29. 29. Resource Links• How social media influences giving infographic: http://social.razoo.com/2012/10/infographic-how- social-media-influences-giving/• If you’re going to ask for donations on your website http://fundraising123.org/print/550• 6-minute guide to winning fundraising campaigns http://fundraising123.org/print/571• Online fundraising in 10 easy steps http://fundraising123.org/print/321• 5 “Don’ts” of Nonprofit Website Design http://fundraising123.org/print/552• http://www.bethkanter.org/• http://topnonprofits.com/• http://nonprofitorgs.wordpress.com/• https://fundrazr.com/pages/fundraising-widgets• http://www.causes.com/Kathy Sipple9/13/12 CEOKathy Sipple - (Chief Empowerment Officer) 29
  30. 30. References• Story about Julie’s Carepages site: http://www.qconline.com/archives/qco/print_display.php?id=424013• Interview with Georgia Geis, South Shore Grants, July 13, 2012 http://southshoregrants.wordpress.com/2012/07/13/come-on-in-the- water-is-fine/• Many images and words throughout this presentation are hyperlinked. Please click through to get original source sites.Kathy Sipple9/13/12 CEOKathy Sipple - (Chief Empowerment Officer) 30

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