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Social Media Networking for Non Profits


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On August 24th, United Way South-Southwest Suburban Metropolitan Chicago invited me to present to non-profit management about online social networking.

I LOVED using throughout the entire process and hope this helps someone else as much as it helped me.

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Social Media Networking for Non Profits

  1. 1. Social Media <br />Networking <br />For <br />Non-Profits<br />Presented by:<br /> Kristen Bonk<br /><br />@kbbonk on twitter<br />
  2. 2. Who Are You?<br />Who’s this Kristen gal & why are we listening to her?<br />Marketing and Volunteer Manager @ParkLawnCharity<br />4+ years working in non-profit<br />What’s Park Lawn?<br />Providing services that promote independence, choice and access to community living for people with developmental disabilities since 1955. <br /><br /><br /><br /><br />And United Way South – Southwest Suburban? <br />Working to create meaningful and measurable change by investing in income, education and health programs that support the 10-year vision LIVE UNITED 2020. <br /><br /><br />!/unitedwaychi<br /><br /><br />
  3. 3. Who’s Who?<br /><ul><li> Who Are You?
  4. 4. Where Are You From?</li></ul>(Give a great plug for your nonprofit!)<br /><ul><li> What TWO words </li></ul>come to mind when you hear <br />“Online Social Networking”?<br />
  5. 5. Today’s Goals<br />Purpose of online social networking<br />Brainstorm together<br />Find an online purpose for every department<br />Excite you to go online<br />Email resourceful links to yourself<br />
  6. 6. Online Social Media is about Reaching and ConnectingWith People!<br />
  7. 7. What is Social Media?<br /><ul><li>Content formed by the collaboration of two or more people that takes place on the internet.</li></ul>(Source: Emily Culbertson of Community Media Workshop)<br /><ul><li>A virtual framework consisting of tools which enable users with a common goal or interest to set up communities and exchange information.</li></ul>(Christophe Debruyne on Mashable post describing social media in 140 characters or lest. @chrdebru)<br />Picture from <br /><br />
  8. 8. Traditional Media<br />Social Media<br />Encyclopedia Britannica<br />E-Newsletter<br />Facebook<br />Twitter<br />Wikipedia<br />New York Times<br />Print Newsletter<br />
  9. 9. “Online Social Media”<br />are NOT<br />dirty words!<br />
  10. 10. Fears Moving Into Online Social Media<br /><ul><li>Senior staff & board might lose control.
  11. 11. Dealing with negative comments.
  12. 12. Addressing personality versus organizational voice.
  13. 13. Fear of failure
  14. 14. Perception of wasted time and resources.
  15. 15. Suffering from information overload already, this will cause more.
  16. 16. What are other fears?</li></ul>Source: Slide 38 on Beth Kanter’s presentation “Creating Your Organizations Social Media Strategy Map”<br />
  17. 17. First: Enjoy Your Personal Account<br /><ul><li>Facebook, twitter and others are more than someone’s annoying thoughts.
  18. 18. Experiment and have fun. It’s SOCIAL!
  19. 19. Hiding posts / apps makes it more enjoyable.
  20. 20. Set privacy settings.</li></li></ul><li>Why Should <br />My Non-Profit <br />Care?<br />
  21. 21. Cost effective way to engage supporters, volunteers and potential supporters.<br />An opportunity for conversation<br />A great way to reach certain audiences<br />Source: download:<br />
  22. 22. Non-Profit Updated Marketing Funnel<br /><ul><li>How do you get people to care for your charity?
  23. 23. This begins </li></ul> and continues offline as well as online! <br /><ul><li>Source: McKinsey & Company
  24. 24. Source: Lightbox Collaborative site:
  25. 25. Source: Beth Kanter’s blog:</li></li></ul><li>Offline and Online Must Work Together<br />Tours<br />Website<br />Fundraising Events <br />Facebook<br />Offline<br />Online<br />Chamber Luncheons & BAH <br />Videos on Youtube<br />Newsletters<br />Stories on blogs<br />Letter Appeals<br />Staff & volunteer events<br />Twitter<br />Groups on LinkedIn<br />Annual Reports<br />Meetings<br />
  26. 26. Where’s Your Audience?<br />What channels to use out the hundreds available? <br />What would be most worth your while?<br />Photo courtesy of<br />
  27. 27. Why do people Care?<br /><ul><li>Listen to what people are saying about your issues.
  28. 28. What questions are people asking about your org online?
  29. 29. What are your competitors doing?
  30. 30. Listening tools:
  31. 31. Google alerts emailed to you
  32. 32. Technoratti for blogs
  33. 33. Search Twitter and Facebook
  34. 34. Google Analytics
  35. 35. Offsite events and fundraisers
  36. 36. What do you use?</li></li></ul><li>If you want people to care, make it about THEM….NOT YOU! <br />Source: Big Duck PDF “Social Media: Transforming the way Non-Profits communicate” slide 29 by FarraTrompeter March 12, 2010<br />Source: Angela Maiers Sept. 29, 2008;<br />
  37. 37. Map Out a Plan<br /><ul><li>Goals (broad statement)
  38. 38. Provide information about our orgs issues.
  39. 39. Objectives (specific & measurable)
  40. 40. Increase followers by 50% by December 1, 2011
  41. 41. Strategy
  42. 42. Give quick and thoughtful responses
  43. 43. Shout outs to other nonprofits and supporters
  44. 44. Tactics
  45. 45. Integrate social media across staff and departments by 2012
  46. 46. Create videos highlighting our orgs impact
  47. 47. Tools</li></ul>Source:<br />Photo from<br />
  48. 48. Activity Fun!<br />Discuss with each other your organizations goals<br />How are you mapping it out? <br />What tools are you using? <br />
  49. 49. Who? What? When? Where? Why? <br />Who will post online? <br />What will we post to meet our goals<br />When will we post: x hours daily / weekly / monthly<br />Where will we post?<br />Why are we posting there?<br />
  50. 50. Ok, I’m online, now what?<br /><ul><li>“It’s important to think of these social media channels as tools to communicate in a social manner rather than the end in and of itself—in other words, social media is the journey, not the destination.” (Source: Idealware PDF “Social Media Decision Guide” page 8.)
  51. 51. Create an online social media policy.
  52. 52. “Guidelines: This section should be one or more pages that summarizes how your organization can be more effective at using social media. It should not be about control, but more on how to use the tools effectively. It should lay out parameters around organizational and personal use. ”  
  53. 53. “Manual: This section refers to your social media plan, includes best practices on using social media with specific examples. Many organizations use it as part of their training. ”</li></ul>Source:<br />Photo from<br />
  54. 54. Why Another Policy?<br /><ul><li>Control the fears mentioned earlier
  55. 55. Be proactive for legal reasons
  56. 56. Media sources are now quoting tweets and posts
  57. 57. Connects with online social media plan
  58. 58. Policy examples are available at:
  59. 59.
  60. 60.
  61. 61.
  62. 62. Does your organization have a policy? What examples have you seen and liked?</li></li></ul><li>Search Engine Optimization<br />What is it? <br />Search Engine Optimization or SEO<br />is optimizing your presence online so<br />when someone searches for your name,<br />you’re top on the list.<br />How do I use it?<br />Search engines like Google, Yahoo and<br />etc. rank your website and presence online based on<br />keywords and originality of content.<br />Long & descriptive headlines are considered more important to search engines.<br />Photo courtesy of:<br />
  63. 63. Where’s Base?<br />Have an effective website as your base.<br />Make it donor friendly.<br />Revolve around the mission and content.<br />Free website ideas?<br />Allow supporters to share stories.<br />
  64. 64. Feedback Time! <br /><ul><li>Let’s look at Park Lawn’s website and tell me what you like and think should be fixed.
  65. 65. How can it create more of a relationship?
  66. 66. What are some of your favorite websites and why? </li></li></ul><li>If you don’t have a resources for videos, but you have a staff of writers, create a blog! <br />A site to provide commentary, stories, or a personal diary.<br />Allowing readers to leave feedback is extremely important to build better relationships and listening<br />Blog Sauce Image:<br />
  67. 67. Why Blog?<br /><ul><li>On average 55% more visitors
  68. 68. 97% more links to your website (improves search results)
  69. 69. Engage, connect and relate</li></ul>Source: Frank Barry of Blackbaud presentation “Blogging for Nonprofits” page 6 and<br />
  70. 70. Anatomy of a Blog<br />Example blog:<br />Search<br />Nice background image<br />Link to website<br />Links to other social media sites and RSS feed<br />Main Post with easy to read headline<br />Category tags<br />
  71. 71. I see “RSS Feed” A LOT, What is that?<br />Rich Site Summary is a format<br />to deliver and receive ever changing <br />format web content.<br />Click on this icon, enter your email and click “subscribe” <br />Receive it to your email as a <br />handy resource<br />Source:<br />
  72. 72. Who Can Blog for You? What to Blog About? <br /><ul><li>Management
  73. 73. People who benefit from your services
  74. 74. Volunteers
  75. 75. New employees
  76. 76. Who else?</li></li></ul><li>Let’s Get Social with:<br /><ul><li>Allows you to set up a profile, and post updates, links, conversations, events, photos, videos, petitions, or even collect donations online.
  77. 77. In order to create a page for your nonprofit, you must have a personal profile or business account.
  78. 78. Facebook has more than 750 MILLION users.
  79. 79. It’s particularly good at increasing the level of feedback and discussion you have with supporters, driving traffic to your website, and attracting people to specific events. </li></ul>(Source: Idealware PDF “Social Media Decision Guide” page 5)<br />
  80. 80. Creating an account is very simple and then creating a page is even more simple.<br />Expect to spend about 2-4 hours a week to manage your Facebook<br />(Source: Idealware PDF “Social Media Decision Guide” page 5)<br />Pages vs. Groups<br />Pages – More public; anyone can see posts<br />Groups – More private and must be approved or added by other members.<br />Let’s Get Social with:<br />
  81. 81. HOW TO CREATE A PAGE<br />
  82. 82. HOW TO CREATE A PAGE<br />
  83. 83. You’ll be asked to create an account for your business, so follow directions and find nonprofit. <br />You need to validate your account for security reasons. Facebook will send an email to the email address you used to register. <br />Source & images: Justgiving <br />“Charity Guide to Facebook Fan Page”<br />
  84. 84. Brand Your Page <br />Claim your vanity URL<br /><br />Upload a square logo<br />
  85. 85. Claim Your Community Page<br />Search in Facebook for your organization <br />Search fellow co-workers listing of employer<br />Claim your community page <br />Connect check-ins<br />
  86. 86. Complete Your Profile<br />
  87. 87. Vary Your Content<br />
  88. 88. Engage With Your Fans<br />
  89. 89. Insights<br />
  90. 90. Activity Time!  <br />What do you post on your organization’s Facebook? <br />Do your posts help out your objective and strategy? <br />What do other organizations post that you like? <br />Discuss! <br />
  91. 91. What’s<br />Twitter is a place where people with the same interests can provide resources, chat, add photos and more. <br />A post on Twitter is called a “tweet” and must be within 140 characters<br />People can choose to follow your tweets<br />If they like it they can retweet or quote the tweet highlighting who it’s from writing “RT” in front or saying another sort of comment. <br />
  92. 92. Basics<br />Tweets in 140 characters<br />@ Replies<br />Direct Messages<br />RT<br />Hashtags<br />Source: Kristin Gast of United Way “Social Networking 101”<br />
  93. 93. Think of it like a radio station<br />“Twitter is particularly good for connecting with like-minded organizations and the media, asking questions, and providing very frequent updates.”<br />(Source: Idealware PDF “Social Media Decision Guide” page 5)<br />Expect to spend about 2 hours a week to manage Twitter feed<br />Shoot for 1 tweet, one @reply and one RT per day<br />Research who are big influencers<br />Follow them<br />Converse with them<br />Listen to what they’re saying<br />
  94. 94. Brand Your Profile on <br />Choose your username<br />@ParkLawnCharity @Aspire<br />Upload a square logo <br />Create a background<br />Complete your profile<br />
  95. 95. Multiple People from SameOrganizations on<br />
  96. 96. Another Activity! !  <br />What would you tweet? <br />Who else in your organization can tweet?<br />How can your tweets help your overall objective and strategy? <br />What are other twitter accounts you like?<br />Discuss! <br />
  97. 97. Video Sharing Sites<br />Videos can be compelling stories or educate<br />Not as social, but it can create social opportunities<br />Where to get an inexpensive video recorder?<br />Digital cameras<br />Flip Video<br />Smartphone (not as great quality, but it’s available)<br />
  98. 98. Video Sharing Sites<br />On, you can apply for a non-profit specific channel<br />Provides clickable asks on top of videos<br />Upload longer videos<br />People can subscribe and comment on your videos<br />Time spent on this varies. <br />Could take 1-2 hours to just film it and upload on your channel<br />To edit it and make it look a little more professional takes more time<br />
  99. 99. Video Sharing Sites<br /><ul><li>Some helpful video editing information
  100. 100. Windows Movie Maker is free and easy to make a basic video
  101. 101. Pinnacle products with prices ranging from $60 - $170
  102. 102. Avid Studio editing software
  103. 103. Or edit it directly on
  104. 104. Some Youtube Ideas for Nonprofits</li></ul>Reach Out.<br />Partner Up.<br />Keep It Fresh.<br />Spread Your Message.<br />Be Genuine.<br />Source:<br />
  105. 105. Video Sharing Sites<br /><ul><li>What kind of videos to create?
  106. 106. Length
  107. 107. Educational
  108. 108. Put a face to an organization
  109. 109. Make your videos findable – SEO!
  110. 110. Title
  111. 111. Description
  112. 112. Tags
  113. 113. Brand your channel / page
  114. 114. Post a bulletin and alert your friends / subscribers
  115. 115. Post on other social media channels</li></ul>(Source: Rich Brooks on <br />
  116. 116. Why Matters<br />In 1 minute<br />Hours of Videos are Uploaded<br />15 Billion Videos were streamed in May<br />Source: Neilsen Reports<br />Internet Video Viewing up 35% <br />Compared to traditional TV viewing that increased0.2%<br />Source: Michael Hoffman “Youtube for Nonprofits” page 9<br />& Nielsen / Net Ratings (October 2007) – US Audience.<br />Source: Rich Brooks “8 Ways to Maximize Your Youtube Marketing Results”<br />
  117. 117. Video Sharing SitesExamples<br />
  118. 118. VIDEO SHARING ACTIVITY EXTRAVAGANZA<br />What videos would your audience be interested in? <br />What videos would help with your overall communications goals and strategy? <br />What other non-profit videos inspire you? <br />Discuss & show other sites online that you like.<br />
  119. 119. Wiki! Wiki! What?<br /><ul><li>“Wiki” is “defined as a generic term which is used to describe a certain kind of collaborative website that can be edited by any user and/or visitor.” *
  120. 120. “Often free and allow collaboration, knowledge retention, search and real time centralization of information”**
  121. 121. Some organization use private Wiki’s to organize and document internal projects.
  122. 122. Source:
  123. 123. **Source: Julie Spriggs presentation on “Wikis For Nonprofits”</li></li></ul><li>WIKI IN PRIVATE USE<br />Image and Source from Julie Spriggs “Wiki for NonProfits” page 10 and "Intellipedians"  US Intelligence Community <br />
  124. 124. Wiki Use<br /><ul><li>Image and source: Julie Spriggs presentation on “Wikis For Nonprofits” page 15</li></li></ul><li>Wiki Use Examples<br />Project management - Plan an event with committee<br />Image & Source: Julie Spriggs “Wiki for Nonprofits” page 30<br />
  125. 125. Wiki Use Examples<br />Intranet- department or board<br />
  126. 126. According to research carried out by search engine marketing firm Spannerworks, social media site Wikipedia appears in Google’s first 20 results for 88% of the top 100 global brands. **<br />Way to increase Search Engine Optimization<br />Must be accurate and objective statements about your organization.<br />* *Source: Bob Goldfarb Blog:<br />
  127. 127. Example<br />
  128. 128. E-Marketing<br />Use emails to draw support and direct people to site<br />Have a prominent online sign up form on EVERY page with reasons and benefits of joining<br />Viral marketing “Forward to a Friend” & <br />share online <br />Offer incentives<br />Promote e-newsletter on print publications<br />Source: Betsy Harmon of Harmon Interactive<br />
  129. 129. Email must have a good RAP<br />Relevant<br />Anticipated<br />Personal<br />Test the format <br />Image blocking<br />Reading the email on phone<br />Source: Betsy Harmon of Harmon Interactive<br />E-Marketing<br />
  130. 130. Email Marketing Tools<br />Vertical Response<br />Allows nonprofit 501c3 organizations to send up to 10,000 emails per month for FREE!<br />Constant Contact<br />Email Now powered by Emma<br />Mail Chimp<br />Construct a list, don’t buy one<br />People must be allowed to opt in<br />Also allow them to unsubscribe<br />Source: Betsy Harmon of Harmon Interactive<br />E-Marketing<br />
  131. 131. QR Codes & Tags<br />QR Code<br />Quick Response Codes<br />A matrix barcode to be ready by<br /> smart phones<br />Created by Toyota in 1994 and sees <br />frequent use in Japan and South Korea<br />Tags are same thing made by Microsoft<br />QR Codes are more often used<br />In June, 14 million people scanned barcodes<br />(Source: comScore Inc.)<br />Tag<br />Source:<br />
  132. 132. QR Codes<br />Lots of apps to scan<br />Make certain apps on different phones can scan<br />Once scanned, it will be a quick response to following:<br />Website<br />Email Sign In<br />Contact Information<br />Note<br />Video<br />What else? <br />
  133. 133. Ripple of Effects<br />Did you accomplish<br />everything in your strategy?<br />Build a relationship first online and continue offline<br />Might take a while before you see return on investment, but result could be huge!<br />Photo:<br />
  134. 134. Resources<br />Allison Fines Donor’s Forum presentation and notes, book “The Networked Nonprofit” and website<br />Beth Kanter’s blog ( and book “The Networked Nonprofit”<br /><br /><br />Presentations from<br />Beth Kanter’s presentation “Creating Your Organizations Social Media Strategy Map”<br />FarraTrompeter of Big Duck “Social Media: transforming the way nonprofits communicate”<br />Kristin Gast of United Way “Social Networking 101”<br />Justgiving “Charity Guide to Facebook Fan Page”<br />Michael Hoffman of See3 Communications “Youtube for Nonprofits<br />Frank Barry of Blackbaud presentation “Blogging for Nonprofits” page 6<br />
  135. 135. Idealware “Nonprofit Social Media Decision Guide”, PDF, July 2010, Laura Quinn & Andrea Berry<br /><br /><ul><li>McKinsey & Company
  136. 136. Source: Lightbox Collaborative site:
  137. 137. Angela Maiers Sept. 29, 2008;
  138. 138.</li>