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Using Social Media to Empower Your Fans to Build More Support for Your Cause

Presentation by Kivi Leroux Miller at NCTech4Good conference, June 25, 2010 in Chapel Hill NC

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Using Social Media to Empower Your Fans to Build More Support for Your Cause

  1. 1. Using Social Media to Empower Your Fans to Build More Support for Your Cause Tweeting? #nct4g2010 @kivilm
  2. 2. <ul><li>Kivi Leroux Miller </li></ul><ul><li>@kivilm </li></ul>
  3. 3. The social web is mainstream.
  4. 4. Online giving is close to the tipping point.
  5. 5. Big generational shifts are taking place too. flickr.com/photos/joi
  6. 7. Matures are responsible for 28% of giving. Boomers are responsible for 40% of giving. Gen X & Y are responsible for 32% of giving.
  7. 10. Traditional marketing isn’t dead . . . But it’s not enough. flickr.com/photos/ kkoukopoulos
  8. 11. Social media doesn’t work well alone either. Go for an integrated approach.
  9. 12. With social media, “engagement” is the goal. Right? flickr.com/photos/anthrovik/264643857
  10. 13. Well, it starts more like this. You mix. You mingle. You’re social. flickr.com/photos/_dchris/4029619041
  11. 14. You want to be seen as a member of a community – as “one of us.” flickr.com/photos/owengeronimo/4263163891
  12. 15. Not as the loud drunk ones hustling on the bar. flickr.com/photos/scrapstothefuture/298131038
  13. 16. Maybe you’ll meet your soulmate . . . or maybe you’ll just be good friends. flickr.com/photos/_brendan/3350178321
  14. 17. But you’ll be connected, maybe even for the rest of your lives. flickr.com/photos/8632225@N08/4082298028
  15. 18. Shall we translate this into our nonprofit tech and marketing jargon?
  16. 19. flickr.com/photos/spine/413470036/ Content + Conversation = Community flickr.com/photos/mymollypop/2645590591/
  17. 20. Community ≠ Fans flickr.com/photos/captured-spirit_/221033524/ flickr.com/photos/oddwick/2156258068
  18. 21. Community = Chance to Build Rapport flickr.com/photos/vancouverminglers/3385606736
  19. 22. Rapport = Fans flickr.com/photos/boynton Holly Ross, NTEN @ntenhross Danielle Brigida, National Wildlife Federation @starfocus and @nwf Carie Lewis and others at the Humane Society of the U.S. http://twitter.com/HumaneSociety/ employees Wendy Harman, American Red Cross @wharman and @redcross
  20. 23. Fans = Friendraising and Fundraising .flickr.com/photos/phuson/506582978
  21. 24. TRUE OR FALSE? Facebook is better for conversation than Twitter. flickr.com/photos/juhansonin/4703017753
  22. 25. TRUE OR FALSE? Twitter is better at driving traffic than Facebook. flickr.com/photos/cwsteeds/51164983
  23. 26. ALWAYS SET GOALS: What do you want the reaction to be? .flickr.com/photos/davidooms/2964037730/
  24. 27. .flickr.com/photos/scfiasco/4490322916 THREE TRACKS: DO Something: Calling to Action THINK Something: Sharing/Educating FEEL Something: Building Rapport
  25. 28. Also See @PalmBeachOpera on Twitter What might you expect from an opera?
  26. 29. Also See @fcrt on Twitter What might you expect from a cat rescue?
  27. 30. FIND YOUR MIX: Photos, video, questions, great links, personality, AND calls to action. flickr.com/photos/crystalflickr/2144391402
  28. 31. <ul><li>“ I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel .” ~ Maya Angelou </li></ul>Photo by Dwight Carter Never discount rapport! It’s essential for engagement.
  29. 32. flickr.com/photos/celloc/2957825631 Let’s get on the path to engagement. 1 Be Genuine. 2 Be Generous. 3 Be Grateful.
  30. 33. flickr.com/photos/springfieldhomer 1 Be Genuine.
  31. 34. Who Do You Want to Follow/Friend You? flickr.com/photos/58513000@N00/4712137704
  32. 35. How do you want to be perceived? flickr.com/photos/58513000@N00/4712137704
  33. 36. flickr.com/photos/noelzialee Show us the personal side of your work.
  34. 37. flickr.com/photos/ piccadillywilson Facts are fine, but emotions drive giving.
  35. 38. flickr.com/photos/katemere Take us back stage.
  36. 39. CASE STUDY: Darius Goes West wins two major giving contests. flickr.com/photos/30240240@N04/3201649084
  37. 40. “ You have to stimulate an emotional incentive for people – so they feel a sense of pride and joy when they forward your organization’s story to their friends.” Logan Smalley, founder and co-president, Darius Goes West Foundation flickr.com/photos/whiteafrican/3251264618; AGC Conversational Case Studies by Beth Kanter & Allison Fine
  38. 42. flickr.com/photos/notahipster TELL STORIES ABOUT YOUR FANS. Great stories about real people are sticky.
  39. 43. flickr.com/photos/atomicjeep/22208858 Does this build rapport or is it meaningless TMI?
  40. 44. DAVE SAYS: If you give, you begin to live. flickr.com/photos/julioenriquez 2 Be Generous.
  41. 45. Be a helpful human.
  42. 46. Listen to what your fans are saying – and respond. Flickr: Brittany G
  43. 47. Flickr: color line Give fans incentives to help in multiple ways.
  44. 48. flickr.com/photos/dnorman Empower fans with basic how-tos. Can you do the equivalent for your fans?
  45. 49. CASE STUDY: Even social media pro Geoff Livingston needed a little help. flickr.com/photos/geoliv/4440101310/
  46. 50. flickr.com/photos/kivimiller 3 Be Grateful.
  47. 51. Blow kisses to your fans. flickr.com/photos/shawnzlea
  48. 52. Share your success with them. flickr.com/photos/dpstyles
  49. 53. CASE STUDY: Epic Change builds its fundraisers around gratitude.
  50. 54. Public thank yous are social proof.
  51. 55. Include them, empower them, and your fans will stand by you forever. flickr.com/photos/iamagenious/993919131
  52. 56. Potential Discussion Questions for After Lunch What can you do next week to encourage more friendraising and fundraising via social media? How do you build direct relationships with friends of friends?
  53. 57. Let’s keep in touch! Blog: NonprofitMarketingGuide.com/blog E-News: NonprofitMarketingGuide.com Twitter: kivilm Facebook.com /nonprofitmarketingguide LinkedIn: Kivi Leroux Miller Slideshare: kivilm Email: [email_address] Office: (336) 499-5816
  • helenebillaud12

    Jul. 22, 2014
  • fly131

    Jun. 24, 2011
  • bph

    Jul. 27, 2010

Presentation by Kivi Leroux Miller at NCTech4Good conference, June 25, 2010 in Chapel Hill NC

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