CRS social networking presentation bridge conference_07_2010

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Social Networking for Religious Fundraisers

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CRS social networking presentation bridge conference_07_2010

  1. 1. Catholic Relief Services Social Networking for Religious Fundraisers Bridge Conference, July 28, 2010
  2. 2. In Lieu of Handouts: <ul><li>Download the slides: </li></ul><ul><li>www.slideshare.net/lbdurington </li></ul><ul><li>Or e-mail me: </li></ul><ul><li>[email_address] </li></ul>
  3. 3. <ul><li>Why all the fuss over social networking? </li></ul>
  4. 4. What’s all the fuss about? <ul><li>1. Critical Mass: most visited websites in the US: </li></ul><ul><ul><li>#2 Facebook </li></ul></ul><ul><ul><li>#4 YouTube </li></ul></ul><ul><ul><li>#8 Twitter </li></ul></ul><ul><ul><li>#13 MySpace </li></ul></ul><ul><li>source: alexa.com </li></ul>Facebook has just announced 500 million active daily users. U.S. pop is 305 million!
  5. 5. What’s all the fuss about? <ul><li>2. Viral, viral, viral </li></ul><ul><li>3. Online actions inspire “real world” conversations.  </li></ul><ul><li>4. Users often self-identify as Catholic.  </li></ul><ul><li>  </li></ul>
  6. 6. <ul><ul><li>6. Multi-channel engagement.   </li></ul></ul><ul><ul><li>Enhanced/interactive user experience – a conversation. </li></ul></ul><ul><ul><li>A way to listen. </li></ul></ul><ul><ul><li>  </li></ul></ul>What’s all the fuss about?
  7. 7. Who’s using what? <ul><li>- In your personal life? </li></ul><ul><li>-In your organization? </li></ul>
  8. 8. And the rest… <ul><li>MySpace: still big in mid-west; more widely used by Hispanic US pop/bands. </li></ul><ul><li>LinkedIn: Great for HR; Major Gift Networking?? </li></ul><ul><li>YouTube: Get a nonprofit channel </li></ul><ul><li>Foursquare and Gowalla: Location-based is next big thing </li></ul>
  9. 9. A word about niche sites (Ex: Catholic social networking sites) <ul><li>Numbers are small </li></ul><ul><li>Hard to maintain too many sites consistently </li></ul><ul><li>Plenty of Catholics in mainstream networks </li></ul><ul><li>We’re keeping an eye on them, to see which ones will have staying power. </li></ul>
  10. 10. CRS’ SOCIAL NETWORKING STRATEGY <ul><li>Where we are; what we’ve done </li></ul>
  11. 11. CRS’ Social Networking Strategy <ul><li>CRS’ goals of having a presence on social networking sites are: </li></ul><ul><ul><li>Increase awareness in a new audience of online Catholics </li></ul></ul><ul><ul><li>Use these sites as our own news channel and drive people to our website </li></ul></ul><ul><ul><li>Foster deep levels of engagement </li></ul></ul>
  12. 12. Success Story: Haiti <ul><li>Supporters’ testimonies </li></ul><ul><li>Ability to correct misinformation </li></ul><ul><li>Coordinated messaging/Cross-promotion </li></ul><ul><li>Tell the story we want to tell directly to our audience </li></ul>
  13. 13. <ul><li>They helped make the ask: </li></ul>Haiti: How Our Supporters Helped
  14. 14. <ul><li>They corrected others’ misperceptions: </li></ul>Haiti: How Our Supporters Helped
  15. 15. <ul><li>They offered unsolicited testimonials: </li></ul>Haiti: How Our Supporters Helped
  16. 16. Haiti: Results Facebook fans and number of interactions Total $ raised online = $15 million … did our Facebook presence help?
  17. 17. The New Rules of Engagement <ul><li>Crawl…Walk…Run: </li></ul><ul><ul><ul><li>Awareness </li></ul></ul></ul><ul><ul><ul><li>Engagement </li></ul></ul></ul><ul><ul><ul><li>Conversion </li></ul></ul></ul>
  18. 18. Getting Started <ul><li>What to consider: Who should embrace social networking/who shouldn’t </li></ul><ul><li>Our communities of faith ARE social networks.(And probably the oldest ones!) </li></ul><ul><li>Is your audience on social media? </li></ul><ul><li>Is your mission controversial? </li></ul><ul><li>Do you have the capacity? </li></ul>
  19. 19. Getting Started <ul><li>How to promote your page and get fans </li></ul><ul><li>Cross promote everywhere: </li></ul><ul><ul><li>newsletters, e-mail footers, direct mail (Find us on facebook). </li></ul></ul><ul><li>Ask partners to favorite your page and return the favor. </li></ul><ul><li>Request staff and volunteers to join/promote. </li></ul>
  20. 20. Getting Started <ul><li>What to post/how often </li></ul><ul><li>DON’T create a schedule. </li></ul><ul><li>DO post news, stories, press…but with a human touch </li></ul><ul><li>DON’T post press releases…zzzzzz </li></ul><ul><li>DO ask questions, poll your audience, ask them to act. </li></ul>
  21. 21. Getting Started <ul><li>CYA stuff </li></ul><ul><li>Create a posting policy and link to it often. </li></ul><ul><li>Make sure staff who are authorized to post understand social media and your boundaries. </li></ul><ul><li>Protect your privacy. </li></ul>
  22. 22. Reasons not to start…yet <ul><li>Get your house in order </li></ul><ul><li>Capacity matters </li></ul><ul><li>It has to be genuine </li></ul>
  23. 23. TAKEAWAYS <ul><li>What else can I tell you </li></ul><ul><li>about social networking for nonprofits? </li></ul>
  24. 24. Takeaways… <ul><li>One note of a symphony </li></ul><ul><li>See the forest AND the trees </li></ul><ul><li>Go big or go home </li></ul><ul><li>Can’t be everywhere </li></ul><ul><li>Don’t panic </li></ul><ul><li>Be genuine </li></ul><ul><li>Content is key </li></ul><ul><li>Learn the language, but stay true to yourself, and your mission </li></ul>
  25. 25. CRS social networking sites: <ul><li>Facebook Fan Page: http://www.facebook.com/CatholicReliefServices </li></ul><ul><li>Facebook Causes (Main cause): http://apps.facebook.com/causes/1613?recruiter_id=1465928 </li></ul><ul><li>Twitter: http://twitter.com/catholicrelief </li></ul><ul><li>YouTube: www.youtube.com/catholicrelief </li></ul>
  26. 26. Social Networking Resources: <ul><li>Nonprofit Tech 2.0 (Heather Mansfield) Best Practices Series; Webinars http://nonprofitorgs.wordpress.com/ </li></ul><ul><li>Nonprofit Technology Network NTC Conference; Webinars http://www.nten.org/ </li></ul><ul><li>Network For Good/Fundraising 911 Social Networking series http://www.fundraising123.org/social-networking </li></ul><ul><li>HootSuite Great posting tool: http://hootsuite.com   </li></ul>
  27. 27. Thank you! <ul><li>Laura Durington </li></ul><ul><li>Online Community Manager </li></ul><ul><li>Catholic Relief Services </li></ul><ul><li>e-mail: [email_address] </li></ul><ul><li>phone: 410-951-7210 </li></ul><ul><li>download slides from: www.slideshare.net/lbdurington </li></ul>

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