All non-profit organisations are focused on two things, what they need to deliver and how they are going to fund it. However, in today's hyper connected world these two foci are not enough; they need to think about motivation and engagement too.
A presentation on Social Media for Engagement and Funding in Non-Profits for the CLINKS Sustainable Funding Roadshow - Exeter, 1st February 2012
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Social Media for Engagement and Funding in Non-Profits
1. Hey You! What’s in it for me?
Linda Parkinson-Hardman
CLINKS Sustainable Funding Roadshow
Exeter
1st February 2012
2. CLINKS Sustainable Funding Roadshow – Exeter – 1st February 2012
Fundraising and Social Media Myth
Social Media Raises Funds ……
Non Profit Social Benchmark report on around
11,400 non profit professionals attitudes found
that fewer than 50% got more than $10k directly
from Social Media and those that do have tens
of thousands of followers and have dedicated
staff …
Hey You! What’s in it for me? – Linda Parkinson-Hardman, Internet Mentor Dorset Limited - 2012
3. CLINKS Sustainable Funding Roadshow – Exeter – 1st February 2012
But ….
it does gain ground in engaging supporters
• who are more likely to use traditional fundraising
means
• will help you raise your profile in crowdfunding /
sourcing competitions
• and will share information with their networks
Hey You! What’s in it for me? – Linda Parkinson-Hardman, Internet Mentor Dorset Limited - 2012
4. CLINKS Sustainable Funding Roadshow – Exeter – 1st February 2012
Successful Campaigns = Win/Win
Win for the Organisation
• More revenue
• Greater engagement
• Broader awareness
Hey You! What’s in it for me? – Linda Parkinson-Hardman, Internet Mentor Dorset Limited - 2012
5. CLINKS Sustainable Funding Roadshow – Exeter – 1st February 2012
Successful Campaigns = Win/Win
Win for the Users / Audience
• Better information
• Opportunities for participation
• Greater control over the things that concern them
Hey You! What’s in it for me? – Linda Parkinson-Hardman, Internet Mentor Dorset Limited - 2012
6. CLINKS Sustainable Funding Roadshow – Exeter – 1st February 2012
You Create A Successful Campaign …
With Your SIX Honest Serving Men
• What
• Why
• When
• How
• Where
• Who
Hey You! What’s in it for me? – Linda Parkinson-Hardman, Internet Mentor Dorset Limited - 2012
7. CLINKS Sustainable Funding Roadshow – Exeter – 1st February 2012
Why? Increased
Website
Traffic
Broader
Less Reliance
Awareness of
on Grants
Organisation
Increased Improved
Engagement Service to
from Users Users
Hey You! What’s in it for me? – Linda Parkinson-Hardman, Internet Mentor Dorset Limited - 2012
8. CLINKS Sustainable Funding Roadshow – Exeter – 1st February 2012
Why = Whose Needs?
Your Users Your Organisation
• Need to Know • Need to Serve
• Need to Grow • Need to Sell
• Need to Use • Need to Report
Hey You! What’s in it for me? – Linda Parkinson-Hardman, Internet Mentor Dorset Limited - 2012
9. CLINKS Sustainable Funding Roadshow – Exeter – 1st February 2012
Why = Motivation is a funny thing
Your Users Your Organisation
• Need to Know • Need to Serve
• Need to Grow • Need to Sell
• Need to Use • Need to Report
Hey You! What’s in it for me? – Linda Parkinson-Hardman, Internet Mentor Dorset Limited - 2012
10. CLINKS Sustainable Funding Roadshow – Exeter – 1st February 2012
WHO?
“Never treat your audience as
customers, always as partners”
• Can you segment by age, gender, race, religion,
language?
• Do they have a specific location, health issue or
disability?
• Are they defined by their economic circumstances?
• Do they have a specific role, company or market
sector?
• What preferences, skills and values might they have?
*James Stewart
Hey You! What’s in it for me? – Linda Parkinson-Hardman, Internet Mentor Dorset Limited - 2012
11. CLINKS Sustainable Funding Roadshow – Exeter – 1st February 2012
Where?
Where are they ?
• Are they in a specific building, town, city or country
• Facebook, Twitter, Linkedin, Forums, or Blogs
• Are they a closed or open group
• Do they want to be public or private?
Hey You! What’s in it for me? – Linda Parkinson-Hardman, Internet Mentor Dorset Limited - 2012
12. CLINKS Sustainable Funding Roadshow – Exeter – 1st February 2012
WHAT?
‘What’ is defined by your goal AND your
audience
Share
Purchase
Free Booklet
Hey You! What’s in it for me? – Linda Parkinson-Hardman, Internet Mentor Dorset Limited - 2012
13. CLINKS Sustainable Funding Roadshow – Exeter – 1st February 2012
WHAT?
‘What’ is defined by your goal AND your
audience
Share
Purchase
Free Booklet
Hey You! What’s in it for me? – Linda Parkinson-Hardman, Internet Mentor Dorset Limited - 2012
14. CLINKS Sustainable Funding Roadshow – Exeter – 1st February 2012
WHEN?
“A little help at the right time is better
than a lot of help at the wrong time”
• Do you have important calendar dates to meet?
• Writing regularly breeds familiarity and expectation
• Are your audience affected by time differences
• How can you spot the trending issues?
Hey You! What’s in it for me? – Linda Parkinson-Hardman, Internet Mentor Dorset Limited - 2012
15. CLINKS Sustainable Funding Roadshow – Exeter – 1st February 2012
HOW?
Be sure to focus your attention on what
you are doing
• Who has the skill and the ability to speak with
authority?
• How can you make best use of what you already
have?
• What would your staff be doing if they weren’t doing
this?
• Be real, remember it’s a conversation!
• Create a schedule with the marketing department
Hey You! What’s in it for me? – Linda Parkinson-Hardman, Internet Mentor Dorset Limited - 2012
16. CLINKS Sustainable Funding Roadshow – Exeter – 1st February 2012
RECIPE FOR SUCCESS
• Enter competitions for crowdfunding / crowdsourcing
• Daily blog posts broadcast via RSS to the networks
• Schedule of tweets & status updates that link back to
past posts
• Create a newsletter that doesn’t give it all away
• Use relevant events and calendar entries as source
material
• Give 5 people 5 blog categories to write once per
week
• Give 1 person responsibility for responding on each
network
• Create your landing pages with your GOAL in mind
• Ask for feedback
Hey You! What’s in it for me? – Linda Parkinson-Hardman, Internet Mentor Dorset Limited - 2012
18. CLINKS Sustainable Funding Roadshow – Exeter – 1st February 2012
Thank you for listening
Your logo
For more information, contact us at:
0843 289 2142.
linda@internet-mentor.co.uk
Linkedin.com/in/lindaph
Hey You! What’s in it for me? – Linda Parkinson-Hardman, Internet Mentor Dorset Limited - 2012