Web 2.0 for Nonprofits: Emerging Trends


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Presented by Fleishman Hillard's Lisa Weser to the St. Louis Better Business Bureau's annual charity symposium in August 2009, this presentation provides an overview of social media tactics that can be employeed by nonprofits to accomplish goals ranging from awareness-raising to volunteer recruitment to fundraising.

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Web 2.0 for Nonprofits: Emerging Trends

  1. 1. Web2.0 for Nonprofits emerging trends <ul><ul><li>Presented by Lisa Weser Vice President FLEISHMAN-HILLARD </li></ul></ul><ul><ul><li>August, 2009 </li></ul></ul>
  2. 2. Social Media: A Fact of Life <ul><li>It’s pervasive </li></ul><ul><li>Complements existing communications </li></ul><ul><li>Breaks through clutter </li></ul><ul><li>Fosters sense of connection and community </li></ul><ul><li>Optimal environment for engaging hearts and minds </li></ul>WAP YouTube Twitter Blogs Search Podcasts Flickr Facebook RSS
  3. 3. Moving Mainstream & Maturing <ul><li>Adoption Rates </li></ul><ul><ul><li>Facebook: 300 million users </li></ul></ul><ul><ul><li>Twitter: 32 million users (estimated) </li></ul></ul><ul><li>Average Age </li></ul><ul><ul><li>LinkedIn: 40+ </li></ul></ul><ul><ul><li>Blogs: 37 </li></ul></ul><ul><ul><li>Twitter: 31 </li></ul></ul><ul><ul><li>Facebook: 27 </li></ul></ul><ul><li>Trends: </li></ul><ul><ul><li>Aging demographic (fastest growing: women 45-54 ) </li></ul></ul><ul><ul><li>Rapid expansion (75% of adults watch videos online) </li></ul></ul><ul><ul><li>Globalization </li></ul></ul>Source: Nielsen Online, Global Index, December 2007 – December 2008; Wall Street Journal, May 2009 Facebook Global Audience Growth (in millions of users)
  4. 4. Social media are changing the landscape for nonprofits and charities Is it right for YOU?
  5. 5. What are your goals? <ul><li>Build your brand (and take it 2.0) </li></ul><ul><li>Bolster awareness </li></ul><ul><li>Mobilize your base </li></ul><ul><li>Attract new supporters </li></ul><ul><li>Expand your donor base </li></ul><ul><li>Promote events </li></ul><ul><li>Share multimedia </li></ul><ul><li>Drive traffic </li></ul><ul><li>Dialogue with supporters </li></ul><ul><li>Thought leadership </li></ul><ul><li>Social media are platforms for efficiently and effectively achieving these goals </li></ul>
  6. 6. Emerging tools and tactics
  7. 7. Causes on Twitter <ul><li>Build a network of “followers” </li></ul><ul><li>Tweet your news </li></ul><ul><li>Drive traffic </li></ul><ul><li>Engage dialogue </li></ul><ul><li>Court influencers </li></ul>
  8. 8. Celebs Crowdsource Charitable Giving His tweet: “I will donate 100K to one individual's favorite non profit organization. Of course, you must convince me why by using 140 characters or less.“
  9. 9. #charitytuesday Twitter hashtag <ul><li>Community-driven convention that “tags” topics </li></ul><ul><li>A hashtag is a # symbol followed by a key word: #charitytuesday </li></ul>“ Happy Belated #charitytuesday Follow & Support @ACLTcharity @Shelter @TheNSPCC @keepachildalive @amfAR @AMNESTY & http://www.freerice.com”
  10. 10. Twibbons and Blog Badges <ul><li>Blog badges show blogger support for a cause (and can link to a “Donate” widget) </li></ul><ul><li>Twibbons are affixed to people’s Twitter thumbnails to show cause solidarity </li></ul><ul><li>Great way to raise awareness “virally” </li></ul>
  11. 11. Causes on Facebook <ul><li>Popular: 25 million users support at least one cause </li></ul><ul><li>FREE to nonprofits </li></ul><ul><li>Requires a community manager/admin </li></ul>
  12. 12. How it Works <ul><li>See when a friend: </li></ul><ul><ul><li>joins, or “fans,” a cause </li></ul></ul><ul><ul><li>posts a video or image </li></ul></ul><ul><ul><li>makes a donation to a cause </li></ul></ul><ul><ul><li>RSVPs to attend an event </li></ul></ul><ul><li>Invite your own friends to join a cause </li></ul>
  13. 13. Success Story: Save Darfur Coalition <ul><li>Since its cause page launch in June 2007: </li></ul><ul><li>1,150,000 Facebook supporters </li></ul><ul><li>$93,000 in donations </li></ul><ul><li>2,263 petition signatures </li></ul><ul><li>Tracks views to posted videos and reports </li></ul>
  14. 14. Corporate Foundation Giving <ul><li>$100,000 grant to domestic violence charity of voter’s choice </li></ul><ul><li>Vote by Facebook or e-mail </li></ul><ul><li>Results: </li></ul><ul><ul><li>> 170,000 votes in five weeks </li></ul></ul><ul><ul><li>$200 million in earned media impressions </li></ul></ul>
  15. 15. There’s No Silver Bullet <ul><li>No guarantees Won’t replace other methods </li></ul><ul><li>Social media trail traditional fundraising </li></ul><ul><li>Be realistic about your goals </li></ul>
  16. 16. Before You Dive In… <ul><li>Think about: </li></ul><ul><li>Objectives </li></ul><ul><li>Available tools </li></ul><ul><li>Cultural barriers </li></ul><ul><li>Legal concerns </li></ul><ul><li>Resources </li></ul><ul><li>Compelling content </li></ul><ul><li>Sustainability </li></ul><ul><li>What will success look like? </li></ul>
  17. 17. Questions? Just ask! <ul><ul><li>Lisa Weser 314.982.8768 [email_address] Find me on LinkedIn Follow me on Twitter @lisaweser </li></ul></ul>