Creating Something Out of Nothing: Social Media in the Nonprofit Sector


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We all know of organizations that have used social media to dramatically impact their connections with the people they serve and potential donors. This presentation focuses on how to build relationships with social media in the nonprofit sector.

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  • Board Members, Administrative, Marketing, Development Professional
  • So what does this mean? We are a robust economic sector but it’s highly competitive for sustainable dollars.
  • Not outbound communications anymore – how did we used to share our message?
  • Rebecca is still catching her breath after a busy fall travel schedule, she and Joe are looking forward to our projects in 2014 – logos for Missouri Healthcare for All, Nonprofit Services Center, Children Trust Fund, Missouri Retired Teachers Association
  • Remember the days of the elevator speech?
  • Build Awareness – gain better understanding of organization’s perception. Be more responsive to supporters at the regional, local or individual level. Establish the organization as an expert resource in your field. Driving Action – empower supporters to get involved, drive traffic to your website, raise money, get people to pledge or sign-up for specific thingsAdvancing Engagement – if you already have a social media presence, leverage influential users to recruit new users, mobilize supporters around an issue,
  • What motivates people???Jared Story – picking up his room…. Taking away his car.
  • Big Brothers Big Sisters story – stllouis raising money – why he is involved
  • Everyone has it.
  • Creating Something Out of Nothing: Social Media in the Nonprofit Sector

    1. 1. Creating Something Out of Nothing: Social Media in the Nonprofit Sector Rebecca Gordon, The Rebecca Gordon Group @rgordongor6 1
    2. 2. Welcome! Who Is Here? 2
    3. 3. The State of Philanthropy 3 3
    4. 4. The nonprofit sector has been growing steadily, both in size and financial impact, for more than a decade. Between 2001 and 2011, the number of nonprofits has increased 25 percent; from 1,259,764 million to 1,574,674 million today. The growth rate of the nonprofit sector has surpassed the rate of both the business and government sectors. In 2010, nonprofits contributed products and services that added $779 billion to the nation’s gross domestic product; 5.4 percent of GDP. In 2011, charitable giving totaled over 346 billion dollars, a 7.5% increase over 2010. 4
    5. 5. A MAJOR ECONOMIC FORCE Though many people are not aware of it, research confirms the enormous scale of the nonprofit workforce. U.S. nonprofit establishments employed nearly 10.7 million paid workers in 2010. This accounts for about 10.1% of our national’s total private employment and makes the U.S. nonprofit workforce the third largest among U.S. industries, behind only retail trade and manufacturing. 5
    6. 6. So What IS Social Media and why is an effective social media strategy important? 6
    7. 7. • Social media is not a strategy, it is the channels in which we engage individuals and communities online. 7
    8. 8. Why is it important to your organization? 8
    9. 9. Top of Mind Awareness – Created and Reinforced by the organization and its leadership. First position is important because the business that is in the first position is 2X more profitable than the business in 2nd position and 4X more profitable than the business in 3rd position. Mark Dahl Accountable Marketing Research Group www.rebeccagordongroup.org9
    10. 10. Some “Truths” About Social Media Communications • Communications in social media is “Pull” not “Push” • Communication in social media is slow but needs to be consistent. • Communications in social media is engaging content. • Communications in social media is based on dialogue not monologue. 10
    11. 11. Social Media in NOT • • • • • • • • • • All about technology About marketing/promotion only About YOU/US An overnight solution or a quick fix A replacement or stand-alone effort Something you set and forget About immediate ROI A fad Rocket Science Free 11
    12. 12. How Did Nonprofits Communicate Before the Social Media Revolution? 12
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    15. 15. The 5 Steps to Effective Social Media 1.Create your strategy (know your audience and what you want from them) 1.Pick your social media channels. 1.Build your reach. 1.Persuade through content and interaction. 5. Turn your likes into ambassadors 15
    16. 16. “The single biggest problem in communication is the illusion that it has taken place” George Bernard Shaw 16
    17. 17. Create Your Strategy – The Approach Identify Your Objectives Do Your Research Activities Devices (Social Platforms) =DEVELOPED SOCIAL MEDIA STRATEGY 17
    18. 18. Identify Your Objectives • The first step in any strategy is identifying your desired outcomes. – Common Nonprofit Objectives • Building Awareness • Driving Action • Advancing Engagement 18
    19. 19. It all comes down to this….. • Building • Engaging • Empowering Powerful contributions are made when: People are in touch with their purpose, their vision and with the difference they make. When it is clear that an organizaton’s goals are clear and ATTAINABLE – they are engaged to succeed! 19
    20. 20. Select Target Audiences 20
    21. 21. Rebecca’s Easy Theory – Path to Communications AIDA Attention Interest Attention Interest Desire Desire Action Action 21
    22. 22. The Single Best Way To Communicate? Identify What Motivates People @rgordongroup 22
    23. 23. Understanding Generations Helps Identify Motivations The events and conditions each of us experience during our formative years help define who we are and how we view the world. The generation we grow up in is just one of the influences on adult behavior. @rgordongroup 23
    24. 24. What is a Generation? • A generation is a subdivision of population grouped in time intervals of approximately 1820 years. • Each generation‟s attitudes and beliefs are formed by the cultural shifts, influential public personalities, technological changes, and the major events during their formative years. 24
    25. 25. “Each generation imagines itself to be more intelligent than the one that went before it, and wiser than the one that comes after it.” George Orwell 25
    26. 26. Why is this important? Understanding generations is a big key to understanding which social media channels your will utilize and what tactics will work the best. 26
    27. 27. Technology 1. “Anything that is in the world when you were born is normal and ordinary and is just a natural way the world works.” 2. “Anything that is invented between the time when you are 15 to 35 is new, revolutionary and exciting, and you can possibly get a career in it.” 3. „Anything invented after you are 35 is against the natural order of things.” *According to the late author Douglas Adams (The Hitchhiker’s Guide to the Galaxy.) 27
    28. 28. In America Today This is the first time in history that we have four generations in the workplace. Traditionalists Baby Boomers Gen Xer‟s Gen Yer‟s @rgordongroup 28
    29. 29. Generations  Matures Born Prior to 1946  Baby Boomers Born 1946-1964  Generation X Born 1965-1980  Nexters Born 1981-1995 29
    30. 30. Where are you on the timeline? 1922-1945 1946-1964 1965-1980 1981-2000 Veterans, Silent, Baby Boomers Generation X Generation Y, Gen Yers, Traditionalists Millennials, Echo Boomers Cupsers Ages 66 - 89 Ages 47 - 65 Ages 31 - 46 Ages 11 - 30 30
    31. 31. Traditionalists Values  Hard Work  Frugal  Dedication & Sacrifice  Honor / Respect for Rules  Sacrifice 31
    32. 32. Traditionalist Leadership Style Direct, Command & Control Communications Formal/memo, One on One Interaction Individualist Other No news is good news Experience is respected Education for many was a dream Rotary Phones Money—save and pay with cash Family is traditional 32
    33. 33. Baby Boomer’s Major Influences • • • • • • • • • • • • Civil Rights Movements Birth Control Moon Landing Cuban Missile Crisis Assassination of Kennedys and MLK Inflation Nixon and the Watergate Scandal Vietnam Height of the Cold War Women in the work place Divorce Rock and Roll - Woodstock 33
    34. 34. Baby Boomer Values  Optimism  Team Orientation  Personal Gratification  Involvement  Personal Growth 34
    35. 35. Baby Boomer Leadership Style Interaction Consensual, Collegial Team player, love to have meetings! Communication In person Other Love title recognition Money You are valued and needed Education is a birthright Family begins disintegrating Buy now, pay later Affluent 35
    36. 36. Gen Xer’s Major Influences • • • • • • • • • • • Challenger Disaster Berlin Wall Desert Storm Star Wars - Reagan Latch Key Kids and Daycare kids Skyrocketing Divorce Rate Scandals Personal Computers Cable TV HIV Video Games 36
    37. 37. Generation X Events & Experiences  Fall of Berlin Wall  Women’s Liberation  Watergate  Energy Crisis  Cynical 37
    38. 38. Generation X Values  Diversity  Techno Literacy  Fun & Informality  Self Reliance/Autonomy  Pragmatism 38
    39. 39. Generation X Leadership Style Interaction Everyone is the same Challenge others Entrepreneur Communications Direct Immediate Other Freedom is the best reward Latch Key Kids Money cautious….save-save Education is a way to get there Sorry to interrupt,but how am I doing? 39
    40. 40. Gen Yer’s • • • • • • • • • • • Oklahoma City Bombing High School Shootings Era of Natural Disasters Desert Storm, Iraq and Afghanistan 9/11 Terrorism Reality TV Computer/net/cell - instant information Lowest Parent/Child ratio in U.S. History Helicopter parents and friend parents Have been protected Generation of self esteem 40
    41. 41. Unique characteristics of the Gen Y • 1 out of 4 lives in a single parent house-hold, 3 out of 4 with working moms. • The child is the center of the household • Loose family structure, Merged families • Coddled and protected kids • Value individuality yet are immersed in a global environment • Extremely diverse segment of the population (est. 50% are immigrants or children of immigrants.) •Surrounded by digital media. 41
    43. 43. Nexter Values  Optimistic  Civic Duty  Confident  Achievement Oriented  Respect for Diversity  Social 43
    44. 44. Nexter Leadership Style TBD Interaction Participative Communications E-mail Voice mail Cell phone texters Other Meaningful work Whenever I want it I can push & click Will work with other bright & creative people Merged families Earn money to spend it 44
    45. 45. Bottom Line What Motivates Our Generations? Traditionalists – Build A Legacy Boomers – Build A Stellar Career Generation Xers – Build A Portable Career Millennial – Build Parallel Careers @rgordongroup 45
    46. 46. DO Your Research • Social media is communications so the old rules still apply! 46
    47. 47. Listening Is Key • Listening is an important tactic for every organization regardless of size or mission. By listening to what is already being talked about online you can see who the key subject leaders are, look at great content and learn from the hits and misses of others. – Setup Google Alerts – Identify key words that interest you and follow influencers. 47
    48. 48. Now What? • You have identified your objectives. • Decided on your target audiences and demographics. • Now it’s time to choose your social media channels! 48
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    50. 50. What’s Missing? In today’s internet-based society, your organization has to have a strong online presence to stand out in the crowd. 1. 2. 3. 4. 5. Foundation for ALL of your social media activity. Builds your organization as an expert in the field. Supplies fresh content to a static site. Builds trust online. Provides much needed search engine optimization to your organization’s website. 50
    51. 51. Email is CURRENCY in Social Media Have something to say. Make it digestible Be regular Be Personal tilize Email as Currency 51
    52. 52. 1. Worldwide, there are over 1.5 billion active Facebook users. (Source: Facebook) 23% increase from March 2012. Facebook is too big to ignore. 2. 4.5 billion likes generated daily which is a 67% increase from August 2012. 3. 699 million people log onto Facebook daily, 26% increase form 2012. 4. 819 million active mobile users which is 54% increase from 2012. 5. Age 25 to 34, at 29.7% of users, is the most common age demographic. 6. Average time spent on Facebook is 20 minutes. 7. Highest traffic occurs mid-week between 1 to 3pm. 8. On Thursdays and Fridays, engagement is 18% higher. 9. The average value of a Facebook fan for a nonprofit over 12 months is $161.30. That climbs to $214.81 when combined with other channels. (Source: MDG Marketing) 52
    53. 53. • There are roughly “About a billion” registered Twitter users. • There are 100 million daily active Twitter users. • Average number of Twitter followers is 208. • 500 million average tweets per day. • 60% of Twitter users accessing via mobile • Percentage of millennial (age 15-34) that use Twitter: 29% • Tweets between 100 and 115 characters are more likely to be ReTweeted. (Dan Zarella) • Craig Smith, Digital Marketing Stats DMR 53
    54. 54. “Think about it this way, if Facebook were a cake than Instagram would be the icing.” Jared Gordon 17, Senior • • • • Instagram launched in October 2010 150 million active users 16 billion photos shared Number of Selfies posted to Instagram to date – 35 million • 8500 likes per second • Most followed Instagram brand is MTV • Percentage of teens that consider Instagram their favorite social network? 23% DMR Marketing 54
    55. 55. • • • • • • • • • 60 hours of video are uploaded every minute, or one hour of video is uploaded to YouTube every second. Over 4 billion videos are viewed a day. Over 800 million unique users visit YouTube each month. Over 3 billion hours of video are watched each month on YouTube More vide is uploaded in one month than the 3 major US networks created in 60 years. 70% of YouTube traffic comes from outside the US YouTube is localized in 29 counties and across 54 languages. In 2011, YouTube has more than 1 trillion views. In 2011 there were almost 140 views for every person on Earth. Source: Jeff Bullas, 55
    56. 56. There are TONS more…. 56
    57. 57. Content is King • It must be consistent in both quality and quantity. • Value is key – it MUST be valuable to your audience. • Funny – Funny things are shareable. So don’t be afraid to be fun! • Create your own content – not just fliers for fundraisers but engaging information (success is always valuable) 57
    58. 58. Utilizing Images to Tell Your Story • So there is a fight in the marketing world but some researchers say that humans process visual information 60,000 time faster than text. 58
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    66. 66. Success hinges on a well placed and consistent CALL TO ACTION! hing to Be Successful? 66
    67. 67. Test, Test, Test…… 67
    68. 68. And Finally…..Pull it ALL Together 68
    69. 69. Creating Something Out of Nothing: Social Media in the Nonprofit Sector Rebecca Gordon, The Rebecca Gordon Group @rgordongor6 69