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Adventures in NonProfit Social Media
1. Adventures in NonProfit Social Media From promotion to engagement Petri Darby, APR director of brand marketing & digital strategy Make-A-Wish Foundation® of America pdarby@wish.org / @darbyDARNIT
2. A little background Approaching 200,000 wishes granted Strong brand awareness Lots of one-way storytelling
5. The rules are the same as before Don’t worry so much about FundraisingWorry more aboutConnection & Cultivation
6. Strategy and goals before tactics who before what Donors – Volunteers – Employees – Boards – Sponsors – Vendors
7. Go where your targets are Tip: Gmail can help find where your contacts are
8. Listen Monitor your brand, competitors, and influencers Technorati AllTop SocialMention Google Alerts Twitter Search TweetDeck Twazzup HootSuite
9. Engage on key fronts Blogs Mobile Organic SEO & paid search Set up social media profiles Integrate social tools into website Create communities (Ning/Facebook/branded) Connect Educate Dialogue Offer value Address issues Ask for input/support Easy on the self-promotion
11. Tools and Tactics Change 10 years ago…dominated search 3 years ago… dominated social
12. “Ooh, we need a mobileapp” 300 million US subscribers45 million smartphones100 million mobile Facebook users- Browsing- Social Media- GeoLocation- Text Campaigns