The document discusses effective communication strategies for nonprofits, emphasizing the importance of understanding audience perspectives and building a strong brand through research and creative messaging. It highlights the role of social media in engaging with donors, particularly younger generations, while noting that it is not a guaranteed solution for fundraising. The document also encourages organizations to listen, strategically plan their social media use, and develop clear policies to guide their online engagement.

1. Brandraising
Through Social Media
Womenʼs Funding Network
April 9, 2011
Farra Trompeter
@farra
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3. Wanna tweet?
• Use #WFN11
• I’m @farra
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11. 3 Basic Principles of Effective
Communications
• See the long view.
• Communicate on their terms, not yours.
• Do more with less.
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12. Effective Branding Involves
• Communication specific research
• Brand strategy
• Buy-in
• Good creative
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13. Reasons Nonprofits
Communicate
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14. Brandraising®
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15. Positioning
The big differentiating idea
you strive to own in the minds
of your target audiences
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18. Disaster
relief
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19. (your org here)
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20. What do you want donors to
associate with your organization?
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21. Determine your organization’s
positioning via research
• Interviews
• Surveys
• Internal
• External
• Landscape Scan
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22. Personality
The overarching feeling you
want people to associate with
your organization
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27. Determine your organization’s
personality via leadership interviews
• If your organization had a mascot,
what would it be?
• What type of vehicle would it be?
• What color?
• What actress?
• Why?
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28. What a strong brand requires to thrive:
• Strategic planning
• Identity development
• Institutional memory
• Day-to-day
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29. So, what about social media?
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31. It’s about reaching
and connecting people
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32. traditional media social media
Encyclopedia Wikipedia
Brittanica
New York Times TechCrunch
Print newsletter eNewsletter, Twitter,
Facebook
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33. http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
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34. Why should we use social media?
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35. Maybe shouldn’t…
Social media is not…
• Free
• An opportunity to control your message
• An opportunity to tell everyone what you think
• Inherently appealing and cool to millenials
• An alternative to clear messaging/mission
• A silver bullet to raise millions of $
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36. That said…
Social media is…
• Pretty low cost
• Growing by leaps and bounds, nationally and
internationally
• An opportunity for conversation
• A great way to reach certain audiences
• A complement to the messages you’re sharing
through other channels
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37. How do people participate?
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http://forrester.typepad.com/groundswell/2010/09/social-growth-takes-a-breather.html

38. Online Engagement
Priorities
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39. http://www.socialmediaexplorer.com/social-media-marketing/finding-your-brand-voice/
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40. http://www.socialmediaexplorer.com/social-media-marketing/finding-your-brand-voice/
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41. Ways funds are using social media
• Engaging younger donors/next gen in
conversation
• Sparking giving, connecting giving circles
• Raising awareness
• Changing attitudes
• Using tools to share information
• Texting, emails, blogs, Twitter, Facebook, etc.
• Covering events
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69. Awesome… so now what do I do?
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70. Start by listening
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© robertcarlsen

71. Listening Online
• Set up Google alerts, Technorati search, Twitter
search, etc.
• http://socialmedia-listening.wikispaces.com/Tools
• Your name and people connected to your
organization
• Your institution’s name
• Program or event names
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Source: Beth’s Blog, Beth Kanter

72. Listening Online (continued)
• Peer/competitor names and program/event
names
• Your tagline or other key phrases
• URL for any web properties (main website, blog)
• Related issues/topics
• Common misspellings
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74. Dive in and learn the lingo
http://www.greenlightsearch.com/knowledge/white-papers/social-media-jargon.aspxtext
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75. Find out where
your people are
online
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76. Send a survey or questionnaire
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77. Develop your strategy first, tactics second
http://fjrodriguezg.tumblr.com/post/2101032155/social-media-iceberg-diagram
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78. Pick the right tools for your strategy
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© BoomeraATV

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Photograph: Peter Dazeley/Getty Images

93. http://blog.jumpstartinc.org/index.php/archives/420 Click to edit Master text

94. Create a social media policy
• Scan sample policies from other orgs
• http://socialmediagovernance.com/
policies.php
• Agree on contents
• Write them in a way that addresses concerns,
but feels friendly and easy to follow
• Try http://socialmedia.policytool.net/
• Rollout through staff trainings/meetings
• Update 2x/year
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95. http://ejewishphilanthropy.com/developing-a-social-media-policy/edit Master text
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96. In sum…
• Social media ≈ conversation
• Social media usage is growing
• Look before you tweet! Listen and plan before
diving in
• Choose the tools that are right for you, and be
flexible and open
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97. Homework: Assess Your Brand
• http://bigducknyc.com/brandraising/scorecard
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98. Resources
• Brandraising: How Nonprofits Raise Visibility and Money
Through Smart Communications, Sarah Durham
www.amazon.com
• Big Duck website
http://www.bigducknyc.com
• Duck Call Blog
http://www.bigducknyc.com/blog
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99. Resources
• NTEN: We Are Media
http://www.wearemedia.org
• Social Technographics
http://blogs.forrester.com/groundswell/
• Using Social Media To Meet Nonprofit Goals
http://www.idealware.org/sm_survey/download.php
• Social Media Explorer
http://www.e-benchmarksstudy.com/socialmedia/http://
www.socialmediaexplorer.com/social-media-marketing/
finding-your-brand-voice/
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100. Let’s stay in touch
bigducknyc.com
bigducknyc.com/blog
facebook.com/bigduck
twitter.com/bigduck
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101. Let’s stay in touch
farra@bigducknyc.com
twitter.com/farra
linkedin.com/in/farra
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102. © Jeremy Crow
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103. Want a copy of these slides?
http://slideshare.net/farra
© supercutekittens.blogspot.com
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