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Council on Foundations
1. Social Media &
Community Foundation Leadership
The Risks, The Thrills & The Whole Wild Ride
Tina Arnoldi, Director of Information Management Susie Bowie, Communications Manager
Coastal Community Foundation of South Carolina Community Foundation of Sarasota County
2. Welcome
to the Ride
3. What we’re doing today
• What’s Different About Social Media
• The Case for SM & Community Foundations
• Involving Your Leadership Team
• Integrating SM in Your Communications
Strategy
• Social Media Guidelines & Policies
• Measuring Your Success
4. Let’s take a short quiz.
5. A Little Social Media
Background
6. What does this video tell us?
7. 4 core principals of SM
• It’s SOCIAL.
That means you listen, you respond…it’s a
conversation, not a billboard for announcements.
• It begs you to ask “where does my
audience live what do they like?”
In this aspect, it’s no different form any other kind of
communication.
8. 4 core principals of SM
3. It involves time and trust.
Again, think “relationship.”
Adding value is key.
4. It’s not if you’re going to play,
but when.
It’s not as much about Facebook or Twitter
as it’s about a fundamental change in how
people expect to participate in information.
9. "Consider social media as a
game changer...
Social media is an evolution of how we
communicate, an essential part of the businesses
and organizations that want to move forward in
this new economy…
Prioritize it as one of your most important tasks.”
-Nicole Harrison, Mission Makers blog
10. Why Community
Foundations?
11. We’re community leaders.
• We start conversations & facilitate
discussions to make a bigger and
lasting impact.
• We set an example for the
nonprofits we serve.
• We often serve as a focal point for
issues-based information and/or
capacity building.
12. We want to be pro-active
about our own reputation
• Whether or not your Foundation is
social media-active, people are there
talking about you and the issues you
address.
13. “…social media is on 24/7 so be
prepared and do not be caught
off-guard with No social media
strategy… Be proactive, be
transparent and be honest.
Your customers will appreciate that
more and will become your legs in
spreading your news faster if you
engage and interact with them in an
honest and transparent way….”
14. Sometimes we need to come
back to earth.
• Participating in SM can do a lot to
make us more approachable.
• “Off the Ivory Tower” program.
15. We’re innovative.
• We want knew ways to get the
information so central to making
decisions about grants & programs.
• Consider better ways of reaching
out to participate as an active voice
in community-based issues.
• Consider engagement through new
forms of grant making.
16.
17. Social networks & social
change?
1. Weaving community.
2. Accessing diverse populations.
3. Building and sharing knowledge.
4. Mobilizing people.
5. Coordinating resources & action.
-Standford Social Innovative Review
18. Involving Your
Leadership Team
19. Leadership buy-in
is essential.
How about involvement?
Who should be involved vs. who can
be involved?
20. The CEO as Blogger/Tweeter/Etc.
(We’re talking personal vs. organizational accounts)
Pros [Perceived] Cons
More likely to get engagement
“It’s about the foundation, not
about ‘me’”
Gives you a face & makes you
more approachable “I want to hold on to my
professional image”
The lines are blurring too much
between personal & professional
Provides another way for
“Do I really want to be MORE
stakeholders to reach out to
accessible?”
you
Allows you to showcase your “What about the TIME?”
expertise
21. Ahh, but be careful.
Blogs work best when based on…*
•Candor
•Urgency
•Timeliness
•Pithiness
•Controversy
•Utility
Can your Foundation leaders do it?
*Source: Seth Godin
22. Integrating SM in Your
Communications Plan &
Foundation Strategy
23. Overall Foundation
Overall Foundation
Communication Goals
Communication Goals
Audience Using
Social Media
Social Media
Communication Goals
Known Social Media
“Behaviors”
Selecting SM Tool
Posting Listening
Content
Monitoring &
Measuring Outcomes
24. Your Audience Determines
Your Goals
• Who are you trying to reach?
• Are they already living on Facebook/
Twitter/ YouTube?
• How do they find you there?
• Once they find you there, what is the
action you want them to take, or level
of engagement you want to achieve?
25. Is Your Target Audience…
• Current donors?
• Future/ next generation donors?
• Professional advisors?
• Grantees/ potential grantees?
• Current/ future scholarship awardees?
• Foundation partners/ sponsors?
• Community leaders?
26. Social Media Behaviors
• 60% of all donors—online and offline—did research
online before giving. Source: Kintera
• 78% of organizations that fundraise using Facebook
raised $1,000 or less in 2009.
Source: 2010 Nonprofit Social Network Benchmark Report
• The fastest growing population on Facebook is
women ages 55+.
27. So? One Goal Might Be…
Use Facebook as an entry point to develop
Foundation awareness for 10 potential
Boomer generation donors.
Strategy 1 :
Engage donors’ adult children on Facebook through content featuring
the impact of grants made through established funds.
(Idea from Community Foundation of Jacksonville)
Strategy 2:
Post financial planning tips useful for Boomer generation donors.
Include charitable giving options, tied in with upcoming open house for
interested donors.
28. 5 Ways Foundations Can Engage
Using Content & Stay on Brand
• Ask questions about community issues related to
your funding areas. (And then listen, respond!)
• Showcase your expertise with tips relevant to your
audience(s).
• Feature news from local nonprofits, linking to their
websites, or link to a positive news story from media.
• Post short, conversational announcements
relating to your grants/programs.
• Post interesting trivia about staff/board
members or your community.
29.
30. 5 Ways Foundations Can Use SM to
Achieve More Impact
• Ask questions about community issues related to
your funding areas. (And then listen, respond!)
• Follow other grant makers and nonprofits for short updates
on how philanthropy is working in other communities.
• Follow Chronicle of Philanthropy, GuideStar,
Foundation Center, etc. to stay on top of philanthropic trends.
• Use SM channels to access capacity building resources.
• Network with other foundation leaders for
more productive colleague relationships.
31.
32. The Overseer
• Various Community Foundation models
• Who at your Foundation is passionate &
savvy in social media?
• Tasks:
-Oversee & plan content and strategy
-Monitor & check metrics
-Provide feedback & encouragement for others
on your team to participate
-Stay on top of the trends
33. A Word About
Integrating Your
Messages and
Channels
34. Social Media Guidelines/
Policies
35. SM Policy Essentials
• Guidelines for appropriate content for
your organizational posts and others
comments.
This includes staying on brand & observing privacy of donors.
• Guidelines for appropriate content relating
to your organization on a staff/ board/
volunteer’s personal SM account.
36. SM Policy Essentials
• Appropriate use of time using SM during
work hours.
• Who’s in charge of SM at your organization.
• Encouragement of others to participate
within SM guidelines.
37.
38. Let’s look at a couple of
examples.
• Kodak Company.
• Coastal Community Foundation
of South Carolina.
39. Measuring
Your Success
40. When numbers are
important.
Measuring followers/”likes”
vs. true engagement
41.
It’s not just a numbers game.
• Do you measure your offline relationship-
building in numbers or in quality?
• How do you measure the impact of a press
release or an ad?
• It all goes back to your goals.
42. When numbers are
important.
• Google Analytics
Referrals to your website (and specific web
pages) from Facebook, Twitter, external
blog site
How long people stay on your blog,
Bounce rate, etc.
43. Measuring Engagement?
• Facebook Insights
Tracking level of engagement through
number of (and change in) likes,
comments
Number of men/women. Age groups.
Geographics.
44. Measuring Engagement?
• Hootsuite
Tracking clicks on specific links,
especially when they aren’t tied to your
own website.
45. Review
• Social media is big.
And it’s not going away.
• Community Foundations
are leaders.
It’s our job to embrace trends
with impact.
46. Review
• It’s not all about your message.
It’s about asking questions, listening,
getting new info hot off the shelf.
• You need a plan.
Your audience, your goals and
measurement are key.
47. Review
• Foundation leadership has to
be on the boat.
Without an organizational culture that
allows social media to live, and without
your blessing, it doesn’t work.
48. Questions?
Comments?
Thoughts?
49. Find us on Facebook
and on Twitter
@Nonprofit SRQ
@TinaArnoldi