This document summarizes key findings from surveys on nonprofit use of social media. It finds that on average, nonprofits have larger Facebook communities and more Twitter followers compared to previous years. However, fundraising via social media remains a minority effort. The document provides advice on using tools like Facebook pages and Twitter to engage supporters and suggestions for analyzing social media impact.

2. oVERVIEW

4. #2 #1

5. www.NonprofitSocialNetworkSurvey.com

6. What are Non-Profits Doing on Twitter and Facebook? Building Community! The Facebook average member community size is up 161% in 2011 to 6,376 members compared to 2,440 and 5,391 respectively in 2010 and 2009. The average Twitter follower base is up 2% in 2011 to 1,822 followers (from 2010’s 1,792 followers) and up a massive 535% from 2009 levels (287 followers). www.NonprofitSocialNetworkSurvey.com

7. What aren’tNon-Profits Doing on Twitter and Facebook? Fundraising! Fundraising is growing but is still a minority effort The number of groups successfully generating a small revenue stream ($1 to $10K year) is 46% in 2011 The number of organizations raising $100,000+ per year doubled this year from 0.2% to 0.4%, but this still represents a very small number of groups www.NonprofitSocialNetworkSurvey.com

8. www.NonprofitSocialNetworkSurvey.com

9. Choosing the tools Many organizations spread themselves too thin Much better to focus on one or possibly two social outlets It takes considerable resources to build a large community in any one of these outlets … and clearly it takes a large community to produce sizeable fundraising revenue.

10. LISTENING

11. A really helpful worksheet “Listening with Social Media for Nonprofits” http://search.twitter.com (twitter) http://socialmention.com (social media) http://icerocket.com (blogs) http://boardreader.com (discussion boards) http://backtweets.com (find twitter links that point to your website) http://www.google.com/alerts (news, web, video, blogs, etc)

12. Result is something like this

14. What type of page is best? Profile: Only personal use. Group: Cannot be customized; not found by search engines; posts come from individuals (not the organization); no insights; no vanity URLs. Community Page: Set up by Facebook using Wikipedia information. Page: People can ‘like’ without approval; messages can be sent to all members; can be customized; found by search engines; posts come from page (not admin); vanity URL; insights available.

15. Facebook Pages You must have a profile page before you can set up a page for your organization Set up your page at www.facebook.com/page I need one of these:

16. Customize your page www.facebook.com/applications Integrate your twitter feed Automatically cross-post your blog Share your YouTube videos Add a newsletter sign up form Include a welcome page Add a donate button As soon as you get to 25 likes choose a custom username (http://www.facebook.com/pages/Canada-Science-and-Technology-Museum-Official-Page-English/15199150582vshttp://www.facebook.com/AlzheimerSociety)

17. Let’s take a tour World Vision Canada CPAWS World Wildlife Fund Red Cross March of Dimes ONE UNHCR Canada Princess Margaret Trails BC Autism Society Winnipeg Symphony Oxfam Quebec Canadian Hero Fund

18. Keeping your page active Post at least once a day and post a variety of things: video, photo, links, comments, events Pay attention to people who are interacting with you: respond to questions, thank people Find other Facebook content to ‘share’ and ‘like’

19. Fundraising: Facebook Facebook Causes no longer supported in Canada Fundrazr.com (a Paypal initiative): Here’s an example Donation links Promote events Gather email addresses

21. What the heck is twitter? “Like being at a conference 24 hours/day” “The swiss army knife of texting awesomeness” “It's like when you want a small glass of water you go to the fire hydrant to drink” But … it’s also an excellent tool for engaging and communicating with your constituents (and your donors of tomorrow!)

23. Getting started I need one of these again Go to www.twitter.com Start with a personal account (if you don’t have one already) Build your brand (personal or organizational) by choosing a username that includes your real name Do you use a real person or a logo as your avatar?

24. Find some people to follow Search for people you’re interested in following (a movie star, author, someone you’ve heard speak…). Then click on the list of people they follow. Then click on their followers. You’ll soon have a long list! http://listorious.com http://twitterholic.com http://www.twitterel.com http://nearbytweets.com

25. Twitter glossary Tweet: A message sent via twitter (max 140 characters) Feed: Posts on twitter are referred to as your ‘twitter feed’ and show up on your home page in the order they’re posted. Direct Message (DM): The twitter equivalent of email. Following: These are the folks whose tweets you’ve selected to read. These tweets show up in your twitter feed. Followers: An individual or company that is connected to you and reading your tweets @username: Twitter users are identified by @username. It creates a link to their profile automatically. ReTweet (RT): To repost something that’s already in the twitter stream. Gives credit to the original tweeter. Hashtag (#): A way of assigning a keyword to a tweet so that others can follow the topic.. Source: gravityjonesproject.com

26. Start interacting Read an interesting ‘tweet?’ Retweet it! Comment on someone’s comment or link Send out information about yourself or your organization Make sure to include some of your personality, thank people, comment and interact Do not use twitter to ‘push’ … you’ll lose followers Do not self-promote … you’ll lose followers Follow your followers (so they can DM you)

27. Let’s try it!

28. Fundraising: Twitter Text-to-give: Red Cross has raised over $2.8 million for Japan Twestival: A single day global movement which uses the power of social media to organize local events (held last week) Twestival Ottawa: Raised over $12,000 for ROFMH Fundraising on twitter has been described as the equivalent of dropping a quarter in a tin can

29. Creating a social media Dashboard

30. A tour of Hootsuite and Tweetdeck Both allow you to manage all of your social media accounts in one place You can write one message and cross-post it to multiple platforms You can schedule your updates for a future time and/or date

31. Analyzing and measuring your social media activity

32. Benchmarking Find out what the sector benchmarks are: NTEN (www.nten.org) 2011 eNonprofitsBenchmarks Study: http://www.e-benchmarksstudy.com/ 2011 Nonprofit Social Network Benchmark Report: http://nonprofitsocialnetworksurvey.com/

33. Tracking Use short (and consistent) urlsto track link performance (ow.ly for hootsuite) Put widgets on your website and all blog posts Facebook: Insights Twitter: Twittercounter.com; Topsy.com; Timely.com Add Google analytics to Facebook pages Radian6 (starts at $600/month)

34. Thank you! Leah Eustace, CFRE Good Works leah@goodworksco.ca @LeahEustace (613) 232-9113 x 100 www.goodworksco.ca (slides will be posted)