The document discusses using social media and the internet to grow a nonprofit's donor audience and increase donations. It provides tips on using platforms like Facebook, Twitter, and social media marketing to engage current and potential donors. It also describes a challenge event run by a community foundation that provides prize money to nonprofits that meet fundraising thresholds through an online donor platform between November and December 2010.

1. GROWING THE DONOR AUDIENCE USING THE INTERNET AND SOCIAL MEDIA TO INCREASE AUDIENCE, VISIBILITY AND DONATIONS

2. 1. giveGreater.org 2. giveGreater.org Challenge Event 3. giveGreater.org Marketing: TCF 4. giveGreater.org: Nonprofit Toolkit 5. Social Media: Marketing and the Internet 6. Appendix 7. Q & A Content

3. Identity

4. Core Messaging

5. Fact Sheet

6. giveGreater.org Challenge Event

7. Identity

8. The Community Foundation has allocated a challenge pool of $200,000 to be awarded to eligible giveGreater.org early adopters. To be eligible a nonprofit must have a completed and published profile on giveGreater.org and must get 50 individuals (friends) to donate at least $50 each between November 1, 2010 and December 31, 2010 . Challenge Description

9. Three Early Bird Prizes , grants of $5,000 for each of the first three organizations to meet the 50/50 threshold (50 unique donors at $50 or more each) One First Prize , a grant of $20,000 the nonprofit with the highest number of individual donors Two Second Prizes, grants of $10,000 for each of the two nonprofits with the next highest number of individual donors Three Third Prizes, grants of $5,000 for each of the three nonprofits with the next highest number of individual donors The remaining pool of $130,000 will be split among nonprofits not to exceed $3,000 each* *The foundation will use its discretion allocating funds from the pool in the event of a tie or other circumstances. Prizes/Grants

10. giveGreater.org Marketing: TCF

11. Billboards

12. Web Banners

13. Print Ads

14. giveGreater.org Nonprofit Toolkit

15. Identities (and Standards) Email Blast Widget Direct Mail Press Release Nonprofit Poster Nonprofit Toolkit

16. Identities

17. Widget and instructions

18. Direct Mail - MS Word Template

19. Press Release - MS Word Template

20. Nonprofit Poster

21. History Founded in 2004 Located in New Haven, CT 18 Full Time cross disciplinary creative strategists and technologists Capabilities Strategic Planning & Digital Marketing Social Media Marketing / Management & Application development Web Design / Development & Integration Search Engine Marketing (SEO, Paid Search) Visual Design Web Analytics Digital Surgeons

22. Clients Include: Ovation Guitars, a division of Fender Music Corporation Top Trips ( Recently Rated top 10 facebook travel pages to read ) Edible Arrangements ( Featured in Entrepreneur Magazine ) Carols Daughter ( #1 Cosmetic brand on facebook, featured in internet retailer ) Guess Watches Beechnut Eastern Mountain Sports Amelia Island Tourist Development Council Mastercard Worldwide Head Digital Surgeons

23. How to leverage social media as a nonprofit organization

25. What is Social Media Websites, blogs, and social networks that create a foundation for users to search, connect and share information with one another in a community

26. Social Media Social media is a conversation supported by Social Networking tools Facebook Twitter Linked In Youtube Digg Flickr And many more…

27. The Social Media Ecosystem

28. Social Media Can Help You… Find your audience Engage your audience Create an identity Build a community

29. Which results in… Increased awareness Increased volunteering Increased donations

30. Social Media What is important is the relationships and interactions between you and your audience Do not talk AT your audience, talk WITH them

31. Let others communicate for you and create conversations Have other people spread the word

32. Traditional Media: it’s what a brand wants to say

33. A New Perspective: You are the Topic, Not the Center Social Media

34. The Conversation

35. Encourage Participation Let users create content Strengthens community Keeps organization activists interested Keeps people engaged An engaged user is an active user

36. How do you keep your community engaged?

37. Show people you are connected

38. v

39. Building your community is key Show users that you are not a bland corporate account and create identity Get outside of your comfort zone and be unique

40. Make your Goals/Progress Visible Social media provides an invaluable platform for showing people what your objectives are and how close you are to achieving (or surpassing) them

41. Case Study: American Cancer Society More Birthdays – campaign around celebrating each birthday

42. Case Study: American Cancer Society Cancer Survivors Friends/Family wish friends happy birthday Or wish donation in honor of their birthday

43. Case Study: American Cancer Society

44. charity: water is accessible and has a strong presence in social media outlets

45. charity: water - Creating a Conversation

46. Encourage Participation: MyDunkTank Online Fundraising through Dares Crowdsourced fundraising People donate to the “dares,” they are most interested in seeing Excellent way to encourage user participation

47. Make it easy to Act Give Greater Widget for accepting Donations Make it easy for your audience to contribute Portable and easy to install

49. Facebook: Basic Elements What is it? Friends Events Groups Fans/Likes Posting a Status Posting on your Wall Uploading Photos Uploading Video

51. Twitter: The Basic Elements Followers Following Tweeting Retweeting Hashtagging

53. Where do I start?

54. Social Media & Nonprofits: The Facts 86.2% of nonprofits have a presence on social networks (70% from our survey) 74.1% are on Facebook (58% from our survey) 81% have someone dedicated at least ¼ time to social networking Source: 2009 Clark Nuber Not-for-profit Governance Conference

55. Get started today! Go to www.facebook.com Click “Create a page” Select “Brand, Product, or Organization” Note – If you are already logged into Facebook, you will need to log out first

56. Get started today! Go to www.twitter.com Click “Sign Up” Fill out the simple Sign Up form

57. Key Takeaways Walk before you run Think outside the box. Social Media is not “one size fits all” Social Media is a marathon, not a sprint Different industries yield different audiences = different communication channels Be flexible, new trends are around the corner.

58. Appendix

59. Appendix: Create a Facebook Page : Use the “Official Page” Create a Twitter Page Facebook/Twitter Tools: Facebook Guidelines Facebook “Places” Facebook Causes Facebook 101: A Crash Course Facebook Help Center: Search it, Click it http://hootsuite.com/ - Schedule posts, Assign tasks for a group I don’t think my audience is using social media Kodak’s Social Media Policies Case Studies: Charity Water: http://mycharitywater.org/p/signin Top Trips (** Recently Rated top 10 facebook travel pages to read ) American Red Cross – “show connected”

60. Appendix: continued Listening & Monitoring Tools Google Alerts Hootsuite Topsy Bit.ly for shortening URL’s Technorati Blog Search Tweetbeep – capture mentions of your brand on twitter My Dunk Tank – Online Fundraising

61. Q&A

62. For Additional information about Digital Surgeons please visit our website at www.digitalsurgeons.com