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Carla Ferreira
Community Manager. GivenGain Foundation.
Introduction to Social Media
For non-profit organisations
Contents:
• GivenGain: why social media?
• Online fundraising and Social Media
• The Digital Age
• Do's and Don'ts
• Brief look at the most popular networks
• Q&A
The Hype.
The Hype
Non-profits on social networks
Do’s and Don’ts
Tips for Non-profit organisations
Important things to think about:
 Your brand (e.g. charity: water)
 What are my goals?
 Themes for content
 Integration with campaigns
Rethinking my organisation’s page...
 Make your page visually appealing
 High quality cover photo
 Check display of your profile picture/logo
 At least 180x180 pixels
 Displays at 160x160 pixels
 Take note of Facebook‟s rules
 Cover photo may only contain 20% text
 Competitions must be run via apps
Remember…
Personal vs. Professional
• Posting as the organisation or myself?
• Do not share your own personal content from the
organisation‟s social media accounts.
• Be careful especially when using Tweetdeck
• When posting as the organisation, do not write in the
first person.
• E.g. “I‟ve just uploaded a video on YouTube”
• Be careful of automated sharing from YouTube and
other social media platforms.
Basics: Grammar and Punctuation
• Do not use too many abbreviations
• Will people understand what I‟m saying?
• As far as possible do not use SMS language
• E.g. “Hi all u fans! Hope ur having a good day!”
• Be careful with spacing
• E.g. “We‟ve just launched a new programme ! ”
• E.g. “Read this interesting article on global
warminghttp://www.nrdc.org/globalwarming/”
• Privacy of beneficiaries when posting photos
• Especially when children are involved
• Privacy of staff members involved with campaigns
 E.g. photos taken at fundraising event and posted
on Facebook
Respecting privacy
 Do unto others…say „please‟ and „thank you‟
 Engage!
 Do not just broadcast
 Respond to questions, posts made by others on Facebook.
 Respond to tweets, thank people for retweets and favorite tweets.
 Use Hootsuite/Tweetdeck to monitor activity.
Social Media is a two-way street
 Is it okay to share the same message on multiple platforms?
 Yes and No
 Checklist:
 How do I communicate differently on these platforms?
 Are the audiences different? To what extent?
 Frequency that people visit the platform per day
 E.g. Twitter
To duplicate or not to duplicate
 What tone am I using on social media?
 Don‟t make Facebook your own personal pulpit
 Is it in line with our organisation‟s brand?
 Different tones for different types of content
 Celebrating success
 Thanking donors/supporters /volunteers
 Asking for donations
Tone of communication
• Asking for donations
• Fundraisers are not beggars
• People want to feel like they are part of something
bigger than themselves
• Focus on the impact when people do respond positively
to calls for donations.
• Testimonials/Feedback from donors/volunteers/Activists
Tone of communication
• Social media is about relationships.
• Your fans or followers could be your next donors
or Activists (peer-to-peer fundraisers)
• Create an environment where your supporters can network
with each other, e.g. Cape Argus Activists
Building relationships
• Facebook covers may only contain 20% text
• May not contain calls to action
• Running a Facebook competition?
• Must be run via Apps on Facebook
• You must not use Facebook features or functionality
as a promotion‟s registration or entry mechanism.
• http://www.facebook.com/page_guidelines.php
Terms and Conditions
• Be professional but have fun!
• Work as a team
• When in doubt, Google it!
• Vary content and themes
• Ask your audiences‟ opinion
• Don‟t be scared to explore social media
• You cannot break it!
Tips
• Resources
• www.mashable.com
• www.socialmediaexaminer.com
• www.nonprofitmarketingblog.com
Resources
Thank You.
@GivenGain @carlaferreira1
www.facebook.com/givengain
www.givengain.com
Activists. Tools.
Activists.
Fundraisers & Donors.

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Introduction to Social Media_May 2013

  • 1.
  • 2.
  • 3. Carla Ferreira Community Manager. GivenGain Foundation.
  • 4. Introduction to Social Media For non-profit organisations
  • 5. Contents: • GivenGain: why social media? • Online fundraising and Social Media • The Digital Age • Do's and Don'ts • Brief look at the most popular networks • Q&A
  • 6.
  • 10. Do’s and Don’ts Tips for Non-profit organisations
  • 11. Important things to think about:  Your brand (e.g. charity: water)  What are my goals?  Themes for content  Integration with campaigns Rethinking my organisation’s page...
  • 12.  Make your page visually appealing  High quality cover photo  Check display of your profile picture/logo  At least 180x180 pixels  Displays at 160x160 pixels  Take note of Facebook‟s rules  Cover photo may only contain 20% text  Competitions must be run via apps Remember…
  • 13. Personal vs. Professional • Posting as the organisation or myself? • Do not share your own personal content from the organisation‟s social media accounts. • Be careful especially when using Tweetdeck • When posting as the organisation, do not write in the first person. • E.g. “I‟ve just uploaded a video on YouTube” • Be careful of automated sharing from YouTube and other social media platforms.
  • 14. Basics: Grammar and Punctuation • Do not use too many abbreviations • Will people understand what I‟m saying? • As far as possible do not use SMS language • E.g. “Hi all u fans! Hope ur having a good day!” • Be careful with spacing • E.g. “We‟ve just launched a new programme ! ” • E.g. “Read this interesting article on global warminghttp://www.nrdc.org/globalwarming/”
  • 15. • Privacy of beneficiaries when posting photos • Especially when children are involved • Privacy of staff members involved with campaigns  E.g. photos taken at fundraising event and posted on Facebook Respecting privacy
  • 16.  Do unto others…say „please‟ and „thank you‟  Engage!  Do not just broadcast  Respond to questions, posts made by others on Facebook.  Respond to tweets, thank people for retweets and favorite tweets.  Use Hootsuite/Tweetdeck to monitor activity. Social Media is a two-way street
  • 17.  Is it okay to share the same message on multiple platforms?  Yes and No  Checklist:  How do I communicate differently on these platforms?  Are the audiences different? To what extent?  Frequency that people visit the platform per day  E.g. Twitter To duplicate or not to duplicate
  • 18.  What tone am I using on social media?  Don‟t make Facebook your own personal pulpit  Is it in line with our organisation‟s brand?  Different tones for different types of content  Celebrating success  Thanking donors/supporters /volunteers  Asking for donations Tone of communication
  • 19. • Asking for donations • Fundraisers are not beggars • People want to feel like they are part of something bigger than themselves • Focus on the impact when people do respond positively to calls for donations. • Testimonials/Feedback from donors/volunteers/Activists Tone of communication
  • 20. • Social media is about relationships. • Your fans or followers could be your next donors or Activists (peer-to-peer fundraisers) • Create an environment where your supporters can network with each other, e.g. Cape Argus Activists Building relationships
  • 21. • Facebook covers may only contain 20% text • May not contain calls to action • Running a Facebook competition? • Must be run via Apps on Facebook • You must not use Facebook features or functionality as a promotion‟s registration or entry mechanism. • http://www.facebook.com/page_guidelines.php Terms and Conditions
  • 22. • Be professional but have fun! • Work as a team • When in doubt, Google it! • Vary content and themes • Ask your audiences‟ opinion • Don‟t be scared to explore social media • You cannot break it! Tips
  • 23. • Resources • www.mashable.com • www.socialmediaexaminer.com • www.nonprofitmarketingblog.com Resources
  • 25.
  • 26.