This document provides tips and guidelines for non-profit organizations using social media. It discusses why social media is important for fundraising and engagement. It provides dos and don'ts for social media use, including maintaining a consistent brand, setting goals, using high-quality images, and respecting privacy. The document emphasizes engaging with audiences, using an appropriate tone, and building relationships to turn followers into donors or activists. It also covers platform-specific guidelines and terms of use.

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

7. The Hype.

8. The Hype

9. Non-profits on social networks

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

24. Thank You.
@GivenGain @carlaferreira1
www.facebook.com/givengain
www.givengain.com

27. Activists. Tools.

28. Activists.
Fundraisers & Donors.