This document discusses how to add value through social media for non-profits. It outlines that trust in institutions is low but trust in non-profits is higher. Content curation and authentic engagement on social media can help raise money and build trust. Measuring success includes both online metrics like views and engagement as well as offline metrics like retention and giving. The homework assignment suggests following nonprofit CEOs on social media to learn from their examples.

1. Value Added Social Media
Neesha N. Rahim
The Osborne Group
Neesha@theosbornegroup.com

2. Where’s the Value?
• Build Trust
• Raise Money
• The Role of Mobile
• Measuring Success
• Homework

3. Americans and Trust (US News & World Report June 2012)
• The proportion of Americans who say they trust Congress is at 13 percent.
Those who trust the presidency and the Supreme Court: 37 percent. Only 21
percent of Americans trust big business or banks. Even educators breed
suspicion these days, with just 29 percent of Americans saying they trust
public schools.

4. More News, Less Trust
4

5. Reality (infographic -http://columnfivemedia.com/work-items/good-infographic-views-on-the-news/)
5

6. Impact Ratings

7. Bad News = Opportunity
• A survey by Merrill Lynch of rich people found that over 94% trusted non-profit
organizations (business won a 68% rating and government a paltry 32%). - Reported by
http://www.economist.com/node/17461445
• 71% of Americans in general trust nonprofits more than they trust government
or industry to address some of the most pressing issues of our time, according
to a 2010 survey released by American Express. (http://www.nynp.biz/breaking-news/4069-70-of-americans-trust-nonprofits-more-than-
government-or-industry-)

8. Value of Trust

9. Importance of CEO on Social Media
blog/2012/04/03/social-media-impact-ceos-reputation-image-twitter/)
- (http://www.ethority.net/
9

10. Authenticity Rules
10

11. The Rule of 1/3rds (Katya Anderson - Nonprofit Marketing Blog)
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12. Content Curation
• Curation is all about helping your audience dive in and make sense of a
specific topic, issue, event or news story. It is about collecting, but it is also
about explaining, illustrating, bringing in different points of view and
updating the view as it changes. It is also about sharing with your
community – not passing along stuff that you have not read or contextualize
or shooting out links. But engaging in dialogue to help them make sense. -
Beth Kanter

13. Data Collection vs Insights
& Cody Wesphal)
(“I Love Charts” by Jason Oberholtzer
13

14. Content Curation -
See Beth’s Blog (http://www.bethkanter.org/)
14

15. Social Media Fundraising That Works
Blackbaud Data
• Participants who use online tools raise six
times more than non-users
• Participants sending appeals through
email, Facebook, and Twitter increase their
fundraising effectiveness by up to 40%

16. Crowd Sourcing

17. Who You Know Who Knows You!

18. Website Matters
18

19. The Fundamental Lesson *Patrick Boggen, Tarnside Consulting, UK
High
Taking Personal
Responsibility
Ownership
Giving
Commitment
Engagement
Low
Awareness Interest
33
Low INVOLVEMENT High

20. Listen First
We forget 50% of what we
heard immediately after a
10min lecture
We remember 70% of what
we said.
We believe ourselves.
The conversations we enjoy
the most are the ones where
we speak the most.

21. Asking Strategic Questions (see Buddy Media)
• Hit “like” if you...
20

22. One Thing Doesn’t Change
• Text calls to action yield a 4-5 times greater response
rate than any other call to action, when presented in
media such as television and radio. (mobile
commons)
• Over 96% of Americans own a mobile phone; in fact,
27% of US households are mobile only. (mobile
commons) Nielson says that 48% of all US adults
own a smart phone (2012).
• The Humane Society raised 77% more money when
they combined text messaging with email in a
fundraising campaign. (mobile commons)
• Allows geotargeting
• 19% would rather text a donation to a cause or
nonprofit organization than through other means (e.g.
– write a check or donate online) -2010 Cone Text-to-
Give Trend Tracker
22

23. Online Opt-In (Grizzard 2012)
23

24. What Women Want (Grizzard 2012)
24

25. Spending Time (Grizzard 2012)
25

26. EVERY Opportunity Should
• Deepen engagement
• Bring out the inner super hero
• A moment to LIVE the impact

27. Measurements
OFFLINE Metrics:
•Retention, Upgrades, Giving to
Capacity
ONLINE Metrics:
•Page Views, Unique Visitors, Page
Entry/Exit, Time on Site, Bounce
Rate, Search Words

28. Homework
28 Days to Make a Habit!
• Choose two nonprof CEOs to follow. (Ex:
Jacqueline Novogratz – @JNovogratz CEO,
Acumen Fund (@acumenfund); Matt Flannery –
@MattFlannery Co-Founder/CEO
Kiva.orgKiva.org)
• Monitor their social media presence
• List two things you like, two things you don’t
like and one thing you’d do differently.

29. Then Comment
ADD VALUE!
•Point out something that was missed
•Make it personal - how does this apply to you?
•Extend an idea
•Ask “what if”
•Look backward
•Look forward

30. Thank You!
Be in touch:
Neesha@theosobornegroup.com
This presentation is the copyrighted
property of The Osborne Group, Inc.
(TOG)
It cannot be used, copied, sold or given
away without written permission from
TOG.