Planning for Social Media Advocacy
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This document provides tips and strategies for non-profits planning social media advocacy. It discusses the power and potential benefits of social media, including donor recruitment, relationship building, and storytelling. It also notes potential cons like time investment and loss of control. A 10-step process is outlined for developing a social media plan, including identifying goals and objectives, choosing appropriate tools, implementation strategies, and evaluation metrics. Examples and additional resources are provided. The overall message is that social media is a valuable tool for non-profits if done strategically and as part of an overall communication plan.
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Planning for Social Media Advocacy
- 1. Planning For Social Media Advocacy Blossom Project July 22, 2012 Emily Davis, MNM
- 2. The Power of Social Media
- 3. Introductions • Your name • Experience with social media • Why do you want to use social media?
- 4. What are your fears?
- 5. • Donor recruitment, cultivation, STEWARDSHIP • Build relationships • Tell your story • Bring people into your organization • Transparency • Get feedback • Cost effective & green • Quick & easy!
- 6. Cons to Using Social Media • Loss of control • Time investment • New communication structure • Engagement – internal & external • Transparency
- 8. TEN TIPS FOR USING SOCIAL MEDIA
- 9. 1. Social media is A tool not THE tool
- 10. 2. Social Media is a Plant
- 11. 3. Adding Value
- 12. 4. Two – Way Street
- 13. 5. Prospecting, Cultivation, & Stewardship
- 14. 6. The Next Generation of Donors
- 15. 7. It Ain’t Free “Many nonprofits (particularly the smaller ones) lack the resources to communicate effectively. The Internet offers the opportunity to cost-effectively build a community of supporters.” -ePhilanthropyFoundation.org
- 16. 8. Not Everyone “Diggs” Social Media
- 17. 9. Selling Social Media
- 18. 10. Have a Plan
- 19. Please don’t… • Be inauthentic • Always ask for something • Hierarchical/ corporate • Have one-way • Make participation conversation at your inaccessible readers • Get boring • Ignore staff, board, & • Stray from your plan volunteer input
- 20. Step 1: Identify Purpose • Steward & cultivate current supporters • Attract new supporters • Tomorrow’s donors today • Position your org as an expert • Promote brand, programs, events • Share your story
- 21. Step 2: Goal & Objectives • Raise money! How much? • Bring in new prospects - How many? • Share ideas from your org – which ones? • Get feedback • Promote programs & events • Build relationships
- 22. Step 3: Tools & Strategies • Blog • Facebook – How often will you blog? – Profile/Group/Page/Cause – What will you blog about? – Who will manage? – Who will blog? – Facebook Ads? • Twitter – Will you link to Twitter? – How often will you tweet? Ping? – What will you tweet • Other social media about? – What? – How will you track? – Why? – Who will you follow? – How? – Who will tweet? – When?
- 23. Step 4: Implementation • Management • Contributors • Story telling • Ask questions • Solicit dialogue • Ask for money • Ask for participation
- 24. Insurance: Social Media Policies • Set the roles internally & externally • Purpose – connect to mission • Who can use what • User guidelines • Consequences for violation(s)
- 25. Step 5: Evaluation & Measurement • Quantitative & qualitative • Start with baseline • Website hits • Hashtags • Link shortening & tracking • Facebook: engage, re-post, recruit, ads • Feedburner/ Feedblitz / Klout • Care2 ROI calculator
- 27. Questions
- 28. Print Resources • Fundraising and the Next Generation • The Networked Nonprofit • I’m on Facebook, Now What? • I’m on LinkedIn, Now What? • Mobilizing Youth 2.0 • The Complete Facebook Guide for Small Nonprofits • Twitter Jump Start: The Complete Guide for Small Nonprofits
- 29. Online Resources • Socialbrite.com • Mashable.com • Nonprofit Technology Network (NTEN) • Alltop Nonprofit • Beth Kanter: http://beth.typepad.com/ • Social Media Plan Outline: www.ideaencore.com • www.delicious.com/coloradononprofithelpde sk • A. Fine Blog • frogloop
- 30. THANK YOU! For questions or more information… http://edaconsulting.org/blogs/ Emily Davis, MNM http://twitter.com/edaconsulting EDA Consulting Boulder, CO (720) 515-0581 www.facebook.com/edanpoconsultin g emily@edaconsulting.org www.edaconsulting.org http://www.linkedin.com/in/edacons ulting
Editor's Notes
- EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
- EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
- Experience with social media – new, some experience, advanced Everyone is going to be at a different place in their experience with social media, so please be patient and save your questions until the end of each section. If I don ’t get to everyone’s questions email me and I will respond individually with an answer. EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
- That ’s for the younger generations. I don ’t have time to learn. It ’s too complicated. I’m not tech savvy. Not sure what to DO with it. Our current strategies work just fine. We don ’t know how to use “it.” I ’m worried about my privacy. I use some social media and it won ’t work. What are some comments you ’ve heard about social media, particularly as it relates to using social media? Lisa Parker from the Lawrence Welk Family Foundation just shared in a session how her mom, Shirley Fredricks, was on Facebook before she was…Shirley actually encouraged Lisa to start using it. DON ’T MAKE ASSUMPTIONS! My mom was watching MTV and playing Nintendo before I ever was. The whole point to social media is that it is EASY and ACCESSIBLE…young people who use it need/want something that is quick and simple. Maybe the current strategies work, but they will be outdated pretty quickly as technology continue to evolve. Social media is here and it will continuing growing and evolving so it make sense to learn about it and use it now. EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
- Nonprofit Social Media Training Series 8/9/12 EDA Consulting LLC 2012
- The new technology and information is going to happen whether you are a part of it or not. It ’s important that you consider this as a tool. Learning how to use technology now will help as it continue to develop and advance…the longer you wait the harder it will get. There are ways to protect information, but having so much access is a risk. If you think your personal information isn ’t already out there you are wrong. Just be smart about managing the information. Maintenance EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
- Reach your current supporters Reach new supporters Networking Be seen as an expert Advocacy Activism Petitions Multi-channel communications Need to connect to fundraising, programs, board development EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
- In the US, Facebook gets more traffic than Google There is more activity on social media than on porn sites Year to reach 50 million users: 38 years radio, 13 years TV, internet 4 years, ipod 3 years – Facebook has 200 million users in less than one year If Facebook were a country, it would be the third largest country in the world 80% of companies use social media for recruitment Fastest growing segment of Facebook users are females 55 – 65 YouTube is the second largest search engine in the world Products and services are finding us, we are not searching for them Much of Gen X and Y think email is passe and some colleges aren ’t even distributing email addresses EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
- Social media helps to reach out to stakeholders - donors, volunteers, prospective board members and more. We can raise funds, get the message out, and build support for our cause. However, no organization should completely rely on social media to answer all their questions. There is no magic wand here. We didn't always have fax machines and direct mail was new at some point as well that solved all of our questions. Social media is just another tool in the marketing and fundraising toolbox that you can use. EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
- I compare social media to watering a plant. That is, you cannot simply create a Twitter account, for example, and expect people to follow you. You need to water that plant - take 20 minutes a day to begin with populating your social media outlets. What is the message that you want to get out to your stakeholders and the community? This should be covered in your social media plan. Watering the social media plan a little every day will help to create a foundation under which you can grow. Creating a calendar for posting often helps. EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
- Despite what many people believe, adding content to social media networks is not only about promoting your organization's events and activities. Be sure to refer to other resources outside your organization. For example, let's say I represent an organization that works with animals. In addition to sharing about our upcoming programs and adoption opportunities, share articles about caring for your pet, current legislation affecting animals, and activities of like-minded organizations. This demonstrates that you are connected and knowledgeable about more than just your organization, that you seek resources that would be beneficial for the reader to learn. Essentially, you want your organization to become an expert hub for resources. EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
- One of the best things about social media is that there is potential for dialogue. A direct mail appeal can't do this in the same way that a blog can. Share news and opinions, take risks, and be ready for dissent and support. Your organization is trying to enhance engagement and you should be willing to post comments that challenge your opinions. This is how strong dialogue begins. You can always respond directly to positive or challenging comments, but allowing that space means you are open to the community. Of course, inappropriate or demeaning language is never acceptable. First thing you need to do is LISTEN and solicit participation before asking for anything This is a way of building relationships EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
- This applies to fundraising, volunteer development, board development, and more. One of the great things about social media is that it is a low-cost way to communicate with your constituents. It's a great way to tell current donors and supporters how their participation impacted a goal, clients, or the mission. In fundraising, the closer we bring donors into the inner circle of our organization, the more likely they are to give and to give more dollars. Using social media is a great way to open that door to current and prospective donors, building closer relationships. EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
- Using social media is a great way to reach out to the next generation of philanthropists. Many of those prospective donors are on Facebook or other social media tools - they are definitely online and the first place they go to investigate your organization is your website. If they want to learn more and get a sneak peak into your organization's world is to join one of your online networks. Do you have ways to engage them? A great strategy is to recruit and work with younger board members who might have access to using social networks and who can engage their circle of friends or networks. Over 50% of the world ’s population is under the age of 30 96% of Millenieals belong to a social network EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
- Social media tools can be free of cost compared to websites, print publications, and other online tools, but it does cost money. Time is money and social media takes time, especially if you are asking people to manage social media who don't really understand where to get started. I'm making a plug for consulting here, but I believe that consultants can save you some of that time, money, and energy by putting together a plan, training staff, volunteers or board members, and setting a foundation for your online practices. There is a small environmental impact here, but many agree that it is less than using only traditional methods of outreach for fundraising. EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
- It's true that not everyone is going to follow you on Twitter, become a fan on Facebook, or join your LinkedIn Group. Some people prefer direct mail, but then again direct mail isn't for anyone. I know next generation philanthropists who will not donate to organizations who use direct mail because they see it as a waste of time and environmental resources. Providing platforms for different types of people to get engaged in your organization is the key to casting a wide net. The more points of entry you have for engagement the greater likelihood of success. EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
- Build into current plans Have personal experience using it Just like any other fundraising tool Ask knowledgeable staff to partner with staff new to web 2.0 tools Ease fears and build confidence Start slowly: blogging and social networking Everyone can participate EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
- What are your existing plans? Current cultivation and stewardship strategies? EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
- EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
- EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
- Can’t evaluate if you don’t have a baseline EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
- Be realistic! EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
- EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
- It is important to have some insurance when it comes to social media. Very infrequently have I seen posts, comments, etc. that are inappropriate for the platform, but you want to be prepared. Be sure to outline the purpose of your social media tools, how to use the tools, what is acceptable, and what will not be tolerated including spam. Always reserve the right to ask someone not to participate or block them from posting. A good example is a nonprofit network I consult for - it is not appropriate to post information that is related to real estate on a nonprofit-focused network. Be sure to have action steps clearly outlined in your policy when someone has violated that policy. EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
- Qualitative – measure by the behavior of your donors. Here you might be able to measure the networking and word of mouth EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
- Reeves Fdn: Just by having one manager post 2 – 3 times per week, their page visits went up 60% and their unique visitors increased by 26% Livestrong: Twitter is their number ONE referring site Sierra Club: Give hints and tips, answer your questions, inside scoop on news and politics, expert blogs EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
- EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
- EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
- EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series