Shine Brighter Series #3 - Twitter for Nonprofits

2. Twitter for Nonprofits
Dawn Westerberg
@DWesterberg

3. Orange Leap
• Constituent Relationship Management (CRM)
System used by Nonprofits around the world
• Fundraising, Sponsorships, Events, website
integration, and more
• Cloud-based
• Budget-friendly subscription pricing
• You can’t pick the best solution for your nonprofit
if you don’t have a choice. Orange Leap gives
you a fresh new choice.

4. January 17
Integrated Marketing
Why it matters & how to do it
• Mark Rhode from
Russ Reid
• Learn why integrated
marketing enables
fundraisers to acquire
and cultivate deeper
relationships with
prospects and donors

6. My Explanation of Social Media
• LinkedIn = Boardroom, virtual professional group
• Facebook = Backyard BBQ, open house
• Twitter = Happy hour
• Google+ = Blend of LinkedIn and Facebook (SEO)
• Profiles on all = Valuable online real estate

7. Social Media as a means to
Amplify and Accelerate

8. Integrated Approach

9. Connections &
Connections of Your Connections

10. Strategy Before Tactics
• What do you want to
accomplish?
• Who do you want to
influence?
• How do you measure
success?

11. What do you want to
accomplish?
• Education
• Fundraising
• Event participation
• Volunteer recruitment
• Stronger connection
between organization
and key constituents

12. Who do you want to influence?
• That’s who you’ll want
to connect with on
social media
• That’s who you’ll write
for
• That’s who you’ll want
to energize

13. How do you measure success?
• Specific
• Measurable
• Actionable
• Relevant
• Trackable

14. Tips
• Seek out those you
know
• Make it easy to
connect with you
– Email signature
buttons
– Website

15. Social Media
• LinkedIn
• Google+
• Facebook
• Twitter
• Tools
• Resources
Profiles on each give rich link back
to your website, increase online
Footprint.

16. Twitter
• Microblog
• Developed as a one
to many “texting” tool
• Limited to 140
characters
• Tipping point SxSW
as a way to identify
hot sessions/parties

17. Twitter Profile
• Organization
• Logo
• Description
• Location
• Website

19. Twitter: Develop a Following
• 100/1000
• Following is voluntary,
you can’t control
• Follow to be followed
• Start with who you
know
– Volunteers
– Members
– Donors
– Media
• Communicate

20. Twitter Communication
• Tweets
• RT = ReTweets
• @ = target another
Twitter user
• # = Hashtag
• DM = Direct Message
• It’s Public – tweet
accordingly

21. Twitter Communications
• @ = target another
Twitter user

22. Twitter Communication
• # = Hashtag
• Used for search
– To find
– To be found
• Used for events
• Used for chats

23. Twitter Lists
• Lists make it easy to
focus on strategic
audiences.
– Volunteers
– Media
– Members
– Donors
– Sponsors

24. Tools - Hootsuite
Use columns to:
-Follow lists
-Add your LinkedIn and Facebook
feeds
-Monitor mentions

25. Tools - HootSuite
*Use AutoSchedule
to send out your
Tweets and updates
so that you can
spend time online
responding and
interacting.

26. Tools – Buffer app

27. Integrated Mix
• Strategy, Audience,
Message
• Variety
– Links, photos, videos
• Frequency
– Facebook 3X day
– Twitter 10X day
• 4 broadcast tweets
• 6 on others
• Engagement

28. Q&A
• Thank You!
• Dawn Westerberg
• dawn@dawnwesterberg.com

29. Resources
• FREE eBook “7 Essential Stages of a
Total Online Presence” by John
Jantsch:
http://dawnwesterberg.com/wp-
content/uploads/2011/04/topebook-
westerberg.pdf
• http://nonprofitorgs.wordpress.com/
• http://www.socialbrite.org/
• http://www.idealware.org/
• What the Plus! Google+ for the Rest of
Us, Guy Kawasaki
• Google+ for Business, Chris Brogan