Social media is a growing channel for nonprofit engagement and fundraising. It allows organizations to tell their story, create conversations with supporters, and empower advocates to share the cause. Effective social media use involves listening to supporters, building relationships, and driving traffic to donation forms and other calls to action. Key platforms like Facebook, Twitter, and YouTube can be leveraged through video, custom tabs, events, and paid advertising to engage new audiences and increase fundraising. Nonprofits should develop social media policies and integrate social strategies with broader campaigns.

1. Social Storytelling for Fundraising and Beyond Chicago Philanthropy Club Presented by Nasser Asif, Director of Marketing, See3 Communications

2. About Me See3’s Director of Marketing and Outreach Manages social media campaigns and other outreach for See3’s clients across the nonprofit spectrum Former account supervisor and new media planner at Starcom Worldwide for brands including U.S. Cellular and Procter & Gamble Expertise in using new media to active nonprofit donors and constituents

3. About See3 Communications See3 Communications is an interactive communications agency that works exclusively with nonprofits, foundations, associations, and social causes. We specialize in online strategies and campaigns, video production, and web design & development.

4. There’s a LOT of Social Media Out There (a whole lot)

6. Let’s Start with a Stretch Raise your hand if you are active on a Social Network – Facebook, Twitter, Etc.

7. Social Media Channels Have Grown Across “Every Metric of Usage”

8. Just look at the Year over Year on Facebook Alone Source: comScore 2010 Year in Review

9. A Few More Numbers Engagement-wise, Facebook is now the top site online with users spending more time than any other online property Facebook’s U.S. audience grew to 153.9 million in December, an increase of 38% vs. year ago Monthly, Facebook reaches 3 out of every 4 Internet users Facebook’s largest gains in new users was among the 55+ demographic (13.2%) Source: comScore 2010 Year in Review

10. So What Does This Mean for Fundraising? The juggernaut of social media gets a lot of attention. But no one seems to know what to make of how this helps nonprofits to move forward. What is the real value?

11. Social Media is Complimentary to Your Other Outreach Not a stand-alone fundraising strategy Never a panacea Your advocates, affiliates, donors, and prospects are using social media and have large networks. Empower them to act and share in line with your larger fundraising campaigns – social strategy should roll up into larger strategies

12. Social Media is Your Channel Facebook, Twitter, YouTube, etc… these are channels just like the website, the emails, the direct mail, the advertising, or anything else you're using in your fundraising strategies

13. Let’s Start with the Basics

15. The story of us (community)

18. Seeding helps to start real conversation

20. Scout Labs

21. Sysomos

22. Radian 6

24. Search.Twitter.com

25. Socialmention.com

26. Monitter

28. Use Twitter “Micro-blogging” – 140 characters Share updates, news, links, promotions Build a “following” and “follow” other users - good for high profile personalities Stay updated on industry trends & news

30. Twitter for Fundraisers First create the community around your specific initiative, campaign, or event (and use a hash tag) Mindshare is at a premium – tell your story and state your request clearly and succinctly Promote, promote, promote! Recognize donors, volunteers, and sponsors Keep everyone up to date and share progress

31. Facebook for Fundraisers 12.3 percent of time spent online in the U.S is spent on Facebook – fish where the fish are Remember that Facebook is a platform with it’s own apps, APIs, and myriad custom integrations You can now engage others as an organization just like you would as an individual. This is a huge WIN for the nonprofit community

32. Facebook – Create Custom Tabs that link to eCRM tools Allow users to donate and opt-in through your Facebook page

33. Drives to Online Donation Form

34. Online campaign by P&G’s Secret brand to address bullying among young women Integrates with Facebook Connect to pull into users’ network

35. Drive to your site(s) and offer premiums wherever you can. Facebook is an excellent place to drive traffic around a contest, raffle, or membership drive Don’t forget list building!

36. As an Advertising Tool

37. As an Advertising Tool FB ads come in multiple unit types, can be targeted to specific demographics (like age, geography, and what orgs they’re affiliated with Bid based system lets you control how much you spend if you want to purchase impressions or interactions

38. Open Graph API

39. Use Video on Facebook In July of 2010, Facebook was the #2 U.S. site for online video views Free apps like Involver let you connect your YouTube videos to your Facebook pages

40. Video is Key Video is the strongest way to tell your story online. Especially through social media. You can share media seamlessly and effectively in a manner that people can and will share In December 2010 ComScore reported that 85% of US internet users watched online video, 88.6 million people watched online video on an average single day, up 32% from December 2009 and the average American spent more than 14 hours watching online video (ComScore, February 2011) More than 24 hours of video is uploaded to YouTube every single minute There are as many people over 55 watching video on YouTube as there are under 18. Cisco predicts that 90% of the web’s data will be video within four years

41. Video is Key

46. Moderation & Management Remember that social media is a driver of conversation. So make sure that you’re designating someone who will manage engagement and replies You own these channels and you choose what comments and content lives (or doesn’t) on the user areas

47. Manage Using TweetDeck or HootSuite

48. 3 Things You Can Do Right Now Assess your goals and see where a potential social media plan fits Create a social media use policy inclusive of who owns pages, who posts pages, what can go up, and what can never go up Begin driving new members to your network using your existing communications and watch your network grow

49. More Helpful Resources Hubspot – Inbound Marketing Blog http://blog.hubspot.com/ Tech Soup – Social Media Resources for Nonprofits http://home.techsoup.org/pages/socialmediaresources.aspx The Case Foundation – Social Media Resources for Nonprofits http://www.casefoundation.org/topics/social-media-for-good Mashable – Social Good Campaign for Facebook http://mashable.com/2011/02/28/how-to-social-good-facebook/ Mashable – Social Media Tips http://mashable.com/social-media/ YouTube Nonprofit Program http://youtube.com/nonprofits

50. DiscussionNasser Asif Email: nasser@see3.net Twitter: @See3 Phone: +1773-784-7333 View this presentation at See3.net/chiphilanthropy