Snap this! How social media impacts you & your nonprofit
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This document summarizes a presentation on using social media for nonprofit organizations. It discusses popular social media platforms and examples of successes different nonprofits have seen on Facebook, Instagram, texting, and live streaming. It also covers choosing the right platforms for your audience and goals, and implementing a social media strategy. The presentation includes quizzes and case studies about ethical social media use and handling donor requests. It stresses the importance of presenting yourself professionally on social media during job searches.
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Snap this! How social media impacts you & your nonprofit
- 1. Lisa M. Chmiola, CFRE @houdatlisa Alliance Management Institute January 4, 2016 Houston, TX#sm4npos
- 2. JUST 15 YEARS AGO… #sm4npos
- 3. WHAT WE’LL COVER • Social media platforms & successes • Ethical use of social media • Job search impact #sm4npos
- 5. QUIZ SHOW! #sm4npos What percent of Facebook daily users access the site from a mobile device? 89%
- 6. QUIZ SHOW! #sm4npos You Tube is the ________ largest search engine online. Second
- 7. QUIZ SHOW! #sm4npos What percent of Twitter accounts are outside the U.S.? 79%
- 8. CHOOSING A PLATFORM • Know your audience • Consider format of material to share • Don’t feel obligated to use them all • Set goals #sm4npos
- 15. RISING STAR: LIVE STREAMING #sm4npos
- 16. USING SOCIAL MEDIA ETHICALLY #sm4npos
- 17. CASE STUDY 1 You are friends with some of your donors through various social media networks. You notice one of your major donors checks in at a doctor’s office. You know that the doctor is a specialist for early onset dementia. You happen to have a meeting with the donor set for the following week to solicit a major gift. Do you ask the donor about the visit to the doctor? Do you question his/her ability to make a gift based on what you’ve learned about them from their check in? How would you handle it?#sm4npos
- 18. CASE STUDY 2 A donor who owns a company wants to make a major gift to your organization. Your organization has a large presence on social media. Your communications department handles the social media for your organization. In exchange for a major gift, the donor wants you to send out a post each month via your organization’s social media networks asking people to like the donor’s company’s social media pages. Do you accept the terms? Do you make a counteroffer?#sm4npos
- 19. SOCIAL MEDIA & JOB SEARCHES • How are you presenting yourself? • Are your accounts active? • Don’t be afraid to network! #sm4npos
- 21. TO SUBMIT YOUR EVALUATION RESPONSE: TEXT YOUR RESPONSE TO 22333 AMI213 (space) Rating (space) Why? Rank the presenter and content using this scale: 5 = Very Good / Very useful 4 = Good / Useful 3 = Fair / Somewhat useful 2 = Poor / Not very useful 1 = Very Poor / Not at all useful Please leave a comment about the presentation. Example Response: AMI213 4 Learned a lot to apply to my next job!
Editor's Notes
- Beginning of millennium-email was still new, orgs just getting websites. Fundraising was a lot of cash counting or checks = smaller gifts Publicity/storytelling = traditional media outlets & word of mouth With growth of internet came social media, and new ways to share work we do and reach out to client and donors.
- https://www.youtube.com/watch?v=0eUeL3n7fDs
- 1.01 billion daily active users as of Sept 2015, 894 million of them are mobile daily active users.
- It’s also the third most visited website.
- FB also has a high (80+ percent) of accounts outside the country. Something to keep in mind when promoting your org is that it could be seen from around the world.
- (Assumption is you are walking into an NPO just wanting to get started on SM) Pointless to be on a platform your users aren’t. Consider surveying clients, donors to see which sites they use most and focus on those first. Have a lot of Boomers among clients/donors? Definitely be on FB (grandbaby pics). Millennial demographic? IG and SnapChat might be more important. Do you have strong visuals? You can look at platforms like IG, SnapChat, Pinterest. Harvard Institute of Politics: 18 to 29 year olds jumped from 25 to 33% usage in a six month period fall 2013 spring 2014. High usage among women. Visual-great for infographics. Also can be used to share org history. Key if you’re a health org-share recipes or fitness tips. Best to focus on 2-3 platforms you will actually use and engage with users on. Worst is a “dead” account. Think about what your goals are for social media. You should have a section of comm plan dedicated to measuring success, but it should also be a seamless integration of your comm plan, not separate. It should support your org strat plan and development plans too.
- Who posts? Staff, volunteers, both? Who is the gatekeeper? What to post and when? Need to determine a schedule. Goal to drive users to your website. Don’t be afraid to tweak what’s not working … be sure to analyze and review as you go. How often? Frequency can depend on what your org’s calendar looks like, but you don’t want a “dead” account either…minimum weekly even in slow times. How to interact with users? Need a policy for how to deal with offensive comments. Reference tweet to past presentation.
- http://www.gigapan.com/gigapans/155294 More than 100 countries participated. 36,422 individual selfies made up the “Global Selfie.” Images were taken from Twitter, Instagram, Facebook, Google+ and Flickr. Result is a 3.2 gigapixel image of each hemisphere.
- each tweet or IG generated $2 for a nonprofit partner. Resulted in 4k impressions and funds for 11 orgs
- While not true social media, texting is something to consider in your NPO communications. More widely seen in Canada and the UK. CWF: encouraged Canadians to take “just one act” to end violence against women…one act being $5 donation via text. Raised $6250 with a large # of responses following radio promotions. Montreal: raised funds at the hockey game, advertised in advance the $5 text donations. Raised $1700 that night.
- 2015 marked 4th anniversary. $116M+ raised from a little more than 1M gifts in 71 countries. 1.3M social media mentions: resulting in 114B twitter impressions and 917k+ users reached on FB. Study of Millennials done by Achieve (same folks on Millennial Impact Study) found Millennials more likely to give but only if engaged otherwise first. Mirrored the MIP findings.
- Tilt & Go Fund Me most well known. Kickstarter does not allow charity fundraising! Good way to do third party fundraisers. But can get out of hand with people raising funds for your org without permission. Again, good to have a policy here. Lisa’s blog entry. http://fablanthropy.com/2015/07/20/mission-mondays-crowdfunding-saves-a-cat/ Allowed support outside of immediate region & even outside of Canada. Key is to have strong social media channels and be responsive, post frequent updates.
- Twitter based-uses that account. Live streaming video. Very easy to get up and running. Notifies your followers you are streaming, they interact with hearts and comments. Can save to camera roll for resharing later. Can lock broadcast for only certain users to access-would be great in place of Skype for remote volunteers. Less than a year old so still gaining momentum. Hit 10M users in August. Would be great for livestreaming events, Q&A type situations, announcements from your org, showing a day in life at agency. Facebook recently rolled out Live feature-will be interesting to see how this plays out. Meerkat rolled out around same time as Periscope but did not gain as much traction.
- Many considerations: Friending coworkers and clients/donors Using information you wouldn’t have otherwise gained access to Making sure your organization is speaking accurately and honestly Accidentally using the wrong account to post Many horrible examples, often found in the corporate world. Wal-Mart fat girl costumes for Halloween, media outlet using likes of a Boston Marathon bomber to boost rankings. But they can happen in the nonprofit world. AFP’s code of ethics is great guide, as well as their social media policy (tweeting AFP social)
- Careerbuilder.com survey: 37% of employers use social networks to screen job candidates. Why? Gauge professionalism, culture fit, learn more about qualifications. How are you branding yourself? 34% reported content found to not hire candidate…unprofessional (bad mouthing past employers), drinking/drug use, or even poor grammar. Not all bad: 29% found content that led them to offer job. Just as bad: having accounts that are inactive. Just like for your org, the last thing you want is a recruiter to contact you and you are slow to reply or don’t at all. Make sure you are logging in regularly. Also don’t just log in to respond, but interact with other users. Being seen as a resource can boost your chances (tweeting 7 things to avoid article). Also, don’t be afraid to network online in discussion groups related to your field, reach out to professionals to request mentorship etc.