The document appears to be notes from a presentation or webinar about using social media for nonprofits. It discusses understanding social networks and the social media lifecycle for organizations. It provides tips for using social media, including having a plan with goals and strategies. It also discusses how to engage donors through social media and the importance of cultivating relationships. The presentation emphasizes that social media is always evolving and organizations should learn from each other's experiences.

1. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
AS A…
Emily Davis, MNM
Emily Davis Consulting
September 11, 2014
10:00 – 11:00 a.m.

2. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
TURN ON YOUR TECH

3. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
A LITTLE ABOUT ME…

4. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
A LITTLE ABOUT YOU…
30 seconds or less
Name
&
Title
1
Question
for
Today
1
Social
Media
Buzz
Word

5. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
UNDERSTANDING SOCIAL NETWORKS
“Organizations don’t have to create…
social networks; they exist all
around us in a variety of forms.
Networked Nonprofits strengthen
and expand these networks by
building relationships within them to
engage and activate them for their
organizations’ efforts.”
(Fine and Kanter, 2010)

6. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy

7. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
WHAT STINKS ABOUT SOCIAL MEDIA?

8. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
WHAT ROCKS ABOUT SOCIAL MEDIA

9. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
SOCIAL MEDIA LIFECYCLE

10. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
CHARACTERISTICS AREAS OF
IMPROVEMENT
FIRST STEPS
• Not using social media
consistently
• Resistant to change
• Struggle with control
• Need basic marketing
plan (i.e. branding,
print materials, online
outreach, etc.)
• Leadership-driven
change in culture to
adopt online
engagement
1. Develop
communications
strategy (audience,
goals & objectives,
etc.)
2. Listen & develop
online presences
3. Leadership initiated
discussion about
engagement
* The Networked Nonprofit, 2010

11. CHARACTERISTICS AREAS OF IMPROVEMENT FIRST STEPS
• Using 1 or more
/emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
social media
platforms, but not
consistently
• Online presence
connected to
marketing goals
• Learn & use best practices
• Focus on 1 – 2 social media
platforms
• Need to link to campaign,
program(s), objective(s)
• Need to link goals, objectives,
and activities
• Need to identify audiences
• Collect data for measurement
1. Low-risk pilot program
to demonstrate ROI
2. Build implementation
capacity internally
3. Create/revise social
media policy
4. Integrate and document
measurement data
* The Networked Nonprofit, 2010

12. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
CHARACTERISTICS AREAS OF
IMPROVEMENT
FIRST STEPS
• Strategic use of multiple social
media tools
• Part time or full time staff for
digital communications
• Board using social media in
governance
• Social media usage integrated
throughout org
• Has developed relationships &
technology integration
• Need more
sophisticated
measurement tools
• Find ways to increase
involvement from staff
across the organization
1. Social media staff trains &
coaches other org staff
2. Research more
sophisticated
measurement data, tools,
and processes
3. Evaluate, revise strategies
4. Share success stories with
other orgs
* The Networked Nonprofit, 2010

13. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
CHARACTERISTICS
• Embracing culture of learning
• Use social media data to help the leadership guide decisions
• Demonstrate clear and compelling results
• Networked with other organizations showing similar success
• Internalized social media communication best practices including:
o Strategy
o Implementation
o Integration
o Evaluation
* The Networked Nonprofit, 2010

14. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
10 TIPS FOR USING SOCIAL MEDIA*
1. Social media is A
tool not THE tool
2. Social media is a
plant
3. Add value
4. Two way street
5. Prospecting,
cultivation,
stewardship
6. Philanthropy’s
next generation
7. It ain’t free
8. Not everyone
“Diggs” social media
9. Selling social
media
10. Have a plan
*Fundraising and the Next Generation, 2012

15. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
COMMUNICATIONS EVOLUTION
Traditionalists
Postal Mail
Phone calls
Boomers
Television
Facebook
Email
Generation X
Websites
E-newsletters
Email
Millenials (Gen Y)
Social
Media
Websites
Mobile
Generation Z
???
Adapt
or die!
Every
generation
teaches us new
technology

16. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
2. WHAT SEEDS HAVE YOU
PLANTED?
• Up-to-date
database
• Specific, targeted
outreach
• Phone calls
• In person meetings
• Website
• E-newsletter
• Social media
postings
• Matching gifts
• Challenge grants
• Policies

17. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
3. ADD VALUE
• Position yourself
as an expert
• Why your org?
• What’s your
impact?

18. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
4. TWO WAY STREET
• Be ready to
respond
• Don’t wait to
comment
• Offer ideas
• Ask questions
• Welcome
feedback
• Celebrate
successes
• Educate and
share impact

19. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
SOCIAL MEDIA POLICIES

20. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
EXTERNAL POLICY

21. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
INTERNAL POLICY

22. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
FUNDRAISING PROCESS
NEW DONORS
direct mail, events
ANNUAL DONORS
Direct appeals, volunteer
involvement
MAJOR DONORS
Personal asks
Committee & board involvement
PLANNED GIFTS
Personal asks, personal involvement,
Could be anyone!

23. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
5. LADDER OF ENGAGEMENT
Awareness
about service
or giving
Interest in
learning
about service
or giving
Desire to
buy service
from org or
donate
Action when
service
purchased or
donation is
made
*© 2010 Beth Kanter

24. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
SOCIAL MEDIA LADDER
Happy bystanders
(Listen)
Spreaders
(Share)
Clients
(Money)
Evangelists
(Ask)
Instigators
(Create)
*© 2010 Beth Kanter

25. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
RELATIONSHIPS DON’T CHANGE
• Cultivate, steward,
& solicit
• Recognize
• Multi-channel
communications
• Meet one-on-one
• Develop
ambassadors
• Stewardship rather
than solicitation
• Effective database

26. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
LET’S BREAK FOR QUESTIONS

27. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
THE NEXT GENERATION

28. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy

29. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
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

30. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
NOT EVERYONE “DIGGS” SOCIAL MEDIA

31. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
INVESTING IN SOCIAL MEDIA

32. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
HAVE A PLAN
Set
Purpose(s)
Goals
&
Objectives
Tools
&
Strategies
Implementation
Evaluation

33. THE PLANNING PROCESS
/emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
Discovery
Environmental scan
Strategy sessions
Target audiences
Channel identification
Topic areas
Documentation
Best practices
Start small & slow
Calendar dashboard
Measurement
strategies
Implementation
Staff
Brand identity
Content per channel
Collaboration
Personal/professional
boundaries
Adjust as needed

34. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
WHY AN ANNUAL ONLINE
CAMPAIGN
• Opportunity for pilot campaign
• Longitudinal data across years
• Motivation for sharing stories online
• Cross-organizational participation
• Great for new donors and annual givers
• Increase awareness & branding
• Galvanize volunteers
• It’s fun!

35. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
PLATFORMS & STRATEGIES
• Facebook Page
• Blog, Twitter
• YouTube
• LinkedIn Group,
Company, Profiles
• Pinterest
• Other?
• Matching
opportunities
• Challenge grants
• Connect to specific
programs
• Demonstrate
impact
• Be ready to
steward!

36. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
5 THINGS TO DO TODAY
① Make a plan
② Watch other orgs
③ Attend trainings &
ask for support
④ Invite
participation
⑤ Support new
ideas

37. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy
PLEASE DON’T
• Ignore stakeholder input
• Make it hard to
participate
• Stray from being unique
• Talk all about yourself
• Forget to acknowledge,
connect to impact

38. ü Social media is as much art as it is science.
ü Every org has different experiences.
ü We are all learning.
ü Social media is always evolving.
ü Ten Tips to Using Social Media as a
foundation.
ü Listen and learn!
/emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy

39. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy

40. /emilydavisconsulting /AskEmilyD
#nptech
#nonprofit
#socialmedia
#philanthropy