This document discusses the use of social media for mobilization, fundraising, and development. It outlines four key roles of social media: grassroots mobilization, organizing civil society and active citizenship, countering propaganda, and analyzing government statements. Social media was instrumental in social movements like the Arab Spring for mobilizing people and spreading information. The document then discusses how non-profits can use social media for branding, fundraising, engagement, and sharing information. Specific tips are provided for social media fundraising. Finally, the document gives a quick case study comparison of internet/mobile usage and costs in the UK and Kenya.

1. Social Media for
Mobilising,
Fundraising and
Development
David Girling
@socialmedia4D
#SocialDevKE

8. Q.Is social media a good
thing?
Q.Has social media changed
the world?

9. Mobilsation
Social Media Revolutions

10. Clay Shirky – Open Source Movement
- No managers
- No profit
- Linux (1993) - Google
- PERL
- Wiki’s
- Joomla

11. Information Sharing

Collaborative Production

Collective Action

13. Four roles of social media
- Grassroots mobilisation
- Organising the rise of civil society and active
citizenship
- Counter rumour of propaganda
- Analysing statements released by government

14. - Mobile usage is expanding rapidly
- Google Speak to Tweet #egypt
- Facebook to form groups – covert and overt
- Journalists used Twitter to report on the ground
- They uploaded links to stories, photos, videos
or blogs
- Al Jazeera posted links to photos and videos
- Egyptians tweets and posts were picked up by
journalists
- CNN – iReports – emergence of new reporting

17. Fundraising
Social Media for NGOs

18. Social Media for NonProfit
• Heather Mansfield
• 500,000 followers
• Web 1.0.
• Web 2.0.
• Web 3.0.

19. Groundswell
• Forrester Research
• Analysts / Data
• Social technographics

20. Why use social media:
Brand awareness
Information
Fundraising / Promotion
Engagement
Sharing
Build a community
Crisis communications

21. Social media is:
- Global
- Free
- Immediate
- Interactive
- Mobilising
- Empowering

22. Defining your objectives
- Building brand awareness
- Nurturing relationships
- Promoting events
- Crisis management
- Information dissemination
- Increase traffic to the website
- Increase donations
- Advertise for volunteers

23. Defining your audiences
- Taxpayers
- Current Donors
- Latent Donors
- Policymakers
- Media
- Opinion makers and opinion formers
- Partners

29. Social Media Fundraising Tips
• Start with a popular, sexy, fashionable or timely cause (sorry but this still
makes a difference)
• Have and share a genuinely human story in a warm and non-patronising way
• Make the story about the person and their dreams, not the charity’s (at least
not until later…)
• Make it emotional but positive
• Use images or video throughout
• Sprinkle in some celebrity comment via social media
• Share it across your social networks
• Make it easy for donors to give at every opportunity
• Share success as a ‘push’ for more donations
• Be sufficiently fleet of foot to get your communications and messages out to
your audiences quickly
• Don’t expect it to work overnight but be prepared to share and talk about it if it
does
Source: www.fundraising.co.uk

30. Development
Social Media

36. Norwich
A quick case study

37. Internet / Mobile Stats
UK Kenya
Population 63.7m 44.9m
Internet Access 80% 47%
Mobile Subsciptions 82.7m 31.3m
Mobile Internet 49% 29%
3G Coverage 99.1% XX
Tablets 24% XX

38. Monthly mobile costs as % of salary
Job Monthly Salary
Cleaner 672 1.78%
Taxi Driver 1,333 0.89%
Web Designer 2,500 0.47%
Teacher 2,666 0.44%
Journalist 2916 0.41%
http://www.mirror.co.uk/news/uk-news/uk-average-salary-26500-figures-3002995

57. Useful links
Socialnomics video
http://bit.ly/sociolnomics2014
Can Social Media help change the world? Video
http://bit.ly/SoMe4DInfo
Save The Children – Syria Video
http://bit.ly/most-shocking
Mama Hope – African Stereotypes video
http://bit.ly/african-stereotypes
Africa for Norway Video
http://bit.ly/africa-for-norway
What is Branding Video
http://bit.ly/what-is-branding
Rusty Radiator Awards
http://www.rustyradiator.com

58. THANK YOU!
David Girling
@socialmedia4D
#SocialDevKE