The document discusses the growing importance and use of social media by non-profits and donors. Some key points: - Over 80% of wealthy online donors have made donations online and over 50% prefer to give online. However, the cancer center currently has no way for donors to give directly online. - Most major cancer centers have the ability to take donations online, but only 11% of centers, including the one discussed, can only take donations through a general fund on their parent website. - Social media use has grown tremendously and most people who are online use some form of social media. Successful non-profits are using social media like Facebook, Twitter, YouTube and Flickr to engage donors,

1. Social Media For Non-Profits

2. Something to keep in mind during this presentation80% of wealthy donors who are online made a gift online using a credit card51% prefer to give onlineWe currently have no way for our donors to give directly to the Cancer Center onlineSource: ConvioThe Wired Wealthy (March 2008)

3. NCI Cancer Centers & Online Giving

4. … in short 84% of NCI Cancer Centers are able to directly take donations online either on their own site, or through their parent site with a selection for the Cancer Center fund2% more plan on implementing online giving in the near future11% (which includes our Center) can only take online donations through a general fund on the parent website3% do not take donations online

5. What is Social MediaSocial Media is people using tools (like blogs & video) and sites (like Facebook, LinkedIn & Twitter) to share content and have conversations online.

7. It can get complicated

8. Why should we care?In 2005, 8% of all adults online had a profile on a social network site. Today, over 35% do.In the US alone over 110 million people use social media on a regular basisSource: Pew Internet & American Life Report (January 2009) Anderson Analytics report on Social Media (July 2009)

9. In December 2008, 76 Million people visited MySpace.com – a 10% increase from the previous year.*50% of adults online have a profile on MySpace.65% cited MySpace as their most valuable networkSources: ComScore Inc. (December 2008) Pew Internet & American Life Report (January 2009) Anderson Analytics report on Social Media (July 2009)* Unless otherwise noted, stats are for the United States

10. In December 2008, 54.5 million people visited Facebook – a 57% increase from the previous year.22% of adults online have a profile on Facebook.75% said Facebook was their most valuable networkSources: ComScore Inc. (December 2008) Pew Internet & American Life Report (January 2009) Anderson Analytics report on Social Media (July 2009)

11. In August 2008, 23.7 million people visited YouTube. Every minute, 13 hours of video are uploaded to YouTube. 1 out of 3 videos viewed online is on YouTube. EINSTEIN has a YouTube account and posts all its videos there.Source: ComScore Inc. (August 2008)

12. 64 million people worldwide use the photo sharing site Flickr. More than 3 billion images are posted on Flickr. Each day 2.5 to 3 million new photos are uploaded. Sources: ComScore Inc. (December 2008) Wikipedia

13. In December 2008 4.5 million people visited Twitter - a 753% increase from the previous year. Twitter.com visits from May 2008 - May 2009 increased 1,444%70% of twitter users joined in ‘08. 5-10 thousand new accounts are created daily. Sources: Compete (December 2008) Hubspot State of the Twittersphere (December 2008)

14. A quick search of online blogs shows that even if we do not participate in social media people are talking about us in their blogs (web logs).This search revealed 74 hits for Albert Einstein Cancer Center

15. The first link in the search revealed at least 2 obvious errors – the first is highlighted at right. It says “Albert Einstein College of Prescription”Source: Partiesstretch blog 7/22/2009

16. The Government is “Suggesting” use of Social MediaBy May 21, 2009, the Office of Management and Budget is expected to release an Open Government Directive that details how federal agencies will adopt innovative tools such as Twitter and other social media sites to enhance inter-agency collaboration, increase transparency and foster citizen participation in agency decision-makingSource: Health and Human Services New Media Website

17. Social Media in Plain EnglishA video

18. Just a few of the many Social Media sites

19. It comes down to the single fact that if you are online, then you are using social media.Universal McCain Comparative Study on Social Media Trends (March 2008)

20. 73%of active online users have read a blogUniversal McCain Comparative Study on Social Media Trends (March 2008)

21. 57%have joined a social networkUniversal McCain Comparative Study on Social Media Trends (March 2008)

22. 55%have uploaded picturesUniversal McCain Comparative Study on Social Media Trends (March 2008)

23. 22%have uploaded videosUniversal McCain Comparative Study on Social Media Trends (March 2008)

24. Our donors are online …In 2007, total online giving in the US reached over $10 billion – a 52% increase over 2006.51% of wealthy donors prefer to give online.Source: ConvioThe Wired Wealthy (March 2008)

25. … and they use Social Media.52% of these “wired wealthy” donors use YouTube.16% use LinkedIn14% use MySpace12% use Flickr9% use FacebookSource: ConvioThe Wired Wealthy (March 2008)

26. What the “Wired Wealthy” are saying about giving“I would want them to evolve in their approaches – to show me that they are constantly innovating, constantly thinking creatively about what’s next, and not just dealing with what’s here and now. And that in a way is sort of inspiring in itself.”Source: ConvioThe Wired Wealthy (March 2008)

27. Non-Profits on MySpace

28. Non-Profits on MySpaceThere are 28,929 non-profit groups on MySpaceAlong with the official American Cancer Society site there are 57 other MySpace sites which have something to do with the ACS

29. Non-profits on FaceBook

30. Cancer Centers on FaceBookThere are over 500 Groups that contain the words “Cancer Center” in their name. Many of the well known cancer centers have a group page.

31. Cancer Centers on YouTube

32. Non-profits on Flickr

33. Non-profits on Twitter

34. Cancer Centers on LinkedInOf the 24,740 Non-Profit groups There are 580 which are cancer related. 34 of these contain the words “Cancer Center” in their name.

35. Notice a trend?51% of social network users have 2 or more online profiles.Savvy non profits are on more than one Social Media site.Source Pew Internet & American Life Report (January 2009)

36. Twitter Success StoryEpic Change used Twitter to raise over $11,000 in just 48 hours to help build a classroom in Tanzania.Over 98% of donors had never before donated to Epic ChangeSource: Tweetsgiving.org

37. Why it workedClear, achievable but audacious goalShort deadline gave sense of urgencyEasy to understand, easy to giveFun, positive focusLeveraged existing networksRecognized top donors

38. Facebook Success StoryThe “Dollars for Darfur” group on Facebook has over 5,000 student members and raised almost $150,000 in 2007 to help stop the genocide in SudanSource: Nonprofit 2.0 (November 2008)

39. Why it workedHarnessed the power of young peopleUsed the right Social Media networksEasy to get involvedIncentives to top fundraisersSource: savedarfur.org/dollarsfordarfur

40. Flickr Success StoryOxfam America created a photo competition campaign on Flickr to put pressure on Starbucks to give poor coffee farmers in Ethiopia a chance to earn more profits. It worked.Source: oxfamamerica.org/whatwedo/campaigns/coffee/starbucks/

41. Why it workedSimple, clear messageEasy to get involvedLeveraged existing supportersIntegrated campaign across multiple Social Media sitesFrequent updatesPRVideo Pic: Oxfam America

42. The 5 Rules of Social MediaFor Non Profits (and everyone else)

43. 5 Rules of Social Media for Non Profits1. Listen. Social Media is not about you. It’s about people’s relationships with you. Listen before you speak.

44. How to Listen …Use the H.E.A.R. method of listening:HListen carefully to what is being saidEAREPut yourself in the speakers “shoes”MPATHIZE ADetermine what the goals of the speaker are and if there is any underlying meaningNALYZERReply with a meaningful, constructive, thought out responseESPOND

45. 5 Rules of Social Media for Non ProfitsGet involved. Social Media is about conversations and building relationships. It takes effort. Don’t just talk about yourself. Ask questions, engage people and link, Most of all be inspiring.

46. 5 Rules of Social Media for Non ProfitsGive up control. You can’t control the conversation. If you want people to spread your message, you have to trust them. Listen. Inspire. Engage. Let go.

47. 5 Rules of Social Media for Non ProfitsBe honest. You can’t spin the truth with Social Media. Be open, honest and authentic in everything you say and do.

48. 5 Rules of Social Media for Non ProfitsThink long term. Don’t expect immediate, easily measurable results. It takes time to build trust and make connections.

49. Source: Health and Human Services New Media Website: http://newmedia.hhs.gov/socialmedia101.html#f13

50. The Nonprofit Social Network Survey Report

51. Between February 20 and April 15, 2009, 980nonprofit professionals responded to a survey about their organization’s use of online social networks.Source: Non Profit Social Network Survey Report

52. Popularity of Social NetworksSource: Non Profit Social Network Survey Report

53. Respondents doing fundraising on Social NetworksSource: Non Profit Social Network Survey Report

54. Types of Organizations responding to this surveySource: Non Profit Social Network Survey Report

55. 10 things to do BEFORE setting up Social Media

56. 10 things to do BEFORE setting up Social MediaDetermine your messageWhat are you trying to say? Do you have more than one message? Develop a short paragraph that encapsulates what you want to say and continually reference it as you work on social media tools.Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

57. 10 things to do BEFORE setting up Social MediaDetermine who the audience isWho is your audience? Are they tech savvy? Creating a plan to enter the social media arena is irrelevant if none of your audience will follow you there. Consider surveying your donors to determine how they want to hear from you.Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

58. 10 things to do BEFORE setting up Social MediaDevelop goalsWhat do you want to achieve from social media? Donations? Awareness? Determine your goals and remember to keep them handy as you progress.Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

59. 10 things to do BEFORE setting up Social MediaDetermine the exact ROI expectedThis goes hand in hand with #3. Get specific about the return on investment you are expecting. If you want donations, what's the amount? If you are looking for new supporters, how many?Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

60. 10 things to do BEFORE setting up Social MediaResearch and determine which social media tools work for youThere are multiple social media tools out there. It's important to determine which ones work for you. Signing up for everything isn't going to be the best use of your time.Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

61. 10 things to do BEFORE setting up Social MediaCreate a strategyDeveloping a strategy for your social media activity is extremely important. You need to determine what content you want to create and where you want to put it.Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

62. 10 things to do BEFORE setting up Social MediaCreate the analysis methodWhat's your method for analysis? It's important to track what you do on social media tools so you can examine whether you are achieving the ROI that you want.Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

63. 10 things to do BEFORE setting up Social MediaDetermine the main contributor as well as the sub contributorsWho's writing the content for your social media sites? Is it the same person who's posting them? Are there more than one person contributing? Hashing this out ahead of time will make the process flow much smoother.Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

64. 10 things to do BEFORE setting up Social MediaDevelop content ahead of timeCreate some of the content you need ahead of time so you aren't scrambling to find something to post/write about everyday.Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

65. 10 things to do BEFORE setting up Social MediaDevelop response procedureWhat's your procedure if you recieve a negative comment from someone? Or even a positive one? Determine how you handle questions and comments from your audience. Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

66. Social Media MetricsThere are 2 distinct ways to measure the effect of Social MediaQualitativeQuantitative“Not everything that can be counted counts, and not everything that counts can be counted.”(Sign hanging in Albert Einstein’s Princeton office)

67. Social Media MetricsMeasuring Qualitative success by the relationships to membersWe are building better relationships with constituents by learning more about them to fine-tune Einstein’s focus and programs.Messages delivered to the community are being shared member-to-member and with the outside world. Blog posts are building momentum in the number of quality comments that give insight into supporters’ opinions.Members are using the community to actively trade knowledge and insights and are meaningfully supporting fellow constituents’ concerns, passions and goals.Source: Bob Cramer: http://www.nonprofitmarketingblog.com/comments/what_are_the_metrics_of_success_for_your_online_community/

68. Social Media MetricsMeasuring Qualitative success by the relationships to membersSuch indicators reveal how well we are communicating with our members, and how well they are communicating back to us – and with each other. Again, all this points back to more engaged and passionate supporters, something essential to meeting fundraising goals.Source: Bob Cramer: http://www.nonprofitmarketingblog.com/comments/what_are_the_metrics_of_success_for_your_online_community/

69. Social Media MetricsMeasuring Quantitative success, some possible metrics:Increases in the number of people joining the community. Increases in page views on our website, and in the average duration of site visits.Conversion rates of member to member-donor.Number of days from community registration to first donation.Increases in donation averages, or in members who donate multiple times.Source: Bob Cramer: http://www.nonprofitmarketingblog.com/comments/what_are_the_metrics_of_success_for_your_online_community/

70. Social Media and ROI (Return On Investment) Social media networking is the process of interacting with other individuals through the specific social media tool or community. For example, you could talk to people with similar interests in a forum or communicate with them through a more fragmented platform like Twitter. Whatever method you choose, there are usually four main goals:Increased brand awareness. Improved reputation. Personal Development. Relationships with benefits. http://www.doshdosh.com/social-media-networking-and-roi/

71. Increased Brand AwarenessYou’re interacting with others on the social media channel in order to build awareness for your personal and business brand. You’re increasing your visibility in the right areas and trying to stick in the minds of others through active interaction on many different levels. From this perspective, networking also works to drive traffic back to your website.http://www.doshdosh.com/social-media-networking-and-roi/

72. Improved reputationYou want to improve how others think about your website so you hang out in forums or networking sites, in order to respond to feedback. You want to keep the communication channels open on all social media fronts. You may also want to improve your reputation as an expert by being consistently involved in discussions on topics that are relevant to your business or website.http://www.doshdosh.com/social-media-networking-and-roi/

73. Personal DevelopmentNetworking with the right people will keep you in the loop on industry happenings and will also improve your knowledge levels. A big part of networking is observation. Seeing how others reflect or participate in conversations is a great way to improve your own experience in the field. http://www.doshdosh.com/social-media-networking-and-roi/

74. Relationships with BenefitsOne can network with others with the aim of extracting future benefits such as testimonials, links or recommendations. Others are more likely to provide you with a benefit when you’ve taken the effort to interact with them. Networking is a way to build relationships that can be mutually beneficial. http://www.doshdosh.com/social-media-networking-and-roi/

75. SourcesAaron Stiner (November 6, 2008). Nonprofit 2.0 http://aaronstinerdrb.blogspot.com/2008/11/nonprofit-20-how-nonprofits-can-use.htmlComScore Inc. http://www.comscore.comConvio, Sea Change Strategies and Edge Research (March 24, 2008). The Wired Wealthy: Using the Internet to Connect with Your Middle and Major Donors. http://my.convio.com/?elqPURLPage=104Hubspot (December 2008). State of the Twittersphere: Q4 2008. http://cdnqa.hubteam.com/State_of_the_Twittersphere_by_HubSpot_Q4-2008.pdfPew Internet & American Life Project (January 14, 2009). Adults and Social Networks Report. http://www.pewinternet.org/PPF/r/272/report_display.aspUniversal McCann (March 2008). Power To The People - Wave3 Study on Social Media Trends. www.universalmccann.com/Assets/wave_3_20080403093750.pdfYouTube. http://www.youtube.com/nonprofitsNielsen Social Media QuickTake for May 2009PrimalMedia.comBob Kramer: http://www.nonprofitmarketingblog.com/comments/what_are_the_metrics_of_success_for_your_online_community/Lindsey Patten, Notes for Non-Profits, http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.htmlNonprofit Social Network Survey Report http://nonprofitsocialnetworksurvey.comSome images from Google image search Anderson Analytics report on Social Media (July 2009) http://www.andersonanalytics.com/The Conversation Prism http://theconversationprism.com/Partiesstretch Blog 7/22/2009 http://travelsocietyblog.com/partiesstretch/2009/07/22/new-test-may-predict-breast-cancer-metastasis/Health & Human Services New Media website http://newmedia.hhs.gov/socialmedia101.htmlNetworkWorld (4/09/2009) http://www.networkworld.com/news/2009/030909-feds-twitter.html?page=1Portions of this presentation copyright PrimalMedia.com