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Social Media for Outreach, Engagement, and Fundraising
- 1. SOCIAL MEDIA AMY HIROTAKA, OUTREACH COORDINATOR COMMUNITIES CONNECT NETWORK FOR OUTREACH, ENGAGEMENT, & FUNDRAISING WORKSHOP AT THE UW CENTER FOR LEADERSHIP IN ATHLETICS, JUNE 14, 2012
- 2. USAGE TRENDS Number of adult Twitter users on a typical day has doubled since May 2011 (source http://pewresearch.org/pubs/2276/twitter-typical-day-smartphones) • 15% of online adults use Twitter • Youth tend to use Twitter less (older data from 2010 says around 7-8% of users 12-18) 95% of teens are online, 80% of those use social media (source http://pewinternet.org/Reports/2011/Teens-and-social-media/Part-2/Section-1.aspx) • 20% reveal that peers are “mostly unkind” on social media – much higher than adults at 5%
- 3. USAGE TRENDS: SMARTPHONES Nearly half of all Americans have a smartphone. (source: http://pewinternet.org/Reports/2012/Smartphone-Update-2012.aspx) • 49% of African Americans report using a smartphone • 49% of Latinos report using a smartphone Lowest number of smartphone adopters: older Americans. • Only 13% of cell phone users 65+ report using a smartphone City of Seattle reports high mobile phone ownership (source: http://seattle.gov/tech/indicators/docs/2009_TechAccessAndAdoptionInSeattleReport.pdf) • Mobile phones more prevalent in communities of color and immigrant/refugee households than computers
- 4. OUTREACH & ENGAGEMENT Outreach Engagement 1. Who is your audience? 2. Where do they live on the Internet? 3. What do you want to accomplish? What’s your goal?
- 5. OUTREACH & ENGAGEMENT Example: Increase enrollment in new program Partner organizations promote your activities Form online partnerships with similar organizations Proactively use Twitter and Facebook to retweet and cross-post events and items/links of mutual interest
- 7. FUNDRAISING Outreach & Engagement $$$ Story first, ask second.
- 8. FUNDRAISING Engage your audience with photos, videos, and contests.
- 10. ANALYTICS AND MEASUREMENT Great resource for measurement and analytics: http://www.bethkanter.org/learning-analytics/
- 11. ANALYTICS AND MEASUREMENT What are your goals? Remember SMART goals: Specific Measurable Attainable Relevant Timely How will you measure those goals?
- 12. MEASUREMENT AND ANALYTICS Source: Beth Kanter
- 13. TOOLS FOR MEASUREMENT Facebook Insights is available through your organizational page, if you have enough followers.https://www.facebook.com/insights/ Twitalyzer is a free tool that helps you assess your influence and reach. http://www.twitalyzer.com/ Mashable lists 5 free social media analytics spreadsheet tools – awesome resources.http://mashable.com/2012/02/09/social-media- analytics-spreadsheets/
- 15. MY #1 (AND 2 AND 3) TIPS Do your best to be: 1. Consistent • Initial goal: post 3-4x per week • Followers will come to expect posts and tweets 2. Relevant • Stay on topic • If it’s not relevant to your org, don’t post it (even if you haven’t met your consistency goal!) 3. Entertaining • Be witty, be funny, be yourself! (Except not too much. If you have to pause and ask yourself if a post or tweet is appropriate, it probably isn’t.)
- 16. MORE RESOURCES Beth Kanter http://www.bethkanter.org/ Facebook for Nonprofitshttps://www.facebook.com/nonprofits Idealware http://idealware.org Nonprofit Technology Network http://www.nten.org/ NPower Northwest http://npowernw.org Pew Internet and American Life http://pewinternet.org/
Editor's Notes
- How many people use Facebook? How many people use Twitter?