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Social Media
for Non Profits
What is Social Media?



Social Media is people using tools
(like blogs & video) and sites (like Facebook
& Twitter) to share content and have
conversations online.
Blogging
                                 Photo                                            Micro
                                Sharing                                          Blogging




                                                Key
                  Video
                                                                                            RSS
                 Sharing
                                               Social
                                             Platforms
               Podcasts                                                                 Widgets



                                                                              Social
                             Message
                             Boards                                         Networking
                                                        Chat
                                                       Rooms


Source: Universal McCain Comparative Study on Social Media Trends (March 2008)
&
&   &
Why should we care?



In 2005, 8% of all adults online
had a profile on a social network
site. Today, 35% do.



Source: Pew Internet & American Life Report (January 2009)
In December 2008, 76 million
people visited MySpace - a 10%
increase from the previous year.*

50% of adults online have a
profile on MySpace.


Sources: ComScore Inc. (December 2008)
        Pew Internet & American Life Report (January 2009)
       * Unless otherwise noted, stats are for the United States
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.


Sources: ComScore Inc. (December 2008)
        Pew Internet & American Life Report (January 2009)
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.

Source: ComScore Inc. (August 2008)
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
In December 2008 4.5 million
people visited Twitter - a 753%
increase from the previous year.

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)
“If you are online, you are using
social media.”
Universal McCain Comparative Study on Social Media Trends (March 2008)
73%
of active online
users have read
a blog



Source: Universal McCain Comparative Study on Social Media Trends (March 2008)
57%
have joined a
Social Network




Source: Universal McCain Comparative Study on Social Media Trends (March 2008)
55%
have uploaded
photos




Source: Universal McCain Comparative Study on Social Media Trends (March 2008)
22%
have uploaded
videos




Source: Universal McCain Comparative Study on Social Media Trends (March 2008)
Your 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: Convio The Wired Wealthy (March 2008)
...and they use Social Media.


52% of these “wired wealthy”
donors use YouTube.

14% use MySpace.
12% use Flickr.
9 % use Facebook.

Source: Convio The Wired Wealthy (March 2008)
Social Media + Non Profits
Making the connection
Non profits on MySpace
Non profits on Facebook
Non profits on YouTube
Non profits on Flickr
Non profits on Twitter
Non profits on Change.org
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)
“The real value of social media
is that it exponentially leverages
word-of-mouth.”
John Haydon, marketing consultant
Twitter Success Story


Epic 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 Change.

Source: Tweetsgiving.org
Why it worked

- Clear, achievable but audacious goal
- Short deadline gave sense of urgency
- Easy to understand, easy to give
- Fun, positive focus
- Leveraged existing networks
- Recognized top donors
Facebook Success Story


The “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 Sudan.


Source: Nonprofit 2.0 (November 2008)
Why it worked

- Harnessed the power of young people
- Used the right Social Media networks
- Easy to get involved
- Incentives for top fundraisers




Source: savedarfur.org/dollarsfordarfur
Flickr Success Story

Oxfam America created a
photo petition 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/
Why it worked


 - Simple, clear message
 - Easy to get involved
 - Leveraged existing supporters
 - Integrated campaign across
    multiple Social Media sites
 - Frequent updates
 - PR

Photos: Oxfam America
The 5 Rules of Social Media
for Non Profits (and everyone else!)
5 Rules of Social Media for Non Profits



1. Listen. Social Media is not
about you. It’s about people’s
relationships with you. Listen
before you speak.
55 Rules of Social Media for Non Profits
  Rules of Social Media for Non Profits


2. Get 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.
55 Rules of Social Media for Non Profits
  Rules of Social Media for Non Profits


3. Give 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.
55 Rules of Social Media for Non Profits
  Rules of Social Media for Non Profits



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



5. Think long term. Don’t
expect immediate, easily
measurable results. It takes time
to build trust and make
connections.
Thank you
(now, go out there and connect!)
Sources
Aaron Stiner (November 6, 2008). Nonprofit 2.0 http://aaronstinerdrb.blogspot.com/2008/11/
nonprofit-20-how-nonprofits-can-use.html

ComScore Inc. http://www.comscore.com

Convio, 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=104

Hubspot (December 2008). State of the Twittersphere: Q4 2008. http://cdnqa.hubteam.com/
State_of_the_Twittersphere_by_HubSpot_Q4-2008.pdf

Pew Internet & American Life Project (January 14, 2009). Adults and Social Networks Report.
http://www.pewinternet.org/PPF/r/272/report_display.asp

Universal McCann (March 2008). Power To The People - Wave3 Study on Social Media Trends.
www.universalmccann.com/Assets/wave_3_20080403093750.pdf

YouTube. http://www.youtube.com/nonprofits
Connect
Cheri Hegi
Creative Director

Linkedin: linkedin.com/in/cherihegi
Facebook: facebook.com/people/Cheri-Hegi/750372957




blog: primalmedia.com/blog
Twitter: twitter.com/primalmedia

email: info@primalmedia.com
phone: (603) 436-1072




© 2008, Primal Media. All rights reserved. (We’ll share - just ask!)

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Social Media for Non Profits

  • 2. What is Social Media? Social Media is people using tools (like blogs & video) and sites (like Facebook & Twitter) to share content and have conversations online.
  • 3. Blogging Photo Micro Sharing Blogging Key Video RSS Sharing Social Platforms Podcasts Widgets Social Message Boards Networking Chat Rooms Source: Universal McCain Comparative Study on Social Media Trends (March 2008)
  • 4. & & &
  • 5. Why should we care? In 2005, 8% of all adults online had a profile on a social network site. Today, 35% do. Source: Pew Internet & American Life Report (January 2009)
  • 6. In December 2008, 76 million people visited MySpace - a 10% increase from the previous year.* 50% of adults online have a profile on MySpace. Sources: ComScore Inc. (December 2008) Pew Internet & American Life Report (January 2009) * Unless otherwise noted, stats are for the United States
  • 7. 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. Sources: ComScore Inc. (December 2008) Pew Internet & American Life Report (January 2009)
  • 8. 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. Source: ComScore Inc. (August 2008)
  • 9. 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
  • 10. In December 2008 4.5 million people visited Twitter - a 753% increase from the previous year. 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)
  • 11. “If you are online, you are using social media.” Universal McCain Comparative Study on Social Media Trends (March 2008)
  • 12. 73% of active online users have read a blog Source: Universal McCain Comparative Study on Social Media Trends (March 2008)
  • 13. 57% have joined a Social Network Source: Universal McCain Comparative Study on Social Media Trends (March 2008)
  • 14. 55% have uploaded photos Source: Universal McCain Comparative Study on Social Media Trends (March 2008)
  • 15. 22% have uploaded videos Source: Universal McCain Comparative Study on Social Media Trends (March 2008)
  • 16. Your 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: Convio The Wired Wealthy (March 2008)
  • 17. ...and they use Social Media. 52% of these “wired wealthy” donors use YouTube. 14% use MySpace. 12% use Flickr. 9 % use Facebook. Source: Convio The Wired Wealthy (March 2008)
  • 18. Social Media + Non Profits Making the connection
  • 19. Non profits on MySpace
  • 20. Non profits on Facebook
  • 21. Non profits on YouTube
  • 22. Non profits on Flickr
  • 23. Non profits on Twitter
  • 24. Non profits on Change.org
  • 25. 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)
  • 26. “The real value of social media is that it exponentially leverages word-of-mouth.” John Haydon, marketing consultant
  • 27. Twitter Success Story Epic 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 Change. Source: Tweetsgiving.org
  • 28. Why it worked - Clear, achievable but audacious goal - Short deadline gave sense of urgency - Easy to understand, easy to give - Fun, positive focus - Leveraged existing networks - Recognized top donors
  • 29. Facebook Success Story The “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 Sudan. Source: Nonprofit 2.0 (November 2008)
  • 30. Why it worked - Harnessed the power of young people - Used the right Social Media networks - Easy to get involved - Incentives for top fundraisers Source: savedarfur.org/dollarsfordarfur
  • 31. Flickr Success Story Oxfam America created a photo petition 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/
  • 32. Why it worked - Simple, clear message - Easy to get involved - Leveraged existing supporters - Integrated campaign across multiple Social Media sites - Frequent updates - PR Photos: Oxfam America
  • 33. The 5 Rules of Social Media for Non Profits (and everyone else!)
  • 34. 5 Rules of Social Media for Non Profits 1. Listen. Social Media is not about you. It’s about people’s relationships with you. Listen before you speak.
  • 35. 55 Rules of Social Media for Non Profits Rules of Social Media for Non Profits 2. Get 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.
  • 36. 55 Rules of Social Media for Non Profits Rules of Social Media for Non Profits 3. Give 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.
  • 37. 55 Rules of Social Media for Non Profits Rules of Social Media for Non Profits 4. Be honest. You can’t spin the truth with Social Media. Be open, honest and authentic in everything you say and do.
  • 38. 55 Rules of Social Media for Non Profits Rules of Social Media for Non Profits 5. Think long term. Don’t expect immediate, easily measurable results. It takes time to build trust and make connections.
  • 39. Thank you (now, go out there and connect!)
  • 40. Sources Aaron Stiner (November 6, 2008). Nonprofit 2.0 http://aaronstinerdrb.blogspot.com/2008/11/ nonprofit-20-how-nonprofits-can-use.html ComScore Inc. http://www.comscore.com Convio, 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=104 Hubspot (December 2008). State of the Twittersphere: Q4 2008. http://cdnqa.hubteam.com/ State_of_the_Twittersphere_by_HubSpot_Q4-2008.pdf Pew Internet & American Life Project (January 14, 2009). Adults and Social Networks Report. http://www.pewinternet.org/PPF/r/272/report_display.asp Universal McCann (March 2008). Power To The People - Wave3 Study on Social Media Trends. www.universalmccann.com/Assets/wave_3_20080403093750.pdf YouTube. http://www.youtube.com/nonprofits
  • 41. Connect Cheri Hegi Creative Director Linkedin: linkedin.com/in/cherihegi Facebook: facebook.com/people/Cheri-Hegi/750372957 blog: primalmedia.com/blog Twitter: twitter.com/primalmedia email: info@primalmedia.com phone: (603) 436-1072 © 2008, Primal Media. All rights reserved. (We’ll share - just ask!)