The document discusses the hype and hope of social media for non-profit organizations. It provides tips on using social media platforms like Facebook and Twitter to build relationships with supporters and donors. The tips include focusing on your organization's brand and goals, engaging with followers by responding to posts and questions, and using different tones for different types of content like celebrating successes or asking for donations. Privacy of beneficiaries and staff should also be respected when posting photos or content from fundraising events.

3. Carla Ferreira
Community Manager. GivenGain Foundation.

4. Social Media:
the hype and the hope

5. Contents:
• Why social media?
• Online fundraising and social media
• The digital age – the hype
• Social media – the hope
• Do's and Don'ts
• Q&A

7. The Hype

8. What happens in an Internet minute?

9. How has the usage of
social media changed?

10. Offline Relationships

11. Businesses

12. Celebrities

13. Political campaigns

14. Activists

15. Non-profit organizations

16. Do’s and Don’ts
Tips for Non-profit organisations

17. Important things to think about:
 Your brand (e.g. charity: water)
 What are my goals?
 Themes for content
 Integration with campaigns
Basics

18.  Make your page visually appealing
 High quality cover photo
 Check display of your profile picture/logo
 At least 180x180 pixels
 Displays at 160x160 pixels
 Take note of Facebook’s rules
Remember…

19. Personal vs. Professional
• Posting as the organisation or myself?
• Do not share your own personal content from the
organisation’s social media accounts.
• Be careful especially when using Tweetdeck
• When posting as the organisation, do not write in the first
person.
• E.g. “I’ve just uploaded a video on YouTube”
• Be careful of automated sharing from YouTube and
other social media platforms.

20. Basics: Grammar and Punctuation
• Do not use too many abbreviations
• Will people understand what I’m saying?
• As far as possible do not use SMS language
• E.g. “Hi all u fans! Hope ur having a good day!”
• Be careful with spacing
• E.g. “We’ve just launched a new programme ! ”
• E.g. “Read this interesting article on global
warminghttp://www.nrdc.org/globalwarming/”

21. • Privacy of beneficiaries when posting photos
• Especially when children are involved
• Privacy of staff members involved with campaigns
 E.g. photos taken at fundraising event and posted
on Facebook
Respecting privacy

22.  Do unto others…say ‘please’ and ‘thank you’
 Engage!
 Do not just broadcast
 Respond to questions, posts made by others on Facebook.
 Respond to tweets, thank people for retweets and favorite tweets.
 Use Hootsuite/Tweetdeck to monitor activity.
Social Media is a two-way street

23.  Is it okay to share the same message on multiple platforms?
 Yes and No
 Checklist:
 How do I communicate differently on these platforms?
 Are the audiences different? To what extent?
 Frequency that people visit the platform per day
 E.g. Twitter
To duplicate or not to duplicate

24.  What tone am I using on social media?
 Don’t make Facebook your own personal pulpit
 Is it in line with our organisation’s brand?
 Different tones for different types of content
 Celebrating success
 Thanking donors/supporters /volunteers
 Asking for donations
Tone of communication

25. • Asking for donations
• Fundraisers are not beggars
• People want to feel like they are part of something
bigger than themselves
• Focus on the impact when people do respond positively
to calls for donations.
• Testimonials/Feedback from donors/volunteers/Activists
Tone of communication

26. • Social media is about building relationships.
• Your fans or followers could become:
• your most loyal brand ambassadors,
• your next donors or
• Activists (peer-to-peer fundraisers)
• Create an environment where your supporters can network
with each other, e.g. Activists fundraising via a sports event
Building relationships

27. • Be professional but have fun!
• Work as a team
• When in doubt, Google it!
• Vary content and themes
• Ask your audiences’ opinion
• Don’t be scared to explore social media
• You cannot break it!
Tips

28. • Resources
• www.socialmediaexaminer.com
• www.nonprofitmarketingblog.com
• www.mashable.com
Resources

29. Thank You.
@GivenGain @carlaferreira1
www.facebook.com/givengain
www.givengain.com

32. Activists. Tools.

33. Activists.
Fundraisers & Donors.