This document discusses managing social media for non-profits. It notes that social media is already widely used by charities and is an important way to increase awareness. However, social media requires a strategic approach to management, with buy-in from top leadership and an integrated cross-departmental strategy. Proper policies and training are needed to ensure social media benefits the organization and its relationships with supporters.

1. Social Media and Non-Profits Management Change, Integration and Strategy EUConsult Summer Conference June 2011

5. Why did I get Interested in Social Media? EUConsult Lisbon 2011 [email_address]

6. The Death of Direct Mail International Fundraising Conference, Netherlands 2005 EUConsult Lisbon 2011 [email_address]

7. The Tipping Point in DM Profitability Marginal RoI Volume Break even EUConsult Lisbon 2011 [email_address]

8. The Tipping Point in DM Profitability Marginal RoI Volume Break even 1) Small fall in response rates 2) Makes all this volume uneconomic EUConsult Lisbon 2011 [email_address]

9. Direct Mail Under Attack Direct Mail EUConsult Lisbon 2011 [email_address] Digital Media New generation Falling Marginal RoI

10. The volume of charity direct mail in the UK fell by 26% in 2010 EUConsult Lisbon 2011 [email_address]

11. I realised I was actually describing the death of…. … Direct Marketing EUConsult Lisbon 2011 [email_address]

12. Whoops!! EUConsult Lisbon 2011 [email_address]

13. The Phone Room is a direct marketing agency! EUConsult Lisbon 2011 [email_address]

14. I realised I needed to think hard about the future of The Phone Room EUConsult Lisbon 2011 [email_address]

15. And more recently clients of DDA have been asking me to help them use social media EUConsult Lisbon 2011 [email_address]

16. Some Clients

17. I was a bit scared! I was excited! I was ignorant! EUConsult Lisbon 2011 [email_address]

18. So I set up a new business! EUConsult Lisbon 2011 [email_address]

19. And decided to become a social media guru EUConsult Lisbon 2011 [email_address] Click picture for video

21. Social Media is shiny and new! EUConsult Lisbon 2011 [email_address]

22. Facebook 2004 YouTube 2005 Twitter 2006 LinkedIn 2002 Flickr 2005 EUConsult Lisbon 2011 [email_address]

23. Social media is still in baby clothes and nobody is really an expert yet……… …… everyone is still testing EUConsult Lisbon 2011 [email_address]

24. Why does social media matter? EUConsult Lisbon 2011 [email_address]

25. Social Media is big!! EUConsult Lisbon 2011 [email_address]

26. Really, really, really, really, big!! EUConsult Lisbon 2011 [email_address] Click picture for video

29. Social Media is scary because it is so big…. … and VERY disruptive of management and of brand!! EUConsult Lisbon 2011 [email_address]

30. The defining characteristic of social media is that control is distributed… … so how should it be managed? EUConsult Lisbon 2011 [email_address]

31. How NOT to manage social media! New York City Ballet March 2011 EUConsult Lisbon 2011 [email_address]

32. EUConsult Lisbon 2011 [email_address] Dancer Devin Alberda of the New York City Ballet (Referring to Peter Martin, CEO of the Ballet who had been charged with drunk-driving) "Thank goodness riding the subway while intoxicated isn't a misdemeanor offense”

34. EUConsult Lisbon 2011 [email_address] A good Example!

35. EUConsult Lisbon 2011 [email_address] A good Example! http://www.slideshare.net/USArmySocialMedia/army-social-media-handbook-2011

36. “ The Army encourages members of the Army Family to use social media to connect and tell their stories, but it also advises everyone to do this in a safe and secure manner” “ Members of the Army Family are experiencing a special time in their lives. They have a lot to share with family, friends and others. Social media is an opportunity to instantly reach out and connect regardless of time, space or distance.” EUConsult Lisbon 2011 [email_address] A good Example!

37. Every Non-Profit must have a social media policy Acceptable use of social media must form part of staff contracts EUConsult Lisbon 2011 [email_address]

38. What is Social Media good for in a Non-Profit? EUConsult Lisbon 2011 [email_address]

49. That’s almost everything! So who should be in charge of social media? EUConsult Lisbon 2011 [email_address]

50. EUConsult Lisbon 2011 [email_address] One Possibility!

51. EUConsult Lisbon 2011 [email_address] Even worse!

58. Social Media Strategy But…… Don Peppers, head of Peppers & Rogers thinks that companies should not “ waste money on social media until your organisation can competently handle a customer phone call or email.” EUConsult Lisbon 2011 [email_address]

59. Social Media Strategy Social Media is about people! That’s why it is social!! EUConsult Lisbon 2011 [email_address]

60. Let’s talk about money EUConsult Lisbon 2011 [email_address]

62. McKinsey Quarterly Dec 2010 “ The attainment of higher operating margins…. than competitors correlated with a different set of factors: the ability to make decisions lower in the corporate hierarchy and a willingness to allow the formation of working teams comprising both in-house employees and individuals outside the organization. “ What is the commercial sector doing? EUConsult Lisbon 2011 [email_address]

63. McKinsey Quarterly Dec 2010 “ These findings suggest that Web technologies can underwrite a more agile organization where frontline staff members make local decisions and companies are better at leveraging outside resources to raise productivity and to create more valuable products and services. The result, the survey suggests, is higher profits.” What is the commercial sector doing? EUConsult Lisbon 2011 [email_address]

64. The Bad News It Isn’t really free! The Good News It is much cheaper than other media! Budgeting for social media EUConsult Lisbon 2011 [email_address]

67. Integration of media Online and offline are part of the same world! A study asked users what prompted them to search online for a particular company, product, service or slogan: Television advertisement: 44% Word of Mouth: 41% Magazine/Newspaper Advertisement: 35% Radio: 23% Billboard: 13% www.iprospect.com EUConsult Lisbon 2011 [email_address]

69. Integration of media Your supporters are completely integrated!! EUConsult Lisbon 2011 [email_address]

71. The Tipping Point Malcolm Gladwell Most change is non-linear i.e. sudden EUConsult Lisbon 2011 [email_address]

72. The future is already here……… … .it is just unevenly distributed William Gibson EUConsult Lisbon 2011 [email_address]

73. Contact David Dixon E-mail: [email_address] Mobile: 077990 66304 EUConsult Lisbon 2011 [email_address]