This document provides an overview of using Web 2.0 strategies and tools for non-profits. It defines Web 2.0 as consumer generated media and user engagement/collaboration. The document then lists specific social media platforms and tools non-profits can use to get the word out, raise money, keep in touch with supporters, find volunteers, and measure success. Case studies are presented on how organizations like Unicef have successfully utilized these Web 2.0 strategies.

1. Online and Traditional Media Done Right
Web 2.0 for Non-
Profits
September, 2008

2. Web 2.0 and Non-Profits
• What is Web 2.0 – brief overview
• Define the purpose of a Web 2.0 strategy
• Tools
• Measure success
• Resources

3. Web 2.0 – What is it?
• CGM – Consumer Generated Media
• Web 2.0 – Collaboration/Engagement from customer to Brand, Brand to
customer and customer to customer.
• Whatever it’s called – the consumer is in charge of content – not the
publisher or enterprise
• Formats – blogs, RSS feeds, wikis, Social Networks, widgets etc

4. More definition –
Social Networks
• LinkedIn
• Facebook
• Twitter
• Friendfeed
• YouTube
• Blip.tv

5. Participation by Age Group

6. Web 2.0 Objectives
• Not for the purpose of raising LARGE $
amounts
• Reaching new potential donors
• Reaching new/younger demo in their own
venues
• PR of a new flavor – spreading the word
• peer-to-peer fundraising - Viral

7. Tools
• Creating a website and/or blog
• Getting the word out
• Raising money
• Keeping in touch/Networking via email
• Meeting face to face
• Finding volunteers
• Measuring Success

8. Getting the Word Out -Facebook
• Facebook:
– Causes = application
– Need to create profile in FB to see

11. Getting the Word Out - LinkedIn
• http://www.linkedin.com/createGroup?displ
ayCreate=
– Create Group – Type= Non profit
– Discussions now available on each group

13. Getting the Word Out - Twitter
• Twitter
– http://twitter.com/home
– Use search to find causes – search for Red
Cross = 77 profiles

14. Getting the Word Out - Twitter

16. Getting the Word Out – Care2
• Care2
– http://www.care2.com/

18. Raising Money
• First Giving
– http://www.firstgiving.com/
– How it works - You can make your own fundraising page on Firstgiving to raise
money for any nonprofit organization. Email your page to friends, family and
colleagues, who donate by credit or debit card in an easy, secure online
transaction. We send all the donations to your nonprofit, minus our small
transaction fee.
• Chipin
– http://www.chipin.com/
– ChipIn’s mission is to make it easy to collect money. We enable users to
organize group payments and fundraisers (”ChipIns”) in a quick, easy, and
secure way. We also make it simple for organizers to publicize their ChipIns, by
providing powerful fundraising widgets that can be embedded in social media.
– ChipIn allows anyone to collect money for a personal cause, group purchase,
or fundraiser using their own custom ChipIn page.
– ChipIn enables bloggers to create an interactive widget that allows them to
raise money directly through blogs and other social media.
– ChipIn empowers non-profit organizations to engage a distributed network of
supporters in “blograising” campaigns for major fundraising efforts.

20. Keeping in Touch
• Google apps
– http://www.google.com/a/help/intl/en/org/index.html
• Yahoo Groups
– http://groups.yahoo.com/?ch=web&pub=fp-
us&t=fp&sec=link&slk=defaultrough
– http://groups.yahoo.com/group/Lincoln_Community/
• Vertical Response
– http://www.verticalresponse.com/

22. Face to Face
• http://www.meetup.com/
– Meetup is the world's largest network of
local groups.
– Meetup makes it easy for anyone to
organize a local group
– or find one of the thousands already
meeting up face-to-face.

24. Finding Volunteers
• http://www.volunteermatch.org/
– Bringing People Together - VolunteerMatch is
a leader in the nonprofit world dedicated to
helping everyone find a great place to
volunteer.

26. Measurements of Success
• Influence
– Did you change the perception/conversation of the market?
– Did you contribute to the conversation?
– Are your customers responding and communicating?
• Traffic
– Is your blog, YouTube, Flickr, Twitter audience growing?
– How many subscribers did you add to your RSS feed ?
– Did your Facebook, MySpace, LinkedIn network grow?
• Engagement
– Are prospects adding comments to your blog?
– Is your content getting shared?
– How many comments did you leave, did you get involved in the
community?

27. Analytics
• http://www.google.com/analytics/
• There are many free tools on the market
that will help measure your progress.
Web/Blog analytics, RSS analytics,
Technorati rankings, Google alerts,
widgets, Twitter analytics and more.

28. Case Study- Unicef
• Started with several 2-3 minute videos on the Unicef
Website – not much traction
• Expanded to Youtube,GoogleVideo, YahooVideo,
AOLVideo, Blinkx, Truveo, careful attention paid to titles
and tags to mazimize search
• Started a Myspace page – included wallpapers, banners,
badges, widgets, videos and podcasts
• All celebrity supporters were asked to link their Myspace
pages to the Unicef page
• Within 4 months # of friends increased by 40% (reach), #
of comments increase by 20% (engagement)
• Too early to track to increase in donations but Unicef is
calling this a PR bonanza

29. Get Started
• Know your audience,
• ‘Play’ with the tools yourself first,
• Check out groups in various applications and see
what they are doing. Learn by emulating
• Participate in your community
• Define the outcome and then pick the right tool
for the job
• Start with measurement in mind.

30. Resources
• ReadWriteWeb – non-profits week
• Change.org, a social network for social activism
• Facebook – Application = causes
• Myspace – Impact
• http://www.nonprofittechblog.org/
• Network for Good
http://www.networkforgood.org/npo/
• Wild Apricot
– http://www.wildapricot.com/
• Beth’s Blog
– http://beth.typepad.com/

31. Thank You
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