Ohio Web Leaders: Social Media for Non Profit Groups


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The recent tragedy in Haiti has shown how social media can unite support for causes and non profit groups. Join Iron Girl triathlete Kelli Robinson as she walks through her journey in using social media and the Internet to raise money and awareness for Chapel Hill House, a central Ohio retreat for children battling cancer and their families. Kelli will explain how using Facebook, Twitter, a blog, YouTube and online media relations can help nonprofit groups reach more donors and generate broader awareness for causes.

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  • Kelli, here rather than just reading off the slide, you might want to tell a little about your relationship with Larry and why you are doing this.
  • A Fan Page is great as a collaborative communication tool, a place for anyone interested in or affiliated with Chapel Hill House to communicate. A Causes page is more focused on the fund raising aspect of Chapel Hill House. Donations can be taken online securely and easily. Both pages allow for a viral marketing outlet. Facebook users can set a “Favorite Cause” that all their fans see, and that links to the donation page. In addition, when someone becomes a fan of the Chapel Hill House page, that is posted to their Wall and to their friends “feeds.” This allows for word about Chapel Hill House to spread quickly on Facebook. Reserve your vanity URL! For example, we reserved www.facebook.com/chapelhillhouse. Ask someone here from Webbed Marketing how to do this.
  • Your blog should live in your marketing or communications department, not in IT. Use simple, standard technology to set up the blog and then focus on content. Use the blog to promote other aspects of your social media campaign. Link to your donation page, embed your training videos. Don’t forget to frequently and publicly thank your supporters.
  • Highlight each point in the slide, then recommend that each video is concluded with a screen that has the URL of the main web site listed and that in each video the speaker closes with something like “to follow me along my journey, visit my blog at blog.chapelhillhouse.org
  • Using sites like Twellow, WeFollow or Search.Twitter.com we can identify who we want to follow. Maybe it’s other families battling cancer or members of the media. Twitter also allows our followers to be connected with Chapel Hill House in real time. For example, I may be Tweeting before and after a workout so that supporters continue to feel that connection with Chapel Hill. And, long after my race is over the hope is that these followers will remain connected with Chapel Hill House. This real time relationship with supporters is something that couldn’t exist without social media.
  • Don’t let any one aspect of your social media campaign be an island, and don’t let any be redundant. Make the most of the best mix and leverage the strength of each channel. Some non profit groups may elect to use one or two channels, others may be able to justify 10. In any case, use the the right tool for the right job.
  • Ohio Web Leaders: Social Media for Non Profit Groups

    1. 1. Social Media for Non Profit Groups <ul><li>Kelli Robinson and Bill Balderaz </li></ul>
    2. 2. Social Media & Haiti
    3. 4. Using Social Media Nonprofit and not-for-profit organizations use social media for a number of different purposes:
    4. 5. <ul><li>Communicating with supporters: </li></ul>Using Social Media
    5. 6. <ul><li>Creating new content & spreading </li></ul><ul><li>Awareness: </li></ul>Using Social Media
    6. 7. <ul><li>Monitoring the conversation </li></ul>Using Social Media
    7. 8. Using Social Media Step 1: Initiate the conversation with supporters
    8. 9. Initiate the Conversation The American Red Cross uses Twitter to update volunteers about global disasters in real time
    9. 10. Initiate the Conversation UNICEF uses Facebook to connect with people who are looking for jobs and volunteer opportunities
    10. 11. Initiate the Conversation LinkedIn allows businesses and organizations to add a “badge” showing their support for nonprofits
    11. 12. Connect with Your Supporters Providing new content for your supporters to digest keeps the conversation going
    12. 13. Connect with Your Supporters Blogs are an excellent platform for nonprofits to generate content and promote their agendas to a global audience
    13. 14. Connect with Your Supporters A YouTube channel allows nonprofits to broadcast video from charity events and fundraisers
    14. 15. Connect with Your Supporters Organizations can use Wikis to influence public perception and provide info about their mission
    15. 16. Connect with Your Supporters People can use photo sharing sites like Flickr to upload pictures showing their support
    16. 17. Monitor the Conversation Web tools can help nonprofits keep an ear on the conversation
    17. 18. Monitor the Conversation RSS feeds allow you to collect updates from multiple blogs and send them to a single location
    18. 19. Monitor the Conversation This allows organizations to see what other nonprofits as and the general public are saying about important issues
    19. 20. Monitor the Conversation Jane [email_address] www.nonprofit.c These are some really good points… Then, representatives from nonprofit groups can join the conversation!
    20. 21. Niche Groups There are even groups within social media circles existing to help promote nonprofits to users and other organizations:
    21. 22. Niche Groups
    22. 23. Niche Groups
    23. 24. The Chapel Hill House Sponsorship Campaign
    24. 25. Chapel Hill House <ul><li>A retreat for families battling childhood cancer </li></ul><ul><li>Located in Marion county, the cabin was originally built in 1835 and rebuilt by Larry Joseph in 2001, after he was diagnosed with cancer </li></ul><ul><li>Chapel Hill House has hosted more than 200 families have since 2003. </li></ul><ul><li>… .and it remains one of the best kept secrets in Central Ohio </li></ul>
    25. 26. Using Social Media <ul><li>In order to reach the fund raising goal of $3,600, we decided to reach a broad audience using social media </li></ul><ul><li>Initially building a network of “friends and friends of friends” to build momentum </li></ul><ul><li>Ultimately, the viral nature of social media should help reach a wide network in the central Ohio area and beyond </li></ul>
    26. 27. The Tools <ul><li>A Facebook Fan page to post news, photos, videos and information about Chapel Hill House </li></ul><ul><li>A Facebook Causes page to allow for online donations </li></ul><ul><li>A blog to chronicle the training process </li></ul><ul><li>Video to add a deeper level of personality to the training and race via video </li></ul><ul><li>A Twitter account to connect with individuals in Central Ohio, the media and families impacted by cancer </li></ul>
    27. 28. Using a Facebook
    28. 29. Using a Blog <ul><li>Tools like WordPress, TypePad and the “out of the box” blog software make set up and management easy </li></ul><ul><li>Posts will be made multiple times per week to keep the conversation active </li></ul><ul><li>Readers can subscribe to an RSS feed to be notified when new posts are made </li></ul>
    29. 30. Using Video <ul><li>Video introduces a personality that can be replicated in any other medium. </li></ul><ul><li>Use the video to set a highly personal tone, share stories of who your cause benefits </li></ul><ul><li>Using a YouTube or other video channel allows viewers to subscribe new videos, keeping you in front of your audience </li></ul>
    30. 31. Using Twitter <ul><li>Twitter allows us to follow highly targeted individuals, for example, the media or anyone interested in joining the battle against childhood cancer. </li></ul><ul><li>Allows for frequent real time updates </li></ul><ul><li>Meant to built long term relationships </li></ul>
    31. 32. Bringing it All Together <ul><li>Announce new blog posts and videos on Twitter and Facebook. </li></ul><ul><li>Push your Tweets to Facebook </li></ul><ul><li>Mention your blog in your videos </li></ul><ul><li>Drive people back to the main web site to learn more about Chapel Hill House and support the cause </li></ul>
    32. 33. Take Aways <ul><li>Social Media can help non profits create awareness, connect supporters, monitor the conversation and raise money </li></ul><ul><li>Integrated campaigns begin by selecting the right tools for the job and leveraging channels to get the right content to the right people </li></ul><ul><li>Social media is a powerful tool that allows non profit groups to reach targeted audiences quickly, and facilitate fund raising </li></ul>
    33. 34. For More Information <ul><li>www.chapelhillhouse.org </li></ul><ul><li>@chapelhillhouse </li></ul><ul><li>Facebook.com/chapelhillhouse </li></ul><ul><li>@bbalderaz or www.webbedmarketing.com </li></ul>