Social Media for Non-Profits Workshop


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Workshop at Mesh Conference
Social Media for Non-Profits
Great Opportunity? Colossal Waste of Time?
The answer is YES

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  • Social Media for Non-Profits Workshop

    1. 1. Social Media for Non-Profits Great opportunity? Colossal waste of time? The answer is YES Mesh conference workshop April 2009
    2. 2. Context <ul><li>Workshop format </li></ul><ul><ul><li>feel free to jump anytime with ask questions/comment </li></ul></ul><ul><ul><li>Sharing my current thinking and looking to learn from you </li></ul></ul><ul><li>Who is this for </li></ul><ul><ul><li>People working for/ volunteering in small non-profits </li></ul></ul><ul><ul><li>Trying to figure out how to [eat this social media elephant] </li></ul></ul><ul><li>Will publish this on Wild Apricot blog on Wed Apr 8 so that you can easily access links </li></ul>
    3. 3. About me <ul><li>Chief Apricot @ Wild Apricot </li></ul><ul><li>Wild Apricot software </li></ul><ul><ul><li>Web-based software for small non-profits (15,000 and counting) </li></ul></ul><ul><ul><ul><li>Website hosting / CMS </li></ul></ul></ul><ul><ul><ul><li>Membership management </li></ul></ul></ul><ul><ul><ul><li>Events calendar/registrations </li></ul></ul></ul><ul><ul><ul><li>Donations </li></ul></ul></ul><ul><ul><li>For associations, charities, clubs… </li></ul></ul><ul><ul><li>( really small: most are all-volunteer-based or 1 staff person) </li></ul></ul><ul><li>Wild Apricot non-profit technology blog </li></ul><ul><ul><li>(#1 in Google Search as of April 6th) </li></ul></ul><ul><ul><li>Writer: Rebecca Leaman </li></ul></ul>
    4. 4. Wild Apricot Blog - top 10 posts of all time ~250 posts in total in the last 2 years. Variety of topics - polling tools, fundraising widgets, online collaboration etc. etc.
    5. 5. Social media for non-profits <ul><ul><li>Tons of free advice available online – blog posts, presentations, videos </li></ul></ul><ul><ul><ul><li>(Blog post is in the works on Wild Apricot blog with a list of best presentations we found) </li></ul></ul></ul><ul><ul><li>Millions of people are on social media websites </li></ul></ul><ul><ul><li>Great success stories abound </li></ul></ul><ul><ul><li>Excellent examples to learn from </li></ul></ul><ul><ul><li>Tools are free </li></ul></ul>
    6. 6. Charity:Water Twestival
    7. 7. But… <ul><li>It’s easy to start </li></ul><ul><li>It is exciting and fun to tweet, friend people on Facebook and post picture on Flickr </li></ul><ul><li>It’s easy to spend lots of time on social media websites and have a warm fuzzy feeling inside </li></ul><ul><ul><li>and get no results to show for it </li></ul></ul>
    8. 8. Charity: Water second look <ul><li>202 cities, total raised ~$250,000 </li></ul><ul><ul><li>a bit over $1000/city raised </li></ul></ul><ul><ul><li>Worked because of many talented and passionate volunteers contributed hundreds of hours of their time </li></ul></ul><ul><li>What if there are 25 charities next month trying to use a similar strategy? </li></ul><ul><ul><li>I doubt each will raise $250,000 </li></ul></ul><ul><ul><li>Or that they will be able to find people to rally their communities to the same degree </li></ul></ul>
    9. 9. 2007: The Long, Long Tail of Facebook Causes <ul><li>July 2007 research by James O’Malley and Justin Perkingsat </li></ul>
    10. 10. Is it different now? <ul><li>Maybe </li></ul><ul><li>The pattern probably still holds </li></ul><ul><li>More people on social media websites </li></ul><ul><li>BUT many more non-profits are competing for attention and donations </li></ul>
    11. 11. Start with right expectations <ul><li>Setting up your profile on Facebook and starting to post messages on Twitter will NOT magically produce results </li></ul><ul><li>If your website is ugly and outdated, it is unlikely that your social networking profile will be much different </li></ul><ul><li>If you do not regularly update your website or blog, how will your ensure regular and consistent social media messaging? </li></ul><ul><li>If you do not have a habit of listening to your community, it will not be easy to acquire </li></ul>
    12. 12. How much time does it take? <ul><ul><li>Beth Kanter: How Much Time Does It Take To Do Social Media? </li></ul></ul><ul><ul><li>5 hours/week to start listening </li></ul></ul><ul><ul><li>10 hours/week to participate </li></ul></ul><ul><ul><li>10-15 hours/week to generate buzz </li></ul></ul><ul><ul><li>20+ hours/week to build community </li></ul></ul><ul><ul><li>(At least ) 3-6 months before you start seeing tangible results </li></ul></ul>
    13. 13. Are you prepared to invest time and effort ? <ul><li>What will you have to stop doing to find time for social media initiatives? </li></ul><ul><li>Do you have the drive to keep you going? </li></ul><ul><li>Do you have the discipline? </li></ul><ul><li>Do you have the right people? </li></ul>
    14. 14. Walk before you run <ul><li>Do you have a blog? </li></ul><ul><li>Do you regularly and consistently update it (at least twice a week)? </li></ul><ul><li>Do you track readers/subscribers? (Google Feedburner </li></ul><ul><li>Do you read/answer to blog comments? </li></ul><ul><li>(incidentally, for many small non-profits, the answer is No to most questions above) </li></ul><ul><li>No sense to start new online initiative in social media if your current activities are inefficient </li></ul>
    15. 15. Social media is not a strategy <ul><li>But a great tactic/ tool </li></ul><ul><li>Can be lots of fun </li></ul><ul><li>Will not help your non-profit if </li></ul><ul><ul><li>You have no clear goals </li></ul></ul><ul><ul><li>Your messaging is weak and me-centric </li></ul></ul><ul><ul><li>You do not have good organizers to lead the effort </li></ul></ul><ul><ul><li>You are not persistent </li></ul></ul>
    16. 16. What are your goals? <ul><li>What do you want to happen by when? </li></ul><ul><ul><li>Attract donors </li></ul></ul><ul><ul><li>Attract volunteers - identify super-activists </li></ul></ul><ul><ul><li>Generate visits to your website from Social media </li></ul></ul><ul><ul><li>Gain insights into what your audience needs, wants, or thinks about your cause </li></ul></ul><ul><li>Good starting points: </li></ul><ul><ul><li>Dosh Dosh blog: Social Media Marketing Campaigns: How to Set Goals and Define Your Target Market   </li></ul></ul><ul><ul><li>We are media: Module 6: Social Media ROI </li></ul></ul><ul><li>Superficial and vague answers are not enough. Use ‘ 5 Whys ’ approach to dig deeper </li></ul>
    17. 17. Unicef example
    18. 18. Quantify! <ul><li>It is easy to stay at the level of generalities </li></ul><ul><li>Harder to come up with hard targets </li></ul><ul><li>Very hard to measure your actual results </li></ul><ul><li>What you need is to draw a line of sight from your activities to intermediate results (Twitter followers and Facebook friends) to end goals like donations raised </li></ul>
    19. 19. Non-profit Web 2.0 Facebook group <ul><li>Almost 2000 members </li></ul><ul><li>Success? </li></ul>
    20. 20. Not really <ul><li>Not much content or engagement </li></ul><ul><li>6 videos </li></ul><ul><li>18 photos </li></ul><ul><li>143 wall posts </li></ul><ul><ul><li>Sometimes a week or two goes before any new content </li></ul></ul><ul><ul><li>High ratio of marketing/spam </li></ul></ul><ul><ul><li>Everybody is shouting, nobody seems to be listening </li></ul></ul>
    21. 21. ROI calculator <ul><li>Frogloop online ROI calculator for Social network campaigns by Justin Perkins </li></ul>
    22. 22. What’s your message? <ul><li>Recycling old marketing campaigns in social media does not work </li></ul><ul><li>Rethink and change your perspective: </li></ul><ul><li>Chris Houchens , Shotgun concepts: Marketing a non-profit organization  : </li></ul><ul><ul><li>From static organization-centric press-releases </li></ul></ul><ul><ul><li>Us </li></ul></ul><ul><ul><li>Here's what we are doing </li></ul></ul><ul><ul><li>Send us money </li></ul></ul><ul><li>To audience-centric story-telling, creative and fun </li></ul><ul><ul><li>Here are results, </li></ul></ul><ul><ul><li>Here's how it affects you, </li></ul></ul><ul><ul><li>Send us money, </li></ul></ul><ul><ul><li>Here are the results from your money etc. </li></ul></ul>
    23. 23. You do not need to participate in every social media platform
    24. 24. Start small <ul><li>Pick 1 or 2 </li></ul><ul><li>Do your own research </li></ul><ul><ul><li>Best (free) Sources To Get Social Media Audience Usage Research </li></ul></ul><ul><li>As a shortcut – if you are just starting right now, go with Facebook and Twitter </li></ul>
    25. 25. Start by listening (1) <ul><li>Search for your keywords on Twitter, subscribe to search results RSS feed, follow people </li></ul>
    26. 26. Start by listening (2) <ul><li>Find and follow people/organizations </li></ul><ul><ul><li>http: //wefollow .com/tag/nonprofit </li></ul></ul>
    27. 27. Start by listening (3) <ul><li>Conduct a Facebook research </li></ul><ul><ul><li>what other nonprofits in your area of interest have a presence ? </li></ul></ul><ul><ul><li>what kind of support they're receiving there --fans, message wall </li></ul></ul><ul><ul><li>What is being discussed? </li></ul></ul>
    28. 28. Learn from others on Facebook
    29. 29. Faceboook – Groups vs. Pages <ul><li>Source: Jason Falls Facebook Group and Brand Page Best Practices </li></ul><ul><li>Gets even more complicated  - also Facebook Causes </li></ul>
    30. 30. Learn from others on Twitter
    31. 31. NWF on Twitter
    32. 32. Establish daily routine <ul><li>(If you really want to have anything else done) </li></ul><ul><li>Allocating specific time slots is better than constant distraction </li></ul><ul><li>Starting points: </li></ul><ul><ul><li>Chris Brogan: Define a Social Media System for Yourself </li></ul></ul><ul><ul><li>John jantsch : My Social Media System </li></ul></ul>
    33. 33. Weekly and monthly reviews <ul><li>What have we learned? </li></ul><ul><li>What has worked well? </li></ul><ul><li>What did not seem to have effect (so far)? </li></ul><ul><li>What should we change? </li></ul><ul><li>Are we moving toward our targets? </li></ul><ul><li>What should we change in our activities and/or our targets? </li></ul>
    34. 34. Resources <ul><li>Wild Apricot Blog </li></ul><ul><li>Beth Kanter blog   </li></ul><ul><li>FrogLoop Care2 non-profit online marketing blog </li></ul><ul><li>NTEN blog </li></ul><ul><li>TechSoup blog </li></ul><ul><li>NetSquared blog </li></ul><ul><li>We Are Media - The Social Media Starter Kit for Nonprofits </li></ul>