Adding Social Media to Your Marketing Plan for Nonprofit Webinars February 2013

1. ADDING SOCIAL MEDIA TO YOUR
MARKETING PLANS
Emily Davis, MNM
EDA Consulting LLC
February 6, 2013

2. • Recruitment, cultivatio
n, STEWARDSHIP
• Build relationships
• Tell your story
• Bring people into your
organization
• Transparency
• Get feedback
• Cost effective & green
• Quick & easy!
2/6/13 EDA Consulting LLC

3. WHAT DO YOU NEED FOR GREAT SOCIAL MEDIA
WORK?
• A plan linking efforts • Culture that
to programs & embraces social
mission media
• Selected, targeted • Willingness to
social media listen, learn, & adapt
platforms • Measurement & eval
• Skills & commitment strategies
to using social media • Ability to take small
• Organizational steps to build from
investment
2/6/13 EDA Consulting LLC

4. CONS TO USING SOCIAL MEDIA
• Loss of control
• Time investment
(training, maintenance )
• New communication
structure
• Ideas and opinions that are
shared may change over
time
• Getting staff/board
investment in new
2/6/13 technology
EDA Consulting LLC

5. TEN TIPS FOR USING SOCIAL MEDIA
2/6/13 EDA Consulting LLC

6. 1. SOCIAL MEDIA IS A TOOL, NOT THE TOOL
Traditionalists
Boomers
Postal Mail
Generation X
Phone calls Television
Millenials (Gen Y)
Facebook Websites
Email E-newsletters Social Media
Email Websites
Mobile
2/6/13 EDA Consulting LLC

7. 2. SOCIAL MEDIA IS A PLANT
2/6/13 EDA Consulting LLC

8. 3. ADDING VALUE
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9. 4. TWO – WAY STREET
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10. 5. PROSPECTING, CULTIVATION
& STEWARDSHIP NEW DONORS
direct mail, events
ANNUAL DONORS
Direct appeals, volunteer
involvement
MAJOR DONORS
Personal relationships
Committee and board
involvement
PLANNED GIFTS
Personal relationships &
involvement
Could be anyone!
2/6/13 EDA Consulting LLC

11. 6. THE NEXT GENERATION
2/6/13 EDA Consulting LLC

12. 7. IT AIN’T FREE
“Many nonprofits
(particularly the smaller
ones) lack the
resources to
communicate
effectively. The Internet
offers the opportunity to
cost-effectively build a
community of
supporters.”
-ePhilanthropyFoundation.org
2/6/13 EDA Consulting LLC

13. 8. NOT EVERYONE “DIGGS” SOCIAL MEDIA
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14. 9. SELLING SOCIAL MEDIA
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15. 10. HAVE A PLAN
Set Purpose(s)
Goals & Objectives
Tools & Strategies
Implementation
Evaluation
2/6/13 EDA Consulting LLC

16. QUESTIONS
2/6/13 EDA Consulting LLC

17. Purpose
Goals & Objectives
Tools & Implementation
Engagement
Insurance
Measurement
ELEMENTS OF A SOCIAL
MEDIA PLAN
2/6/13 EDA Consulting LLC

18. WHY PLAN?
• Map for activities
• Explain why you are
using social media
• Measurement
• Clear
guidelines, expectation
s
• Other?
2/6/13 EDA Consulting LLC

19. IDENTIFY
PURPOSE(S)
 Learn more about social media
 Reach a different demographic
 Connect more with a current
demographic
 Access other research or
resources
 Promote
brand/event/idea/product
 Communicate
 Share your story
 Other?
2/6/13 EDA Consulting LLC

20. GOAL AND
OBJECTIVES
 Increase website traffic
 Sell more product
 Share ideas
 Learn about resources in
your field
 Promote an event or idea
 Develop your brand
 Test ideas
 Other?
2/6/13 EDA Consulting LLC

21. TOOLS AND IMPLEMENTATION
• Blog • Facebook
– How often will you blog? – Profile/Group/Page
– What will you blog – Who will manage?
about? – Facebook Ads?
– Who will blog? – Will you link to Twitter?
• Twitter Ping?
– How often will you • LinkedIn
tweet? – Group and subgroups?
– What will you tweet – Who will you invite to join?
about? – Who will be admins?
– How will you track? – How often will you post?
– Who will you follow?
– Who will tweet?
2/6/13 EDA Consulting LLC

22. IMPLEMENTATION
 Who will manage your social
media?
 Who will contribute to your
social media?
 Board members
 Staff members
 Volunteers
 Stakeholders
 Way to tell your
organization’s story
 Ask questions
 Solicit dialogue
2/6/13 EDA Consulting LLC

23. SOME INSURANCE
 Keep it simple, but include:
 Purpose of the social media
tool or online sharing
 Who can use the online
tools
 What is your org’s
purpose in using these tools
 Examples of information
that should be shared
 User guidelines
 Consequences for
violation(s)
 Reconfirm commitment to
mission
2/6/13 EDA Consulting LLC

24. EVALUATION EXAMPLES
Record website hits
Track with Bit.ly or tinyurl
Use hashtags to track posts
Are you listed? (Twibes)
Facebook Ads
Feedburner/ Feedblitz
Record/note how many
people:
Become a fan/ Join a
group
Send links
Recruit other friends
Promote on their
profile, blog, website
Cost: Care2 ROI calculator
2/6/13 EDA Consulting LLC

25.  There is NO judgment about where your
organization falls on the spectrum. Social media
is a process!
 Social media is as much art as it is science.
 Social media is always evolving – emerging
technology is always changing as is our learning.
 Ten Tips to Using Social Media are a foundation
for any social media.
2/6/13 EDA Consulting LLC

26. PLEASE DON’T
• Be inauthentic
• ONLY ask for money
• Speak at your followers
• Ignore stakeholder input
• Make it hard to participate
• Stray or ignore your plan
2/6/13 EDA Consulting LLC

27. UNDERSTANDING SOCIAL NETWORKS
“Organizations don’t have to create…
social networks; they exist all around
us in a variety of forms. Networked
Nonprofits strengthen and expand
these networks by building
relationships within them to engage
and activate them for their
organizations’ efforts. Networked
Nonprofits also know how to
identify, reach, and cultivate the
influencers in their social
networks, which is the key to growing
very big quickly and inexpensively.”
2/6/13 (Fine and Kanter,Consulting LLC
EDA 2010)

28. SOCIAL MEDIA EXAMPLES
• Christopher & Dana • Lance Armstrong
Reeve Foundation Foundation
• Sierra Club • Others?
2/6/13 EDA Consulting LLC

29. QUESTIONS
2/6/13 EDA Consulting LLC

30. PRINT RESOURCES
• Fundraising and the Next
Generation
• The Networked Nonprofit
• Measuring the Networked
Nonprofit
• Mobilizing Youth 2.0
• The Complete Facebook
Guide for Small Nonprofits
• Twitter Jump Start: The
Complete Guide for Small
Nonprofits
2/6/13 EDA Consulting LLC

31. ONLINE RESOURCES
• Socialbrite.com
• IdealWare
• Mashable.com
• Nonprofit Technology Network (NTEN)
• Alltop Nonprofit
• Beth Kanter: http://beth.typepad.com/
• Social Media Plan Outline:
www.ideaencore.com
• www.delicious.com/coloradononprofithelp
desk
• A. Fine Blog
• frogloop
2/6/13 EDA Consulting LLC

32. QUESTIONS & THANK YOU!
Emily Davis, MNM
EDA Consulting LLC
(720) 515-0581
emily@emilydavisconsulting.com
emilydavisconsulting.com
emilydavisconsulting.com/blog
www.Facebook.com/edanpocons
ulting
Twitter: @edaconsulting
2/6/13 EDA Consulting LLC