This document discusses social networking strategies for nonprofits. It covers setting a social media strategy including listening to audiences, curating content about causes, and using multiple channels. It also discusses tools for managing social media profiles, fundraising, and crowdsourcing. Examples of nonprofit challenges and social media usage trends are provided. The document concludes with discussing developing engagement experiences, finding influencers, using hashtags and tags, and providing social media success stories.
5. Social network usage
FourSquare
• 9 of 10 NP’s have presence
4 •Avg community size grew 161%
Flickr • 2400in 2010 to 6300 in 2010
•1 in 3 NP’s have presence •NonProfit types:
•Growth down slightly in •International (97%)
2010, biggest growth was 38%
19 •Environmental and Animal
in 2009 Welfare (91%)
•Avg follower base grew to 1822 57 89 •Arts & Culture (89%)
•Education (88%)
Facebook
Twitter
47 33
LinkedIn
• Presence remained stable YouTube
•Community size grew 504%
to 1196 members •Avg community size grew 165% to
1196 members (up from 450 in 2010)
•Most prevalent NP types:
Source:
•Professional Associations
Nonprofitsocialnetworkingsurvey.com
•Education
6. You are not alone…
Source:
Nonprofitsocialnetworkingsurvey.com
10. Remember where social networking fits
• Organization Goals
– Build brand awareness
– Identify new fundraising opportunities
– Put a human face on your brand
– Deepen supporter relationships
• Organize a Strategy
– Why, who, what, when, where, how
• Schedule programs and tactics
– Identify programs and supporting content
– Plan to get the message out
11. Developing a strategy
• Be listening
• Be a good cause curator
• Build engagement experiences
• Find influencers
• Other components
• Landing page strategies
• Hash tags and tags
• Flow your campaigns
12. Be listening
• Listening means find who is talking about things
that matter to you
– Find your audience – where you need to be
• Start pulling RSS feeds on information you find valuable
– Search.twitter.com,
– Use descriptive keywords from a supporter/cause point of view
• Identify what is being talked about and how
• Selectively add “friends/followers” to social network profiles
13. Be a good cause curator
Difference between being
a short order cook and an executive chef
14. Build engagement experiences
• New donors
– Focus on educating on the cause
• Why this is important NOW
• Build confidence in your organization
• How their participation will help
• Existing donors
– Share a vision as being part of your community
• Build exclusivity of being part of something
• Find ways to deepen their involvement
16. Other components
• Blog
– Human voice
– Can be a team blog, adds more points of view
– If not your own, find a blogger locally or that shares your
cause
• Integration points with marketing and web site
– Web site media page for sharing blogs and social media
profiles
– Targeted landing pages
• Donation thank you pages
• Campaign pages
• Event pages
17. Landing Page Strategies
• Customize each landing page
• Good SEO will have unique page titles and
descriptions
• Add a Thank You Video
– http://youtu.be/FdcATR7AxMU
• Add social sharing widgets – Facebook Page
and Twitter streams, Like buttons
• Ask for mobile phone numbers
• Tells a visitor what action you want them to take
19. Use tags and #hashtags
• Use on Twitter, Photo, Video Tags
• Does not require registration but check
for usage
– Search.twitter.com
– Hashtag.org
• Create unique topics and use for
tracking conversations
– Events, Programs, Contests
– Around a cause/issue
– Geography
– General terms ex. Poverty, youth
– Create a body of knowledge #UnitedWay
– Archive when necessary
20. Flow your campaigns
Major Event
Outcome
Messaging Content Promotion Measurement
goals
Internal-
External/Use
Pitch Web site Driven Visits/traffic
r Generated
Promotion
Social Social Fans/Followe
Offer Blog posts Event listings Traditional Bloggers
networks networks rs
Outcome Donations/O
Video Facebook Mailing Facebook
desired utcomes
Landing page YouTube Email Flickr
Flyer/Invites LinkedIn Web Site YouTube
Pictures Flickr
Contest/Tick
ets
21. Remember…
Engagement requires effort
• Consistent blogging (20 posts or more)
• Pay attention to social network cultures
– What works on one network doesn’t work well to the
next
• Tweak social network posts as needed
– Facebook vs. Twitter vs. LinkedIn
– Don’t auto-post everywhere all the time
• Comment on other blogs/Facebook Pages
• Recognize others in your posts
22. Now ask yourself
• Where else can I share/distribute this content?
• Am I making it easy to share this content?
– Do you have social media share buttons everywhere?
• How can I incent my supporters to share this
content?
• Have I asked them to share this content?
• Is this content/info noticeable on our web site?
• Is it clear what we are asking people to do?
24. Listening tools
http://search.twitter.com
• Search for
keywords
• Search by
#hashtag
• Monitor
trends/sentim
ent
• Create feeds
in a Reader
or in an tool
like Hootsuite
• Consider
automated
tools
27. Attract Supporters
Live tweeting an event: Participate in a TweetChat:
Tweetchat schedule:
http://bit.ly/9NlzoE
• Great for finding like-minded people to
follow
• NPTalk: 2-3pm CT Wed
• www.nptalk.co
• Fundchat: Wed 12 pm EST
29. Tips for Crowdsourcing
• Include a short personal message about a
survey/poll/event within the tweet.
• Include an incentive such as “win a gift
card” etc.
• Use popular hashtags related to your
survey/poll/event.
• Try to send the tweet at peak Twitter
times for maximum exposure.
• Don’t be afraid to Tweet more than once.
• Use a link shortening service such at bit.ly
to shorten your survey/ poll link and track
the clicks.
• Ask for a Retweet from your followers.
• Send a final reminder tweet such as, “poll
ends today, results to follow”.
http://socialmediatoday.com/jasonmillerca/285521/how-use-twitter-
crowdsourcing-and-simple-market-research
31. Video Platforms: Needed or not?
You Tube Vimeo BrightCove
Free Basic free package limited Not free – starts at
– 1 upload a week $99/mo - $499
$9.99/mo/$60/yar
Part of Google 500 MB/week 40 G/50 videos
Analytics Analytics Analytics
Commercials Basic player customization YouTube Sync
Accessibility challenges Some development tools Basic player
customization
Somewhat branded Faster viewing uploads
39. Day of Caring:
United Way of Nashua NH
Goals:
Build visibility for the volunteers
Grow Facebook Fan Base
Engagement through comments
and photo sharing
40. The Humane Society
• 700,000 Facebook fans and 55,000 Twitter
followers
• Keys to success:
– Keep people on Facebook when possible
– Replicate ask programs from web site on FB page
– Using compelling photographs, video and other forms
of mediums on Facebook pages
– Share short, digestible stories
– Invite stories from fans
– Engage before asking for anything
– Cross pollinate programs for best results
41. The power of a tweet:
Pittsburgh Tote Bag Project
• Started from a single tweet:
– “Why don’t we provide tote bags to food pantries?”
• Pittsburgh Foundation saw it, contacted the
person to find out how to send tote bags
• Made contacts at the Greater Pittsburgh
Community Food Bank
• Program has collected hundreds of tote bags
• http://tote4pgh.blogspot.com/2011/04/why-tote-bags-for-food-pantries.html
43. Takeaways
• Don’t be afraid to make a mistake!
• Social fundraising has yet to mature
• Stay educated, learn from others
• Stay committed!
• Remember it’s about relationships, not donors
45. Q&A
Thank you for your time
Contact Me: Juliann Grant
julianng@telesian.com
Blog: http://blog.telesian.com
Twitter: www.twitter.com/julianng
LinkedIn: http://www.linkedin.com/in/julianngrant
Facebook: www.facebook.com/julianngrant