2. Overview – Non-Profits
One of biggest groups benefiting from social
media
Free publicity/marketing for cash-strapped
charities
Helps them connect with passionate
communities around their cause
Grows donor base and increases $$$
4. How Non-Profits Are Using SM
Most non-profits using social media participate
on two or more sites
Most common sites:
Facebook Fan Pages
YouTube Channels
Twitter Feeds
5. How Non-Profits are Using SM
Micro-Funding
Instead of soliciting a few big donors, social
media creates opportunities for many small
donors
Increase Audience Interaction
Making content shareable (e.g. NPR podcasts)
New ways of interaction (e.g. Tweet questions for
radio shows)
6. How Non-Profits Are Using SM
Volunteer Recruitment
Ability to localize opportunities
Message to pre-qualified leads (e.g. FB
Fans, Twitter followers)
Education
Captive audience of fans who pass message
along
On-going opportunities (vs. one-time brochure or
mailer)
7. Facebook Causes
Facebook app that is “democratizing activism”
by giving users tools to leverage their network
on Facebook to effect positive change
Allows users to create their own cause and/or
easily recruit friends to support and raise
money for any non-profit with 501(c)(3) status
Co-founded by Sean Parker (yes, *that* Sean
Parker!)
8. Facebook Causes
Search by type
of cause based
on your personal
interests
Create your own
cause and
automate
donations (501
c3s only)
10. YouTube for Non-Profits
Special designation for non-profits that gives
them free enhanced YouTube channels
11. YouTube for Non-Profits
The option to drive fundraising through a
Google Checkout "Donate" button
Listing on the non-profit channels and the non-
profit videos pages
Ability to add a call-to-action overlay on videos
to drive campaigns
Recruit YouTube user volunteers to create
videos for their cause
12. Invisible Children – KONY 2012
Documentary video about a notorious Ugandan warlord
that went viral virtually overnight
Nearly 86 million views on YouTube since March 5
Propelled by celebrity involvement & social media
shares – retweets, FB posts, media interviews, etc.
13. It Gets Better Project
It Gets Better Project supports young LGBT people &
encourages them to stay strong during their teenage years
Created in response to high rates of teenage suicide in the
LGBT community
Google Chrome adopted the cause in its advertising
campaign which shows how messages go viral through social
media
16. 2011 Japan Earthquake & Tsunami
Support
Red Cross
Promoting way to donate on Twitter
Text “REDCROSS” to 90999 to donate $10
Also has a Facebook Causes page
Save the Children
Zynga offering ways to donate while playing
Farmville & Cityville on Facebook
DoSomething.org
Created a Facebook page for people to upload
photos of paper cranes in support of victims
17. Breast Cancer Awareness Case
Study
Susan G. Komen
Foundation challenged
women to list where they
like to keep their purse as
their status update
"I like it on the floor“ or "I
like it on the kitchen
counter“
Goal was to create buzz
and awareness for breast
cancer
Huge uptick in traffic to
breast cancer related
sites