1. Putting the Web to Work
for your Nonprofit
Tara Bourgeois, MMC,
ABC

2. Overview
 Popular Social Media Sites
 Pros/Cons of Social media
 Using Social Media as a Fundraising
Tool
 Free Resources/Tools
 Q&A
 Prize Drawing!

3. Facebook
Most Used Social Network
• Launched 2004
• 550M users (70%+ of all Web
users)
• 1 in every 13 people uses FB
• 50% log in daily
• 200M mobile access to FB
*Digitalbuzz blog: http://www.digitalbuzzblog.com/facebook-statistics-stats-facts-2011/
*http://www.ragan.com/Main/Articles/42610.aspx

4. Facebook
Every 20 minutes….
• 1M links shared
• 1.4M event invites sent
• 2.7 messages sent
• 1.8M status updates
• 10.2M comments made
*Digitalbuzz blog: http://www.digitalbuzzblog.com/facebook-statistics-stats-facts-2011/

5. Facebook
Demographics
• 51.2% male
• 48% 18-34 years old
• 30% 35+ years old
• Avg. user has 130 friends
• Avg. user visits FB 40 times per month
• 70% lives outside of the U.S.
• AZ 20th top state for FB users (CA, TX, NY
top 3)
*Digitalbuzz blog: http://www.digitalbuzzblog.com/facebook-statistics-stats-facts-2011/
*facebook.com; pingdom.com
*http://www.kenburbary.com/2011/03/facebook-demographics-revisited-2011-statistics-2/
*socialbakers.com, Jan. 25, 2011

6. Twitter
Reaching Tweeple through instant messaging;
“microblogging”
• 106M Twitter accounts;
• 300,000 avg. new accounts/day
• 97% have less than 100
followers
• 65M Tweets per day
• Thurs. & Fri. most active days
• 10 – 11 p.m. most active hour
• http://www.onlinemarketing-trends.com/2011/03/twitter-statistics-on-its-5th.html
• http://www.ragan.com/Main/Articles/42610.aspx

7. Twitter
Immediate & Interactive
• Conversational
• Concise (140 characters, http://bit.ly/)
• Connect interests
• Share
• Follow/Be Followed
• Give/Receive
• Event Announcements
• Photos, video
*KissMetrics Marketing blog

8. Twitterese
• Tweet: post
• Retweet: forward another’s Tweet
• Tweeple/Tweeps: Twitter users
• Twibe: Your followers
• Tweetup: Face-to-face gathering of
Tweeps
• Twitterati: Tweeps with TONS of
followers
• Hashtag: #; used to categorize tweets
(i.e. #nonprofits, #FF/#followfriday)

9. Twitter Demographics
• Household income
• Gender: • 30% $100k+
• 55% Female • 28% $60k - $100k
• 45% Male • 25% $30k - $60k
• Age: • Education
• 45% age 18 – 34 • 49% No college
• 24% age 35 – 49 • 38% College
• 14% age 50+ • 13% Grad. School
• Ethnicity • Language
• 69% Caucasian • 61% English
• 16% African American • 11% Portuguese
• 11% Hispanic • 6% Japanese
• 3 % Asian • 3% Spanish
* http://www.onlinemarketing-trends.com/2011/03/twitter-statistics-on-its-5th.html

10. Fast Facts
• Launched Feb. 14, 2005
• 2B videos viewed daily
• 35 hours of video uploaded per minute
• Broad user age: 18-54
• 100M views per day on YouTube
mobile
• http://www.youtube.com/charts
• http://www.youtube.com/videos
http://www.directmarketingrx.com/tag/youtube-demographics-infographic-2011/
http://www.youtube.com/t/press

11. Blogs
 Journaling
 Training
 Updates
 Best Practices
 Testimonials
 Peer Support
 Solicit ideas/info
 Announcements
Technorati: free blog monitoring tool

12. Pros/Cons of Social Media
Pros Cons
• Timely  Overwhelming
• Low Cost  Patience
• Widespread Reach  Passion
• Viral  Persistence
• Free resources  Little control
• Billions of examples
 Human Resources
• Multiple accounts
 Accuracy
• Unlimited potential

13. Social Media as a Fundraising Tool

14. Start with a plan
 WHY? Identify your key objectives
 Attract volunteers (any specific type?)
 Increase # donors (individual, corporate, grants, etc.)
 Raise Funds (how much? For what?)
 Set S.M.A.R.T. Goals
 Specific
 Measurable Recruit and retain at Increase the number
 Attainable least 10 new male of individual donors
volunteers age 18-24 by 20% during fiscal
 Realistic
between June 1, 2011 year 2011.
 Timely and August 31, 2011.
 Identify your target audience
 Identify best channels to reach them
 Develop your message(s)
 Put yourself in their shoes and ask, “What’s in it for
me?” (WIIFM)

15. Use Social Media to…
• Announce Events
• Build Awareness
• Solicit Help
• Contribute
• Launch a Campaign
• Encourage Discussion
• Show Appreciation
• Provide Support
• Engage media
• Promote Sponsors

17. American Red Cross

19. Win-win
TriWest Healthcare Alliance,2011

22. Foursquare
Location-based mobile application
that allows users to check-in to
various locations, earning prizes,
discounts, “mayorships,” etc.
Partner with businesses that can:
• Contribute to your cause each time a
user checks into their store/restaurant.
• Promote upcoming event upon check-
in
-Go to foursquare.com/add_venue to register
-Cross-promote on other social media platforms

23. More Social Media Tools
 Flickr: Photo sharing
 LinkedIn: Professional networking
 Delicious: Tracks Bookmarking
 Digg: Best (user-rated) news, video, pictures,
etc.
 Myspace: Social entertainment site

24. Resources
 Non-profits on Facebook: http://www.facebook.com/nonprofits#!/
nonprofits?sk=info
 Twitter Jumpstart: http://bit.ly/nptwitterguide
 Idealware Nonprofit Social Media Decision Guide : http://
www.idealware.org/reports/nonprofit-social-media-
decision-guide
 Google for Nonprofits: http://www.google.com/nonprofits/
 Social Media 4 Nonprofits (Rosita Cortez Blog)
 Beth’s Blog: How Networked Nonprofits are Using Social Media
to Power Change
 Bitly: http://bit.ly/
 Tech Soup: http://home.techsoup.org/pages/default.aspx
 The Nonprofit Times: http://nptimes.blogspot.com
 Social Media Marketing for Dummies, Jan Zimmerman & Doug
Sahlin

25. Questions
tbourgeois@triwest.com