Margot Brenna created this powerpoint and presentation for Concordia College's first Social Media Summit. She was a breakout speaker for the summit on April 14, 2013. This is a detailed copy of the presentation.
3. Local Non-Profit Facts
ï 3,500 public charities in North
Dakota
ï 45,000 North Dakotans Employed by
Non-Profits
ï One great thing about many of
these non-profits (in the Fargo-
Moorhead Area)
ï Same fundraising plan =
ï Similar communications
4. Business vs. Non-Profits
ï What are businesses trying to sell? ï What are non-profits trying to
ï (Products, services, idea youâre âsellâ?
not good enough, idea the ï (Emotional connection, awareness
product will change your lifeâŠ) of cause, services/sometimes a
product)
ï What do they want?
ï (Your $ - people to buy their ï What do they want?
product/service, repeat ï (New donors, sustaining donors,
customers, your trust, people to volunteers, clients, partner
refer others to purchase item) businesses & agencies)
5. Originally, there were some graphs about communication trends in 2013 for Non-Profits.
Instead of post those slides, you can download the report:
Itâs from Kivi Leroux Millerâs www.nonprofitmarketingguide.comâs annual study entitled
â2013 Non-Profit Communication Trends Reportâ. The full version can be downloaded at:
http://www.nonprofitmarketingguide.com/resources/book/download-the-2013-
nonprofit-communications-trends-report/
6. Strategy: Target Audience
Instead of talk all about strategy, letâs
touch on one portion of it: Target
Audience. It answers the question, âWho
are non-profits trying to reach?â
ï Where are these groups online?
ï Would it be beneficial to use those
platforms?
ï Non-Profits have to be realistic and
make sure they have the Time & $ to put
into it
ï And knowledge (e.g. staff, volunteers,
etcâŠ)
7. How Non-Profit Communication Translates
Online
Blog
Social Others Website Email
Website Blog Email Others
Media
Social
Media
9. Online Content
ï Clear message across all platforms â voice
ï Calls to action (e.g. âdonate nowâ âsign up
to volunteerâ)
ï Social integration/cross-promotional
ï Knowledge and understanding of each
platform
ï Personal user before Brand Content Manager
ï Understanding the difference & approach
ï Take into consideration viewpoints of target
audience
10. Example Audience: Donor Perspective
ï What they want to know:
ï They can see who itâs helping and can learn
about the mission
ï Thereâs access to financial information- to
build credibility
ï Itâs easy to donate online- and have options
ï Show fundraising opportunities
11. Example Audience: Client Perspective
ï What they want to know:
ï How to get a hold of the
organization (contact information)
ï Hours of operation or available for
services
ï Any limitations for services
provided?
ï Transportation to organization
12. Example Audience: Volunteerâs
Perspective
ï What they want to know:
ï What do volunteers do?
ï What do they need to know?
ï When are they needed?
ï Where is the location/event location?
ï Why are volunteers important to the
organization?
ï Why do volunteers like giving back?
ï How volunteers should sign up
18. Charity Water Staff Who Probably Have
Input for Online Communication
ï Creative Director ï Tech Project ï Email Marketing
ï Director of Digital Manager Manager
Engagement ï Designer ï Supporter
ï Executive Producer ï Web Designer Experience
Administrator
ï Director of ï Videographer
Technology ï Content Strategist
ï Special Events ï Online Reporting
Project Manager Officer
19. How can a small non-profit keep up?
ï Stick to the strategy (or create one and then stick
to it)
ï Non-profits should only do what they can do well
ï Make meaningful content with a purpose
ï Gather groups of knowledgeable and capable
volunteers/interns/staff/etc⊠(Social Media Dream
Team)
ï Give specific tasks/jobs
ï Expectations
20. How to help non-profits you support with
your social media talents
ï Choose an organization you connect with and get to know it inside
and out
ï Set a strategy & guidelines- and ways to implement it
ï Create content
ï Set goals and measure them
ï Look for free/low-cost resources
(http://belugasocial.com/services/materials/)
Many non-profits know they should have a website, blog, social media sites, etc⊠so theyâll jump in too quickly and get on everything. They might have a volunteer who made their website but they donât have access (or itâs limited access) themselves, someone else might have made a Facebook page but itâs not kept up and administrative rights arenât given to staff. Online communications â especially for non-profits, have to have a rhyme and reason for everything. Instead of having singular pillars of different forms of communication, they have to work together. The website should be the âhubâ of all information. All target audiences should be able to find information relevant to what they want to know. Social media is like an octopus tentacle (reaching out to give information where more info can be found on the website). Social media is a way to tap into different audiences to initially spread awareness and then increase engagement.
Many non-profits will come to us saying they have some social media sites set up, but they donât know what to post. There are so many different ways to view content, but it goes back to the voice of the organization. Knowing what the organization is, the message, and how the message is shared. Can the organization use humor like âThe Shelter Pet Projectâ? Or do they want to make you so emotionally attached you canât help but 1. give your money or 2. feel like a terrible person changing the channel. Itâs the same online â these organizations know who they are and what their voice is. Content online should share the voice of the organization.
Call to action: âGet to know Ty by vising *link*â
9th Annual HERO Bash is approaching. These are examples of different types of content for different social media/online communication channels.
The FM Humane Society does a great job with keeping animals available for adoption album updated. Target audience = people who want to adopt a new friend.
Lend-A-Hand just had a high-five Facebook contest. It gets the community involved and spreads awareness about their mission.
charity:water does a great job with online communications. Theyâre what we aspire to be able to do in the future. They have awesome content for different campaigns throughout the year and have a sign in to fundraise for the organization right on their websiteâŠ
Looking at the staff page, these are some of the job descriptions of people who are probably somewhat involved with online communications at charity:water. Working at a small non-profit it can sometimes feel like youâll never be able to catch up.
Hereâs some ways to get on track to have meaningful and engaging online content for a non-profit.
