This document discusses the use of social media for mobilization, fundraising, and development. It outlines four key roles of social media: grassroots mobilization, organizing civil society and active citizenship, countering propaganda, and analyzing government statements. Social media was instrumental in social movements like the Arab Spring for mobilizing people and spreading information. The document then discusses how non-profits can use social media for branding, fundraising, engagement, and sharing information. Specific tips are provided for social media fundraising. Finally, the document gives a quick case study comparison of internet/mobile usage and costs in the UK and Kenya.
13. Four roles of social media
- Grassroots mobilisation
- Organising the rise of civil society and active
citizenship
- Counter rumour of propaganda
- Analysing statements released by government
14. - Mobile usage is expanding rapidly
- Google Speak to Tweet #egypt
- Facebook to form groups – covert and overt
- Journalists used Twitter to report on the ground
- They uploaded links to stories, photos, videos
or blogs
- Al Jazeera posted links to photos and videos
- Egyptians tweets and posts were picked up by
journalists
- CNN – iReports – emergence of new reporting
20. Why use social media:
Brand awareness
Information
Fundraising / Promotion
Engagement
Sharing
Build a community
Crisis communications
21. Social media is:
- Global
- Free
- Immediate
- Interactive
- Mobilising
- Empowering
22. Defining your objectives
- Building brand awareness
- Nurturing relationships
- Promoting events
- Crisis management
- Information dissemination
- Increase traffic to the website
- Increase donations
- Advertise for volunteers
23. Defining your audiences
- Taxpayers
- Current Donors
- Latent Donors
- Policymakers
- Media
- Opinion makers and opinion formers
- Partners
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29. Social Media Fundraising Tips
• Start with a popular, sexy, fashionable or timely cause (sorry but this still
makes a difference)
• Have and share a genuinely human story in a warm and non-patronising way
• Make the story about the person and their dreams, not the charity’s (at least
not until later…)
• Make it emotional but positive
• Use images or video throughout
• Sprinkle in some celebrity comment via social media
• Share it across your social networks
• Make it easy for donors to give at every opportunity
• Share success as a ‘push’ for more donations
• Be sufficiently fleet of foot to get your communications and messages out to
your audiences quickly
• Don’t expect it to work overnight but be prepared to share and talk about it if it
does
Source: www.fundraising.co.uk
37. Internet / Mobile Stats
UK Kenya
Population 63.7m 44.9m
Internet Access 80% 47%
Mobile Subsciptions 82.7m 31.3m
Mobile Internet 49% 29%
3G Coverage 99.1% XX
Tablets 24% XX
38. Monthly mobile costs as % of salary
Job Monthly Salary
Cleaner 672 1.78%
Taxi Driver 1,333 0.89%
Web Designer 2,500 0.47%
Teacher 2,666 0.44%
Journalist 2916 0.41%
http://www.mirror.co.uk/news/uk-news/uk-average-salary-26500-figures-3002995
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57. Useful links
Socialnomics video
http://bit.ly/sociolnomics2014
Can Social Media help change the world? Video
http://bit.ly/SoMe4DInfo
Save The Children – Syria Video
http://bit.ly/most-shocking
Mama Hope – African Stereotypes video
http://bit.ly/african-stereotypes
Africa for Norway Video
http://bit.ly/africa-for-norway
What is Branding Video
http://bit.ly/what-is-branding
Rusty Radiator Awards
http://www.rustyradiator.com
Wikipedia / Wikileaks
7 July 2005 Bombings – news broke out on Wikipedia
Bill Wasik – 2003
60 people invited through email
Harpers Magazine Editor – now Wired Magazine
Street Performance – Love Rug – lived in a commune.
http://www.bbc.co.uk/news/health-26683817
http://www.bbc.co.uk/news/uk-england-27192089
19 year old girl.
Deleted tweet was an SOS
RT 1,700 times
Reach 200,000
“Illegally being held here in Parliament St Station Delhi, w/15 other women. Terrified. Pls RT.”
Lawyers and Activists.