Governance: What's Social Media Got To Do With It?
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The document outlines Emily Davis's presentation on the role of social media in nonprofit governance and fundraising. The presentation covers: 1) making the case for social media use by nonprofits; 2) 10 tips for using social media, including having a plan, adding value, and recognizing that not everyone engages with social media; and 3) the role of board members and policies in governing a nonprofit's social media use. The goal is to help nonprofits strategically leverage social media to further their missions.
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Governance: What's Social Media Got To Do With It?
- 1. 1 Governance: What’s Social Media Got To Do With It Emily Davis, MNM, CGT Emily Davis Consulting © Emily Davis Consul0ng, 2014 /emilydavisconsulting /AskEmilyD
- 2. 2 Turn On Your Tech Follow the conversation… @AskEmilyD @BoardSource #BLF2014 #governance #nonprofit #socialmedia #leadership /emilydavisconsulting /AskEmilyD
- 3. 3 A Little About Me… § Nonprofit professional § Founder § Board member § AFP Author § MNM § 21/64 Consultant § BoardSource CGT § Donor § Translator § Late adopter /emilydavisconsulting /AskEmilyD
- 4. 4 A Little About You… 30 seconds or less /emilydavisconsulting /AskEmilyD Name & Title 1 Question for Today 1 Social Media Buzz Word
- 5. 5 Today’s Agenda § Make the case for social media § 10 tips for social media § Board member engagement § Role and value of policies /emilydavisconsulting /AskEmilyD
- 6. 6 Board Roles & Responsibilities Set organizational direction Provide oversight Ensure necessary resources /emilydavisconsulting /AskEmilyD
- 7. 7 Understanding Social Networks “Organizations don’t have to create… social networks; they exist all around us in a variety of forms. Networked Nonprofits strengthen and expand these networks by building relationships within them to engage and activate them for their organizations’ efforts.” (Fine and Kanter, 2010) /emilydavisconsulting /AskEmilyD
- 8. 8 What are your fears? /emilydavisconsulting /AskEmilyD
- 9. 9 What Stinks?! /emilydavisconsulting /AskEmilyD
- 10. 10 What Rocks? /emilydavisconsulting /AskEmilyD
- 11. 11 Why Social Media at all? § Position as an expert § Connect & collaborate § New resources & ideas § Outreach & awareness § Develop brand § Low cost /emilydavisconsulting /AskEmilyD
- 12. 12 Social Media Lifecycle /emilydavisconsulting /AskEmilyD * The Networked Nonprofit, 2010
- 13. 13 /emilydavisconsulting /AskEmilyD Crawl CHARACTERISTICS AREAS OF IMPROVEMENT FIRST STEPS § Not using social media consistently § Resistant to change § Struggle with control § Need basic marketing plan (i.e. branding, print materials, online outreach, etc.) § Leadership-‐driven change in culture to adopt online engagement 1. Develop communications strategy (audience, goals & objectives, etc.) 2. Listen & develop online presences 3. Leadership initiated discussion about engagement * The Networked Nonprofit, 2010
- 14. 14 /emilydavisconsulting /AskEmilyD Walk CHARACTERISTICS AREAS OF IMPROVEMENT FIRST STEPS § Using 1 or more social media platforms, but not consistently § Online presence connected to marketing goals § Learn & use best practices § Focus on 1 – 2 social media platforms § Need to link to campaign, program(s), objective(s) § Need to link goals, objectives, and activities § Need to identify audiences § Collect data for measurement 1. Low-‐risk pilot program to demonstrate ROI 2. Build implementation capacity internally 3. Create/revise social media policy 4. Integrate and document measurement data * The Networked Nonprofit, 2010
- 15. 15 /emilydavisconsulting /AskEmilyD Run CHARACTERISTICS AREAS OF IMPROVEMENT FIRST STEPS § Strategic use of multiple social media tools § Part time or full time staff for digital communications § Board using social media in governance § Social media usage integrated throughout org § Has developed relationships & technology integration § Need more sophisticated measurement tools § Find ways to increase involvement from staff across the organization 1. Social media staff trains & coaches other org staff 2. Research more sophisticated measurement data, tools, and processes 3. Evaluate, revise strategies 4. Share success stories with other orgs * The Networked Nonprofit, 2010
- 16. 16 /emilydavisconsulting /AskEmilyD Fly CHARACTERISTICS § Embracing culture of learning § Use social media data to help the leadership guide decisions § Demonstrate clear and compelling results § Networked with other organizations showing similar success § Internalized social media communication best practices including: o Strategy o Implementation o Integration o Evaluation * The Networked Nonprofit, 2010
- 17. * Fundraising & the Next Generation, 2012 17 10 Tips for Using Social Media 1. Social media is A tool /emilydavisconsulting /AskEmilyD not THE tool 2. Social media is a plant 3. Add value 4. Two way street 5. Prospecting, cultivation, stewardship 6. Philanthropy’s next generation 7. It ain’t free 8. Not everyone “Diggs” social media 9. Selling social media 10. Have a plan
- 18. 18 1. Communications Evolution /emilydavisconsulting /AskEmilyD Traditionalists Postal Mail Phone calls Boomers Television Facebook Email Generation X Websites E-newsletters Email Millenials (Gen Y) Social Media Websites Mobile Generation Z ??? Adapt or die! Every generation teaches us new technology
- 19. 19 Check out the channels… /emilydavisconsulting /AskEmilyD
- 20. 20 2. What Seeds Have You Planted? § Up-to-date database § Specific, targeted outreach § Phone calls § In person meetings § Website § E-newsletter § Social media postings § Matching gifts § Challenge grants § Policies /emilydavisconsulting /AskEmilyD
- 21. 21 /emilydavisconsulting /AskEmilyD 3. Add Value
- 22. 22 4. Two Way Street § Be ready to respond § Don’t wait to comment § Offer ideas § Ask questions § Welcome feedback § Celebrate successes § Educate and share impact /emilydavisconsulting /AskEmilyD
- 23. 23 Social Media Policies /emilydavisconsulting /AskEmilyD
- 24. 24 External Policy /emilydavisconsulting /AskEmilyD
- 25. 25 Internal Policy /emilydavisconsulting /AskEmilyD
- 26. 26 Fundraising Process NEW DONORS direct mail, events ANNUAL DONORS Direct appeals, volunteer involvement MAJOR DONORS Personal asks Committee & board involvement PLANNED GIFTS Personal asks, personal involvement, Could be anyone! /emilydavisconsulting /AskEmilyD
- 27. 27 5. Ladder of Engagement /emilydavisconsulting /AskEmilyD Awareness about service or giving Interest in learning about service or giving Desire to buy service from org or donate Action when service purchased or donation is made *© 2010 Beth Kanter
- 28. 28 Social Media Ladder Happy bystanders (Listen) Spreaders (Share) Clients (Money) Evangelists (Ask) Instigators (Create) /emilydavisconsulting /AskEmilyD *© 2010 Beth Kanter
- 29. 29 Relationships Don’t Change § Cultivate, steward, & solicit § Recognize § Multi-channel communications § Meet one-on-one § Develop ambassadors § Stewardship rather than solicitation § Effective database /emilydavisconsulting /AskEmilyD
- 30. 30 Let’s Break for Questions /emilydavisconsulting /AskEmilyD
- 31. 31 6. The Next Generation /emilydavisconsulting /AskEmilyD
- 32. 32 Media Representation /emilydavisconsulting /AskEmilyD
- 33. 33 7. It Ain’t Free “Many nonprofits (particularly the smaller ones) lack the resources to communicate effectively. The Internet offers the opportunity to cost-‐effectively build a community of supporters.” -‐-‐ePhilanthropyFoundation.org /emilydavisconsulting /AskEmilyD
- 34. 34 8. Not Everyone Diggs It /emilydavisconsulting /AskEmilyD
- 35. 35 9. Investing Social Media /emilydavisconsulting /AskEmilyD
- 36. 36 10. Have a Plan Set Purpose(s) Goals & Objectives Tools & Strategies Implementation Evaluation /emilydavisconsulting /AskEmilyD
- 37. 37 Planning Process /emilydavisconsulting /AskEmilyD Discovery Environmental scan Strategy sessions Target audiences Channel identification Topic areas Documentation Best practices Start small & slow Calendar dashboard Measurement strategies Implementation Staff Brand identity Content per channel Collaboration Personal/professional boundaries Adjust as needed
- 38. 38 Please Don’t § Ignore stakeholder input § Make it hard to participate § Stray from being unique § Talk all about yourself § Forget to acknowledge, connect to impact /emilydavisconsulting /AskEmilyD
- 39. 39 Don’t Forget… § Social media is as much art as it is science. § Every org has different experiences. § We are all learning. § Social media is always evolving. § Ten Tips to Using Social Media as a foundation. § Listen and learn! /emilydavisconsulting /AskEmilyD
- 40. 40 Final Question Time! /emilydavisconsulting /AskEmilyD
- 41. 41 Have a Giggle /emilydavisconsulting /AskEmilyD
- 42. 42 /emilydavisconsulting /AskEmilyD Thank you! Emily Davis, MNM Emily Davis Consulting (720) 515-‐0581 emily@emilydavisconsulting.com emilydavisconsulting.com emilydavisconsulting.com/blog