This document discusses social media and governance for nonprofits. It begins with an agenda for the discussion, including making the case for social media, tips for using social media, engaging board members, and the role of policies. It then covers various stages in a social media lifecycle from just starting to use social media to fully integrating it. Ten tips for using social media effectively are provided. The document aims to demonstrate how nonprofits can strengthen their networks and engage supporters through social media.

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Governance:
What’s
Social
Media
Got
To
Do
With
It
Emily
Davis,
MNM,
CGT
Emily
Davis
Consulting
©
Emily
Davis
Consul0ng,
2014

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/emilydavisconsulting /AskEmilyD
Turn
On
Your
Tech
Follow
the
conversation…
@AskEmilyD
@BoardSource
#BLF2014
#governance
#nonprofit
#socialmedia
#leadership

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A
Little
About
Me…
§ Nonprofit
professional
§ Founder
§ Board
member
§ AFP
Author
§ MNM
§ 21/64
Consultant
§ BoardSource
CGT
§ Donor
§ Translator
§ Late
adopter

4. 4
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A
Little
About
You…
30 seconds or less
Name
&
Title
1
Question
for
Today
1
Social
Media
Buzz
Word

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Today’s
Agenda
§ Make
the
case
for
social
media
§ 10
tips
for
social
media
§ Board
member
engagement
§ Role
and
value
of
policies

6. 6
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Board
Roles
&
Responsibilities
Set
organizational
direction
Provide
oversight
Ensure
necessary
resources

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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)

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What
are
your
fears?

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What
Stinks?!

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What
Rocks?

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Why
Social
Media
at
all?
§ Position
as
an
expert
§ Connect
&
collaborate
§ New
resources
&
ideas
§ Outreach
&
awareness
§ Develop
brand
§ Low
cost

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Social
Media
Lifecycle
*
The
Networked
Nonprofit,
2010

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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

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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

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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

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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

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10
Tips
for
Using
Social
Media
*
Fundraising
&
the
Next
Generation,
2012
1.
Social
media
is
A
tool
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

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1.
Communications
Evolution
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

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Check
out
the
channels…

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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

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3.
Add
Value

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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

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Social
Media
Policies

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External
Policy

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Internal
Policy

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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!

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5.
Ladder
of
Engagement
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

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/emilydavisconsulting /AskEmilyD
Social
Media
Ladder
Happy
bystanders
(Listen)
Spreaders
(Share)
Clients
(Money)
Evangelists
(Ask)
Instigators
(Create)
*© 2010 Beth Kanter

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Relationships
Don’t
Change
§ Cultivate, steward, &
solicit
§ Recognize
§ Multi-channel
communications
§ Meet one-on-one
§ Develop ambassadors
§ Stewardship rather
than solicitation
§ Effective database

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Let’s
Break
for
Questions

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6.
The
Next
Generation

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Media
Representation

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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

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8.
Not
Everyone
Diggs
It

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9.
Investing
Social
Media

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10.
Have
a
Plan
Set
Purpose(s)
Goals
&
Objectives
Tools
&
Strategies
Implementation
Evaluation

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Planning
Process
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

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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

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/emilydavisconsulting /AskEmilyD
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!

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Final
Question
Time!

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Have
a
Giggle

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Thank
you!
Emily
Davis,
MNM
Emily
Davis
Consulting
(720)
515-­‐0581
emily@emilydavisconsulting.com
emilydavisconsulting.com
emilydavisconsulting.com/blog