GiftWorks Webinar - How Nonprofits Can Use Pinterest to Raise Money, Create Awareness and Do Good

Julia Campbell
President/CEO of J Campbell Social Marketing
http://www.jcsocialmarketing.com
GiftWorks
May 23, 2013
#pinning4good @pinning4good @giftworks

Takeaways From Today
 Top 3 reasons why your nonprofit needs to be
on Pinterest now
 How to link Pinterest with existing social
media accounts and your website
 Best practices and concrete examples from
nonprofits who are succeeding with Pinterest
 A list of 102 Things to Pin on Pinterest

What is it?
 “Pinterest is a tool for collecting and organizing things you
love.”
 People use it to make wish lists, plan trips, organize events,
start collections, interior decorating, plan projects

Top 3 Reasons Why Your Nonprofit Needs
to be Interested in Pinterest
1) Pinterest is growing leaps and bounds.
 Pinterest has almost caught up with Twitter in terms of
adult U.S. Internet users (15% compared to Twitter’s
16%).
 Pinterest has more than 25 million monthly unique
visitors.
 Nothing to sneeze at when you want more eyeballs on
your cause and more donors to add to your database!
 All statistics taken from the Pew
Internet & American Life Project
(PewInternet.org)

2) Pinterest is where women are, and women give
more to charity.
 As a general trend, women make up more of the
population on most social net working sites – but they
make up 82% of active users on Pinterest.
 And, according to numerous studies, women at
virtually every income level are more likely to give
to charity (in some cases, nearly twice as much).
 And, when women give, they are more likely to give
more and to be more loyal donors (think, donor
retention).

3) Pinterest has a totally
different culture than the
other social networking
sites.
 Pinterest is aspirational, not
of-the-moment.
 It is also transactional, not
relational like Facebook,
Twitter.

What we pin reflects what we
desire, what moves us, who
we want to be.
Pinterest works more like a
Vision Board, rather than
an off-the-cuff, in-the-
moment statement of what
we are eating or where we
are hanging out.

Of all the social networks out there, Pinterest posts
(called pins) last much longer!
 Pinterest pins have a shelf life of over one week!
 Life of a tweet is 5-25 minutes; 80 minutes for a
Facebook post.
 People pin photos on Pinterest to share with friends, to
collect and to save for later.
 You can’t (easily) save Facebook posts or tweets.
In this way, Pinterest is unlike every other social
network.
Bonus Reason!

Getting Started
 Pinterest Business Pages vs. Personal Profiles
 New Pinterest TOS asks you to have a Business Page, if
you are using it for work or promoting any type of
commercial activity (including online fundraising).
 You can convert your existing Personal Profile to a
Business Page. Must convert entire Profile; can’t do
individual boards unfortunately.
 You can create a new one at
business.pinterest.com

Getting Started
 3 main benefits of Business Pages
 Account verification – that check box in the bio!
 Access to special “Pin It” button and other widgets
 First access to new upcoming features – like insights!

Getting Started
 Add Pin It bookmarklet to your browser (Google
Chrome, Mozilla) for easy pinning.
 Add “Pin It” buttons to each page of
your website and to each blog post
(they should all have images, right?)
 http://about.pinterest.com/goodies/
 Add a “Pin It” button to every single product if you
have an online store or catalog (it’s amazing how few
nonprofits do this).

Get Found On Pinterest
 Strategically fill out the About
Us section.
 Use keywords, think of how people
would search for you and your
cause.
 Verify your website.
 Link to Facebook, Twitter – Go to
Settings, Social Networks.
 NOTE: You cannot connect your
Pinterest account to a Facebook
Business Page. YET.

Get Followers On Pinterest
 Pin interesting, visually compelling
stuff!
 Follow others.
 Repin, Comment, Like – engage.
 Share select pins on Twitter and Facebook.
 Remember that you can only share pins on a Personal
Facebook profile.
 Go to: www.woobox.com/pinterest to set up a
Pinterest tab and put it on your Facebook Page!
 Let your fans/followers know you are there – they
already love you and what you do.

What Should I Pin?
 80% of people on Pinterest are just re-pinning!
 To get results for your nonprofit, you must focus on
original content that links back to your website.
 To get ROI from Pinterest,
you must pin images that:
 Link back to your website or blog
 Link to your email opt-in page
 Link to your product page
 Link to your YouTube channel (videos are effective pins!)

What Should I Pin?
 A list of 102 Things to Pin
on Pinterest is at:
 http://jcsocialmarketing.
com/2012/08/102-things-
to-pin-on-pinterest/

What Should I Pin?
Don’t just pin your own
stuff!
 Social media is social!
 Pinterest is a very
interactive community.
 Share and repin.
 Have fun!
 Be human, show
personality.

What Should I Pin?
Good combination of
original content and
repinning or pinning
content from others’
websites and blogs.
There is no secret,
perfect formula – it
depends on your
capacity, your
knowledge, your
interest and your
time.

Ideas for Great Nonprofit Pins
1) Videos from YouTube or Vimeo
 Volunteers
 Testimonials & Success Stories
 Fun videos
 Behind-the-scenes videos of program
staff
 Training videos, orientation
 How-To Videos
 Keep them short (15-20 seconds)
 Everyone can be a videographer with
a smartphone!
 http://pinterest.com/listenin/the-
best-of-non-profit-video-
storytelling/

How to pin a video from YouTube and
Vimeo
How to post a
video to
Pinterest from
YouTube

How to pin a video from YouTube and
Vimeo
How to post a
video to
Pinterest from
YouTube
How to post a
video to
Pinterest
from Vimeo

2) Images with text overlay
 Use your images and inlay text over
them.
 Make sure they link directly to your
blog posts or website!!
 Use PicMonkey
(www.pickmonkey.c0m) to easily edit
photos.
 Use Quozio (www.quozio.com) to
make quotes or text to go with a blog
post.
 Great nonprofit examples:
http://pinterest.com/nolandhoshino
/infosnaps-causes-and-nonprofits/

3) Infographics
 Taking valuable information and making it visual!
 A great way to provide value to and build yourself as
an expert who shares great resources
 Use Infogr.am (www.infogr.am)
 Re-pin others’ infographics – can search “animal
infographic”, “environment infographic”, “women
infographic” based on your cause

 Great resources for nonprofit infographics:
 Beth Kanter:
http://pinterest.com/kanter/nonprofit-
infographics/
 Heather Mansfield/NonprofitOrgs:
http://pinterest.com/nonprofitorgs/nonprofit-ads-
posters-infographics/
 Noland Hoshino:
http://pinterest.com/nolandhoshino/infosnaps-
causes-and-nonprofits/

4) Create An Online Fundraising Catalog.
 Add “$7.99” etc. in the caption of your pin.
 Pinterest has a gift section on their home page and in
order to be selected to you need to add a price.
 Pins with prices get 36% MORE likes!

Ideas for Great Pins
5) Organization Wish List
 Pin items that your nonprofit needs, with instructions
on how to donate them in the caption. (Examples:
sheets, baby formula, toys, toilet paper)
 Moving? You need packing equipment, new computer
equipment, etc.
 Pin volunteer opportunities with short descriptions,
linking back to your website to sign up
 Benefit – Pinterest is visual and will link to the actual
items on Amazon, Staples, etc. for easy purchase!

Successful Nonprofit Pins…
 Are visually compelling.
 Are of interest to the
nonprofit’s online
community.
 Have clever captions.
 Use hashtags (sparingly).
#givingtuesday
#pinning4good
 Use keywords and links
(they get hyperlinked).

Successful Nonprofit Accounts…
 Research what people are already pinning and go from
there – find the community.
 Clearly identify goals:
 Drive donations to the website.
 Increase brand affinity.
 Grow online community.
 Plan boards strategically.
 Launch boards internally (with staff, volunteers, Board
members) then externally.
 Draw on your exiting online cheerleaders to spread the
word!

Pinterest Tools
GROUP BOARDS SECRET BOARDS
 Great for collaboration
 Showcasing your donors
 Clients, people you serve
 Promotion – running a
contest, acknowledging best
customers, online
ambassadors
 Event committees
 Fundraising committees
 Another way to help establish
authority
 Use as an inter-office
collaboration tool
 Social media content
development board
 Event planning board
(private)
 Cultivate ideas that you do
not want people to see just
yet
 Ideas for future presentations
 Ideas for blog posts

Pinterest Resources
 Analytics and Scheduling – check out:
 Pinster – www.pinster.me
 Reachli (formerly Pinerly) – www.reachli.com
 Pingraphy – www.pingraphy.com
 Find out who’s pinning your stuff!
 www.pinterest.com/YOURURLHERE.com
 www.pinterest.com/source/jcsocialmarketing.com

Pinterest Resources
 John Haydon: 12 Ways to Use Pinterest for Your
Nonprofit
 Matt Petronzio on Mashable: 10 Strategies for Non-
Profits on Pinterest and 10 Non-Profits Leveraging
Pinterest for Social Good
 Huffington Post: Pinterest For Nonprofits: 7
Organizations To Watch
 Nonprofit Tech 2.0: Nine Pinterest Best Practices for
Nonprofits
 Nell Edgington: Why I Love Pinterest and Nonprofits
Should Too

In Conclusion…
 For nonprofits especially, storytelling through pictures
is KEY to communicating your mission!

In Conclusion…
 Pinterest is not like other social networks – people go
there in the mindset to spend money.

Questions? Feedback?
 Tweet questions or post them on my Facebook Wall:
 @JuliaCSocial #pinning4good
 http://www.facebook.com/jcsocialmarketing
 Thank you!

GiftWorks Webinar - How Nonprofits Can Use Pinterest to Raise Money, Create Awareness and Do Good

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GiftWorks Webinar - How Nonprofits Can Use Pinterest to Raise Money, Create Awareness and Do Good