This document discusses the importance and benefits of social media for non-profits. It provides statistics that show donors increasingly prefer to give online and use social media platforms. The document then gives examples of how several cancer centers and non-profits are using social media successfully, including Facebook, YouTube, Twitter and others. It also outlines best practices for non-profits getting started with social media, such as listening first, engaging audiences and developing a long-term strategy.

1. Social Media For Non-Profits

2. Something to keep in mind during this presentation 80% of wealthy donors who are online made a gift online using a credit card 51% prefer to give online We currently have no way for our donors to give directly to the Cancer Center online Source: ConvioThe Wired Wealthy (March 2008)

3. NCI Cancer Centers & Online Giving

4. … in short 84% of NCI Cancer Centers are able to directly take donations online either on their own site, or through their parent site with a selection for the Cancer Center fund 2% more plan on implementing online giving in the near future 11% (which includes our Center) can only take online donations through a general fund on the parent website 3% do not take donations online

5. What is Social Media Social Media is people using tools (like blogs & video) and sites (like Facebook, LinkedIn & Twitter) to share content and have conversations online.

7. It can get complicated

8. Why should we care? In 2005, 8% of all adults online had a profile on a social network site. Today, over 35% do. In the US alone over 110 million people use social media on a regular basis Source: Pew Internet & American Life Report (January 2009) Anderson Analytics report on Social Media (July 2009)

9. In December 2008, 76 Million people visited MySpace.com – a 10% increase from the previous year.* 50% of adults online have a profile on MySpace. 65% cited MySpace as their most valuable network Sources: ComScore Inc. (December 2008) Pew Internet & American Life Report (January 2009) Anderson Analytics report on Social Media (July 2009)* Unless otherwise noted, stats are for the United States

10. In December 2008, 54.5 million people visited Facebook – a 57% increase from the previous year. 22% of adults online have a profile on Facebook. 75% said Facebook was their most valuable network Sources: ComScore Inc. (December 2008) Pew Internet & American Life Report (January 2009) Anderson Analytics report on Social Media (July 2009)

11. In August 2008, 23.7 million people visited YouTube. Every minute, 13 hours of video are uploaded to YouTube. 1 out of 3 videos viewed online is on YouTube. EINSTEIN has a YouTube account and posts all its videos there. Source: ComScore Inc. (August 2008)

12. 64 million people worldwide use the photo sharing site Flickr. More than 3 billion images are posted on Flickr. Each day 2.5 to 3 million new photos are uploaded. Sources: ComScore Inc. (December 2008) Wikipedia

13. In December 2008 4.5 million people visited Twitter - a 753% increase from the previous year. Twitter.com visits from May 2008 - May 2009 increased 1,444% 70% of twitter users joined in ‘08. 5-10 thousand new accounts are created daily. Sources: Compete (December 2008) Hubspot State of the Twittersphere (December 2008)

14. A quick search of online blogs shows that even if we do not participate in social media people are talking about us in their blogs (web logs). This search revealed 74 hits for Albert Einstein Cancer Center

15. The first link in the search revealed at least 2 obvious errors – the first is highlighted at right. It says “Albert Einstein College of Prescription” Source: Partiesstretch blog 7/22/2009

16. The Government is “Suggesting” use of Social Media By May 21, 2009, the Office of Management and Budget is expected to release an Open Government Directive that details how federal agencies will adopt innovative tools such as Twitter and other social media sites to enhance inter-agency collaboration, increase transparency and foster citizen participation in agency decision-making Source: Health and Human Services New Media Website

17. Social Media in Plain English A video

18. Just a few of the many Social Media sites

19. It comes down to the single fact that if you are online, then you are using social media. Universal McCain Comparative Study on Social Media Trends (March 2008)

20. 73%of active online users have read a blog Universal McCain Comparative Study on Social Media Trends (March 2008)

21. 57%have joined a social network Universal McCain Comparative Study on Social Media Trends (March 2008)

22. 55%have uploaded pictures Universal McCain Comparative Study on Social Media Trends (March 2008)

23. 22%have uploaded videos Universal McCain Comparative Study on Social Media Trends (March 2008)

24. Our donors are online … In 2007, total online giving in the US reached over $10 billion – a 52% increase over 2006. 51% of wealthy donors prefer to give online. Source: ConvioThe Wired Wealthy (March 2008)

25. … and they use Social Media. 52% of these “wired wealthy” donors use YouTube. 16% use LinkedIn 14% use MySpace 12% use Flickr 9% use Facebook Source: ConvioThe Wired Wealthy (March 2008)

26. What the “Wired Wealthy” are saying about giving “I would want them to evolve in their approaches – to show me that they are constantly innovating, constantly thinking creatively about what’s next, and not just dealing with what’s here and now. And that in a way is sort of inspiring in itself.” Source: ConvioThe Wired Wealthy (March 2008)

27. Non-Profits on MySpace

28. Non-Profits on MySpace There are 28,929 non-profit groups on MySpace Along with the official American Cancer Society site there are 57 other MySpace sites which have something to do with the ACS

29. Non-profits on FaceBook

30. Cancer Centers on FaceBook There are over 500 Groups that contain the words “Cancer Center” in their name. Many of the well known cancer centers have a group page.

31. Cancer Centers on YouTube (College account)

32. Non-profits on Flickr

33. Non-profits on Twitter

34. Cancer Centers on LinkedIn Of the 24,740 Non-Profit groups There are 580 which are cancer related. 34 of these contain the words “Cancer Center” in their name.

35. Cancer Centers on Twitter The number of NCI designated Cancer Centers on twitter is growing daily. The NCI itself currently has 4 official accounts. Vanderbilt is one example of an employee (Communication Director) who uses their personal account to tweet for them. Albert Einstein AMC Cancer Res Arizona City of Hope Colorado Dana-Farber Fox Chase Hutchinson Mayo Clinic MD Anderson Moffitt MUSC Hollings Roswell Park St. Jude The James OSU UMD Greenbaum UNC Lineberger Vanderbilt-Ingram

36. Notice a trend? 51% of social network users have 2 or more online profiles. Savvy non profits are on more than one Social Media site. Source Pew Internet & American Life Report (January 2009)

37. Twitter Success Story Epic Change used Twitter to raise over $11,000 in just 48 hours to help build a classroom in Tanzania. Over 98% of donors had never before donated to Epic Change Source: Tweetsgiving.org

38. Why it worked Clear, achievable but audacious goal Short deadline gave sense of urgency Easy to understand, easy to give Fun, positive focus Leveraged existing networks Recognized top donors

39. Facebook Success Story The “Dollars for Darfur” group on Facebook has over 5,000 student members and raised almost $150,000 in 2007 to help stop the genocide in Sudan Source: Nonprofit 2.0 (November 2008)

40. Why it worked Harnessed the power of young people Used the right Social Media networks Easy to get involved Incentives to top fundraisers Source: savedarfur.org/dollarsfordarfur

41. Flickr Success Story Oxfam America created a photo competition campaign on Flickr to put pressure on Starbucks to give poor coffee farmers in Ethiopia a chance to earn more profits. It worked. Source: oxfamamerica.org/whatwedo/campaigns/coffee/starbucks/

42. Why it worked Simple, clear message Easy to get involved Leveraged existing supporters Integrated campaign across multiple Social Media sites Frequent updates PR Video Pic: Oxfam America

43. The 5 Rules of Social Media For Non Profits (and everyone else)

44. 5 Rules of Social Media for Non Profits 1. Listen. Social Media is not about you. It’s about people’s relationships with you. Listen before you speak.

45. How to Listen … Use the H.E.A.R. method of listening: H Listen carefully to what is being said EAR E Put yourself in the speakers “shoes” MPATHIZE A Determine what the goals of the speaker are and if there is any underlying meaning NALYZE R Reply with a meaningful, constructive, thought out response ESPOND

46. 5 Rules of Social Media for Non Profits Get involved. Social Media is about conversations and building relationships. It takes effort. Don’t just talk about yourself. Ask questions, engage people and link, Most of all be inspiring.

47. 5 Rules of Social Media for Non Profits Give up control. You can’t control the conversation. If you want people to spread your message, you have to trust them. Listen. Inspire. Engage. Let go.

48. 5 Rules of Social Media for Non Profits Be honest. You can’t spin the truth with Social Media. Be open, honest and authentic in everything you say and do.

49. 5 Rules of Social Media for Non Profits Think long term. Don’t expect immediate, easily measurable results. It takes time to build trust and make connections.

50. Source: Health and Human Services New Media Website: http://newmedia.hhs.gov/socialmedia101.html#f13

51. The Nonprofit Social Network Survey Report

52. Between February 20 and April 15, 2009, 980nonprofit professionals responded to a survey about their organization’s use of online social networks. Source: Non Profit Social Network Survey Report

53. Popularity of Social Networks Source: Non Profit Social Network Survey Report

54. Respondents doing fundraising on Social Networks Source: Non Profit Social Network Survey Report

55. Types of Organizations responding to this survey Source: Non Profit Social Network Survey Report

56. 10 things to do BEFORE setting up Social Media

57. 10 things to do BEFORE setting up Social Media Determine your message What are you trying to say? Do you have more than one message? Develop a short paragraph that encapsulates what you want to say and continually reference it as you work on social media tools. Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

58. 10 things to do BEFORE setting up Social Media Determine who the audience is Who is your audience? Are they tech savvy? Creating a plan to enter the social media arena is irrelevant if none of your audience will follow you there. Consider surveying your donors to determine how they want to hear from you. Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

59. 10 things to do BEFORE setting up Social Media Develop goals What do you want to achieve from social media? Donations? Awareness? Determine your goals and remember to keep them handy as you progress. Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

60. 10 things to do BEFORE setting up Social Media Determine the exact ROI expected This goes hand in hand with #3. Get specific about the return on investment you are expecting. If you want donations, what's the amount? If you are looking for new supporters, how many? Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

61. 10 things to do BEFORE setting up Social Media Research and determine which social media tools work for you There are multiple social media tools out there. It's important to determine which ones work for you. Signing up for everything isn't going to be the best use of your time. Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

62. 10 things to do BEFORE setting up Social Media Create a strategy Developing a strategy for your social media activity is extremely important. You need to determine what content you want to create and where you want to put it. Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

63. 10 things to do BEFORE setting up Social Media Create the analysis method What's your method for analysis? It's important to track what you do on social media tools so you can examine whether you are achieving the ROI that you want. Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

64. 10 things to do BEFORE setting up Social Media Determine the main contributor as well as the sub contributors Who's writing the content for your social media sites? Is it the same person who's posting them? Are there more than one person contributing? Hashing this out ahead of time will make the process flow much smoother. Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

65. 10 things to do BEFORE setting up Social Media Develop content ahead of time Create some of the content you need ahead of time so you aren't scrambling to find something to post/write about everyday. Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

66. 10 things to do BEFORE setting up Social Media Develop response procedure What's your procedure if you recieve a negative comment from someone? Or even a positive one? Determine how you handle questions and comments from your audience. Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

67. Social Media Metrics There are 2 distinct ways to measure the effect of Social Media Qualitative Quantitative “Not everything that can be counted counts, and not everything that counts can be counted.” (Sign hanging in Albert Einstein’s Princeton office)

68. Social Media Metrics Measuring Qualitative success by the relationships to members We are building better relationships with constituents by learning more about them to fine-tune Einstein’s focus and programs. Messages delivered to the community are being shared member-to-member and with the outside world. Blog posts are building momentum in the number of quality comments that give insight into supporters’ opinions. Members are using the community to actively trade knowledge and insights and are meaningfully supporting fellow constituents’ concerns, passions and goals. Source: Bob Cramer: http://www.nonprofitmarketingblog.com/comments/what_are_the_metrics_of_success_for_your_online_community/

69. Social Media Metrics Measuring Qualitative success by the relationships to members Such indicators reveal how well we are communicating with our members, and how well they are communicating back to us – and with each other. Again, all this points back to more engaged and passionate supporters, something essential to meeting fundraising goals. Source: Bob Cramer: http://www.nonprofitmarketingblog.com/comments/what_are_the_metrics_of_success_for_your_online_community/

70. Social Media Metrics Measuring Quantitative success, some possible metrics: Increases in the number of people joining the community. Increases in page views on our website, and in the average duration of site visits. Conversion rates of member to member-donor. Number of days from community registration to first donation. Increases in donation averages, or in members who donate multiple times. Source: Bob Cramer: http://www.nonprofitmarketingblog.com/comments/what_are_the_metrics_of_success_for_your_online_community/

71. Social Media and ROI (Return On Investment) Social media networking is the process of interacting with other individuals through the specific social media tool or community. For example, you could talk to people with similar interests in a forum or communicate with them through a more fragmented platform like Twitter. Whatever method you choose, there are usually four main goals: Increased brand awareness. Improved reputation. Personal Development. Relationships with benefits. http://www.doshdosh.com/social-media-networking-and-roi/

72. Increased Brand Awareness You’re interacting with others on the social media channel in order to build awareness for your personal and business brand. You’re increasing your visibility in the right areas and trying to stick in the minds of others through active interaction on many different levels. From this perspective, networking also works to drive traffic back to your website. http://www.doshdosh.com/social-media-networking-and-roi/

73. Improved reputation You want to improve how others think about your website so you hang out in forums or networking sites, in order to respond to feedback. You want to keep the communication channels open on all social media fronts. You may also want to improve your reputation as an expert by being consistently involved in discussions on topics that are relevant to your business or website. http://www.doshdosh.com/social-media-networking-and-roi/

74. Personal Development Networking with the right people will keep you in the loop on industry happenings and will also improve your knowledge levels. A big part of networking is observation. Seeing how others reflect or participate in conversations is a great way to improve your own experience in the field. http://www.doshdosh.com/social-media-networking-and-roi/

75. Relationships with Benefits One can network with others with the aim of extracting future benefits such as testimonials, links or recommendations. Others are more likely to provide you with a benefit when you’ve taken the effort to interact with them. Networking is a way to build relationships that can be mutually beneficial. http://www.doshdosh.com/social-media-networking-and-roi/

76. Sources Aaron Stiner (November 6, 2008). Nonprofit 2.0 http://aaronstinerdrb.blogspot.com/2008/11/nonprofit-20-how-nonprofits-can-use.html ComScore Inc. http://www.comscore.com Convio, Sea Change Strategies and Edge Research (March 24, 2008). The Wired Wealthy: Using the Internet to Connect with Your Middle and Major Donors. http://my.convio.com/?elqPURLPage=104 Hubspot (December 2008). State of the Twittersphere: Q4 2008. http://cdnqa.hubteam.com/State_of_the_Twittersphere_by_HubSpot_Q4-2008.pdf Pew Internet & American Life Project (January 14, 2009). Adults and Social Networks Report. http://www.pewinternet.org/PPF/r/272/report_display.asp Universal McCann (March 2008). Power To The People - Wave3 Study on Social Media Trends. www.universalmccann.com/Assets/wave_3_20080403093750.pdf YouTube. http://www.youtube.com/nonprofits Nielsen Social Media QuickTake for May 2009 PrimalMedia.com Bob Kramer: http://www.nonprofitmarketingblog.com/comments/what_are_the_metrics_of_success_for_your_online_community/ Lindsey Patten, Notes for Non-Profits, http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html Nonprofit Social Network Survey Report http://nonprofitsocialnetworksurvey.com Some images from Google image search Anderson Analytics report on Social Media (July 2009) http://www.andersonanalytics.com/ The Conversation Prism http://theconversationprism.com/ Partiesstretch Blog 7/22/2009 http://travelsocietyblog.com/partiesstretch/2009/07/22/new-test-may-predict-breast-cancer-metastasis/ Health & Human Services New Media website http://newmedia.hhs.gov/socialmedia101.html NetworkWorld (4/09/2009) http://www.networkworld.com/news/2009/030909-feds-twitter.html?page=1 Portions of this presentation copyright PrimalMedia.com