This workshop will discussed how to strategically evaluate areas within a nonprofit in which integrating digital tools can increase an organization’s effectiveness, while also saving time, money, and stress. The workshop concludes by zeroing in on steps a small to medium size organization can take to optimize their Facebook Page, and help to answer the ever-elusive question of how to effectively use Social Media without it becoming a full-time job.

1. Building Effective OrganizationsMission Critical: Evaluating & Optimizing Digital Tools

2. Rob Fish
Non Profit Advisor for the VT Digital Economy Project
Advised 150 non profit organizations
Hosted 60 workshops
Leveraged over $50,000 in-kind support from tech community
Former Director of Food for Maine’s Future and Veggies for All Garden Project
Digital Literacy efforts with an organization in Ghana
Masters Degree in Public Administration from the University of Vermont
Non Profit Advisor and Community Organizer, VT Digital Economy Project

3. Step 1: Know Your Organization and Your Audience
Step 2: Demystify Digital Tools
Step 3: Evaluate Current Use of Tools
Step 4: Identify tools that can increase efficiency, saving time and money
Step 5: Identify tools that can increase the effectiveness of the organization
Step 6: Evaluate available resources and find opportunities to leverage new resources
Discuss Social Media –Facebook
Questions
How can digital tools make your organization more efficient? effective? And happier?

4. What are you comfortable with in terms of technology? What is your capacity?
Step 1: Know Your Organization and Your Audience
WHY?
Mission
GeographyAgeInterests
ALL MATTER
WHY?
Don’t try to do everything! Especially all at once!
What are your goals? Who is your audience?

5. What tools are you currently using?
Email?
Newsletters?
Social Media?
Managing Databases?
Online Backup?
Photo editing?
Step 2: Demystify Digital Tools
Video?
Mapping?
Visualizing Data?
Fundraising?
Do you understand the tool? What is your comfort level with each?

6. How to think about technology
Technology cannot solve everything
Digital tools should complement not replace your existing efforts
It’s ok to mess up. In fact that’s how you learn.
If you don’t understand something, search for it on the web. You’re not the only one and an explanation is keystrokes away.
Be prepared to dedicate resources to technology planning, training and upkeep.

7. Hardware
Software
Website
Social Media
Step 3: Evaluate Current Use of Tools

8. Website essentials
Be able to manage it yourself
Contact Information
Mission
Hours of Operation
Donation Button
Simple and intuitive navigation
Images –Show! Don’t tell when possible.
Social Media Integration
Responsive –works on smartphones and desktop web browsers
For most organizations, a website is their public face and, often, the first point of contact between the organization and a potential donor, constituent, or volunteer.

9. Map out workflows
Someone signs up on a paper mailing list
Someone has to type their contact info into a database
Someone has to add them to the email mailing list
Step 4: Identify tools that can increase efficiency, saving time and money
Is there a digital tool that
Automates a process –reducing steps in the workflow, saving time?
Is free and can replace something you are currently paying for?
Integrates this workflow with another workflow saving time?

10. Step 4: Identify tools that can increase efficiency, saving time and money
Salvation Farms

11. How does the organization currently
Tells its story
Raise more money
Offer educational resources
Advocate for a cause or constituents more effectively
Step 5: Identify tools that can increase the effectiveness of the organization
Is there a digital tool that
Provides a power new way to highlight the goals of the organization
Allows the organization to raise money
Enables wider or quicker distribution of educational materials
Makes it easier for a constituent to take action

12. Step 5: Identify tools that can increase the effectiveness of the organization
Waterbury Public Library
Black River Academy
Garden 485 Elm Street
Echo Center

13. Question: How Does Your Organization USE ONLINE TOOLS?

14. Step 6: Evaluate available resources and find opportunities to leverage new resources

15. Questions So far?

16. Social Media
“Sitting at home and just following us on news or Facebook leads to our humiliation, if you have honor and dignity as a man, come.Go down to the street, send SMS’s, post it on the net, make people aware.You know your own social circle, your building, your family, your friends, tell them to come with us.”–AsmaaMahfouz
BUT, Social Media is JUST a toolSuccess comes from integrating social media into an advocacy strategy. Use it as another means to tell your story
Adults Using Social MediaFebruary 2005, just 8% of internet users—or 5% of all adultsSeptember 2013, 73% of online adults use social networking sites.
(Source: Pew Research, 2013)

17. Who is using Social Media

18. Who Really Sees My Posts?
18
Only 6-12% of your fans see a post
http://techcrunch.com/2014/04/03/the-filtered-feed-problem/
KEY IS TO CREATEENGAGING CONTENT

19. Components of a Social Media Strategy
IDENTITY: Define who you are, what you stand for, and what you do
best.
VALUES and MISSION: Communicate your values in a way that is
meaningful and relevant to your audience.
AUDIENCE: Identify your audience(s).
SOCIAL MEDIA OBJECTIVES: What do they gain from engaging with
you? What do you have to gain from engaging with them?
CONTENT and PLATFORMS: Choose the content and the platform
best suited to reach your audience(s) and achieve your goal(s).
Planning is
the key to
success
Don’t try to do
everything

20. Social Media Content
Remember it is not all about you. How does your audience benefit from engaging with you on Social Media?
Entertained
Educated/Informed/Alerted
Are a part of something bigger & to make human connections
Able to express feelings or beliefs. Have a voice.
Offline how do you make friends? Stories!
Social media isn’t a bulletin board
Share examples (photos) of those benefiting the services your organization provides.
How have you helped someone over a challenge? Why is it important to the community?
Humor! Heart-felt stories! Become a trusted source!

21. FACEBOOK CONTENT
21
Funny and Thematic

22. Crowdsourcing information
Facebook Events
Share info from other sources

23. Use Photos and Videos
Interact with and Respond to Comments
Like and then Tag (@__) other orgs, farms or businesses)

24. Facilitate sharing of content
“Like or “Follow” from website
Schedule posts
Unique Facebook Address
Make use of Facebook Insights –Know Your Audience
Build your audience
24
Using Apps, integrate MailChimp, Instagram, Twitter, Maps, etcinto your Tabs.

25. Questions?
Rob Fish, Non Profit AdvisorVermont Digital Economy Project802-488-5143rob@vtrural.org