seamless social pro-bono social media workshop for food banks

Fundraise & recruit volunteers

Jean-Marie Bonthous

A pro-bono workshop delivered at the “All Agencies Conference” of the Southern California Food Banks

@All rights reserved • Seamless Social 2011 • http://www.seamlesssocial.com

One-way vs. networked

2/3 internet populationMore traffic than email

Free…

Giving + volunteering are going social

GiftAdvise

RecommendJoin

Review

ResearchCompare

Test

What people want Trust

ConversationsEmpower me

Listen Engage

Acknowledge meReal-time

Timely, relevant, captivating Transparent, informal, candid

AccountableNice to peopleDifferent & fun

How big?- 50% under 30, 96% of millennials on social network

- Facebook: 250-650 mil. last 12 months, 3rd country, 1 billion updates/day

- Blogs: 200 mil.

- Twitter: 75-175 mil., 100 mil. tweets/day

- LinkedIn 50-100 mil, $100K+, 3 billion searches/year

- #1 growth: 55-60 females

Powerful?- 75% decisions influenced

- Customer comments double conversions

-1 negative comment: needs 10 positives

-Reviews by consumers: 12 x more credible

- People believe: 90% from known, 70% unknown

Network effect and “weak links”

Position Objectives

Fundamentals

Strategy

Facebook, Twitter, YouTube = tactics

Positioning

- Who are we?

- What are we trying to accomplish?

- What’s unique and compelling about us?

- Who is our competition?

Etc…

Objectives & strategy

- Objectives ?- Prospects?- Message?- Content?- Media & tools?- Unique?- Process?- Organize?- Metrics?

No silver bullet, but opportunities- First year donor retention: 29% (loyalty)

- Fundraising email response: 1.3% (touch)

- 67% of donors plan to eliminate or reduce support for non profits that over-solicit (stewardship)

- 26% non-profit websites rated effective (design/content)

- Recurring donors: 10% of all US donors (monthly giving)

Bringotherson board:you need criticalmass

Fundraise online?

Fundraise online? No silver bullet

- Fastest growing channel + 14% globally- Email= key driver: lists + 22%- 1K email list= 110 Facebook, 19 TwitterBut.. - 77% raise under $1K- Only 10% people online make > than 1 donation

Soft conversions

”No Kid Hungry Pledge”: Take pledge, share status updates.

Donate a tweet a day

Develop collaborations

Recruit volunteers

Lifecycle

Use social media for:

Grow awarenessBuild relationships

EnrollGrow loyalty

Create advocates

Communicate – Connect - Coordinate - Celebrate

Tools…

Create Optimize Publish BrandShare Syndicate Re-purpose In-person

?

?

Listen, Understand, Target, Engage

Build community

EducateMentor

ListenFeedback activities,

results

Create, enforce

guidelinesPromote

transparency

Build community of donors +

volunteers talking to each other

Set goals,

measure

- Perso page & organization page- Connect: 1-2-3 degrees- Profile: URLs, video- Updates- Feed blog, Twitter, Slideshare…- Join/create groups- LinkedIn recruiter- Apps: polls, etc.. - Premium options

Advanced people search- Industry- Groups- Postal code- Connectivity- Language- Function- Company size- Title

- Easy- Follow anyone/people follow you- Keep in touch, real-time- Track news, find resources- Expand network, engage people, leaders- Mine, search, target- Push videos, events, presentations, news, site- Personalized page + profile- Feed to Facebook, LinkedIn, web site- SEO advantage

with volunteers

Create a # for project, ask volunteers to follow- Share volunteer opportunities- Share project updates- Upload project photos- Share project video from YouTube

Organize followers as lists- Recognize key volunteers/advocates- Scan/track activity + share

TwitterIdentify thought leaders/ influencers

TwitterSchedule & Automate, analyze, track

Manage - Connect with Facebook, MySpace, LinkedIn, blog…- Customize: columns, groups, searches, automatic updates- Manage conversations with @replies and direct messages- Follow topics in real time: saved searches- Manage multiple accounts- Add, create, manage, Twitter lists

- Timeless, valuable content- Get message out, updates- Searchable- Don’t sell- Multimedia, optimized content/SEO- Share: Twitter, Facebook, LinkedIn- Analytics (Postrank, Google analytics..)

- Menu, links to sections- Search feature- Links to Facebook, Twitter, bookmarking- Description of organization- “Connect with us” (RSS, email, Facebook, Twitter)- Popular posts- Browse by tag post, category- Comments/approved- Optimized for SEO

Acknowledgement + volunteers

Build community around projects- Share stories: people, community, agency, - Recognize people- Interview partners- Invite people to tell stories- Share statistics: need & impact- Post project photos- Photo or video contest/get votes- Crowdsource project improvements- Comments

- 2 billion views/day, 50K hours daily uploads

- #2 search engine: drive traffic to site or #800

- Share information, thought leadership, educate,

- Grow awareness, promote event, recruit, fundraise, trainings, seminars, employee com., presentations, project videos, newscasts, testimonials

YouTube

- Subscribe, view, comment, contribute value- Engage the community, join groups- Put a face, 2 way conversations - Build a network- Don’t promote blatantly- Post a bulletin to your channel: text or link.- Add friends to your list, send messages

Connect & contribute

YouTubeTechVideo or slideshow, voice or music, high res.- Good audio- Webcam live

Annotations - Speech bubble, note, overlay - Link to channel/video/contact info, explanation..

Description: plenty of keywords (Google owned..)

YouTubeChannel- People subscribe, automatic notification- Publicize channel URL- Set name, channel type, tags, featured video…

Comments, ratings- Allow/disallow /moderate comments/video responses- Viewers rate videos, vote comments- Embed videos in others’ sites- Syndicate for mobile/TV access (MediaRSS, TubeMogul)

YouTubeTrack performance- Basic: views, likes/dislikes, comments, favorites, links, audiences, world map, honors.

- Advanced: views over time/by region, discovery, demographics, community engagement, hot spots, call to action clicks

Be findable- Keywords and phrases- Title, tags, description- Optimize view count, comments, ratings

YouTube for non profitDesignated non-profit channel- Premium branding capabilities- Increased upload capacity- Drive fundraising through Google “Donate” button- Listing on non profit channels & non profit video pages- Can add call-to-action overlay on videos- Advice on how to run campaigns on YouTube

- Personal page- Business page- Multimedia, Twitter- Contribute to groups- Target/advertise/landing pages- Live chat, Skype video- Exponential reach

- Custom landing tab- Discussions + polls- Analytics: to/from & inside Facebook

Engage

Facebook Causes

- Free tools: create page, campaign, accept $$- Get friends involved- Build communities of supporters- Circulate petitions- Build volunteer capacity- Easy set up, post videos, photos, updates- Twitter feed

Facebook Causes: content

- Best practices- Success stories- Newsletters- Webinars- Information for advertisers

Facebook Places

- Register /claim your page on Facebook

- Find or create offsite event Partners donate % for each check-in?

- Tag places and venues you want

Build support

- Invite people to “Like” the FB page- Set projects as calendar events- Invite volunteers to sign up + invite friends- Email each new person, intro yourself- Confirm their attendance

Facebook Rules

No community on a personal page

No tagging without consent

Contests / promotions: no permission, must use apps

Email

Email 10K free emails/month- Build permission-based list

- Sign ins: downloads, contests, registrations

- ESP: email with links + share

- Clear, focused, short

- Call to action: donate, volunteer, register, tell a friend, learn more, talk with others about it, write an email, make a call..

- Great stats, manage sign-up forms, unsubscribes

Be different

- Cheap, prepaid cell phone- 1 month of unlimited texting- Twitter account

“Underheard in New York”

Creative

100 lbs of food for every new “Like,” up to 30K lbs900 new members

Free agents: your marketing dept.?

Hyper-connected individuals working

outside of organizations to organize, mobilize,

raise funds, communicate with

constituents..

Measure

ROI? ROE?KPIs?Vanity metrics?

AwarenessSentiment

Media relationshipsInfluencer relationshipsCustomer satisfaction

NSPCommunication

savingsRatings and reviews

Forums

CommunitySEO, reach, followers,

fans, forwards/RTs, invites, commenters,

shares, loyaltyRevenue Growth

Fundraising# of volunteers

Resources

Free tools to measure- Facebook analytics- YouTube Insight- Twitter: Topsy, Tweetstats, Twitter Analyzer, Twitter counter, Hootsuite- Share, track, analyze links: bit.ly- Influence: Klout, PeerIndex, Twitalyzer- Interactions with content: Backtype- Compare yourself: Compete- Site: Google Analytics, Postrank

Blogs Beth KanterChange.orgNTENNon-profit Marketing BlogFine BlogCase FoundationKnightPulseMarketing for NonprofitsGetting AttentionTactical PhilanthropyGive and TakeWorking Wikily

Resources to identify influencersFree

- Google Blog Search: blogs- Blog pulse (like GS + good data on blogs)- Ice Rocket: trended topics in blogs + social networks- Blogrolls: peer-peer endorsement- Boardreader: forum + message board search engine- TouchGraph Google Browser: see how topics, people, organizations are connected.- HootSuite: look up people by what they are saying- Facebook search: search by product, issue, industry

Resources to recruit volunteers

- Craigslist- Networkforgood.org- Volunteersolutions- Volunteers of America - VolunteerMatch.org- PointsofLight.org- SnapImpact: searches “AllFor Good” database to connect w. local opportunities

Google for non-profithttp://www.google.com/nonprofits

Educational resources

Fundraising tools

- Widgets or badges

- Network for Good (4.75%) or Paypal (transactions)

- Chipin: place on your site or Facebook, free. Paypal for donations. Donor button + thermometer

Thank you!

Jean-Marie Bonthous, Ph.D.Seamless Social

Cell (310) 457 0444www.seamlesssocial.com

jmbonthous@seamlesssocial.com@All rights reserved • Seamless Social 2011