SOCIAL MEDIA FOR NON-PROFITS

March 12, 2013

Overview – Non-Profits

One of biggest groups benefiting from social media

Free publicity/marketing for cash-strapped charities

Helps them connect with passionate communities around their cause

Grows donor base and increases $$$

Non Profits Using Social Media

How Non-Profits Are Using SM

Most non-profits using social media participate on two or more sites Most common sites:

Facebook Fan Pages YouTube Channels Twitter Feeds

How Non-Profits are Using SM Micro-Funding

Instead of soliciting a few big donors, social media creates opportunities for many small donors

Increase Audience Interaction Making content shareable (e.g. NPR

podcasts) New ways of interaction (e.g. Tweet

questions for radio shows)

How Non-Profits Are Using SM Volunteer Recruitment

Ability to localize opportunities Message to pre-qualified leads (e.g. FB

Fans, Twitter followers) Education

Captive audience of fans who pass message along

On-going opportunities (vs. one-time brochure or mailer)

Facebook Causes

Facebook app that is “democratizing activism” by giving users tools to leverage their network on Facebook to effect positive change

Allows users to create their own cause and/or easily recruit friends to support and raise money for any non-profit with 501(c)(3) status

Co-founded by Sean Parker (yes, *that* Sean Parker!)

Facebook Causes

Search by type of cause based on your personal interests

Create your own cause and automate donations (501 c3s only)

Facebook Causes

Opportunity for non-profits to educate users and recruit people to support their cause

YouTube for Non-Profits

Special designation for non-profits that gives them free enhanced YouTube channels

YouTube for Non-Profits

The option to drive fundraising through a Google Checkout "Donate" button

Listing on the non-profit channels and the non-profit videos pages

Ability to add a call-to-action overlay on videos to drive campaigns

Recruit YouTube user volunteers to create videos for their cause

Invisible Children – KONY 2012 Documentary video about a notorious Ugandan

warlord that went viral virtually overnight Nearly 86 million views on YouTube since March 5 Propelled by celebrity involvement & social

media shares – retweets, FB posts, media interviews, etc.

It Gets Better Project

It Gets Better Project supports young LGBT people & encourages them to stay strong during their teenage years

Created in response to high rates of teenage suicide in the LGBT community

Google Chrome adopted the cause in its advertising campaign which shows how messages go viral through social media

No Kid Hungry

American Red Cross

2011 Japan Earthquake & Tsunami Support

Red Cross Promoting way to donate on Twitter

Text “REDCROSS” to 90999 to donate $10 Also has a Facebook Causes page

Save the Children Zynga offering ways to donate while playing

Farmville & Cityville on Facebook DoSomething.org

Created a Facebook page for people to upload photos of paper cranes in support of victims

Breast Cancer Awareness Case Study

Susan G. Komen Foundation challenged women to list where they like to keep their purse as their status update "I like it on the floor“ or "I

like it on the kitchen counter“

Goal was to create buzz and awareness for breast cancer

Huge uptick in traffic to breast cancer related sites

Also prompted a Facebook page called “I Like it on the Floor”