Social Media for Social Media for NonprofitsNonprofits

Heather WhalingCosta DeVault

heatherwhaling@costadevault.comwww.card.ly/heatherwhaling

www.twitter.com/prtiniwww.linkedin.com/in/heatherwhaling

Getting Social

• 77% of active Internet users read blogs

• Facebook – 250m users• 10 million Twitter accounts • Social networking is

more popular than e-mail• Information sharing via

Facebook surpasses e-mail

A Perfect Match

Nonprofits are in the relationship business

Conversations drive conversions

Social media strengthens relationships

Don’t Be Fooled

Social media isn’t:– Traditional marketing

“digitized”– Easy donations– Free– Stand alone

Social media is:– Insightful– Conversational– Strategic– Valuable … when done

correctly

“The influx of charities and nonprofits to

platforms like Facebook and Twitter could

result in noise, congestion, and outright

apathy. Spreading awareness of a good

cause grows difficult when that good

cause starts to seem like spam. If one

tweet after another is seeking donations,

people might just get fed up.”-- Caroline McCarthy, CNET

Getting Started:Getting Started:5 Easy Steps5 Easy Steps

Step 1: Measurable Goals

• Why social media?

• Support overall communication goals:– Increase volunteers– Strengthen relationships with donors– Influence the conversation/debate – Education

Step 1: Measurable Goals

• Create S.M.A.R.T. objectives:Specific

Measurable

Attainable

Realistic

Time-Bound

(credit: Beth Kanter)

Step 2: Research & Listen

• Who are you trying to reach? How are they using social media?– Surveys, polls, focus groups– What are people saying?– Where are they saying it?

• Listen, listen, listen

“If you’re always talking, you’re not listening” – Chris Brogan

Step 3: Develop a Network

• Choose the right tools

• Start interacting

• Create interesting content

• Stay focused on overall strategy

• Cultivate influencers

• Promote others

• Share, share, share

“It’s not how many, it’s how good.” – Peter Shankman

Step 4: Integrate Online & Offline

• Cross-promote content

• Balance traditional communication with social media

• Enhance media relations– Talk to reporters on social networks – HARO– Distribute social media releases

• Strengthen volunteer/donor appreciation

Step 5: Measure ROI & ROE

• Return on Insight = The New ROI• Return on Engagement

– Twitter followers, retweets and link open-rates – Blog comments and inbound links – Web site and blog traffic– Facebook fans, wall posts and discussion

comments – YouTube ratings or videos embedded on

other sites

• Measuring influence requires research

3 FAQs

• Whose responsibility?

• How much time?

• Will people be negative?

Does it really work?

Does it Does it really work??really work??

Community Crisis Center

• Situation: Raise $150,000 or close• Sarah Evans “donated” her massive

online presence to the cause • Integrated approach:

– E-mail & letter to donors and friends of the Crisis Center

– Online appeal via Twitter, Facebook, Seesmic, PRsarahevans.com, YouTube and CrisisOvernight.org

#CrisisOvernight

• Result: Raised $160,000+ in 3 weeks

Coalition for the Homeless

• Overall Goals:1. Change perspectives on homelessness

2. Secure additional donations

3. Drive attendance to events

• Blog, Twitter, Facebook

• Identified a staff person to connect with local residents and businesses

Social media matters to the Coalition because when they needed extra help, their online network – people who were strangers just months ago – stepped up to the plate.

Orlando “Can” Care Challenge

• Situation: Drastic decrease in food donations

• Idea: Food drive powered by social media

• Goal: Collect 400 pounds of food

• Implementation:– Announced to their online networks – Updated blog, Twitter, Facebook, Flickr

• Result: Raised 1,000+ pounds of food

5 Steps

1. Measurable Goals

2. Research & Listen

3. Develop a Network

4. Integrate Online & Offline

5. Measure ROI & ROE

Questions?Questions?

Heather WhalingCosta DeVault

costadevault.comheatherwhaling@costadevault.com

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