social media for nonprofits

social media for nonprofits

by manny hernandez(@askmanny)

04/10/23

About Me

• social media expert, nonprofit leader and diabetes advocate:– Founder, TuDiabetes.org and EsTuDiabetes.org

(two diabetes social networks on Ning)– President, Diabetes Hands Foundation– Author, Ning For Dummies– Collaborator, Twitter Marketing For Dummies– Social Media Consultant, Madera Group

2social media for nonprofits, by @askmanny04/10/23

http://www.linkedin.com/in/askmanny

Material to cover

• Mostly introductory topics, some advanced.• Part strategy, part techniques and tools.• Covering outreach and some fundraising.• Focus on Twitter, Facebook and YouTube.• Practical examples, outcomes.


Survey

• Do you have?– A web site– A blog– A Facebook group or a Facebook page– A Twitter account– A YouTube channel– Presence in other social media


WHATIS IT?


Marta Kagan

http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later

“Your online presence is no longer a website.”

~Luis Garcia (@ie89master)


http://twitter.com/ie89master

“Your online presence is a set of conversations.”


A blog

• A simple way to create and share content

• Others can come and read or consume the content via RSS feeds.

• Readers can leave comments (be ready for the conversation!)

• RSS: your blog has legs…


A presence on Facebook

• A page: your first community

• Talk with your fans.• Share your original

content: be ready for the conversation!

• Remember: Facebook is a BIG place!


A presence on Twitter

• People “pushing” content: tweeting.

• Lots of conversations under way.– You can echo (retweet) other

people’s tweets.– You can answer other people’s

tweets/ questions.– You can post your own tweets.

• REMEMBER…


Nobody cares what you had for breakfast!


YouTube videos

• Easier to create and edit than before.

• Incredibly easy to share (embed) elsewhere:– Blogs– Facebook

• … again, your content has legs.

• Did I mention: be ready for the conversation?


e.g. Your web sitee.g. Your Twitter account

e.g. Sites run by others e.g. Your Wikipedia page


by Luis Garcia (@ie89master)

http://twitter.com/ie89master

Nonprofits are good at this!

• Naturally focused on the user (consumer, constituent, etc.)

• Not as much need (to have) control all the time.

• Just make sure you are ready for conversation!


http://blogs.hbr.org/cs/2009/06/nonprofits.html

WHYDO IT?


Possible Goals in Social media

• Raising awareness about an issue• Growing your constituent base• Connecting with constituents• Fundraising:

– Micro-donations– Rally to win grants

What is YOUR goal?

04/10/23 social media for nonprofits, by @askmanny 17

WHO IS DOING IT (WELL)?


San Francisco Hep B Free

• http://sfhepbfree.org – Easy access to Twitter,

Facebook pages– YouTube integration into

main page content


http://sfhepbfree.org/

http://sfhepbfree.org/

Preschool California

• Preschool California Facebook Page– Regular updates– Conversations with fans


http://www.facebook.com/pages/Oakland-CA/Preschool-California



Diabetes Hands Foundation

• TuDiabetes Twitter page– Combining Twitterfeed,

Hootsuite and Bit.ly to add content

– Integrated TuDiabetes branding, inc. visuals


http://twitter.com/tudiabetes



American Red Cross


Brand well integrated into other channels

Yet some more examples…

• How a Small Nonprofit Used Social Media & Crowd-Sourcing to Win the 2009 Global Giving Challenge

• Can Small Nonprofits Reap Success With Social Media?

• How Small Nonprofits Can Leverage Social Media


http://www.frogloop.com/care2blog/2009/9/7/how-a-small-nonprofit-used-social-media-crowd-sourcing-to-wi.html



http://beth.typepad.com/beths_blog/2009/11/nonprofits-can-experience-success-with-social-media.html

http://beth.typepad.com/beths_blog/2009/11/nonprofits-can-experience-success-with-social-media.html

http://www.armchairfounder.com/2009/11/how-small-nonprofits-can-leverage.html

http://www.armchairfounder.com/2009/11/how-small-nonprofits-can-leverage.html

HOW TO DO IT?


Social Media Strategy

EngageEngage

ListenListen

RespondRespond

LearnLearn


Your Blog

• Fresh, relevant content is key: 3 posts/week• Link to other blogs, blog posts.• Enable/invite comments.• Visual links to your other social media outlets• Platform: Wordpress, Blogger• Intermediate: Google Analytics, SEO• Advanced: Facebook Connect


http://nonprofitorgs.wordpress.com/2009/12/08/six-advanced-facebook-strategies-for-nonprofit-organizations/

Your Facebook Presence

• Facebook page, not Facebook group• Part of the content: your blog posts, videos.• Ask questions: be ready for comments!• Encourage subscribing to your mailing list.• Use lots of visuals (inc. profile picture).• Advanced: FBML (see ONE)


http://www.facebook.com/ONE

Your Twitter Presence

• Schedule tweets: use Hootsuite• Take advantage of TwitterFeed, link to

Facebook• Retweet relevant tweets• Nine Scientifically Proven Ways to Get Retwee

ted on Twitter

• Advanced: #hashtags, #followfriday


http://bit.ly/6E0oj

http://bit.ly/6E0oj

Your YouTube Presence

• Get a Flip camera: record your events.• Learn to use your video editing software

(young interns can help!)• Produce at least one video per month.• Embed your videos on your blog, FB page.• Advanced: YouTube Nonprofit Program (need

to be a 501c3)


http://www.flipvideospotlight.com/SpotlightHome.aspx

Putting it all together

• Use HootSuite• Use Bit.ly (URL shorteners)• Include links in signatures, Thank You notes


Social Media + Fundraising

• Dealing with slacktivism• Keep growing your mailing list• Microdonations: make them recurring• Facebook Causes: crowded space, but works.• Rally to win grants:

– Chase Community Giving contest– Pepsi Refresh Project: submit your idea NOW!– Education projects: check out Twestival 2010


http://beth.typepad.com/beths_blog/2010/01/chase-giving-contest-second-phase.html

http://www.refresheverything.com/

http://twestival.com/about-twestival-global-2010/

Be willing to…

CHANGE32social media for nonprofits, by @askmanny04/10/23

Additional Resources

• Books:– The Social Media Marketing Book– Social By Social– Mobilizing Generation 2.0– The Twitter Book– Twitter Marketing for Dummies– Made to Stick– Ning For Dummies


http://manuelhp42.blogspot.com/2009/11/social-media-marketing-book-concise.html

http://www.socialbysocial.com/

http://manuelhp42.blogspot.com/2008/08/how-to-reach-out-to-networked-public.html

http://www.amazon.com/gp/product/0596802811?ie=UTF8&tag=personalweblo-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=0596802811

http://manuelhp42.blogspot.com/2010/01/140-twitter-tips-by-kyleplacy.html

http://manuelhp42.blogspot.com/2007/12/made-to-stick-sticky-concepts-from.html

http://manuelhp42.blogspot.com/2009/04/ning-for-dummies-is-available-read.html

More resources

• Blogs (and the blog’s Twitter account):– http://beth.typepad.com (@kanter)– http://amysampleward.org (@AmyRSWard)– http://www.nonprofitmarketingguide.com (@kivilm)– http://mashable.com (@mashable)– http://socialmediatoday.com (@socialmedia2day)– http://www.readwriteweb.com (@rww)


http://beth.typepad.com/

http://amysampleward.org/

http://www.nonprofitmarketingguide.com/

http://www.readwriteweb.com/

http://socialmediatoday.com/

http://www.readwriteweb.com/

Useful posts

• About Facebook:– 5 Elements of a Successful Facebook Fan Page– How Charities Are #FindingTheGood With Facebo

ok Pages– So you want a Facebook Fan Page for Your Nonpro

fit? Here's the Scoop!


http://mashable.com/2009/03/30/successful-facebook-fan-page/

http://mashable.com/2009/06/25/facebook-cause-pages/

http://mashable.com/2009/06/25/facebook-cause-pages/

http://bit.ly/BethFBpage

http://bit.ly/BethFBpage

Useful posts

• About Twitter:– Twitter.Org: Twitter for Nonprofit Organizations– Twitter for Nonprofits: Waste of Time or Potentiall

y Useful?– 10 Twitter Tips for Nonprofit Organizations– Nonprofits That Tweet: Roundup of lists, resource

s, and examples– Twitter JumpStart: The Complete Guide For Small

Nonprofits


http://www.slideshare.net/AmySampleWard/twitterorg-twitter-for-nonprofit-organizations?type=powerpoint

http://beth.typepad.com/beths_blog/2007/03/twitter_waste_o.html

http://beth.typepad.com/beths_blog/2007/03/twitter_waste_o.html

http://nonprofits.change.org/blog/view/10_twitter_tips_for_nonprofit_organizations

http://beth.typepad.com/beths_blog/2009/03/7-more-charities-and-charitable-giving-foundations-that-tweet-and-where-to-find-more.html

http://beth.typepad.com/beths_blog/2009/03/7-more-charities-and-charitable-giving-foundations-that-tweet-and-where-to-find-more.html

http://johnhaydon.com/social-strategy-tips/twitter-jump-start-the-complete-guide-for-small-non-profits/

http://johnhaydon.com/social-strategy-tips/twitter-jump-start-the-complete-guide-for-small-non-profits/

Useful posts

• About YouTube, Videos– YouTube for Nonprofits– NonProfits on Video: Using YouTube to Promote Y

our Cause– Insider's Guide to Video and YouTube for Nonprofi

ts

– Lights. Camera. Help.– YouTube Nonprofit Program (only 501c3 groups)


http://www.see3.net/youtube-for-nonprofits/

http://www.wildapricot.com/blogs/newsblog/archive/2008/04/12/nonprofits-on-video-using-youtube-to-promote-your-cause.aspx

http://www.wildapricot.com/blogs/newsblog/archive/2008/04/12/nonprofits-on-video-using-youtube-to-promote-your-cause.aspx

http://www.frogloop.com/care2blog/2008/7/14/insiders-guide-to-video-and-youtube-for-nonprofits.html

http://www.frogloop.com/care2blog/2008/7/14/insiders-guide-to-video-and-youtube-for-nonprofits.html

http://www.lightscamerahelp.com/

http://www.youtube.com/nonprofits

Useful posts

• About Ning (a platform to create your own social network):– Ning for nonprofits: How to create, manage and gr

ow your own social network– Nonprofit know-how when networking on Ning– Using Ning to Connect your Community – Ning For Nonprofits


http://www.casefoundation.org/blog/ning-nonprofits-how-create-manage-and-grow-your-own-social-network

http://www.casefoundation.org/blog/ning-nonprofits-how-create-manage-and-grow-your-own-social-network

http://blog.ning.com/2008/10/nonprofit-know-how-when-networking-on-ning.html

http://manuelhp42.blogspot.com/2009/10/using-ning-to-connect-your-community.html

http://manuelhp42.blogspot.com/2009/04/ning-for-nonprofits.html

@askmannyDiabetesHandsDiabetesHFhttp://www.linkedin.com/in/askmanny

And if you know someone touched by diabetes,tell them about:

Follow me


http://twitter.com/askmanny

http://www.youtube.com/DiabetesHands

http://www.facebook.com/DiabetesHF

http://www.linkedin.com/in/askmanny

http://www.tudiabetes.org/

Questions

?40social media for nonprofits, by @askmanny04/10/23

Photo credits:

• Conversation, NYC, 1970• Who’s The Dick Writing Comments On My Blog• Getting facetime with Facebook’s CEO• Twitter bird logo icon illustration


http://www.flickr.com/photos/eye2eye/50892860/

http://www.flickr.com/photos/laughingsquid/108474388/

social media for nonprofits

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