social media for nonprofits
TRANSCRIPT
Social Media for NonProfits:Engaging stakeholders via social media
“Non-profit organizations
that have embraced
social media with a
“listen, fail
informatively, and evolve
approach” are seeing
results.”
–Beth Kanter, author of Beth’s Blog and
named one of Business Week’s “Voices of
Innovation for Social Media”
How does social media
enhance your non-profit?
Deepening relationships and engagement: By embracing openness and inspiring stakeholders, stakeholders begin to
take action on their own
Individuals & small groups are self-organizing around non-
profit causes Social media is enabling individuals to create, join, and grow groups around issues they care about
outside the direct control of a non-profit
Facilitating collaboration and crowdsourcingSocial media allows nonprofits to collaborate with supporters by
crowdsourcing ideas, feedback, and content for programs
Social change behind firewall social media can help change the culture, flatten hierarchical structures, speed decision-
making, improve programs and services.
When developing
your social media
program, use
P.O.S.T. method…P= People Who are you to engage?
O= Objectives What are you trying to achieve?
S= Strategies What will it look like when you are done?
T= Technologies What are the tools you plan to use?
Social Media
Platforms
Blogs
Foursquare
Youtube
Create a custom Twitter
background that reflects your
organization’s mission and brand1
List the Twitter handles of the staff
contributing to your org’s feed 2
Monitor your city’s Twitter hashtag
for relevant information 3
Build real relationships by
replying, retweeting, and join
discussions 4
Promote an event, campaign, or
movement with twitter hashtags
(#beatcancer #memorywalk) 5
Piggyback on trending topics if they
are related to your cause 6
Organize a tweetup 7
Start a petition with act.ly 8
Help web visitors tweet about
your content with one click 9
Create a “twibbon” for people to
add to their Twitter avatars to show
their support10
CASE STUDY: charity: water @charitywater
charity: water is a non-
profit organization
bringing clean and safe
drinking water to
people in developing
nations.
They use their Twitter
page by posting every
day a “Photo of the
day”
Photo links to their blog
Timely, Relevant, and Quality Content
Pictures Can Inspire Many
Shares or Comments
Variety Adds Spice
Be Consistent
Short & Sweet
Facebook Tips for Powerful
Content by Beth Kanter
Facebook Tips, Continued…
Experiment with Timing
Include a call to action:
share, like, comment
Celebrate milestones,
share good news
Always be commenting
Repeat proven stuff
CASE STUDY: Human Rights Campaign
Images with quote more powerful than simply the quote as status update
Call to action: “Do you agree? Click share.”
CASE STUDY: NPR’s Valentine’s Cards
Shows NPR’s sense of humor and what they are
passionate about
Blogs
Create an editorial
calendar for your blog 1
Add your blog’s feed to
your fan page 2
Accepting and encouraging
comments allows your blog readers
to do some brainstorming for you 3
Write blogs with content
that is useful for everyone 4
National Wildlife Federation (NWF) Blog
Foursquare
Wh
at
is F
ou
rsq
ua
re?
It is a location-based social
networking site, game and city
guide. Users are awarded
points, “mayorships” and badges
for visiting places and checking in
via their mobile
…How is foursquare relevant to your nonprofit?...
Increase brand presenceThe geolocation element is a great way to
put your nonprofit on the map1
Manage people within an eventAsk your volunteers to check in on Foursquare
when your nonprofit holds an event. 2
Cause Marketing & Event Promotion Recruit a corporate partner to make a donation to your
cause every time a user checks in to their store or restaurant.
Sponsors can promote a nonprofit’s event to shoppers when
they check-in.
3
3 things to get started…
Register your nonprofit
Add “tips” The tips and
shout-out features let you
include interesting details
about your cause
Promote your presence on
Foursquare across other
social media channels
Youtube
Youtube’s Nonprofit Program
Premium branding capabilities and increased uploading capacity
The option to drive fundraising through Google Checkout “Donate” button
Listing on the “Nonprofit videos page”
Ability to place a Call to
Action overlay on your videos to raise money or find volunteers
Free Benefits
CASE STUDY: Invisible Children & KONY 2012
Video goes viral & shared across various
social media platforms
CASE STUDY: Make-A-Wish Foundation’s “My Wish” Series
ESPN pairs with Make-A-Wish in series that
chronicles the granting of unique sports-related
wishes granted to children with life-threatening
medical conditions.
End