social media savvy, tips & traps for nonprofits & foundations - utcle 2014
DESCRIPTION
This session explores how the explosion of social media platforms like Facebook, Twitter, Pinterest and Youtube are transforming how foundations, public charities and social welfare organizations accomplish their Good work. Discussion will include the rules regarding nonprofit advocacy, fundraising and voter registration on the social web including the legal risks.TRANSCRIPT
2014 UT Law Nonprofit Institute
Round Table II: Social Media
Please view & download presentation here:http://vols.pt/UTCLE
January 16, 2014 #UTLawNPO
#UTLawNPO
Meet the Presenters
Karen BantuverisFounder & CEO
VolunteerSpot.com@VolunteerSpot
@VSpotMom
Lawrence MendenhallVice President,
General Counsel & SecretaryHumanity United
@HumanityUnited
Kelli King-JacksonProgram Officer
Simmons Foundation@TheSimmonsFdn
#UTLawNPO
Smartphone Ownership in U.S.
• 56% of Adults (Pew)• 65% of Moms (Nielsen Report)
Tablets
• New sales more rapid than smartphones
(Meeker Report)• 34% of US Adults own a tablet (Pew)
Social media usage among online adults• 67% Facebook • 20% LinkedIn• 16% Twitter • 15% Pinterest • 13% Instagram • 6% Tumblr
Tech Today
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Personal Org /Foundation Who’s
Responsible
Social Media Pulse
#UTLawNPO
Going Social: Foundation Case Study
Tips for Engaging Supporters
Legal Tips and Traps
Agenda
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It’s like having a conversation!
Listen
Share
Connect
Inspire
When we have calls-to-action, our community will be engaged.
Social Media Strengthens your Community
#UTLawNPO
TrustListen
Share
Connect
InspireActio
n
Building Trust and Action ‘Credit’
#UTLawNPO
TrustListen
Share
Connect
Inspire Action
$$$
Leveraging Social in Calls to Give
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The Simmons FoundationGoes Social!
Foundation Case Study
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Reasons For Foundations To Go Social
Stagnant website Changes at the Foundation Foundation emphasis on ‘community’ Consistent gaps among grantees/few
resources to address those gaps in-house Desire to grow impact
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Foundation Social Media Basics
Be SOCIAL! Be relevant Be visual Be quizzical Be timely Be responsive EXAMPLE - #UTLawNPO
#UTLawNPO
Legal Tip #1 - Have a Social Media Policy Before You Start
Social media implicates multiple legal rules and traps we’ll discuss Restrictions on lobbying and political campaign
activities Copyright and trademark infringement Employment law Libel/defamation and product disparagement Privacy and confidentiality State charitable solicitation requirements Event liability and insurance
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308 Like
s
#UTLawNPO
Sharing resources
#UTLawNPO
Talking about
important community
issues
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Legal Tip #2 - Lobbying on Social MediaIs Still Lobbying
Be mindful of IRS and state law restrictions on lobbying and campaign intervention by nonprofits
IRS direct lobbying: Expressing a view on legislation to a legislator (e.g., in a tweet addressed to a legislator)
IRS grassroots lobbying: Expressing a view on legislation to the public and including a “call to action” (e.g., tweeting to your followers, “SB 657 is a bad idea, tell your senator!”)
No partisan political campaign activity or showing a preference for one candidate or party over another – compare with nonpartisan voter registration
You are responsible for your links (count clicks!) and likes Social media “friends” and “followers” are not members for purposes
of the IRS rules
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#UTLawNPO
Sharing tips about the
grant application
process
#UTLawNPO
Live tweeting from meetings/conferences
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Legal Tip #3 - Not Everything is Tweetable
Certain information should not be shared on social media Confidential information of grantees, consultants or
other partners - how to know what’s confidential Defamation (false statement that injures) and product
disparagement (recklessness) – do your research and think about insurance!
Third party copyrights and trademarks – unless “fair use”
#UTLawNPO
Cost
Training Webinars (many are free) Workshops Google (most time consuming)
Time Initially 1 hr/day Currently 15-30 min/day
Risks Spammers Haters Legal trouble!
#UTLawNPO
Legal Tip #4 - Social Media and Your Employees
Understand who owns the employee’s social media accounts and plan for employee turnover
Don’t overly restrict employee social media activities – labor law protects the right to complain, e.g.
Give employees guidance on participating as private citizens vs. as employees – consider disclaimers!
#UTLawNPO
Sample Employee Social Media Disclaimer
“The views expressed in my [tweets/posts] are my
own and do not necessarily reflect the views of my employer.”
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Foundation ROI
Removing ourselves from ivory tower
Staying current/learning from others
Promote issues we care about
Reach more with limited resources
Positive PR
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Tips for Engaging Supporters
Advanced Optimizing for Social Media
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VolunteerSpot.com: Save Time/Boost Involvement
Simple FREE Signups & Scheduling For Anyone…Anytime Partnerships for State & Regional Organizations
#
#UTLawNPO
• Website• Newsletters• Emails • Blogs• Public gatherings• Corporate and
community partners
Build Your Community
#UTLawNPO
Add SOCIAL to your communications plan to Build Buzz, Participation & Profits•Walkathons & Races•Service Days•Legislative Action Days•Signature Drives•Auctions•Concerts•Galas
Real World Events & Fundraisers
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Legal Tip #5 - Fundraising Using Social Media Is Still Fundraising
Most states require organizations and hired fundraisers to register to solicit in advance – social media can trigger these requirements
Legal restrictions on sweepstakes and raffles Potential liability for events – whose event is
it anyway? Insurance – know your policies
#UTLawNPO
Identify…
• Timeline of When to Post
• Which Social Channels
• What Messages
• Who will share
• How to measure
• Legal risks and considerations
Create a Social Media Plan
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Include…•Onsite & Online tie-ins
•Social incentives
•Fun polls & ‘ticklers’
•Members, bloggers, community/corp. partners
•Check-ins
•Photo sharing
•Petitions (Change.org)
•Options to donate online
Create a Social Media Plan
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Social Media Plan
When Where What
1 month before
• Publish URLs & Twitter/Instagram hashtag on all materials (#4Luv)
• Our Auction is around the corner – preorder tickets & skip the lines! <click here>
• Post: Please sign up to help at the Auction <click here>
3 weeks before
• Who do you want a signed poster from? Vote!
• Check out these cuties – one can be yours at #4Luv Auction on 12/1. Learn more >>
7-10 days before
• Auction Fun next Sat. Thx 2 R sponsor @BigStore!
1 – 2 weeks before
Personal buzz from community
• Can’t wait for #4Luv Auction! Which dress should I wear? <photos>
• Definitely going to bid on this: <photo/link>. What’s your fav?
Example: Auction
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When Where What
2 – 3 days before
Photos of prep work, decorations, updates on entertainment, prizes, etc.
Acknowledge volunteers and sponsors
At Event
POSTERS
Hashtags#
Check in
• Join us Online! Facebook, Twitter, Pinterest• Please tweet! #4Luv & let us know you’re
here• Tell us your favorite item on Facebook and
get a free raffle ticket!• Project a Twitter ‘backchannel’ screen:
TodaysMeet.com• Social ambassador badges
“I for Cause, Do U?”
AfterLots of Photos & Video Thanks to volunteers and sponsorsRESULTS : $$ Raised, Impact to Group
Social Media Plan
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Pre-Event Buzz
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Day-of Buzz
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Recognize Volunteers & Sponsors
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#UTLawNPO
Pinterest Board Tips
• Boards speak to your Cause & your Supporters
• Highlight your Projects & Events
• Include Advocacy & Fundraising Links
• Recognize Volunteers, Sponsors & Partners
• Share, Follow, Repin
#UTLawNPO
• Highlight “hot” items
• Show off games and booths
• Show where the money will go
• Showcase your theme
• Photos of invitation
• Include website link below pin
Thanks to Sherry Truhlar of RedAppleAuctons for the great ideas!
Pinterest for Fundraisers
#UTLawNPO
People ask People for Money.
Social Fundraising & Friendraising
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Adding Small Donors
#UTLawNPO
Go $ocial!
• Every Donation button leads to SOCIAL SHARING
• Holiday Challenge Campaigns
• Socialize Events (e.g. Races)
Boost Online Giving by 50% or more
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Legal Tip #6 - Pulling It All TogetherYour Social Media Policy
Incorporate your other policies – the digital world is the real world, too!
Keep it general but give examples – tell employees exactly what you DON’T want to see
Don’t overdo it - respect employee rights Provide guidance on who speaks for the
organization Protect your social media property (accounts,
online names)
#UTLawNPO
Like the ideas, but don’t have time?
MAKE TIME! It’s Strategic
Add a volunteer leader: Social Communications
Coordinator& a TEAM of Online
Ambassadors
Get Help!
#UTLawNPO
Social Media Resources
Schedulers: FB Scheduler/HootSuite/Tweet Deck
Gurus: Beth Kanter Social Media for Nonprofits –
www.socialmedia4nonprofits.org Nonprofit Tech for Good –
www.nptechforgood.com
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More Social Media Resources
Facebook.com/VolunteerSpot
@VolunteerSpot
Pinterest.com/VolunteerSpot
#UTLawNPO
Legal Resources on Social Media
Bolder Advocacy – www.bolderadvocacy.org Council on Foundations -
http://www.cof.org/content/getting-started-social-media
Guidestar.org - http://www.guidestar.org/rxa/news/articles/2003/on-line-fundraising-some-dos-and-donts.aspx
Nonprofitvote.org - http://www.nonprofitvote.org/doc_view/10-a-voter-participation-starter-kit
State charities bureau sites Internal Revenue Service – www.irs.gov
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Join Our Online Communities
TheSimmonsFdn
@TheSimmonsFdn
The Simmons Foundation
http://feeds.feedburner.com/News-TheSimmonsFoundation
Humanity United
@HumanityUnited
Humanity United
http://www.humanityunited.org/blog/rss