the nonprofits guide to social media

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The basics and beyond A Social Media Toolkit for Nonprofits Bethany A. Deines Director of Annual Gifts The Children’s Medical Center of Dayton May 24, 2011

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Social media tools and best practices for nonprofits.

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Page 1: The nonprofits guide to social media

The basics and beyond

A Social Media Toolkitfor Nonprofits

Bethany A. DeinesDirector of Annual Gifts

The Children’s Medical Center of DaytonMay 24, 2011

Page 2: The nonprofits guide to social media

Why Use Social Media?Build relationshipsInteract with constituentsListen to feedback Emphasize mission & create awarenessTell compelling storiesRecognize and steward donorsProvide giving opportunitiesPromote eventsProvide timely communication/info sharingDemonstrate impact of support

Page 3: The nonprofits guide to social media

Did You Notice?Even though technology changes, fundraising principles remain the same!

ListenEngageBuild authentic relationshipsEducateProvide opportunitiesShow (literally) how money was usedSteward

Page 5: The nonprofits guide to social media

What we COULD be using

Page 6: The nonprofits guide to social media

Feel a little overwhelmed?

Let’s break it down

Page 7: The nonprofits guide to social media

Which Tools Do What?

What? Why? Tools + -

Social Networks

Interactive, build r’ships

Facebook, Causes, Jumo

Easy, multi-faceted

Demands attention

Micro-Blogging

Real-time, drive traffic

Twitter, Plurk Easy, Fast, Interactive

Short messages

Viral Fundraising

Friends ask friends

Crowdrise, JustGive, Firstgiving

Engages donors, raises $, viral

Time to set up, Grassroots needed

Mobile Website

Access to org via cell, tablet

Custom-built Anytime access

$ to develop & maintain

Mobile/Text Giving

Anytime giving access

MobileCause Great for urgent need

Can be costly w/ low ROI

Video Sharing Engaging, real life stories

YouTube, MSN, Yahoo

Powerful story-telling

Production time/cost

Page 8: The nonprofits guide to social media

Which Tools Do What?

What? Why? Tools + -

Blogs w/ RSSTell your story, loyal followers

Wordpress, Blogger

Feedback, engagement

Demands new content

Photo Sharing Tell story, show impact

Snapfish, Flickr,Shutterfly

Easy, fast, free, tagging

User registration

Shopping Portals

Earn % of sales for charity

iGive.com, Shopforacause

Easy to set up

Need to push, low $, comp.

WikisInfo sharing, awareness

Wikipedia, Wikihealthcare

Collaborative, engaging

Non-verified info, risky

Virtual Worlds Simulated environment

Secondlife, Club Penguin

Replaces reality

Time to create & maintain

WidgetsSmall, sharable apps

Widgetbox, Google

Auto updates, sharable

Novelty factor

Page 9: The nonprofits guide to social media

Which Tools Do What?

What? Why? Tools + -

E-CardsMessage sharing

Custom; web tools

Feel good messages

Low if any ROI

Buttons & Badges

Message to target group

Custom w/ HTML

Sharable, Call to action

Novelty, loses effectiveness

E-GamesReach new audience

Hospitopia, Farmville

Engaging $ & skill to create, ROI?

PodcastsAudio story telling

DIY Audio software

Powerful messaging

Not widely used; tech

Mobile Apps Share info; ask button

Custom build Anytime access

$ to dev., low usage, ROI?

Page 10: The nonprofits guide to social media

Things to ConsiderKnow your target audience, objectives, key

messagesEnsure you have the necessary time and

ability to consistently interactGo where the people are Adopt low-risk tools first – access products like

podcasts, videos and widgets from partner sites to add to your website

Create sharable content & create advocates

Page 11: The nonprofits guide to social media

Invite participation & respond – at its core, social media is about interaction

Leverage networks – create “grassroots” and expand your reach

Provide messages in multiple formatsMobile usage and demand for access is here

to stayBe realistic – Social Media builds relationships;

the money may come via different vehiclesMeasure results – Many tools to help; visit

Oneforty.com

Some More Things to Consider

Page 12: The nonprofits guide to social media

Where to Place PrioritiesOk to adopt one thing at a timeUse known entities – Facebook, Twitter,

YouTubeBlog – Share the powerful stories; have a

prominent call to action buttonMobile website – Quickly becoming a

necessityYouTube – Videos offer best way to tell stories,

create your own channelMultiple Platform Tools – Make the most of

multi-tasking; Hootsuite, TweetDeck, etc.Give followers access; register with Guidestar

Page 13: The nonprofits guide to social media

Can You Raise Money?YES!Takes time to build followers/advocates/donorsMost effective at: cultivation and stewardshipProvide multiple access points to donateCreate compelling content Make giving easyUse auto-receipts but customize the

responses

Page 14: The nonprofits guide to social media

Text GivingText MessagingVoting ContestsFoursquare Buttons, Badges, WidgetsElectronic Games Shopping PortalsVirtual Worlds

Over-Rated Giving Hype

Page 15: The nonprofits guide to social media

The Health Communicator’s Social Media Toolkit, Center of Disease Control and Prevention

2011 Ohio Hospital Social Media Guide, Ohio Hospital Association Katya’s Nonprofit Marketing Blog, Katya Andreson Fundraising Success The Networked Nonprofit, Beth Kanter and Allison Fine Socialnomics, Eric Qualman The zillions of articles, blogs, tweets and tidbits of information I read every

day on social media best practices because I’m a total geek about this. Favorite bloggers: Beth Kanter, Allison Fine, Katya Andreson, Chris Brogan,

Jeff Bullas, Mashable, Eric Qualman, John Haydon LinkedIn Groups: Online Fundraising for Nonprofits, Social Media for

Nonprofit Organizations, On Fundraising Hosted by AFP, Personal experience, My Greatest Teacher

Resources