Slides

Web Wise: Social Media For Nonprofits

Description
1. Daniel Gonzalez, Web Manager Sage Nonprofit Solutions [email_address] Web Wise: Leveraging Social Media To Raise Funds 2. Such much info, so little time…. Sage…
Categories
Published
of 71
All materials on our website are shared by users. If you have any questions about copyright issues, please report us to resolve them. We are always happy to assist you.
Related Documents
Share
Transcript
  • 1. Daniel Gonzalez, Web Manager Sage Nonprofit Solutions [email_address] Web Wise: Leveraging Social Media To Raise Funds
  • 2. Such much info, so little time…. Sage Nonprofit Solutions social media survey results Understanding social media and application Practical tips on getting started Strategies for listening, monitoring & measuring
  • 3. Is Social Media a Fad? <ul><li>Welcome to the Revolution - Socialnomics </li></ul><ul><li>http://www.youtube.com/watch?v=sIFYPQjYhv8 </li></ul>
  • 4. Sage Nonprofit Solutions Social Media Study 2009 <ul><li>August 2009, email sent to 7,500 Chronicle of Philanthropy subscribers </li></ul><ul><li>Invited to online survey to discover how nonprofits are using social media for their fundraise and outreach programs </li></ul><ul><li>Sent to development titles from orgs with AOBs of >$500K </li></ul><ul><li>17% response rate </li></ul>
  • 5. Topics Covered in Survey <ul><li>Types of social media nonprofits are participating </li></ul><ul><li>Length of time participating </li></ul><ul><li>Specific tools used when participating </li></ul><ul><li>Types of activities during participation </li></ul><ul><li>Goals for participation </li></ul><ul><li>Success with participation to date </li></ul><ul><li>Reasons for not participating </li></ul><ul><li>Acceptance of online donations </li></ul>
  • 6. Social Media At Work <ul><li>Since distributed in late October, this survey picked up by: </li></ul><ul><li>The NonProfit Times </li></ul><ul><li>The AFP blog </li></ul><ul><li>The Daily Tell blog. </li></ul><ul><li>Philadelphia Business Journal </li></ul><ul><ul><li>Also blogged by Peter Key on the Biz Journal’s Portfolio blog </li></ul></ul><ul><li>Nonprofit Technology News </li></ul><ul><li>eJewish Philanthropy blog </li></ul><ul><li>Charity Village cover story </li></ul><ul><li>Nonprofit consultancy GG+A </li></ul><ul><li>ChildFund International </li></ul>
  • 7. Sage Nonprofit Solutions Social Media Study 2009* <ul><li>Participation Rate </li></ul>*Released October 2009, Sage Nonprofit Solutions, The Chronicle of Philanthropy
  • 8. Sage Nonprofit Solutions Social Media Study 2009* Experience With Social Media *Released October 2009, Sage Nonprofit Solutions, The Chronicle of Philanthropy
  • 9. Sage Nonprofit Solutions Social Media Study 2009* Time Spent Per Week on Social Media *Released October 2009, Sage Nonprofit Solutions, The Chronicle of Philanthropy
  • 10. Sage Nonprofit Solutions Social Media Study 2009* Types of Participation on Social Media *Released October 2009, Sage Nonprofit Solutions, The Chronicle of Philanthropy
  • 11. Sage Nonprofit Solutions Social Media Study 2009* Specific Tools Used When Participating *Released October 2009, Sage Nonprofit Solutions, The Chronicle of Philanthropy
  • 12. Sage Nonprofit Solutions Social Media Study 2009* Types of Activities Performed *Released October 2009, Sage Nonprofit Solutions, The Chronicle of Philanthropy
  • 13. Goals for Social Media Participation Sage Nonprofit Solutions Social Media Study 2009*
  • 14. Success with Social Media Participation Sage Nonprofit Solutions Social Media Study 2009*
  • 15. Reasons for Not Participating in Social Media Sage Nonprofit Solutions Social Media Study 2009* *Released October 2009, Sage Nonprofit Solutions, The Chronicle of Philanthropy
  • 16. When Will Begin Participating Sage Nonprofit Solutions Social Media Study 2009* *Released October 2009, Sage Nonprofit Solutions, The Chronicle of Philanthropy
  • 17. Accepting Online Donations Sage Nonprofit Solutions Social Media Study 2009* *Released October 2009, Sage Nonprofit Solutions, The Chronicle of Philanthropy
  • 18. Online Donation Solution Sage Nonprofit Solutions Social Media Study 2009* *Released October 2009, Sage Nonprofit Solutions, The Chronicle of Philanthropy
  • 19. Summary <ul><li>88% use some form of social media; more than half using for less than a year. </li></ul><ul><li>45% of non-adopters are unsure of relevance / advantages. </li></ul><ul><li>Most popular type of SM used is social networking (Facebook), followed by blogging / microblogging (Wordpress, Twitter). </li></ul><ul><li>91% of respondents raise funds online; only 58% of those using social media, cited fundraising as a goal. </li></ul><ul><li>70% recognize social media as very or somewhat important to their organization; while only 9% are very satisfied. </li></ul><ul><li>Lack of time & resources, unsure of relevance, no expertise cited as main reasons for non participation </li></ul>
  • 20. Such much info, so little time…. Sage Nonprofit Solutions social media survey results Understanding social media and application Practical tips on getting started Strategies for listening, monitoring & measuring
  • 21. Understanding Social Media <ul><li>It’s a Conversation </li></ul><ul><li>It’s Relationship Building </li></ul><ul><li>It’s about Sharing </li></ul><ul><li>It’s a Collaboration of… </li></ul><ul><ul><li>Ideas </li></ul></ul><ul><ul><li>Thoughts </li></ul></ul><ul><ul><li>Goals </li></ul></ul><ul><ul><li>Dreams </li></ul></ul>
  • 22. Social Media Defined <ul><li>Social media is media designed to be disseminated through social interaction. </li></ul><ul><li>Social media uses Internet and web-based technologies to transform monologues (one to one) into dialogues (one to many). </li></ul><ul><li>Social media transforms people from content consumers into content producers. </li></ul><ul><li>View this now-classic video “Social Media in Plain English” by Common Craft http://www.youtube.com/watch?v=MpIOClX1jPE </li></ul>
  • 23. Ladder of Engagement
  • 24. Tools of Social Engagement <ul><li>Blogs : Blogger , LiveJournal, Open Diary, TypePad, WordPress , Vox, ExpressionEngine, Xanga </li></ul><ul><li>Micro-blogging / Presence applications : fmylife, Jaiku, Plurk, Twitter , Tumblr, Posterous, Yammer </li></ul><ul><li>Social networking : Bebo, BigTent, Elgg, Facebook , Geni.com, Hi5, LinkedIn , MySpace , Ning, Orkut, Skyrock </li></ul><ul><li>Social network aggregation : NutshellMail, FriendFeed </li></ul>
  • 25. Collaboration Tools <ul><li>Wikis : Wikipedia , PBwiki, wetpaint </li></ul><ul><li>Social bookmarking (social tagging): Delicious , StumbleUpon , Google Reader , CiteULike </li></ul><ul><li>Social news : Digg , Mixx, Reddit , NowPublic </li></ul><ul><li>Opinion sites : epinions , Yelp </li></ul>
  • 26. Multimedia Tools <ul><li>Photo sharing : Flickr , Zooomr, Photobucket, SmugMug , Picasa </li></ul><ul><li>Video sharing : YouTube , Viddler, Vimeo, sevenload </li></ul><ul><li>Livecasting : Ustream.tv, Justin.tv, Stickam, Skype </li></ul>
  • 27. We have evolved from this…
  • 28. …to this.
  • 29. Our world has evolved…
  • 30. <ul><li>MySpace </li></ul><ul><li>Second Life </li></ul><ul><li>Facebook </li></ul><ul><li>YouTube </li></ul><ul><li>Twitter </li></ul>Applied Social Media for Nonprofits
  • 31. <ul><li>MySpace ‘Impact’ raising money for chosen causes through MySpace user's personal profiles. </li></ul><ul><li>Charities can set up and customize their own profile page with news, videos, fundraising tools and more. </li></ul><ul><li>A community where users can share photos, journals and interests with a growing network of mutual friends! </li></ul><ul><li>Over 25,000 nonprofits have MySpace pages </li></ul><ul><ul><li>Save Darfur - Taking small steps that can make a big difference. </li></ul></ul><ul><ul><li>The Burrito Project – Provide people with the means to become active members in their community. </li></ul></ul>MySpace Fundraising
  • 32. Second Life Fundraising <ul><li>Second Life is a multiplayer 3D community on the Internet. </li></ul><ul><ul><li>Users create their own characters - called avatars </li></ul></ul><ul><ul><li>Build a virtual world, bustling with commerce, social interactions, and civic activities. </li></ul></ul><ul><li>American Cancer Society Relay For Life event in the Second Life world. </li></ul><ul><ul><li>Walk-a-thon in cyberspace, where SL residents gather, camp out, dance, donate money and of course walk…virtually. </li></ul></ul><ul><li>Raised more than $200,000 in 2008 </li></ul>
  • 33. Facebook Causes <ul><li>Over 300 million Facebook users </li></ul><ul><li>Causes has over 30 million active monthly </li></ul><ul><li>Raised $12M + for nonprofits in US & Canada in 2008 </li></ul><ul><li>$7.6 million+ raised in 2009 to date </li></ul><ul><li>235,000 Causes benefiting 45,000+ nonprofits </li></ul><ul><ul><li>Support the Campaign for Cancer Research - 4.6 million members, $86,974 donated </li></ul></ul><ul><ul><li>Animal Rights - 2.8 million members, $46,561 donated </li></ul></ul><ul><ul><li>Love Without Boundaries Foundation -12,624 members, $151,929 donated </li></ul></ul>
  • 34. YouTube Fundraising <ul><li>Wellstone Action – Antiviolence Charity </li></ul><ul><li>http://www.youtube.com/watch?v=4-94JhLEiN0 </li></ul><ul><li>Since posting on YouTube, it has become viral. </li></ul><ul><li>Nearly 20M downloads and comments from all over the world. </li></ul><ul><li>The Chronicle of Philanthropy picked up story plus several entertainment news venues including “The Today Show”. </li></ul><ul><li>At last count the video had over 21,500,000 hits, and has raised over $15,000 for the Sheila Wellstone Institute. </li></ul>
  • 35. YouTube Fundraising <ul><li>Example: Pink Gloves Dance – National Breast Cancer Foundation http:// www.youtube.com/watch?v = OEdVfyt-mLw&feature =related </li></ul><ul><li>Video features over 200 doctors, nurses, technicians, administrators and staff from Providence St. Vincent Medical Center in Portland, Ore. </li></ul><ul><li>A portion of sales from the pink gloves, made by Medline Industries in Illinois, will provide mammograms for uninsured women. </li></ul><ul><li>Has been viewed by more than 3.7 million people, with more than 4,000 leaving comments. </li></ul>
  • 36. Twitter Fundraising <ul><li>Twestival 2009 - Raised over $250K for charity: water </li></ul><ul><ul><li>On a single day, people in 202 cities around the world raise money for a single cause. </li></ul></ul><ul><ul><li>Twestival Fundraising Total for 2009 is $750k+ </li></ul></ul><ul><li>Tweetsgiving 2009 – Raised $30K total for Epic Change project in Tanzania. </li></ul><ul><ul><li>$10K raised in first 48 hours of 72 hour event. </li></ul></ul><ul><ul><li>Beth Kanter reportedly raised $3K in 90 mins. </li></ul></ul><ul><li>Livestrong Foundation - $25K for cancer research </li></ul><ul><ul><li>$25K pledge if CEO reached 25K followers in 3 days. </li></ul></ul>
  • 37. Twitter Corporate Success <ul><li>Dell Rings Up $6.5 Million in Sales </li></ul><ul><ul><li>From promotions on Twitter over past 2 years </li></ul></ul><ul><ul><li>Sign ups to get Dell’s tweets risen 23 percent in past three months to total 1.5 million users </li></ul></ul><ul><ul><li>Only fraction of Dell’s $61.1 billion annual revenue </li></ul></ul><ul><ul><li>100+ employees send out tweets -- over 35 different channels </li></ul></ul><ul><ul><li>Total reach of 3.5 million people across the Web through social networks, community sites, Direct2Dell.com and IdeaStorm . </li></ul></ul>
  • 38. Summary <ul><li>Skepticism social media can’t match $ raised with traditional fundraising </li></ul><ul><li>Survey results confirm charities are late adopters to social media in general. </li></ul><ul><li>No evidence to show that social media will replace conventional fundraising tactics </li></ul><ul><li>Social media is not a replacement, it’s diversification </li></ul><ul><li>It’s only one tool in the ever growing FR tool kit </li></ul>
  • 39. Such much info, so little time…. Sage Nonprofit Solutions social media survey results Understanding social media and application Practical tips on getting started Strategies for listening, monitoring & measuring
  • 40. Tips For Getting Started <ul><li>Research. Meet your constituents where they are. </li></ul><ul><li>Build strategy. Select the tools based on your constituents, and what you can manage with available resources. </li></ul><ul><li>Share. Use videos and pictures to share stories. </li></ul><ul><li>Empower. Pick the right staff, empower them and let them be themselves. </li></ul>
  • 41. Tips For Getting Started <ul><li>Be flexible. Communities will change and so will the tools. </li></ul><ul><li>Integrate. Don’t forget your website & integration. Bring all your online communications together and repurpose content. </li></ul><ul><li>Define success. Change how you define it. It’s about content rather than numbers; relationship-building rather than “marketing”. </li></ul><ul><li>Pause and re-evaluate. Keep listening, and give yourself time to build community, trust, and conversation. </li></ul>
  • 42. Getting Started w/ Facebook Causes <ul><li>Link Causes application to your org’s profile </li></ul>
  • 43. Facebook Causes <ul><li>View your personal impact, activity of friends </li></ul>
  • 44. Facebook Causes
  • 45. Facebook Causes <ul><li>Collect donations </li></ul>
  • 46. <ul><li>Name : successful causes have names with action words that convey urgency </li></ul><ul><li>Mission : explain your issue in one compelling sentence </li></ul><ul><li>Position : maximum of three – can be core beliefs, key facts/statistics, or actions/goals </li></ul><ul><li>Picture : use an image that is clear, simple and evocative – consider using an action picture instead of your logo </li></ul>Facebook Causes Tips <ul><ul><li>Gordon, Susan. 2009 April 28. Facebook for Nonprofits. [NTEC session]. <https://www.ntenonline.org/eweb/DynamicPage.aspx?webcode=SesDetails&ses_key=e47cc396-6210-4d8b-8946-d8197c5770e8&hide=1>. Accessed 2009 May 28. </li></ul></ul>
  • 47. Such much info, so little time…. Sage Nonprofit Solutions social media survey results Understanding social media and application Practical tips on getting started Strategies for listening, monitoring & measuring
  • 48. Listen To Who’s Talking <ul><li>Find out where your constituents are and get involved in the conversation </li></ul><ul><ul><li>For Twitter use: http:// search.twitter.com </li></ul></ul><ul><ul><li>Search using keywords and terms that are related to your cause </li></ul></ul><ul><li>Do same with Facebook, LinkedIn, MySpace and find out where donors are and what they’re saying. </li></ul><ul><li>Get set up with search tools, such as: </li></ul><ul><ul><li>Technorati </li></ul></ul><ul><ul><li>SocialMention </li></ul></ul><ul><ul><li>Google Alerts </li></ul></ul><ul><ul><li>Google SideWiki </li></ul></ul>
  • 49. The Discussion Is Going On Without You
  • 50. Social Media Monitoring <ul><li>Discovery - How are you discovering conversations? </li></ul><ul><ul><li>Paid monitoring services like Radian6, Nielsen , Cymfony , </li></ul></ul><ul><ul><li>Use keyword watch lists and alerts; doing persistent searches: Technorati, Feedster, Google Alerts, etc. </li></ul></ul><ul><li>Aggregation - Need to gather up all your data sources; all your inputs. </li></ul><ul><ul><li>Can use commercial feed reader, like Google Reader , Netvibes , My Yahoo! Or proprietary dashboard, like TruCast </li></ul></ul><ul><ul><li>For most organizations their email inbox continues to be the preferred repository for this information </li></ul></ul>
  • 51. Social Media Monitoring <ul><li>Escalation </li></ul><ul><ul><li>This is where a program transitions from passive watching tactics, to analysis, response planning and ultimately, to participation. </li></ul></ul><ul><ul><li>Needs to be some sort of logical escalation path for getting front line issues to behind-the-line experts – quickly. </li></ul></ul><ul><ul><li>This can be achieved by a simple group email alias inbox. </li&g
  • We Need Your Support
    Thank you for visiting our website and your interest in our free products and services. We are nonprofit website to share and download documents. To the running of this website, we need your help to support us.

    Thanks to everyone for your continued support.

    No, Thanks