web 2.0 for nonprofits: emerging trends

60+ years. 80+ offices. Performance. Impact. Results. 60+ years. 80+ offices. Performance. Impact. Results.

Web2.0 for Web2.0 for NonprofitsNonprofitsemerging trendsemerging trends

Presented by Lisa Weser Presented by Lisa Weser Vice PresidentVice PresidentFLEISHMAN-HILLARDFLEISHMAN-HILLARDAugust, 2009August, 2009

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Social Media: A Fact of Life

WAP

YouTube

Twitter

Blogs

Search

Podcasts

Flickr

Facebook

RSS

> It’s pervasive> Complements existing

communications > Breaks through clutter> Fosters sense of

connection and community

> Optimal environment for engaging hearts and minds

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Moving Mainstream & Maturing> Adoption Rates

• Facebook: 300 million users

• Twitter: 32 million users (estimated)

> Average Age• LinkedIn: 40+

• Blogs: 37

• Twitter: 31

• Facebook: 27

> Trends: • Aging demographic

(fastest growing: women 45-54 )

• Rapid expansion (75% of adults watch videos online)

• GlobalizationSource: Nielsen Online, Global Index, December 2007 – December 2008; Wall Street Journal, May 2009

Facebook Global Audience Growth(in millions of users)

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Social media are Social media are changing the landscape changing the landscape

for nonprofits for nonprofits and charitiesand charities

Is it right for YOU?Is it right for YOU?

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What are your goals?> Build your brand (and take it 2.0)> Bolster awareness > Mobilize your base> Attract new supporters> Expand your donor base > Promote events> Share multimedia> Drive traffic> Dialogue with supporters> Thought leadership

Social media are platforms for efficiently and effectively achieving these goals

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Emerging tools and tacticsEmerging tools and tactics

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Causes on Twitter> Build a network

of “followers”> Tweet your news> Drive traffic > Engage dialogue> Court influencers

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Celebs Crowdsource Charitable Giving

His tweet: “I will donate 100K to one individual's favorite

non profit organization. Of course, you must convince

me why by using 140 characters or less.“

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#charitytuesday Twitter hashtag> Community-driven

convention that “tags” topics

> A hashtag is a # symbol followed by a key word: #charitytuesday

“Happy Belated #charitytuesday Follow & Support @ACLTcharity @Shelter @TheNSPCC @keepachildalive @amfAR @AMNESTY & http://www.freerice.com”

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Twibbons and Blog Badges> Blog badges show blogger

support for a cause (and can link to a “Donate” widget)

> Twibbons are affixed to people’s Twitter thumbnails to show cause solidarity

> Great way to raise awareness “virally”

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Causes on Facebook> Popular:

25 million users support at least one cause

> FREE to nonprofits

> Requires a community manager/admin

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How it Works> See when a friend:

• joins, or “fans,” a cause

• posts a video or image

• makes a donation to a cause

• RSVPs to attend an event

> Invite your own friends to join a cause

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Success Story: Save Darfur CoalitionSince its cause page launch in June 2007:

>1,150,000 Facebook supporters

>$93,000 in donations

>2,263 petition signatures

>Tracks views to posted videos and reports

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Corporate Foundation Giving> $100,000 grant to

domestic violence charity of voter’s choice

> Vote by Facebook or e-mail

> Results:

• > 170,000 votes in five weeks

• $200 million in earned media impressions

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There’s No Silver Bullet

No guarantees Won’t replace other methods

Social media trail traditional fundraisingBe realistic about your goals

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Before You Dive In…Think about:> Objectives> Available tools> Cultural barriers> Legal concerns> Resources> Compelling content> Sustainability> What will success

look like?

60+ years. 80+ offices. Performance. Impact. Results. 60+ years. 80+ offices. Performance. Impact. Results.

Questions?Questions?Just ask!Just ask!

Lisa Weser Lisa Weser 314.982.8768314.982.8768lisa.weser@fleishman.comFind me on LinkedInFind me on LinkedInFollow me on Twitter @lisaweserFollow me on Twitter @lisaweser