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Brandraising Through Social Media

Farra Trompeter @farra

April 9, 2011 Womenʼs Funding Network


Wanna tweet? •  Use #WFN11 •  I’m @farra


3 Basic Principles of Effective Communications •  See the long view. •  Communicate on their terms, not yours. •  Do more with less.


Effective Branding Involves •  Communication specific research •  Brand strategy •  Buy-in •  Good creative


Reasons Nonprofits Communicate


Brandraising®


The big differentiating idea you strive to own in the minds of your target audiences

Positioning


Disaster relief


(your org here)


What do you want donors to associate with your organization?


•  Interviews •  Surveys

•  Internal •  External

•  Landscape Scan

Determine your organization’s positioning via research


The overarching feeling you want people to associate with your organization

Personality


Determine your organization’s personality via leadership interviews •  If your organization had a mascot,

what would it be? •  What type of vehicle would it be? •  What color? •  What actress? •  Why?


What a strong brand requires to thrive: •  Strategic planning •  Identity development •  Institutional memory •  Day-to-day


So, what about social media?


It’s about reaching and connecting people


traditional media social media

Encyclopedia Brittanica Wikipedia

New York Times TechCrunch

Print newsletter eNewsletter, Twitter, Facebook

Click to edit Master text http://www.youtube.com/watch?v=lFZ0z5Fm-Ng


Why should we use social media?


Maybe shouldn’t… Social media is not… •  Free •  An opportunity to control your message •  An opportunity to tell everyone what you think •  Inherently appealing and cool to millenials •  An alternative to clear messaging/mission •  A silver bullet to raise millions of $


That said… Social media is… •  Pretty low cost •  Growing by leaps and bounds, nationally and

internationally •  An opportunity for conversation •  A great way to reach certain audiences •  A complement to the messages you’re sharing

through other channels

Click to edit Master text http://forrester.typepad.com/groundswell/2010/09/social-growth-takes-a-breather.html

How do people participate?


Online Engagement Priorities

Click to edit Master text http://www.socialmediaexplorer.com/social-media-marketing/finding-your-brand-voice/


Ways funds are using social media •  Engaging younger donors/next gen in

conversation •  Sparking giving, connecting giving circles •  Raising awareness •  Changing attitudes •  Using tools to share information

•  Texting, emails, blogs, Twitter, Facebook, etc. •  Covering events


Awesome… so now what do I do?


Start by listening

© robertcarlsen


Listening Online •  Set up Google alerts, Technorati search, Twitter

search, etc. •  http://socialmedia-listening.wikispaces.com/Tools

•  Your name and people connected to your organization

•  Your institution’s name •  Program or event names

Source: Beth’s Blog, Beth Kanter


Listening Online (continued) •  Peer/competitor names and program/event

names •  Your tagline or other key phrases •  URL for any web properties (main website, blog) •  Related issues/topics •  Common misspellings

Click to edit Master text http://www.greenlightsearch.com/knowledge/white-papers/social-media-jargon.aspx

Dive in and learn the lingo


Find out where your people are online


Send a survey or questionnaire

Click to edit Master text http://fjrodriguezg.tumblr.com/post/2101032155/social-media-iceberg-diagram

Develop your strategy first, tactics second

Click to edit Master text Photograph: Peter Dazeley/Getty Images

Click to edit Master text http://blog.jumpstartinc.org/index.php/archives/420


Create a social media policy

•  Scan sample policies from other orgs •  http://socialmediagovernance.com/

policies.php •  Agree on contents

•  Write them in a way that addresses concerns, but feels friendly and easy to follow

•  Try http://socialmedia.policytool.net/ •  Rollout through staff trainings/meetings •  Update 2x/year

Click to edit Master text http://ejewishphilanthropy.com/developing-a-social-media-policy/


In sum… •  Social media ≈ conversation

•  Social media usage is growing

•  Look before you tweet! Listen and plan before diving in

•  Choose the tools that are right for you, and be flexible and open


Homework: Assess Your Brand •  http://bigducknyc.com/brandraising/scorecard


Resources •  Brandraising: How Nonprofits Raise Visibility and Money

Through Smart Communications, Sarah Durham www.amazon.com

•  Big Duck website http://www.bigducknyc.com

•  Duck Call Blog http://www.bigducknyc.com/blog


Resources • NTEN: We Are Media http://www.wearemedia.org • Social Technographics http://blogs.forrester.com/groundswell/ • Using Social Media To Meet Nonprofit Goals http://www.idealware.org/sm_survey/download.php •  Social Media Explorer http://www.e-benchmarksstudy.com/socialmedia/http://

www.socialmediaexplorer.com/social-media-marketing/finding-your-brand-voice/


Let’s stay in touch

bigducknyc.com

bigducknyc.com/blog

facebook.com/bigduck

twitter.com/bigduck


[email protected]

twitter.com/farra

linkedin.com/in/farra

Let’s stay in touch

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