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Doylestown Dog ParkSocial Media for Nonprofits
SoMeBizLife Conference 2012
@dtowndogpark
@sanoagency
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About Kelcey & Joe
Joseph Simek is the cofounder of Sano Agency, a
Doylestown-based company specializing in digital
media consulting and WordPress web design. He
has volunteered with the Friends Of Doylestown
Dog Park since its inception.
Kelcey Meadows-Lucas is the Volunteer Fundraising
Chair For Doylestown Dog Park. Kelcey works as the
Director of Philanthropy for Pennsylvania and New
Jersey at The Humane Society of the United States.
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Isn'tit wonderful that none ofus need wait a moment before
starting to change the world.
-Anne Frank(1929 1945)
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About You!
Raise your hands if you work for a non-profit Raise your hands if you handle the social media for your
nonprofit
Raise your hand if you consider yourself a Social Media Expert(or Beginner)
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All Volunteer Effort
Never doubt that a small group of thoughtful,
committed citizens can change the world;
indeed, it's the only thing that ever has.
- Margaret Mead
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Where We Stand (May 2012) Money Raised: $150,000+
The People: 3 main drivers, 10-person core committee, 30-
person core volunteer, 150-person group of regular event
attenders, Community Sign up of 1,500
Facebook Page Likes: 1,350+
Twitter Followers: 800+
Construction began in March 2012 and we hope to open the
park this summer!
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Doylestown Dog Park
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Doylestown Dog Park
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Keys To Success
1. Targeted Demographic
2. Grassroots Campaigning - Building A Constituency & Supportfrom our Community and Decision Makers
3. Transparency4. Long-term Engagement - Attracting members
5. Crowdsourcing
6. Multi-level Fundraising Plan - Friend-raisers, Fundraisers,Creating Donor Strategies and Naming Opportunities for
Community Projects
7. Acknowledgement
8. Consistency
9. Personal Attachment
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Targeted Demographic
The Dog Parks Fundraising Demographic was identified fairly easily, but
the committees success of raising money underscores the importance
of properly defining a demographic.
INDIVIDUALS
First Tier Doylestown Residents
Second Tier Dog Owners
Third Tier People with disposable income: DINKs (Double
Income No Kids), empty nesters with dogs, gay couples,
families who want new exercise opportunity
BUSINESS
First Tier Doylestown Businesses
Second Tier Animal or Dog Related
Third Tier Ability to Donate Money and In-Kind Services
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DogographicsIts time to include dogs (and animals) into your fundraising efforts
There are 78.2 million dogs in the U.S., according to the
American Pet Products Association, one dog for every four
people. In 1988, the first year the survey was conducted, 56% of
U.S. households owned a pet as compared to 62% in 2012.
Total U.S. Pet Industry ExpendituresYear Billion
2011 $50.96
2004 $34.4
1994 $17
Pet Calculator via AVMA.org Doylestown Borough has:
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Dogographics
Socks (full name: Sockington, The Most Popular Cat on Twitter
@Sockington) (http://www.sockington.org/) described by his
owner as having the attention span of a weathervane, has
1,439,104 followers on Twitter.
Indeed, Socks, along with nine other animals, are listed byMashable as having more social media fans than many major
media outlets (http://mashable.com/2011/07/12/animals-social-
media/).
1 in 10 Pets have a social profile on Facebook, Twitter, andYoutube, according to a recent study done by PetPlan (pet
insurance company)
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Dogographics
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Grassroots Campaigning
Started with a website on a banner, business cards and sign up sheets Tabled every First Friday, Concert in the Park and every event we could
Sign up sheets turned into a email list, which then turned into Facebook
page invitations & event invites to build community support.
We are entirely privately funded. We knew we would need to build a
large base of supporters to get political approval for a dog park and to
raise the funds to build it.
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Social
Tactic
The Power of WordPress!
Inexpensive
No Web Designers Allow For Fast Communication and Changes
Blogging Format Combined With A Traditional Website Layout
Integrates With All Social Networks
Fantastic Search Engine Optimization Subscribe via Email not everyone uses social media
Scalable
How much did Doylestown Dog Park spend
on its website?
Website As Blog
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DoylestownDogPark.com
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Transparency
From the earliest stages of the Dog Park Committee, every meeting,event, decision, or news item was posted on our social networks and the
website. Decisions were only made at meetings!
Were
Approved!Social Media allowed for
REALTIME
updates from meetings!
Transparency = Engagement & Loyalty
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Approval!
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Social
Tactic
Document Sharing
The Power of Scribd.com!
Free
Allows For Embeddable Documents Of Any Kinds
Great For SEO Documents are searchable
Sharing Functionality Built In (Volunteers could print on own)
How do we share presentations and
important documents with our constituency?
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Long Term Engagement
Multiple CREATIVE EVENTS allow us to engage our growing constituency:
Created Buzz On and Offline
Utilized Our Growing Social Media Network
Partnered With Local Businesses
Gave Other Businesses Incentive To Partner With Us
Allowed us to accept smaller donations
Our largest donor ($50,000) attended every
event before APPROACHING US about donating!
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Friend-Raisers & FUNdraisers
Invited to have fundraising booths at about 10 different eventsthat others organized (P & A Puppy Fair, Bark for Life, AnimalLifeline Puppy Paws at Puck, Doylestown Arts Fest, A-Day, etc.)
Over the course of 3 years, we organized about 30 individualfundraising events PLUS March Muttness which had 10 eventsand 10 percentage of promotions during the month ofMarch
Events are a LOT of work, usually for NOT a lot of money, butthey are worth it because they help build awareness, aconstituency and momentum for your cause.
We used flyers, press releases and email newsletters, but wereally drove fundraising with social media.
Be Creative and Accessible!
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Types Of Events Bark About the Park Community Presentations
Township Presentations
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Yappy Hours
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Doggie Ice Cream Social
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March Muttness
In March of 2011, after 2 years of hard work and meetings
with Township and County officials, we got approval to use 3
acres of County land leased to the Township. We knew that
we were going to be presenting to get final approval from the
Township in March, so we organized a month long awareness
and fundraising campaign called March Muttness.
Up until this point, none of our fundraisers had made a ton of
money (Anywhere from $100 to $1000) because they were
really more of Friend-raisers to build awareness andcommunity support of the dog park. Now that we had a plan
and approval to go for it, the REAL fundraising could begin!
We raised over $5,000 during March Muttness!
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The Dog Park is Everywhere! Screen shot of life on the leash pic with all the paws in the
side window
http://www.facebook.com/photo.php?fbid=1015012788243868
0&set=a.10150110250748680.294011.115845948679&type=3&
theater
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March Muttness
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Share Interactions
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Tweetup & More
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Multi-Level Fundraising Plan
We had a lot of community support and wanted to give
people a wide variety of ways to support the park. We
developed our Dog Park Partners program and did all we
could to push that message out into the community.
In-Kind Services and Materials
Dog Park Partners
Bricks & Pavers
.
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Bricks & Pavers
Through social media, we drove people to public tabling events where we
collected Brick and Paver orders. This was a HUGE success and that is when
we really felt the power of social media. WE DID NOT SEND A MAILING!
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Dog Park Partners
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In Kind Services & Materials
Add pdf of in kind gifts form
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Acknowledgement
Twitter and Facebook
mentions and tagging
Email Thank Yous linking to
supporter websites
All Partners and Supports
posted on website
Both on blog posts andsupport page
Edited Featured Likes
only people who donated
money and services
THX.
Both individual donors and business donors were acknowledged for
their contributions.
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Social
Tactic
Mentions & Tagging
The Power of Location-
Based Tagging! Easy to do
Can include photos
Promotes Engagement
Supports and Gives
Exposure To Your
Partners
Can Help Drive
Awareness Of Future
Events
Is there anything businesses like more than
positive exposure?
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Creating Urgency
Social Media allowed us to create a sense of urgency through
mini-campaigns and deadlines
Money for building
Money for extra expenses
Donations for acknowledgement (prior to opening)
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CrowdsourcingSocial
Tactic
The Power of Feedback
via Facebook Polls!
Allows voting on specific
items (New Logo, T-shirt
Orders, Name Fire
hydrant, etc.)
Shareable
Included in every
Facebook Business Page
Asked people to upload
photos to our page
What does our constituency think?
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ConsistencyThe team was very vigilant in
posting on the blog and socialsites!
Consistent messaging allchannels
Used cross-posting to updateTwitter from Facebook (butstill engaged directly onTwitter)
Posted related material, ifthere was no Dog Park News,to maintain engagement
Share something fromanother non-profits
Upload as our own, but givecredit, and take advantage ofshares
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Personal Attachment
Social Media works best on an individual level, and Kelcey
became the personal voice for the dog park.
Single voice provide consistency
Tweeted from animal events she attended with her other job
Other team members still had access to profiles
Did not start multiple profiles we couldnt support
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Whats next?
Well, there was a really cool dog beach Patches enjoyed in
Maryland ;)
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Join us June 30 -- Pup Crawl! Our 2nd Annual Dog Days of Summer Pub Crawl is Saturday
June 30!
Last year we raised over $5,000 by selling Bricks and Pavers,
T-shirt Sales, & Percentage of Donations by bars
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Connect with us! DoylestownDogPark.com
@dtowndogpark
Facebook.com/DoylestownDogPark
SanoAgency.com
@sanoagency
Facebook.com/SanoAgency
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