Social Media For

Non-Profit Organization

s!June 14, 2011

George WallacePresident

Rebecca SlosbergDigital Marketing

Facebook.com/DiscoveryCG

Nick LamotheGeneral Manager

www.discoverycomm.com @DiscoveryCG

Social Media for Non-Profits• What is Social Media?• How can it help me raise more money?• How do I get started?• Q&A

You’re Already Doing It!

What Makes These Media Social?

“Social Media are primarily internet- based tools for sharing and discussing information among human beings. The term most often

refers to activities that integrate technology, telecommunications and social interactions,

and the construction of words, pictures, videos and audio… Businesses also refer to

social media as user-generated content (UGC).” [Wikipedia]

What Makes This Media Social?

• Conversations, not lectures• Interactive, not passive• Personal, not corporate• Inherently shareable • Enhanced or created by the

consumers

OK, But WHY Should We Use It?

• Conventional fundraising is about cultivating donors and asking them for contributions (and that’s not a bad thing)

• Think of social media as a form of cultivation first

• …and maybe a way of asking for contributions second

• People learn more about your organization

• People become part of the discussion about your cause

• People can easily share information about your organization with their friends

• People become more involved and committed to your cause

• It’s like having a virtual open house• Creates an asset that you can

continue to grow

Social Media Cultivation

Three Major Platforms

1.Blogging2.Facebook3.Twitter4.LinkedIn

BLOGGING 101152 million – The number of blogs on

the Internet (as tracked by BlogPulse).

73% of online users read blog posts, even if they aren’t aware of it.

What is a Blog?• A special kind of website that organizes articles, or “posts”, by date or subject and allows readers to comment • Less formal and more dynamic than regular websites• Good blogs invite more comments and discussion and repeat visits• Search engines like blogs!

Starting a Blog

• Read some blogs first, then try it for yourself– Wordpress, Blogger, Typepad

• The best blogs are honest, interesting, useful and consistent– Not an easy task!

• Ask yourself: Do I have the resources to make a good blog? Is a bad blog worth it?

FACEBOOK 101

Facebook has 500 million users!

Facebook Statistics

• The fastest growing demographic is baby boomers, those that are 55+ (Inc.com, Aug. 2010)

• 56% of all content shared online occurs via Facebook• 51,481,960 Facebook users are between the ages of

35 and 64 • Facebook generates 770 billion page views per month• Average user is connected to 80 fan pages• Average user creates 90 pieces of content each

month (Social Media Today, March 2011)

Starting with Facebook• First sign up for a free

personal account• Find your friends and check

out what they are doing• Join groups and ‘Like’ other

fan pages• Search keywords related to

your organization’s mission• Start contributing and

creating

Everybody is Doing it!

TWITTER 101

In the past year alone, the average number of tweets per day has nearly tripled from 50 million to 140 million.

*Huffington Post, March 2011

What is Twitter?An online platform for people to communicate and

stay connected, in real time, through the exchange of quick answers to one simple question:

Twitter Statistics• 175,000,000 – Number of twitter user accounts • 460,000 – Average number of new accounts per day

over the last month.• 182% – Increase in number of mobile users over the

past year.

Twitter is A LOT of Conversations!Conversation!

Conversation!

Conversation!

Conversation!

Conversation!

Conversation!

Conversation!

• It is like text messaging or instant messaging, but to a much larger group

• Oddly enough, communication happens and communities form in tiny bursts (micro-blogging)

• It’s somewhat addictive!

Why is it Popular?

Starting with Twitter

• Sign up! It’s free!• Search for keywords related to your

organizations mission, and follow the people talking about them

• At first it will be slow – as with all social media channels, patience and persistence are the name of the game

• Participate! Say something, ask a question, respond to others questions

LINKEDIN 101 LinkedIn users tend to be more senior: 46% are Management or Executive Level

‘THE’ Platform for professional networking

• Connect with past contacts, new donors, industry insiders, referral sources, recruit volunteers

• Make introductions within your newly expanded network

• Join and create networking groups

Setting Expectations

• Social Media is NOT a miracle cure• It may take a long time for your investment to pay off• PATIENCE & PERSISTENCE

Social Media is ONE Tool

• Don’t over-invest in social media• Know your audience (current and future)

and court them appropriately• If you neglect traditional media, you

might leave out your core supporters• But don’t under-invest either! 52% of

Americans are using social media!

Fundraising with Social Media

Okay! We’ve been educated and warned, now how can we start

raising some money?!

Fundraising with Blogs

• Your blog shouldn’t be all about fundraising

• Add a PayPal donate button or fundraising widget

• Most importantly, use your blog to show the world the great outcomes your organization produces and to encourage discussion

Blog Anatomy

Donate Button

Personal Stories

Pictures

Facebook & Social Media

Comments!

Fundraising with Facebook

• Create a company page for your organization or event

• When people join your group or fan page you can send them messages (don’t over do it)

• Use Facebook to seek volunteers, donors and more fundraisers

Fundraising with Facebook: Apps

Fundraising with Twitter

• This is not as cut and dry: even Twitter is just starting to figure out how to monetize their services

• Use Twitter to reach and mobilize your more tech-savvy supporters

• Use tweets to drive traffic to your website, blog or donation page

• Encourage donors and fundraisers to use Twitter to publicize their support

Work the Retweet

Work the Retweet

• If you see a tweet you like, you can retweet it so all your followers see it

• Encourage retweeting of your messages and return the favor often

• This can be a quick way to spread the word about a campaign or an event

Creating a group for people to

network in on LinkedIn will allow you to

get the message out!

Relaxing Your Grip

• It’s the nature of social media that not all information will be conveyed exactly right, but the bulk of it will be generally right

• Not all comments will be favorable• How you react to unfavorable comments

says a lot about you and your organization• Pick your battles and don’t be afraid to

apologize when you are wrong• Honesty and transparency go a long way

on social media

Keys to Success

• Social Media is just one piece of the puzzle, don’t neglect the rest

• One size doesn’t fit all – do what is right for you, your organization and your people

• Keep experimenting• Patience and Persistence• Give up some control

What is the Rest?

• Direct Mail• Email Marketing• Events• Press Releases

Use traditional media to promote your presence on social media!

Questions?This presentation can be found at

www.discoverycomm.com/dgblog/NPO

If you have questions later, please feel free to post them there and we will answer

them!

@DiscoveryCG Facebook.com/DiscoveryCG