social media for outreach, engagement, and fundraising

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SOCIAL MEDIA AMY HIROTAKA, OUTREACH COORDINATOR COMMUNITIES CONNECT NETWORK FOR OUTREACH, ENGAGEMENT, & FUNDRAISING WORKSHOP AT THE UW CENTER FOR LEADERSHIP IN ATHLETICS, JUNE 14, 2012

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Workshop/discussion at the University of Washington Center for Leadership in Athletics as part of a "Chalk Talk" series.

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Page 1: Social Media for Outreach, Engagement, and Fundraising

SOCIAL MEDIA

AMY HIROTAKA, OUTREACH COORDINATOR COMMUNITIES CONNECT NETWORK

FOR OUTREACH, ENGAGEMENT, & FUNDRAISING

WORKSHOP AT THE UW CENTER FOR LEADERSHIP IN ATHLETICS, JUNE 14, 2012

Page 2: Social Media for Outreach, Engagement, and Fundraising

USAGE TRENDS

Number of adult Twitter users on a typical day has doubled since May 2011 (source http://pewresearch.org/pubs/2276/twitter-typical-day-smartphones)

• 15% of online adults use Twitter

• Youth tend to use Twitter less (older data from 2010 says around 7-8% of users 12-18)

95% of teens are online, 80% of those use social media (source http://pewinternet.org/Reports/2011/Teens-and-social-media/Part-2/Section-1.aspx)

• 20% reveal that peers are “mostly unkind” on social media – much higher than adults at 5%

Page 3: Social Media for Outreach, Engagement, and Fundraising

USAGE TRENDS: SMARTPHONES

Nearly half of all Americans have a smartphone. (source: http://pewinternet.org/Reports/2012/Smartphone-Update-2012.aspx)

• 49% of African Americans report using a smartphone

• 49% of Latinos report using a smartphone

Lowest number of smartphone adopters: older Americans.

• Only 13% of cell phone users 65+ report using a smartphone

City of Seattle reports high mobile phone ownership (source: http://seattle.gov/tech/indicators/docs/2009_TechAccessAndAdoptionInSeattleReport.pdf)

• Mobile phones more prevalent in communities of color and immigrant/refugee households than computers

Page 4: Social Media for Outreach, Engagement, and Fundraising

OUTREACH & ENGAGEMENT

Outreach Engagement

1. Who is your audience?

2. Where do they live on the Internet?

3. What do you want to accomplish? What’s your goal?

Page 5: Social Media for Outreach, Engagement, and Fundraising

OUTREACH & ENGAGEMENTExample:

Increase enrollment in new program

Partner organizations promote your activities

Form online partnerships with similar organizations

Proactively use Twitter and Facebook to retweet and cross-post events and items/links of mutual interest

Page 6: Social Media for Outreach, Engagement, and Fundraising

OUTREACH & ENGAGEMENT

Page 7: Social Media for Outreach, Engagement, and Fundraising

FUNDRAISING

Outreach & Engagement $$$

Story first, ask second.

Page 8: Social Media for Outreach, Engagement, and Fundraising

FUNDRAISING

Engage your audience with photos, videos, and contests.

Page 9: Social Media for Outreach, Engagement, and Fundraising

FUNDRAISING

Recognize your donors online.

Page 10: Social Media for Outreach, Engagement, and Fundraising

ANALYTICS AND MEASUREMENT

Great resource for measurement and analytics: http://www.bethkanter.org/learning-analytics/

Page 11: Social Media for Outreach, Engagement, and Fundraising

ANALYTICS AND MEASUREMENT

What are your goals?

Remember SMART goals:

SpecificMeasurableAttainableRelevantTimelyHow will you measure those goals?

Page 12: Social Media for Outreach, Engagement, and Fundraising

MEASUREMENT AND ANALYTICS

Source: Beth Kanter

Page 13: Social Media for Outreach, Engagement, and Fundraising

TOOLS FOR MEASUREMENT

Facebook Insights is available through your organizational page, if you have enough followers.https://www.facebook.com/insights/

Twitalyzer is a free tool that helps you assess your influence and reach.http://www.twitalyzer.com/

Mashable lists 5 free social media analytics spreadsheet tools – awesome resources.http://mashable.com/2012/02/09/social-media-analytics-spreadsheets/

Page 14: Social Media for Outreach, Engagement, and Fundraising

MANAGING MULTIPLE ACCOUNTS

Hootsuite! http://hootsuite.com

Page 15: Social Media for Outreach, Engagement, and Fundraising

MY #1 (AND 2 AND 3) TIPS

Do your best to be:

1. Consistent

• Initial goal: post 3-4x per week• Followers will come to expect posts and tweets

2. Relevant

• Stay on topic• If it’s not relevant to your org, don’t post it (even if you

haven’t met your consistency goal!)

3. Entertaining

• Be witty, be funny, be yourself! (Except not too much. If you have to pause and ask yourself if a post or tweet is appropriate, it probably isn’t.)

Page 16: Social Media for Outreach, Engagement, and Fundraising

MORE RESOURCES

Beth Kanterhttp://www.bethkanter.org/

Facebook for Nonprofitshttps://www.facebook.com/nonprofits

Idealwarehttp://idealware.org

Nonprofit Technology Networkhttp://www.nten.org/

NPower Northwesthttp://npowernw.org

Pew Internet and American Lifehttp://pewinternet.org/