social media for outreach, engagement, and fundraising
DESCRIPTION
Workshop/discussion at the University of Washington Center for Leadership in Athletics as part of a "Chalk Talk" series.TRANSCRIPT
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
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%
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
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?
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
OUTREACH & ENGAGEMENT
FUNDRAISING
Outreach & Engagement $$$
Story first, ask second.
FUNDRAISING
Engage your audience with photos, videos, and contests.
FUNDRAISING
Recognize your donors online.
ANALYTICS AND MEASUREMENT
Great resource for measurement and analytics: http://www.bethkanter.org/learning-analytics/
ANALYTICS AND MEASUREMENT
What are your goals?
Remember SMART goals:
SpecificMeasurableAttainableRelevantTimelyHow will you measure those goals?
MEASUREMENT AND ANALYTICS
Source: Beth Kanter
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/
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.)
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/