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Social Media has changed the way we communicate. Relationship building and fundraising paradigms must change if nonprofits wish to remain relevant. This program, presented to AFP Northeast Indiana on August 19, 2010 discuss how this is radically affecting many aspects of nonprofit organizations (image, visbility, transparency, governance, programming, relationship building and fundraising).
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Why Nonprofits Must EmbraceSocial Media
AFP Northeast INRobert Croft, CFRE
I didn’t know they did that?
Hey, my friend
donated $50!
I can rally my friends on Facebook I heard
their CEO took ….
First a Quick Survey @ You
This Session is NOT
OR
How to Make $1 Million with Your First Viral Video
But Rather• Review the Fundamental Shift in Communications• How this Impacts Nonprofits• Why You Better Care• What You Can Do
THE INTERNET HAS CHANGED
THE WAY WE COMMUNICATE
Always “Online” and “Connected”
News
Information
And…. Other Cool Stuff
Old marketing continued into Web 1.0
• Brochures• Print Newsletters• Direct Mail• Annual Reports
• Advertising• Static Websites• E-Newsletters
Mass Communication was One Way:
Then There Was Social Media…
And Web 2.0 Was Born
According to…
• Social Media is technology that “supports the human need for social interactions.”
• “Social media use web-based technologies to transform and broadcast media monologues into social media dialogues.”
• “A blending of technology and social interaction for the co-creation of value.”
What Are We Talking About?
• Social networking sites (Facebook, MySpace, Ning, Meetup…)
• Professional networking sites (LinkedIn, Plaxo…)
• Blogs (WordPress, Blogger, TypePad…) • Microblogging (Twitter, FriendFeed, Foursquare, Facebook statuses…)
• Social bookmarking (Delicious, Digg, Reddit, StumbleUpon…)
• Photo and video sharing (Flickr, YouTube, Vimeo, Qlipso …)
• Share reviews (ePinions, Yelp…)
• And more…
It’s Unleashed a Revolution
(Video “Social Media Revolution 2 (Refresh) by Erik Qualman , Socialnomics.com)
FOUR MAJOR IMPACTS ON NONPROFITS
2. 1. Empowered Consumers/Donors
• Social media gives everyone a voice
• The masses now produce content and can affect change
• Self organize around causes
1. Empowered Consumers/Donors
Empowered Consumers…
• Rate products & services
• 78% trust peer recommendations
• “Socialnomics” = “Donornomics”
• They also Rate Nonprofits - Guidestar.com InsideGood.com
Why You Should Care
• Significant Loss of Control Over Image– “The internet doesn’t tell you when you get a bad
review.”
Negative:
Positive:
• You WILL have Advocates– Empower them and watch your support grow
exponentially– Crowdsourcing
2. Visibility and Relevance are Paramount
– Information overload– 100s of ads per day, – Flying Ninja Cat videos,– Hundreds of friend updates
– Peers asking for support of their favorite International charity
– Do we even read “snail” mail appeals and newsletters anymore?
Vying for Your Donors’ Attention:
The Silence of Nonprofits Stuck in Web 1.0 is Deafening…err Deathening.
Why You Should Care
• With inaction, NPO will FADE from Relevance and younger donors will migrate away…
Negative:
Positive:
• With increased visibility on Social Media, you MAY attract new donors, but will most certainly deepen relationship with current donors
• Consumers (donors) have more giving choices• Organizational mediocrity is no longer an option• Micro-transparency – once a year “annual
report” may not suffice• Consumers want voice in Governance• A good thing to be accountable
3. Forced Transparency
Why You Should Care
• Empowered consumers may point out real shortcomings
Negative:
Positive:
• Micro-transparency via Social Media will accelerate trust building
• Majority of donations will occur online by 2020 (if not sooner)
• Advocacy and “retweeting” are considered “doing my part”
• Texting gifts, Facebook Causes, Twestival• Corporate giving contests and crowdsourcing
4. Ways of Supporting Are Changing
Millennials also want to be physically involved…
Why You Should Care
• Waiting for the “check in the mail” will get longer and longer…
Negative:
Positive:
• Engaging people in their place of social activity, whether giving online, spreading your story, advocacy, or volunteering will lead to support.
One Response
“You’ll never find me Twittering or find me on MyFaceSpaceBook. If you want to socialize with me ring me up on the telly and lets have a cup of coffee together (real coffee, really together, not cyber-coffee in a cyber-cafe).
Where is building relationships across the coffee or kitchen table going?”
“We don’t have a choice on whether we DO social media,
the question is
how well we DO it.”
–Erik Qualman, “Socialnomics”
HERE’S THE GOOD NEWS
SOCIAL MEDIA ISN’T A NEW THING.
IT’S A NEW WAY OF DOING OLD THINGS.
Fundraising Has Always Been About Building Relationship
Social Media is ALL @ Relationship
Best Fundraisers are Volunteers
Social Media is a toolbox to empower Advocates
You’ll Still Have Coffee With Donors
You may just find them via Social Media
Social Media is Free
But not easy…requires major investment of time
Rules of the Social Media Road
• Listen Intently
• Be Authentic
• Participate Consistently
• Collaborate with Others
Getting Started
1. Understand they “Why”2. Be the culture shift at your organization3. Connect with social media resources to learn4. Create a plan
1. Start with a fan page2. Consider a page
a) Video is the “Currency” of the internet3. Consider a blog for your nonprofit
a) Rotate Staff – CEO should have significant role4. Create a profile5. Jump IN and participate
Getting Started
• Beth Kanter – www.bethkanter.org, Twitter: @kanter, Facebook: Beth.Kanter.Blog– Book with Allison Fine: “The Networked Nonprofit”
• Mashable.com – Everything Social Media and Technology, News and Great Articles– Twitter: @mashable, Facebook: Mashable
• Smart Blog on Social Media – http://smartblogs.com/socialmedia– Sign up for Smart Brief on Social Media email brief, Twitter: @SBoSM
• Nonprofit Technology Network – www.nten.org • “Social Good” section on Chronicle of Philanthropy Website, Allison Fine –
– http://philanthropy.com/section/Social-Good/365/ • Common Knowledge – www.commonknow.com
– Offers free monthly webinars on social media topics and email campaigns• Just Get on Twitter, follow others and you will discover the experts• Fort Wayne Social Media Breakfast – Meets monthly(?) on the third Tuesday, free
– www.facebook.com/smbftw• Video used in presentation: “Social Media Revolution 2” – www.socialnomics.com
• Robert Croft, 260-568-0731– Twitter: @RobertNCroft, LinkedIN: http://www.linkedin.com/in/robertncroft– www.CrandallCroft.com, FB: CrandallCroft– Presentation slides can be found at www.slideshare.net/rncroft
Some Resources
Questions/Discussion
How would Steve Urkel do Social Media?
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