Networked Nonprofit: Care2 Webinar

The Networked Nonprofit

For Audio Call: 1-408-792-6300 Event Number: 660 629 871

Presented By:

Allison Fine, DemosBeth Kanter, Zoetica

Danielle Brigida, National Wildlife FederationMarc Sirkin, Autism Speaks

Moderated by: Jocelyn Harmon, Care2

June 17, 2010

Using WebEx• Chat & raise hand

• If you are having internet audio problems, you can dial in using a landline 1-408-792-6300 Event Number: 660 629 871

• If you lose your internet connection, reconnect using the link emailed to you.

• WebEx Support: 1-866-229-3239

For Audio: 1-408-792-6300 Event Number: 660 629 871

This Webinar is Being Recorded• The webinar will be available on the Frogloop blog at

http://www.Frogloop.com

• You will receive a link to this presentation following the webinar.

• Tweeting the webinar? Use the Twitter hashtag: #Care2

For Audio: 1-408-792-6300 Event Number: 660 629 871

What is Care2? 13 million “Do Gooders”

For Audio: 1-408-792-6300 Event Number: 660 629 871

Nonprofits Use Care2 to:• Acquire new donor and members – online

• Drive traffic, branding and awareness of their issues and campaigns

• Win advocacy battles

For Audio: 1-408-792-6300 Event Number: 660 629 871

The Networked Nonprofit

Beth Kanter and Allison FineCo-Authors, The Networked Nonprofit

Beth Kanterhttp://www.bethkanter.org

Allison H. Finehttp://afine2.wordpress.com/

@afine @kanter

June 21st Virtual Launch Party

4-5 PM EST1-2 PM PST

http://bit.ly/networkednp

http://bit.ly/netnongo  

Why we wrote this book …

Complex social problems that outpace the capacity of any individual organizationPhoto by uncultured

Source: David Armano The Micro-Sociology of Networks

In a networked world, nonprofits need to work less like this

And more like this ….

With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks

The Networked Nonprofit

BE DOUnderstand Networks Work with Free Agents

Create Social Culture Work with Crowds

Listen, Engage, and Build Relationships

Learning Loops

Trust Through Transparency

Friending or Funding

Simplicity Govern through Networks

Use social media tools to organize,

mobilize, raise funds, and

communicate with constituents but

outside of institutional walls

http://beth.typepad.com/beths_blog/freeagent/

The Nonprofit Fortress

Nonprofit Fortress

Free Agent

Transparent

The Opposite of Fortresses

Transparent nonprofits consider everyone inside and

outside of the organization resources for

helping them to achieve their goals

How many free agents does it take to turn a fortress inside/out?

Shawn Ahmed

“I can’t single-handedly end global poverty, but I can take actions and inspire others.”

“the problem isn’t social media, the problem is that YOU are the fortress. Social media is not my problem: I have over a quarter million followers on Twitter, and 2.1 million views on YouTube. I have a hard time having you guys take me seriously. “

(1) Don’t dismiss(2) Listen for good ideas(3) Identify influencers (4) Get to know them(5) Have them to get to know you. (6) Be flexible(7) Remember, they can be like

Cheshire cats!

Some advice ….

@afine @kanterBook on Amazon: http://bit.ly/networkednpSee you on June 21st 1-2 PM PST/4-5 PM EST

Growing as a Networked Nonprofit

Danielle BrigidaDigital Marketing ManagerNational Wildlife Federation

Find me on Twitter @NWF or @Starfocus or Facebook page http://www.facebook.com/nationalwildife

Ways We’re Not a

Networked Nonprofit

Sometimes… we’re a fortress

We just broadcast our messages.

We aren’t always reciprocal

But We Never Stop Learning

Because we want to be a networked nonprofit!

We Listen and Engage

We collaborate and crowdsource

Wildlife Watch Program Magazine Article

We invest in relationship building

Group we created has 20 mothers working to get kids outside

Grace raised $1,400 for wildlife. We met her mom on Twitter.

We tell staff “be yourself”

Danielle BrigidaKristin JohnsonAnne Keisman

Robin BroitmanDavid Mizejewski

Jessica JonesKevin Coyle

Libby SchleichertJennifer Janssen

Ashleigh PoffJen Fournelle

Dominique Burgunder-JohnsonChristine Dorsey

Jaime MatyasRachel Faulkner Aislinn Maestas

Julia MardenCourtney Cochran

@starfocus and @nwf@ksuzj and @nwf@keisman and @greenhour@rgbroitman@Dmizejewski@wildlife_watch@climateclass@EpSchleichert@Juniperforest@ashpoff@JenFour@dejae@christinenwf@ecosoccermom@KisatchiePine @AislinnNWF@wildlifeaction@campusecology

We try new things and fail fast

“Failing only happens when you miss the opportunity to learn” – me

The time is now…to wake up!

Marc Sirkin, Autism Speaks

Autism Speaks• Our goal is to change the future for all who

struggle with autism spectrum disorders• 5th year anniversary

• Launched by Bob & Suzanne Wright – grandparents of a child with autism, NBC/GE

• <$50 million in 2009

2010 Framework Infrastructure

People: Right people in the right spots Process: Solid frameworks and processes to managing the work Technology: CMS/CRM infrastructure plan Governance: Overall governance for social media, fundraising and content

Revenue Goal: 100% increase over 2009 Goal: Support and enhance online event revenue

Engage Goal: Begin to aggregate, assemble and “build the movement”

Becoming a Networked Nonprofit

3 major challengesCulture of the organization (silos, people, inertia)No roadmap (we’re in the woods)Too many ideas, not enough execution

3 other challengesChicken and the egg of fundraisingGovernance and PoliciesNeed to build social capital (i.e. we trust you

Marc…)

Mapping our Network (Autism Speaks Digital Ecosystem)

Autismspeaks.orgAutism Speaks BlogsOnline community hubs – Twitter, Facebook and

NingRemarkable how different they are!

E-mail communications (still a killler app)Micro-sites and special events/WalkMobile platforms (Causeworld, SocialVibe)

Bromides and Platitudes Volunteers First Every touch matters… how do you scale 1:1

relationships? “Return on Engagement”

Engagement will (eventually) lead to fundraising

How we measure stuff… Quantity

Google Analytics Radian6 Facebook Twitter tools Kintera reports Financials “The monthly dashboard”

Quality Google Alerts Netvibes Radian6 Twitter search E-mails and DMs and Tweets Facebook messages and posts Blog comments

Online Fundraising Status

Direct Giving  

Independent Fundraising  

Merchandising/licensing  

Engagement

Total size of social media footprint  

Increased # of total transactions  

Total page views to key websites  

Support

Launch/support Walk Now for Autism Speaks online

Helpdesk/content support  

Produce AITN/espeaks/blog/social media engagement

20 second case study #1Lightboxes drive

e-mail acquisition

~30,000 via Facebook

~23,000 via homepage

20 second case study #2Light It Up Blue

awareness website for World Autism Awareness Day

Events - 572 events (150 created by staff)

Fundraising – online match raised more than $40, exceeding the $25k match.

Traffic - more than 100,000 visits in April

20 second case study #3 Invited e-mail list to

watch HBO’s Temple Grandin movie

489k e-mails sent Open rate 27% Click rate 4% Unsub .2%

Targeted lists performed well above average – as high as 56% open rate!

Find Your “Free Agents”Q: How do you find the “free agents” and super

connectors on your on your file?A: Care2 Social Network Tracker.

- Determine where your supporters “live online.”- Pinpoint your super activists.- Ask them to market for you!Email jocelynh@care2team.com for more

information.

For Audio: 1-408-792-6300 Event Number: 661 095 859