Mar 14 Social Media For Non Profits

1

How do not-for-profit organizations use social

media to achieve their goals?Ho Chi Minh City, Vietnam

Hoi Quan Doi Rat Dep March 14th, 2010

Bill BrowerField Program Officer

bbrower@globalgiving.org Skype: wsbrower

Twitter: GloBillGivingVietnam mobile: 01292764403

All slides will be available at:www.slideshare.net/bbrower

2

What is What is GlobalGivinGlobalGivin

g?g?

3

For individuals:For individuals:An online marketplace that An online marketplace that allows people to give and allows people to give and communicate directly with communicate directly with quality, innovative projects quality, innovative projects all over the world, and hear all over the world, and hear

about the impact their about the impact their donation has made.donation has made.

4

For corporations:For corporations:

A source of quality, vetted A source of quality, vetted charitable projects to which charitable projects to which they and their employees they and their employees

can givecan give

5

For project partners (you!):For project partners (you!):

A tool to manage and grow A tool to manage and grow your online network of your online network of support and increase support and increase

awareness of your activitiesawareness of your activities

6

7

Donors

YOUR ORGANIZATION

Credit/debit cards, checks, PayPal, bank wire transfers,

stock transfers, private equity shares

(tax-deductible)

$ & donor info

(monthly)

Project Updates

(quarterly)

E-mail

8

GlobalGiving Today

25+ employees · 1500+ projects · 1000+ nonprofits · 85 countries52,000+ donors · US$25 MM in donations

headquarterscountries with projects

9

Corporate partners

10

Sponsor organizations

11

GlobalGiving provides:- Web presence - Credibility- Online tools for connecting to donors- Trainings (online and in-person)- Project Leader newsletter- Campaigns- Automated recurring donations- Connections to corporate giving- Source for other foundations looking for good projects- Media exposure- Fiscal sponsorship (for-profits)- Tax deductibility (U.S., U.K.) for orgs based anywhere

12

A certification of projects on GlobalGiving which address climate change, either directly or indirectly, in a sustainable

manner

13

14

What is “Social Media”?

15

Why is Social Media Important to Your Organization?

76% of givers are motivated by friends and

family

16

How do messages How do messages spread?spread?

Word of mouth Email Newspaper

Website Radio Phone texting Television

Twitter ‘blog’

17

A good message will A good message will spread.spread.

Source: David Wilcox, The Social Reporter

18

19

The Internet is about

interacting… & dialogue!

20

Corporate

= control = democracy++

Source: “What’s next in media: by Neil Perkin

21

Engage People

BU

ILD

R

EL

AT

ION

SH

IPS

Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman

22

What is “Social Media”?

23

All these tools are designed to create community and to allow you to communicate directly with your

donors.

Why is this important?

24

A ‘blog’ is one of 200,000,000 conversations happening this minute!

25

Posting and

watching video.

< 3 minutes!

26

27

Facebook Tips

Greatest value: building a brand & online community

• Vanity URL at www.facebook.com/username • Change settings to allow more participation• Use your logo as your Page picture• Put "http://" before all Web sites in "Updates“• Ask questions to spark conversation on your Page• Add a (GG) Give Now button with the Static FBML App• Add Twitter, YouTube tabs (Involver's App Gallery)• Add Share Buttons to your website and blog• Ask supporters to become a fan in your newsletter

From: “Facebook Best Practices for Nonprofit Organizations” (diosacommunications.com)

28

Facebook Causes

Tools so that any Facebook user can leverage their network to effect positive change

• “Equal opportunity activism" --empowering individuals

• Any Facebook user can create a cause• Raise money directly through the cause for any U.S.

registered 501(c)(3) nonprofit or Canadian registered charity.

• Donation activity reported via a public "scorecard“– Rewards people who grow their causes

29

Spotlight on: Twitter

• twitter.com• Micro-blogging platform• You send updates or “tweets” up to 140

characters• Your tweets are received by your followers –

people who opt-in to receive your updates• You receive Tweets from people you are following• Unlike Facebook, following is not always

reciprocal• Twitter is now the 2nd most popular social network• You can Tweet from your phone

30

31

Twitter and GlobalGiving

32

Twitter is growing

Growing internationally

33

GlobalGiving Twitter Goals

• Develop community/network• Empower people to be ambassadors• Engage in conversation• Create content• Provide news• Promote GlobalGiving opportunities

(donation, campaigns, Opens, partners, etc.)

34

How to use Twitter

Create searches– Monitor the topics or people you’re interested

in– Helps you join/find conversations– Helps you find the people in your space– Helps you gain legitimacy

35

How to use Twitter

Hashtag (#)– Dramatically increases your reach– Expands beyond your network– Includes you in the conversation– Search ahead if you’re unsure

Examples:• Keywords: #charity #nonprofit #philanthropy• Locations: #kenya #dc #africa #india• Events: #ramadan #taiwanfloods #hyatt4good• Topics: #climate #olympics #coldplay

36

TweetDeck

37

GlobalGiving TweetCloud

38

Creating your Twitter community

Start Following– Your friends (people find by name)– People with common interests (people find by

topic)Be followed

– People will follow you if you do these things:• Be authentic• Tweet what you know• Fill out a profile• Don’t market or be “spammy”

39

Twitter Speak

How to communicate on twitter• Keep it to 140 characters (or 120 to be “Retweet-

friendly”)• For long url’s make them shorter using bit.ly

– A url like this: http://www.who.int/topics/womens_health/en/

– Now looks like this: http://bit.ly/4msJC

Twitter speak and common symbols• @ means you’re talking to or about someone• # means you’re labeling something• RT means you’re Re-Tweeting something• via means you’re repeating a message that you read

first from someone else• Direct message (DM) is a private message between 2

users

40

Twitter Tips

Greatest value: building online community & being “in the conversation”

• RT & thank people by @name• Try to keep follow:following ratio to about 1:1• 1-5 well spaced Tweets per day• Track links on bit.ly• Poll followers (Twtpoll.com) to increase

participation• Tweet interesting stats, inspiring quotes• Repeat popular Tweets

From: “Twitter Best Practices for Nonprofit Organizations” (diosacommunications.com)

41

Use to promote special opportunities

Social Media

42

43

44

Twitter Strategy• Initially: added many food and bike tweeters to get

visible & put out interesting, relevant content• Then started using @someone to get on more radar• Start discussions with prominent bloggers

45

46

Invited all personal Facebook friends to this group

47

48

“The longer we've been on Twitter and FB, the more interaction we've been having – it really is about relationship building.

You'll be accepted into the community after you offer consistent, relevant content. Once you've done that you can

start to self-promote.”

Tips:1. Link everywhere to webpage/Pepsi/Twitter/Facebook

2. People don't read: Use formatting to highlight the things you really want people to see and read

3. Marketing: “Hit the consumer from many different angles”

4. People like images and buttons: Images get clicked—an easier visual cue than lines of text

Lessons from Bikeloc

Stats after first 10 days:• 450 e-mail subscribers• 400 Facebook followers• 100 Twitter followers• #10 on Pepsi RefreshProject

49

Use for program goals

Social Media

50

Indian NGO publisher promoting child literacyRead about a group of kids in Kolkata that went with a van full of books to areas where the kids had no access tobooksWanted to give the kids some Pratham books• No answer from the news agency so turned to

social mediaTweet & Retweets• Within 24 hours they had names and contact info• Sending books

Pratham Books

Via Beth Kanter

51

Play off popular topics

Social Media

52

iPad vs. iTampon

53

Pass-along

54

Pass-alongDonations

55

Impact

• 40 donations, $1,676 raised– 62% Twitter– 38% Facebook

• “ReTweet Reach”: 349,000 on 1/28• “Mentions Reach”: 357,000 on 1/28

Around this time, Twitter was our #1 referrer– 35% of all referral traffic to the site– 13% of all traffic to the site

56

Leads to offline opportunities

Social Media

57Twitter Meetup = Tweetup

58

59

Promote offline

Social Media

60

Gift Card Give Away

GlobalGiving staff presenting at a conference: “Tweet #gggiftcard and we’ll send you a Gift Card”

Dozens of new followers and donors

61

Raise funds

Social Media

62

The “Critical Exposure” Approach

Champion

Champion

Champion Champion

Champion

Champion

Champion

CriticalExposure

63

The “Critical Exposure” Approach “The GlobalGiving Challenge has been a great way for Critical Exposure to engage and expand our circle of supporters while raising vital funds…”

$15,600 from 614 donors

$4,000 in prize money from GG

64

It’s OK to be a person

Social Media

65

GlobalGiving Tweet: “Intense debate going around the office about what spice/flavoring/condiment should be in the 4th holder. Salt, pepper, garlic powder and...?”

Response from Stephanie Strom (New York Times): “@GlobalGiving: Cinnamon. Very healthy.”

66

Beneficiary Feedback

Social Media

67

>60% of the world has access to mobile phones

68

The ‘Holy Grail’: Going Viral

Social Media

69

Viral marketing has a simple message, tells you why to share it, and how to “pass-on”

70

General Tips

Social Media

71

DonorDonors’ s’

eyes eyes go go

herehere

72

Above-the-fold view

73

The whole idea is to be in the conversation:

To raise your profile.

To interact with people in your sector/region.

Before you’re forced into it.

So your communication isn’t only asking for $.

80/20

74

Everyone has different strengths

Tell your supporters all the ways they can

help• Donate• Spread the word• Host a fundraiser• Offer matching funds• Feature your project on

their blog or social network

• Provide creative ideas to get donors energized

75

BU

ILD

R

EL

AT

ION

SH

IPS

Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman

Engage people…on GlobalGiving

76

GlobalGiving GlobalGiving tools for tools for donors to donors to promote promote

projects they projects they lovelove

77

78

Gift Cards

79

Registries

80

Registries allow people to endorse/advertise combinations of

projects

81

Fundraisers

Allows any person to take control of fundraising for your project. Tools to integrate into Facebook and other social media.

82

Widget

83

84

ResourcesBeth's Blog: How Nonprofit Organizations Can Use Social Media to Power Social Networks for Change *Beth Kanter: The queen of social media for non-profits

http://www.socializeyourcause.org/ *”It’s your cause. Make it social.” *blog, resources, useful Tweets

http://www.diosacommunications.com/ *webinars and blog

http://www.futurefundraisingnow.com/ *Focus on donors to raise funds effectively

http://www.globalgiving.org/toolkit-fundraising/http://www.globalgiving.org/toolkit-socialmedia/

85

Thank you!

Go towww.globalgiving.org/open

to sign up!

Bill BrowerField Program Officer

bbrower@globalgiving.org Skype: wsbrower

Twitter: GloBillGivingVietnam mobile: 01292764403

86

87

Chris Brogan’s  Tips for Easily Getting Started in Social Media:

• Find where your target  market is interacting and build an account (Twitter, Facebook, Wordpress = free)

• Build out profile – decide what you are/are not interested in sharing

• Upload a picture/video = humanize your profile • LISTEN/OBSERVE:  for example, go to

“search.twitter.com” and see what people are talking about & are interested in.  This also gives you the opportunity to see how others who are interested in the same things utilize a particular social media/networking tool.  You can start out by modeling their behavior until you get the hang of it.

• Follow them & build your social network—it becomes organic

• Don’t be afraid to experiment

From: http://www.socializeyourcause.org/started-social-media/blog/