Using the Web for Global Giving and Activism

Elliot GreenbergerCommunications Manager, See3 Communications

The New Generation of Global Giving

Innovation &

www.see3.net | @elliotg

See3 Communications• Interactive communications agency for

nonprofits and causes specializing in video, web, and outreach

• Results-driven online strategies

• Believe in technology and media to help organizations reach their goals

See3 Services• Online communications planning

• Online advocacy, fundraising, and awareness campaigns

• Website design and development (Drupal, CiviCRM, Authorized Convio Solutions Provider)

• Leaders in nonprofit video strategy and production

Select Clients

Overview• The Big Picture

• The Tools

• Crafting a Social Media Strategy

• Real Life Applications

• Discussion

The Donor Cycle

Social Media Doesn’t Change This

What is Social Media?• What are the core values of social media?

• Storytelling

• Transparency

• Authenticity

• Relationships

Laws of Social Storytelling• Be prepared to tell 3 types of stories:

• The story of self (org)• The story of us (community)• The story of now (change the world)

“A story communicates fear, hope, and anxiety, and because we

can feel it, we get the moral not just as a concept, but as a

teaching of our hearts. That’s the power of story.”

- Marshall Ganz

Why You Use Social Media• Monitor your issue and competitors

• Discover information and news

• Find new stakeholders and build a following

• Promote publications, events, and staff

• Raise awareness, stimulate discussion

• Advocate and fundraise

• Personal social network

• Set up fan page for your cause

• Share updates, photos, messages

• Ability to run local, targeted ads

Ways to Use Facebook:• Create fan page for your organization or your

issue• Share links to videos and news stories online• Upload photos and videos of your work or recent

events• Organize an event and invite Friends/Fans• Create a targeted ad to gain supporters or

publicize your event

• “Micro-blogging” – 140 characters

• Share updates, news, links, promotions

• Build a “following” and “follow” other users

• Stay updated on industry trends & news

Ways to Use Twitter:• Use Twitter Search (http://search.twitter.com) to

find people discussing your issue

• Monitor industry news using Tweetdeck or Hootsuite

• Determine your best content by tracking clicks (use a URL shortener such as bit.ly or tinyurl.com)

• Build a personal or organizational “Channel”

• Upload and view online videos

• Popular search engine

Ways to Use YouTube:• Promote an event with a simple slideshow

• Interview leaders in your field on camera

• Show your supporters behind-the-scenes videos

• Host a weekly vlog (video blog)

• Curate videos on a topic using playlists

• Embed your and other videos on your site

Great Cameras Under $200

Kodak zi8 Flip Mino HD

The Nonprofit Program • Increased branding capabilities

• HTML channel banner• Branded side column image

• Ability to receive donations using Google Checkout

• Ability to add Call to Action overlay and externally linkable annotations

• More info: www.youtube.com/nonprofits

• Blogging platform

• Post thoughts, updates, photos regarding your work

Ways to Use Blogs:• Share news about your organization

• Present your opinion and critique of industry news

• Tell a deeper story about a product or service

• Do an interview or recap an industry event

• Create a Top 10 List, or link to other resources

• Use as your main website! Easy CMS system

Visit: www.Google.com/Alerts

Visit: www.Animoto.com

Visit: www.Flickr.com

Visit: www.CreativeCommons.org

Visit: www.FirstGiving.com

Visit: www.mGive.com

Recommended Tools?• What other online tools do you use or have you

seen used in social media?

Planning Your Strategy • What are your goals?

• Who are you trying to reach?

• What tools do you need to use?

• Do you need extra staff and/or resources?

• How will you measure success?

• Site visits and actions taken

• Video views and shares

• Discussion volume and comment quality

• Online mentions and links

• Fans, followers, and subscribers

• Event attendees, donations

• More!

Measuring Impact

• Founder and staff tell story through video and images

• Empower supporters to raise money with personal fundraising pages

• Use Facebook and Twitter to spread information broadly and quickly

• Prove every well through video, images, and GPS

What They Do

• Tie online to offline

• Great founding story – premise is clear

• Empower constituents and give them the tools to participate (text, badges, images)

• Deadline-driven action

• Plan for retaining audience over time

Why They Succeed

• Created adaptable short-term communications plan to win GlobalGiving Challenge

• Used multiple channels: Twitter, Facebook, email, community listservs, website, phone

• Frequent updates regarding progress (concern about over-messaging, but they listened)

What They Do

Case Study on Frogloop.com: http://bit.ly/R2SZl

• Gave supporters choices for how they want to be communicated with

• Gave supporters opportunities to personalize messages

• Focused on smaller donation average with higher volume

• They recognized the power of their supporters’ emotional connections to the organization

Why They Succeed

Best Social Media Work?• What organizations or campaign have you seen

online that you’ve been impressed with?

• Go deep, not wide

• Start with your goals and your audience

• Don’t forget to listen

• Test and learn

• Take advantage of free resources

5 Takeaways

Learning Resources• Beth.Typepad.com

• SocialEdge.org

• SocialMediaToday.com

• CauseGlobal.Blogspot.com

This slidedeck will be posted at www.see3.net

under Resources > Events.

Thank you! Elliot Greenberger

• Email: elliot@see3.net• Twitter: @elliotg / @see3• Website: www.see3.net• Facebook:

www.Facebook.com/See3Communications • Phone: 773-784-7333