Why is Social Media Important? for Non Profits and Associations by Lee Bogner

MAD MEN

DALE CARNEGIE

MAD MEN

SOCIAL MEDIA

OLD MODEL NEW MODEL

Newspapers, Weeklies, Press Releases, Business Press, Broadcast Media (INDIRECT COMMUNICATION)

Facebook Fan Page, Twitter, Blogs, RSS FEED, Linkedin (DIRECT COMMUNICATION)

Enchanted Makeovers

Blog for Hope, Causes on Facebook, Twitter, Targeted videos on YouTube, Cancer Action Network, More Birthdays Campaign

88%

Source: 2010 Online Giving Report on Blackbaud.com

Social Media

provides

targeted

messaging

for many projects

and diverse

demographic

groups.

http://www.facebook.com/nonprofits

2011 3rd Annual Nonprofit Social Network Benchmark Report

http://www.facebook.com/nonprofits 2011 3rd Annual Nonprofit Social Network Benchmark Report

2011, 3rd Annual Nonprofit Social Network Benchmark Report

Giving SOCIAL

Tweetsgiving.org

Nonprofit 2.0 (November 2008)

The Non Profit Social Media Decision Guide, 2010

FUNDRAISING SOCIAL

blackbaud.com

Fundraisers have ALWAYS been Social

NOT a Conversation

14-25* minutes

on Facebook

DOING

BEING

“Something you Buy” “Something you Trust”

ADD TRUSTED NP

“Something you Want”

“Something you Prefer” “Something you Love” “Something you

Participate In”

Build Awareness through PARTICIPATION

SOCIAL MEDIA ENGAGEMENT

#1

#2

#3

#4

#5

#6

OBJECTIVES, then Tactics

1 2 3 4 5 6 7 8

MONTHS

IMPACT

2011 3rd Annual Nonprofit Social Network Benchmark Report

Social Media Usage Now Ubiquitous Among US Top Charities, Ahead of All Other Sectors, Report by Nora Ganim Barnes

American Red Cross 331,696 Likes on Facebook

417,651 followers on Twitter

444,817 Channel views & 3,370,304

upload views on YouTube,

Blog

Disaster Newsroom

Corporate and Consumer Websites

and Email Newsletters

Facebook Features:

Disaster News, Blog updates, Twitter

feeds, Causes, Videos, Photos, Red

Cross Store

CASE STUDY

American Heart Association 6,875 likes on Facebook

8,858 Twitter Followers

YouTube : 206, 133

channel views, 545,191

Total upload views, 1,203

subscribers

Facebook Features:

Games, Causes, Recipes,

Videos, Events, Polls

CASE STUDY

Association for the Help of Retarded Children, NYC

492 Facebook Likes

388 Twitter Followers

YouTube: 445 channel

views, 2,284 Total

upload views

Wordpress Blog

Utilizes Facebook,

Twitter, YouTube, Blogs

CASE STUDY

Girl Scouts of USA 48, 149 Facebook Likes

7,771 Twitter Followers

42, 257 channel views &

271,124 Total upload

views on YouTube

Blog, Flickr

Social Media usage

includes Facebook,

Twitter, YouTube, Blog,

Flickr

CASE STUDY

Hofstra University 6,386 Facebook likes

4,713 Twitter Followers

37,612 channel views,

328,003 Total upload

views on YouTube

Photo sharing through

YouTube

Diverse social presence

for constituent units:

CASE STUDY

http://www.hofstra.edu/home/News/UR/ur_social.html

Long Island Cares, Inc. The Harry Chapin Food Bank

1,499 Facebook likes

Online Donation

options using Network

for Good website

Little Social Media

Outside Of FB &

Organizational website

CASE STUDY

The Nature Conservancy 301,817 Facebook likes

68,738 followers on

YouTube

24,939 members on

Flickr

71,639 channel views,

871,422 Total upload

views on YouTube

Sizable following on

Facebook, Twitter,

YouTube, Flickr, Blogs

through RSS Feeds

CASE STUDY

SUNY College at Old Westbury 2,020 Facebook likes

223 Twitter Followers

3,122 channel views, 12,357

Total upload views on YouTube

SUNY College at Old Westbury

encourages use of Facebook

and other social media by

students, faculty, staff,

alumni, fiends as outlined in

their social media policy.

CASE STUDY

United Cerebral Palsy Association 8,270 Facebook likes

1,578 Twitter Followers

RSS Feeds

Online donations through

“Network for Good”

YouTube Channel –

http://www.youtube.com/user/rgerholdt

13,465 Channel views & 161,961 Total

upload views

Social interaction through

association website, Twitter,

FB, RSS Feeds

CASE STUDY

Biggest Energy Saver 82 Facebook likes

142 Twitter Followers

RSS Feeds

Blog

Online community for discussion

Energy Saving App Development

Contests

http://biggestenergysaver.com/

Dedicated website to encourage

Texans to save energy using Smart

Meters

CASE STUDY