Todd Van Hoosear

Vice President, Public Relations and

Stakeholder Engagement, HB Agency

17 November 2014 @vanhoosear

Social Media for Advocacy:

Embracing the Chaos

2

Why Social Media?

3

4

(drop mic, walk away)

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Some Facts About Social Media in 2014

Courtesy Moz.com

http://moz.com/beginners-guide-to-social-media

PDF: http://d2eeipcrcdle6.cloudfront.net/guides/beginners_guide_to_social_media.pdf

■ Penetration of social

networking usage continues

to grow across multiple sites

■ Overall, 72% of online adults

use social networking sites

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Major Online Social Network Use

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Yes, But…

https://www.flickr.com/photos/keijoknutas/8114441974/

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Where Does Your Money Come From?

+

+

=63%

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For Most, Government Funding is Level or Down…

Urban Institute, National Survey of Nonprofit-Government

Contracts and Grants (2013)

■ “Individual charitable giving should be a key element of the funding

equation for nonprofits.”

■ “Here's why: When a large grant falls through, a nonprofit's supporters

and donors are quickly asked to come in and bridge the gap, and indeed

people can respond in a more nimble and responsive way than

foundations can or have to date.”

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Private Funding Key to Stability

http://www.philanthropyjournal.org/news/opinion/individual-giving-key-stable-

funding

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Private Funding Sources (2012)

http://www.lifehealthpro.com/2013/12/13/help-clients-make-the-most-

of-charitable-donations

$316 billion

■ “The key to cause marketing: brands helping consumers become philanthropists.”

■ “Every business has to be a social business. It has to have a social mission.”

■ “A nonprofit brand makes two promises: (1) to have an impact; (2) to

communicate that impact.”

- @JoeWaters

■ Social media is ideal for all of these

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Social Media is the Key to Acquiring & Retaining Individual Donors

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How Individuals Find Causes & Which Causes Do Best Online

http://blog.abila.com/the-power-of-one/

http://waggeneredstrom.com/what-we-do/social-innovation/report-digital-persuasion/

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What Motivates Individuals to Act Online

http://waggeneredstrom.com/what-we-do/social-innovation/report-digital-persuasion/

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Not Just About the Benjamins: Recruiting Staff

■ Where do you list

your staff openings?

■ @DanPallotta

isn’t the only one

saying this is #1

challenge for

non-profits!

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Not Just About the Benjamins: Retaining Staff

1. Loyalty: Engagement, 24h Gen Y-style

2. Performance: Public recognition for individual jobs well done

3. Communication: Top-down communication

– Vision & values

– Team successes

– Competitive differentiators

The best thing you can do with your social media presence is not to get your team to

reinforce your messages, but to empower your team by reinforcing their messages.

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Not Just About the Benjamins: Creating Change

1. Grow individual donor revenue: Most individual donors are online, and most admit to being influenced by actions they see others taking online

2. Acquire (and retain) new donors: Social media is the most powerful donor acquisition and (when tied to direct/email marketing) retention tool available

3. Recruit and retain staff: Workforce shortages will be a major challenge in the near future, and social media is an excellent recruitment and retention tool

4. Grow advocacy: Social media is the perfect tool for advocating and creating change!

5. Capture lightening: If you’re the next ALS Ice Bucket Challenge, how will you respond?

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Top Five Reasons to Go Social