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Presented by Fleishman Hillard's Lisa Weser to the St. Louis Better Business Bureau's annual charity symposium in August 2009, this presentation provides an overview of social media tactics that can be employeed by nonprofits to accomplish goals ranging from awareness-raising to volunteer recruitment to fundraising.
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60+ years. 80+ offices. Performance. Impact. Results. 60+ years. 80+ offices. Performance. Impact. Results.
Web2.0 for Web2.0 for NonprofitsNonprofitsemerging trendsemerging trends
Presented by Lisa Weser Presented by Lisa Weser Vice PresidentVice PresidentFLEISHMAN-HILLARDFLEISHMAN-HILLARDAugust, 2009August, 2009
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Social Media: A Fact of Life
WAP
YouTube
Blogs
Search
Podcasts
Flickr
RSS
> It’s pervasive> Complements existing
communications > Breaks through clutter> Fosters sense of
connection and community
> Optimal environment for engaging hearts and minds
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Moving Mainstream & Maturing> Adoption Rates
• Facebook: 300 million users
• Twitter: 32 million users (estimated)
> Average Age• LinkedIn: 40+
• Blogs: 37
• Twitter: 31
• Facebook: 27
> Trends: • Aging demographic
(fastest growing: women 45-54 )
• Rapid expansion (75% of adults watch videos online)
• GlobalizationSource: Nielsen Online, Global Index, December 2007 – December 2008; Wall Street Journal, May 2009
Facebook Global Audience Growth(in millions of users)
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Social media are Social media are changing the landscape changing the landscape
for nonprofits for nonprofits and charitiesand charities
Is it right for YOU?Is it right for YOU?
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What are your goals?> Build your brand (and take it 2.0)> Bolster awareness > Mobilize your base> Attract new supporters> Expand your donor base > Promote events> Share multimedia> Drive traffic> Dialogue with supporters> Thought leadership
Social media are platforms for efficiently and effectively achieving these goals
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Emerging tools and tacticsEmerging tools and tactics
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Causes on Twitter> Build a network
of “followers”> Tweet your news> Drive traffic > Engage dialogue> Court influencers
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Celebs Crowdsource Charitable Giving
His tweet: “I will donate 100K to one individual's favorite
non profit organization. Of course, you must convince
me why by using 140 characters or less.“
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#charitytuesday Twitter hashtag> Community-driven
convention that “tags” topics
> A hashtag is a # symbol followed by a key word: #charitytuesday
“Happy Belated #charitytuesday Follow & Support @ACLTcharity @Shelter @TheNSPCC @keepachildalive @amfAR @AMNESTY & http://www.freerice.com”
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Twibbons and Blog Badges> Blog badges show blogger
support for a cause (and can link to a “Donate” widget)
> Twibbons are affixed to people’s Twitter thumbnails to show cause solidarity
> Great way to raise awareness “virally”
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Causes on Facebook> Popular:
25 million users support at least one cause
> FREE to nonprofits
> Requires a community manager/admin
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How it Works> See when a friend:
• joins, or “fans,” a cause
• posts a video or image
• makes a donation to a cause
• RSVPs to attend an event
> Invite your own friends to join a cause
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Success Story: Save Darfur CoalitionSince its cause page launch in June 2007:
>1,150,000 Facebook supporters
>$93,000 in donations
>2,263 petition signatures
>Tracks views to posted videos and reports
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Corporate Foundation Giving> $100,000 grant to
domestic violence charity of voter’s choice
> Vote by Facebook or e-mail
> Results:
• > 170,000 votes in five weeks
• $200 million in earned media impressions
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There’s No Silver Bullet
No guarantees Won’t replace other methods
Social media trail traditional fundraisingBe realistic about your goals
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Before You Dive In…Think about:> Objectives> Available tools> Cultural barriers> Legal concerns> Resources> Compelling content> Sustainability> What will success
look like?
60+ years. 80+ offices. Performance. Impact. Results. 60+ years. 80+ offices. Performance. Impact. Results.
Questions?Questions?Just ask!Just ask!
Lisa Weser Lisa Weser [email protected] me on LinkedInFind me on LinkedInFollow me on Twitter @lisaweserFollow me on Twitter @lisaweser