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Dave Tinker, CFRE, Guest Lecture to Graduate Nonprofit Communications Class at Point Park University on 10/30/13
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Social Media and Fundraising
Dave Tinker, CFRE@davethecfre
October 30, 20131
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What We’ll Go Over
What is social media? Social media statistics and benefits Focus on Facebook, Twitter, and
YouTube How others use it to raise funds and
communicate with their constituencies
Social media policies Online resources
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Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.
Source - Wikipedia
Benefits to your Organization
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Public Relations Customer Services Loyalty Building Collaboration & Networking Search Engine Optimization Enhance your Fundraising
Statistics and Facts
People Use Social Media More than Anything Else on Internet 75% of Americans use social media 66% of all internet users in the world
visit social networks 33% of adults online post to social media
sites at least once a week Using social media is done more often
than reading email
Sources Forrester, Nielsen, TechCrunch, Wecando.biz
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Statistics and Facts
93% of social media users believe an organization should have a presence in social media
Sources: Cone Communications, Binkd 7
Easy Access to Social Media
You can access social media▪ PCs▪ Tablets, Kindles, Nooks▪ Smartphone▪ TV and TV games
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The Price Is Right!• Guess the correct social media statistic
• The contestant who is the closest without going over wins!
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• 22%• 650 million people connect via
mobile device• Social networking sites reach 1.2
billion people = 82% of people online
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• What percent of all time spent online is spent on social media sites?
The Price Is Right!
Sources: Zdnet.com, comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street Journal
• 1,200• 1 in 7 minutes of all time spent online
is on Facebook• Average user connected to 80 groups,
events and community pages• 350 million photos uploaded daily
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• Facebook has how many million active users?
The Price Is Right!
Sources: Zdnet.com, comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street Journal
The Price Is Right!
• 500+ million
• 26+ million pages of text• Twitter has 500 million users
worldwide; • 200 million active
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• How many million Tweets are sent per day?
Sources: Zdnet.com, comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street Journal
Ory Okollon, Pitt Alumni, Co-founder of Ushahidi a Kenyan NGO
providing software for information collection
“It (Ushahidi) is only 10% of the solution.
The other 90% is up to the people and organisations using the platform.”
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• Listen to the social media impact statistic
• Guess whether the correct answer is more or less!
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More or Less
• MORE: 175 countries or more than 82%
Sources: Wikipedia, Internet World Stats
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• Of 213 countries surveyed, 150 reported Facebook as being used by at least half of the population who use the internet
More or Less
• LESS: Europe has 241 million
• Asia has the most with 245 million• North America has 235 million
Source: Social Breakers
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• With 250 million users, Europe has the most Facebook users
More or Less
Impact
13% of all giving done online Online giving up 10.6% in 2012
7% of all giving done Online is done via Social Media.
Incorporating social media into giving Avg. gift online 10x Avg. for all giving 5x
People will repost your requests; spread your brand
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Sources: Philanthropy & Social Media (Institute of Philanthropy), Network for Good Giving Index, Blackbaud 2012 Online Giving Report, Nonprofit Quarterly
More than 1.2 billion users worldwide 50% of users login on any given day 23 Billion minutes spent on Facebook
per day Currently most popular social media in
US Prospect Research and Fundraising Largest repository of photos on line in
the world 2nd Largest repository of videos online 20
Source: StatisticBrain
Fundraising With Facebook
Get volunteers to share peer-to-peer Give tips on what to post
Text Photos/Logos
Carleton College did this to enhance year end annual fund appeal Story shared 600 times; got gifts from
lapsed donors and from ‘lost’ 1950’s and 60’s alumni
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Facebook Breakdown
Facebook Pages - 50 million Ads Apps Places (geotagging) Events Groups Nonprofit Resources by Facebook
http://is.gd/BweWdm
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Launched in October 2010 Bought by Facebook 18 months later 150 million monthly active users Video capability launched last June –
15 sec Calgary Zoo published 2012 Annual
Report only on Instagram.
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500 million users as of June 2013 140 Million in US
50 million people visit Twitter each day More than 50% of posts are done using
an application and not via the Twitter website
Created real-time search Watch trends as they happen
Source: Semiocast 29
Anatomy of a Tweet
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@, #, URL Shorteners
Name @ Hashtags # URL Shorteners . or “ before a Tweet
.@davethecfre
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Twitter Fundraising Samples
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Pittsburgh Gives One Day Only Have Your Gift to ACHIEVA Matched –
http://is.gd/1234 #DOG13 (75 characters)
The Pittsburgh Foundation will match your gift to ACHIEVA 50 cents for every dollar up to $2,500 Oct 28 at 10am http://is.gd/ZiQtDk PLS RT(140 characters)
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Twitter Exercise
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Make a request in 140 Characters or less! Can be event, general request or pushing
information
State mission in 140 characters or less!
Vine
Vine is Twitter’s Video App Launched in Jan 2013 Point and Click Video 6 seconds = really 6.6 seconds 40 million users
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“We’re still in the process of picking ourselves up off the
floor after witnessing firsthand the fact that a 16-year-old
YouTuber can deliver us three times the traffic in a couple of days that some excellent traditional media coverage
has over 5 months.”
Michael J. Fox
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YouTube
1 billion unique users per month 100 hours of video are uploaded to
YouTube every minute 6 billion videos viewed each month Now close captions videos Nonprofit Channels allow premium
branding capabilities Embeddable on Websites Donate button Call to action 38
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Guidestar influences social media fundraising
Guidestar has listings for all 501(c)(3)s Network for Good uses Guidestar’s
database Network for Good has partnered with
Give a Tweet http://www.giveatweet.com Change.org http://www.change.org Razoo http://www.razoo.com Facebook Causes, etc. http://www.facebook.com/causes
Your information on Guidestar means you have profiles on those services above
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Is Social Media Right for You?
Who is your audience? Which social media tools will allow
you to reach your desired audience? How will you reach and engage? Do you have a need for a Social
Media policy for your organization? How will you measure success?
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Track Information About Anyone, Any Topic
Social Media Tracking Free Online Tools▪ Facebook Search – must be logged in▪ Twitter Search http://twitter.com/search▪ Google Alerts http://www.google.com/alerts ▪ Dashboards▪ Hootsuite http://www.hootsuite.com▪ TweetDeck http://www.tweetdeck.com/
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Work Smarter – Use Tools You can update multiple accounts at the same
time Buffer http://bufferapp.com adapts these so they
meet character limits
You can create a free e-newspaper from your feeds Paper.li – http://www.paper.li
Want outside help? Use a company like GiveZooks.com, Shortstack.com PR firms 43
Did someone say use an intern?
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Social Media Policy
“Twitter is a great place to tell the world what you are thinking before you have had a chance to think about it” – Chris Pirillo, blogger
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Why You Need A Social Media Policy
Use by employees, volunteers, consultants, and people you serve
Impact on marketing and branding, fundraising, and awareness
NPOs of all sizes need a policy
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What is a Social Media Policy? What it is:
It sets expectations and boundaries Operational guidelines for people who
use social media in their job
What it is not: Static
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Components of Social Media Policy Define social media Identify that you have concerns and
interests Tell people what to avoid Remind people to protect privacy State how it’s related to other agency
policies Logos, photos, videos ‘Friending’ clients, co-workers How to engage others
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Let’s Create One Right Now
Online Policy Tool http://socialmedia.policytool.net
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Is Anyone Helping Nonprofits? In 2010 AFP International convened
a group of npo tech professionals crafted guidelines for members of AFP ASAE NTEN and The DMA, Nonprofit Federation
Results were released in late 2010 http://is.gd/yGv43r
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Conclusion…What We’ve Learned
Definitions Social media isn’t a fad
Billions of users across the globe There are many, many tools
No one tool is right for everyone Enhances your fundraising and
communications Put a policy in place! It’s a marathon not a sprint
…Be Strategic 51
Remember To…
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Listen & Engage It’s a dialogue, not a monologue 85% of social media users believe that an
organization should also interact with its customers
Be Active Update your information regularly
Measure Audience How does it fit into your offline goals?
Questions?
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Contact
Dave Tinker, MPA, MISST, CFREVice President of AdvancementACHIEVA412-995-5000 x [email protected]://www.achieva.info
www.slideshare.net/davethecfre
www.about.me/davethecfre54
Links
Alltop - http://social-media.alltop.com Beth Kanter - http://www.bethkanter.org GoogleAlerts – http://alerts.google.com Google for Nonprofits http://www.google.org John Haydon – http://johnhaydon.com Measuring Social Media – RWJF http://is.gd/J5329M Netwits Think Tank -
http://www.netwitsthinktank.com Pew Internet & American Life Project
http://www.pewinternet.org Shortstack – http://www.shortstack.com SocialOomph –http://www.socialoomph.com YouTube Nonprofits –
http://www.youtube.com/nonprofits 55
Help With Social Media Policies AFP Social Media Guidelines- http://is.gd/yGv43r
Beth Kanter’s list – http://is.gd/tSujQv
National Labor Relations Board Memos - http://is.gd/4Hjt99
PolicyTool - http://socialmedia.policytool.net/
Social Media Policy Samples - http://socialmediagovernance.com/policies.php
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