How to make social media work for your non-profit

From «eh?» to effect!

- in social media.

© Beate Sørum 2015

FRII Insamlingsforum

#Insamlingsforum - @BeateSorum

Faroe Islands

Faroe Islands

«I haven’t seen my friends in a while»

Faroe Islands


Den-mark

Faroe Islands


Den-mark «Haha. This will be fun

to do to my Norwegian friends and family!»

Faroe Islands




way north

Faroe Islands




way north

«HAARRGGHHHWE ARE VIKINGS!»

!Norway in May

@th

ales

nibs

oeer

@th

ales

nibs

oeer

@th

ales

nibs

oeer

*Boom* - 3,5 million.

what sorcery is this?!

https://www.flickr.com/photos/apocalust/5501439248

- Every fundraising director in the world, post Ice Bucket

«Make me a viral hashtag please.»

– Me«Fat chance!»

(by the way:

omg watch out for hashtag campaigns!)

secret recipe for viral:

omg!☺+ +♥

secret ingredient in recipe for viral:

secret ingredient in recipe for viral:

not you.

"We have to talk about slacktivism.

Polar Plunge: 18-30 years first time donors substantial donations ($25-50)

Polar Plunge: 18-30 years first time donors substantial donations ($25-50)

..and we say they are giving for the wrong reasons?!

«a middle class wet t-shirt contest

for sofa clicktivists»

http://blogs.telegraph.co.uk/technology/willardfoxton2/100014135/the-ice-bucket-

challenge-a-middle-class-wet-t-shirt-contest-for-armchair-clicktivists/

http://blogs.telegraph.co.uk/technology/willardfoxton2/100014135/the-ice-bucket-challenge-a-middle-class-wet-t-shirt-contest-for-armchair-clicktivists/

«You don’t get to call yourself a

philanthropist after dumping a bucket of

ice on your head»http://www.vice.com/

read/dumping-a-bucket-of-ice-on-your-head-

does-not-make-you-a-philanthropist-813

http://www.vice.com/read/dumping-a-bucket-of-ice-on-your-head-does-not-make-you-a-philanthropist-813

«Just donate the damn money and

don’t post it online»

http://www.slate.com/blogs/future_tense/2014/08/12/

icebucketchallenge_you_don_t_need_an_ice_bucket_to_donate_to_al

s_research.html

http://www.slate.com/blogs/future_tense/2014/08/12/icebucketchallenge_you_don_t_need_an_ice_bucket_to_donate_to_als_research.html

age

age

profitable for DM aquisition

age

profitable for DM aquisition

seek us out on facebook!

age

age

age

4TIMES MORElikely to DONATE

2TIMES MORElikely to

VOLUNTEER

8 million £ for #nomakeupselfie

8 million £ for #nomakeupselfiemillion NOK for #HoppiHavet3,5

8 million £ for #nomakeupselfiemillion NOK for #HoppiHavet3,5

100million $ for #IceBucketChallenge

!Slacktivism is a

MYTH

Communication used to be

EASY

sender receivermessage



sender receiver

CC BY-NC 2.0 http://www.flickr.com

/photos/tollaksen/328642857/in/photostream/

You.

«Everything on the internet is accelerated

direct marketing.»-Unknown from twitter

#4 things

THE BESTdo right

📢1. The best create a unified voice.

Why someone needs us is still the same

Who are you talking

to? CC BY 2.0

https://www.flickr.com/photos/calliope/6025359063/in/photostream/

Why someone needs us is still the same

Who are you to them?

CC BY 2.0 https://www.flickr.com/photos/calliope/6025359063/in/photostream/

Theyare your guide,

not the channel.

identity

identity

identityidentity identiy

identityidentityidentity

identityidentityidentityidentity

identityidentity

identityidentityidentity identity

identityidentity

identity identity

who are you?identity

«[state] to restrict use of pesticide linked to bee

deaths [link]»

«The nature lover»

Enthusiastic Knowledgable Not a professor! A voice for nature Informal Helpful A little geeky


Enthusiastic Knowledgable Not a professor! A voice for nature Informal Helpful A little geeky

Voice and tone

create unity


«[state] to restrict use ofpesticide linked to bee

deaths [link]»

«Yes! You have stopped[state] from using this

pesticide that kills bees!We’re buzzzed! [link]»

➡

«We just wanted to reach a younger

audience»

(Marketing director, paraphrased)

http://replygif.net/1288

http://replygif.net/1288

«We just wanted to reach a younger

audience» (Marketing director, paraphrased)

Voice creates your personality

Tone fits the occasion.

Voice creates your personality

⌖2. The best have

targeted, strategic communiation.



what do you want to achieve?

2015 Week 1 Week 2 Week 3 Week 4JanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberOctoberNovemberDesember

Facebook What Goal Style Type

Monday


Monday New course out


Monday New course out Signups to course


Monday New course out Signups to course Informative and welcoming


Monday New course out Signups to course Informative and welcoming Link



Tuesday



Tuesday Impact-story



Tuesday Impact-story Sharing - knowledge



Tuesday Impact-story Sharing - knowledge Emotional



Tuesday Impact-story Sharing - knowledge Emotional Image



Tuesday Impact-story Sharing - knowledge Emotional Image

Wednesday Ask for text donations Money in Response-

triggering Status

Thursday Political news Signatures Provocative Link

Friday Share X’s fundraiser Likes Easy Friday

entertainment Image

honour microcopy -

write in pairs

Kilde: http://www.flickr.com/photos/nathaninsandiego/3839051662/sizes/l/

Welcome to awards ceremony in the "NM in healthy street food 2014" Thursday 27 November at. 12 Opplysningskontoret for fruit and vegetables - frukt.no have for the first time held NM in healthy street food where the purpose is to motivate players in the fast food industry…

blue link of

death


➡

blue link of

death


➡

blue link of

death


➡

important link

Welcome to awards ceremony in the "NM in healthy street food 2014" Thursday 27 November at. 12

Opplysningskontoret for fruit and vegetables - frukt.no have for the first time held NM in healthy street food where the purpose is to motivate players in the fast food industry to serve food with more fruits and vegetables. Thursday 27th November there will be a prize giving at the town square in the Food Hall where the winners of the 'best garnish / accessories' and 'best finish, quick meal' will be crowned. It will be served tastings from one of the winners and entertainment will be by foodie and artist Jørn Hoel.

More information and registration: http://www.mathallenoslo.no/hva-skjer/sunn-veimat

Welcome to the awards ceremony!

➡

http://www.mathallenoslo.no/hva-skjer/sunn-veimat

⚁important

link➡

⚁important

link➡

Always re-write 5

times

1. ChronologicalAlways

re-write 5 times

1. Chronological2. Structured Always

re-write 5 times

1. Chronological2. Structured3. Shortened

Always re-write 5

times

1. Chronological2. Structured3. Shortened4. Improve language

Always re-write 5

times

1. Chronological2. Structured3. Shortened4. Improve language5. That great idea

Always re-write 5

times

♡3. The best will see & listen

- become a friend

Amanda Palmer

25.000 sold

💿

25.000 sold

💿Record company:

25.000 sold

💿👎Record company:

25.000 backers on kickstarter

+

25.000 backers on kickstarter

1.2 million dollars. +

Phot

o: @

mar

tiiin

e

Real stories

5.000

REAL

emotions

CC BY-NC-SA 2.0 https://www.flickr.com/photos/damiel/2498956487

#Krafttakmotkreft

Phot

o: @

june

kimiko

20.000 thank you’s

«Thank ALL the donors»

Source: fundraisergrrl.tumblr.com

http://fundraisergrrl.tumblr.com

«Thank ALL the donors»

Source: fundraisergrrl.tumblr.com

http://fundraisergrrl.tumblr.com

🐦

Have fun!

-4. The best are prepared for anything.

1. Discover and confirm 2. Alert and prepare 3. Take «control» 4. Aknowledge 5. Celebrate and have fun 6. Relax. Enjoy. Have fun!

Thanks for listening!

http://about.me/beatesorum

Questions?

▹ ◃

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How to make social media work for your non-profit