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How do not-for-profit organizations use social
media to achieve their goals?Ho Chi Minh City, Vietnam
Hoi Quan Doi Rat Dep March 14th, 2010
Bill BrowerField Program Officer
[email protected] Skype: wsbrower
Twitter: GloBillGivingVietnam mobile: 01292764403
All slides will be available at:www.slideshare.net/bbrower
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What is What is GlobalGivinGlobalGivin
g?g?
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For individuals:For individuals:An online marketplace that An online marketplace that allows people to give and allows people to give and communicate directly with communicate directly with quality, innovative projects quality, innovative projects all over the world, and hear all over the world, and hear
about the impact their about the impact their donation has made.donation has made.
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For corporations:For corporations:
A source of quality, vetted A source of quality, vetted charitable projects to which charitable projects to which they and their employees they and their employees
can givecan give
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For project partners (you!):For project partners (you!):
A tool to manage and grow A tool to manage and grow your online network of your online network of support and increase support and increase
awareness of your activitiesawareness of your activities
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Donors
YOUR ORGANIZATION
Credit/debit cards, checks, PayPal, bank wire transfers,
stock transfers, private equity shares
(tax-deductible)
$ & donor info
(monthly)
Project Updates
(quarterly)
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GlobalGiving Today
25+ employees · 1500+ projects · 1000+ nonprofits · 85 countries52,000+ donors · US$25 MM in donations
headquarterscountries with projects
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Corporate partners
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Sponsor organizations
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GlobalGiving provides:- Web presence - Credibility- Online tools for connecting to donors- Trainings (online and in-person)- Project Leader newsletter- Campaigns- Automated recurring donations- Connections to corporate giving- Source for other foundations looking for good projects- Media exposure- Fiscal sponsorship (for-profits)- Tax deductibility (U.S., U.K.) for orgs based anywhere
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A certification of projects on GlobalGiving which address climate change, either directly or indirectly, in a sustainable
manner
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What is “Social Media”?
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Why is Social Media Important to Your Organization?
76% of givers are motivated by friends and
family
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How do messages How do messages spread?spread?
Word of mouth Email Newspaper
Website Radio Phone texting Television
Twitter ‘blog’
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A good message will A good message will spread.spread.
Source: David Wilcox, The Social Reporter
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The Internet is about
interacting… & dialogue!
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Corporate
= control = democracy++
Source: “What’s next in media: by Neil Perkin
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Engage People
BU
ILD
R
EL
AT
ION
SH
IPS
Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman
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What is “Social Media”?
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All these tools are designed to create community and to allow you to communicate directly with your
donors.
Why is this important?
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A ‘blog’ is one of 200,000,000 conversations happening this minute!
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Posting and
watching video.
< 3 minutes!
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Facebook Tips
Greatest value: building a brand & online community
• Vanity URL at www.facebook.com/username • Change settings to allow more participation• Use your logo as your Page picture• Put "http://" before all Web sites in "Updates“• Ask questions to spark conversation on your Page• Add a (GG) Give Now button with the Static FBML App• Add Twitter, YouTube tabs (Involver's App Gallery)• Add Share Buttons to your website and blog• Ask supporters to become a fan in your newsletter
From: “Facebook Best Practices for Nonprofit Organizations” (diosacommunications.com)
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Facebook Causes
Tools so that any Facebook user can leverage their network to effect positive change
• “Equal opportunity activism" --empowering individuals
• Any Facebook user can create a cause• Raise money directly through the cause for any U.S.
registered 501(c)(3) nonprofit or Canadian registered charity.
• Donation activity reported via a public "scorecard“– Rewards people who grow their causes
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Spotlight on: Twitter
• twitter.com• Micro-blogging platform• You send updates or “tweets” up to 140
characters• Your tweets are received by your followers –
people who opt-in to receive your updates• You receive Tweets from people you are following• Unlike Facebook, following is not always
reciprocal• Twitter is now the 2nd most popular social network• You can Tweet from your phone
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Twitter and GlobalGiving
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Twitter is growing
Growing internationally
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GlobalGiving Twitter Goals
• Develop community/network• Empower people to be ambassadors• Engage in conversation• Create content• Provide news• Promote GlobalGiving opportunities
(donation, campaigns, Opens, partners, etc.)
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How to use Twitter
Create searches– Monitor the topics or people you’re interested
in– Helps you join/find conversations– Helps you find the people in your space– Helps you gain legitimacy
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How to use Twitter
Hashtag (#)– Dramatically increases your reach– Expands beyond your network– Includes you in the conversation– Search ahead if you’re unsure
Examples:• Keywords: #charity #nonprofit #philanthropy• Locations: #kenya #dc #africa #india• Events: #ramadan #taiwanfloods #hyatt4good• Topics: #climate #olympics #coldplay
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TweetDeck
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GlobalGiving TweetCloud
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Creating your Twitter community
Start Following– Your friends (people find by name)– People with common interests (people find by
topic)Be followed
– People will follow you if you do these things:• Be authentic• Tweet what you know• Fill out a profile• Don’t market or be “spammy”
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Twitter Speak
How to communicate on twitter• Keep it to 140 characters (or 120 to be “Retweet-
friendly”)• For long url’s make them shorter using bit.ly
– A url like this: http://www.who.int/topics/womens_health/en/
– Now looks like this: http://bit.ly/4msJC
Twitter speak and common symbols• @ means you’re talking to or about someone• # means you’re labeling something• RT means you’re Re-Tweeting something• via means you’re repeating a message that you read
first from someone else• Direct message (DM) is a private message between 2
users
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Twitter Tips
Greatest value: building online community & being “in the conversation”
• RT & thank people by @name• Try to keep follow:following ratio to about 1:1• 1-5 well spaced Tweets per day• Track links on bit.ly• Poll followers (Twtpoll.com) to increase
participation• Tweet interesting stats, inspiring quotes• Repeat popular Tweets
From: “Twitter Best Practices for Nonprofit Organizations” (diosacommunications.com)
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Use to promote special opportunities
Social Media
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Twitter Strategy• Initially: added many food and bike tweeters to get
visible & put out interesting, relevant content• Then started using @someone to get on more radar• Start discussions with prominent bloggers
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Invited all personal Facebook friends to this group
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“The longer we've been on Twitter and FB, the more interaction we've been having – it really is about relationship building.
You'll be accepted into the community after you offer consistent, relevant content. Once you've done that you can
start to self-promote.”
Tips:1. Link everywhere to webpage/Pepsi/Twitter/Facebook
2. People don't read: Use formatting to highlight the things you really want people to see and read
3. Marketing: “Hit the consumer from many different angles”
4. People like images and buttons: Images get clicked—an easier visual cue than lines of text
Lessons from Bikeloc
Stats after first 10 days:• 450 e-mail subscribers• 400 Facebook followers• 100 Twitter followers• #10 on Pepsi RefreshProject
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Use for program goals
Social Media
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Indian NGO publisher promoting child literacyRead about a group of kids in Kolkata that went with a van full of books to areas where the kids had no access tobooksWanted to give the kids some Pratham books• No answer from the news agency so turned to
social mediaTweet & Retweets• Within 24 hours they had names and contact info• Sending books
Pratham Books
Via Beth Kanter
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Play off popular topics
Social Media
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iPad vs. iTampon
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Pass-along
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Pass-alongDonations
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Impact
• 40 donations, $1,676 raised– 62% Twitter– 38% Facebook
• “ReTweet Reach”: 349,000 on 1/28• “Mentions Reach”: 357,000 on 1/28
Around this time, Twitter was our #1 referrer– 35% of all referral traffic to the site– 13% of all traffic to the site
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Leads to offline opportunities
Social Media
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Promote offline
Social Media
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Gift Card Give Away
GlobalGiving staff presenting at a conference: “Tweet #gggiftcard and we’ll send you a Gift Card”
Dozens of new followers and donors
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Raise funds
Social Media
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The “Critical Exposure” Approach
Champion
Champion
Champion Champion
Champion
Champion
Champion
CriticalExposure
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The “Critical Exposure” Approach “The GlobalGiving Challenge has been a great way for Critical Exposure to engage and expand our circle of supporters while raising vital funds…”
$15,600 from 614 donors
$4,000 in prize money from GG
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It’s OK to be a person
Social Media
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GlobalGiving Tweet: “Intense debate going around the office about what spice/flavoring/condiment should be in the 4th holder. Salt, pepper, garlic powder and...?”
Response from Stephanie Strom (New York Times): “@GlobalGiving: Cinnamon. Very healthy.”
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Beneficiary Feedback
Social Media
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>60% of the world has access to mobile phones
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The ‘Holy Grail’: Going Viral
Social Media
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Viral marketing has a simple message, tells you why to share it, and how to “pass-on”
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General Tips
Social Media
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DonorDonors’ s’
eyes eyes go go
herehere
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Above-the-fold view
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The whole idea is to be in the conversation:
To raise your profile.
To interact with people in your sector/region.
Before you’re forced into it.
So your communication isn’t only asking for $.
80/20
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Everyone has different strengths
Tell your supporters all the ways they can
help• Donate• Spread the word• Host a fundraiser• Offer matching funds• Feature your project on
their blog or social network
• Provide creative ideas to get donors energized
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BU
ILD
R
EL
AT
ION
SH
IPS
Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman
Engage people…on GlobalGiving
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GlobalGiving GlobalGiving tools for tools for donors to donors to promote promote
projects they projects they lovelove
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Gift Cards
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Registries
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Registries allow people to endorse/advertise combinations of
projects
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Fundraisers
Allows any person to take control of fundraising for your project. Tools to integrate into Facebook and other social media.
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Widget
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ResourcesBeth's Blog: How Nonprofit Organizations Can Use Social Media to Power Social Networks for Change *Beth Kanter: The queen of social media for non-profits
http://www.socializeyourcause.org/ *”It’s your cause. Make it social.” *blog, resources, useful Tweets
http://www.diosacommunications.com/ *webinars and blog
http://www.futurefundraisingnow.com/ *Focus on donors to raise funds effectively
http://www.globalgiving.org/toolkit-fundraising/http://www.globalgiving.org/toolkit-socialmedia/
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Thank you!
Go towww.globalgiving.org/open
to sign up!
Bill BrowerField Program Officer
[email protected] Skype: wsbrower
Twitter: GloBillGivingVietnam mobile: 01292764403
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Chris Brogan’s Tips for Easily Getting Started in Social Media:
• Find where your target market is interacting and build an account (Twitter, Facebook, Wordpress = free)
• Build out profile – decide what you are/are not interested in sharing
• Upload a picture/video = humanize your profile • LISTEN/OBSERVE: for example, go to
“search.twitter.com” and see what people are talking about & are interested in. This also gives you the opportunity to see how others who are interested in the same things utilize a particular social media/networking tool. You can start out by modeling their behavior until you get the hang of it.
• Follow them & build your social network—it becomes organic
• Don’t be afraid to experiment
From: http://www.socializeyourcause.org/started-social-media/blog/
