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I presented this to students in a Nonprofit Operations course at UCLA. Through analysis of a series of case studies, we explored how organizations are leveraging the power of new technologies to raise awareness and money -- and better handle crises.
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NONPROFITS IN THE AGE OF SOCIAL MEDIA
Presented 7/5/11 at UCLA
SOCIAL MEDIA IS NOT NEW WORK.
It’s where your work is going.
THREE TAKEAWAYS FROM THIS PRESENTATION
1. Democratization of resources = new rules
2. Go to the power
3. Be a long-term investor
Democratization of resources = new rules
People don’t need infrastructure to organize.
Do they need you?
Flickr user David Boyle
2. GO TO THE POWER
“The people who are going to use it are already using the Web in other ways and those are the people who will be most successful with the tools. We tried to target those people where they are already.”
Melissa Temme, The Salvation Army
3. BE A LONG-TERM INVESTOR
• Provide value, meaning• Use the tools for what they do well
DISCUSSION ONE
The change that has already happened.
Traffic to UCLA.edu is trending down.
The homepage is now a less effective marketing tool.
“there are no pics on their facebook page”
… the hotel has 100+ photos on their website, but without a Facebook presence, the hotel missed an opportunity.
5 OF TOP 10 SITES IN THE WORLD ARE SOCIAL
DISCUSSION TWO
Alverno College
Fundinglost.
Solution? Crowd-funding.
DISCUSSION THREE
Charity: Water
3 years
$20 million
3,000 projects
17 countries
1.4 million people
Website closely connects donors with impact.
DISCUSSION FOUR
Empowered individuals
WISHES.CAUSES.COM
Is your nonprofit set up to leverage the energy of individuals?
Whittier College challenge results in peer-to-peer fundraising.
DISCUSSION FIVE
Union Rescue Mission
Union Rescue Mission integrates social media into development campaigns.
$3.8 million raised in
37 days using
7 marketing channels
to save Hope Gardens Family Center
DISCUSSION SIX
Crisis
Red Cross raised millions as leader in mobile giving. But also ran into social media problems. (Great response.)
Social media channels can provide an early warning system for crises (just ask McDonalds).
DISCUSSION EIGHT
GRAMMYs
1 show, 1 night, but The GRAMMYs have 3 staffers run social media year round.
What’s appropriate staffing for your nonprofit?
THE MOST IMPORTANT SOCIAL MEDIA WORK IS UNGLAMOROUS
in 10 minutes a day
Develop new status updates, drawing on assets
Post pre-approved status update or timely new status update
Respond to questions
Delete spam•If it is from a fan, then send a direct message explaining the comments policy
Send a “thanks for following” direct message to new followers
