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DAVE TINKER, CFREAUGUST 5 , 2011
FOUNDATION CENTER
Social Media and Fundraising
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What We’ll Go Over
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What is social media?Social media statistics and benefitsFocus on Facebook, Twitter, and YouTubeHow others use it to raise funds and
communicate with their constituenciesWhat are the components to a social media
policy Why you need a social media policyOnline resources for social media
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
Definition
Social media can include: Email, blogs, videos, IM, wikis, bookmarks, books,
music and presentations
What is Social Networking? Placing individuals into specific groups connected
by a common interest
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Benefits to your Organization
Public RelationsCustomer ServicesLoyalty BuildingCollaborationNetworkingSearch Engine OptimizationRaise Funds
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Statistics and Facts
People Use Social Media More than Anything Else on Internet 22.7% of time – 43% growth over previous year 75% of Americans use social media 33% of adults online post to social media sites at least once a week
66% of all internet users in the world visit social networksUsing social media is done more often than reading emailIt is growing faster than 3x the internet93% of social media users believe an organization should
have a presence in social media
Sources Forrester, Nielsen, TechCrunch, Wecando.biz
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Easy Access to Social Media
You can access social media Computer Phone TV and TV games
Social Media is more interconnected
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More than 750 million users worldwide175 million users login on any given day5 Billion = number of minutes spent on
Facebook each dayCurrently most popular social media in USProspect Research and FundraisingLargest repository of photos on line in the
world2nd Largest repository of videos online 8
Facebook Pages vs. Groups
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200 million users as of March 201160 million people visit Twitter each monthMore than 50% of posts are done using an
application and not via the Twitter websiteCreated real-time searchWatch trends as they happen
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@, #, URL Shortners and Lists
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Very easy to set up an account Just need a valid email address
Name @ Usernames start with @ symbol Now used by Google
Hashtags # Most important word or phrase in tweet
URL Shorteners Twitter now built one in Hootsuite, Tweetdeck, etc. also build them in
List Ability to categorize feeds
Twitter Fundraising Samples
Pittsburgh Gives One Day Only Have Your Gift to ACHIEVA Matched
1:2 – http://is.gd/1234 #pghgives (81 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)
Join and Donate @aplusk, @drew
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Twitter Exercise
1. Make a request in 140 Characters or less!1. Can be event2. Can be general request
2. State mission in 140 characters or less!
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YouTube
490 million unique users per month13 hours of video are uploaded to YouTube
every minute100 million videos viewed per dayNow close captions videosNonprofit Channels allow premium branding
capabilities Embeddable on Websites Donate button Call to action
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How Guidestar influences social media fundraising
Guidestar has listings for all 501(c)(3)sNetwork for Good uses Guidestar’s databaseNetwork 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?
Which social media tools will allow you to reach your desired audience? Is it Facebook, Twitter and YouTube?
How will you incorporate it into your current online and offline efforts?
What resources can you put into it?Who will do the work?Do you have a need for a Social Media policy
for your organization?
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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 Ping.fm http://www.ping.fm TweetDeck http://www.tweetdeck.com/
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Work Smarter – Use Tools
You can update multiple accounts at the same time Desktop – TweetDeck, Seesmic
You can create a free e-newspaper from your feeds Paper.li – http://www.paper.li
No staff? Want outside help? Use a company like GiveZooks.com PR firms
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Privacy and Social Media Policy Quote
“I don't believe society understands what happens when everything is available, knowable and recorded by everyone all the time," [Schmidt] says. He predicts, apparently seriously, that every young person one day will be entitled automatically to change his or her name on reaching adulthood in order to disown youthful hijinks stored on their friends' social media sites.”
8/14/10 Wall Street Journal article quoting Eric Schmidt, former CEO of Google
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Why You Need One
Use by employees, volunteers, consultants, and people you serve
Impact on marketing and brand, 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 mediaIdentify that you have concerns and interestsTell people what to avoidRemind people to protect privacyState how it’s related to other agency policiesLogos, photos, videos‘Friending’ clients, co-workersHow to engage others
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Don’t Have One?
Can lead to Leaks Badmouthing Someone else speaking on your behalf
Fear Not…It’s Not Too Late
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Let’s Create One Right Now
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Online Policy Tool http://socialmedia.policytool.net/
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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What’s Next In Social Media?
“Facebook Alternatives” Google+ http://plus.google.com Diaspora https://joindiaspora.com Jumo http://www.jumo.com
Private “Twitter Alternatives”/Enterprise Social Media Yammer http://www.yammer.com Mango http://www.mangospring.com
Location Foursquare http://www.foursquare.com Gowalla http://www.gowalla.com
Q&A Knowledge Quora http://www.quora.com 34
Links
Alltop - http://social-media.alltop.com Beth Kanter - http://www.bethkanter.org Causes - http://www.facebook.com/causes Change.org – http://www.change.org Give A Tweet – http://www.giveatweet.com GiveZooks! – http://www.givezooks.com GoogleAlerts – http://alerts.google.com John Haydon – http://johnhaydon.com Netwits Think Tank - http://www.netwitsthinktank.com Razoo – http://www.razoo.com Seesmic –http://www.seesmic.com Social Media Policies – http://is.gd/4mxAk SocialOomph –http://www.socialoomph.com Tweetdeck – http://tweetdeck.com Twitter 101 http://business.twitter.com/twitter101 Twendz – http://www.twendz.com YouTube Nonprofits – http://www.youtube.com/nonprofits
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Online Tools to Help You With Social Media Policies
AFP Social Media Guidelines- http://is.gd/yGv43r
Beth Kanter’s list – http://is.gd/tSujQv
NCE Social Media Blog - ncesocialmedia.wordpress.com
PolicyTool - http://socialmedia.policytool.net/
Social Media Policy Samples - http://socialmediagovernance.com/policies.php 36
Remember To…
Listen & Engage It’s a dialogue, not a monologue 85% of social media users believe that a company
should also interact with its customers
Be Active Update your information regularly
Measure Audience How does it fit into your offline goals?
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Conclusion…What We’ve Learned
DefinitionsSocial media isn’t a fad
Billions of users across the globeThere are many, many tools
No one tool is right for everyone They are not hard to learn, many online reference resources
Enhances your fundraising and communicationsPut a policy in place!It’s a marathon not a sprintYou should think strategically with Social Media
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Questions?
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Contact
Dave Tinker, CFREDirector of DevelopmentACHIEVA412-995-5000 x [email protected]://www.achieva.info
Faculty – Master of Information Strategy, Systems, and TechnologyMuskingum [email protected]://www.muskingum.edu/~misst
www.about.me/davethecfre40
