Fundraising Ireland Western Branch Breakfast Seminar / Westwood House Hotel, Galway / 19th September 2012

1. Social media for charities
John Breslin, NUI Galway
www.johnbreslin.com / @johnbreslin

2. Who, Me?
Some background on John.
Lecturer, Engineering and Founder, Technology Voice
Informatics Publisher of tech articles.
Full-time lecturer from 2000 to Deciphering new technologies and
2004, tenured in 2008. promoting Ireland as a tech hub.
Researcher, DERI Co-Founder, boards.ie Ltd.
Leader of the Social Software Unit Irelandʼs largest discussion forum
in the worldʼs largest Semantic website, 2.2 million visitors/month.
Web research institute. Co-author Began as a gaming forum in 1998.
of “The Social Semantic Web”.

3. What?
Quick overview of my talk.
Getting Onboard
Joining In
Keeping Up
Quick Example
Resources

4. Why?
What can a charity use social media for?
Service delivery
Fundraising
Crowdsourcing
Crowdfunding
Awareness raising
Campaigning
Advocacy

5. Part 1: Getting Onboard
Pick what services should you be on.
Choose Your Platform, Carefully The Social Network Choices
Depending on your audience, do
you need to be on social networks, Twitter: Whatʼs happening? Info streams.
discussion forums (e.g. Google
Groups or boards.ie), or something Facebook: Everyoneʼs here, eek!
else entirely? LinkedIn: The business network.
Spread Too Thin? MySpace: Only if youʼre selling music...
Donʼt waste time on a platform if
your “customers” just arenʼt there. Bebo: Kaput, even for 13 year olds.

6. Part 1: Getting Onboard
Decide exactly who you are.
Create Your Identity Promoting Your Identity
Try and get a common brand that Make sure you tell people about
you can use across one or more your social media identity where
platforms of your choice. appropriate, e.g. in your e-mail
signatures, on your website, in
Pick Your “Forever” Username presentations.
Have a consistent username for your
Twitter account or Facebook page.

7. Part 2: Joining In
Be part of the conversation.
Does
anyone know
[...]?
Hello!
I think I can
help...
Respond To Others, Choose Who You Are Talking To
Meaningfully! If you want to be a person of influence
Thereʼs no point being a using social media, then the way to do it
standalone broadcaster on is to acquire engaged followers who are
social websites. You must themselves active on the service: http://
engage with others, not just via tch.vc/twitterinf
your own channels. See also “Finding Your Influencers” in
http://tinyurl.com/sm4charities

8. Part 2: Joining In
Tell the world about your organisation, your services.
Use An Integrated Strategy Marketing Your Brand
View this great video from Deanna You can do targeted advertising on
Lee (Chief Communications and social networks like Facebook, but did
Digital Strategies Officer at Carnegie you know charities can get free ads?
Corporation) about how social media “Google Grants empowers nonprofit
is just one part of your organizations, through $10,000 per
communications strategy: http:// month in in-kind AdWords™
bit.ly/leevideo advertising” http://www.google.com/
grants/ (up to $480,000 per year)

9. Part 3: Keeping Up
Stay up to date with your interests and “competitors”.

10. Part 3: Keeping Up
Think about whatʼs coming around the corner.
The Semantic What? The World Is Going Hyperlocal
The next generation of the Web, You may need to think about a web
encompassing the notion of “Linked where oneʼs geolocation is strongly tied
Data” whereby itʼs not just pages to their activities online: Foursquare,
that are linked on the Web, but Layar, and more: http://tch.vc/
rather data with an associated hyperlocalized
meaning: http://tch.vc/linkedd

11. Example: Irish Free Aid
An imaginary charity
Start With the Web Address Get Your Social Network Names
.org or .com is best; .ie is okay too:
e.g. irishfreeaid.org Twitter: @irishfreeaid
If you need a quick and easy-to-
maintain site, you can sign up at Facebook: facebook.com/irishfreeaid
wordpress.com, buy a domain and YouTube: Get irishfreeaid as username
choose no-ads option for $43/year.
Can use JustGiving for donations Google+: No short URLs yet; use gplus.to
and Giv2.it for Twitter integration.
See also Facebookʼs causes.com. LinkedIn: Create linkd.in URLs at bit.ly

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13. Reference materials
Some useful guides
A Cut Out And Keep Social Media Plan for a Non-Profit (Technology
Voice) http://tch.vc/cutoutandkeep
How Does Your Charity Use Social Media? (The Guardian) http://gu.com/
p/38jq7 and http://gu.com/p/36kx4
Social Media Escalation Flowcharts http://tinyurl.com/smflow and http://
tinyurl.com/smtriage
A Guide to Social Media for Charities http://tinyurl.com/sm4charities
Why Social Media is the Future for Charities (and lots more on this great
blog) http://tinyurl.com/springgiving

14. john@bresl.in
Ask John
Thanks for listening.
Image credits: Tom Murphy and www.publicdomainpictures.net
Slides available at: www.slideshare.net/Cloud