In a world of tight budgets, nonprofits need to know now -- more than ever -- how best to serve and engage with the people supporting them. Social media tools offer a no-brainer part of any membership and fundraising strategy, but how can nonprofits optimize the resources they put into social media? Learn tips, tools, and strategies for success in the nonprofit realm of social networks, as well as how to use these tools to reach out to the media and reporters to get your message out there.
Hello everyone! Thanks for your interest today in taking advantage of social media tools that can help you carry out your nonprofit’s goals. I hope to aim much of today’s discussion at strategy and tools for optimizing social networks for nonprofits, rather than a basic introduction to “What is this Twitter I’ve been hearing so much about?” I’ll try to leave plenty of time at the end of the presentation for more general questions, but if you need me to clarify a point I make or suggest another tip or tool related to my presentation, feel free to aim them at me in the Chat and I’ll do my best to address them as we go. I do find that social media is best accomplished with collective knowledge, so don’t be shy!
Can't expect people to always go to you. Join them where they are. 52% of online adults say they have two or more different profilesTraditional giving is down. Online giving in 2009: 63% vs 51% in 2008* “And while 20% say they are still undecided about the size of their gifts, they are increasingly attuned to social media efforts, like the one Whole Foods is kicking off. Some 25% say that what family and friends say on social media and in personal emails influences the charities they support.” http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=119745
Trying to reach current/future donors? Volunteers? General support? Wider public? Reporters? Bloggers? (Surveymonkey or other survey/polling service) Compare demographics of members with other info about online users
People: Who and how many will contribute to various social media efforts? Staff? Volunteers? Communications? Time: Schedule it in just like any other project. Can be 15 min a day or a few hours a week. Creating a schedule and coordinating efforts across several social networks saves time. Don’t forget to sked time to listen and respond on networks, not just sending out one-way comm. Equipment: computers, cameras, video, mobile devices, software available and ready for what you want to accomplish
What are you trying to accomplish by being on social media? What will make it worth your time and effort? Efficiency: Are you out to reach as many people as you can using as few resources as possible. Gathering resources from members which you can use in other communications or fundraising efforts?
Unless you’re keeping track of key indicators of success, how will you know what’s worth spending your time and resources on? Referral traffic (google analytics) Especially for donations or volunteering?
See what people are saying about your nonprofit already – get feedback on efforts, priorities, approaches to fundraising/outreach. Don’t just use it to push everything and anything about your organization (2-way comm). Make yourself a resource in your subject area – water conservation, environmental toxics, climate policy, salmon recovery
With strategy in hand, it’s time to venture out onto the social networks you’ve identified as being the most useful for your org. I’m focusing on these four major networks, covering tips and tools you can use to optimize each for various nonprofit aims.
POLL ?: How many of your orgs already have a presence of some kind on Facebook? If you don’t already have a fan page on Facebook, create one and start posting relevant stories, events, news, video, etc. about both your nonprofit AND the issue that you’re working on. Respond to user comments when appropriate, thank them, ask questions, encourage discussion. Depending on how much time you have to devote looking for things to post each week, post anyway between 1-2/day to 3/week. People want to go where there’s a community and discussion going on. Encourage staff to contribute/respond as well.
Once you hit 10,000 fans with your page, you’ll be able to “authenticate” your page and see per-post analytics (# of impressions, feedback). To change the tab which shows by default on your Page, simply click the "Settings" button which appears below the blue Share button on your Wall tab. Then, adjust your settings appropriately.
Dominant video site on the webPoll ?: How many ppl already have a web presence on YouTube or another video sharing site?
POLL ?: How many orgs already on Flickr?
Tags, etc, make your photos easier to find for others
POLL ?: How many orgs already on twitter?
#ecomonday #charitytuesday #waterwednesday
Use Twitter Lists to organize groups of people and organizations you're following
Complement: Promote active social network accounts on homepage of your website. Promote YouTube videos you create on Facebook, Twitter. Don’t replace quality with quantity. Don’t communicate when you have nothing to say. Have fun!