A presentation from War Child Canada exploring the successes of the War Child Challenge (challenge.warchild.ca/) and best practices for not for profits using social media
How to Troubleshoot Apps for the Modern Connected Worker
War child social media presentation
1. War Child Challenge
SOCIAL MEDIA BEST PRACTICES
FOR NOT FOR PROFITS
Presented by:
Alyson Rowe, War Child
@alysonrowe
alyson@warchild.ca
2. War Child Canada
War Child’s mission is to empower children and young people to
flourish within their communities and overcome the
challenges of living with, and recovering from, conflict. To
achieve this, War Child works collaboratively with those
communities to:
• Increase access to education, especially for girls and young women.
• Overcome the obstacles of poverty and economic marginalization.
• Create a protective environment for the rights of children and
youth.
Active programs in the following countries:
1. Afghanistan
2. Sudan (Darfur)
3. Uganda
4. Democratic Republic of Congo
5. Ethiopia
6. Sri Lanka
7. Sierra Leone
8. Haiti
9. War Child Challenge:
Why then and not now?
What can change in a year?
2010 2011
- Ipad is released - Google Plus
- Twitter celebrates - RIP Steve Jobs
100 new accounts - Linked in goes public
- Ning usage - Twitter “Year in Review”
- Tehran - Arab Spring
11. Objectives
Generate awareness and engagement for War Child/CIDA’s work
• Set challenges for bloggers to focus on Millennium Goals
• Generate discussion among non-core audience
Use ‘social media’ in the broadest sense to engage the public
• Challenges would use text, video, photography as well as Twitter/Facebook
A fresh perspective
• Have a fresh set of eyes experience the challenges faced by the communities
we work with
12. Objectives
Generate awareness and engagement for War Child/CIDA’s work
• Set challenges for bloggers to focus on Millennium Goals
• Generate discussion among non-core audience
Use ‘social media’ in the broadest sense to engage the public
• Challenges would use text, video, photography as well as Twitter/Facebook
A fresh perspective
• Have a fresh set of eyes experience the challenges faced by the communities
we work with
13. Our Approach
Digital • Social media newsroom
• Facebook integration
Footprint • www.childsoldiers.com
Blogger • Bring campaign to life
Relations
• Amplify, spread and join the
Twitter conversation
17. Blogger Relations
Objectives
• YouTube video embeds
• Get people talking/sharing
• Engagement and advocacy
• Make ask/key message
clear
• Cultivation is key
19. YouTube
Results
• Okutta reached 107K
views in one year; Child
Soldiers reached 115K in
three weeks
• Top Featured and Top
Favourited on Youtube
globally
• 6th most discussed
nonproft video of all time in
Canada
• 1666 comments and
counting
20. Blogs
Results
• Who’d we pitch? • Blogger Knife Box drop
lead to features in:
• Visuals of pitch • BlogTO
•
• Screen caps of results •
She Does the City
IwantIgot
• Big City Liberal
• And more! (total of 65
posts)
• Lead to 17,689 referrals to
helpchildsoldiers.com from
blogs and websites
21. Twitter
Results
• Amplified conversation
• Connect with key media
and brand influencers
• Manage the pulse of your
brand
22. Websites
Results
• Over 7,800 visits to
helpchildsoldiers.com
• 2,000 new memberships
• 80% increase in volunteers
• 50% increase in donations
• Warchild.ca web traffic
doubled during campaign
blogs and websites
25. Return on Investment
Heroes Benefit CD Twitter promo:
$1,500
200% Increase in followers
856 Twitter mentions
Influence - 150,000 members
26. Return on Investment
A valuable community:
• Inclusion in 12 for 12K Twitter promo -
$12,000
• Voted by community to be recipient of
mesh conference funds; those funds
were doubled by a Twitter user - $2,500
27. Return on Investment
Most Importantly:
• A community is born
• Give your organization a voice
• Share impacts instantaneously
• 300 requests to be volunteers
• Live Tweeting from War Zone by co-
founder Samantha Nutt
(@NuttsAtWarChild)
Providing opportunities and long term solutions for war-affected childrenWorking in partnership with local people and organizations, programs are focused on education, strengthening children’s rights, reducing poverty and fostering self reliance
Video viewsScreen capsOkutta 107K in one year; 258 commentsHelp Them Fight 115K in three weeks – 1600 comments#1 featured video on Dec. 19; 2 weeks after launch
Blog posts 65
Twitter mentions 38, reaching audience of 10K
Visits to helpchildsoldiers.com ?Visits to warchild.ca?1,000 signatures on the petitionWar Child web traffic doubled
BenefitsTops’ twitter network grew from 0 to 900+ in 5 months. Others got on board and War Child’s combined followers now stands at well over 2000Heroes CD Twitter promo$1500 raised, 200% increase in followers, XXX twitter mentions12K for 12K inclusion as startup charityVoted by community to be recipient of mesh conference funds; those funds were doubled by a Twitter userSam Nutt tweeting from war zone!ROIHard to quantify but probably around $100000+ so far including download sales, donations and direct Twitter campaigns.Donations/volunteers – donations up 38% year on year12,000 from 12 for 12K2500 from mesh conference1,000 from Heroes Chip In
BenefitsTops’ twitter network grew from 0 to 900+ in 5 months. Others got on board and War Child’s combined followers now stands at well over 2000Heroes CD Twitter promo$1500 raised, 200% increase in followers, XXX twitter mentions12K for 12K inclusion as startup charityVoted by community to be recipient of mesh conference funds; those funds were doubled by a Twitter userSam Nutt tweeting from war zone!ROIHard to quantify but probably around $100000+ so far including download sales, donations and direct Twitter campaigns.Donations/volunteers – donations up 38% year on year12,000 from 12 for 12K2500 from mesh conference1,000 from Heroes Chip In
BenefitsTops’ twitter network grew from 0 to 900+ in 5 months. Others got on board and War Child’s combined followers now stands at well over 2000Heroes CD Twitter promo$1500 raised, 200% increase in followers, XXX twitter mentions12K for 12K inclusion as startup charityVoted by community to be recipient of mesh conference funds; those funds were doubled by a Twitter userSam Nutt tweeting from war zone!ROIHard to quantify but probably around $100000+ so far including download sales, donations and direct Twitter campaigns.Donations/volunteers – donations up 38% year on year12,000 from 12 for 12K2500 from mesh conference1,000 from Heroes Chip In
BenefitsTops’ twitter network grew from 0 to 900+ in 5 months. Others got on board and War Child’s combined followers now stands at well over 2000Heroes CD Twitter promo$1500 raised, 200% increase in followers, XXX twitter mentions12K for 12K inclusion as startup charityVoted by community to be recipient of mesh conference funds; those funds were doubled by a Twitter userSam Nutt tweeting from war zone!ROIHard to quantify but probably around $100000+ so far including download sales, donations and direct Twitter campaigns.Donations/volunteers – donations up 38% year on year12,000 from 12 for 12K2500 from mesh conference1,000 from Heroes Chip In