There are many examples of nonprofits using Facebook and Twitter to achieve good campaign results. But the truth is that there is not a one size fits all strategy when it comes to social media. Making it work for your organization is a process of trial and error. So what do you do when your social media efforts are not paying off as you expected? In this webinar Philip King and our guest, Misty Meeks will discuss Facebook and Twitter strategy at the World Society for the Protection of Animals: what works, what doesn't and more importantly, how to overcome stumbling blocks when you encounter them. After attending this session, you'll know... * How to integrate social media into an existing fundraising program * When to use Facebook and when to use Twitter * Who should be in charge of social media in your organization?

1. Why Failure is OK:
Experimenting with Facebook and Twitter

2. Philip King, President & CEO
Artez

3. Webinar Tips
• This webinar is being recorded and will
be available on our website shortly
• If you have any technical troubles, use
the “chat” feature
• We will take all questions at the end.
Please use “raise hand” or “chat”
features

4. Misty Meeks, Online Communications Manager
World Society for the Protection of Animals

5. Misty Meeks
WSPA Canada

6. Key Takeaways
• Integration is Key
• Show Results for Internal Buy-In
• Keep it Real

7. World Society for the Protection of Animals
Integration is key
Planning in conjunction with other
departments: programs, fundraising
and communications.
Identify „touch points‟ for digital
integration.
Ongoing dialogue helps gather
content, identify new opportunities,
and feedback results that will help
build internal social media culture.
Question? Tweet it to @mistymeeks

8. World Society for the Protection of Animals
DRTV Integration
32% of our 2009 DRTV
donations were generated
during off-air times.
We tracked back this back
to our YouTube Channel.
Question? Tweet it to @mistymeeks

9. World Society for the Protection of Animals
Really Wild Gifts
Increased donations by 23%
this year. 49% were from
people who had never given
to WSPA previously.
Promoted with Twitter,
Facebook, Website and a
special CHFI promotion.
Question? Tweet it to @mistymeeks

10. World Society for the Protection of Animals
Catalonia Bullfighting Ban
Every year, in this region of Spain,
100 bulls die in bullfights.
Achieving a ban in this region would
not only prevent bulls from dying, but
it would have a ripple effect on other
regions.
Website was set up where people
could send letters to encourage
Catalonian Parliament to vote for a
ban on bullfighting.
Question? Tweet it to @mistymeeks

11. World Society for the Protection of Animals
Catalonia Bullfighting Ban
Drove traffic to the site through email
and social media.
After people participated in the
campaign we asked them to FTAF
and/or make a donation.
Set up @BullfightBan so Alyx,
WSPA‟s anti-bullfighting program
manager could cover the vote live.
Question? Tweet it to @mistymeeks

12. World Society for the Protection of Animals
Catalonia Bullfighting Ban
Social media lifted response by 6%,
and the FTAF feature increased
response by an additional 6%.
1% of those who participated in the
campaign also made a donation.
@BullfightBan reached over 50K
unique readers in just over a week
and now has a steady base of
followers for ongoing dialogue.
Question? Tweet it to @mistymeeks

13. World Society for the Protection of Animals
Monitoring & Evaluation
- Income
- Advocates
- Mentions
- Email subscribers
- Fans, friends, contacts
- Comments
- Shares
- Level of engagement
- Digital volunteers
- Email subscribers
- Site referrals
- Social media adoption
Question? Tweet it to @mistymeeks

14. World Society for the Protection of Animals
On the horizon
Text WSPA to 30333 to donate
$5. Text ALERTS to 97721 to
subscribe to WSPA mobile
alerts. More fun to come…
And don‟t forget to touch base:
@MistyMeeks
@WSPA
meeks@wspa.ca
The end.

15. Key Takeaways
• Integration is Key
• Show Results for Internal Buy-In
• Keep it Real

16. Calendar notes...
• February - Australian Roadshow
Sydney, Melbourne & Adelaide
• March 9 – ArtezInterAction US
Washington D.C.
• April - NTEN in Atlanta & AFP in
Baltimore

17. Thank you
Check Out “Digital Fundraising Podcast” on iTunes