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Adventures in NonProfit Social Media

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Petri Darby
Petri Darby

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Adventures in NonProfit Social Media From promotion to engagement Petri Darby, APR director of brand marketing & digital strategy Make-A-Wish Foundation® of America pdarby@wish.org / @darbyDARNIT
A little background Approaching 200,000 wishes granted Strong brand awareness Lots of one-way storytelling
Ready…Fire…Aim! Let’s raise some money!
Social media marries two primary interests EmotionalPractical
The rules are the same as before Don’t worry so much about FundraisingWorry more aboutConnection & Cultivation
Strategy and goals before tactics who before what Donors – Volunteers – Employees – Boards – Sponsors – Vendors
Go where your targets are Tip: Gmail can help find where your contacts are
Listen Monitor your brand, competitors, and influencers Technorati AllTop SocialMention Google Alerts Twitter Search TweetDeck Twazzup HootSuite
Engage on key fronts Blogs Mobile Organic SEO & paid search Set up social media profiles Integrate social tools into website Create communities (Ning/Facebook/branded) Connect Educate Dialogue Offer value Address issues Ask for input/support Easy on the self-promotion
Measure key metrics Bit.ly Swix Radian6 Google Analytics Facebook Insights
Tools and Tactics Change 10 years ago…dominated search 3 years ago… dominated social
“Ooh, we need a mobileapp” 300 million US subscribers45 million smartphones100 million mobile Facebook users- Browsing- Social Media- GeoLocation- Text Campaigns
Spend time learning Excellent blogs and Twitter superstars:ConvinceAndConvert.com - @jaybaerChrisBrogan.com - @chrisbroganBrianSolis.com - @briansolisSocialMediaExplorer.com - @jasonfallsGaryVaynerchuk.com - @garyveeBethKanter.org - @bethkanterScoblelizer.com - @scobleizerSethGodin.Typepad.com
THANK YOU! QUESTIONS?Petri Darby, APRdirector of brand marketing & digital strategyMake-A-Wish Foundation® of Americapdarby@wish.org / @darbyDARNITwish.org / @makeawish

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Adventures in NonProfit Social Media

  • 1. Adventures in NonProfit Social Media From promotion to engagement Petri Darby, APR director of brand marketing & digital strategy Make-A-Wish Foundation® of America pdarby@wish.org / @darbyDARNIT
  • 2. A little background Approaching 200,000 wishes granted Strong brand awareness Lots of one-way storytelling
  • 4. Social media marries two primary interests EmotionalPractical
  • 5. The rules are the same as before Don’t worry so much about FundraisingWorry more aboutConnection & Cultivation
  • 6. Strategy and goals before tactics who before what Donors – Volunteers – Employees – Boards – Sponsors – Vendors
  • 7. Go where your targets are Tip: Gmail can help find where your contacts are
  • 8. Listen Monitor your brand, competitors, and influencers Technorati AllTop SocialMention Google Alerts Twitter Search TweetDeck Twazzup HootSuite
  • 9. Engage on key fronts Blogs Mobile Organic SEO & paid search Set up social media profiles Integrate social tools into website Create communities (Ning/Facebook/branded) Connect Educate Dialogue Offer value Address issues Ask for input/support Easy on the self-promotion
  • 10. Measure key metrics Bit.ly Swix Radian6 Google Analytics Facebook Insights
  • 11. Tools and Tactics Change 10 years ago…dominated search 3 years ago… dominated social
  • 12. “Ooh, we need a mobileapp” 300 million US subscribers45 million smartphones100 million mobile Facebook users- Browsing- Social Media- GeoLocation- Text Campaigns
  • 13. Spend time learning Excellent blogs and Twitter superstars:ConvinceAndConvert.com - @jaybaerChrisBrogan.com - @chrisbroganBrianSolis.com - @briansolisSocialMediaExplorer.com - @jasonfallsGaryVaynerchuk.com - @garyveeBethKanter.org - @bethkanterScoblelizer.com - @scobleizerSethGodin.Typepad.com
  • 14. THANK YOU! QUESTIONS?Petri Darby, APRdirector of brand marketing & digital strategyMake-A-Wish Foundation® of Americapdarby@wish.org / @darbyDARNITwish.org / @makeawish