1. DavE Tinker, CFRE AUGUST 5, 2011 Foundation Center Social Media and Fundraising 1

2. What We’ll Go Over 2 What is social media? Social media statistics and benefits Focus on Facebook, Twitter, and YouTube How others use it to raise funds and communicate with their constituencies What are the components to a social media policy Why you need a social media policy Online resources for social media

3. Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio. Source - Wikipedia

4. Definition Social media can include: Email, blogs, videos, IM, wikis, bookmarks, books, music and presentations What is Social Networking? Placing individuals into specific groups connected by a common interest 4

5. Benefits to your Organization Public Relations Customer Services Loyalty Building Collaboration Networking Search Engine Optimization Raise Funds 5

6. Statistics and Facts People Use Social Media More than Anything Else on Internet 22.7% of time – 43% growth over previous year 75% of Americans use social media 33% of adults online post to social media sites at least once a week 66% of all internet users in the world visit social networks Using social media is done more often than reading email It is growing faster than 3x the internet 93% of social media users believe an organization should have a presence in social media Sources Forrester, Nielsen, TechCrunch, Wecando.biz 6

7. Easy Access to Social Media You can access social media Computer Phone TV and TV games Social Media is more interconnected 7

8. Facebook More than 750 million users worldwide 175 million users login on any given day 5 Billion = number of minutes spent on Facebook each day Currently most popular social media in US Prospect Research and Fundraising Largest repository of photos on line in the world 2nd Largest repository of videos online 8

9. Facebook Pages vs. Groups 9

10. 10

11. 11

12. 12

13. 13

14. Twitter 200 million users as of March 2011 60 million people visit Twitter each month More than 50%of posts are done using an application and not via the Twitter website Created real-time search Watch trends as they happen 14

15. @, #, URL Shortners and Lists 15 Very easy to set up an account Just need a valid email address Name @ Usernames start with @ symbol Now used by Google Hashtags # Most important word or phrase in tweet URL Shorteners Twitter now built one in Hootsuite, Tweetdeck, etc. also build them in List Ability to categorize feeds

16. Twitter Fundraising Samples Pittsburgh Gives One Day Only Have Your Gift to ACHIEVA Matched 1:2 – http://is.gd/1234#pghgives (81 characters) The Pittsburgh Foundation will match your gift to ACHIEVA 50 cents for every dollar up to $2,500 Oct 28 at 10am http://is.gd/ZiQtDk PLS RT(140 characters) Join and Donate @aplusk, @drew 16

17. 17

18. Twitter Exercise Make a request in 140 Characters or less! Can be event Can be general request State mission in 140 characters or less! 18

19. YouTube 490 million unique users per month 13 hours of video are uploaded to YouTube every minute 100 million videos viewed per day Now close captions videos Nonprofit Channels allow premium branding capabilities Embeddable on Websites Donate button Call to action 19

20. 20

21. 21

22. 22

23. How Guidestar influences social media fundraising Guidestar has listings for all 501(c)(3)s Network for Good uses Guidestar’s database Network for Good has partnered with Give a Tweet http://www.giveatweet.com Change.org http://www.change.org Razoo http://www.razoo.com Facebook Causes, etc. http://www.facebook.com/causes Your information on Guidestar means you have profiles on those services above 23

24. Is Social Media Right for You? Which social media tools will allow you to reach your desired audience? Is it Facebook, Twitter and YouTube? How will you incorporate it into your current online and offline efforts? What resources can you put into it? Who will do the work? Do you have a need for a Social Media policy for your organization? 24

25. Track Information About Anyone, Any Topic Social Media Tracking Free Online Tools Facebook Search – must be logged in Twitter Search http://twitter.com/search Google Alerts http://www.google.com/alerts Dashboards Hootsuite http://www.hootsuite.com Ping.fm http://www.ping.fm TweetDeck http://www.tweetdeck.com/ 25

26. Work Smarter – Use Tools You can update multiple accounts at the same time Desktop – TweetDeck, Seesmic You can create a free e-newspaper from your feeds Paper.li – http://www.paper.li No staff? Want outside help? Use a company like GiveZooks.com PR firms 26

27. Privacy and Social Media Policy Quote “I don't believe society understands what happens when everything is available, knowable and recorded by everyone all the time," [Schmidt] says. He predicts, apparently seriously, that every young person one day will be entitled automatically to change his or her name on reaching adulthood in order to disown youthful hijinks stored on their friends' social media sites.”8/14/10 Wall Street Journal article quoting Eric Schmidt, former CEO of Google 27

28. Why You Need One Use by employees, volunteers, consultants, and people you serve Impact on marketing and brand, fundraising, and awareness NPOs of all sizes need a policy 28

29. What is a Social Media Policy? What it is: It sets expectations and boundaries Operational guidelines for people who use social media in their job What it is not: Static 29

30. Components of Social Media Policy Define social media Identify that you have concerns and interests Tell people what to avoid Remind people to protect privacy State how it’s related to other agency policies Logos, photos, videos ‘Friending’ clients, co-workers How to engage others 30

31. Don’t Have One? Can lead to Leaks Badmouthing Someone else speaking on your behalf Fear Not…It’s Not Too Late 31

32. Let’s Create One Right Now 32 Online Policy Tool http://socialmedia.policytool.net/

33. Is Anyone Helping Nonprofits? In 2010 AFP International convened a group of npo tech professionals crafted guidelines for members of AFP ASAE NTEN and The DMA, Nonprofit Federation Results were released in late 2010 http://is.gd/yGv43r 33

34. What’s Next In Social Media? “Facebook Alternatives” Google+ http://plus.google.com Diaspora https://joindiaspora.com Jumohttp://www.jumo.com Private “Twitter Alternatives”/Enterprise Social Media Yammer http://www.yammer.com Mango http://www.mangospring.com Location Foursquare http://www.foursquare.com Gowallahttp://www.gowalla.com Q&A Knowledge Quora http://www.quora.com 34

35. Links Alltop - http://social-media.alltop.com Beth Kanter - http://www.bethkanter.org Causes - http://www.facebook.com/causes Change.org – http://www.change.org Give A Tweet – http://www.giveatweet.com GiveZooks! – http://www.givezooks.com GoogleAlerts – http://alerts.google.com John Haydon – http://johnhaydon.com Netwits Think Tank - http://www.netwitsthinktank.com Razoo – http://www.razoo.com Seesmic –http://www.seesmic.com Social Media Policies – http://is.gd/4mxAk SocialOomph –http://www.socialoomph.com Tweetdeck – http://tweetdeck.com Twitter 101 http://business.twitter.com/twitter101 Twendz – http://www.twendz.com YouTube Nonprofits – http://www.youtube.com/nonprofits 35

36. Online Tools to Help You With Social Media Policies AFP Social Media Guidelines- http://is.gd/yGv43r Beth Kanter’s list – http://is.gd/tSujQv NCE Social Media Blog - ncesocialmedia.wordpress.com PolicyTool - http://socialmedia.policytool.net/ Social Media Policy Samples - http://socialmediagovernance.com/policies.php 36

37. Remember To… Listen & Engage It’s a dialogue, not a monologue 85% of social media users believe that a company should also interact with its customers Be Active Update your information regularly Measure Audience How does it fit into your offline goals? 37

39. They are not hard to learn, many online reference resourcesEnhances your fundraising and communications Put a policy in place! It’s a marathon not a sprint You should think strategically with Social Media 38

40. Questions? 39

41. Contact Dave Tinker, CFRE Director of Development ACHIEVA 412-995-5000 x 436 dtinker@achieva.info http://www.achieva.info Faculty – Master of Information Strategy, Systems, and Technology Muskingum University dtinker@muskingum.edu http://www.muskingum.edu/~misst www.about.me/davethecfre 40