Soial Media use in Healthcare

1. Leveraging Social Media for
Foundations

2. Changing World with Social Media
 Today, most of the world knows what social media is
 Pre-teens, young professionals and adults are on social networking sites
 The rise of social media has changed the way organizations interact with
their audience
 Social media has allowed organizations to promote their brand, their
products, and their causes, with little to no financial investment, which is
especially important when creating a fundraising campaign
 The biggest benefit of social media is that it allows you to connect with
your users on a less formal, more personal level

3. Social media also allows you to connect with thousands more
people than email campaigns alone. It is hard to find an easier
way to share your message with such a large audience

4. How Do They Stack Up?
http://blog.digitalinsights.in/social-media-facts-and-statistics-2013/0560387.html

5. How should you use Social Media for
Fundraising?
Facebook
 Lets you talk about your fundraiser in an interesting way
 Give you a chance to talk about your organization, the fundraiser, your
campaign.
 Allow you to upload photos and videos for viewing and sharing among the
media
 For a relatively small fee, you can pay to promote your posts.
 Promoting your post allows you to select the location, demographics, and
interests of the audience you are trying to reach
 The post will appear in those selected individual’s news feed, which will
increase the chances of them seeing it
 Helps to connect with similar organization which support fundraising
efforts

6. Twitter
 Lets you Tweet about your fundraiser at least 3 times a week
 You can engage your audience by differentiating your tweets
 For instance, one tweet might link back to the donation page on your
website, one tweet might thank those who have already donated, and one
could remind your followers of the impact your fundraiser is going to have
for a particular group
 Create hashtags that are specific to your fundraiser, but also use common
hashtags like #fundraiser or #showyoursupport to reach thousands of
additional Twitter users
 Allows you to follow other organization and people with influence which
can increase your likelihood of getting your tweet re-tweeted, and your
fundraiser reaching a larger audience

7. Google +
 Is all about group circles
 The more people in your circle, the more people you reach
 You can look for thought leaders, other organizations that fundraise,
community members, and even competitors
 Once you’ve established solid circles, offer to do a Google Hangout to get
to know your audience and tell them about your organization and
fundraiser
 If you already have a good list of donors, consider asking one of your
donors to participate in the Hangout and tell your audience why they
chose to donate

8. Pinterest
 Allows you to use the preexisting visuals and marketing materials and
create a Pinterest board for your fundraiser
 Once you’ve added some images, you can promote your board on your
website and other social media sites
 Allows you to follow other organization
 Increasing the number of people you follow is likely to increase
 the number of people who pin your fundraising board

9. Youtube
 People love videos, and the shorter the better
 Create a video about your fundraiser that leaves your viewer with an
understanding of your organization and your fundraiser
 Make sure you have a call to action
 It will help to connect with the audience after they have watch the video
 Make sure you tell the audience what you want them to do at the end of
the video
 Is it donate money? OR Share the link with their friends? OR Both?
 Clearly state the call to action and your audience is more likely to donate
or share

10. How to Measure Social Media?
Post Analysis –
 Measure how well received your post or tweet was and which audience it
reached
 Facebook Insights will show you how many people liked, clicked on,
shared, and commented on a post
 Google+ offers a similar feature and looks at how well a post was received
by your audience
 YouTube also offers detailed analytics for each video, which includes how
many people like and comment on your video, how long they watched it,
and if they shared it

11. Website Tracking –
 Once you connect your Pinterest page with your website you can see how
many pinners are pinning things from your website, as well as how many
people are clicking on your pins
Audience Education –
 Each platform offers a way to learn more about your audience
 Features might include audience demographics such as age, location,
affiliation and new audience members

12. Youtube Analytical Dashboard

13. Overview
 Smart charities & social enterprises already UNDERSTAND the power of
social media beyond just exposure; they successfully use it to recruit,
implement projects & most importantly - FUNDRAISE
 Let’s be clear, Fundraising & begging aren’t the same thing. You simply
“shake the bucket” to beg but in order to raise money without nagging your
conscience or abusing ethics, you INSPIRE people

14. What’s Online Fundraising
 An online fundraising campaign is an all- encompassing effort, similar to
an annual or capital campaign, but of shorter duration
 It gathers all your online efforts & directs them into a fundraising push
towards a defined goal
 You create a campaign message, recruit leaders, launch, spread your
message & track results
 This strategic approach creates bigger return than simple one-shot online
fundraising tactics

15. Campaigns

16. Web Fundraisers V/S Traditional Methods
 People will ALWAYS SHARE content that strongly appeals to them—
there’s 99% chance their friends are like them so your message goes viral
without effort!
 Where else can your message spread as quickly as it can online?
 People forward e-mails, links, posts to millions of others in just seconds!
 Everything you do online can be measured
 You can see how many people open your, track how many people click
posts, how long they spent looking at the page etc.

17. Key Principles
1. Relationships –
 Key goal
 Your goal online should be to build and strengthen relationships, because
all fundraising comes down to relationship-building
 Of course if you are set up well, you can raise some money from people
who just “came across” your fundraising page or otherwise found you
abruptly BUT most of the serious money you raise online will be based on
relationship-building
 There are two types of relationships that matter:
 Built Relations
 Maintained Relations

18. 2. Call to Action –
 Most think “GOOD” is obvious & automatically pulls support
 Organizations imagine that if they simply show people their “great” work
they will throw out money & ask all of their friends to do too.
 As you may have realized already, it’s not that simple!
 If you want people to react to your campaign, you have to ask them to take
specific actions at specific points

20. 3. Prove your Credibility –
 Trust is always an issue ONLINE
 People want proof that you are a real organization, doing real good in the
world
 Establishing trust online is more difficult, but it can be done
 Most non-profits don’t effectively communicate credibility online so when
your organization does, you have a huge advantage in your fundraising
efforts

21. How to Gain Trust ??
 Amplify testimonials from popular supporters
 Nothing establishes trust like a friend telling you how great an organization
is
 Post videos of your work, your clients, your staff in action on social media
& your website
 Make sure people can find your direct contacts & response must always
be timely

22. 4. Viral Always Wins –
 NEVER BE BORING!
 No matter how “serious” or “formal” your non-profit is, when it comes to
campaigns, fun, sharable campaigns always win
 Make your MESSAGE so compelling that people want to send it to their
friends
 If your supporter can’t easily explain your message/ask, it will never
spread

23. The Campaign – How to Get it Done
STEP 1: CREATE A COMPELLING MESSAGE
 Your campaign message is your case for support
 It tells who you are, why you do what you do & why we should care
enough to give you money
 Don’t assume that because you have a passion for a cause everyone else
will see your point easily & join
 Your message MUST be visionary, emotional & clear enough for anyone
else to share it without your help

24. STEP 2: DESIGN THE CAMPAIGN
 Clearly define the goals: WHAT DO YOU WANT BY WHEN?
 Work with professionals to get a compelling name—one that resonates
with your target audience on an emotional level
 Work with professionals to determine the look, feel & tactics for the
“anchor content” e.g. wording, graphics, timing etc.
 Set budgets, allocate activity/ tasks to team etc.
 Determine Key performance indicators & how you will track progress

25. STEP 2: CHOOSE A HUB
 Your hub is the online platform with all your campaign information e.g. text,
testimonials, stories, asks, videos, pictures, etc.
 It’s where people go to make a donation to your campaign by clicking on
that big old “donate now” button
 The hub can be an independent online fundraising page, a special page
you set up on your own website, or a profile on a crowd-funding site
 No matter which hub you choose, it is important that you only have one
where you and your team will send everyone in order to make their
donations

26. STEP 4: LAUNCH THE CAMPAIGN
 The biggest battle comes after the launch… in trying to spread the word
and get more people interested PLUS OF COURSE collecting donations
 Stay on top of your team, encourage them to send out messages about
your campaign weekly or daily
 Make sure your organization stays super-active by continually posting, e-
mailing, and using social media to drive people to your campaign hub

27. STEP 5: WRAPPING IT UP
 Thank your donors & participants, recognize the work of your team, and
enter your new donors in your donor database
STEWARDSHIP IS A MUST
 Stewarding a donor is what a non-profit does (or should be doing) from the
time of the first gift
 It lasts until that donor no longer has a relationship with the organization
 It is a process by which the organization develops an ever-stronger
relationship with the donor, and involves constant communication to
deepen the relationship
 Your online campaign donors can & should become a source of on-going
financial support for your organization in the future

28. The Truth
 Simply having a Facebook & Twitter account with hundreds of posts is not
fruitful if it doesn’t get you support in terms of dollars
 While campaigns are not a full-time strategy, they can be very powerful in
boosting awareness, gathering donors & enhancing your organization’s
image
 Running a successful campaign requires skill, timing & lots of effort