Ruben Brown of the American Red Cross and I presented this to the nonprofit SIG of the American Marketing Association's Atlanta chapter on August 27, 2013. It has tips that other nonprofits can use to promote their causes on social media.
11. FREE ADVICE
Share what excites you!
Use “Reverse Mentoring”
Engage Supporters and Friends
Follow/Like News People
Appreciate your volunteers!
Correct Mistakes and Move On
Google is your best friend!
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13. 1. Carry out the organization’s mission online.
Bucking Antiquity
2. Grow our network of passionate supporters.
Haiti, HGC, Online Giving
3. Give the public a seat at our operational
decision-making table.
Transparency
1. Carry out the organization’s mission online.
Bucking Antiquity
2. Grow our network of passionate supporters.
Haiti, HGC, Online Giving
3. Give the public a seat at our operational
decision-making table.
Transparency
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15. We estimate that we touched nearly 2
million Haitians with a variety of relief and
recovery services since the earthquake
and we expect to support these survivors
in the years ahead until the last donated
dollar is spent.
We estimate that we touched nearly 2
million Haitians with a variety of relief and
recovery services since the earthquake
and we expect to support these survivors
in the years ahead until the last donated
dollar is spent.
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19. Before Haiti…
• Ability to text donations
existed before.
• The earthquake in Haiti
turned this capability into a
phenomenon.
• Prior to Haiti, the Red
Cross raised funds for
domestic disasters
through a program called
Text 2Help.
• Ability to text donations
existed before.
• The earthquake in Haiti
turned this capability into a
phenomenon.
• Prior to Haiti, the Red
Cross raised funds for
domestic disasters
through a program called
Text 2Help.
19
21. 21
24 hour cable news social networking sites like FB and
Twitter, news of destruction in Haiti was available
everywhere.
The “tweet” You can text Haiti to 90999 to donate $10
spread rapidly.
From Jan. 12-14 there were 2.3 million tweets about
“Haiti” and the “Red Cross”, of which 59% were retweets.
First Lady Michelle Obama and others filmed PSAs
urging people to text donations to the ARC.
22. 22
Growing trend in U.S. and across the world in
disasters to use social media to seek help.
More people using social media, mobile
technology and online news outlets in
emergencies.
1. Trying to learn about the disaster
2. Asking for help.
3. Sharing information about well-being with
family and friends.
Growing trend in U.S. and across the world in
disasters to use social media to seek help.
More people using social media, mobile
technology and online news outlets in
emergencies.
1. Trying to learn about the disaster
2. Asking for help.
3. Sharing information about well-being with
family and friends.
32. Hurricane Sandy Social Engagement
10/22 – 11/30
31 Trained Volunteers
Plus Spontaneous Volunteers
229 posts about needs sent to Mass Care
team
88 confirmed
Resulting in services sent or definitive
change in service delivery plans
19 digiDOC Daily Briefs
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33. Hurricane Sandy Social Engagement
10/22 – 11/30
1,960 pieces of published social content
Most shared:
Photos and infographics
“Thank you” Tweets
Data
SafetyTips
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