I was asked to be a guest speaker at Susan Geib's Sales, Marketing, and Fundraising class at Concordia College. If you have any questions regarding this presentation, please make a comment on the blog post: http://belugasocial.com/2013/10/29/social-media-that-works-for-non-profits/
Unveiling SOCIO COSMOS: Where Socializing Meets the Stars
Social media that works for non profits
1. Social media that works for
non-profits
Margot Brenna, HERO Communications Director & Beluga Social
2. Margot Brenna
Age 3: princess
Age 5: ballerina
Age 9: fashion designer
Age 13: pop star
Age 17: singer or music teacher
Age 19: sociology teacher
Age 22: no idea
something with non-profits maybe?
4. Local Non-Profit Facts
3,500 public charities in North
Dakota
45,000 North Dakotans employed by
non-profits
Many of these Non-Profits…
Same fundraising plan =
Similar communications/marketing
5. First Steps
What’s your organization’s purpose
for being on social media?
Who are non-profits trying to reach?
Where are these groups online?
Would it be beneficial to use those
platforms?
Time, $$$, & knowledge
6. How Non-Profit Communication Translates
Online
Blog
Website
Blog
Social
media
Email
Others
Others
Website
Social
media
Email
7. Inventory Analysis
Platforms
What platforms do they use? Why?
Users
Demographics online vs. offline
What are they doing well/improvements to
make?
Donors
Are they missing a big target audience on a
platform they could add?
Volunteers
Content Manager
Who is in charge of updating social media?
Knowledge and understanding of each site
Personal use before brand manager
Understand the difference and approach
How much time do they have?
Clients
Fundraisers
Engagement
Likes, comments, shares, RT’s, repins, etc…
9. Donor Perspective
Message and mission
Who it’s helping
Financial information
Easy online donation process (thank-you
landing page after donation)
10. Client Perspective
Contact information
Hours of operation
Limitations for services
Transportation to organization
11. Volunteer’s Perspective
Volunteer opportunities & open time
slots
Anything they need to know
beforehand (safety goggles?)
Location
Why are volunteers important to the
organization?
Sign up
14. (Branding continued)
Guidelines
About sections (link back to website)
Include important information for target audiences – as space will allow
Update yearly statistic information, awards, contact information, etc…
15. 2. Cross Promotion
Promote social media
everywhere
Website
Email
Brochures
Business cards
Etc…
Same theme on
different platforms
16.
17. 3. Content: Useful Relevant, & Valuable
Something valuable to a client
may not be useful to a donor
Take into consideration target
audience for each social media
platform
Know your organization’s voice.
Some humor can work, some
can’t.
Toys
http://www.youtube.com/watch?v=ao2A-eEIkA4
Sandbox
http://www.youtube.com/watch?v=i2iG9NQk9mI
18. 4. Interact
Respond in a timely manner
Questions:
Answer a commonly asked question or
misconception about your organization
Explain the problem you solve
Ask a question you know your fans will
answer (not just “what are your plans
this weekend?”)
19. 5. Giveaways and Contests
Rafflecopter (free option)
Wildfire (need to contact for price)
Blinkd (free option)
Contest Platform (wizehive) $249 + $3/day
Strutta $399
20. Social Measurement
• Google Analytics Academy plan
• Google Analytics Oct. 1 – 28, 2013
• & update to Facebook Insights
21. Creating a measurement plan
https://analyticsacademy.withgoogle.com/preview Thanks Google Analytics Academy!
1. Define your organization’s needs & define measurement plan (what
will you measure?)
2. Document your technical infrastructure (is it possible to track what
you need?)
3. Create an implementation plan (who will set up what you need?)
4. Implement your plan (set up tracking recommendations)
5. Maintain and refine
22.
23.
24. Out of 219 total visits on Oct. 7, 157 of them were from social referral
31. Campaign analysis
(traditional social media)
What is the campaign and how does it benefit your organization?
Who is your target audience?
Where are they? (Channels)
When is the event and how far out do they want to start
promoting?
How: what kind of content does your audience engage with most?
32. Crowdsourcing
obtain (information or input into a particular task or project) by enlisting the services of a
number of people, either paid or unpaid, typically via the Internet
charity:water
Birthdays
http://www.youtube.com/watch?v=20ftvMjonkg
34. Charity Water Staff who Probably Work on
Online Communication
Creative Director
Director of Digital
Engagement
Tech Project
Manager
Email Marketing
Manager
Designer
Supporter
Experience
Administrator
Executive Producer Web Designer
Director of
Technology
Videographer
Special Events
Project Manager
Online Reporting
Officer
Content Strategist
35. How can a small non-profit keep up?
Stick to the strategy
Only do what you can do well
Make meaningful content with a purpose
Gather groups of knowledgeable and capable
volunteers/interns/staff/etc… (Social Media
Dream Team)
Give specific tasks/jobs
Expectations
36. How to get Started
Reason (example: event or campaign)
Calls to action
Start with people who are already involved
“Traditional” – face to face, phone calls, etc…
Engaging content
Easy sign-up
37. GoFarCharity HERO Team
Razoo.com
Team or solo fundraiser
Sign up, start a fundraiser (for a non-profit
that is registered through Razoo.com)
4.9% processing fee
Embeddable widget, Facebook widget,
email team members, & easy social
integration
40. Razoo widgets
Donation
widget for
website or
blog
Facebook
widget for
donations
(can be
general or for
specific
campaign)
41. Social Media Integration
YouTube videos for
explaining campaign
YouTube videos for thanking
donors through automated
thank-you message
Post on Facebook, tweet,
send an e-mail, QR code
generator, link, & donate
now buttons
42. Other Crowdfunding Sites
Indiegogo.com (similar to kickstarter)
Non-profit fees: 6.25% any donation for platform fee, 4% for processing, if goal is reached – 3.75%
back
Gofundme.com
5% for processing and 4.25% credit card
Crowdrise.com
Free account: 5% + undisclosed credit card fees
Featured: $49/month with annual contract, 4%, + undisclosed credit card fees
Royale: $199/month with annual contract, 3%, + undisclosed credit card fees
43. To Crowdsource or Not to Crowdsource
Is your organization’s fan base super-engaged?
Are your fans already donors or clients with connections?
Do you have an event that could be enhanced by crowdsource fundraising?
Maybe it’s right for you.
If not, work on building up your fan base with the right audience for the site.