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Why Nonprofits Must Embrace Social Media

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Social Media has changed the way we communicate. Relationship building and fundraising paradigms must change if nonprofits wish to remain relevant. This program, presented to AFP Northeast Indiana on August 19, 2010 discuss how this is radically affecting many aspects of nonprofit organizations (image, visbility, transparency, governance, programming, relationship building and fundraising).

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Why Nonprofits Must Embrace Social Media

  1. I didn’t know they did that?<br />I can rally my friends on Facebook<br />Hey, my friend donated $50!<br />I heard their CEO took ….<br />Why Nonprofits Must EmbraceSocial MediaAFP Northeast INRobert Croft, CFRE<br />
  2. First a Quick Survey @ You<br />
  3. This Session is NOT<br />
  4. OR<br />How to Make $1 Million with Your <br />First Viral Video<br />
  5. But Rather<br />Review the Fundamental Shift in Communications<br />How this Impacts Nonprofits<br />Why You Better Care<br />What You Can Do<br />
  6. The Internet Has Changed<br />The Way We Communicate<br />
  7. Always “Online” and “Connected”<br />
  8. News<br />Information<br />And…. Other Cool Stuff<br />
  9. Old marketing continued into Web 1.0<br />
  10. Mass Communication was One Way:<br />Brochures<br />Print Newsletters<br />Direct Mail<br />Annual Reports<br />Advertising<br />Static Websites<br />E-Newsletters<br />
  11. Then There Was Social Media…<br />And Web 2.0 Was Born<br />
  12. According to…<br /><ul><li>Social Media is technology that “supports the human need for social interactions.”</li></li></ul><li><ul><li>“Social media use web-based technologies to transform and broadcast media monologues into social media dialogues.”
  13. “A blending of technology and social interaction for the co-creation of value.”</li></li></ul><li>What Are We Talking About?<br />Social networking sites (Facebook, MySpace, Ning, Meetup…) <br />Professional networking sites (LinkedIn, Plaxo…) <br />Blogs (WordPress, Blogger, TypePad…)<br />Microblogging (Twitter, FriendFeed, Foursquare, Facebook statuses…) <br />Social bookmarking (Delicious, Digg, Reddit, StumbleUpon…) <br />Photo and video sharing (Flickr, YouTube, Vimeo, Qlipso …)<br />Share reviews (ePinions, Yelp…) <br />And more…<br />
  14. It’s Unleashed a Revolution<br />(Video “Social Media Revolution 2 (Refresh) by Erik Qualman ,<br />
  15. Four Major<br />Impacts On Nonprofits<br />
  16. 2. 1. Empowered Consumers/Donors<br />Social media gives everyone a voice<br />The masses now produce content and can affect change<br />Self organize around causes<br />1. Empowered Consumers/Donors<br />
  17. Empowered Consumers…<br />Rate products & services<br />78% trust peer recommendations<br />“Socialnomics” = “Donornomics”<br />They also Rate Nonprofits -<br />
  18. Why You Should Care<br />Negative:<br />Significant Loss of Control Over Image<br />“The internet doesn’t tell you when you get a bad review.”<br />Positive:<br /><ul><li>You WILL have Advocates
  19. Empower them and watch your support grow exponentially
  20. Crowdsourcing</li></li></ul><li>2. Visibility and Relevance are Paramount<br />Vying for Your Donors’ Attention:<br /><ul><li>Information overload
  21. 100s of ads per day,
  22. Flying Ninja Cat videos,
  23. Hundreds of friend updates
  24. Peers asking for support of their favorite International charity
  25. Do we even read “snail” mail appeals and newsletters anymore? </li></li></ul><li>The Silence of Nonprofits Stuck in Web 1.0 is Deafening…err Deathening. <br />
  26. Why You Should Care<br />Negative:<br />With inaction, NPO will FADE from Relevance and younger donors will migrate away…<br />Positive:<br /><ul><li>With increased visibility on Social Media, you MAY attract new donors, but will most certainly deepen relationship with current donors</li></li></ul><li>3. Forced Transparency<br />Consumers (donors) have more giving choices<br />Organizational mediocrity is no longer an option<br />Micro-transparency – once a year “annual report” may not suffice<br />Consumers want voice in Governance<br />A good thing to be accountable <br />
  27. Why You Should Care<br />Negative:<br />Empowered consumers may point out real shortcomings<br />Positive:<br /><ul><li>Micro-transparency via Social Media will accelerate trust building</li></li></ul><li>4. Ways of Supporting Are Changing<br />Majority of donations will occur online by 2020 (if not sooner)<br />Advocacy and “retweeting” are considered “doing my part”<br />Texting gifts, Facebook Causes, Twestival<br />Corporate giving contests and crowdsourcing<br />
  28. Millennials also want to be physically involved… <br />
  29. Why You Should Care<br />Negative:<br />Waiting for the “check in the mail” will get longer and longer…<br />Positive:<br /><ul><li>Engaging people in their place of social activity, whether giving online, spreading your story, advocacy, or volunteering will lead to support.</li></li></ul><li>One Response<br />“You’ll never find me Twittering or find me on MyFaceSpaceBook.  If you want to socialize with me ring me up on the telly and lets have a cup of coffee together (real coffee, really together, not cyber-coffee in a cyber-cafe). <br />Where is building relationships across the coffee or kitchen table going?”<br />
  30. “We don’t have a choice on whether we DO social media, the question is how well we DO it.”<br />Erik Qualman, <br />“Socialnomics”<br />
  31. Here’s The Good News<br />
  32. Social media isn’t a new thing. <br />It’s a new way of doing old things.<br />
  33. Fundraising Has Always Been About Building Relationship<br />Social Media is ALL @ Relationship<br />
  34. Best Fundraisers are Volunteers<br />Social Media is a toolbox to empower Advocates<br />
  35. You’ll Still Have Coffee With Donors<br />You may just find them via Social Media<br />
  36. Social Media is Free<br />But not easy…requires major investment of time<br />
  37. Rules of the Social Media Road<br />Listen Intently<br />Be Authentic<br />Participate Consistently<br />Collaborate with Others<br />
  38. Getting Started<br />Understand they “Why”<br />Be the culture shift at your organization<br />Connect with social media resources to learn<br />Create a plan<br />
  39. Start with a fan page<br />Consider a page<br />Video is the “Currency” of the internet<br />Consider a blog for your nonprofit<br />Rotate Staff – CEO should have significant role<br />Create a profile<br />Jump IN and participate<br />Getting Started<br />
  40. Beth Kanter –, Twitter: @kanter, Facebook: Beth.Kanter.Blog<br />Book with Allison Fine: “The Networked Nonprofit”<br /> – Everything Social Media and Technology, News and Great Articles<br />Twitter: @mashable, Facebook: Mashable<br />Smart Blog on Social Media –<br />Sign up for Smart Brief on Social Media email brief, Twitter: @SBoSM<br />Nonprofit Technology Network – <br />“Social Good” section on Chronicle of Philanthropy Website, Allison Fine –<br /><br />Common Knowledge –<br />Offers free monthly webinars on social media topics and email campaigns<br />Just Get on Twitter, follow others and you will discover the experts<br />Fort Wayne Social Media Breakfast – Meets monthly(?) on the third Tuesday, free <br /><br />Video used in presentation: “Social Media Revolution 2” – <br />Robert Croft, 260-568-0731<br />Twitter: @RobertNCroft, LinkedIN:<br />, FB: CrandallCroft<br />Presentation slides can be found at<br />Some Resources<br />
  41. Questions/Discussion<br />How would Steve Urkel do Social Media?<br />