This document outlines how to develop an effective social media strategy for philanthropy efforts. It discusses understanding social media behaviors and communities, developing content for key social media channels like Facebook, Twitter, and YouTube. It provides tips for engaging audiences and building online communities through sharing stories, photos, and videos. Examples are given of how organizations have used social media successfully for fundraising and promoting their causes. Useful tools for social media management and analytics are also presented.

1. Using Social Media In Your
Philanthropy Efforts
Presented by Chris Dessi &
Anthony Zarro
11/16/2011

2. Agenda
• Understanding Social Media
• The Channels
• Developing a Strategy
• Examples
• Useful Tools
2

3. Understanding Social Media
• Behavior not destination
• Why is it powerful
• Lives / emotion / relationships
• Community
• Network effect
• Remind people why
• Old way vs. new way
3

4. Emotion, Emotion, Emotion…
4

5. How to participate
• Strategy
• Evoke emotion
• What do you stand for
• What are you trying to fix
• Explain the problem
• How do you give back
• Where does the money go
5

6. THE CHANNELS

7. People on Facebook
• More than 800 million active users
• 50% of active users log on to daily
• Average user has 130 friends
• Average user is connected to 80 fan pages
• More than 2 billion posts are liked and
commented on per day
7

8. Twitter
• Over 200 million users
• Over 100 million active each day
• Over 230 million tweets per day
• 55% of users are active on mobile
• 400 million monthly unique visitors
8

9. You Tube
• Over 3 billion videos are viewed a day
• Nearly 17 million people have connected their
YouTube account to at least one social service
• Millions of subscriptions happen each day.
Subscriptions allow you to connect with
someone you're interested in and keep up on
their activity on the site
9

10. BUILDING A SOCIAL STRATEGY

11. Step 1: Self Reflect
• Ask yourself:
– Why do donors choose us?
– What makes us different?
– What is our passion?
– What is important to us?
11

12. Step 2: Define You Community
• Who is your audience?
• Where are they social?
• What do they share?
• What is important to them?
• What are their issues?
12

13. Step 3: Build Your Destinations
• FaceBook
• Twitter
• Blog
• YouTube
• Flickr
• LinkedIn
• Quora
13

14. Step 4: Start Creating Content
• Blog posts
– Stories, articles, POV’s, industry news
– Behind the scenes, photos, video, travel
• Networked Blog
• Tweets
• Follow others
• FaceBook updates
14

15. Rules of Engagement
• Give to your audience and they will give
back to you!
• Don’t sell!!!
• Create a dialogue
• Embrace feedback
• Share, Share, Share
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16. EXAMPLES FOR DISCUSSION

17. Facebook: Share Photos

18. Facebook: Conduct Sweeps and Contests

19. Facebook: Ask for support “like” and Share

20. Facebook: Link to Youtube

21. Facebook: Donate!

22. Facebook: Link to Twitter Feed

23. Facebook: Custom Landing Page

24. Facebook: Aggregate Registration

25. Facebook: Share Facts/Educate

26. Facebook: Engage – Give thanks!

27. Twitter: State purpose & request clearly

28. Twitter: Create Buzz & Excitement

29. USEFUL TOOLS

30. Tweet Deck
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31. HootSuite
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32. HootSuite Reporting
32

33. Good Influence.org
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34. Corporate Facebook Post
34

35. Auto Update To A Fan’s Facebook Wall
35

36. Next Analytics
36

37. THANK YOU
Drive Action Digital
520 White Plains Road
5th Floor
Tarrytown, NY
862-200-5217
Christopher.dessi@driveactiondigital.com
Anthony.zarro@driveactiondigital.com