With the rise of social media (e.g. Facebook, Twitter, YouTube, LinkedIn etc.) many nonprofits are exploring new ways of fundraising, advocating, and conducting outreach online. This workshop will help participants understand how effective multi-channel online communications work, using examples from health industry nonprofits and more. Our emphasis won't be on technical 'how tos', but rather strategies, with particular emphasis on the question of return on investment from the nonprofit CEO's point of view. We'll also talk about staff capacity, social media policies, the CEO's role in social media, time, and budgeting.

1. Social Media for
Nonprofit CEOs
Association for Nonprofit Professionals
New Jersey Chapter "
November 3, 2011"
Sarah Durham
@bigducksarah
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6. Poll
• Social media is for millennials. Do I really have
to do this?
• I’m into it— but how do I get the best return on
my investment?
• I don’t know what I don’t know and it scares me
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7. Which one are you?
• Folly
• Fearful
• Flippant
• Formulating
• Forging
• Fusing
http://blogs.hbr.org/cs/2011/10/the_six_attitudes_leaders_take.html
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9. Issues
• Who’ll manage social media?
• What policies or tools do we need to make this
work?
• How should I budget for it?
• How do I make sure it’s on strategy and
appropriate?
• What do I have to do myself?
• How many channels should we use?
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10. Reasons Nonprofits
Communicate
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11. Online Engagement Priorities
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12. Programs,
Organization initiatives,
campaigns
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13. Brandraising®
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15. Positioning
The big differentiating idea
you strive to own in the minds
of your target audiences
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16. Positioning
Red Cross
=
disaster relief
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17. Personality
The overarching feeling you
want people to associate with
your organization
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18. Personality
Fighting
cruelty to
animals
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21. Use positioning +
personality to train social
media managers
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22. SCO Family of Services—Positioning
• SCO Family of Services is the leading provider
of life-changing human services in New York City
and Long Island.
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23. SCO Family of Services—Personality
• Vital (comprehensive, effective)
• Caring (collaborative, motivating, dedicated)
• Expert (innovative, leading)
• Trusted (responsive, genuine)
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33. Do you Facebook?
You should.
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34. No, you can’t approve
tweets in advance
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http://beth.typepad.com/beths_blog/2009/01/creating-your-organizations-social-media-strategy-map.html

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52. It’s important to…
• Be transparent
• Be responsible
• Be non-partisan
• Be trained
• Be responsive
• Be yourself
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53. Everyone’s a
communicator
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54. Create a social media policy
• Scan sample policies from other orgs
• http://socialmediagovernance.com/policies.php
• Agree on content
• Address concerns, but stay friendly, easy to follow
• Try http://socialmedia.policytool.net/
• Rollout with staff trainings/meetings
• review and update 2x/year
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55. http://www.slideshare.net/tammygordon/aarp-social-guidelines2010
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56. http://www.slideshare.net/tammygordon/aarp-social-guidelines2010
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57. Doing it right:
• Clear positioning and personality
• Defined messaging platform
• Easily updated website
• Cross promote/multi-channel content (50/50 rule)
• Staff that ‘get it’ and contribute
• One person who’s responsible, empowered,
respected
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58. Resources
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60. Resources
• NTEN: We Are Media
http://www.wearemedia.org
• Using Social Media To Meet Nonprofit Goals
http://www.idealware.org/sm_survey/download.php
• Nonprofit Social Media Benchmarks Study
http://www.e-benchmarksstudy.com/socialmedia/
• Nonprofit Social Network Survey
http://www.nonprofitsocialnetworksurvey.com/download.php
• Case Foundation: Social Media Tutorials
http://www.casefoundation.org/social-media-tutorials
• Harvard Business Review-the Six Attitudes Leaders Take Towards Social Media
http://blogs.hbr.org/cs/2011/10/the_six_attitudes_leaders_take.html
• Wild Apricot Blog: Creating a Social Media Policy for Your Nonprofit
http://www.wildapricot.com/blogs/newsblog/archive/2009/01/08/creating-a-social-
media-policy-for-your-nonprofit.aspx
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61. Resources
• Big Duck: Website, eNews, and Duck Call Blog
http://www.bigducknyc.com
http://www.bigducknyc.com/blog
• Pew Internet & American Life Project
http://www.pewinternet.org
• Beth Kanter’s blog
http://www.bethkanter.org/
• John Haydon’s blog
http://www.johnhaydon.com/
• Care2’s blog
http://www.frogloop.com
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62. Resources
• bigducknyc.com/resources
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63. Contact Us
bigducknyc.com
bigducknyc.com/blog
facebook.com/bigduck
twitter.com/bigduck
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64. Contact Me
sarah@bigducknyc.com
twitter.com/bigducksarah
linkedin.com/in/bigducksarah
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65. Thanks!
© Jeremy Crow
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