Social media is a hot topic at organizations big and small – everyone wants to leverage new media sites to engage with their audience. Community-building tools like Twitter, Facebook, and blogs have been an effective way for brands to reach their audience, all for a small price tag. In this session you will learn about the different tools and tactics you can use to engage with your community and attract attention to your cause. You’ll also learn from case studies of how charities, non-profit organizations and fundraising events have seen success using Web 2.0 technologies. Attendees Will Walk Away With: • An understanding of the social media landscape and the most popular tools you can use to connect with your community • Concrete examples of charities that have successfully leveraged new media tools • An action plan for getting started with your own community-building initiatives Erin Bury After managing public relations for tech companies, Erin joined Sprouter to better utilize her passion for networking, community-building & Web 2.0 technologies. As Community Manager, Erin is the voice of the Sprouter community of entrepreneurs. A journalism grad who loves social media, Erin was a co-organizer of Twestival Toronto.

1. THE FUNDAMENTALS OF BUILDING
AN ONLINE COMUNITY
How to leverage online tools for your cause

2. Who am I?
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3. Online giving continues to grow
• online revenue grew by 46% in 2009 compared to 2008
• The average online gift in 2009 was $144.72
Data from the Nonprofit Technology Network - www.nten.org
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5. “Using the internet to instantly collaborate,
share information, and have a conversation
about ideas and causes they care about.”
•Beth Kanter
•http://beth.typepad.com
•@Kanter
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6. Why social media?
• You can use social media to:
– Engage discussion
– Spread awareness
– Inspire
– Collaborate
– Engage participation
– Fundraise
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7. What are people saying?
• tweets
• blog posts
• Daily Chatter • photos
• event RSVPs
• comments
• customer feedback
• new fans
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8. What are people saying?
• Listen
• 3 steps • Engage
• Create
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9. STEP 1: LISTEN social media monitoring & hearing your audience
The tools:
• Google Alerts
• Twitter search
The benefits:
• Find out what people are saying about your cause
• Find out what people are saying about you specifically
• Find new supporters
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10. Google Alerts
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11. Twitter search
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12. STEP 2: ENGAGE spur conversation and incite action
The tools:
• Twitter
• Facebook
• Giveforward/StayClassy.org
• Events (Meetup.com)
The Benefits:
• More transparency on issues
• Dialogue between nonprofits and followers
• Get input from supporters
• Find new supporters
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13. 13 @gapingvoid

14. Twitter
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15. Facebook
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16. GiveForward
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17. StayClassy.org
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18. Events
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19. Meetup.com
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20. STEP 3: CREATE social media outreach
The tools:
• Wordpress
• YouTube
• Flickr
• Newsletters
The benefits
• Keep your community interested and committed to your cause
• Expand your reach to new and potential supporters
• Get attention from media and influencers
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21. Wordpress
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22. YouTube
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23. Flickr
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24. Newsletters
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25. Case study: Haiti earthquake
• Gave people a first-hand glimpse into the devastation
• Allowed people to donate online and mobilize offline to support the cause
• Relief workers, news outlets and relief organizations all used social media to
keep people updated and to mobilize support
• Donations for the first five days after the January 12 disaster totaled 19%
more than during the same time frame after the 2004 Asian tsunami and
109% higher than the equivalent following Hurricane Katrina in 2005 (USA
Today)
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26. #HaiHaiTO
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27. Indie Relief
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28. Toronto Works for Haiti
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29. Case study: Twestival Toronto
• First globally-organized event using social media
• Used primarily social media to get the word out
• 3 successful events in Toronto
• Events in over 120 cities around the world
• Over 1300 attendees in total
• Over $36,000 raised for 3 different charities
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33. Community Guidelines
•Be •Be •Be
•Amazing •Accessible •Authentic
•Respond •Honest
•Provide
and and
real value
participate transparent
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34. What’s your story?
SPREAD
THE LOVE.
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35. And remember – for every DO there’s a DON’T…
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36. Thank you!
How to reach me:
• erin@sprouter.com
• Twitter: @erin_bury
• Blog:
erinbury.wordpress.com
• Sprouter: @erin
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