1. Social Media for Non-
profits: how to
navigate the bumpy
road
University of Virginia Alumni Association/ DC Chapter/
December 13, 2011
Andrew Rudin/ Managing Principal, Outside Technologies,
Inc./ 703.371.1242/ arudin@outsidetechnologies.com
www.xeeme.com/andyrudin

2. A few things about
me . . .
• BS Commerce, ’79; MS in management
information technology ‘05
• Certified Social Media Strategist (2010)
•20 + years B2B sales experience
• Focus on sales strategy & execution
• Work with technology companies and
associations

3. Key Problem to Solve
How to build community, content, engagement
and encourage action when things around us
are changing very, very quickly.

4. Debunking Social Media Myths
• “There’s no real ROI.”
• “It works for some businesses, but it
will never work for mine.”
• “We can’t control it. It opens up a
Pandora’s Box.”
• “If we take the wrong chances, we’ll
alienate everyone!”

6. The social media funnel
Move to
Belief,
Creates
Trust
Engagement Rapport Care,
Social Media
Transparency Credibility
Action

8. It’s OK to think about “Process”
. . . But Don’t Forget the Love!

9. It’s All Only About Customers

10. 1. Start with goals
2. Optimize your Linkedin profile
3. Make connections
4. Create a dynamic company profile
5. Using Linkedin Groups
6. Linkedin Answers strategy
7. Using Linkedin Events

11. 1. What is your goal?

12. 2. Optimize your profile

13. Many recommendations! link to
website!

14. Optimize: what to do right now
1. Make your profile “100% complete”
2. Ask yourself “how do I want to be found?”
3. Don’t play “hard to get” connection-wise: go for > 100!
4. “Give to get” five recommendations, and post the best ones
5. Feed your blog, presentations, and other content into your
profile (through Linkedin applications)

15. 3. Make connections
1. Make a request
2. Get introduced through a current
connection
3. LinkedIn Groups
4. LinkedIn Inmail

16. 4. Create a great company profile

17. How to optimize your organization’s
profile right now
1. Assign someone to update regularly
2. Identify 10 - 15 common keywords that
describe your organization and its interests
3. Set up a company profile
4. Feed blog posts and Tweets to company profile
5. Highlight products/services using
Products/Services page

18. 5. Use LinkedIn Groups

19. Getting the most from LinkedIn Groups
1. Join all groups associated with your cause &
industry—and engage!
2. Comment without promoting yourself – others
will connect with you because of this
3. Initiate valuable conversations of your own
4. Use groups to find potential collaborators,
donors, connections
5. Establish personal connections with as many
group members as possible

20. 6. Use LinkedIn Answers

21. How to leverage LinkedIn Answers
1. Search for great insight
2. Become a recognized, active expert
3. Stay up-to-date with what’s being
asked about
4. Find others to collaborate with
5. Develop/integrate into your own
website content

22. 7. Use LinkedIn Events

25. Ethics
“Oh, that could never be us . . . .”
Until . . . "Your judgment gets clouded out in
the field when you are pressured to sell, sell,
sell.“ (testimony from Prudential Insurance
fraud case)

26. Opportunities and Risks
Trust and Rapport
• Build rapport
• Build trust
• Be credible
• Listen and understand
• Be transparent (open)
Accessibility
• Build community (reach)
• Be approachable (findable)
• Connect with individuals (engagement)
Value
• Be valuable
• Be “low risk”
• Advocate, persuade, and enable others to do so
• Be current (information flow)
• Be clear
• Be different
• Appeal to ego and emotion

27. Opportunity/Risk Map
Risk/ Opportunity Web Email Twitter Facebook Linked Phone Blog
Build Rapport
Build Community
Be Accessible/ approachable
Connect w/Individuals
Appeal to Emotions
Be Transparent & Open
Have Integrity in Governance
Build Trust
Be Credible
Have Ease of Use
Be Current
Be Clear
Be Unique
Be Valuable

28. Social Media Strategy Models

29. Seven Social Media Habits of Highly Effective Marketers
1. Let your connections know what you are doing
2. Let your connections know on what other places and
spaces you are active
3. Always Tweet or otherwise communicate about everything
you post or comment on
4. Always use a signature on your posts and comments
5. Put your social web connections in your email signature
6. Have a touch point with your connections at least once a
week one way or the other
7. Don’t let your social media sites grow dormant . . .

30. When You’re Asking for Money, Ask Nicely
Do’s:
• Remember that people are people, not ‘targets.’
•Highlight the reputation and continuity of your leadership
•Teach—don’t sell
•Tap into passion. E.g. Ask “if you had $1 million to give away, what
would you change or preserve in the world?”
•Care about the donor—not just the amount he or she can donate.
Don’ts:
• Make a confusing sales pitch
•Ask for an inappropriate amount
•Make an ‘emergency’ appeal, unless it’s a true emergency
•Get complacent because you have a large, ongoing donor annuity
•Accept ‘no’ as a final answer.