Dave Tinker, CFRE, Guest Lecture to Graduate Nonprofit Communications Class at Point Park University on 10/30/13

1. Dave Tinker, CFRE
@davethecfre
October 30, 2013
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3. 
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What is social media?
Social media statistics and benefits
Focus on Facebook, Twitter, and YouTube
How others use it to raise funds and
communicate with their constituencies
Social media policies
Online resources
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4. Social media is an umbrella term that defines
the various activities that integrate
technology, social interaction, and the
construction of words, pictures, videos, and
audio.
Source Wikipedia
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Public Relations
Customer Services
Loyalty Building
Collaboration & Networking
Search Engine Optimization
Enhance your Fundraising
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6. 
People Use Social Media More than Anything
Else on Internet
 75% of Americans use social media
 66% of all internet users in the world visit
social networks
 33% of adults online post to social media sites at
least once a week
 Using social media is done more often than
reading email
Sources Forrester, Nielsen, TechCrunch, Wecando.biz
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7. 
93% of social media users believe an
organization should have a presence in social
media
Sources: Cone Communications, Binkd
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8. 
You can access social media
▪ PCs
▪ Tablets, Kindles, Nooks
▪ Smartphone
▪ TV and TV games
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9. • Guess the correct social media statistic
• The contestant who is the closest without going
over wins!
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10. • What percent of all time spent online is spent on
social media sites?
• 22%
• 650 million people connect via mobile
device
• Social networking sites reach 1.2 billion
people = 82% of people online
Sources: Zdnet.com, comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street Journal
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11. • Facebook has how many million active users?
• 1,200
• 1 in 7 minutes of all time spent online is on
Facebook
• Average user connected to 80 groups, events and
community pages
• 350 million photos uploaded daily
Sources: Zdnet.com, comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street Journal
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12. • How many million Tweets are sent per day?
• 500+ million
• 26+ million pages of text
• Twitter has 500 million users worldwide;
• 200 million active
Sources: Zdnet.com, comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street Journal
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13. “It (Ushahidi) is only 10% of the solution.
The other 90% is up to the people and
organisations using the platform.”
Ory Okollon, Pitt Alumni,
Co-founder of Ushahidi a Kenyan NGO providing
software for information collection
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16. • Listen to the social media impact statistic
• Guess whether the correct answer is more or
less!
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17. • Of 213 countries surveyed, 150 reported Facebook
as being used by at least half of the population who
use the internet
• MORE: 175 countries or more than 82%
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Sources: Wikipedia, Internet World Stats
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18. • With 250 million users, Europe has the most
Facebook users
• LESS: Europe has 241 million
• Asia has the most with 245 million
• North America has 235 million
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Source: Social Breakers
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19. 
13% of all giving done online
 Online giving up 10.6% in 2012
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7% of all giving done Online is done via Social
Media.
Incorporating social media into giving
 Avg. gift online 10x
 Avg. for all giving 5x
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People will repost your requests; spread your
brand
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Sources: Philanthropy & Social Media (Institute of Philanthropy), Network for Good Giving Index,
Blackbaud 2012 Online Giving Report, Nonprofit Quarterly

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More than 1.2 billion users worldwide
50% of users login on any given day
23 Billion minutes spent on Facebook per day
Currently most popular social media in US
Prospect Research and Fundraising
Largest repository of photos on line in the
world
2nd Largest repository of videos online
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Source: StatisticBrain

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Get volunteers to share peer-to-peer
Give tips on what to post
 Text
 Photos/Logos
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Carleton College did this to enhance year end
annual fund appeal
 Story shared 600 times; got gifts from lapsed
donors and from ‘lost’ 1950’s and 60’s alumni
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22. 
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Facebook Pages - 50 million
Ads
Apps
Places (geotagging)
Events
Groups
Nonprofit Resources by Facebook
 http://is.gd/BweWdm
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Launched in October 2010
Bought by Facebook 18 months later
150 million monthly active users
Video capability launched last June – 15 sec
Calgary Zoo published 2012 Annual Report
only on Instagram.
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29. 
500 million users as of June 2013
 140 Million in US
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50 million people visit Twitter each day
More than 50% of posts are done using an
application and not via the Twitter website
Created real-time search
Watch trends as they happen
Source: Semiocast
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30. Anatomy of a Tweet
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Name @
Hashtags #
URL Shorteners
. or “ before a Tweet
.@davethecfre
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33. 
Pittsburgh Gives
 One Day Only Have Your Gift to ACHIEVA Matched –
http://is.gd/1234 #DOG13 (75 characters)
 The Pittsburgh Foundation will match your gift to ACHIEVA
50 cents for every dollar up to $2,500 Oct 28 at 10am
http://is.gd/ZiQtDk PLS RT(140 characters)
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35. 
Make a request in 140 Characters or less!
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Can be event, general request or pushing
information
State mission in 140 characters or less!
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36. 
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Vine is Twitter’s Video App
Launched in Jan 2013
Point and Click Video
6 seconds = really 6.6 seconds
40 million users
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37. “We’re still in the process of picking
ourselves up off the
floor after witnessing firsthand
the fact that a 16-year-old YouTuber
can deliver us three
times the traffic in a couple
of days that some excellent
traditional media coverage
has over 5 months.”
Michael J. Fox
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38. 1 billion unique users per month
100 hours of video are uploaded to YouTube
every minute
 6 billion videos viewed each month
 Now close captions videos
 Nonprofit Channels allow premium branding
capabilities
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 Embeddable on Websites
 Donate button
 Call to action
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40. 
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Guidestar has listings for all 501(c)(3)s
Network for Good uses Guidestar’s database
Network for Good has partnered with
 Give a Tweet http://www.giveatweet.com
 Change.org http://www.change.org
 Razoo http://www.razoo.com
 Facebook Causes, etc. http://www.facebook.com/causes
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Your information on Guidestar means you
have profiles on those services above
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41. 
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Who is your audience?
Which social media tools will allow you to
reach your desired audience?
How will you reach and engage?
Do you have a need for a Social Media policy
for your organization?
How will you measure success?
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42. 
Social Media Tracking Free Online Tools
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Facebook Search – must be logged in
Twitter Search http://twitter.com/search
Google Alerts http://www.google.com/alerts
Dashboards
▪ Hootsuite http://www.hootsuite.com
▪ TweetDeck http://www.tweetdeck.com/
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43. 
You can update multiple accounts at the same time
 Buffer http://bufferapp.com adapts these so they meet
character limits
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You can create a free e-newspaper from your feeds
 Paper.li – http://www.paper.li
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Want outside help?
 Use a company like GiveZooks.com, Shortstack.com
 PR firms
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45. “Twitter is a great place to tell the world what
you are thinking before you have had a
chance to think about it” – Chris Pirillo,
blogger
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Use by
employees, volunteers, consultants, and
people you serve
Impact on marketing and
branding, fundraising, and awareness
NPOs of all sizes need a policy

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What it is:
 It sets expectations and boundaries
 Operational guidelines for people who use social
media in their job
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What it is not:
 Static
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48. Define social media
 Identify that you have concerns and interests
 Tell people what to avoid
 Remind people to protect privacy
 State how it’s related to other agency policies
 Logos, photos, videos
 ‘Friending’ clients, co-workers
 How to engage others
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49. 
Online Policy Tool
 http://socialmedia.policytool.net
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50. 
In 2010 AFP International convened a group
of npo tech professionals crafted guidelines
for members of
 AFP
 ASAE
 NTEN and
 The DMA, Nonprofit Federation
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Results were released in late 2010
 http://is.gd/yGv43r
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51. 
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Definitions
Social media isn’t a fad
 Billions of users across the globe
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There are many, many tools
 No one tool is right for everyone
Enhances your fundraising and communications
Put a policy in place!
 It’s a marathon not a sprint
…Be Strategic
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52. 
Listen & Engage
 It’s a dialogue, not a monologue
 85% of social media users believe that an organization
should also interact with its customers
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Be Active
 Update your information regularly
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Measure
 Audience
 How does it fit into your offline goals?
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54. Dave Tinker, MPA, MISST, CFRE
Vice President of Advancement
ACHIEVA
412-995-5000 x 436
dtinker@achieva.info
http://www.achieva.info
www.slideshare.net/davethecfre
www.about.me/davethecfre
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55. Alltop - http://social-media.alltop.com
 Beth Kanter - http://www.bethkanter.org
 GoogleAlerts – http://alerts.google.com
 Google for Nonprofits http://www.google.org
 John Haydon – http://johnhaydon.com
 Measuring Social Media – RWJF http://is.gd/J5329M
 Netwits Think Tank - http://www.netwitsthinktank.com
 Pew Internet & American Life Project
http://www.pewinternet.org
 Shortstack – http://www.shortstack.com
 SocialOomph –http://www.socialoomph.com
 YouTube Nonprofits – http://www.youtube.com/nonprofits
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56. 
AFP Social Media Guidelines- http://is.gd/yGv43r
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Beth Kanter’s list – http://is.gd/tSujQv
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National Labor Relations Board Memos - http://is.gd/4Hjt99
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PolicyTool - http://socialmedia.policytool.net/
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Social Media Policy Samples http://socialmediagovernance.com/policies.php
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