Pinning for Good – How Nonprofits Can Use Pinterest to Raise Money, Create Awareness and Do Good

Pinning for Good – How Nonprofits Can
Use Pinterest to Raise Money, Create
Awareness and Do Good
Julia Campbell

March 26, 2013
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Pinning for Good – How Nonprofits Can
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Julia Campbell

March 26, 2013

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March 26, 2013

#pinning4good @pinning4good

Takeaways From Today
 Top 3 reasons why your nonprofit needs to be on
Pinterest now
 How to link Pinterest with existing social media
accounts and your website
 Best practices and concrete examples from nonprofits
who are killing it on Pinterest
 A list of 102 Things to Pin on Pinterest
 Using Pinterest Secret Boards for collaboration


What is it?
 “Pinterest is a tool for collecting and organizing things you
love.”
 People use it to make wish lists, plan trips, organize
events, start collections, interior decorating, plan projects


Top 3 Reasons Why Your Nonprofit Needs
to be Interested in Pinterest
1) Pinterest is growing leaps and bounds.
 Pinterest has almost caught up with Twitter in terms of
adult U.S. Internet users (15% compared to Twitter’s
16%).
 Pinterest has >25 million monthly unique visitors.
 Nothing to sneeze at when you want more eyeballs on
your cause and more donors to add to your database!
 All statistics taken from the Pew
Internet & American Life Project
(PewInternet.org)


2) Pinterest is where women are, and women are
givers to charity.
 As a general trend, women make up more of the
population on most social net working sites – but they
make up 82% of active users on Pinterest.
 And, according to numerous studies, women at
virtually every income level are more likely to give
to charity (in some cases, nearly twice as much).
 And, when women give, they are more likely to give
more and to be more loyal donors (think, donor
retention).


3) Pinterest has a totally different culture than the
other social networking sites.
 Pinterest is aspirational, not of-the-moment.
 It is also transactional, not relational like
Facebook, Twitter.
 What we pin reflects what we covet, what moves
us, what we desire, who we want to be.
 Pinterest works more like a Vision Board, rather than
an off-the-cuff, in-the-moment statement of what we are
eating or where we are hanging out.


BONUS: Of all the social networks out
there, Pinterest posts (called pins) last much
longer!
 Pinterest pins have a shelf life of over one week!
 A tweet is 5-25 minutes; 80 minutes for a Facebook post.
 People pin photos on Pinterest to share with friends, to
collect and to save for later.
 You can’t save Facebook posts or tweets. In this
way, Pinterest is unlike every other social network.
(Great for nonprofits and businesses!)


Getting Started
 Pinterest Business Pages vs. Personal Profiles
 New Pinterest TOS asks you to have a Business Page, if
you are using it for work or promoting any type of
commercial activity (including online fundraising).
 You can convert your existing Personal Profile to a
Business Page. Must convert entire Profile; can’t do
individual boards unfortunately.
 You can create a new one at
business.pinterest.com


Getting Started
 3 main benefits of Business Pages
 Account verification – that check box in the bio!
 Access to special “Pin It” button and other widgets
 First access to new upcoming features – like insights!


Getting Started
 Add Pin It bookmarklet to your browser (Google
Chrome, Mozilla) for easy pinning.
 Add “Pin It” buttons to each page of
your website and to each blog post
(they should all have images, right?)
 http://about.pinterest.com/goodies/
 Add a “Pin It” button to every single product if you
have an online store or catalog (it’s amazing how few
nonprofits do this).


Get Found On Pinterest
 Strategically fill out the About
Us section.
 Use keywords, think of how people
would search for you and your
cause.
 Verify your website.
 Link to Facebook, Twitter – Go to
Settings, Social Networks.
 NOTE: You cannot connect your
Pinterest account to a Facebook
Business Page. YET.

Get Followers On Pinterest
 Pin interesting, visually compelling
stuff!
 Follow others.
 Repin, Comment, Like – engage.
 Share select pins on Twitter and Facebook.
 Remember that you can only share pins on a Personal
Facebook profile.
 Go to: www.woobox.com/pinterest to set up a
Pinterest tab and put it on your Facebook Page!
 Let your fans/followers know you are there – they
already love you and what you do.

What Should I Pin?
 80% of people on Pinterest are just re-pinning!
 To get results for your nonprofit, you must focus on
original content that links back to your website.
 To get ROI from Pinterest,
you must pin images that:
 Link back to your website or blog
 Link to your email opt-in page
 Link to your product page
 Link to your YouTube channel (videos are effective pins!)


What Should I Pin?
 A list of 102 Things to Pin
on Pinterest is at:
 http://jcsocialmarketing.
com/2012/08/102-things-t
o-pin-on-pinterest/


What Should I Pin?
 ALL THAT BEING SAID…
 Don’t just pin your own
stuff!
 It’s an interactive community.
 Share and repin.
 Good combination of original
content and repinning or
pinning content from others’
websites and blogs.
 There is no secret, perfect
formula – it depends on your
capacity, your knowledge, your
interest and your time.


Ideas for Great Nonprofit Pins
1) Videos from YouTube or Vimeo
 Volunteers
 Testimonials & Success Stories
 Fun videos
 Behind-the-scenes videos of program
staff
 Training videos
 How-To Videos
 Keep them short (15-20 seconds)
 Everyone can be a videographer with
a smartphone!
 http://pinterest.com/listenin/the-
best-of-non-profit-video-
storytelling/


2) Images with text overlay
 Use your images and inlay text over
them.
 Make sure they link directly to your
blog posts or website!!
 Use PicMonkey
(www.pickmonkey.c0m) to easily edit
photos.
 Use Quozio (www.quozio.com) to
make quotes or text to go with a blog
post.
 Great nonprofit examples:
http://pinterest.com/nolandhoshino
/infosnaps-causes-and-nonprofits/


3) Infographics
 Taking valuable information and making it visual!
 A great way to provide value to and build yourself as
an expert who shares great resources
 Use Infogr.am (www.infogr.am)
 Re-pin others’ infographics – can search “animal
infographic”, “environment infographic”, “women
infographic” based on your cause


 Great resources for nonprofit infographics:
 Beth Kanter
 http://pinterest.com/kanter/nonprofit-
infographics/
 Heather Mansfield/NonprofitOrgs
 http://pinterest.com/nonprofitorgs/nonprofit-ads-
posters-infographics/


4) Online Fundraising Catalog.
 Add “$7.99” etc. in the caption of your pin.
 Pinterest has a gift section on their home page and in
order to be selected to you need to add a price.
 Pins with prices get 36% MORE likes!


Ideas for Great Pins
5) Organization Wish List
 Pin items that your nonprofit needs, with instructions
on how to donate them in the caption
 Sheets, baby formula, toilet paper
 Moving? Packing equipment, new computer
equipment
 Volunteers with short descriptions, linking back to
your website
 Can easily send people there – it’s more visual and will
link to the actual items on Amazon, Staples, etc.


Successful Nonprofit Pins…
 Are visually compelling.
 Are of interest to the
nonprofit’s online
community.
 Have clever captions.
 Use hashtags (sparingly).
#givingtuesday
#pinning4good
 Use keywords and links
(they get hyperlinked).

Successful Nonprofit Accounts…
 Research what people are already pinning and go from
there – find the community.
 Clearly identify goals:
 Drive donations to the website.
 Increase brand affinity.
 Grow online community.
 Plan boards strategically.
 Launch boards internally (with staff, volunteers, Board
members) then externally.
 Draw on your exiting online cheerleaders to spread the
word!


Pinterest Tools
GROUP BOARDS SECRET BOARDS
 Great for collaboration  Use as an inter-office
 Showcasing your donors collaboration tool
 Clients, people you serve  Social media content
 Promotion – running a development board
contest, acknowledging best  Event planning board
customers, online (private)
ambassadors  Cultivate ideas that you do
 Event committees not want people to see just
 Fundraising committees
yet
 Ideas for future presentations
 Another way to help establish
authority  Ideas for blog posts


Pinterest Resources
 Analytics and Scheduling – check out:
 Pinster – www.pinster.me
 Reachli (formerly Pinerly) – www.reachli.com
 Pingraphy – www.pingraphy.com
 Find out who’s pinning your stuff!
 www.pinterest.com/YOURURLHERE.com
 www.pinterest.com/source/jcsocialmarketing.com


Pinterest Resources
 John Haydon: 12 Ways to Use Pinterest for Your
Nonprofit
 Matt Petronzio on Mashable: 10 Strategies for Non-
Profits on Pinterest and 10 Non-Profits Leveraging
Pinterest for Social Good
 Huffington Post: Pinterest For Nonprofits: 7
Organizations To Watch
 Nonprofit Tech 2.0: Nine Pinterest Best Practices for
Nonprofits
 Nell Edgington: Why I Love Pinterest and Nonprofits
Should Too

In Conclusion…
 For nonprofits especially, storytelling through pictures
is KEY to communicating your mission!


In Conclusion…
 Pinterest is not like other social networks – people go
there in the mindset to spend money.


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