An overview of how non-profits can use social media to strengthen their recruiting, marketing and fundraising efforts.

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Cause Marketing Meets Social Media
A marriage made in heaven!
Copyright 2010 Cogo Interactive, LLC All Rights Reserved

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What makes a good marriage work?
Communication
Engagement and interaction
Authenticity
Ability to relate to each other
Sharing a passion around a common cause & mission

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Social Media Builds Strong Partnerships
Strengthens credibility
Business partners appreciate you staying
abreast of the latest trends
Strengthens existing relationships
Conversational
Builds trust
Forging connections with digital generation

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Social Media is a Prospecting Tool
Twitter - search.twitter.com: research conversations,
make contact with like-minded people, tweet about
wins, ask for donations, invite to opt-into lists
Linkedin - find decision makers, research specific
companies, research competition, create a group and
invite prospects and volunteers
Facebook - gather background info, connect
informally with volunteers & donors
Blogging - positions you as the cause expert, allows
you to invite prospective donors to “guest” blog

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Social Media is a Communications Tool
Linkedin - use “Q&A” feature to answer specific
questions, recruit volunteers, create a page for your
organization
Twitter -raise awareness for cause, get staff &
volunteers to advocate!
Facebook - use “Events App” to invite donors,
volunteers to upcoming events, brag about wins,
awards
Blogging - differentiate from other organizations,
great for SEO - provide fresh, timely content
Foursquare - have co-sponsor include signage at
locations, give away branded items like buttons,

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Steps to Creating a Successful Social Media Campaign
Copyright 2010 Cogo Interactive, LLC All Rights Reserved

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Create a Strong Theme
A grassroots charity sponsored a cause
campaign called “Cards 4 Cancer Day”
The campaign name stated the theme: Make
cards for people battling cancer
The goal was clear - deliver 100,000 cards to
cancer centers around the world
Advocates and supporters understood how to
participate and what the overall goal was
Without financial backing, the campaign was
successful because theme was uncomplicated
and inspired people to act

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Target a Well-Defined Audience
Take time to determine who your audience is and
where they hang out
Facebook, Twitter, and blog networks must be treated
as distinct entities
LinkedIn is a professional networking platform and is
more formal and caters to businesses
Twitter is an excellent more informal tool because it
allows for fast and constant updates
Facebook allows for more detailed messaging and is a
better forum for informal dialogue
A blog will allow you to go into more depth on a topic

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Identify Your Best Social Assets
LinkedIn - great b2b connections, business alliances
Facebook - large-scale interaction with supporters, ability
to rally people, Facebook ads are highly targeted &
inexpensive
Twitter - when campaigns require voting, frequent updates
with supporters and volunteers, digital buzz
Blogging - a free publishing forum that will allow you and
others to share more in-depth information
Foursquare - great way to drive traffic to locations, build
interest amongst supporters, virally spread the cause
quickly

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Energize & Motivate Supporters
Make sure you are using social media to ask
and call out for volunteers
A successful campaign motivates by asking
supporters to vote, join other platforms, donate
money or share content.
Mention that your organization would be good a
good reference
Are you pitching the social aspect of
volunteering with your organization (meet new
friends online and offline)?
Are you giving them good reason to want to
volunteer on your website, and then using social
media sites correctly to drive them to that page?

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Follow-Up
When a cause campaign has ended, there is
still work to be done
This prepares for the next cause campaign
by enhancing what worked and fixing what didn’t
Request feedback, share results, and thank
supporters - ensures their future participation
Heifer International, followed up with their
supporters following their Celebrate Mother’s
Day campaign by publishing a thank you letter
to donors and volunteers on their blog

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What and How To Measure Results - Define Goals
Create some goals from which you can
measure your campaign’s results
Some possible goals could include:
• Communicate with customers, employees
• Drive Awareness
• Crisis Communications
• Sell Products
• Launch a new product
• Influence public opinion
• Cause Marketing
• Promote an event

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What and How To Measure Results - Activity
Measuring activity allows you to measure:
•Visitor traffic
•Returning visitors
•Video views
•Time spent on your site
•Number of program registrants
•Donations received
•Demographic data
•Facebook fans
•Twitter followers
•Referrals from social media sites
Google analytics
Compete also provides free relevant data
Measure search rankings - social media powerful driver

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What and How To Measure Results - Participation
Web & Blog traffic
Are People seeing AND sharing it with others?
Use search sites to determine how your audience is participating:
• Are they linking to you or
• Bookmarking it on delicious or digg?
• Are they tweeting, commenting or blogging about it?
Tools like “Socialmeter” scans the major social websites to
analyze a webpage's social popularity
Add a “Share” badge to all you do!

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What and How To Measure Results - Profits
Poll your donors about what tool inspired them to
donate?
•End-of-Year print appeal
•e-newsletter
•Facebook
•Twitter
•Linkedn
•YouTube
e-Newsletter subscribers
Online donations
Event attendance
Plot fans, followers, friends, subscribes on a spreadhseet
Use Bit.ly or tr.im to track links and set up on
tweetdeck or hootsuite to monitor
Plot all on a Social Media (ROI) Spreadsheet (ask
Peg for the download)

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Connect and Automate
Publish and repurpose using social media tools
Allows you to monitor several social sites at once
Monitor tags or keywords
Monitor any mention of your name or business
Maintain multiple accounts
Set up Hootsuite & integrate with Ping.fm
Tweetdeck is another app that allows you to publish 1x
Nutshell mail brings summary of social network updates in an email

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It’s Time to Leverage the Power of Social Media!
Set up a “share” badge on all pages so members/donors can share the good will
Keep supporters updated on progress of campaign with images on Flickr, posts on Facebook, tweets,
After a poll/vote, ask users to broadcast their selection to their Facebook friends
Add “Volunteer” & “Donate Now” links to all social media sites, blog, website
Add volunteer testimonials to your website, blog and FB page
Blog regularly to distinguishes you from your competitors
Combining cause marketing with social media gives you an edge over your competitors
Focus on 1-2 actions – measure, change, start again

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