What’s Happening Today in Digital & What's Around the Corner / Frankie Chow, Ontario Trillium Foundation & Brock Warner, Stephen Thomas This session will bring you up to speed with current best practices for nonprofits using digital and social media to engage with their supporters. Frankie and Brock will share tips, tricks, and low-cost tools to give you a leg-up on your competitors, and ultimately save you time. Then, you’ll get a crash course in what’s around the corner in digital, what’s cutting-edge in social, and a rundown of potential game-changing tech that you may have never heard of. This session will cover the classics like email and blogs, dive into research and trends on social media like Facebook, Twitter, Pinterest and YouTube, and share strategies and time-saving tools that you can put to work right away for yourself and your charity.

1. What’s Next in Digital
Frankie Chow
Brock Warner

2. Intro’s
Brock Warner Frankie Chow
• Account Manager, Stephen • Events & Social Media
Thomas Ltd. enthusiast
• Research Assistant for The • Committee member of
Philanthropic Mind Hospice Toronto.
• Co-chair of Young Non- • Content contributor for e-
Profit Professionals. Hilborn News
• Blogger, 101fundraising.org • Steering committee of
BeGoodBeSocial Toronto.
• Donor, volunteer, gamer.

3. AGENDA
1. Social Media – Facebook Timeline & Pinterest
2. Social Media – Who’s using it, who is doing it well?
3. Tips!
4. Low-cost tech options
5. Shareability – Why, how, and examples
6. Gamification – What is it, Why it matters, and examples
PRACTICAL! PRACTICAL?

4. Facebook Timeline
Are you using it to it’s full potential?

6. Facebook – the opportunity
• Reach new audiences via core supporters
• Corporate partners – your audience is valuable!
• Integrate with special event fundraising
Source: https://www.blackbaud.com/files/resources/downloads/WhitePaper_EventParticipantsSocialMedia.pdf

7. Pinterest
Another gimmick or
next big social marketing tool?

8. What is Pinterest?

9. Pinterest – the opportunities
• High impact through powerful visual content.
• Partnerships with businesses/other charities.
• Most content readily available on the web.

14. The State of SM in Canada
• Stephen Thomas Ltd & Ajah studying all
reported charity URL’s to determine
adoption rates, audience sizes, and more.
• Full report to be released in Fall 2012.
• The following are preliminary findings only.

15. % of Charities using social media
10%
Have Website and Use Social
Media
18%
Have Website Only
72% No Website or Social Media
Notes:
- If no website was reported on T3010, classified as “no website or social media”
- If social media account not linked anywhere on homepage, classified as “website only”
- +/- 1-3% of URL’s are misreported as emails, are dead links, or misspelled.
- Preliminary findings only – final report to be published Fall 2012

16. % usage by province
16%
14%
12%
10%
8%
6%
4%
2%
0%
Notes:
- NT has just 17 charities using social media
- Preliminary findings only – final report to be published Fall 2012

17. Comparing Average Revenue of
charities with and without social
media
$12
Millions
$10 11%
Average Revenue from Sales
Avergae Revenue from Sales
8%
$8
88% Average Revenue from Gifts
$6
$4
7% Average Other
$2 8%
85%
$0
With Website Only With Website and Social Media
Notes:
- If social media channels exist in isolation from homepage, classified as ‘website only’
- Preliminary findings only – final report to be published Fall 2012

18. Total Revenue and "Likes"
On Facebook
100
Millions
90
80
70
Total Revenue
60
50
40
30
20
10
0
0 200 400 600 800 1000 1200
Facebook "Likes"
Notes:
- Preliminary findings only – final report to be published Fall 2012
- Top and bottom 10% outliers removed to find a broad correlation
- If revenue improperly reported in T3010, that is reflected here

19. Total Revenue and "Likes"
On Facebook
… ?
100
Millions
90
80
70
Total Revenue
60
50
. !
40
30
20
10
0
0 200 400 600 800 1000 1200
Facebook "Likes"
Notes:
- Preliminary findings only – final report to be published Fall 2012
- Top and bottom 10% outliers removed to find broad correlation
- If revenue improperly reported in T3010, that is reflected here

20. Examples!
Who is punching above their weight?

21. Canadian Paralympic Foundation

22. Rethink Breast Cancer

23. Fondation Dédé Fortin

24. Leading the Pack in Canada
Facebook (as of June 12/12):
– David Suzuki (Foundation): 199,000
– Fondation CHU Sainte-Justine: 89,000
– WWF Canada: 86,000
– Heart and Stroke Foundation: 80,000
– World Vision Canada: 51,156
– UNICEF Canada: 49,000
– International Baccalaureate: 45,000

25. Leading the Pack in Canada
Twitter (as of June 12/12):
– David Suzuki (Foundation): 43,000
– WWF Canada: 16,833
– Art Gallery of Ontario: 16,652
– UNICEF Canada: 13,581
– Imagine Canada: 13,388
– Queen’s University: 13,126

26. Keep up the great work!

27. Tips for your organization
• Create and share a policy/guidelines
– 200+ Samples: http://socialmediagovernance.com/policies.php?f=5
• Building a strategy
– Beth’s Blog: http://beth.typepad.com/beths_blog/2009/01/creating-your-
organizations-social-media-strategy-map.html
• Finding your champion
– Internal and/or external

28. Tips for your organization
• Free and low cost tech
– Buffer (bufferapp.com)
– IFTTT.com for alerts, automation
– Klout for measuring impact
• Sprout Social for $9/month takes measurement further
– Tweetdeck, Hootsuite
– oDesk, eLance for outsourcing tasks

35. Shareability
• Why? Find small connected networks
• Key to driving traffic, new audiences
• Consistency feeds sharing
• Remember the basics
– Asking to share works
– Host videos on YouTube with ability to embed
– Make share buttons prominent

36. Shareability
• Search Engine Optimization
– Focus your use of keywords
– Choose great, specific titles
– Repetition, repetition
• Video is highly shareable
– Buy a camera, and learn how to use it.
– YouTube has instructional videos
– Research and download free/cheap software
– Play with the technology

38. Shareability – How to go viral?
• One of the most successful viral videos ever
• It became popular due to:
– Great storytelling, strong call for support.
– Shared by many people through their network of
friends on channels such as Facebook.
– The ease in which people can share this content.

39. What is Gamification?
• It is the social marketing concept of
incorporating game dynamics to drive
participation within your content, stacking
incentives along a pathway of actions you
want users to follow.

40. Gamification – the opportunity
• Low cost
• Can be easily incorporated into existing
tools. (i.e. websites, emails, social
networks)
• Very effective in engaging users and
building loyalty to a variety of goals.

41. Getting started
• Draft a plan:
– What are your goals?
– Who are your audience?
– What is your content?
• Development:
– What resources do you have?
– Utilize techniques to encourage users to use and
share your content.
– Use low cost/free software to measure and
analyze data.

44. What next?
WeTopia:
• Facebook game developed by Sojo Studios
• Users play to earn “Joy” which they can
donate to programs of partner charities.

45. Angry Birds: Deminer:
• Rovio Mobile Ltd. Teamed up • A game developed for
with BirdLife International to Handicap International UK in
bring awareness to the 190 2003.
critically endangered bird • Raised substantial awareness
species on our planet. about landmines &
clusterbombs.

46. Recap!