Julie Nations - Social Media as a Communications Tool for the Small Nonprofit
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This document discusses how a small non-profit called the Ellie Fund used social media to grow its reach and fundraising efforts. It began with just 1 staff member on Facebook and Twitter and learned through experimentation. Over time, its following on social media platforms like Facebook and use of hashtags on Twitter helped expose more people to its mission of supporting families dealing with breast cancer. The Ellie Fund provides tips on engaging followers across various social media channels and how it helped increase its online and offline engagement and ultimately its fundraising results.
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Julie Nations - Social Media as a Communications Tool for the Small Nonprofit
- 1. we social media for social the small non-profit media! @elliefund julie nations executive director © Ellie Fund 2012
- 2. • founded to honor one sound person’s struggles • started with 1 full-time familiar? staff member • learned as we grew • still small, but… @elliefund
- 3. • oh, great…something social else to manage… • which social tooI should media ? I use? • is it really going to work? • will it really help me raise more money or gain more supporters? @elliefund
- 4. social • complementary • supports fundraising media • supports other ! communications • exposes patient stories @elliefund
- 5. so, what communicate + engage are we using? communicate + inform schedule + manage increase reach @elliefund
- 6. so, what joe waters are we @joewaters using? john haydon @johnhaydon @elliefund
- 7. …what ok, that’s are we great… actually doing? @elliefund
- 8. daily 526,000,000 daily Facebook users Facebook, S-1 filing, 4.23.12 monitor respond engage @elliefund
- 9. • facebook page: show your true colors weekly @elliefund
- 10. weekly of fans never revisit your page… Source: Jeff Widman, BrandGlue.com @elliefund
- 11. like weekly comment share @elliefund
- 12. • facebook posts: engage current and new fans weekly @elliefund
- 13. • facebook posts: say “thank you” weekly @elliefund
- 15. • tweets: calls to action –visit website or blog weekly –share information @elliefund
- 16. monthly • newsletter – coming events – links to website + facebook @elliefund
- 17. • Google adwords spend monthly $10,000/month @elliefund
- 18. oh yes… we have a blog @elliefund
- 20. • reached out to local “Twitterati” ahead of the campaign • provided sample tweets These kids r amazing! The Breast Cancer Avengers help families fighting breast cancer @elliefund #twivereceive http://bit.ly/M0Lmhj 6 characters remaining Meet the Breast Cancer Avengers and help families fighting breast cancer @elliefund #twivereceive http://bit.ly/M0Lmhj 21 characters remaining What’s tough? Being a kid w/sick mom. Meet the Breast Cancer Avengers @elliefund #twivereceive & help fams. http://bit.ly/M0Lmhj 10 characters remaining @elliefund
- 21. online offline engagement relationships @elliefund
- 23. what have we learned? • social media complements and integrates into our strategy • you don’t have to be an “expert” • start small, experiment, be authentic, build on what works • just do it!
- 24. resources that helped us • hubspot.com • socialbrite.org • bethkanter.org • blogs.constantcontact.com • selfishgiving.org
- 25. we’re happy to talk! • julie@elliefund.org • @elliefund • www.facebook.com/elliefund good luck!
Notes de l'éditeur
- Now, those are all tools…but we also have been fortunate to have the assistance of some great minds that know a lot about this whole social media thing. [click to build] Joe Waters…who has written the book, literally, on cause-related marketing…helped us (insert how he helped here)[click to build] and John Haydon (who you’re going to get to hear speak after me – you don’t want to miss him!)…who helped us (insert how he helped here)Don’t be afraid to reach out within your local network to find those folks who do this “for real” – just like you might not manage your own accounting or legal needs, you don’t have to be the expert in social media. It’s OK… (feel better now? )
- Introduce what Twive was…and that when you “signed up” you were working from the start with John and Joe…Also set up what the campaign was (talk them through the whole idea…it’s pretty cool, especially how each of the kids was “Avengerfied”…)[Would love to get pics of the kids to go here…]
- Talk through that you reached out to your local network, and engaged them to tweet for you…and you MADE IT VERY EASY FOR THEM BY PROVIDING SAMPLE TWEETS… [click to build…the tweets will build automatically]These tweets actually serve two purposes – to catch the attention of the reader (“kids r amazing,” “Breast Cancer Avengers,” “What’s tough?”), and get them to click through to the videos…which would allow people to get a clear look at who The Ellie Fund serves…at the end of which they’d be asked to support the Twive and Receive campaign.
- we did learn that our offline relationships lead to the on-line engagement which drove visibility and promoted the campaign…leading to the donations that helped push us to the top…