Ce diaporama a bien été signalé.
Le téléchargement de votre SlideShare est en cours. ×

Mar 14 Social Media For Non Profits

Chargement dans…3

Consultez-les par la suite

1 sur 87 Publicité

Plus De Contenu Connexe

Diaporamas pour vous (18)


Similaire à Mar 14 Social Media For Non Profits (20)

Plus par Bill Brower (18)


Plus récents (20)

Mar 14 Social Media For Non Profits

  1. 1. How do not-for-profit organizations use social media to achieve their goals? Ho Chi Minh City, Vietnam Hoi Quan Doi Rat Dep March 14 th , 2010 Bill Brower Field Program Officer bbrower@globalgiving.org Skype: wsbrower Twitter: GloBillGiving Vietnam mobile: 01292764403 All slides will be available at: www.slideshare.net/bbrower
  2. 2. What is GlobalGiving?
  3. 3. For individuals: An online marketplace that allows people to give and communicate directly with quality, innovative projects all over the world, and hear about the impact their donation has made.
  4. 4. For corporations: A source of quality, vetted charitable projects to which they and their employees can give
  5. 5. For project partners (you!): A tool to manage and grow your online network of support and increase awareness of your activities
  6. 7. YOUR ORGANIZATION Credit/debit cards, checks, PayPal, bank wire transfers, stock transfers, private equity shares (tax-deductible) $ & donor info ( monthly ) Project Updates (quarterly) E-mail Donors
  7. 8. GlobalGiving Today 25+ employees · 1500+ projects · 1000+ nonprofits · 85 countries 52,000+ donors · US$25 MM in donations headquarters countries with projects
  8. 9. Corporate partners
  9. 10. Sponsor organizations
  10. 11. <ul><li>GlobalGiving provides: </li></ul><ul><li>Web presence </li></ul><ul><li>Credibility </li></ul><ul><li>Online tools for connecting to donors </li></ul><ul><li>Trainings (online and in-person) </li></ul><ul><li>Project Leader newsletter </li></ul><ul><li>Campaigns </li></ul><ul><li>Automated recurring donations </li></ul><ul><li>Connections to corporate giving </li></ul><ul><li>Source for other foundations looking for good projects </li></ul><ul><li>Media exposure </li></ul><ul><li>Fiscal sponsorship (for-profits) </li></ul><ul><li>Tax deductibility (U.S., U.K.) for orgs based anywhere </li></ul>
  11. 12. A certification of projects on GlobalGiving which address climate change , either directly or indirectly, in a sustainable manner
  12. 14. What is “Social Media”?
  13. 15. Why is Social Media Important to Your Organization? <ul><li>76% of givers are motivated by friends and family </li></ul>
  14. 16. How do messages spread? Word of mouth Email Newspaper Website Radio Phone texting Television Twitter ‘blog’
  15. 17. A good message will spread. Source: David Wilcox, The Social Reporter
  16. 19. The Internet is about interacting… & dialogue!
  17. 20. Corporate = control = democracy + + Source: “What’s next in media: by Neil Perkin
  18. 21. Engage People BUILD RELATIONSHIPS Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman
  19. 22. What is “Social Media”?
  20. 23. <ul><li>All these tools are designed to create community and to allow you to communicate directly with your donors. </li></ul><ul><li>Why is this important? </li></ul>
  21. 24. A ‘blog’ is one of 200,000,000 conversations happening this minute!
  22. 25. Posting and watching video. < 3 minutes!
  23. 27. Facebook Tips <ul><li>Greatest value: building a brand & online community </li></ul><ul><li>Vanity URL at www.facebook.com /username </li></ul><ul><li>Change settings to allow more participation </li></ul><ul><li>Use your logo as your Page picture </li></ul><ul><li>Put &quot;http://&quot; before all Web sites in &quot;Updates“ </li></ul><ul><li>Ask questions to spark conversation on your Page </li></ul><ul><li>Add a (GG) Give Now button with the Static FBML App </li></ul><ul><li>Add Twitter, YouTube tabs ( Involver's App Gallery ) </li></ul><ul><li>Add Share Buttons to your website and blog </li></ul><ul><li>Ask supporters to become a fan in your newsletter </li></ul>From: “Facebook Best Practices for Nonprofit Organizations” (diosacommunications.com)
  24. 28. Facebook Causes <ul><li>Tools so that any Facebook user can leverage their network to effect positive change </li></ul><ul><li>“Equal opportunity activism&quot; --empowering individuals </li></ul><ul><li>Any Facebook user can create a cause </li></ul><ul><li>Raise money directly through the cause for any U.S. registered 501(c)(3) nonprofit or Canadian registered charity. </li></ul><ul><li>Donation activity reported via a public &quot;scorecard“ </li></ul><ul><ul><li>Rewards people who grow their causes </li></ul></ul>
  25. 29. Spotlight on: Twitter <ul><li>twitter.com </li></ul><ul><li>Micro-blogging platform </li></ul><ul><li>You send updates or “tweets” up to 140 characters </li></ul><ul><li>Your tweets are received by your followers – people who opt-in to receive your updates </li></ul><ul><li>You receive Tweets from people you are following </li></ul><ul><li>Unlike Facebook, following is not always reciprocal </li></ul><ul><li>Twitter is now the 2 nd most popular social network </li></ul><ul><li>You can Tweet from your phone </li></ul>
  26. 31. Twitter and GlobalGiving
  27. 32. Twitter is growing Growing internationally
  28. 33. GlobalGiving Twitter Goals <ul><li>Develop community/network </li></ul><ul><li>Empower people to be ambassadors </li></ul><ul><li>Engage in conversation </li></ul><ul><li>Create content </li></ul><ul><li>Provide news </li></ul><ul><li>Promote GlobalGiving opportunities (donation, campaigns, Opens, partners, etc.) </li></ul>
  29. 34. How to use Twitter <ul><li>Create searches </li></ul><ul><ul><li>Monitor the topics or people you’re interested in </li></ul></ul><ul><ul><li>Helps you join/find conversations </li></ul></ul><ul><ul><li>Helps you find the people in your space </li></ul></ul><ul><ul><li>Helps you gain legitimacy </li></ul></ul>
  30. 35. How to use Twitter <ul><li>Hashtag (#) </li></ul><ul><ul><li>Dramatically increases your reach </li></ul></ul><ul><ul><li>Expands beyond your network </li></ul></ul><ul><ul><li>Includes you in the conversation </li></ul></ul><ul><ul><li>Search ahead if you’re unsure </li></ul></ul><ul><ul><li>Examples : </li></ul></ul><ul><ul><ul><li>Keywords: #charity #nonprofit #philanthropy </li></ul></ul></ul><ul><ul><ul><li>Locations: #kenya #dc #africa #india </li></ul></ul></ul><ul><ul><ul><li>Events: #ramadan #taiwanfloods #hyatt4good </li></ul></ul></ul><ul><ul><ul><li>Topics: #climate #olympics #coldplay </li></ul></ul></ul>
  31. 36. TweetDeck
  32. 37. GlobalGiving TweetCloud
  33. 38. Creating your Twitter community <ul><li>Start Following </li></ul><ul><ul><li>Your friends (people find by name) </li></ul></ul><ul><ul><li>People with common interests (people find by topic) </li></ul></ul><ul><li>Be followed </li></ul><ul><ul><li>People will follow you if you do these things: </li></ul></ul><ul><ul><ul><li>Be authentic </li></ul></ul></ul><ul><ul><ul><li>Tweet what you know </li></ul></ul></ul><ul><ul><ul><li>Fill out a profile </li></ul></ul></ul><ul><ul><ul><li>Don’t market or be “spammy” </li></ul></ul></ul>
  34. 39. Twitter Speak <ul><li>How to communicate on twitter </li></ul><ul><li>Keep it to 140 characters (or 120 to be “Retweet-friendly”) </li></ul><ul><li>For long url’s make them shorter using bit.ly </li></ul><ul><ul><li>A url like this: http://www.who.int/topics/womens_health/en/ </li></ul></ul><ul><ul><li>Now looks like this: http://bit.ly/4msJC </li></ul></ul><ul><li>Twitter speak and common symbols </li></ul><ul><li>@ means you’re talking to or about someone </li></ul><ul><li># means you’re labeling something </li></ul><ul><li>RT means you’re Re-Tweeting something </li></ul><ul><li>via means you’re repeating a message that you read first from someone else </li></ul><ul><li>Direct message (DM) is a private message between 2 users </li></ul>
  35. 40. Twitter Tips <ul><li>Greatest value: building online community & being “in the conversation” </li></ul><ul><li>RT & thank people by @name </li></ul><ul><li>Try to keep follow:following ratio to about 1:1 </li></ul><ul><li>1-5 well spaced Tweets per day </li></ul><ul><li>Track links on bit.ly </li></ul><ul><li>Poll followers ( Twtpoll.com ) to increase participation </li></ul><ul><li>Tweet interesting stats, inspiring quotes </li></ul><ul><li>Repeat popular Tweets </li></ul>From: “Twitter Best Practices for Nonprofit Organizations” (diosacommunications.com)
  36. 41. <ul><li>Use to promote special opportunities </li></ul>Social Media
  37. 44. <ul><li>Twitter Strategy </li></ul><ul><li>Initially: added many food and bike tweeters to get visible & put out interesting, relevant content </li></ul><ul><li>Then started using @someone to get on more radar </li></ul><ul><li>Start discussions with prominent bloggers </li></ul>
  38. 46. Invited all personal Facebook friends to this group
  39. 48. <ul><li>“ The longer we've been on Twitter and FB, the more interaction we've been having – it really is about relationship building. You'll be accepted into the community after you offer consistent, relevant content. Once you've done that you can start to self-promote.” </li></ul><ul><li>Tips: </li></ul><ul><li>Link everywhere to webpage/Pepsi/Twitter/Facebook </li></ul><ul><li>People don't read : Use formatting to highlight the things you really want people to see and read </li></ul><ul><li>Marketing : “Hit the consumer from many different angles” </li></ul><ul><li>People like images and buttons: Images get clicked—an easier visual cue than lines of text </li></ul>Lessons from Bikeloc <ul><li>Stats after first 10 days: </li></ul><ul><li>450 e-mail subscribers </li></ul><ul><li>400 Facebook followers </li></ul><ul><li>100 Twitter followers </li></ul><ul><li>#10 on Pepsi RefreshProject </li></ul>
  40. 49. <ul><li>Use for program goals </li></ul>Social Media
  41. 50. <ul><li>Indian NGO publisher promoting </li></ul><ul><li>child literacy </li></ul><ul><li>Read about a group of kids in </li></ul><ul><li>Kolkata that went with a van full </li></ul><ul><li>of books to areas where the kids had no access to </li></ul><ul><li>books </li></ul><ul><li>Wanted to give the kids some Pratham books </li></ul><ul><li>No answer from the news agency so turned to social media </li></ul><ul><li>Tweet & Retweets </li></ul><ul><li>Within 24 hours they had names and contact info </li></ul><ul><li>Sending books </li></ul>Pratham Books Via Beth Kanter
  42. 51. <ul><li>Play off popular topics </li></ul>Social Media
  43. 52. iPad vs. iTampon
  44. 53. Pass-along
  45. 54. Pass-along  Donations
  46. 55. Impact <ul><li>40 donations, $1,676 raised </li></ul><ul><ul><li>62% Twitter </li></ul></ul><ul><ul><li>38% Facebook </li></ul></ul><ul><li>“ ReTweet Reach”: 349,000 on 1/28 </li></ul><ul><li>“ Mentions Reach”: 357,000 on 1/28 </li></ul><ul><li>Around this time, Twitter was our #1 referrer </li></ul><ul><ul><li>35% of all referral traffic to the site </li></ul></ul><ul><ul><li>13% of all traffic to the site </li></ul></ul>
  47. 56. <ul><li>Leads to offline opportunities </li></ul>Social Media
  48. 57. Twitter Meetup = Tweetup
  49. 59. <ul><li>Promote offline </li></ul>Social Media
  50. 60. Gift Card Give Away <ul><li>GlobalGiving staff presenting at a conference: </li></ul><ul><li>“ Tweet #gggiftcard and we’ll send you a Gift Card” </li></ul> Dozens of new followers and donors
  51. 61. <ul><li>Raise funds </li></ul>Social Media
  52. 62. The “Critical Exposure” Approach Champion Champion Champion Champion Champion Champion Champion Critical Exposure
  53. 63. The “Critical Exposure” Approach “ The GlobalGiving Challenge has been a great way for Critical Exposure to engage and expand our circle of supporters while raising vital funds…” $15,600 from 614 donors $4,000 in prize money from GG
  54. 64. <ul><li>It’s OK to be a person </li></ul>Social Media
  55. 65. GlobalGiving Tweet: “Intense debate going around the office about what spice/flavoring/condiment should be in the 4th holder. Salt, pepper, garlic powder and...?” Response from Stephanie Strom (New York Times): “@GlobalGiving: Cinnamon. Very healthy.”
  56. 66. <ul><li>Beneficiary Feedback </li></ul>Social Media
  57. 67. >60% of the world has access to mobile phones
  58. 68. <ul><li>The ‘Holy Grail’: Going Viral </li></ul>Social Media
  59. 69. Viral marketing has a simple message, tells you why to share it, and how to “pass-on”
  60. 70. <ul><li>General Tips </li></ul>Social Media
  61. 71. Donors’ eyes go here
  62. 72. Above-the-fold view
  63. 73. The whole idea is to be in the conversation : To raise your profile. To interact with people in your sector/region. Before you’re forced into it. So your communication isn’t only asking for $. 80/20
  64. 74. Everyone has different strengths <ul><li>Tell your supporters all the ways they can help </li></ul><ul><li>Donate </li></ul><ul><li>Spread the word </li></ul><ul><li>Host a fundraiser </li></ul><ul><li>Offer matching funds </li></ul><ul><li>Feature your project on their blog or social network </li></ul><ul><li>Provide creative ideas to get donors energized </li></ul>
  65. 75. BUILD RELATIONSHIPS Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman Engage people… on GlobalGiving
  66. 76. GlobalGiving tools for donors to promote projects they love
  67. 78. Gift Cards
  68. 79. Registries
  69. 80. Registries allow people to endorse/advertise combinations of projects
  70. 81. Fundraisers Allows any person to take control of fundraising for your project. Tools to integrate into Facebook and other social media.
  71. 82. Widget
  72. 84. Resources <ul><li>Beth's Blog: How Nonprofit Organizations Can Use Social Media to Power Social Networks for Change </li></ul><ul><li>*Beth Kanter: The queen of social media for non-profits </li></ul><ul><li>http://www.socializeyourcause.org/ </li></ul><ul><li>*”It’s your cause. Make it social.” </li></ul><ul><li>*blog, resources, useful Tweets </li></ul><ul><li>http://www.diosacommunications.com/ </li></ul><ul><li>*webinars and blog </li></ul><ul><li>http://www.futurefundraisingnow.com/ </li></ul><ul><li>*Focus on donors to raise funds effectively </li></ul><ul><li>http://www.globalgiving.org/toolkit-fundraising/ </li></ul><ul><li>http://www.globalgiving.org/toolkit-socialmedia/ </li></ul>
  73. 85. <ul><li>Thank you! </li></ul><ul><li>Go to </li></ul><ul><li>www.globalgiving.org/open </li></ul><ul><li>to sign up! </li></ul><ul><li>Bill Brower </li></ul><ul><li>Field Program Officer </li></ul><ul><li>bbrower@globalgiving.org </li></ul><ul><li>Skype: wsbrower </li></ul><ul><li>Twitter: GloBillGiving </li></ul><ul><li>Vietnam mobile: 01292764403 </li></ul>
  74. 87. <ul><li>Chris Brogan’s  Tips for Easily Getting Started in Social Media: </li></ul><ul><li>Find where your target  market is interacting and build an account (Twitter, Facebook, Wordpress = free) </li></ul><ul><li>Build out profile – decide what you are/are not interested in sharing </li></ul><ul><li>Upload a picture/video = humanize your profile </li></ul><ul><li>LISTEN/OBSERVE:  for example, go to “ search.twitter.com ” and see what people are talking about & are interested in.  This also gives you the opportunity to see how others who are interested in the same things utilize a particular social media/networking tool.  You can start out by modeling their behavior until you get the hang of it. </li></ul><ul><li>Follow them & build your social network—it becomes organic </li></ul><ul><li>Don’t be afraid to experiment </li></ul>From: http://www.socializeyourcause.org/started-social-media/blog/

Notes de l'éditeur

  • 2 websites
  • Who uses FB, Twitter, YouTube, other?
  • Your page is the full expression of your message. You need to draw people to it through a pared down but still effective message.
  • Look at ours to see if we promote int’l NGOs. Alison: They set one up too?
  • update
  • Put in full url as link
  • How GG allows you to do this—fundraisers, profiles, share on FB/Twitter, comments on proj. updates, pics on page, subscribe to updates
  • Easy to share on soc. Media sites
  • $310k in ‘09
  • update
  • Well known social media consultant, author, and speaker