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Use the chat to share
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questions.
3. What’s happening today
1. Talk about social media best
practices
2. Share what you and your peers are
thinking and doing
3. Ask questions and tell us what you
need
We’ll share slides and notes from today’s session in the
next SafeNight newsletter.
4. Director of Community and
Partnerships, Caravan Studios
Original Online Community
Manager, TechSoup
Founder, OCTribe
Social Media Consultant
Susan Tenby
@suzboop
5. Social media is about
building a community
• It’s not a one-way
channel to talk about
yourself
• Cultivate a
community of
evangelists
• Only engage in
channels you can
manage to moderate
and respond in
6. Use the NPR Model
“My role is to curate good stories that entertain,
enlighten, and inspire people 365 days a year. My
goal is to earn the right to promote my books,
companies, or causes to them just as NPR earns the
right to run fundraising telethons from time to time.”
– Guy Kawasaki
7. “Content is king, but
distribution is queen and she
wears the pants.”
- Jonathan Perelman, Buzzfeed
CC Image: https://flic.kr/p/6WsfZx
9. Crowdfunding Engages All Age
Groups
Online donors
55-64 are the
most generous
crowdfunders.
1%
9%
19%
22%
24%
18%
7%
Unknown
18-34
35-44
45-54
55-64
65-74
75+
Source: http://www.slideshare.net/kimbiainc/gla-infographicfinal
10. Which Should I Use?
• Which platforms will help me reach org
goals?
• Which platforms are our audiences using?
• Which platforms are our target audiences
using?
• Which platforms can we listen and learn?
• Which platforms will allow us to stand out?
11. Donor Consideration Touch-Points
• Email used to be the first point of contact.
Now social media is often the first
contact.
• Websites are now secondary, primarily
used to gather information.
12. Identify hashtags used
in your issue area, and
share high-quality
content using those
hashtags to build
credibility.
Expand your network using
hashtags
14. Piggyback on Your Colleagues’ or
Competitors’ Hashtags
#LYFTNATION
#UBERX
15. Using P!NK to
get visibility for
our hashtag
Modify a tweet then add a
parenthetical addition to it
Using P!NK to get visibility for
our hashtag
16. • Engage with them directly.
• Set a meeting with them.
• Make it easy for them to share
your funding ask
• (pre-fab messages for each
channel)
• Use a tool like Nationbuilder
to find who is following you across
different platforms.
Meet Your Super Fans
17. • Allows you access to stakeholders and
influencers
• Gives you a reason to ping new networks
• Gives a human voice and face to C-level
staff and those behind the vision
Social Media Changed the Way We
Engage
18. Identify influencers in your network and in your
issue area by using tools like Little Bird and
Buzzsumo.
Make them share your message
19. • Follow them.
• Engage with their tweets by replying,
commenting, retweeting, or favoriting.
• Favorite positive tweets from other users by
searching for their handle in native Twitter.
Converting a Tweet into an
advocate
20. Share their long-form
content:
• Visit their blog,
YouTube, Slideshare,
or find recent news
on them.
• Tweet it out with an
@mention.
Converting a Tweet into an
advocate
21. Scroll through their
Twitter feed:
• Are they running a
campaign? Give them
a shout out.
• Are they participating
in or hosting tweet
chats? Join them.
Converting a Tweet into an
advocate
22. Add them to a flattering Twitter list.
Subscribe to their Twitter lists.
Converting a Tweet into an
advocate
23. If they’re live tweeting,
retweet and engage with
their content in real time.
Converting a Tweet into an
advocate
24. Once you’ve
gotten their
attention via a
follow-back, send
a DM to get their
email address.
If they are near
you, meet them.
Converting a Tweet into an
advocate
25. What’s too much?
• Find the line
between
informative and
annoying.
• Too many posts
decrease
engagement.
31. Get It Done with Existing Staff
Make it easy.
• Get your staff on-board with sharing your
org’s mission and call to action on their
social.
• Prefabricate posts.
• Optimize social sharing on the website.
32. Time Investment
Twitter: 5-30 minutes a day
Facebook: 5-30 minutes a day
LinkedIn: 15-30 minutes a week
Listservs: 15 minutes a week
Other Groups: 30 minutes a week
33. Time Investment
In 5 minutes, you can
• Respond to @mentions
• Respond to DMs
• RT someone
34. Time Investment
With 20 minutes, you can
• Look for shareable content and curate.
• Reach out to new followers.
• Answer a question and amplify it.
• Find an image – resize and caption
35. Time Investment
With 40-60 minutes, you can
• Search for 5 new people in your field
to follow.
• Live-tweet an event.
• Find and use 5 new hashtags.
• Join a tweet chat.
36. Nonprofit Orgs
A Social & Mobile Media Blog for
Nonprofits
• Facebook: 93K fans
• Twitter: 788K followers
• YouTube: 1,328 subscribers
• Pinterest: 20K followers
• LinkedIn: 2,154 followers
• Instagram: 8,782 followers
• Google+: 14K followers
40. Send pre-fab shareable
messages
1.Write some good tweets and FB posts
that will encourage people to donate
using the SafeNight app.
2.Put them on a page with a
memorable URL, dropbox (bit.ly link
or on your site)
3.Email your board, fans, friends, ask
them to share messages of your
SafeNight campaign
45. TWITTER LISTS OF OVER 600 NONPROFIT CEOS AND EXECUTIVE
DIRECTORS:
• HTTPS://TWITTER.COM/FARRA/LISTS/SOCIAL-EDS/MEMBERS
• HTTPS://TWITTER.COM/CHRISTUTTLE/LISTS/NPED
SLIDESHARES:
• WWW.SLIDESHARE.NET/SUZBOOP
• WWW.SLIDESHARE.NET/GIRARDINL/DONT-PANIC-HOW-TO-
EMBRACE-EMERGING-SOCIAL-MEDIA-WITH-INFINITE-
MAJESTY-AND-CALM
RECOMMENDED READING:
MOBILE FOR GOOD: A HOW-TO FUNDRAISING GUIDE FOR
NONPROFITS BY HEATHER MANSFIELD
46. 24 MUST-READ FUNDRAISING AND SOCIAL MEDIA REPORTS FOR
NONPROFITS
HTTP://WWW.NPTECHFORGOOD.COM/2015/07/03/FUNDRAISINGREPORT
S/
15 MUST-KNOW FUNDRAISING AND SOCIAL MEDIA STATS
HTTP://WWW.NPTECHFORGOOD.COM/2015/01/25/15-MUST-KNOW-
FUNDRAISING-AND-SOCIAL-MEDIA-STATS/
NONPROFIT TECH FOR GOOD’S SOCIAL MEDIA ARCHIVE
HTTP://WWW.NPTECHFORGOOD.COM/CATEGORY/SOCIAL-MEDIA/
47. SafeNight was made through a
collaboration between Caravan Studios,
AdvanceNet Labs, JayStack, and
domestic violence service organizations
in California.
SafeNightapp.org
Email us:
SafeNight@caravanstudios.org
Follow us: SafeNight on Twitter:
@SafeNightApp
Social Media Questions?
Email: susan@caravanstudios.org
Tweet @suzboop
49. Caravan Studios is a division of
TechSoup Global, a 501(c)3
nonprofit organization.
We make apps to increase the
public good.
Notes de l'éditeur
Welcome everyone
Ultimate goal, to have a community of fans that are eager to reshare your asks and will help amplify your posts
Think abt campaign as yr social strategy, not a one-off, not a list building exercise, a lot of follow up. Guy Kawasaki talks about the NPR model, build community and then ask for $. Provide great content and THEN ask for $
Adapt yr content so it fits each channel. Don’t share one-size fits all content, make content easily shareable for your networks and friends. A tweet should not be posted to FB, for ex. Create preshareable content all in one bit.ly.
Giving Tuesday is growing, $45 mil in 2014. Source: http://casefoundation.org/blog/givingtuesday-moves-campaign-tradition/ nearly 700,000 tweets using the #givingtuesday hashtag
New channels will make you stand out– look innovative, for example, WWF did a campaign on snapchat and the NY animal shelter put adoptable dogs on Tinder.
Social media has become the first point of contact. You need to make sure that you have someone listening on at least 2 channels
Image shows map of adjacent hashtags to #NPMC. Tool used is hashtagify.
http://hashtagify.me/
Join tweetchats to find ppl in your community
you are positioning your brand relative to similar brands. Same can be done with nonprofits
She has 28 million followers
If they follow you on slideshare, twitter, facebook, linkedin,
And engage with them directly – look at your slideshare downloads!
Make a meeting.
Find your 100 super fans
Is there a tool that can identify who follows you across all platforms?
https://www.facebook.com/groups/5153873869/permalink/10153028800478870/?comment_id=10153029533918870&offset=0&total_comments=4¬if_t=group_comment_mention
Be Bold. If they follow you on slideshare, twitter, facebook, linkedin,
And engage with them directly
Make a meeting.
Find your 100 super fans
Is there a tool that can identify who follows you across all platforms?
https://www.facebook.com/groups/5153873869/permalink/10153028800478870/?comment_id=10153029533918870&offset=0&total_comments=4¬if_t=group_comment_mention
Be diligent about engaging with your influencers over a period of time, so you stay top of mind
Getting an influencer to mention your needs and RT your asks is the most important thing to do.
An advocate culd amplify yr msg or donate
Also fave-ing and mentioning and RTing makes them notice you.
Remember to post regularly, and RT others, be generous,. Don’t just post when you want funding.
Find images to post on creative commons, use Canva to make them fit social media channels
Curation tools
Mention caution relying on interns to do it
Use Canva
Include time clock
Nonprofit execs CEOs who tweet well
If you have a board, invite them to share word of SafeNight with their personal and professional networks (potential donors!) Provide messaging to cut and paste so sharing is easy.
(Use messaging samples on our site.)
MENTION #DV and @safenightapp and we will amplify your tweets
Broadcast each request using social media and point to www.SafeNightapp.org (@SafeNightapp on Twitter) so supporters can download SafeNight to fund your needs.