The document provides an overview of social media and its benefits for nonprofits. It discusses popular social media platforms like Facebook, Twitter, YouTube, and Pinterest and how nonprofits can use them for fundraising, communications, and engagement. It emphasizes the importance of having a social media policy and references online resources for creating one. The document concludes by noting that social media requires a strategic, ongoing approach rather than being treated as a one-time effort.

1. Dave Tinker, CFRE
September 18, 2012
Foundation Center – Sq. Hill Library
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2.  What is social media?
 Social media statistics and benefits
 Focus on Facebook, Twitter, YouTube and
Pinterest
 How others use it to raise funds and
communicate with their constituencies
 What are the components to a social media
policy
 Why you need a social media policy
 Online resources for social media 2

3. Social media is an umbrella term that
defines the various activities that integrate
technology, social interaction, and the
construction of words, pictures, videos, and
audio.
Source -
Wikipedia 3

4.  Social media can include:
 Email, blogs, videos, IM, wikis, bookmarks,
books, music and presentations
 What is Social Networking?
 Placing individuals into specific groups
connected by a common interest
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5.  Public Relations
 Customer Services
 Loyalty Building
 Collaboration
 Networking
 Search Engine Optimization
 Enhance your Fundraising
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6.  People Use Social Media More than Anything Else on
Internet
 75% of Americans use social media
 33% of adults online post to social media sites at least once a
week
 66% of all internet users in the world visit social networks
 Using social media is done more often than reading
email
 It is growing faster than 3x the internet
 93% of social media users believe an organization
should have a presence in social media 6
Sources Forrester, Nielsen, TechCrunch, Wecando.biz

7.  You can access social media
 PCs
 Tablets, Kindles, Nooks
 Phone
 TV and TV games
 Social Media is more interconnected
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8. • Guess the correct social media statistic
• The contestant who is the closest without going
over wins!
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9. • What percent of all time spent online is spent on
social media sites?
• 22%
• 650 million people connect via mobile
device
• Social networking sites reach 1.2 billion
people = 82% of people online
Sources: comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street
Journal
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10. • Facebook has how many million active users?
• 955
• 1 in 7 minutes of all time spent online is on
Facebook
• Average user connected to 80 groups, events and
community pages
• 250 million photos uploaded daily
Sources: Zdnet.com, comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street
Journal
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11. • How many million Tweets are sent per day?
• 340
• Twitter has 500 million users worldwide;
• 180 million active
• 340 million Tweets = 18 million pages of text
Sources: Zdnet.com, comScore, Facebook, Pew Internet & American Life Project,
Wikipedia, Twitter, Wall Street Journal
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12. “It (Ushahidi) is only 10% of the solution.
The other 90% is up to the people and
organisations using the platform.”
Ory Okollon,
founder of Ushahidi
(nonprofit providing software for
information collection)
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15. • Listen to the social media impact statistic
• Guess whether the correct answer is more or
less!
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16. • Of 136 countries surveyed, 100 reported
Facebook as the leading social network (most
users)
• MORE: 127 countries
Sources: Alexa & Google Trends for Web Sites
December 2011, via VincosBlog
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17. • Europe has the most Facebook users, with 250
million
• LESS: Europe has 223 million, followed by North
America with 219 million and Asia with 202
million
Sources: Alexa & Google Trends for Web Sites
December 2011, via VincosBlog
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18. • Philanthropy & Social Media (Institute of
Philanthropy)
o “It Gets Better” LGBT awareness campaign raised more than $100k from
more than 2,500 grassroots contributors
o This is in addition to more than 10k videos uploaded and viewed more than
35 million times
• Network for Good Giving Index Q2-2012
o Social giving up 12% year-over-year
• Blackbaud 2010 Online Giving Report
o $32 million in SMS (text) donations to the Red Cross for Haitian earthquake
relief
o Twestival (Twitter Festival) has raised nearly $1.2 million since 2009 for 137
nonprofits
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19.  More than 955 million users worldwide
 175 million users login on any given day
 10.5 Billion = number of minutes spent on
Facebook each day
 Currently most popular social media in US
 Prospect Research and Fundraising
 Largest repository of photos on line in the
world
 2nd Largest repository of videos online 19

20.  Nonprofit Resources by Facebook
 https://www.facebook.com/nonprofits
 Pages
 Ads
 Apps
 Places
 Events
 Groups
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26.  500 million users as of June 2012
 140 Million in US
 50 million people visit Twitter each day
 More than 50% of posts are done using an
application and not via the Twitter website
 Created real-time search
 Watch trends as they happen
Source: Semiocast
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27. Anatomy of a Tweet
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29.  Name @
 Hashtags #
 URL Shorteners
 . Or “ Before a Tweet
 .@davethecfre
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30.  Pittsburgh Gives
 One Day Only Have Your Gift to ACHIEVA Matched –
http://is.gd/1234 #pghgives (78 characters)
 The Pittsburgh Foundation will match your gift to
ACHIEVA 50 cents for every dollar up to $2,500 Oct 28
at 10am http://is.gd/ZiQtDk PLS RT(140 characters)
 Join and Donate
 @aplusk, @drew
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32.  Make a request in 140 Characters or less!
 Can be event, general request or pushing
information
 State mission in 140 characters or less!
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33. “We‟re still in the process of
picking ourselves up off the
floor after witnessing firsthand
the fact that a 16-year-old
YouTuber can deliver us three
times the traffic in a couple
of days that some excellent
traditional media coverage
has over 5 months.”
Michael J. Fox
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34.  515 million unique users per month
 60 hours of video are uploaded to YouTube
every minute – 1 hr every second
 4 billion videos viewed per day
 Now close captions videos
 Nonprofit Channels allow premium branding
capabilities
 Embeddable on Websites
 Donate button
 Call to action
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37.  Guidestar has listings for all 501(c)(3)s
 Network for Good uses Guidestar‟s
database
 Network for Good has partnered with
 Give a Tweet http://www.giveatweet.com
 Change.org http://www.change.org
 Razoo http://www.razoo.com
 Facebook Causes, etc.
http://www.facebook.com/causes
 Your information on Guidestar means you 37
have profiles on those services above

38.  Launched in 2010
 Fourth most used social media
 12% of internet users use Pinterest
 Gender
 19% of all women online us it
 83% of users are women
Source: Pew Internet and American Life Project, Alexa. Venturebeat
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39.  How to use it
 Ronald McDonald House of Southern Alberta
 http://pinterest.com/rmhsouthernab/rhymes-with-
purple/
 Pay per re-pin donations
 Pin It to Give It – Looking Good Feel Better
Foundation
 http://pinterest.com/elizabetharden/pinittogiveit/
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40.  Which social media tools will allow you to
reach your desired audience? Is it
Facebook, Twitter and YouTube?
 How will you incorporate it into your
current online and offline efforts?
 What resources can you put into it?
 Who will do the work?
 Do you have a need for a Social Media
policy for your organization?
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41.  Social Media Tracking Free Online Tools
 Facebook Search – must be logged in
 Twitter Search http://twitter.com/search
 Google Alerts http://www.google.com/alerts
 Dashboards
 Hootsuite http://www.hootsuite.com
 TweetDeck http://www.tweetdeck.com/
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42.  You can update multiple accounts at the
same time
 Desktop – TweetDeck, Seesmic
 You can create a free e-newspaper from your
feeds
 Paper.li – http://www.paper.li
 No staff? Want outside help?
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 Use a company like GiveZooks.com,
Shortstack.com

43. “I don't believe society understands what
happens when everything is available,
knowable and recorded by everyone all the
time," [Schmidt] says. He predicts, apparently
seriously, that every young person one day
will be entitled automatically to change his or
her name on reaching adulthood in order to
disown youthful hijinks stored on their friends'
social media sites.”
8/14/10 Wall Street Journal article quoting Eric Schmidt,
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former CEO of Google

44.  Use by employees, volunteers,
consultants, and people you serve
 Impact on marketing and brand,
fundraising, and awareness
 NPOs of all sizes need a policy
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45.  What it is:
 It sets expectations and boundaries
 Operational guidelines for people who use
social media in their job
 What it is not:
 Static
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46.  Define social media
 Identify that you have concerns and interests
 Tell people what to avoid
 Remind people to protect privacy
 State how it‟s related to other agency policies
 Logos, photos, videos
 „Friending‟ clients, co-workers
 How to engage others
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47.  Can lead to
 Leaks
 Badmouthing
 Someone else speaking on your behalf
 It‟s Not Too Late
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48.  Online Policy Tool
 http://socialmedia.policytool.net
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49.  In 2010 AFP International convened a
group of npo tech professionals crafted
guidelines for members of
 AFP
 ASAE
 NTEN and
 The DMA, Nonprofit Federation
 Results were released in late 2010
 http://is.gd/yGv43r
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50.  “Facebook Alternatives”
 Google+ http://plus.google.com
 Diaspora https://joindiaspora.com
 Ning http://www.ning.com
 Private “Twitter Alternatives”/Enterprise
Social Media
 Yammer http://www.yammer.com
 Mango http://www.mangospring.com
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51.  Pictures/Videos
 Instagram http://www.instagram.com
 Tumblr – http://www.tumblr.com
 Location
 Foursquare http://www.foursquare.com
 Q&A Knowledge
 Quora http://www.quora.com
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52.  Alltop - http://social-media.alltop.com
 Beth Kanter - http://www.bethkanter.org
 GoogleAlerts – http://alerts.google.com
 Google for Nonprofits http://www.google.org
 John Haydon – http://johnhaydon.com
 Netwits Think Tank - http://www.netwitsthinktank.com
 Shortstack – http://www.shortstack.com
 SocialOomph –http://www.socialoomph.com
 YouTube Nonprofits – http://www.youtube.com/nonprofits
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53.  AFP Social Media Guidelines- http://is.gd/yGv43r
 Beth Kanter‟s list – http://is.gd/tSujQv
 NCE Social Media Blog - ncesocialmedia.wordpress.com
 PolicyTool - http://socialmedia.policytool.net/
 Social Media Policy Samples -
http://socialmediagovernance.com/policies.php
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54.  Listen & Engage
 It‟s a dialogue, not a monologue
 85% of social media users believe that a company
should also interact with its customers
 Be Active
 Update your information regularly
 Measure
 Audience
 How does it fit into your offline goals?
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55.  Definitions
 Social media isn‟t a fad
 Billions of users across the globe
 There are many, many tools
 No one tool is right for everyone
 They are not hard to learn, many online reference
resources
 Enhances your fundraising and communications
 Put a policy in place!
 It‟s a marathon not a sprint
 You should think strategically
with Social Media 55

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57. Dave Tinker, CFRE
Vice President of Advancement
ACHIEVA
412-995-5000 x 436
dtinker@achieva.info
http://www.achieva.info
www.about.me/davethecfre
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