Presentation by Lisa C. Burns, CFRE and Dave Tinker, CFRE at the 2012 AFP International Conference in Vancouver, BC on April 3, 2012

1. Why You Need a Social Media Policy
How Social Media Impacts Your Fundraising
Lisa Chmiola Burns, CFRE Dave Tinker, CFRE
University of Houston ACHIEVA
College of Technology @davethecfre
@lisacburns

2. “Unless someone
like you cares a
whole awful lot,
Nothing is going
to get better.
It's not.”

3. What We’ll Go Over
• Define Social Media & Social Networking
• How Social Media Impacts Your Group
• What is a Social Media Policy
• What a Social Media Policy Looks Like
• Train and implement
• Online Resources

4. Definition
• What is Social Media?
o A group of applications that allow for user generated content
• What is Social Networking?
o Placing individuals into specific groups connected by a common
interest

5. The Price Is Right!
• Guess the correct social media statistic
• The contestant who is the closest without going
over wins!

6. The Price Is Right!
• 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
• 1 in 5 minutes online is spent on social networking sites
Sources: comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall
Street Journal

7. The Price Is Right!
• Facebook has how many million active users?
• 850
• 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

8. The Price Is Right!
• How many million Tweets are sent per day?
• 340
• Twitter has 300 million users worldwide;
• 140 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

9. “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)

11. More or Less!
• Listen to the social media impact statistic
• Guess whether the correct answer is more or
less!

12. More or Less!
• 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

13. More or Less!
• 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

14. “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

15. Impact
• 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 Q32011
o Social giving up 55% year-over-year
o Average social donation up 26% to $52
• 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

16. Why You Need One
• Use by employees, volunteers, consultants, and people
you serve
• Impact on marketing and brand, fundraising, and
awareness
• NPOs of all sizes need a policy
• Avoid Claims

17. What is a Social Media Policy?
• What it is:
o It sets expectations and boundaries
o Operational guidelines for people who
o use social media in their job
• What it is not:
o Static

18. Components of Social Media Policy
• 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

19. Social Media Policy Examples
• Government of Nova Scotia (http://is.gd/r670Pn)
o "Use common sense" -- reminds employees posting online is
like talking with a reporter; asks employees to identify
themselves as such when posting in official capacities;
emphasis on professionalism and respecting confidential
information.
• Daimler AG (http://is.gd/UAdqbB)
o Provides tips for using social media, highlighting two-way
conversation and separation of opinion from fact.

20. Social Media Policy Examples (cont'd)
• Government of Catalonia (http://is.gd/c9AhVH)
o Details usage by medium (e.g. blog, Facebook, Twitter)
o "It must be kept in mind that all Internet activity is recorded
indefinitely, and is accessible to any user.”
• International Federation of Red Cross (http://is.gd/2hDkue)
o "Don't say anything online that you wouldn't be comfortable
seeing quoted on CNN, being asked about by your mother or
having to justify to your boss."

21. Social Media Policy Examples (cont'd)
• Nordstrom (http://is.gd/zXzO02)
o Encourages employees to be respectful, transparent and
humble.
o Gives guidelines for what to do if mistakes are made (correct it,
report major issues to supervisor).

22. Don’t Have One?
• Can lead to
o Leaks
o Badmouthing
o Someone else speaking on your behalf
• Fear Not…It’s Not Too Late

23. Social Media Policy Guidelines
• In 2010 AFP International crafted guidelines for members
of
o AFP
o ASAE
o NTEN and
o The DMA, Nonprofit Federation
• Results were released in late 2010
o http://is.gd/yGv43r

24. Policies at Your Organization
• There are ways to protect your organization before and
after a situation arises
o Before:
 Employee Handbook
 Internet Usage Policy
 Employee Communication Policy
 Social Media Policy
o After:
 Insurance Coverage (General Liability,
Professional Liability, Directors & Officers,
Employment Practices, Internet Liability)
 Damage Control

25. Handbooks And Training
• Employee Handbooks can include policies and
procedures for Internet Usage, Employee
Communication and Online Social Media.
• They can be tailored specifically for your organizations
operations and exposures and can also include
volunteers.
• Training is equally important!

26. Online Tools to Help You
• AFP Social Media Guidelines- http://is.gd/yGv43r
• Beth Kanter’s list – http://is.gd/tSujQv
• Social Media Policy Samples -
http://socialmediagovernance.com/policies.php

27. Let’s Create our Own Policy
• PolicyTool - http://socialmedia.policytool.net/

28. What We Discussed
• Define Social Media & Social Networking
• How Social Media Impacts Your Organization
• What is a Social Media Policy
• What a Social Media Policy Looks Like
• Online Resources

29. Questions?

30. Feel Free to Contact Us!
Lisa Chmiola Burns, CFRE Dave Tinker, CFRE
Director of Development Vice President of Development
University of Houston ACHIEVA
College of Technology 711 Bingham Street
300 Technology Building Pittsburgh, PA 15203
Houston, Texas 77204-4021 (412) 995-5000
(713) 743-4886 dtinker@achieva.info
lcburns@uh.edu @davethecfre
@lisacburns