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Nonprofit leaders and technology

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Presentation to graduate students at Milano | The New School for Management and Urban Policy about what leaders need to know about technology and social media

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Nonprofit leaders and technology

  1. 1. Nonprofit leaders and technology Leadership Perspectives and Practice class November 4, 2010 Farra Trompeter
  2. 2. Techie guru The Twitter?
  3. 3. What can technology do for your organization?
  4. 4. http://beth.typepad.com/beths_blog/2010/02/reflections-social-media-and-ngo-workshop-in- india.html
  5. 5. Get started Image by http://www.elca.org/~/media/Images/Stewardship/Started/Getting_Started.jpg
  6. 6. •  Programs •  Raise awareness •  Build brand equity •  Increase # of downloads or requests •  Reach a particular new audience •  Recruit volunteers •  Promote events Set goals and priorities •  Fundraising •  Raise $XXXXXXX •  Attract XX% new donors •  Advocacy •  Change policy •  Be the go-to org for your issue •  Increase your list by XX%
  7. 7. http://blogs.forrester.com/jackie_rousseau_anderson/10-09-28- latest_global_social_media_trends_may_surprise_you
  8. 8. Time Money Audiences Goals
  9. 9. Listen Image by http://www.flickr.com/photos/smoovey/ CC BY-ND 2.0
  10. 10. •  Sign up for alerts •  www.google.com/alerts •  www.twilert.com •  www.backtype.com •  Suites of listening tools: http://socialmedia-listening.wikispaces.com/ Tools Listen
  11. 11. •  Your organization’s name •  Program or event names •  Peer/competitor names •  Individuals connected to your organization •  Tagline or key phrases •  URL for any web properties (website, blog) •  Related issues/topics •  Common misspellings •  Twitter handle and common hashtags Select keywords/phrases Adapted from a list on Beth’s Blog, by Beth Kanter
  12. 12. •  Get your feet wet •  Sign up for alerts •  Research •  www.pewinternet.org •  www.mashable.com •  Survey your email list •  Conduct informal focus groups Listen
  13. 13. Image by http://www.flickr.com/photos/gi/ CC BY-SA 2.0 Make a plan
  14. 14. •  Revisit your goals and priorities •  Do they still make sense in light of the listening you’ve done? Make a plan
  15. 15. •  Revisit your goals and priorities •  Identify barriers •  Buy-in from leadership •  Cultural change within your organization •  Staff time Make a plan
  16. 16. 1.  You have no control of your message. 2.  You never did. 3.  The conversation is happening, with or without you! Let go…
  17. 17. •  Revisit your goals and priorities •  Identify barriers •  Decide which technology to use •  What suits your mission? •  What’s going to give you the biggest bang for your buck? •  What can your team sustain and grow? Make a plan
  18. 18. •  Revisit your goals and priorities •  Identify barriers •  Decide which media to use •  Build your capacity •  Hire, if needed •  Offer training (reverse mentoring) •  Have and encourage realistic expectations •  Avoid outsourcing/use interns wisely Make a plan
  19. 19. •  Revisit your goals and priorities •  Identify barriers •  Decide which media to use •  Build your capacity •  Create & share a social media policy Make a plan
  20. 20. Create a social media policy •  Scan sample policies from other orgs •  http://socialmediagovernance.com/policies.php •  Agree on contents •  Write them in a way that addresses concerns, but feels friendly and easy to follow •  Try http://socialmedia.policytool.net/ •  Rollout through staff trainings/meetings •  Update 2x/year
  21. 21. •  How will we address negative comments? •  What is our policy about employees’ personal use of social networks? •  What is our policy about employees using social media for work-related activities? •  What topics are acceptable for staff to talk about online, and what is off-limits? •  What is our privacy policy? •  When should a staffer ask for help in deciding what to do online? Questions to address The Networked Nonprofit by Beth Kanter & Allison Fine, page 58
  22. 22. http://www.edf.org/page.cfm?tagID=52806
  23. 23. Image by http://www.flickr.com/photos/aussiegall/ CC BY 2.0 Assess
  24. 24. •  Measure your progress (at least monthly) •  Set up a dashboard •  Website: Referrals from social media sites •  Facebook: likers, pageviews, comments, etc. •  Twitter: Followers, retweets, lists, etc. •  Blog: Subscribers, views, comments, etc. •  Bit.ly: track clicks and stats for the links you share Assess
  25. 25. •  Measure your progress •  Check-in once a quarter •  What’s working? What’s not? •  Are you achieving your goals? •  If yes: How can you build on your momentum? •  If no: Why not? Most common reason: Not enough time •  Determine your ROI (return on investment) Assess
  26. 26. •  Increased awareness of your cause •  Shift in your org’s perception •  New program participants •  Increased requests for info/programs •  Pageviews/clicks/comments/etc. •  New email addresses/contact info •  Signatures/actions taken •  Dollars raised •  Mentions online Defining Success
  27. 27. •  How much money are you spending? •  How much staff time are you spending? •  Is the return (meeting your goals) proportional to the investment (time and money)? Remember: Return ≠ $ (necessarily) Measuring ROI
  28. 28. Image by http://www.flickr.com/photos/spidermandragon5/CC BY-ND 2.0 Evolve
  29. 29. •  Meet semi-annually to assess strategy •  New tools we should explore? •  Old tools no longer working? •  Examine goals—still relevant? •  Consider staff/time—is it enough? •  Reprioritize as needed Evolve
  30. 30. •  Meet semi-annually to assess strategy •  Become an “open leader” •  Respect that your stakeholders and employees have power. •  Share constantly to build trust. •  Nurture curiosity and humility. •  Hold openness accountable. •  Forgive failure. Evolve
  31. 31. What type of leader are you?
  32. 32. http://www.charleneli.com/resources/open-leadership-self-assessment/
  33. 33. http://www.charleneli.com/resources/open-leadership-self-assessment/
  34. 34. Resources Resources
  35. 35. Resources • Nonprofit Technology Network http://www.nten.org • Open Leadership by Charlene Li http://www.charleneli.com/open-leadership/ • Internet Management for Nonprofits by Ted Hart et al. http://books.google.com/books?id=Ct1u5HQkeA8C • Pew Internet & American Life Project http://www.pewinternet.org • Big Duck: Website, eNews, and Duck Call Blog http://www.bigducknyc.com http://www.bigducknyc.com/blog
  36. 36. You might want to check this out: Becoming a Nonprofit Tech/Social Media Superstar Wednesday, Nov 17th, 6-8pm (free; @PlannedParenthood) http://501technycnov10.eventbrite.com/ Online Engagement: Leveraging the Internet and Social Media to Increase Visibility, Raise Money, and Create Change Spring semester, Thursdays 6-7:50pm (not so free; @Milano) http://www.newschool.edu/milano/courses.aspx?id=37551
  37. 37. Let’s stay in touch facebook.com/farratrompeter trompetf@newschool.edu bigducknyc.com/blog/?author=6 twitter.com/farra linkedin.com/in/farra slideshare.net/farra
  38. 38. Thanks! © Jeremy Crow

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