This document discusses how various Australian and international not-for-profit organizations (NFPs) are using social media effectively. It provides examples of Unicef, the McGrath Foundation, and Mission Australia in Australia using social media creatively to engage supporters and raise funds or awareness. International NFPs highlighted include Ovarian Cancer, Greenpeace, Charity: Water, Twestival, and The Footprints Network for their innovative social media campaigns that personalize stories, drive actions, and share impact. The document aims to identify best practices in social media use among NFPs.

1. Australian NFPs and
Social Media in 2011

2. Agenda
1. Australian NFPs
1. Unicef
2. McGrath Foundation
3. Mission Australia
2. International NFPs
1. Ovarian Cancer
2. Greenpeace
3. Charity: water
4. Twestival
5. The Footprints Network

3. Who’s doing social media well?
AUSTRALIAN NOT-FOR-
PROFITS

4. Australian NFPs using social
Pro Bono Australia’s social media survey last
year showed that of the 71% of charities in
Australia using social media but only 34% are
using it to fundraise.

5. Unicef
• Adding value to the
community through
interesting, relevant content
and campaigns that drive
action, create buzz and raise
funds
• Creative use of
multimedia, especially video
content

6. McGrath Foundation
• Integrate online and offline
• Growing a big Facebook
community with
relevant, timely content
• Innovative use of status
updates: ask women to post
their bra colour or where
they leave their handbag

7. Mission Australia
• Innovative micro-site that
shares research results
• Social sharing is key to the
success of the campaign
• Awareness is the primary
objective but there is also a
Donate option

8. Who’s doing social media well?
INTERNATIONAL NOT-FOR-
PROFITS

9. Ovarian Cancer
• Campaigns that use user-
generated content and
multimedia
• Shares personal stories by
people affected by ovarian
cancer
• Balances the emotional stories
and sensitive subject matter
with a call-to-action

10. Greenpeace
• Community of activists on
Facebook
• Strong calls-to-action to take
action
• Creative use of social media:
donating tweets, Facebook
unfriend coal campaign and
SEO-friendly widgets for blogs

11. Charity: water
• Focus on building relationships
with donors
• Show donors where every
dollar is spent, the impact of
donations and maps their
projects
• In five years, charity: water has
raised $40 million and funded
4,282 water projects

12. Twestival
• Twestival is about individuals
using their time, talent and
resources to come together to
make a difference
• 2011 Twestival went 'Local' in
150 cities, raising $565k
• Australia raised almost $20k

13. The Footprints Network
• Micro-donation technology
that eCommerce sites can use
• Business Partners: Travel
Insurance Direct Australia and
WorldNomads.com

14. Questions?
If you have questions or comments, please drop
me a note on:
1. Twitter: @hannahlaw
2. LinkedIn:
http://au.linkedin.com/in/lawhannah