erin bury - build it and they will come … not! the fundamentals of building an online community

THE FUNDAMENTALS OF BUILDING

AN ONLINE COMUNITY

How to leverage online tools for your cause

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Who am I?

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Online giving continues to grow

• online revenue grew by 46% in 2009 compared to 2008

• The average online gift in 2009 was $144.72

Data from the Nonprofit Technology Network - www.nten.org

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“Using the internet to instantly collaborate, share information, and have a conversation

about ideas and causes they care about.”

•Beth Kanter

•http://beth.typepad.com

•@Kanter

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Why social media?

• You can use social media to:

– Engage discussion

– Spread awareness

– Inspire

– Collaborate

– Engage participation

– Fundraise

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What are people saying?

• Daily Chatter

• tweets

• blog posts

• photos

• event RSVPs

• comments

• customer feedback

• new fans

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What are people saying?

• 3 steps• Listen

• Engage

• Create

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STEP 1: LISTEN social media monitoring & hearing your audience

The tools:

• Google Alerts

• Twitter search

The benefits:

• Find out what people are saying about your cause

• Find out what people are saying about you specifically

• Find new supporters

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Google Alerts

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Twitter search

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STEP 2: ENGAGE spur conversation and incite action

The tools:

• Twitter

• Facebook

• Giveforward/StayClassy.org

• Events (Meetup.com)

The Benefits:

• More transparency on issues

• Dialogue between nonprofits and followers

• Get input from supporters

• Find new supporters

13 @gapingvoid

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Twitter

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Facebook

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GiveForward

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StayClassy.org

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Events

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Meetup.com

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STEP 3: CREATE social media outreach

The tools:

• Wordpress

• YouTube

• Flickr

• Newsletters

The benefits

• Keep your community interested and committed to your cause

• Expand your reach to new and potential supporters

• Get attention from media and influencers

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Wordpress

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YouTube

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Flickr

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Newsletters

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Case study: Haiti earthquake

• Gave people a first-hand glimpse into the devastation

• Allowed people to donate online and mobilize offline to support the cause

• Relief workers, news outlets and relief organizations all used social media to keep people updated and to mobilize support

• Donations for the first five days after the January 12 disaster totaled 19% more than during the same time frame after the 2004 Asian tsunami and 109% higher than the equivalent following Hurricane Katrina in 2005 (USA Today)

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#HaiHaiTO

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Indie Relief

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Toronto Works for Haiti

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Case study: Twestival Toronto

• First globally-organized event using social media

• Used primarily social media to get the word out

• 3 successful events in Toronto

• Events in over 120 cities around the world

• Over 1300 attendees in total

• Over $36,000 raised for 3 different charities

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•Be

•Amazing

•Be

•Accessible•Be

•Authentic

•Provide

real value

•Honest

and

transparent

•Respond

and

participate

Community Guidelines

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What’s your story?

SPREAD

THE LOVE.

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And remember – for every DO there’s a DON’T…

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Thank you!

How to reach me:

• erin@sprouter.com

• Twitter: @erin_bury

• Blog: erinbury.wordpress.com

• Sprouter: @erin