not-for-profits and social media: australian, international case studies

Australian NFPs and Social Media in 2011

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

AUSTRALIAN NOT-FOR-PROFITS

Who’s doing social media well?

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.

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

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

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

INTERNATIONAL NOT-FOR-PROFITS

Who’s doing social media well?

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

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

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

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

The Footprints Network

• Micro-donation technology

that eCommerce sites can use

• Business Partners: Travel

Insurance Direct Australia and

WorldNomads.com

Questions?

If you have questions or comments, please drop me a note on: 1. Twitter: @hannahlaw2. LinkedIn:

http://au.linkedin.com/in/lawhannah