social media breakfast ottawa 14 presentation united way

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Social Media in the charitable sector – a new way to engage Stacey Diffin-Lafleur @TheStacey Brendan Mullen @Brendan_Mullen Communications and Marketing, United Way Ottawa

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Page 1: Social Media Breakfast Ottawa 14 Presentation United Way

Social Media in the charitable sector – a new way to engageStacey Diffin-Lafleur @TheStaceyBrendan Mullen @Brendan_Mullen

Communications and Marketing, United Way Ottawa

Page 2: Social Media Breakfast Ottawa 14 Presentation United Way

Intro• Brendan and Stacey - a little bit about us• Focus of presentation: SM @UWO in 20091. What is United Way Ottawa?2. Barriers? Who said barriers?3. Where we started4. Some tools we used5. Results6. Lessons learned

Page 3: Social Media Breakfast Ottawa 14 Presentation United Way

Who we are• NPO – Ottawa chapter established 1933• Building stronger, healthier communities • Low turnover• We market on a shoestring – volunteer

support is key • Workplace campaign model

– 1800 campaigns; 14,000 volunteers• Expanding engagement

Page 4: Social Media Breakfast Ottawa 14 Presentation United Way

Did we have any barriers? Yep.• Corporate culture

– IT owning gateways (no Tweetdeck, sites blocked, no access to Myspace, bandwidth restrictions)

– Hey….we’ve always done it this way– Facebook and Twitter … those are for playing…

not for working– Fear of letting go – losing control of the messages

Page 5: Social Media Breakfast Ottawa 14 Presentation United Way

Baby steps…• Basic website

– No robust online donationtool

• EBlasts– Really just invitations

• E-newsletter– Low subscriber base, not

used to engage

All push marketing, no conversation…

Page 6: Social Media Breakfast Ottawa 14 Presentation United Way

Broadening our reach in 2009• Home-based business• Entrepreneurs • Smaller retail outlets• Students • Next Gen

Page 7: Social Media Breakfast Ottawa 14 Presentation United Way

We changed it up• And..

– met a lot of the SM folks in town, asked a lot of questions, ate a lot of lunch

– Held a SM lunch and learn for United Way staff to demonstrate potential

– Got the Director’s Network at United Way Ottawa using Yammer

Page 8: Social Media Breakfast Ottawa 14 Presentation United Way

We changed it up

– Used Twitter and Facebook to promote the Malcolm Gladwell visit…a lightbulb went off in the organization

– Put a plan in place……and the rest is history

Page 9: Social Media Breakfast Ottawa 14 Presentation United Way
Page 10: Social Media Breakfast Ottawa 14 Presentation United Way

Next Step: Let’s start the conversation• Met Overlay.tv @ twestival• Desire to do more SM outreach• Deeper engagement w/ UW• Began outreach tool development

Page 11: Social Media Breakfast Ottawa 14 Presentation United Way

Our SM tool• Access trusted networks – personal ask• Record.Share.Donate.• http://www.unitedwayottawa.ca/overlay.

php• Speaker’s Corner

Page 12: Social Media Breakfast Ottawa 14 Presentation United Way

Our SM tool (mobile)

Page 13: Social Media Breakfast Ottawa 14 Presentation United Way

Our SM tool• Other UWs excited about potential• Results and what we learned

Page 14: Social Media Breakfast Ottawa 14 Presentation United Way

Some results• 68% year/year increase in page views at

www.unitedwayottawa.ca• 6,000 pageviews of Overlay page on United Way Ottawa

site• 200 user generated videos submitted• 22% year/year increase in # of online donors• 12% increase in total online $$$• 27 blogs about United Way Ottawa reaching 16K readers• Using Prospectics Inmailbox tool we are tracking our

EBlasts and E Newsletter open rates and fine-tuning• Schmoozefest sold out (year before attendance was low)• New people involved with us? Yes.

Page 15: Social Media Breakfast Ottawa 14 Presentation United Way

Lessons learned • Listen, ask questions, don’t be afraid to

get involved• SM is a great engagement and

awareness tool and a low-cost, high return piece of our overall marketing strategy

• Measurement takes time, but put the tools in place now

Page 16: Social Media Breakfast Ottawa 14 Presentation United Way

Lessons learned• Work within corporate culture to help more

senior execs and busy VPs to understand the value of Social Media – get them involved, show them results, engagement will follow. – St. Bernard Project/UW Nt’l Conference– Facebook help from employee body – engage, harness,

share– Bloggers invited to events as media- good ideas

spread. It’s all about telling the story to the right people.

Page 17: Social Media Breakfast Ottawa 14 Presentation United Way

Lessons learned• Set your objectives - then achieve them• Start small• Not everyone will get on board -

immediately• Measurement – be prepared to defend

your results• Proceed until apprehended

Page 18: Social Media Breakfast Ottawa 14 Presentation United Way

Questions…?• And thank you.