the nonprofit social media recipe: 5 juicy ingredients for success

The Nonprofit Social Media Recipe

5 Juicy Ingredients for Success

We’re talkin’ strategytoday.

Today you’ll get an e-mail with a link to this presentation.

Lunch Bunch O’ Social Media

Monday, May 2, 2011

• Space to work. (time, advocates & stuff in place)

• A recipe. (your strategy, complete with target audience, goals, tactics)

• Raw material. (the right mix of content)

• A taste tester. (measurement)

• Seasoning here and there. (staying current)

What makes a successful cooking project?


Monday, May 2, 2011

A transition of sorts has been going on…

Receiving information

Participating in information

“I like to be heard/ have input”“Short, frequent updates are all I have time for”“Speak to me in real words”


Monday, May 2, 201148 hours of YouTube video is uploaded every minute.

Over 15 million Facebook users are 55+. (A 60% growth rate in the last year.) Active users spend an

average of 1 hour a day on Facebook.

Picture this:


Monday, May 2, 2011

Which describes your personal Facebook habits?

I haven’t used Facebook at all. I set up a personal profile but don’t use it. I log in every now and then. I’m on Facebook weekly/ daily.


Monday, May 2, 2011

Which describes your nonprofit’s Facebook presence?

We don’t have a Facebook page. We set up a page but have done little else. We’re using Facebook but have reached a

standstill /don’t know where it’s going. We’re using Facebook regularly and feel we

are effective.


Monday, May 2, 2011

What’s your feeling about the relevance of social media to your nonprofit?

It’s not worth the time or effort for us now.

It’s something we plan to start/keep exploring in a “test” or “pilot” sense.

It’s a relevant piece of our communications plan.


Monday, May 2, 2011

Social media opportunities for nonprofits are many.


Monday, May 2, 2011Source: Georgetown University Study, Center for Social Impact Communication & Ogilvy Public Relations Worldwide, May 2011

Perceptions of Online Involvement

0

20

40

60MenWomen

58%

65%

53%

60%

Somewhat/ Strongly Agree


Monday, May 2, 2011

• Building awareness about your mission & its impact in the community

• Getting info on trends, preferences, your competition, national orgs with similar missions

• Building relationships with existing volunteers/ donors/ members/ funders/ sponsors and reaching out to new ones

The opportunities…

1. The space to work.

The first juicy “ingredient”:

• The time to dedicate.

• The right influencers.

• The right stuff in place before you begin.

Regular posting, monitoring, responding.

It’s not a “once a week” sort of deal.

Do you have 20 minutes a day?

On your social media team...

• Program staff to feed you good stories.

• Social media power users to help spread the word.

• Partner organizations to “like” your page and tag your page in related posts

• A handful of board members, staff or volunteers to keep the conversation going.


Monday, May 2, 2011

Reaching your audience where they’re living involves a multi-channel approach.

Digital Self-Generated Communication

Website

E-News

Your Nonprofit’s Facebook Page

Personal Facebook Profiles

Twitter

Blog

Before you start…


Monday, May 2, 2011


Monday, May 2, 2011

Facebook friends (individuals) can be big ambassadors for your brand—it’s the power of social networking.

30% were directed to our Facebook page from another FB friend—the same percentage who connected to the page through e-news.


Monday, May 2, 2011

Do you (or your staff) actively use PERSONAL social media accounts to increase awareness of/ engagement

about your cause?

Confidentiality? Employee Inappropriateness? Negative feedback? Time?

Trouble in the kitchenWhat are you worried about?

Good Social Media Guidelines

• Protect your donors & clients

• Keep your messages on brand

• Encourage participation

• Kodak

• Red Cross

Confidentiality, who’s in charge, appropriateness, encouragementNOT censorship

Social Media Policy Winners

2. A recipe.

The second juicy “ingredient”:

This is your strategy, including:

• Audience• Goals• Tools• Tactics

Know thy audience

Pick the right tools.

You need a page, not a personal profile.

• Administrator(s)• Analytics• Causes Application• Badges for Web

“What are you doing right now?”

“Follow your interests.”

“What value can you share OR take away?”

Who You Want to Follow:• Foundations

• Philanthropic, nonprofit and local media

• Other local nonprofits

• National nonprofits carrying out your mission

• GuideStar, CharityNavigator, etc.

What a blog can do for you:• Bring people to your website &

increase your SEO

• Establish your “street creds”

• Showcase your work frequently

• Spotlight star donors, community partners & dollars at work

What it takes:• Dedicated writer(s) or a

schedule of guest writers

• Constant attention to driving readers there

What good SM goals look like:

• Create an online community for our Boomer volunteers

• Recruit 10 new volunteers by December 2011

The tactics to support that:

• Give 2 key volunteers FLIP cam to record a 3 minute video of their day. Post to YouTube & share in e-newsletter, on website and Facebook.

• Recruit volunteers active on Facebook to post on their personal profiles after each engagement.

• Interview 1 volunteer each month for blog and e-newsletter; share on Facebook

The third juicy “ingredient”:

This is your content:• Interesting• On-mission/brand• Value-added

3. Fresh materials.

• 43% of Facebook users who “unlike” a brand do so because of too much push marketing. - ExactTarget.com

• “Cause fatigue” on e-mail marketing and social media is on the rise.

7 Questions to ask about your content:

1. Will anyone care?

2. Will it inspire conversation?

3. Does it add value?

4. Does it tell a story?

5. Is it positive or overly negative/ depressing?

6. Does it involve real people?

7. Does it match your goals?

What to post:

1. Stuff that matches your SM goals.

2. Stories about the people you serve and the people who serve them

3. Links to articles related to your mission

4. Trivia about your staff, volunteers or board

5. Shout outs to your stars, sponsors, partner nonprofits, etc.

6. Specific actions fans can take to help.


Monday, May 2, 2011

It’s not just about what you post...

….It’s about what others say.

• Show you’re interested. “Like”/ follow local nonprofit pages, other foundation pages. Comment on their posts.Ask questions. Respond to their comments.

• Dispel the mystery!Talk about your work, your staff, your donors (with permission).

• Make it real.Have some personality. Drop the jargon.

Engagement/ Relationship Building on Social Media

What about getting donors engaged on Facebook?

Focus on building the relationshipon SM, funds will come through other channels.


Monday, May 2, 2011

It’s most successful for raising money when you have photos, stories and the need is…

• Immediate (time limited)• Well-defined• Supported by a network of

people you can count on online


Monday, May 2, 2011

Look out for new donors!

• 98% of high net worth donors volunteer

• Donors want more input where they give

• Spouses and children (young or grown) are involved in philanthropic decisions


Monday, May 2, 2011

Share their stories.


Monday, May 2, 2011

Focus on specific examples of how they can help.

The fourth juicy “ingredient”:

This is your measurement:• Numbers• Engagement• Goals realized

4. A taste tester.


Monday, May 2, 2011

You know you’re successful when…• Your target audience grows.

Fans/ followers

• Fans are engaged.“Likes”, “comments”, clicks, posting on your wall, tagging

• Goals are met. (increased awareness, for ex.)Feedback, anecdotes or direct observations/ outcomes


Monday, May 2, 2011

Measurement Tools: By the Numbers

• Facebook Insights

• Hootsuite/ TweetDeck

• Google Analytics


Monday, May 2, 2011

Facebook Insights


Monday, May 2, 2011

Hootsuite


Monday, May 2, 2011

Increasing your numbers…

• E-mail/ FB campaigns with top influencers

• Like & follow others

• Donations per “like”


Monday, May 2, 2011

91% of survey respondents said the Community Foundation of Sarasota County’s Facebook page has helped them better understand what we do. 67% of survey respondents said the Community Foundation of Sarasota County’s Facebook page has helped them better know our staff.

Survey Monkey is Your Friend.

Measurements?

• Give 2 key volunteers FLIP cam to record a 3 minute video of their day. Post to YouTube & share in e-newsletter, on website and Facebook.

• Recruit volunteers active on Facebook to post on their personal profiles after each engagement.

• Interview 1 volunteer each month for blog and e-newsletter; share on Facebook

The fifth juicy “ingredient”:

Staying current/adjusting your recipe:

• Staying on top of the trends

• Watching others

5. Seasoning.

1. NTEN nten.org

2. John Haydon johnhaydon.com

3. Beth’s Blog bethkanter.org

4. The Agitator theagitator.net

5. Idealware idealware.com

6. Kivi’s Blog nonprofitmarketingguide.com

7. DIOSA Communications diosacommunications.com

7 Website Seasonings

1. The Nonprofit Facebook Guy

2. Mashable

3. Facebook Pages

4. Causes

5. Other local/ national nonprofits

5 Facebook Seasonings

Get creative & enjoy it!

• Space to work.• A recipe. • Raw material. • A taste tester. • Don’t forget the

seasoning.

Thank you.

[email protected]

the nonprofit social media recipe: 5 juicy ingredients for success

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