your blog as a change agent

Pathfinder DayYour Blog as a Change Agent

#BlogHer11#BH11pathchange

Pathfinder Day | Your Blog as a Change Agent

Panelists:

Gina McCauley, Blogging While Brown Conference@bwbconference

Katherine Stone, postpartumprogress.com@postpartumprogr

Moderator:Debbie Bookstaber, Bloganthropy.org@buzzmommy @bloganthropy

Wireless Network (no password required): BLOGHER

Brought to you by#BlogHer11#BH11pathchange

#BH11pathchange

RATE THIS SESSION! iPad and iPhone users: Rate this session in the BlogHer '11 mobile app!!

Icebreaker

Tell Us:• Who Am I?• Why Am I Here?



Evolution of a Cause Blogger

• Blogging While Brown Conference • PostpartumProgress• Bloganthropy Award Finalist Examples:

– Kristine Brite McCormick – @kristinebrite, Cora’s Story– Susan Niebur - @WhyMommy,

Toddler Planet



Getting Started

• Deciding how do you want to structure your organization or campaign– Is a 501c3 status right for you? It really depends on your goals.

• Helpful tips from Gina McCauley, Founder of the Blogging While Brown Conference on Entity Formation.– http://bit.ly/BWBentityformation



http://bit.ly/BWBentityformation

Becoming a “Poster Child”

• Don’t be a copycat• Innovate• Spread the word• Manage the brand



Longevity & Leadership: What it Takes

• Intimacy• Consistency• Credibility• Face Time• Evolution• Perseverance (be like Knowshon Moreono) • Graciousness & Care/Judge Rule



Causeus Bloggerius: Threats to Extinction

• Signing up as a troll target• Emotional overload• Apathy from others • Typecasting • Navel gazing



Building a Social Enterprise

• Another threat to extinction is financial.– If you want to give up your day job to focus on cause blogging or

advocacy but aren’t independently wealthy, the social enterprise model may be right for you!

• What is Social Enterprise? – How to get started?



Exploring Online Fundraising Tools

• Using a Service:– NetworkForGood.org – ChipIn.com – Free, via PayPal– Clickandpledge.com – Transaction Fees– Crowdrise.com – Variable Transaction Fees– Firstgiving.com – Transaction Fees– WildApricot.com - $25 a month, via PayPal– Mgive.com – Mobile, $199+ monthly & transaction fees– Microgiving.com – Credit Card Transaction Fee Only + % for “Giving Bank”– AndYou.jnj.com – Free Widget Creator, integrated with Network for Good

Donations

• On Your Own:– Both PayPal and Google Checkout have nonprofit discounts.



What’s a Slacktivist? Engaging with Your Readers

• Use different tactics for different levels• Please read the original post about engagement at:

http://beth.typepad.com/beths_blog/2008/01/patterns-of-onl.html • Just about EVERYTHING on Beth Kanter’s blog is worth reading!



http://beth.typepad.com/beths_blog/2008/01/patterns-of-onl.html

Beth Kanter’s Ladder of Engagement

• Beth Kanter (@kanter) is one of the BEST resources.

• Her blog is a MUST read if you are interested in non-profits: www.bethkanter.org



Forming Partnerships

• Elements of a Successful Partnership

• Pitfalls of a Partnership

• Cause Marketing Partnerships:– Case Study: Bloganthropy.org and P&G GIVE Education– “So far the brand has secured over 800 million traditional and social media

impressions.”

• Non-Profit Partnerships: – Case Study: TomatoNation.com and DonorsChoose.org

• “In five years, Tomato Nation readers have raised nearly $700,000 for Donors Choose.”• “In 2006, I shaved my head. In 2007, I did a dance in Rockefeller Plaza while dressed as a

tomato. In 2008, the tomato costume (with me in it) went to Washington, DC to see the sights; the next year, the costume and I hit the blackjack tables in Atlantic City.”

– Coming in September: Bloganthropy.org and DonorsChoose.org• Can the BlogHer community raise $100,000? In 2008, BlogHer readers raised just $9,180.

Tomato Nation raised over $100,000. • A new twist: DonorsChoose will give 10% back to participating bloggers for them to donate to

their local school.



Turning Slacktivists into Activists

• How to leverage online partnerships and influence for offline results– Case Study: Blogging While Brown– Case Study: The Mother’s Act – Case Study: PulseOxAdvocacy.com



Passing the Melanie Blocker-Stokes Mother’s Act

• Facebook Petitions• Blogging, Tweeting and Press Outreach



Legislative Success Story



Elements of Success



Writing Prompt & Discussion

• What do I have to offer?• What do I need?• What is your biggest obstacle?• What is the one things you’re going to do when you leave this

conference?



Appendix

• Helpful Resources• Useful Links• Favorite Books



Resources:

Explore these resources. We’ve used them and love them!

• Microvolunteering via Sparked.com• Idealist.org• Causes.com• TechSoup.org • Google Grants (google.com/grants)• Salesforce for Nonprofits • PR Newswire for Nonprofits (http://toolkit.prnewswire.com/nonprofitmarketingguide/)• Act.ly• Change.org• YouTube Nonprofit Program• Flickr.com/good• Twibbon.com• SBA.gov• Namecheck.com• Knowem.com



http://toolkit.prnewswire.com/nonprofitmarketingguide/

Useful Links/Blogs:

• http://exchange.causes.com/ • http://www.facebook.com/nonprofits • http://www.bethkanter.org• http://www.fundraising123.org/ • http://www.wearemedia.org/ • http://www.Netsquared.org• http://www.philanthropyjournal.org/resources/resource-directory • http://nonprofitorgs.wordpress.com/

– Especially: http://nonprofitorgs.wordpress.com/2011/01/10/list-of-tools-resources-and-nonprofit-service-providers-covered-in-the-book/



http://exchange.causes.com/

http://www.facebook.com/nonprofits

http://www.bethkanter.org/

http://www.fundraising123.org/

Favorite Books

• The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change

• The Networked Nonprofit: Connecting with Social Media to Drive Change

• Pre-order:– Social Media for Social Good: A How-to Guide for Nonprofits



your blog as a change agent

Documents

monthly transaction

variable transaction

tomato costume

beth kanters blog

social enterprise model

tomato nation readers

blogher readers

change agent