Non-Profits Need Love Too

Scott SauvéSession 21:30-2:30

Difference in Profit & Non-ProfitBusiness 101

ProfitNeed MoneySell product/serviceSalesCustomer RewardsStaff

Non-ProfitWant MoneyOffer Product/ServiceDonations/SponsorsMembership RewardsVolunteers

*All of these can criss-cross, but use this perspective to clarify your social media communication

Responsibilitiesfor any non-profit

Appear appealing to non-members(patron)Bring value to the membershipCause membership participationUrge membership volunteeringCommunity Outreach

AIA’s Social Media Progressbefore you start taking advice from this guy

FacebookTwitterLinkedIn

Why these 3?

Scott’s Rules of Social Media(work in progress)

Post Valuable Content twice a day (at least once)Jungle Jack Hannah

Respond, Reply, ReactDon’t delete and don’t argue

Be HumanCasual place requires a casual atmosphere

4-1-11 self-serving tweet, 1 relevant re-tweet and 4 pieces of relevant content by others - Joe Pulizzi

Emergency PR ProtocolApplebees Meltdown

Scott’s Advice on Social Media(work in progress)

Be CreativeFox Theatre

Don’t ask for shares/re-tweet unless it’s urgentThe brand is not just your responsibilities

Encourage employees/members to get involved

Goalsit’s not (just) about numbers

@letsmakeadealcbsFox TheatreClear Defined Goals

Numbers don’t define success (unless you have them)What do you want/need and pursue itCheck-ins, “talking about this”, etcTake time to analyze your work

Social Media’s Complex SuccessVenue’s Today SMP 100

Social Media Power 100 Formula:

Number of Facebook Fans + Number of Tweets + (Number of Facebook Check Ins + Number of FourSquare Check Ins x 10%) + (Number of Twitter Followers x 25%) + (Number of Facebook Talking About This x 3.5) = Raw Score

Raw Score is then adjusted by building size and each category gets a subsequent upward adjustment: Stadiums - 1%; Large Arenas - 2%; Small Arenas - 3%; Theaters - 4%; Clubs - 5%

Capacity adjusted score is then handicapped for market size. Cities smaller than Detroit got a .5% boost, cities smaller than Portland, Ore., got a 1% boost and cities smaller than New Orleans received a 2% boost.

The fully adjusted score is then rounded up to a whole number and divided by 1,000 to create the Power 100 Score.

Volunteersyou get what you paid for

Transitiontraining

Start with Popular events/functionsUnless it’s your big fundraiser

Ask ahead of timeSchedule your communication

Consistent precedenceRepeat, RepeatStart upgrading the communication level

Social mediaEmailPhoneIn Person

VolunteersThanking the free labor

Pictures/VideoPublished Thank YouExclusive Content

When Not to Rely On Social Mediadon’t tell the SoCon folks we talked about this

Small AudiencePatrons/DonorsTarget AudienceSometimes other communication is just more effective

Email, Phone, In Person, Etc.

Other Programsthat you probably know

What I use professionallyConstant Contact – email blast, registrationHootsuite – facebook, linkedin, twitterYouTube – board approval, compilations

What I use personallyA lot of Google products

BTWMySpace