Competing with social networks: Why should someone join or support your organization when they can...

Membership Software for Clubs, Associations and Communities Community Building Magnifiers for Non-Profits & Associations

Competing with social networks:

Why should someone join or support your organization when they can network through Facebook?

Membership Software for Clubs, Associations and Communities

The Challenge•Reaching Members & Supporters is More & More Difficult

- Recruiting Members, Donors, and Supporters

- Retaining Members, Donors, and Supporters


Aging Supporters & the Generation Gap•Part of value of associations traditionally used to be pressing the flesh.

•Younger generations though are not joining like they used to.


Aging Supporters & the Generation Gap•University of Ottawa

study

• Students are interested in learning about non-profits, especially in their region

• Internet is their preferred means of learning about your organization

• They need a forum of interactivity...aka by older generations as “networking”!

Preferred means Students/ youth from which they prefer to be informed about NPO’s & networking

opportunities

The Challenge

•Hundreds of Social Networks, Multitudes of Competing Networking Events Vying for Attention


The Challenge


Issue Fatigue:•500,000 new NPOs in US in the last four years •1.5 million NPOs in the USA;

Where to Start??Why go to your organization?

More are Turning to Social Networks


It’s still hard to see results

• http://www.clickz.com/3634883

“Like brand marketers, advocacy and nonprofit groups are struggling to measure how their social media numbers translate to real action and real donations.”


The Value of Associations & Cause-Based Organizations in a Social Media Age

•Face to Face Networking Opportunities

The Value of Associations & Cause-Based Organizations in a Social Media Age

•Associations, Non-Profits, & Charities offer specialized communities

•Focused discussions

•Controlled discussions


Melding the desire to network with social media

•If you can’t beat’em, join’em!

• Social media use amongst the professional-class (those who can become involved & donate) is only going up!


Melding the desire to network with social media

•Associations, Non-Profits, & Charities offer specialized communities

•Focused discussions

•Controlled discussions


How can social media create a more valuable experience for networking event attendees?

• Pre-event:

• Organize “birds of a feather” luncheons or dinners

• Post questions to session leaders to better prepare for the topics you’re interested in

• At the event:

• Discuss the day’s important discoveries and special moments during breaks or after hours

• Create more interactive events and sessions to share with your community group members


How Can We Keep Up & Add Value?

•Making the link:

•NPOs need to act as the aggregate of the sources of networks which interests their niche


ASAE Hub ’09 Case Study

Association Jam Case study

Stop Broadcasting, Start Narrowcasting!


• Community Narrowcasting Campaigns

• Two communities chosen, crowded media marketplace

• In Compton, more promo materials placed in hands of a small number of locations

• Messages tested & targeted to groups

• By targeting in Compton vs. broadcasting in Bakersfield, 50%+ recognition of the campaign

March of Dimes Southern California - Fetal Alcohol Syndrome Prevention


Associations are where expert individuals already congregate in the real world!

• Associations Now Magazine

•“These tools (social media & online networking) can be pedagogical and informational bridges for experts to the outside world (and amongst members).”

•Associations are missing a particular opportunity when it comes to their ability to position themselves and their members as experts in their fields using smart blogging/ social media strategies.



Growing Membership:North Mason Chamber of Commerce

http://frankkennysblog.blogspot.com/2009/09/how-we-grew-our-membership-by-85-in-18.html


Growing Membership:North Mason Chamber of Commerce

• "How we grew our membership by 85% in 18 months"– Started with blogging

– Created a private Ning group to connect members• Started adding content regularly• Once established, members "post dozens of times to your one time, keeping

the site active"

– Promoted through Twitter, Facebook, Linkedin, YouTube, and email

"You must nurture the sites by seeding them, reinviting members to join, engaging them, friending them, coaxing them along until they have a habit of contributing.“ - Frank Kenny, North Mason Chamber of Commerce

http://frankkennysblog.blogspot.com/2009/09/how-we-grew-our-membership-by-85-in-18.html


How much time does it take?

– Beth Kanter: How Much Time Does It Take To Do Social Media?

– 5 hours/week to start listening– 10 hours/week to participate– 10-15 hours/week to generate buzz– 20+ hours/week to build community– (At least ) 3-6 months before you start

seeing tangible results

Start by listening

• Search for your keywords on Twitter• Subscribe to search results RSS feed• Follow people who tweet about you or your cause



Start by listening (2)

• Find and follow people/organizations– http://wefollow.com/tag/nonprofit



• Search Facebook– What other nonprofits like you have a presence?– What kind of support are they seeing? -- fans, wall posts, etc.– What is being discussed?



• Ask your supporters and volunteers– Where are they active online?– What would they like to see you do?

In Summary

•NPOs face a number of challenges

•NPOs still CAN flourish in a social media age!

•If you can’t beat’em, join’em!


•Membership management software• Focused on small associations & nonprofits• A cost effective solution for managing your:

• Members• Website• Events• Fundraising

• Try it for FREE at wildapricot.com

•Nonprofit technology blog• blog.wildapricot.com

•Association Jam social news sharing site• associationjam.org

• Facebook • facebook.com/wildapricot• “Name the Apricot” contest starts next week

Who is ?

MemberManagemen

tMagic

Questions? Please contact Jay at [email protected] or 416-410-4059 x. 302

Who is Action Strategies?

• Upcoming webinars on social media for non-profits and associations -

• Social media techniques & strategies for growing audience share, memberships, donations: November 30, 2009 http://actionstrategies.blogspot.com/2009/11/new-webinar-social-media-strategies-for.html

• Pre-register NOW for our book: “Social Media for Non-Profits and Associations” www.actionstrategies.ca

• One-on-one training and services in:• Social Media• Communications plans• Media relations• Revenue generation & membership

recruitment/ retention• Stakeholder engagement• Increasing event attendance

Magnifiers of Public Relations and Government Relations consultancy for non-profits, associations,

and charities

Questions & AnswersWe’re here to help!


Competing with social networks: Why should someone join or support your organization when they can...

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