Relationships and Social Media

Dr. Georgette “Gette” Dumont

Presented to:Planned Giving Council of Northeast Florida

Introductions

• Georgette “Gette” Dumont• Professor at UNF, PSPA • Expert in Nonprofit Management and Accountability• Research social media use by nonprofits

Agenda

• Define social media• Use of SM for research• Use of SM as relationship platforms • Discussion

Social Media – Defining the term

Social MediaComputer-mediated technologies that allow individuals, companies, NGOs, governments, and other organizations to view, create and share information, ideas, career interests, and other forms of expression via virtual communities and networks.

Social Media Conceptualization

Facebook

Twitter

Blog Email

-+

+-

Dynamism

Depth

FeedbackMessage

Social Media

• Multiple platforms• Each platform and nonprofit has a unique user base• Network analysis

Platforms• Twitter

– 23% online adults– 25% men/ 21%women– Age: 30-49: 29%; 50-64: 13%– >$75,000/yr 26%

• LinkedIn– 25% online adults– 26% men/ 25%women– Age: 30-49: 32%; 50-64: 26%– >$75,000/yr 41%

• Facebook– 72% online adults– 66% men/ 77%women– Age: 30-49: 79%; 50-64: 64%– >$75,000/yr 78%

• Instagram– 28% online adults– 24% men/ 31%women– Age: 30-49: 28%; 50-64: 11%– >$75,000/yr 26%

Social Media – Research

Questions• Who are your current donors?– What are their interests/likes?– Do any align with your organization?

• Who are their friends/networks? – Are they involved in or ‘like’ similar nonprofits?– Are there common connections?– Is this person a prospect?

Social Media – Relationship Platforms

Relationships

• Social media is where relationships can start• Identify common connections for research and

introductions• Similar to donor pyramid – need to research

and nurture relationship• Stay up-to-date on current donors

Another Tool

• Google Alerts– Individuals and Companies – Use quotes– Filter by source

• Others?

Recap • Social media are tools to find and grow new

relationships • Social media can be used to maintain

relationships • Social media are not tools to ask for major

gifts• Social media are tools to identify new

prospective donors

Questions?

Thank you!Contact info:

Gette Dumontgetteinjax@gmail.com https://www.facebook.com/GetteinJax (FB)@GetteInJax (Twitter)904.425.9966 (Cell)