Twitter for NonprofitsDawn Westerberg

@DWesterberg

Orange Leap

• Constituent Relationship Management (CRM) System used by Nonprofits around the world

• Fundraising, Sponsorships, Events, website integration, and more

• Cloud-based• Budget-friendly subscription pricing• You can’t pick the best solution for your nonprofit

if you don’t have a choice. Orange Leap gives you a fresh new choice.

January 17 Integrated Marketing

Why it matters & how to do it

• Mark Rhode from Russ Reid

• Learn why integrated marketing enables fundraisers to acquire and cultivate deeper relationships with prospects and donors

• LinkedIn = Boardroom, virtual professional group

• Facebook = Backyard BBQ, open house

• Twitter = Happy hour

• Google+ = Blend of LinkedIn and Facebook (SEO)

• Profiles on all = Valuable online real estate

My Explanation of Social Media

Social Media as a means to Amplify and Accelerate

Integrated Approach

Connections & Connections of Your Connections

Strategy Before Tactics

• What do you want to accomplish?

• Who do you want to influence?

• How do you measure success?

What do you want to accomplish?

• Education• Fundraising• Event participation• Volunteer recruitment• Stronger connection

between organization and key constituents

Who do you want to influence?

• That’s who you’ll want to connect with on social media

• That’s who you’ll write for

• That’s who you’ll want to energize

How do you measure success?

• Specific• Measurable• Actionable• Relevant• Trackable

Tips

• Seek out those you know

• Make it easy to connect with you– Email signature

buttons

– Website

Social Media

• LinkedIn• Google+• Facebook• Twitter• Tools• Resources

Profiles on each give rich link backto your website, increase online Footprint.

Twitter

• Microblog• Developed as a one

to many “texting” tool• Limited to 140

characters• Tipping point SxSW

as a way to identify hot sessions/parties

Twitter Profile

• Organization• Logo• Description• Location• Website

Twitter: Develop a Following

• 100/1000• Following is voluntary,

you can’t control• Follow to be followed• Start with who you

know– Volunteers– Members

– Donors

– Media

• Communicate

Twitter Communication

• Tweets• RT = ReTweets• @ = target another

Twitter user• # = Hashtag• DM = Direct Message• It’s Public – tweet

accordingly

Twitter Communications

• @ = target another Twitter user

Twitter Communication

• # = Hashtag• Used for search

– To find

– To be found

• Used for events• Used for chats

Twitter Lists

• Lists make it easy to focus on strategic audiences.– Volunteers– Media– Members– Donors– Sponsors

Tools - Hootsuite

Use columns to:-Follow lists-Add your LinkedIn and Facebook feeds-Monitor mentions

Tools - HootSuite

*Use AutoSchedule to send out your Tweets and updates so that you can spend time online responding and interacting.

Tools – Buffer app

Integrated Mix

• Strategy, Audience, Message

• Variety– Links, photos, videos

• Frequency– Facebook 3X day– Twitter 10X day

• 4 broadcast tweets• 6 on others

• Engagement

Q&A

• Thank You!

• Dawn Westerberg• dawn@dawnwesterberg.com

Resources• FREE eBook “7 Essential Stages of a

Total Online Presence” by John Jantsch: http://dawnwesterberg.com/wp-content/uploads/2011/04/topebook-westerberg.pdf

• http://nonprofitorgs.wordpress.com/• http://www.socialbrite.org/• http://www.idealware.org/• What the Plus! Google+ for the Rest of

Us, Guy Kawasaki• Google+ for Business, Chris Brogan