Social Media Optimization - Prepared for Goodwill Industries
Social Media and Fundraisng - are you prepared?
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Transcript of Social Media and Fundraisng - are you prepared?
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Social Media and Fundraising
Are you prepared?
Evelyn So24th February 2011
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2Integrative Digital Thinking™
> 1 way to look at something
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Individual Solicitation
Direct Mail
Telemarketing
Special Events
Earned Income
Capital Campaigns
Corporate
Grants
Raffles
Memberships
Planned Giving
Memorials
Established Methods
Integrative Digital Thinking™
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Individual Solicitation
Direct Mail
Telemarketing
Special Events
Earned Income
Capital Campaigns
Corporate
Grants
Raffles
Memberships
Planned Giving
Memorials
Technology Evolution
… …Integrative Digital Thinking™
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Individual Solicitation
Direct Mail
Telemarketing
Special Events
Earned Income
Capital Campaigns
Corporate
Grants
Raffles
Memberships
Planned Giving
Memorials
Social Media – New!
… …Integrative Digital Thinking™
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Individual Solicitation
Direct Mail
Telemarketing
Special Events
Earned Income
Capital Campaigns
Corporate
Grants
Raffles
Memberships
Planned Giving
Memorials
Only go where the crowds are?
… …Integrative Digital Thinking™
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This is ONE way to look at it.
Integrative Digital Thinking™
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Time management
Resource overload
Content duplication/creation
… and more
Why am I doing this &#%)$&*&??!!
Integrative Digital Thinking™
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Here’s another way to look at it.
Integrative Digital Thinking™
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A real life story…
Integrative Digital Thinking™
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Sarah K.
Jennifer H.
Brenda D.
Sarah K.
Integrative Digital Thinking™
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12Integrative Digital Thinking™
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13Integrative Digital Thinking™
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14Integrative Digital Thinking™
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15Integrative Digital Thinking™
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16Integrative Digital Thinking™
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17Integrative Digital Thinking™
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18Integrative Digital Thinking™
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19Integrative Digital Thinking™
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20Integrative Digital Thinking™
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It’s not about 1-way telling
It’s about the Experience“Social” is a big part of the
experienceI was never approached!
Integrative Digital Thinking™
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So how? Let’s look at the basics, again.
Integrative Digital Thinking™
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The Basics
Integrative Digital Thinking™
Individual Solicitation
Direct Mail
Telemarketing
Special Events
Earned Income
Capital Campaigns
Corporate
Grants
Raffles
Memberships
Planned Giving
Memorials
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The Organization
Performance ReviewWhat’s working? What are your competitive advantages?What’s not working, what are the painpoints?What’s costing time, money, headaches?
Preparedness ReviewBrandTechnologyContentOperation
Social Media StrategyWhy Social Media?Can Social Media help? How? When?What’s the measurement of success?How does it tie into the whole operation?
Integrative Digital Thinking™
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Brand
What’s your Persona?
What’s your Digital Persona?
Integrative Digital Thinking™
What do people say about you?
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Content
Creation
Management
Inventory
Format
What content for the social space?Tip – what’s your STORY?
Integrative Digital Thinking™
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Operation
Processes
Social Media Policies
Budget
Resources
Can your operation support this?
Integrative Digital Thinking™
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Social Technology
Support
Maintenance
Capability
Compatibility
Finally, which platforms?
Integrative Digital Thinking™
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It’s a business decision that requiresStrategy, Tactical Planning, Execution,
Management and Measurement
Integrative Digital Thinking™
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The Target
Do you know…Who you HAVE reached?Who you WANT to reach?
Preparedness ReviewDefine targets/influencersMonitorFindConnectNurtureGrow from 1-to-1 to a tribe
Are you sure about your answers to those questions?
Do you know…How people experience your organization?What people are talking about you?
Integrative Digital Thinking™
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A different way to look at the picture…
Integrative Digital Thinking™
… from your target’s perspectives
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User-Centric View
EXPERIENCE
Integrative Digital Thinking™
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Stages of Engagement
Involvement
Ambassador
Trust
Enthusiasm
Knowledge
Integrative Digital Thinking™
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It’s not just about reaching targets
It must start from defining, finding….
… connecting … nurturing…
…all the way from 1-to-many…
…to achieving a tribe of ambassadors
Integrative Digital Thinking™
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I hope you are ready to look at, prepare for, and apply Social Media in a new way.
Integrative Digital Thinking™
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And now onto Paul Dombowsky’s presentation on Crowdfunding
Integrative Digital Thinking™