Social Media For Non Profits - The Basics
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Transcript of Social Media For Non Profits - The Basics
20th Annual Agency Conference: Fundraising with One - Click
Fundraising with One-Click How to use social media to raise
awareness, engage donors, and recruit volunteers
Presentation & Discussion with:Food Bank For New York CityMASBIAReaching Out Community Services
20th Annual Agency Conference: Fundraising with One - Click
QUICK SURVEY
Goal of this workshop: To provide you with an understanding of the tools and best practices for utilizing social media to further your mission.
20th Annual Agency Conference: Fundraising with One - Click
Earn Trust: Edelman Trust Barometer
20th Annual Agency Conference: Fundraising with One - Click
WHY THIS MATTERS TO YOU – A NON PROFIT:
People are online talking about the issues you care about and the services you offer.
9 out of 10 nonprofits (89%) have a presence on Facebook as of 2011 *
SOCIAL MEDIA
* stats from www.nonprofitsocialnetworksurvey.com (NTEN)
DEFINITION: Forms of electronic communication, such as Web sites for social networking and blogging, through which users create online communities to share information, ideas, personal messages and other content
5Working to End Hunger in New York City
Food Bank’s social media goal - expanding reach among core groups and into new audiences
Volunteers
Advocates
Foodies Sustainability
Crowd
Celebrity
Watchers
Advocates
20th Annual Agency Conference: Fundraising with One - Click
20th Annual Agency Conference: Fundraising with One - Click
Rules of Engagement on Social Media Sites
• You have to respond – that is the point of social communities
• Keep the tone conversational
• Use visual content and make it easy to share
• Stay focused and develop a clear voice
• Plan ahead and post consistently over time
• Be authentic
20th Annual Agency Conference: Fundraising with One - Click
THE SOCIAL NETWORK
Face what? Tweet who?
Understanding Facebook and Twitter
20th Annual Agency Conference: Fundraising with One - Click
20th Annual Agency Conference: Fundraising with One - Click
Facebook Best Practices:
1.Set actionable goals 2.Choose one or two staff members to manage3.Keep posts short, to the point and fun4.Post multiple times a week5.Be active – respond to comments, like other posts
REMEMBER:• You get out of it what you put into it
• No matter what – monitor your page for comments and questions
• Don’t broadcast, ENGAGE
20th Annual Agency Conference: Fundraising with One - Click
20th Annual Agency Conference: Fundraising with One - Click
Twitter Best Practices:
1.Choose a name that clearly identifies you2.Choose one or two staff members to manage3.Converse, respond, connect4.You don’t have to post immediately, but be timely5.Observe, learn and jump in!
REMEMBER:• You get out of it what you put into it
• No matter what – monitor your account for comments and questions
• Don’t broadcast, ENGAGE
20th Annual Agency Conference: Fundraising with One - Click
YOUR MESSAGEWhat to say and when to say it:
Defining your message, strategy, and refining your goals
20th Annual Agency Conference: Fundraising with One - Click
• Be consistent across all channels• Provide an action or next step (LINK)• Be Engaging - don’t broadcast• Be focused, but playful
Messages Should:
Types of Messages You Send Out Already:
• Volunteer related• Donation related (be strategic , keep these minimal)• Breaking News (internal or external)• Advocacy• Press • Program Updates
All your communication should move you in the same direction: FORWARD
20th Annual Agency Conference: Fundraising with One - Click
Examples of various posts
20th Annual Agency Conference: Fundraising with One - Click
1.Share quick updates 2.Share your offline efforts3.Join others in your community4.Get supporters to advocate for you5.Set up online petitions6.Get instant feedback
ADVOCACY MESSAGES
20th Annual Agency Conference: Fundraising with One - Click
ANNOUNCING FREE TAX PREP SERVICES
20th Annual Agency Conference: Fundraising with One - Click
HANDLING COMMENTS & QUESTIONS:
20th Annual Agency Conference: Fundraising with One - Click
Message Management Best Practices
• Be interactive, don’t broadcast
• Share only what’s meant for public consumption
• Analyze responses
• Plan it out
• Everyone makes mistakes
20th Annual Agency Conference: Fundraising with One - Click
WE LOVE THIS:
20th Annual Agency Conference: Fundraising with One - Click
Google Analytics
20th Annual Agency Conference: Fundraising with One - Click
TWEET ME THE MONEY! Enhancing your Community:
Cultivating supporters, volunteers, and potential donors
20th Annual Agency Conference: Fundraising with One - Click
LIST BUILDING
Engage your strongest supporters:
Cultivate new supporters:
Respond, people want personal:
It’s considered rude to ask for money numerous times.
20th Annual Agency Conference: Fundraising with One - Click
VARIOUS SUPPORT OPPORTUNITIES• Create momentum for an upcoming event
• Generate awareness of partnerships with local businesses
• Great way to engage matching gifts
20th Annual Agency Conference: Fundraising with One - Click
Engage and recruit volunteers. Last year alone, volunteers saved the Food Bank $1.9 million through our volunteer programs.
ENGAGING VOLUNTEERS
20th Annual Agency Conference: Fundraising with One - Click
5 Things to do immediately to build your community:
1.If applicable, confirm you are a registered 501(c)(3) nonprofit on major transaction sites (Guidestar, Firstgiving)
2.Add a link for your social networking sites to your website
3.Change your email signature to include links to your site
4.Email your contacts asking them to join your community
5.Create a small flyer to leave in your high traffic areas
20th Annual Agency Conference: Fundraising with One - Click
CONTACT US
facebook.com/foodbanknyc
twitter.com/foodbank4nyc
youtube.com/foodbank4nyc
Ashley Goforth – [email protected]
20th Annual Agency Conference: Fundraising with One - Click
Don’t take my word for it – Hear from your peers
20th Annual Agency Conference: Fundraising with One - Click
Fundraising with One-Click How to use social media to raise awareness, engage donors, and recruit volunteers
Rules of Engagement on Social Media Sites
• You have to respond – that is the point of social communities
• Keep the tone conversational
• Use visual content and make it easy to share
• Stay focused and develop a clear voice
• Plan ahead and post consistently over time
• Be authentic
Facebook Best Practices:
1.Set actionable goals 2.Choose one or two staff members to manage3.Keep posts short, to the point and fun4.Post multiple times a week5.Be active – respond to comments, like other posts
Facebook Tips:•Make sure your profile photo looks okay on your page and in links•Choose a vanity url your supporters will recognize•Tag supporters in posts•Require photo releases for images•Get a second set of eyes to read posts
Twitter Best Practices:
1.Choose a name & profile photo that identifies you2.Choose one or two staff members to manage3.Converse, respond, connect4.You don’t have to post immediately, but be timely5.Observe, learn and jump in!
Twitter Tips:•Follow people with similar interests•Participate in #charitytuesday & #followfriday•Interact with similar organizations
20th Annual Agency Conference: Fundraising with One - Click
Fundraising Best Practices
• Engage and thank your strong supporters• Cultivate new supporters• Respond - people want personal interactions• Keep solicitations to a minimum• Create momentum for an event or partnership• Engage and recruit volunteers• Create a flyer for high traffic areas• Email supporters asking them to join your online community when you launch your channel• Put links to social media accounts on website, in email, etc.
Fundraising with One-Click How to use social media to raise awareness, engage donors, and recruit volunteers
Five Twitter Accounts with Good Content Strategy:
1. Food Bank For New York City (@FoodBank4NYC)
2.Capital Area Food Bank (@foodbankmetrodc)
3.Feeding America (@FeedingAmerica)
4.Philadelphia Food Bank (@Philabundance)
5.North Texas Food Bank (@ntfb)
** Beth Kanter (@kanter) nonprofit social media blogger**
Five Facebook Pages with Good Content Strategy:
1.Feeding America
2.International Rescue Committee
3.People for the Ethical Treatment of Animals
4.Natural Resources Defense Council
5.Do Something
Explore the sites first. Food Bank
staff create personal accounts before building an official account.