Social Media Strategy for Nonprofits
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bigducknyc.com Develop a Social Media Strategy Farra Trompeter Big Duck January 14, 2014
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Slides from a webinar I delivered on January 14, 2014 for Big Duck on developing a social media strategy for your nonprofit. In these slides, I tried to help nonprofiteers understand how you can use online channels to better recruit, retain, and engage supporters. I also shared a few frameworks to inform your social media strategy and lots of smart examples.
Transcript of Social Media Strategy for Nonprofits
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Develop a Social Media Strategy
Farra Trompeter Big Duck
January 14, 2014
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Housekeeping • Got a question? Chat it in
to “Big Duck” and Michaela will answer
• Yes—you will get a recording after the webinar
• Wanna learn more about us? [email protected]
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Farra Trompeter Vice President, Big Duck @farra @bigduck #sm4np
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1 2 3 4 5
Social Media Guru
What’s the Twitter?
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What I hope you will learn today • What social media is • How social media is relevant to your
nonprofit • Examples of how other nonprofits are
engaging online • How you and your organization get
started/go to the next level
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What is social media?
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It’s about reaching and connecting people
http://instagr.am/p/nm695/ | Doug Ray
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Why should nonprofits care?
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Maybe they shouldn’t… Social media is not… • Free • A silver bullet for fundraising • An opportunity to control your message • An opportunity to tell everyone what you
think • Inherently appealing and cool to millennials • An alternative to clear messaging/mission
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That said… Social media is… • Pretty low cost • Growing by leaps and bounds • An opportunity for conversation • A great way to reach & connect with
some audiences • A complement to the messages you’re
sharing through other channels
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http://www.mediabistro.com/alltwitter/pew-social-study_b53501
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What are the steps to building a social media strategy?
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http://www.intersectionconsulting.com/
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Goals and audiences BEFORE channels
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http://www.intersectionconsulting.com/
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Steps to a social media strategy 1. Establish your team 2. Listen for your content, follow peers 3. Focus a primary goal 4. Pick your metrics 5. Research your community 6. Communicate one idea to spark passion 7. Find your voice–and create guidelines 8. Create a tactical plan
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Who are your people and what do they want from you?
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Find out what your community wants • Interview them • Survey your email list • Conduct informal focus groups • Ask a question on Facebook • Look at the data!
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Charlotte Jewish Day School – audience survey, 2012
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Which tools are right? • Select channels based on WHO you want to
reach, WHAT actions you want them to take, and WHY they would want to do it…
• Join your staff or board ~ LinkedIn
• Get more involved w/ cause ~ Facebook
• Access real-time news ~ Twitter
• See you in action, get inspired ~ Instagram
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Are you engaging?
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How are nonprofits engaging supporters?
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Making it easy to find and connect
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Educating and engaging community
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Going behind the scenes
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Facilitating conversation
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Making people smile… and think
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Newsjacking
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Taking action
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Raising money
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A few last thoughts…
http://www.ssireview.org/blog/entry/becoming_a_networked_nonprofit
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Parting tips • Map out a strategy: Set goals and find
your community • Create guidelines: Help your team
understand how and why • Allocate time: Start 30-60 min/day • Experiment: Pick one channel to start
with; and be flexible (things change!) • Turn it off: It’s okay to have ‘down’ time
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Questions?
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Resources
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Resources • Nonprofit Social Media Decision Making Guide
http://idealware.org/reports/nonprofit-social-media-decision-guide
• Nonprofit Social Media Policy Workbookhttp://www.idealware.org/reports/nonprofit-social-media-policy-workbook
• Social Media Governance Policy Database http://socialmediagovernance.com/policies.php?f=5
• Social Media Toolkit for Nonprofits http://greenlining.org/publications/2013/art-listening-social-media-toolkit-nonprofits/
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Articles and Reports • Nonprofit Social Network Benchmark Report
http://www.nonprofitsocialnetworksurvey.com • Social Media Update (stats)
http://pewinternet.org/Reports/2013/Social-Media-Update.aspx
• Eight Step Social Media Strategy Infographic http://www.socialmediaexplorer.com/social-media-marketing/8-step-social-media-strategy-infographic/
• Becoming a Networked Nonprofit http://www.ssireview.org/blog/entry/becoming_a_networked_nonprofit
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Books • Measuring the Networked Nonprofit: Beth Kanter, KD Paine
http://amzn.to/QhRCpy
• Social Media for Social Good: Heather Mansfield http://nonprofitorgs.wordpress.com/book/
• Open Leadership: Charlene Li http://www.amzn.com/0470597267
• The Social Organization: Anthony Bradley, Mark McDonald http://www.amzn.com/1422172368
• Humanize: Jamie Notter, Maddie Grant http://www.amzn.com/0789741121
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Blogs • http://bigducknyc.com/blog • http://www.nptechforgood.com/ • http://www.socialbrite.org • http://www.bethkanter.org • http://www.nten.org/blog • http://www.frogloop.com • http://www.johnhaydon.com • http://idealware.org/blog • http://www.communityorganizer20.com
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http://www.bigducknyc.com
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http://www.bigducknyc.com/newsletter
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Big Duck can help! • Assess your communications (including
social media) and develop a strategy and calendar for deeper engagement
• Plan, create, and evaluate a multichannel fundraising or outreach campaign
• Provide as-needed consulting or coaching
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Upcoming Big Duck Trainings 2/6 Surviving the rebranding process 2/11 Getting your donors to fall in love w you 2/18 Brandraising 3/25 Social Media Strategy
http://www.bigducknyc.com/workshops
We’ll also be at the NTEN conference, you?
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Thanks!
