Susanna Haas-Lyons: Leveraging Social Media for Civic Engagement
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Transcript of Susanna Haas-Lyons: Leveraging Social Media for Civic Engagement
DESIGNING A POWERFUL ENGAGEMENT STRATEGY
Susanna Haas Lyons
Public Engagement Specialist
@zannalyons
susannahaaslyons.com
Social Media for Nonprofits
Vancouver, BC
June 25, 2013
SUSANNA HAAS LYONS, M.A. Public Participation Specialist Civic Technologist
10+ years with some of North America's largest and most complex public participation projects
Instructor of engagement skills for municipal and provincial governments, organizations, businesses, unions, post-secondary institutions in Canada and Australia
Senior Network Associate, AmericaSpeaks Certified by the International Association for Public
Participation (IAP2) @zannalyons 2
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WHAT IS ENGAGEMENT BY NONPROFITS? Engagement is the
currency of interactions between non-profits and their target audiences
Engagement = participation = two-way
Actions, interactions, conversations that relate to your organization’s work
Relationships
Traditional Social media In-person Fundraising Volunteering Advocacy Leadership
4
WHY ENGAGEMENT MATTERS
Improvement
transparency
accountability
collaboration
satisfaction
volunteers
ownership
resources
talent
5
WHY PEOPLE ENGAGE WITH NONPROFITS
Believe in the cause / organization’s mission Want to help make change happen Know other people who are connected to the
organization Want to connect with other people who care
about these issues
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SURVEY: WHY ARE YOU INVOLVED WITH YOUR FAVORITE CHARITY?
Reasons Percentage
I believe in the charity’s cause 65%
I want to help make change happen 30%
I have friends or family who support this cause 20%
I know someone who has received services from this organization in the past
19%
The charity asked for my help 18%
I want to set a good example 16%
I want to connect with others in my community and/or those who share my values
15%
I have received services from this organization in the past
12%
Source: Charity Dynamics / NTEN (2012) Nonprofit Donor Engagement Benchmark Study
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WIIFM?
Engagement must create an effective Value Exchange
The Goal: Creating engagement opportunities that speak to what target audiences value, in a way that strengthens the organization and
what it values
Strategic and effective engagement pays attention to both these elements
What Target Audiences
Value
What You Value(vision, mission,
mandate)
FIND OUT WHAT YOUR PEOPLE VALUE
Ask them! Measure and analyze their interactions with
your organization Analyze demographic information in your
database Be available
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COMMITMENT
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ENGAGEMENT PYRAMID
Source: Groundwire
ENGAGEMENT FOR ALL COMMITMENT LEVELS
12Shallow Engagement and Wide Audience
Medium Time & Energy
Some Participants
Few
part
icip
ants
Deep P
art
icip
ati
on
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KNOW WHAT YOU WANT THEM TO DOAND WHY THEY WOULD DO IT.
Depth of Commitment
Characteristics of Target Audience
Engagement Opportunities
Low
Medium
High
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10 BEST PRACTICESFOR ENGAGING YOUR TARGET AUDIENCES ONLINE AND IN-PERSON
Adapted from Karen Uffelman (2012). 10 Rules of Engagement. Groundwire.
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#1
Engagement with
Meaningful Opportunities
Connect
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#2
Be curiousand specific
about your target audiences
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#3
Know what you want them to do.
Image source: businessbloghub.com
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#4
Image source: peacembeku
Know why they would do it.
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Have a plan for what’s next.
Image source: Ferguson Youth Initiative
#5
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#6
Image source: www.keepcalm-o-matic.co.uk
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#7
Organize your information
Image source: www.notjustnumbers.co.uk
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#8
Don’t forget about the middle of your pyramid
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#9
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OPPORTUNITIES TO FAIL AND MOVE ON
http://youtu.be/-Vo4M4u5Boc?t=19s
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#10
Members Donors = FriendsVolunteers
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