Online and Traditional Media Done Right

Web 2.0 for Non-Profits

September, 2008

Web 2.0 and Non-Profits

• What is Web 2.0 – brief overview• Define the purpose of a Web 2.0 strategy• Tools• Measure success• Resources

Web 2.0 – What is it?

• CGM – Consumer Generated Media

• Web 2.0 – Collaboration/Engagement from customer to Brand, Brand to customer and customer to customer.

• Whatever it’s called – the consumer is in charge of content – not the publisher or enterprise

• Formats – blogs, RSS feeds, wikis, Social Networks, widgets etc

More definition –Social Networks

• LinkedIn• Facebook• Twitter• Friendfeed• YouTube• Blip.tv

Participation by Age Group

Web 2.0 Objectives

• Not for the purpose of raising LARGE $ amounts

• Reaching new potential donors• Reaching new/younger demo in their own

venues• PR of a new flavor – spreading the word• peer-to-peer fundraising - Viral

Tools

• Creating a website and/or blog• Getting the word out• Raising money• Keeping in touch/Networking via email• Meeting face to face• Finding volunteers• Measuring Success

Getting the Word Out -Facebook

• Facebook: – Causes = application– Need to create profile in FB to see

Getting the Word Out - LinkedIn

• http://www.linkedin.com/createGroup?displayCreate=– Create Group – Type= Non profit– Discussions now available on each group

Getting the Word Out - Twitter

• Twitter– http://twitter.com/home– Use search to find causes – search for Red

Cross = 77 profiles

Getting the Word Out - Twitter

Getting the Word Out – Care2

• Care2– http://www.care2.com/

Raising Money

• First Giving– http://www.firstgiving.com/– How it works - You can make your own fundraising page on Firstgiving to raise

money for any nonprofit organization. Email your page to friends, family and colleagues, who donate by credit or debit card in an easy, secure online transaction. We send all the donations to your nonprofit, minus our small transaction fee.

• Chipin– http://www.chipin.com/– ChipIn’s mission is to make it easy to collect money. We enable users to

organize group payments and fundraisers (”ChipIns”) in a quick, easy, and secure way. We also make it simple for organizers to publicize their ChipIns, by providing powerful fundraising widgets that can be embedded in social media.

– ChipIn allows anyone to collect money for a personal cause, group purchase, or fundraiser using their own custom ChipIn page.

– ChipIn enables bloggers to create an interactive widget that allows them to raise money directly through blogs and other social media.

– ChipIn empowers non-profit organizations to engage a distributed network of supporters in “blograising” campaigns for major fundraising efforts.

Keeping in Touch

• Google apps– http://www.google.com/a/help/intl/en/org/index.html

• Yahoo Groups– http://groups.yahoo.com/?ch=web&pub=fp-

us&t=fp&sec=link&slk=defaultrough– http://groups.yahoo.com/group/Lincoln_Community/

• Vertical Response– http://www.verticalresponse.com/

Face to Face

• http://www.meetup.com/– Meetup is the world's largest network of

local groups. – Meetup makes it easy for anyone to

organize a local group – or find one of the thousands already

meeting up face-to-face.

Finding Volunteers

• http://www.volunteermatch.org/– Bringing People Together - VolunteerMatch is

a leader in the nonprofit world dedicated to helping everyone find a great place to volunteer.

Measurements of Success• Influence

– Did you change the perception/conversation of the market? – Did you contribute to the conversation? – Are your customers responding and communicating?

• Traffic– Is your blog, YouTube, Flickr, Twitter audience growing? – How many subscribers did you add to your RSS feed ? – Did your Facebook, MySpace, LinkedIn network grow?

• Engagement– Are prospects adding comments to your blog? – Is your content getting shared? – How many comments did you leave, did you get involved in the

community?

Analytics

• http://www.google.com/analytics/

• There are many free tools on the market that will help measure your progress. Web/Blog analytics, RSS analytics, Technorati rankings, Google alerts, widgets, Twitter analytics and more.

Case Study- Unicef

• Started with several 2-3 minute videos on the UnicefWebsite – not much traction

• Expanded to Youtube,GoogleVideo, YahooVideo, AOLVideo, Blinkx, Truveo, careful attention paid to titles and tags to mazimize search

• Started a Myspace page – included wallpapers, banners, badges, widgets, videos and podcasts

• All celebrity supporters were asked to link their Myspacepages to the Unicef page

• Within 4 months # of friends increased by 40% (reach), # of comments increase by 20% (engagement)

• Too early to track to increase in donations but Unicef is calling this a PR bonanza

Get Started

• Know your audience,

• ‘Play’ with the tools yourself first,• Check out groups in various applications and see

what they are doing. Learn by emulating

• Participate in your community

• Define the outcome and then pick the right tool for the job

• Start with measurement in mind.

Resources• ReadWriteWeb – non-profits week• Change.org, a social network for social activism • Facebook – Application = causes• Myspace – Impact• http://www.nonprofittechblog.org/• Network for Good

http://www.networkforgood.org/npo/• Wild Apricot

– http://www.wildapricot.com/• Beth’s Blog

– http://beth.typepad.com/

Thank You

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