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A presentation originally given at Antioch University on behalf of their MBA Program in Social Business, Non-Profit Management, and Strategic Leadership. Offers tips, tricks, and current statistics you can use when marketing your non-profit with social media. Mirroring the "Golden Circle" concept suggested by Simon Sinek (who is mentioned in the presentation) three questions are asked and answered: 1. Why should a non-profit “like” social media? 2. How can a non-profit leverage social media?3. What is social media’s impact on fundraising? Watch a recording of my presentation here http://youtu.be/kLH-kRV1BsM -- or watch it at the end of the presentation.
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Marketing Your Non-Profit with Social MediaPresented by Matthew A. Gilbert, MBAmatthewagilbert.com | @MatthewAGilbertAntioch University Santa BarbaraThursday, February 14, 2013
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Questions Asked
1. Why should a non-profit “like” social media?
2. How can a non-profit leverage social media?
3. What is social media’s impact on fundraising?
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Why?
Why should a non-profit “like” social media?
• Strength of Storytelling
• Seth Godin: “People are moved by stories and
drama and hints and clues and discovery.”
• Max DePree: “Stories help us learn and remember
who we are, where we have been, where
we are going. Stories preserve
our sense of community.”
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Why?
Why should a non-profit “like” social media?
• Supporters Respond to Storytelling
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Why?
Why should a non-profit “like” social media?
• Storytelling with Social Media
• Dialogue not Monologue
• Honesty and Authenticity
• Engaging and Informing
• Sharing and Re-sharing
• Connect with Content
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How?
How can a non-profit leverage social media?
• Set Your Strategy• People• Policies• Platforms
• Facebook: 1.06 Billion Users
• YouTube: 800 Million Users
• Google+: 343 Million Users
• Twitter: 200 Million Users
• LinkedIn: 120 Million Users
• Pinterest: 15 Million Users6
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How?
How can a non-profit leverage social media?
• Choose Your Tools
• Content Management
• Blog
• Website
• Campaign Management
• Buffer
• HootSuite
• SproutSocial
• Tweetdeck7
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How?
How can a non-profit leverage social media?
• Share Your Story
• Words
• Photos
• Videos
• Simon Sinek
• “People don’t buy what you do;
people buy why you do it.”
• Why | How | What8
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What?
What is social media’s impact on fundraising?
• Non-Profit Usage More than Doubled in 5
Years
• Facebook: 98%
• Twitter: 74%
• YouTube: 66%
• LinkedIn: 48%
• Flickr: 32%
• Google+: 26% 9
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What?
What is social media’s impact on fundraising?• Online Donations Increasing• 2012: $59• 2011: $55• 2010: $38
• Twitter’s Influence• Donations with: $225.90• Donations without: $22.97
• Value of a Facebook “Like”• Facebook: $161.30• Plus Other Channels: $214.81
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What?
What is social media’s impact on fundraising?
• Millenial Donors (1980 to 2000)
• 93% Made a Donation to a Nonprofit
• 90% Wouldn’t Donate without Trust
• 71% Research Organizations Online
• 58% Preferred to Donate Online
• 33% Got Info from Facebook
• Donations by Mobile Phone 11
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Questions Answered
1. Why a non-profit should “like” social media.
2. How a non-profit can leverage social media.
3. What social media’s impact on fundraising is.
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Reference List• http://nonprofit.about.com/od/socialmedia/a/How-To-Manage-Social-Media-For-Your-Nonprofit.htm
• http://nonprofit.about.com/od/socialmedia/tp/Getting-Started-With-Social-Media-Where-Do-Nonprofits-Begin.htm
• http://www.miratelinc.com/blog/3-tips-for-using-social-media-to-engage-supporters-and-optimize-nonprofit-fundrai
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• http://www.miratelinc.com/blog/millennial-donors-report-nonprofit-fundraising-trends-part-2/
• http://
www.nonprofitquarterly.org/policysocial-context/21507-infographic-social-medias-impact-on-giving-in-2012.html
• http://www.onlinegivingstudy.org/quarterlyindex
• http://www.slideshare.net/ConstantContact/21-ways-nonprofits-can-use-social-media-to-get-their-mission-across
• http://www.verticalresponse.com/blog/non-profits-investing-more-time-money-social-media/
• http://www.verticalresponse.com/blog/non-profits-investing-more-time-money-social-media/
• http://www.wavespot.net/nonprofits-and-social-media-in-2013/ 13
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