Embed Size (px)
DESCRIPTION
Social Media for Non-Profit Organizations - Focus on Fundraising Presented by Jennifer Brand BSG Webinar series: Social Media for Non-Profits (December 2009)
Citation preview
Social Media for Non-Profits
Jennifer BrandFounder, Brand Solutions GroupBSG Webinar Series: Social Media for Non-Profit Organizations (#SM4NP)December 8, 2009
Fundamentals of Communications:3 Building Blocks
#1: Know Your Audience
#2: Determine your Message(s)
#3: Choose your Communication Vehicle
Why Social Media?How does this benefit our organization?
• Mass: Over 50+million users
• Consider: How long did it take typical communication mediums to gain 50M viewers/users?
• Radio: 38 years• TV: 13 years• Internet: 4 years• Facebook: 1 M users in 9 months!!
Know your GOALS!What is your expected ROI?
Examples:– Acquire Email addresses– Recruit/retain volunteers – Advocacy– Increase awareness– Strengthen/ build brand– Increase levels of engagement– Stronger belief/ affinity for our organization– Community building
Engaging Audiences:What Do They Want to Hear?
80% organizational impact
75% success stories
71% learning more about the organizations they are participating with (and affiliated organization)
70% information on causes they care about
43% information on financial accountability
* Philanthropy 2.0, Social Media Study (3/26/09)
Consider:1 or 2 large events or social galas annually
VS.
Multiple fundraising campaigns throughout the year on multiplecommunication outlets
Cultivating DonorsSocial Media Strategy = Clear Goals + Targeting Audiences
Under age 30 = NOT high dollar donors • (4% gave $5,000+ in 2008) • (11% donated more than $1,000)
Age 30-49: • 20% gave $5,000+ • (41% gave $1,000+)
Reminder: 3 Building Blocks
#1: Know Your Audience
#2: Determine your Message(s)
#3: Choose your Communication Vehicle
Reminder: 3 Building Blocks
#1: Know Your Audience
• Past: prefer email (trusted communication)
• Today’s trend: using social media for community, viral marketing, donation gathering
Know Your Goals!• Generate $$, Build volunteer base,
Advocacy, etc.• Examples:
www.CharityWater.org
http://www.thebreastcancersite.com/clickToGive (sponsor recognition/ ads for free giving)
Know Your Goals!Metrics and Measurement (ROI)
www.BlogPulse.com(metrics & measurement, Neilson)
www.SocialVibe.com (example of sponsor match)
***Special Offer***Win a FREE Communications AuditBrand Solutions Group is offering an in-
depth Communications Audit
For your chance to win, visit
www.prPowerTools.com/audit
Want more info?Contact Jennifer: [email protected]
Connect with Jennifer on LinkedIn: www.linkedin.com/jenbrand
Follow us on Twitter: @ProfitablePR, @PRPowerTools
Get tips, tools, tactics and much more at www.PRPowerTools.com
Register for this webcast series & get access to listen/ download audio replays at http://bit.ly/SM4NP
