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In this communications-focused presentation Christine Beddia, Director of Marketing & Communications for Coastal Community Foundation, covers the importance of developing a sound marketing strategy for your nonprofit organization before launching a social media presence.
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Building your Social Network
Christine BeddiaDirector of Marketing & Communications
Just tell me what to do.
You already know!!
Making Social NetworkConnections
Same Ingredients:
• 2-way Communication• Listen• Authenticity• Transparency
Relationship Building=
Trust. Loyalty. Credibility.
Start here
Brand/ IdentityPersonality
DifferentiationReasons to believe
BRANDING
Communication
Collateral
Stories
Staff
Logo
Not just marketing and advertising, it’s
E-V-E-R-Y-T-H-I-N-G!
Who are you?
m i s s i o n c r e e p
Personality
Target Market
BrandFlag
VisionPoint of
Difference
PositioningHow the Brand is Positioned
in the “Customer’s” Mind
Reason to
Believe
Brand Framework
Personality
Informed
Engaged
Responsive
Respectful
Informed
Engaged
Respectful
Responsive
funfun
proudproud
engagingengaging
wittywitty
personablepersonable
chattychatty
quirkyquirky
Point of Difference
Point of Difference
• Stand out among 1.5 million nonprofit organizations in U.S.
• Inspiring mission
• Clear goals
• Your People
• Say “thank you”
Global reach. Clean water.
Art in downtown Charleston
•Innovation•Contemporary
Reasons to Believe
You had me at “hello”
How (and how often)you communicate builds
Trust. Credibility. Loyalty.
Tools to build your social network
Choose tools wisely
0
100
200
300
400
Twitt
er
Face
book
Blog
E-ne
ws
Dire
ct m
ail
Letter
Channel
Words
storytelling
• Personal examples give your brand life
• Excite your donor base
• Instill confidence in others that your organization is what it claims to be
• Helps to build and nurture relationships
• Organize your story– (introduction, body, conclusion)
• Keep it short, concise
Themes:
Donors
Giving
Funds
Stories are the reasons to believe, share them.
Strengthen your network
• Connect with “like” organizations– Their donors will probably like you, if they
don’t already
• Share or retweet what others say if it is consistent with your brand identity
• Invite and allow others to engage
• Identify and work with ambassadors
• Listen
Chase Giving Challenge
Integrating Social Media into Marketing /Fundraising Strategy
Same Objectives:• Raise brand awareness• Cultivate and nurture relationships• Build trust and credibility• Engage donors
Same Strategies:• Apply relevant tools to traditional communications• Plug into multiple channels depending on the message• Invite dialogue, ask for input, then listen• Be consistent and manage frequency• Provide clear and easy calls to action
New communication tools.
Social Media SurveyN.C./ S.C. Nonprofits
• 82.5% are using social media• 90% of those are using it to advance mission
– Of 17% that aren’t, 60% plan to use it in future
• 70% comfortable using
• 24% comfortable using
http://www.dukeendowment.org/social-media-survey-results
Top 10 mistakes nonprofits make
using social media
1. Using horizontal logo as avatar
2. >1 post daily
3. 1:1 Twitter ratio
4. Only using marketing or fundraising content
5. Not using YouTube
6. Not using Flickr for storytelling
7. Not using icons on website
8. Not using LinkedIn for companies
9. Not claiming “places” pages
10. Not blogging
Fundraising Success, June 2011
Be Prepared
• Squatters• Misinformation• Fundraising using your name/logo
Avoid social media identify theft:• Secure organization name
– http://namechk.com/
• Develop safeguards and policies
The Basics• Identify who you are and stick to it
• Consistency counts!
• Stand out from the crowd
• Be authentic
• Invite dialogue, no monologues
• Provide reasons to believe, the evidence
• Communicate regularly, but not too frequently
• Connect to strengthen your network
Resources
• http://www.philanthropy.com or @philanthropy• http://www.marketingpower.com• The Networked Nonprofit, Beth Kanter and
Allison H. Fines• http://www.bethkanter.org• http://www.tacticalphilanthropy.com/• http://www.gettingattention.org• NTEN: The Nonprofit Technology Network• http://www.nten.org/• SC Palmetto Technology Hub- www.scpath.org
Questions, comments, stories?
Thank YOU!
Email: [email protected]: www.CCFblog.org
Twitter: @ChristineBeddiaTwitter: @CoastalCommFdn
Blog: www.oldenorth.wordpress.comLinkedIn: Christine Beddia, MPA
Skype: christine.beddia
Connect…
