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I was asked to be a guest speaker at Susan Geib's Sales, Marketing, and Fundraising class at Concordia College. If you have any questions regarding this presentation, please make a comment on the blog post: http://belugasocial.com/2013/10/29/social-media-that-works-for-non-profits/
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Social media that works for non-profits
Margot Brenna, HERO Communications Director & Beluga Social
Margot Brenna
Age 3: princess
Age 5: ballerina
Age 9: fashion designer
Age 13: pop star
Age 17: singer or music teacher
Age 19: sociology teacher
Age 22: no idea something with non-profits maybe?
Why I’m here…
Local Non-Profit Facts
3,500 public charities in North Dakota
45,000 North Dakotans employed by non-profits
Many of these Non-Profits… Same fundraising plan =
Similar communications/marketing
First Steps
What’s your organization’s purpose for being on social media?
Who are non-profits trying to reach?
Where are these groups online?
Would it be beneficial to use those platforms?
Time, $$$, & knowledge
How Non-Profit Communication Translates Online
Website Blog Social media Email Others Website
Blog
Social media
Others
Inventory Analysis
Platforms What platforms do they use? Why?
What are they doing well/improvements to make?
Are they missing a big target audience on a platform they could add?
Content Manager Who is in charge of updating social media?
Knowledge and understanding of each site
Personal use before brand manager
Understand the difference and approach
How much time do they have?
Users
Demographics online vs. offline
Donors
Clients
Volunteers
Fundraisers
Engagement
Likes, comments, shares, RT’s, repins, etc…
Sample target audiences
Donor Perspective
Message and mission
Who it’s helping
Financial information
Easy online donation process (thank-you landing page after donation)
Client Perspective
Contact information
Hours of operation
Limitations for services
Transportation to organization
Volunteer’s Perspective
Volunteer opportunities & open time slots
Anything they need to know beforehand (safety goggles?)
Location
Why are volunteers important to the organization?
Sign up
5 Ways to Increase Fan Base
1. Branding
Optimize your organization’s social presence: Look & feel/voice
www.HEROFargo.org
www.Twitter.com/HEROFargo
www.Facebook.com/HEROFargo
www.Pinterest.com/HEROFargo
www.YouTube.com/HEROFargo
Keywords
(Branding continued)
Guidelines
About sections (link back to website)Include important information for target audiences – as space will allow
Update yearly statistic information, awards, contact information, etc…
2. Cross Promotion
Promote social media everywhere Website
Brochures
Business cards
Etc…
Same theme on different platforms
3. Content: Useful Relevant, & Valuable
Something valuable to a client may not be useful to a donor Take into consideration target
audience for each social media platform
Know your organization’s voice. Some humor can work, some can’t.
Toyshttp://www.youtube.com/watch?v=ao2A-eEIkA4Sandboxhttp://www.youtube.com/watch?v=i2iG9NQk9mI
4. Interact
Respond in a timely manner
Questions: Answer a commonly asked question
or misconception about your organization
Explain the problem you solve
Ask a question you know your fans will answer (not just “what are your plans this weekend?”)
5. Giveaways and Contests
Rafflecopter (free option)
Wildfire (need to contact for price)
Blinkd (free option)
Contest Platform (wizehive) $249 + $3/day
Strutta $399
Social Measurement• Google Analytics Academy plan• Google Analytics Oct. 1 – 28, 2013• & update to Facebook Insights
Creating a measurement plan
1. Define your organization’s needs & define measurement plan (what will you measure?)
2. Document your technical infrastructure (is it possible to track what you need?)
3. Create an implementation plan (who will set up what you need?)
4. Implement your plan (set up tracking recommendations)
5. Maintain and refine
https://analyticsacademy.withgoogle.com/preview Thanks Google Analytics Academy!
Out of 219 total visits on Oct. 7, 157 of them were from social referral
Could show Google Analytics: acquisition/social/visitors-flow
Social MeasurementFacebook insightshttps://www.facebook.com/facebookforbusiness/news/pageinsights
Additional Measurements
YouTube Analytics (“Channelitics”)
Pinterest Analytics
Simplymeasured.com
Numerical vs. Engagement
Online Fundraising
Campaign analysis (traditional social media)
What is the campaign and how does it benefit your organization?
Who is your target audience?
Where are they? (Channels)
When is the event and how far out do they want to start promoting?
How: what kind of content does your audience engage with most?
Crowdsourcing
obtain (information or input into a particular task or project) by enlisting the services of a number of people, either paid or unpaid, typically via the Internet
charity:water
Birthdayshttp://www.youtube.com/watch?v=20ftvMjonkg
Keeping up with the charity:water’s …
Charity Water Staff who Probably Work on Online Communication
Creative Director
Director of Digital Engagement
Executive Producer
Director of Technology
Special Events Project Manager
Tech Project Manager
Designer
Web Designer
Videographer
Content Strategist
Online Reporting Officer
Email Marketing Manager
Supporter Experience Administrator
How can a small non-profit keep up?
Stick to the strategy
Only do what you can do well
Make meaningful content with a purpose
Gather groups of knowledgeable and capable volunteers/interns/staff/etc… (Social Media Dream Team) Give specific tasks/jobs
Expectations
How to get Started
Reason (example: event or campaign)
Calls to action
Start with people who are already involved
“Traditional” – face to face, phone calls, etc…
Engaging content
Easy sign-up
GoFarCharity HERO Team
Razoo.com
Team or solo fundraiser
Sign up, start a fundraiser (for a non-profit that is registered through Razoo.com)
4.9% processing fee
Embeddable widget, Facebook widget, email team members, & easy social integration
Personal Fundraiser
Organization for Personal Fundraiser
Razoo widgets
Donation widget for website or blog
Facebook widget for donations (can be general or for specific campaign)
Social Media Integration
YouTube videos for explaining campaign
YouTube videos for thanking donors through automated thank-you message
Post on Facebook, tweet, send an e-mail, QR code generator, link, & donate now buttons
Other Crowdfunding Sites
Indiegogo.com (similar to kickstarter) Non-profit fees: 6.25% any donation for platform fee, 4% for processing, if goal is reached –
3.75% back
Gofundme.com 5% for processing and 4.25% credit card
Crowdrise.com Free account: 5% + undisclosed credit card fees
Featured: $49/month with annual contract, 4%, + undisclosed credit card fees
Royale: $199/month with annual contract, 3%, + undisclosed credit card fees
To Crowdsource or Not to Crowdsource
Is your organization’s fan base super-engaged?
Are your fans already donors or clients with connections?
Do you have an event that could be enhanced by crowdsource fundraising?
Maybe it’s right for you.
If not, work on building up your fan base with the right audience for the site.
Questions?
www.belugasocial.com
Facebook.com/belugasocial
Twitter.com/belugasocial
Pinterest.com/belugasocial
www.HEROFargo.org
Facebook.com/HEROFargo
Twitter.com/HEROFargo
YouTube.com/HEROFargo
Pinterest.com/HEROFargo
