The document discusses harnessing the power of social media for nonprofits. It defines social media as online tools like blogs, videos, and social networks that allow people to share content and have conversations. It provides statistics on growth of social media use and donations. The key points are that social media exponentially grows word-of-mouth, nonprofits should listen before speaking, get involved to build relationships, give up control of conversations, and think long term about relationship building rather than immediate results. Examples of successful nonprofit social media campaigns are provided.

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Harnessing the Power
of Social Media.
Elaine Gantz Wright
214.683.9295
http://elainegantzwright.wordpress.com/

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What is social media?
Social media is the landscape of online tools—
such as blogs, video, and sites like
Facebook, Linked In, Twitter, and Change.org—
where people share content, have
conversations, and participate in social action.

3. Blogging
RSS Micro
Blogging
Widgets
Photo/video
sharing
Social
Platforms
Message
Boards
Podcasts Social
media
sites
Chat/IM

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Why should we care?
In 2005, 8% of all adults online had a profile on a
social network site. Today, 35% do.
73% of active online users have read a blog.
57% have joined a social network.
55% have uploaded photos.
22% have uploaded videos.
51% of social media users have 2 or more profiles.
Sources: Pew Internet & American Life Report (January 2009)
Universal McCain Comparative Study on Social Media Trends (March 2008)

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Why should we care?
• In 2007, total online giving in the US reached over
$10 billion - a 52% increase over 2006.
• By 2010, experts forecast 30% of all funds donated to
nonprofits will be raised online.
• 76% of donors say they are motivated by friends and
family.
• In Dec. 2008, 54.5 million people visited Facebook –
a 57% increase over the previous year.
• In Dec. 2008, 4.5 million people visited Twitter – a
753% over the previous year.
Sources: ePhilanthropy Foundation; Harvard Initiative on Social Enterprise; Carol Cone, Cone Inc;
Pew Internet & American Life Report (Jan 2009)

6. “The real value of social media
is that it exponentially leverages
word-of-mouth.”
-- John Haydon
Marketing Consultant

7. NONPROFITS ON

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5 Rules of social media:
1. LISTEN. Social media is not
about you. It’s about the
people who care about you.
Listen before you speak.

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5 Rules of social media:
2. GET INVOLVED. Social
media is journey -- not a
destination. It’s about
building relationships. Ask
questions, engage, and
connect. Be inspiring.

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5 Rules of social media:
3. GIVE UP CONTROL. You
can’t control or edit the
conversation. If you want to
spread the Word, you have
to trust.
Listen. Inspire. Engage. Release.

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5 Rules of social media:
4. BE HONEST. You can’t
“spin” with social media. Be
open, honest, and authentic.

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5 Rules of social media:
5. Think long term. Don’t
expect
immediate, measurable
results. It takes time to build
trust and make connections.
Listen. Inspire. Engage. Release.

13. Wmedia?
Where are nonprofits on social
From www.nonprofitsocialnetworksurvey.com 2009

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Online Communities: Interactive Public

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Cause-Focused Social Networks

16. Blogs
W

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Social Media Success Stories
Epic Change raised $11,000 in just 48 hours to
help build a classroom in Tanzania on Twitter.
98% of donors had never before donated to Epic
Change. How Do You Measure Gratitude? A
Tweetsgiving wrapup (15,000+ page views in 48 hours - WOW!)
http://tinyurl.com/6xewh210:58 PM Dec 2nd, 2008 from web
• The “Dollars for Darfur” Group on Facebook
has over 5,000 student members and raised
$150,000 in 2007 to help stop genocide in Sudan.
Sources: tweetsgiving.org, Nonprofit 2.0 (November 2008)

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Tools to Monitor Social Media

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Now. . . Get out there
and connect!
Elaine Gantz Wright
214.683.9295
http://elainegantzwright.wordpress.com/