If you’ve dipped your toe in the social media waters, do you wonder why you aren’t reaching more people or raising more dollars? If you haven’t yet begun, have you considered what social media marketing might do to help you reach – or not reach — your goals? This webinar will explore why winging it no longer works in 2013 (e.g., putting up a page and sporadically begging for ‘likes’ and ‘follows’) and help you dive gracefully into the deep end. Plus, we’ll discuss the resources needed to achieve success and how to measure the return on your investment and engagement.

1. Sponsored by:
A New Era in Nonprofit Marketing:
Why Winging It with Social Media
No Longer Works
Claire Axelrad, J.D., CFRE
June 4, 2013
Use Twitter Hashtag #npweb
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2. Sponsored by:
Protecting and Preserving the
Institutional Memories of
Nonprofits Since 1993
www.cjwconsulting.com
(866) 598-0430
info@cjwconsulting.com
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3. Sponsored by:Part
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Coming this June

4. Sponsored by:
Today’s Speaker
Claire Axelrad
Principal
Clairification
Hosting:
Cheri J Weissman, CJW Consulting & Services, Inc.
Assisting with chat questions:
Jamie Maloney, 4Good
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5. A New Era In Nonprofit Marketing – Why
Winging it with Social Media No Longer
Works
You’re nobody’s fool!
So stop fooling around.
The train has left the station, so…

6. No More Tip-Toeing
 Your prospects are here
already - empowered to have
‘real time’ conversations. In
multiple places. At multiple
times. On their own terms.
 Your donors expect it.
They have a voice that’s louder
than at any point in history. Get in
the room and listen.
 Social media was made
for cause publicity –
letting folks spread the
word about things they
care about. Generation “C”.

7. Put Hip to Arm
Hop on board!Understand the impact social media already has on your
organization + the impact it can have.
Internal supportSecure buy-in to develop an institution-wide social media
strategy to reach more people and raise more dollars.
Plan Develop a social road map that integrates with other marketing and fundraising
strategies.
Action Go beyond ‘likes’ and ‘follows’ to inspire value-for-value exchanges and
meaningful action.
Resources Determine and find the resources you need – preconditions to
success.
Measure Learn to measure “Return on Interesting” (meaningful ROI or ROE)

8. HOP ON BOARD!
Why you should invest more resources in social media
41% of nonprofits attribute their social
media success to having developed a
detailed social media strategy.
Source: Avectra

9. 47% of Americans learn about causes
via social media and online channels.
Source: Avectra

10. 56% of those that support nonprofits on the Social Web
confirm that compelling storytelling is what motivates
them to take action on behalf of nonprofits.
Source: Waggener Edstrom

11. Social media engagement
inspires further action
Source: Waggener Edstrom

12. People are giving more through
social media.
Source: MDG Advertising

13. INTERNAL SUPPORT
How to get the rest of your organization on board
1. Secure buy-in from the top.People fear “to
go where no one has gone before.”
Show them that’s not the case. You can’t do this alone.
Don’t count on a “grassroots” effort to establish a social media
program that will change the culture. The “top” holds the purse
strings and sets the strategy.
2. Drip data to persuade.Don’t spout “Reddit,
Tumblr, Foursquare, StumbleUpon, Digg … it overwhelms!
-- Find solid campaigns you admire; call them up and conduct a
research interview.
-- Share articles; case studies; infographics; facts that show
impact.
-- Pair them with folks they respect who are already on board.
3. Take your ‘boomer’ by the hand.

14. Move Social Front and Center
3. Build a social task force. Everyone gives and gets in a networked
nonprofit. Cut across departments. Include stakeholders from all relevant functions – HR,
Marketing, Development, Programs, IT
4. Frame it as virtual word-of-mouth. Ask, what’s most effective
marketing strategy? Tried-and-true most effective form of marketing now has a
virtual stage.
5. Lead with relationship-building; not technology. Social media is
inherently social! The power to engage and connect is the greatest gift of social
media. It’s not something you do to folks (seems time-consuming; unnecessary; pushy). Managed
effectively, it’s something folks do for us (as influencers, advocates, askers and givers).
 Mindset transformation – Developer of relationships
 Invitational – Asks who’s interested? Wants to go along?
 Transformational – Way to build constituent-centered
relationship-building machine!
Move

15. PLAN
Integrate social media with other marketing and fundraising strategies
Stop the random acts of marketing.
Engagement moves from observing… to following… to
endorsing… to contributing… to owning… to leading. Social
media lends itself well to the first four – a great entry point.
It’s tempting to just dive in and start
posting; Don’t. Honestly assess your organization’s
goals—and how social media’s unique strengths –
encouraging dialogue -- can help further them
Cartoon by Hugh MacLeod

16. Understand your Market
People come before
technology and tactics
 Research and target
different audience
segments.
 Use personas; picture who
you’re writing to –
-- Demographic? Lifestyle?
Interests?
-- Who influences them?
-- Personal goals?
 Understand your own
persona.

17. Build a Content Strategy
1. Promotion channels
Blog
Email
Social channel(s)
.
2. Start small.
Grow slow and steady. Avoid a passive profile like the
plague (i.e., anything that isn’t on a consistent
schedule).
3. Schedule specific time to produce.
4. Engagement RCA - content must be:
Relatable,
Conversational,
Actionable
5. Keep a running content ideas file.
6. Create a content calendar.

18. Be Smart about Content
Begin with highest yield; lowest cost

19. Build a Promotion Strategy
Build your email list. Yes,
email is #1 online media tool
and most direct way you
communicate with folks. The
thing that will hold you back
most is lack of prospects.
Systematically capture leads –
if you don’t have a well-
designed opt-in form with a
headline describing the
benefits of joining your
mailing list – then this is the
#1 reason your promotion
strategy sucks.
Promote where your folks
‘hang’.

20. ACTION
Inspire active engagement. Not transactions, Relationships
OLD:
1. ‘Likes’ and ‘Follows’
2. Passive
3. Push; broadcast “wherever”
NEW:
1. DAR and CTA
2. Actively feed your ‘influencers’
Give them something interesting,
useful, engaging, shareable
3. Pull from where your audience
‘hangs’
Stop counting ‘likes’ and ‘follows’

21. Anti-Social = No Action
Principle of
Reciprocity:
 Telling = Monologue
 Sharing = Being
useful; Creating
emotional
experiences; Giving
Don’t ignore
Actions
Social Media Mantra: Unless I
intend to engage I won’t do it.

22. Get Creative to Inspire
DIYsilverware mirror recycled from Goodwill Mission-related cookies from Surfrider Food
Board
Social networks are becoming more visual.
 I love Pinterest!
 Record a 60-second personalized video
thank you using V-snap on Twitter

23. Creative Engagement Ideas
 Quozio turns
words into images
in seconds

24. More Creative Engagement
 Google+ to create circles, communities and hang-
outs – way to become trusted authority.
 LinkedIn Groups build relationships and
demonstrate your expertise. Launch discussions or
contribute (professionals, aka supporters, tend to ‘hang’
here).
 Contests on your blog or Twitter (e.g., name your
favorite justice movie and win a water bottle).
 Tell remarkable story on FB; ask folks to
share their stories

25. RESOURCES
The resources you need. How to find them.
A PRECONDITION to getting into
the social media game.
 Enough human and
monetary resources to
(1)develop, (2) implement and
(3) measure your plan’s
success. But just like with
Goldilocks, you want to get it
‘just right.’

26. How Much do you Need?
 Social media is
like a puppy. If you’re
gonna get one, you gotta care
for it or it’s gonna die.
 Don’t overdo it.
Don’t adopt new ones if you
can’t care for the ones you’ve
got.
 Strike a balance. If
your puppies aren’t thriving,
consider whether to give to
someone else (hire/outsource)
or seek a trainer (consultant).
 Do you want us all? We dare you!
 Who’s driving? Them or you?

27. Nothing takes care of itself
 Figure out roles and
responsibilities: Who
does what? Insource with
existing staff? New staff?
Outsource? Social capital
(board members,
volunteers, other
connections)? How many
hours (per week or month)
is it expected to take? What
training is necessary to
build necessary skills?
 Determine the
needed budget: How
much is it going to cost?

28. MEASUREMENT
What success looks like for you. How to measure your return.
SMART
OBJECTIVES are
specific,
measurable,
attainable,
realistic and
timely.
Cartoon, Hugh MacLeod, Gaping Void

29. Specific meaningful
measurements of activity
Before launching a campaign put tracking codes into each social media
platform and initiative. There are many metrics from which to choose.

30. Measure the right things
Short- vs. Long-term metrics
 Goal
Mobilize support for online
advocacy campaign and
rally/event
 Target Audiences
Donors, Former staff, Members
 Tools
FB, Twitter, Blog
 Short (transaction)
-- # of ‘likes’on FB page
-- # of ‘likes’ for FB post
-- # of RTs
-- # of folks who view blog
-- # of comments on blog
 Long (transformation)
-- # of users signing online
petition
-- # of users taking action (e.g.,
attend event)
Results; not activity. Loyalty;
not transactions.

31. Attainable: start small
With an easy-to-handle
project to measure.
 Shares
 Conversions to
subscribers
 Responses to your
post’s CTA (e.g.,
emailed Congress
person; donated;
volunteered)

32. Realistic: Return On Interesting
 If it’s not realistic to measure "return on investment"
in a strictly financial sense, don’t.
 ROI = Engagement that will increase probability of
sales/donations, and is an essential part of your
marketing mix.
 You’re investing in a journey to get folks aware,
interested, engaged and, ultimately, invested. If you’re
interesting, folks will engage. Keep interesting and
engaging with them, and the donations will come.
 Creating interesting content requires knowing your
target really well.

33. Timesaving
 Use measurement
to save time. Don’t
waste energy measuring
things that don't get results.
 Counting ‘likes’
and ‘follows’ may
show you’ve been
busy, but it won’t show
you’ve been smart.
 Use what you
measure to get better
results in the future.
Cartoon by Hugh MacLeod, Gaping Void

34. Take-aways
 1. Hop on board the social
media train. Prospects are
already there.
 2. Technology is just a
tool. Use it to deliver value. Use it to
connect.
 3. Constituent-centered.
Look into their eyes; not your mirror
Cartoon, Gaping Void, Hugh MacLeod

35. Take-aways
 4. Engage to
inspire action.
Don’t just slap up a FB
page.
 5. No more
winging it! Learn.
Invest. Plan. Measure.
 6. Don’t get
discouraged.

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