Keynote presentation I made for Strategic Leadership and Social Media for Social Change at the Jepson School for Leadership Studies at the University of Richmond.
11. SURVEY ON THE STATE OF
GIVING IN THE SOCIAL
MEDIA COMMUNITY
12. 56% GAVE TO SPECIFIC CAMPAIGNS, NOT IN
A PLANNED WAY TO THE SAME CAUSE EACH
YEAR.
Same cause Specific campaign
44%
56%
13. 64% ARE GIVING MORE THAN
THEY WERE 5 YEARS AGO
Giving less Giving more
36%
64%
14. HOW DID THEY HEAR ABOUT
ORGANIZATIONS THEY SUPPORT?
60
45
30
15
Friend
Blog post 0
Facebook
Twitter
15. WHY DO THEY SUPPORT
THESE ORGANIZATIONS?
70
53
35
18
Passionate
Recommendation 0
Resonates
16. HOW DO THEY KEEP TABS ON THE
LATEST FROM ORGANIZATIONS THEY
SUPPORT?
60
45
30
15
Email
Twitter 0
Facebook/other
17. THIS MEANS PEOPLE IN
SOCIAL MEDIA:
• Care about the social good
• Want to contribute
• Want to learn about organizations
• Keep in touch via Social Media
26. Maymont
• Tell people how to get involved - • Flickr Group
more calls to action
• YouTube Channel
• Add Community page to site
• Search Twitter to connect with
• Set up a blog similar people & organizations
27. Fetch a Cure
• Clean vision/story/call to action. • Find & engage online dog
communities.
• Take advantage of the cute
factor! • Blog - Buster Brown would be
great!
• Has a Facebook Cause, should
add Page as well. • Engage with communities on
Twitter/Flickr/YouTube
28. SOCIAL MEDIA FOR SOCIAL
GOOD
~~~~~~~
QUESTIONS?
Gradon Tripp
Founder
Social Media for Social Change
gradontripp.com
gradon@gradontripp.com
@gradontripp
Notas do Editor
Thank Doug for intro
Sue Robinson, Shannon Best, everyone @ U of Richmond
Strategic Leadership and Social Media for Social Good Conference
for having me
Doug, Kira Siddall, Nathan Hughes & rest Soc Med Club Richmond
Idea for SM4SC in June 2008 in blog post
Use “tweetups” to raise funds & build awareness for good causes.
2 in-person fundraising events, raising nearly $35,000
And a few online awareness campaigns.
We’ve had the chance to work with a number of great causes, and find that --->
June - U Mass Dartmouth released study of top 200 NPOs
Use Soc Med more than Fortune 500 & U.S. colleges & universities.
57% have blogsVery interesting
89% - used one form of SM or anotherin light of...
79% - used Soc Net and Video Blogging, each
75% - monitor web for buzz/chatter about them
90% - blogs are successful
+80% - social media is at least “somewhat” important to their cause
Govt. funds, personal charitable contributions cut.
Foundation endowments follow stock market, so that sector’s been hurt.
1.8M charities - More demand for services, less available resources.
Costs nothing but time
In real time
Easy to share
Find people that otherwise would never
Can experiment, test fresh ways to get vision across
Early on in push to use Soc Med 4 Soc Good, focus was getting ppl signed up for accounts.
Have FB, Twitter, ppl will come & all prob’s be solved.
It’s not the application, it’s the conversations that happen on it.
Not fundraising, it’s awareness.
Ask yourself:
What can you tweak about your message to engage your community more effectively?
Moving from traditional NPO direct marketing
twice-a-year appeals for donations
monthly newsletters/emails
to Focus on new ways of
getting support
building your message
finding your community
Instead of donors or mailing list, think about how you’ll get your next
evangelists, advocates
volunteers, cause partners
grassroots supporters - those who will stand up - without being asked - and work for the good of your cause?
Again, ask yourself:
What are all the ways someone can give of themselves for my organization, and how am I inspiring them to do so?
The key to growth for NPOs won’t be just how they share their message, but how they listen & respond to those who will spread it.
You need to:
Have the ability to find new ppl to join your community
Have willingness to try new things
AND DON’T THINK YOU CAN DO IT YOURSELF!
Partner up & make things happen
Don’t know how to do something? Ask in your org & throughout your community - you’ll be surprised who has talents you never knew of.
“It takes a village”
SM4SC Survey on the State of Giving in the Social Media Community
3 weeks - May-June
>300 particpants gave insights into the hows & whys of their giving
They care about being asked
being informed.
They want to know what up, right now
why you need their support.
See the need, and contribute.
50% - friends in any way
42% - blog post
37% - Facebook
53% - Twitter
Twitter is all about sharing information, natural place to hear about new causes.
70% - passionate about a cause
>50% - recommendation from friend or colleague
>45% - cause resonates with their personal experience
Connect with people, give them a reason to be passionate about your cause, and a reason to share that passion with their community.
53% via email
41% via Twitter
60% via FB or other Soc Net
Email still a killer app, but building a community is of growing importance.
Six steps to begin a social media campaign at your organization.
Charity: Water - straightforward vision - 1 in 6 have no drinking water; we’re going to fix it.
carries over into everything they do -
from site, to blog & other soc med channels.
Message of hope, opportunity for change
Ask yourself, “What do we do?”
You should be able to answer quickly, in 2-3 short sentences?
If not, work on this.