The document is a presentation about using social media as an engagement tool for fundraising. It discusses various social media platforms like Facebook, Twitter, YouTube, Flickr, and LinkedIn. It provides examples of how to engage people on each platform, including asking questions, highlighting stories, and recognizing donors. It also discusses listening to constituents, responding to them, engaging them in discussions, and measuring engagement through various tools. The presentation emphasizes using social media primarily for engagement rather than direct fundraising.

1. Using social media as an engagement tool Presented by Jocelyn Titoneto the Niagara Fundraisers NetworkJuly 13, 2011

2. I’m not an expert... Share key takeaways from CASE social media conference and own professional experience. I welcome any comments, suggestions and discussions during my presentation.

3. What is social media?

4. What is social media? Wikipedia: The use of web-based and mobile technologies to turn communication into interactive dialogue. ... Allows the creation and exchange of user-generated content.

5. Why is social media important?

6. Why is social media important?

7. Why is social media important? It’s fast, easy, and [in most cases] FREE for you to create and share content. Enhances traditional communication media like email, advertising, newsletters, annual reports, earned media, etc. Allows you to connect with new constituents Provides a venue for feedback via comments, ratings, etc.

8. Why is social media important? Brock Alumni Relations examples – solicited Annual Fund gifts

9. Why is social media important? Brock Alumni Relations examples – generated quotes from alumni for publications

10. Why is social media important? Brock Alumni Relations examples – Recruit volunteers

11. Why is social media important? Brock Alumni Relations examples – New ideas

12. Why is social media important? Brock Alumni Relations examples – Increase attendance at events

13. Why is social media important? Brock Alumni Relations examples – Identifying what we are doing right or wrong

14. Why is social media important? Brock Alumni Relations examples – made alumni more aware of Brock news and events

15. It`s all about engagement Donors who are more engaged – who feel they know more – give more. Set some goals Engage donors, volunteers, clients Enhance brand image Increase awareness Solicit donations??

16. Social media tools Facebook Twitter YouTube Flickr LinkedIn Others I will not talk about today: Blogs Digg StumbleUpon MySpace Del.icio.us Geosocial technologies like Foursquare, SCVNGR

17. Facebook

18. Facebook Facebook is a social networking service and website launched in February 2004, allowing users to expand their personal network. Users may create a personal profile, add other users as friends, and exchange messages, including automatic notifications when they update their profile. Additionally, users may join common-interest user groups and fan pages.

19. Facebook Facebook has more than 600 million active users, with 17 million users residing in Canada. If Facebook were a country, it would rank behind China and India as the third largest country by population, beating out the United States’ 312 million.

20. Fan page vs group Fan page Administrators appear as organization when posting Indexed by external search engines Ability to host applications Can only control who can join based on age and location Targeted posts Provides analytical data Vanity url Groups Administrators appear as themselves when posting Groups offer more control over who gets to participate, settings, and approvals Membership capped at 5,000 members Members can share documents, chat with group members

21. How to engage people on Facebook Post photos and videos and encourage people to tag themselves

22. How to engage people on Facebook Ask questions, polls, trivia In preparation for a Brock alumni curling event, played curling trivia on a Friday afternoon. 7 questions generated 31 comments

23. How to engage people on Facebook Link to news articles related to your organization or articles your organization has written

24. How to engage people on Facebook Recognize holidays

25. How to engage people on Facebook Create and use Facebook events

26. How to engage people on Facebook Highlight donor and client stories

27. How to engage people on Facebook Run Facebook only contests and initiatives

28. Twitter

29. Twitter Twitter is a popular instant messaging system that lets a person send brief text messages up to 140 characters in length to a list of followers.

30. Twitter Launched in 2006, Twitter was designed as a social network to keep friends and colleagues informed throughout the day. However, it has became widely used for commercial and political purposes to keep customers, voters and fans up-to-date as well as to encourage feedback.

31. Twitter Twitter is estimated to have 200 million users, generating 65 million tweets a day and handling over 800,000 search queries per day.

32. How to engage people on Twitter Promote the use of hash tags (#) in conversation, i.e. #volunteer, #mentoring, #bbbs, #donate, #BrockGrad Create a hashtag for events, i.e. #runforthecure, #BrockDays

33. How to engage people on Twitter Link to content on your website Use bit.ly, ow.ly or other url shortening program to shorten urlshttps://bitly.com/

34. How to engage people on Twitter Create a twitter list and ask people if they want to join and/or follow it. i.e. Big Brothers Big Sisters Mentors, Brock Alumni Tweeters, Parents of children with autism http://twitter.com/#!/CharityVillage/canadian-nonprofits http://twitter.com/#!/brockalumni/brock-alumni-tweeters

35. How to engage people on Twitter Try to find as many constituents as possible online and follow them (with hopes that they will follow you back) Try searching key words in Twitter, like your org name as well as searching for constituents’ names

36. How to engage people on Twitter Retweet and respond to content posted by your followers (and people who are not your followers)

37. How to engage people on Twitter Similar to FB, ask questions, trivia, post photos Ask an expert series

38. PR and Twitter Find out who’s writing about what Does your org have anything to say about it? Anything to add to the conversation? Follow local and national media

39. PR and Twitter Get the organization out there by retweeting, replying to tweets and posting comments to media’s blogs Target influencers to retweetyour content

40. YouTube

41. YouTube YouTube has 490 million unique users who view an estimated 92 billion page views each month. Encourage volunteers and staff members to videotape events and post to YouTube

42. YouTube Create your own YouTube Channel

43. YouTube Create appeal and thank you videos

44. More sample videos United Way Toronto http://www.youtube.com/watch?v=aLEu-uA99ko World Water Day Video from charity: water http://www.youtube.com/watch?v=DEnlrE4iMBU United Way St. Catharines Campaign video http://www.youtube.com/watch?v=bc7bpdSyYU4 Brock University Grape Stomp http://www.youtube.com/watch?v=vfaCeljVvlY

45. Flickr

46. Flickr Post photos from events to Flickr albums Can sort by collection (i.e. Fundraising events, volunteers, Golf tournaments, etc.)

47. Flickr Email event participants a Flickr photo album a day or two after an event as a thank you Encourage donors, volunteers, clients, to email in photos to add to a Yearbook Flickralbum Cross-promote flickr albums on Twitter, Facebook, website, email, etc.

48. LinkedIn

49. LinkedIn LinkedIn reports more than 100 million registered users, spanning more than 200 countries and territories worldwide. Post helpful information people in the group would benefit from and/or enjoy.

50. LinkedIn Great tool to promote discussion and group conversation.

51. LinkedIn Example: Alumni Sweethearts and Share your story

52. LinkedIn Set up subgroups you think your donors, volunteers, other constituents may benefit from and encourage them to join the conversation and network with each other. Cancer survivors Parents of children with autism Bike-a-thon volunteers Leadership giving societies

53. LinkedIn Organization or company pages Provides a company overview Lists employees and alumni in the organization who are in your LinkedIn Network Potential career section

54. LinkedIn Group pages Allow more discussion and conversation

55. LinkedIn - NFN Connect with other members

56. LinkedIn - NFN Post and comment on discussions

57. LinkedIn - NFN Post and search for jobs Keeping your resume updated will help LinkedIn narrow down job opportunities for you

58. LinkedIn - NFN Browse LinkedIn Today – a daily digest of news and links people are sharing on LinkedIn, usually related to your profile and the groups you’re in.

59. LinkedIn - NFN Join groups related to your industry http://linkd.in/NiagaraFundraisersNetwork Niagara Professionals Non profit marketing Social media marketing Social media club Niagara AFP

60. Social Media Activities Listening Using social media monitoring tools to understand what people are saying about your organizations; to identify key influencers; and identify topics of interest

61. Social Media Activities Listening Dedicate time to MONITOR social media sites. Keep your pulse on what is happening, what people are saying about your organization and be able and ready to respond.

62. Social Media Activities Listening What are people talking about? Your organization name Your executive director name Name of an event you run Service you provide

63. Social Media Activities Listening Free tools Social mention Twitter search Google Alerts Technorati

64. Social Media Activities Responding Improving constituent satisfaction by answering inquiries and making content more useful and relevant

65. Social Media Activities Engaging Facilitating discussions on topics to generate awareness and traffic

66. Social Media Activities Networking Encouraging constituents to use content for their own benefit

67. Social Media Activities Transforming Using feedback to evolve your social media space

68. Social Media Activities Measuring Social media is about engagement, so track the engagement What content are people responding to Count and read comments on posts One step further - track who comments on posts and let fundraisers know Clicks Likes fans, # followers

69. Measuring Tools - Hootsuite Measures ow.ly links

70. Measuring Tools – Facebook Insights

71. Measuring Tools – Facebook Insights Engagement is key – “likes” and comments What are people specifically engaged with?

72. Measuring Tools – Facebook Insights

73. Fundraising and social media The hope is that engagement and involvement will lead to gift Do not constantly ask for money. Generate valuable, interesting content 99% of the time with the occasional ask for a donation Try asking the question “who or what inspires you?”. You may find out some of your donors` key areas of interest this way (so you can match them up with a gift opportunity)

74. Fundraising and social media Social media is not the next big thing in fundraising. It`s still a very small thing. Of course, there are several examples of successful fundraising campaigns using social media. They usually involves greater investment in time and money other than simply Facebook, Twitter, YouTube etc. Most organizations are seeing little return in fundraising in social media. Next best thing is email.

75. Fundraising and social media The actual interaction between people should be the focus for those seeking to cultivate donors. Your communication must convey a compelling story and a means for the donor to participate.

76. Three myths about social media and fundraising Myth #1: Nonprofits are raising a lot of money from social media Myth #2: Social media tools alone drive fundraising Myth #3: Social networking outperforms email communications http://nonprofity.com/2011/three-myths-about-social-media-fundraising/

77. Other tips and tricks We cannot control the conversation. We’re like cruise directors – we provide the venue and get everyone excited to participate. The earlier we’re in a space, the easier it is to shape the conversation. Be transparent and authentic – you’re the face of your organization online.

78. Other tips and tricks Be a storyteller. Speak from the heart. Bare your soul. Communicate the IMPACT of gifts to the organization and the services you are able to provide as a result. Mine Facebook, Twitter, LinkedIn to add information to your donor database Don`t be afraid of negative comments Consider creating a social media policy or guidelines

79. Other tips and tricks Market social media sites outside of space “social trends” section on monthly electronic newsletter Include social media sites in printed material like brochures, postcards, invitations, advertisements Cross promote sites through other social media sites (i.e. promote Twitter on Facebook) When asking for contact info, get Twitter handles

80. Key skills for a social media manager Social skills Adequate writer Able to engage people Need to have background info on organization they’re working for Able to proactive work with others in the org

81. Comments? Questions? Jocelyn Titone Proposal Writer and Communications Coordinator Office of Development and Donor Relations, Brock University Phone: 905 688 5550 x3802 Email: jtitone@brocku.ca Twitter handle: @jocelyntitone Brock alumni social media: twitter.com/brockalumni facebook.com/brockalumni bit.ly/brockalumni-linkedin

82. Join our LinkedIn Group linkd.in/NiagaraFundraisersNetwork