Social media has grown dramatically in recent years, with many people now having profiles on multiple sites. This document discusses how non-profits can leverage social media platforms like Facebook, YouTube, and Twitter to connect with donors, especially younger donors who are active online. It provides examples of successful non-profit social media campaigns that raised funds by engaging supporters around clear goals. The document recommends non-profits focus on listening, engaging others, giving up some control, being honest and authentic, and thinking long-term when using social media.

1. Social Media
for Non Profits

2. What is Social Media?
Social Media is people using tools
(like blogs & video) and sites (like Facebook
& Twitter) to share content and have
conversations online.

3. Blogging
Photo Micro
Sharing Blogging
Key
Video
RSS
Sharing
Social
Platforms
Podcasts Widgets
Social
Message
Boards Networking
Chat
Rooms
Source: Universal McCain Comparative Study on Social Media Trends (March 2008)

4. &
& &

5. Why should we care?
In 2005, 8% of all adults online
had a profile on a social network
site. Today, 35% do.
Source: Pew Internet & American Life Report (January 2009)

6. In December 2008, 76 million
people visited MySpace - a 10%
increase from the previous year.*
50% of adults online have a
profile on MySpace.
Sources: ComScore Inc. (December 2008)
Pew Internet & American Life Report (January 2009)
* Unless otherwise noted, stats are for the United States

7. In December 2008, 54.5 million
people visited Facebook - a 57%
increase from the previous year.
22% of adults online have a
profile on Facebook.
Sources: ComScore Inc. (December 2008)
Pew Internet & American Life Report (January 2009)

8. In August 2008, 23.7 million
people visited YouTube.
Every minute, 13 hours of video
are uploaded to YouTube.
1 out of 3 videos viewed online is
on YouTube.
Source: ComScore Inc. (August 2008)

9. 64 million people worldwide use
the photo sharing site Flickr.
More than 3 billion images are
posted on Flickr.
Each day 2.5 to 3 million new
photos are uploaded.
Sources: ComScore Inc. (December 2008)
Wikipedia

10. In December 2008 4.5 million
people visited Twitter - a 753%
increase from the previous year.
70% of twitter users joined in ‘08.
5-10 thousand new accounts
are created daily.
Sources: Compete (December 2008)
Hubspot State of the Twittersphere (December 2008)

11. “If you are online, you are using
social media.”
Universal McCain Comparative Study on Social Media Trends (March 2008)

12. 73%
of active online
users have read
a blog
Source: Universal McCain Comparative Study on Social Media Trends (March 2008)

13. 57%
have joined a
Social Network
Source: Universal McCain Comparative Study on Social Media Trends (March 2008)

14. 55%
have uploaded
photos
Source: Universal McCain Comparative Study on Social Media Trends (March 2008)

15. 22%
have uploaded
videos
Source: Universal McCain Comparative Study on Social Media Trends (March 2008)

16. Your donors are online...
In 2007, total online giving in the
US reached over $10 billion - a
52% increase over 2006.
51% of wealthy donors prefer to
give online.
Source: Convio The Wired Wealthy (March 2008)

17. ...and they use Social Media.
52% of these “wired wealthy”
donors use YouTube.
14% use MySpace.
12% use Flickr.
9 % use Facebook.
Source: Convio The Wired Wealthy (March 2008)

18. Social Media + Non Profits
Making the connection

19. Non profits on MySpace

20. Non profits on Facebook

21. Non profits on YouTube

22. Non profits on Flickr

23. Non profits on Twitter

24. Non profits on Change.org

25. Notice a trend?
51% of social network users have
2 or more online profiles.
Savvy non profits are on more
than one Social Media site.
Source: Pew Internet & American Life Report (January 2009)

26. “The real value of social media
is that it exponentially leverages
word-of-mouth.”
John Haydon, marketing consultant

27. Twitter Success Story
Epic Change used Twitter to raise
over $11,000 in just 48 hours to
help build a classroom in Tanzania.
Over 98% of donors had never before
donated to Epic Change.
Source: Tweetsgiving.org

28. Why it worked
- Clear, achievable but audacious goal
- Short deadline gave sense of urgency
- Easy to understand, easy to give
- Fun, positive focus
- Leveraged existing networks
- Recognized top donors

29. Facebook Success Story
The “Dollars for Darfur” Group on
Facebook has over 5,000 student
members and raised almost
$150,000 in 2007 to help stop
the genocide in Sudan.
Source: Nonprofit 2.0 (November 2008)

30. Why it worked
- Harnessed the power of young people
- Used the right Social Media networks
- Easy to get involved
- Incentives for top fundraisers
Source: savedarfur.org/dollarsfordarfur

31. Flickr Success Story
Oxfam America created a
photo petition campaign on
Flickr to put pressure on
Starbucks to give poor
coffee farmers in Ethiopia
a chance to earn more
profits. It worked.
Source: oxfamamerica.org/whatwedo/campaigns/coffee/starbucks/

32. Why it worked
- Simple, clear message
- Easy to get involved
- Leveraged existing supporters
- Integrated campaign across
multiple Social Media sites
- Frequent updates
- PR
Photos: Oxfam America

33. The 5 Rules of Social Media
for Non Profits (and everyone else!)

34. 5 Rules of Social Media for Non Profits
1. Listen. Social Media is not
about you. It’s about people’s
relationships with you. Listen
before you speak.

35. 55 Rules of Social Media for Non Profits
Rules of Social Media for Non Profits
2. Get involved. Social Media is
about conversations and building
relationships. It takes effort.
Don’t just talk about yourself. Ask
questions, engage people and
link. Most of all, be inspiring.

36. 55 Rules of Social Media for Non Profits
Rules of Social Media for Non Profits
3. Give up control. You can’t
control the conversation. If you
want people to spread your
message, you have to trust them.
Listen. Inspire. Engage. Let go.

37. 55 Rules of Social Media for Non Profits
Rules of Social Media for Non Profits
4. Be honest. You can’t spin the
truth with Social Media. Be open,
honest and authentic in everything
you say and do.

38. 55 Rules of Social Media for Non Profits
Rules of Social Media for Non Profits
5. Think long term. Don’t
expect immediate, easily
measurable results. It takes time
to build trust and make
connections.

39. Thank you
(now, go out there and connect!)

40. Sources
Aaron Stiner (November 6, 2008). Nonprofit 2.0 http://aaronstinerdrb.blogspot.com/2008/11/
nonprofit-20-how-nonprofits-can-use.html
ComScore Inc. http://www.comscore.com
Convio, Sea Change Strategies and Edge Research (March 24, 2008). The Wired Wealthy: Using
the Internet to Connect with Your Middle and Major Donors. http://my.convio.com/?
elqPURLPage=104
Hubspot (December 2008). State of the Twittersphere: Q4 2008. http://cdnqa.hubteam.com/
State_of_the_Twittersphere_by_HubSpot_Q4-2008.pdf
Pew Internet & American Life Project (January 14, 2009). Adults and Social Networks Report.
http://www.pewinternet.org/PPF/r/272/report_display.asp
Universal McCann (March 2008). Power To The People - Wave3 Study on Social Media Trends.
www.universalmccann.com/Assets/wave_3_20080403093750.pdf
YouTube. http://www.youtube.com/nonprofits

41. Connect
Cheri Hegi
Creative Director
Linkedin: linkedin.com/in/cherihegi
Facebook: facebook.com/people/Cheri-Hegi/750372957
blog: primalmedia.com/blog
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email: info@primalmedia.com
phone: (603) 436-1072
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