Presentation with case studies on using social media for nonprofit communications, brand management, and fundraising. Case studies of the American Red Cross and the Isabella Stewart Gardner Museum. Presented at Philanthropy Day Cape Cod 2010 by Beth Dunn of HubSpot.

1. Social Media
For Nonprofits
Beth Dunn
Customer Content Developer
HubSpot
@bethdunn

2. Social Media is Magical

3. SOCIAL MEDIA
IS BULLSH*T

4. Social media
is not magic.

5. If you are BORING in real life,
you are still boring in social media.

6. Social media oils the gears of marketing

7. SEO

8. Organizations that
combine SEO
with social media
Source: Data from over 1,500 organizations - http://hub.tm/BlogROI

9. Organizations that
combine SEO
with social media
Source: Data from over 1,500 organizations - http://hub.tm/BlogROI
Have 97% more websites
linking to them.

10. blog

11. Organizations that
combine a blog
with social media
Source: Data from over 2,000 organizations- http://bit.ly/a6SrWh

12. Organizations that
combine a blog
with social media
Source: Data from over 2,000 organizations- http://bit.ly/a6SrWh
Have 79% more Twitter followers

13. integrate
social media
into your
marketing

14. Social Media is Just a Tool

15. Track Reach

16. 16

17. 17

18. 18

19. 19

20. 20
40 Million Active Users

21. 21

22. 22

23. 23

24. 24

25. 25

26. Tools Come Last

27. 27
Strategy Comes First

28. 28
Flickr.com/teddyb
The PORT Guide
to Social Strategy

29. 29
Flickr.com/teddyb
PORT Social Strategy
P People
O Objectives
R Relationships
T Tools

30. Flickr.com/scoobay

31. Flickr.com/joiseyshowaa

32. 32
Flickr.com/teddyb
PORT Social Strategy
P People
O Objectives
R Relationships
T Tools

33. Flickr.com/jill_greenseth

34. Objectives
Improve Program Design
Expand Program Offerings
Measure Program Effectiveness
Increase Membership
Increase Donors
Increased Donations per Member
Develop Your Board

35. 35
Flickr.com/teddyb
PORT Social Strategy
P People
O Objectives
R Relationships
T Tools

37. 37
Flickr.com/teddyb
PORT Social Strategy
P People
O Objectives
R Relationships
T Tools

38. Flickr.com/veo

39. Now You Can Think About Tools

40. Case Study #1

41. Case Study #1
People Members and Friends of the Organization

42. Case Study #1
People Members and Friends of the Organization
Objectives Improve brand image
(Damage control)

43. Case Study #1
People Members and Friends of the Organization
Objectives Improve brand image
(Damage control)
Relationships“We listen to you.”

44. Case Study #1
People Members and Friends of the Organization
Objectives Improve brand image
(Damage control)
Relationships“We listen to you.”
Tools Google Alerts, Search

53. Case Study #1
People Members and Friends of the Organization
Objectives Improve brand image
(Damage control)
Relationships“We listen to you.”
Tools Google Alerts, Search

54. Case Study #1
People Members and Friends of the Organization
Objectives Improve brand image
(Damage control)
Relationships“We listen to you.”
Tools Google Alerts, Search
Result Improved brand image, increased donations
Better process, sustainable basis for trust

55. Case Study #2

56. Case Study #2
People Young Professionals

57. Case Study #2
People Young Professionals
Objectives Increase Membership

58. Case Study #2
People Young Professionals
Objectives Increase Membership
Relationships“We offer programming you care about.”

59. Case Study #2
People Young Professionals
Objectives Increase Membership
Relationships“We offer programming you care about.”
Tools Facebook, Twitter, Blogs, Yelp

75. Case Study #2
People Young Professionals
Objectives Increase Membership
Relationships“We offer programming you care about.”
Tools Facebook, Twitter, Blogs, Yelp

76. Case Study #2
People Young Professionals
Objectives Increase Membership
Relationships“We offer programming you care about.”
Tools Facebook, Twitter, Blogs, Yelp
Results Increase membership
Improved brand image
Improved communications

77. Flickr.com/hfabulous

78. Flickr.com/immarkcz

79. Questions

80. Thank you
Beth Dunn
Customer Content Developer
HubSpot
@bethdunn