Social media expert Beth Kanter walks through creating an effective social strategy for your nonprofit.
It includes practical tips, case studies, and fundamental advice to creating a networked and socially active nonprofit
5. If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.”
Maturity of Practice
Where is your organization?
Linking Social with Results and Networks
Pilot: Focus one program or channel with measurement
Ladder of Engagement Content Strategy Informal Champions Strategy Best Practices Measurement and learning in all above
Communications Strategy Development Network Mindset and Map Culture Change
Network Building Formal Champions – internal/external Strategy Multi-Channel Engagement, Content, and Measurement Reflection and Continuous Improvement
7. TYPE INTO THE CHAT
Where is your organization now? What does that look like? What do you need to get to the next level?
8. Maturity of Practice: Crawl-Walk-Run-Fly
Ladder of Engagement
9. A Networked Mindset: A Leadership Style
•Leadership through active social participation and engagement
•Listening and cultivating organizational and professional networks to achieve the impact
•Sharing control of decision-making
•Communicating through a network model, rather than a broadcast model
•Openness, transparency, decentralized decision- making, and collective action.
•Being Data Informed, learning from failure
15. Getting Started ….
•Get Their Attention
•Show How It Enhances Their Work
•Social Media Policy
•Feed and Tune
16. I have work to do!
Can finally tweet about our programs from my personal account!
SOCIAL MEDIA IS PART OF EVERYONE’S JOB!
17. @rdearborn works for UpWell and she LOVES sharks.
Leverage Staff Personal Passion In Service of Mission
18. Best Practice: Write Down the Rules – Social Media Policy
•Know Your Audience
•Link to Outcomes, Make it Measurable, Break It Down (Time, Dollar, or Items)
•Socialize Content (Stories), Engagement, Champions, Social Proof, Say Thank you, Document Learning
•Crowdfunding Platforms and Giving Days
POST for CROWDFUNDING STRATEGY
24. PEOPLE: Artists and people in their community OBJECTIVES: Increase engagement by 2 comments per post by FY 2014 Content analysis of conversations: Does it make the organization more accessible? Increase enrollment in classes and attendance at events by 5% by FY 2014 10% students /attenders say they heard about us through Facebook, Instagram, or Twitter STRATEGY Show the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations. TOOLS Focused on Facebook, Twitter, and Instagram to use best practices and align engagement/content with other channels which includes flyers, emails, and web site.
POST APPLIED: SMALL ARTS NONPROFIT
25. •What keeps them up at night?
•What are they currently seeking?
•Where do they go for information?
•What influences their decisions?
•What’s important to them?
•What makes them act?
POST: KNOW YOUR AUDIENCE
26. Use Personas
% reduction in cost per dollar raised
Increase donor base
% increase in new donors
Increase number of volunteers
% increase in volunteers
% increase in awareness,
% increase in visibility/prominence
Improve relationships with existing donors/volunteers
% improvement in relationship scores,
% increase in donation from existing donors
Improve engagement with stakeholders
% increase in engagement (comments on YouTube, shares on Facebook, comments on blog, etc.
Change in behavior
% decrease in bad behavior,
% increase in good behavior
Change in attitude about your organization
% increase in trust score or relationship score
Pick The Right Success Metric!
34. Centre Foundation: Small Foundation
PEOPLE: Nonprofits and Donors in Community OBJECTIVES: Increase awareness of Centre Foundation brand in community: survey % heard of Centre Foundation Raise $500,000 for Giving Day on May 6th Inspire first-time donations from x new donors Improve capacity of local nonprofits to do online fundraising STRATEGY Provide training to 96 local nonprofits to plan and implement online giving strategy and social media during Giving Day Use social media as part of integrated outreach campaign for Giving Day Ongoing content and engagement through multiple channels with donors and nonprofits Activate staff and board as champions online. TOOLS Focused on LinkedIn, Facebook and Twitter
37. How Board Members Can Help
Invite Your Facebook Friends to Like Centre Foundation’s Facebook Page
Be an Online Super Champions!
Centre Foundation: Staff and Board Champions
38. Centre Gives & Social Media Strategy Increase Website Traffic/Donors
Before the 2013 Centre Gives, monthly website traffic hovered around 400 visitors per month. The May and August spikes in traffic are focused around Centre Gives and inviting Facebook friends of staff/board. A media strategy supported by social media has significantly increased our monthly website visits.
On average, 65% are NEW visitors.
Measure Objectives: Use Data To Improve
•Where is your organization in terms of integrated social media strategy? What does your organization need to do to create a strategy for GivingTuesday?
45. Results: Fundraiser for Surf Rider Foundation
•128 donors with 87% donating suggested entry gift amount or more
•85% converted from Facebook
•72% were strong ties that I had a relationship with online, only 2% had met my Dad
46. Results: Online Memorial Event
•“Social Reach” according to Thunder Clap was 1,058,410
•A total of 3,094 Tweets, Facebook Status Updates, or other social channel used the hashtag #OceanLoveEarl from 6/23-7/15
•The network analysis map revealed that there were five other large “hubs” or “influencers” in addition my personal network
47. Set A Realistic Goal Based on Benchmarking
Raised $5,563 or 10% over
48. Don’t Suffer from Too Small To Fail
128 donors with 87% donating suggested entry gift level or more
49. Social Proofing Helps Generate Most Donations
•Most effective channels: thanking people publically in a social way and DM ask
•85% converted to donors from Facebook
50. Offer A Continuum of Engagement
Higher: Donate Share A Personal Story About the Ocean Provide Advice Lower: Retweet Links ThunderClap
51. Get Influencers To Leverage Networks
There were 11 blog posts or Facebook posts by “influencers” modeling the different levels of engagement
52. Use Facebook Promoted Posts for Reinforcement
Used promoted to increase reach of event participation timed to Mashable post
54. 1.Different stages of maturity, requires incremental steps to improve organizational practice
2.Measurement discipline but not at the expense of being networked – balance serendipity with strategy, relationship building with ROI
3.Linking social media to outcomes requires silo busting for both effective strategy and metrics
4.Data literacy - working with experts and improving organizational skills
5.Go beyond counting your data, learn from it
55. Think and Write: What is your take away – one thing that you can put into practice?