WWF-Canada aims to take its social media presence to the next level by sharing day-to-day news and stories, engaging supporters, empowering staff, and supporting campaigns. Key tactics include investing in a dedicated social media staff member and using platforms like blogs, Facebook, Twitter, YouTube and Flickr. Success will be measured by interactions, campaign support, growth in followers/users, and ability to monetize and track conversions. Case studies demonstrate how other organizations have increased fundraising and staffing to boost their social media strategies.

1. Taking Social Media to the
Next Level
Sara Falconer
WWF-Canada
MyCharityConnects 6 June 2011 - 1

2. Agenda
• Goals: What do we want to accomplish?
• Tactics: How do we accomplish it?
• Metrics: How do we measure success?
• Case Studies
© Jeremiah Armstrong / WWF-Canada
• Discussion
Earth Hour 2010, Canada

3. © Toomas Kokovkin/ WWF-Canon
STRATEGY
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4. What do we want to
accomplish?
• Share day-to-day news, events, stories
• Engage current and potential supporters
• Empower staff
• Support campaigns
-4

5. How do we accomplish it?
• Investment in a dedicated staff resource
Blog Facebook
Social
media lead
Twitter YouTube, Flickr
-5

6. AT A GLANCE
+91,385
+16,649
Facebook fans –
Twitter followers –
540% growth 150% growth from
from 2009 2009
+15,000 +150,000
Blog pageviews per People signed up for
month Earth Hour Canada 2010
Facebook event
Photo: © Michel Roggo / WWF-Canon

7. How do we measure success?
• Quality of interactions
• Support for campaigns
• Number of fans/followers/users
• Monetizing and tracking conversion path
-7

8. 86% 60% 48% 66%
 While 40% confirm they are getting donations,
78% raise less than < $1000
 Half will increase staffing and one in five www.nonprofitsocialnetworksurvey.com
will increase funding

10. © Toomas Kokovkin/ WWF-Canon
.
Case Studies
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19. Taking Social Media to the Next Level
Thank you
Questions? Feel free to contact me!
sfalconer@wwfcanada.org
wwf.ca
© 2010, WWF. All photographs used in this presentation are copyright protected and courtesy of the WWF-Canon Global Photo Network and the respective photographers.