1. SOCIAL MEDIA
FOR NON-PROFITS
March 12, 2013

2. Overview – Non-Profits
 One of biggest groups benefiting from social
media
 Free publicity/marketing for cash-strapped
charities
 Helps them connect with passionate
communities around their cause
 Grows donor base and increases $$$

3. Non Profits Using Social Media

4. How Non-Profits Are Using SM
 Most non-profits using social media participate
on two or more sites
 Most common sites:
 Facebook Fan Pages
 YouTube Channels
 Twitter Feeds

5. How Non-Profits are Using SM
 Micro-Funding
 Instead of soliciting a few big donors, social
media creates opportunities for many small
donors
 Increase Audience Interaction
 Making content shareable (e.g. NPR podcasts)
 New ways of interaction (e.g. Tweet questions for
radio shows)

6. How Non-Profits Are Using SM
 Volunteer Recruitment
 Ability to localize opportunities
 Message to pre-qualified leads (e.g. FB
Fans, Twitter followers)
 Education
 Captive audience of fans who pass message
along
 On-going opportunities (vs. one-time brochure or
mailer)

7. Facebook Causes
 Facebook app that is “democratizing activism”
by giving users tools to leverage their network
on Facebook to effect positive change
 Allows users to create their own cause and/or
easily recruit friends to support and raise
money for any non-profit with 501(c)(3) status
 Co-founded by Sean Parker (yes, *that* Sean
Parker!)

8. Facebook Causes
Search by type
of cause based
on your personal
interests
Create your own
cause and
automate
donations (501
c3s only)

9. Facebook Causes
Opportunity for non-
profits to educate users
and recruit people to
support their cause

10. YouTube for Non-Profits
 Special designation for non-profits that gives
them free enhanced YouTube channels

11. YouTube for Non-Profits
 The option to drive fundraising through a
Google Checkout "Donate" button
 Listing on the non-profit channels and the non-
profit videos pages
 Ability to add a call-to-action overlay on videos
to drive campaigns
 Recruit YouTube user volunteers to create
videos for their cause

12. Invisible Children – KONY 2012
 Documentary video about a notorious Ugandan warlord
that went viral virtually overnight
 Nearly 86 million views on YouTube since March 5
 Propelled by celebrity involvement & social media
shares – retweets, FB posts, media interviews, etc.

13. It Gets Better Project
 It Gets Better Project supports young LGBT people &
encourages them to stay strong during their teenage years
 Created in response to high rates of teenage suicide in the
LGBT community
 Google Chrome adopted the cause in its advertising
campaign which shows how messages go viral through social
media

14. No Kid Hungry

15. American Red Cross

16. 2011 Japan Earthquake & Tsunami
Support
 Red Cross
 Promoting way to donate on Twitter
 Text “REDCROSS” to 90999 to donate $10
 Also has a Facebook Causes page
 Save the Children
 Zynga offering ways to donate while playing
Farmville & Cityville on Facebook
 DoSomething.org
 Created a Facebook page for people to upload
photos of paper cranes in support of victims

17. Breast Cancer Awareness Case
Study
 Susan G. Komen
Foundation challenged
women to list where they
like to keep their purse as
their status update
 "I like it on the floor“ or "I
like it on the kitchen
counter“
 Goal was to create buzz
and awareness for breast
cancer
 Huge uptick in traffic to
breast cancer related
sites