BVU Technology and Communications Summit Plenary Powerpoint

Become A Networked Nonprofit:
Leading on Social Platforms
Beth Kanter
Master Trainer, Author, Speaker, and Blogger
September, 2016

Beth Kanter: Master Trainer, Author, Speaker and Blogger
@kanter
www.bethkanter.org

Three Digital Revolutions
Mobile
Broadband Social Networks

How has online connectivity enabled us to
activate our social networks for social
change?

Before Social Media and Social Networks

Leveraging Networks As Part of Digital Strategy

CRAWL WALK RUN FLY
How Networked Is Your Nonprofit?
Leader and employees
use social sporadically
but is not connected to
strategy or objectives
Does not use outsiders
Socially Engaged
Leaders/Staff but not a
formal or consistent
strategy or presence
connected to
objectives. May use
outsiders linked to
campaigns.
Lack of social
media
ambassadors,
inside or outside
Formal Ambassadors
Strategy that uses both
insiders/outsiders and is
strategically connected to
objectives. Provides
training, support, collateral
materials, and measures
results.

Share Pair: Where’s Your Organization Now?
• Is your organization at
crawl, walk, run, or fly?
• What do you need to do
to improve to get more
impact?

If they are already using social media, why not leverage?
The Brand Presence Is Not Enough!

Objective Value
Increase employee engagement
by x% by end of fiscal year
Improves internal communications, collaboration
Improves loyalty, buy-in to mission
Decreases burnout and turnover
Recruit XX number of social
media ambassadors by launch of
campaign
Free up communications staff time for more strategic
planning versus doing
More gets done
Less burden on existing volunteers or staff
Change in attitude and
increased trust in your
organization xx% by the end of
the fiscal year
Percentage likely to volunteer or donate increases
Improve engagement with
stakeholders xx% by the end of
the fiscal year
Better feedback and ideas for innovation
Better understanding of attitudes and perceptions of
stakeholders
Why Have Board and Staff Use Personal Brands on Social Media

Target Different Audiences
Audience:
Supporters, Donors,
Advocates

Audience:
Influencers,
Journalists, Policy
Makers, World
Leaders

Given all the benefits, what is holding leaders back? Why
run from leading on social?

Personal Professional
Private Public
Personal Professional
Private Public
Worlds Collide: Identity and Boundaries Before Social Media

Turtle
• Profile locked down (or not present)
• Share content with family and personal friends
• Little benefit to your organization/professional
Jelly Fish
• Profile open to all
• Share content & engage frequently with little censoring
• Potential decrease in respect
Chameleon
• Profile open, curated connections
• Engagement Strategy: Purpose, Audience, Persona, Tone
• Increased thought leadership for you and your organization
Based on “When World’s Collide” Nancy Rothbard, Justin Berg, Arianne Ollier-Malaterre (2013)
What Kind of Social Animal Are You?

Purpose Audience
Persona Tone
Personal
Brands
Be A Chameleon on Social!

The Social CEO: In Service of Strategy

I have work to do! Can finally tweet about our
programs from my personal
account!
SOCIAL MEDIA IS PART OF EVERYONE’S JOB!

Social Media Policy – All Staff Participate
http://www.bethkanter.org/staff-guidelines/

Small Nonprofits Can Increase Reach and Capacity

Board Members As Social Media Ambassadors: Support, Activate
• Survey of social media use
• Review guidelines
• Training sessions
• Stories
• Brand collateral
• Brand social media
• How to support with
personal social media
accounts
• Fun Contest
• Activate and Support for
specific campaigns

Steps
1: Buy In 2: Guidelines
3: Support 4: Activate
Insiders

Summary: Leading on Social Media
• Success happens by taking the right incremental step to
get to the next level, but keep moving forward
• Use social media as a part of your organization’s
leadership strategy
• Scale your organization’s social culture with a living
social media policy
• Allow staff to leverage their personal passion in service
of your strategy

Thank you!
www.bethkanter.org
Learn More
http://bit.ly/happyhealthynpbook

43
Content as a
Digital Asset
Using Data and Analytics to Better Communicate
With Your Audience
Jeff Leo Herrmann
@JeffLHerrmann

45
Who’s Your Favorite YouTube Creator?
Anyone with Passion, Commitment and a Unique POV can Build a Global Audience

46
Passion, Commitment and a Unique POV

47
Trained us to be Impatient | Easily Frustrated | Quick to Move On
Google has changed the dynamic and reset expectations!

48
(Content) Marketing in the Driver’s Seat
People want information, not (sales)people. Marketing can teach when customers are learning

49
How Do We Prepare for Digital Transformation?
Good news, you have a passionate audience

50
What Business are you In?
Think Like a Publisher

51
Transformation
Case Study
Peloton Cycle
SECTION
1

52
Look Familiar?
Does LifeFitness Approve of this Use?

53
Manufacturing Exercise Equipment or Changing Lives?
What business is Peloton in?
DIGITAL TRANSFORMATION

54

55
What Business are you In?

56
Community Engagement Builds Raving Fans
Social reinforcement to drive accountability

57
What are the cool kids wearing in SoHo?
Opens, Clicks and Purchases

58
Consistent Tracking of Engagement and Progress
Intelligent Rewards and Reinforcement

59
Congrats on Your 100th Ride!
Intelligent Rewards and Reinforcement

60
Multiple Revenue Streams Driven Across Platforms via Content
Equipment, Apparel, Content Subscription

61
1. Every company/org. is a media company
2. Build loyal audiences with shared values
3. Content helps you understand interests and intent at scale
4. Insights are everywhere
5. We are the product
6. Diversified revenue streams feasible
What can we learn from this case study?
Content is a digital asset which drives engagement and insights.

63
Drive Engagement
and Gain Insights
with Content
SECTION
2

64
Model to Build Relationships at Scale
Understand Interests and Intent
Content
Engagement Insights

65
7 Steps to Help You Think Like a Publisher
Position Your Content as a Digital Asset
1. Set goals and document your strategy
2. Develop a (Content Marketing) mission statement
3. Select editorial theme and stick to it
4. Develop content asset(s) and channel(s)
5. Make an appointment with your audience
6. Schedule, share and repurpose
7. Measure and optimize

66
Let’s Focus on Four
1. Set goals and document your strategy
2. Develop a (Content Marketing) mission statement
3. Select editorial theme and stick to it
4. Develop content asset(s) and channel(s)
5. Make an appointment with your audience
6. Schedule, share and repurpose
7. Measure and optimize

67
2.) Content Marketing Mission Statement (think like a publisher)
1. Who’s the Target?
2. What’s Delivered?
3. Outcome for the Audience?

68
3.) Stick to an Editorial Theme
Consistency of Message is Key!

69
Strong Opinions and Original Research
It’s the only thing that matters!
Source: Andy Crestodina, CMWorld 2016

70
4.) Develop Content Asset(s) and Channel(s)
Go all in on…my strong opinion

71
Live Video Streaming Elevates Engagement
Source: Marketo Infographic,How to Captivate Your Audience and Broadcast Your Brand with Live Video
Based upon Research

72
Equipment List
Anyone with Passion, Commitment and a Unique POV can Build a Global Audience

73
7.) Measure and Optimize: Insights are Everywhere
What’s working? Milennials

74
Insights are Everywhere: YouTube
Look at view time to see what’s working

75
Insights are Everywhere: Understand Your Best Prospects from LinkedIn
Understand Who’s Responding

76
Live Testing to Understand What Resonates
Twitter Analytics Helps Your Refine Messaging

77
1. Every company/org. is a media company
2. Build loyal audiences with shared values
3. Content helps you understand interests and intent at scale
4. Insights are everywhere
5. We are the product
6. Diversified revenue streams feasible
Key Takeaways
Content is a Digital Asset

78
“It happens around the edges”
Seth Godin
THANK YOU!
Jeff Leo Herrmann
@JeffLHerrmann

Tales from the Dark Side…
[ Things Nonprofits Should Know RE: Tech Funding ]
Leon A. Wilson; Chief Technology & Information Officer

Technology Support for Social Mission?

“Board Members”

“Funders”

“Chief Influencers”

What are “board members” common
perceptions about IT and technology needs?
What about Technology?

Nonprofit Board Challenges / Deficiencies:
• Few Sr. IT Leaders sit on a board
• In the for-profit sector just 1% of directors have any
technology background at all. Imagine what the
percentage is for nonprofits?
• Act as if all the operational efficiencies, cost savings
and organizational empowerment seen in for-profit
orgs don’t apply to nonprofits.

• Boards aren’t used to spending much time on tech issues
• Traditionally, they’re more concerned with financial, legal
exposure, executive activities and public policy / relation
matters

• When there is discussion regarding technology around the
board table how often is it at the strategic level rather than
operational level? (i.e. requesting permission to spend money
for tech, such as new workstations; fiduciary focus)

So what’s your board’s IT IQ?
Let’s take a test!

Board IT IQ Quiz:
1. What percentage of board members have a technology
background?
2. How much time is spent strategically discussing technology
at board meetings?
3. Does your board have a committee who’s responsibility is to
explore the use of technology for the nonprofit?
4. Is technology only viewed as a operational overhead budget
line item or a strategic initiative?

Board IT IQ Quiz:
5. Do board members as a whole have access to technology
subject matter expertise when needed?
“Board IT IQ”

Is their a technology illiteracy or
deficiency issue in your board?

What can be done to increase a Board’s IT IQ?
1. Board Development:
• Explore opportunities to diversify the board’s cumulative
skillset by recruiting new board members with
technology backgrounds
• Conduct annual / semi-annual board training
opportunities on pertinent technology topics
2. Board Structure:
• Establish a technology committee focused on exploring
the strategic and operational use of technology for the
nonprofit

What can be done to increase a Board’s IT IQ?
3. Board Access to Expertise:
• Retain the expertise of a external technology consultant /
firm that board members can consult with as needed.
4. Strategic Planning:
• Develop a technology strategic plan for the board to
govern and track initiatives
5. Map Technology to Mission:
• Speak mission language; tie technology to the org’s
mission in a more relevant manner

What are “Funders” common perceptions about
technology grant requests?

How is this supporting social impact?
Isn’t this just
part of doing
business?

Like serving steak on a trash can lid verses
on a platter….It’s all in the presentation!!!

• When technology grants are being presented as an
operational initiative rather than a strategic social impact-
driven initiative (i.e. upgrading a website, implementing a CRM
or hardware) then how is that aligned with the yours’ and the
funders’ social mission?

To approaching funders

All about improving the operational,
programmatic, financial and /or
organizational capacity of an organization.

For example:
• How is this grant increasing your capacity to meet
the needs of the community you’re serving?
• How is this grant positioning your nonprofit to
handle and increase demand on your services or
address a projected uptick in work?
• How will this grant position your organization for
expanding into new lines of services / programs
valuable to the community?

The Million dollar Question:
• How is this grant aligned
with the funders existing
community interests?
That is, making
demonstrable impact in
their funding areas?

What does technology really mean to
nonprofits?

“While technology may not feed the hungry”

“It can provide nonprofits new and innovative
way to collect food and monetary donations”

“While technology may not coach an
inner city sports team or conduct an after
school program”

“It can assist staff and volunteers with registration,
program management and communication with
participants and parents”

“While technology cannot rebuild a
distressed neighborhood”

“It can be used to collect data on communities for
municipalities and neighborhood revitalization orgs to
develop strategic plans for improvements”

“While technology cannot perform
community outreach services”

“It can unchain outreach workers to work directly in
the field servicing their communities while still having
access to information and information gathering”

“It can also provide easier access to client records
and intake processing”

“Or easily and quickly serve as a communication
lifeline between nonprofits and their community for
important and informative information dissemination”

The better you’re at with answering this
question, the better off you’ll be!

Cloud Solutions:
HowThey areTransforming the
Way Nonprofits Work

ABOUT US
Providing high impact
services to nonprofits
since 2003
Tech Impact Philosophy & Team

OUR MISSION
Empower communities and nonprofits
to use technology to better serve our
world.

• Just like you, we are a 501c3 Nonprofit
• Capacity building organization
• Workforce development in technology for at-risk-youth
• Providing IT Services to Nonprofits since 2003
• Serving 100+ NGO’s with Managed IT Services nationally
• Network engineering and implementation nationally
• 600+ Office365 Assessment & Implementations globally
• VoIP Phone Services nationally
• Data Analytics and Support Services
Solutions.Integration.Support.

DIRECTOR OF TECHNOLOGY SERVICES
Linda Widdop
I manage all aspects of client relations for Tech Impact
including educating nonprofits about technology solutions. I
work with local, regional and national partners to provide the
nonprofit community with increased knowledge of technology
through speaking engagements.
I have been using Office 365 since it was first introduced and
have helped over 600 nonprofits get on board with it.
I’m an obsessed birdwatcher and head coach for a women’s ice
hockey team when I’m not helping nonprofits get on board
with cloud computing.
linda@techimpact.org

Typical Needs
Solutions for Nonprofits

Non Profit Technology Adoption Over Time
0
2
4
6
8
10
12
2000 2005 2007 2010 2012 2013 2014 2015 2016
Nonprofit Business

Why The Sudden Spike?
0
2
4
6
8
10
12
2000 2005 2007 2010 2012 2013 2014 2015 2016
Nonprofit Business
Hint: it’s in the sky, puffy and looks like this

• Nothing to own
• Low cost
• Rapid deployment
• Ability to scale
• Availability
• Mobility
• Security
• Backup/Disaster Recovery
• Ability to use less powerful
clients
How Does Cloud Impact Nonprofits?
127

How can Cloud be Affordable?
One Word - Competition
–Internet bandwidth, speed, pricing
–Data Center Infrastructure in place
–Cloud solutions developed for commercial use
–Vendors want market share
–Philanthropic commitment
128

Moving from In-house to Cloud
• Hardware/software/licensing –
CAPEX:
– Major expense
– Can be funded
– Capitalized/Depreciated
• Using Cloud – OPEX
– Constant subscription cost
– Adjusted based on usage
– May not be funded (considered same
as utilities)

IT Expense Example
Expense IT Support Hosted Cloud
Server Purchase $2,000+ $0 $0
Server $100+ per month $300+ per month $0
Server outages Varies Rare Never
Email Exchange support $100+ per month,
spam filter $2/mailbox/month,
backup $100+/month
Exchange support $100+ per month,
spam filter $2/mailbox/month,
backup $100+/month
$0
File storage $0, plus backup costs $1/GB/month $0 - ?? Depending on volume

Cloud
Cloud Solutions for Nonprofits

Grow&
Transform
Run
Focus on
evolving
the business
Focus on
maintaining
the technology
Maintain Evolve
 ReduceTCO
 ExtendCapabilities
 ReduceTimetoMarket
= IncreasedITROI
IT
ROI

Why Does Cloud Advance Nonprofit Performance?
1. Mobility – users gain access to information hosted on cloud, accessed
by wifi or mobile device
2. Agility – subscribe to cloud systems paying for usage. Vendors upgrade
and adapt to customer requests eliminating the need to replace in-
house server and systems.
3. Metrics – data systems tuned to provide dashboards and flexible
reporting

Benefits of Cloud Computing
• Availability
– Access from anywhere
– Host provides SLA
– Business Continuity and Disaster recovery
• Security
– Provider responsible for physical hardware, operating
system, application security
– User/group permissions set by admin
– All information stored in one location – not emailed
around
• Reduces Capital Expenses
– No more server purchases!
• Scalable
– Add users and data on the fly
134

Benefits of Cloud Computing
• Eliminates or reduces maintenance costs
– No more servers to maintain!
• Better collaboration
– Work on the same doc/data with coworkers
• Agility
– Ease of adoption
– Pay as you go, move when something better comes along
• Access to Cutting Edge Technology
– Vendors are faster to market
– Competition drives down pricing
– Initial investment is reduced
135

Microsoft Data Center Dublin Ireland
137

Scalability:
Microsoft’s Global Footprint

How Tech Impact Can Help
• Strategic Technology Planning – work with your team to create a
plan that aligns tech with mission/business goals
• Tech Consultation – specific to cloud solutions available through
Techsoup
• Office 365 Implementation
• Ongoing Support
• Analytics and Report Generation
http://techimpact.org/our-services/

Thank You!
Contact Linda Widdop, Director of Technology Services for more information
linda@techimpact.org | (215) 557-1559 x 111

TechSoup: Leveraging Product Donations &
Services
Kathryn Svobodny
TechSoup Program Director
ksvobodny@techsoup.org

Our Work
Builds local communities
for people working in social
good technology.
Simplifies international
giving for grantmakers
and grantees.
Provides NGOs with
technology, products, services,
and education at low or no cost.
Connects philanthropy
programs with validated
NGOs around the world.
Creates apps that help
communities solve critical
problems.
Provides an information
system for NGO reporting
and transparency.
TechSoup.org NGOsource NGOk
GuideStar International Caravan Studios NetSquared

Technology is shaping the behaviors and expectations of
your supporters, beneficiaries and staff
Big data
Analytics
Casual
programmer
Digital
engagement
Are your digital strategies integral to your program and mission strategies?

Technology leadership is not just for techies.
 Internal team researches
technology and picks
products for their office to
test based on a set of
criteria
 Their entire office tests
each potential type of tech
and votes on their favorite
 Not about saving money
but also about other
benefits (e.g., flexibility)

Start with the problem you want to solve, the person
you want to help rather than with the technology.
 Use design thinking principles to
maintain a focus on beneficiary
(client) needs.
 Check for blind spots – are you
enamored with the technology and
losing sight of your beneficiary’s
needs?
 Clearly define your goals and then
explore how tech can help you
achieve them.
 Don’t implement for technology
sake. It needs to serve a purpose
and add value.
Extreme listening

TechSoup Webinars and Forums

150
Get the Most Out of
TechSoup

Our Product Donation Program
• Donated technology, training, and community forum resources
for NGOs save costs, magnify impact, and extend reach.

Our Corporate Partners
• Acclivity
• Adobe
• Alpha Software
• Atlas Business Solutions
• Atomic Training
• Autodesk
• Azavea
• BetterWorld
• Bitdefender
• Blackbaud
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• Brocade
• Bytes of Learning
• Caspio
• CauseVox
• CDI Computer Dealers
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Services
• Digital Wish
• Dolby
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• FileMaker
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Recyclers
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Registration
• Skillsoft
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• Society for Nonprofit
Organizations
• Sparrow Mobile
• Symantec
• Tableau
• TechBridge
• Tech Impact
• Teespring
• Telosa
• Tint
• Ultralingua
• Western Digital
• Zoner

Key Subscription Benefits
• Zero admin fee items
• Special hardware discounts
• Expert advice
• TechSoup voucher and much more!
Admin Fees start
at $79 for one
year for small
nonprofits
TechSoup Boost

Let’s Connect
www.techsoup.org
facebook.com/techsoupglobal
twitter.com/techsoup

Kathryn Svobodny
Program Director
ksvobodny@techsoup.org
435 Brannan St.
San Francisco, CA 94107

Helping Nonprofits Make Smart Technology Decisions
www.idealware.org

Many Nonprofits are Struggling with Technology

Idealware is Here to Help!
We offer impartial, practical, research-based knowledge resources.

Filling an Urgent Need
As a non-techie, it is great to find such depth of
information written in easy-to-understand—but not
oversimplified—language. I trust that the folks at
Idealware will present all the angles I need to
consider in an unbiased and honest way.
-Rachel I. Crossot, United Cerebral Palsy
"Idealware is filling an urgent need in the
sector by giving organizations unbiased
and well-researched information on the
tools available to them."
-Ami Dar, Executive Director, Idealist

Introducing Idealware
We’re a
nonprofit that
provides
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and tools to
help other
nonprofits
make smart
technology
decisions.

Three Kinds of Resources
Approachable, yet not over-simplified.
Articles comparing
tools and offering
tips and insights
Detailed reports
and workbooks
Online and live
training

“A Few Good Tools” and Expert Series Articles
• Websites
• Managing Constituents
• Email
• Social Media
• Graphics & Multimedia
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• How to Choose Software

Free Detailed Comparison Reports
In-depth reports provide detailed, research based comparisons
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Hands-On Workbooks
Workbooks to guide staff through complicated strategy creation.
•Donor Management Systems
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With the Help of a Huge Contributor Base
Hundreds of nonprofit technologists have contributed to
Idealware articles and research

Upcoming Seminars
10 Tips for Measuring Programs Through Data
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December 8, 1:00-2:00pm Eastern | Free

Sign Up for our eNews to Hear About New Resources!
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