24. 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.
25. 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?
26. If they are already using social media, why not leverage?
The Brand Presence Is Not Enough!
27. 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
33. 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?
39. 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
40. Steps
1: Buy In 2: Guidelines
3: Support 4: Activate
Insiders
41. 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
61. 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.
64. 64
Model to Build Relationships at Scale
Understand Interests and Intent
Content
Engagement Insights
65. 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. 66
Let’s Focus on Four
Passion, Commitment and a Unique POV
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. 67
2.) Content Marketing Mission Statement (think like a publisher)
Passion, Commitment and a Unique POV
1. Who’s the Target?
2. What’s Delivered?
3. Outcome for the Audience?
68. 68
3.) Stick to an Editorial Theme
Consistency of Message is Key!
69. 69
Strong Opinions and Original Research
It’s the only thing that matters!
Source: Andy Crestodina, CMWorld 2016
71. 71
Live Video Streaming Elevates Engagement
Source: Marketo Infographic,How to Captivate Your Audience and Broadcast Your Brand with Live Video
Based upon Research
76. 76
Live Testing to Understand What Resonates
Twitter Analytics Helps Your Refine Messaging
77. 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. 78
“It happens around the edges”
Seth Godin
THANK YOU!
Jeff Leo Herrmann
@JeffLHerrmann
79. Tales from the Dark Side…
[ Things Nonprofits Should Know RE: Tech Funding ]
Leon A. Wilson; Chief Technology & Information Officer
85. What are “board members” common
perceptions about IT and technology needs?
What about Technology?
86. 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.
What about Technology?
87. • 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
What about Technology?
88. • 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)
What about Technology?
89. So what’s your board’s IT IQ?
Let’s take a test!
What about Technology?
90. 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?
What about Technology?
91. Board IT IQ Quiz:
5. Do board members as a whole have access to technology
subject matter expertise when needed?
“Board IT IQ”
What about Technology?
93. What about Technology?
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
94. What about Technology?
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
97. What about Technology?
Like serving steak on a trash can lid verses
on a platter….It’s all in the presentation!!!
98. • 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?
What about Technology?
102. All about improving the operational,
programmatic, financial and /or
organizational capacity of an organization.
103. 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?
104. The Million dollar Question:
• How is this grant aligned
with the funders existing
community interests?
That is, making
demonstrable impact in
their funding areas?
112. What about Technology?
“It can be used to collect data on communities for
municipalities and neighborhood revitalization orgs to
develop strategic plans for improvements”
114. What about Technology?
“It can unchain outreach workers to work directly in
the field servicing their communities while still having
access to information and information gathering”
116. What about Technology?
“Or easily and quickly serve as a communication
lifeline between nonprofits and their community for
important and informative information dissemination”
117. The better you’re at with answering this
question, the better off you’ll be!
121. • 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.
122. 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
125. Non Profit Technology Adoption Over Time
0
2
4
6
8
10
12
2000 2005 2007 2010 2012 2013 2014 2015 2016
Nonprofit Business
126. 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
127. • 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
128. 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
129. 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)
130. 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
133. 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
134. 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
135. 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
141. 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/
142. Thank You!
Contact Linda Widdop, Director of Technology Services for more information
linda@techimpact.org | (215) 557-1559 x 111
143. TechSoup: Leveraging Product Donations &
Services
Kathryn Svobodny
TechSoup Program Director
ksvobodny@techsoup.org
159. Idealware is Here to Help!
We offer impartial, practical, research-based knowledge resources.
160. 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
162. 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
163. “A Few Good Tools” and Expert Series Articles
• Websites
• Managing Constituents
• Email
• Social Media
• Graphics & Multimedia
• Events & Meetings
• Collaboration
• Fundraising
• Advocacy
• Back Office & Operations
• How to Choose Software
164. Free Detailed Comparison Reports
In-depth reports provide detailed, research based comparisons
of different software packages
165. Hands-On Workbooks
Workbooks to guide staff through complicated strategy creation.
•Donor Management Systems
•Social Media Policy
•Social Media Strategy
•Data Driven Decisions
•Peer to Peer Fundraising
•Integrated Communications
167. With the Help of a Huge Contributor Base
Hundreds of nonprofit technologists have contributed to
Idealware articles and research
168. Upcoming Seminars
10 Tips for Measuring Programs Through Data
November 2, 1:00-2:00pm Eastern | Free
Data Management Toolkit
5 Tuesdays starting November 8, 1:00-2:30 Eastern
Tech Tools for Managing Virtual Teams
December 8, 1:00-2:00pm Eastern | Free
169. Sign Up for our eNews to Hear About New Resources!
www.idealware.org