2. Agenda
Welcome
Roll Call
Announcements
Social Media Presentation
Summer Vista Farewell
Closing
3. What is Social Media
Social media is currently defined as follows on Wikipedia:
“Social media is media designed to be disseminated through social
interaction,
created using highly accessible and scalable publishing techniques.”
This wordy definition goes on to add that the ubiquity of high speed
internet
access in much of the Western world enables the use of “web-based
technologies
to transform broadcast media monologues (one to many) into social
media
dialogues (many to many)”.
This is key.
Social media enables conversations.
Social media platforms like Facebook, Twitter, YouTube, Flickr, MySpace
allow
people to congregate around „interests‟ online, empowering content
creators to
create and nurture online communities around „social objects‟: online
4. What are Social networks?
Users create public profiles
Discover others with similar interests or
backgrounds
Create an online network of “friends” or
colleagues
5. Social Network Sites
Most popular Philanthropy Specific
Facebook: sharing friends Sixdegrees.org
and profiles Change.org
MySpace: sharing friends and YourCause.com
profiles – slightly more
corporate feel than Facebook BringLight.com
Bebo: sharing friends and FirstGiving.com
profiles Yahoo for Good
LinkedIn and Plaxo: more NetworkForGood.org
professional networking ammado.com
Twitter: instant messaging zazengo.com
Special Purpose Razoo.com
YouTube: video/media socialvibe.com
sharing
Flickr: photo sharing
Second Life: 3-D simulated
world similar to the Sim’s.
6. Facebook demographics
(1/2009)
Has more than 42 million active users – over 200
million visitors
Claims to be the 4th most-trafficked website in the
world
More than half of Facebook users are not in college
The fastest growing demographic is those 35 years
old and older
25-34 year old demographic doubles every 6 months
Largest age group is 18-24
The site is in more than 20 languages, including
Spanish, French, German, Russian and Korean
7. MySpace demographics
Claims to be the country’s most trafficked site
on the Internet
85% of MySpace users are of voting age (18
or older)
1 in 4 Americans is on MySpace, in the UK it’s
as common to have a MySpace as it is to own
a dog
44% of users are between the ages of 18 and
34
23% of users are over 34
10. Social Networking
Demographics
“On a per capita basis, MySpace has 4% more women visiting
its site than Facebook. Facebook users tend to be more
affluent, with its users skewing towards households earning
over $60,000 per year, while MySpace users skew toward lower
income levels, with 12% more of its users earning under
$60,000 per year. Using the psychographic system Mosaic to
track U.S. Internet users, it's clear that there's a class distinction
between users of the two social networks. Facebook's most
predominant group of visitors in Mosaic is "affluent
suburbia," a group that Mosaic describes as "the wealthiest
households in the U.S., living in exclusive suburban
neighborhoods enjoying the best that life has to offer." The
predominant group for MySpace, on the other hand, is
"struggling societies," or households that are primarily single
parent, single income, raising families on lower incomes and
tight budgets. “
Source: www.time.com/time/business/article/0,8599,1675244,00.html
10/24/2007
12. Why should nonprofits get
involved?
People give to people
If I’m in your network, and I let you know about the
nonprofit I care about, word can spread like a virus
People are more motivated to give if asked by a friend
Qualities of a donor
Ability
Interest
Linkage
Diversify your constituency
Engage your constituency
Don’t expect to raise a lot of money right away
13. Mobile fundraising becomes
prominent
Text the word “Quake” to 85944 to donate $10 On behalf of Food for the Hungry
Text the word “Gain” to 85944 to donate $10 On behalf of Global Aid Network
Text the word “Haiti” to 501501 to donate $10 On behalf of the Yéle Foundation
Text the word “Yele” Yele to 501501 to donate $5 On behalf of the Yéle Foundation
Text the word “Quake” to 20222 to donate $10 On behalf of The Clinton Bush Haiti Fund
Text the word “Haiti” to 20222 to donate $10 On behalf of the Clinton Foundation Haiti Relief Fund
Text the word “Haiti” to 52000 to donate $10 On behalf of the Salvation Army
Text the word “Hope10” or “UNICEF” to 20222 to donate $10 On behalf of UNICEF
Text the word “Habitat” to 25383 to donate $10 On behalf of Habitat for Humanity
Text the word “Haiti” to 40579 to donate $10 On behalf of the National Religious Broadcasters (NRB)
Text the word “Oxfam” to 25383 to donate $10 On behalf of Oxfam America, Inc.
Text the word “Save” or “Safe” to 20222 to donate $10 On behalf of Save the Children Federation, Inc.
Text the word “Give” or “World” to 20222 to donate $10 On behalf of World Vision Inc.
Text the word “Haiti” to 85944 to donate $10 On behalf of the International Medical Corps
Text the word “Haiti” to 25383 to donate $5 On behalf of the International Rescue Committee
Text the word “Care” to 25383 to donate $10 On behalf of CARE
Text the word “Live” to 25383 to donate $10 On behalf of Americares, Inc.
Text the word “Give” to 25383 to donate $10 On behalf of the MTV telethon
Text the word “AJWS” to 25383 to donate $10 On behalf of the American Jewish World Service
Text the word “Haiti” to 90999 to donate $10 On behalf of the American Red Cross in the U.S.
14. Applications for Nonprofits
Promote specific actions or causes
Peer to peer invitations to get involved
Click a button to add name to a list of supporters
User adds your “badge” or logo to his/her site
Get constituent feedback
Blessing and a curse
Encourages a personal relationship to the
nonprofit
Researching VIPs, major gift prospects, &
others
15. Special Facebook features to
consider
Groups *
Causes - applications that allow Facebook
members to…
Create a cause site
Invite friends to join the cause
Make donations to the cause
Mustgo to a 501(c)3 org
Donations are processed by the application
Badges – an icon that links back to your
website or Facebook page
16. LinkedIn Features
Lots of professional information – self reported
LinkedIn Groups help constituents connect
with each other
17. Obama’s Dominance
His Facebook page has over 3 million friends
His MySpace page has over 900K friends
Fundraising success
January 2008, raised $32 MM, $28 MM of which
was raised online
Of the $28MM, 90% of the donations were under
$100
18. Stories from the field
Humane Society of the US
Uses MySpace, Facebook
Raised $5,000 in 1st 3 months of Facebook presence
via the Causes applet
American Cancer Society
Conducted an annual virtual Relay for Life on Second
Life since 2004
Raised about $5k in 2004; $38K in 2006; $100K in
2007; over $200,000 in 2008
19. 12 for 12K
12 months
12 charities
1200 people
$10/person/month
$12,000/charity
21. Twestival: Twitter Philanthropy
Started when Twitterers in the UK decided to
meet in person in Fall of 2008
Social event tied in with fundraising for a
homeless shelter
What if this happened in many cities?
10,000+ people in 202 cities met on 2/12/09
Raised $250,000 for charity:water
22. More on Twitter
Info about swine flu spread on Twitter faster
than the virus itself
CDC’s emergency alert service followers went
from a few thousand to over 40,000
Twitter itself is becoming a news channel
Lance Armstrong has 745,656 followers
23. Applications for prospect
research
Users create their own profiles which may include
Interests
Affiliations
Professional information
Many profiles are “private”, some are open to
public view
Specialized search:
Twitter Search
LinkedIn Search
Caveat emptor
24. How to get started
Make sure
Simple online giving tools
Clear, simple, attractive web site
Start small – set simple goals
Raise awareness of a particular issue or cause
Increase your constituency size by 10%
Engage a younger constituency
Raise funds for a hot issue
25. How To Get STarted
Assign a champion and give that person the time
to interact with the network
Encourage staff members to create profiles and
interact with the network
Consider a multi-site strategy
Facebook
Twitter
YouTube
Flickr
Second Life
26. Online Giving
Here are a few key points you can‟t miss when it
comes to making the online giving process more
social.
Explain why someone would be interested in
donating.
Use real examples of people you have helped and
situations you have improved.
Provide information about your organization’s
presence on social outlets so users can connect
with you on them.
All this info shouldn’t live right on the page where
the donation form is. Just make it easily
accessible from the donation form.
27. Online Giving Cont.
1. Simple is Always Better You’ll make it complicated for people to
share if it’s complicated to give. Read that again. And let’s keep
the goal in mind –you want people to give. Then you want people
to pass on the opportunity of giving to their friends and family.
2. Don‟t use too many fields or have too many options. You don’t
need to collect three different addresses and info on where a
person went to school when they give. Make sense? Less is
more.
3. Don‟t make your form multi-step. Keep it to one page and one
step. Too many steps equals too many ways for a person to fall
out of the process. Browser issues. Boredom. Distraction. See?
4. Don‟t use extraneous text/imagery. It’s a fact that giving people
too many things to do or look at distracts them from the main goal.
Keep it clean. Keep it simple
5. Always confirm payment immediately. Doing this makes people
feel secure and confident in their decision. Security and
confidence make people more inclined to share with others.
28. Online Giving Cont.
7. Send an email confirmation quickly. This closes the deal and gives you
an opportunity to thank a person for their time and money. A very
important step! It’s also a great opportunity to ask the donor to share what
they’ve done with their network (remember, their networks matter).
8. Make it Sharable Let’s think back to the first pointer here (Follow the
Rules) –Explaining why someone would want to give and how you are
making a difference makes people want to share with others. It gives
them something to share. If people are giving to you its likely they’ll want
to share that opportunity with their friends and family. Now it’s your job to
make it easy for someone to do so. Here are a few ideas.
9. Don‟t make people give to share. Check out what Tweetsgiving did.
They asked people to tweet what they were grateful for with a link back to
www.tweetsgiving.org–this helped to spread awareness.
10. Use Add This plug-in on the donation form and the onscreen
confirmation pages. It’s simple to add and makes it very easy for people
to share via numerous social networks and email.
11. Provide a way for people to share in the confirmation email. I.e.
forward to a friend type functionality and links to your Facebook and
Twitter pages.
29. Signs that Social networking isn’t for
you
You’re still trying to get a handle on your basic
software infrastructure
Your target audiences aren’t using social
networking
You don’t have time to experiment with something
that might not work
You don’t have a high tolerance for things that
don’t always work like they should
You aren’t ready to invest in gaining a real
understanding of the medium
You want to maintain firm control of your brand
and message
Source: www.fundraising123.org/article/should-your-organization-use-social-networking-sites
30. Keys to success
Keep your site current
Change content continuously
Twitter and blog posts
Status updates
Pictures & videos
Be interactive and responsive
Don’t make fundraising the primary focus
Inform
Engage
Inspire
Focus on issues, not your organization
Notas do Editor
Diversification:Carie Lewis, the Humane Society’s Internet marketing manager, said she finds herself responding to lots of mundane questions on pet care as a result of maintaining a presence on Facebook, MySpace, YouTube and Flickr. More important, Lewis said she’s discovered supporters outside the organization’s traditional demographic of women in their 50s.Engagement:“If you send out a direct-mail piece, you never know if people open it up or not, unless they mail a check back to you,” said Steve Byers, director of development and communications at Kansas-City based Water Partners International, which promotes safe drinking water. “With the online community, we know which pages they’re clicking on. … They want to provide feedback and interact with the organization in ways that are very exciting and challenging.”
Promote causesCircle of Health International has its own Facebook page, and 26-year-oldMatt Bieber clicked on an application called Causes that allowed him to invite more than 100 of his 200-plus contacts to publicize the non-profit on their profile pages. His recruitment effort was akin to distributing virtual bumper stickers with the option to donate through the site. Eleven of his friends added the non-profit to their profiles.Water Partners created three fictional characters from Ethiopia, India and Honduras and placed them in a virtual village on Second Life to illustrate the challenges of accessing potable water. The avatars also have profiles on MySpace and Facebook, and shots of their Second Life village are posted onphoto-sharing site Flickr. While the amount of money raised so far is tiny,Byers said he could see online marketing and fundraising slowly displacingdirect mail.
Brainchild of Canadian marketing consultant Danny BrownStarted by people on Twitter
charity: water is a non-profit bringing clean and safe drinking water to people in developing nations.Tweetsgiving was a similar event last Thanksgiving
1. You're still trying to get a handle on your basic software infrastructure.There are many ways software can enhance your organization's effectiveness and efficiency. Social networking sites should not be the first tools you turn to, however.Almost all organizations will get more bang for their buck by ensuring that their computers are networked and backed up regularly; by purchasing robust software to help staff members do their jobs; by maintaining a useful constituent database; and by exploring the benefits of an e-newsletter or email action alerts. Once these fundamentals are in order, it makes more sense to turn your attention to experimental areas like social networking.One exception: If you're looking for an easy way to build a simple Web site and your audience overlaps substantially with the younger and more tech-savvy audiences likely to be using MySpace or Facebook, it's worth considering using social networking tools to create a Web presence, as discussed in point one under "Opportunities in Social Networking," below.2. Your target audiences aren't using social networking toolsSocial networking works best when the people you're trying to reach or work with are already members of a community like Facebook or MySpace. Look for opportunities to interact with current or new constituents in the sites they're already using, rather than expecting them to join you on a new site.While these sites' audiences are expanding among older and niche audiences, they are still predominantly young (in their teens or twenties) and tech-savvy. Some of the niche social networking tools can help you reach different demographics, but it's important to know where the folks you're trying reach already are.How should you go about learning what sites your target audiences are using? There's no better way than asking them, either through a survey or informal one-on-one interviews.3. You don't have time to experiment with something that might not work.Online communities aren't self-maintaining. They need you to promote them, cultivate them, and give them direction. If your network blossoms, you may be able to step back and watch your users produce and share content. But getting to that point takes a lot of time and effort.What's more, this work is not likely to yield immediate, measurable, bottom-line returns on your time investment. There are some examples of organizations attracting large numbers of supporters to sign a petition or to become “friends” within a social networking site. This is can be helpful in marketing your organization, but it's often hard to convert these online associations into more traditional supporters. With most social networking tools, for example, it's difficult to contact large numbers of friends cost-effectively.When it comes to fundraising itself, social networking sites are still a new frontier. As is pointed out in October 2007's The Wired Fundraiser (PDF), a report by SixDegrees and Network for Good, “the successful [fundraiser] has a relatively rare combination of true passion and a means to lend a sense of urgency to their cause. Not every SixDegrees fundraiser or Facebook Cause is a winner, but a proud few — the super activists — are very effective, raising $9,000 on average and reaching 150 people.”If you have the skill, time, and inclination to mold yourself into a super activist, and raising $9,000 from 150 people would be a big win for your organization, then social networking might work well for you. But keep in mind that there's no guarantee.Investing in social networking sites isn't a calculated risk, like sending out an appeal letter or a proposal, or inviting a prospect to lunch. We don't yet have enough data to know what the payoffs may be, if there are any at all.4. You're not willing to deal with technologies that don't work as well as they could.Social networking is not yet a well-oiled machine. The technology is changing rapidly. Things break. If your organization decides to invest in social networking, you'll need a reliable consultant or a staff member (not a volunteer or an intern) who is willing to experiment, figure out how to get stuff working, and approach these tools with a sense of adventure. They'll need patience to deal with platforms that don't necessary work as well as they could, or even as well as advertised.5. You're not ready to invest in gaining a real understanding of the medium.So you want to seed your leadership and donor pipeline with Millennials and Gen Y'ers by reaching out to them through social networking sites? Good idea. But young folks can sniff out campaigns with ulterior motives faster than you can design them.In order to have success with social networking, it's critical that you understand the culture of the communities you're joining. Typical social networking site users expect a collaborative, open approach. Anything that seems like a hard sell or like it was put together by a committee will be ignored, or, worse, ridiculed.6. You want clear editorial control over your brand and message.People who use social networking tools are not interested in promoting your brand or following your message guidelines. When you get involved with these sites, it's hard to control the context in which your organization shows up. For instance, it's completely possible that you'll appear in someone's list of “friends” alongside causes with which you do not want to be associated. Those who succeed with social networking do so by letting their constituents have a substantial voice in their message, rather than by setting firm rules and expecting users to follow them.