Social Media for Nonprofits | National Philanthropy Day Conference
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This document discusses strategies for using social media effectively for nonprofits. It highlights how the Ice Bucket Challenge raised millions for ALS by going viral on social media. It provides tips on choosing platforms based on your audience, creating engaging content through storytelling, balancing promotional and engaging posts, responding to users, and using hashtags and metrics to measure success. It emphasizes that social media requires dedicated staff or an agency to see big results.
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Social Media for Nonprofits | National Philanthropy Day Conference
- 2. Social Mediafor Nonprofits WahineMedia social media strategy, training & implementation for business@karenweikert| @wahinemedia Becker Communications public relations, marketing/advertising, online communications @WilburWong| @HawaiiPR Slides:http://bit.ly/AFPSocial #AFPSocial
- 3. How nimble are you? If you’re like Jack, you’re willing to jump through hoops to get those donor bucks.
- 4. But are you willing to pour a bucket of ice over your head?
- 5. The Ice Bucket Challenge ignited millions across the globe to raise awareness and donate to a cause… IT WENT VIRAL!
- 6. What is it? THE CHALLENGE: Dump a bucket of ice cold water over your head (or donate to ALS Association) and take a video of it. Then challenge 3 friends to do the same by tagging them on social!
- 7. So far… Facebook: 28 million joined the conversation and 2.4 million videos shared YouTube: 2,330,000 videos uploaded Over 50 political figures, 200 athletes, 200 notable actors, and 220 musicians have participated
- 8. Celebs loved it. Just ask @mlauer
- 9. Show me the money! “The ALS Association is Grateful for Outpouring of Support: Ice Bucket Donations Reach $88.5 Million” (ALSA.org Press Release, 8/26/14) Compared to $2.6 million during the same time period last year
- 10. Who started it? This was not a campaign started by the ALS Association, but by young people who wanted to support the cause Pay attention to Generation Z! They are ‘social’ savvy and can easilyraise money for a cause
- 11. Much more than just the money it raised Think of the joy, laughter and goodwill, not to mention personal participation from millionsSocial proof: peer pressure in a positive way 1.9 million new donors to ALSA.org
- 12. How do we replicate? Make it ridiculously cool to do! Funny always works Easy (low barrier to participate) Social by nature
- 13. “Whether we should” is pushing up daisies...
- 14. Let’s talk platforms Your org’s sweet spot will be based on where your audience hangs out It might be Pinterest!
- 15. Let’s talk platforms 98% of charities and nonprofits in the US are active on at least one social media site (91% in 2013) Facebook period! 98% of nonprofits are on Facebook (Hubspot.com + Nonprofit Social Network Benchmark Report) It’s where the people are… yes, even those without wrinkles
- 16. Holding up their dance card 86% of nonprofits are on Twitter (can tweet donors, funders directly) 33% using Instagram 30% using Pinterest, LinkedIn, and Google+ give or take YouTube is 2nd most used search engine in the world
- 17. Your audience expects to see you on 3-4 profiles
- 18. Hashtags are important Hashtags help tell the story #livedlongenoughtoseethis #donatenow#volunteer Hashtags are how people find you Don’t forget events and tweetchats
- 20. Frequency & timing How often is enough? It depends on your insights Remember the algorithms
- 21. Frequency & timing Generally speaking… Facebook: 3x-5x week Twitter: 4x day Instagram, LinkedIn, Pinterest and others: 3x week
- 22. And when? Generally speaking… 10:30, 12:30 & 3:00pm are great! B2B conversation best in am Weekends only if you’re there to respond
- 24. Tweriod.com
- 25. Storytelling and story making
- 26. Your story starts with your brand Your brand story is the heart and soul of the brand: who you are + who people think you are Every post reveals what makes you tick, and creates audience experience Signals: Are you walking the talk?
- 27. Social media is visual storytelling… 93% of all communication is nonverbal Photos/videos elicit emotion Don’t underestimate the power of video Photos get 53% more likes, 104% more comments, and 84% more link click-thrusthan text-only posts
- 28. Captions… keep them short & pithy Two sentences max—one-two punch that delivers. Add personality Link to website for details: names, stories, dates, places, significance Shorten links Don’t use internal language
- 29. Keep it simple
- 30. And fun…
- 31. Types of story Use nostalgia Be a mythbuster Ask a question or answer it Give human attributes to non-human things (cats, coffee cups, staplers)
- 32. Whoever has the best content wins! Why? Because it gets shared Keep it light, fun, and what interests you Inspiration #MotivationMonday DIYs, video interviews Memes (branding can reduce shares)
- 33. Inspire us
- 35. Lead AND follow…
- 36. Your muse
- 37. Don’t leave it shriveling on the vine… Want your community to grow? The things NPO’s must remember
- 38. Social is not your soapbox Know your audience and serve up deliciousness on a silver platter #1 mistake nonprofits make: “me, me, me” #2 mistake nonprofits make: not responding
- 39. The power of the social relationship It’s not about you Balance your content Prioritize story making over marketing 5/1. 5 posts for others to every 1 post about you
- 40. Talking about you, you’re not listening You centric: We are proud to share our outstanding accomplishments and community impact! You centric: We will be selling Coach handbags. Come show your support! You centric: Cindy Z. is our rock star volunteer of the month!
- 41. Respond with heart Responding is walking the talk Know who’s talking on your page and continue the connection Be selfless. Make your fan the hero You get what you give
- 42. Love spam?
- 44. If you ask, be there for the answer
- 45. We hear you
- 46. Seed your logo Seed your logo everywhere… you never know where it will bloom The more you comment on others’ posts, the more your org is exposed to new audiences A like is nice, but your logo isn’t seen with a like
- 47. Seed your logo Leave memorable comments (what about the post resonated with you) It’s old school to only follow a few! Have you liked every biz/potential partner’s page? 15-30 minutes 2x day to outreach
- 48. Do’s and don’ts ofthe ask Do create an experience with every ask: “Caddyshackor Happy Gilmore? Tell us what you think was the best golf movie ever made in the comments below. And don’t forget to register for our upcoming golf tournament! #golfforgood” Do give digital high fives, but don’t let them take over your feed
- 49. Do’s and don’ts ofthe ask Do return the favor: “You light us up with your generosity all year long and now we want to return the favor. Here’s a little twinkle to light up your day!” [Christmas tree video] Do share more ways to give ideas
- 50. Do’s and don’ts ofthe ask Don’t ask too often —once a month so make it count (remember 5/1) Don’t strive for a donation, strive for a smile People are 200 times more likely to donate to a cause when a friends asks Blackbaud.com
- 51. It’s not about the money but…
- 52. "Like most businesses, non-profits tend to look at social media as a money-first or money-only channel. So I would recommend they temper the expectations that social is about fundraising and just focus on being a resource, useful and/or entertaining to their core audience. Make people happy with your content. The donations will come." —Jason Falls, Founder SocialMediaExplorer.com Did you know that more than half of your donors are trying to give you money on their ipadand phone?
- 53. Campaigns… you get what you put in Your ask can only be as big as your prize Giveaway something that connects your target audience to your brand Partner up and remember to scratch their back Shortstack.com
- 54. Social is not free Social is a pay to play model, and you want to be on the winning side of their algorithms Typical ad budget: $200-300 / mo– Under 10k fans (split between profiles) Experiment. Use split testing for targeted ads
- 55. Social is not free If you’re not boosting, you will slip from the newsfeeds even if you have quality posts and fan engagement (two $10 boosts a week) Target Hawaii if your donor base is primarily in Hawaii
- 56. You want numbers? Social’s got them Social is fluid, and analytics tell you what works Likes, shares, comments, and clicks (Facebook insights, Twitter analytics, Bit.ly) Number of fans is important, but not as important as engagement rate
- 57. It’s okay to think big results… but have you hiredto create thoseoutcomes?
- 58. Most common mistakes Adding social media responsibilities to an overburdened plate. Guess what falls off when they get busy? Diluting the message between many untrained voices Ignoring profiles (risk)
- 59. Who should do the heavy lifting? Social media is unique skillset Tech savvy, full time, integrated with marketing, fund development and customer service Ability to create content
- 60. Pumped yet? Or… Let your staff concentrate on content creation and let an outsource agency do the heavy lifting (content calendar, daily posting, engagement, outreach, social ad management)
- 61. TAKEAWAYS Only truly “social” behavior succeeds Creation over curation Metrics matter The “whether we should” conversation is pushing up daisies
- 62. TAKEAWAYS Understand the technology Storytelland story make It’s not about you Invest in it
- 63. Cool tools HootSuite: manage multiple platforms Facebook Page Manager: app Iconosquare: Instagram search/services SproutSocial: metrics
- 64. Keep in touch! Karen Weikert WahineMedia @warenweikert| @wahinemedia karen@wahinemedia.com Wilbur Wong Becker Communications @WilburWong| @HawaiiPR wilbur@beckercommunications.com Download this slideshow: http://bit.ly/AFPSocial #AFPSocial