governance: what's social media got to do with it?

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Governance:  What’s  Social  Media  Got  To  Do  With  It  

 Emily  Davis,  MNM,  CGT  Emily  Davis  Consulting  

©  Emily  Davis  Consul0ng,  2014  

2  /emilydavisconsulting /AskEmilyD

Turn  On  Your  Tech  

Follow  the  conversation…    @AskEmilyD  @BoardSource  #BLF2014  #governance  #nonprofit  #socialmedia  #leadership  

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A  Little  About  Me…  

§  Nonprofit  professional  §  Founder  §  Board  member  §  AFP  Author  §  MNM  §  21/64  Consultant  §  BoardSource  CGT  §  Donor  §  Translator  §  Late  adopter  

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A  Little  About  You…    

30 seconds or less

Name  &  Title  

1  Question  for  Today  

1  Social  Media  Buzz  Word    

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Today’s  Agenda  

§  Make  the  case  for  social  media  

§  10  tips  for  social  media  

§  Board  member  engagement  

§  Role  and  value  of  policies  

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Board  Roles  &  Responsibilities  

Set organizational

direction

Provide oversight

Ensure necessary resources

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Understanding  Social  Networks  

“Organizations  don’t  have  to  create…  social  networks;  they  exist  all  around  us  in  a  variety  of  forms.  Networked  Nonprofits  strengthen  and  

expand  these  networks  by  building  relationships  within  them  to  engage  and  

activate  them  for  their  organizations’  efforts.”    

(Fine  and  Kanter,  2010)  

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What  are  your  fears?  

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What  Stinks?!  

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What  Rocks?  

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Why  Social  Media  at  all?  

§  Position  as  an  expert  §  Connect  &  collaborate  §  New  resources  &  ideas  

§  Outreach  &  awareness  

§  Develop  brand  §  Low  cost    

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Social  Media  Lifecycle  

*  The  Networked  Nonprofit,  2010  

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Crawl  

CHARACTERISTICS   AREAS  OF  IMPROVEMENT   FIRST  STEPS  

§  Not  using  social  media  consistently  

§  Resistant  to  change  §  Struggle  with  control  

§  Need  basic  marketing  plan  (i.e.  branding,  print  materials,  online  outreach,  etc.)  

§  Leadership-­‐driven  change  in  culture  to  adopt  online  engagement  

1.  Develop  communications  strategy  (audience,  goals  &  objectives,  etc.)  

2.  Listen  &  develop  online  presences  

3.  Leadership  initiated  discussion  about  engagement  

*  The  Networked  Nonprofit,  2010  

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Walk  

CHARACTERISTICS   AREAS  OF  IMPROVEMENT   FIRST  STEPS  

§  Using  1  or  more  social  media  platforms,  but  not  consistently  

§  Online  presence  connected  to  marketing  goals  

§  Learn  &  use  best  practices  §  Focus  on  1  –  2  social  media  

platforms  §  Need  to  link  to  campaign,  

program(s),  objective(s)  §  Need  to  link  goals,  objectives,  and  

activities  §  Need  to  identify  audiences  §  Collect  data  for  measurement  

1.  Low-­‐risk  pilot  program  to  demonstrate  ROI  

2.  Build  implementation  capacity  internally  

3.  Create/revise  social  media  policy  

4.  Integrate  and  document  measurement  data  

*  The  Networked  Nonprofit,  2010  

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Run  

CHARACTERISTICS   AREAS  OF  IMPROVEMENT  

FIRST  STEPS  

§  Strategic  use  of  multiple  social  media  tools  

§  Part  time  or  full  time  staff  for  digital  communications  

§  Board  using  social  media  in  governance  

§  Social  media  usage  integrated  throughout  org  

§  Has  developed  relationships  &  technology  integration  

§  Need  more  sophisticated  measurement  tools  

§  Find  ways  to  increase  involvement  from  staff  across  the  organization  

1.  Social  media  staff  trains  &  coaches  other  org  staff  

2.  Research  more  sophisticated  measurement  data,  tools,  and  processes  

3.  Evaluate,  revise  strategies  4.  Share  success  stories  with  other  

orgs  

*  The  Networked  Nonprofit,  2010  

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Fly  

CHARACTERISTICS  

§  Embracing  culture  of  learning    §  Use  social  media  data  to  help  the  leadership  guide  decisions  §  Demonstrate  clear  and  compelling  results  §  Networked  with  other  organizations  showing  similar  success  §  Internalized  social  media  communication  best  practices  including:  

o  Strategy  o  Implementation  o  Integration  o  Evaluation  

*  The  Networked  Nonprofit,  2010  

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10  Tips  for  Using  Social  Media  

*  Fundraising  &  the  Next  Generation,  2012  

1.  Social  media  is    A  tool  not  THE  tool  

2.  Social  media  is  a  plant  

3.  Add  value  

4.  Two  way  street  

5.  Prospecting,  cultivation,  stewardship  

6.  Philanthropy’s  next  generation  

7.  It  ain’t  free  

8.  Not  everyone  “Diggs”  social  media  

9.  Selling  social  media  

 10.  Have  a  plan  

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1.  Communications  Evolution  

Traditionalists

Postal Mail Phone calls

Boomers

Television Facebook Email

Generation X

Websites E-newsletters Email

Millenials (Gen Y)

Social Media Websites Mobile

Generation Z

???

Adapt or die!

Every generation

teaches us new technology

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Check  out  the  channels…  

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2.  What  Seeds  Have  You  Planted?  

§  Up-to-date database §  Specific, targeted

outreach

§  Phone calls §  In person meetings

§  Website  

§  E-newsletter §  Social media postings §  Matching gifts

§  Challenge grants §  Policies  

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3.  Add  Value  

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4.  Two  Way  Street  

§  Be  ready  to  respond  §  Don’t  wait  to  comment  

§  Offer  ideas    

§  Ask  questions    

§ Welcome  feedback    

§  Celebrate  successes  §  Educate  and  share  impact  

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Social  Media  Policies  

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External  Policy  

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Internal  Policy  

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Fundraising  Process  

NEW  DONORS    direct  mail,  events  

ANNUAL  DONORS    Direct  appeals,  volunteer  

involvement  

MAJOR  DONORS  Personal  asks  

Committee  &  board  involvement  

PLANNED  GIFTS  Personal  asks,  personal  involvement,  

Could  be  anyone!  

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5.  Ladder  of  Engagement  

Awareness  about  service  or  giving  

Interest  in  learning  about  service  or  giving  

Desire  to  buy  service  from  org  or  donate  

Action  when  service  purchased  or  donation  is  made  

*© 2010 Beth Kanter

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Social  Media  Ladder  

Happy  bystanders  (Listen)  

Spreaders  (Share)  

Clients  (Money)  

Evangelists  (Ask)  

Instigators  (Create)  

*© 2010 Beth Kanter

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Relationships  Don’t  Change  

§  Cultivate, steward, & solicit

§  Recognize §  Multi-channel

communications

§  Meet one-on-one §  Develop ambassadors §  Stewardship rather

than solicitation §  Effective database  

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Let’s  Break  for  Questions  

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6.  The  Next  Generation  

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Media  Representation  

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7.  It  Ain’t  Free  

“Many  nonprofits  (particularly  the  smaller  ones)  lack  the  resources  to  communicate  effectively.    The  Internet  offers  the  opportunity  to  cost-­‐effectively  build  a  community  of  

supporters.”      

 -­‐-­‐ePhilanthropyFoundation.org  

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8.  Not  Everyone  Diggs  It  

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9.  Investing  Social  Media  

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10.  Have  a  Plan  

Set  Purpose(s)   Goals  &  Objectives   Tools  &  Strategies  

Implementation  

Evaluation  

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Planning  Process  

Discovery  

Environmental  scan  Strategy  sessions  

Target  audiences  Channel  identification  

Topic  areas  

Documentation  

Best  practices  Start  small  &  slow  

Calendar  dashboard  Measurement  strategies  

Implementation  

Staff  Brand  identity  

Content  per  channel  Collaboration  

Personal/professional  boundaries  Adjust  as  needed  

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Please  Don’t  

§  Ignore  stakeholder  input  § Make  it  hard  to  participate  

§  Stray  from  being  unique  

§  Talk  all  about  yourself  §  Forget  to  acknowledge,  connect  to  impact  

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Don’t  Forget…    

§  Social  media  is  as  much  art  as  it  is  science.  

§  Every  org  has  different  experiences.    §  We  are  all  learning.  §  Social  media  is  always  evolving.  §  Ten  Tips  to  Using  Social  Media  as  a  foundation.  

§  Listen  and  learn!    

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Final  Question  Time!  

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Have  a  Giggle  

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Thank  you!  

Emily  Davis,  MNM  

Emily  Davis  Consulting  

(720)  515-­‐0581  

emily@emilydavisconsulting.com  

emilydavisconsulting.com  

emilydavisconsulting.com/blog