kentucky nonprofits

Beth Kanter, Beth’s Blog

Mixing SocialMedia and

Fundraising

Beth Kanter: Offline

Photo by Steve Goodman

Beth Kanter: Online

Profiles&

PresenceContent in

many places

RSSPowered

Fundraising

Sharing photos,bookmarks, videos,

and more

Conversations

network

Take Aways

http://www.flickr.com/photos/dslrninja/

A basic understandingResources for further explorationAn idea or two for experimentation

Agenda Overview

MorningWhat, Why, Strategies and Tools

AfternoonSmall Group WorkFundraising 2.0 Game

http://socialmedia.wikispaces.com/Social+media+game

David Wilcox

http://internet-fundraising.wikispaces.com/

Photo by Preetam Rai

Two Minute Poll

And you?

http://www.flickr.com/photos/raincitystudios/

Using the Internet to instantlycollaborate, share information, andhave a conversation about ideaswe care about.

AnthropologyProfessor

Michael Weschfrom the

University ofKansas

explains it best

Let’s Watch

What doyou think

are the corethemes?

http://www.flickr.com/photos/kk/

Listening

http://www.flickr.com/photos/sookie/

Conversations

http://www.flickr.com/photos/vox/

http://www.flickr.com/photos/petroleumjelliffe/

It’s Mes

sy!

How is thatdifferent fromWeb 1.0?

Source: Alan Levine – CogDog Blog

Web 1.0

Web 2.0

Why does it matter?

Digital Natives

They’recomfortable

with using newmedia!

They arefuture

donors!

Trust Factor

http://www.nielsenbuzzmetrics.com/cgm.asp

• The Trust factor

• Impacts to Google Results

• Rapid Word of Mouth

• Different than Broadcast Marketing

• To cultivate the next generation ofdonors, volunteers, stakeholders

Social Media matters because …

Impact on Google Results

• The Trust factor

• Impacts to Google Results

• More visible to mainstream journalists

• Rapid Word of Mouth

• Different than Broadcast Marketing

• To cultivate the next generation ofdonors, volunteers, stakeholders

Why Important…

Tools come and go

Why?

Understand the hard truths ofraising money …..

Stories that tug at the heartstrings

Donor loyalty

Show me the money!

Who you know is veryimportant

Now, wheredid I toss that

postagemeter?

AwarenessInterest

ConsiderationDonate

TraditionalOffline/Online

Tools

MediaDirect MailWeb Site

Email NewsletterCMSCRS

Internet AdvertisingSEO

Online Donations

AwarenessInterest

ConsiderationDonate

AwarenessInterest

ConsiderationDonate

AwarenessInterest

ConsiderationDonate

EmailMarketing

Online Auctions

Virtual Gift Catalog

Online Merchandising

Fundraising Events

Direct Mail

Traditional Media

Membership & Online Renewal

Pay Per Click

Blogs

\YouTube

Flickr

Facebook

Will It Blend?

It’s both/and not an either or!

Web 2.0/Bleeding Edge orBasic Needs and

Traditional Approaches?

INSERT NAME OFCOOL NEW SOCIAL

MEDIA TOOL

To Reach Outcomes!

What to Measure?

AudienceTools

Conversations

Staffing

Budget

Content

Measurement

Metric

Outcome

ReputationAwareness

LeadsVolunteersDonations

SubscriptionsSign Petition

Strategy

Questions and break ….

BlogsTechnoratiRSSTaggingSocial BookmarkingFlickrVideo SharingSocial Networking SitesTwitter

Won’tsomeoneget hurt?

http://www.flickr.com/photos/tomthephotographer/

What to Measure?

AudienceTools

Conversations

Staffing

Budget

Content

Measurement

Metric

Outcome

ReputationAwareness

LeadsVolunteersDonations

SubscriptionsSign Petition

Strategy

Find People and Listen

A homelessperson isn’t

someoneyou pass on

your wayinto a fancyrestaurant

Think google for social mediaconversations …

http://www.flickr.com/photos/alismith44/

Listening:Read a few good blogs

There are two ways to consume information on the web

http://www.flickr.com/photos/smudie/

RSS Reader

How does it work?

1. What do you monitor?2. Search terms3. Set up4. Monitor

Technorati Search, Watchlistsand Google Alerts

RSS Reader

How do they work?

Join the Conversation

http://www.flickr.com/photos/vox/

The ability to have aconversation

Read and comment on blogsThink before you write!

What did they say well?What did they miss?

Answer questionsWhat are other people saying

How does it apply to youLook forward

Look backward

Ask what if?

http://www.flickr.com/photos/brettlider/

Get bloggers towrite about yourorganization

Your Blog

Individual Blogs

Reflect aboutyour practice

Connect withpeers

Back up brain

http://www.flickr.com/photos/kk/

Creating a blog takes lesstime than making this

How does it work?

Let’s Take A Break!

Tell Your Story in Text

Blog the Impact ofyour program!

Publicly advocate a point of view

From a different perspective

“The best blogs startconversations,

they don’t controlthem” – Seth Godin

But, we are toobusy saving the

whales!

http://www.flickr.com/photos/petelidwell/

Bad idea

My .org

• Find blogs

• Read blogs

• Comment on blogs

• Get bloggers to write about your program

• Write personal blog about your practice

• Internal org blog behind the firewall

• Org public blog – group authors

• Blogs by patients or clients as supportservice

In order of amount oftime/investment/complexity

Photos can tell your stories

Project 7: Tell Your Story In Pictures

1) I share my pics ->

-> with you --->

-->You share your pics ->

---> with him

Watercooler conversations(mediated by photos)

Source: Slideshare by Rashmi Sinha

Social Features

Flickr it isn’t just about doggy photos

http://www.flickr.com/photos/zoomar/

Your Flickr Account as Organizational brochure

A Flickr Group To Record A Short-Term Activity

Community Organizing

A Contest

Watch

Social Networking

Social Networks: First Generation

1) I am linked to ->

-> to you

--->You are linked to her ->

-> to her…

Source: Slideshare by Rashmi Sinha

Now Iknowallthesepeople!

Where’s our targetaudience?

-Ask them (surveys)-Field research-Analyze demographics of site

•What social networking site has myaudience?•How do they use technologies?•What are they talking about?•Who are they?•What do they want?

What about using more than one site?

Friendship

Profile Content

Outreach

Workflow

2 hours a day

Establish a routine and stick to it

A Few Time Savers ….

Time Savers

If I had to log intoevery socialnetworking site I useto keep, I'd shootmyself."

Time Savers

Applications that cross-postautomatically or bookmarklets

Project 9: SocialPresence

Dip in or Stay Hyper Connected

How Used?

In an emergency?

Project 10: Widgets

Tagging

• 3 words – related tofundraising

• Passion

• Find a kindred spirit

• Have a conversation

Just three words….

Strategy Map

What to Measure?

AudienceChannels

Conversations

Staffing

Budget

Content

Measurement

Metrics

Outcome

ReputationAwareness

LeadsVolunteersDonations

SubscriptionsSign Petition

Metrics are the attributes orfactors that are important for youto measure results or makeimprovements.

The process of determining the resultof a strategy

What is measurement?

The hard truthabout socialmediameasurement …

Social Mediameasurement isnot like Martha

Intangible

AELIA

AudienceEngagementLoyaltyInfluenceAction

Audience

Who

# Trend for UniqueVisitors

Engagement = Interaction + Attention

•What do they clickon?

•How long do theystay?

•How many peoplecomment on posts?

•What is the shape ofthe conversation?

•What is your post tocomment ratio?

Posts_____

Track backs +Comments

Loyalty

RSS Subscribers - trends, not actual numbersRepeat visitorsTell other people about youGrain of Salt

Influential Ideas: Memes,and their intensity over time

Intent/Action

GoalConversion RateQualitative Data

Strategy Map

What to Measure?

AudienceChannels

Conversations

Staffing

Budget

Content

Measurement

Metrics

Outcome

ReputationAwareness

LeadsVolunteersDonations

SubscriptionsSign Petition

Low Risk Experiments

http://www.flickr.com/photos/striatic

• A project that won’t take muchtime and relates to org goals.

• Write down your successes.• Write down your challenges.• Ask the people you want to

connect with whether they thinkyour outreach and listening isvaluable.

• Watch other nonprofits and copyand remix for your next project.

• Rinse, repeat.

Strategy Map

What to Measure?

AudienceChannels

Conversations

Staffing

Budget

Content

Measurement

Metrics

Outcome

ReputationAwareness

LeadsVolunteersDonations

SubscriptionsSign Petition

Contact Information

Beth Kanterbeth@bethkanter.org

Beth’s Bloghttp://beth.typepad.com

Don’t Forget!http://bethkanter.wikispaces.com

It takes 21 days to make a habit – what one project what first step will implement?Write it on a business card, give it to me, and I’ll email you in 21 days!