social media and non profits

BA (Hons) AdvertisingNon-profits and social media

What is a non-profit?

A non-profit organisation can be defined as

“An organisation that uses surplus revenues to achieve its goals, rather than distributing them as profit or dividends”

http://en.wikipedia.org/wiki/Nonprofit_organization

Defining non-profit organisations

What falls under the non-profit?

Advocacy or Activist Organisations

Charitable Organisations

Social Enterprises

Health Issues

Social Issues

And the list goes on…

• Commercial Intent

• Set price for goods or services

• Tangible goods or services

• Goods or services for consumer benefit

• Transaction focused

Non Profit vs For Profit

• Non-Commercial Intent

• No set price – donors and membership varies

• No tangible goods or services

• Transaction for benefit of others

• Relationship focused

Aims of non-profit marketing activity

Common aims and objectives

• Raise awareness of key issues or social causes

• Offer education and resources around key issues

• Increase visibility of organisation and their activities

• Increase donations and/or membership

• Change behavior, attitudes and opinions around key issues

• Create and enhance conversations around key issue or social cause

• Bring about social, political, economic, or environmental change

What are the key problems facing non-

profits?

Common problems facing non-profits

• Small or non-existent marketing and advertising budgets

• Small teams and little man power

• Attracting and engaging volunteers

• Demonstrating accountability

• Measuring reach and resonance of messages

• Raising donations and expanding donor base in current economic climate

How social media can solve these problems?

How social media can help

• Increase reach and resonance of organisation’s messages

• Low cost tools and platforms

• Ability to connect with potential donors, volunteers, fundraisers and partners

• Engage fans and followers in focused conversations and discussions

• Monitor conversations and respond

• Measure and quantify activity and reach

• Enable collaboration within the organisation

• Create an engaged and active community

• Gives organisations a way to showcase their personality

Take an existing non-profit campaign and think how you would

extend reach using social media

Social Media Module on SlideShare

http://www.slideshare.net/UCFadvertising

Clemi Hardie

clemi@noodlemarketing.co.uk

@clemihardie