Social Good:Social Media for the
Non-Profit World
Kerry Rego Consulting1/25/12
•Facebook 800m users
•Twitter 100m users •YouTube 4b+ views/day
•LinkedIn 135m users
•Google+ 90m users
Why is Social Media Important?
1. Google Sites 187m4. Facebook 162m
10. Wikimedia 83m13. CBS Interactive 78m14. New York Times 76m
24. ESPN 43m27. Twitter 37m
Unique Visitors Dec. 2011
Source: Comscore
Social media use web-based technologies to transform and broadcast media monologues into social media dialogues.
Social Media, A Definition:
Wikipedia
7 C’s of Social Media
• Communication (public relations)• Cause support (philanthropy)• Contests (game metric)• Collaboration (thought leadership)• Connecting others (networking)• Customer service (listening)• Community building (loyalty)
*Dose of Digital concept
What Tools Do We Have to Work With?
GOAL
Where Do You Start?
• Goal• Tools, Research• Routine• Measure• Adjust• Persist
• WHO is the audience?• WHAT is their preference?
• WHEN do they want to hear?
• WHERE are they?• WHY are you there?
Market Research
Don’t expect amazing results overnight!
Be realistic in your goal setting.
Social Media Use by Non Profits92% nonprofits use at least 1 social network - Blackbaud
61% increase in online giving ’01-’11.Avg. donation was $226 now $73.-Network for Good
4 out of 5 nonprofits agree that social networking is valuable to their growth & community engagement.-Nonprofitsocialnetworksurvey.com
33% of online donations come from email appeals while only 7% come from FB-Razoo
Nonprofits’ Social Media Use
Blackbaud on Frogloop
Where the Money Is Coming From
36% Facebook 9% Email5% Blog4% Twitter
WePay, payment processor for nonprofits
•Don’t Have a Budget•Don’t Dedicate Staff•Don’t Have a Focus
How to Fail at Social Media Fundraising
Social Media Budgets
Blackbaud on Frogloop
How do the top 1% Succeed?
• Hire or assign a current staff member
• Allocate Budget• Add social media to your
fundraising appeals
Pay Attention to Mobile!
• 64% of American adults now use text messaging
• 9% have texted a charitable donation from their mobile phone.
Pew Internet & American Life Project
Human Rights Campaign recruited an additional 30,000 new supporters through timely action alerts and petitions on the Care2 network ’09-’10. HRC developed an integrated multichannel marketing approach that sought to connect, engage, and convert warm recruits through telemarketing, direct mail, email and text messaging.
Case Study
Text to Haiti, raised $30m, 14% via text• contributions were often spur-of-the-
moment decisions that spread virally through friend networks.
• 73% contributed via phones on same day they heard about the campaign
• 76% say they often make text donations without much doing much research
• 43% of these donors encouraged their friends or family members to give to the campaign as well
• 56% have continued to give to more recent disaster relief efforts via mobile
Resources
• Bethkanter.org• frogloop.com• pewinternet.org• http://nonprofitsocialnetworksurvey.com/• http://www.slideshare.net/Care2Team/the-
overachievers-guide-to-online-fundraising-9-steps-to-kick-start-2012Ho
Social Media is SOCIAL
It’s About Relationships with
Your Donors
Questions
