OVERVIEW

#1

#2

www.NonprofitSocialNetworkSurvey.com

What are Non-Profits Doing on Twitter and Facebook? Building Community!

• The Facebook average member community size is up 161% in 2011 to 6,376 members compared to 2,440 and 5,391 respectively in 2010 and 2009.

• The average Twitter follower base is up 2% in 2011 to 1,822 followers (from 2010’s 1,792 followers) and up a massive 535% from 2009 levels (287 followers).

www.NonprofitSocialNetworkSurvey.com

What aren’t Non-Profits Doing on Twitter and Facebook? Fundraising!

• Fundraising is growing but is still a minority effort

• The number of groups successfully generating a small revenue stream ($1 to $10K year) is 46% in 2011

• The number of organizations raising $100,000+ per year doubled this year from 0.2% to 0.4%, but this still represents a very small number of groupswww.NonprofitSocialNetworkSurvey.com

www.NonprofitSocialNetworkSurvey.com

Choosing the tools

• Many organizations spread themselves too thin • Much better to focus on one or possibly two

social outlets • It takes considerable resources to build a large

community in any one of these outlets… and clearly it takes a large community to produce sizeable fundraising revenue.

LISTENING

A really helpful worksheet“Listening with Social Media for Nonprofits”• http://search.twitter.com (twitter)• http://socialmention.com (social media)• http://icerocket.com (blogs)• http://boardreader.com (discussion boards)• http://backtweets.com (find twitter links that

point to your website)• http://www.google.com/alerts (news, web,

video, blogs, etc)

Result is something like this

What type of page is best?• Profile: Only personal use.• Group: Cannot be customized; not found by search

engines; posts come from individuals (not the organization); no insights; no vanity URLs.

• Community Page: Set up by Facebook using Wikipedia information.

• Page: People can ‘like’ without approval; messages can be sent to all members; can be customized; found by search engines; posts come from page (not admin); vanity URL; insights available.

Facebook Pages

• You must have a profile page before you can set up a page for your organization

• Set up your page at www.facebook.com/page

I need one of these:

Customize your page• www.facebook.com/applications• Integrate your twitter feed• Automatically cross-post your blog• Share your YouTube videos• Add a newsletter sign up form• Include a welcome page• Add a donate button• As soon as you get to 25 likes choose a custom username (

http://www.facebook.com/pages/Canada-Science-and-Technology-Museum-Official-Page-English/15199150582 vs http://www.facebook.com/AlzheimerSociety)

Let’s take a tour

World Vision CanadaCPAWSWorld Wildlife FundRed CrossMarch of DimesONEUNHCR Canada

Princess MargaretTrails BCAutism SocietyWinnipeg SymphonyOxfam QuebecCanadian Hero Fund

Keeping your page active

•Post at least once a day and post a variety of things: video, photo, links, comments, events•Pay attention to people who

are interacting with you: respond to questions, thank people•Find other Facebook

content to ‘share’ and ‘like’

Fundraising: Facebook

• Facebook Causes no longer supported in Canada

• Fundrazr.com (a Paypal initiative): Here’s an example

• Donation links• Promote events• Gather email addresses

What the heck is twitter?

• “Like being at a conference 24 hours/day”• “The swiss army knife of texting awesomeness”• “It's like when you want a small glass of water

you go to the fire hydrant to drink”

But … it’s also an excellent tool for engaging and communicating with your constituents (and your donors of tomorrow!)

Getting started

• Go to www.twitter.com• Start with a personal account (if

you don’t have one already)• Build your brand (personal or

organizational) by choosing a username that includes your real name

• Do you use a real person or a logo as your avatar?

I need one of these again

Find some people to follow

• Search for people you’re interested in following (a movie star, author, someone you’ve heard speak…). Then click on the list of people they follow. Then click on their followers. You’ll soon have a long list!

• http://listorious.com • http://twitterholic.com • http://www.twitterel.com• http://nearbytweets.com

Twitter glossaryTweet: A message sent via twitter (max 140 characters)

Followers: An individual or company that is connected to you and reading your tweets

Following: These are the folks whose tweets you’ve selected to read. These tweets show up in your twitter feed.

Feed: Posts on twitter are referred to as your ‘twitter feed’ and show up on your home page in the order they’re posted.

Direct Message (DM): The twitter equivalent of email.

@username: Twitter users are identified by @username. It creates a link to their profile automatically.

ReTweet (RT): To repost something that’s already in the twitter stream. Gives credit to the original tweeter.

Hashtag (#): A way of assigning a keyword to a tweet so that others can follow the topic..

Source: gravityjonesproject.com

Start interacting

• Read an interesting ‘tweet?’ Retweet it!• Comment on someone’s comment or link• Send out information about yourself or your

organization• Make sure to include some of your personality,

thank people, comment and interact• Do not use twitter to ‘push’ … you’ll lose followers• Do not self-promote … you’ll lose followers• Follow your followers (so they can DM you)

Let’s try it!

Fundraising: Twitter• Text-to-give: Red Cross has raised over $2.8

million for Japan• Twestival: A single day global movement which

uses the power of social media to organize local events (held last week)

• Twestival Ottawa: Raised over $12,000 for ROFMH

• Fundraising on twitter has been described as the equivalent of dropping a quarter in a tin can

CREATING A SOCIAL MEDIA DASHBOARD

A tour of Hootsuite and Tweetdeck

• Both allow you to manage all of your social media accounts in one place

• You can write one message and cross-post it to multiple platforms

• You can schedule your updates for a future time and/or date

ANALYZING AND MEASURING YOUR SOCIAL MEDIA ACTIVITY

Benchmarking

Find out what the sector benchmarks are:• NTEN (www.nten.org)• 2011 eNonprofits Benchmarks Study:

http://www.e-benchmarksstudy.com/ • 2011 Nonprofit Social Network Benchmark Report:

http://nonprofitsocialnetworksurvey.com/

Tracking• Use short (and consistent) urls to track link

performance (ow.ly for hootsuite)• Put widgets on your website and all blog posts• Facebook: Insights• Twitter: Twittercounter.com; Topsy.com;

Timely.com• Add Google analytics to Facebook pages• Radian6 (starts at $600/month)

Thank you!

Leah Eustace, CFREGood Works

leah@goodworksco.ca@LeahEustace

(613) 232-9113 x 100www.goodworksco.ca (slides will be posted)