pinning for good - how nonprofits can use pinterest to raise money, create awareness and do good

Sponsored by: A Service

Of:

Pinning for Good – How Nonprofits Can Use Pinterest to Raise Money, Create

Awareness and Do Good

Julia Campbell

March 26, 2013


Of:

Protecting and Preserving the

Institutional Memories of

Nonprofits Since 1993

www.cjwconsulting.com

(866) 598-0430

[email protected]


Of:

Affordable collaborative data

management in the cloud.


Of:

Today’s Speaker

Julia Campbell Principal and Foundation

J Campbell Social Marketing

Hosting:

Cheri J Weissman, CJW Consulting & Services, Inc. Assisting with chat questions: Jamie Maloney, Nonprofit Webinars

Julia Campbell President/CEO of J Campbell Social Marketing

http://www.jcsocialmarketing.com Nonprofit Webinars

March 26, 2013

#pinning4good @pinning4good

http://www.jcsocialmarketing.com/

Takeaways From Today Top 3 reasons why your nonprofit needs to be on

Pinterest now

How to link Pinterest with existing social media accounts and your website

Best practices and concrete examples from nonprofits who are killing it on Pinterest

A list of 102 Things to Pin on Pinterest

Using Pinterest Secret Boards for collaboration


What is it? “Pinterest is a tool for collecting and organizing things you

love.”

People use it to make wish lists, plan trips, organize events, start collections, interior decorating, plan projects


Top 3 Reasons Why Your Nonprofit Needs to be Interested in Pinterest

1) Pinterest is growing leaps and bounds.

Pinterest has almost caught up with Twitter in terms of adult U.S. Internet users (15% compared to Twitter’s 16%).

Pinterest has >25 million monthly unique visitors.

Nothing to sneeze at when you want more eyeballs on your cause and more donors to add to your database!

All statistics taken from the Pew Internet & American Life Project (PewInternet.org)



2) Pinterest is where women are, and women are givers to charity. As a general trend, women make up more of the

population on most social net working sites – but they make up 82% of active users on Pinterest.

And, according to numerous studies, women at virtually every income level are more likely to give to charity (in some cases, nearly twice as much).

And, when women give, they are more likely to give more and to be more loyal donors (think, donor retention).


http://www.thenonprofittimes.com/management-tips/female-donors-are-a-force/

http://www.cbsnews.com/2100-500395_162-6977659.html

http://www.cbsnews.com/2100-500395_162-6977659.html

http://www.prnewswire.com/news-releases/women-give-more-to-charity-than-men-new-study-shows-105427598.html


3) Pinterest has a totally different culture than the other social networking sites.

Pinterest is aspirational, not of-the-moment.

It is also transactional, not relational like Facebook, Twitter.

What we pin reflects what we covet, what moves us, what we desire, who we want to be.

Pinterest works more like a Vision Board, rather than an off-the-cuff, in-the-moment statement of what we are eating or where we are hanging out.



BONUS: Of all the social networks out there, Pinterest posts (called pins) last much longer!

Pinterest pins have a shelf life of over one week!

A tweet is 5-25 minutes; 80 minutes for a Facebook post.

People pin photos on Pinterest to share with friends, to collect and to save for later.

You can’t save Facebook posts or tweets. In this way, Pinterest is unlike every other social network. (Great for nonprofits and businesses!)


Getting Started Pinterest Business Pages vs. Personal Profiles

New Pinterest TOS asks you to have a Business Page, if you are using it for work or promoting any type of commercial activity (including online fundraising).

You can convert your existing Personal Profile to a Business Page. Must convert entire Profile; can’t do individual boards unfortunately.

You can create a new one at business.pinterest.com


Getting Started 3 main benefits of Business Pages

Account verification – that check box in the bio!

Access to special “Pin It” button and other widgets

First access to new upcoming features – like insights!


Getting Started Add Pin It bookmarklet to your browser (Google

Chrome, Mozilla) for easy pinning.

Add “Pin It” buttons to each page of your website and to each blog post (they should all have images, right?)

http://about.pinterest.com/goodies/

Add a “Pin It” button to every single product if you have an online store or catalog (it’s amazing how few nonprofits do this).


Get Found On Pinterest Strategically fill out the About

Us section. Use keywords, think of how people

would search for you and your cause.

Verify your website.

Link to Facebook, Twitter – Go to Settings, Social Networks.

NOTE: You cannot connect your Pinterest account to a Facebook Business Page. YET.


Get Followers On Pinterest Pin interesting, visually compelling

stuff!

Follow others.

Repin, Comment, Like – engage.

Share select pins on Twitter and Facebook. Remember that you can only share pins on a Personal

Facebook profile.

Go to: www.woobox.com/pinterest to set up a Pinterest tab and put it on your Facebook Page! Let your fans/followers know you are there – they

already love you and what you do.


What Should I Pin? 80% of people on Pinterest are just re-pinning!

To get results for your nonprofit, you must focus on original content that links back to your website.

To get ROI from Pinterest, you must pin images that:

Link back to your website or blog

Link to your email opt-in page

Link to your product page

Link to your YouTube channel (videos are effective pins!)


What Should I Pin? A list of 102 Things to Pin

on Pinterest is at:

http://jcsocialmarketing.com/2012/08/102-things-to-pin-on-pinterest/


What Should I Pin? ALL THAT BEING SAID…

Don’t just pin your own stuff!

It’s an interactive community.

Share and repin.

Good combination of original content and repinning or pinning content from others’ websites and blogs.

There is no secret, perfect formula – it depends on your capacity, your knowledge, your interest and your time.


Ideas for Great Nonprofit Pins 1) Videos from YouTube or Vimeo

Volunteers Testimonials & Success Stories Fun videos Behind-the-scenes videos of program

staff Training videos How-To Videos Keep them short (15-20 seconds) Everyone can be a videographer with

a smartphone! http://pinterest.com/listenin/the-

best-of-non-profit-video-storytelling/


Ideas for Great Nonprofit Pins 2) Images with text overlay

Use your images and inlay text over them.

Make sure they link directly to your blog posts or website!!

Use PicMonkey (www.pickmonkey.c0m) to easily edit photos.

Use Quozio (www.quozio.com) to make quotes or text to go with a blog post.

Great nonprofit examples: http://pinterest.com/nolandhoshino /infosnaps-causes-and-nonprofits/


Ideas for Great Nonprofit Pins


Ideas for Great Nonprofit Pins 3) Infographics

Taking valuable information and making it visual!

A great way to provide value to and build yourself as an expert who shares great resources

Use Infogr.am (www.infogr.am)

Re-pin others’ infographics – can search “animal infographic”, “environment infographic”, “women infographic” based on your cause




Great resources for nonprofit infographics:

Beth Kanter

http://pinterest.com/kanter/nonprofit-infographics/

Heather Mansfield/NonprofitOrgs

http://pinterest.com/nonprofitorgs/nonprofit-ads-posters-infographics/

Ideas for Great Nonprofit Pins 4) Online Fundraising Catalog.

Add “$7.99” etc. in the caption of your pin.

Pinterest has a gift section on their home page and in order to be selected to you need to add a price.

Pins with prices get 36% MORE likes!


Ideas for Great Pins 5) Organization Wish List

Pin items that your nonprofit needs, with instructions on how to donate them in the caption

Sheets, baby formula, toilet paper

Moving? Packing equipment, new computer equipment

Volunteers with short descriptions, linking back to your website

Can easily send people there – it’s more visual and will link to the actual items on Amazon, Staples, etc.


Successful Nonprofit Pins… Are visually compelling.

Are of interest to the nonprofit’s online community.

Have clever captions.

Use hashtags (sparingly). #givingtuesday #pinning4good

Use keywords and links (they get hyperlinked).


Successful Nonprofit Accounts… Research what people are already pinning and go from

there – find the community.

Clearly identify goals: Drive donations to the website.

Increase brand affinity.

Grow online community.

Plan boards strategically.

Launch boards internally (with staff, volunteers, Board members) then externally.

Draw on your exiting online cheerleaders to spread the word!


Pinterest Tools GROUP BOARDS SECRET BOARDS

Great for collaboration

Showcasing your donors

Clients, people you serve

Promotion – running a contest, acknowledging best customers, online ambassadors

Event committees

Fundraising committees

Another way to help establish authority

Use as an inter-office collaboration tool

Social media content development board

Event planning board (private)

Cultivate ideas that you do not want people to see just yet

Ideas for future presentations

Ideas for blog posts


Pinterest Resources Analytics and Scheduling – check out:

Pinster – www.pinster.me

Reachli (formerly Pinerly) – www.reachli.com

Pingraphy – www.pingraphy.com

Find out who’s pinning your stuff!

www.pinterest.com/YOURURLHERE.com

www.pinterest.com/source/jcsocialmarketing.com


http://www.pinster.me/

http://www.reachli.com/

http://www.pingraphy.com/

Pinterest Resources John Haydon: 12 Ways to Use Pinterest for Your

Nonprofit

Matt Petronzio on Mashable: 10 Strategies for Non-Profits on Pinterest and 10 Non-Profits Leveraging Pinterest for Social Good

Huffington Post: Pinterest For Nonprofits: 7 Organizations To Watch

Nonprofit Tech 2.0: Nine Pinterest Best Practices for Nonprofits

Nell Edgington: Why I Love Pinterest and Nonprofits Should Too


http://www.johnhaydon.com/2012/01/12-ways-use-pinterest-for-your-nonprofit/

http://www.johnhaydon.com/2012/01/12-ways-use-pinterest-for-your-nonprofit/

http://mashable.com/2012/03/02/pinterest-strategies-non-profits/



http://mashable.com/2012/02/24/pinterest-non-profits/




http://www.huffingtonpost.com/2012/02/21/pinterest-nonprofit-organizations_n_1282855.html

http://www.huffingtonpost.com/2012/02/21/pinterest-nonprofit-organizations_n_1282855.html

http://nonprofitorgs.wordpress.com/2012/04/02/five-pinterest-best-practices-for-nonprofits/

http://nonprofitorgs.wordpress.com/2012/04/02/five-pinterest-best-practices-for-nonprofits/

http://www.socialvelocity.net/2012/03/why-i-love-pinterest-and-nonprofits-should-too/

http://www.socialvelocity.net/2012/03/why-i-love-pinterest-and-nonprofits-should-too/

In Conclusion… For nonprofits especially, storytelling through pictures

is KEY to communicating your mission!


In Conclusion… Pinterest is not like other social networks – people go

there in the mindset to spend money.



Of:

Find listings for our current season of webinars and register at:

NonprofitWebinars.com