social media and non profits
TRANSCRIPT
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
