Social Media CNPE Louisville

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Fund raising using social media technology presented at the Executive Briefing on 8-5-9


<ul><li> 1. Technology &amp; Fundraising: How to Leverage Social Media to Increase Your Organizations Overall Visibility and Fundraising Judy Nash Account Executive, eTapestry Division of Blackbaud </li> <li> 2. A Quick Survey <ul><li>What do you check first after lunch? </li></ul><ul><li>How many have: </li></ul><ul><li>cell phone b. email account c. Facebook/LinkIn/My Space account d. Twitter account e. Your own blog or podcast </li></ul><ul><li>What is your Home Page on the Internet? </li></ul><ul><li>Search engine (ie Yahoo/Google) b. my page on a search engine c. Facebook d. NPO/Corp page e. Giving Institute f . Other application </li></ul>Do any of your clients/constituents want to tap into the Web? </li> <li> 3. AGENDA <ul><li>The Rise in Internet Use </li></ul><ul><li>Website Optimization </li></ul><ul><li>What is Social Media &amp; How to Use it Effectively </li></ul><ul><li><ul><li>YouTube </li></ul></li></ul><ul><li><ul><li>Facebook </li></ul></li></ul><ul><li><ul><li><ul><li>What are the different aspects of Facebook (ie: pages vs. groups) </li></ul></li></ul></li></ul><ul><li><ul><li>Twitter </li></ul></li></ul><ul><li><ul><li>Flickr, Podcasts, Message Boards, Blogs </li></ul></li></ul><ul><li><ul><li>Personal/Viral Fundraising </li></ul></li></ul><ul><li>Pulling it All Together + Real Life Examples </li></ul></li> <li> 4. </li> <li> 5. </li> <li> 6. The Rules Still Apply (Its all about relationships not technology) </li> <li> 7. Web Site Optimization <ul><li>If Relationships are Built on Communications . . . </li></ul><ul><li>Basic Parameters are Driven by Common Sense </li></ul><ul><li>A Few Key Changes can Make a Huge Difference </li></ul><ul><li>Leverage Partners who KNOW the Non Profit Sector </li></ul></li> <li> 8. Web Site Optimization: Be Like Martha or Oprah Both are masters @ Multi-Channel Marketing </li> <li> 9. </li> <li> 10. </li> <li> 11. Small Changes Make a HUGE Difference Before/After </li> <li> 12. <ul><li>1. Learn from your content </li></ul><ul><li><ul><li>(Start with Google Analytics to see how many unique visitors you have, how they found you, what they viewed, where they stayed the longest, and what content produced actions.) </li></ul></li></ul><ul><li>2. Make your content easy to consume </li></ul><ul><li><ul><li>(Always offer RSS feeds in addition to various subscribe options. Make sure they are easy to find and use.) </li></ul></li></ul><ul><li>3. Make your content ever changing </li></ul><ul><li><ul><li>(Be brave enough to blog, show responses, share viewpoints, and utilize forums. New information needs to be added daily or weekly by you and your community. Why do you think millions go to Facebook or Twitter by the minute.) </li></ul></li></ul><ul><li>4. Make your site easy to find </li></ul><ul><li><ul><li>(Every NPO and those serving NPOs should have a social web presence. Facebook, MySpace, LinkedIn, YouTube, Twitter and Flickr are your outposts linking back to the web site hub!) </li></ul></li></ul>Keys to Building a Successful Web Site </li> <li> 13. </li> <li> 14. </li> <li> 15. </li> <li> 16. Google Grant/Sponsored LinksHow to increase your web presence/visibility </li> <li> 17. Theyre at your website, now what do they do? <ul><li>Can they engage? </li></ul><ul><li>Can they add content? (Web 2.0) </li></ul><ul><li>Can they give or volunteer? </li></ul>Your goal to get something from them! </li> <li> 18. Keep it simple &amp; Make Integration a Focus Constituent Website Gather Information Use Email Database Database </li> <li> 19. What is Social Media?? <ul><li>Social media is online content created by people using highly accessible and scalable publishing technologies. Social media is a shift in how people discover, read and share news, information and content; it's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers. </li></ul><ul><li>Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use. </li></ul><ul><li>Source: Wikipedia, 2009. </li></ul></li> <li> 20. </li> <li> 21. </li> <li> 22. </li> <li> 23. Food for Thought. <ul><li>Top 5 Most Visited Websites in the United States: </li></ul><ul><li><ul><li>Facebook is #3 </li></ul></li></ul><ul><li><ul><li>YouTube is #4 </li></ul></li></ul><ul><li><ul><li>MySpace is # 5 </li></ul></li></ul><ul><li><ul><li>(Twitter is #16) </li></ul></li></ul><ul><li>(Source: ) </li></ul></li> <li> 24. YouTube! <ul><li>Provides a strong avenue for your organization to broadcast testimonials and describe how you are serving the community </li></ul><ul><li>Allows you to attract more traffic to your website </li></ul><ul><li>Videos can easily be posted on website or as a link within an eBlast or eNewsletter </li></ul><ul><li>FREE service to increase your visibility </li></ul><ul><li>Growing in popularity and becoming more accepted in the NP world as a method for reaching constituents </li></ul></li> <li> 25. April 2009 Data comScore Video Metrix Service <ul><li>78.6% of total U.S. Internet audience viewed online video . </li></ul><ul><li>Average video viewer watched 385 minutes of video, or 6.4 hours </li></ul><ul><li>107.1 million viewers watched 6.8 billion videos on (63.5 videos per viewer) </li></ul><ul><li>The duration of the average online video was 3.5 minutes </li></ul></li> <li> 26. Video is a Magnet for Your Web Site! Most viral video of all time! Could her story be told in any other manner as strongly? </li> <li> 27. </li> <li> 28. </li> <li> 29. Real Life Example. <ul><li>Dec 11: </li></ul><ul><li>Subject line: </li></ul><ul><li>Urgent Appeal: Your gift to CRS is vitally important! </li></ul><ul><li>Straight Appeal </li></ul><ul><li>Static donation form </li></ul><ul><li>Raised $112k </li></ul><ul><li>View the donation form </li></ul><ul><li>Source: Laura Durington: CRS Social Media Presentation-AFP Maryland, 2009 </li></ul></li> <li> 30. YEAR-END 2008 <ul><li>Dec 29: </li></ul><ul><li>Subject line: </li></ul><ul><li>Only 48 hours left to make a tax-deductible gift! </li></ul><ul><li>Added hotspot text </li></ul><ul><li>Added video message from our president (that plays right on the donation form) </li></ul><ul><li>Added a strong pull-quote </li></ul><ul><li>Raised $112k </li></ul><ul><li>Watch the video </li></ul><ul><li>Source: Laura Durington: CRS Social Media Presentation-AFP Maryland, 2009 </li></ul></li> <li> 31. YEAR-END 2008 <ul><li>Dec 31: </li></ul><ul><li>Subject line: </li></ul><ul><li>Final Deadline: Last chance to make a tax-deductible gift </li></ul><ul><li>New hotspot text </li></ul><ul><li>Kept video message from our president </li></ul><ul><li>New pull quote </li></ul><ul><li>Raised $119k </li></ul><ul><li>Watch the video </li></ul><ul><li>Source: Laura Durington: CRS Social Media Presentation-AFP Maryland, 2009 </li></ul></li> <li> 32. <ul><li>Was CRSs most successful online fundraising campaign to date (non-emergency). </li></ul><ul><li>Three e-mail messages in this campaign (based on a direct mail piece) </li></ul><ul><li>Banner ads used on website </li></ul><ul><li>Posts on social networking sites advertising campaign </li></ul><ul><li>Coordination with Google AdWords </li></ul><ul><li>This campaign raised $594k online. </li></ul><ul><li>Source: Laura Durington: CRS Social Media Presentation-AFP Maryland, 2009 </li></ul>The Results </li> <li> 33. YouTube Takeaways <ul><li> SHOP Others </li></ul><ul><li>Identify a few constituents who would like to share their story with others &amp; record a few different testimonials each year </li></ul><ul><li>Integrate with your website and eNewsletter blasts </li></ul><ul><li>Get Creative!! </li></ul></li> <li> 34. FACEBOOK <ul><li>What is Facebook?? </li></ul><ul><li><ul><li>A FREE, online social networking site that connects people through online communities </li></ul></li></ul><ul><li>Facebook started out as a service for university students but now almost one third of its global audience is aged 35-49 years of age and almost one quarter is over 50 years old. </li></ul><ul><li>Non profits can use Facebook to: </li></ul><ul><li><ul><li>Connect </li></ul></li></ul><ul><li><ul><li><ul><li>With supporters </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>With other organizations </li></ul></li></ul></li></ul><ul><li><ul><li>Brand </li></ul></li></ul><ul><li><ul><li><ul><li>Build trust through exposure </li></ul></li></ul></li></ul><ul><li><ul><li>Share your story </li></ul></li></ul><ul><li><ul><li><ul><li>Pictures </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>Stories </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>Photos, etc. </li></ul></li></ul></li></ul><ul><li><ul><li>Fundraise </li></ul></li></ul><ul><li><ul><li><ul><li>Promote events </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>Find supporters/donors </li></ul></li></ul></li></ul></li> <li> 35. FACEBOOK Users </li> <li> 36. Facebook Pages <ul><li>Personal Page = Your Organizations Official Page on FB </li></ul><ul><li>TIPS: </li></ul><ul><li>Invite colleagues, board members, and friends to become fans </li></ul><ul><li>UPDATE often </li></ul><ul><li>Start Conversations </li></ul><ul><li>Brand your page </li></ul></li> <li> 37. Facebook Pages Cont <ul><li>Facebook Cause Page =Online Donation Tool (application) on FB </li></ul><ul><li>Also a Peer-to-Peer Fundraising Page since anyone can start/create a cause </li></ul><ul><li>TIPS: </li></ul><ul><li>Brand &amp; Link to your Page </li></ul><ul><li>Provide Clear FR Goals </li></ul><ul><li>Give Supporters Updates on your Progress </li></ul></li> <li> 38. Facebook Pages Cont <ul><li>Group/Fan Pages =Tool for gathering people w/ like interests </li></ul><ul><li>TIP: </li></ul><ul><li>Ask supporters to start groups related to your Charity </li></ul></li> <li> 39. </li> <li> 40. </li> <li> 41. </li> <li> 42. Facebook Takeaways <ul><li>Real Life Application </li></ul><ul><li><ul><li>The Nature Conservencys Lil Green Patch Case Study </li></ul></li></ul><ul><li><ul><li><ul><li>Built a cause page on FB to attract users to support the Adopt an Acre program to conserve rainforests in Costa Rica &amp; fight global warming </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>20K new cause members and $33K in support since Feb 2008 </li></ul></li></ul></li></ul><ul><li>These results will most likely NOT be the case for your organization </li></ul><ul><li><ul><li>HOWEVER, creating an online, Facebook presence will not hurt </li></ul></li></ul><ul><li><ul><li>Creating a group of fans/people that advocate for your cause WILL increase your giving and support </li></ul></li></ul><ul><li>POST YOUR ONLINE GIVING PAGE LINK ANYWHERE YOU CAN ON FACEBOOK </li></ul><ul><li>Have an intern or student volunteer create these pages for youthey typically have the most knowledge and insight into what will sell to their generation of internet users! </li></ul></li> <li> 43. TWITTERStupid or Worth a Second Look? <ul><li>What is Twitter?? </li></ul><ul><li><ul><li>Twitter is a service for friends, family, and coworkers tocommunicate and stay connected through the exchange of quick, frequent answers to one simple question: What are you doing? </li></ul></li></ul><ul><li><ul><li> numbers show that roughly 2.5 million people visit each month. Just as a comparison, Facebook receives about 41 million unique visitors per month. </li></ul></li></ul><ul><li><ul><li>Often times referred to as a micro-blog (140 characters or less) where entries are TWEETS </li></ul></li></ul><ul><li><ul><li>A service that is QUICKLY gaining momentummentioned in 2 commercials I saw over the weekend! </li></ul></li></ul><ul><li><ul><li>But NTEN (the Nonprofit Technology Network) reminds us that Twitter isnt the point. Relationships are the point. Relationships are always the point. The most basic of fundraising secrets is that people give to people. Twitter is simply one more tool to help people connect with each other. </li></ul></li></ul><ul><li><ul><li>**Can your nonprofit afford to not explore all the tools available?** </li></ul></li></ul></li> <li> 44. Were all familiar with the iPhone and the popular apps that are the new craze, right? Twitters got em too! </li> <li> 45. A few apps to take a look at as you get started <ul><li>TweetDeck is a must for any community manager, marketer or researcher tracking important and relevant conversations on Twitter. It's an Adobe Air desktop application that enables users to split their main feed (All Tweets) into topic or group specific columns allowing the tracking of a broader overview of tweets based on keywords or groups of people. </li></ul><ul><li>TwitterFeed connects your blog to Twitter and automatically feeds posts into the timeline with each new update. </li></ul><ul><li> makes it easy to find relevant, like-minded friends as well as friends of friends based on keyword and validated networks. </li></ul><ul><li>Twubble can help expand your Twitter network. It searches your friend graph and introduces and recommends new people who you may want to follow. </li></ul><ul><li>Twellow , a service of WebProNews, is an exceptional service for finding people who matter to your business or industry, by category. You can search keywords or browser through common categories to find the voices you deem as worthy following and/or connecting with on Twitter or other social networks. You can also claim your Twitter ID to further customize your individual profile with a short bio, extended bio, links to other profiles popular social networks such Facebook, LinkedIn, Delicious, Flickr, FriendFeed, etc. </li></ul></li> <li> 46. Dont Be Like Me </li> <li> 47. </li> <li> 48. Takeaways from Twitter <ul><li>Dont get overwhelmedthere is a lot of information to sift through in the beginning as you learn how to use it effectively </li></ul><ul><li>Dont be afraid to try it and start connecting with other like organizationsYoull be surprised how fast your followers grow </li></ul><ul><li> Tweet regularlyassign someone this responsibility each week </li></ul><ul><li>Use Twitter to reach out to your constituents as a way to get information in front of peoplewhether that be about your organization as a whole or to inform them of the need for support, or to celebrate how well things are going </li></ul></li> <li> 49. Real Life Story via the New York Times </li> <li> 50. Web Site Story Continued <ul><li>Gift for Promotion </li></ul><ul><li>charity: water </li></ul><ul><li>* 11 Employees </li></ul><ul><li>* 500,000 Followers </li></ul><ul><li>on Twitter </li></ul><ul><li>* 500 Donors Cover </li></ul><ul><li>all Admin Costs </li></ul><ul><li>* Donors can Locate </li></ul><ul><li>Their Well on Web </li></ul><ul><li>via Google Earth </li></ul></li> <li> 51. Web Site Story Continued <ul><li>charity: water </li></ul><ul><li>* Raised $250,000 </li></ul><ul><li>via Twitterfest </li></ul><ul><li>* Raised $96...</li></ul></li></ul>