social media for non profits
TRANSCRIPT
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SOCIAL MEDIA FOR NON-PROFITS
March 12, 2013
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Overview – Non-Profits
One of biggest groups benefiting from social media
Free publicity/marketing for cash-strapped charities
Helps them connect with passionate communities around their cause
Grows donor base and increases $$$
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Non Profits Using Social Media
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How Non-Profits Are Using SM
Most non-profits using social media participate on two or more sites Most common sites:
Facebook Fan Pages YouTube Channels Twitter Feeds
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How Non-Profits are Using SM Micro-Funding
Instead of soliciting a few big donors, social media creates opportunities for many small donors
Increase Audience Interaction Making content shareable (e.g. NPR
podcasts) New ways of interaction (e.g. Tweet
questions for radio shows)
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How Non-Profits Are Using SM Volunteer Recruitment
Ability to localize opportunities Message to pre-qualified leads (e.g. FB
Fans, Twitter followers) Education
Captive audience of fans who pass message along
On-going opportunities (vs. one-time brochure or mailer)
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Facebook Causes
Facebook app that is “democratizing activism” by giving users tools to leverage their network on Facebook to effect positive change
Allows users to create their own cause and/or easily recruit friends to support and raise money for any non-profit with 501(c)(3) status
Co-founded by Sean Parker (yes, *that* Sean Parker!)
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Facebook Causes
Search by type of cause based on your personal interests
Create your own cause and automate donations (501 c3s only)
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Facebook Causes
Opportunity for non-profits to educate users and recruit people to support their cause
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YouTube for Non-Profits
Special designation for non-profits that gives them free enhanced YouTube channels
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YouTube for Non-Profits
The option to drive fundraising through a Google Checkout "Donate" button
Listing on the non-profit channels and the non-profit videos pages
Ability to add a call-to-action overlay on videos to drive campaigns
Recruit YouTube user volunteers to create videos for their cause
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Invisible Children – KONY 2012 Documentary video about a notorious Ugandan
warlord that went viral virtually overnight Nearly 86 million views on YouTube since March 5 Propelled by celebrity involvement & social
media shares – retweets, FB posts, media interviews, etc.
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It Gets Better Project
It Gets Better Project supports young LGBT people & encourages them to stay strong during their teenage years
Created in response to high rates of teenage suicide in the LGBT community
Google Chrome adopted the cause in its advertising campaign which shows how messages go viral through social media
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No Kid Hungry
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2011 Japan Earthquake & Tsunami Support
Red Cross Promoting way to donate on Twitter
Text “REDCROSS” to 90999 to donate $10 Also has a Facebook Causes page
Save the Children Zynga offering ways to donate while playing
Farmville & Cityville on Facebook DoSomething.org
Created a Facebook page for people to upload photos of paper cranes in support of victims
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Breast Cancer Awareness Case Study
Susan G. Komen Foundation challenged women to list where they like to keep their purse as their status update "I like it on the floor“ or "I
like it on the kitchen counter“
Goal was to create buzz and awareness for breast cancer
Huge uptick in traffic to breast cancer related sites
Also prompted a Facebook page called “I Like it on the Floor”