Carla FerreiraCommunity Manager. GivenGain Foundation.

Social Media: the hype and the hope

Contents:

• Why social media?

• Online fundraising and social media

• The digital age – the hype

• Social media – the hope

• Do's and Don'ts

• Q&A

The Hype

What happens in an Internet minute?

How has the usage of social media changed?

Offline Relationships

Businesses

Celebrities

Political campaigns

Activists

Non-profit organizations

Do’s and Don’tsTips for Non-profit organisations

Important things to think about:

Your brand (e.g. charity: water)

What are my goals?

Themes for content

Integration with campaigns

Basics

Make your page visually appealing

High quality cover photo

Check display of your profile picture/logo

At least 180x180 pixels

Displays at 160x160 pixels

Take note of Facebook’s rules

Remember…

Personal vs. Professional

• Posting as the organisation or myself?

• Do not share your own personal content from the organisation’s social media accounts.• Be careful especially when using Tweetdeck

• When posting as the organisation, do not write in the first person.• E.g. “I’ve just uploaded a video on YouTube”• Be careful of automated sharing from

YouTube and other social media platforms.

Basics: Grammar and Punctuation

• Do not use too many abbreviations• Will people understand what I’m saying?

• As far as possible do not use SMS language• E.g. “Hi all u fans! Hope ur having a good

day!”

• Be careful with spacing• E.g. “We’ve just launched a new

programme ! ”• E.g. “Read this interesting article on global

warminghttp://www.nrdc.org/globalwarming/”

• Privacy of beneficiaries when posting photos

• Especially when children are involved

• Privacy of staff members involved with campaigns

E.g. photos taken at fundraising event and posted

on Facebook

Respecting privacy

Do unto others…say ‘please’ and ‘thank you’

Engage!

Do not just broadcast

Respond to questions, posts made by others on Facebook.

Respond to tweets, thank people for retweets and favorite tweets.

Use Hootsuite/Tweetdeck to monitor activity.

Social Media is a two-way street

Is it okay to share the same message on multiple platforms?

Yes and No

Checklist:

How do I communicate differently on these platforms?

Are the audiences different? To what extent?

Frequency that people visit the platform per day

E.g. Twitter

To duplicate or not to duplicate

What tone am I using on social media?

Don’t make Facebook your own personal pulpit

Is it in line with our organisation’s brand?

Different tones for different types of content

Celebrating success

Thanking donors/supporters /volunteers

Asking for donations

Tone of communication

• Asking for donations

• Fundraisers are not beggars

• People want to feel like they are part of something

bigger than themselves

• Focus on the impact when people do respond positively

to calls for donations.

• Testimonials/Feedback from donors/volunteers/Activists

Tone of communication

• Social media is about building relationships.

• Your fans or followers could become:

• your most loyal brand ambassadors,

• your next donors or

• Activists (peer-to-peer fundraisers)

• Create an environment where your supporters can network

with each other, e.g. Activists fundraising via a sports event

Building relationships

• Be professional but have fun!

• Work as a team

• When in doubt, Google it!

• Vary content and themes

• Ask your audiences’ opinion

• Don’t be scared to explore social media

• You cannot break it!

Tips

• Resources

• www.socialmediaexaminer.com

• www.nonprofitmarketingblog.com

• www.mashable.com

Resources

Thank You.

@GivenGain @carlaferreira1

www.facebook.com/givengain

www.givengain.com

Activists. Tools.

Activists.Fundraisers & Donors.