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Social Media for Non-profits

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Sarah Olinger

on 7 February 2012

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Transcript of Social Media for Non-profits

New Media :: Nonprofits
Sarah Olinger
Start campaigns
Connect with your audiance
Listen
Engage
Find new advocates
tester
What we do
General Social Media Guidelines
Great Examples
Resources
Basics
Communications
Current: AmeriCorps VISTA
with the Ohio Associations of Second Harvest Foodbanks
Future: Communications Associate
at a consulting firm in Washington DC
s.a.olinger@gmail.com
saraholinger.com
@saraholinger
Miami University
Strategic Communications
Interactive Media Studies
New Media terms | Communication strategy | OASHF/OBB examples | General SM Guidelines | Great Examples | Research/Takeaway
Web 2.0
social media = new media = digital communications
Why
How do I figure out how to use these tools?
Google it.
new media involves lots of research
Keys to any social media campaign
Writing
Engagement
Communications | Strategy
Don't just dive in
Dive in
Communication tool
Volunteer Recruitment
solicit
Marketing
Moniter/measure
If you mess up, Fess up
thank
not just bodies
Listen, then engage
Target Audiance
Peek inside the org
Funders
Partners
Questions?
Sarah Olinger
s.a.olinger@gmail.com
@saraholinger
Use free resources, like webinars from professionals
Focus on people who were well connected within that population
Discover who is most willing to cross the boundry, who can relate to the cause?
Goal – actionale, measureable. Does the mere thought of taking action make you happy?
Humanistic | Actionable | Testable | Clear | Happiness
Personal | Unexpected | Visual
Remove barriers to help/Quickly direct to action.
Vary media, vary asks. "Do you know a website we can spread this news on?"
How do you make people look and remember?
Rob Shank - Humans are not ideally set to understand logic; they are set up to understand stories.
Tell a story | Empathize | Authentic | Match media
Empowerment marketing – Are you ready to give up control? Provide TOOLS/templates.
“Social change in a box”
Power of a good campaign: people do they things you don’t expect.
Easy | Fun (not an experience of guilt) | Tailored | Open for improvement
If you mess up, fess up
Mix and match
youth empowerment, education, fundraising.
Campaign DIRSctly tied to message
Mobile | QR codes
Measurable outcomes
Manipulate the tools. Give the people what they want
Prezi.com
Stories. measureable. positive.
Integrate into what people already do
Power of the individual. Big influencers or exponential small influencers?
People
Sites
BETH KANTER (http://www.bethkanter.org/)
Youtube for nonprofits
Wendy Harman
(Red Cross, @wharman)
Nate Riggs
(Columbus, @NateRiggs, Otterbein Alum)
Non-profit Tech 2.0
mashable
http://www.delicious.com/olingesa/socialmedia
A Small Change (.net)
http://sites.google.com/site/wharman/social-media-strategy-handbook
Why blogs?
Free
Easy to customize
Multiple users/editors
Simple to use, low point of entry
Difference between for profit and non-profit?
1. Selling an experience, not a product
Why transparency is crucial
Paradigm shift: With new media, "volunteers" could simply be advocates
Use facts, hook people to speak for you and spread the word instead of always asking for donations or volunteers
Think longterm. You can’t expect immediate, measurable results (everytime) Its about building relationships, remember?
2. Peer to peer fundraising
http://www.asmallchange.net/fourth-leg-of-the-donor-pyramid/
new to nonprofits; over annual donations, major gifts, and grants
How do I measure?
# of comments,
# of fans/friends, mebers over time
# new names to email file
# of donations
# video/phot views
# of subscribers Rss/blog
#voting participants
# of blogs linked/coverage mentions
Content of conversation
Things to keep in mind:
"Do not assume all social media platforms have the same participants or will respond in the same way. Facebook, Twitter, and blog networks must be treated as distinct entities. When using multiple platforms, pay attention to how each reacts to your messages and be ready to shift focus to the most responsive." http://mashable.com/2010/05/10/social-cause-campaign/
Stay positive: there are so many downer messages in the nonprofit world. While it is important to tell the hard stories, show the sad pictures and disperse the hard to swallow facts, don’t leave it at that. Be proactive. Provide a solution. Provide an action plan. Give hope.
Learn from the best.
To really get a feel for how it works, jump in.! Follow experts on twitter, set up GoogleReader to subscribe to blogs, keep your (critical) eye out for similar charities so you can compare and evaluate campaigns.
Today I received an e-mail that said “Like us on Facebook and win”. Later in the day I walked into a store and on the door was a sign that said “Like us on Facebook”. That’s like Billy Joel asking me to buy his album. It is like walking into a party and having someone say “Be my friend and I’ll buy you a drink”. In a word, it is pathetic.
show value
User generated
Interactive
Strategy = plan
Research, Message, Tactics, Timeline, Evaluation
Localized toolkit
Andy Smith, The Dragonfly Effect
http://gapingvoid.com/so/
"Social Objects"
This is not Nike. Don't "just do it."
message
Relationships already built, provided outlet
Full transcript