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Social Media and Non-Profit Organizations

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by

Chandni Mistry

on 25 September 2014

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Transcript of Social Media and Non-Profit Organizations

Case Study #1: Bell Lets Talk !
Targeting Your Audience and Building Relationships
About Social Media...
Social networks are critical to the dissemination of information (Lerman and Ghosh, 2010, 90). With the right tools,non-profit organizations are able to reach a large scope of people, fairly inexpensively.


Cost Effectiveness
Social Media use in public relations benefits non-profits.
OBJECTIVES
Social Media and Non-Profit Organizations
Invisible Children Case Study
Jacqueline Tinamisan, Kate Sexton, Gabby Illic, Nanamoye Ascofaré, and Nikita Mistry
Case Study #2: KONY2012
Conclusions/ Evaluations
building relationships and enabling communication
metric evaluation
case study evaluation
effective in crisis communication
To summarize...
Anti-stigma
Care & Access
Workplace Heath
Research

Four pillars
One of the biggest hurdles for anyone suffering from mental illness is overcoming the stigma. It is the number one reason why two-thirds of those living with a mental illness do not seek help
.
Only one-third of those who need mental health-related services in Canada will receive treatment, often due to the stigma associated with mental illness or because they simply do not have access to programs in their community.

Workplace Health
Research
Why now?
Bring Mental health to the forefront
Changing Directions, Changing Lives:
The Mental Health Strategy for Canada
#BELLLETSTALK
Campaign Timeline
Communication
Information
Highlights from events

important news updates

facts and reports
Community
Action
donating money, buying merchandise, attending events, or participating in campaigns
35 million views in three days
Barack pledged to “continue to fight the violent child-recruiting LRA.”

Invisible Children
Objective:
“raise awareness and educate the U.S. about atrocities, exploitations and abuse of invisible children around the world.”
Founded in 2004
2006
Made
Rough Cut
documentary

Revenue = $3 million

Took the documentary on a national tour

2007
Revenue= $8.25 million

Barack Obama signed the LRA Disarmament and Northern Uganda Recovery Act

March 2012
100 million views after six days

12 million tweets in one month

Mid-March revenue: $25.6 million

Crisis communication
Anti-gay values

Public meltdown

Distribution of funds

Social Media helped them ...
Respond quickly

Addressed any and all concerns

Used the support of public figures to influence public

Two-way conversation

Slacktivism
Low-risk, low-cost activity via social media whose purpose is to raise awareness, produce change, or grant satisfaction to the person engaged in the activity.




Was it effective?
interaction with your target audience
Information flow is paperless


Cost Effective

Active social networkers make engaged community members

They choose and support causes they believe in

They
SHARE

information

Journalists and media outlets
LIVE
on social networks


Furthermore…
Evaluation Metrics

Online tools

-Social media management tools are free or subscription based:

Facebook Insights
Google Analytics
Hootsuite
Etc.
Evaluation Metrics

Organizations are able to have information on:

- Email Open Rates (who opened an email)
- Social Engagement (retweets, shares, likes, etc.)
- Website Visits
- Attendance (who followed through on the purchase and
attended, who volunteered, etc.
For example:
https://onlinempa.unc.edu/wp-content/uploads/2012/09/SocialMediaForSocialGood_IG-92512.jpeg


Evaluation Metrics (cont.)

Money metrics:
effectiveness of online campaign based on funds raised

-Have you heard of Twestival?

The largest grassroots social media fundraising initiative in the world. They use social media, for social good, to organize volunteer-run offline events to raise funds for local causes
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“Mental illness represents 15% of the burden of disease in Canada and is the leading cause of disability in Canada, accounting for 30% of disability claims and representing 70% of the total costs.”

“In 2010 mental health conditions were responsible for 47 per cent of all approved disability claims in the federal civil service, almost double the percentage of twenty years earlier.”

(Mental health commission of Canada, 2012, Facts section)

charity: water
=
SUCCESS!
Anti-stigma
Care and access
Building and enabling communications
Today's Agenda
Metric and measurement tools
Case study evaluations
Bell Let's Talk
KONY 2012
Full transcript