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Social Media and Non-Profit Organizations
Transcript of Social Media and Non-Profit Organizations
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.
Social Media use in public relations benefits non-profits.
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
building relationships and enabling communication
case study evaluation
effective in crisis communication
Care & Access
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.
Bring Mental health to the forefront
Changing Directions, Changing Lives:
The Mental Health Strategy for Canada
Highlights from events
important news updates
facts and reports
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.”
“raise awareness and educate the U.S. about atrocities, exploitations and abuse of invisible children around the world.”
Founded in 2004
Revenue = $3 million
Took the documentary on a national tour
Revenue= $8.25 million
Barack Obama signed the LRA Disarmament and Northern Uganda Recovery Act
100 million views after six days
12 million tweets in one month
Mid-March revenue: $25.6 million
Distribution of funds
Social Media helped them ...
Addressed any and all concerns
Used the support of public figures to influence public
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
Active social networkers make engaged community members
They choose and support causes they believe in
Journalists and media outlets
on social networks
-Social media management tools are free or subscription based:
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.
Evaluation Metrics (cont.)
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
“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)
Care and access
Building and enabling communications
Metric and measurement tools
Case study evaluations
Bell Let's Talk