Post on 16-May-2015
description
transcript
MYCHARITYCONNECTS St. John’s, Newfoundland October 4, 2010
GETTING YOUR BOARD ON BOARD: THE VALUE OF BEING ONLINE
October 4, 2010
Today’s Presenter
Zenia Wadhwani
Director, Program Development
CanadaHelps.org
What is CanadaHelps?
A public charitable foundation that provides accessible and affordable online technology to both donors and charities.
For Charities
A cost-effective means of raising funds online.
For Donors
A one-stop-shop for giving.
CanadaHelps is a charity helping charities.
EXPLAINING SOCIAL MEDIA
What is Social Media?
TECHNOLOGY
SOCIAL
• Online
• Interactive
• Conversational
• Real Time
• User driven
• Transparent
• Engaging
• Inclusive
• Genuine
So-cial Me-d-ia [soh-shuhl mee-dee-uh]
Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.
Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many).
It supports the democratization of knowledge and information, transforming people from content consumers into content producers.
Stolen from Wikipedia
So, why is that complicated?
WHAT YOUR BOARD MIGHT SAY
#1
“Our organization is based on people-to-people interactions.”
Connecting and communicating online is still people to people and is very much about building community.
Changes the “how you do”, not “what you do”.
Broader reach
Visible connections
Community building opportunities
More opportunities for peer-to-peer communications
More supporters More volunteers More donors =
GivingPages Examples
#2
“Online fundraising isn’t raising enough money.”
4% Proportion of overall online funds to charities in 2004
9% Proportion of overall online funds to charities in 2008
More Donors Online
Online Giving Outpacing Offline Giving
Charitable giving in 2008 - 5%
Online giving in 2008 + 30%
Online Giving Median (U.S.)
$57
$81
$104
2006
2007
2008
An online presence isn’t only about $$$.
It is a source of information for your donors.
Provides a different way to get information to your supporters in a timely way
Are you doing it right?
Successful results are cumulative and they take time and effort.
49% more likely to give than
one who was dissatisfied with the overall experience
A visitor who is satisfied with their experience
with a nonprofit website is
Do you have a Donate Now button?
#3
“It’s a fad.”
Internet Usage by Canadians
Canadian Population About 34.1 Million
Internet Users About 29 Million
85%
Government
Mayor Miller (Toronto) on Twitter
Prime Minister Harper on YouTube
Businesses
Media
CBC Globe and Mail
Prominent Canadians
Nonprofits and Charities
It’s Here to Stay
#4
“Our donors aren’t interested in donating online or using social media.”
Who’s Giving Online?
The most significant
characteristic associated with online giving is
higher education.
Silent Generation
15%
Baby Boomers 52%
Gen X 30%
Millennials 3%
16+ million users in Canada
29.4%
29.2%
18.4%
16.3%
5.2%
Percentage of Users by Age Group
Aged 18-24
Aged 25-34
Aged 35-44
Aged 45-59
Aged 60+
43%
57%
5,500,000 6,000,000 6,500,000 7,000,000 7,500,000
Male
Female
By Gender
11th most visited site in Canada Most active users age range 25-34 With 35-44 year-olds trailing right behind 45+ and <24 are under-represented
Do these people look like your donors?
#5
“Why change what works?”
Because the way we communicate is changing.
Look to the future …
Future donors will be expecting these tools and interactions.
Importance of Adaptability
• Use for different initiatives
• For experiments
• Flexible
Mobilization
• Calls to action reach supporters faster
• React to current events (e.g. Haiti earthquake)
#6
“Online donors are not really engaged.”
People are sharing and chatting more online than offline.
• More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week on Facebook.
• There are over 40 million items shared on Twitter.
Engagement isn’t just what happens online, those conversations continue offline.
41% of online donors describe themselves as ‘loyal’ to the causes they support, compared to 26% of offline donors.
59% of online donors would urge others to support the same cause ... compared to 34% of offline donors.
Happy Bystanders
Listen
Spreaders
Share
Donors
Money
Evangelists
Solicit
Instigators
Create
Ladder of Engagement*
Involvement Supporter
*Adapted from Beth Kanter
#7
“It’s too risky. What if people say something negative?”
They’ll talk about you anyway, so start a dialogue with your critics.
Keep your message strong.
#8
“How will we know if we’re successful?”
Define success in the beginning.
Hard Stats
• # of followers or fans
• Amount of comments
• Click-throughs
• Amount donated
Balance quantity with quality.
Soft Facts
• Types of conversations
• Feedback from supporters
• Quality of comments
#9
“It takes too much time and costs too much!”
Online Communication is Fast
• Online tools let you reach supporters more quickly
• More convenient and simple than other ways of communicating
Many Tools Are Free
Time and personnel investment still required.
Not a cure-all; planning and integration is still important.
Can you afford to not be online?
DID YOU KNOW?
Credits Ladder of engagement: adapted from Beth Kanter
Internet Statistics: Internet World Stats
Facebook Statistics: Facebook Ads
Blackbaud Index of National Fundraising Performance, April 2009
ForeSee Results - Nonprofit Website Survey, Spring 2009
Chronicle of Philanthropy, May 2009
DonorTrends, 2005
2006 donorCentrics Internet Giving Benchmarking Analysis
Jakob Lodwick by Zach Klein (http://www.flickr.com/photos/zachklein/4263395/)
Pedrosimoes7 - Exchanging life experience (http://www.flickr.com/photos/pedrosimoes7/3717536433/)
Solitaire Miles - Torch and Jazz (http://www.flickr.com/photos/cunisdiabolis/476325171/)
dave_mcmt - CCDHS Classroom, Miles City (http://www.flickr.com/photos/dave_mcmt/187432802/)
AnyaLogic - coffee talk (http://www.flickr.com/photos/anyalogic/2315310261/)
The first few steps by Wildxplorer (http://www.flickr.com/photos/krayker/3089031277/)
Your Turn
SOCIAL MEDIA PLANNING
October 4, 2010
SOCIAL MEDIA: WHAT’S DIFFERENT?
Traditional Media
Social Media
Traditional Media (Web 1.0 ) vs. Social Media (Web 2.0)
• Traditional media was about publishing.
• Social media is about networks and community.
Many
Few Many
Many
Social media isn’t a strategy
• Social media is a tool for accomplishing your goals
• Start with the question “what are my goals?” NOT “I want to build a social media presence”
Social Media Tools
Digg
• Social news website
• People vote on news articles
• Micro blogging service, • 140 character limit
Second Life
• Online virtual world
• Explore using avatar
YouTube
• Video sharing website
• Free to upload and share
Flickr
• Photo sharing website
• Can comment on photos
• Social networking website
• Suite of features
Delicious
• Social bookmarking service
• Let’s you find similar websites
WordPress
• Free blogging service
• Expansion features with fee
IS YOUR ORGANIZATION READY?
Is Your Board on Board?
Has senior management and Board members come onside with investing in social media … not because of the hype, but because they understand the stats and the future of communications?
Social Media Policies
Help to:
• Set expectations
• Educate staff and volunteers
• Protect your brand
• Avoid legal liability
• Clarify the reasons you use social media
The Changing Nature of Communications
• Things happen much quicker, easier, faster
• You WANT people to talk about your organization
• There’s only so much control
Capacity Issues
• Do you have the internal skills, expertise and time internally to use social media effectively
• Poll your staff and volunteers: you might have an expert blogger in your midst!
Keep Expectations Realistic
• Success takes time and effort
• Not a magic bullet of new revenue
MARKETING & COMMUNICATIONS PLANNING FUNDAMENTALS
Desired Outcomes
• What are your current marketing, fundraising or programming goals?
• What desired outcomes do you wish to achieve?
• Can social media tools be used to accomplish these?
Goals
• Marketing and publicity
• Fundraising, donor engagement and retention
• Connecting with others around your cause
• Building relationship and online community
• Collaboration and collective action
• Sharing expertise on our issues
• Movement building and social change
Examples
• Goal: Attract young professionals as volunteers and grow their engagement in our organization.
– Social media tools are likely to help with this goal
• Goal: Build stronger, personal relationships with our older annual donor base and talk to them about estate planning
– Social media will likely not be helpful
Target Audience
• Who do you want to reach and engage?
• Be as specific as possible:
– Where do they live?
– What do they do?
– How are they currently using social media?
Objectives
Specific
Measurable
Actionable
Realistic
Timed
*Term first used by George T. Doran
Integrate
• With your current marketing & communications plans
• Tie into other online and offline marketing, fundraising and social media initiatives
f t
Sample Plan GOAL: To broaden the base of supporters between the ages of 18-22 to the
organization.
OBJECTIVE: To increase the number of our Facebook fans by 10% by the end of the fiscal year.
STRATEGY: Leverage our connections to the local colleges and universities through our Board Member, Joe Stiles – President, Learning College.
Audience Tool(s) Tactic Message(s) Timeline Resources
College and university students in our town.
1. Facebook Initiate an incentive campaign to solicit “fans”.
We help 1 in 3 people in our town. Help us help more. Tell a friend.
Sept – April SWAG for incentives
SOCIAL MEDIA PLANNING
Types of Social Media Audiences
• Inactives. As suspected, these are the people who aren’t engaged in any of these social technologies.
• Spectators. These are people who read online information, list to podcasts, and watch videos but do not participate.
• Joiners. These are people who have a profile on different social networking sites and visit them with some regularity.
• Collectors. These are people who read lots of information and may vote or tag pages or photos.
• Critics. These are people who post reviews online, comment on blogs, or contribute in other ways to existing content.
• Creators. These are people who publish on the web (blog, website, video, podcasts).
Forrester Research
Become the Audience
Inactive
Spectators
Joiners
Collectors
Critics
Creators
STEP 1: RESEARCH
Be a Spectator
• Research the tools
• Observe, read and watch
• Learn the language, customs and etiquette
• Get ideas about what works and what doesn’t
Join & Use Your Ears
• Set up accounts
• Join groups
• Follow people
• Play in the sandbox
What are people saying about your organization? Organizations like yours?
Homework: Set up a Google Alert OR do a Twitter Search
Learn From Others
• See how other organizations started and see what they have done
• Ask others about their successes and disappointments
Flickr + Facebook
STEP 2: CHOOSE A TOOL
Which One?
• We recommend starting with one tool at a time
• Take a look at your goals, audience and message: what’s the best tool for the job?
What Does What? Tool Uses
Blogs • Blogger • WordPress
• News outlet – the “new” newsletter • Highlighting donors and partners
Media Sharing • YouTube • Flickr
• Enhance visual storytelling
News & Social Bookmarking • digg • delicious
• Sharing online resources • Finding like-minded people and organizations
Social Networking • Facebook • Twitter
• Expanding supporter base • Another channel for calls to action
Still not sure? Try Facebook to start …
A little bit of everything:
• Creation of a webpage on a commonly visited site
• Build a community / “fan” base
• Talk about stuff your organization is doing or involved with
• Post pictures and videos
• Connect from your website to this page
• Ability to test several things at one time
STEP 3: ESTABLISH A PRESENCE
Have a Great Website
• Good usability
• Easy to find information
• Relevant content
• Clear calls to action
Comment
Start participating in the conversations by sharing thoughts, comments, links, further insight, etc.
Collect
Gather information on your cause and begin to develop a base of knowledge from which to speak from.
Participate by tagging and voting.
STEP 4: BUILD CONTENT & TRUST
Be A Story Teller
• Adapt your story to an online platform:
– Keep it simple
– Easy to remember
– Easy to retell
• Adapt your story to your desired audience
A Compelling Fundraising Event Story
Example: Fundraising event
• Blog: interview an attendee and ask others to share their experience in comments
• YouTube: bring your video camera and ask people to tell you why they came
• Facebook: ask everyone who attended to share images/stories
A Compelling Fundraising Story
Example: Capital campaign
• Flickr: show people the direct impact they can have through images
• Twitter: Tweet regular updates on success and how much support is still needed
• Blog: weekly blog post during campaign about the impact of your organization (get various perspectives: Board, community, volunteer etc…)
Tips
• Don’t just write about your latest fundraising campaign
– ask your donors to tell their story
• Don’t just publish a news release about government cutbacks hurting your cause
– give your supporters the tools and platform to take action and share their passion with others
STEP 5: SHARE & ENGAGE
Build a Following
• Become the expert
• Link everything back to your website
• Offer opportunities to do something
• ASK!
Starting Conversations
• Remember: social media is about engaging and building community
• Don’t just talk at your supporters
• Think of the conversations you want to start
Provide Opportunities for Action
ALWAYS
Listen, Learn and Adapt
• Get feedback! Ask:
– What is working, what isn’t?
– What else would you like to see?
• Implement changes and keep trying
Use What You Get
• People’s stories are opportunities for you to talk about the work you do
• Complaints are an opportunity to improve what you’re doing
• Members of a page or a following is a group already interested in you … what else can they do for you?
Monitor & Measure
• Number of visits • Number of unique visitors • Search engine rank • Message inclusion • # of followers/likes • Article/post readership • Click-thrus and view-thrus • Repeat visitors • Duration of stay • Subscribe to feeds (RSS) • Comments/posts ratio • Change in awareness • Change in attitudes
• Association with your brand • Donations • Tell a friends / Referrals • Petition signatures • Surveys filled out • Visits to the organization • Reduced number of calls • Number of event attendees • Volunteers signing up • Downloads
• Get used to the tool and the conversations happening
• Be trustworthy & consistent
• Create distinctive content that fits with your organization’s identity and mission
Build Confidence
Make it Part of Your Day
Make it part of your work routine
– Creating content
– Responding & engaging
Keep the Brand Consistent
• Offline and online branding should be very similar in appearance
• But don’t copy the copy!
Promote to your Network
• Use other outlets to promote a new initiative
• Leverage your following and promote to whoever you can
Setup
Create
Confidence
Integrate
Promote
Assess
On To The Next!
Keep Your Ear To The Ground
• Subscribe to a blog, RSS feed or Google Alert
• Attend training opportunities
• What’s next on the horizon?
Have fun!
• Interact with different people
• Make it personal
• These are fun tools!
Your Turn
ABOUT MYCHARITYCONNECTS
MyCharityConnects.org
What is MyCharityConnects?
CanadaHelps' online resource centre for charities – a website dedicated to connecting charities and nonprofits to the technologies they need to succeed.
What can I find on MyCharityConnects?
• Free online resources for charities
• Information about technology , Web 1.0, Web 2.0 & social media
• Video demonstrations
• Webinars (online seminars)
• 2009 Conference materials
UPCOMING WEBINARS
October 13 – The Networked NonProfit: Using Social Media to Accomplish More With Less
October 27 – How Tweet It Is
November 10 – SEO, SEM and Analytics for NonProfits
November 24 – Everything Old is New Again: Getting Back to Fundraising
Fundamentals
December 8 – Technology - a Source of Frustration or Creativity for Your Organization?
www.mycharityconnects.org