Social Media for Non Profits

By Erin E. Moloney

What is Social Media Marketing?

0 like-minded individuals share the cause, talk about what they're doing, and invite their friends to participate

0  reach more people with less money

So many ways…

Online is the fastest-growing channel for non-profits

0 Blackbaud study: “Strategies, Tips and Best Practices for Fundraising Professionals” May 20110 Non-profit consultancy Convio, Convio.com/2011benchmark

Participants who use social networking tools communicate with their networks more regularly and send more messages.

This resulted in increased fundraising results by up to 40%.

Twitter users increased donations nearly 10x more than those who did not use Twitter.

FirstGiving also found that the value of a share to Facebook was worth $10.87 in donations.

Social Media Buttons on Homepage Among 50 Highest-Income Non-Profits

At least one

Facebook Twitter YouTube Flickr LinkedIn0%

20%

40%

60%

80%

100%

Non-Profits

Source: CraigConnects “How the Top 50 Non-Profits Do Social Media” Oct, 2011

Three ways to use social media to raise funds

1. Leverage the social networks2. Rely on the social networks3. Tie donations directly to social activity

Leverage social networks

Rely on social networks

Tie donations to social activity

0Pledges on a per-activity basis0Donate just by tweeting, posting an update, liking a

comment on Facebook, giving a Linkedin recommendation, or writing a blog post? 

“Social media does not raise money. People do.”

- Holly Ross, NTEN Executive Director

http://www.nten.org/blog/2009/07/06/three-lessons-social-media-fundraising

“Non-profits must become more effective storytellers that connect deeply with their donor community on an

emotional level that motivates them to share, participate, and contribute using their personal social media channels."

The Good (And Bad) News About Social Media, by Medhanie Habtevia CauseCast

5 Strategies for Non-Profit Social Media Success

 1. Turn people into "Active Promoters"

0Passionate about your cause

0Willing to share your message naturally

2. Leverage promoters to get the message out

0Keep them updated and engaged:0 Email newsletters, forward to a friend0 Facebook Pages: "Like”0 RSS feeds or email subscriptions to your blog0 Make content easily sharable across social networks

3. Cross-promote every medium

0Photos, videos, social networks, websites, handouts/brochures, TV, etc.

4. Establish Trust & Credibility

0Content should include 0 Bios of your leaders0 Stories of past events &

successes0 Other organizations you've

partnered with0 Testimonials from

individuals you've helped0 WIIFM: What’s in it for me?

5. Make it Easy to Participate

0Always have a "Join" or "Donate" button or capability available 

0Use social channels to communicate progress 0Offer suggestions and tell stories about how one can

make a difference "One individual got everyone at their workplace to donate a dollar..."

Top Non-Profits in Social MediaExamples and Stats

Non-Profits on Facebook

Most Facebook Fans

0 Public Broadcasting Service +930,000

0 World Vision +650,000 0 Metropolitan Museum of Art

+ 556,0000 Susan G. Komen +500,0000 ALSAC / St. Jude’s + 480,000

Most Talkative on Facebook

0 Food for the Poor – 220 posts0 PBS – 211 posts0 Feed the Children – 187 posts0 Metropolitan Museum of Art – 120

posts0 US Fund for UNICEF – 116 posts

# of posts in 2 months: Aug + Sep 2011

Source: CraigConnects “How the Top 50 Non-Profits Do Social Media” Oct, 2011

Non-Profits on Twitter

Most Twitter Followers

0 @PBS – 978,8250 @RedCross – 637,4880 @Smithsonian – 609,5270 @CAREUSA – 471,2510 @metmuseum – 429,704

Most Talkative on Twitter

0 @PBS – 877 tweets0 @CAREUSA – 861 tweets0 @SaveTheChildren – 693 tweets0 @SamaritansPurse – 630 tweets0 @Compassion – 603 tweets

# of tweets in 2 months: Aug + Sep 2011

Source: CraigConnects “How the Top 50 Non-Profits Do Social Media” Oct, 2011

THANK YOU!@ErinE on TwitterEEMoloney@Gmail.com