Using Social Media In Your

Philanthropy Efforts

Presented by Chris Dessi &

Anthony Zarro

11/16/2011

Agenda

• Understanding Social Media

• The Channels

• Developing a Strategy

• Examples

• Useful Tools

2

Understanding Social Media

• Behavior not destination

• Why is it powerful

• Lives / emotion / relationships

• Community

• Network effect

• Remind people why

• Old way vs. new way

3

Emotion, Emotion, Emotion…

4

How to participate

• Strategy

• Evoke emotion

• What do you stand for

• What are you trying to fix

• Explain the problem

• How do you give back

• Where does the money go

5

THE CHANNELS

People on Facebook

• More than 800 million active users

• 50% of active users log on to daily

• Average user has 130 friends

• Average user is connected to 80 fan pages

• More than 2 billion posts are liked and

commented on per day

7

Twitter

• Over 200 million users

• Over 100 million active each day

• Over 230 million tweets per day

• 55% of users are active on mobile

• 400 million monthly unique visitors

8

You Tube

• Over 3 billion videos are viewed a day

• Nearly 17 million people have connected their

YouTube account to at least one social service

• Millions of subscriptions happen each day.

Subscriptions allow you to connect with

someone you're interested in and keep up on

their activity on the site

9

BUILDING A SOCIAL STRATEGY

Step 1: Self Reflect

• Ask yourself:

– Why do donors choose us?

– What makes us different?

– What is our passion?

– What is important to us?

11

Step 2: Define You Community

• Who is your audience?

• Where are they social?

• What do they share?

• What is important to them?

• What are their issues?

12

Step 3: Build Your Destinations

• FaceBook

• Twitter

• Blog

• YouTube

• Flickr

• LinkedIn

• Quora

13

Step 4: Start Creating Content

• Blog posts

– Stories, articles, POV’s, industry news

– Behind the scenes, photos, video, travel

• Networked Blog

• Tweets

• Follow others

• FaceBook updates

14

Rules of Engagement

• Give to your audience and they will give

back to you!

• Don’t sell!!!

• Create a dialogue

• Embrace feedback

• Share, Share, Share

15

EXAMPLES FOR DISCUSSION

Facebook: Share Photos

Facebook: Conduct Sweeps and Contests

Facebook: Ask for support “like” and Share

Facebook: Link to Youtube

Facebook: Donate!

Facebook: Link to Twitter Feed

Facebook: Custom Landing Page

Facebook: Aggregate Registration

Facebook: Share Facts/Educate

Facebook: Engage – Give thanks!

Twitter: State purpose & request clearly

Twitter: Create Buzz & Excitement

USEFUL TOOLS

Tweet Deck

30

HootSuite

31

HootSuite Reporting

32

Good Influence.org

33

Corporate Facebook Post

34

Auto Update To A Fan’s Facebook Wall

35

Next Analytics

36

THANK YOU

Drive Action Digital

520 White Plains Road

5th Floor

Tarrytown, NY

862-200-5217

Christopher.dessi@driveactiondigital.com

Anthony.zarro@driveactiondigital.com