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Kentucky Nonprofits

Date post: 16-May-2015
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Beth Kanter, Beth’s Blog Mixing Social Media and Fundraising
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Page 1: Kentucky Nonprofits

Beth Kanter, Beth’s Blog

Mixing SocialMedia and

Fundraising

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Beth Kanter: Offline

Photo by Steve Goodman

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Beth Kanter: Online

Profiles&

PresenceContent in

many places

RSSPowered

Fundraising

Sharing photos,bookmarks, videos,

and more

Conversations

network

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Take Aways

http://www.flickr.com/photos/dslrninja/

A basic understandingResources for further explorationAn idea or two for experimentation

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Agenda Overview

MorningWhat, Why, Strategies and Tools

AfternoonSmall Group WorkFundraising 2.0 Game

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http://socialmedia.wikispaces.com/Social+media+game

David Wilcox

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http://internet-fundraising.wikispaces.com/

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Photo by Preetam Rai

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Two Minute Poll

And you?

http://www.flickr.com/photos/raincitystudios/

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Using the Internet to instantlycollaborate, share information, andhave a conversation about ideaswe care about.

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AnthropologyProfessor

Michael Weschfrom the

University ofKansas

explains it best

Let’s Watch

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What doyou think

are the corethemes?

http://www.flickr.com/photos/kk/

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Listening

http://www.flickr.com/photos/sookie/

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Conversations

http://www.flickr.com/photos/vox/

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http://www.flickr.com/photos/petroleumjelliffe/

It’s Mes

sy!

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How is thatdifferent fromWeb 1.0?

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Source: Alan Levine – CogDog Blog

Web 1.0

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Web 2.0

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Why does it matter?

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Digital Natives

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They’recomfortable

with using newmedia!

They arefuture

donors!

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Trust Factor

http://www.nielsenbuzzmetrics.com/cgm.asp

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• The Trust factor

• Impacts to Google Results

• Rapid Word of Mouth

• Different than Broadcast Marketing

• To cultivate the next generation ofdonors, volunteers, stakeholders

Social Media matters because …

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Impact on Google Results

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• The Trust factor

• Impacts to Google Results

• More visible to mainstream journalists

• Rapid Word of Mouth

• Different than Broadcast Marketing

• To cultivate the next generation ofdonors, volunteers, stakeholders

Why Important…

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Tools come and go

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Why?

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Understand the hard truths ofraising money …..

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Stories that tug at the heartstrings

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Donor loyalty

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Show me the money!

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Who you know is veryimportant

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Now, wheredid I toss that

postagemeter?

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AwarenessInterest

ConsiderationDonate

TraditionalOffline/Online

Tools

MediaDirect MailWeb Site

Email NewsletterCMSCRS

Internet AdvertisingSEO

Online Donations

AwarenessInterest

ConsiderationDonate

AwarenessInterest

ConsiderationDonate

AwarenessInterest

ConsiderationDonate

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EmailMarketing

Online Auctions

Virtual Gift Catalog

Online Merchandising

Fundraising Events

Direct Mail

Traditional Media

Membership & Online Renewal

Pay Per Click

Blogs

\YouTube

Flickr

Facebook

Will It Blend?

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It’s both/and not an either or!

Web 2.0/Bleeding Edge orBasic Needs and

Traditional Approaches?

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INSERT NAME OFCOOL NEW SOCIAL

MEDIA TOOL

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To Reach Outcomes!

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What to Measure?

AudienceTools

Conversations

Staffing

Budget

Content

Measurement

Metric

Outcome

ReputationAwareness

LeadsVolunteersDonations

SubscriptionsSign Petition

Strategy

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Questions and break ….

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BlogsTechnoratiRSSTaggingSocial BookmarkingFlickrVideo SharingSocial Networking SitesTwitter

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Won’tsomeoneget hurt?

http://www.flickr.com/photos/tomthephotographer/

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What to Measure?

AudienceTools

Conversations

Staffing

Budget

Content

Measurement

Metric

Outcome

ReputationAwareness

LeadsVolunteersDonations

SubscriptionsSign Petition

Strategy

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Find People and Listen

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A homelessperson isn’t

someoneyou pass on

your wayinto a fancyrestaurant

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Think google for social mediaconversations …

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http://www.flickr.com/photos/alismith44/

Listening:Read a few good blogs

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There are two ways to consume information on the web

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http://www.flickr.com/photos/smudie/

RSS Reader

How does it work?

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1. What do you monitor?2. Search terms3. Set up4. Monitor

Technorati Search, Watchlistsand Google Alerts

RSS Reader

How do they work?

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Join the Conversation

http://www.flickr.com/photos/vox/

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The ability to have aconversation

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Read and comment on blogsThink before you write!

What did they say well?What did they miss?

Answer questionsWhat are other people saying

How does it apply to youLook forward

Look backward

Ask what if?

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http://www.flickr.com/photos/brettlider/

Get bloggers towrite about yourorganization

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Your Blog

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Individual Blogs

Reflect aboutyour practice

Connect withpeers

Back up brain

http://www.flickr.com/photos/kk/

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Creating a blog takes lesstime than making this

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How does it work?

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Let’s Take A Break!

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Tell Your Story in Text

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Blog the Impact ofyour program!

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Publicly advocate a point of view

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From a different perspective

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“The best blogs startconversations,

they don’t controlthem” – Seth Godin

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But, we are toobusy saving the

whales!

http://www.flickr.com/photos/petelidwell/

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Bad idea

My .org

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• Find blogs

• Read blogs

• Comment on blogs

• Get bloggers to write about your program

• Write personal blog about your practice

• Internal org blog behind the firewall

• Org public blog – group authors

• Blogs by patients or clients as supportservice

In order of amount oftime/investment/complexity

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Photos can tell your stories

Project 7: Tell Your Story In Pictures

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1) I share my pics ->

-> with you --->

-->You share your pics ->

---> with him

Watercooler conversations(mediated by photos)

Source: Slideshare by Rashmi Sinha

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Social Features

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Flickr it isn’t just about doggy photos

http://www.flickr.com/photos/zoomar/

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Your Flickr Account as Organizational brochure

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A Flickr Group To Record A Short-Term Activity

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Community Organizing

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A Contest

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Watch

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Social Networking

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Social Networks: First Generation

1) I am linked to ->

-> to you

--->You are linked to her ->

-> to her…

Source: Slideshare by Rashmi Sinha

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Now Iknowallthesepeople!

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Where’s our targetaudience?

-Ask them (surveys)-Field research-Analyze demographics of site

•What social networking site has myaudience?•How do they use technologies?•What are they talking about?•Who are they?•What do they want?

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What about using more than one site?

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Friendship

Profile Content

Outreach

Workflow

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2 hours a day

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Establish a routine and stick to it

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A Few Time Savers ….

Time Savers

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If I had to log intoevery socialnetworking site I useto keep, I'd shootmyself."

Time Savers

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Applications that cross-postautomatically or bookmarklets

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Project 9: SocialPresence

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Dip in or Stay Hyper Connected

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How Used?

In an emergency?

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Project 10: Widgets

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Tagging

• 3 words – related tofundraising

• Passion

• Find a kindred spirit

• Have a conversation

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Just three words….

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Strategy Map

What to Measure?

AudienceChannels

Conversations

Staffing

Budget

Content

Measurement

Metrics

Outcome

ReputationAwareness

LeadsVolunteersDonations

SubscriptionsSign Petition

Page 139: Kentucky Nonprofits

Metrics are the attributes orfactors that are important for youto measure results or makeimprovements.

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The process of determining the resultof a strategy

What is measurement?

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The hard truthabout socialmediameasurement …

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Social Mediameasurement isnot like Martha

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Intangible

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AELIA

AudienceEngagementLoyaltyInfluenceAction

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Audience

Who

# Trend for UniqueVisitors

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Engagement = Interaction + Attention

•What do they clickon?

•How long do theystay?

•How many peoplecomment on posts?

•What is the shape ofthe conversation?

•What is your post tocomment ratio?

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Posts_____

Track backs +Comments

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Loyalty

RSS Subscribers - trends, not actual numbersRepeat visitorsTell other people about youGrain of Salt

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Influential Ideas: Memes,and their intensity over time

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Intent/Action

GoalConversion RateQualitative Data

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Strategy Map

What to Measure?

AudienceChannels

Conversations

Staffing

Budget

Content

Measurement

Metrics

Outcome

ReputationAwareness

LeadsVolunteersDonations

SubscriptionsSign Petition

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Low Risk Experiments

http://www.flickr.com/photos/striatic

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• A project that won’t take muchtime and relates to org goals.

• Write down your successes.• Write down your challenges.• Ask the people you want to

connect with whether they thinkyour outreach and listening isvaluable.

• Watch other nonprofits and copyand remix for your next project.

• Rinse, repeat.

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Strategy Map

What to Measure?

AudienceChannels

Conversations

Staffing

Budget

Content

Measurement

Metrics

Outcome

ReputationAwareness

LeadsVolunteersDonations

SubscriptionsSign Petition

Page 159: Kentucky Nonprofits

Contact Information

Beth [email protected]

Beth’s Bloghttp://beth.typepad.com

Page 160: Kentucky Nonprofits

Don’t Forget!http://bethkanter.wikispaces.com

It takes 21 days to make a habit – what one project what first step will implement?Write it on a business card, give it to me, and I’ll email you in 21 days!


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