Social Media For Non Profits - The Basics

20th Annual Agency Conference: Fundraising with One - Click

Fundraising with One-Click How to use social media to raise

awareness, engage donors, and recruit volunteers

Presentation & Discussion with:Food Bank For New York CityMASBIAReaching Out Community Services


QUICK SURVEY

Goal of this workshop: To provide you with an understanding of the tools and best practices for utilizing social media to further your mission.


Earn Trust: Edelman Trust Barometer


WHY THIS MATTERS TO YOU – A NON PROFIT:

People are online talking about the issues you care about and the services you offer.

9 out of 10 nonprofits (89%) have a presence on Facebook as of 2011 *

SOCIAL MEDIA

* stats from www.nonprofitsocialnetworksurvey.com (NTEN)

DEFINITION: Forms of electronic communication, such as Web sites for social networking and blogging, through which users create online communities to share information, ideas, personal messages and other content

5Working to End Hunger in New York City

Food Bank’s social media goal - expanding reach among core groups and into new audiences

Volunteers

Advocates

Foodies Sustainability

Crowd

Celebrity

Watchers

Advocates



Rules of Engagement on Social Media Sites

• You have to respond – that is the point of social communities

• Keep the tone conversational

• Use visual content and make it easy to share

• Stay focused and develop a clear voice

• Plan ahead and post consistently over time

• Be authentic


THE SOCIAL NETWORK

Face what? Tweet who?

Understanding Facebook and Twitter


FACEBOOK


Facebook Best Practices:

1.Set actionable goals 2.Choose one or two staff members to manage3.Keep posts short, to the point and fun4.Post multiple times a week5.Be active – respond to comments, like other posts

REMEMBER:• You get out of it what you put into it

• No matter what – monitor your page for comments and questions

• Don’t broadcast, ENGAGE


TWITTER


Twitter Best Practices:

1.Choose a name that clearly identifies you2.Choose one or two staff members to manage3.Converse, respond, connect4.You don’t have to post immediately, but be timely5.Observe, learn and jump in!

REMEMBER:• You get out of it what you put into it

• No matter what – monitor your account for comments and questions

• Don’t broadcast, ENGAGE


YOUR MESSAGEWhat to say and when to say it:

Defining your message, strategy, and refining your goals


• Be consistent across all channels• Provide an action or next step (LINK)• Be Engaging - don’t broadcast• Be focused, but playful

Messages Should:

Types of Messages You Send Out Already:

• Volunteer related• Donation related (be strategic , keep these minimal)• Breaking News (internal or external)• Advocacy• Press • Program Updates

All your communication should move you in the same direction: FORWARD


Examples of various posts


1.Share quick updates 2.Share your offline efforts3.Join others in your community4.Get supporters to advocate for you5.Set up online petitions6.Get instant feedback

ADVOCACY MESSAGES


ANNOUNCING FREE TAX PREP SERVICES


HANDLING COMMENTS & QUESTIONS:


Message Management Best Practices

• Be interactive, don’t broadcast

• Share only what’s meant for public consumption

• Analyze responses

• Plan it out

• Everyone makes mistakes


WE LOVE THIS:


Google Analytics


TWEET ME THE MONEY! Enhancing your Community:

Cultivating supporters, volunteers, and potential donors


LIST BUILDING

Engage your strongest supporters:

Cultivate new supporters:

Respond, people want personal:

It’s considered rude to ask for money numerous times.


VARIOUS SUPPORT OPPORTUNITIES• Create momentum for an upcoming event

• Generate awareness of partnerships with local businesses

• Great way to engage matching gifts


Engage and recruit volunteers. Last year alone, volunteers saved the Food Bank $1.9 million through our volunteer programs.

ENGAGING VOLUNTEERS


5 Things to do immediately to build your community:

1.If applicable, confirm you are a registered 501(c)(3) nonprofit on major transaction sites (Guidestar, Firstgiving)

2.Add a link for your social networking sites to your website

3.Change your email signature to include links to your site

4.Email your contacts asking them to join your community

5.Create a small flyer to leave in your high traffic areas


CONTACT US

facebook.com/foodbanknyc

twitter.com/foodbank4nyc

youtube.com/foodbank4nyc

Ashley Goforth – [email protected]


Don’t take my word for it – Hear from your peers


Fundraising with One-Click How to use social media to raise awareness, engage donors, and recruit volunteers

Rules of Engagement on Social Media Sites

• You have to respond – that is the point of social communities

• Keep the tone conversational

• Use visual content and make it easy to share

• Stay focused and develop a clear voice

• Plan ahead and post consistently over time

• Be authentic

Facebook Best Practices:

1.Set actionable goals 2.Choose one or two staff members to manage3.Keep posts short, to the point and fun4.Post multiple times a week5.Be active – respond to comments, like other posts

Facebook Tips:•Make sure your profile photo looks okay on your page and in links•Choose a vanity url your supporters will recognize•Tag supporters in posts•Require photo releases for images•Get a second set of eyes to read posts

Twitter Best Practices:

1.Choose a name & profile photo that identifies you2.Choose one or two staff members to manage3.Converse, respond, connect4.You don’t have to post immediately, but be timely5.Observe, learn and jump in!

Twitter Tips:•Follow people with similar interests•Participate in #charitytuesday & #followfriday•Interact with similar organizations


Fundraising Best Practices

• Engage and thank your strong supporters• Cultivate new supporters• Respond - people want personal interactions• Keep solicitations to a minimum• Create momentum for an event or partnership• Engage and recruit volunteers• Create a flyer for high traffic areas• Email supporters asking them to join your online community when you launch your channel• Put links to social media accounts on website, in email, etc.

Fundraising with One-Click How to use social media to raise awareness, engage donors, and recruit volunteers

Five Twitter Accounts with Good Content Strategy:

1. Food Bank For New York City (@FoodBank4NYC)

2.Capital Area Food Bank (@foodbankmetrodc)

3.Feeding America (@FeedingAmerica)

4.Philadelphia Food Bank (@Philabundance)

5.North Texas Food Bank (@ntfb)

** Beth Kanter (@kanter) nonprofit social media blogger**

Five Facebook Pages with Good Content Strategy:

1.Feeding America

2.International Rescue Committee

3.People for the Ethical Treatment of Animals

4.Natural Resources Defense Council

5.Do Something

Explore the sites first. Food Bank

staff create personal accounts before building an official account.

Date post:	18-May-2015
Category:	Education
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Social Media For Non Profits - The Basics

Education