Social Media for Non-Profits

Jennifer BrandFounder, Brand Solutions GroupBSG Webinar Series: Social Media for Non-Profit Organizations (#SM4NP)December 8, 2009

Fundamentals of Communications:3 Building Blocks

#1: Know Your Audience

#2: Determine your Message(s)

#3: Choose your Communication Vehicle

Why Social Media?How does this benefit our organization?

• Mass: Over 50+million users

• Consider: How long did it take typical communication mediums to gain 50M viewers/users?

• Radio: 38 years• TV: 13 years• Internet: 4 years• Facebook: 1 M users in 9 months!!

Know your GOALS!What is your expected ROI?

Examples:– Acquire Email addresses– Recruit/retain volunteers – Advocacy– Increase awareness– Strengthen/ build brand– Increase levels of engagement– Stronger belief/ affinity for our organization– Community building

Engaging Audiences:What Do They Want to Hear?

80% organizational impact

75% success stories

71% learning more about the organizations they are participating with (and affiliated organization)

70% information on causes they care about

43% information on financial accountability

* Philanthropy 2.0, Social Media Study (3/26/09)

Consider:1 or 2 large events or social galas annually

VS.

Multiple fundraising campaigns throughout the year on multiplecommunication outlets

Cultivating DonorsSocial Media Strategy = Clear Goals + Targeting Audiences

Under age 30 = NOT high dollar donors • (4% gave $5,000+ in 2008) • (11% donated more than $1,000)

Age 30-49: • 20% gave $5,000+ • (41% gave $1,000+)

Reminder: 3 Building Blocks

#1: Know Your Audience

#2: Determine your Message(s)

#3: Choose your Communication Vehicle

Reminder: 3 Building Blocks

#1: Know Your Audience

• Past: prefer email (trusted communication)

• Today’s trend: using social media for community, viral marketing, donation gathering

Know Your Goals!• Generate $$, Build volunteer base,

Advocacy, etc.• Examples:

www.CharityWater.org

http://www.thebreastcancersite.com/clickToGive (sponsor recognition/ ads for free giving)

Know Your Goals!Metrics and Measurement (ROI)

www.BlogPulse.com(metrics & measurement, Neilson)

www.SocialVibe.com (example of sponsor match)

***Special Offer***Win a FREE Communications AuditBrand Solutions Group is offering an in-

depth Communications Audit

For your chance to win, visit

www.prPowerTools.com/audit

Want more info?Contact Jennifer: jbrand@brandsolutionsgroup.com

Connect with Jennifer on LinkedIn: www.linkedin.com/jenbrand

Follow us on Twitter: @ProfitablePR, @PRPowerTools

Get tips, tools, tactics and much more at www.PRPowerTools.com

Register for this webcast series & get access to listen/ download audio replays at http://bit.ly/SM4NP