Takeaways From Today

• Why you need to incorporate social media in your donor cultivation plans;

• Examples from nonprofits that are using social media effectively;

• Simple ways to use social media to connect with stakeholders, donors and community supporters.

#4GLearn @JuliaCSocial

The Bad News…

• Donor retention is at an ALL TIME low. • 70% of all donors that nonprofits recruit into giving a

gift never donate again to that organization!– Resource: AFP

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The Reality

We are dealing with 5 distinct generations of donors• Generation Z (Born 2001–Present, Currently Ages 13

and Younger)• Millennials (Born 1980–2000, Currently Ages 14–34)• Generation X (Born 1965–1979, Currently Ages 35–49)• Baby Boomers (Born 1946 –1964, Currently Ages 50–68)• Silent Generation (Born 1925–1945, Currently Age 69

and Older)– Resource: Nonprofit Tech for Good

http://www.nptechforgood.com/2014/03/25/how-to-engage-5-generations-of-donors-and-supporters/

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MYTH: Older Donors Are Not Online

• Boomers spend 19 hours a week online.

• 71% use a social networking site daily with Facebook being the most popular.

• 36% of boomers ages 50 and over own a smartphone, and 32% own a tablet.– Resources: Nonprofit Tech for Good

http://www.nptechforgood.com/2014/03/25/how-to-engage-5-generations-of-donors-and-supporters/

– Pew Internet http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/

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73% of online adults use at least one social networking site daily!

Your donors ages 74+ are the fastest-growing demographic on social networks.

The Good News…

• (Spring 2014) 98% of charities and nonprofits surveyed are using at least one form of social media.

• 97% using YouTube, 92% Facebook, 86% Twitter and 72% Pinterest.

• 81% said “raising awareness” is the main objective. – Source: http://www.emarketer.com/Article.aspx?R=1010946

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The Good News…

• More than 7 in 10 US charity and nonprofit social media administrators found the channels useful for raising money!

• 1/3 of charities said it was VERY USEFUL for fundraising!

• Just 11% said it wasn’t useful for fundraising.– Source: http://www.umassd.edu/cmr/

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The Reality

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1) Bring donors into the kitchen.

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Get your ED on Twitter!

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https://twitter.com/UdiACLU

http://instagram.com/aclunj

Uses social media to answer questions and comment on issues in the news.

Follow: https://twitter.com/farra/social-eds/members

Transparent Leadership

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ANOTHER thing to do?!

“The solution is to stop looking at social media as another platform you have to learn—yet another responsibility—and start seeing it for what it can be instead: a personal toolbox for improving your practice of leadership.”

-- Alexandra Samuel, WSJ “Better Leadership Through Social Media”

http://online.wsj.com/news/articles/SB10001424052970203753704577255531558650636?mg=reno64-wsj

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Showcase staff & interns

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Involve volunteers

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Use video!UNICEF USA – getting ready for Trick-or-Treat http://instagram.com/p/a8n0JVRNwE/ Behind-the-scenes of law-makinghttps://vine.co/v/hB2n7uz7tLEProtests as they happenhttps://vine.co/v/b3TXLtA1uUw National Geographic photographer’s backpackhttp://instagram.com/p/a_MreqIVVp/ SF MOMA – Sneak Peekhttp://instagram.com/p/azBsW8qdaO

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Nonprofit Example of Excellence

"We’re using social media to show success—how we are training women to sew in Uganda, or how we are building a water filter plant in Cambodia.

Our overall messaging is, stop the pity and be a champion.”

-- Bart Skorupa, Executive Director, Groundwork Opportunities

https://www.facebook.com/goworks

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2) Acknowledge and thank.

RINSE and REPEAT! • Always be

thinking of NEW ways you can thank donors publicly, using social media.

• No strings attached!

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Use free/low cost graphics tools!

CanvaPicMonkeyEtc.

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Be creative

Diabetes UK – thank you!https://vine.co/v/b5tnVIVjt2M Children’s Hospital Colorado Foundation – thank you!https://www.youtube.com/watch?v=dKoFwy9Ex3U charity: water turns five years old, we want to thank youhttps://www.youtube.com/watch?v=eCSvXMTe1oY Great infographic – 6 ways to say THANK YOU on social

media: http://www.pinterest.com/pin/514536326148011483/

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Nonprofit Example of Excellence

"We used Twitter as a way to thank volunteers and people who donated to our cause.

Anytime we can engage with people who touch us, we do.”

-- Rev. Jeff Putthoff, Executive Director, Hopeworks ‘N Camden

https://twitter.com/hopeworkscamden

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Let’s take a pause…

3) Show the impact. • Always show donors where

their money is going. • Make them smile when they

see the results their gift helped achieve.

• https://www.facebook.com/BostonChildrensHospital

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Make them smile!

Heal the Bay – why we do this workhttp://instagram.com/p/a3e7XApAzZ/ charity:water – why we do this workhttp://instagram.com/p/aye_2mGhNa/ Humane Society of New York – Parker the Cathttps://vine.co/v/bJ97ejgP1re SCOTUS Gay Marriage Reactionshttp://www.slate.com/articles/news_and_politics/politics/2013/06/send_us_your_scotus_gay_marriage_photo_and_video_reactions_with_the_hashtag.html

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Make them think!

Greenpeace USA – Sharing knowledgehttps://vine.co/v/bLqO5YDFwIW Oxfam American – sexual violence in the Congohttps://www.youtube.com/watch?v=5gnXe1jtmYA#t=29 Planned Parenthood Action – breaking newshttps://www.facebook.com/PlannedParenthoodAction

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Stay top of mind.

Be where they are.

That means: • Facebook News

Feed.• Twitter feed.• Instagram

stream.

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Nonprofit Example of Excellence

"We’re using social media to show success—how we are training women to sew in Uganda, or how we are building a water filter plant in Cambodia.

Our overall messaging is, stop the pity and be a champion.”

-- Bart Skorupa, Executive Director, Groundwork Opportunities

https://www.facebook.com/goworks

#4GLearn @JuliaCSocial

4) Host an online event.• G+ Hangouts – up to 10 people/accounts• Google Hangouts-On Air – unlimited

– Record the Hangout-On Air– Publish on website and social media channels)

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Google Hangouts• Ghetto Film School in South Bronx – Online MasterClass

series, connects great directors with aspiring filmmakers from around the world

• The Dalai Lama Fellows in San Francisco – Peer-to-peer calls with fellows.

• It Gets Better Project – Connect with donors and fundraisers. – Resource:

http://philanthropy.com/article/How-Nonprofits-Are-Using/145129/

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Tweet Chats• Can host them monthly (a lot of work) or during

specific campaigns• Ask the ED or Board Chair questions.• Let donors know about Tweet Chats on issues that

matter to them – even if you don’t run it!• #PovertyChat• #HealthChat

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Notes - Planning and Promotion• Make sure technology is WORKING. • Promotion beforehand.• Follow up afterwards.

Helpful articles:HOW TO: Host a Tweet Chat for Your Nonprofit:

http://www.nptechforgood.com/2014/03/09/how-to-host-a-tweet-chat-for-your-nonprofit/

7 Ways for Nonprofits to Make the Most of Google Hangout: http://www.nten.org/articles/2013/7-ways-for-nonprofits-to-make-the-most-of-google-hangout #4GLearn @JuliaCSocial

Ask your donors!• What kind of online event

would interest them?• Would they invite

friends, colleagues?• Would they like to be

direclty involved?

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Nonprofit Example of Excellence

"We’re using social media to show success—how we are training women to sew in Uganda, or how we are building a water filter plant in Cambodia.

Our overall messaging is, stop the pity and be a champion.”

-- Bart Skorupa, Executive Director, Groundwork Opportunities

https://www.facebook.com/goworks

#4GLearn @JuliaCSocial

My Two CentsYou need to change the

culture - completely. Start thinking visually and

start thinking in “micro-content” terms.

Stop with the excuses. You have interesting

visuals even if you can’t show picture of cute animals and kids – that’s a cop out.

#4GLearn @JuliaCSocial

My Two Cents

Think of using social media as showing the world what you do and why you do it, in a compelling, interesting and easy-to-share way!

Your nonprofit’s mission and impact are worth sharing if you get a little creative.

#4GLearn @JuliaCSocial

http://www.pinterest.com/pin/430164201878168367/

Resources

JCSocialMarketing.comJohnHaydon.comBethKanter.orgNPTechForGood.com

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Free E-Book

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http://jcsocialmarketing.com/resources/ultimate-guide-social-media-graphics/

Questions?

Twitter: @JuliaCSocial

Facebook: www.facebook.com/jcsocialmarketing

Email: julia@jcsocialmarketing.com