Putting the Web to Work for your Nonprofit

Tara Bourgeois, MMC, ABC

Overview

  Popular Social Media Sites   Pros/Cons of Social media   Using Social Media as a Fundraising

Tool   Free Resources/Tools   Q&A   Prize Drawing!

Facebook Most Used Social Network

•  Launched 2004 •  550M users (70%+ of all Web users) •  1 in every 13 people uses FB •  50% log in daily • 200M mobile access to FB

*Digitalbuzz blog: http://www.digitalbuzzblog.com/facebook-statistics-stats-facts-2011/ *http://www.ragan.com/Main/Articles/42610.aspx

Facebook Every 20 minutes….

•  1M links shared •  1.4M event invites sent •  2.7 messages sent •  1.8M status updates •  10.2M comments made

*Digitalbuzz blog: http://www.digitalbuzzblog.com/facebook-statistics-stats-facts-2011/

Facebook Demographics

• 51.2% male • 48% 18-34 years old •  30% 35+ years old • Avg. user has 130 friends • Avg. user visits FB 40 times per month • 70% lives outside of the U.S. • AZ 20th top state for FB users (CA, TX, NY top 3)

*Digitalbuzz blog: http://www.digitalbuzzblog.com/facebook-statistics-stats-facts-2011/ *facebook.com; pingdom.com *http://www.kenburbary.com/2011/03/facebook-demographics-revisited-2011-statistics-2/ *socialbakers.com, Jan. 25, 2011

Twitter

Reaching Tweeple through instant messaging; “microblogging”

•  106M Twitter accounts; •  300,000 avg. new accounts/day •  97% have less than 100 followers •  65M Tweets per day •  Thurs. & Fri. most active days •  10 – 11 p.m. most active hour

• http://www.onlinemarketing-trends.com/2011/03/twitter-statistics-on-its-5th.html • http://www.ragan.com/Main/Articles/42610.aspx

Twitter Immediate & Interactive

•  Conversational •  Concise (140 characters, http://bit.ly/) •  Connect interests •  Share •  Follow/Be Followed •  Give/Receive •  Event Announcements •  Photos, video

*KissMetrics Marketing blog

Twitterese

• Tweet: post • Retweet: forward another’s Tweet • Tweeple/Tweeps: Twitter users • Twibe: Your followers • Tweetup: Face-to-face gathering of Tweeps • Twitterati: Tweeps with TONS of followers • Hashtag: #; used to categorize tweets (i.e. #nonprofits, #FF/#followfriday)

Twitter Demographics

• Gender: • 55% Female • 45% Male

•  Age: • 45% age 18 – 34 •  24% age 35 – 49 •  14% age 50+

•  Ethnicity • 69% Caucasian • 16% African American •  11% Hispanic •  3 % Asian

* http://www.onlinemarketing-trends.com/2011/03/twitter-statistics-on-its-5th.html

• Household income • 30% $100k+ • 28% $60k - $100k •  25% $30k - $60k

•  Education •  49% No college •  38% College •  13% Grad. School

• Language • 61% English • 11% Portuguese •  6% Japanese • 3% Spanish

Fast Facts

• Launched Feb. 14, 2005 • 2B videos viewed daily • 35 hours of video uploaded per minute • Broad user age: 18-54 • 100M views per day on YouTube mobile • http://www.youtube.com/charts • http://www.youtube.com/videos http://www.directmarketingrx.com/tag/youtube-demographics-infographic-2011/

http://www.youtube.com/t/press

Blogs   Journaling   Training   Updates   Best Practices   Testimonials   Peer Support   Solicit ideas/info   Announcements

Technorati: free blog monitoring tool

Cons   Overwhelming   Patience   Passion   Persistence   Little control   Human Resources   Accuracy

Pros •  Timely •  Low Cost •  Widespread Reach •  Viral •  Free resources •  Billions of examples •  Multiple accounts •  Unlimited potential

Pros/Cons of Social Media

Social Media as a Fundraising Tool

Start with a plan   WHY? Identify your key objectives

  Attract volunteers (any specific type?)   Increase # donors (individual, corporate, grants, etc.)   Raise Funds (how much? For what?)

  Set S.M.A.R.T. Goals   Specific   Measurable   Attainable   Realistic   Timely

  Identify your target audience   Identify best channels to reach them   Develop your message(s)

  Put yourself in their shoes and ask, “What’s in it for me?” (WIIFM)

Increase the number of individual donors by 20% during fiscal year 2011.

Recruit and retain at least 10 new male volunteers age 18-24 between June 1, 2011 and August 31, 2011.

Use Social Media to… • Announce Events • Build Awareness • Solicit Help • Contribute • Launch a Campaign • Encourage Discussion • Show Appreciation • Provide Support • Engage media • Promote Sponsors

American Red Cross

TriWest Healthcare Alliance,2011

Win-win

Foursquare

Location-based mobile application that allows users to check-in to various locations, earning prizes, discounts, “mayorships,” etc.

Partner with businesses that can: • Contribute to your cause each time a user checks into their store/restaurant. • Promote upcoming event upon check-in -Go to foursquare.com/add_venue to register

-Cross-promote on other social media platforms

More Social Media Tools

  Flickr: Photo sharing   LinkedIn: Professional networking   Delicious: Tracks Bookmarking   Digg: Best (user-rated) news, video, pictures,

etc.   Myspace: Social entertainment site

Resources   Non-profits on Facebook: http://www.facebook.com/nonprofits#!/

nonprofits?sk=info   Twitter Jumpstart: http://bit.ly/nptwitterguide   Idealware Nonprofit Social Media Decision Guide : http://

www.idealware.org/reports/nonprofit-social-media- decision-guide   Google for Nonprofits: http://www.google.com/nonprofits/   Social Media 4 Nonprofits (Rosita Cortez Blog)   Beth’s Blog: How Networked Nonprofits are Using Social Media

to Power Change   Bitly: http://bit.ly/   Tech Soup: http://home.techsoup.org/pages/default.aspx   The Nonprofit Times: http://nptimes.blogspot.com   Social Media Marketing for Dummies, Jan Zimmerman & Doug

Sahlin

Questions

tbourgeois@triwest.com