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Intro to Social Media: Fundraising

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This is Introduction to Social Media & Fundraising. I'm Kami Griffiths (KG), and I'm joined by John Haydon (JH) and Chris Garret (CG) . Just to give a little background on me, I''m the Training and Outreach Manager here at Tech Soup; we've been doing webinars for about a year now. John is a Social Media Consultant from Boston, welcome, John. Can you tell us a little bit more about what you do? (JH) Yes, I work with small businesses, trying to get their businesses online and reap the benefits of social media; and most of my clients are non-profits large and small throughout the United States and a few are up in Canada. I help them with what are essentially marketing strategies mainly using social media tools. (KG) Fine. Chris Garrett, who is in England right now, is a professional blogger, internet marketing consultant and a bunch of other cloak and dagger roles. Welcome, Chris. (CG) Hi, there. (KG) And would you like to say a little bit more about what you do? (CG) I help companies and organizations attract an audience and involve them in what they do. So Social Media is a big part of that but the main thing I do is help people with content and attracting an audience. (KG) Thank you both for joining us and making this a great presentation. We also have Becky Wiegand (BW), who is monitoring the Chat, so if you have any questions at all throughout the presentation, please do Chat them in. Chris will also be answering questions on the Chat, so if you have any questions related to the presentation he will address them or we will hold them until the very end for the Q&A portion, which will be the last 20 minutes. So, I'm going to get started and have John go through what this issue is about. (JH) Okay, so what we're going to cover today is, Before you go online, Things to Think About; The Big Picture, Chris is going to cover that a little bit in terms of the tools and the whole landscape of Social Media; and then we'll discuss three fundraising models:Campaigns, Events, Grassroots, that's all three of them; and then finally we'll end with turning fans into fundraisers. (KG) Great. So, let's be clear. Before people jump in, what's there to know? (JH) Well, this is something that I always discuss with my clients. Generally, what you want to do before you even go to Social Media; I mean it's good to get on there and just do stuff -play around and learn, right? But the really important things to talk about, within your organization, talk about what do we want to be talking about. Because a lot of times a huge mistake that some of my clients have made is that they start talking about their non-profit: how much money they've raised and so forth. Then they say we're not getting the results we want. So what I really encourage organizations to do is to start engaging in conversations on the issue. And some really great examples, let's click to the next one. So, here's a great example. Oxfam, last year, they were finishing up, they were working on fundraising for their annual fundraising project, they realized that even though their membership had grown by 50%, their fundraising had actually shrunk by 50%; what's going on? They had a discussion and realized that they kept talking about what they had done and the great things they do and so forth, and somebody came up with the idea to start talking about how 100 million people went hungry in 2008. That's huge. So what they did was they created a video, and just a side note-videos are very, very powerful for engaging in conversation-I like to call it like what's important to us, like the heartfelt discussion that we want to have as a community, as a big community, as a small community, local communities and so forth. So that's really important. Another example that I often point folks to is Girl effect dot org. After this session go online, just type in girleffect.org and just watch it. It will really drive home the point that they are not talking about the organization, but they are talking about a very powerful issue. So that's what I usually talk about: don't talk about the non-profits, make a bigger discussion that people are really going to get passionate about. (KG) Great. So, once you've figured out the discussion and put that out there, can you give us an overview of some of the Social Media tools and how they work together? (CG) There's thousands of Social Media tools and a lot of organizations big and small are struggling to work out how they all fit together. And the big fact is, if you take away nothing else from this session at all, remember this: you don't have to do them all. In fact it's probably better that you focus on one or two to start off with. One or two tools; one or two services. Because you are really not going to be able to do them all unless you have a really big budget and lots of staff and most of us don't have that. So the key thing is to use the services and tools that work and that fit into what you do. Do not try to replace everything that's already working for you with these cool and shiny tools because it will just take up all your day and get nowhere. So this is a complicated diagram, but it should actually be simple when we break it down. In the middle there is your web site. Every organization that is trying to use online services to get either more attention, get their message out or to do fundraising. You need to have a central web site. A lot of people talk about having FaceBook groups and pages; they talk about having YouTube channels; they talk about using Twitter. That's all great, you should do that. But you have to drive people back home. You have to drive people back to your site, your home. Because that is your central archive, your central repository, and that is your audience. So what you are trying to do is grow your audience and bring them home. So, you can build a web site that can be a fantastic web site but it's like Field of Dreams, it's not built in their neighborhood so you have to go where they are, which could be FaceBook, YouTube, the social book marking sites like Digg, and then you have to bring them home. These different services have different uses and they have different audiences. Facebook is about community, it's about interaction, it's about people saying this is what I'm up to, this is what I have done, this is what I am going to do. So there's stuff to say what I've already done, there's status updates to say what you are doing, there's converations in the group, and you can say I'm going to be doing this with a friend. So as a non-profit organization you want to do all those things. You want to put up events that say there is something cool going to be happening or there is going to be a fundraiser happening. It's about community; it's about excitement. Twitter is very much about community. In fact it's pretty much the Facebook status update and that's it. The great thing about Twitter though is it's growing and issues and you don't have to be a friend of them to read about them and interact with them. And so it can break down those barriers. So your presence on Facebook is all about making contact with people and then you have got permission to talk to them. With Twitter you can find people that are already talking about your issue, so if your issue is about water or poverty or about a certain disease or condition, you can use search dot twitter dot com and you can find people that talked about those things and you can then follow them and interact with them. So you start on FaceBook to join a community, Twitter is great for finding people that are already discussing what you want to talk about. YouTube, a lot of people will have seen YouTube already as great viral videos; the latest pops songs on and funny advertising, there's people falling off of skateboards, all that good stuff. But you can tell a story on YouTube and video is so good for actually getting emotion across. A lot of what we are talking about when you are trying to get people to pay attention is to use emotion because otherwise it's an intellectual process, and people are kind of interested. What you have to do is get them to take action and that means pressing emotional hot buttons. Tell a good story. And finally, you have got Digg and the other social bookmarking tools. Now, unlike the others, social bookmarking is about sharing cool links and talking about links and discussing them and debating them. So what happens with Digg and the other social bookmarking tools is somebody will place a link on there and then people will vote for it or put it down; they'll say I think this is really good, or they'll say this is bad and this is why and they'll vote it down. The ones that get the most positive votes get the front page and they get lots of visibility. If you get on to the front page of Digg, digg dot com, you can get 20,000 visitors in an hour or two; it's that huge. Of course actually getting to the front page is really difficult. So whereas with FaceBook, YouTube, Twitter, and Flickr for photographs you are in control, with Digg you are at the mercy of 20-year old male geeks in their parent's bedrooms, so you have to appeal to that sort of demographic. So you can see that each has got its own purpose. It might be networking, it might be community, it might be sharing content, or it might be as a repository for content like YouTube and Flickr. Flickr dot com, flicker without an e is good for sharing photographs and descriptions of photographs; YouTube is the same thing for video. So the good thing about FaceBook is you can do facebook ads, in which you can actually do geographical and demographic tags, but it costs money. With Twitter you can use search dot twitter dot com and look for phrases that people are using and using those phrases you can track it down. You can use obscure phrases. I had a client one time was interested in hair products; they had a product with an odd name and they found a lot of people just using beauty and hair. So if you have an obscure phrase you can actually use it to find and target people. So, those are the different services. You create content to appeal to those people where they already are and then try to link back to your own site. When they are on your site try to hold their interest with more content like that, create competitions, do events, create a viral effect by getting people to e-mail their friends or use Twitter to tweet your message, but get people onto e-mail lists. It might sound a bit old school, a bit old fashioned, but actually e-mail is very, very powerful. E-mail gets people's attention because e-mail is in their in-box; people look in their in-box. If you have a good message, tell a good story, you'll keep people on those lists and they will take action. When they take action that is where you find out they are really interested. So get them to click links, filling in surveys. Incidentally, the surveyed who do something that you ask them to do, even if it's just a little testimonial or to donate small amounts of money, get them onto a different list. So they go from a general interest list onto a list of people who have taken a certain action. Those are your best people and we'll talk about them in a little bit. But get people onto lists. get them to be volunteers, get them to make donations, because they are the people who have taken action. They are not just interested they actually want to help you. So, to summarize: find people where they already are, tell good stories, press their emotional hot buttons, interact with them in the different Social Media tools, get them to come to your site and then get them onto e-mails, and get them to take action. I hope that makes sense. (KG) I think that's a great, excellent overview of these different tools. There's a lot of great questions coming into the Chat and one that I'd just like to ask right now is LinkedIn and how would it fit within this scheme. (CG) LinkedIn is actually excellent for connecting with professionals and business people. So it's a business to business or professional to professional tool. It's kind of like a professional rolodex mixed with a question and answers forum. So you can ask questions and get some very expert answers back. But in terms of consumers and the public it doesn't work because it's all professionals and organizations and business people. So LinkedIn is very powerful for checking on a networking basis, but you're not going to grow a huge audience with it. It's like for connecting to experts or people who are your peers, really. MySpace and FaceBook are more about connecting with consumers and normal public. (KG) Excellent. So, John, did you have anything to add before we move on? (JH) Do I have anything to add to that? (KG) Yes, (JH) No, I think that's excellent. The one thing that I noticed actually is that you notice the arrows are going from FaceBook in, Twitter in, YouTube inward, so what you want to think about is this whole thing is not about pushing stuff out to people, but really your job is to create such powerful content and interesting stuff that people find you and seek you out. You want to create a magnet-type situation and people will connect with you based on their preferences.(KG) Fine, I like that analogy of magnets. Well, we're going to move on and talk about strategies; there are different funders and different strategies and I'd like for you to tell us some of the types of fundraising that you've done using Social Media tools. (JH) Ok, great. So, I break them down into three models: Perpetual, Events-Based/Wish List, and Grass Roots. and I'll just describe each one, briefly. Perpetual or static -sometimes people think of it as a static situation, is basically the most common. That's where you just have a link on your website, that's it. It's there all year long. It gives people the opportunity to donate and most non-profits have this and most non-profits should keep this going even though it's kind of like a passive way of fundraising and the reason why is that you may have a huge campaign or a particular event that comes up and people miss it, but they read about your organization somehow, they heard from a friend later on, maybe off cycle of that event and that event might close and there is no opportunity to contribute to that. like the Ashton Kucher thing or something that Chris is aware of in the UK, which is called Red Nose Day, which is kind of interesting. So this is good because you have it all year long and you literally give anybody and everybody the opportunity to donate. And the example I have here is the American Red Cross; and they actually give you the option here of picking what you want to donate to so that is interesting as well. The second one and by the way all these work together, it's not like you choose one or the other, they all work together; the second one I'm calling the event-based campaign or the wish list campaign and the example that I'm using here is 12 for 12K dot org, which is an organization that I do a lot of work with, and we had a fundraiser back in March for Strength dot org and our goal was to raise $12,000 in one month for this organization. We did blogging, we had a massive Tweetup; we had a whole bunch of tweetups; that's where people that are connected on Twitter go offline and have discussions like literally meeting each other face to face. So the final piece of it is that we had an auction where people associated with 12 for 12k donated something, either time, expertise, a product or something like that to be auctioned off on a particular date. We had this event and we were able to raise $14,500 in 24 hours. It really took a lot of planning, a lot of work involving FaceBook, involving Twitter, but it was very event-based, a snapshot in time. The other example that I learned about not even two days ago, and I kind of heard about this, but Chris, maybe you could describe what Red Nose Day is; I know it's associated with Comic Relief; it's an event that Comic Relief does, right? (CG) Yes, it's fantastic. Red Nose Day is the biannual event for Comics Relief. Comic Relief saw Band Aid, where musicians got together and raised a lot of money and they thought well can't we do the same thing, can't we do the same thing with comedians instead of music? And so they started Comics Relief and they have this big, huge telethon event called Red Nose Day. And it just started off as television, getting donations, and doing information videos to get people to put their hands in their pockets. But it's gone completely multi-media and interactive, on the internet and in schools, and basically it's become a huge thing. So it's very much an event-based charity, but the charity is there all the time, but they have this really big, huge effort and push when they do the Red Nose Day. Recently they've really got onto the internet. They have YouTube videos, they have an excellent web site, and on Twitter they got a lot of people to change their little smiley picture of themselves and put a red nose on it. So people talked about it. People were saying what's the red nose for, Chris? Chris, why have you got a clown nose on? And so great conversation. And when you see your Twitter page fill up with people wearing red noses, you start asking questions. So, it's very much an event model but it became, very quickly, a grassroots model as well because they start early, they got into schools and very small kids, five years old they're all going wearing red, they get sponsors for wearing red clothes during the day. And then all the kids who wear the clothes backwards, or they crossdress, or they do all sorts of things, and everybody gets involved: every workplace, every television show, every radio show... everyone gets involved, and that spills off onto the Internet as well. And so, what you have to keep in mind is that even though there's these three models, you can do all of them. You can do all of them at once. And actually, the buzz increases when you do everything. So very clever as well: Red Nose Day, the Comic Relief people, are very careful about emailing and contact. They ask you how much contact you want to have, and that's a vital piece of this. You don't want to annoy your best people by sending them too much stuff. They're a good organization to follow. (JH) Good, good. So that's Red Nose Day. I have an example of this third approach with this organization in just a few slides, but the second part of this is events or wish lists. So wish lists is, you can create campaigns,like the Red Cross thing earlier, you can donate to a specific cause within Red Cross. Here's an example of an organization called the Global Hug Tour. What you can do is you purchase a hug for ten dollars and then you decide where that ten dollars is going to go; you have a drop-down list of a hundred countries, specific locations, specific hospitals and so forth and they will take that money when they collect it all and literally fly to that location, deliver tons of money, twenty thousand, a hundred thousand dollars, to a local hospital in need, and also hug everybody, too. So that's very specific where the donor can choose the specific thing that they want to have a direct line of sight to. So that ties in really nicely to grass roots or engagement fund raising and this will basically turn into turning your fans into fundraisers. Going back to Comic Relief, they seem to have this down really well. I encourage everybody to go to Comic Relief dot com, go to Red Nose Day dot com I believe it is. These are listed in the resources at the end of the presentation. They give so many different opportunities for people to get involved; have a party at your house, dress up strange, where a red nose on your face, they have just so many different choices so people can express their creativity and get involved. And in the grass roots approach it's really crucial to have the ability to create an individual sign-up page for your fans. There's one great company called Gives...dot com, it might be dot org. but what they do is they handle all three types of fundraising; static, annual, type of fundraising, campaign or events-based and then have people create their own individual fundraising pages; and here's an example of a list of fundraisers under the head organization called Dare to Dream that lists out what people are doing and if you drill into this, they each have their own individual page and they can promote it however they want on FaceBook and Twitter. There are little FaceBook and Twitter icons embedded in the organization's products so that when you donate you are set up on FaceBook and Twitter right away. So these are the three levels. They all do work together, and I think I'm going to pass it over to Chris, Kami, did you have a question about that? (KG) I just wanted to, I know that this is one of the things Chris focuses on, how important it is to have these supporters, but also then how can we change these supporters into fundraisers? (CG) There's a kind of compelling issue with any non-profit in that money tends to be scarce, resources tend to be scarce; it's all about how can we keep going and how can we do more with the resources we have? We are kind of adding to this because we're giving you lots of new things to do, so how do you fit it all into the day? The fans are a huge untapped resource but you have to go delicately. They are ready willing and able to help you. If you give them some things to do they will do them for you If you treat them right and if you identify the right people at the right time. So, the key thing is your fans can be mobilized to help you, they can be your ambassadors, if you find the right people, if you identify them early and if you lavish the correct attention on them. So, for anybody that has got a tiny team and is inclined to do this, this is for you. So if anyone saw our previous talk for Tech Soup you might recognize this pyramid, but it's worth reiterating. Your audience is made up of people from kind of sort of to super interested advocates. So when someone comes into your magnetic personality, into your web site, into your social media tool, they are just a visitor. They don't really know you that well, they are kind of interested, but a bit suspicious. You have to get them to trust you, to be loyal, to keep coming back, and you have to get them to subscribe to your e-mail list, follow you on Twitter, join a FaceBook group, you need them to subscribe, to say I want to come back, I want to hear from you. ....Get them to give you permission to keep talking to them. Then you have to win them over, you have to convert them to your cause, convert them to your way of thinking. Or get them to give you some cash. Once you've got them to take action, to do something for you and to keep coming back, that's when you've got potential advocates. They are the people who are going to go out and recruit people for you; they are going to be the people who are going to run the marathons, they are going to be the people who do fly posters, leaflets up, talk about you on social media; they are going to be your advocates. You have to start at the bottom, though, and in fact, I often find that when people skip steps that's when they get into trouble. There are certain activities, there are certain signs that tell you that you've got an advocate. But you have to take them together, you can't take them individually and say oh, I've got an advocate here, they're going to be an ambassador for me, I can give them lots of work to do because that is when you might get into trouble. So the bottom of the engagement scale, when they just start doing things for you. they'll express interest. Yes, I'd like to watch a video, or ok, tell me about this. And they might even opt-in. They might say oh, tell me more about this via e-mail. The problem is, just saying I'm interested doesn't mean they are motivated, doesn't mean they are going to take action. So you have to help them up the engagement scale. Keep giving them things to do, keep giving them information, but don't be pushy, make it optional. So they might fill in a survey Ok, so they are interested, so we are getting a bit more engagement; they are agreeing with us and they are doing the things we ask them to do. And they are staying interacting with you. If they are having a conversation with you they are a little bit more engaged. It's like if you go into a bar and you are talking to someone about a potential date, you ask them if they want to have a drink and they say, yes, I'll have a drink and then they ask you your name, you are a bit better off than when you just walked in and you were just looking around. But that doesn't mean that they are going to go anywhere with you, they are just talking. The clearest signals are when they take action. If they give you a kiss then you know you are going somewhere. But the problem is in the nonprofit world as it relates to donations, because faced with a donation you don't know what motivated them. I donate over time because my friends have asked me to and I don't even know what the donation's for; I just gave them some cash and they say thank you. That doesn't mean I want to hear about everything they are doing. So you can't take the things in isolation; you have to build a picture. And there's some really complicated tools.I can do this through gut feel or I can do it manually; CRM tools they are called, customer relationship management, they work for non-profits as well. But the simple thing is if they ask for more and more information, you get them onto an e-mail list; and then from there they fill in a survey, which puts them into another e-mail list and then they are asked to donate and then they go onto another e-mail list; that's the easiest way of doing it without using expensive tools. Basically, the more they ask for, the more they engage with you, the more likely they are to be an advocate. But the best way of working out is to interact with them and get to know them. Obviously that's harder but we don't all have tens of thousands of dollars to buy expensive software. Oh, apparently Salesforce dot com offers free CRM tools to non-profits. Well, that's excellent, because Salesforce dot com is the top notch online CRM tool. So you can do your relationship management all online....So, once you have an idea who your advocates are then that's when you mobilize them. To take a step back, people say that Barack Obama got millions of Twitter followers and Twitter made him the President of the United States of America. Actually, what happened was he got a core group very, very motivated and they got the millions for him. He probably had about a thousand people maximum that he actually interacted with; they went off and recruited people and motivated those people and got them to take action. It doesn't scale for you to want to communicate with millions. What you have to do is find the key advocates, Obviously you communicate using the social media, using the e-mail. But the people you really want to interact with and motivate to take action, they've got to be your advocates. Communicate with them more because they want to have more, they want things to do, they want to be given jobs to do, they want to help you. So communicate with them more. And get their feedback, because they are talking to the people that they are recruiting and get their feedback as well. It's just five things and it scales better.....So identify your advocates and then treat them like gold dust because they are going to be the people that make your two-person team look like twenty thousand. And they are going to take your tiny dollar resource and make it hundreds of thousands. Once you've got those people get them into private groups so that you can communicate with them and they can communicate with each other and they will talk to your audience and there will be some overlap and that's good, because repetition is actually good in getting your message out. So, hopefully, the slide makes sense. The key thing is recruit your advocates and get them motivated. (KG) I think that's a great way of transitioning to the Q&A. Thank you, Chris. This is really good information, and especially the pyramid slide. And, for some of you, we did another webinar with Chris and John about a month and a half ago and we'll send out a link to that. After the webinar I'll send everyone a follow-up e-mail that has links to all of the websites we talked about today as well as links to the recording and the audio and the Power Point. So I'm going to move into questions and answers. We've captured a lot of questions here. One theme is people are wondering what type of FaceBook page is best for organizations to create, should they do a group page or a fan page or a cause and how do you decide what you should put on your website versus what you should put on your FaceBook page? So, John, perhaps you would address that. (JH) I'll take a stab at it. So, the question really is what should you do, FaceBook groups versus pages and what kind of content you should put on it, right? (KG) Right. (JH) Okay. So, it really does depend on the goal. If the goal is to lead people back to your website or your blog and have deeper engagement there or have them get involved in some fundraiser or whatever it might be. If that's the goal, make a great looking FaceBook page, but don't give them all the information. If they want to learn more, give them a link so they can go back and get more engaged, okay? You want to have an interesting FaceBook page so that people are interested and interacting with it. Now the differences between a group and a page. Basically, anyone can create a group. So one way to use FaceBook groups is to, and you don't really have too much control of this but basically your hardcore advocates can create their own FaceBook group around an issue, ok? So groups are more viral in that anyone can create one. FaceBook page is more like your standard web page but just on FaceBook dot com and that's where you want to have a feature to have discussions; I know that a lot of organizations have had some success by saying that we're going to have this discussion on childhood hunger in the United Sates. We're going to have it Friday night at seven o'clock on our FaceBook page. And then have the discussion go back and forth and connect with people that way, and have events on the FaceBook page. Videos definitely really, really, really important. You should definitely do that. But, again, it really does depend upon what the goal is. If you want to have people connect with and stay on the FaceBook page, then maybe more content. Or if you want to lead them somewhere else, maybe less information about the organization, you don't have to include everything; less is more. Have them go to the web site. And the folks that deeply want to engage and opt into, as Chris said, opt in to becoming a hard core fan, they'll connect over there. (KG) Thank you for that. And the causes, would you recommend that people sign up for the causes? (JH) I would use a cause around an event; that's really the best way to use a cause. Pick an event and promote the cause heavily during that event and work it that way. But I wouldn't say for people to have a cause just to have a cause and have it be static and just be sitting there on FaceBook, but just to use it for a particular event. (KG) Thank you. And I wanted to come back to this slide Chris was talking about and part of the question was that we hadn't talked specifically about blogs; and can you consider the blogs as the site and often people use blogging software to create their website using html. So, Chris, could you just speak on this for one minute on where blogs fit in? (KG) Yes, especially if I had not got great technical and dollar resources I would definitely use Wordpress to build your site if you don't have a great site at the moment use Wordpress, which is the leading free blogging software, go to wordpress dot org. So even if you just use it as a website, get wordpress installed. But blogging is a really good way to both keep in touch with your audience and alternate getting the information out through your e-mail to the various channels; also as an archive for the videos that are up on YouTube, for the content that you are pushing out there to bring people back; audio content and pictures from Flickr. Because that gives their audience a way to get it all. They might find it through YouTube or they might find it through Twitter, but if you bring them back to blog content, then they can find everything that you are talking about, all the content that you are putting out there, and you are not wasting any of it. So blogs are an excellent hook for all the activities that you are doing. You'll still want to have separate pages to talk about things like about the organization, what you do, how to get in contact; you can do all that with a blog as well. So where it says your site on the chart we are looking at now, that could easily and actually could be better if you have a blog. It's just that a lot of sites are already in existence, cost lots of money to set up and not everybody has the resources to ditch that. But blogging is excellent. I'm a real advocate of blogging if you have got the resources to just keep putting that content out there. (KG) Okay, great. One question was, if you are just getting started doing Social Media, what's a good place to start? (JH) The most popular sites that a lot of non-profits are using right now that have a huge number of potential supporters are basically FaceBook and Twitter and MySpace if you are looking at the younger audience. A good place to start is just to get on these sites and maybe just start playing around with it. I have a ton of resources on my own website that are related to both sites, and there are resources at the end of this presentation as well. But as we discussed at the beginning, why? Why do you want to do that? What are you actually going to be talking about? And get in touch with the passion that is the core of your organization and start talking about that. Start discussing that and how you can use these tools to talk about those issues. (KG) And for Twitter, and best practices around using that; should you have one account or multiple accounts that are set up by your employees or volunteers? (JH) I get that question a lot from non-profits. You can do either one. If you have the bandwidth, if you have a couple of people that can jump on the Twitter, they can create-some organizations create their own personal accounts, but then the background is designed such that there is information about the organization there, so when people click in and look at the profile, it's clear they are promoting the non-profit but it's also kind of an individual account as well. So you could really go either way. And there are tools like co-tweet and hoot-suite that allows multiple people to control one Twitter account. So you could have multiple people having a background representing the non-profit or you could have one organizational account and multiple people working that one account and having your own personal accounts. (KG) One question which I think a lot of people are thinking is I have a small staff, how can I possibly do all this? And I can sense the feeling of being overwhelmed by all these things I'm supposed to be doing. So, if you have any insights toward what can people do if they have a small staff to try and integrate Social Media into their outreach and fundraising strategies? (CG) Want me to try this one, John? (JH) Sure. (CG) The first thing is to not be overwhelmed and don't be inhibited, because it all looks complicated and scary and lots of work. In fact a lot of the stuff that you have to do is quite easy, doesn't take a hell of a lot of time; but in the beginning when you start to get it out, it does look very complicated and a lot of work so getting started is the difficult and long part; setting up the accounts and getting your profile set up and getting some momentum going. So I advise people to take one service at a time. Ideally, you would have a blog or a website already. If you don't, I would start with those, because all the others complement those; and then, the interactions don't have to be 24/7. You can spend just coffee break time on Twitter, coffee break time on FaceBook. And in fact that's what I do. Twitter is my water fountain; that's how I have a social life (lol), sad as it sounds. Obviously, ....and videos have got to take a lot of time in comparison to 140- character tweets or a FaceBook status update; but you can connect with people and you can network in about 30 minutes to an hour a day. Get your volunteers and your advocates and your fans to spread your message for you. Like, on Twitter, get people to re-tweet. That's when they take your message and they copy it and they send it to their followers. And in FaceBook, get people to spread the message there as well. Your people can take a lot of this off your shoulders and help you with it and they want to help you with it. If it's a good message, if you are telling a good story, people will spread it for you. And don't think you have to have completely professional production values. A ....camera at $99.00 pointed in the face of someone that's got a story to tell has got to be as powerful as getting in there with a million dollar budget....it just has to be a good story. (KG) Thank you for that. There are a couple of questions from folks who are representing smaller communities that are not doing outreach on a national scale and they are wondering what are some ways of targeting, can we use these tools for targeting a small local area, libraries and their small communities? (JH) I can answer that. Yes, both Twitter and FaceBook and LinkedIn, you can search these sites for local people based on geography. And then also, if you are a local organization and you only support your immediate area, the immediate community, go on to Google. Google actually has a business directory and you should register and register your organization as a business That way you would have more of a chance of showing up in a Google search if a neighbor is typing in cancer, help with family supporting a family member with cancer, your organization will pop up; a little more likely if you are indexed in the Google local directory. (CG) And on FaceBook you can do geotracking as well; you can track it down through geography. In Twitter as well. One of the things that people don't realize is that in Twitter dot com you can actually say a mile radius around a locality to find people; you can actually find people that are tweeting from a certain area. (JH) Yeah, there's a good site, Monitor? I'll look it up. That's important. The other, Chris, the one thing I've had a few folks use is on FaceBook at the very bottom of the page there's a section called advertisements or ads or something like that and if you click on that you would go through the process of placing an ad on FaceBook. You don't have to go through the whole process, but halfway through you can filter down by gender, interest, location, everything and you will at least get a good idea what the potential is, you know, how many people are involved in that particular search. (KG) I'm going to move on to another question, thanks, John. Someone who works with seniors is wondering if the Social Media is geared toward that population? (CG) Actually FaceBook is growing in that demographic. It's actually incredible. people see FaceBook as for the young college student because that's where it started, it was like the year book. But actually it's got an older and older demographic in FaceBook now. I don't want to embarass myself by guessing what it is at the moment, there's research done all the time and FaceBook is actually growing. Twitter, as well. It doesn't tend to be young kids, it tends to be people from their mid-thirties upward. So, any of these tools are actually getting a wider and deeper demographic. But there are lots of social sites out there aimed at certain segments. If you like at Nin..., is it dot com, John? (JH) It is dot com, yes. (CG) I think they've got a million social sites, that's what they are floating; everything from tapestry and quilting through to keeping budgies. So there's a social site out there for everybody. But the general ones are quite widely demographic. (JH) Yeah, you know the one example that I can think of off the top of my head is in the United States, but AARP. They have a social networking site for seniors. That's all it is, for ages 55 and up. They all create their own profiles and so forth, it's incredible. (CG) Are you on that, John? (LOL) (JH) Not yet. But, yeah, I think seniors is really interesting because that group, that demographic tends to suffer from isolation, and so there is a movement toward having them be a little more connected online in some ways to the family and so forth, and so there is definitely a trend moving in that direction. (CG) There is also Flikr dot com. (JH) That's a good one. (KG) And the one last one that I've heard of is the singing group in San Francisco called .......dot com. So we have only a few more minutes and I wanted to address a couple of questions. Someone is asking how do you measure engagement as you get started, and we won't really have time to address this but John, Chris and I are planning a webinar that will address return on investment and we can talk about measuring that during that webinar. So we won't talk about that today, but I do want to close talking about, and I asked this question earlier but it's popping up again. It's kind of a step by step. So, people are going to feel overwhelmed because there are a lot of tools and this is new and they are not understanding all these different words. So, what can people do after they leave this webinar to get started? (JH) Well, there is a resource section at the end of the presentation. (KG) Oh, yes. (JH) I would definitely go to .....dot org, check that out. And check out some of the resources, Chris's blog is awsome. Maybe get together with a friend who knows FaceBook, if you are not familiar with FaceBook, and just start a FaceBook profile at least and just start checking it out and just doing stuff. A lot of people learn by doing and that's actually how I've learned almost everything I know, just by doing it. (CG) I think a really cool place to start would be for people to play in Twitter, and John, an aside, I think you have 3 e-books about Twitter, is that right? (JH) RIght. (CG) I think that would be a perfect place to start because it is kind of like, Twitter dot com is like social media with training wheels. It's very, very social, people are really friendly, and it's a great, great place to start because it teaches you a lot of the attitude and the engagement factors and if you get those right you get into conversations and if your story is right you can go to YouTube video. So Twitter for me is a great place to start. (JH) Yeah, it's easy. (KG) And Karen has a comment: the first step is to have a maintained website. That's a really good point, thank you for understanding that. We are going to wrap this up and I really appreciate John and Chris's time putting this together, it was a great presentation. Thanks everyone for attending. I want to remind you that we have a follow-up discussion that we've created in the Our Community Forums and Becky will be sending out a link to that. So if you still have questions, I apologize we weren't able to answer all the questions, please do post them here and we will have those questions answered for you. Tech Soup has a lot of other great resources. Besides webinars, we have donated software, articles, community forums, and we've also done some conferences. So check out our website, there's a lot there. Some webinars coming up: there is one coming up next Thursday on using mobile technologies for outreach and education. And the week following that we'll be talking about Microsoft and SharePoint. We'd like to thank Ready Talk for their donation of this online conferencing tool. Without them we wouldn't be able to offer these for free. Ready Talk helps non-profits and libraries in the US and Canada reach geographically dispersed areas and increase collaboration through their audio conferencing and web conferencing services. And they have a special training for Tech Soup customers,,,, And if you can please do complete the post-event survey and let us know how we did and if there are additional webinars that you are interested in us offering. My name is Kami Griffiths, this is Tech Soup Talks and I hope you can attend a future webinar. Thanks John and Becky and Chris; and everyone have a great day. Thank you. (JH) Bye. (CG) Bye.

Video Details

Duration: 1 hour, 3 minutes and 8 seconds
Country: United States
Language: English
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Views: 156
Posted by: techsoupglobal on Nov 10, 2009

Intro to Social Media: Fundraising

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