Social Medial and Non-Profits. Episcopal Charities Sustainability Institute

Transcription

1 Social Medial and Non-Profits Episcopal Charities Sustainability Institute April 5th, 2014

2 Good Morning.

3 Source: Meredith Gould

4 Let s talk about today

5 Let s talk about today Broad Audience Broader Topic! Provide your own insight! Ask questions! Let us know if we re going to fast

6 Let s talk about today Goals! I am ready to begin building a cohesive online communications strategy! I am excited to explore how online communications tools can advance the mission of my outreach program! I feel equipped to explain to others in my program/ parish why online communications are important.

7 Our Roadmap Overview of Social Media! Why Does it Matter?! Who s at the table! Helpful Communication Practices! Plans and Strategies! Tools and Online Resources 01

8 Part 1 - Concerning Social Media What is Social Media?

9 What is Social Media? Internet Based! Community Driven! It s about sharing

10 Kinds of Social Media

11 Kinds of Social Media Facebook (Life Networking)

12 Kinds of Social Media Twitter (Live Networking)

13 Kinds of Social Media YouTube (Video Sharing)

14 Kinds of Social Media Flickr (Social Photography)

15 Kinds of Social Media Spotify (Social Music)

16 Kinds of Social Media FourSquare (Location Sharing)

17 Kinds of Social Media Yelp! (Social Dining)

18 Does this all really matter?

19

20 Immigrants and Natives

21 The Digital Native & Immigrant The Internet as flattener! Rich/Poor! No Young/Old! No Jew/Gentile! No Male/Female! No Slave/Free! If this is true then why is it so difficult to figure all of this out!?

22 Immigrants and Natives Digital Natives and Digital Immigrants! Term first used by Marc Prensky in his paper Digital Natives, Digital Immigrants! Natives have a different approach to learning, communicating, and participating

23 The Digital Native & Immigrant The Native:! Uses a computer/smart phone! Understands the internet and it s abilities! The Immigrant! Uncomfortable with computers! Uncomfortable with the internet! But...eager to learn

24 The Digital Native & Immigrant Example Native:! Diana Butler Bass...! Age 50 s! Twitter Followers: 11,000! Active Facebooker, Twitter-er, Blogger

25 The Digital Native & Immigrant Example Immigrant:! The Random Seminarian! Age 28! I don t get Facebook. I mean why do I care what you ate for dinner?! Owns an iphone...

26 Discuss: Who are you?

27 Part 2 - Sharing the Good News Practicing Digital Communication

28 Getting the Word Out

29 Getting the Word Out If Social Media is ONE thing, it is a communication tool! What are we communicating?! Our Existence! Our Mission! A Fundraiser! A Success! A Good Story

30 Getting the Word Out How are we getting the world out?

31 Getting the Word Out Effective Frequency! Communications Theory! How many times does someone need to see/hear something before they really listen!

32 Getting the Word Out Thomas Smith - London Business Man 1855! The first time people look at any given ad, they don t even see it.! The seventh time, they start to get a little irritated with it.! The eleventh time, they wonder how the company is paying for all these ads.! The sixteenth time, they accept the fact that they will buy it sometime in the future.! The eighteenth time, they curse their poverty for not allowing them to buy this terrific product.! The twentieth time prospects see the ad, they buy what is offering.

33 Getting the Word Out Strategies Tried and True Print and Plaster Print Newsletters Web Church Websites Mail Distribution Social Media Facebook/Twitter

34 Do not wait; the time will never be 'just right.' Start where you stand, and work with whatever tools you may have at your command, and better tools will be found as you go along. George Herbert

35 Getting the World Out When to use which tool?

36 Website Facebook Twitter

37 Resources

38 Resources Visit: facebook.com/episcopalcharitiesnewyork! Episcopal Church White Paper! Church Tech Today! Facebook s Nonprofit Guide! Digital Formation s Webinars and Videos

39 Case Study: Episcopal Charities

40 EPISCOPAL CHARITIES ONLINE COMMUNICATIONS

41 WHY ONLINE COMMUNICATIONS? It helps us connect with YOU and share your stories It s something we have to build over time

42 OUR ONLINE LANDSCAPE Blog YouTube Website service Facebook Twitter Early 2000s New website

43 service December 2010

44 Simpler look! More photos and video! Fewer columns (for easier mobile reading) February 2014

45 RESULTS? Open rate of 39% Compared with previous average of 34% and industry average of 25%! Click rate of 5.7%

46 Facebook WELCOME TO THE 21 ST CENTURY

47 PLENTY OF UPS AND DOWNS

48 SUCCESSFUL PHOTO POST Relevant to current events Invites engagement Attractive photo Links to other users

49 UNSUCCESSFUL INTERACTION POST No responses Even with a significant repost

50 RESULTS? Some traffic to website 4 th biggest driver! Some heightened awareness (a major goal of ours) Still work to be done! We re all learning together.

51 BLOG BECOMES PRIMARY ENTRY PAGE FOR WEBSITE Blog

52 RESULTS? Increased traffic to website In-depth stories that promote our programs posted approximately every 2 weeks Diversified voices Some heightened awareness Still work to be done!

53 Following: 144 Followers: 44 A new landscape Simple Extra tools for management

54 WHAT S NEXT? Google+ Expanded Twitter and Facebook presences More YouTube videos Revamped website with sleeker design and clearer interface Integrating online and offline fundraising

55 FINAL THOUGHT: IT S ABOUT THE MESSAGE, NOT THE MEDIUM.

56 QUESTIONS?

57 Breakout Groups

58 Breakout Groups Immigrant Group:! Teams of 3 or 4! One Goal in Six Months! Keep it S.M.A.R.T. (Specific, Measurable, Attainable, Realistic, and Timely)! Examples: Start a website, create a Facebook page, etc

59 Breakout Groups Native Group:! Teams of 3 or 4! See 5 Steps Worksheet! Plan: What, Who, How Often, Why

60 Breakout Groups

61 Break Time (Go Check Your Facebook)

62 Sharing Strategies

63 Part 3 - By Word and Example Nonprofits in the Online World

64 Tools for Nonprofits Fundraising Online! Most important thing to keep in mind! Nothing in life is free!

65 Tools for Nonprofits Two Types of Income! Point of Sale (POS) [In Person]! Over the Web

66 Tools for Nonprofits One Shot/In Person! Square

67 Tools for Nonprofits One Shot/In Person! Paypal!!! l

68 Tools for Nonprofits One Shot/In Person! Google It's free to send money directly from your bank account or using your Google Wallet Balance. There's a fee of 2.9% per transaction (minimum $0.30) to send money using a credit or debit card.

69 Tools for Nonprofits Over the Web! Reacquiring Donations! epledge! Simple Give

70 Tools for Nonprofits Over the Web! Fundraising Support! crowdrise.com! Complete Online Fundraising Package

71 Tools for Nonprofits Anything Else?

72 Tools for Nonprofits Leveraging Social Media! Use the tools you have...! Facebook! Twitter! Website! Don t Underestimate the power of YouTube or a Video Ask

73 Wrap-Up That Was A lot!! Social Media! Why?! Better now than later! Just another communications tool! Native and Immigrants working together! Communications! Say it as many times/ways as possible 01

74 Wrap-Up Tools for Nonprofits! One Time Giving! Paypal! Square! Google! Reacquiring Donations! Diocese! Simplegive! Major Fundraising! Crowdrise 01

75 Final Thoughts?

76 Thank You.