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Jan Zimmerman, Author Web Marketing for Dummies Social Media Marketing All-in-One for Dummies Facebook Marketing All-in-One for Dummies Watermelon Mountain Web Marketing email@example.com 505-344-4230 © 2014 Watermelon Mountain Web Marketing 1
An overview of popular social media useful to non-profits Which social media channels work well to achieve non-profit goals: Encourage Volunteer Participation Increase Event Attendance Increase Membership Raise Funds © 2014 Watermelon Mountain Web Marketing 2
Communications tool for listening Starts conversations Encourages people to pass it on Finds ways to travel on its own Invites comments and feedback © 2014 Watermelon Mountain Web Marketing 4
Facebook – general networking, targeted ads Twitter – news, events, reminders LinkedIn – professional networking Pinterest – image sharing YouTube – video sharing Meetup – local live activities Kickstarter – crowd funding Change.org – petition site © 2014 Watermelon Mountain Web Marketing 6
© 2014 Watermelon Mountain Web Marketing 11
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Understand your goals Set measurable objectives Know your audience Get the essentials down first Have a plan © 2014 Watermelon Mountain Web Marketing 15
Use a tool only if it enables you to reach your target audience(s) Drive traffic to a core Web site or blog with your own domain name respond promptly to questions Frequent & recent posts more important than length or quality © 2014 Watermelon Mountain Web Marketing 16
It’s better to use 1-2 channels well than to use many poorly Rule of thumb: 2 hours/week/channel Take advantage of existing resources and skills Match your channels to your goals and audience Establish baseline frequency and stick with it Supplement with offline marketing (direct mail, events, press releases, etc.) © 2014 Watermelon Mountain Web Marketing 17
Current & Prospective Members Current & Prospective Donors Current & Prospective Volunteers Event Attendees People who benefit from your services Colleagues Press © 2014 Watermelon Mountain Web Marketing 18
Increase Volunteers Increase Event Attendance Increase MembershipRaise Funds Facebook LinkedIn Twitter Pinterest YouTube Meetup Kickstarter Petition Site © 2014 Watermelon Mountain Web Marketing 19
Facebook › create organization page to connect to your cause › ask fans to share your posts › recognize and thank volunteers › Set up Facebook groups for each project › Use photos! LinkedIn & Meetup › Attract new volunteers to an event or topic Petition Sites › build your email list for recruitment © 2014 Watermelon Mountain Web Marketing 20
Facebook › Create an online invite and event signup page › Use photos of past events to encourage attendance Twitter & LinkedIn › Build the buzz › Use reminders, ads to targeted audiences Meetup › Create the event on Meetup © 2014 Watermelon Mountain Web Marketing 21
LinkedIn & Facebook › Create groups oriented to similar professionals › Advertise or boost posts for joining; ask members to share Pinterest & YouTube › Use visuals to record events & interest others Meetup › Post meetings and events to bring in new prospects Petition Sites › Use petitions to generate leads and gain opt-ins to send additional information © 2014 Watermelon Mountain Web Marketing 22
LinkedIn › create a Company or Showcase page › add a link to your online fundraising page › reach out those who have viewed your profile Kickstarter › for specific projects or campaigns Facebook › spotlight a new fundraiser on your page every month › offer ‘family challenges’ or ‘workplace challenges’ so groups of people who know each other can get involved © 2014 Watermelon Mountain Web Marketing 23
Jan Zimmerman Watermelon Mountain Web Marketing firstname.lastname@example.org (505) 344-4230 watermelonweb.com/resources © 2014 Watermelon Mountain Web Marketing 24
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