1. Social Media for nonprofits
Stats and tips

2. Overview ‘Traditional’ vs. social media marketing Time management
Preferred social networks for nonprofits
Metrics of engagement
Megaphone vs. conversation models
Wrap up

3. How nonprofits see marketing
Most important communication tools
88% and websites
(though… 97% of them are on Facebook)
Pinnacle of engagement
47% : Donation

4. Social media is catching up with ‘traditional’ marketing
During 2015, and for nonprofits:
list sizes
Facebook followers
Twitter followers
For non-profits:
Social Media Benchmark Study’s 2015 report
11%
42%
37%
3x more
Social media

5. Email is still important…1,
subscribers FB fans Twitter followers

6. The importance of mobile (and responsive design)
Interviews revealed a complete breakdown – very fractured at best

7. P2P donations

8. TIME: SM dedicated staff
Lack of staffing: the biggest challenge for non-profits.
Vital: share to social media as efficiently as possible
¼ full time person allocated
50% respondents: 1 half time person allocated
50% respondents:
1/4 social media team
1/4 ad-lib
Social Media Benchmark Study’s 2012
Social Media Benchmark Study’s 2014

9. TIME: Other insightful stats
Most nonprofits do not have a documented social media strategy.
Responsibility typically falls to only one employee.
Tracking the social media accounts of donors within a donor database >> a rare practice.
The HubSpot Survey
Develop the reporting tools
Provide ongoing guidance during implementation
Attend Board meetings where implementation progress is reported

10. Hours spent on SM / week: non profits & for profits
Over 50% of non-profits 50% for profits
2h or less h or more

11. Time spent in SM / week (nonprofits)

12. Non profit / for profit Laurie de Fleuriot • 7 months ago
….I am one of those nonprofit staff people who have 1/4 of my portfolio dedicated to social media. […] one of the challenges […] treat online fundraising activity the same way as a for-profit organization […]- tweak, test, assess, try again.

13. Preferred social networks for non-profits
Facebook (98%)
Twitter (~70%)
LinkedIn (~55%)
YouTube (~45%)
Pinterest (~25%)
Instagram (~15%)
Google+ (~15%)
Flickr (~10%)
Tumblr (~5%)
SlideShare (<5%)

14. Platforms growing the fastest

15. What are nonprofits measuring?
Facebook Insights
Twitter followers.
the Case Foundation
60%: no benchmark for what an average engagement rate is on Facebook.
22% the benchmark was 2-4%, (but in reality, only the most engaging posts from nonprofits with highly active communities can hope to attract those numbers).

16. How do nonprofits use social media?
74 %>>as a megaphone to announce events

17. A social media sharing plan…
Balancing megaphone + conversation …
pieces of content from others, 1 reshare, 1 self-serving post
pieces of content from others, 3 from you, 2 personal updates
Golden Ratio 60% others’ content, 30% your content, 10% promotional
Rule of Thirds 1/3 posts about you, 1/3 curated content, 1/3 conversations
A VP does exactly what its name suggests: it describes the exclusive, continuous value your donors gain by supporting your cause.
A compelling UVP sets your organization apart in a competitive market.
It persuades prospective donors to invest in your worthy cause and explains how their sponsorship:
makes a difference
brings a benefit
creates an opportunity that they won’t find elsewhere.

18. Another social media sharing plan…
The 3-part system for non-profits, the “Three A’s”:
Appreciation
Advocacy
Appeals
A VP does exactly what its name suggests: it describes the exclusive, continuous value your donors gain by supporting your cause.
A compelling UVP sets your organization apart in a competitive market.
It persuades prospective donors to invest in your worthy cause and explains how their sponsorship:
makes a difference
brings a benefit
creates an opportunity that they won’t find elsewhere.

19. Tools for crowdrising
Speak to your target audience. Tailor your UVP to resonate with the needs, perceptions, and attitudes of your potential donors. What changes result from your organization’s work – and why should supporters care? How does your approach solve challenges or make a difference to them in a way that others don’t?
Focus on a return for investment. Develop a detailed cost analysis to show financial supporters exactly where their money goes, or to illustrate a significant social profit where the overall benefits outweigh the initial cost.
Emphasize sustainable, continued value. Show donors that the benefits or rewards of supporting your cause go beyond their initial contribution. How do their contributions enhance their businesses or make a lasting difference in the community?

20. Wrap Up Determine What You Want to Accomplish
Social goals should be clear.
You have now become familiarized with the Strategic Planning Process!
We will send the Top 5 lists to you via Vision/Mission/Strategic Objectives
Please review on Thursday as these are the basis of the work to be done tomorrow

21. 7 reasons why social media is perfect for non-profits
Wrap Up
7 reasons why social media is perfect for non-profits
1. Get the word out cheaper and faster. 2. Use social context to drive friends of friends to participate. 3. Build a community of supporters. 4. More easily reach the people you’re out to serve. 5. Find and engage influencers to help spread the word. 6. Become a thought leader in the space you serve. 7. Better tell your story. Source: The Huffington Post
A VP given in person

22. The Niles Partners, LLC
Thank you!