SOCIAL MEDIA Personal Learning Project for Krista Lenardon-Trull for Non-Profits

The topic I have chosen for my Personal Learning Project is how non-profits can utilize social media to engage donors and volunteers to increase revenue and visibility. In this project my learning goals are as follows: ◦Define the different forms of social media platforms available to non-profits. ◦Describe which social media platforms are most beneficial to generate donations and gain exposure for non-profits. ◦Explain how non-profits can use social media tools to increase visibility and fundraising. SOCIAL MEDIA FOR NON-PROFITS

Social Media refers to “forms of electronic communication (such as websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content” – Merriam-Webster Dictionary WHAT IS SOCIAL MEDIA?

SOCIAL MEDIA PLATFORMS AVAILABLE TO NON-PROFITS There are hundreds of social media platforms non-profits can take advantage of to grow their online presence. The following is a list of the most popular social networks businesses are currently using.

Blogs are websites, similar to an online journal that include chronological entries. The word blog was originally derived from the combination of the words web and log. Blogs are typically focused on a certain subject or topic and can include text, images and media. Some of the most popular blogging sites are LiveJournal, WordPress, Tumblr and Blogger ◦Today, there are over 100 million blogs. Blogs have become more than online diaries. In fact, blogging has become an important part of the online and offline worlds with popular bloggers impacting the worlds of politics, business and society with their words. BLOGS

Facebook is one of the top social networks in the digital marketing world with over a billions users. This free social networking site allows users to create profiles, send messages to other users and upload videos and photos. Other features that Facebook provides are: ◦Groups: allows members with a common interest to join a group and interact with one another. ◦Events: members can promote their event on Facebook, invite guests and track who will be attending. ◦Pages: members can create and promote public pages built around a company or topic.

Flickr is an image and video sharing site that allows over 92 million users to upload and store their media online and share it with others. This content sharing website allows users to organize their media and form groups to share photos and videos. ◦Flickr has more the two billion images and 20 million unique tags.

Google+ is the amalgamation of several services many people already use on Google. Some of the combined components for Google+ are: ◦Circles: Google circles allow you to group people into different categories based on your relationship to them. Some examples of groups might include co-workers, family and friends. ◦Hangouts: this component is a free video chat service for up to 10 people at a time. ◦Huddle: Google huddle is a message app that works on iPhones, Android and SMS devices. ◦Instant upload: this option allows you to move photos and videos you have taken with your cell phone to a private photo album. This photo album maybe only visible to you or a select group of people. ◦Sparks: this module is essentially topics of interest that are selected by the user. These topics can be shared on the user’s profile or others. ◦Streams: this component steams all users to see updates from their circles.

Instagram is a free mobile photo and video sharing application used by more than 200 million people. With over 60 million photos posted per day, Instagram allows users to take videos and photos, edit the files and share them on other social media channels such as Facebook and Twitter. Users can follow other accounts, comment on and like posted photos and videos.

LinkedIn is the leading online professional network, designed exclusively for business professionals. With over 300 million members in over 200 countries and territories in the world, LinkedIn provides professionals with the opportunity to network with others they know and trust, endorse fellow professionals and post business related articles and jobs. LinkedIn allows businesses to create company and group pages, post status updates, share news and stay in touch with members of their group.

Pinterest is a website that allows users to share and categorize web content concentrated around one or more themes. Over 70 million users use Pinterest to pin photos to a virtual pin board, which are organized by categories. Pins are visual bookmarks for photos that interest you. Users can browse or search image content and can follow the boards of other users. ◦In the business sector, 18% of content engagement on Pinterest is driven by brands, 82% by community.

Twitter is a very popular social network with over 500 million registered users. Twitter is a microblogging site with 140 character limit that can include links. Twitter allows non-profits to share real- time news and updates about their corporation. Members can broadcast tweets, retweet others and follow other users. ◦There are on average over 58 million tweets per day on Twitter. ◦The average user has approximately 208 followers

YouTube is free to use and you do not need a membership to view the videos on the site. YouTube also allows registered users to upload and share videos. Registered users of the site can create a branded YouTube channel, which will house all of their videos. ◦Millions of users from around the world have accounts on YouTube, more than 35 hours of video is uploaded to the site every minute.

WHICH SOCIAL MEDIA PLATFORMS ARE MOST BENEFICIAL TO GENERATE DONATIONS AND GAIN EXPOSURE When it comes to non-profits, social media is essential to get their story across. With so many social media platforms it is imperative to choose a select few social media outlets and operate them well. So which are the best forms of social media for non-profits to get their story out?

Blogs can be used to post articles and links about useful resources for people interested in a non-profit. Non-profits can publish news and press releases on blogs as well. Not only are blogs a great way to share information but they also invite visitors to comment or add to the blog. This will help engage your volunteers and donors and gain new ones. Blogs also help drive traffic to your website. Every time a new blog is written it will communicate with Google and other search engines that your website is active and search engines should check your site often to see what content you have published. ◦This is a great way to keep a non-profit at the top of search engines Blogging can also be a great way to position a non-profit in the market as an expert in their field, but you must give viewers engaging and relevant content. BLOGS

There are currently 1.28 billion users on Facebook, with the potential to connect with so many people this social media site is a must for non-profits. Facebook is a great way to inform people of your organization without making too much of a commitment. All Facebook users have to do is like your organization and they will receive updates about events and fundraising. Current volunteers and donors can also be kept up-to- date with events and fundraising goals. If they are passionate about your cause they will re- share to their friends, making your reach even further. ◦On a daily basis there are 350 million photos uploaded, 4.5 billion likes, 10 billion messages sent and 22 billion times that the Like or Share buttons are viewed. It is hard to ignore this.

Non-profits can give emphasis to their mission and objectives on LinkedIn, with a company page and or group. Forrester Research recently ranked LinkedIn as the second largest social network behind Facebook. If non-profits are not on LinkedIn there are many potential volunteers and donors being missed. Unlike Facebook which can be more of a social site this site is used by business professionals, which means you could be reaching a different target audience. Non-profits can join groups that relate to their organization and can share information or tips from your company to generate interest. LinkedIn will also allows you to connect with existing and potential corporate donors. Also, once a non-profit has joined LinkedIn they will be visible to new corporations who want show their support for a non-profit. Non-profits can thank their corporate sponsors, they will in-turn share it and this will lead to further donations and involvement.

Twitter is a social media outlet that is not to be missed by non-profits. Twitter gives non-profits the opportunity to really interact with volunteers and donors. ◦Be a good listener, respond to what followers are saying Non-profits can help their followers spread the word about your organization by sending out messages they will want to retweet or share. ◦Campaign goals, giveaways at fundraising events Today’s volunteers and donors want to instantly see what is being accomplished with their activities or funds, let them know. You can display your campaign results in real time and feature volunteers or sponsors who are making a difference.

Non-profits can create engaging videos that focus on the people they are helping. Today, YouTube can be used as a tool to share and connect with potential volunteers and donors. Possible videos could include fundraising events or how your company is making a difference in other people’s lives. YouTube videos can be shared on almost all other networks and are an effective way to market your company. Social media users are more likely to click on a video link then read a lengthy story about your organization making it easier to interact with potential volunteers and donors. YouTube gives non-profits the ability to promote themselves and their accomplishments. For example, after a successful fundraising event, post the footage and it will engage the people who were there and help to garner interest in other potential donors.

Facebook has almost universal adoption among non-profits, likely due to its broad reach and low barriers to entry. 98% of non-profits are on Facebook. What social media platforms are non-profits using?

HOW NON-PROFITS CAN USE SOCIAL MEDIA TOOLS TO INCREASE VISIBILITY AND FUNDRAISING When done well, digital marketing can be a great resource for non-profits in terms of generating new volunteers, members or donors. So how can non-profits use social media to increase visibility, donations and expand its volunteer base?

TELL YOUR STORY Telling your company story is the most important piece of the puzzle. Non- profits can engage potential donors and volunteers by sharing content about their organization. Social media is a great way to build a community of members, volunteers and donors around your mission and issues that your organization addresses, however, many people might not even know you exist so share your story with compelling content. A company update or reference can go a long way in the online world. If someone shares your information amongst their network, not only are you posting to people who are interested in your cause but also potential people who might be interested or might not even know you exist! Individuals who are involved and passionate about your non-profit organization are willing to spread the news about your brand to others, extending the original reach of your message.

TELL YOUR STORY ….continued ◦Use photos and videos to engage people. ◦Ask your volunteers and donors to tell their story about your organization. ◦Make sure your audience feels like they are contributing to the organization and they will in turn participate in further social media sharing. These natural back-and-forth interactions are an essential part of a successful social media program. While it’s true that they require constant monitoring and effort on the part of your staff, the benefits to this kind of engagement are innumerable.

POST REGULAR UPDATES FOR YOUR FOLLOWERS Real-time marketing is crucial, it makes your followers feel that they are accomplishing something by volunteering or donating. This is an easy way to get your volunteer force to feel like they are a part of what you are doing. Regular updates also remind your followers of the important role your organization plays within your community. ◦Keep your followers updated on your events. Many non-profits raise a large amount of their funds through events. Posting the your event on all chosen social media outlets will encourage regular and new “people” to attend your event and make sure to post after the event as well.

ASK! RECRUIT NEW DONORS AND VOLUNTEERS A seemingly simple aspect to growing your donor and volunteer base is to post opportunities to do so on your social media channels. Many people do not know that these great opportunities to help a non-profit exist, let them know and you will increase your chances of gaining new volunteers and donors. ◦Ask for donations, but not too often, it also helps to set up your campaign online and get your volunteers to ask their followers for donations. People are more likely to donate to a friend or family member, then an non-profit they have not dealt with before. ◦Again, post your events online to engage followers. ◦Very important, don’t forget to recognize or feature your donors on the same media channels as well.

SOCIAL MEDIA FOR NON-PROFITS - SUMMARY What are the best social media channels to generate donations and gain exposure for non-profits? ◦Blogs ◦Facebook ◦LinkedIn ◦Twitter ◦YouTube How non-profits can use social media tools to increase visibility and fundraising? ◦Tell their company story ◦Post regular updates for their followers ◦Ask

SOCIAL MEDIA FOR NON-PROFITS Personal Learning Project for Krista Lenardon-Trull