1. Sustainable Community Development Through Education

2.  Grace Educational Trust – the context  The bigger picture - social media philanthropy  Taking stock – SWOT  Social Media Strategy  12-month implementation plan

3. NeelimaFrancis Ontario Ministry of Education Poverty Social Worker

4. 2006 - 2007200820092010 (~80)(40)(~60)

5. Educated Children Reduced Poverty Engaged Community Virtuous Cycle: Sustainable community development through education

6. Burden of poverty Infrastructure Content Human time Education Have... Need... To get... & show... Results

8. social media philanthropy

9.  Social media is connecting needs and solutions beyond bordersconnecting needs and solutions  Social Media Philanthropy is on the rise (e.g. SocialActions, 50+ ways on mashable) SocialActions50+ ways  Education has existing communities (e.g. ASCD Edge) ASCD Edge  Global interconnectedness is recognized Global interconnectedness  “Mobile” philanthropy potential ◦ Emerging markets and emerging technologies are joining hands joining hands ◦ Use of mobile technologies in educationeducation

10. Social Media IS: CAN BE: Examples:

11. Grace Contributor Supporter Contributor

12. 1. Build community as resource 2. Enhance engagement 3. Augment (financial) support base per projected growth; achieved mostly through first two goals

13.  # of people involved through investment of time  # of non-financial contributions received ◦ Infrastructure ◦ Content ◦ Time  # of people engaging with Grace ◦ through contributors’ online presence ◦ otherwise

14. Strengths Demonstrated results Following best practices Have an existing “following” Staff passionate about learning and educating “Pepper Virtual Assistants” No Canadian administration costs Ontario Education community exposure Successful experience with Canadian teacher in Goa Weaknesses Not much exposure with social media (although currently being sought and developed) Staff (3+1) already at full capacity No budget in Canada Opportunities Social media philanthropy Use of mobile technologies in distance education Threats Many competitors in category Donor fatigue Trust in organization and effectiveness key

15. Concept statement for “contributor” audience An online community of contributors who are interested in supporting education in developing countries. The community would provide high-quality educational resources and/or instruction which can be delivered through technology and used by students and teachers in developing countries. Grace’s site will also report on usage, results, and popularity of the resources/ instruction provided.

16. Building on the four pillars… Communicate, Collaborate, Educate, Entertain

17.  Attract: ◦ Identify/ contact “teachers in progress” Identifyteachers in progress ◦ Participate in relevant discussions on community blogs (e.g. Teachers Social Network, Classroom 2.0, ASCD Edge, Edutopia) ParticipateTeachers Social NetworkClassroom 2.0Edutopia  Build relationship: ◦ Publish stories on blog about use and impact of educational resources from contributorsuse and impact of educational resources  Build trust: ◦ Direct access to kids’ reports depersonalizedkids’ reports

18.  Invite contributions from education community on specific problems/ topics Invite contributions ◦ (can be links but also YouTube favourites and votes)YouTube favourites  Build a “Grace” tribe ◦ Potential Primary Target Audience: Students of “teaching”Students of “teaching” ◦ May also look for the same in Goan Expats, educational community, BBBSGoan ExpatsBBBS  Coordinate virtual / distance learning sessions ◦ (internet via Skype or videoconferencing/ mobile via audio lessons or stories)stories

19.  Tie industry wisdom and trends with current activities (e.g.) Tietrends ◦ Distance/ virtual education in developing countries Distance/ virtual education  One piece of info every term about the environment (e.g.) ◦ Ties between developing and developed nations Ties

20.  Publish one product from the kids per month – e.g. a cute event, or a work they’ve producedcute event

21.  Crowd-puller: ◦ Referrers ◦ # of non-own-site mentions  Content: keywords/ landing page / clickstream analysis  Outcomes: Conversion rate  Contributor ‘applications’/ # of non-financial contributions/ Donations from site  Comments/ # of people responding on social media presence  “loyalty” as contributors (using Google/ Piwik/ SocialMention and some offline measures)GooglePiwikSocialMention

22. 12-Month Plan 123456789101112 Listen Add analytics Solicit contributions Refine Strategy 1) Publish Kids’ Work; Industry wisdom/trends; Env. Info 2) Monitor analytics Write about impacts and recognize contributors (site, LinkedIn)siteLinkedIn

23. 12-Month Plan  Resources: Voluntary service contributions ◦ Redirect some of existing time ◦ Utilize pro bono services such as Taproot or IdealistTaprootIdealist