1. Social Media for Nonprofits – Making an Impact
Emily L. Phelps

2. Value of Social Media
47% of Americans learn about causes via social media and online channels
56% of those that support nonprofits on social confirm that compelling storytelling is what motivates them to take action
55% of those who engage with nonprofits via social media have been inspired to take further action

3. Platforms for Nonprofits
Use Facebook to let your audience get to know your organization
House organizational video content to share
Curate topics surrounding issues that touch your organization in real-time
Syndicate content and use to impact search

4. Using Social to Support Nonprofits
Fundraising
Awareness
Advocacy
Listening
Recruitment

5. Social Media Best Practices

6. Content Is Key Who is your audience? What is your story?
What sets you apart?
How can you add value to your audience?

7. Be Conversational

8. The 80/20 Rule 80% of content should be about your audience
Conversations
Trend information
Valuable insights
20% of content should promote specific organizational calls to action

9. Best Practices Quick Hits Make it visual Plan ahead
Quality over quantity
LISTEN – Don’t just broadcast
Be interactive
Be inclusive

10. Social Media Pitfalls to Avoid
Do not be overly promotional
Don’t ignore your audience
Do NOT delete user posts even if they are negative
Deleting spam is OKAY
Do not ignore grammar – proofread before you post!

11. Platform Tips

12. Facebook Tips Rich content with pictures or video get more attention
Engage in two-way conversation
Pose a question
Request feedback
Use as a fundraising tool but be strategic and engaging
Be human

13. Twitter Tips
Try to keep tweets to characters to allow for retweeting
Research and identify your #hashtags
Hashtags allow Twitter users to tap into a Twitter-wide conversation
No more than 2 hashtags/tweet
Use links (Bitly) and visuals to enhance your content
Create private lists to organize your followers

14. Analytics

15. Measure for Success “If it can’t be measured, it didn’t happen.”
Organic vs. Paid Reach

16. Analytics – What to Measure
Vanity metrics are a start
# of Followers/Fans
# of Likes/Favorites
Web views
Actionable metrics mean more
Active users
Share of voice
Sentiment analysis
NOTE: All metrics should be tied to an organizational goal

17. Free Online Resources Management HootSuite Bitly Google Alerts Feedly
Measurement
Social Mention
Google Analytics
Tweet Reach

18. Case Studies

19. Successful Nonprofit Social Campaigns
ASL/Pete Frates – #IceBucketChallenge
UNICEF - Call to Action
CPC – Peer-to-Peer
Water Is Life - #FirstWorldProblems

20. Questions?

21. Thank you! Emily L. Phelps, Dell SecureWorks Social Media Manager