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By: Ida Rosenthal & Rachel C. White
Beyond Facebook and Twitter:
The Bond Between Social Media and Nonprofits
Agenda
• Original Research Question• Why Not Facebook and Twitter?• Methodology • A Shift in Focus• Five Takeaways• Nonprofits Using Social Media Successfully• The Future of Social Media
2
What is a Nonprofit?
3
Original Research Question
• Definition of “nonprofit”• 501(c)(3)• Small & medium-sized • Provide services
• How are current popular social media tools falling short?
• What less-known, up-and-coming tools could nonprofits be using? 4
Why Not Facebook & Twitter? • Very little fundraising activity
• May not be reaching desired audiences
• Lots of competition
• Takes time to:• Create content• Reply to followers• Learn about ever-changing features
5
Methodology
• Outdated Information
• Too Broad a Focus
• No Concrete Recommendations
2011201020061999
6
Methodology Nonprofits Social Media Platforms
Advisory Organizations
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A Shift in Focus
THE PLATFORM IS SECONDARY!8
5 Takeaways
Main features are free
Connected to digital ecosystem
Encourages storytelling
Facilitates community building
Promotes online & offline involvement 9
Main Features are Free
• Extremely small budgets
10
Connected to Digital Ecosystem
• Intuitive design
• Easy-to-use
• Not time consuming
• Integrated into existing tools and platforms
11
Encourages Storytelling
• Strongest story wins
• Strong visuals
• Non-cluttered
12
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Facilitates Community Building
• “Community”
• Raising Awareness & Engagement
14
Do-Gooders Friends
Nonprofits
1
2
3
Promotes Online & Offline Involvement
• Ladder of Engagement
• Types of Involvement
15
“To empower under-served youth and families in Washington, DC with the love of Christ.”
• Mentoring & afterschool programs for youth
• Razoo’s Give to the Max Day• Raised 20K more than anticipated in 24 hours!• Facebook played the biggest role• Friends shared flooded news feeds across
different networks
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Big Results from Little Nonprofits
The Future of How Nonprofits Use Social Media
• Nothing is guaranteed!
• The “Next Big Thing” might not exist right now
• Integrated Marketing Communications
• Service always comes first
17
Question & Answer
Works Cited4th Annual Nonprofit Social Network Benchmark Report 2012. Publication. Washington, DC. NTEN 2012. Print. Bajarin, Ben. "Why It’s All About the Digital Ecosystem." TechPinions. 16 Dec. 2011. <http://techpinions.com/why-its-all-about-the-ecosystem/4567>. "Fundraiser of the Year: Little Lights Urban Ministries." Razoo Media Room. Dec. 2011. Web. <http://news.razoo.com/2011/12/fundraiser-of-the-year-little-lights-urban-ministries/>. "Give To The Max: So I Can..." YouTube. Little Lights Urban Ministries, 04 Nov. 2011. Web. <http://www.youtube.com/watch?v=Xg_Z3VieSCQ>. 2010 Nonprofit Compensation Survey. Publication. Memphis, TN: Watkins Uiberall, 2010. Print. Rados, David L. (26 March 1996). Marketing for NonProfit Organizations. “Form 990 Series - Which Forms Do Exempt Organizations File?” last modified August 21, 2012. The Internal Revenue Service. http://www.irs.gov/Charities-&-Non-Profits/Form-990-Series-Which-Forms-Do-Exempt-Organizations-File%3F-(Filing-Phase-In)
National Association for College Admission Counseling. http://www.nacacnet.org/studentinfo/articles/Pages/Preparing-for-College-Senior-Checklist.aspx The Church of Our Redeemer. http://www.our-redeemer.net/ Ford Scholars.Org. https://www.fordscholars.org/content/smithsonian-latino-center-young-ambassadors-program BG Health Services. http://www.bghealthservices.com/about-us/american-red-cross/
Work Cited 2ASPS News. https://twitter.com/ASPS_News
Retro Animals. http://www.retroanimals.com/cat_desktop.html
American University WCL. http://www.wcl.american.edu/tour/
Soup Kitchen International. http://en.wikipedia.org/wiki/Soup_Kitchen_International
ERepublik The New World. http://www.erepublik.com/en/article/erepubliki-daha-zevkli-hale-getiren-ouml-nemli-ara-ccedil-lar-n-tan-t-m--1833659/1/20
ExpeditionR. http://www.expeditionr.com/2011/02/05/expeditionr-now-available-on-twitter-and-facebook/
America’s NonProfit Sector. http://www.amazon.com/Americas-Nonprofit-Sector-A-Primer/dp/0879548010
Momentum. http://www.amazon.com/Momentum-Igniting-Social-Change-Connected/dp/0787984442
Building Strong NonProfits. http://www.amazon.com/Building-Strong-Nonprofits-Strategies-Sustainability/dp/0470587873
Social Media Usage and Impact. http://www.amazon.com/Social-Media-Hana-Noor-Al-Deen/dp/0739167294
BuzzTime Business. http://buzztimebusiness.com/social-media-platforms-using/
Cachinko. http://blog.cachinko.com/2011/11/14/talent-communities-101-how-to-use-your-talent-community-in-your-job-search/
Community Organizer. http://www.communityorganizer20.com/wp-content/uploads/2012/05/Slide1.jpg
Vanessa Paech Wordpress. http://venessapaech.wordpress.com/2012/05/13/media140-your-kids-online-what-to-do and-what-to-actually-worry-about/
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