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Looking back on Give to the Max Day 2010

Reflecting on the Social Media Strategy

Jeff AchenInteractive Media Strategist

GiveMN.org@givemn

Nicole HarrisonSocial Media and Digital Strategist

SocialeNicole Online Communications@socialnicole

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We focused on…

We did not focus on…

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Early Collaboration

• Began early with an informal lunch w/ social media specialists in our network

• GiveMN Strategy Cabinet came up with Livestream idea, as well as video ideas

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Outreach Strategy

• Created a “Social Media Guide”

• Used the training webinar to talk about our social media efforts

• Created a Twitter hashtag -#GTMD2010

• Leveraged our networks and promoted by finding our advocates

• Sent out request to Minnesota Bloggers to blog about GTMD.

• Began coordinating with The UpTake to Livestream the event.

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YouTube Strategy

• Created “how-to” videos– Gaining Admin Access, Creating a project page, Setting up a

matching grant, etc.

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YouTube Strategy

• Created a celebrity public service announcement video– Drafted an invitation, used our network to see who had

connections, wrote the script and scheduled interviews

– Distributed via YouTube, Facebook & Twitter. Sent DVDs to news stations & nonprofits. Emailed the video to our mailing list

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YouTube Strategy

• Commissioned Chuck Olsen to create “Dr. Garry” video– Allowed creative freedom and tapped the power of Chuck’s

personal network/fans

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The Message Spread

• Nonprofits spread the Give to the Max Day message through e-newsletters.

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The Message Spread

• Nonprofits began their own promotions through social media.– Animal Humane Society created some great videos– North American Bear Center activated its Facebook fans (over 120,000 of them!)– Twin Cities Rise! Created template messages for its supporters to use on Twitter

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Lessons Learned

• Get an earlier start on celebrity PSA

• Livestream was extremely popular. Managing the sign up was tricky. Using Google docs not the best.

• Bloggers outside of the NPO community did not pick up the story.

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Turning GTMD into an EVENT!

• Livestream became the hub for activity.– Nicole guest Tweeted

– Jeff blogged Golden Ticket winners/posted to Facebook

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Lessons Learned

• Tweetup wasn’t successful, only 3-4 people showed

• Location was tough to get to and wasn’t high traffic, public venue

• Never effectively used Foursquare

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Managing your online community• Some North American Bear Center

Facebook fans were found to be attempting to game the system.

• The NABC as an organization did nothing wrong, but GiveMN clearly states in its prize grant rules that a unique donation is an individual person making a donation to a nonprofit.

• After determining there were some instances of multiple donations from the same individual taking place, GiveMN worked with NABC to review its donations and determine the number of those donations. Those donations were removed, and the final results brought North American Bear Center into second place.

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Managing your online community

Lessons learned:

• Your Facebook page is your community.

• Monitor conversations and set the tone.

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GTMD Takeaways

• Strategize with peers and supporters

• Find your advocates and get them to volunteer time and skills

• Reach out early/plan early

• Educate and be transparent with your plan

• Use a variety of channels for your message: SM, email, earned media, print publications, advertising, phone calls

• Monitor your SM channels, set the tone

• Conduct a debrief after the event to evaluate the strengths and weaknesses

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“The Pew Research Center’s Internet & American Life Project reports that more than 73 percent of

young American adults use social media as a primary means of gathering information and

decision making—and that includes where and how to give money.”

What’s your social media strategy?

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Give to the Max Day 2011is Wednesday November 16!

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Links• Social media tip sheet:

http://blog.givemn.org/_asset/3w0hnj/Social-Media-Recommendations-for-GTMD-2010.pdf

• GTMD2010 Webinar http://www.slideshare.net/jeffachen/gtmd2-webinar-v4

• GTMD NPO Toolkit http://givemn.razoo.com/p/gtmd-nonprofit-toolkit/

• GiveMN YouTube channel http://www.YouTube.com/givemn

• Blog post: “Social Media’s Role in Raising $10 Million in One Day” http://www.vimm.com/social-medias-role-in-raising-10-million-in-one-day/

• Blog post: “How Minnesota’s ‘Networked Nonprofits’ raised over $10M in one day’” http://www.bethkanter.org/mn-give-2/