Online Philanthropy

March 24, 2011

Sponsored by

Today’s Presenter

Kirstin Beardsley

Marketing & Communications Manager

What is CanadaHelps?

A public charitable foundation that provides accessible and affordable online technology to both donors and charities.

For Charities

A cost-effective means of raising funds online.

For Donors

A one-stop-shop for giving.

CanadaHelps is a charity helping charities.

CanadaHelps is giving made simple.

The CanadaHelps Team

We’re here to help!

Agenda

Connected Canadians

What Does This Mean for Philanthropy?

The Tools: Facebook, Twitter, YouTube, Blogs

Get Started!

Guiding Principles

About MyCharityConnects

CONNECTED CANADIANS

facts & figures

Canadians are online … are you?

of the Canadian

population is online

68%

Source: comScore, 2010

Canadians log an average of more than 2,500 minutes online a month (~42 hours).

Source: comScore, 2010

Most Common Online Activities: • Email • Downloading movies • Watching television • Searching for health

information • Making purchases

Source: Statistics Canada, 2010

Source: Statistics Canada, 2010

British Columbia and Alberta have

the most people online, with 85% of the population, followed closely by

Ontario, where

81% of people use the Internet.

Province % of Population

Online

Newfoundland & Labrador 69 Prince Edward Island 77 Nova Scotia 76 New Brunswick 73 Quebec 77 Ontario 81 Manitoba 77 Saskatchewan 79 Alberta 85 British Columbia 85

Source: Statistics Canada, 2010

Most Connected Canadian Cities: • Calgary – 89% • Saskatoon – 89% • Edmonton – 86% • Ottawa-Gatineau – 86% • Vancouver – 86% • Victoria – 86%

Source: comScore, 2010

Canada has more than

, and is neck and neck with

India for 9th and 10th on the list of the countries with the most Facebook accounts.

Canada’s penetration rate of about of the

population, or of the online population, is still

one of the most significant on Facebook.

Source: comScore, 2010

21 million Canadians

visit YouTube each month

Canadians watch an average of

147 videos each month

18 – 24 year olds watch an

average of 244 videos monthly

(~18.25 hours)

Sources: comScore, 2010 | Hootsuite Media, 2010 | Trendrr, 2010

• In 2010, the number of Twitter accounts in Canada increased by 75 per cent and the number of daily tweets more than doubled

• Trendrr reports that Canadian female Twitter users are more active than male Twitter users

• Hootsuite Media saw 250 per cent growth in usage among its Canadian users in 2010

• About 5.5 per cent of its daily traffic (55,000 tweets) comes from Canadian users

• The average Canadian Internet user reads 16 Wikipedia pages a month – which is the most in the world!

• Canadian users generate about 217,000 edits a month, which ranks 8th among the most productive countries

Source: comScore, 2010

WHAT DOES THIS MEAN FOR PHILANTHROPY?

1.0 versus 2.0

Traditional Media (Web 1.0 ) vs. Social Media (Web 2.0)

• Traditional media was about publishing

• Social media is about networks and community

Many

Few Many

Many

Source: Sean Stannard-Stockton, 2009

Altruism Enlightened self-interest

Focus on problems Focus on solutions

Delivering services Delivering impact

Single donors Community of believers

Donations-driven Sustainable revenue streams

Top-down Bottom-up

Power of the few Voices of many

PHILANTHROPY 1.0 PHILANTHROPY 2.0

Social media provides an architecture for

participation, not just a new channel for more of the same.

THE TOOLS

Facebook

Twitter

YouTube

Blogs

Tool Uses Social Networking • Facebook • Twitter

• Expanding supporter base • Another channel for calls to action

Media Sharing • YouTube • Flickr

• Enhance visual storytelling • Add authenticity to your organization

Blogs • Blogger • WordPress

• News outlet – the “new” newsletter • Highlighting donors and partners

What Does What?

Facebook Can Help You…

• Build a Presence • Connect with your audience • Share your story • Participate in real-time

conversations quickly and easily • Promote programs and events • Gain new supporters

WHAT TO DO FIRST

• Read and “like” www.facebook.com/nonprofits – a resource made by Facebook for nonprofits

• Create a Facebook page for your organization at www.facebook.com/page

• Familiarize yourself with the native apps: Photos, Videos, Discussion Boards, Notes, Links, Events

• Populate your page and make it unique – you can activate when you’re ready!

• Develop content for the first couple of months after launch

NOW YOU’RE READY TO

• Browse the other Apps available and add them to your Page:

• iFrames (previously known as Static FBML) to add your Donate Now! button

• Twitter

• YouTube

• Polls

• Social RSS

• Create an Event for an upcoming fundraiser and have guests RSVP that way

The Rule of 3

• Use the “Rule of Three” when posting content: • 1/3 “me”

• 1/3 “you”

• 1/3 “them”

Integrate & Promote

• Add your Facebook link to your:

• Website

• Email signatures

• Email newsletters

Twitter Can Help You…

• Listen and monitor conversations • Make new connections quickly

and easily • Converse in real-time with

supporters • Promote issues related to your

cause • Feed your Facebook page

WHAT TO DO FIRST

• Set up a personal account and explore the Twitter universe

• Get familiar with how other nonprofits are using Twitter by following them

• Set up an account for your organization

• Customize your page

• Find followers

• Start tweeting!

Figuring out your Twitter personality

Pure Organization Brand

Pure Personal Account Employee with

Organization Association

Organization with Personality

Choose the right @username

• Limited to 20 characters • Options

• Your charity’s name (i.e. CharityName) • Your name + charity name (i.e. KellyAtCharityName)

• Above all, make sure it’s easily recognizable

NOW YOU’RE READY TO

• Create Twitter lists

• Make use of the “Favourites “ feature

• Save relevant search terms (i.e. project/event names, names of significant people at your organization, etc.)

• Set up a Twitter schedule

• Stay organized! Check out some Twitter dashboards to help you keep on top of things

• Add Twitter link to your website and integrate with other social media channels

YouTube Can Help You…

• Powerfully tell your story • Spread your message in a new

way • Establish authenticity and loyalty • Increase referability

WHAT TO DO FIRST

• Set up an account for your organization

• Customize your profile with your organizational colours, a banner

• Upload your existing assets: PSAs, campaign videos, intro videos, video contest entries, interviews

• “Favourite” some videos to populate your Channel

Apply for the YouTube Nonprofit Program

• www.youtube.com/nonprofits

• Premium branding capabilities

• Increased uploading capacity

NOW YOU’RE READY TO

• Brainstorm ideas for regular new content: video logs, demos, updates from the field, “webisodes”

• Remember to build interactivity into your video concepts

• Explore YouTube features: Call-to-Action overlay, Linkable annotations

• Add link to your website and integrate with other social media channels

Blogs Can Help You…

• Deepen relationship with supporters

• More effectively enable content for the sharing web

• Establish partnerships with other organizations and influencers

• Refresh your passion

WHAT TO DO FIRST

• Decide what to blog about • Particular Events/Projects

• Behind-the-scenes

• Volunteers

• Client stories

• Commentary on issues affecting your organization

• Research what blogging platform fits your needs (Google sites, Wordpress, Blogger)

• Choose A Name

• Customize your blog

• Create a blogging schedule

NOW YOU’RE READY TO

• Read other blogs and link to them

• Comment on blogs that interest you

• Be open about the feedback you receive

• Invite a guest post

• Feed your blog content to your Facebook page

• Grow your readership using social media and word of mouth

GET STARTED!

Start by Listening

• Listen to the conversation that is already taking place about your organization

• Start with setting up Google Alerts for your organization, key personnel, projects, events, similar organizations, etc.

Socialize Existing Content

• Try out a blog format for your e-newsletter

• Add voting or “like” functionality to your website

• Embrace feedback and be open about it!

Reduce Insecurities

• Create some social media guidelines if having them makes you more comfortable about getting started

• If you’re worried about snarky comments, moderate them!

Start In Familiar Territory

• Communicate internally

• Use existing tools to start dialogue among people with an interest in making social media work for your organization

• Start a discussion group or team to lay out a plan and share ideas

• Good idea to bring the tough critics to the table too

For Your First, Be Finite

• Social media is not a campaign – it’s an ongoing commitment

• Make a particular campaign finite to see how it works

• Example: A blog campaign around an upcoming event

What Are Your

Goals?

Sample Plan GOAL: To broaden the base of supporters between the ages of 18-22 to the

organization.

OBJECTIVE: To increase the number of our Facebook fans by 10% by the end of the fiscal year.

STRATEGY: Leverage our connections to the local colleges and universities through our Board Member, Joe Stiles – President, Learning College.

Audience Tool(s) Tactic Message(s) Timeline Resources

College and university students in our town.

1. Facebook Initiate an incentive campaign to solicit “fans”.

We help 1 in 3 people in our town. Help us help more. Tell a friend.

Sept – April SWAG for incentives

GUIDING PRINCIPLES

• Leave room for personality

• Most online communities expect a less formal tone

Be Real

• Balance self-promotion with listening

• Social media is about personal connections

• Engage with your fans, followers and supporters

It’s a Conversation

• Encourage your supporters to take action

• Provide opportunities to engage online and off

Encourage Participation

• Track the effectiveness of your social media presence • Followers

• Conversations

• Conversions (volunteers, donations, support)

• Remember it’s not all about the numbers – focus on quality vs. quantity

Measure Results

• Personal stories make good content and build personal connections

• Thought-provoking content will get shared more often

Tell Stories

• Develop a set of social media policies for your organization

• Focus on effective use of the tools, not controlling online activities

• Set clear expectations of employees and volunteers

Set Some Boundaries

• Include social media into your existing fundraising and marketing plans

• Consider your online presence (website + social media) as a communications channel

Integrate

• You can’t control the message on social media tools

• Provide good/clear messaging, interesting stories and engage with supporters

• Join the conversation

Let Go!

ABOUT MYCHARITYCONNECTS

free online resources Information about technology

Video demonstrations

More webinars

Past webinar recordings & slides

Learning opportunities

Events across the country

www.mycharityconnects.org

• Join us for thought-provoking keynotes, practical how-to workshops and plenty of chances to learn from other non-profits about what works online… and what doesn’t

• A proud partner in Net Change Week

• Registration is open! Early bird ends on April 30

MyCharityConnects Conference 2011

JUNE 6 – 7 | MaRS Centre, Toronto

www.mycharityconnects.org/2011Conference

Upcoming Webinars

• April 13 – Blogging Basics

• April 27 – Social Media Done Right: 5 Case Studies

• May 11 – Spruce up your E-newsletter

• May 25 – 10 Tips to Improve Your Website

• June 15 – Getting the Most From your MyCharity Account & Reports

• June 29 – Know Your Website: An Intro to Google Analytics

www.mycharityconnects.org/webinars

Keep in touch!

info@canadahelps.org

www.twitter.com/canadahelps

www.slideshare.net/MyCharityConnects

www.facebook.com/canadahelps

Questions?

Thank You!

kirstin@canadahelps.org @CanadaHelps