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This workshop will discussed how to strategically evaluate areas within a nonprofit in which integrating digital tools can increase an organization’s effectiveness, while also saving time, money, and stress. The workshop concludes by zeroing in on steps a small to medium size organization can take to optimize their Facebook Page, and help to answer the ever-elusive question of how to effectively use Social Media without it becoming a full-time job.
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Building Effective Organizations
Mission Critical: Evaluating & Optimizing Digital Tools
Rob FishNon Profit Advisor for the VT Digital Economy Project
Advised 150 non profit organizationsHosted 60 workshopsLeveraged over $50,000 in-kind support from tech community
Former Director of Food for Maine’s Future and Veggies for All Garden Project
Digital Literacy efforts with an organization in Ghana
Masters Degree in Public Administration from the University of Vermont
Non Profit Advisor and Community
Organizer, VT Digital Economy Project
Step 1: Know Your Organization and Your Audience
Step 2: Demystify Digital Tools
Step 3: Evaluate Current Use of Tools
Step 4: Identify tools that can increase efficiency, saving time and money
Step 5: Identify tools that can increase the effectiveness of the organization
Step 6: Evaluate available resources and find opportunities to leverage new resources
Discuss Social Media – Facebook
Questions
How can digital tools make your
organization more efficient?
effective? And happier?
What are you comfortable with in terms of technology?
What is your capacity?
Step 1: Know Your Organization and Your Audience
WHY?
Mission
Geography
Age
Interests
ALL MATTER
WHY?
Don’t try to do everything!
Especially all at once!
What are your goals? Who is your audience?
What tools are you currently using?
Email?
Newsletters?
Social Media?
Managing Databases?
Online Backup?
Photo editing?
Step 2: Demystify Digital Tools
Video?
Mapping?
Visualizing Data?
Fundraising?
Do you understand the tool? What is your comfort level with each?
How to think about technology
Technology cannot solve everything
Digital tools should complement not replace your existing efforts
It’s ok to mess up. In fact that’s how you learn.
If you don’t understand something, search for it on the web. You’re not the only one and an explanation is keystrokes away.
Be prepared to dedicate resources to technology planning, training and upkeep.
Hardware
Software
Website
Social Media
Step 3: Evaluate Current Use of Tools
Website essentials
Be able to manage it yourself
Contact Information
Mission
Hours of Operation
Donation Button
Simple and intuitive navigation
Images – Show! Don’t tell when possible.
Social Media Integration
Responsive – works on smartphones and desktop web browsers
For most organizations, a website is their public face and,
often, the first point of contact between the organization and a
potential donor, constituent, or volunteer.
Map out workflows
Someone signs up on a paper mailing list
Someone has to type their contact info into a database
Someone has to add them to the email mailing list
Step 4: Identify tools that can increase
efficiency, saving time and money
Is there a digital tool that
Automates a process – reducing steps in the workflow, saving
time?
Is free and can replace something you are currently paying for?
Integrates this workflow with another workflow saving time?
Step 4: Identify tools that can increase
efficiency, saving time and money
Salvation Farms
How does the organization currently
Tells its story
Raise more money
Offer educational resources
Advocate for a cause or constituents more effectively
Step 5: Identify tools that can increase
the effectiveness of the organization
Is there a digital tool that
Provides a power new way to highlight the goals of the
organization
Allows the organization to raise money
Enables wider or quicker distribution of educational materials
Makes it easier for a constituent to take action
Step 5: Identify tools that can increase
the effectiveness of the organization
Waterbury Public Library
Black River Academy
Garden 485 Elm Street
Echo Center
Question: How Does Your Organization USE ONLINE TOOLS?
Step 6: Evaluate available resources and
find opportunities to leverage new
resources
Questions So far?
Social Media
“Sitting at home and just following us on news or
Facebook leads to our humiliation, if you have honor
and dignity as a man, come. Go down to the street,
send SMS’s, post it on the net, make people
aware. You know your own social circle, your
building, your family, your friends, tell them to come
with us.” –Asmaa Mahfouz
BUT, Social Media is JUST a tool
Success comes from integrating
social media into an advocacy
strategy. Use it as another
means to tell your story
Adults Using Social Media
February 2005, just 8% of internet users—or 5% of all adults
September 2013, 73% of online adults use social networking
sites.
(Source: Pew Research, 2013)
Who is using Social Media
Who Really Sees My Posts?
18
Only 6-12% of
your fans see a
post
http://techcrunch.com/2014/04/03/the-filtered-feed-problem/
KEY IS TO
CREATE
ENGAGING
CONTENT
Components of a Social Media Strategy
IDENTITY: Define who you are, what you stand for, and what you do best.
VALUES and MISSION: Communicate your values in a way that is meaningful and relevant to your audience.
AUDIENCE: Identify your audience(s).
SOCIAL MEDIA OBJECTIVES: What do they gain from engaging with you? What do you have to gain from engaging with them?
CONTENT and PLATFORMS: Choose the content and the platform best suited to reach your audience(s) and achieve your goal(s).
Planning is
the key to
success
Don’t try to do
everything
Social Media Content
Remember it is not all about you.
How does your audience benefit from engaging with you on Social Media?
EntertainedEducated/Informed/AlertedAre a part of something bigger & to make human connectionsAble to express feelings or beliefs. Have a voice.
Offline how do you make friends? Stories!Social media isn’t a bulletin boardShare examples (photos) of those benefiting the services your organization provides.How have you helped someone over a challenge? Why is it important to the community?Humor! Heart-felt stories! Become a trusted source!
FACEBOOK CONTENT
21Funny and Thematic
Crowdsourcing
information
Events
Share info from
other sources
Use
Photos
and
Videos
Interact with
and Respond
to Comments
Like and then Tag (@__) other
orgs, farms or businesses)
Facilitate sharing of content
“Like or “Follow” from website
Schedule posts
Unique Facebook Address
Make use of Facebook Insights – Know Your Audience
Build your audience
24
Using Apps, integrate MailChimp, Instagram,
Twitter, Maps, etc into your Tabs.
Questions?
Rob Fish, Non Profit Advisor
Vermont Digital Economy Project
802-488-5143
