THE FUNDAMENTALS OF BUILDING
AN ONLINE COMUNITY
How to leverage online tools for your cause
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Who am I?
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Online giving continues to grow
• online revenue grew by 46% in 2009 compared to 2008
• The average online gift in 2009 was $144.72
Data from the Nonprofit Technology Network - www.nten.org
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“Using the internet to instantly collaborate, share information, and have a conversation
about ideas and causes they care about.”
•Beth Kanter
•http://beth.typepad.com
•@Kanter
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Why social media?
• You can use social media to:
– Engage discussion
– Spread awareness
– Inspire
– Collaborate
– Engage participation
– Fundraise
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What are people saying?
• Daily Chatter
• tweets
• blog posts
• photos
• event RSVPs
• comments
• customer feedback
• new fans
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What are people saying?
• 3 steps• Listen
• Engage
• Create
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STEP 1: LISTEN social media monitoring & hearing your audience
The tools:
• Google Alerts
• Twitter search
The benefits:
• Find out what people are saying about your cause
• Find out what people are saying about you specifically
• Find new supporters
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Google Alerts
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Twitter search
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STEP 2: ENGAGE spur conversation and incite action
The tools:
• Giveforward/StayClassy.org
• Events (Meetup.com)
The Benefits:
• More transparency on issues
• Dialogue between nonprofits and followers
• Get input from supporters
• Find new supporters
13 @gapingvoid
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GiveForward
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StayClassy.org
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Events
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Meetup.com
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STEP 3: CREATE social media outreach
The tools:
• Wordpress
• YouTube
• Flickr
• Newsletters
The benefits
• Keep your community interested and committed to your cause
• Expand your reach to new and potential supporters
• Get attention from media and influencers
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Wordpress
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YouTube
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Flickr
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Newsletters
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Case study: Haiti earthquake
• Gave people a first-hand glimpse into the devastation
• Allowed people to donate online and mobilize offline to support the cause
• Relief workers, news outlets and relief organizations all used social media to keep people updated and to mobilize support
• Donations for the first five days after the January 12 disaster totaled 19% more than during the same time frame after the 2004 Asian tsunami and 109% higher than the equivalent following Hurricane Katrina in 2005 (USA Today)
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#HaiHaiTO
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Indie Relief
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Toronto Works for Haiti
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Case study: Twestival Toronto
• First globally-organized event using social media
• Used primarily social media to get the word out
• 3 successful events in Toronto
• Events in over 120 cities around the world
• Over 1300 attendees in total
• Over $36,000 raised for 3 different charities
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•Be
•Amazing
•Be
•Accessible•Be
•Authentic
•Provide
real value
•Honest
and
transparent
•Respond
and
participate
Community Guidelines
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What’s your story?
SPREAD
THE LOVE.
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And remember – for every DO there’s a DON’T…
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Thank you!
How to reach me:
• Twitter: @erin_bury
• Blog: erinbury.wordpress.com
• Sprouter: @erin
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