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Social Media 101 Harnessing the power of the web for healthcare philanthropy Marc A. Pitman, The Fundraising Coach www.FundraisingCoach.com © 2010 FundraisingCoach.com

Social Media for Healthcare Nonprofits - New England Association of Philanthropy

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A brief introduction on social media, explaining the rise in "user generated" content and how healthcare nonprofits can use that to their benefit.

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Page 1: Social Media for Healthcare Nonprofits - New England Association of Philanthropy

Social Media 101Harnessing the power of the web

for healthcare philanthropy

Marc A. Pitman, The Fundraising Coach www.FundraisingCoach.com

© 2010 FundraisingCoach.com

Page 2: Social Media for Healthcare Nonprofits - New England Association of Philanthropy

Amazon 1998 Web 1.0

I’m not here to convince you. This is happening whether you like it or not.

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Amazon 1998 Web 1.0

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Amazon w/user generated comment

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100% user generated: a blog

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Skittles is whole hog!

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100% user generated fan film

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Special Olympics on Facebook

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People can SHOW their support

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And add their own content

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Special Olympics on YouTube

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USM is already talked about on Twitter

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USM people on LinkedIn

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Loads of options!

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Go where the conversations are

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Start small

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Your Google Profile

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Your organizational Google profile

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You can edit it

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Just click edit

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Which pub would you check out 1st?

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They’ve even added photos

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Look at this realtor search

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When was this comment?

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Your Personal Google Profile

http://www.google.com/s2/profiles/me

http://bit.ly/yourprofile

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Lots of room to customize

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Email Newsletters

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Simple programs

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Email Newsletter Tips• Start sustainably

– Weekly? Monthly? Sporadic?

Page 30: Social Media for Healthcare Nonprofits - New England Association of Philanthropy

Email Newsletter Tips• Start sustainably

– Weekly? Monthly? Sporadic?• Ask permision

– This is not direct mail– Purchased lists = SPAM– Double opt-in

Page 31: Social Media for Healthcare Nonprofits - New England Association of Philanthropy

Email Newsletter Tips• Start sustainably

– Weekly? Monthly? Sporadic?• Ask permision

– This is not direct mail– Purchased lists = SPAM– Double opt-in

• The ethical bribe– Entice new subscribers with something of value– Ebook | Tip Sheet | Recipes | Coupons

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Blogs

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Special Olympics supporter’s blog

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Organizational blog

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Blog Tips• Blogs stick around

– Great for search engines– Adds “permanence” for deletable emails &

disposable news clippings– Keeps you professionally sharp & up-to-date

Page 37: Social Media for Healthcare Nonprofits - New England Association of Philanthropy

Blog Tips• Blogs stick around

– Great for search engines– Adds “permanence” for deletable emails &

disposable news clippings– Keeps you professionally sharp & up-to-date

• Repurpose content– Newsletters, press releases, ads

Page 38: Social Media for Healthcare Nonprofits - New England Association of Philanthropy

Blog Tips• Blogs stick around

– Great for search engines– Adds “permanence” for deletable emails &

disposable news clippings– Keeps you professionally sharp & up-to-date

• Repurpose content– Newsletters, press releases, ads

• Most people won’t come to your blog– Make RSS feed & email options easy to find

Page 39: Social Media for Healthcare Nonprofits - New England Association of Philanthropy

More Blog Tips• Find your voice

– No one sees the world exactly as you do– Experiment with formal/informal,

opinionated/general to see what generates comments

Page 40: Social Media for Healthcare Nonprofits - New England Association of Philanthropy

More Blog Tips• Find your voice

– No one sees the world exactly as you do– Experiment with formal/informal,

opinionated/general to see what generates comments

• Schedule it on your calendar– The habit of blogging takes time– I find every other week manageable, some like daily– Schedule your publishing (I write Sundays, publish

Tuesdays

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Start Small

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Try Others

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Using social media to drive PR

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Put T/F on FB Cause

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Ping.fm lets you updates dozens of sites

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Went to my LinkedIn network…

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Went to my Facebook friends…

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AND to my Twitter followers

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3 minutes – 1000’s of people

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Go where the conversations are!

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LISTEN!

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Fundraising with Twitter - Tweetsgiving

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Fundraising with Twitter - Twestival

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Text messages too!

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Over $20 million!

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Not Twitter, It’s the Relationships

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How to get started

1) Pick a tool – I suggest Twitter, Facebook, or LinkedIn

2) Fill out your profile– This is your place to market yourself– If on Twitter, fill the bio line with keywords (they

make it easier to find you)

3) Practice Covey’s Habit 5– Seek first to understand, then to be understood

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• Tool shop including: The Creating Donor Evangelists Program

• Give me your card for a free copy of $100,000 Guide to Email Solicitation e-course

• Free blog, articles, book reviews, and more!

[email protected]