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Covering Facebook for beginners using real-world case studies drawn from the nonprofit sector demonstrating how Facebook can be used to build community, increase engagement, fundraise and much more.
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Facebook – The largest social networking platform in the world
Facebook for NonprofitsBy Frank Barry (Blackbaud) and Jeff Patrick (Common Knowledge)
Page #2 © 2009 Blackbaud
Who’s Talking?
Jeff PatrickPresidentCommon Knowledge
@commonknow ^jp
Frank BarryManaging ConsultantBlackbaud
@franswaa
Page #3 © 2009 Blackbaud
In this session, using real-world case studies we'll cover the following:
What is Facebook?
How is Facebook useful for nonprofits?
How many nonprofits are using Facebook? (Benchmark results from recent nonprofit industry survey regarding social networking)
What is the difference between Facebook Pages, Groups, and Causes?
What is a Facebook Application and how can nonprofits use them effectively?
Tips for getting started quickly!
Facebook for Nonprofits
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What is Facebook?
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What is Facebook? Facebook is a global social networking website that is operated and
privately owned by Facebook, Inc.[1] Users can add friends and send them messages, and update their personal profiles to notify friends about themselves. Additionally, users can join networks organized by city, workplace, school, and region.
The website's name stems from the colloquial name of books given at the start of the academic year by university administrations with the intention of helping students get to know each other better.
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What is Facebook?
Source: http://www.flickr.com/photos/christopheducamp/693439830/sizes/m/
It’s really all about the social graph of your supporters, volunteers, donors, staff and advocates.
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Why should I care about Facebook?The stats
7
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Why should I care about Facebook? The Stats
300 million active users (September 15, 2009) 50% of active users log in daily Fastest growing demographic is 35 and older
6 billion minutes are spent on Facebook each day (worldwide) 10 million users become fans of Pages each day
65 million active users accessing Facebook through their mobile devices.
More than 2 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each week
Source: http://www.facebook.com/press/info.php?statistics
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0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
Facebook YouTube Twitter LinkedIn MySpace
74.0%
46.5% 43.2%
32.9%
26.1%
Percent of Nonprofits
Commerical Sites
Popularity of Commercial Social Networks
Why should I care about Facebook? The Stats
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5391
1905
291 286 268 243
0
1000
2000
3000
4000
5000
6000
Community Size
Facebook MySpace LinkedIn Twitter YouTube Change.org
Commercial Sites
Average Community Size of Nonprofits on Commercial Social Networks
Why should I care about Facebook? The Stats
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0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
29.1%
9.2% 6.6% 5.5%4.4% 1.0%
Percent of Nonprofits
Commercial Sites
Fundraising Revenue on Commercial Social Networks (last 12 months)
Why should I care about Facebook? The Stats
Check out the entire report at: nonprofitsocialnetworksurvey.com
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How Does Facebook Work?A few basics
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Facebook Activity Feed
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Facebook Profile
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Facebook Friends
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Distributing Messages Automatically via Social Map
Jeff Patrick is doing his 3rd hike in preparation for the ALR San Francisco Walk on May 25th.
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Online EcosystemEquality California
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EQCA.org
Online Ecosystem
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EQCA.org
Online Ecosystem
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EQCA.org
Blog
Online Ecosystem
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EQCA.org
Blog
FacebookOnline Ecosystem
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MySpace
EQCA.org
Blog
FacebookOnline Ecosystem
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June 2008
MySpace
EQCA.org
Blog
YouTube
Online Ecosystem
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Online Ecosystem at Equality California
Property Audience Objective Size
Web Site Broad – New & Returning Information Portal 50,000+ per month
Email List Core LGBT Cmmty Fundraising, Advocacy 400,000+
Blog LGBT Influencers Personalize & Influence 30,000+
Facebook - EQCA Non-LGBT Supporters Home Base – Info Portal 25,000
Facebook – No on Prop 8
Non-LGBT Supporters Campaign real-time news; acquisition
205,000
MySpace General Information 5,000
Twitter Professional influencers Real-time news 400+
YouTube All Video Hosting ??
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Understanding FacebookSo many choices: Groups, Pages, Applications, and Causes
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March 2009
Understanding Facebook
Groups:A way to dip your toe or run a small campaign
Pages:Improved communication with supporters, metrics, and control
Causes:Facebook’s most popular application for fundraising and spreading awareness
Applications:Improved communications, integration and customization capabilities, supporter activities, and control (both visual and functional)
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Understanding Facebook - Groups
Starter organization profile
Typically used by smaller organizations or chapters of a larger nonprofit
Easy to set up; good place to dabble with Facebook
User actions display on their profile and in their friends’ news feeds
Limitations
· Updating and notification capabilities restricted
· No applications
March 2009
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Understanding Facebook - Groups
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March 2009
Understanding Facebook - Pages
Custom Vanity URL once you have 25 fans
Facebook’s preferred location for big organizations, brands, and public entities
You can message entire “Fan” base
“Status update” updates every fans profile and displays in their friends’ newsfeeds
Pages can use applications
**Advanced Reporting** (Facebook Insights)
Real time feedback from supporters (or critics)
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June 2008
Understanding Facebook - Pages
Friendly URL
Logo
Outposts
Info
Fans
YouTube
Events
Photos
Community
Relationships
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Page vs. Group in Facebook
Page
Groups
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March 2009
Understanding Facebook - Causes
Very popular application on Facebook
Users create “Causes” to support “Beneficiaries” (nonprofits)
Allows supporters to raise money, recruit additional supporters, and advocate on behalf of the organization
Donations processed through Network for Good
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Understanding Facebook - Causes
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March 2009
Understanding Facebook - Applications
Applications provide the ability for people on Facebook to deepen their relationship with your organization using tools that Facebook does not provide
Allows people to publicly identify with your organization and take action on your organization’s behalf
Message users who have added the application to their profiles
Integrate with your existing CRM and website
Improved ability to use supporters social graphs
Increases opportunities to build house file
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Don't just send friends any gift, send a gift that makes a difference. 50% of all proceeds go to animal charities you choose. Adopting pets from Pets Cybershelter helps REAL animals! Send friends a facebook family member or adopt pets for your page
Fundraising Application
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Acquisition Path
External NetworksOrganization Website
Organization
Org’s SocialNetwork
Online FundraisingEmail Marketing/Direct Mail Solicitations
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Sierra Club on Facebook
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Sierra Club Website
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Sierra Club Petition
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Event Fundraising
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Event Fundraising Event Site
Registrant Page
Registrant Giving Form
Registrant Email Tools
Team Tools
Promotional Tools· Donor Recognition· Gift Thermometer· Offline Giving Options· Phone Support
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Event Fundraising with Facebook
http://www.facebook.com/StartWalkingNow
Displays on personal profile
Org/Event branded
Fundraising focused
Personalized giving results
Personalized donation link
Progress meter
Wall and news feed updates
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Keys to Facebook Success …Quick tips to get your started today
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Allow Fans to post on wall
Share content from Blog
Engage with people
Use video and other media
http://www.facebook.com/livestrong
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Tell people what’s going on
Use 3rd party fundraising apps
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Custom Logo setup
Use built in Events tool
Use built in Photo sharing
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Use 3rd party applications
(FB)
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Use Custom Tabs
Create a call to action
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Integrate your Blog content
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Questions?
Source: http://www.flickr.com/photos/-bast-/349497988/sizes/l/
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Frank BarryManaging ConsultantBlackbaud858.795.8947
www.blackbaud.com [email protected] @franswaa (http://twitter.com/franswaa)
The End … We appreciate your time!
Jeff PatrickPresident & FounderCommon Knowledge
[email protected]@commonknow (http://twitter.com/commonknow)
Page #52 © 2009 Blackbaud
A few resources for you to get started … 4 Facebook Tips for Nonprofit Success – See What Others are Doing by Blackbaud So you want a Facebook Fan Page for Your Nonprofit? Here's the Scoop! by Beth Kanter Nonprofit Directory on Facebook by Facebook Facebook Best Practices for Nonprofit Organizations by DIOSA Communications 5 Creative Ways to Hack Your Facebook Profile Photo by All Facebook How To Develop A Facebook Page That Attracts Millions of Fans by All Facebook Facebook for Business Super Guide by Interactive Insights Group HOW TO: Set Up a Winning Facebook Fan Page by Mashable Facebook Groups and Pages – Features, Benefits And Killer Tips by John Haydon A beginner's guide to Facebook for non-profits by Wild Apricot
