Adventures in NonProfit Social Media

From promotion to engagement

Petri Darby, APRdirector of brand marketing & digital strategyMake-A-Wish Foundation® of Americapdarby@wish.org / @darbyDARNIT

A little background

Approaching 200,000 wishes granted

Strong brand awareness

Lots of one-way storytelling

Ready…Fire…Aim!

Let’s raise some money!

Social media marries two primary interests

Emotional Practical

Don’t worry so much about Fundraising

Worry more about Connection & Cultivation

The rules are the same as before

who before what

Donors – Volunteers – Employees – Boards – Sponsors – Vendors

Strategy and goals before tactics

Go where your targets are

Tip: Gmail can help find where your contacts are

Listen

Monitor your brand, competitors, and influencers

TechnoratiAllTop

SocialMentionGoogle AlertsTwitter Search

TweetDeckTwazzup

HootSuite

Engage on key fronts

BlogsMobile

Organic SEO & paid searchSet up social media profiles

Integrate social tools into websiteCreate communities (Ning/Facebook/branded)

ConnectEducateDialogue

Offer valueAddress issues

Ask for input/supportEasy on the self-promotion

Measure key metrics

Bit.ly Swix

Radian6Google AnalyticsFacebook Insights

3 years ago… dominated social

Tools and Tactics Change

10 years ago… dominated

search

300 million US subscribers45 million smartphones100 million mobile Facebook users

- Browsing- Social Media- GeoLocation- Text Campaigns

“Ooh, we need a mobile app”

Excellent blogs and Twitter superstars:

ConvinceAndConvert.com - @jaybaer

ChrisBrogan.com - @chrisbrogan

BrianSolis.com - @briansolis

SocialMediaExplorer.com - @jasonfalls

GaryVaynerchuk.com - @garyvee

BethKanter.org - @bethkanter

Scoblelizer.com - @scobleizer

SethGodin.Typepad.com

Spend time learning

QUESTIONS?

Petri Darby, APRdirector of brand marketing & digital strategyMake-A-Wish Foundation® of Americapdarby@wish.org / @darbyDARNIT

wish.org / @makeawish

THANK YOU!