How to make social media work for your non-profit
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Transcript of How to make social media work for your non-profit
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From «eh?» to effect!
- in social media.
© Beate Sørum 2015
FRII Insamlingsforum
#Insamlingsforum - @BeateSorum
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Faroe Islands
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Faroe Islands
«I haven’t seen my friends in a while»
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Faroe Islands
«I haven’t seen my friends in a while»
Den-mark
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Faroe Islands
«I haven’t seen my friends in a while»
Den-mark «Haha. This will be fun
to do to my Norwegian friends and family!»
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Faroe Islands
«I haven’t seen my friends in a while»
Den-mark «Haha. This will be fun
to do to my Norwegian friends and family!»
way north
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Faroe Islands
«I haven’t seen my friends in a while»
Den-mark «Haha. This will be fun
to do to my Norwegian friends and family!»
way north
«HAARRGGHHHWE ARE VIKINGS!»
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!Norway in May
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@th
ales
nibs
oeer
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@th
ales
nibs
oeer
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@th
ales
nibs
oeer
*Boom* - 3,5 million.
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what sorcery is this?!
https://www.flickr.com/photos/apocalust/5501439248
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- Every fundraising director in the world, post Ice Bucket
«Make me a viral hashtag please.»
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– Me«Fat chance!»
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(by the way:
omg watch out for hashtag campaigns!)
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secret recipe for viral:
omg!☺+ +♥
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secret ingredient in recipe for viral:
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secret ingredient in recipe for viral:
not you.
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"We have to talk about slacktivism.
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Polar Plunge: 18-30 years first time donors substantial donations ($25-50)
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Polar Plunge: 18-30 years first time donors substantial donations ($25-50)
..and we say they are giving for the wrong reasons?!
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«a middle class wet t-shirt contest
for sofa clicktivists»
http://blogs.telegraph.co.uk/technology/willardfoxton2/100014135/the-ice-bucket-
challenge-a-middle-class-wet-t-shirt-contest-for-armchair-clicktivists/
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«You don’t get to call yourself a
philanthropist after dumping a bucket of
ice on your head»http://www.vice.com/
read/dumping-a-bucket-of-ice-on-your-head-
does-not-make-you-a-philanthropist-813
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«Just donate the damn money and
don’t post it online»
http://www.slate.com/blogs/future_tense/2014/08/12/
icebucketchallenge_you_don_t_need_an_ice_bucket_to_donate_to_al
s_research.html
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age
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age
profitable for DM aquisition
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age
profitable for DM aquisition
seek us out on facebook!
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age
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age
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age
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4TIMES MORElikely to DONATE
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2TIMES MORElikely to
VOLUNTEER
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8 million £ for #nomakeupselfie
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8 million £ for #nomakeupselfiemillion NOK for #HoppiHavet3,5
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8 million £ for #nomakeupselfiemillion NOK for #HoppiHavet3,5
100million $ for #IceBucketChallenge
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!Slacktivism is a
MYTH
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Communication used to be
EASY
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sender receivermessage
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sender receivermessage
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sender receivermessage
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sender receiver
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CC BY-NC 2.0 http://www.flickr.com
/photos/tollaksen/328642857/in/photostream/
You.
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«Everything on the internet is accelerated
direct marketing.»-Unknown from twitter
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#4 things
THE BESTdo right
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📢1. The best create a unified voice.
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Why someone needs us is still the same
Who are you talking
to? CC BY 2.0
https://www.flickr.com/photos/calliope/6025359063/in/photostream/
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Why someone needs us is still the same
Who are you to them?
CC BY 2.0 https://www.flickr.com/photos/calliope/6025359063/in/photostream/
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Theyare your guide,
not the channel.
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identity
identity
identityidentity identiy
identityidentityidentity
identityidentityidentityidentity
identityidentity
identityidentityidentity identity
identityidentity
identity identity
who are you?identity
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«[state] to restrict use of pesticide linked to bee
deaths [link]»
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«The nature lover»
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Enthusiastic Knowledgable Not a professor! A voice for nature Informal Helpful A little geeky
«The nature lover»
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Enthusiastic Knowledgable Not a professor! A voice for nature Informal Helpful A little geeky
Voice and tone
create unity
«The nature lover»
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«[state] to restrict use ofpesticide linked to bee
deaths [link]»
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«Yes! You have stopped[state] from using this
pesticide that kills bees!We’re buzzzed! [link]»
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➡
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«We just wanted to reach a younger
audience»
(Marketing director, paraphrased)
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http://replygif.net/1288
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http://replygif.net/1288
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«We just wanted to reach a younger
audience» (Marketing director, paraphrased)
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Voice creates your personality
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Tone fits the occasion.
Voice creates your personality
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⌖2. The best have
targeted, strategic communiation.
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sender receivermessage
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sender receivermessage
what do you want to achieve?
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2015 Week 1 Week 2 Week 3 Week 4JanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberOctoberNovemberDesember
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Facebook What Goal Style Type
Monday
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Facebook What Goal Style Type
Monday New course out
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Facebook What Goal Style Type
Monday New course out Signups to course
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Facebook What Goal Style Type
Monday New course out Signups to course Informative and welcoming
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Facebook What Goal Style Type
Monday New course out Signups to course Informative and welcoming Link
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Facebook What Goal Style Type
Monday New course out Signups to course Informative and welcoming Link
Tuesday
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Facebook What Goal Style Type
Monday New course out Signups to course Informative and welcoming Link
Tuesday Impact-story
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Facebook What Goal Style Type
Monday New course out Signups to course Informative and welcoming Link
Tuesday Impact-story Sharing - knowledge
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Facebook What Goal Style Type
Monday New course out Signups to course Informative and welcoming Link
Tuesday Impact-story Sharing - knowledge Emotional
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Facebook What Goal Style Type
Monday New course out Signups to course Informative and welcoming Link
Tuesday Impact-story Sharing - knowledge Emotional Image
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Facebook What Goal Style Type
Monday New course out Signups to course Informative and welcoming Link
Tuesday Impact-story Sharing - knowledge Emotional Image
Wednesday Ask for text donations Money in Response-
triggering Status
Thursday Political news Signatures Provocative Link
Friday Share X’s fundraiser Likes Easy Friday
entertainment Image
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honour microcopy -
write in pairs
Kilde: http://www.flickr.com/photos/nathaninsandiego/3839051662/sizes/l/
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Welcome to awards ceremony in the "NM in healthy street food 2014" Thursday 27 November at. 12 Opplysningskontoret for fruit and vegetables - frukt.no have for the first time held NM in healthy street food where the purpose is to motivate players in the fast food industry…
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blue link of
death
Welcome to awards ceremony in the "NM in healthy street food 2014" Thursday 27 November at. 12 Opplysningskontoret for fruit and vegetables - frukt.no have for the first time held NM in healthy street food where the purpose is to motivate players in the fast food industry…
➡
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blue link of
death
Welcome to awards ceremony in the "NM in healthy street food 2014" Thursday 27 November at. 12 Opplysningskontoret for fruit and vegetables - frukt.no have for the first time held NM in healthy street food where the purpose is to motivate players in the fast food industry…
➡
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blue link of
death
Welcome to awards ceremony in the "NM in healthy street food 2014" Thursday 27 November at. 12 Opplysningskontoret for fruit and vegetables - frukt.no have for the first time held NM in healthy street food where the purpose is to motivate players in the fast food industry…
➡
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important link
Welcome to awards ceremony in the "NM in healthy street food 2014" Thursday 27 November at. 12
Opplysningskontoret for fruit and vegetables - frukt.no have for the first time held NM in healthy street food where the purpose is to motivate players in the fast food industry to serve food with more fruits and vegetables. Thursday 27th November there will be a prize giving at the town square in the Food Hall where the winners of the 'best garnish / accessories' and 'best finish, quick meal' will be crowned. It will be served tastings from one of the winners and entertainment will be by foodie and artist Jørn Hoel.
More information and registration: http://www.mathallenoslo.no/hva-skjer/sunn-veimat
Welcome to the awards ceremony!
➡
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⚁important
link➡
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⚁important
link➡
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Always re-write 5
times
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1. ChronologicalAlways
re-write 5 times
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1. Chronological2. Structured Always
re-write 5 times
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1. Chronological2. Structured3. Shortened
Always re-write 5
times
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1. Chronological2. Structured3. Shortened4. Improve language
Always re-write 5
times
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1. Chronological2. Structured3. Shortened4. Improve language5. That great idea
Always re-write 5
times
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♡3. The best will see & listen
- become a friend
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Amanda Palmer
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25.000 sold
💿
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25.000 sold
💿Record company:
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25.000 sold
💿👎Record company:
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25.000 backers on kickstarter
+
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25.000 backers on kickstarter
1.2 million dollars. +
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Phot
o: @
mar
tiiin
e
Real stories
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5.000
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REAL
emotions
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CC BY-NC-SA 2.0 https://www.flickr.com/photos/damiel/2498956487
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#Krafttakmotkreft
Phot
o: @
june
kimiko
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20.000 thank you’s
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🐦
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Have fun!
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-4. The best are prepared for anything.
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1. Discover and confirm 2. Alert and prepare 3. Take «control» 4. Aknowledge 5. Celebrate and have fun 6. Relax. Enjoy. Have fun!
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Thanks for listening!
http://about.me/beatesorum
Questions?
▹ ◃