Networked Nonprofit: Care2 Webinar
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The Networked Nonprofit For Audio Call: 1-408-792-6300 Event Number: 660 629 871 Presented By: Allison Fine, Demos Beth Kanter, Zoetica Danielle Brigida, National Wildlife Federation Marc Sirkin, Autism Speaks Moderated by: Jocelyn Harmon, Care2 June 17, 2010
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The ecosystem of nonprofits is exploding, yet the problems society faces are larger than nonprofits, said Allison Fine, on the Care2 webinar The Networked Nonprofit. The solution? Networking. This was one of the key takeaways during the webinar presented by Fine, Beth Kanter, Danielle Brigida of National Wildlife Federation, and Mark Sirkin of Austim Speaks. “Nonprofits are fortresses trying to manage the message. Free agents will free you from your cage,” said Kanter. What’s a free agent? They are volunteers in your network. People who are passionate about your nonprofits issues and who want to make a difference! “Invite them in,” said Kanter. Brigida agreed. A truly "networked nonprofit" realizes that help is reciprocal and this is something the National Wildlife Federation is embracing in their constituent engagement strategy.Sirkin said that nonprofits are too focused on ROI – Return on Investment, something many of us in the nonprofit community have been discussing as we continue to develop metrics to help measure social media’s impact. “We need to be focusing on ROE - Return on Engagement," said Sirkin
Transcript of Networked Nonprofit: Care2 Webinar
The Networked Nonprofit
For Audio Call: 1-408-792-6300 Event Number: 660 629 871
Presented By:
Allison Fine, DemosBeth Kanter, Zoetica
Danielle Brigida, National Wildlife FederationMarc Sirkin, Autism Speaks
Moderated by: Jocelyn Harmon, Care2
June 17, 2010
Using WebEx• Chat & raise hand
• If you are having internet audio problems, you can dial in using a landline 1-408-792-6300 Event Number: 660 629 871
• If you lose your internet connection, reconnect using the link emailed to you.
• WebEx Support: 1-866-229-3239
For Audio: 1-408-792-6300 Event Number: 660 629 871
This Webinar is Being Recorded• The webinar will be available on the Frogloop blog at
http://www.Frogloop.com
• You will receive a link to this presentation following the webinar.
• Tweeting the webinar? Use the Twitter hashtag: #Care2
For Audio: 1-408-792-6300 Event Number: 660 629 871
What is Care2? 13 million “Do Gooders”
For Audio: 1-408-792-6300 Event Number: 660 629 871
Nonprofits Use Care2 to:• Acquire new donor and members – online
• Drive traffic, branding and awareness of their issues and campaigns
• Win advocacy battles
For Audio: 1-408-792-6300 Event Number: 660 629 871
The Networked Nonprofit
Beth Kanter and Allison FineCo-Authors, The Networked Nonprofit
Beth Kanterhttp://www.bethkanter.org
Allison H. Finehttp://afine2.wordpress.com/
@afine @kanter
June 21st Virtual Launch Party
4-5 PM EST1-2 PM PST
http://bit.ly/networkednp
http://bit.ly/netnongo
Why we wrote this book …
Complex social problems that outpace the capacity of any individual organizationPhoto by uncultured
Source: David Armano The Micro-Sociology of Networks
In a networked world, nonprofits need to work less like this
And more like this ….
With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks
The Networked Nonprofit
BE DOUnderstand Networks Work with Free Agents
Create Social Culture Work with Crowds
Listen, Engage, and Build Relationships
Learning Loops
Trust Through Transparency
Friending or Funding
Simplicity Govern through Networks
Use social media tools to organize,
mobilize, raise funds, and
communicate with constituents but
outside of institutional walls
http://beth.typepad.com/beths_blog/freeagent/
The Nonprofit Fortress
Nonprofit Fortress
Free Agent
Transparent
The Opposite of Fortresses
Transparent nonprofits consider everyone inside and
outside of the organization resources for
helping them to achieve their goals
How many free agents does it take to turn a fortress inside/out?
Shawn Ahmed
“I can’t single-handedly end global poverty, but I can take actions and inspire others.”
“the problem isn’t social media, the problem is that YOU are the fortress. Social media is not my problem: I have over a quarter million followers on Twitter, and 2.1 million views on YouTube. I have a hard time having you guys take me seriously. “
(1) Don’t dismiss(2) Listen for good ideas(3) Identify influencers (4) Get to know them(5) Have them to get to know you. (6) Be flexible(7) Remember, they can be like
Cheshire cats!
Some advice ….
@afine @kanterBook on Amazon: http://bit.ly/networkednpSee you on June 21st 1-2 PM PST/4-5 PM EST
Growing as a Networked Nonprofit
Danielle BrigidaDigital Marketing ManagerNational Wildlife Federation
Find me on Twitter @NWF or @Starfocus or Facebook page http://www.facebook.com/nationalwildife
Ways We’re Not a
Networked Nonprofit
Sometimes… we’re a fortress
We just broadcast our messages.
We aren’t always reciprocal
But We Never Stop Learning
Because we want to be a networked nonprofit!
We Listen and Engage
We collaborate and crowdsource
Wildlife Watch Program Magazine Article
We invest in relationship building
Group we created has 20 mothers working to get kids outside
Grace raised $1,400 for wildlife. We met her mom on Twitter.
We tell staff “be yourself”
Danielle BrigidaKristin JohnsonAnne Keisman
Robin BroitmanDavid Mizejewski
Jessica JonesKevin Coyle
Libby SchleichertJennifer Janssen
Ashleigh PoffJen Fournelle
Dominique Burgunder-JohnsonChristine Dorsey
Jaime MatyasRachel Faulkner Aislinn Maestas
Julia MardenCourtney Cochran
@starfocus and @nwf@ksuzj and @nwf@keisman and @greenhour@rgbroitman@Dmizejewski@wildlife_watch@climateclass@EpSchleichert@Juniperforest@ashpoff@JenFour@dejae@christinenwf@ecosoccermom@KisatchiePine @AislinnNWF@wildlifeaction@campusecology
We try new things and fail fast
“Failing only happens when you miss the opportunity to learn” – me
The time is now…to wake up!
Marc Sirkin, Autism Speaks
Autism Speaks• Our goal is to change the future for all who
struggle with autism spectrum disorders• 5th year anniversary
• Launched by Bob & Suzanne Wright – grandparents of a child with autism, NBC/GE
• <$50 million in 2009
2010 Framework Infrastructure
People: Right people in the right spots Process: Solid frameworks and processes to managing the work Technology: CMS/CRM infrastructure plan Governance: Overall governance for social media, fundraising and content
Revenue Goal: 100% increase over 2009 Goal: Support and enhance online event revenue
Engage Goal: Begin to aggregate, assemble and “build the movement”
Becoming a Networked Nonprofit
3 major challengesCulture of the organization (silos, people, inertia)No roadmap (we’re in the woods)Too many ideas, not enough execution
3 other challengesChicken and the egg of fundraisingGovernance and PoliciesNeed to build social capital (i.e. we trust you
Marc…)
Mapping our Network (Autism Speaks Digital Ecosystem)
Autismspeaks.orgAutism Speaks BlogsOnline community hubs – Twitter, Facebook and
NingRemarkable how different they are!
E-mail communications (still a killler app)Micro-sites and special events/WalkMobile platforms (Causeworld, SocialVibe)
Bromides and Platitudes Volunteers First Every touch matters… how do you scale 1:1
relationships? “Return on Engagement”
Engagement will (eventually) lead to fundraising
How we measure stuff… Quantity
Google Analytics Radian6 Facebook Twitter tools Kintera reports Financials “The monthly dashboard”
Quality Google Alerts Netvibes Radian6 Twitter search E-mails and DMs and Tweets Facebook messages and posts Blog comments
Online Fundraising Status
Direct Giving
Independent Fundraising
Merchandising/licensing
Engagement
Total size of social media footprint
Increased # of total transactions
Total page views to key websites
Support
Launch/support Walk Now for Autism Speaks online
Helpdesk/content support
Produce AITN/espeaks/blog/social media engagement
20 second case study #1Lightboxes drive
e-mail acquisition
~30,000 via Facebook
~23,000 via homepage
20 second case study #2Light It Up Blue
awareness website for World Autism Awareness Day
Events - 572 events (150 created by staff)
Fundraising – online match raised more than $40, exceeding the $25k match.
Traffic - more than 100,000 visits in April
20 second case study #3 Invited e-mail list to
watch HBO’s Temple Grandin movie
489k e-mails sent Open rate 27% Click rate 4% Unsub .2%
Targeted lists performed well above average – as high as 56% open rate!
Find Your “Free Agents”Q: How do you find the “free agents” and super
connectors on your on your file?A: Care2 Social Network Tracker.
- Determine where your supporters “live online.”- Pinpoint your super activists.- Ask them to market for you!Email [email protected] for more
information.
For Audio: 1-408-792-6300 Event Number: 661 095 859
