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Like It, Share It Using social media for social good. October 31, 2012. A Wise Man Once Said…. “Sport has the power to change the world. It has the power to unite people in a way that little else does.” - Nelson Mandela. What is Social Media?.

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Like It,

Share It

Using social media for social good

October 31, 2012


A Wise Man Once Said…

“Sport has the power to change the world. It has the power to unite people in a way that little else does.”

- Nelson Mandela


What is Social Media?

“Social media is defined as an interactive group of internet based applications via which individuals and communities create and share user-generated content”

- Wikipedia


Did You Know…

  • Some interesting social media stats
    • 91% of online adults use social media regularly
    • 40% of people spend more time socializing online than they do face-to-face
    • There are more devices connected to the Internet than people on Earth
    • Each day users spend almost 200,000 years on Facebook
    • 58% of Facebook users return to the site daily

The Concerns

  • What are the major issues you face with social media?
    • Is it really necessary?
    • Resource availability
    • Budget

The Benefits

  • Here are just some of the upsides of using social media
    • Reach - it’s where your target audience is
    • Relationships / Community
    • Cost
    • Ease of use
    • Insight and feedback

Have a Strategy

  • Before you start you should have a strategy
    • Budget and staffing
    • Design and appearance
    • Engagement and content
    • Short and long-term goals
    • Evaluate consistently

Where to Start?

  • Facebook
    • Over 1 billion active users
    • Social media hub
    • Pages and groups
    • Individuals connected as friends
    • Other organizations with shared interests
  • Twitter
    • Almost 200M active users
    • Who is following or talking about you?
    • Common interests with keywords and hashtags
    • Blogging community and influencers
    • Celebrities, athletes and public figures
    • Twitter chats and offline tweetups

Other Popular Tools

  • Instagram
    • Mobile photo sharing platform owned by Facebook
  • Flickr
    • Photo sharing platform owned by Yahoo
  • YouTube
    • Video sharing platform owned by Google
  • Google+
    • Google’s social networking platform
  • LinkedIn
    • Professional social networking
  • Pinterest
    • Virtual pinboard for sharing

The Rise of Mobile

  • Mobile is increasingly becoming the gateway to social
    • Mobile now accounts for over 10% of internet usage worldwide (more than doubled in past 18 months)
    • Facebook (33%) and Twitter (50%) have large mobile usage
    • Accessibility
    • Ease of use
    • Location (“SoLoMo”)

Social Media is a Dialogue

  • Social is best used for conversation, not a monologue
    • Conversation between you and your audience
    • Ask questions and add value to conversation

Community Takes Time

  • Use social media to cultivate a community of advocates
    • Grow one-by-one through individual interactions
    • Continuous engagement
    • Clear and consistent voice

What Should I Post?

  • What makes great content?
    • Visual and shareable
    • Be remarkable
    • Tell a story
    • Relatable statistics
    • Thought leadership

Follow the Money

Social media allows potential donors to understand where money would be spent


Link Social to Digital

  • Drive interested parties back to your website for more info
    • Social is leading source of traffic for many sites
    • Natural way to pull people to larger stories
    • One picture can motivate someone to read a blog post

Identify Your Key Contributors

  • Identify your most passionate supporters
    • Donors and advocates
    • Global and local
    • Organize – Facebook group, email marketing, etc.
  • Activate / Mobilize
    • Identify audience through social
    • Get people involved and empower them

Find Influencers

  • Influencers can help promote your cause to their audience
    • Reach a wider audience and can drive them to take action
    • Kred, SoclMetrics, Peer Index, Twitter Search, etc.
    • Celebrities and athletes yield massive social influence

Fundraising with Social Media

  • Benefits
    • Younger generations prefer to donate online
    • More than 50% of are under 30 years old
    • Future generation of donors
    • Want to tell friends what they are doing and share their generosity
    • Good article:

Be Authentic

  • Fundraising should not be the focus of social media
    • Focus on building the community
    • Highlight stories and make it easy to donate
    • Show where the money is going and the difference it makes
    • Allow them to track the progress
    • Get creative
    • Main value is not direct money, but showing interest in your cause

Group Fundraising

  • Tap the power of social media with these sites
    • Causes (Facebook application)
    • CrowdRise
    • DonateNow
    • DonorsChoose
    • FirstGiving
    • JustGive
    • Razoo
    • Fundraise

Find Partners

  • Use social media to find and highlight partners who share your values
    • Significant opportunity with social media
    • Go beyond finding donors and create partnerships with lasting value
    • Provides long term support

Demonstrate Value

    • Critical to demonstrate value and relevance to advocates and donors
    • Social media is a great way to display a history of engagement and timeline of stories
    • Every event should be captured and shared
  • Talk about how you can give sponsors more value with social
    • Gives people a way to show off the good they do


  • What should I be measuring?
    • Identify KPIs that match your organization’s strategic goals
    • Share of voice, traffic referrals, clickthroughs to donate, number of volunteers, RSVPs for Facebook event, etc.
  • Social media can be used to gain valuable insight
    • Real-time feedback and focus group
    • Twitter polls, Facebook Questions, etc.
    • Facebook Page insights (popular posts)

Social Media Toolbox

  • Use tools to maximize efficiency and make managing social media easier
    • Save time and get the most out of available resources
    • Hootsuite, Tweetdeck, mobile apps, etc.
    • But don’t be lazy (RSS feeds perform poorly)


Steve Cobb


Alexandra Kosteniuk


Bruno Smadja