How non-profits use social media for social good

If you are interested in using social media for non-profit fundraising, I trust you are aware that Facebook has a non-profit group whereby they share a lot of tips and techniques.

icon for FB washington - summary of non-profit use of facebook for social goodHere is a quick summary of some learnings from the Facebook DC (a page on FB) held a live interview with three very socially active non-profits with Clay Dunn from Share Our Strength, Sarah Koch from Causes and, part of a favorite page for me – Wendy Harman from the American Red Cross.

[ American Red Cross is a page with social media activities I greatly admire – see my post ” The new home page of 2011 is the tab in Facebook“.]

Although I caught only the second half of the presentation (stay tuned for replay link), there were some key messages delivered:

1. Showing the impact that the donations make is valuable today as audiences are exposed to a lot of donation asks.

2.  Don’t forget to engage with those people who are supporting the charity.  Allow them [I would say give them permission – figuratively] to submit photos related to the charity so that they feel they are part of a group that does something.

3. Consider how you use social media for “digital volunteerism” – a new term that I was not aware of.  How do you allow volunteers to contribute and support digitally?

4.  Allow for micro payments which have been easy asks but in volume contributes quite a bit.

5.  consider enabling people, either through communication or online tools, to form a donation wish and then solicit friends to help achieve that goal.  This is really the door-to-door solicitation taken online.  This may sound obvious but in the design of online experiences – this is a functionality to include.

For more tips on using social media for social good – consider reading a post on “The Science of Sharing

I’d also like to point out that Facebook itself does a good job of parsing its audiences into a number of facebook pages and then markets events and information across all groups.  I believe this is a good model for organizations that have non-profit groups as a secondary organization.

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