May 30, 2010

3 killer tools to measure your Facebook clout

Facebook measure

John HaydonYour organization created a Facebook Page a few months ago. You’ve employed a few creative strategies to build up connections on your Page, increase engagement and have even used it to promote a fundraising event.

But you know that for the most part, you’ve been winging it. And you know that if you had better info about the impact of your efforts on Facebook, you’d get even more love. Or at least you’d get more like.

Four critical questions for Facebook marketers

Once you have clear goals for what you want out of Facebook, you should be able to clearly answer four questions:

  1. How far are we from our goal?
  2. How can we more effectively reach our goal?
  3. What tactics worked?
  4. What tactics wasted time?

There are three tools that can give you answers to these questions.

Facebook Social Page Evaluator

Facebook Page Grader

1The Social Page Evaluator by Vitrue looks at the number of people who have liked your Pages and your post quality. It shows your current effectiveness on Facebook vs. your potential, although it’s not clear how a Page’s potential is calculated. You can get this type of data – and more – from Facebook Page insights (see number three — only Page admins can view this data). What makes this killer is that you can adjust your earned media value using a slider. Continue reading

May 28, 2010

24 tools for fundraising with social media

GlobalGiving

 

How to raise money to support your favorite cause

Target audience: Nonprofits, social change organizations, cause supporters, businesses

By Vivian Ramirez and J.D. Lasica
Socialbrite staff

In the old days — before 2005, remember? — we would solicit our friends to raise funds through walk-a-thons, cake raffles and similar homespun events. If you were raising money for a favorite cause, you’d look to your immediate friends, family and co-workers.

Today, social media has changed the game. With the surge of Facebook, Twitter and other social networks, you can reach a much wider audience to raise money for your cause. The success of such online efforts varies widely: 30,000 runners in the Flora London Marathon raised $7.3 million through the online fundraising platform Justgiving. On a smaller scale, the Trail of Tails Pet Walk and Festival raised $41,000 for the Jacksonville, Fla., Humane Society using social media tools. And New York dancer Amanda Gravel raised $988 using the widget ChipIn for the campaign against breast cancer.

How did it work for them? Social tools now make it easy to solicit donations using fundraising widgets or badges, social networks like Twitter and Causes (part of integrated with Facebook). With Network for Good or PayPal usually handling the transaction, the solicitors can concentrate on sharpening their message and targeting the right recipients. Not all take the same approach: Some let you add advertising to your site, or create personal webpages, as a way to support your cause instead of ponying up dinero.

Depending on the size of your campaign and budget, cause advocates and small nonprofits now have lots of tools to choose from — further down, we’ll tell you about the ones for mid-size and large nonprofits. (See last month’s 10 mobile apps for social good for ideas on how to donate or volunteer using mobile devices.)

Here are 24 tried-and-true tools for online fundraising. Have we used them all? No. But if you’ve used some of these, add your observations. And we know there’s a 25th out there, so tell us your favorites in the comments below.

 
chipin

ChipIn: The easy way to collect money

1ChipIn is the most popular widget used by fundraisers today for distributed fundraising. It’s a simple tool you can place on your website or on a Facebook profile page. It amounts to a donate button that comes with a thermometer that measures the campaign’s progress. If you don’t have a site, you can subscribe to ChipIn and they’ll host your campaign for free. Subscribing to ChipIn is free, but you’ll need to set up a PayPal account to process donations. Every monetary contribution made through ChipIn is charged at a rate beginning at 2.5 percent of the amount donated.

GlobalGiving

GlobalGiving: Donate to grassroots projects

2GlobalGiving is an online marketplace for philanthropy where anyone can post an idea and get it funded. The nonprofit connects donors with community-based projects that need support in the United States and abroad. You select the projects you want to support, make a tax-deductible contribution and get regular progress updates — so you can see your impact. The organization sustains itself with a 15 percent optional fee you can add so that 100 percent of your donation goes directly to the project.

change-org

Change.org: Empowering people to take action

3A social enterprise, Change.org helps to raise awareness about important social causes and to empower people to take action, chiefly through partnerships with leading nonprofits. Actions might range from joining an organization and making a personal pledge to signing an online petition or calling a congressperson’s office about an issue like homelessness or sustainable food. In addition to signing petitions or leaving comments, you can raise funds by creating a page with photos, videos, logos and supporting materials. Change.org’s fundraising pages use donation widgets with progress thermometers that track the amount raised. Basic membership is free; it costs $20 a month for those who want customized pages. Donation processing fee: 4.75 percent for every transaction.

changing-the-present

ChangingThePresent: Make the world a better place

4ChangingThePresent is a nonprofit that connects you with more than 1,500 meaningful if nontraditional charitable gifts — for instance, “stop global warming for $20″ or “adopt a tiger for $40.” Browse by cause or nonprofit to find a gift for friends or for your own charitable giving. The service also encourages donors to make simple donations of any amount through their home pages. A premium profile costs $100 per year. Donation processing fee: 3 percent of each donation plus 30 cents.

Razoo

Razoo: Experience the joy of giving

5Razoo is a new way to donate and raise money online. Whether you want to donate money, run a fundraiser for your favorite nonprofit or raise money as a nonprofit, Razoo offers simple, secure tools to achieve your goals. A nonprofit based in Washington, DC, Razoo helps donors find inspiring giving opportunities and helps nonprofits and volunteers with fundraising pages, social media tools and donation processing.

Causes

Causes: Empowering anyone to impact the world

6Causes is a wonderful way to gain attention for a cause. Co-founded by Sean Parker, an early member of Facebook’s executive team, Causes allows fundraisers to solicit donations from their own contacts and recruit volunteers who want to participate on behalf of a cause. People who use the site as a way to socialize can also participate in fundraising ideas by posting Cause profiles on their Facebook page. Donation processing fee: 4.75 percent through Network for Good; only Facebook members anyone can donate.

Continue reading

May 27, 2010

A step-by-step guide to creating a media strategy

Media_pro

 

How to create & distribute media for a cause campaign

We’re fans of UK-based Tactical Technology Collective’s message in-a-box, so we’re republishing their Designing your strategy tutorial on how to create your own media, distribute it and monitor its impact to further your campaign or project.

Target audience: Nonprofits, cause organizations and campaigns, political activists, NGOs, citizen journalists

Guest post by Tactical Technology Collective

Creating your own media, distributing it and monitoring its impact can be a long process, which may become confusing and overwhelming if it’s not well-managed and carefully planned. Designing a media strategy will help; this is likely to be most successful when it is done as a group, with the people involved in your overall campaign or project.

The following sections break down the process of creating a media strategy document into simple steps. If you already have an overall campaign strategy document, some of these steps will be complete already; you can use your overall strategy document to feed into your strategy for making media.

State your goal

It’s not enough to have a general idea — your goal should be specific and actionable

What does your campaign or project want to achieve? It’s not enough to have a general idea — your goal should be specific and actionable so they can guide what you do. If you have already established your campaign goals, they should be used to influence the media you make. If you have not already stated your campaign/project goals, it’s important to do this before making your media.

Your goal should be specific; for example: “We want men in this country to know that domestic violence is a crime.” “We want to substantially reduce rates of domestic violence in this country.” “We want police officers who do not enforce domestic violence laws to be charged with breaking the law.” Be clear about each of your campaign/project goals because these will be used to inform the media you make.

Create your proposition statement (or theme)

The next step in creating a strategy for making media involves defining the issue: What is the problem and what do you think the solution is? You should be able to state this in just one or two clear and concise sentences. Getting this statement right is an ongoing process – you may need to make changes while developing your media strategy over time. People should understand, through the media you make, what the issue is and what it is you are proposing to do about it. Continue reading

May 26, 2010

Zanby: Roll your own community

Zanby: Create your community from JD Lasica on Vimeo.

JD LasicaI‘ve been fascinated for some time by Zanby, a plaform for online collaboration for businesses and nonprofits that launched last year. I chatted a few months ago with Leif Utne — technologist, journalist, activist, musician, social entrepreneur and son of the founder of the Utne Reader — about Zanby and its potential as a customized collaboration community for millions of members.

“It’s a pretty exciting way to allow a movement to collaborate across organizations to share users and share content, while being able to maintain their distinct identities,” Leif said.

A few other platforms have stepped up to the plate, but what’s different about Zanby is that it allows organizations to create teams of online collaborators in a richer way than Microsoft’s SharePoint or Google Groups by letting you create “group families” with all the latest photos, videos, discussions and upcoming events shared by all the groups in the family.

Said Leif: “It’s kind of like a private-label version of Meetup.com that lets you customize the look and functionality [of the site and permits you to] own your own data.” Zanby lets you map your teams and members to the real-world structure of an organization, he adds. A number of businesses are already using it as part of their company intranet.

Watch, download or embed the video on Vimeo

Zanby is close to releasing version 4.0 (current version is 3.2). “Our best-looking client site right now is Rework the World, a global summit on green jobs taking place in Sweden next week,” Leif said yesterday. Continue reading

May 25, 2010

The Hub SoMa: Open for business

Hub-SoMa

JD LasicaSan Francisco has a new co-working space for “radical collaboration”: The Hub SoMa.

There is poetry here: The Hub SoMa is located on the revamped first floor of the Chronicle building at Fifth and Mission. While one institution falters, another is born as a collaborative incubation space for new social enterprises. The 8,600-square-foot space, dubbed a Social Innovation Complex, will feature art exhibits, offices and large event spaces for members.

I already paid a visit to the Hub SoMa last week for a presentation by Reporters Without Borders, the international press freedom organization. Hub SoMa is a gorgeous space, one where entrepreneurs of all stripes can come together, compare notes and move forward where interests coincide. Two of the new tenants there include Intersection for the Arts and TechShop.

Thursday night is Hub SoMa’s Launch party — get your tickets for $10. 350 people have signed up so far. I’ll try to make it. Continue reading

May 24, 2010

9 ways nonprofits can excel using social media

social media strategy blocks

Beth KanterIwas honored to be the keynote speaker for the Bay Area Microsoft/TechSoup Global Connection Day last week. My presentation on Slideshare takes the audience through my Principles for Effective Social Media. The principles cover strategy, learning, capacity, and organizational culture, and each principle is illustrated with some practical and tactical advice that ladders up to strategy.

My opening framework breaks down the strategy into strategy blocks. These incremental chunks that can be laddered up to program or communications goals. I urge people to think of the chunks and then the tools. You begin slowly with small steps and build up to your capacity level. This is the crawl, walk, run and fly approach used by NASA and later by Obama.

Here are 9 ways nonprofits can excel using social media:

    1Social media must be integrated with internet communications or program strategy

    Begin with a communications and program assessment that helps you best determine where social media brings value, the objective, audience, and budget. Use an excel spreadsheet to look at events, fundraisers, programs, web site content, performances, and other activities to socialize.

    Examples: Wildlife Direct and Brooklyn Museum

    2Use listening techniques to develop a deep understanding of the audience

    Organizations must begin with listening, but an integrated listening channel that includes social media and traditional marketing channels. I cover a couple techniques and tools using participants as an example to illustrate that keywords are king. And, of course, many of the listening tools like Radian 6 or free ones like Social Mention allow you export your listening streams into Excel spreadsheets!

    Example: Red Cross

    3 Use conversation starters to engage your target audience

    The most important thing for nonprofits is to shift from messaging to conversation starters based on listening. And of course, you can use a spreadsheet to plan out your conversation starters!

    Examples: San Jose Opera use of #Operaplot Twitter Hashtag Continue reading