THE NONPROFIT SOCIAL MEDIA TOOLKIT
Learn the fundamentals of using social media for your nonprofit in this engaging webinar training series.
Don't just be on social media. Be successful on social media. Join us for The Nonprofit Social Media Toolkit and, over six sessions, learn how to get real value from your efforts.
We’ll explore using social media for branding, deep engagement, and fundraising. We’ll also outline how you can integrate and manage social media within a campaign, and discuss how to measure your social media impact.
Sound policies will also be important to your social media strategy—we'll show you how to clearly articulate what content is acceptable and how you should communicate with constituents through social media platforms.
Through participation in this course, you will:
- Create and reinforce your organization's brand using social media.
- Learn about strategies for engaging supporters and motivating them to act.
- Learn how social media tools can work together to create an integrated campaign that promotes brands and causes through multiple channels.
- Begin the process of creating a social media policy for your organization.
- Learn how to use social media for fundraising.
- Discover tools to measure social media efforts, and learn to make this task effective and manageable.
- Design a social media strategy.
Session 1: Branding Through Social Media
We’ll kick off with the concept of branding through the lens of social media. We’ll take a detailed look at creating, refining, and managing your brand message and personality. This session will also explore how what you say and how you say it affects how your organization is perceived by others.
Session 2: Getting Beyond the Like - Using Social Media to Cultivate Deeper Commitment
People “like” you on Facebook, but what is that actually doing to support your organization’s bottom line? We’ll talk critically about how to move constituents up the engagement ladder from a simple “like” to tangible results, such as signing petitions, attending events, joining movements, and even donating. Armed with case studies, industry research, and plain old common sense and experience, we’ll show you how to get more value from social media and use it to cultivate deeper commitments.
Session 3: Integrating Social Media Channels (and Other Communications)
Communications don’t exist in a vacuum. You need to consider not only how your different social media channels work together, but also how messaging stays consistent across other online channels, such as email and websites, and offline channels such as direct mail, general press, and advertisements. Which channels are best for which kind of communication? Which channels encourage action? We’ll provide a decision-making structure to help you define what makes sense for you and a model to articulate your own communications strategy.
Session 4: Getting Started with Social Media Fundraising
Social media may be good for sharing photos or important new stories, but can it really help you raise money? We’ll outline how social media can bolster your fundraising efforts and look at a few organizations that have had success fundraising through social media.
Session 5: Measuring Your Social Media Efforts & Creating a Social Media Policy
What happens when your posts go out? How do you know that the time you’re putting into social media is worth it? We’ll walk through the basic social media stats. We’ll also discuss the tools that can help you gather data, analyze your strategy, strengthen what works, and change what doesn’t.
Session 6: Paid Social Media & Advertising
Your social media channels are your organization’s public voice. As transparency and two-way conversations become the norm, many organizations are racing to develop social media policies that govern who does what, what's OK to say, and how to handle sticky situations. Even more than simply legislating these details, the process of creating such a policy can help your organization engage in important discussions that will strengthen your culture and better position you to take advantage of tools and opportunities. We'll explore why the process (not just the product) is so important, how to make these conversations productive and strategic, and why a social media policy is an important milestone of digital maturity.
About the Presenter
Kimberly Sanberg, Cairn Strategies
Kimberly Sanberg helps nonprofits to fundraise, engage supporters, build awareness, and achieve their goals with strategic digital marketing and communications, including social media, website strategy, advertising, and email.
About Tech Impact's Idealware
Idealware is a program of Tech Impact, a nonprofit on a mission to use technology to better serve the world. As the authoritative source for independent, thoroughly-researched technology resources for the social sector, our publications, assessments, and training resources save you time and money by providing impartial guidance that gives you the knowledge and confidence you need to decide what’s best for your organization. Learn more at www.techimpact.org and visit our Technology Learning Center at www.techlearningcenter.org.