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How NGOs can use social media to create impact

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JD Lasica
JD Lasica

On Jan. 20, 2012, JD Lasica and Shonali Burke gave the following presentation to assembled NGOs at the United Nations. Campaigns and programs examined include charity: water, Send a Cow, WaterForward, Epic Change, Jolkona, mobile and more.

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How NGOs can use social media to create impact & eradicate poverty Civil Society Social Policy and Development Division, DESA JD Lasica & Shonali Burke Socialbrite.org team@socialbrite.org
Access this talk online Flickr photo “relaxation, the maldivian way” by notsogoodphotography http://socialbrite.org/UN today’s hashtag: #UN
Socialbrite: Who we are http://socialbrite.org/UN
What we’ll cover today Social media overview NGOs & poverty 3 big ideas (+2) Campaigns: • Send a Cow • USA for UNHCR • charity: water Flickr photo by mavik2007 • 1-to-1 giving & fundraising Mobile Summary Q&A
Internet users in the world 2.1 billion + Source: Internet World Stats
Mobile users in the world 5.3 billion mobile subscribers — 77% of world’s population 500 million to 1 billion people access Internet via mobile, many of them only through mobile Almost 1 in 5 global mobile subscribers have access to fast mobile Internet (3G+) Today 85%+ of new handsets can access mobile Web 8 trillion text messages sent in 2011 Sources: mobiThinking, Wikipedia
THE ECOSYSTEM Social media a game-changer • Blogs • Social networks • Microblogs (Twitter) • Online video (YouTube, Vimeo, Dailymotion) • Widgets • Photo sharing (Flickr, Photobucket, etc.) • Podcasts • Virtual worlds • Wikis • Social bookmarking • Forums • Presentation sharing
Global phenomenon Facebook: 1 billion users by April 2012 — 75% of users outside the U.S. 150 million active blogs; 350 million people globally read blogs Twitter: 100+ million active users, 250 million tweets per day YouTube: 2 billion videos watched per day
Social networks in Mzansi (South Africa) SocialPress (South African business social network) MediaPress (social network and blogging community) MyByte (technology social network) MyGenius (business social network) The Grid (location-based mobile social network) Blueworld (social community) Chemistry (social network) Cape Town network (business social network) IFashion (fashion social network) Iblog (blogging community) Silicon Cape Initiative (nonprofit community movement) Zoopy (online and mobile social media community)
If you could fit the entire population of the world into a village consisting of 100 people, maintaining the proportions of all the people living on Earth, that village would consist of 57 Asians 21 Europeans 14 Americans (North, Central and South) 8 Africans credit: Andrew Pageot, “Our Global Village”
6 people would possess 59% of the wealth and they would all come from the USA 80 would live in poverty 70 would be illiterate 50 would suffer from hunger and malnutrition 1 would be dying 1 would be being born 1 would own a computer 1 would have a university degree credit: Andrew Pageot, “Our Global Village”
Causes of global poverty Image of Ethiopian boy by babasteve on Flickr
How can NGOs fight poverty? Use social media & mobile to: Raise public awareness of your cause Raise funds for your cause Reach new constituents & supporters Build a community of passionate champions Get people to take real-world actions Enhance existing communications programs Advance your organization’s mission
L AY T H E G R O U N D W O R K Before you start ... Understand that social media is a series of stages: crawl, walk, run, fly Create a Strategic Plan with realistic, concrete goals Identify internal and external champions Consider how you can create content and induce outsiders to create content Only after you have a Plan do you turn to the tools Listen deeply Figure out what to measure Be flexible and nimble. Iterate as you go along.
3 big ideas (& 2 smaller ones*) 1 Your NGO is a media organization Send a Cow 2 Build your community Blue Key campaign, Epic Change 3 Use multimedia storytelling charity: water 4 * Chunk it out: The rise of 1-to-1 giving Jolkona, Razoo 5 * Use mobile & text2give Frontline SMS
C R E AT E C O N T E N T, S T I R I N C O N V E R S AT I O N 1 Your NGO is a media outlet Awareness > Influence > Action > Impact
1 2 3 4 5 Send a Cow sendacow.org.uk Robust website Solicit online fund-raisers High-quality video stories Twitter account Facebook Page
Telling their story sendacow.org.uk
FIND YOUR CHAMPIONS 2 Blue Key campaign thebluekey.org Courtesy of USA for UNHCR
2011 goal: 6k keys by Dec. 31 Courtesy of USA for UNHCR
Blue Key champions Tracking  links  are  key …  as  well  as  from  Facebook,  Twi6er,  email  newsle6ers,  blog,  etc. Courtesy of USA for UNHCR
Champions drove the conversation Blog  posts Secret  Facebook   Group Twi6er Email  outreach #bluekey  “tweetathon” LinkedIn YouTube Courtesy of USA for UNHCR
Spotlight: June tweetathon 258 people, 1,524 #bluekey tweets 169% increase in traffic led to >50% of key purchases that week Courtesy of USA for UNHCR
Measurement shapes strategy The  more  you  tell  people  what  you’re  trying   June  tweetathon:  66  keys  purchased to  do  (and  how  you’re  measuring)  … Sept.  tweetathon:  49  keys  purchased Oct.  tweetathon:  53  keys  purchased Nov.  tweetathon:  159  keys  purchased! Dec.  tweetathon:  143  keys  purchased ...  the  more  they  will  try  to  help  you  get  there!
Epic Change tomamawithlove.org
STORYTELLING 3 Personal storytelling
1 2 3 4 5 The genius of charity: water charitywater.org Aug.-Oct. 2008: Twitter co-founder Biz Stone launched a campaign asking those with September birthdays to accept online donations to charity: water in lieu of gifts. Partly as a result, the nonprofit raised $393,000 for 33 villages.
Stories that excite & uplift charitywater.org
Water Forward waterforward.org from charity: water
CHUNK IT OUT 4 The rise of 1-1 micro-giving others: vittana.com give2gether.com Razoo Causevox kiva.com (loans) donorschoose.org
1 2 3 4 5 Make your cause tangible http://charitywater.org/projects/map/ Average mycharitywater campaigner raises $1,000
5 4 ways to use mobile 1. Start & grow a mobile list Calls to action Alerts Feedback loop Reaches new constituents 2. Start a text2give program Text CARE to 25383 to donate $10 to fight global poverty Text TRUTH to 20222 to donate $10 to World Vision, a charity that combats poverty and helps displaced families worldwide
Partner up, swap contact info 3. Use platforms like FrontlineSMS or Ushahidi Farmers in Africa, Asia using SMS to gain market data & weather alerts. ‘Illiterate’ women villagers in India using SMS to communicate. 4. Mobile calling card Text JDLASICA to 50500 Then get your own mobile calling card at contxts.com
Challenges & keys to success Social media is not free, not a silver bullet for fundraising, not a replacement for other communication channels Begin with a plan, not with the tools. Nice & easy does it. Be patient. Embrace your inner new media publisher! Don’t forget to listen & to measure. Make it super-easy for others to use your content. Don’t do all the heavy lifting—use your community. Evaluate, iterate, relaunch. Dare to fail!
Resources & tools What you’ll find at socialbrite.org/UN Free tutorials on the best way to use Facebook, Twitter & blogs Free reports Free photo, music, video directories Collaboration tools Geolocation tools Expert guidance
Biggest resource: Your supporters
Thank you! Let’s talk! JD Lasica & Shonali Burke Socialbrite.org Please contact us: team@socialbrite.org Twitter: @jdlasica @shonali @socialbrite http://socialbrite.org/UN

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How NGOs can use social media to create impact

  • 1. How NGOs can use social media to create impact & eradicate poverty Civil Society Social Policy and Development Division, DESA JD Lasica & Shonali Burke Socialbrite.org team@socialbrite.org
  • 2. Access this talk online Flickr photo “relaxation, the maldivian way” by notsogoodphotography http://socialbrite.org/UN today’s hashtag: #UN
  • 3. Socialbrite: Who we are http://socialbrite.org/UN
  • 4. What we’ll cover today Social media overview NGOs & poverty 3 big ideas (+2) Campaigns: • Send a Cow • USA for UNHCR • charity: water Flickr photo by mavik2007 • 1-to-1 giving & fundraising Mobile Summary Q&A
  • 5. Internet users in the world 2.1 billion + Source: Internet World Stats
  • 6. Mobile users in the world 5.3 billion mobile subscribers — 77% of world’s population 500 million to 1 billion people access Internet via mobile, many of them only through mobile Almost 1 in 5 global mobile subscribers have access to fast mobile Internet (3G+) Today 85%+ of new handsets can access mobile Web 8 trillion text messages sent in 2011 Sources: mobiThinking, Wikipedia
  • 7. THE ECOSYSTEM Social media a game-changer • Blogs • Social networks • Microblogs (Twitter) • Online video (YouTube, Vimeo, Dailymotion) • Widgets • Photo sharing (Flickr, Photobucket, etc.) • Podcasts • Virtual worlds • Wikis • Social bookmarking • Forums • Presentation sharing
  • 8. Global phenomenon Facebook: 1 billion users by April 2012 — 75% of users outside the U.S. 150 million active blogs; 350 million people globally read blogs Twitter: 100+ million active users, 250 million tweets per day YouTube: 2 billion videos watched per day
  • 9. Social networks in Mzansi (South Africa) SocialPress (South African business social network) MediaPress (social network and blogging community) MyByte (technology social network) MyGenius (business social network) The Grid (location-based mobile social network) Blueworld (social community) Chemistry (social network) Cape Town network (business social network) IFashion (fashion social network) Iblog (blogging community) Silicon Cape Initiative (nonprofit community movement) Zoopy (online and mobile social media community)
  • 10. If you could fit the entire population of the world into a village consisting of 100 people, maintaining the proportions of all the people living on Earth, that village would consist of 57 Asians 21 Europeans 14 Americans (North, Central and South) 8 Africans credit: Andrew Pageot, “Our Global Village”
  • 11. 6 people would possess 59% of the wealth and they would all come from the USA 80 would live in poverty 70 would be illiterate 50 would suffer from hunger and malnutrition 1 would be dying 1 would be being born 1 would own a computer 1 would have a university degree credit: Andrew Pageot, “Our Global Village”
  • 12. Causes of global poverty Image of Ethiopian boy by babasteve on Flickr
  • 13. How can NGOs fight poverty? Use social media & mobile to: Raise public awareness of your cause Raise funds for your cause Reach new constituents & supporters Build a community of passionate champions Get people to take real-world actions Enhance existing communications programs Advance your organization’s mission
  • 14. L AY T H E G R O U N D W O R K Before you start ... Understand that social media is a series of stages: crawl, walk, run, fly Create a Strategic Plan with realistic, concrete goals Identify internal and external champions Consider how you can create content and induce outsiders to create content Only after you have a Plan do you turn to the tools Listen deeply Figure out what to measure Be flexible and nimble. Iterate as you go along.
  • 15. 3 big ideas (& 2 smaller ones*) 1 Your NGO is a media organization Send a Cow 2 Build your community Blue Key campaign, Epic Change 3 Use multimedia storytelling charity: water 4 * Chunk it out: The rise of 1-to-1 giving Jolkona, Razoo 5 * Use mobile & text2give Frontline SMS
  • 16. C R E AT E C O N T E N T, S T I R I N C O N V E R S AT I O N 1 Your NGO is a media outlet Awareness > Influence > Action > Impact
  • 17. 1 2 3 4 5 Send a Cow sendacow.org.uk Robust website Solicit online fund-raisers High-quality video stories Twitter account Facebook Page
  • 18. Telling their story sendacow.org.uk
  • 19. FIND YOUR CHAMPIONS 2 Blue Key campaign thebluekey.org Courtesy of USA for UNHCR
  • 20. 2011 goal: 6k keys by Dec. 31 Courtesy of USA for UNHCR
  • 21. Blue Key champions Tracking  links  are  key …  as  well  as  from  Facebook,  Twi6er,  email  newsle6ers,  blog,  etc. Courtesy of USA for UNHCR
  • 22. Champions drove the conversation Blog  posts Secret  Facebook   Group Twi6er Email  outreach #bluekey  “tweetathon” LinkedIn YouTube Courtesy of USA for UNHCR
  • 23. Spotlight: June tweetathon 258 people, 1,524 #bluekey tweets 169% increase in traffic led to >50% of key purchases that week Courtesy of USA for UNHCR
  • 24. Measurement shapes strategy The  more  you  tell  people  what  you’re  trying   June  tweetathon:  66  keys  purchased to  do  (and  how  you’re  measuring)  … Sept.  tweetathon:  49  keys  purchased Oct.  tweetathon:  53  keys  purchased Nov.  tweetathon:  159  keys  purchased! Dec.  tweetathon:  143  keys  purchased ...  the  more  they  will  try  to  help  you  get  there!
  • 25. Epic Change tomamawithlove.org
  • 26. STORYTELLING 3 Personal storytelling
  • 27. 1 2 3 4 5 The genius of charity: water charitywater.org Aug.-Oct. 2008: Twitter co-founder Biz Stone launched a campaign asking those with September birthdays to accept online donations to charity: water in lieu of gifts. Partly as a result, the nonprofit raised $393,000 for 33 villages.
  • 28. Stories that excite & uplift charitywater.org
  • 29. Water Forward waterforward.org from charity: water
  • 30. CHUNK IT OUT 4 The rise of 1-1 micro-giving others: vittana.com give2gether.com Razoo Causevox kiva.com (loans) donorschoose.org
  • 31. 1 2 3 4 5 Make your cause tangible http://charitywater.org/projects/map/ Average mycharitywater campaigner raises $1,000
  • 32. 5 4 ways to use mobile 1. Start & grow a mobile list Calls to action Alerts Feedback loop Reaches new constituents 2. Start a text2give program Text CARE to 25383 to donate $10 to fight global poverty Text TRUTH to 20222 to donate $10 to World Vision, a charity that combats poverty and helps displaced families worldwide
  • 33. Partner up, swap contact info 3. Use platforms like FrontlineSMS or Ushahidi Farmers in Africa, Asia using SMS to gain market data & weather alerts. ‘Illiterate’ women villagers in India using SMS to communicate. 4. Mobile calling card Text JDLASICA to 50500 Then get your own mobile calling card at contxts.com
  • 34. Challenges & keys to success Social media is not free, not a silver bullet for fundraising, not a replacement for other communication channels Begin with a plan, not with the tools. Nice & easy does it. Be patient. Embrace your inner new media publisher! Don’t forget to listen & to measure. Make it super-easy for others to use your content. Don’t do all the heavy lifting—use your community. Evaluate, iterate, relaunch. Dare to fail!
  • 35. Resources & tools What you’ll find at socialbrite.org/UN Free tutorials on the best way to use Facebook, Twitter & blogs Free reports Free photo, music, video directories Collaboration tools Geolocation tools Expert guidance
  • 37. Thank you! Let’s talk! JD Lasica & Shonali Burke Socialbrite.org Please contact us: team@socialbrite.org Twitter: @jdlasica @shonali @socialbrite http://socialbrite.org/UN