Social Change Anytime Everywhere E-Book

Allyson Kapin

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 387

Veröffentlichungsjahr: 2013

Beschreibung

Strategies for advocacy, fundraising, and engaging the community Social Change Anytime Everywhere was written for nonprofit staff who say themselves or are asked by others, "Email communications, social media, and mobile are important, but how will they help our nonprofit and the issues we work on? Most importantly, how the heck do we integrate and utilize these tools successfully?" The book will help answer these questions, and is organized to guide readers through the planning and implementation of online multi-channel strategies that will spark advocacy, raise money and promote deeper community engagement in order to achieve social change in real time. It also serves as a resource to help nonprofit staff and their boards quickly understand the evolving online landscape and identify and implement the best online channels, strategies, tools, and tactics to help their organizations achieve their missions.

Leseprobe

CONTENTS

Figures and Tables

Foreword

Preface

Acknowledgments

The Authors

Chapter One: Why Are Online and Mobile Channels So Important to Nonprofits Today?

The Growth of Social Networks

Who is Using Mobile?

Don’t Forget: Offline Counts Big Time Too!

Chapter Two: Guiding Principles for Anytime Everywhere

Principle 1. Identify Your Community from the Crowd

Principle 2. Focus on Shared Goals

Principle 3. Choose Tools for Discovery and Distribution

Principle 4. Highlight Personal Stories

Principle 5. Build a Movement

Put these Principles into Action

Discussion Questions

Chapter Three: Advocacy Anytime Everywhere

Advocating for Social Change: Three Principles to Live By

Create a Successful Multichannel Advocacy Plan

Use Multiple Channels to Engage Supporters

Metrics: Measure Impact Across Multiple Channels

Special Focus: Advocacy Reach Globally

Putting it All Together: Your Complete Multichannel Advocacy Campaign

Discussion Questions

Chapter Four: Fundraising Anytime Everywhere

Fundraising is Like Baking Bread

Psychology of Giving: What Motivates People to Donate?

Fundraising Channels

Plan a Multichannel Fundraising Campaign

Roll Out Your Multichannel Fundraising Campaign

Strategies to Raise More Money Across Channels

Website Channel

Mobile Channel

Social Networks Channel

Discussion Questions

Chapter Five: Community Building Anytime Everywhere

Trust is Required

Speak their Language

Connect the Community Across Platforms

Exercise Your Value in the Community

Discussion Questions

Chapter Six: Multichannel Strategies in Action

Oil Spill Crisis: National Wildlife Foundation’s Multichannel Campaign Response

Ban the Bag: Surfrider Foundation’s Multichannel Advocacy Campaign

Memorial Day: Iava’s #Gosilent Multichannel Community Campaign

Discussion Questions

Chapter Seven: Equipping Your Organization for Anytime Everywhere

Tearing Down Silos: Changing Institutional Culture

Invest and Believe in Your Staff

Staffing

Engaging Leaders in Culture Change

Invest in People or Fade Away

Discussion Questions

Chapter Eight: Transitioning to Anytime Everywhere

Access

Privacy

Navigating Tough Conversations

How to Guide: Managing the Critics

How-to Guide: Managing a Rogue Staffer

Transitioning Your Organization

Discussion Questions

Conclusion: Disrupting the Nonprofit Sector

Index

More Praise forSocial Change Anytime Everywhere

“The pervasive nature of the Internet makes action a possibility anywhere, from the streets and homes in your nearest city to the tractors and woods of rural life. Social Change Anytime Everywhere authors Allyson Kapin and Amy Sample Ward offer a needed new look at how mobility and social tools impact the business of change.”

—Geoff Livingston, author, public speaker, and strategist

“People are more impatient, busy, and distracted than ever, but they still want to help causes like yours—and they will, if you follow the advice Amy and Allyson are handing you in this book. No more excuses about how hard it is to get people’s attention these days. You have the manual now. Read it, and go for it!”

—Kivi Leroux Miller, president, NonprofitMarketingGuide.com; author, The Nonprofit Marketing Guide: High-Impact, Low-Cost Ways to Build Support for Your Good Cause

“Social technologies change not just how we market our programs and services, but how we manage and lead our organizations, and how we build our communities and create movements. Understanding the multichannel landscape is more important than ever before, as the pace of change is growing exponentially. Pay attention to the lessons in this book and build the long term capacity for harnessing these powerful forces for your social good efforts.”

—Maddie Grant, social strategist; coauthor, Open Community and Humanize: How People-Centric Organizations Succeed in a Social World

“It’s time to move from using social media ‘because everyone else is’ to defining a strategy that ties social media to your organization’s goals. Social Change Anytime Everywhere will help organizations use social media smarter and in a more customer-centric fashion, regardless of their size or resource constraints.”

—Carie Lewis, director of Emerging Media, Humane Society of the United States

Cover image: ©Stockbyte/Getty

Cover design: Jeff Puda

Copyright © 2013 by John Wiley & Sons, Inc. All rights reserved.

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Library of Congress Cataloging-in-Publication Data

Kapin, Allyson, 1974–

Social change anytime everywhere: how to implement online multichannel strategies to spark advocacy, raise money, and engage your community / Allyson Kapin, Amy Sample Ward.

p. cm.

Includes bibliographical references and index.

ISBN 978-1-118-28833-7 (pbk.); ISBN 978-1-118-33379-2 (ebk.); ISBN 978-1-118-33157-6 (ebk.); ISBN 978-1-118-33491-1 (ebk.)

1. Nonprofit organizations. 2. Social media. 3. Social change. I. Ward, Amy Sample, 1982–II. Title.

HD62.6.K37 2013

659.2’8802854678—dc23

2012039944

FIGURES AND TABLES

Figures

1.1

Year-to-Year Growth in Social Media Use from 2011 to 2012

1.2

2012 Social Media Statistics Racial Demographics and U.S. Traffic Rankings

1.3

2012 Mobile Use Statistics

2.1

Community, Network, and Crowd Defined

2.2

Focus on Shared Goals

2.3

1 Million Strong Against Offshore Drilling Facebook Page

2.4

Co-Creation Cycle

2.5

350.org

and 1Sky Website Announcement

3.1

Epic Change Photos of the Construction of Shepherds Secondary School

3.2

Epic Change Blog Post Telling Supporters of the Opening of Shepherds Secondary School

3.3

Microsite Campaign

http://awomanisnotapreexistingcondition.com/

by the National Women’s Law Center

3.4

Example of NWF Action Fund Email Alert

3.5

Example of a QR Code for Our Book,

Social Change Anytime Everywhere

3.6

The Seafood Watch Mobile Application

3.7

Churn Rates Across the Nonprofit Sector

4.1

Geoff Livingston Met His Fundraising Goal and Got Dished a Pie in the Face

4.2

Thank-You Note from NOI to Donor Craig Newmark

4.3

Online Giving Growth Since 2009

4.4

Fundraising Across Social Media Channels

4.5

Campaign Calendar for the Baldacious Campaign by the Leukemia and Lymphoma Society

4.6

Version A: Clinton Bush Haiti Fund Website Donation Form

4.7

Picture of Lita, One of the Rescued Black Labs That Allyson and Her Husband Adopted

4.8

Homepage Hijack Example by Humane Society of the United States

5.1

American Jewish World Service Website Footer

6.1

Example of NWF Fundraising Appeal

6.2

Screen Shot of the #Go Silent Campaign Microsite

6.3

#Go Silent Campaign Sign-up Form

6.4

#Go Silent Campaign Sign-up Confirmation Page

6.5

Email Confirmation Message for #Go Silent Supporters

6.6

IAVA’s #GoSilent Branded Facebook Page

6.7

IAVA Instagram Photo Posted to Facebook Page

7.1

Common Organizational Silos Squash Innovation and Creativity

7.2

Don’t Be Afraid to Take Risks and Experiment

C.1

Screen Shot of charity: water’s Microsite WaterForward: Suggesting Friends to Pay It Forward to You

Tables

2.1

Engagement Overview for the Community and Crowd

FOREWORD

Folks, the Internet and social media are a really big deal for nonprofits. I’m constantly communicating and working with organizations and people who are doing real important work online.

Problem is that many nonprofits don’t spend enough time using social media, online channels, and mobile to connect with their supporters (and other organizations) and engage them wherever they are online. That’s why this book, Social Change Anytime Everywhere, is a big deal. Allyson Kapin and Amy Sample Ward have been working with nonprofits on their online strategy for over 10 years—they’re the real deal.

My own contribution to the Internet was based on an idea about giving back, and then listening to feedback, and doing something about it. It’s based on software I wrote for craigslist between 1995 and 1999, though the team has taken it far beyond that. It worked out okay, and has helped maybe a hundred million people, or more, mostly Americans.

These days, I spend my time running craigconnects, the initiative started in 2011 designed to use tech to give the voiceless a real voice, and the powerless real power. My team (which includes Allyson) and I work with good organizations registering folks to vote, community building, fact-checking, fighting for open and accountable government, using technology for social good, and working on military families’ and veterans’ issues.

We work with these orgs to really help promote their social media and make sure they’re working with people who have the same mission. Social media can really help make those connections, and this book is a great guide to start opening those lines of communication and do some good work with advocacy and fundraising.

You’ll also find me communicating with folks frequently across platforms and devices. I use my smartphone and tablet, and other tools like Hootsuite, to post updates to Facebook, Twitter, Instagram, and Pinterest. Add a camera, and I’m frequently updating social media with the wildlife that surrounds my home.

The deal is, while I’m really just a regular guy who thinks that the Internet, good customer service, and doing good stuff is really important, I’ve learned a lot launching craigconnects and craigslist. At craigconnects we make sure to follow up when folks ask for our help and ensure that our content’s easily shareable on the channels folks prefer. It really is important for social change to be able to happen anytime, everywhere.

Nonprofits, like you, can use platforms like Facebook to exert influence by building a network and getting your supporters to share your nonprofit issue via your social networks. Allyson, Amy, and I are really talking about your “social graph,” that is, your organization’s friends, followers or subscribers, and then, their friends and subscribers.

That means that we put news and announcements and other links, into bite-sized pieces that are easily shared across different sites, or we put information into easy-to-understand graphics (like infographics) that organizations and individuals can reuse and repost. That often means sharing links to posts right into Facebook, Twitter, Google+, and/or LinkedIn.

In terms of my coverage, you’ll see me either pushing the good work of people who get stuff done, or indulging my sense of humor. (Note to self: I’m not as funny as I think I am.)

I’m excited to see Social Change Anytime Everywhere come out now, as social media and good customer service is such a big deal. I’ve seen the difference that strategy makes in an organization when an executive director, a communications manager, and a community organizer truly get social media, and the fact that it takes all channels to make real, lasting changes.

Change is one thing that inspired me to launch craigconnects, and I know that Social Change Anytime Everywhere will help organizations, regardless of size or issue, engage people across multiple channels.

A nerd’s gotta do what a nerd’s gotta do.

Craig Newmark

Founder of craigslist and craigconnects.org

PREFACE

Just 35 seconds after the 2010 earthquake in Haiti began, 316,000 people were dead, 300,000 more were injured, and more than one million were displaced. As we witnessed one of the worst natural disasters in modern times, nonprofits such as Doctors Without Borders, Oxfam, American Jewish World Service, and the American Red Cross rushed to the aid of people in Haiti and began coordinating large-scale advocacy, fundraising, and community response through multichannel campaigns.

The U.S. Fund for UNICEF raised $3 million from donors within the first hour after the earthquake struck.1 In that same time, the American Red Cross raised more than $3 million just through mobile donations.2 Apple helped by creating a page in its iTunes Store that asked people to donate up to $50. Altogether, organizations raised $4.6 billion in the days following the disaster, according to the United Nations.3

Nonprofits raised more than $50 million of this sum through mobile fundraising for the first time in the United States by $5 and $10 donations made via text message.4 And it was the third time in history (after Hurricane Katrina and the South Asian Tsunami) that the nonprofit community used integrated messaging and multichannel strategies to engage people on a massive scale, not just to raise record-breaking funds, but also to share personal stories, messages, photos, and videos from the ground and to coordinate relief efforts.