This document outlines an agenda for a workshop on using social media for non-governmental organizations (NGOs). It discusses how communication has evolved over time, the differences between traditional and social media marketing, popular social media platforms, and statistics on social media usage in India. The document then provides guidance on how NGOs can use social media to build their brand and raise awareness, funds and support by creating social media profiles, sharing content regularly and engaging with audiences. Case studies are also presented to illustrate effective social media strategies.

1. 28 September 2014
~Pavan Mondreti
Social Media for NGOs

2. Agenda
Session 1
 How Communication has
evolved?
 Traditional vs Social Marketing
 What is Social Media?
 Why should we use?
 Who are there?
 General concerns
Session 2
 Success stories
 How can NGOs use Social
Media?
 Your website
 Donation form
 Case study
Session 3
 Fundraising websites
 Fundraising on
Facebook
 Google Grants
 Promoting on YouTube
Session 4
 Social Media Strategy
 Case study
 Replay
 Questions?

3. How Communication has evolved?
0400
Spoken word stories
1920
Commercial Radio
0700
Cave Painting
1867
Telephone
800
Handwritten Manuscript
1150
Carrier Pigeons
1925
Television
1965
Email
1969
Internet
1990
Search Engine
2011
Online Collaboration
2006
Microblogging
2002
Social Networking
1996
Instant Messaging
1994
Wikipedia

4. Traditional vs Social Media Marketing…
Traditional Marketing
 Reaching out to everyone in the
dark
 One way communication channel
 Costly
 Difficult to measure impact
 Not very effective
Social Media Marketing
 Reaching out to your target
audience
 Two way communication channel
 Inexpensive
 Easy to measure ROI
 Larger impact

5. Few interesting statistics of netizens in India
 It's estimated as many as 243 million internet users in India. It is a sizeable
number, but still a relatively small proportion of the country's 1.2
billion population.
 Facebook is the most browsed social network 100 Million users. More than
80% of those users access Facebook via their mobile phone.
 Total Twitter users in India are 33 Million and from this base 76% of users
access it via their mobile phone.
 LinkedIn has 26 Million India users, of the total 300+ Million users.
 Out of 70 Million Pinterest users , 5.5 Million are from India.

6. What is Social Media?
WIKI
S

7. Social Media is…
A Conversation…

8. Social Media is a conversation between…
…PEOPLE!

9. Why should Organizations be on Social Media?
 Building brand
 Increase digital exposure
 Enhance company trustworthiness
 Understand audience
 Increase traffic and search engine ranking
 Reduce marketing costs
 Increase revenues

10. Popular Social Media Tools

11. Your competitors are social
94%
Nonprofit
87%
B2B
86%
B2C

12. You are not alone!
54%
of small businesses
need help with social media
marketing
57%
of the non-profits
need help with social
media marketing

13. General concerns
Social Media has lot of
potential, BUT…
I actively interact with
my friends on Facebook,
BUT…
We have lot of free
tools to use, BUT…
Knowing the success
stories are good. BUT…
I have few members on
my NGOs Facebook
page
I don’t know what to
say on Social Media
I don’t have team to
manage my page
I don’t have time to
spend on Social Media.

14. Success stories

15. What happens if you manage Social Media half-heartedly?
McDonalds #McDstories

16. What happens if you are not on Social Media?
Identify your audience and understand what they want. If this
fundamental principle is ignored, even the most powerful brands will wipe
out in no time.

17. How NGOs can build presence on Social Media

18. Building your campaign
 Have a website
 Have a blog. Register at blogspot.com or wordpress.com
 Create a facebook page
 Start a Twitter account
 If you have pictures, share it at instagram or flickr.com
 Share your videos at YouTube.com
 Presentations about your organizations can be uploaded to slideshare.net

19. Your website
 Encourage viewers to show
support to your cause and
initiatives
 Build credibility
 It is the face of your organization
 Talk about your initiatives, activities and
objectives
 Make easy for users to connect with you
 Meet your objectives of Search-Connect-
Talk
 Protsahan
 Akshayapatra
 Unicef

20. Keep it simple
 Provide various options
 Keep the form simple
 Allow them to dedicate the
donation to their loved ones
 Let donors opt for a recurring
monthly donation
 Allow them to donate for a specific
cause
1. BRAC’s donation form
2. Unicef’s donation form

21. Run campaigns on Facebook

22. Case study
One of the girls in your NGO is suffering from leukemia. For us to save the child,
she should get operated in the next 60 days. We need Rs.10 Lakh for her surgery.
What are the immediate steps you take to raise the fund?

23. Fundraising websites
 www.gofundme.com
 www.youcaring.com
 www.crowsrise.com

24. Fundraising on Facebook
Fundraise directly on your Facebook page. The Donate App allows your
fans to make donations without ever leaving your page. All you need is
a PayPal account

25. Google Grants
Google Ad Grants is the nonprofit edition
of AdWords. Google Ad Grants empowers
nonprofit organizations, through $10,000 per
month in in-kind AdWords™ advertising, to
promote their missions and initiatives on
Google search result pages.

26. Is your NGO eligible for Google Grants program?
Should
 Hold current and valid charity status
 Acknowledge and agree to the application’s
required certifications regarding
nondiscrimination and donation receipt and
use
 Have a functioning website with substantial
content
Should’nt
 Be a Government organization
 Hospitals and medical s groups
 Schools, Childcare centers, Academic
Institutions and universities
To know more, visit: http://www.google.co.in/intl/en/grants/eligibility.html

27. YouTube for non-profits
The YouTube Nonprofit Program provides extra benefits like branding
capabilities, increased uploading capacity, and call-to-action overlays. Non-profits
can use the call-to-action feature to drive sign-ups, donations, website
traffic, and any other response in which users take action.

28. Keep in mind….
 Be patient, but be enthusiastic
 Share everything that you do
 But don’t talk just about yourself
 Use a lot of pictures and show what you do
 Maintain and update your blog regularly

29. Case study
You are running an NGO which works for the welfare of orphan kids. You want to
build a strong brand and let people know about your initiative so that you’ll get
financial and other support.
Keeping the above objectives in mind, you want to create a page on Facebook.
For the next 6 months how do you work towards achieving your goal? Build high
level strategy.

30. Social Media Strategy
 Define your goals
 Define your target audience
 Where does your target market congregate
online?
 Identify the best means to connect to them
 Come up with the best possible content format
 Create a great Social Media profile
 Distribute content and update frequently
 Build fan base
 Measure ROI

31. Using Social Media, NGOs can…
Get noticed
easily on social
media
Connect with
wider range of
audience
Build brand
Connect
with the
right
audience
Let members
know your
activities and
achievements
Raise Funds
Garner support
for your
initiatives
Convey strong
messages
using pictures,
stories, and
videos
Collaborate and
cross promote
with other NGOs

32. How can you make your presence effective?
 Social Media is all about
conversations
 Identify and reach out to target
audience
 As an NGO, your Social Media
activities should aim at creating
awareness, generating interest,
encouraging sharing and enlisting
support and participation for your
initiatives
 The purpose is to first grab attention
and then sustain it through
compelling communication

33. To have a strong social media presence, no need to
do out-of-the-box things. Just let the world know
how you serve your community everyday.
For any questions/suggestions, please feel
free to reach out to me at:
pavan_mpv@yahoo.com
Contact: +91 98666 10517
Add me on your FB, Twitter, LinkedIn,
Google+, Pinterest, Instagram networks:
Pavan Mondreti