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28 September 2014 
~Pavan Mondreti 
Social Media for NGOs
Agenda 
Session 1 
 How Communication has 
evolved? 
 Traditional vs Social Marketing 
 What is Social Media? 
 Why sh...
How Communication has evolved? 
0400 
Spoken word stories 
1920 
Commercial Radio 
0700 
Cave Painting 
1867 
Telephone 
8...
Traditional vs Social Media Marketing… 
Traditional Marketing 
 Reaching out to everyone in the 
dark 
 One way communic...
Few interesting statistics of netizens in India 
 It's estimated as many as 243 million internet users in India. It is a ...
What is Social Media? 
WIKI 
S
Social Media is… 
A Conversation…
Social Media is a conversation between… 
…PEOPLE!
Why should Organizations be on Social Media? 
 Building brand 
 Increase digital exposure 
 Enhance company trustworthi...
Popular Social Media Tools
Your competitors are social 
94% 
Nonprofit 
87% 
B2B 
86% 
B2C
You are not alone! 
54% 
of small businesses 
need help with social media 
marketing 
57% 
of the non-profits 
need help w...
General concerns 
Social Media has lot of 
potential, BUT… 
I actively interact with 
my friends on Facebook, 
BUT… 
We ha...
Success stories
What happens if you manage Social Media half-heartedly? 
McDonalds #McDstories
What happens if you are not on Social Media? 
Identify your audience and understand what they want. If this 
fundamental p...
How NGOs can build presence on Social Media
Building your campaign 
 Have a website 
 Have a blog. Register at blogspot.com or wordpress.com 
 Create a facebook pa...
Your website 
 Encourage viewers to show 
support to your cause and 
initiatives 
 Build credibility 
 It is the face o...
Keep it simple 
 Provide various options 
 Keep the form simple 
 Allow them to dedicate the 
donation to their loved o...
Run campaigns on Facebook
Case study 
One of the girls in your NGO is suffering from leukemia. For us to save the child, 
she should get operated in...
Fundraising websites 
 www.gofundme.com 
 www.youcaring.com 
 www.crowsrise.com
Fundraising on Facebook 
Fundraise directly on your Facebook page. The Donate App allows your 
fans to make donations with...
Google Grants 
Google Ad Grants is the nonprofit edition 
of AdWords. Google Ad Grants empowers 
nonprofit organizations, ...
Is your NGO eligible for Google Grants program? 
Should 
 Hold current and valid charity status 
 Acknowledge and agree ...
YouTube for non-profits 
The YouTube Nonprofit Program provides extra benefits like branding 
capabilities, increased uplo...
Keep in mind…. 
 Be patient, but be enthusiastic 
 Share everything that you do 
 But don’t talk just about yourself 
...
Case study 
You are running an NGO which works for the welfare of orphan kids. You want to 
build a strong brand and let p...
Social Media Strategy 
 Define your goals 
 Define your target audience 
 Where does your target market congregate 
onl...
Using Social Media, NGOs can… 
Get noticed 
easily on social 
media 
Connect with 
wider range of 
audience 
Build brand 
...
How can you make your presence effective? 
 Social Media is all about 
conversations 
 Identify and reach out to target ...
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 ...
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How can NGOs use Social Media for Marketing and for Raising Funds

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Bala Vikasa has organized a one-day seminar to NGOs and students at their campus. I have covered different topics from how social media has changed the way we communicate to How can NGO's leverage the potential of Social Media to reach out to larger audience and raise funds.

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How can NGOs use Social Media for Marketing and for Raising Funds

  1. 1. 28 September 2014 ~Pavan Mondreti Social Media for NGOs
  2. 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. 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. 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. 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. 6. What is Social Media? WIKI S
  7. 7. Social Media is… A Conversation…
  8. 8. Social Media is a conversation between… …PEOPLE!
  9. 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. 10. Popular Social Media Tools
  11. 11. Your competitors are social 94% Nonprofit 87% B2B 86% B2C
  12. 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. 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. 14. Success stories
  15. 15. What happens if you manage Social Media half-heartedly? McDonalds #McDstories
  16. 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. 17. How NGOs can build presence on Social Media
  18. 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. 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. 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. 21. Run campaigns on Facebook
  22. 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. 23. Fundraising websites  www.gofundme.com  www.youcaring.com  www.crowsrise.com
  24. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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

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