Social Media for Nonprofits

In my job with the Interfaith Council for Peace and Justice, I’ve had the chance to work with Peter Dietz as part of our Social Citizens Makeover award from the Case Foundation.

Peter’s main recommendation was to create a cycle where we post videos of our events online and use a Facebook Page and email to create a feedback loop to announce the video and promote our next event.

As we’ve worked to implement this strategy, we’ve hit a few snags. Here are Peter’s recommendations to work them out.

PROBLEM 1. is not working well for us due to problems converting longer videos to flash format.

RECOMMENDATION 1: Look into Vimeo (and also maybe DoGooder)

PROBLEM 2: quantity vs quality of videos, we will have a hard time getting videos up fast AND having high quality videos.

RECOMMENDATION 2: Also, after each event ask panelists or speakers for short clips, get those up fast as a teaser for the full video

PROBLEM 3: migrating our current Facebook group members over to our page.

RECOMMENDATION 3: Recruit a few leaders to the Facebook page, then message all Facebook group members. Message Facebook Group members every now and then to try to get them to move over.

: How to include branding and call to action overlays on online videos.

RECOMMENDATION 4: Use online video hosting tools (such as YouTubes) rather than desktop software.

PROBLEM 5: How to manage email segmentation/integration/double opt-ins.

RECOMMENDATION 5: This is a tough one. Check Salesforce and Vertical Response boards for conversations about this, as well as groups like Perhaps look into products such as Convio’s Common Ground. Perhaps try to get a volunteer to code this.

Peter recommended to put a lot of website space into promoting Facebook, Twitter, and YouTube feeds. and the Case Foundation websites are good examples.

He also mentioned Facebook Page applications to integrate our YouTube and Flickr postings into our Facebook Page.

He also recommended that I blog about this process to add to the converstion and get additional feedback (and that’s just what I’m doing!)

Do I HAVE to spend more time on Facebook? I guess so.

If Peter Brinkerhoff is right, I sure do.

That is, if I want to reach younger audiences. In his latest Mission Based Management Newsletter he writes,

My daughter Caitlin, who is a college sophomore and 19, informed me last summer in no uncertain terms that “no one uses email, no one listens to voice mail, Dad.

And this is a story I’ve heard from other people in higher ed.

Last night, ICPJ hosted a Dinner and a Movie, and let me just say that the crowd was decidedly not of the Facebook generation. So, if we want to stay relevant (or maybe become relevant) to a younger generation, this tells me that we’re going to need to actively invest in working with them on their terms, using their technology.

Facebook it is.

Just don’t make me twitter.