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Posts tagged nonprofit strategic marketing

Learning 5 Indicators of Social Change

October 8, 2015 2 Comments Written by Deborah Spector
Learning the Importance of Social Change Indicators

Learning 5 Indicators of Social Change

Social change is more than a buzz word! Social change alters the social order of a society through changes in the nature of its social institutions, social behaviors and social relations.

Proponents of social change focus on underlying causes of critical social problems such as homelessness, discrimination and poverty. Organizations develop processes to address the causes of these issues to foster justice and equality.

Social justice initiatives take place on a local community level or become social movements on a grander scale such as Women’s suffrage and the Civil Rights Movement. A specific social movement is usually composed of many social movement organizations – formal organizations that share movement’s goals.

Social change philanthropy focuses on the root causes of problems, working to improve conditions that lead to inequality. This approach is unlike traditional charity, which works to ameliorate the symptoms of societal problems.

Social indicators  provide evidence that helps us assess whether or not an organization is focused on social change. These indicators may be material, such as numbers related to economic growth and/or immaterial, such as values or goals. They are forms of evidence that help us assess a present position and future directions.

I am a trustee with the Jewish Women’s Fund of Atlanta. We expand opportunities in the lives of Jewish women and girls via effective grant-making, advocacy, and education through a gender lens. Our grants provide sustainable benefits to those we serve. We look to our grantees to focus on solutions to underlying critical social problems that effect Jewish women and girls.

We were introduced to the importance of five indicators for Social Change, developed by the Women’s Funding Network. They help us discern if our grants are going toward social change. In turn these five social change indicators help organizations substantiate their efforts to create awareness and transform community through social change.

Learning 5 Indicators of Social Change:

  1. Make New Meaning
  • Shift definitions – An issue or idea is given new meaning. A community or society sees the issue differently. For example, rape is understood as an act of violence with legal and civil consequences, not as an act of sexual transgression.
  1. Empower Different Behavior
  • Shift behavior – An individual and/or community does things differently and for the better. This creates empowerment. For example, women seek appropriate healthcare for themselves and their families.
  1. Life Up Collective Power
  • Shift engagement – More people are engaged in an idea of action. When enough people get involved they are noticed, their voices are heard and they create impact.
  1. Ensure Just Policy
  • Shift policy – Policies and practices change to better serve social change ideas.
  1. Hold the Line
  • Maintain gains – Work to not lose ground from previous endeavors. For example, funding for breast cancer research is saved from budget cuts.

Learning 5 indicators of social change guide donors as they work to create significant changes in social order. And, they provide guidelines for organizations to identify and explain their significant social change work.

I would love to hear your thoughts!

 

 

 

Social Change Communication
5 indicators for social change, Civil Rights Movement, Jewish Women's Fund of Atlanta, Philanthropy and Social Change, Social Change, social change movements, Women's Funding Network, Women's sufferage

Insights into Nonprofit Social Media

August 29, 2012 1 Comment Written by admin

“How can you squander even one more day not taking advantage of the greatest shifts of our generation? How dare you settle for less when the world has made it so easy for you to be remarkable?”” Seth Godin

I admit I didn’t understand the significance of social media until the 21st Annual Eizenstat Family Memorial Lecture featuring Al Gore in 2009. It was the first time that I incorporated a social media strategy into the marketing communications plan.

The goal was to increase awareness of the lecture series and the host organization. By all measures the lecture was a resounding success! Social media, especially Facebook and Twitter, played a significant role.

The yearly Nonprofit Social Network Benchmark Report, sponsored by Nonprofit Technology Network (NTEN), Common Knowledge and Blackbaud, focuses on social media trends in the nonprofit sector. The 4th annual report provides interesting insights.  More than 3500 nonprofit professionals responded to an online survey about their use of social media.

Two social networks were part of the study:

  • Commercial Social networks, e.g., Facebook, Twitter, LinkedIn, YouTube, Google+, Myspace, Flickr and Foursquare.
  • House Social networks –networks built & managed by the nonprofit in-house.

Here are a few of the 2012 social media insights:

  1. Only Facebook and Twitter increased from 2011 to 2012. Respondents accumulated an average of 8,317 Facebook members & 3,290 followers on Twitter, an increase of 30% and 81% respectively from 2011.
  2. A consolidated brand strategy, which focuses most or all branding & marketing  on one Facebook page and 1 Twitter account is the norm.
  3. The average value of a supporter acquired via Facebook Like is $214.81 over the 12 months following acquisition. This includes all revenue from individual donations, membership, events, etc.
  4. Facebook advertising is mainly used to raise awareness and build a support base, not for fundraising.
  5. 54% of respondents said they were not fundraising on Facebook. An Ask for an individual gift is the most common fundraising tactic on Facebook. Event fundraising was the 2nd highest category.

What I found to be the most telling were the top 3 factors for success on Social Networks. They speak to the same focus that is necessary for all successful initiatives:

  • #1 – Developed a strategy
  • #2 – Prioritization by executive management
  • #3 – Dedicated social media staff

In other words – Develop a plan, get buy-in and identify a knowledgeable key team member to lead the new initiative.

Is your nonprofit using social media? I would love to hear what is working best for you. Please contact deborah@creative-si.com.

 

Social Media
Blackbaud, Common Knowledge, Eizenstat Family Memorial Lecture, Nonprofit Management, NTEN, Seth Godin, social media strategy

Keeping your story alive after your event

June 12, 2012 Leave a Comment Written by admin

 

My friend Stacy sent me a link to a press release about an upcoming event – Dawgs for Mito presents Carson’s Classic.  Stacy’s son Carson has mitochondrial disease, which causes developmental issues.

A family babysitter, Hannah Bossie, was so taken by Carson, that she decided to hold an inaugural golf tournament to raise awareness about Carson’s condition. Hannah and a team of students at UGA launched the first collegiate chapter of UMDF, a nonprofit dedicated to finding a cure for mitochondrial disorders and to provide support to affected individuals and families.

Now the chapter is holding its first event, a golf classic named in Carson’s honor.

Stacy asked if I could make some suggestions on how to get the word out about Carson’s Classic and help keep Carson’s story alive.

No question that events are a great way to create and engage a community to support your cause.  I set the stage for converting event donors to program donors in my last blog post.

Social media is key for making your event a success and keeping your story alive.

Here are some details on using social media to keep the conversation going:

Event website

  • Your event website serves as the hub for your event and after-event activities
  • Post awards
  • Post photographs and a link to download and/or purchase
  • Embed YouTube presentations
  • Provide easy to find links to your social media sites.

Facebook

  • Launch a Facebook page for your event.
  • Start building your community by inviting people to Like your page
  • Feature your sponsors & post their comments on their event participation
  • Provide event recaps in photos and videos
  • Thank participants, sponsors, volunteers
  • Quote participants about their experiencesnonprofit strategic on your event page
  • Post a recap e-newsletter
  • After the event turn your friends into activists for your cause. Make sure you focus on opportunities to be engaged.
  • Link to YouTube presentations from the event
  • Share your successes

Twitter

  • Create a Twitter hashtag for your event
  • Share relevant information/content about your organization
  • Put links to your event in your tweets
  • Build engaged community before and during your event
  • Invite people to retweet information on your cause
  • Say thank you to people who retweet your post
  • Set up twitter to post tweets directly onto your Facebook page
  • Tweet links to event videos, & testimonials
  • Keep up your presence with meaningful information on your cause
  • Continue to build an interested community
  • Link to YouTube presentations from the event

LinkedIn

  • Create a group for your organization.
  • Post information about your events in your group.
  • At the same time, foster robust discussion groups and encourage members of your group to join the discussion
  • Link to YouTube presentations from the event
  • Share your successes

Your  social media initiatives should live on, extending the life of your events. Social media makes it easier for you to reach out to attendees, volunteers and sponsors and keep them engaged.

Need help with your social media initiatives for your next event? Please contact me at deborah@creative-si.com.

 

 

 

 

Nonprofit Event Planning
creative solutions, event website, Facebook, LinkedIn, social media strategy, special events, Twitter, YouTube
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