Resources to go with the book:
How to Build and Mobilize A Social Media Community for Your Nonprofit in 90 Days
Get a copy of the Nonprofit Social Media Blueprint and the Social Media Calendar spreadsheet.
Examples of internal and external social media policies for nonprofits:
A list of free and low-cost social video tools that you can use to create, enhance, and edit videos, using just your smartphone – available in this Google Drive folder
Digital dashboards for social listening: HootSuite, Buffer, Meltwater, Mention.com, Attentive.ly (now part of Blackbaud)
Examples of nonprofit Social Media Ambassador programs:
Real-world examples and links to online nonprofit Social Media Toolkits:
- Right from the Start in the Digital Age
- Leukemia & Lymphoma Society Light the Night Walk
- GivingTuesday
- MercyCorps
- Stand Up To Bullying
- National Eating Disorders Association
Examples of nonprofit Social Media Marketing Campaigns
References/Endnotes – Links to examples cited in the book
Introduction
Godin, Seth. 2007. “How to be remarkable.” The Guardian https://www.theguardian.com/money/2007/jan/06/careers.work5#article_continue
PicLoco, Social Media Manager Perception vs. Fact Meme. https://www.picloco.com/perception-vs-fact/loco/ej/
Brooks, Jeff. 2018. “Saying ‘we exist’ is not fundraising.” Future Fundraising Now.
Wu, Tim. 2016. The Attention Merchants: The Epic Scramble to Get Inside Our Heads. Knopf Publishing.
Andrea, Harris. 2019. “The Human Brain is Loaded Daily with 34 GB of Information.” https://www.tech21century.com/the-human-brain-is-loaded-daily-with-34-gb-of-information/
Kietzmann, J.H., Hermkens, K., McCarthy, I.P. and Silvestre, B.S. 2011. “Social media? Get serious! Understanding the functional building blocks of social media.” Business Horizons. http://summit.sfu.ca/item/18103
Tufekci, Zeynep. 2017. Twitter and Tear Gas: The Power and Fragility of Networked Protest. Yale University Press.
Godin, Seth. 2018. This Is Marketing: You Can’t Be Seen Until You Learn to See. Penguin Publishing Group, a division of Penguin Random House LLC.
Dimock, Michael. 2018. “Our expanded focus on trust, facts and the state of democracy.” Pew Research Center. https://www.pewresearch.org/2018/04/26/our-expanded-focus-on-trust-facts-and-the-state-of-democracy/
The 2019 Edelman Trust Barometer, https://www.edelman.com/trust-barometer
Chapter 1 – Setting Clear Goals
Godin, Seth. 2018. This Is Marketing: You Can’t Be Seen Until You Learn to See. Penguin Publishing Group, a division of Penguin Random House LLC.
Chapter 2 – Audience Identification
Levesque, Ryan. 2015. Ask: The Counterintuitive Online Method to Discover Exactly What Your Customers Want to Buy…Create a Mass of Raving Fans…and Take Any Business to the Next Level. Dunham Books.
Pew Research Center, 2018 Social Media Use Report. https://www.pewinternet.org/2018/03/01/social-media-use-in-2018/
Chapter 3 – A Message that Attracts
Planned Parenthood manifesto, https://www.unstoppablenow.org/manifesto/
Greenpeace Detox Fashion Manifesto, http://www.greenpeace.org/eastasia/campaigns/toxics/get-involved/sign-detox-fashion-manifesto/
Chapter 5 – Picking Platforms
Snapchat Business, [US] Apposphere: How the Apps You Use Impact Your Daily Life and Emotions. https://forbusiness.snapchat.com/blog/apposphere-how-the-apps-you-use-impact-your-daily-life-and-emotions
Shepherd, Brittany. 2018. “The IRS Explains Its Instagram Strategy—and Promises It Won’t Get on Any Dating Apps.” The Washingtonian. https://www.washingtonian.com/2018/12/04/irs-instagram-strategy/
IRS on Instagram, http://www.instagram.com/irsnews
Pew Research Center, 2018 Social Media Use Report. https://www.pewinternet.org/2018/03/01/social-media-use-in-2018/
Chapter 7 – 6 Pillars
Nielsen, Jakob. 2006. “The 90-9-1 Rule for Participation Inequality in Social Media and Online Communities.” https://www.nngroup.com/articles/participation-inequality/
Plan International UK, The Ring: Why It Matters campaign, https://plan-uk.org/act-for-girls/about-because-i-am-a-girl/how-were-ending-child-marriage/the-ring-campaign-why-it
Berkes, Howard and Grabell, Michael. 2015. “How Much Is Your Arm Worth? Depends On Where You Work.” ProPublica. https://www.propublica.org/article/how-much-is-your-arm-worth-depends-where-you-work
Speta, Mary. 2018. “That time I almost died in Honduras.” Amirah, Inc. blog. https://www.amirahinc.org/single-post/2018/10/16/That-time-I-almost-died-in-Honduras?cat=3
Heath, Chip and Heath, Dan. 2007. Made to Stick: Why Some Ideas Survive and Others Die. Random House.
PETA on Facebook, https://www.facebook.com/watch/?v=10155296501394586
ASPCA advertisement featuring Sarah McLachlan, https://youtu.be/9gspElv1yvc
First Descents on YouTube, https://youtu.be/xpB9Bvd42hk
Everyday WaterAid 360 video campaign, https://www.youtube.com/playlist?list=PLc-oawSTlDS3D42IJ03Fpi26Vi14bsbHg
“Beginning” – A Pencils of Promise Virtual Reality Film, https://youtu.be/SelvUz8Zr3k
VR Sanctuary Experience, Best Friends Animal Society, https://bestfriends.org/vr-sanctuary-experience
Chapter 8 – Pillar 2
The Rainforest Alliance, “Follow the Frog”, https://www.youtube.com/watch?v=3iIkOi3srLo
Nirvan Mullick, “Caine’s Arcade”, https://www.youtube.com/watch?v=faIFNkdq96U&t=10s
Invisible Children, “Kony 2012”, https://www.youtube.com/watch?v=Y4MnpzG5Sqc
Zaltman, Gerald. 2003. “How Customers Think: Essential Insights into the Mind of the Market.” Harvard Business School Press.
The Intercept, “A Message from the Future With Alexandria Ocasio-Cortez.” https://youtu.be/d9uTH0iprVQ
Greenpeace Story & Content Guide, https://storytelling.greenpeace.org/
UNICEF on Facebook, https://www.facebook.com/unicef/photos/a.10150563250124002/10152593826129002/?type=3&theater
The Greater Boston Foodbank on Facebook, https://www.facebook.com/watch/?v=10155182474216730
Feeding America, “Real Stories of Hunger: Emily”, https://www.youtube.com/watch?time_continue=1&v=NQuz1qkEF8k
Malek, Alia. 2019. “Moving Beyond the Label of ‘War Refugee’”, https://www.nytimes.com/2019/05/17/magazine/syria-war-refugees-europe.html
Feeding America on Instagram, https://www.instagram.com/p/Bm1Cexsh4nW/
Singing Hope for Communities, “The Kibera School for Girls – I Know I Can, https://www.youtube.com/watch?v=Z4_ZCIgEAd4
Chapter 9 – Pillar 3
READ Global, “Meet Chuna: Empowering women in rural Nepal – a READ Global video”, https://www.youtube.com/watch?time_continue=19&v=EN19au1tpsU
Rise Academy, “Mia”, https://vimeo.com/30161480
Girls Who Code Annual Report 2017, https://girlswhocode.com/2017report/
Campbell, Julia. 2015. “5 Great Nonprofit Infographics to Learn From.” https://jcsocialmarketing.com/2014/03/5-great-nonprofit-infographics-learn/
European Parkinson’s Disease Association and Parkinson’s UK, #UniteForParkinsons campaign, https://uniteforparkinsons.org/
Best Buddies on Instagram, https://www.instagram.com/p/BmYfqfSgGQb/
CHOICE Humanitarian on Facebook, https://www.facebook.com/CHOICEorg/photos/a.201628623272352/1635186369916563/?type=3&theater
Rosie’s Place on Instagram, https://www.instagram.com/p/BtRch3zj8Sy/
St. Baldricks Foundation on Facebook, https://www.facebook.com/StBaldricksFoundation/posts/10150867505459978:0
Plummer Youth Promise, https://plummeryouthpromise.org/
Chapter 10 – Pillar 4
A Mighty Girl Holiday Gift Guide, https://www.amightygirl.com/holiday-guide
Amirah, Inc. gift guide on Instagram, https://www.instagram.com/p/BrDCvcxhfUv/
American Red Cross on Facebook, https://www.facebook.com/redcross/photos/a.77178595070/10152576010185071/?type=3&theater
Our Health California on YouTube, https://www.youtube.com/channel/UCMYxoswiF4FrW_96P_mA86A
National Aphasia Association, https://www.aphasia.org/
Morning Edition, NPR. 2017. “Sweet, Sweet Little Ramona.” https://www.npr.org/2017/10/04/555520535/sweet-sweet-little-ramona
Susan G. Komen Florida on Instagram, https://www.instagram.com/stories/komenflorida/
Edwards, Latoya. 2019. Channel 10 Boston, “Girls Inc. and Hearts on Fire”. https://www.nbcboston.com/multimedia/this-is-new-england-girls-inc-of-lynn-511248302.html?fbclid=IwAR2Hiy2gCHNhe6ChBcbnB0fj7rgKaYdU89Yj1Eju0LwPL1Uw1VSkYca-_sc
Girls Scouts is #ForEVERYGirl campaign, https://www.indiegogo.com/projects/girl-scouts-is-foreverygirl#/
Chapter 11 – Pillar 5
Ami Musa on Pinterest, https://www.pinterest.com/AmiMusa/pins/
Be Real Campaign website, https://www.berealcampaign.co.uk/stories
Amirah, Inc. on Facebook, https://www.facebook.com/AmirahInc/posts/2263123930392437
REACH Beyond Domestic Violence on Facebook, https://www.facebook.com/reachma/posts/1989544287821376
Edutopia on Instagram, https://www.instagram.com/edutopia/
Caregiver Action Network Social Media Hub, https://caregiveraction.org/resources/caregiver-social-media-hub
Best Friends Animal Society on Facebook, https://www.facebook.com/bestfriendsanimalsociety/videos/10154256098651425/
Campbell, Julia. 2017. “Ways Your Nonprofit Can Use Live-Streaming Video for Better Storytelling.” https://trust.guidestar.org/8-ways-your-nonprofit-can-use-live-streaming-video-for-better-storytelling
MET Museum on Facebook, https://www.facebook.com/pg/metmuseum/videos/
No Kid Hungry on Twitter, https://twitter.com/nokidhungry/status/1067463415319298049
Chapter 12 – Pillar 6
Van der Linden, Dr. Dander. 2017. “The nature of viral altruism and how to make it stick.” Nature Human Behaviour. https://www.nature.com/articles/s41562-016-0041
Planned Parenthood of Illinois Action social media toolkit, https://www.plannedparenthoodaction.org/planned-parenthood-illinois-action/take-action
Vie, Stephanie. 2014. “In defense of ‘slacktivism’: The Human Rights Campaign Facebook logo as digital activism.” First Monday. https://firstmonday.org/article/view/4961/3868%20for%20details#author
The Washington Trails Association Hike Finder Map, https://www.wta.org/go-outside/map
The Montana Wilderness Association Wilderness Walks, https://wildmontana.org/discover-the-wild/wilderness-walks
Mind on Instagram, https://www.instagram.com/mindcharity/
WordSwag mobile app, http://wordswag.co/
Canva for Nonprofits, https://about.canva.com/canva-for-nonprofits/
Imgflip, https://imgflip.com/memegenerator
Naperville Area Humane Society on Facebook, https://www.facebook.com/naperhumane/posts/10157436878729665
HubSpot, https://www.hubspot.com/
HootSuite, https://hootsuite.com/
Chapter 13 – How to Repurpose Existing Content
Magisto app, https://www.magisto.com/
Animoto app, https://animoto.com/
Storeo app, https://apps.apple.com/us/app/storeo-stories-maker/id1207906248
CutStory for Instagram Stories app, https://apps.apple.com/us/app/cutstory-for-instagram-stories/id917630934
SlideShare, https://www.slideshare.net/
Malaria No More on Pinterest, https://www.pinterest.com/pin/483855553688754201/
DoSomething.org on Instagram, https://www.instagram.com/stories/dosomething/
Canva for Nonprofits, https://about.canva.com/canva-for-nonprofits/
Adobe Spark, https://spark.adobe.com/
Visme, https://www.visme.co/
Lucidpress, https://www.lucidpress.com/
The Chronicle of Philanthropy, https://www.philanthropy.com/
NonProfit PRO, https://www.nonprofitpro.com/
Bloomerang, https://bloomerang.co/
NeonCRM, https://www.neoncrm.com/
Classy, https://www.classy.org/
CauseVox, https://www.causevox.com/
Nonprofit Technology Network (NTEN), https://www.nten.org/
Wild Apricot, https://www.wildapricot.com/
Google Hangout, https://tools.google.com/dlpage/hangoutplugin
Facebook Live, https://live.fb.com/
Instagram Live, https://help.instagram.com/292478487812558
Chapter 14 – How to Curate Content
HootSuite, https://hootsuite.com/
Buffer, https://buffer.com
Meltwater, https://www.meltwater.com/
Mention.com, https://mention.com/en/
Attentive.ly, https://attentive.ly/
Google Alerts, https://www.google.com/alerts
Scoop.it, https://www.scoop.it/
List.ly, https://list.ly/
Chapter 15 – How to Address Challenges
Uplift Repeal Training: Persuasive Conversations. https://www.crowdcast.io/e/lqn8ums7/register
Craver, Roger. 2017. “Storytelling in the Digital Age.” http://agitator.thedonorvoice.com/storytelling-in-the-digital-age/
AEIOU Foundation on YouTube, https://youtu.be/NJFKJes0_zs
The free video that Lumen5 created based on a blog post I wrote: https://lumen5.com/user/julia-556/10-simple-ways-nonpr-t3cb/
Chapter 16 – Slacktivists
Gladwell, Malcom. 2010. “Small Change: Why the revolution will not be tweeted.” The New Yorker. https://www.newyorker.com/magazine/2010/10/04/small-change-malcolm-gladwell
Khazan, Olga. 2013. “UNICEF Tells Slacktivists: Give Money, Not Facebook Likes.” The Atlantic. https://www.theatlantic.com/international/archive/2013/04/unicef-tells-slacktivists-give-money-not-facebook-likes/275429/
Chapter 17 – Monthly Social Media Calendar
Zephoria.com, The Top 20 Valuable Facebook Statistics – Updated July 2019. https://zephoria.com/top-15-valuable-facebook-statistics/
Wilco Forest Preserve #BatWeek campaign, https://blog.adobespark.com/2016/11/29/non-profit-content-marketing-ideas-15-things-to-share-on-social-media-to-support-a-cause/
Chapter 18 – How to Amplify Your Message
Gottlieb, Hildy. 2015. “Building Movements, Not Organizations.” Stanford Social Innovation Review. https://ssir.org/articles/entry/building_movements_not_organizations
Le, Vu. 2019. “OMG, can we please stop saying ‘there’s only so much funding to go around’?!” Nonprofit AF. https://nonprofitaf.com/2018/11/omg-can-we-please-stop-saying-theres-only-so-much-funding-to-go-around/
#MarchForOurLives movement, https://en.wikipedia.org/wiki/March_for_Our_Lives
#KeepFamiliesTogether movement on Twitter, https://twitter.com/hashtag/keepfamiliestogether
#Overcorrection campaign on Twitter, https://twitter.com/propublica/status/1121046098741747712
#GivingTuesday, https://twitter.com/hashtag/keepfamiliestogether
Silberman, Michael. 2018. “Four ways nonprofits are learning from March for Our Lives, Keep Families Together and a new wave of people-powered action.” MobLab. https://mobilisationlab.org/four-ways-nonprofits-learn-marchforourlives/
Chapter 19 – Social Media Ambassadors
Baer, Jay. 2014. “The 8 Things Online Influencers Can Do For You.” https://www.slideshare.net/jaybaer/8-things-online-influencers-can-do-for-you/3-92of_global_consumers_trustUGC_and
Greenpeace Social Media Hive, https://www.greenpeace.org/usa/join-the-social-media-hive/
State College of Florida Foundation Social Media Ambassador program, https://www.scf-foundation.org/social-media-ambassadors/
Watts of Love Social Media Ambassador program, https://www.wattsoflove.org/new-index#social-media
The Massachusetts Conference for Women Social Media Street Team, https://www.maconferenceforwomen.org/conference/social-media/
Susan G. Komen Florida video campaign with CauseVid, https://app.causevid.com/volunteerModule/bc2b2b44-ccb0-11e8-a8d5-f2801f1b9fd1
Susan G. Komen Florida Social Media Ambassador program, https://komenflorida.org/social-media-ambassador/
Crossroad Child & Family Services on Facebook, https://www.facebook.com/crossroad.cares/posts/10156033372148896
The National Osteoporosis Foundation Brand Ambassador program, https://www.nof.org/about-us/building-awareness/
Chapter 20 – Social Media Toolkit
Hanley, Ryan. 2015. “7 Ways to Use Facebook native Video to Better Connect With Your Fans. “ Social Media Examiner. https://www.socialmediaexaminer.com/facebook-native-video/
Denver Rescue Mission Stories of Changed Lives, https://denverrescuemission.org/what-we-do/stories-of-change/
Road Scholar blog, “What the Heck is Instagram? Inside the App.” https://discussion.roadscholar.org/b/blog/posts/what-the-heck-is-instagram-inside-the-app
Chapter 21 – Connect with Influencers
Blackbaud and Small Act infographic, A Meet & Greet With Your Favorite Social Archetypes. https://cdn1.hubspot.com/hub/297253/file-314966579.png?__hstc=169971071.ac26446ad8da2e65e6de3bf200acf7ff.1412710032462.1412710032462.1412710032462.1&__hssc=169971071.1.1412710032462&__hsfp=4269358367
Nonprofit Podcasts and Video Shows, bit.ly/nonprofitpodcasts
Chapter 23 – How to Measure Success
Kanter, Beth. 2012. “Say So What To Your Data Three Times.” http://www.bethkanter.org/sowhat/
Chapter 24 – Productivity
The Pomodoro Technique, https://francescocirillo.com/pages/pomodoro-technique
MyTomatoes.com
Dichter, Sasha. 2008. “In Defense of Raising Money: a Manifesto for NonProfit CEOs.” https://sashadichter.files.wordpress.com/2008/10/manifesto-in-defense-of-raising-money_sasha1.pdf
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