Social Media for Social Good: A How-to Guide for Nonprofits

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Social Media for Social Good: A How-to Guide for Nonprofits

Social Media for Social Good: A How-to Guide for Nonprofits

Authors: Heather Mansfield

Published: August 2011

eISBN: 9780071770996 0071770992 | ISBN: 9780071770811

Contents

Introdution: Integrating web 1.0, web 2.0 and web 3.0

Part 1 Web 1.0: The Static Web

Chapter 1 Websites, E-Newsletters, and “Donate Now” Campaigns

Web 1.0 Is the Foundation for Successful Online Communications and Fundraising

Five Must-Have Characteristics of a Nonprofit Website

Eleven Website Design Best Practices for Nonprofits

The Importance of the E-newsletter

How to Launch an E-newsletter

Eleven E-newsletter Best Practices for Nonprofits

Five Ways to Build Your E-newsletter List

The Power of Donate Now Campaigns

The Importance of Selecting the Right Donate Now Vendor

Five Must-Have Characteristics of a “Donate Now” Landing Page

Eleven Donate Now Best Practices for Nonprofits

What about Peer-to-Peer Fundraising?

Final Words: Upgrade Now, or Become Obsolete

Nonprofit Examples of Excellence

Google This!

Part 2 Web 2.0: The Social Web

Chapter 2 Getting Started With Social Media

Web 2.0 Has Changed Online Communications and Fundraising Forever

Before You Get Started, Get Organized

Deciding What Social Media Tools to Use

Eleven Qualities of an Effective Social Media Manager

Final Words: Diversify Your Brand Online

Google This!

Chapter 3 Facebook and Facebook Apps

The Big Picture: Social Networking

Introduction to Facebook Pages

Eleven Facebook Pages Best Practices for Nonprofits

Five Advanced Facebook Best Practices for Nonprofits

Five Status Update Content Ideas for Nonprofits

Facebook Community Pages?

Final Words: Have Realistic Expectations

Nonprofit Examples of Excellence

Google This!

Chapter 4 Twitter and Twitter Apps

The Big Picture: Microblogging

Introduction to Twitter Profiles

Eleven Twitter Best Practices for Nonprofits

Eleven Twitter Apps for Nonprofits

Twitter for Fundraising?

How to Launch a Twitter Fundraising Campaign

Final Words: Everywhere a Tweet, Tweet!

Nonprofit Examples of Excellence

Google This!

Chapter 5 Youtube and Flickr

The Big Picture: Storytelling through Video and Photos

Getting Started with Video

Producing and Editing Videos

Introduction to YouTube Channels

Eleven YouTube Best Practices for Nonprofits

Getting Started with Digital Photography

Introduction to Flickr Accounts

Eleven Flickr Best Practices for Nonprofits

Final Words: YouTube and Flickr Are Not Enough

Nonprofit Examples of Excellence

Google This!

Chapter 6 Linkedin

The Big Picture: Merging Your Personal and Professional Brands

Introduction to LinkedIn Profiles

Eleven Profile Tips for Nonprofit Professionals

Introduction to LinkedIn Groups

Eleven LinkedIn Group Management Best Practices for Nonprofits

Claiming Your Nonprofit’s LinkedIn Company Page

Final Words: Slow and Steady Is Smart in Social Media

Nonprofit Examples of Excellence

Google This!

Chapter 7 Blogging

The Big Picture: Creating and Distributing Content for the Social Web

Selecting a Blogging Platform

Eleven Blog Design Best Practices for Nonprofits

Five Must-Have Characteristics of a Nonprofit Blogger

Eleven Blog Content Ideas for Nonprofits

What About Categories and Tags?

Final Words: Blogs Are Going Mobile

Nonprofit Examples of Excellence

Google This!

Part 3 Web 3.0: The Mobile Web

8 Social Media and The Mobile Web

Web 3.0 Is the Brave New Frontier in Communications and Fundraising

The Big Picture: Mobile Social Networking and Location-Based Communities

Eleven Essential Tools for the Mobile Social Media Manager

Introduction to Location-Based Communities

Facebook Places

Foursquare

Gowalla

Google Places, Yelp, and Loopt?

Five Ways to Check In for Good

Final Words: Privacy Is Not Dead, Just Evolving

Nonprofit Examples of Excellence

Google This!

Chapter 9 Mobile Websites

The Big Picture: Creating and Distributing Content for the Mobile Web

Five Reasons Why Your Nonprofit Needs a Mobile Website

Launching and Maintaining a Mobile Website

Eleven Mobile Website Design Best Practices for Nonprofits

Introduction to Quick Response Codes

Five Ways Nonprofits Can Use QR Codes

Final Words: Those Who Do It First, Do It Best

Nonprofit Examples of Excellence

Google This!

Chapter 10 Group Text Messaging and Text-To-Give Technology

The Big Picture: Text Messaging for Good

Introduction to Group Text Messaging

Selecting a Group Texting Vendor

Eleven Group Text Messaging Best Practices for Nonprofits

Introduction to Text-to-Give Technology

Five Ways to Promote Your Text-to-Give Campaigns

Final Words:The Future of Fundraising Is Mobile

Nonprofit Examples of Excellence

Google This!

Chapter 11 Smartphone Apps

The Big Picture: An App Economy for Nonprofits?

Five Must-Have Characteristics of a Nonprofit Smartphone App

Launching and Maintaining a Smartphone App

Five Ways to Promote Your Smartphone App

What about Tablet Apps?

Final Words: Beware of Expensive, Shiny New Tools!

Nonprofit Examples of Excellence

Google This!

Conclusion: What’s Next?

Your Nonprofit Tech Checklist

Getting Started: Organization and Planning

Web 1.0: The Static Web

Web 2.0: The Social Web

Web 3.0: The Mobile Web

Acknowledgments

Index