Social Media Savvy, Tips & Traps for Nonprofits & Foundations - UTCLE 2014

2014 UT Law Nonprofit Institute

Round Table II: Social Media

Please view & download presentation here:http://vols.pt/UTCLE

January 16, 2014 #UTLawNPO

#UTLawNPO

Meet the Presenters

Karen BantuverisFounder & CEO

VolunteerSpot.com@VolunteerSpot

@VSpotMom

Lawrence MendenhallVice President,

General Counsel & SecretaryHumanity United

@HumanityUnited

Kelli King-JacksonProgram Officer

Simmons Foundation@TheSimmonsFdn

#UTLawNPO

Smartphone Ownership in U.S.

• 56% of Adults (Pew)• 65% of Moms (Nielsen Report)

Tablets

• New sales more rapid than smartphones

(Meeker Report)• 34% of US Adults own a tablet (Pew)

Social media usage among online adults• 67% Facebook • 20% LinkedIn• 16% Twitter • 15% Pinterest • 13% Instagram • 6% Tumblr

Tech Today

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Personal Org /Foundation Who’s

Responsible

Social Media Pulse

#UTLawNPO

Going Social: Foundation Case Study

Tips for Engaging Supporters

Legal Tips and Traps

Agenda

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It’s like having a conversation!

Listen

Share

Connect

Inspire

When we have calls-to-action, our community will be engaged.

Social Media Strengthens your Community

#UTLawNPO

TrustListen

Share

Connect

InspireActio

n

Building Trust and Action ‘Credit’

#UTLawNPO

TrustListen

Share

Connect

Inspire Action

$$$

Leveraging Social in Calls to Give

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The Simmons FoundationGoes Social!

Foundation Case Study

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Reasons For Foundations To Go Social

Stagnant website Changes at the Foundation Foundation emphasis on ‘community’ Consistent gaps among grantees/few

resources to address those gaps in-house Desire to grow impact

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Foundation Social Media Basics

Be SOCIAL! Be relevant Be visual Be quizzical Be timely Be responsive EXAMPLE - #UTLawNPO

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Legal Tip #1 - Have a Social Media Policy Before You Start

Social media implicates multiple legal rules and traps we’ll discuss Restrictions on lobbying and political campaign

activities Copyright and trademark infringement Employment law Libel/defamation and product disparagement Privacy and confidentiality State charitable solicitation requirements Event liability and insurance

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Facebook

308 Like

s

#UTLawNPO

Sharing resources

#UTLawNPO

Talking about

important community

issues

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Legal Tip #2 - Lobbying on Social MediaIs Still Lobbying

Be mindful of IRS and state law restrictions on lobbying and campaign intervention by nonprofits

IRS direct lobbying: Expressing a view on legislation to a legislator (e.g., in a tweet addressed to a legislator)

IRS grassroots lobbying: Expressing a view on legislation to the public and including a “call to action” (e.g., tweeting to your followers, “SB 657 is a bad idea, tell your senator!”)

No partisan political campaign activity or showing a preference for one candidate or party over another – compare with nonpartisan voter registration

You are responsible for your links (count clicks!) and likes Social media “friends” and “followers” are not members for purposes

of the IRS rules

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Twitter

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Sharing tips about the

grant application

process

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Live tweeting from meetings/conferences

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Legal Tip #3 - Not Everything is Tweetable

Certain information should not be shared on social media Confidential information of grantees, consultants or

other partners - how to know what’s confidential Defamation (false statement that injures) and product

disparagement (recklessness) – do your research and think about insurance!

Third party copyrights and trademarks – unless “fair use”

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Cost

Training Webinars (many are free) Workshops Google (most time consuming)

Time Initially 1 hr/day Currently 15-30 min/day

Risks Spammers Haters Legal trouble!

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Legal Tip #4 - Social Media and Your Employees

Understand who owns the employee’s social media accounts and plan for employee turnover

Don’t overly restrict employee social media activities – labor law protects the right to complain, e.g.

Give employees guidance on participating as private citizens vs. as employees – consider disclaimers!

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Sample Employee Social Media Disclaimer

“The views expressed in my [tweets/posts] are my

own and do not necessarily reflect the views of my employer.”

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Foundation ROI

Removing ourselves from ivory tower

Staying current/learning from others

Promote issues we care about

Reach more with limited resources

Positive PR

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Tips for Engaging Supporters

Advanced Optimizing for Social Media

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VolunteerSpot.com: Save Time/Boost Involvement

Simple FREE Signups & Scheduling For Anyone…Anytime Partnerships for State & Regional Organizations

#

#UTLawNPO

• Website• Newsletters• Emails • Blogs• Public gatherings• Corporate and

community partners

Build Your Community

#UTLawNPO

Add SOCIAL to your communications plan to Build Buzz, Participation & Profits•Walkathons & Races•Service Days•Legislative Action Days•Signature Drives•Auctions•Concerts•Galas

Real World Events & Fundraisers

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Legal Tip #5 - Fundraising Using Social Media Is Still Fundraising

Most states require organizations and hired fundraisers to register to solicit in advance – social media can trigger these requirements

Legal restrictions on sweepstakes and raffles Potential liability for events – whose event is

it anyway? Insurance – know your policies

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Identify…

• Timeline of When to Post

• Which Social Channels

• What Messages

• Who will share

• How to measure

• Legal risks and considerations

Create a Social Media Plan

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Include…•Onsite & Online tie-ins

•Social incentives

•Fun polls & ‘ticklers’

•Members, bloggers, community/corp. partners

•Check-ins

•Photo sharing

•Petitions (Change.org)

•Options to donate online

Create a Social Media Plan

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Social Media Plan

When Where What

1 month before

• Publish URLs & Twitter/Instagram hashtag on all materials (#4Luv)

• Our Auction is around the corner – preorder tickets & skip the lines! <click here>

• Post: Please sign up to help at the Auction <click here>

3 weeks before

• Who do you want a signed poster from? Vote!

• Check out these cuties – one can be yours at #4Luv Auction on 12/1. Learn more >>

7-10 days before

• Auction Fun next Sat. Thx 2 R sponsor @BigStore!

1 – 2 weeks before

Personal buzz from community

• Can’t wait for #4Luv Auction! Which dress should I wear? <photos>

• Definitely going to bid on this: <photo/link>. What’s your fav?

Example: Auction

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When Where What

2 – 3 days before

Photos of prep work, decorations, updates on entertainment, prizes, etc.

Acknowledge volunteers and sponsors

At Event

POSTERS

Hashtags#

Check in

• Join us Online! Facebook, Twitter, Pinterest• Please tweet! #4Luv & let us know you’re

here• Tell us your favorite item on Facebook and

get a free raffle ticket!• Project a Twitter ‘backchannel’ screen:

TodaysMeet.com• Social ambassador badges

“I for Cause, Do U?”

AfterLots of Photos & Video Thanks to volunteers and sponsorsRESULTS : $$ Raised, Impact to Group

Social Media Plan

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Pre-Event Buzz

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Day-of Buzz

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Recognize Volunteers & Sponsors

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Pinterest

#UTLawNPO

Pinterest Board Tips

• Boards speak to your Cause & your Supporters

• Highlight your Projects & Events

• Include Advocacy & Fundraising Links

• Recognize Volunteers, Sponsors & Partners

• Share, Follow, Repin

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• Highlight “hot” items

• Show off games and booths

• Show where the money will go

• Showcase your theme

• Photos of invitation

• Include website link below pin

Thanks to Sherry Truhlar of RedAppleAuctons for the great ideas!

Pinterest for Fundraisers

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People ask People for Money.

Social Fundraising & Friendraising

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Adding Small Donors

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Go $ocial!

• Every Donation button leads to SOCIAL SHARING

• Holiday Challenge Campaigns

• Socialize Events (e.g. Races)

Boost Online Giving by 50% or more

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Legal Tip #6 - Pulling It All TogetherYour Social Media Policy

Incorporate your other policies – the digital world is the real world, too!

Keep it general but give examples – tell employees exactly what you DON’T want to see

Don’t overdo it - respect employee rights Provide guidance on who speaks for the

organization Protect your social media property (accounts,

online names)

#UTLawNPO

Like the ideas, but don’t have time?

MAKE TIME! It’s Strategic

Add a volunteer leader: Social Communications

Coordinator& a TEAM of Online

Ambassadors

Get Help!

#UTLawNPO

Social Media Resources

Schedulers: FB Scheduler/HootSuite/Tweet Deck

Gurus: Beth Kanter Social Media for Nonprofits –

www.socialmedia4nonprofits.org Nonprofit Tech for Good –

www.nptechforgood.com

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More Social Media Resources

Facebook.com/VolunteerSpot

@VolunteerSpot

Pinterest.com/VolunteerSpot

#UTLawNPO

Legal Resources on Social Media

Bolder Advocacy – www.bolderadvocacy.org Council on Foundations -

http://www.cof.org/content/getting-started-social-media

Guidestar.org - http://www.guidestar.org/rxa/news/articles/2003/on-line-fundraising-some-dos-and-donts.aspx

Nonprofitvote.org - http://www.nonprofitvote.org/doc_view/10-a-voter-participation-starter-kit

State charities bureau sites Internal Revenue Service – www.irs.gov

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Join Our Online Communities

TheSimmonsFdn

@TheSimmonsFdn

The Simmons Foundation

http://feeds.feedburner.com/News-TheSimmonsFoundation

Humanity United

@HumanityUnited

Humanity United

http://www.humanityunited.org/blog/rss