1. technology and computing
2. internet technology
3. social network

How to Use Social Media
for Social Good
Stories and Tips for Awareness, Fundraising,
and Community with Social Media
© 2013 Salesforce.com Foundation. All Rights Reserved . Proprietary and Confidential 0213
How to Use Social Media for Social Good
Table of Contents
Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Chapter 1 /
How to Generate Awareness with Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Chapter 2 /
How to Fundraise with Social Media. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Chapter 3 /
How to Develop a Social Media Community . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Chapter 4 /
How to Engage with Your Social Media Community . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Chapter 5 /
How to Conduct Research with Social Media. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Chapter 6 /
How to Measure Your Efforts with Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Conclusion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
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How to Use Social Media for Social Good
Introduction
Social media has the power to make the
world a better place and it’s apparent
that the nonprofit sector recognizes this.
Surveys revealed that 98% of nonprofit
organizations have a Facebook presence,
and 72% are establishing themselves
on Twitter.
98%
of nonprofit
organizations
have a Facebook
presence
Regardless of size, all organizations can benefit from being
engaged online. Success will come when you can determine
your biggest needs and create a strategy that works within your resources and budget.
This ebook explores the stories of nonprofits maximizing social media for awareness, fundraising,
community growth, engagement and more. It also includes key takeaways so you can use social media
for social good starting now.
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How to Use Social Media for Social Good
Chapter 1 /
How to Generate Awareness with Social Media
Social media can help you deliver your message to a new, larger
audience than traditional media. This lends itself perfectly to
generating awareness. Whether you’re a new organization looking to
introduce yourself, or you’re working to relaunch an existing cause,
social media can help.
The Montreal Children’s Hospital: Raising Awareness of Organ Donation
The Montreal Children’s Hospital uses social media to get
people to sign on the dotted line. Organ donation is a very
important issue, but it’s not top of mind for most people. For
15 year-old Vincent Lambert and his family, however, organ
donation is the number one thing they think about: they spent
eight months in the Montreal Children’s Hospital’s Pediatric
Intensive Care Unit waiting for a heart donor. When Vincent
was just three months old, a virus attacked his heart and his
health has been declining ever since. In the spring of 2011, he entered full-blown heart failure. Since
September 18th, 2011, Vincent has been kept alive by a Berlin heart, a mechanical device that beats in
place of his own heart.
He is patiently waiting for the news that a heart donor has been found so he can undergo a muchanticipated heart transplant operation. And while he is on the top of the pan-Canadian transplant list, it
doesn’t make waiting any easier. The hospital is a tough place for a teenage boy to spend Christmas,
birthdays and special occasions.
With the help and support of her small team of colleagues, Pamela Toman, a Public Relations and
Communications Officer for the hospital, decided to try social media as a way to share Vincent’s story
and increase awareness about the importance of organ donation. Pamela was able to quickly craft a
social media strategy that focused on Vincent’s story. The hashtag #Aheart4Vincent was created and
the campaign got off to a great start.
Using Salesforce Marketing Cloud, Pamela has been able to track the hospital’s efforts, find influencers
and gauge the reach of the campaign. In just a few short days, Pamela saw the campaign gain
momentum with thousands of mentions, several stories on national news broadcasts, and a host of
support from well-known personalities including star players from the Montreal Canadiens, members of
Simple Plan, Ben Mulroney and Ronnie Magro from Jersey Shore.
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How to Use Social Media for Social Good
Social media has been a great tool to
raise awareness about organ
donation, and it has also given
Vincent the chance to connect with
other people who have gone through
the same experience. During the
social outreach, he heard from
several people who received heart
transplants. With a newfound love for
social media, Vincent has created his
own Twitter handle @
VincentLamber15 and is Tweeting up
a storm from his hospital bed.
We are so excited and pleased to see
that our message is reaching people
across Canada, and more importantly
that it is resonating with the public.
We want people to really stop and
think about organ donation, and
ensure that they make their wishes
known to their families.
Pamela Toman, PR and Communications Officer,
Montreal Children’s Hospital
Download Case Study
Tips to Generating Awareness with Social Media
•Develop relationships with other organizations. Use the social web to develop contacts within
similar organizations. This not only creates awareness of your nonprofit, but it allows for a transfer
of information. It gives you the opportunity to ask questions and share stories so you can learn
from each other.
•Be a helpful resource. You’ve got the facts, statistics, research, and institutional knowledge
already, so make it work for you. Increase your reach by providing resources for sharing
information and best practices. This can be a resources section on your website, a tab on your
Facebook Page or your own forum. Then, Tweet and post your knowledgeable tidbits and link
back to the original source to drive web traffic.
•Let the passion for your cause come out and highlight the stories that tug at heartstrings.
Facts and statistics are important but they are often abstract and difficult to personalize. Instead,
use pictures, videos, and a narrative to tell the human stories that inspire.
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How to Use Social Media for Social Good
Chapter 2 /
How to Fundraise with Social Media
Think of social media as an extension of all of those coffee meetings
you attend with prospective donors – instead of meeting at your local
cafe to discuss their interest in your cause, social media helps you
create bonds online, giving you the power to build strong relationships
with more people, regardless of time or location.
Walk for Cure with the Scleroderma Foundation: Get Your Supporters
Moving with Social Media
The Scleroderma Foundation, a national organization dedicated to supporting the thousands of people
living with this chronic connective tissue disease, aims to realize their three-fold mission of supporting,
educating, and researching treatment and potential cures.
Understanding the importance of educating the greater community, they set out to make an impact
on social media.
Looking for an innovative way to improve awareness
surrounding scleroderma, the Southern California Chapter
partnered with OrgSpring to develop an online video sharing
campaign called Walk for Cure. The campaign aims to
empower scleroderma patients and their supporters through
the collection of inspirational stories, and ultimately attract
new contributors and supporters, while promoting their walka-thon charitable events.
Using a custom installation of popular blogging site Wordpress, the Walk for Cure site invites both
patients and their supporters to upload videos they’ve created that share their experiences of living
with the disease. All comments on the videos are linked to Facebook, meaning that the videos and
comments are shared on the commenter’s Facebook News Feed – allowing for additional exposure.
Not limiting their social engagement to the Walk for Cure website, the Scleroderma Foundation team
has been actively engaging with, and monitoring, the social web.
“Using Salesforce Marketing Cloud we’ve been able to find thousands of posts in places on the web
we would never have thought to look previously. In a short time, we’ve been able to leverage those
relationships into a few feature stories, website reviews, and shares on social media channels like
Facebook, Twitter and Google+.” –Craig Grella, Co-founder, OrgSpring
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How to Use Social Media for Social Good
The empowerment their
community felt from sharing
Using Salesforce Marketing Cloud
stories online surpassed the
we’ve been able to find thousands of
expectations of the
posts in places on the web we would
Scleroderma Foundation.
Enabling the Facebook
never have thought to look previously.
commenting feature allowed the
In a short time, we’ve been able to
Scleroderma Foundation to
leverage those relationships into a few
grow their Facebook following
feature stories, website reviews, and
by over 650 fans in less than
shares on social media channels like
one month, helping their
message reach more than a
Facebook, Twitter and Google+.
quarter of a million people. The
Craig Grella, Co-founder, OrgSpring
Walk for Cure site has 6,000
pageviews, with an average
duration of more than three
minutes – triple the web average
for similar sites. Of those 6,000
page views, 35% of their visitors returned multiple times to view and share new content. They’ve also
seen their web rankings raise consistently – and have broken into the first page of Google for several
keyword searches – a big success when you’re up against larger, well-known charitable organizations.
And these social benefits have resulted in real fundraising success. Donations to the campaign are
nearing $15,000, with one generous donor pledging $100 for every video uploaded to the site.
Tips to Fundraise with Social Media
•Use your social presence to create new relationships and strengthen existing ones.
Updates about your programs, mission, and events will show your followers that the money you
are asking them to donate is going to active causes.
•Fundraising campaigns have goals, as well as set time frames, and so should your social
media fundraising. Your organization may have an annual event that you want to coordinate
your social media outreach, but you should consider leveraging your community for separate
online campaigns.
•Once you’ve created your campaign and call to action, make it easy for people to donate.
Don’t bog them down with having to fill out detailed forms. Get the essentials (name, address,
email, and payment info) and let them be on their way. The more work someone has to do to
donate online, the less likely they are to give.
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How to Use Social Media for Social Good
Chapter 3 /
How to Develop a Social Media Community
Not only does the social web provide opportunities for community
building, it encourages it. Developing a social media community is a
powerful way to draw connections between people that may have
never met, but share many of the same life experiences.
You don’t need to create your own social network to start an online community. Use existing resources
like your blog or Facebook and Twitter to join conversations, share content, and answer questions.
Becoming more involved with your community will enhance your organizational transparency, and put a
human face on the causes you support.
Viral Technologies and Let’s Get Ready!: Teaming Up for Social Good
The Chase American Giving Awards are the first ever celebrity tribute to community heroes. Chase was
offering five nonprofit organizations an opportunity to share in two million dollars in grants.
One of those in the top five was Let’s Get Ready!, a nonprofit organization based in New York City, that
believes all students, regardless of socioeconomic background, should have the support they need to
reach higher education. Let’s Get Ready! provides students with free SAT prep and college admission
counseling. When they learned they would be competing in the American Giving Awards, they reached
out to the team at Viral Technologies, a market intelligence company, and asked for their social media
knowledge and resources to help win much needed funds for their organization.
We couldn’t be happier to be teaming
up with such a worthy non-profit
organization. We’re looking forward
to leveraging the power of Salesforce
Marketing Cloud to reach a broader
audience in the social space to help
increase the votes for Let’s Get Ready!
Steve Reeves, Former Director of Market and Business Development,
Viral Technologies
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At the start of the program,
social media users voted for their
organization of choice once per
day until the contest ended. The
nonprofit with the most Facebook
votes by the end of the contest
won one million dollars for their
organization, with the rest of the
grant money being allocated to the
four remaining finalists.
Viral Technologies used Salesforce
Marketing Cloud to help Let’s Get
Ready! reach a broader audience
across the social web.
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How to Use Social Media for Social Good
“We couldn’t be happier to be teaming up with such a worthy non-profit organization. We’re looking
forward to leveraging the power of Salesforce Marketing Cloud to reach a broader audience in the
social space to help increase the votes for Let’s Get Ready!” –Steve Reeves, Former Director of Market
and Business Development, Viral Technologies.
Let’s Get Ready! won second place in the Chase Giving Awards and took home $500,000 to help
students obtain post secondary education. But even more, they created a strong social media
community in one week. This included:
•Twitter following increased by 10.3% over the course of the voting period
•Twitter follower growth rate was 7% higher than the other four competitors who all gained
followers at a rate less than 3%
•Facebook fans doubled over the course of the voting period
•Mentions of Lets Get Ready! across the web increased by 80% over the course of the voting
period (mentions of their biggest competitor only increased by 66%)
Tips to Developing a Social Media Community
•Find the influential voices in your industry. There are influential voices in social media that may
come in the form of bloggers or super Twitter users. They have opinions, ideas and a following.
By connecting and developing relationships with these social media leaders, you can further
spread your message and have a supportive voice in the community.
•Spread positive messages to gather interest. Sharing positive volunteer experiences might
encourage those in the social space to learn more about you or share your message with others.
•Thank your community. Whether it’s a donation, a comment on your blog or a helpful
recommendation, it’s important to remember that people who make an effort to assist you
need to receive tangible acknowledgement. This will not only deepen your relationship with that
individual (and perhaps lead to future donations) but it will encourage others to do the same.
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How to Use Social Media for Social Good
Chapter 4 /
How to Engage with Your Social Media Community
Social media allows you to be in direct contact with your volunteers,
potential donors and employees about everything from events to
crisis situations.
American Red Cross: Digital Operations Center
Eighty percent of Americans expect that emergency responders will monitor social networks, and a
third assume that posting or Tweeting a request for help during a disaster will get them help within an
hour, according to a 2011 Red Cross opinion poll.
Photo courtesy of Dell, Inc.
To meet those expectations, in partnership with Dell, the Red Cross launched a Digital Operations
Center to help monitor and respond to 70,000 crises per year — from house fires to hurricanes. Red
Cross staff and digital volunteers listen to online conversations, and interact directly with people who
need help or have questions. They are equipped to rapidly share life-saving safety and preparedness
information and match up people to resources. One of the most helpful components of the Digital
Operations Center is the global heat map, which starts glowing the moment significant social media
activity begins to happen.
Sending disaster workers on the ground to find out exactly where the needs are can take days. The
Digital Operations Center allows the Red Cross to spot trends and help disaster workers make smarter
decisions about local needs and problems.
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How to Use Social Media for Social Good
How to Engage with Your Social Media Community
•Dissect your social media data to find insights that benefit your community. For instance,
through social media monitoring, you may uncover cries for help in your community. It could even
be as simple as a missing cat or larger issues around crisis management. Uncover these stories
and find ways to get involved.
•Promote your events. Do you have a signature event that gets your volunteers and donors
excited every year? Whether it’s a golf tournament, walk-a-thon, or charity gala, attract an even
larger following by sharing your message on the social web.
•Share messages about others more than messages about yourself. Social media can be
an excellent platform for raising money, but make sure that’s not the only way your organization
uses it. Retweet other organizations’ posts, share web content relevant to your industry and post
kind words and questions. This will round out any solicitation requests and give your brand more
community involvement.
It’s going to give us a better idea of what
is going on on the ground. During an
emergency, information is like gold. It
is so valuable. And we know that the
more information that we have during an
emergency, the better we can serve those
people that need our help.
Gail McGovern,
President and CEO, American Red Cross
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How to Use Social Media for Social Good
Chapter 5 /
How to Conduct Research with Social Media
If you thought your organization couldn’t afford to conduct research,
social media is here to help. From focus groups to interviews to surveys,
social media is your readily-available, real-time research shop.
ReachOut.com: Using Social Media to Create Connections
Around Mental Health
According to Inspire Foundation, tragically, the leading cause of death among young Australians (14-25)
is suicide. To tackle this issue, the Inspire Foundation provides services aiming to improve young
people’s mental health, wellbeing, and support them through troubling times. Inspire Foundation
delivers its flagship service, ReachOut.com, to provide anonymity, help and support 24 hours a day,
and enable accessibility to young Australians in remote regions. ReachOut.com allows them to help
thousands at any one time. While the site has been around since 1998, the context in which young
people are growing up has changed dramatically in the last decade. With this in mind, the Inspire
Foundation team found a need to adapt their approach to marketing ReachOut.com, and to actively try
and reach young people through social media. In order to do so effectively and appropriately, it was
critical to gain an understanding of their audience’s conversations - on a range of topics - and gain
insight into their needs.
Nathalie Swainston, Brand and Marketing Manager of Inspire and ReachOut.com, saw an opportunity
to ensure that the new version of ReachOut.com reach those who need the services, not only through
the new site, but through a broader multi-channel approach. To better understand how young people
were talking about mental health issues, the challenges they faced, and how they cope with issues like
bullying, drug and alcohol abuse, and stress, Swainston and the team turned to social media. Using
Salesforce Marketing Cloud to find thousands of conversations online, they were able to gain valuable
insight into the language used to discuss these topics, as well as understand what obstacles prevent
young people from getting the help they need. They were also able to target those that were very active
and influential in conversations around mental health and related topics.
“Social media has proven to be an amazing research
channel for us. We are able to learn first-hand how young
people are discussing mental health issues, and take this
information and adjust the language and messaging of our
site. Not only this, but by delivering the service through social
channels, we’re bringing important conversations to them, in
appropriate ways, in the spaces where they already are.” –
Nathalie Swainston, Brand and Marketing Manager, Inspire
Foundation, ReachOut.com
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How to Use Social Media for Social Good
This not only gave the team a chance to perform cost effective research and understand their target
audience better, it has also helped them track media efforts and special projects. It has allowed them
to share valuable insight with their supporters and donors. This past year, there’s been a 27% increase
in the number of young people getting help from ReachOut.com and that the most engaged of those
users are coming from the ReachOut.com social channels.
Using Salesforce Marketing Cloud has helped shape the content and language of ReachOut.com both
for their website and social media channels, such as Facebook and Twitter. They used this research to
supplement the input from hundreds of young people, helping to build a solution that is for and created
by young people
Social media has proven to be an amazing research
channel for us. We are able to learn first-hand how
young people are discussing mental health issues,
and take this information and adjust the language and
messaging of our site. Not only this, but by delivering
the service through social channels, we’re bringing
important conversations to them, in appropriate ways,
in the spaces where they already are.
Nathalie Swainston, Brand and Marketing Manager,
Inspire Foundation, ReachOut.com
Download Case Study
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How to Use Social Media for Social Good
How to Conduct Research with Social Media
Use social media to uncover:
•The language of your constituents. Use that knowledge to shape the content and messaging you
use to communicate.
•Understand market demographics to determine your best target audience.
•Find relevant conversations via Twitter chats, hashtags, Facebook groups, etc.
•Determine the most popular social media channel(s) for future messaging.
•Gather feedback via surveys and polls.
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How to Use Social Media for Social Good
Chapter 6 /
How to Measure Your Efforts with Social Media
Measuring your initiatives is an important aspect of understanding
how your social media efforts are performing, but many find it difficult
to identify the specific metrics they need. The most important piece to
remember is to develop a measurement framework that relates to
your objectives.
UNICEF: Measuring Their 2012 Flagship Report with Social Media
UNICEF dedicated the 2012 edition of its flagship report, The State of the World’s Children 2012:
Children in an Urban World, to the situation of children growing up in urban settings. Almost half the
world’s children now live in urban areas; the report calls for greater emphasis on identifying and meeting
their needs. The goal of the communication strategy was to raise general awareness of the issue and
offer information and facts for grassroots advocacy.
Social media has become an integral part of UNICEF’s outreach strategy for main publications and
campaigns. Using Salesforce Marketing Cloud, UNICEF analyzed the social media conversations on
Twitter, blogs and mainstream news. The objectives for their monitoring approach was:
1. Earned Media: How do we get picked up – when, why and where?
2. Owned Media: Which regional and country offices support the launch?
3. Endorsement: Who are our most effective Goodwill Ambassadors?
Earned Media
UNICEF started by defining earned media as public attention gained through channels that are out
of your own control and influence. You can’t pay users to talk about the report; nor can you tell them
explicitly what to say. Trending the amount of mentions over time helps to get a first glance into the
earned media. Whenever a user mentions UNICEF in their post, they conclude that as earned media.
The above chart represents the conversations about UNICEF between 28 January and 6 March
2012. Altogether they recorded close to 130,000 conversations around UNICEF across various social
media channels. The graph shows that social media conversations about UNICEF occur cyclically.
Similar to tides, you can see increased frequency of mentions during weekdays, whereas there’s lower
participation on Saturdays and Sundays.
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How to Use Social Media for Social Good
Before UNICEF analyzed the launch of the report, they looked a few weeks before the event. In early
February 2012, they monitored a peak around the Tap Project by UNICEF USA. The following week’s
conversations are dominated by discussions around the situation in Syria. Traditional media reported
that, according to UNICEF, at least 400 children had been killed in Syria as of the end of January 2012,
with a similar number detained
and many reported to have
been subjected to torture
and sexual abuse.
The data shows that this
information was widely picked
up by mainstream media and
Twitter channels. Why does
this information get picked
up by the public over others?
UNICEF suggests five different
characteristics for this case:
1. Consonance: The information reflects wide public sentiment that the violence in Syria needs to
stop. Users are more likely to pick up messages that reflect a broader public opinion.
2. Urgency: The information is part of the breaking news and adds an exclusive value to
the media coverage.
3. Negativity: Bad news has a tendency to be covered more broadly compared to positive news.
4. Continuity: Mainstream Media like to report about developments over a period of time. The
information helps to keep the coverage going and adds another level to the scope.
5. Personalisation: The information puts the people in front of the event itself and allows the user
to tell a human story behind the numbers.
The Day of the Launch
The all-time peak during the observed period was February 28th, as UNICEF launched “The State of the
World Children” report. On the day of the launch, they recorded nearly 3 times more mentions than the
daily average in the time period. UNICEF recorded conversations in 159 countries/regions worldwide,
which captured the global importance of the report. They also saw that 52% of all posts were from
the USA. They reached countries in developed as well as in developing countries. Previous eventbased monitoring efforts suggest that the buzz around an event fades out after two-three days. The
momentum kept up during the following week, levelling out above the daily average.
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How to Use Social Media for Social Good
UNICEF took this moment to look into the content of the social media buzz. What triggered the
conversations? According to the word clouds, the peak during the launch can be attributed
to five factors:
1. The launch of the report was mentioned in more than 2,000 mainstream news websites, which
increased the level of buzz considerably.
2. Nearly 3,000 blogs talked about the launch of the report.
3. The official launch of the report in Mexico City with President Felipe Calderon triggered a lot of
buzz, especially in Spanish speaking communities.
4. The hashtag #SOWC2012 and the proposed messages from the social media package had high
mention and retweet levels.
5. The engagement of some Goodwill Ambassadors, such as Ricky Martin, Danny Glover etc,
triggered new conversations.
Owned Media
The majority of mentions occurred on Twitter (82%), but Twitter was highly fluctuating for UNICEF. The
Twitter mentions were high on the day of the launch but they faded out as quickly as they rose. This
is a contrast to blogs and mainstream news that had a tendency to mention issues in a continuous
frequency. UNICEF was highly decentralized with more than 190 country offices. Therefore, it was
generally a challenge for them to keep track of local Twitter channels. Using the monitoring approach
enabled them to identify 74 UNICEF affiliated Twitter accounts.
UNICEF decided to do a qualitative analysis of the posts and found out that nearly 80% of them used
proposed messaging and the proposed hashtag #sowc2012. If you imagine the size and the level
of decentralization in UNICF, the monitoring approach saved a lot of time in observing the work of
their country peers.
Endorsement
Finally, UNICEF wanted to learn more about the impact of our Goodwill Ambassadors (GWA). They were
the first of many NGOs to enlist the help of celebrities. Danny Kaye pioneered the role of Ambassador© 2013 Salesforce.com Foundation. All Rights Reserved Proprietary and Confidential http://www.salesforcemarketingcloud.com
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How to Use Social Media for Social Good
at-Large in 1954; it was later taken on by Audrey Hepburn and others, building up into the current
distinguished roster of international, regional and national goodwill ambassadors.
UNICEF automatically determined the influence of a GWA by the total number of fans and followers. In
that case, Shakira, with more than 48 million fans on Facebook, was one of their key influencers. The
monitoring approach added another indicator for influence based on the amount of conversations that
the GWA triggered. They used a time period of 18 days around the event.
UNICEF identified two different categories of celebrities in social media. On the one hand, they found
celebrities, such as David Beckham or Selena Gomez, who trigger buzz around UNICEF by being
generally affiliated with the organization.
On the other hand, there were celebrities that engage in a particular issue. Looking into the content of
the posts showed that Lenny Kravitz is an influential supporter of the Tap Project, which informs about
the issues of water and sanitation. Ricky Martin is especially influential on the issue of child trafficking
and Mia Farrow is a well-respected voice in the issue of polio in Africa.
To conclude, the launch of The State of the World’s Children 2012: Children in an Urban World report
generated a high level of buzz that exceeded the average buzz level by three times. The monitoring
approach helped UNICEF observe the dynamics in owned and earned media. It proved to be helpful to
have a holistic approach in order to assess the consistency of messaging within a highly decentralized
organization. UNICEF demonstrated that influence is not solely based on the total amount of fans or
followers, but it is within their power to trigger conversations and action around a specific issue. For
more information, visit UNICEF.org/sowc2012.
How to Measure Your Efforts with Social Media
Create strong measurement objectives from the start to help you succeed. These should be:
•Specific: Describe your objectives specific to the results you want. Go deeper than “increase
brand awareness” to “increase brand awareness by 10% in the next six months via a targeted
social media campaign.”
•Measurable: You want to use these metrics in the review process to see if you were effective.
Having a specific objective will clearly show whether results were met.
•Achievable: Often “100% customer satisfaction” isn’t realistic. Your goal of 90% customer
satisfaction may be more plausible so consider what’s feasible when setting your objectives.
•Realistic: Ensure you have the resources, tools and staff to meet your objectives.
•Timed: Get specific with your objectives a time frame. This makes them real and tangible.
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How to Use Social Media for Social Good
Conclusion
Social media offers non-profit organizations a powerful platform for generating awareness, volunteers,
fundraising and more.
As you move forward with your social media plan, remember to stick with it. When it comes to social
media, perseverance and consistency are key. You might not raise thousands of dollars overnight, but
with dedication to maintaining your social channels and growing effective relationships, you’re sure to
see real results.
Whether you’re just starting your social media journey or looking for some ways to enhance your current
approach, we hope this ebook helped you find opportunities for your mission.
Learn more about Salesforce Marketing Cloud and the Salesforce.com Foundation.
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