Doubling Your Donor Base in a 2014 World- The Social Media "KISS Version"

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Donor behaviors have changed. So too have media formats and communications technologies. Most nonprofits feel they should get more from their social media efforts, but they've not evolved their approach plans as yet. Here are some pointers for modernizing the social media and cross media communications plan. If you'd like our help in any way I am more than HAPPY to elaborate on any of these points.

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Doubling Your Donor Base in a 2014 World- The Social Media "KISS Version"

  1. 1. © 2014 Big Dog Innovations Social Media 2014 Style Objectives Your Unique Value Propositions Target Markets Their Motivations 3.0 Message Strategy Strategic Content Plan Call to Action Strategy Landing Page Dynamics 3.0 Governance DetailsAudience Acquisition Plan Infrastructure Enhancement Publishing Schedule Content Deployment Activity & Response Captures Stewardship Automation Conversion & Welcoming Doubling Your Donor Base Augmenting Your Major Gifts Program
  2. 2. Social Media 2014 Style Objectives Your Unique Value Propositions Target Markets Their Motivations 3.0 Message Strategy Strategic Content Plan Call to Action Strategy Landing Page Dynamics 3.0 Governance Details Audience Acquisition Plan Infrastructure Enhancement Publishing Schedule Content Deployment Activity & Response Captures Stewardship Automation Conversion & Welcoming Doubling Your Donor Base Augmenting Your Major Gifts Program *Items with yellow type are indicative of “new strategic practices”
  3. 3. Three Goals For This Deck  Suggest new content strategies for social media  Describe methods for increased interactions from social media communities  Turn interactions (communication engagements) into converted donor opportunities
  4. 4. Raising the “bar of expectation” for social media  Social media should have an increased impact on donor achievement  You’ll need to change the messaging style - get the community talking (more than they presently do)  You’ll use new digital technologies to increase levels of “ongoing engagement  Rewriting some aspects of your social media plan will be a requirement
  5. 5. Old tactics don’t work, here’s 3 reasons why-  Best use of social media is not about branding and announcements, if there’s not an engagement element to the messaging it will fall short  The media landscape has become increasingly crowded; there’s a tendency towards bells & whistles whereas new strategy should have been the real lynchpin  Most Significantly: Prospect and donor behaviors have changed; their methods of communications has evolved
  6. 6. The focus of our suggestions is delivered in three segments- content strategy, interactivity, and increased conversions You’ll see them highlighted by the circles with the yellow type on the social media “strategy wheels” of this deck See the next slide for the beginning of the “content strategy” section
  7. 7. Social Media 2014 Style Objectives Your Unique Value Propositions Target Markets Their Motivations 3.0 Message Strategy Strategic Content Plan Call to Action Strategy Landing Page Dynamics 3.0 Governance Details Audience Acquisition Plan Infrastructure Enhancement Publishing Schedule Content Deployment Activity & Response Captures Stewardship Automation Conversion & Welcoming Doubling Your Donor Base Augmenting Your Major Gifts Program *Items with yellow type are indicative of “new strategic practices” “Content Strategy”
  8. 8. Why would they care?  You have your objectives and value propositions, but what about instead, the development of content that “moves them”; it’s a style that can be practiced and turned into expertise over time  If you can get your messaging more towards the “3.0 style” of messaging, the human element, the human spirit, the human wave style of content you’ll notice immediate lift in your participation rates  The “collective intelligence” within your organization represents a huge volume of potential “human spirit” content- develop methods to interview thought leadership on a more regular basis
  9. 9. Social Media 2014 Style Objectives Your Unique Value Propositions Target Markets Their Motivations 3.0 Message Strategy Strategic Content Plan Call to Action Strategy Landing Page Dynamics 3.0 Governance Details Audience Acquisition Plan Infrastructure Enhancement Publishing Schedule Content Deployment Activity & Response Captures Stewardship Automation Conversion & Welcoming Doubling Your Donor Base Augmenting Your Major Gifts Program “Increased Interactions”
  10. 10. Building More Conversations  Content should more frequently include links to landing pages; landing page dynamics (whether PC, Tablet or Smart Phone) dramatically extend your capabilities for interactions  Development of good call to action strategies will increase the instances of landing page engagements  New governance considerations may be required being that you’re intentionally driving more interactions  One example of infrastructural strategy to establish more conversations is illustrated on the next slide!
  11. 11. Prospects into visitors Visitors into future donors via nurturing
  12. 12. Infrastructure Enhancements  The popular method of social media acquisition is the use of a “Like Us” widgets (or something similar)  That worked three years ago  Now that it’s 2014, your “call to action strategies” and human spirit (messaging 3.0) methods, need to be more imaginative- give them compelling reasons to engage
  13. 13. Social Media 2014 Style Objectives Your Unique Value Propositions Target Markets Their Motivations 3.0 Message Strategy Strategic Content Plan Call to Action Strategy Landing Page Dynamics 3.0 Governance Details Audience Acquisition Plan Infrastructure Enhancement Publishing Schedule Content Deployment Activity & Response Captures Stewardship Automation Conversion & Welcoming Doubling Your Donor Base Augmenting Your Major Gifts Program *Items with yellow type are indicative of “new strategic practices” “Converting More Donors”
  14. 14. Activity & Response Captures  Activities & responses such as donate, register, respond, download and follow -can be “tag-able”  Stewardship, New Donors, and Captures from specific events are great examples of follow through that can be automated  The same can be said from any given specific social media initiative (e.g., Giving Tuesday, reunions, acknowledging a care giver)  See the next slide for a good example of capture workflow
  15. 15. Tag: A Tag: B Tag: C Donor Development & Automation System
  16. 16. Nurturing Automation  Your donor base has become increasingly digital and the cross media technologies that exist today make it easy for you to overcome many of your bigger challenges including limited manpower and budgets  Anything that can be tagged, can be turned into automated follow through  Sometimes this is referred to as “nurturing automation”  Stewardship, cultivating, nurturing, incubating, whatever your organization calls it, can lead to increased donor conversion rates and giving amounts assuming the organization avails itself of these automation opportunities  Digital media formats such as social media are an easy way to connect the dots in the cultivation process  See the next slide for a “blank slate” to think about updating your communications mapping process
  17. 17. Inbound Media Landing Page Captures Nurture Prospective Donors Convert Donors Get Referrals Increase Donor Amounts Steward- ship
  18. 18. Doubling Your Donor Base  What would it mean to you if your board members could be tapped for their spheres of influence  Given the proper set of simple instructions your board members can be taught what “digital natives” already know- their relationship channels can be tapped for your organization to grow the size of your donor base  It just needs someone to implement a new approach- think of it as “networking squared” (networking2)  See the next couple of slides for some conceptual examples of this opportunity
  19. 19. Examples of Their Spheres of Influence The communities they reside in The groups and events they participate in Fellow employees they work with Social media connections they have or people they know that have large social media connections Celebrities and other people with large numbers of followers LinkedIn relationships and groups
  20. 20. Board Members & Benefactors Can be Taught to Help You Double The Size of Your Donor Base Board member Board member’s neighbor Trustee Benefactor Benefactor’s friend Benefactor’s friend SEO
  21. 21. Augmenting Your Major Gifts Program  Traditional methods of acquiring major gifts through senior development staff continue accordingly  Augmentation of the major gifts program can be achieved through raising awareness using cross media tactics where the touch points may number in the thousands or millions of touch points per year  Renewals, stewardship, events, newsletters and PR should all include “awareness generation” tactics to get more people to consider a major gift or bequest in their financial plans  Cross media such as direct mail, social media, “e”, mobile and events based communications should all get in on th awareness generation act  Here again “landing pages” will allow you to increase your instances of dialogue or conversations
  22. 22. Analysis & Refinement  Google Analytics is a great tool for social media analysis  Beyond that, marketing dashboards for your landing page interactions (which besides social media may also have originated from direct mail, mobile and events based media) complete the “back end” of your reporting giving you increased insight on activities, responses and donor conversions  Having a social media community is one thing, getting them to take action is another- landing page dashboards will more clearly show you activities and conversions that have taken place instead of just online analytics alone
  23. 23. Consider the 20/20 Challenge Our Social Media Therapeutics Checklist™ is designed to supply you 20 good ideas within 20 days Once you learn the style of “3.0 audience participation messaging” it becomes easy to replicate!
  24. 24. I’d love to know if this deck was helpful to you in any way. And, if you’d like to see anything differently in the future. Peter Winters President, Big Dog Innovations 917 301-9100 pwinters@bigdoginnovations.com LinkedIn: www.linkedin.com/in/peterwintersbigdoginnovations/ SlideShare: http://www.slideshare.net/BigDogInnovations Cross Media Implementation Team- MSP Digital Marketing www.mspdigital.com

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