Doubling Your Donor Base- Social Media Therapeutics for a 2014 World

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Donor base behaviors have changed. Organizations that wish to maximize achievement with social media should look to new strategies and implementation practices. Here's a bunch of good ideas you can use to update your 2014 social media game plans.

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Doubling Your Donor Base- Social Media Therapeutics for a 2014 World

  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. Content in this deck that’s underlined in blue depict the most notable points!
  4. 4. The Purpose of 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  Show our fractional ownership approach that allows you to engage with us at any level should you feel we can help
  5. 5. We’ll start with raising the bar of expectation for social media  Social media 2014 style should have an increased impact on donor achievement  You’ll get there by rewriting your strategic game plan some of which we’ll describe in this deck  You’ll need to change the messaging style so it get’s the community talking (more than it presently does)  You’ll use new digital technologies to increase levels of “ongoing engagement”- this should take you “far beyond traditional social media”
  6. 6. Old tactics don’t work, here’s 3 reasons why-  Most social media was not originally intended for business/organizational use: the approach methods used in traditional communications needs to be adjusted  Social media platforms continue to proliferate, the landscape has become increasingly crowded; there’s varying levels of uncertainty as to which ones work best and how they should be treated differently  Most Significantly: Prospect and donor behaviors have changed; their methods of engagement have evolved
  7. 7. As for new strategic and tactical approaches we’re focusing our suggestions on the yellow type only circles from the second slide of this deck. Thus it’s here, that we begin the first of the four primary sections; “New Content Strategies”
  8. 8. 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”
  9. 9. Their Motivations  You have your objectives and value propositions  What about their motivations?  Why would they care, why would they be more likely to participate on your platforms (if at all), vs. someone else's?  If you can make your social media platforms more “about them” and the outcomes your beneficiaries receive you’re more likely to succeed  Social media should be less about you, more about what “moves them”  This approach is an art that can be practiced and turned into social expertise
  10. 10. “3.0 Marketing”- Message Strategy  In the past the focus was brand centric  More recently for some the focus has shifted towards being donor centric  Now the focus (particularly in social media) needs to be a message strategy that incites “the human wave”; (i.e., attempts at publishing content that goes viral even if that means “mini-viral”)  This 3.0 messaging strategy represents a shift- the focus here is on what gets them (your prospects & donors) to “participate”, what gets them to lead the conversation; what needs to take place in order for them to share and multiply your messages with others, to be part of an ongoing co-development of your future foundation/brand  The human wave, this style of 3.0 Marketing is similar to the effect of what happens with crowd sourcing; the difference though, is you’ll likely be pursuing donations, retention, advocacy, and upsizing their donations
  11. 11. Strategic Content Plan New sources that should contribute to your 3.0 content plans- 1. Executive Directors- many of them possess high levels of useable information that can become content; develop a process to interview some of them 1x/month; their expertise can become material that can be maneuvered into 3.0 message starters 2. Grass roots content- develop internal communications processes that make it easy for the services staff to contribute to your content buckets 3. The strategy of getting “them”, your beneficiaries, prospects and donor base to contribute content for editing and future publishing 4. Develop messaging that allows them to participate in your brand evolution
  12. 12. New Section: Increased Interactions
  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
  14. 14. Call to Action Strategy  Social media content that aims to increase beneficiary, donor and prospect audience participation should include links to landing pages  Landing pages are like your website and donor pages but they can blow away the functionality of those static pages giving the Development Department many more communications options  Landing pages can extend the reach of your communications efforts in that they allow for the collection of activity and feedback and these activities can originate from any media (including social media of course)  Smart call-to-action strategies can increase your instances of dialogue and activity; when you consider the number of posts you do each year the number of increased interactions can be in the thousands or more- remember your donor and prospect base is already digitally invested (even if they’re grandparents!)
  15. 15. Social Media Posts & Other Digital “Touch Points” Call to Action Strategies Increase Interactions (Digital Landing Pages) Capture & Nurture Based on Their Landing Page Activities Donate, Register, Respond, Share, Volunteer, Advocate, Download, Follow, Contact Update Landing Page Activities Represent Additional Options for the Development Team
  16. 16. 3.0 Governance  If you’re getting them more involved in interactive communications you may need to predetermine protocols, additional filters and listening requirements to manage conversations
  17. 17. Audience Acquisition Plans Landing pages are the conduit for capturing activities and responses. Developing an acquisition plan with the consistent use of landing pages should encompass most of your media platforms. A digital media version of an acquisitions plan is represented in the illustration on the next slide.
  18. 18. Prospects into visitors Visitors into future donors via nurturing
  19. 19. Infrastructure Enhancements  Your cross media investments- direct mail, email newsletter, website/blogsite, PR, social media and events based communications should include the option for your prospects to sign up to follow you and they should be given compelling reasons to do so  Make sure you have sign up boxes (with compelling call to actions) in places that are most likely to get conversions; sign ups are a convenient alternative for them vs. having to make a full-on donor decision if they’re not yet ready to donate  While the “Like Us method” is quick and easy you should develop additional ways to get them to take follower action
  20. 20. New Section: Proactively Convert Social Media Into Business Opportunities
  21. 21. 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”
  22. 22. Activity & Response Captures  Activities & responses such as donate, register, respond, and download are “tag-able”  As illustrated in the next slide, tags can be programmed to pre-determine specific follow through courses of action; stewardship being a good example of “if-then” tags
  23. 23. Interactive Two-Way Dialogue PURLs GURLs QR Codes Text Telemarketin g Tag: A Tag: B Tag: C Centralized Database / Automated Marketing System Centralized Database / Automated Marketing System
  24. 24. Nurturing Automation  Nurturing automation is the ability t0 pre-wire a wide range of cross media communication follow through activities  In the case of social media, communications automation can be triggered from activities that first started on landing pages or as part of a stewardship program  In order to imagine plotting a “nurturing automation lifecycle” a sample white board is illustrated on the next page
  25. 25. Inbound Media Landing Page Captures Nurture Prospective Donors Convert Donors Get Referrals Increase Donor Amounts Steward- ship
  26. 26. 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
  27. 27. 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
  28. 28. 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  Interactive communications part of the present suite of available technology allow for increased instances of dialogue in this critical area of development  Because of finite manpower Major Gifts “awareness generation” usually falls short of the mark- communications technologies tools and strategies can help here
  29. 29. Analysis & Refinement  As most communications teams are aware, Google Analytics is a comprehensive tool that can give you a wide array of reports regarding online traffic  If in 2014 you’re going to develop more of the “human wave” in your development efforts, landing pages come with a full suite of analytics that can supply you with better distinctions on where your social media has contributed to increased donor performance  If you have a clearly defined set of organizational objectives there’s no better way to test-measure-refine than to take advantage of the new reporting tools that come with landing page analytics  Remember, it’s one thing to have a large social media community, it’s another to get them to take action; landing page reports give you a much better view of the actions taken
  30. 30. Take the 20/20 Challenge Our Social Media Therapeutics Checklist™ is designed to supply you 20 good ideas within 20 days It’s an inexpensive way to invigorate your social media- kind of like a “fractional ownership” method of hiring experts, but only a little piece of them Once you learn the style of “3.0 audience participation messaging” it becomes easy to replicate!
  31. 31. All of our cross media strategic planning and implementation services are available as standalone platforms or fully integrated cross media systems
  32. 32. I love feedback and the opportunity to compare notes For comments or further inquiry contact me Peter Winters President, Big Dog Innovations 917 301-9100 pwinters@bigdoginnovations.com LinkedIn: www.linkedin.com/in/peterwintersbigdoginnovations/ Cross Media Implementation Team- MSP Digital Marketing www.mspdigital.com
  33. 33. Go Mobile! Make sure to stay connected with me on LinkedIn  http://www.linkedin.com/in/peterwintersbigdoginnovations/ Upcoming titles will be focusing on (among other things) mobile communications, an integral part of your future donor acquisition and stewardship opportunities.

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