A New Era in Nonprofit Marketing: Why Winging It with Social Media No Longer Works
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A New Era in Nonprofit Marketing: Why Winging It with Social Media No Longer Works

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If you’ve dipped your toe in the social media waters, do you wonder why you aren’t reaching more people or raising more dollars? If you haven’t yet begun, have you considered what social media ...

If you’ve dipped your toe in the social media waters, do you wonder why you aren’t reaching more people or raising more dollars? If you haven’t yet begun, have you considered what social media marketing might do to help you reach – or not reach — your goals? This webinar will explore why winging it no longer works in 2013 (e.g., putting up a page and sporadically begging for ‘likes’ and ‘follows’) and help you dive gracefully into the deep end. Plus, we’ll discuss the resources needed to achieve success and how to measure the return on your investment and engagement.

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A New Era in Nonprofit Marketing: Why Winging It with Social Media No Longer Works Presentation Transcript

  • 1. Sponsored by:A New Era in Nonprofit Marketing:Why Winging It with Social MediaNo Longer WorksClaire Axelrad, J.D., CFREJune 4, 2013Use Twitter Hashtag #npwebPartOf:
  • 2. Sponsored by:Protecting and Preserving theInstitutional Memories ofNonprofits Since 1993www.cjwconsulting.com(866) 598-0430info@cjwconsulting.comPartOf:
  • 3. Sponsored by:PartOf:Coming this June
  • 4. Sponsored by:Today’s SpeakerClaire AxelradPrincipalClairificationHosting:Cheri J Weissman, CJW Consulting & Services, Inc.Assisting with chat questions:Jamie Maloney, 4GoodPartOf:
  • 5. A New Era In Nonprofit Marketing – WhyWinging it with Social Media No LongerWorksYou’re nobody’s fool!So stop fooling around.The train has left the station, so…
  • 6. No More Tip-Toeing Your prospects are herealready - empowered to have‘real time’ conversations. Inmultiple places. At multipletimes. On their own terms. Your donors expect it.They have a voice that’s louderthan at any point in history. Get inthe room and listen. Social media was madefor cause publicity –letting folks spread theword about things theycare about. Generation “C”.
  • 7. Put Hip to ArmHop on board!Understand the impact social media already has on yourorganization + the impact it can have.Internal supportSecure buy-in to develop an institution-wide social mediastrategy to reach more people and raise more dollars.Plan Develop a social road map that integrates with other marketing and fundraisingstrategies.Action Go beyond ‘likes’ and ‘follows’ to inspire value-for-value exchanges andmeaningful action.Resources Determine and find the resources you need – preconditions tosuccess.Measure Learn to measure “Return on Interesting” (meaningful ROI or ROE)
  • 8. HOP ON BOARD!Why you should invest more resources in social media41% of nonprofits attribute their socialmedia success to having developed adetailed social media strategy.Source: Avectra
  • 9. 47% of Americans learn about causesvia social media and online channels.Source: Avectra
  • 10. 56% of those that support nonprofits on the Social Webconfirm that compelling storytelling is what motivatesthem to take action on behalf of nonprofits.Source: Waggener Edstrom
  • 11. Social media engagementinspires further actionSource: Waggener Edstrom
  • 12. People are giving more throughsocial media.Source: MDG Advertising
  • 13. INTERNAL SUPPORTHow to get the rest of your organization on board1. Secure buy-in from the top.People fear “togo where no one has gone before.”Show them that’s not the case. You can’t do this alone.Don’t count on a “grassroots” effort to establish a social mediaprogram that will change the culture. The “top” holds the pursestrings and sets the strategy.2. Drip data to persuade.Don’t spout “Reddit,Tumblr, Foursquare, StumbleUpon, Digg … it overwhelms!-- Find solid campaigns you admire; call them up and conduct aresearch interview.-- Share articles; case studies; infographics; facts that showimpact.-- Pair them with folks they respect who are already on board.3. Take your ‘boomer’ by the hand.
  • 14. Move Social Front and Center3. Build a social task force. Everyone gives and gets in a networkednonprofit. Cut across departments. Include stakeholders from all relevant functions – HR,Marketing, Development, Programs, IT4. Frame it as virtual word-of-mouth. Ask, what’s most effectivemarketing strategy? Tried-and-true most effective form of marketing now has avirtual stage.5. Lead with relationship-building; not technology. Social media isinherently social! The power to engage and connect is the greatest gift of socialmedia. It’s not something you do to folks (seems time-consuming; unnecessary; pushy). Managedeffectively, it’s something folks do for us (as influencers, advocates, askers and givers). Mindset transformation – Developer of relationships Invitational – Asks who’s interested? Wants to go along? Transformational – Way to build constituent-centeredrelationship-building machine!Move
  • 15. PLANIntegrate social media with other marketing and fundraising strategiesStop the random acts of marketing.Engagement moves from observing… to following… toendorsing… to contributing… to owning… to leading. Socialmedia lends itself well to the first four – a great entry point.It’s tempting to just dive in and startposting; Don’t. Honestly assess your organization’sgoals—and how social media’s unique strengths –encouraging dialogue -- can help further themCartoon by Hugh MacLeod
  • 16. Understand your MarketPeople come beforetechnology and tactics Research and targetdifferent audiencesegments. Use personas; picture whoyou’re writing to –-- Demographic? Lifestyle?Interests?-- Who influences them?-- Personal goals? Understand your ownpersona.
  • 17. Build a Content Strategy1. Promotion channelsBlogEmailSocial channel(s).2. Start small.Grow slow and steady. Avoid a passive profile like theplague (i.e., anything that isn’t on a consistentschedule).3. Schedule specific time to produce.4. Engagement RCA - content must be:Relatable,Conversational,Actionable5. Keep a running content ideas file.6. Create a content calendar.
  • 18. Be Smart about ContentBegin with highest yield; lowest cost
  • 19. Build a Promotion StrategyBuild your email list. Yes,email is #1 online media tooland most direct way youcommunicate with folks. Thething that will hold you backmost is lack of prospects.Systematically capture leads –if you don’t have a well-designed opt-in form with aheadline describing thebenefits of joining yourmailing list – then this is the#1 reason your promotionstrategy sucks.Promote where your folks‘hang’.
  • 20. ACTIONInspire active engagement. Not transactions, RelationshipsOLD:1. ‘Likes’ and ‘Follows’2. Passive3. Push; broadcast “wherever”NEW:1. DAR and CTA2. Actively feed your ‘influencers’Give them something interesting,useful, engaging, shareable3. Pull from where your audience‘hangs’Stop counting ‘likes’ and ‘follows’
  • 21. Anti-Social = No ActionPrinciple ofReciprocity: Telling = Monologue Sharing = Beinguseful; Creatingemotionalexperiences; GivingDon’t ignoreActionsSocial Media Mantra: Unless Iintend to engage I won’t do it.
  • 22. Get Creative to InspireDIYsilverware mirror recycled from Goodwill Mission-related cookies from Surfrider FoodBoardSocial networks are becoming more visual. I love Pinterest! Record a 60-second personalized videothank you using V-snap on Twitter
  • 23. Creative Engagement Ideas Quozio turnswords into imagesin seconds
  • 24. More Creative Engagement Google+ to create circles, communities and hang-outs – way to become trusted authority. LinkedIn Groups build relationships anddemonstrate your expertise. Launch discussions orcontribute (professionals, aka supporters, tend to ‘hang’here). Contests on your blog or Twitter (e.g., name yourfavorite justice movie and win a water bottle). Tell remarkable story on FB; ask folks toshare their stories
  • 25. RESOURCESThe resources you need. How to find them.A PRECONDITION to getting intothe social media game. Enough human andmonetary resources to(1)develop, (2) implement and(3) measure your plan’ssuccess. But just like withGoldilocks, you want to get it‘just right.’
  • 26. How Much do you Need? Social media islike a puppy. If you’regonna get one, you gotta carefor it or it’s gonna die. Don’t overdo it.Don’t adopt new ones if youcan’t care for the ones you’vegot. Strike a balance. Ifyour puppies aren’t thriving,consider whether to give tosomeone else (hire/outsource)or seek a trainer (consultant). Do you want us all? We dare you! Who’s driving? Them or you?
  • 27. Nothing takes care of itself Figure out roles andresponsibilities: Whodoes what? Insource withexisting staff? New staff?Outsource? Social capital(board members,volunteers, otherconnections)? How manyhours (per week or month)is it expected to take? Whattraining is necessary tobuild necessary skills? Determine theneeded budget: Howmuch is it going to cost?
  • 28. MEASUREMENTWhat success looks like for you. How to measure your return.SMARTOBJECTIVES arespecific,measurable,attainable,realistic andtimely.Cartoon, Hugh MacLeod, Gaping Void
  • 29. Specific meaningfulmeasurements of activityBefore launching a campaign put tracking codes into each social mediaplatform and initiative. There are many metrics from which to choose.
  • 30. Measure the right thingsShort- vs. Long-term metrics GoalMobilize support for onlineadvocacy campaign andrally/event Target AudiencesDonors, Former staff, Members ToolsFB, Twitter, Blog Short (transaction)-- # of ‘likes’on FB page-- # of ‘likes’ for FB post-- # of RTs-- # of folks who view blog-- # of comments on blog Long (transformation)-- # of users signing onlinepetition-- # of users taking action (e.g.,attend event)Results; not activity. Loyalty;not transactions.
  • 31. Attainable: start smallWith an easy-to-handleproject to measure. Shares Conversions tosubscribers Responses to yourpost’s CTA (e.g.,emailed Congressperson; donated;volunteered)
  • 32. Realistic: Return On Interesting If it’s not realistic to measure "return on investment"in a strictly financial sense, don’t. ROI = Engagement that will increase probability ofsales/donations, and is an essential part of yourmarketing mix. You’re investing in a journey to get folks aware,interested, engaged and, ultimately, invested. If you’reinteresting, folks will engage. Keep interesting andengaging with them, and the donations will come. Creating interesting content requires knowing yourtarget really well.
  • 33. Timesaving Use measurementto save time. Don’twaste energy measuringthings that dont get results. Counting ‘likes’and ‘follows’ mayshow you’ve beenbusy, but it won’t showyou’ve been smart. Use what youmeasure to get betterresults in the future.Cartoon by Hugh MacLeod, Gaping Void
  • 34. Take-aways 1. Hop on board the socialmedia train. Prospects arealready there. 2. Technology is just atool. Use it to deliver value. Use it toconnect. 3. Constituent-centered.Look into their eyes; not your mirrorCartoon, Gaping Void, Hugh MacLeod
  • 35. Take-aways 4. Engage toinspire action.Don’t just slap up a FBpage. 5. No morewinging it! Learn.Invest. Plan. Measure. 6. Don’t getdiscouraged.
  • 36. Sponsored by:Find listings for our current seasonof webinars and register at:NonprofitWebinars.comPartOf: