The  "Three  As"  of  Nonprofit  
Social  Media  Success
img  via
Your  presenter  »
@StevenShattuck
Steven  Shattuck

@StevenShattuck

VP,  Marketing  -­‐  Bloomerang

Contributor  to:  
...
This  presentation  isn’t  about  social  media.
@StevenShattuck
It’s  about  content.
@StevenShattuck
• Social  media  is  a  delivery  system  for  content.  
• Content  may  not  get  seen  without  social  media.  
• You ...
@StevenShattuck
• Our  organization?  
• Our  cause?  
• Our  donors?  
• Our  employees?  
• Our  volunteers?  
• Our  needs?  
• Our  vi...
What  nonprofits  ARE  creating  »
http://blog.hubspot.com/marketing/nonprofits-­‐social-­‐media-­‐marketing-­‐data
Share ...
Content  types  »
• Plain  text  
• Photos  
• Videos  
• Blog  posts  
• Infographics  
• Podcasts  
• Webinars  
• Downl...
What  should  we  talk  about,  
in  what  format,  
and  how  often?
@StevenShattuck
The  Rule  of  Thirds  »
• 1/3  your  content  
• 1/3  other's  content  
• 1/3  personal  interaction
@StevenShattuck
The  Rule  of  Thirds  »
@StevenShattuck
The  Rule  of  Thirds  »
@StevenShattuck
80/20  Rule  »
@StevenShattuck
https://engagor.com/blog/the-­‐8020-­‐rule-­‐make-­‐just-­‐20-­‐of-­‐your-­‐social-­‐media-...
• doesn’t  annoy  by  being  overly-­‐promotional  
• informs/educates  and  entertains  
• engages  other  users,  especi...
These  frameworks  
aren’t  ideal  for  nonprofits.
@StevenShattuck
The  “Three  As”  »
@StevenShattuck
1. Appreciation  
2. Advocacy  
3. Appeals
The  “Three  As”  »
@StevenShattuck
http://blog.hubspot.com/marketing/nonprofit...
1/3  Appreciation  
1/3  Advocacy  
1/3  Appeals
The  “Three  As”  »
@StevenShattuck
http://blog.hubspot.com/marketing/non...
Appreciation
@StevenShattuck
Appreciation  »
• Use  social  media  to  publicly  thank  supporters!  
‣ donors  
‣ volunteers  
‣ staff/board  members ...
• 5%  -­‐  thought  charity  did  not  need  them  
• 8%  -­‐  no  info  on  how  monies  were  used  
• 9%  -­‐  no  memo...
• 5%  -­‐  thought  charity  did  not  need  them  
• 8%  -­‐  no  info  on  how  monies  were  used  
• 9%  -­‐  no  memo...
Appreciation  is  the  key  to  donor  retention.
@StevenShattuck
The  2014  results  are  in  »  
Nearly  6  out  of  every  10  donors  do  not  give  again!
New  donor  retention  is  even  worse  »  
Gift  acknowledgement  »
1. Fast  
2. Personal(ized)  
3. Communicate  impact
@StevenShattuck
@StevenShattuck
https://bloomerang.co/blog/infographic-­‐the-­‐great-­‐5-­‐donor-­‐communications-­‐experiment
@StevenShattuck
https://bloomerang.co/blog/infographic-­‐the-­‐great-­‐5-­‐donor-­‐communications-­‐experiment
$5  experim...
Appreciation  »
https://twitter.com/Mercetheseries/status/474366392712847360
@StevenShattuck
Appreciation  »
@StevenShattuck
https://vine.co/v/b5tnVIVjt2M
Appreciation  »
@StevenShattuck
Appreciation  »
@StevenShattuck
Appreciation  »
@StevenShattuck
Appreciation  »
@StevenShattuck
Volunteers  are  10x  more  likely  
to  donate  to  your  charity  than  
non-­‐volunteer...
Appreciation  »
@StevenShattuck
Appreciation  »
@StevenShattuck
Above  average  gift  amount
At  or  below  average  gift  amount
Appreciation  -­‐  do’s  and  don’ts  »
• Make  “social  media”  a  communication  preference  
• Get  the  donor/voluntee...
Advocacy
@StevenShattuck
@StevenShattuck
• Survey  of  250  nonprofits  
• Asked  to  rate  32  drivers  
by  importance  to  them
Key  drivers  of...
@StevenShattuck
Key  drivers  of  donor  commitment  »
1.  Donor  perceives  your  organization  to  be  effective    
   ...
@StevenShattuck
Key  drivers  of  donor  commitment  »
1.  Donor  perceives  your  organization  to  be  effective    
   ...
Advocacy  »
• Educate  about  your  cause  
‣ new  research/data  
‣ helpful  tips/guides  
‣ op  eds  
• Blogging  is  be...
Why  advocacy?  »
• Informs  
• Entertains  
• Gives  people  a  reason  to  visit  your  website  
when  they  wouldn’t  ...
Create  a  topic  model  »
@StevenShattuck
Create  a  topic  model  »
@StevenShattuck
Advocacy  »
@StevenShattuck
Advocacy  »
@StevenShattuck
Advocacy  »
@StevenShattuck
Advocacy  »
@StevenShattuck
Advocacy  -­‐  do’s  and  don’ts  »
• Get  serious  about  blogging  
• Spend  time  researching  
‣ reach  out  to  partn...
Appeals
@StevenShattuck
Appeals  »
• Don’t  be  afraid  to  ask  for  help!  
‣ donations/volunteers  needed  
‣ be  creative/visual  
‣ be  speci...
Appeals  »
@StevenShattuck
Appeals  »
@StevenShattuck
Appeals  »
@StevenShattuck
Appeals  »
http://socialmediatoday.com/sashattuck/2431046/how-­‐college-­‐used-­‐social-­‐media-­‐raise-­‐465k-­‐one-­‐day...
Appeals  »
http://socialmediatoday.com/sashattuck/2053261/how-­‐nonprofit-­‐raised-­‐41k-­‐twitter-­‐24-­‐hours-­‐without-...
A  few  final  tips
@StevenShattuck
Don’t  do  it  alone  »
@StevenShattuck
Don’t  do  it  alone  »
@StevenShattuck
2,594
Don’t  do  it  alone  »
1,984 176 441,451
@StevenShattuck
2,594
http://socialmediatoday.com/sashattuck/2451946/1-­‐social-...
Don’t  do  it  alone  »
• Corporate  account  
• Employees  
‣ Executive  Director  
‣ Development  Director  
‣ Communica...
Measurement  »
@StevenShattuck
Measurement  »
@StevenShattuck
• Facebook  Insights  
• Twitter  Analytics  
‣ https://analytics.twitter.com  
• YouTube  ...
Measurement  -­‐  KPIs  »
@StevenShattuck
• Engagement  Metrics  
‣ Likes/Favorites  
‣ Shares/Retweets  
‣ Comments  
• C...
Tactics  that  work  »
@StevenShattuck
http://danzarrella.com
Tactics  that  work  »
• You  don’t  get  what  you  don’t  ask  for  
‣ ask  for  likes  
‣ ask  for  comments  
‣ ask  f...
Tactics  that  work  »
• You  don’t  get  what  you  don’t  ask  for  
‣ ask  for  likes  
‣ ask  for  comments  
‣ ask  f...
Tactics  that  work  »
• Be  visual!
@StevenShattuck
Tactics  that  work  »
• Be  visual!
@StevenShattuck
Tactics  that  work  »
• Don’t  cross  the  streams!
@StevenShattuck
Keys  to  success  »
• Balance:  avoid  too  much  self-­‐promotion  
• Visual:  photos/videos  perform  very  well  
• Be...
Free  educational  resources  »
@StevenShattuck
https://bloomerang.co/resources/
•Daily  blog  post  
•Weekly  webinar  
•...
Questions?  
steven.shattuck@bloomerang.co  
@StevenShattuck  
Slides:  http://bit.ly/threeas
@StevenShattuck
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The "Three As" of Nonprofit Social Media Success

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Ever since social media gained widespread adoption, one persistent question has vexed individual users and brands: What do we talk about online? Knowing what content is best to post can mean the difference between an active online community and a barren digital wasteland.

Nonprofit organizations should focus on three categories of content in their social media messaging — the “Three A’s.” Attend this session to find out how you can apply each of the three A’s to your organization’s social content in order to maximize engagement, achieve search engine rankings, increase website traffic and generate donations. We’ll also explore how best to measure the success of your social media efforts.

About Steven Shattuck:

Steven Shattuck is VP of Marketing at Bloomerang. As a HubSpot Certified inbound marketer, he is a contributor to Nonprofit Hub, National Council of Nonprofits, Ragan, Social Media Today, Search Engine Journal, The Build Network, HubSpot, Technorati, Content Marketing Institute and Business2Community. Steven has spoken at national and local conferences, and is frequently interviewed by media outlets for his expertise in digital marketing.

Steven serves in a marketing/communications role on several nonprofit committees and has spoken at Association of Fundraising Professionals and the National Council of Nonprofits events, webinars and conference calls.

Recipient of the David Letterman Scholarship, he graduated with honors from Ball State University in 2006 with a degree in Telecommunications and Creative Writing.

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The "Three As" of Nonprofit Social Media Success

  1. 1. The  "Three  As"  of  Nonprofit   Social  Media  Success img  via
  2. 2. Your  presenter  » @StevenShattuck Steven  Shattuck
 @StevenShattuck
 VP,  Marketing  -­‐  Bloomerang
 Contributor  to:   Ragan,  NTEN,  Business2Community,  Social  Media   Today,  National  Council  of  Nonprofits,  Search  Engine   Journal,  ExactTarget,  Raven  Internet  Marketing  Tools,   HubSpot,  Content  Marketing  Institute,  Nonprofit  Hub,   INside  Indiana  Business.   Speaker:   Association  of  Fundraising  Professionals,  National   Council  of  Nonprofits,  ADRP,  NCDC,  NAMP,  ANN,  
 Let’s  Talk  Tech,  Mixwest,  Infinitive  Digital  Brainfest,   Affiliate  Summit,  Indy  Social  Media
  3. 3. This  presentation  isn’t  about  social  media. @StevenShattuck
  4. 4. It’s  about  content. @StevenShattuck
  5. 5. • Social  media  is  a  delivery  system  for  content.   • Content  may  not  get  seen  without  social  media.   • You  are  a  content  creator.   • Good  content  wins. Truths  about  social  media  » @StevenShattuck
  6. 6. @StevenShattuck
  7. 7. • Our  organization?   • Our  cause?   • Our  donors?   • Our  employees?   • Our  volunteers?   • Our  needs?   • Our  victories? What  do  we  create  content  about  ?  » @StevenShattuck
  8. 8. What  nonprofits  ARE  creating  » http://blog.hubspot.com/marketing/nonprofits-­‐social-­‐media-­‐marketing-­‐data Share  news
 about  our  cause Share  news
 about  our  org Donor   recognition Brand   recognition Fundraising Volunteer   recruitment Employee   recruitment @StevenShattuck
  9. 9. Content  types  » • Plain  text   • Photos   • Videos   • Blog  posts   • Infographics   • Podcasts   • Webinars   • Downloadables  (white  paper,  eBook) @StevenShattuck
  10. 10. What  should  we  talk  about,   in  what  format,   and  how  often? @StevenShattuck
  11. 11. The  Rule  of  Thirds  » • 1/3  your  content   • 1/3  other's  content   • 1/3  personal  interaction @StevenShattuck
  12. 12. The  Rule  of  Thirds  » @StevenShattuck
  13. 13. The  Rule  of  Thirds  » @StevenShattuck
  14. 14. 80/20  Rule  » @StevenShattuck https://engagor.com/blog/the-­‐8020-­‐rule-­‐make-­‐just-­‐20-­‐of-­‐your-­‐social-­‐media-­‐content-­‐about-­‐you
  15. 15. • doesn’t  annoy  by  being  overly-­‐promotional   • informs/educates  and  entertains   • engages  other  users,  especially  influencers   • encourages  conversation   • helps  you  schedule  in  advance The  theory  of  why  it  works  » @StevenShattuck
  16. 16. These  frameworks   aren’t  ideal  for  nonprofits. @StevenShattuck
  17. 17. The  “Three  As”  » @StevenShattuck
  18. 18. 1. Appreciation   2. Advocacy   3. Appeals The  “Three  As”  » @StevenShattuck http://blog.hubspot.com/marketing/nonprofit-­‐three-­‐as-­‐social-­‐media-­‐ht
  19. 19. 1/3  Appreciation   1/3  Advocacy   1/3  Appeals The  “Three  As”  » @StevenShattuck http://blog.hubspot.com/marketing/nonprofit-­‐three-­‐as-­‐social-­‐media-­‐ht
  20. 20. Appreciation @StevenShattuck
  21. 21. Appreciation  » • Use  social  media  to  publicly  thank  supporters!   ‣ donors   ‣ volunteers   ‣ staff/board  members   ‣ other  advocates/vendors   • Why?   ‣ it  makes  them  feel  good   ‣ they  will  engage  with/share  the  post @StevenShattuck
  22. 22. • 5%  -­‐  thought  charity  did  not  need  them   • 8%  -­‐  no  info  on  how  monies  were  used   • 9%  -­‐  no  memory  of  supporting   • 13%  -­‐  never  got  thanked  for  donating   • 16%  -­‐  death   • 18%  -­‐  poor  service  or  communication   • 36%  -­‐  others  more  deserving   • 54%  -­‐  could  no  longer  afford Why  nonprofit  donors  leave  » https://www.linkedin.com/today/post/article/20140520191728-746287-- infographic-why-donors-stop-their-support
  23. 23. • 5%  -­‐  thought  charity  did  not  need  them   • 8%  -­‐  no  info  on  how  monies  were  used   • 9%  -­‐  no  memory  of  supporting   • 13%  -­‐  never  got  thanked  for  donating   • 16%  -­‐  death   • 18%  -­‐  poor  service  or  communication   • 36%  -­‐  others  more  deserving   • 54%  -­‐  could  no  longer  afford Why  nonprofit  donors  leave  » https://www.linkedin.com/today/post/article/20140520191728-746287-- infographic-why-donors-stop-their-support
  24. 24. Appreciation  is  the  key  to  donor  retention. @StevenShattuck
  25. 25. The  2014  results  are  in  »   Nearly  6  out  of  every  10  donors  do  not  give  again!
  26. 26. New  donor  retention  is  even  worse  »  
  27. 27. Gift  acknowledgement  » 1. Fast   2. Personal(ized)   3. Communicate  impact @StevenShattuck
  28. 28. @StevenShattuck https://bloomerang.co/blog/infographic-­‐the-­‐great-­‐5-­‐donor-­‐communications-­‐experiment
  29. 29. @StevenShattuck https://bloomerang.co/blog/infographic-­‐the-­‐great-­‐5-­‐donor-­‐communications-­‐experiment $5  experiment  » • 48/50  email  receipts   • 17/50  snail  mail  letters   • 3/50  hand  written  notes   • 0/50  phone  calls  (19  asked  for  phone  #s)   • 0/50  social  media  posts
  30. 30. Appreciation  » https://twitter.com/Mercetheseries/status/474366392712847360 @StevenShattuck
  31. 31. Appreciation  » @StevenShattuck https://vine.co/v/b5tnVIVjt2M
  32. 32. Appreciation  » @StevenShattuck
  33. 33. Appreciation  » @StevenShattuck
  34. 34. Appreciation  » @StevenShattuck
  35. 35. Appreciation  » @StevenShattuck Volunteers  are  10x  more  likely   to  donate  to  your  charity  than   non-­‐volunteers.   Thank.     Them.   Duh. http://www.fidelitycharitable.org/docs/Volunteerism-­‐Charitable-­‐Giving-­‐2009-­‐Executive-­‐Summary.pdf
  36. 36. Appreciation  » @StevenShattuck
  37. 37. Appreciation  » @StevenShattuck Above  average  gift  amount At  or  below  average  gift  amount
  38. 38. Appreciation  -­‐  do’s  and  don’ts  » • Make  “social  media”  a  communication  preference   • Get  the  donor/volunteer’s  permission   ‣ shouldn’t  be  a  big  deal  with  businesses   • Make  it  visual!   • Don’t  forget  the  CTA  (call-­‐to-­‐action)   • Track  donor’s  social  media  accounts  in  database   ‣ ask  for  their  Twitter  @username  on  donation  form   ‣ let  them  know  offline  you’ll  be  posting   ‣ tag/include  them  in  the  post @StevenShattuck
  39. 39. Advocacy @StevenShattuck
  40. 40. @StevenShattuck • Survey  of  250  nonprofits   • Asked  to  rate  32  drivers   by  importance  to  them Key  drivers  of  donor  commitment  »
  41. 41. @StevenShattuck Key  drivers  of  donor  commitment  » 1.  Donor  perceives  your  organization  to  be  effective              in  trying  to  achieve  its  mission.   2.  Donor  knows  what  to  expect  from  your                organization  with  each  interaction.   3.  Donor  receives  timely  a  thank  you.   4.  Donor  receives  opportunities  to  make  his  or  her              views  known.   5.  Donor  is  given  the  feeling  that  he  or  she  is  part  of                an  important  cause.   6.  Donor  feels  his  or  her  involvement  is  appreciated.   7.  Donor  receives  information  showing  who  is  being  helped.
  42. 42. @StevenShattuck Key  drivers  of  donor  commitment  » 1.  Donor  perceives  your  organization  to  be  effective              in  trying  to  achieve  its  mission.   2.  Donor  knows  what  to  expect  from  your                organization  with  each  interaction.   3.  Donor  receives  timely  a  thank  you.   4.  Donor  receives  opportunities  to  make  his  or  her              views  known.   5.  Donor  is  given  the  feeling  that  he  or  she  is  part  of                an  important  cause.   6.  Donor  feels  his  or  her  involvement  is  appreciated.   7.  Donor  receives  information  showing  who  is  being  helped.
  43. 43. Advocacy  » • Educate  about  your  cause   ‣ new  research/data   ‣ helpful  tips/guides   ‣ op  eds   • Blogging  is  best   • Your  content  and  others’  content   ‣ delivered  via  social  media @StevenShattuck
  44. 44. Why  advocacy?  » • Informs   • Entertains   • Gives  people  a  reason  to  visit  your  website   when  they  wouldn’t  ordinarily  have  one   • Increases  your  credibility   • Establishes  you  as  a  resource/expert @StevenShattuck
  45. 45. Create  a  topic  model  » @StevenShattuck
  46. 46. Create  a  topic  model  » @StevenShattuck
  47. 47. Advocacy  » @StevenShattuck
  48. 48. Advocacy  » @StevenShattuck
  49. 49. Advocacy  » @StevenShattuck
  50. 50. Advocacy  » @StevenShattuck
  51. 51. Advocacy  -­‐  do’s  and  don’ts  » • Get  serious  about  blogging   • Spend  time  researching   ‣ reach  out  to  partners   • Survey  your  followers   ‣ ask  them  what  they’re  interested  in   • Repurpose  content   ‣ from  newsletters   ‣ from  brochures   ‣ from  annual  reports   ‣ from  emails @StevenShattuck
  52. 52. Appeals @StevenShattuck
  53. 53. Appeals  » • Don’t  be  afraid  to  ask  for  help!   ‣ donations/volunteers  needed   ‣ be  creative/visual   ‣ be  specific   ‣ no  more  than  1/3rd  of  postings  (to  start)   • Involve  others!   ‣ identify  influencers   ‣ create  challenges   ‣ ask  for  shares/retweets @StevenShattuck
  54. 54. Appeals  » @StevenShattuck
  55. 55. Appeals  » @StevenShattuck
  56. 56. Appeals  » @StevenShattuck
  57. 57. Appeals  » http://socialmediatoday.com/sashattuck/2431046/how-­‐college-­‐used-­‐social-­‐media-­‐raise-­‐465k-­‐one-­‐day @StevenShattuck
  58. 58. Appeals  » http://socialmediatoday.com/sashattuck/2053261/how-­‐nonprofit-­‐raised-­‐41k-­‐twitter-­‐24-­‐hours-­‐without-­‐trying @StevenShattuck
  59. 59. A  few  final  tips @StevenShattuck
  60. 60. Don’t  do  it  alone  » @StevenShattuck
  61. 61. Don’t  do  it  alone  » @StevenShattuck 2,594
  62. 62. Don’t  do  it  alone  » 1,984 176 441,451 @StevenShattuck 2,594 http://socialmediatoday.com/sashattuck/2451946/1-­‐social-­‐media-­‐marketing-­‐mistake-­‐nonprofits-­‐make
  63. 63. Don’t  do  it  alone  » • Corporate  account   • Employees   ‣ Executive  Director   ‣ Development  Director   ‣ Communications  Director   • Volunteers   • Board  members   • Donors   • Vendors @StevenShattuck
  64. 64. Measurement  » @StevenShattuck
  65. 65. Measurement  » @StevenShattuck • Facebook  Insights   • Twitter  Analytics   ‣ https://analytics.twitter.com   • YouTube  Analytics   ‣ https://www.youtube.com/analytics   • Google  Analytics
  66. 66. Measurement  -­‐  KPIs  » @StevenShattuck • Engagement  Metrics   ‣ Likes/Favorites   ‣ Shares/Retweets   ‣ Comments   • Conversion  Metrics   ‣ Referral  traffic   ‣ Form  completions  via  referral https://bloomerang.co/resources/downloadables/social-­‐media-­‐performance-­‐scorecard • Trailing  Indicators   ‣ Search  engine  rankings   ‣ Email  list  size   ‣ Follower  count
  67. 67. Tactics  that  work  » @StevenShattuck http://danzarrella.com
  68. 68. Tactics  that  work  » • You  don’t  get  what  you  don’t  ask  for   ‣ ask  for  likes   ‣ ask  for  comments   ‣ ask  for  shares   ‣ ask  for  RTs @StevenShattuck
  69. 69. Tactics  that  work  » • You  don’t  get  what  you  don’t  ask  for   ‣ ask  for  likes   ‣ ask  for  comments   ‣ ask  for  shares   ‣ ask  for  RTs @StevenShattuck
  70. 70. Tactics  that  work  » • Be  visual! @StevenShattuck
  71. 71. Tactics  that  work  » • Be  visual! @StevenShattuck
  72. 72. Tactics  that  work  » • Don’t  cross  the  streams! @StevenShattuck
  73. 73. Keys  to  success  » • Balance:  avoid  too  much  self-­‐promotion   • Visual:  photos/videos  perform  very  well   • Be  personal:  address  people  individually   • Ask:  for  social  media  as  a  communication  preference   • Track:  supporter  social  media  accounts  in  your  database   • Teamwork:  get  your  employees  to  create/share  content   • Measure  and  adjust:  don’t  post  what  hasn’t  worked! @StevenShattuck https://bloomerang.co/resources/downloadables/social-­‐media-­‐strategy-­‐template
  74. 74. Free  educational  resources  » @StevenShattuck https://bloomerang.co/resources/ •Daily  blog  post   •Weekly  webinar   •Downloadables   •Nonprofit  Wrap-­‐Up   •Bloomerang  TV
  75. 75. Questions?   steven.shattuck@bloomerang.co   @StevenShattuck   Slides:  http://bit.ly/threeas @StevenShattuck
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