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Social Media for Fundraising, presented by Christine Halvorson of Halvorson New Media, January 8, 2013 in Dublin, NH

Social Media for Fundraising, presented by Christine Halvorson of Halvorson New Media, January 8, 2013 in Dublin, NH

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  • Welcome to “Facebook, a Beginner’s Guide for Business” presented by Halvorson New Media. I’m Chris Halvorson and I’ll be your guide throughout this Facebook webinar. It should take you about 1 hour to complete this course. At the end, you’ll find links to resources that will help you continue your education as you begin the journey into social media for business.
  • This course has six chapters, plus a resource section at the end with links to some sites that may help you. You’ll learn why you should be using Facebook in your business or organization; how to build a Facebook business Page; using the design of the Page strategically; how to attract readers to that page and turn them into fans, and some best practices for making your Facebook business Page work well for you. You’ll also learn a few ways to promote your presence on Facebook through other means, both offline and on.
  • Here’s what it all comes down to: The job of every piece of communication—online or off—is to introduce your business to people who do not know it and to reinforce positive impressions among those who do. As you understand more about how social media worka, apply this rule to every piece of communication you put up onto your business’s social media sites….
  • In March of 2012, Facebook changed the way a business Page displays to its readers. Let’s look at the various elements of that Page design.
  • Here the Starbucks coffee company has chosen to use its cover photo to showcase its employees having fun.
  • The type of content you put onto your Facebook business Page is totally up to you, of course. However, studies have shown that videos are the most likely type of content to be shared with others. Second to video is photos. We are likely to share the photos you post with our Facebook friends. Third most popular is an offer by a business for something for free. [need an example] I’ve seen a coffee shop that makes regular posts offering a free cup of coffee to the first 20 people who come in to the physical shop and say “Facebook”, for example. Finally, posts or status updates that show the reader how to do something—a tutorial, as it were—are among the most popular type of content and one that gets shared frequently.
  • Increasingly, Twitter is a site to make connections with and to follow other people in your industry, to learn and to find potential customers. It’s an efficient tool for gathering information and for disseminating it. If you use it well, you’ll have cultivated a niche audience that is open to your messages and you’ll be able to broadcast to them at any time. You can drive readers to content you have elsewhere and you can monitor what people are saying to help you with your business and with customer service. You can use Twitter to show the world that you know what you’re talking about. Let’s look at these one at a time.
  • If you gain a following, Twitter can drive traffic to any web page you like, which makes it an excellent tool for highlighting new content on your blog, a special promotion described on your website, a form or survey you’d like a reader to fill out, etc.
  • The first rule in any type of communications---including Facebook business communications--is to know who you are trying to reach. Depending upon your business size and type, you may have already conducted market research to know exactly the demographic characteristics of your customers or potential customers. If you don’t know, you need to find out through your own research, or perhaps you have a small enough client base to take an educated guess as to whom you’re trying to reach. If you have a Business Plan under which you operate, that would be a good place to start. Whomever your target is, your Facebook posts must be designed to reach them.
  • In short, one researcher discovered that Friday afternoons and the days before long weekends seem to be good days to post, because the content is most likely to be shared at that time. He hypothesized that the less someone wants to be sitting at their desk at work, the more likely they are to go online and check Facebook.
  • You will not follow through on your plan to post consistently unless you set aside time during your workday or work week to pay attention to your Facebook page. It is quite easy to let tasks like this slip through the cracks. You must view your Facebook posts as a business obligation, much like you would the need to answer a customer’s phone call or email.
  • Furthermore, before you even begin, sketch out an editorial calendar for your organization. Are there seasonal aspects to your business? Events you are involved with that are known far in advance? Sales periods? Fundraising times? Furthermore, if you are the one writing the Facebook posts, does someone else need to approve them for you before you do so, or would like to have someone proofread them ahead of time? Those activities will take more time and you should plan accordingly. Pretend you are now the publisher of your very own magazine. Each month you have deadlines to meet and, perhaps, you have a staff that must meet them with you. A magazine doesn’t just disappear from the newsstands because people were too busy to write it that month. Neither should your Facebook business page.
  • Overall, readers on Facebook like to see something that invites them in to participate—a poll or survey, for example. Or just the opportunity to answer a simple question posed by the business. From the business’s point of few, asking an open-ended question is also good for visibility. The answers will each show up on the newsfeeds of the person answering—in other words, even people who have not Liked the page and/or visited it will see the question because his/her friend has answered it. Overall, you want to strive for a type of two-way conversation on your Facebook business page—always asking the fans to participate, comment, share and post their own ideas or photos.
  • Listed here are just a few websites you might find helpful as you begin working in social media. These all provide updates when the social medai tools change and some pretty good articles about strategies and theories of social media work.
  • … . Of course, you can also consult my website and Facebook business pages: and I provide all kinds of consulting help to businesses struggling with social media, whether it’s Faceobook, Twitter, YouTube, LinkedIn or blogging. I can create content or teach you how to do so. I can manage the sites for you, if you just don’t have the time or expertise. For now, I hope this webinar has given you a solid foundation on which to build your beginning Facebook presence for business. Thank you and please don’t hesitate to drop me a line using the email address shown above.
  • Transcript

    • 1. January 8, 2013Presented by Christine Halvorson Halvorson New Media 1
    • 2. 2
    • 3. • Adjunct instructor in social media, UNH & SNHU• Write Wellness Center blog• Post to Twitter for MCH• Post to Facebook for Wellness Center• Write 1 blog a week for Customer Perspectives• Write 2 blogs a week NHSBDC• Developing e-courses for NHSBDC• Developing my own webinars• Advising others on webinars• Rewriting & consult on web sites• Facebook ads and contests• Write bi-monthly Stonyfield enewsletter• Plan & manage video shoots, editing, uploads
    • 4. 4
    • 5. My alter egos 5
    • 6.  The basics Sites to consider Best practices Tactics • Content • Events • Facebook Ads • Video • Landing Pages & other tools 7
    • 7. The times theyare a changing 8
    • 8. To my students (ages 18-22), the Internet 9
    • 9. •Socialnetworking•Professional networking•Information sharingYour purpose:Do all three at onceartfully and strategically
    • 10. 11
    • 11. Leave me your card to have this template sent to 12
    • 12. 1. Project-specific, short-term campaignsthat raise money now2. Encouraging donations forcelebrations (e.g. birthdays) to raisemoney in the future3. Adding social to your in-person eventsto raise money now4. Supplementing direct mail and emailappeals as part of an integratedcampaign to raise money now 13
    • 13.  Master one site/tool at a time, then move on Take baby steps 14
    • 14.  Nurture current donors Find new donors Get them to donate on the site 15
    • 15. 16
    • 16. Need the basics?HNM Social Media School in P’boro in March 17
    • 17. Consistent use ofinteresting graphicacross all sites (yourlogo or a campaign-specific logo) 18
    • 18.  Custom-designed Twitter and YouTube Channel backgrounds Consistent publication of fresh content to a blog or website Website, e-newsletter, & blog all include links to social networks, all the time Blog & website has e-mail newsletter sign- up & a “Donate Now” button 19
    • 19. The right balance of what kind of content to post on social networks and how 20
    • 20. 1. Consistent postings to gain “Likers”2. “APPS”  EVENTS  DONATE  VIDEO1. Paid advertising 21
    • 21. “Apps”—you geta total of 12  22
    • 22. 23
    • 23. 24
    • 24. 25
    • 25.  The potential donor must know and like you before they’re likely to use your Facebook donating APP Still comes down to CONTENT, CONTENT, CONTENT 26
    • 26. 27
    • 27.  Share the event as status update with image. Create a registration page outside of Facebook; direct your Facebook fans to it (MORE ON CREATING LANDING PAGES LATER) Involve participants by tagging them and asking them to talk about it. 28
    • 28.  Promote constantly until the day, then afterwards! Give updates on speakers, attendees, last call,, etc. Create a short promotional video or some fun images, teasing fans about the event. Videos and images always get more clicks than text posts. • Advertise [more on that later] • 29
    • 29.  Get attendees talking. Respond to RSVPs, "likes" and questions on your Timeline (wall), publicly Leverage your Timeline cover photo. [MORE ON THAT LATER] 30
    • 30.  Can’t invite all your fans and friends with a simple click of a button. [Facebook prevents this as spammy] Instead, invite personal friends with the "invite friends" button on the event page. This requires encouraging all in your org to do the same! 31
    • 31. 32
    • 32.  Highly targeted by geography, age, gender, etc. Cost per click; budgets can be small Monadnock At Home 33
    • 33. 34
    • 34. 35
    • 35. 36
    • 36. 1. Videos 2. Photos3. Free stuff 4. How to’s 38
    • 37. 39
    • 38. 40
    • 39. Viddy :smartphone apprecord, edit, and share videos injust a few taps. 41
    • 40.  Make your title count (key words) Less than 3 minutes Display your logo throughout In YouTube, provide a link to the video in the description of the video Post to Facebook!
    • 41.  20 and 35 for the Millennial Impact Report found that 42% chose to donate to “whatever inspired them at the moment.” Read more: 43
    • 42. Bravo : getbravo.comBravo capture user-generated videosdirectly from the Web. Nonprofits coulduse Bravo to capture testimonials fromdonors and supporters or positionstatements from advocates andactivists – and they do offerdiscounts for nonprofits. 44
    • 43. 45
    • 44. 46
    • 45.  54. :: allows users to merge PowerPoint, slideshows, and video to create more visually compelling presentations. Nonprofits could use for awareness campaigns, staff and volunteer training, and creative storytelling and reporting. For example, see this recent report back from Wimbledon 47
    • 46. Daily DoGooderthedailydogooder.comfree e-newsletter that deliversone excellent cause video eachday. 48
    • 47. Giving Library ::donors and supporters learn more aboutthe nonprofits; leads to informational videosexplaining their work, mission,accomplishments and future goals.Apply to be listed here. 49
    • 48. “Facebook for Grown-ups” 50
    • 49. 51
    • 50. 52
    • 51. 53
    • 52. • Efficiently reaches a niche audience• Broadcasts news quickly• Drives traffic to special content• Serves customers• Enhances your reputation 54
    • 53. 55
    • 54. Beyond the Big Four 56
    • 55. , a new, open-source funding platform for nonprofits, wants to make it easy for any charity to show donors where their money is being used and let people create personalized fundraisers. Read more: millennials-to-give-customize-the-cause/#ixzz2HInRmhcd 57
    • 56. CheckThis.comEasy landingpages in caseyou havetrouble keepingyour Website upto date. 58
    • 57. 59
    • 58.  In charity: water’s Half of the funds generated by the organization come from mycharity: water, an online fundraising platform in which individuals create their own personal fundraising campaigns on behalf of the nonprofit. Read more: millennials-to-give-customize-the-cause/#ixzz2HIn18qCi 60
    • 59. 61
    • 60.  Creative Commons on Flickr A great source for images for your nonprofit’s website, blog, e-newsletter, and social networking profiles. 62
    • 61. FotoFlexer :: fotoflexer.comfree Web-based photo-editing tool thatallows you to cut, crop, resize, and embedtext and logos onto your photos.Pinterest? 63
    • 62.  FrontlineSMS :: A free, open-source software program that enables users to send group text messages from computers or mobile phones. Available only to nonprofit organizations. 64
    • 63.  MobileCause is a mobile service provider that exclusively serves the nonprofit sector. If your nonprofit is ready to begin experimenting with group texting or mobile fundraising, MobileCause has the most affordable pricing. 65
    • 64.  it’s unclear at this point whether mobile wallets, QR codes, texting, or a tool yet to be released will dominate mobile fundraising in the near future, but all nonprofit fundraisers should be watching the rapidly-evolving mobile payment technology very closely. 66
    • 65. iPad & iPhone Peek ::iPad & iPhone Peek is a simple tool that allows you to see what your website looks like on an iPad and iPhone. While no replacement for the real thing, nonprofits can at least get a peek at how their desktop site looks on mobile devices 67
    • 66. Square ::Part-smartphone app, part-hardware device, Square enables the processing of credit card payments on your smartphone. Great for farmers’ market vendors, silent auctions, and fundraisers on the go! 68
    • 67.  GreatNonprofits :: user-generated charity review site, ideal  for nonprofits that are too small to get  officially reviewed by Charity Navigator or  the BBB Wise Giving Alliance supporters can write reviews, you link to  “Donate Now” landing page. 69
    • 68.  SimpleBooklet :: Simplebooklet easily enables content  producers to create flipbooks that can be  instantly integrated into the Social Web.  Ideal for publishing interactive digital  flyers, brochures or annual reports,  Simplebooklet is hosted in the cloud thus  any edits are automatically changed  everywhere your booklet has been  published. 70
    • 69. 71
    • 70. 72
    • 71. The less people want to be at work, the more likely they are  to cruise social media sites  and see your content 73
    • 72. 74
    • 73. Have an editorial calendar How often Who writes Who edits Who approves Days of week Timely subjects Must-covers 75
    • 74.  Respond when  others do Answer their  questions Acknowledge their  contribution Strive for two- way  communications 76
    • 75. 77
    • 76. 78
    • 77. 79
    • 78. ••• 80
    • 79. 81
    • 80. 82
    • 81.  %26+Associates+List&utm_campaign=d9be08f9eb-S%26A-0005- PerfectFacebookBusinessPost&utm_medium=email 83
    • 82. Here’s the key to writing well for social media… 84
    • 83. Don’t be boring 85
    • 84. Christine Halvorson founded    Follow her on Halvorson New Media in  Facebook:2006 after serving as the first  http:/ Blogger at Stonyfield  nNewMediaFarm, based in Londonderry,  TwitterNew Hampshire. She now  @ChrisHalvorsonconsults with businesses and  LinkedInnonprofits large and small on to use social media  nstrategically. Halvorson New  WebsiteMedia is often contracted to  http://HalvorsonNewMedia.comcreate social media content of all kinds, including video. 86