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How charities can generate a sustainable income from social media
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How charities can generate a sustainable income from social media

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How to leverage social media to dramatically increase your charity’s income. ...

How to leverage social media to dramatically increase your charity’s income.

* Optimising your LinkedIn profile so you're highly visible to influencers and other key figures who'll promote your charity
* Connecting with influencers and converting them into your advocates
* Leveraging your LinkedIn contacts in order to get introduced to major donors
* How to share high quality content that will help advocates advance your cause
* Using LinkedIn groups to extend your influence and reach out to new contacts

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How charities can generate a sustainable income from social media How charities can generate a sustainable income from social media Presentation Transcript

  • Are you targeting major donors – or seeking an army of supporters? • Facebook mostly B2C • Twitter used for both B2B and B2C • LinkedIn known as “Facebook for professionals” Except • B2B may use Facebook for recruitment • B2C may use LinkedIn for supplier relationships
  • Social media is a public conversation “…Think of it as a telephone conversation you can eavesdrop into, but without breaking any laws…”
  • How do you convert your audience into supporters and donors? • Treat social media as a courtship • Follow the 3 steps “know - like - trust” that build a relationship • Inform, educate, entertain and engage with your audience • Tell a story about your brand through your supporters • Influencer outreach • Have a conversation with your audience
  • So what are the 5 biggest mistakes that fundraisers inadvertently make?
  • Mistake #1 Treating your LinkedIn profile as a CV!
  • Start using LinkedIn strategically!
  • Create a profile that promotes the charity, not just you!
  • Start treating LinkedIn as “Facebook for Donors”
  • Growing your network will help you get in front of key donors
  • Mistake #2 Having a blank LinkedIn company page
  • Are you using status updates to inform and educate supporters and corporate donors?
  • Mistake #3 Not using LinkedIn for Lead Generation
  • You’re missing out on a massive opportunity!
  • Are you making use of LinkedIn’s advanced search to pinpoint key donors?
  • Be very clear about the job title you’re targeting
  • Use social media to carry out due diligence
  • Connect with prospects and use “profile organiser” to manage your ongoing relationship
  • Mistake #4 You can’t attract supporters without content!
  • By regularly sharing engaging content, you stay top of mind
  • Promote user generated content to drive your campaign
  • For this to work you need a strategy & content plan
  • You also need to work out how you can resource your activity
  • Mistake #5 Don’t talk about yourself!
  • Avoid the temptation to overly-promote your charity
  • Talk about your donors instead!
  • Focus on what’s of interest to them
  • Incentivise them!
  • Have a conversation with them
  • Empower them by getting them involved in decision making
  • So what are the 3 key ways to get in front of donors and influencers?
  • #1 Connect directly to donors on LinkedIn….
  • ….or get referred to them
  • #2 Eavesdrop into relevant conversations….
  • …and join in the discussion!
  • #3 Use compelling content to attract their attention…
  • …and convert them from fans into supporters
  • Measuring your success • Facebook Analytics • Twitonomy • LinkedIn profile and company page stats • Set goals on Google Analytics • Invest in a CRM system!
  • Your challenge…. • Who are you looking to connect with? • Which social media conversations will you be monitoring? • How can you create user generated content to drive your campaign? • How will you use content to engage with donors?
  • Questions to consider for the future… • Do you have a social media fundraising strategy? • How will you resource your activity? • How will you ensure you hit your fundraising targets?
  • Any Questions? Danny Bermant danny@brainstorm-digital.co.uk brainstorm-digital.co.uk Twitter: @bstormdigital Facebook: brainstormdigital LinkedIn: uk.linkedin.com/in/brainstormdigital Youtube: youtube.com/user/brainstormdesignltd
  • Thank you… Instantly Access Your FREE Essential Guide at… www.brainstorm-digital.co.uk/our-guides/7mistakes/