Social Media &
New Years Resolutions
@TaylorCorrado
What did you
learn today?

@TaylorCorrado
My favorite social media
case study from 2013
@TaylorCorrado
@TaylorCorrado
“We knew we should be on
Facebook,
but in our beginning years we
struggled with how to use this tool
most effectively.”
-K...
2009

2012

@TaylorCorrado
“After struggling to ‘get’ Facebook for so long, something
really clicked for us – and that was, we needed to
create conte...
Chh-chh-ch-changes…
• Post less often, but more noteworthy (and share-worthy) content.
• Cut post text to three lines or l...
@TaylorCorrado
70,952 likes to date

Hundreds of shares, likes,
and comments on every post.
@TaylorCorrado
TAYLOR
CORRADO
Head of Nonprofit
Marketing, HubSpot
@TaylorLCorrado
nonprofits

into new constituents.

@TaylorCorrado
@TaylorCorrado
HubSpot’s
Nonprofit Team
Did You Make A
I have 10 to choose from…
#1 - Stop
asking your
donors to
marry you on
the first date.

@TaylorCorrado
#2 - Create and
follow an editorial
calendar.

@TaylorCorrado
@TaylorCorrado
#3 - Start telling stories with a blog.

@TaylorCorrado
#4 - Commit to
creating one or
two videos this
year.
@TaylorCorrado
#5 - Incorporating crowdfunding
into your fundraising strategy.

@TaylorCorrado
@TaylorCorrado
#6 - Develop a Millennial persona.

@TaylorCorrado
#7 - Show the impact and
result of your organization’s
work.

@TaylorCorrado
@TaylorCorrado
#8 - Make your mission
tangible by productizing
your appeals.
@TaylorCorrado
#9 - Define or redefine your
organization’s brand and voice.

@TaylorCorrado
#10 - Optimize your website for
search egine optimization (SEO).

@TaylorCorrado
Lets Make a Resolution!
Take out your phone, open Twitter,
and tweet:
My resolution for this year is to help my nonprofit
______________. What’s y...
Hubspot.com/nonprofit
s
TAYLOR CORRADO
@TaylorLCorrado
tcorrado@hubspot.com
Questions?
Non-Profit Social Media Resolutions - Taylor Corrado of Hubspot
Non-Profit Social Media Resolutions - Taylor Corrado of Hubspot
Non-Profit Social Media Resolutions - Taylor Corrado of Hubspot
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Non-Profit Social Media Resolutions - Taylor Corrado of Hubspot

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Check out these amazing slides from Taylor Corrado, Hubspot's Non-Profit Marketing Manager, assembled for her closing keynote at Dyn's Social Media Bootcamp for Non-Profits event.

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  • “So I sadly missed the 1st half of the bootcamp today due to a team offsite where we talked about this year’s marketing strategies and goals – you know the boring stuff. So I want to hear from you all before I start the one (or 5) things you are taking from today’s sessions and workshops and bringing back to your team or social media person.”
  • I want to share with you my favorite social media case study from 2013, which is also in our new Inbound Marketing for Nonprofits book that you will all get a copy of
  • Established as a nonprofit in 2005 and based in Monrovia, Californiaraises awareness and funds for childhood cancer research.
  • So in the beginning, they were really struggling to understand Facebook.They knew they had to be on it, but didn’t understand how it was going to be effective
  • The organization started using Facebook in 2009 in order to create an online community for volunteers and fundraising participants.They were posting a lot, but the content was just contributing to the noiseFollowing “best practices,” the marketing team posted multiple times a day – everyday. Cut to 2012Kristen joined the team and decided to make some changes…
  • Read quote
  • Add @ icon
  • Everyone knows you’re a nonprofit looking to raise funds75% of website traffic is in research mode – so my first visit to your website is purely about learning and education
  • Hold your staff members and contributors accountable for their content and online strategyStay organizedInclude infromation about your blog articles, social media posts, media outreach, direct mails, email marketing and website updates
  • Example of my content calendar
  • I can’t talk about stories enough. Make sure you include telling stories on your blog into your plan for this year.Identify activists who will share these stories as well to extend your networks even further.People give because of personal connections – so tug at those heartstrings.Stories don’t have to be all about results – can be around the problem you’re trying to solveMake sure to include a call-to-action to donate/fundraise/volunteer/participate at the end of each story
  • St Baldricks story examples
  • Keep it simple, short, clear and compelling (and FUN!)Quality should not be the main priorityInterview your staff members or people you’ve helped for one videoShow the results of your 2013 effortsMillennials are much more likely to watch a video then read an extensive annual reportAnd videos are the most shared media on social media
  • Play video.
  • Crowdfunding, also known as peer-to-peer fundraising, or online fundraising has been around for more than 10 yearsIt can be incorporated into an in person event, or online campaignOnline fundriasing and donations are rising each year, with a 16% YOY increase on the last 2 months of the year in 2013 compared to 2012There are a number of platforms to use and integrate into your website: kickstarter, indiegogo, stayclassy, crowdrise etc.Allow individuals to raise awareness AND funds for your organization by empowering them to solicit their audiences for donations that your organization would otherwise not have access toMillennials are a great generation to target for crowdfundingbc they may not have the means to donate yet, but they are much more likely to be activists for a cause they’re connected to and passionate about
  • St baldricks example
  • Millennials are the next generation for your organization.They’re ready to donate, fundraise, learn, volunteer and advocate for your causeUnderstanding this demographic is easier than you think (you may even be one!!)Visit a local high school or university and interview students who are interested in nonprofitsOr survey your online audience and ask those in the age range between 18 and 35 to answer simple questions to develop a profile of them
  • Before you dive into the new initiatives for this year, think about how you are going to close the loop on your campaigns and fundraising effortsContemplate how you’ll show resultsStart bragging about the successes of your organization to inspire new and old supporters to evangelize for you
  • St baldricks example on their website
  • Making your appeals tangible is a new and exciting idea. Equate a donation level in terms of your mission, giving you donors a better idea of what their contribution will give someone
  • Example: charity water equated $45 to giving one person clean water in India during their campaign last year.
  • Many organizations associate “Brands” with big for-profit corporations with products and services But having a brand and vision associated with your organization is just as important as raising funds and awarenessYour brand includes your logos, colors, mission statement, fonts, website design, your content’s tone and voice and any merchandise or collateral your org usesTake inventory of your marketing materials and make sure the messaging and format are consistent.Take it one step further and create a brand and voice guide for employees and volunteers, so everyone is in sync
  • Pages titlesKeywords in your blog postsYour urls
  • To do 2 of these things this year – before March.
  • This is covered in chapter 9 of our soon to be released book.
  • Add @ icon
  • Non-Profit Social Media Resolutions - Taylor Corrado of Hubspot

    1. 1. Social Media & New Years Resolutions @TaylorCorrado
    2. 2. What did you learn today? @TaylorCorrado
    3. 3. My favorite social media case study from 2013 @TaylorCorrado
    4. 4. @TaylorCorrado
    5. 5. “We knew we should be on Facebook, but in our beginning years we struggled with how to use this tool most effectively.” -Kristen Thies, Digital Communications Strategy Manager, St. Baldrick’s Foundation
    6. 6. 2009 2012 @TaylorCorrado
    7. 7. “After struggling to ‘get’ Facebook for so long, something really clicked for us – and that was, we needed to create content that people love and want to share.” -Kristen Thies @TaylorCorrado
    8. 8. Chh-chh-ch-changes… • Post less often, but more noteworthy (and share-worthy) content. • Cut post text to three lines or less. • Switched to higher quality, properly formatted images. • Status updates link back to blog posts WITH an image (not just the link). • Use campaign tracking in Google Analytics to see traffic from Facebook. @TaylorCorrado
    9. 9. @TaylorCorrado
    10. 10. 70,952 likes to date Hundreds of shares, likes, and comments on every post. @TaylorCorrado
    11. 11. TAYLOR CORRADO Head of Nonprofit Marketing, HubSpot @TaylorLCorrado
    12. 12. nonprofits into new constituents. @TaylorCorrado
    13. 13. @TaylorCorrado
    14. 14. HubSpot’s Nonprofit Team
    15. 15. Did You Make A
    16. 16. I have 10 to choose from…
    17. 17. #1 - Stop asking your donors to marry you on the first date. @TaylorCorrado
    18. 18. #2 - Create and follow an editorial calendar. @TaylorCorrado
    19. 19. @TaylorCorrado
    20. 20. #3 - Start telling stories with a blog. @TaylorCorrado
    21. 21. #4 - Commit to creating one or two videos this year. @TaylorCorrado
    22. 22. #5 - Incorporating crowdfunding into your fundraising strategy. @TaylorCorrado
    23. 23. @TaylorCorrado
    24. 24. #6 - Develop a Millennial persona. @TaylorCorrado
    25. 25. #7 - Show the impact and result of your organization’s work. @TaylorCorrado
    26. 26. @TaylorCorrado
    27. 27. #8 - Make your mission tangible by productizing your appeals. @TaylorCorrado
    28. 28. #9 - Define or redefine your organization’s brand and voice. @TaylorCorrado
    29. 29. #10 - Optimize your website for search egine optimization (SEO). @TaylorCorrado
    30. 30. Lets Make a Resolution!
    31. 31. Take out your phone, open Twitter, and tweet: My resolution for this year is to help my nonprofit ______________. What’s your resolution? #social4good @TaylorLCorrado
    32. 32. Hubspot.com/nonprofit s
    33. 33. TAYLOR CORRADO @TaylorLCorrado tcorrado@hubspot.com
    34. 34. Questions?
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

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