Turning    into donationsusing Facebook and GiveMN
@JeffAchen   Digital Strategist, GiveMN                          jeff@givemn.org
Chat & Raise Hand                    Mute - *6                   Unmute - *7If you lose your internet connection, you can ...
GiveMN is a collaborative venture to grow charitable giving in Minnesota and move             more of it online.GiveMN is ...
How should I use Facebook?• Tell stories that touch  the heart• Show the results  of your work• Invite, encourage and  pra...
Manage your page actively•   Post regularly – minimum 3x per week•   Mention others by using the @ symbol in your post•   ...
Manage your page actively• Write posts that inform• Write posts that educate• Write posts that celebrate
Manage your page actively• Pin or highlight important posts
Manage your page actively• Post “the ask” to donate only when absolutely  necessary• And, when you do, keep it the context...
Manage your page actively
Manage your page actively• Monitor conversations• Respond within 24 hours• Be transparent
Manage your page actively
Facebook Insights•   Overview•   Likes•   Reach•   Talking About This
Facebook Insights•   Overview•   Likes•   Reach•   Talking About This
Facebook Insights•   Overview•   Likes•   Reach•   Talking About This
Facebook Insights•   Overview•   Likes•   Reach•   Talking About This
Facebook Ads• Ads• Sponsored Stories (Promoted Posts)
Facebook Ads• Ads• Sponsored Stories (Promoted Posts)
Facebook Ads
Facebook Ads
Facebook Ads
Why Facebook Ads?
Facebook is mobile• Facebook has over 488 million mobile users• Plays nicely with GiveMN Mobile
GiveMN Facebook Donation App • Donors can give right from your Facebook page • Free to use and easy to install • Same low ...
GiveMN Facebook Donation App    Once you “install” the GiveMN Facebook  donation app, you’ll have the option to add a    c...
GiveMN Facebook Donation App  You can upload a JPG, GIF, or PNG file. The       image should be 111x74 pixels.
Facebook GroupsGroups are different than Pages on Facebook and are especially     useful in creating a community. No one c...
Questions, comments, likes?
Turning likes into donations using Facebook and GiveMN
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Turning likes into donations using Facebook and GiveMN

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Facebook was the #2 source of web traffic during Give to the Max Day in 2011, surpassing email and email newsletters. For nonprofits, as in many other sectors, Facebook has become the dominant social network for engaging supporters. Join GiveMN Digital Strategist Jeff Achen for this 45 minute webinar (30 min. presentation; 15 min. Q&A) focused on relationship building and fundraising through Facebook. Learn about managing your organization page; Facebook tips, tricks and tools; Facebook Groups; and the GiveMN Facebook app for processing donations right on your Facebook page. Yeah, we’re pretty sure you’ll “like” this webinar.

Install the GiveMN Facebook app at http://givemn.razoo.com/p/facebook-widget

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  • Your Facebook page should fill a need for fans of your page. As your status updates and posts trickle into their own Facebook news feed, will they learn about how their support is making a difference? Will they learn about more ways to help? Will they be entertained and uplifted? Will they find resources that they can share with their friends? Ask yourself these questions about what your Facebook page is doing for fans.Facebook’s Timeline design is also helpful in illustrating your organization’s history. Take time to add “milestones” using photos and text. When did your organization start? What were some of your biggest accomplishments as an organization? Did you move to a new location or open a new location? Facebook isn’t the best place for making fundraising appeals. Appeals should come up organically. For example, when a disaster strikes and folks are looking for ways to help or one event days like Give to the Max Day where there are prize grant incentives on the line. Donor fatigue sets in FAST on social networks.
  • How often to post to Facebook. Don’t you just wish someone would tell you how often to do it? 3x per week should be your minimum. That said, posting frequency isn’t a magic number and it’s not a scientific formula. It’s a relational equation. You might post 15x in one day if you’ve got an event going on and you’re sharing photos, videos, status updates and announcements. You might post 2x per day if you are sharing helpful information, news stories or cheerleading others. Let the content drive your decisions about how often to post.Second, engage with others by liking their pages on Facebook, then “mention” them in your own posts on your page by using the @ symbol. This ensures they see your post in their notifications.Third, learn to “use Facebook as your organization.” This is beneficial when you wish to visit other fan pages to post as your organization, not yourself.Fourth, respond to people who comment, or even like your posts. Thank them. Ask them follow up questions. BE SINCERE. BE FRIENDLY. DO NOT BE CREEPY OR FAKE.
  • Live demo of Facebook “mentions” and “use Facebook as…” features.
  • So, what types of things should you be posting on your Facebook page? Consider your organization’s strategic goals. Write posts that inform, educate and celebrate.If you want a particular post to be more noticeable, you can pin it or highlight the post.
  • So, what types of things should you be posting on your Facebook page? Consider your organization’s strategic goals. Write posts that inform, educate and celebrate.If you want a particular post to be more noticeable, you can pin it or highlight the post. Pinning a post ensures it stays at the top of your wall for 7 days. You can only have 1 pinned post at a time.Highlighting a post expands it across your wall, making it more visible (great for videos!). It stays in chronological order in the timeline.
  • Asking for donations on your Facebook page isn’t the best way to actually get donations and you can run the risk of turning off Facebook fans. Remember that your goal with Facebook is to engage fans about the cause. There’s a time to ask for money.Not every conversation needs to end with you asking for money or directing people to the donate page. This should only be used when the Facebook conversation moves to an actionable step where the community wants and seeks ways to make an impact based on what is being discussed.
  • For example, in times of disaster people are especially inclined to make a financial contribution and are actively looking for ways to help. Let them know how by posting a link to your donation page.Often, during fundraising events, like Give to the Max Day, it’s generally expected that you’ll be asking for donations to earn matching dollars or win prize grants.
  • Facebook comments can be tricky. For many organizations it’s a struggle to generate comments – while for others, comment threads can take on a life of their own. Case in point, during Give to the Max Day one nonprofit’s Facebook posts received comments that showed donors were sharing tips for cheating in an attempt to make sure the nonprofit won prize grant money. This conversation should have been monitored and the moderator should have intervened to discourage talk of gaming the system.
  • Facebook’s admin panel includes a notifications section so you always know when you have new notifications, such as when someone comments on a link or post. Use this to keep tabs on activity.
  • Insights are the analytics of your Facebook page and can tell a lot about the effectiveness of your Facebook efforts. Use Insights to review your Facebook activity regularly and adjust strategy accordingly.When you enter the main Insights dashboard you’ll see an overview with the total number of likes (and whether this is increasing or decreasing), the number of friends of fans available (this is the potential number of people you can reach!), how many people are actively talking about your page (a “story” is created anytime – someone likes your page; posts to your page wall; likes, comments on or shares one of your page posts; and mentions or tags your page) as well as your total weekly reach (unique people who have seen any content associated with your page).Insight’s like tabtakes you to the demographics as well as the locations of your fans. You’ll also see where likes came from and when unlikes occurred. (Helpful in determining if certain content is turning off fans.)Insight’s reach tab takes you to information about how much of your content is being seen, liked, commented on and shared by fans. It also provide demographic information. This is different than the like tab, which provides information about your fans. Reach provides information about the fans’ who are actually seeing your content.Insight’s talking about this tab takes you to information about how your content trends over time. Most important metrics to watch? Reach and likes are important because they are about “audience.” Talking about this is important because it’s about “interaction and affinity.”http://www.youtube.com/watch?feature=player_embedded&v=6aehIYSgYwU#!
  • Insights are the analytics of your Facebook page and can tell a lot about the effectiveness of your Facebook efforts. Use Insights to review your Facebook activity regularly and adjust strategy accordingly.When you enter the main Insights dashboard you’ll see an overview with the total number of likes (and whether this is increasing or decreasing), the number of friends of fans available (this is the potential number of people you can reach!), how many people are actively talking about your page (a “story” is created anytime – someone likes your page; posts to your page wall; likes, comments on or shares one of your page posts; and mentions or tags your page) as well as your total weekly reach (unique people who have seen any content associated with your page).Insight’s like tabtakes you to the demographics as well as the locations of your fans. You’ll also see where likes came from and when unlikes occurred. (Helpful in determining if certain content is turning off fans.)Insight’s reach tab takes you to information about how much of your content is being seen, liked, commented on and shared by fans. It also provide demographic information. This is different than the like tab, which provides information about your fans. Reach provides information about the fans’ who are actually seeing your content.Insight’s talking about this tab takes you to information about how your content trends over time. Most important metrics to watch? Reach and likes are important because they are about “audience.” Talking about this is important because it’s about “interaction and affinity.”http://www.youtube.com/watch?feature=player_embedded&v=6aehIYSgYwU#!
  • Insights are the analytics of your Facebook page and can tell a lot about the effectiveness of your Facebook efforts. Use Insights to review your Facebook activity regularly and adjust strategy accordingly.When you enter the main Insights dashboard you’ll see an overview with the total number of likes (and whether this is increasing or decreasing), the number of friends of fans available (this is the potential number of people you can reach!), how many people are actively talking about your page (a “story” is created anytime – someone likes your page; posts to your page wall; likes, comments on or shares one of your page posts; and mentions or tags your page) as well as your total weekly reach (unique people who have seen any content associated with your page).Insight’s like tabtakes you to the demographics as well as the locations of your fans. You’ll also see where likes came from and when unlikes occurred. (Helpful in determining if certain content is turning off fans.)Insight’s reach tab takes you to information about how much of your content is being seen, liked, commented on and shared by fans. It also provide demographic information. This is different than the like tab, which provides information about your fans. Reach provides information about the fans’ who are actually seeing your content.Insight’s talking about this tab takes you to information about how your content trends over time. Most important metrics to watch? Reach and likes are important because they are about “audience.” Talking about this is important because it’s about “interaction and affinity.”http://www.youtube.com/watch?feature=player_embedded&v=6aehIYSgYwU#!
  • Insights are the analytics of your Facebook page and can tell a lot about the effectiveness of your Facebook efforts. Use Insights to review your Facebook activity regularly and adjust strategy accordingly.When you enter the main Insights dashboard you’ll see an overview with the total number of likes (and whether this is increasing or decreasing), the number of friends of fans available (this is the potential number of people you can reach!), how many people are actively talking about your page (a “story” is created anytime – someone likes your page; posts to your page wall; likes, comments on or shares one of your page posts; and mentions or tags your page) as well as your total weekly reach (unique people who have seen any content associated with your page).Insight’s like tabtakes you to the demographics as well as the locations of your fans. You’ll also see where likes came from and when unlikes occurred. (Helpful in determining if certain content is turning off fans.)Insight’s reach tab takes you to information about how much of your content is being seen, liked, commented on and shared by fans. It also provide demographic information. This is different than the like tab, which provides information about your fans. Reach provides information about the fans’ who are actually seeing your content.Insight’s talking about this tab takes you to information about how your content trends over time. Most important metrics to watch? Reach and likes are important because they are about “audience.” Talking about this is important because it’s about “interaction and affinity.”http://www.youtube.com/watch?feature=player_embedded&v=6aehIYSgYwU#!
  • Facebook Advertising can be a great way to ensure more people see your posts or click on links you want to share. Facebook offers two advertising solutions: Ads and sponsored stories (aka promoted posts).The “Advertise on Facebook” page will guide you through choosing the best type of advertising based on your goals. If you want to promote an event or a link not on Facebook, then it will guide you through the creation of an ad.You can create a headline and brief text and upload an image. You can also select if you want people to see if their friends “like” your Facebook page.
  • If you want to promote a Facebook page or a specific Facebook post, it will guide you through the creation of a sponsored story.It will ask you which page and then if you want to promote a specific post or the most recent post.
  • The next section (similar for both ads and sponsored stories) guides you through options for the audience you wish to reach with the ad or post. You can choose state, county, city or zip code. You can select by age, gender and interests (as listed on Facebook) You can even target people only connected to GiveMN or not connected, or people whose friends are connected to GiveMN. There are even more advanced targeting options.Now we’re all on the other side of the Facebook privacy debate! This is personal information on Facebook made available for us to target our advertising. How does it feel? : )
  • The next section allows you to set your budget and schedule for the ad. (This section is slightly different for sponsored stories).
  • For sponsored stories, this section looks a little different. It allows you to set your budget and start promoting the post right away. If you select “like my page” under objective, the pricing will be determined by impressions, not clicks. If you choose “click on my ad or sponsored story” under objective, pricing can be set a bid price for each click.
  • Why Facebook Ads? Reach more people. Targeted advertising.Promote your posts. You can set the budget. You get analytics of every ad campaign from Facebook.Mobile advertising. A study by TBG Digital showed that Facebook mobile ads were clicked 13x more than desktop ads. (Mobile only is available to API and Power Editor users only)
  • Time spent on Facebook’s mobile site and apps per month (441 minutes) has finally surpassed usage of its classic website (391 minutes) — for Americans who use both Facebook interfaces according to the latest report from comScore.
  • http://givemn.razoo.com/p/facebook-widget
  • This is what how the donation app will be visible to those who visit your page.
  • Here’s how you customize your button.1. Click the dropdown arrow next to your
  • Groups, as opposed to Pages, are designed to facilitate online community-building. The mere fact that admins must post as people changes the internal dynamic of the group conversation. It becomes more personal. Group members are notified when anyone posts, as opposed to relying on it appearing in a news feed. The conversation tends to focus on issues, experiences, and connections.
  • Turning likes into donations using Facebook and GiveMN

    1. 1. Turning into donationsusing Facebook and GiveMN
    2. 2. @JeffAchen Digital Strategist, GiveMN jeff@givemn.org
    3. 3. Chat & Raise Hand Mute - *6 Unmute - *7If you lose your internet connection, you can rejoin by clicking on the link sent to you via email Be sure to call in via phone for audio: U.S. & Canada: 866.740.1260 Access Code: 3254294
    4. 4. GiveMN is a collaborative venture to grow charitable giving in Minnesota and move more of it online.GiveMN is an independent 501c3 supportorganization of the Minnesota Community Foundation, which is an affiliate of Minnesota Philanthropy Partners.
    5. 5. How should I use Facebook?• Tell stories that touch the heart• Show the results of your work• Invite, encourage and praise others to share• Share news articles, blog posts and other content from around the web• Illustrate your history – use “milestones”• And, very occasionally for fundraising
    6. 6. Manage your page actively• Post regularly – minimum 3x per week• Mention others by using the @ symbol in your post• Learn to “use Facebook as your organization”• Respond to those who comment and thank them
    7. 7. Manage your page actively• Write posts that inform• Write posts that educate• Write posts that celebrate
    8. 8. Manage your page actively• Pin or highlight important posts
    9. 9. Manage your page actively• Post “the ask” to donate only when absolutely necessary• And, when you do, keep it the context of the conversation that you’re facilitating on your page
    10. 10. Manage your page actively
    11. 11. Manage your page actively• Monitor conversations• Respond within 24 hours• Be transparent
    12. 12. Manage your page actively
    13. 13. Facebook Insights• Overview• Likes• Reach• Talking About This
    14. 14. Facebook Insights• Overview• Likes• Reach• Talking About This
    15. 15. Facebook Insights• Overview• Likes• Reach• Talking About This
    16. 16. Facebook Insights• Overview• Likes• Reach• Talking About This
    17. 17. Facebook Ads• Ads• Sponsored Stories (Promoted Posts)
    18. 18. Facebook Ads• Ads• Sponsored Stories (Promoted Posts)
    19. 19. Facebook Ads
    20. 20. Facebook Ads
    21. 21. Facebook Ads
    22. 22. Why Facebook Ads?
    23. 23. Facebook is mobile• Facebook has over 488 million mobile users• Plays nicely with GiveMN Mobile
    24. 24. GiveMN Facebook Donation App • Donors can give right from your Facebook page • Free to use and easy to install • Same low 2.9% transaction rate
    25. 25. GiveMN Facebook Donation App Once you “install” the GiveMN Facebook donation app, you’ll have the option to add a custom “button” to your facebook page
    26. 26. GiveMN Facebook Donation App You can upload a JPG, GIF, or PNG file. The image should be 111x74 pixels.
    27. 27. Facebook GroupsGroups are different than Pages on Facebook and are especially useful in creating a community. No one can post as an organization and members share ownership of the page. If your goal is to generate an active group of people for conversation and action, perhaps a group is the way to go.
    28. 28. Questions, comments, likes?

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