3. 3
Breakfast 9:00
Opening Remarks
Presented by: Executive Vice President, Amanda Abar
9:30
Data-Driven Insights & Understanding The Millennial Donor
Presented by: Kate Paulin & Katheryn Meagher
9:40
Mobilizing & Expanding Your Social Community
Presented by: Bridget Lackie & Amie Dowker
10:40
Break 11:20
The Power of Influencers
Presented by: Corey Martin
11:30
Lunch 12:10
Breakout Work Session:
Using Insights To Write A Marketing Plan & Influencer Inventory Audit 1:10
Boost Your Search Presence
Presented by: Brendan Alberts
2:10
Break 2:50
How Digital Strategy Has Grown
Presented by: GirlForward Director of Marketing, Temitope Famodu
3:05
Closing Remarks
Presented by: 360i Chief Executive Officer, Sarah Hofstetter
4:00
Cocktails 4:15 - 5:30
Agenda
4. 4
Access
Socialbakers.com/statistics/facebook/
Capabilities
Nonprofit social media reports exploring top pages, fan demographics,
and fastest growing pages
Access
Tailwindapp.com
Capabilities
Provides high level weekly summaries of your nonprofit activities;
can schedule pins, monitor your page and measure results
Access
YouTube.com/trendsdashboard
Capabilities
Tracks what is trending on YouTube for a given time period, allowing you to
filter by location, user age and gender
Access
FollowerWonk.com
Capabilities
Search Twitter bios by keywords
to find relevant superfans
Access
AllMyTweets.net
Capabilities
Aggregates last 3K tweets
of any user into one page to
easily search by keyword
Facebook
Socialbakers
Twitter
FollowerWonk
Youtube
YouTube Trends Dashboard
Pinterest
Tailwind
AllMyTweets
DIY/Free Insights Tools
By Platform:
5. 5
Interested in uncovering more insights? Contact 360i Insights + Planning at 360i-InsightsNonprofits@360i.com
Trend Insights:
Access
Adwords.Google.com/KeywordPlanner
Capabilities
Provides related search terms and
search volume estimates on specific
keywords; breaks out which devices a
keyword is most searched on
Google Keyword Planner
Access
Google.com/trends
Capabilities
Search data is used to provide valuable
insight and context to emerging trends
and interests for consumers over time
Google Trends
Access
Insight.GlobalWebIndex.net/subscribe
Capabilities
Daily email providing charts analyzing
consumer and platform behavior across
regions and demographics
Global Web Index
Access
YPulse.com/registration#bronze
Capabilities
Daily email providing trends and online
articles regarding Millennial interests,
perceptions and innovations
Ypulse
Access
Blackbaud.com
Capabilities
Combines technology solutions and
expertise to provide tools, research,
newsletters and research for nonprofits
Blackbaud
Access
Smile.Amazon.com
Capabilities
Website operated by Amazon that will
donate 0.5% of a shopper’s purchase
to the charity of the shopper’s choice
Amazon Smile
6. 6
Millennials (aged
18-32) are now the
largest generation in
the US totaling nearly
In the coming decades, this group
is expected to inherit
Are willing to raise money on
behalf of a cause they care about
Of Millennials want to see
the impact of their donation
in wealth from previous
generations and will have
by 2017
$
$
$
80
MILLION
$41
TRILLION
$$$
7 10OUT
OF
H.O.P.E.
THE LARGEST
BUYING POWER
IN THE U.S.
In order to ensure
future nonprofit
champions and
long-term financial
supporters,
it’s critical for
nonprofits to begin
building relationships
with charitable
Millennials.
HONESTY
Transparency and
clarity of organizations
and donation objectives
is crucial
PERSONAL
This group wants to
use their unique skills
to enact change for a
cause important to them
EASE
Donation experiences
must be seamless to
facilitate impulsive
Millennial donors
OPTIONS
Millennials want to
engage with a nonprofit
in a number of ways, on
their own terms
What to keep
In mind when
targeting
Millennials
Motivations:
What aspects
of nonprofits
attract and inspire
millennials to donate?
TOP REASONS MILLENNIALS GET INVOLVED
79%
Passion for a
cause
56%
Meet likeminded
people
46%
Apply a skillset
57%
“When you find a personal connection to a cause, it’s really
motivating in helping and participating with a nonprofit.”
“Disconnect between where money goes and how a
nonprofit uses it prevents me from donating more.”
The Millennial Donor
Understanding the imminent influence of Millennials on nonprofit donations
This group wants to
use their unique skills
to enact change for a
cause important to them
7. 7
Of Millennials
receive emails
from at least
one nonprofit
1. Connect to social
2. Donate to nonprofit
3. Read blog posts
4. Newsletter signup
5. Petition signature
Millennials
read nonprofit
articles/emails
on their phone
Interested in uncovering more insights? Contact 360i Insights + Planning at 360i-InsightsNonprofits@360i.com
Sources: Pew Research Center, Tabulations of U.S. Census Bureau population; Forbes.com: “2015 is The Year of the Millennial Customer”; 2013 Millennial Impact Report;
GWI – Platform Usage Among Millennials; Network for Good - The Millennial Donor Playbook; Blackbaud: The Next Generation of American Giving
Touchpoints:
Which channels
and platforms are
the best ways to
reach millennials?
Insights
+ Opportunities
SOCIAL MEDIA:
Stay in touch make connections
EMAIL + WEBSITE:
Provide information, CTA
“Sharing to
social media is
more powerful
fundraising than
trying to meet a
business owner.
Friends may donate
less, but there are
more of them”
Facebook
Instagram
Twitter
Snapchat
Pinterest
49%
28%
24%
23%
22%
PLATFORM USAGE AMONG MILLENNIALS
Q4 2015, USA
TOP ACTIONS ON
NONPROFIT WEBSITES
65% 4 5OUT
OF
Focus on building an
emotional connection
through storytelling
about your cause and
the success it has
achieved through
donations
Give Millennials
multiple options to
achieve one, clear
call to action whatever
the time of day and
wherever they are
Provide opportunities
to connect Millennials
with their peers on a
shared passion to
enact a movement of
change for a cause
Catch Millennials
where they already
spend their time
– social media and
online – and encour-
age social sharing to
those in their network
Of Millennials
use their phone
to check out a
nonprofit’s
Facebook
Of Millennials
like to see
nonprofits
post success
stories
Of Millennials
are actively
connected to
1-5 charities
70%60%49%
8. 8
Social Media Explained
“Like” donuts
Here’s a video of me eating a donutHere’s a donut recipe
Look at my donut for 10 seconds
Here’s a vintage photo of my donutI’m eating a #donut
9. 9
Millennials Social Media
NPO Cheat Sheet
Role for
Millennials
SOCIAL STAPLE
Hub for connecting with
friends and interests
VISUAL DIARY
A curated glimpse into
the lives and POV of
friends and influencers
CULTURE HUB
Destination for viewing
and streaming digital
videos
LATEST NEWS STREAM
First stop for news,
information and cultural
commentary
FIELD GUIDE FOR LIFE
Window shopping and
inspiration for both
current and future
lifestyle solutions
MOBILE PLAYGROUND
Visual platform for self-
expression: informal,
in-the-moment glimpses
of the world
Opportunity
for NPOs
Add value to users’
lives by being helpful or
informative; ultimately
driving an action
Share images
showcasing the
organization's mission
impact in memorable
ways to increase affinity
Provide users’ with
contextually relevant
edutainment; Leverage
influencers to create
video content.
Deliver real-time,
conversational content
that is both emotional
and informative. RT and
@reply
Add value to users’
lives by being helpful;
ultimately driving an
action
Personal, unique
connection point between
the brand and its
Millennial / Gen Z users
Content
Types
Video, strong visuals
(print quality) with less
than 20% text on image;
link and carousel ads
Strong visuals -
artistically created,
specific look feel
with “filters” 15-second
looped videos, link and
carousel ads
Short long form video
Text-based, image
content, videos, live-
stream content GIFs
Strong vertical visuals
with links, strong
keywords or search
descriptions, Video, Gifs
Photos, videos, drawings,
emojis, text
Paid
Media
Yes – Robust
Yes – Leverages
Facebook Ads API
Yes – Robust Yes – Robust Yes
Yes – Discover, Stories,
Geofilters, Lenses
Fundraising
Features
Yes – Robust No Yes – Donation Cards
Yes – Donate Button
Cashtags
No No
10. 10
Campaign Quick Start Guide
Raise Awareness Activate Supporters Raise Funds
If you want
to…
Grab Attention
Strengthen
Relationships
Reach New
Audiences
Ask people to
speak out
Inspire people to
lead
Get people to
show up
Collect Donations
Activate
Supporters to
Fundraise
You should
use…
Try posting…
Image, Video, Gif,
Info graphic or
share a relevant
link
Ask questions, and
respond directly
to people, Share
personal stories
staff, supporters
and beneficiaries
that may inspire
people to share
their own
On FB and Insta:
Page Like Ads,
Post Engagement
Ads, Local
Awareness ads,
Reach Ads.
Work with
influencers on
Pinterest, Snap
and YT
A clear call to
actions – ask
people to share
a post, sign a
pledge, tag a
friend etc.
Videos, stories
about your
volunteers,
founders and/or
beneficiaries
Facebook event
pages, images
from past events,
clear value adds
of attending/
volunteering
Work with
influencers to
spread the word
Facebook Donate button; YouTube
Donate Cards; Twitter Donate button
And track
your…
Reach Engagement Reach Engagement
Reach/
Engagement
Response Rate /
Attendance
Donations / ROI
11. 11
Our Mission and POV
Goal
WHO are we talking to
(be specific!)
What roadblocks
are we facing?
How can
we navigate
around them?
Stories to tell
Content Building Worksheet
USE YOUR RESEARCH/
INSIGHTS TO ID
THESE ROAD BLOCKS!
HOW CAN H.O.P.E. HELP
YOU GET PAST THEM?
12. 12
Applying HOPE To Overcome Roadblocks
SELECTED
ROADBLOCK
HONESTY
DEFINITION
Value openness transparency
of organizations and donation
objectives
OPTIONS
DEFINITION
Want to participate on their own
terms in a variety of ways
PERSONAL
DEFINITION
Cause must have a personal
connection to themselves or
someone close to them
EASE
DEFINITION
Value openness transparency
of organizations and donation
objectives
EXAMPLE IMPLICATIONS
·· Communicate the value of
every dollar
·· Extreme transparency with the
facts of the donation process
EXAMPLE IMPLICATIONS
·· Offer a variety of ways to get
involved (skills, time, money,
goods)
·· Partnerships for maximizing
your reach/appeal by aligning
with broader interests
EXAMPLE IMPLICATIONS
·· Messaging should be cause-
centric (not organization-
centric)
·· Showcase human-interest
stories
·· Create socially shareable
content/events so the cause is
visible to donor’s networks
EXAMPLE IMPLICATIONS
·· Mobile-friendly websites/
donation pages
·· Offer payment options like
PayPal, Apple Pay, and text-to-
donate
·· Reach them where they already
are (on social) leverage
these channels (Charitweet,
etc.)
13. 13
Story Thought Starters
Honesty
Impact
Share the milestone impact
you’ve had on the people,
places or things your are
benefiting. Use data and
numbers to give your
organization creditably
Facts
Is there any data or specific
points of the reason for
your cause? The number of
people suffering, missing
an opportunity, organisms
becoming extinct, etc.?
Transparency
Where does the money go?
How is it used? Do 100% of
funds benefit the organization
directly?
News
Has your organization been in
the news or gotten any press
lastly?
Options / Ease
Location
Transport people to the
place of action. Where does
everything take place? Do
you have a storefront, event
space, HQ, or basecamp?
Events
Is there an event or occasion
happening where they can
attend or participate? Build
anticipation and let them
know the who, what and
when.
Participation
What can people do to help?
What are the opportunities
people have to make a
difference?
Reach
How far and wide does your
organization reach? Where
does it impact? Are there
local chapters?
Personal
Celebrities
Is there any talent that is a
part of your organization?
How are they involved and
why? Iconic faces draw
attention, and their story
creates emotional interest.
Volunteer Spotlight
They are the face of your
organization and they have
their own backstory for
why thy are a part of your
organization. A little backstory
can go a long way.
Beneficiaries
The incredible stories about
the people you are trying to
help build empathy that turns
into action
The Neighborhood
How is your organization
connected to the community?
Hometown pride resonates,
so be proud of your roots
14. 14
Influencer Identification
1. Google It
Search for news articles, blogs, and industry papers relevant to your work. Make note of the authors as well as the
people they are citing or quoting. Look for individuals and influencers that are advocating for you.
2. Twitter Stalk
Plug these names into Twitter and Instagram and start following them.
3. Keep Searching
You can also find people on Twitter that you may have missed on Google. Run a Twitter search for key words and
keep track of your findings.
4. Make Your Own Decisions
There’s a lot of chatter about social media influencers, and hype over people who are the “most” influential. But at
the end of the day, only you can decide who is right for your cause and your campaign.
5. Cross Platforms
Do more than just follow your influencers on Twitter. Like their Facebook pages, subscribe to their blogs, add them
on LinkedIn, Google+, or wherever you can find them. This increases your chances of being able to engage with them
on a more personal level by showing interest in their work.
6. Build Relationships
When you’ve identified relevant social media influencers, you have to engage them. Start by reading and commenting
on their posts as well as sharing their content. It can take time to connect with them on a meaningful level.
We’ll share more tips on how to do this later on in this guide.
15. 15
Paid Search Tips Best Practices
Campaign Architecture
Keyword Match Types
Paid search marketing, also known as Pay-per-click (PPC) and Cost-Per-Click (CPC) marketing, is an online advertising channel
where businesses and individuals may bid on keywords used in search engines such as Google, Bing and Yahoo! search. Unlike
other digital marketing channels which charge by ad impressions (CPM), paid search advertisers only pay when searchers click
their ads and visit their website.
Setting up campaigns properly with a granular structure and relevant groupings will translate to more clicks at a lower cost
Keyword match types help search advertisers control which searches trigger ad impressions. In general, the broader the keyword
match type, the more reach (i.e. traffic potential) the keyword has. Conversely, the narrower the keyword matching option, the more
relevant that keyword will be to a given search. Ensuring your keyword match type strategy aligns with your business objectives will
improve your return on investment.match type, the more reach (i.e. traffic potential) the keyword has. Conversely, the narrower the
keyword matching option, the more relevant that keyword will be to a given search. Ensuring your keyword match type strategy aligns
with your business objectives will improve your return on investment.
Campaigns contain the high level theme for your
product or service
Ad groups organize your ads and keywords by
common themes
Keywords are the actual queries that are relevant to
your business that you will bid on
Broad Match: default setting in AdWords. Will match to relevant variations of your
keywords, including synonyms, plurals, misspellings, etc.
Broad Match Modifier (BMM): BMM adds more specificity to your broad match keywords
(keywords denoted with “+” must appear in query), therefore narrowing your reach
Phrase Match: Further narrows reach by requiring the exact keyword as well as
additional words before or after
Exact Match: Only matches to exact keyword query
Pet adoption
Dog adoption Cat adoption
Dog
adoption
Adopt
dog
Cat
adoption
Adopt
cat
Broad: animal clinic
Also matches: veterinarian, pet doctor, vet clinics, dog hospital
Modified Broad (BMM): +animal clinic
Also matches: animal hospital, top animal doctors, animal health center
Phase: “animal clinic”
Also matches: animal clinic nearby, best animal clinic
Modified Broad (BMM): animal +clinic
Also matches: dog clinic, pet clinic, cat clinic
Exact: [animal clinic]
Only matches: animal clinic
17. 17
Term Definition
Actions The number of actions taken on your ad, Page, app or event after someone viewed your ad, even if they didn’t click on it. Actions include Page
likes, app installs, conversions, event responses and more. For example, 2 Page likes and 2 comments would be counted as 4 actions.
Activity The total number of times your conversion- tracking pixel fired each day in the last 7 days. If the pixel is linked to your Facebook ads, you can
view conversions from those ads in the Reports section of Ads Manager.
Ad Auction For each ad impression, our ad auction system selects the best ads to run based on the ads’ maximum bids and ad performance. All ads on
Facebook compete against each other in this process, and the ads that our system determines are most likely to be successful will win the
auction.
If you’d like to make your ad more competitive in the auction, you may want to raise your bid. We’ll only charge you the bid necessary to
win the auction. The bid that wins may be lower than the maximum bid you’ve set for your ads, so we recommend you enter your true
maximum bid. This will increase the likelihood that you don’t miss out on clicks or impressions that you otherwise could’ve received. We also
recommend you refine your targeting to make sure you’re reaching a relevant audience that’s more likely to engage with your ads.
Attribution Window Refers to the maximum length of time between click and conversion that you use to calculate return on ad spend.
Bid You can use automatic or manual bidding depending on how you want to pay for your ad.
- Using automatic bidding will set your bid so that it’s optimized to help you reach your objective. (ex: “Get the most website conversions at the
best price” or “Get the most installs at the best price”). You’ll see this under Pricing when you create an ad.
- Using manual bidding (ex: “Set the amount a conversion/app install etc. is worth to you”) will let you pick a target maximum bid.
If you use manual bidding, note that for some optimization goals (ex: Page likes, post engagement, website conversions, daily unique reach),
we deliver ad impressions to people with the goal of generating your desired outcome at or below the bid you specify. Occasionally, as our
system tries to predict who in your target audience will be most likely to take your desired action, your average cost per outcome may exceed
your bid. In general, your average costs should be equal to or lower than your bid. If you’re optimizing for clicks (CPC) or impressions (CPM),
you’ll be charged no more than the bid you specify.
Bounce Rate The percentage of visitors to a particular website who navigate away from the site after viewing only one page
Conversion Tracking Pixel Conversions are customer-completed actions, like purchases or adding to a cart on a website. A conversion pixel is a piece of JavaScript code
that places a blank 1x1 pixel image on your website. When someone visits a page of your website where you have installed a conversion pixel,
the pixel will ping Facebook and record their visit and information such as whether they saw any of your ads. Conversion pixels are used to to
track if a person has landed or converted on a specific web page (ex: adding a product to a cart or clicking a button to buy a product).
ConvR (CVR) Conversion Rate, calculated as conversions/clicks
CPA Cost per action: A metric that measures how much your business pays in order to attain a conversion; calculated as spend/actions
Glossary
18. 18
CPC Cost per click, calculated as spend/clicks
CPC (All) = Cost per click for all clicks on your ad. The amount you’re charged each time someone interacts with your ad. Your total charges
are based on the amount you spent on the ad divided by all clicks the ad received.
CPC (Link) Cost per click to link. The amount you are charged each time someone clicks on the link in your ad that directs people off
Facebook. Your total charges are based on the amount you spent on the ad divided by the clicks to link the ad received.
CPConv= Cost Per Conversion, calculated as spend/conversions
CPE Cost per engagement, calculated as spend/conversions
CPL Cost per like OR Cost per lead, calculated as spend/likes or spend/leads
CPM The average cost you’ve paid to have 1,000 impressions on your ad, calculated as Spend/(Impressions/1000) or (Spend*1000)/Impressions
CTR Click-through rate, calculated as clicks/impressions
- CTR (All): The total number of clicks you received (ex: offsite clicks, likes, event responses) divided by the number of impressions.
- Unique CTR: Unique click-through rate for all clicks. The number of people who clicked anywhere in your ad, divided by the number of
people you reached. Ex: if you received 20 unique clicks and your ad was shown to 1,000 unique people, your unique click-through rate would
be 2%.
Custom Audience A Custom Audience is an ad targeting option that lets advertisers find their existing audiences among people who are on Facebook.
Engagements Engagement quantifies how much user interaction there is with your campaign.
- Promoted Accounts: Instead of engagement, we measure follow rate, or the number of follows on a Promoted Account compared to number
of impressions. Clicks will still factor into the resonance score but you’re only charged when a user actually follows you. See Follow Rate or
CPF.
- Promoted Tweets: The number of clicks, Retweets, likes, follows and replies on a Promoted Tweet.
- Promoted Trends: The number of clicks, Retweets, likes, follows and replies on the Promoted Tweets connected to the Promoted Trend.
Engagement Rate Engagement Rate, calculated as engagements/impressions
Frequency Frequency is the average number of times your ad was shown to each person. You may see this number both at the ad and ad set level of a
campaign.
Impressions The number of times your ad is served, or shown in a search results page. We only count impressions on promoted content, so any
impressions generated organically are not counted.
- On Mobile this is counted as the first time the ad was viewed
- On Desktop and Right-Hand Side, it is counted as how many times it was loaded on the screen
- Promoted Accounts: The number of users who see a Promoted Account.
- Promoted Tweets: The number of users who see a Promoted Tweet either in their Home timeline or search results.
- Promoted Trends: The number of users who view the Promoted Trend.
Lookalike Audiences This is a type of audience that’s created by Facebook to help advertisers reach people who are similar to an audience that they care about.
19. 19
Multi-channel Attribution Weighted model that gives the most credit to clicks closest to conversion or to the first and last touch points and less to the touch points in the
middle of the funnel.
Page Engagement The number of actions related to the Page and your Page’s posts as a result of your ad.
Page Mentions The number of mentions of your Page as a result of your ad.
Post Engagements The number of actions (ex: likes, comments, shares, photo views, link clicks, video views) related to your Page’s posts as a result of your ad.
Relevance Twitter recommends your Promoted Tweets and Promoted Account to the most relevant users by combining the following two sets of
information:
1. Implicit information about your account and followers - Twitter looks at your followers and then looks for similar accounts that you share a
number of followers with, including competitors and accounts more generally associated with topics relevant to your brand
2. Explicit information about your target’s interests - Twitter finds experts on the interest groups you select within your campaign setup tool
Relevance Score: A scale of 1 (lowest) to 10 (highest) based on the positive and negative feedback your ad receives. Your ad needs to be seen
by at least 500 people to receive a relevance score.
Resonance Measures user interaction with Tweets to help determine which ones are shown and which ones are not. Conceptually, it’s a metric that
reflects the combination of all parts of a company’s interaction with its customers on Twitter.
Source Audience A source audience is the audience a Lookalike Audience is based on.
Targeted Audience Targeted audience is the number of people your targeting can reach. You’ll see an estimate of this, like the estimate you see while creating an
ad.
Use the Audience graph to see the difference between how many people you’re actually reaching and how many people you could be reaching.
Increase your bids and budget to reach more of your targeted audience.
Unpublished Page Post or
“Dark Post”
An unpublished Page post is a Page post created in Power Editor that will appear in News Feed but not on your Page. It allows you to create
an ad for that post without it appearing on your Page’s Timeline.
User Fatigue Limits the number of times a user will see the same component of a promoted campaign. We consider user fatigue in order to prevent a
disruptive experience.
25. 25
NAME:
COMPANY:
On a scale of 1 to 5, with 5 being the best,
how valuable did you find the overall workshop?
1 2 3 4 5
Which parts of the workshop did you find most valuable and why?
Which parts of the workshop did you find least valuable and why?
Would you like to sign up for 360i’s Weekly Blog Digest? Y / N
If Yes, please provide your e-mail:
On a scale of 1 to 5, with 5 being the best,
how valuable and informative were each of the sessions?
Data-driven Insights Understanding the Millennial Donor
1 2 3 4 5
Mobilizing Expanding Your Social Community
1 2 3 4 5
Boost Your Search Presence
1 2 3 4 5
The Power of Influencers
1 2 3 4 5
Guest Speaker: GirlForward
1 2 3 4 5
Closing Keynote
1 2 3 4 5
On a scale of 1 to 5, with 5 being the best,
how would you rate the length of the workshop?
1 2 3 4 5
On a scale of 1 to 5, with 5 being the best,
how would you rate the location of the workshop?
1 2 3 4 5
What inspired you to attend the workshop?
Are there any specific topics or challenges you face as a nonprofit that you were not
covered or you would like to see covered in the future?
Is there anyone you feel would benefit from this workshop in the future? Please add
their name/email and we’ll invite them next time.
In the space below, please provide any comments about the den and/or your overall
experience, or any other suggestions you have for how we can make the workshop
better.
Thank You!
Please deliver your completed survey to the marked location at the cocktail party for
a chance to win prizes! Winners will be announced at the cocktail party, and you must
be present to win.
360i’s The Den Survey
Thank you for spending the day with us in our digital education for nonprofits workshop. Your feedback is very valuable and will be used to inform future den workshops.
Please deliver your completed survey to the marked location at the cocktail party for a chance to win prizes!
Winners will be announced at the cocktail party, and you must be present to win.