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Social Media for NFPs

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Ashley Krompier

The impact of COVID-19 over the past few months has been substantial and far-reaching. As a result of stay-at-home orders and social distancing, many not-for-profit organizations have been operating with limited staff and without volunteers, and due to a rise in unemployment, their donations have likely been significantly affected as well. With these obstacles in mind, social media is a more critical tool than ever in order to relay important messages and remain top of mind for those who follow and support you. Presented by Withum’s Matt Basilo, Interactive Marketing Manager.

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withum.com Withum Confidential Social Media Strategies for Not‐For‐Profit  Organizations During a Crisis Matt Basilo, Interactive Marketing Manager Withum July 8, 2020
withum.com Withum Confidential Social Media Strategies for  Not‐For‐Profit Organizations During a Crisis Matt Basilo Withum Interactive Marketing Manager https://www.linkedin.com/in/mattbasilo/ mbasilo@withum.com
withum.com Withum Confidential SOCIAL MEDIA FOR  NOT‐FOR‐PROFIT ORGANIZATIONS Why Is It Important?
withum.com Withum Confidential The Social Media Landscape
withum.com Withum Confidential The Social Media Landscape One size does not fit all.  Which platforms are right for your organization? You should have a strategy for each platform – they don’t (necessarily) have to share  the same tone. Remember:  Being more strategic on one or two platforms is more beneficial than  being inconsistent on five.
withum.com Withum Confidential Why Is It Important? Social Fundraising: • A majority of decision makers say they never respond to outreach from an  unknown person. However, if a common connection makes the introduction,  decision makers are 80% likely to respond. • Participants who use social networking tools like Facebook, Twitter and YouTube  communicate with their networks more regularly and send more messages. This  has resulted in increased fundraising results by up to 40%. • Empowering your supporters to raise money for you lets you increase your  fundraising clout without spending extra time drumming up donations. • Your supporters are able to reach groups of people you probably haven’t reached  yet (family, friends, coworkers).
withum.com Withum Confidential Why Is It Important? Build Emotional Connections: • People who volunteer for an organization  generally donate more money than those who  don’t volunteer for them at all.
withum.com Withum Confidential Why Is It Important? Twitter users increased their personal fundraising goals by at least three times  more and raised nearly 10 times more online than their peers who did not use  Twitter. Social media provides simplicity!   Anyone can update their social media page with  a link to their personal fundraising page.  Spreading  the message by sharing and engaging with these  posts is easy!
withum.com Withum Confidential Facebook Fundraisers
withum.com Withum Confidential Facebook Fundraisers How does it work? • If your organization is registered with Facebook Payments, payouts will occur bi‐ weekly as an automated clearing house or direct deposit to your organization's  bank account.   • Donations can also be distributed through funds like Network for Good or PayPal Giving  Fund.  Payout frequencies will differ. • Once money raised for your organization reaches a minimum donation payout  amount ($100 for Facebook Payments, $10 for Network for Good), it becomes  eligible for a payout.  • Funds will roll over until the payout amount reaches the threshold.  • Keep in mind that this threshold is per not‐for‐profit, not per fundraiser. • Facebook covers all processing fees.
withum.com Withum Confidential Facebook Fundraisers Since 2015, members have used this tool to raise $1 billion for charities and  personal causes.  On Giving Tuesday, not‐for‐profits raised $125 million using  Facebook tools.
withum.com Withum Confidential Instagram Donation Sticker
withum.com Withum Confidential LinkedIn for Nonprofits Not‐for‐profit organizations can highlight  their mission and engage supporters!   This Volunteer Marketplace provides  organizations an opportunity to identify  professionals interested in making a  difference, allowing you to find: • Employees, Volunteers and Board  Members • Information on Social Fundraising and  Pro Bono & Grants
withum.com Withum Confidential THE COVID‐19 PANDEMIC What Now?
withum.com Withum Confidential Social Media Amid the Pandemic What are we seeing? • Social media activity has increased with people working remotely. • Many people are getting their information from social media. • With all of the troubling news going around, people are gravitating to  messages of positivity and optimism. • People are looking to make a human connection.
withum.com Withum Confidential What Does This Mean for  Not‐for‐Profit Organizations? • Many not‐for‐profit organizations have had to adjust their processes and  procedures as a result of the pandemic.   • Social media is an effective way to alert followers with details on how your  organization has been impacted.
withum.com Withum Confidential Communicate How You’ve Been Impacted
withum.com Withum Confidential Communicate How You’ve Been Impacted
withum.com Withum Confidential Communicate How They’ve Been Impacted Address how your  followers have been  impacted, too!
withum.com Withum Confidential Communicate How They’ve Been Impacted
withum.com Withum Confidential Communicate How They’ve Been Impacted Utilize free and  convenient live  streaming tools like  Facebook Live.
withum.com Withum Confidential What Does This Mean for  Not‐for‐Profit Organizations? • Since many organizations are unable to utilize volunteers as a result of stay‐ at‐home and social distancing orders, social media can be used to  communicate how followers can continue to support your organization.
withum.com Withum Confidential Communicate How People Can Help
withum.com Withum Confidential Communicate How People Can Help
withum.com Withum Confidential Communicate How People Can Help Don’t forget to continue to utilize your  corporate partners. Post was then shared on  Rod’s Facebook page.
withum.com Withum Confidential WHAT HAPPENS IF YOUR ORGANIZATION’S  CAUSE DOES NOT ALIGN WITH THE CURRENT  CRISIS?
withum.com Withum Confidential Connect Your Cause with the Crisis
withum.com Withum Confidential Adjust Your Strategy Accordingly
withum.com Withum Confidential Adjust Your Strategy Accordingly Source: https://www.forbes.com/sites/davidhessekiel/2020/04/23/how‐nonprofits‐are‐pivoting‐to‐virtual‐ fundraising‐in‐the‐face‐of‐covid‐19/
withum.com Withum Confidential Clarify Crisis‐Related Mixed Messages
withum.com Withum Confidential Reiterate the Importance of Your Mission
withum.com Withum Confidential To Recap • Under normal circumstances, social media is a valuable and effective tool for  fundraising and to share information about upcoming events and initiatives. • In times of crisis, when regular operations may be halted or severely  impacted, social media can be an even more essential tool in order to relay  important messages and remain top of mind for those who follow and  support you.
withum.com Withum Confidential Thank You! Matt Basilo mbasilo@withum.com https://www.linkedin.com/in/mattbasilo @withumcpa facebook.com/WithumSmithBrown @withumcpa linkedin.com/company/withumsmith‐brown/
withum.com Withum Confidential Questions?

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