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Facebook for Charities

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If Facebook were a country, it would be the most populous nation on earth ahead of China, with 1.39 billion people logging in each month. It has a suite of free and powerful tools enabling charities to reach new audiences and communicate their impact. But how can charities make the best of Facebook to connect with supporters and increase engagement with their cause?

In this webinar with digital marketing expert, Dawn Newton we will cover:

1 - Setting goals to increase engagement
2 - How to find out what interests your audience
3 - How to create varied content
4 - Becoming more playful and visual
5 - Clearly inviting interaction and crafting questions
6 - Listen and responding when you get interactions and encourage further discussion
7 – Review, refine and constantly improve

Lasa does lots more charity tech help and advice - find out more at:
Twitter: @lasaict
Web: www.lasa.org.uk/lasaict

This webinar is supported by the City of London Corporation's charity, City Bridge Trust.

Published in: Technology
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Facebook for Charities

  1. 1. Google Ad Grants for Charities Facebook for Charities Join the conversation using #LasaTechwebinars
  2. 2. Webinar Presenters Join the conversation using #LasaTechwebinars This webinar is supported by the City of London Corporation's charity, City Bridge Trust. Dawn Newton Morello Marketing @goreckidawn http://morellomarketing.com Miles Maier Tech consultant, Lasa @LasaTech www.lasa.org.uk/lasatech
  3. 3. About Lasa • Tech advice, webinars, tech-checks, consultancy http://lasa.org.uk/lasatech and @LasaTech • Upcoming webinars More coming up….after holiday season http://lasa.org.uk/webinars Join the conversation using #LasaTechwebinars
  4. 4. Webinar Tips • Ask questions Post questions via question box • Interact Respond to polls during webinar, Tweet #LasaTechwebinars • Focus Avoid multitasking. You may just miss the best part of the presentation • Webinar PowerPoint & Recording PowerPoint and recording links will be shared after the webinar Join the conversation using #LasaTechwebinars
  5. 5. Agenda • Why is Facebook so important for charities? • Setting goals to increase engagement • How to find out what interests your audience • How to create varied content • Becoming more playful and visual • Clearly inviting interaction and crafting questions • Listen and responding when you get interactions and encourage further discussion • Review, refine and constantly improve Join the conversation using #LasaTechwebinars
  6. 6. About Dawn Newton • Marketing and Comms person, Director of Morello Marketing and Morello Training. • Specialising in #charitycomms • #Charitymeetup event creator • Trained over 300 charities on how to improve their social media management Dawn Newton Morello Marketing @goreckidawn http://morellomarketing.com Join the conversation using #LasaTechwebinars
  7. 7. Creative communications consultant. Specialises in helping charities place the audience at the heart of her marketing strategy and creating a real sense of community both online and offline. Passionate about enabling charities to create high impact communications with minimal resources. http://morellomarketing.com/  Nike  Kentish Town City Farm  Magneto Films  Calthorpe Project  Media Trust  The Shannon Trust  The Volunteer Network  Petit Miracles  SAIL  Small Charities Coalition  London Youth Games  Sound Delivery  Community Impact Bucks  UnLtdDawn Newton Clients include: My online training Course
  8. 8. 1. SETTING A GOAL TO INCREASE ENGAGEMENT 1
  9. 9. Why you should set targets • You'll only know just how successful your social media strategy has been if you know how to quantify it. • Set SMART objectives - Specific, Measurable, Achievable, Relevant and Time Limited. • For example: 'In the next 12 months, engage in on-line conversations with 1000 new supporters under the age of 25 who may not be so engaged with our traditional media channels'.
  10. 10. ….the most important measurement of your social media impact You can punch above your weight by encouraging discussion. Great ways to incite engagement: - Ask questions - Share successes and celebrate positive news - Curated content from partners / related pages - Tell interesting stories - Be visual Interactions
  11. 11. Social media ladder of engagement
  12. 12. “I looked you up on Twitter and you were not on there so I didn’t think you were a real charity” – Young Person
  13. 13. 2. WHAT INTERESTS YOUR AUDIENCE? 2
  14. 14. In 2000 the average attention span was 12 seconds, but this has now fallen to just eight. The goldfish is believed to be able to maintain a solid nine. You have 8 seconds to make an impact Beware short attention spans
  15. 15. Why should your audience care?
  16. 16. Study Your Audience Be constantly curious What motivates them? What do they need? For Petit Miracles Rebels 83% Women 25-44yrs Educated urbanites
  17. 17. Buckinghamshire MIND mental health – local charity
  18. 18. Depressed • Advice • Services • Good News Isolated • Not alone • Not the only one Problems | Relevant Content Mental health charity
  19. 19. Social Media for Verification
  20. 20. 3. CREATING VARIED CONTENT 3
  21. 21. Content Mind Maps How to on my blog
  22. 22. Advice from @JudeHabib of Sounddelivery: “If you aren't using your video in 10 different ways... Don't waste your time.” Influencer reviews Email Events Blog Social Media Adverts Website Funding applications Transcribe Stills Detailed Advice: https://blog.kissmetrics.com/17-advanced-methods/ Re-using your content
  23. 23. Say it again and again and again. But find new ways of saying it. Make sure what you are saying is clear, aim for 8 year old reading level
  24. 24. Mon Tue Wed Thur Fri #Monday motivation Fundraiser What we do Curated content Video 9am 1pm 6pm Scheduling Content Batch creating posts saves time. Consider using Hootsuite or similar software to plan the week.
  25. 25. 4. BECOMING MORE PLAYFUL AND VISUAL 4
  26. 26. A picture is worth a thousand words Kentish Town City Farm – Apple Day
  27. 27. • Photos get a 35% boost in RTs • Videos get a 28% boost • Quotes get a 19% boost in RTs • Including a number receives a 17% bump in RTs • Hashtags receive a 16% boost Engagement by post type Research by Twitter Media Blog Posts with visual content are at least 3-4 times larger than text only – more likely to be seen
  28. 28. Charities should also make sure they take mobile into account when developing story ideas. "The number of people sharing via mobile has grown by 28% quarter-over-quarter” This is important because the smaller screens influence the way in which information is presented. "When you're thinking about campaigns, it's very important to think about how the story will be told in the space you've got on Facebook or Twitter," Jonathan Waddingham, social and labs product manager at JustGiving http://www.theguardian.com/voluntary-sector-network/2014/jul/30/successful-charity-storytelling-a- little-bit-of-give-and-take Mobile Dominates
  29. 29. http://www.tsb.co.uk/community-partnership/tsb-partnership-programme.pdf
  30. 30. Facebook - What Works Well? Native video Sharing events Adverts Photo albums Facebook live Fun / unusual
  31. 31. Experiment Handwritten Manifesto Illustration
  32. 32. Example: https://www.facebook.com/rnli/videos/10154062235833999/ Why it works:  Challenging supporters  Simple ask  Using humour  Video content Can you deny the drinks you love for 10 days? Take the challenge with your crew, say no to tea, coffee, wine, beer and fizzy drinks and help the RNLI save lives at sea. Stats: 38k Views 643 Likes 166 Shares 42 Comments
  33. 33. Sometimes stories are playful and funny and about the staff team
  34. 34. Using Canva Facebook page cover image • Online image editor • Pre-made templates and sizes for Facebook, Twitter, etc • Free for non-profits https://support.canva.com/accoun t-basics/nonprofit-program/apply- for-nonprofit/
  35. 35. The Power of the Story Posted 7th Sept: • 1,599,219 Views • 34k Post Likes • 993 Comments
  36. 36. This Girl Can https://twitter.com/thisgirlcanuk/status/568515395608395776 Think in terms of campaigns
  37. 37. Amplification This Girl Can http://www.campaignlive.co.uk/article/case-study-this-girl-can-16-million-women- exercising/1394836#dJP9ohzH7zv4VxLF.99 Complex campaign with multiple stakeholders and government bodies. Managing this posed a significant challenge. The team therefore created an online toolkit, which enabled stakeholders to use the "This girl can" branding and logos for their own marketing campaigns.
  38. 38. Miscarriage is misunderstood and current policy is unacceptable. We want to change that. https://www.youtube.com/ watch?v=pK-5wipfDwo https://www.tommys.org/our-organisation/about- us/campaigns/miscourage-campaign #MisCOURAGE campaign
  39. 39. http://www.stonewall.org.uk/our-work/campaigns/come-out- lgbt Videos are more shareable if they are short and can be watched without sound Films can be very effective at creating a movement Influencer Sharing https://youtu.be/V1o qK43CED4
  40. 40. Native Video on Facebook • Give reasons to watch • Ask people to share it • Share to relevant FB groups Example: Dementia UK used paid promotion on their popular Admiral Nurses film and reached 120,000 viewers in the first few days of the campaign. 638 Shares | 105 Comments | 1k Likes
  41. 41. Users are demanding more instantly available content. It’s not enough to hear a post-event recap; they want to see the event in progress. Social media platforms are already doing more to enable real-time captures, such as Twitter’s acquisition of Periscope and Facebook’s Livestream feature. Rise of real-time streaming Notifications to all fans No editing Can film using a phone Save and share afterwards
  42. 42. https://www.facebook.com/wheelchairsport/videos/1587883491273189/ Facebook Live • Great for events • Live interviews – works best if people on camera interview each other • Fundraisers • Staff • Volunteers • Beneficiaries
  43. 43. Facebook Live http://www.thirdsector.co.uk/kirsty-marrins-use-facebook-live- charity/digital/article/1405841 Great organic reach Can be done with a mobile phone People receive alerts Interact with your audience in real time FB pushing this content No editing needed
  44. 44. 5. INVITING INTERACTION AND CRAFTING QUESTIONS 5
  45. 45. https://psychosynthesistrust.org.uk/fear/
  46. 46. Reflecting on the year, can you think of one word that sums up your experience?
  47. 47. http://www.communityimpactbu cks.org.uk/news.php/817/photo- competition-social-action-in- bucks Photo Competition Can be run in Facebook or across all social and email Small prizes can be given or just kudos Great for infrastructure organisations who need images
  48. 48. 6. LISTENING & RESPONDING 6
  49. 49. Showing gratitude to supporters Lots of conversations with followers Responding
  50. 50. • Aim to check social media for messages, comments and replies at least once a day • Agree a response time – 24 / 48 hrs that you want to aim to reply to people by • Consider a rota to allow the team to cover the social monitoring • Consider stating on your profile when the social media is manned Being responsive
  51. 51. https://www.facebook.com/wheelchairsport/videos/1449655505095989/ The Power of video to tell a story
  52. 52. Original Post: https://www.facebook.com/AnthonyNolan/posts/101559205357438 87 Article from Anthony Nolan on how they changed their tactics and achieved a 450% increase in engagements per post: https://www.charitycomms.org.uk/aiming-high-with-our-facebook- content-strategy 'To someone asking about stem cell donation who’s never heard of Anthony Nolan or the register I would just say; this is something really special that you don’t often get in life, the chance to potentially give someone a second chance of life.’ Ciaran MacKenzie saved the life of a man struck down by a dangerous blood disease, after he was found to be an exact stem cell match. Get to know his story below, and check out how can you become a lifesaver. Responding to comments
  53. 53. A real story from the son of the beneficiary How it looks shared on the charity’s page User Generated Stories
  54. 54. 7. REVIEW & REFINE 7
  55. 55. Facebook post critique: Pros:  Using the emotions to show they are really happy  Publicly thanking their corporate donor Cons:  Did not tag in the brand  Another cheque photo  No call to action  Grammatical error  Didn’t thank local people for voting  Didn’t use the scheme name (Community Matters)
  56. 56. Review what works • Take risks, these will show up on your analytics • Highlight what works & record patterns • Set a regular time in your calendar to review your stats
  57. 57. Act On Your Data Analysis After looking at the results the next step is crucial • Close the loop by understanding: –What has worked well and do more of it –What failed and do less of it –What else could we experiment with? • Any patterns? • Any advocates?
  58. 58. Handout Download: Dawn Newton Director - Morello Marketing https://www.dropbox.com/s/29s8zls5pg3 qwun/Morello%20Marketing%20Handout .pdf?dl=0 Connect with me: morellomarketing.com twitter.com/goreckidawn uk.linkedin.com/in/dawnnewton
  59. 59. Final Thoughts…. “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” - Maya Angelou
  60. 60. Further Resources Join the conversation using #Lasatechwebinars Dawn Newton Morello Marketing @goreckidawn http://morellomarketing.com Miles Maier Tech consultant, Lasa @LasaTech www.lasa.org.uk/lasatech
  61. 61. Free Bonus Unit – Online Social Media Training Course http://morellotraining.co.uk/unit/bonu s-unit-powerful-storytelling/?id=2831 http://morellomarketing.co m/2016/08/19/3-ways- social-media-storytelling- can-help-your-charity/
  62. 62. Appendix 1 • Charity digital toolkit http://micro.skillsplatform.org/charitydigitaltoolkit/ • Social media toolkit https://www.skillsplatform.org/charitysocialmediatoolkit/ • Simple guide to social media by Allsorts Youth Project https://www.dropbox.com/s/5qoxaltakw4nz1j/AllsortsYouthProje ct%20-%20Simple-Guide-to-Digital-Social-Media-.pdf?dl=0 • Third Sector Comms Facebook group https://www.facebook.com/groups/thirdsectorcomms/
  63. 63. Appendix 2 • Technology Trust – donated design software https://www.tt-exchange.org/ • Canva – online graphic design, free for non-profits https://support.canva.com/account-basics/nonprofit- program/apply-for-nonprofit/ • Idealware Social Media Decision Making Guide https://www.idealware.org/reports/nonprofit-social-media- decision-guide/
  64. 64. • Blogs to follow http://blog.justgiving.com/ http://www.bethkanter.org/ https://madlinblog.wordpress.com/ https://kirstymarrins.com/2017/07/06/captivating- tailored-content-gets-results/ Appendix 3
  65. 65. • Charity Meetup http://morellomarketing.com/charitymeetup/ • Charity Connect https://www.charityconnect.co.uk/post/why-it-s- important-to-celebrate-success-and-failure/1267 • Facebook live https://www.facebook.com/Lightful/videos/748512551 990573/?q=lightful Appendix 4
  66. 66. • Healthy Happy Non profit https://happyhealthynonprofit.wordpress.com/ • Recent event resources https://t.co/1M7YVpgxkT Appendix 5
  67. 67. Top tip: Never assume your audience knows what you are talking about 1. Is the message educational or entertaining? 2. Is the voice correct? 3. Is it too long? 4. Is the URL correct? 5. Should I target a specific audience with this message? 6. Did I use the right keywords and hashtags to maximize exposure? 7. How many times have I already posted something today? 8. Did I spell check? 9. Will I be okay with absolutely anyone seeing this? 10. Is this reactive communication or is it well thought-out? 11. Did I make the most of visual content—images, video, slides? 12. Did I make the most of my update text—headline formulas, polls, quizzes? The 12 step social media checklist https://blog.bufferapp.com/social-media-checklist

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