Social Media for Non Profits DTCC Dover Oct 2015

@LisaL.Flowers
Strategist | Marketer | Advocate
@LisaLFlowers ~ LFlowers@FlowersMediaMatters.com ~ October 20, 2015
Social Media for Non-Profits

Agenda
 Housekeeping
 Introductions
 Name, company, goals, 3 things
 Video
 Steps
 Recap
 3 things
 Next steps

@LisaLFlowers
 Marketing, business development and public
speaking – 25+ years
 Teaching, tutoring and mentoring – 15+ years
 Social media and business coaching – 5+ years
 Lifelong learner, volunteer, and advocate
 Global – Malaysia and Nigeria
 Recent – Keynote speaker at Kent County Economic
Summit

It All Started With A Tweet!
 One connection led to many
 A journey of online conversations

#LisaInLagos
 Educational institutions
 University of Lagos
 Nigerian Institute of Journalism (NIJ)
 NGOs
 Hands That Care

#LisaInLagos
 Media Houses
 The Source Magazine
 The News Magazine / PM News
 Radio and TV
 Cool FM
 Nigerian Info FM
 ONTV
 SoundCity

#LisaInLagos
 Business and social media professionals
 Traveled from all over Nigeria
 Social Media Meetup
 Nigeria’s first social media conference for EVERYONE
 Abuja and Lagos

#Socialnomics
https://www.youtube.com/watch?v=zxpa4dNVd3c

A Quick Survey
 Posted in two Facebook groups
What makes you engage with non-profits
on social media either as a volunteer or donor?

The Responses
 I love hearing about upcoming events and how I
can contribute. And then of course, post event
photos and info is always great to see. Also, the
background/history of the non-profit is
important to share and their goals.
 Hearing testimonials, volunteer comments
and how much money actually goes to their
program are important to me. Also, the voice
of the organization should be reflected in their
posts.

The Responses (cont’d)
 Stories are powerful. I like to see photos and hear
the individual stories of the people who have benefited
from the organization. Interview/get testimonials
from those people on an ongoing basis and include on
their website, social media and blog posts. Maybe have
a monthly highlight story.
For volunteers, I know that having recognition can
give a real boost. Thanking individual volunteers
and sharing behind the scenes photos of them
working not only will help retain volunteers who feel
appreciated and it will inspire new volunteers.

The Responses (cont’d)
 Real life personal stories and NO automatic
posts that are identical across all their social
media. It immediately tells me they are not 'there.‘
 …what I find most engaging is it must be a cause
that I strongly believe in and that there is some
personal connection....and something unique
that grabs me in the way it is presented that I either
want to donate or volunteer… it must have that
direct connection and also have a local
community benefit…the real connection is
key!

Challenges
 Most nonprofits do not have a documented social
media strategy.
 Responsibility typically falls to only one employee.
 Tracking the social media accounts of donors within
a donor database is a rare practice.

3-Ring Binder
 One place
 Tabs
 All log-in IDs, passwords
 Idea To Do list
 Squirrels
 Measure
 Revise
 Track

Commit to Social Media
 Devote staff time to social media
 Assign a staff person to work with your social media
at least part time
 Social media has become too big to relegate to spare
time.
 Hire a professional to jump-start

Make Them Part of the Story
 Engage your Board, volunteers, and staff
 Recruit using SoMe
 Acknowledge on SoMe
 Recognize your sponsors, donors and even vendors
 Post each time you get a new sponsor
 Tag them on our post
 Post on their SoMe page

Musts
 Must know who your audience is
 Must know where they are talking online
 Must have a destination for them to go to
 Must have a PLAN

The “Three A’s”
1. Appreciation – 1/3 of your social updates should
recognize your donors, supporters, volunteers, and
employees
2. Advocacy – 1/3 should engage and share with the
content of other groups or nonprofits who are
relevant to your area
3. Appeals – 1/3 should solicit donations or help
Source: Steven Shattuck

Source: Steven Shattuck

S.M.A.R.T. Goals
 Specific (what, how often or how much, where, etc.)
 Measurable, mutual
 Achievable, action-oriented
 Relevant, realistic, recorded, results-oriented, revise,
resources
 Timely, time-bound

Example
Source: http://agemegracefully.com/?tag=smart-goal-setting

Inventory or Audit
 Followers, friends, following
 Conversation rate—How many conversations does each
post generate? This may include comments on Facebook
and Google+ and replies to a tweet.
 Amplification rate—How often is the content reshared or
retweeted?
 Applause rate—How many people like, favorite and +1
each post?
 Frequency of posts and keywords
 Great articles
 https://blog.bufferapp.com/social-media-audit
 http://blog.hootsuite.com/social-media-audit-template/

Pay Attention
 Who is connecting with your non-profit on your
social media platforms?
 Who ELSE are they connecting with?
 Which groups are they in?
 Use LinkedIn to find out who your Board members
and donor know.
 Ask
 Via survey (SurveyMonkey – free)
 Via post on Facebook

S.W.O.T. Analysis
 Strengths
 Weaknesses
 Opportunities
 Threats
 Ask others
 Internal and external

Competition
 Social media audit
 S.W.O.T. analysis
 Google Alerts
 Search Google
 Their name
 “Case study(ies) for Company XYZ”
 Crawl their social media profiles
 Benchmark
 Model best practices
 Gain insight

S.M.A.R.T. Goals (Again)
 More info
 More insight
 More ideas
 Don’t throw away your old goals

Decide Which 3
 Website/blog – Must have
 Facebook (and Notes)
 Twitter
 LinkedIn (and Pulse)
 YouTube – Don’t overlook. At least try it.
 Pinterest
 Instagram
 Blab, Meerkat, Periscope, etc.

The Top 3
Facebook is YOUR neighborhood.
Twitter is the GLOBAL watering hole.
LinkedIn is the GLOBAL job board.
Yes, add Instagram.

Content
 Curate and create
 Types of content
 What am I going to say?
 Editorial calendar

Curate and Create
 Curate content
 Sharing a post on Twitter
OR
 Doing an article curation (an article someone else wrote)
Adding content and/or images and then
writing new content around the original article
 A curater adds their own insight, links that make it deeper,
adding another layer of information. - @JanLGordon
 Create

Types of Content
 Blog posts
 Videos
 Infographics
 Guides
 Book reviews
 Images
 Opinion posts
 Product reviews
 Lists
 Link or resource pages
 eBook
 Case study
 Podcast
 Interviews
 Research
 Surveys
 Animated gifs
 Comics or cartoons
 What is your
competition doing?
 What is an unrelated
company doing?

What Am I Going To Say?
 Brainstorming exercise on content

Editorial Calendar
 Dollar Tree
 Don’t reinvent the wheel
 Army, Navy, Air Force, Marines
 Keep it simple
 Examples
 http://www.pinterest.com/scrappinmichele/editorial-
calendar/
 http://bit.ly/1HxiPQJ
 http://bit.ly/1uOse1h

Email Newsletters
 Why?
 What should you have in yours?
 How often?
 How to get email addresses?
 Who should create the newsletter?
 Exercise - Which ones do YOU like?

Articles on Email Newsletters
 30 Email Ideas When You’re Not Sure What to Send
 http://blogs.constantcontact.com/email-marketing-ideas/
 Tips on Retain Subscribers
 http://www.socialmediatoday.com/content/4-tips-creating-
unsubscribe-page-makes-them-want-
stay?utm_source=hootsuite&utm_medium=twitter&utm_cam
paign=hootsuite_tweets
 Great article!
 https://blog.bufferapp.com/social-media-email-marketing

Use SoMe for Events
 Set up a FB event
 Public – comes up as suggested events
 Allows others to invite
 Link to ticket-selling site
 Harvest email addresses
 During event
 Create posters with headline “Mentoring Is _______”.
 Or create a hashtag “Making a difference at #SMW2015.”
 Have donors (or volunteers or staff) fill in the rest.
 Take photos of them in front of a branded wall.
 Post the photos on social media.
 Tag donors in the photos. Encourage donors to upload to their SoMe
profiles.

Events (cont’d)
 After event
 Provide an event recap with photos and video
 Encourage event attendees’ to post
 Thank people for participating
 Collect feedback by posting “Questions” or a survey link
 Invite them to stay connected by subscribing to your blog or e-
newsletter.

Social Media Advisory Board/Group/Committee
 Start a Facebook (or LinkedIn) group to connect
 Members don’t have to be on the Board
 Focus on the audience you are trying to connect with and recruit
them
 Consider sponsors and vendors
 Built-in brand ambassadors and advocates
 Train them
 Make sure there is an expert in the group
 Align messages with goals
 Benchmark and measure
 Report
 Helps with crisis communications
 Policies – the what ifs

#GivingTuesday – December 1st
 Website - http://www.givingtuesday.org/
 Best Practices -
https://fbhost.promotw.com/fbpages/img/non_prof
it_resources/GT2014_r8.pdf

Recent News on Facebook
 Notes - A great way to “blog” on your Facebook page
 Similar to Medium and SquareSpace
 Cover images for each post
 Can format text into headers, quotes or bullets
 http://bit.ly/1LGPhmW
 Partnership with Constant Contact
 Can combine email marketing platform with Facebook’s social
ads
 http://bit.ly/1MzOjFl

Tools
 Canva
 Thunderclap – 1 message, 1 number, 1 date
 Allows a single message to be mass-shared, flash mob-style
 Rises above the noise of your social networks
 Boots the signal at the same time
 Helps a single person create action and change like never before
 https://www.thunderclap.it/
 SmartBriefs
 SproutSocial
 Keeps all of your contacts across all social networks in one easy-to-
manage platform
 Professional account - $ 9.00 per month
 50% discount to non-profits

Example
of a
Thunderclap
email

Resources
 Great article!
http://www.searchenginejournal.com/raise-awareness-
non-profits-social-media-ad-grants/125043/
 Facebook
 https://www.facebook.com/nonprofits/app_149255468478339
 https://fbhost.promotw.com/fbpages/img/non_profit_resources/G
T2014_r8.pdf
 https://fbhost.promotw.com/fbpages/img/non_profit_resources/Ti
psForGroups_r3-2.pdf
 Free technology and software http://www.techsoup.org/
 Article on Competition
http://blogs.constantcontact.com/what-your-
competitors-can-teach-you-about-your-digital-
marketing-uk/

1. YOUR PLAN
2. GET SUPPORT
Facebook group -
https://www.facebook.com/groups/MarketingStrategies
Group/
3. GO SLOW, BUT GO!
Next Steps

Questions?

Thank you!
@LisaLFlowers on most platforms
(Instagram – LisaLFlowers1)
www.LisaLFlowers.com
or www.FlowersMediaMatters.com
LFlowersFlowers@FlowersMediaMatters.com
703-862-8743

Social Media for Non Profits DTCC Dover Oct 2015

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