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Internet is a massive testing ground.
Let’s learn from the best and do our jobs better!
© Boqiang Liao (CC BY-SA 2.0)
1. Build a community &
story around your cause
© luke chan (CC BY-NC-SA 2.0)
Modern audiences 

have learned to filter out advertisement.
© Jonathan (CC BY-NC-ND 2.0)
Your audience 

support your mission.
Forget advertising.

Build your content strategy around your story.
Most interesting stories are created,
when you build your story around your core values.
Apple story’s core values: Beauty, uniqueness
Example // Apple
Example // Apple
Greenpeace story’s core value: Courage, protection
Example // Greenpeace
Example // Greenpeace
Charity: Water story’s core values: Joy, access
Example // Charity: Water
Patagonia story’s core values: Adventure, Sustainability
Example // Patagonia
Clothing company’s founder saying we shouldn’t buy his clothes when
we don’t need them is a powerful way to tell the compa...
Ask these questions to make your brand more 

story focused:
What are my brand’s core values?
What kind of stories can I b...
Maya Angelou
“People will forget what you said. People will
forget what you did, but people will never forget
how you made...
Value statement as a name of a social media
channel
Value statement as a name of a social media
channel
Value statement as a name of a social media
channel
Value statement as a name of a social media
channel
Learning 1: Build a community and story around your cause.
Always keep your core values at the centre of your story.
© hra...
2. Use the content types 

of social media heroes
© Thomas Hawk (CC BY-NC 2.0)
Some content types are 

“made to be shared”
The important question
to ask yourself is: 

How can I give my
content a more...
List articles
How would you use list articles

with this campaign?
Memes
Using Facebook’s autoplay to your
advantage
Facebook wants to increase its market share in videos. They
are currently giving more organic views for posts with
videos....
Create videos that work without sound when they
are autoplayed on your followers’ newsfeeds.
Static vs. content-
driven landing pages
The most typical way to
fundraise online is to drive
traffic to a static landing
pa...
What about making
your story your landing
page?
Combining a donation /
signup form with
shareable content lets
you drive o...
Learning 2: Always look for ways to give your content a more
shareable format.
© Daniele Zanni (CC BY-NC-SA 2.0)
3. Use emotion right to 

make your content shareable
First some 

fundraising realities
Case Rokia
Save the Children & Rokia
3.2 million people live on the verge of
starvation. 2.4 million had no access
to clea...
Save the Children & Rokia
Rokia is a 7-year-old girl from Mali,
Africa. She's desperately poor and
faces a threat of sever...
0
0.6
1.2
1.8
2.4
Statistics Rokia's story
$
Case Rokia
How do sad stories 

work in social media?
Emotion
Sadness
In a study on how
much New York Times
articles are shared: 

Sadness = 

-16% sharing
© Elizabeth Haslam
Emotion
What 

about

angry?
Emotion
Angry / 

anxious
Boosts sharing
Why angry works
and sad doesn’t?
Study on New York Times’ sharing:
Physical arousal 

boosts sharing
Stuff that makes
your heart race
makes you share
The issue we 

face as fundraisers:
Our issues are often sad
How to use emotion right?
SOS Children’s Villages Norway 

tested whether passersby would give their jacket to Johannes.
Sadness: Johannes doesn’t have a jacket

Hope: People are willing to help

Sadness: The situation in Syria

Hope: YOU
Learning 3: Always combine low-intensity feelings (e.g. sadness)

with activating feelings (e.g. angriness, hope).
© laure...
4. Give your 

readers a reason to click
© Nathan Congleton (CC BY-NC-SA 2.0)
80% of your
readers will read
your headline only
Headline is your
only chance.
You have to nail it!
© amanda tipton (CC BY...
"Curiosity gap”
George Loewenstein: curiosity
has two components

1. I notice there’s a gap in my
knowledge (heading)

2. ...
"Curiosity gap”
Raise interest in your
titles but give your
audience a reason to
click.
© fr4dd (CC BY 2.0)
Surprise
Surprise your audience to gain
their attention.
© Sergio Alvarez (CC BY-NC-SA 2.0)
Graphic: NY Mag
Obama’s campaign
email subjects were all
about surprise.
Or how does it feel to
get a “Meet me for
dinner”...
Use numbers
Readers look for value and
specificity. Numbers are a
great way to promise you
aren’t going to waster their
tim...
Address your reader
The surest way to make your
headline relevant to your
reader is to address her in the
headline.
© Serg...
Learning 4: Know the psychology behind a click and use it!
© Dia™ (CC BY-NC-ND 2.0)
5. Link 

between channels.
© Nick Bramhall (CC BY-SA 2.0)
Asking for donations and
signups is not the only
way to build linkages in
your digital ecosystem
© Will Montague
Use email to drive shares on Facebook.
Use email to drive tweets.
This works great for thank you emails!
Drive shares for key
Facebook posts on your
campaign landing or
thank you page.
Launching a “viral video”? Create a custom audience out of your
viewers.
Instagram followers



Facebook Followers



Traf...
Running successful articles on specific topics? Retarget your

readers with related messages.
Learning 5: Link between channels in more ways than just driving
traffic to your landing page.
© George Chelebiev (CC BY-NC...
Thoughts, questions, comments?
© Daniele Zanni (CC BY-NC-SA 2.0)
Thank you!
Lets keep up the conversation! 

Follow @Touko...
© Boqiang Liao (CC BY-SA 2.0)
Learning 1: Build a community and story around your cause.
Always keep your core values at t...
Thoughts, questions, comments?
© Daniele Zanni (CC BY-NC-SA 2.0)
Thank you!
Lets keep up the conversation! 

Follow @Touko...
5 Learnings from the Masters of Social Media You Can Use in Your Fundraising Today
5 Learnings from the Masters of Social Media You Can Use in Your Fundraising Today
5 Learnings from the Masters of Social Media You Can Use in Your Fundraising Today
5 Learnings from the Masters of Social Media You Can Use in Your Fundraising Today
5 Learnings from the Masters of Social Media You Can Use in Your Fundraising Today
5 Learnings from the Masters of Social Media You Can Use in Your Fundraising Today
5 Learnings from the Masters of Social Media You Can Use in Your Fundraising Today
5 Learnings from the Masters of Social Media You Can Use in Your Fundraising Today
5 Learnings from the Masters of Social Media You Can Use in Your Fundraising Today
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5 Learnings from the Masters of Social Media You Can Use in Your Fundraising Today

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Presentation at Fundraising Online 2015. Recording available at: http://ubivent.com/en/fundraising-online-2015

Published in: Marketing
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5 Learnings from the Masters of Social Media You Can Use in Your Fundraising Today

  1. 1. Internet is a massive testing ground. Let’s learn from the best and do our jobs better! © Boqiang Liao (CC BY-SA 2.0)
  2. 2. 1. Build a community & story around your cause © luke chan (CC BY-NC-SA 2.0)
  3. 3. Modern audiences 
 have learned to filter out advertisement. © Jonathan (CC BY-NC-ND 2.0)
  4. 4. Your audience 
 support your mission.
  5. 5. Forget advertising.
 Build your content strategy around your story.
  6. 6. Most interesting stories are created, when you build your story around your core values.
  7. 7. Apple story’s core values: Beauty, uniqueness Example // Apple
  8. 8. Example // Apple
  9. 9. Greenpeace story’s core value: Courage, protection Example // Greenpeace
  10. 10. Example // Greenpeace
  11. 11. Charity: Water story’s core values: Joy, access Example // Charity: Water
  12. 12. Patagonia story’s core values: Adventure, Sustainability Example // Patagonia
  13. 13. Clothing company’s founder saying we shouldn’t buy his clothes when we don’t need them is a powerful way to tell the company’s story. In the age of advertising fatigue authenticity creates interest.
  14. 14. Ask these questions to make your brand more 
 story focused: What are my brand’s core values? What kind of stories can I build around them? © Adrian Kingsley-Hughes (CC BY-NC-ND 2.0)
  15. 15. Maya Angelou “People will forget what you said. People will forget what you did, but people will never forget how you made them feel.”
  16. 16. Value statement as a name of a social media channel
  17. 17. Value statement as a name of a social media channel
  18. 18. Value statement as a name of a social media channel
  19. 19. Value statement as a name of a social media channel
  20. 20. Learning 1: Build a community and story around your cause. Always keep your core values at the centre of your story. © hrantstreet (CC BY-NC-ND 2.0)
  21. 21. 2. Use the content types 
 of social media heroes © Thomas Hawk (CC BY-NC 2.0)
  22. 22. Some content types are 
 “made to be shared” The important question to ask yourself is: 
 How can I give my content a more shareable form?
  23. 23. List articles
  24. 24. How would you use list articles
 with this campaign?
  25. 25. Memes
  26. 26. Using Facebook’s autoplay to your advantage
  27. 27. Facebook wants to increase its market share in videos. They are currently giving more organic views for posts with videos. Autoplay has also dramatically increased 
 (really short) video views on Facebook.
  28. 28. Create videos that work without sound when they are autoplayed on your followers’ newsfeeds.
  29. 29. Static vs. content- driven landing pages The most typical way to fundraise online is to drive traffic to a static landing page. This works fine but attracts little organic traffic.
  30. 30. What about making your story your landing page? Combining a donation / signup form with shareable content lets you drive organic traffic turn donations / leads. Signup form next to shareable content:
 Conversions from organic traffic
  31. 31. Learning 2: Always look for ways to give your content a more shareable format. © Daniele Zanni (CC BY-NC-SA 2.0)
  32. 32. 3. Use emotion right to 
 make your content shareable
  33. 33. First some 
 fundraising realities
  34. 34. Case Rokia Save the Children & Rokia 3.2 million people live on the verge of starvation. 2.4 million had no access to clean water. In a third country, 4 million children needed emergency shelter. Serious, urgent crises affecting a huge number of children. 0 25 50 75 100 Hunger Acces to clean water
  35. 35. Save the Children & Rokia Rokia is a 7-year-old girl from Mali, Africa. She's desperately poor and faces a threat of severe hunger or even starvation. Her life will be changed for the better as a result of your financial gift. Case Rokia
  36. 36. 0 0.6 1.2 1.8 2.4 Statistics Rokia's story $ Case Rokia
  37. 37. How do sad stories 
 work in social media?
  38. 38. Emotion Sadness In a study on how much New York Times articles are shared: 
 Sadness = 
 -16% sharing © Elizabeth Haslam
  39. 39. Emotion What 
 about
 angry?
  40. 40. Emotion Angry / 
 anxious Boosts sharing
  41. 41. Why angry works and sad doesn’t?
  42. 42. Study on New York Times’ sharing: Physical arousal 
 boosts sharing Stuff that makes your heart race makes you share
  43. 43. The issue we 
 face as fundraisers: Our issues are often sad
  44. 44. How to use emotion right?
  45. 45. SOS Children’s Villages Norway 
 tested whether passersby would give their jacket to Johannes.
  46. 46. Sadness: Johannes doesn’t have a jacket
 Hope: People are willing to help
 Sadness: The situation in Syria
 Hope: YOU
  47. 47. Learning 3: Always combine low-intensity feelings (e.g. sadness)
 with activating feelings (e.g. angriness, hope). © lauren rushing (CC BY-NC-ND 2.0)
  48. 48. 4. Give your 
 readers a reason to click © Nathan Congleton (CC BY-NC-SA 2.0)
  49. 49. 80% of your readers will read your headline only Headline is your only chance. You have to nail it! © amanda tipton (CC BY-NC-ND 2.0)
  50. 50. "Curiosity gap” George Loewenstein: curiosity has two components 1. I notice there’s a gap in my knowledge (heading) 2. I close the gap (click)
 People have an inherit need to close the gaps in their knowledge. © Dia™ (CC BY-NC-ND 2.0)
  51. 51. "Curiosity gap” Raise interest in your titles but give your audience a reason to click. © fr4dd (CC BY 2.0)
  52. 52. Surprise Surprise your audience to gain their attention. © Sergio Alvarez (CC BY-NC-SA 2.0)
  53. 53. Graphic: NY Mag Obama’s campaign email subjects were all about surprise. Or how does it feel to get a “Meet me for dinner” email from the president?
  54. 54. Use numbers Readers look for value and specificity. Numbers are a great way to promise you aren’t going to waster their time. © Sergio Alvarez (CC BY-NC-SA 2.0)
  55. 55. Address your reader The surest way to make your headline relevant to your reader is to address her in the headline. © Sergio Alvarez (CC BY-NC-SA 2.0)
  56. 56. Learning 4: Know the psychology behind a click and use it! © Dia™ (CC BY-NC-ND 2.0)
  57. 57. 5. Link 
 between channels. © Nick Bramhall (CC BY-SA 2.0)
  58. 58. Asking for donations and signups is not the only way to build linkages in your digital ecosystem © Will Montague
  59. 59. Use email to drive shares on Facebook.
  60. 60. Use email to drive tweets. This works great for thank you emails!
  61. 61. Drive shares for key Facebook posts on your campaign landing or thank you page.
  62. 62. Launching a “viral video”? Create a custom audience out of your viewers. Instagram followers
 
 Facebook Followers
 
 Traffic to landing page
  63. 63. Running successful articles on specific topics? Retarget your
 readers with related messages.
  64. 64. Learning 5: Link between channels in more ways than just driving traffic to your landing page. © George Chelebiev (CC BY-NC-ND 2.0)
  65. 65. Thoughts, questions, comments? © Daniele Zanni (CC BY-NC-SA 2.0) Thank you! Lets keep up the conversation! 
 Follow @Touko_S to stay in 
 touch and get digital 
 marketing updates! Send in your thoughts, questions & comments on chat or 
 on Twitter @Touko_S
  66. 66. © Boqiang Liao (CC BY-SA 2.0) Learning 1: Build a community and story around your cause. Always keep your core values at the centre of your story. Learning 2: Always look for ways to give your content a more shareable format. Learning 3: Always combine low-intensity feelings (e.g. sadness)
 with activating feelings (e.g. angriness, hope). Learning 5: Link between channels in more ways than just driving traffic to your landing page. Learning 4: Know the psychology behind a click and use it!
  67. 67. Thoughts, questions, comments? © Daniele Zanni (CC BY-NC-SA 2.0) Thank you! Lets keep up the conversation! 
 Follow @Touko_S to stay in 
 touch and get digital 
 marketing updates! Send in your thoughts, questions & comments on chat or 
 on Twitter @Touko_S

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