Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Sociallove 150212113824-conversion-gate02

86 views

Published on

A lot of good info from Steven Shattuck of Bloomerang. Contact him for more info at steven.shattuck@bloomerang.co.

Published in: Social Media
  • Be the first to comment

  • Be the first to like this

Sociallove 150212113824-conversion-gate02

  1. 1. Share  The  Love   using  social  media  to  show  your  supporters  appreciation
  2. 2. Your  presenter  » @StevenShattuck Steven  Shattuck
 @StevenShattuck
 VP,  Marketing  -­‐  Bloomerang
 Contributor  to:   Ragan,  NTEN,  Business2Community,  Social  Media   Today,  National  Council  of  Nonprofits,  Search  Engine   Journal,  ExactTarget,  Raven  Internet  Marketing  Tools,   HubSpot,  Content  Marketing  Institute,  Nonprofit  Hub,   INside  Indiana  Business.   Speaker:   Association  of  Fundraising  Professionals,  National   Council  of  Nonprofits,  LeadingAge,  ADRP,  NCDC,   NAMP,  ANN,  Let’s  Talk  Tech,  Mixwest,  Infinitive  Digital   Brainfest,  Affiliate  Summit,  Indy  Social  Media
  3. 3. 3 @StevenShattuck
  4. 4. This  presentation  isn’t  about  social  media.   It’s  about  content. @StevenShattuck
  5. 5. @StevenShattuck the  content  problem
  6. 6. “It’s  human,  it’s  personal,  it’s   relevant,  it  isn’t  greedy,  and   it  doesn’t  trick  people.”   -­‐Seth  Godin Content  that  builds  trust  » @StevenShattuck
  7. 7. • Our  organization?   • Our  cause?   • Our  donors?   • Our  employees?   • Our  volunteers?   • Our  needs?   • Our  victories? What  should  our  content  be  about?  » @StevenShattuck
  8. 8. What  nonprofits  talk  about  » http://blog.hubspot.com/marketing/nonprofits-­‐social-­‐media-­‐marketing-­‐data Share  news
 about  our  cause Share  news
 about  our  org Donor   recognition Brand   recognition Fundraising Volunteer   recruitment Employee   recruitment @StevenShattuck
  9. 9. What  should  we  post  about,   in  what  format,   and  how  often? @StevenShattuck
  10. 10. The  Rule  of  Thirds  » • 33%  your  content   • 33%  other's  content   • 33%  conversation @StevenShattuck
  11. 11. 80/20  Rule  » • 80%  not  about  you   • 20%  about  you @StevenShattuck
  12. 12. These  frameworks   aren’t  ideal  for  nonprofits. @StevenShattuck
  13. 13. The  “Three  As”  » @StevenShattuck
  14. 14. 1. Appreciation   2. Advocacy   3. Appeals The  “Three  As”  » @StevenShattuck http://blog.hubspot.com/marketing/nonprofit-­‐three-­‐as-­‐social-­‐media-­‐ht
  15. 15. The  “Three  As”  » @StevenShattuck http://blog.hubspot.com/marketing/nonprofit-­‐three-­‐as-­‐social-­‐media-­‐ht • Appreciation:  say  thank  you   • Advocacy:  champion  those  you  serve   • Appeals:  ask  for  help
  16. 16. The  “Three  As”  » @StevenShattuck http://blog.hubspot.com/marketing/nonprofit-­‐three-­‐as-­‐social-­‐media-­‐ht 1. Appreciation   2. Advocacy   3. Appeals
  17. 17. Appreciation  is  the  key  to  donor  retention. @StevenShattuck
  18. 18. The  2014  results  are  in  »   Nearly  6  out  of  every  10  donors  do  not  give  again! @StevenShattuck
  19. 19. New  donor  retention  is  even  worse  »   @StevenShattuck
  20. 20. @StevenShattuck Why  do  donors  leave?
  21. 21. • 5%  -­‐  thought  charity  did  not  need  them   • 8%  -­‐  no  info  on  how  monies  were  used   • 9%  -­‐  no  memory  of  supporting   • 13%  -­‐  never  got  thanked  for  donating   • 16%  -­‐  death   • 18%  -­‐  poor  service  or  communication   • 36%  -­‐  others  more  deserving   • 54%  -­‐  could  no  longer  afford Why  nonprofit  donors  leave  » https://www.linkedin.com/today/post/article/20140520191728-746287-- infographic-why-donors-stop-their-support @StevenShattuck
  22. 22. @StevenShattuck Why  do  donors  stay?
  23. 23. @StevenShattuck Key  drivers  of  donor  commitment  » 1.  Donor  perceives  your  organization  to  be   effective  in  trying  to  achieve  its  mission.   2.  Donor  knows  what  to  expect  from  your   organization  with  each  interaction.   3.  Donor  receives  a  timely  thank  you.   4.  Donor  receives  opportunities  to  make  his   or  her  views  known.   5.  Donor  is  given  the  feeling  that  he  or  she  is   part  of  an  important  cause.   6.  Donor  feels  his  or  her  involvement  is   appreciated.   7.  Donor  receives  information  showing  who  is   being  helped.
  24. 24. @StevenShattuck https://bloomerang.co/blog/infographic-­‐the-­‐great-­‐5-­‐donor-­‐communications-­‐experiment https://bloomerang.co/blog/infographic-­‐2015-­‐5-­‐donor-­‐communications-­‐experiment
  25. 25. @StevenShattuck https://bloomerang.co/blog/infographic-­‐the-­‐great-­‐5-­‐donor-­‐communications-­‐experiment $5  experiment  -­‐  Indianapolis  » • 48/50  email  receipts   • 17/50  snail  mail  letters   • fastest  =  5  days   • slowest  =  6  months   • 3/50  hand  written  notes   • 0/50  phone  calls  (19  required  phone  #s)   • 0/50  social  media  interactions   • 2/50  no  acknowledgement
  26. 26. @StevenShattuck $5  experiment  -­‐  Chicago  » • 46/50  email  receipts   • 14/50  snail  mail  letters   • 8/50  appealed  within  14  days   • 2/50  hand  written  notes   • 0/50  phone  calls  (20  required  phone  #s)   • 0/50  social  media  interactions   • 2/50  no  acknowledgement   • 1  appeal https://bloomerang.co/blog/infographic-­‐2015-­‐5-­‐donor-­‐communications-­‐experiment
  27. 27. http://ignitedfundraising.com/resources/sample-­‐timeline-­‐donor-­‐retention
  28. 28. @StevenShattuck appreciation
  29. 29. Why  appreciation  » @StevenShattuck • People  like  to  put  their   philanthropy  on  display   • Donors  like  to  feel   appreciated   • “Appreciation”  posts  get  the   most  engagement
  30. 30. Appreciation  via  social  media  » • Use  social  media  to  publicly  thank  supporters!   ‣ donors   ‣ volunteers   ‣ staff/board  members   ‣ other  advocates/vendors   • Why?   ‣ they  will  engage  with/share  the  post   ‣ increases  visibility  of  future  posts @StevenShattuck
  31. 31. Anatomy  of  a  sharer  » @StevenShattuck http://www.slideshare.net/socialogilvy/why-­‐do-­‐people-­‐share-­‐on-­‐social-­‐media-­‐global-­‐survey-­‐results Source:  Ogilvy  &  Mather
  32. 32. Examples @StevenShattuck
  33. 33. Appreciation  » @StevenShattuck
  34. 34. Appreciation  » @StevenShattuck
  35. 35. Appreciation  » @StevenShattuck
  36. 36. Appreciation  » @StevenShattuck
  37. 37. Appreciation  » @StevenShattuck https://vine.co/v/b5tnVIVjt2M
  38. 38. Appreciation  » @StevenShattuck
  39. 39. Appreciation  » @StevenShattuck Volunteers  are  10x   more  likely  to  donate   to  your  charity  than   non-­‐volunteers!   http://www.fidelitycharitable.org/docs/ Volunteerism-­‐Charitable-­‐Giving-­‐2009-­‐ Executive-­‐Summary.pdf
  40. 40. @StevenShattuck
  41. 41. Collect  social  info  on  donation  forms  » @StevenShattuck missed  opportunity?
  42. 42. Save  social  info  in  database  » @StevenShattuck
  43. 43. Permission    » @StevenShattuck • Ask  for  Twitter  username   • Ask  for  communication  preference   • email   • snail  mail   • phone   • social  media   • “Would  you  like  to  remain  anonymous  in  agency   publications?”  Yes/No   • Don’t  have  to  divulge  donation  amount
  44. 44. Confirmation  page  »   @StevenShattuck
  45. 45. Ask  for  likes  in  confirmation  » @StevenShattuck
  46. 46. Tagging  =  Visibility  » @StevenShattuck
  47. 47. 1. Appreciation   2. Advocacy   3. Appeals The  “Three  As”  » @StevenShattuck Gets  the  most  engagement! https://blog.bufferapp.com/facebook-­‐news-­‐feed-­‐algorithm
  48. 48. Facebook  algorithm  factors  » • Posts  with  lots  of  comments   • Posts  with  lots  of  likes   • Post  types  that  users  seem  to  prefer  more  than   others  (e.g.,  photo,  video,  or  status  update)   • Posts  that  receive  a  high  volume  of  likes,  comments,   or  shares  in  a  short  time   • Posts  that  tag  other  pages  within  the  text   • Posts  that  are  liked  or  commented  on  by  one’s  friends   • Posts  from  pages  that  one  interacts  with  often @StevenShattuck
  49. 49. Appreciation  opportunities  » • Volunteers  on-­‐site   • Unique  donation   • A  major  gift   • In-­‐kind  help  from  a  for-­‐profit  vendor/sponsor   • P2P  fundraiser  milestones @StevenShattuck
  50. 50. Who  can  thank?  » • Corporate  account   • Employees   ‣ Executive  Director   ‣ Development  Director   ‣ Communications  Director   • Volunteers   • Board  members   • Donors   • Vendors @StevenShattuck
  51. 51. Appreciation  -­‐  do’s  and  don’ts  » • Look  for  opportunities  to  show  appreciation   • Make  it  easy  for  donors  to  talk  about  their  giving   • from  the  brand  +  from  employees   • Get  the  donor/volunteer’s  permission   • Make  thank  you’s  visual   • Never  an  untagged  post   • Track  donor’s  social  media  accounts  in  database @StevenShattuck
  52. 52. 1. Appreciation   2. Advocacy   3. Appeals The  “Three  As”  » @StevenShattuck Now  it’s  time  for  conversions!
  53. 53. @StevenShattuck advocacy
  54. 54. Advocacy  » • Educate  about  your  cause   ‣ new  research/data   ‣ helpful  tips/guides   • Champion  those  you  serve   ‣ Success/impact  stories   • Highlight  organizational  culture   ‣ fun  moments  around  the  office   @StevenShattuck
  55. 55. @StevenShattuck Key  drivers  of  donor  commitment  » 1.  Donor  perceives  your  organization  to  be  effective              in  trying  to  achieve  its  mission.   2.  Donor  knows  what  to  expect  from  your                organization  with  each  interaction.   3.  Donor  receives  timely  a  thank  you.   4.  Donor  receives  opportunities  to  make  his  or  her              views  known.   5.  Donor  is  given  the  feeling  that  he  or  she  is  part  of                an  important  cause.   6.  Donor  feels  his  or  her  involvement  is  appreciated.   7.  Donor  receives  information  showing  who  is  being  helped.
  56. 56. Advocacy  » @StevenShattuck
  57. 57. Advocacy  » @StevenShattuck
  58. 58. @StevenShattuck
  59. 59. @StevenShattuck
  60. 60. @StevenShattuck appeals
  61. 61. Appeals  » • Use  social  media  to  ask  for  help!   ‣ be  visual   ‣ be  specific   ‣ give  specific  action  steps   ‣ mix  in  with  appreciation/advocacy  (CTAs)   • Involve  others!   ‣ identify  influencers   ‣ ask  for  shares/retweets @StevenShattuck
  62. 62. @StevenShattuck
  63. 63. @StevenShattuck
  64. 64. @StevenShattuck
  65. 65. Calls-­‐to-­‐Action  (CTAs)  » • Add  CTAs  to  appreciation  and  advocacy  posts   ‣ (photo)  “Thanks  to  these  volunteers.  By  the   way,  you  can  sign  up  to  be  a  volunteer  here   >>  link”   ‣ (photo)  “With  your  help,  the  Smiths  were   able  to  move  out  of  our  shelter  and  into   their  own  apartment.  Help  another  family   like  theirs  here  >>” @StevenShattuck
  66. 66. @StevenShattuck Missed  opportunity     for  a  CTA!
  67. 67. @StevenShattuck Missed  opportunity     for  a  CTA!
  68. 68. Appreciation  -­‐  70%   Advocacy  -­‐  20%   Appeals  -­‐  10% The  “Three  As”  » @StevenShattuck http://blog.hubspot.com/marketing/nonprofit-­‐three-­‐as-­‐social-­‐media-­‐ht
  69. 69. How  often  should  you  post?  » @StevenShattuck
  70. 70. • Facebook:  when  you  have  something  to  say   • Twitter:  when  you  have  something  to  say   • Instagram:  when  you  have  something  to  say   • LinkedIn:  when  you  have  something  to  say How  often  should  you  post?  » @StevenShattuck
  71. 71. Keys  to  success  » • Balance:  avoid  too  much  self-­‐promotion   • Visual:  photos/videos  perform  very  well   • Be  personal:  address  people  individually  (tag  them)   • Ask:  permission  before  publicly  acknowledging  gifts   • Track:  supporter  social  media  accounts  in  your  database   • Teamwork:  get  your  employees  to  create/share  content   • Measure  and  adjust:  don’t  post  what  hasn’t  worked! @StevenShattuck https://bloomerang.co/resources/downloadables/social-­‐media-­‐strategy-­‐template
  72. 72. Free  educational  resources  » @StevenShattuck https://bloomerang.co/resources/ •Daily  blog  post   •Weekly  webinar   •Downloadables   •Nonprofit  Wrap-­‐Up   •Bloomerang  TV   •Bloomies
  73. 73. Questions?   steven.shattuck@bloomerang.co   @StevenShattuck @StevenShattuck

×