Engage Donors on Social Media with the Three As Framework/TITLE
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https://bloomerang.co/resources/speaking/ Did you know that 53% of donors lapse because of poor donor communication? Though social media usage has become pervasive among nonprofits, it is still used primarily for promotion. Those organizations who are utilizing networks like Facebook, Twitter and Instagram to show authentic and personalized appreciation to supporters are reaping the benefits of increased engagement and donor loyalty. This session will help you discover how to maximize your nonprofit’s social media accounts through thankfulness, instead of promotion. We will examine real-life examples of effective social media usage from organizations large and small, as well as the latest research into what works and what doesn’t. Learning Outcomes: Discover time-honored gift acknowledgement techniques that translate perfectly to social media Learn how to formulate a relevant social content strategy for your organization Understand data-driven best practices in timing, format and style of social posts across all networks
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Engage Donors on Social Media with the Three As Framework/TITLE
- 2. @StevenShattuck Chief Engagement Officer, Bloomerang Member/Contributor: • Fundraising Effectiveness Project (FEP) Project Work Group • AFP Center for Fundraising Innovation (CFI) • Study Fundraising Steering Group, Hartsook Centre for Sustainable Philanthropy at Plymouth University • Institute for Charitable Giving • Fundraising Principles and Practice: Second Edition Fun facts: • film school dropout • 1st job: producing fundraising videos • prefers tea to coffee • allergic to rhubarb • David Letterman scholarship recipient About Steven » @StevenShattuck
- 5. • Our organization? • Our cause? • Our donors? • Our employees? • Our volunteers? • Our needs? • Our victories? What should our content be about? » @StevenShattuck
- 7. The Rule of Thirds » • 33% your content • 33% other's content • 33% conversation @StevenShattuck
- 12. 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
- 21. Retention rates for monthly giving » Source: Target Analytics, 2015 DonorCentrics US Recurring Giving Benchmarking Analysis @StevenShattuck
- 25. Donor Attrition Over Five Years # of Donors Attrition Rate Donors Remaining After 1 Year Donors Remaining After 2 Years Donors Remaining After 3 Years Donors Remaining After 4 Years Donors Remaining After 5 Years 1,000 20% 800 640 512 410 328 1,000 40% 600 360 216 130 78 1,000 60% 400 160 64 26 10 So what? @StevenShattuck https://bloomerang.co/resources/guides/donor-retention-math-made-simple/
- 29. @StevenShattuck Key drivers of donor commitment » • 2011 study • Survey of 1,200 recent (last 12 months), frequent (more than 2 gifts to cause based charities) donors from over 250 nonprofit organizations • Donors were given a list of 32 reasons why they might continue giving • Asked to rank them by order of importance http://www.thedonorvoice.com/national-donor-commitment-study-and-proof-of-link-between-donor-attitudes-and-behavior/
- 31. appreciation
- 32. Why appreciation » @StevenShattuck • Appreciation boosts retention • “Appreciation” posts get the most engagement • People like to put their philanthropy on display • Creates “FOMO” that generates further action
- 34. 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
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- 47. 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
- 52. 1. Appreciation 2. Advocacy 3. Appeals The “Three As” » @StevenShattuck Gets the most engagement! https://blog.bufferapp.com/facebook-news-feed-algorithm
- 53. 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
- 54. Appreciation opportunities » • Volunteers on-site • Unique donation • A major gift • In-kind help from a for-profit vendor/sponsor • P2P fundraiser milestones @StevenShattuck
- 55. Who can thank? » • Corporate account • Employees ‣ Executive Director ‣ Development Director ‣ Communications Director • Volunteers • Board members • Donors • Vendors @StevenShattuck
- 56. 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
- 57. 1. Appreciation 2. Advocacy 3. Appeals The “Three As” » @StevenShattuck Now it’s time for conversions!
- 59. Advocacy » • Share mission outcomes ‣ Success/impact stories ‣ Show how dollars are spent • Highlight organizational culture ‣ fun moments around the office ‣ employee milestones/profiles • Educate about your cause ‣ new research/data ‣ helpful tips/guides @StevenShattuck
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- 72. Advocacy tips » • Think like a journalist • Keep your cell phone (camera) with you • Tell others to keep an eye out • Highlight service recipients and employees @StevenShattuck
- 74. 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
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- 84. 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
- 89. • 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 http://nonprofithub.org/social-media/ultimate-2015-nonprofit-social-media-scheduling-guide/
- 90. 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