It seems like all the leading non-profits are using social media. Your board and colleagues are encouraging you to do more with social media and often send you "helpful" articles recommending things based on a tweet or a social media must-do list developed by some consultant. You know that social media can impact your organization by helping you engage with supporters and become more visible in the community, but up to now, you haven't seen an impact of your efforts and you're hesitant to spend a lot more time on this initiative without a better plan. If this sounds like your experience, this workshop is designed for you.

1. Social Media and Nonprofits
Making it work for you
BackOffice Thinking Brad DeForest
Creative Director
Paul Keogan
CEO

2. The Psychology of Sharing: Why do people share online?
New York Times study

3. Communications Strategy
Community
● In your database
● attends your events
● connected on Facebook,
Twitter, LinkedIn
● physically in your area
Network
● Community of your
community
● You don’t know and
cannot connect directly
● Convert the network to join
the community
Crowd
● People unaware of your
organization
● Receives your messages
via the network
This graphic is based on
a chart from Amy Sample
Ward’s book: Social
Change Anytime
Everywhere

4. 71% of online adults
use Facebook.
23% of online adults
currently use Twitter.
26% of online adults
use Instagram, up
from 17% in late 2013.

6. Generational Shift in Where We Get Our News
Source:NielsenGenerationalLifestyleSurvey,Q12015
50%

7. Video Content Discovery & Delivery Platforms
How many of
these content
discovery
platforms can we
publish on right
now with our
smartphone?
○ Facebook
○ Twitter
○ YouTube
○ Instagram
Source: Total Audience Report
Dec. 2014 by The Nielsen Company

8. Social Media Strategy

9. A Social Media Marketing
Mindset Shift is Required
Broadcasting Posts
Fans & Followers
Engagement
Targeting
Focus less on and more on

10. Keys to Developing Social Strategy
Focus on awareness not on direct fundraising.
Focus on engaging not informing.
Focus on visuals not paragraphs.
Focus on targeting not the number of followers.
** Utilize communication professionals: graphic artists and writers can make a difference.

11. Rule of Thirds
Expertise Promotion Impact

12. Video Rocks for Reach in Social
● Top 3 tips about video on social: 1) Short, 2) Short, & 3) Short
● Upload videos to both your YouTube channel and Facebook page
● Add headlines & text copy to video so it can be understood without sound
● Use CTA button on Facebook to link back to website - Sponsor video post
Video
Tips
Humankind Water
Video Example

13. There are 2 reasons for this:
1. Autoplay feature for native Facebook
videos
2. The FB Algorithm prioritises videos to
make up 30% of the News Feed.
Source: Data provided by Socialbaker to Business Insider UK

14. Alpha Campaign Strategy
Reach the world for your cause!
Alpha Audience: Those people in
your community who are most
engaged with your organization
and mission.
Focus on your "alpha" audience
first who will in turn reach their
community.
Target influencers
Don't try to directly reach the
general public. Let your alpha
audience and influencers spread
the word.
Custom Audiences in Facebook
This graphic is based on
a chart from Amy Sample
Ward’s book: Social
Change Anytime
Everywhere
Campaign
Reach

15. Peer to Peer Fundraising
Fastest growing segment
Requires engaged base and experienced staff
Significantly increases your reach
Key Technologies:
● CRM Peer-to-Peer
● Mass Email
● Social Media

16. PEERTOPEER&CROWDFUNDING

17. PEERTOPEER&CROWDFUNDING

18. Facebook launches dedicated 'fundraiser' pages for nonprofits!
New
for
nonprofits!
Link to live
example

19. The NAMM Foundation advances active participation in
music making across the lifespan by supporting scientific
research, philanthropic giving and public service programs.
Creating Music Making Opportunities for People of All Ages
Funding Groundbreaking Music Research
Advocating for Music Education
www.nammfoundation.org
You were just named
Executive Director of
the NAMM!

20. Social Media Platforms & Devices
Define based on your audience segment and objectives.
Content & Media
Summarize creative pitch and develop text copy and
graphics.
Engagement & Conversation
Define plans to engage and interact with audience.
Measuring Results
Define key performance indicators (KPI) and how you plan to
measure success.
Social Media
Campaign Road Map
Budget &
Resources
Content Map
& Schedule
Objectives & Goals
Define your primary “business”
objective. No more than 3 and make
very specific.
...
Beyond Social and Offline Marketing Plans
Social media campaigns need to be supported by other media
including online and offline channels like email, blog, postal
mail, phone, and print.
Target Audience
Define audience to be reached. Be
very specific. You can have more
than one with segmentation.
Target
Audience
B
Target
Audience
A
1
2
3
45

21. Audience Micro TargetingThis is the
difference maker !
It will cost you money … but it is very affordable and scalable!
Don’t “boost” posts on Facebook. Use the full featured ads manager. It is worth it!
Facebook has an extremely accessible & effective ads manager.
Instagram is owned by Facebook and now part of their ad manager.
Custom Audiences
Customer Email List
Website Traffic
App Activity
Lookalike Audiences
Find new people on Facebook
who are similar to your most
valuable audiences.

22. Social Media Platforms & Devices
Define based on your audience segment and objectives.
Content & Media
Summarize creative pitch and develop text copy and
graphics.
Engagement & Conversation
Define plans to engage and interact with audience.
Measuring Results
Define key performance indicators (KPI) and how you plan to
measure success.
Social Media
Campaign Road Map
Budget &
Resources
Content Map
& Schedule
Objectives & Goals
Define your primary “business”
objective. No more than 3 and make
very specific.
...
Beyond Social and Offline Marketing Plans
Social media campaigns need to be supported by other media
including online and offline channels like email, blog, postal
mail, phone, and print.
Target Audience
Define audience to be reached. Be
very specific. You can have more
than one with segmentation.
Target
Audience
B
Target
Audience
A
1
2
3
45

23. The Psychology of Sharing: Why do people share online?
New York Times study

24. Social Media Platforms & Devices
Define based on your audience segment and objectives.
Content & Media
Summarize creative pitch and develop text copy and
graphics.
Engagement & Conversation
Define plans to engage and interact with audience.
Measuring Results
Define key performance indicators (KPI) and how you plan to
measure success.
Social Media
Campaign Road Map
Budget &
Resources
Content Map
& Schedule
Objectives & Goals
Define your primary “business”
objective. No more than 3 and make
very specific.
...
Beyond Social and Offline Marketing Plans
Social media campaigns need to be supported by other media
including online and offline channels like email, blog, postal
mail, phone, and print.
Target Audience
Define audience to be reached. Be
very specific. You can have more
than one with segmentation.
Target
Audience
B
Target
Audience
A
1
2
3
45

25. 3 weeks before
2 weeks before
1 week before
Day before
Day 1
Day 2 & all 30
days of campaign
Week after
campaign is over
3 sponsored posts to
introduce campaign -
Target AA & network
sponsored video post
and encourage
sharing of video
1 post each day at 8
am, 11 am, 12, 1 pm,
8:15 pm, 9 pm, 10 pm
1 post at 8 am and 1
at 9:05 pm; video post
campaign update post
in morning and
evening
campaign update post
in morning and
evening
Post about impact of
the campaign; video &
infographic of impact
12 tweets to introduce
campaign w/ link back
to campaign landing
share video & landing
page twice a day at
10:30am, 2:30pm
3 tweets each day at
11 am, 2 pm, 9 pm
6 tweets at 8 am, 11
am, 2 pm, 4 pm, 7
pm, 9:30 pm
6 tweets at 8 am, 11
am, 2 pm, 4 pm, 7
pm, 9:30 pm
6 tweets at 8 am, 11
am, 2 pm, 4 pm, 7
pm, 9:30 pm
12 tweets on impact
of campaign
Sponsored Image
post to introduce
campaign - Target AA
& network
sponsor 15 sec. video
about campaign
sponsor picture post
with text
sponsor 15 sec video
15 sec video to kick
things off
15 sec video update
on campaign
sponsor posts w/
mini-infographic and
15 sec. video on
impact
Introduce campaign to
community
2nd email about and
how to specifically get
involved
3rd email with
reminder of start of
campaign
Email to about the
impact w/ link to video
Publish Landing page
with video to describe
the campaign; + blog
blog post with video
blog post
blog post
campaign update blog
post
campaign update blog
post
Blog post about the
impact of the
campaign
Letter to donors and
volunteers about
campaign
Follow up letter about
the impact of the
campaign
Board and staff phone
calls to most active
and engaged
Board & staff thank
you phone calls to
volunteers & lg
donors

26. Social Media Platforms & Devices
Define based on your audience segment and objectives.
Content & Media
Summarize creative pitch and develop text copy and
graphics.
Engagement & Conversation
Define plans to engage and interact with audience.
Measuring Results
Define key performance indicators (KPI) and how you plan to
measure success.
Social Media
Campaign Road Map
Budget &
Resources
Content Map
& Schedule
Objectives & Goals
Define your primary “business”
objective. No more than 3 and make
very specific.
...
Beyond Social and Offline Marketing Plans
Social media campaigns need to be supported by other media
including online and offline channels like email, blog, postal
mail, phone, and print.
Target Audience
Define audience to be reached. Be
very specific. You can have more
than one with segmentation.
Target
Audience
B
Target
Audience
A
1
2
3
45

27. We focus on your technology, so you can focus on your mission
Web
Design
Technology
Strategy
CRM
Implementation
Complex
Initiatives
Software
Selection
Social Media
Strategy
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Intelligence
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Solutions
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