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Love in the Time of COVID-19


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Social media is one of the best ways you can show love for your supporters and donors. It’s also key to empowering your supporters to share THEIR love of your organization by donating or sharing your content to help you reach new audiences.

Join us for our continued conversations in how to maximize your efforts during the coronavirus pandemic. We’ll be covering how to leverage tried and true – and new – social channels to support your acquisition, cultivation, fundraising and donor retention efforts at this time. We’ll also address #GivingTuesday Now – Giving Tuesday’s recently announced early May edition of the popular national giving day.

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Love in the Time of COVID-19

  1. 1. ©2020 Charity Dynamics – Confidential & Proprietary Love in the Time of COVID-19 Social Media Strategy, Content & Social Ambassadors
  2. 2. 2 Today’s Panelists Tara Mermis Principal Consultant Charity Dynamics Natalie Stamer Managing Partner Streetlight Digital Dolores McDonagh Principal Consultant Charity Dynamics
  3. 3. The Fight Against COVID-19 • EVERY nonprofit has a key role to play • Communicating that role differs • How you communicate can change over time Front Line Second Wave Home Front
  4. 4. Universal Messaging Tips • DON’T stop messaging • Focus on building relationships • Share user generated content • Best practices still apply • Be Brave Front Line Second Wave Home Front
  5. 5. On the Front Lines • Can stand more frequent communication • Consider all your audiences • Can ask more, but balance with information & engagement • Lead with the need and your response, follow with the ask Front Line Second Wave Home Front
  6. 6. Making the Ask
  7. 7. Engagement & Connection
  8. 8. News and Updates Across Audiences
  9. 9. In the Second Wave • Showcase expertise & provide meaningful information • Feature user- generated content to express gratitude & communicate with empathy • Define your impact by connecting the dots • Be Brave Front Line Second Wave Home Front
  10. 10. Showcase Your Expertise
  11. 11. Feature User-generated content
  12. 12. Define Impact
  13. 13. On the Home Front • Let the donor decide • Deliver hope virtually • Provide value to constituents • Consider humor Front Line Second Wave Home Front
  14. 14. Deliver Hope & Provide Value to Constituents 14
  15. 15. Deliver Hope and Humor
  16. 16. Be Brave: New Platforms + Paid Ads 16
  17. 17. Lean into New Opportunities to Connect
  18. 18. Tik Tok 18
  19. 19. Lean into Paid Social when… • You’re on the front lines and donations to your organization will directly serve those impacted • You’ve tested a small spend and produced a positive ROI • You have a P2P program to support 19
  20. 20. Staffing Considerations Wait, What? Do more with less… • Staff? • Time? • Money? And across more channels? How?
  21. 21. Social Ambassadors 21
  22. 22. What is it really? • A group of individuals who opt-in to help your organization by sharing content and lending their voice online. • Can be positioned as: – An online volunteer opportunity – An extension of the fundraising team – An opportunity to be a voice for the people you serve – A quick, easy way to make a big impact 22
  23. 23. Is now the time to start? • Yes! Why? – People are at home. – People are online. – People want to help. • Make sure your ask to join is relevant. • Personalize recruitment to targeted constituent segments • Give members an immediate action to take. – Share – Engage – Fundraise 23
  24. 24. Why does it work? • Members who sign up have affinity. • Joining adds a level of commitment to your cause. • Provides a great next step to get involved. • Social Proof – When other people praise you it’s more credible than when you praise yourself. – People are influenced by their peers. 24
  25. 25. Tips for Success • Give your group identity with a name and sender voice. • Segment communications moving forward. • Make members feel special. • Identify influencers. • Keep it simple and frictionless. • Keep the engagement and communication going. 25
  26. 26. Giving Tuesday Now: May 5th, 2020 Foundations, Corporations and Organizations are jumping on #GivingTuesday’s announcement to host a new day on May 5th. Is it right for YOUR organization?
  27. 27. Factors to Consider • Where do you envision your messaging will be 4 weeks from now? • Do you have the capacity to support a GivingTuesdayNow effort? • Are any local foundations or corporations planning an effort? • Can you leverage a match?
  28. 28. Next Webinar: Virus Resistant Fundraising Tactics: Donor Advised Funds, Monthly Giving & Other Things You Should Be Thinking About Contact us!
  29. 29. Questions?
  30. 30. Lean into Deeper Engagement 30 User-generated content Express Gratitude Define Impact Communicate with Empathy Be Brave
  31. 31. Tara’s original slides 31
  32. 32. On the Front Lines • Frequent communication – Multiple posts per day • Lead with the need and your response, follow with the ask. • Foster connection – Humanize – video, livestream • A mix of content – Stories, engagement, news, asks • Consider all audiences – Clients, donors, volunteers
  33. 33. On the front lines – making the ask
  34. 34. On the front lines – Providing connection
  35. 35. Supporting People Impacted by COVID-19
  36. 36. Supporting People Impacted by COVID-19
  37. 37. Supporting People Impacted by COVID-19
  38. 38. Making the ask
  39. 39. On the Front Lines