“So I sadly missed the 1st half of the bootcamp today due to a team offsite where we talked about this year’s marketing strategies and goals – you know the boring stuff. So I want to hear from you all before I start the one (or 5) things you are taking from today’s sessions and workshops and bringing back to your team or social media person.”
I want to share with you my favorite social media case study from 2013, which is also in our new Inbound Marketing for Nonprofits book that you will all get a copy of
Established as a nonprofit in 2005 and based in Monrovia, Californiaraises awareness and funds for childhood cancer research.
So in the beginning, they were really struggling to understand Facebook.They knew they had to be on it, but didn’t understand how it was going to be effective
The organization started using Facebook in 2009 in order to create an online community for volunteers and fundraising participants.They were posting a lot, but the content was just contributing to the noiseFollowing “best practices,” the marketing team posted multiple times a day – everyday. Cut to 2012Kristen joined the team and decided to make some changes…
Add @ icon
Everyone knows you’re a nonprofit looking to raise funds75% of website traffic is in research mode – so my first visit to your website is purely about learning and education
Hold your staff members and contributors accountable for their content and online strategyStay organizedInclude infromation about your blog articles, social media posts, media outreach, direct mails, email marketing and website updates
Example of my content calendar
I can’t talk about stories enough. Make sure you include telling stories on your blog into your plan for this year.Identify activists who will share these stories as well to extend your networks even further.People give because of personal connections – so tug at those heartstrings.Stories don’t have to be all about results – can be around the problem you’re trying to solveMake sure to include a call-to-action to donate/fundraise/volunteer/participate at the end of each story
St Baldricks story examples
Keep it simple, short, clear and compelling (and FUN!)Quality should not be the main priorityInterview your staff members or people you’ve helped for one videoShow the results of your 2013 effortsMillennials are much more likely to watch a video then read an extensive annual reportAnd videos are the most shared media on social media
Crowdfunding, also known as peer-to-peer fundraising, or online fundraising has been around for more than 10 yearsIt can be incorporated into an in person event, or online campaignOnline fundriasing and donations are rising each year, with a 16% YOY increase on the last 2 months of the year in 2013 compared to 2012There are a number of platforms to use and integrate into your website: kickstarter, indiegogo, stayclassy, crowdrise etc.Allow individuals to raise awareness AND funds for your organization by empowering them to solicit their audiences for donations that your organization would otherwise not have access toMillennials are a great generation to target for crowdfundingbc they may not have the means to donate yet, but they are much more likely to be activists for a cause they’re connected to and passionate about
St baldricks example
Millennials are the next generation for your organization.They’re ready to donate, fundraise, learn, volunteer and advocate for your causeUnderstanding this demographic is easier than you think (you may even be one!!)Visit a local high school or university and interview students who are interested in nonprofitsOr survey your online audience and ask those in the age range between 18 and 35 to answer simple questions to develop a profile of them
Before you dive into the new initiatives for this year, think about how you are going to close the loop on your campaigns and fundraising effortsContemplate how you’ll show resultsStart bragging about the successes of your organization to inspire new and old supporters to evangelize for you
St baldricks example on their website
Making your appeals tangible is a new and exciting idea. Equate a donation level in terms of your mission, giving you donors a better idea of what their contribution will give someone
Example: charity water equated $45 to giving one person clean water in India during their campaign last year.
Many organizations associate “Brands” with big for-profit corporations with products and services But having a brand and vision associated with your organization is just as important as raising funds and awarenessYour brand includes your logos, colors, mission statement, fonts, website design, your content’s tone and voice and any merchandise or collateral your org usesTake inventory of your marketing materials and make sure the messaging and format are consistent.Take it one step further and create a brand and voice guide for employees and volunteers, so everyone is in sync
Pages titlesKeywords in your blog postsYour urls
To do 2 of these things this year – before March.
This is covered in chapter 9 of our soon to be released book.
Add @ icon
Non-Profit Social Media Resolutions - Taylor Corrado of Hubspot
Social Media &
New Years Resolutions
“We knew we should be on
but in our beginning years we
struggled with how to use this tool
-Kristen Thies, Digital Communications
Strategy Manager, St. Baldrick’s
“After struggling to ‘get’ Facebook for so long, something
really clicked for us – and that was, we needed to
create content that people love and want to share.”
• Post less often, but more noteworthy (and share-worthy) content.
• Cut post text to three lines or less.
• Switched to higher quality, properly formatted images.
• Status updates link back to blog posts WITH an image (not just the link).
• Use campaign tracking in Google Analytics to see traffic from Facebook.