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Smart Social Media for Busy Nonprofits

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Smart Social Media for Busy Nonprofits

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I gave this presentation on June 21, 2016 at Nonprofit U, hosted by the Community Foundation of Huntsville/Madison County, Alabama. This is very current information providing research, best practices, and case studies for understanding your audience, choosing platforms, determining what you should post, and how best to manage your social media without getting overwhelmed.

I gave this presentation on June 21, 2016 at Nonprofit U, hosted by the Community Foundation of Huntsville/Madison County, Alabama. This is very current information providing research, best practices, and case studies for understanding your audience, choosing platforms, determining what you should post, and how best to manage your social media without getting overwhelmed.

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Smart Social Media for Busy Nonprofits

  1. 1. Smart Social Media for Busy NonProfits Choosing your Platform • Knowing your Audience Ellen Didier President www.RedSageOnline.com NONPROFIT UNIVERSITY Sponsored by the Community Foundation June 22, 2016
  2. 2. First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R Benchmarks X + NTEN 2016 Study of Non-profits online
  3. 3. There are more than 3 platforms! How do you choose?
  4. 4. What are your Social Media goals? Share Information & Build Awareness? Generate Conversations & Engagement? Generate Action? Become a volunteer, donate, sign a petition? Traditional emails and face to face interactions are far more effective at driving action.
  5. 5. Who are you trying to reach?
  6. 6. What type of organization are you? Source: M+R Benchmarks X + NTEN 2016 Study of Non-profits online
  7. 7. What are you most comfortable doing? Hint: Don’t blog if you hate writing
  8. 8. The top platform for best overall reach
  9. 9. Source: M+R Benchmarks X + NTEN 2016 Study of Non-profits online
  10. 10. According to Hubspot, use the 3 A’s for your posts 1/3 Appreciation Recognize donors, supporters, volunteers, employees 1/3 Advocacy Engage and share content of other groups relative to your area of service 1/3 Appeals Solicit donations or help.
  11. 11. Appreciation
  12. 12. Advocacy
  13. 13. Appeals
  14. 14. Always include photos or videos Articles with images get 94% more more views than articles without. https://blog.kissmetrics.com/visual-content-you-need-to-use-in-your-marketing- campaign/
  15. 15. Create your own branded graphics at Canva.com Check out Facebook/FocusOnTheFamily
  16. 16. Generate conversations
  17. 17. Ask questions
  18. 18. Top Platforms for Breaking News & Live Events
  19. 19. Source: M+R Benchmarks X + NTEN 2016 Study of Non-profits online
  20. 20. Twitter & Instagram are most powerful when it is immediate Events (Twitter) Crisis communication Breaking news General content
  21. 21. What to post on Twitter 30% conversation & responses 60% retweeting & sharing other content 10% announcements and events
  22. 22. Include photos and links. Shorten links with bit.ly
  23. 23. Use RiteTag.com or hashtagifyme.com to find most popular hashtags (don’t use more than 2 in your posts)
  24. 24. …and influencers, and usage patterns. Free and low cost plans.
  25. 25. Display a live Tweetwall at your Event VisibleTweets.com and others: http://iag.me/socialmedia/guides/tools-to-display-tweets-at-an- event/
  26. 26. Tweet at public events related to your area
  27. 27. Pinterest Success Story
  28. 28. Pinterest Success Story
  29. 29. Instagram for photo content HIGH QUALITY photos
  30. 30. Instagram for photo content Shareable Inspiration and Facts
  31. 31. Why use social donation tools? Impulse buying works – particularly with Millennials
  32. 32. Collect Donations through Social Media Most effective when triggered by event or specific project
  33. 33. Facebook Donate Now Button Links to your website or online giving app.
  34. 34. Facebook Donate Now Button Links to your website or online giving app.
  35. 35. Facebook will is working on tools to donate direct through Facebook and even set up specific fundraising pages. Source: https://donations.fb.com/
  36. 36. Charitweet.com Fee: 5.9% + $0.50
  37. 37. Text to Donate promotion
  38. 38. How do you find the time?
  39. 39. It is ALL about building processes to make it happen!
  40. 40. Research and create a list of nonprofit channels you love Google search: top nonprofit facebook pages 2016 etc.
  41. 41. Use a Calendar: Start with the Year View Download an Excel calendar from WinCalendar.com Fill in your annual events and holidays first fill in when you will post on each platform before and after the event.
  42. 42. Consider Establishing Monthly Themes Jan: Web Design Feb: Tradeshows Mar: Facebook Apr: Online Advertising May: Branding Jun: Logo Design This makes it easier to plan posts and keep the content fresh. While not every single post will conform to the them, the major ones will. Fill in each month’s theme on your monthly calendars.
  43. 43. List the types of ongoing posts you want to make and how often you think you can pull these off reliably. • Monthly: o Share a newsletter once o Find two to four news articles or blogs about your service area to share o One testimonial video • Weekly (unless an event is happening) o Post one profile of a volunteer, board member, someone you helped, teacher appreciation, etc. o Post one inspirational quote graphic with your logo Record these on each month of your annual calendar – not what you are posting, just the type of post (FB-Profile, T/FB-Share Enews, etc.). Back off the posts around events, holidays, or vacations – you will be too busy. Just get the schedule mapped out.
  44. 44. Put a 1 – 3 hour Marketing Planning Meeting early each month of your calendar! • Keep this meeting sacred! • Look at your list of inspiration nonprofit channels • Write your posts for the next month, sticking to the theme, if applicable • Identify content from other organizations to share, gather links, and write accompanying post • Identify inspirational quotes and design your graphics • Plan who you will profile, plan or request photos, and write profile text
  45. 45. Put a 1-hour Weekly marketing meeting on your calendar • Review and finalize your posts • Adapt depending on what is going on that is exciting or newsworthy • Schedule your posts for the following week
  46. 46. Daily • Take a few minutes to review and respond to posts at least twice per day.
  47. 47. Make posting easier – reuse content • • One newsletter could potentially generate 4 Facebook posts and up to 8 Twitter posts
  48. 48. How to find great articles to share
  49. 49. My Favorite Scheduling tool 50% off these rates for non-profits!
  50. 50. Download this presentation at www.slideshare.net/ellendid4 Please connect with me! www.RedSageOnline.com twitter.com/ellendidier twitter.com/RedSageAL facebook.com/redsage linkedin.com/in/ellendidie r

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