GTMD13 - Maximize your social media campaign


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Social media is the source of the majority of Give to the Max Day web traffic and a great place for engaging donors.

Join GiveMN Digital Strategist Jeff Achen for this in depth look at proven social media strategies and tactics for raising more money on Give to the Max Day. (NOTE: This is an intermediate level social media webinar.)

Here's what we'll cover:
Creating content for GTMD13 and fundraising using Facebook
Strategies for engaging people and organizations via Twitter on GTMD13
Using YouTube to thank donors, promote your cause and fundraise
Ideas for using Pinterest, Instagram and Google +

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  • Here we’re talking strictly about your organization on Twitter, not what individuals do on Twitter
  • Here we’re talking strictly about your organization on Twitter, not what individuals do on Twitter
  • Of Pinterest's 10 million+ users, 87% are women, and the average age of users spans between 25 and 54
  • GTMD13 - Maximize your social media campaign

    1. 1. Using Social Media to Raise More Money on Give to the Max Day
    2. 2. Agenda • Social media use in 2012 • How to use social media in 2013
    3. 3. Social Media in 2012 Do you “like” your favorite nonprofits or schools on Facebook? 40% - Yes! Do you follow your favorite nonprofits or schools on Twitter? 10% - Yes! Do you find it helpful to learn about giving opportunities on Facebook or Twitter? 33% - Yes! Like Comment Share 10 Like Comment Share 40 Like Comment Share 33 How did you hear about Give to the Max Day? 23% - Facebook (2,797 people) 3.6% - Twitter (444 people) Like Comment Share 2,797
    4. 4. Too much promotion? No! 13% - I received too many solicitations from nonprofits and schools 70.6% - I receive an adequate number of solicitations from nonprofits and schools 16% - The organizations I care about should have promoted Give to the Max Day more Like Comment Share 70 Like Comment Share 13 Like Comment Share 16
    5. 5. Where does social media fit in? 1. It is a communication tool/channel 2. You are speaking in real time to anyone who is active on social media at a given time 3. Social media helps you reach people on their mobile devices 4. Social media makes sharing links/promoting giving easy (family, friends, colleagues become new donors!)
    6. 6. Where does social media fit in? Your GTMD13 Goals: Raise as much money as possible on Give to the Max Day Acquire new donors Raise awareness of our work and impact Social media initiatives to help meet goals: 1. Give to the Max Day themed marketing via social networks (raise awareness) 2. Video storytelling on YouTube accompanied by donate button/call to action (raise awareness/drive donations) 3. Publish your GTMD campaign landing page URL via social networks (raise awareness/drive donations/acquire new donors) 4. Photo series via Instagram, Pinterest and Facebook to communicate the mission and the ask (raise awareness/drive donations/acquire new donors) 5. Ask your donors to share the links on their social networks and help you win prize grants (acquire new donors/drive donations)
    7. 7. Tracking social media payoff 1. Identify what you can and should measure (clicks, likes, views, etc.) 2. Develop a method of tracking social media metrics 1. Facebook Insights 2. Google Analytics 3. Hootesuite Analytics 4. Good „ol fashion spreadsheet 3. Connect the metrics to your strategic goals 4. Communicate the value of social media to your higher ups
    8. 8. Facebook Fundraising • Getting seen in the Facebook newsfeed – Content quality is paramount • Visual content has the highest engagement – Aim for engaging content (always provide a way for users to take action, comment, answer a question, like or share) – Avoid “spammy” content and repeat posts – Have fun! Pass along a funny photo or quote (memes) • Think beyond the newsfeed and your own page content – Mention others – Comment/Like/Share as your organization on other pages • Remember that Facebook is mobile – A high percentage of people are seeing your content on a mobile device – Content should work well and look great on a mobile device (i.e. if you link to an online donation form, it should be mobile optimized)
    9. 9. Facebook Fundraising • Don‟t have an okay page. Have an AWESOME page! – Customize your cover photo • You are no longer restricted from promotional cover photos • Include a quote or text call to action • From Facebook: “All covers are public. This means that anyone who visits your Page will be able to see your cover. Covers can't be deceptive, misleading, or infringe on anyone else's copyright. You may not encourage people to upload your cover to their personal timelines. Covers may not include images with more than 20% text.” – Make sure your square social media logo looks great, it‟s your Facebook calling card – Complete our organization‟s history using “milestones” – Include a photo with most posts – Use video – Use memes
    10. 10. Facebook Contests Promotions may now be administered on Page Timelines and in apps on Facebook, but not on personal Timelines Pages can: • Collect entries by having users post on the Page or comment/like a Page post • Collect entries by having users message the Page • NOTE: Pages are prohibited from tagging or encouraging people to tag themselves in content that they are not actually depicted in How this helps you? • Promotions/contests help drive up engagement, build audience (new likes) and increase brand affinity
    11. 11. Twitter DOES NOT drive donations • Twitter DOES drive brand affinity, loyalty and engagement – Determine your personality for Twitter • Playful = more interaction • Educational = more followers • Professional = trusted source – Mention others, promote and praise – Use common hashtags (#GTMD13, #Igave2dmax) – Timing is important (test to determine your highest time of the week/day for engagement) – Link placement within the tweet is important: • Use brackets (i.e. “[VIDEO] What do @JanelMcCarville & @Glen_Perkins say about #GTMD13?”) • Where possible, place the hyperlink ahead of text (i.e. “Give back at and you could win a Golden Ticket!”)
    12. 12. [Example]
    13. 13. Prospecting on LinkedIn • LinkedIn can be key to relationship management and donor/board/staff/advocate acquisition – Learn about organizations – Update and maintain your own LinkedIn Nonprofit page – Network with new people • You never know who might be your next big donor, board chair, superstar volunteer or public advocate – LinkedIn Board Member Connect
    14. 14. [Example]
    15. 15. Tell Your Story (and more) on YouTube • YouTube for Nonprofits Program – Donate button – Call to action overlays on videos – Live stream events for free • Types of videos – Storytelling – Explaining concepts/promotions – Contests – How-to – Updates – Thanking donors
    16. 16. Tell Your Story (and more) on YouTube • Getting started is easy – Record straight from your computer, tablet or phone‟s camera – YouTube links are easy to share via other social networks – Use your YouTube videos on your GiveMN page
    17. 17. [Example]
    18. 18. Google+ = Engagement • Hangouts – Create hangouts for: GTMD13, staff meetings, volunteer orientation, etc. • Deeper discussions/engagement – Try organizing circles by unique interests, geographical location or donation history
    19. 19. [Example]
    20. 20. We donors on Pinterest • Pinterest is the social network of “hey, you should SEE this!” • Create Pinterest boards with a specific purpose in mind – If you‟re doing videos on a regular basis, create a board of our videos • “Like” pins or repin items that align with your mission • Collaborate with co-workers or team members to help build your Pinterest board by using the board edit feature “Me + Contributors” • Re-pin other nonprofits
    21. 21. [Example]
    22. 22. Picture more with Instagram • Purpose – Build awareness – Develop your brand personality – Earn brand loyalty • Strategy – Start following and interacting with other Instagrammers (@givemn) – Tag your photos – Post content your followers want to see, not what you want to show them – Link to a good mobile site
    23. 23. [Example]
    24. 24. Thanks for attending! Questions? Upcoming webinars: Sept. 23 @ 11:00 a.m. – GTMD13 – Maximize with graphics, photos and video Sept. 25 @ 11:00 a.m. – GTMD13 – Maximize Mobile Look for the registration link on All GiveMN webinars are archived on the GiveMN Blog