Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

40 Ways to Boost Year-End Appeals with Social Media

1,914 views

Published on

A training presentation for Foundation for MetroWest.

Published in: Business
  • Be the first to comment

40 Ways to Boost Year-End Appeals with Social Media

  1. 1. 40 Ways to Boost your Year-End Appeal with Social Media
  2. 2. 31 Ways to Boost your Year-End Appeal with Social Media John Haydon 1 What we’ll be discussing today • It’s not about the tools • POST first, update Twitter later • May the friends be with you • Reuse and Recycle • Use Facebook ads wisely • Raise more money with storytelling • Quick ways to connect other marketing channels • What about the money? • Five email marketing nopes • Converting more donors with drip campaigns • Pick up the phone
  3. 3. 31 Ways to Boost your Year-End Appeal with Social Media John Haydon POST first, update Twitter later If it was about the tools, we’d have world peace by now.
  4. 4. 31 Ways to Boost your Year-End Appeal with Social Media John Haydon POST first, update Twitter later If it was about the tools, we’d have world peace by now.
  5. 5. POST first, update Twitter later
  6. 6. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon POST  first,  update  Twi2er  later People ! ! Objectives ! ! Strategy ! ! Tactics ! 1 Make a simple plan
  7. 7. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon POST  first,  update  Twi2er  later People: Where do your people hangout? What’s important to them? How are they talking about your cause?! ! Objectives: What specifically do you want to achieve? Shoot low, if you’re just starting out. ! ! Strategy: How will you achieve your objectives by creating value for your community?! ! Tactics: What tools and tactics will you use to achieve your strategy? 1 Make a simple plan
  8. 8. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Who are we trying to engage? Supporters?Volunteers? Donors? ! ! ! ! What’s in it for them?What’s the emotional hook? ! ! ! What’s in it for us? More fans? More emails? More donors? ! ! ! How will we promote the campaign?What other channels will we use? ! ! ! How will we measure success? Likes? Engagement Rate? Emails Acquired? Campaign name and summary 1-Page Campaign Marketing Plan Make a simple plan
  9. 9. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Free download: johnhaydon.com/plan 1 Make a simple plan
  10. 10. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Online donor funnel [noun]: 1. a useful model that lets you visualize a donor-centric fundraising strategy. Make a simple plan 1
  11. 11. May the friends be with you, young Jedi.
  12. 12. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Yawn… Talking about your nonprofit doesn’t work 2
  13. 13. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Supporters talking about your cause with their friends is more powerful than you talking about your nonprofit.2 Instead, focus on empowering your people
  14. 14. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon 3 Share stories about your people
  15. 15. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon 3 Share stories about your people
  16. 16. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon 4 Share stories about positive outcomes
  17. 17. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon 4 Share stories about positive outcomes
  18. 18. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon 5 Talk about what’s trending
  19. 19. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon 6 Piggyback relevant trends
  20. 20. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Use Facebook Graph to find popular Pages Share content from pages your fans like 7
  21. 21. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Share relevant top performing posts from those pages. 7 Share content from pages your fans like
  22. 22. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Use Insights to see what’s getting the most likes, comments and shares. Post about topics your fans already love 8
  23. 23. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Use Pinterest Analytics to see topics your followers are into. Post about topics your fans already love 8
  24. 24. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon http://www.johnhaydon.com/five-pinterest-board-ideas-steal-from-dog-shelter/ 9 Create remarkable Pinterest boards
  25. 25. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon http://www.johnhaydon.com/five-pinterest-board-ideas-steal-from-dog-shelter/ 9 Create remarkable Pinterest boards
  26. 26. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon http://www.johnhaydon.com/facebook-hashtags-nonprofits/10 Use hashtags to create community and conversation around your campaign
  27. 27. Reuse and Recycle
  28. 28. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Three ways to reuse top posts:! • Share the original post directly on your page.! • Copy the original post into a new status update.! • Modify the original post, then post. 11
  29. 29. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Step #1: Export Post-level Insights! 6-month range from 6 months ago.! ! ! 12
  30. 30. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Step #1: Export Post-level Insights! 6-month range from 6 months ago.! Step #2: Select data! Lifetime Post Consumers and Lifetime Post Total Reach within Key Metrics! ! ! 12
  31. 31. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Step #1: Export Post-level Insights! 6-month range from 6 months ago.! Step #2: Select data! Lifetime Post Consumers / Lifetime Post Total Reach within Key Metrics! Step #3: Calculate engagement rate! Lifetime Post Consumers / Lifetime Post Total Reach = Engagement rate! ! 12
  32. 32. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Step #1: Export Post-level Insights! 6-month range from 6 months ago.! Step #2: Select data! Lifetime Post Consumers / Lifetime Post Total Reach within Key Metrics! Step #3: Calculate engagement rate! Lifetime Post Consumers / Lifetime Post Total Reach = Engagement rate! Step #4: Rank by Engagement Rate! 12
  33. 33. Use Facebook AdsWisely
  34. 34. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Understand that Facebook only sells reach 13
  35. 35. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon 1. Post engaging content before event! • Hot topics related to event! • Behind the scenes! • Auction items! • Speakers Ramp up buzz 14
  36. 36. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon 2. Boost ONLY the best posts https://www.facebook.com/insights Ramp up buzz 15
  37. 37. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon 3. Target Boosted Posts wisely Ramp up buzz 16
  38. 38. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Try link post CTAs 18
  39. 39. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon facebook.com/ads/create 18 Try link post CTAs
  40. 40. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon facebook.com/ads/create18 Try link post CTAs
  41. 41. Raising more money with storytelling
  42. 42. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Who would you give to?19 Understand the brain science behind giving
  43. 43. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Understand the brain science behind giving 19
  44. 44. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Fundraising happens here Understand the brain science behind giving 19
  45. 45. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon TIP #1: Talk about a real personTalk about a real person 20
  46. 46. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon TIP #2: Make it bold Go big, or go home 21
  47. 47. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon TIP #3: Use adjectives and verbsUse adjectives and verbs 22
  48. 48. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon TIP #4: Include a beginning, a middle, and an end. Classic Story Arc Include a beginning, middle and end 23
  49. 49. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon middle, and an end.Include a beginning, middle and end 23
  50. 50. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon middle, and an end. Introducing our hero. Who has a huge obstacle! But you can help him win! Include a beginning, middle and end 23
  51. 51. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon TIP #5: Talk about the money Why  do  you  need  money? How  much  do  you  need? When  do  you  need  it  by?   Talk about the money 24
  52. 52. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon TIP #5: Talk about the money FUNDING  GAP:    THE  AMOUNT  OF  MONEY NEEDED  THAT  YOU  DON'T  HAVE. Talk about the money 24
  53. 53. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon money will doShow them what their money does 25
  54. 54. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon TIP #7: Invite them to become part of the storyInvite them to become part of the story 26
  55. 55. Quick ways to connect other marketing channels
  56. 56. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Create a landing page for social 27
  57. 57. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Integrate with other marketing channels Leverage email Encourage your email subscribers to share your campaign with their friends. 28
  58. 58. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Leverage email 28
  59. 59. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Check out Thunderclap 29
  60. 60. What about the money?
  61. 61. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Use social media for relationships 30
  62. 62. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Use email for transactions 31
  63. 63. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Capture emails Nurture prospective donors Convert donors A donor-centric strategy: •Is meaningful to donors •Is frictionless •Is timely •Is social Map out your fundraising funnel Map out a fundraising funnel 32
  64. 64. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Map out your fundraising funnel Map out a fundraising funnel 32
  65. 65. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Map out your fundraising funnel Map out a fundraising funnel 32
  66. 66. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Map out your fundraising funnel Map out a fundraising funnel 32
  67. 67. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Know your retention rate 33
  68. 68. Five email marketing “NOPES”
  69. 69. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Nope #1) Not using an email marketing tool Outlook, excel, Yahoo, Gmail are NOT email marketing tools. 1) Not permission-based 2) No analytics 3) No segmentation 34
  70. 70. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Nope #2) Not answeringWIFM 35
  71. 71. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Nope #3) Asking for money in your first email 36
  72. 72. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Nope #4) Blasting your entire list All email subscribers are not created equal: • Donors • Volunteers • Advocates • Marginal interest • Event attendees • Sweepstake participants • Newsletter subscribers 37
  73. 73. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Develop a practice of testing variations of: • Subject line • Body • Call-to-action • Sender • Sending time Nope #5) NOT split-testing 38
  74. 74. Convert more donors with email drip campaigns
  75. 75. 31 Ways to Boost your Year-End Appeal with Social Media John Haydon A drip campaign is a series of email messages that are automatically triggered based on the subscribers actions. ! These actions can include optins, clicks, opens, and website visits.
  76. 76. 31 Ways to Boost your Year-End Appeal with Social Media John Haydon 59.8 % Batch Campaigns 40.2% Triggered Campaigns 95.9 % Batch Campaigns 4.1% Triggered Campaigns Conversions GeneratedVolume of Emails sent RESEARCH: Drip campaigns convert more
  77. 77. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Day 1 ! Trigger: Signs petition! NOTE: The “trigger” is the action that kicks off a drip campaign, like joining your list, opening or clicking. Create simple drip campaigns 39
  78. 78. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Day 1 Day 1 ! Trigger: Signs petition! Message 1 “Learn more and share” 39 NOTE: The “trigger” is the action that kicks off a drip campaign, like joining your list, opening or clicking.
  79. 79. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Message 1 Message 2 Day 1 Day 1 Day 3 ! Trigger: Signs petition! “Donate now” 39 NOTE: The “trigger” is the action that kicks off a drip campaign, like joining your list, opening or clicking.
  80. 80. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Day 1 Day 1 Day 3 Message 3 Day 5 ! Trigger: Signs petition! Message 1 Message 2 “Matching donor, donate now” 39 NOTE: The “trigger” is the action that kicks off a drip campaign, like joining your list, opening or clicking.
  81. 81. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Day 1 Day 1 Day 3 Message 3 Day 5 ! Trigger: Signs petition! Message 1 Message 2 Benefits! Drive traffic to your website! Nurture secondary actions! Set it and forget it 39 NOTE: The “trigger” is the action that kicks off a drip campaign, like joining your list, opening or clicking.
  82. 82. Pick up the phone
  83. 83. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Calling people to say thanks: ! • Increases retention by 20% • Increases revenue by 20% • A message is 25% as effective as a live call. ! - Chuck Longfield, Chief Scientist at Blackbaud 40
  84. 84. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Founder: Inbound Zombie - a non-profit social media consultancy in Cambridge, MA Trainer: Charityhowto and MarketingProfs. Speaker: NonprofitTechnology Conference, New Media Expo, 140 Conference, Blackbaud BBCon, Social Media for Nonprofits Boston, etc. ContributingWriter: Huffington Post, SocialBrite, Care2 Frog Loop, Social MediaToday, Digital Marketing Monthly, Examiner. Author: Facebook Marketing for Dummies and All-in-One (2014). Clients include: Oceana, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Bucks County Library System, Scholastic,TechSoup, MarketingProfs, WaterAid America,Twin Cities Habitat for Humanity, University of Massachusetts, National Wildlife Federation and Susan G. Komen Greater NYC. Get more here: http://johnhaydon.com/subscribe About John Haydon 41

×