Social media is a powerful tool for nonprofits to connect with their community and share their story. However, things are changing (all the time). Facebook's News Feed has changed again. Live video is growing in popularity and value. Instagram usage continues to skyrocket. And more. What should nonprofits do? How should you shift your strategy? How should you use social media in 2018? In this 45-minute presentation, we'll dive into these important questions and you will learn how you can effectively leverage social media for fundraising and new donor acquisition in 2018. You will also hear about best practices in the sector and specific tips on measuring the ROI of social media for your nonprofit. Here’s what you’ll learn: Shifts in donor behavior and preferences An overview of changes to Facebook, Instagram, and more How to determine which social media channels on which to focus The best ways to use social media in 2018 How to measure success on social media

1. ** The webinar will start at 2 minutes after the hour **
Presenter:
HOW NONPROFITS SHOULD
ADAPT THEIR SOCIAL MEDIA
STRATEGY IN 2018
Julia Campbell

2. About the Topic Expert
I have worked in the nonprofit sector
as a one-woman development and
marketing shop.
My nonprofit clients include very
small, medium, and large nonprofit
organizations.
I wrote the book Storytelling in the
Digital Age: A Guide for Nonprofits
with CharityChannel Press.
MORE INFO ABOUT ME:
WWW.JCSOCIALMARKETING.COM

3. KEY
TAKEAWAY
S FROM
TODAY’S
WEBINAR:
Shifts in donor behavior and preferences
An overview of changes to Facebook and
Instagram
How to determine which channels to focus
on and the best ways to use them in 2018
How to measure success on social media
TWITTER: @JULIACSOCIAL

4. CHANGES IN DONOR
BEHAVIOR
TWITTER: @JULIACSOCIAL

5. WE ARE
USING
SOCIAL
MEDIA
LESS
Facebook reported a roughly 5 percent
decline in total time spent on the site in the
last quarter of 2017.
TWITTER: @JULIACSOCIAL

6. WE ARE
USING
POSTING
FEWER
PERSONAL
UPDATES
A report from The Information released in
December 2016 said that personal updates
had declined on Facebook 15 percent over
the year, and had declined 21 percent from
mid-2014 to mid-2015.
TWITTER: @JULIACSOCIAL

7. WE ARE INCREASING
OUR USE OF
MESSAGING APPS
Meanwhile, Facebook's
messaging apps —
WhatsApp and
Messenger — increased
installs, up 15 percent
and two percent
respectively.
TWITTER: @JULIACSOCIAL

8. BUT
FACEBOOK
ISN’T GOING
ANYWHEREFacebook now has 1.71
billion active users every
month.
450 million users
connected to nonprofit
Pages.
TWITTER: @JULIACSOCIAL

9. NEITHER IS
INSTAGRAM
Around one-third of
online adults (32%) report
using Instagram every
month.
Instagram has over 800
million monthly active
users, including 38% of
women in the U.S. and
26% of men.
TWITTER: @JULIACSOCIAL

10. FACEBOOK IS
ALWAYS
CHANGING
Stay up-to-date by
following:
Nonprofits on Facebook:
https://www.facebook.co
m/nonprofits/
Facebook’s Nonprofit
Resources:
https://nonprofits.fb.com
/
TWITTER: @JULIACSOCIAL

11. 5 RECENT SOCIAL MEDIA
CHANGES THAT AFFECT
NONPROFITS TWITTER: @JULIACSOCIAL

12. FACEBOOK IS
PROMOTING
FUNDRAISERS THAT
USE FACEBOOK
PAYMENTS.
TWITTER: @JULIACSOCIAL

13. TWITTER: @JULIACSOCIAL

14. FACEBOOK NEWS
FEED TO PRIORITIZE
“MEANINGFUL
INTERACTIONS” OVER
PUBLIC POSTS.
TWITTER: @JULIACSOCIAL

15. TWITTER: @JULIACSOCIAL

16. FACEBOOK PUSHES
FOR MORE
PERSONAL UPDATES
WITH NEW LISTS
FEATURE.
TWITTER: @JULIACSOCIAL

17. TWITTER: @JULIACSOCIAL

18. FACEBOOK IS GOING TO
ACTIVELY WORK TO
WEED OUT BAD NEWS
SOURCES ON THE SITE,
PRIORITIZING NEWS
THAT IS
“TRUSTWORTHY,
INFORMATIVE, AND
LOCAL.”
TWITTER: @JULIACSOCIAL

19. TWITTER: @JULIACSOCIAL

20. FACEBOOK IS GOING
TO EMPHASIZE LOCAL
NEWS AND EVENTS.
TWITTER: @JULIACSOCIAL

21. TWITTER: @JULIACSOCIAL

22. HOW TO
ADAPT
YOUR
SOCIAL
MEDIA
STRATEGY
You must grab attention and
pique interest.
You cannot be boring.
You must make people feel
something!
TWITTER: @JULIACSOCIAL

23. 2 PILLARS OF A NONPROFIT
CONTENT STRATEGY
Double down on
valuable,
educational, and
entertaining content.
Share more stories!
TWITTER: @JULIACSOCIAL

24. TWITTER: @JULIACSOCIAL

25. TWITTER: @JULIACSOCIAL

26. TWITTER: @JULIACSOCIAL

27. TWITTER: @JULIACSOCIAL

28. TWITTER: @JULIACSOCIAL

29. TWITTER: @JULIACSOCIAL

30. BUILD
YOUR
EMAIL LIST.
Email accounted for 26% of all online
revenue in 2016 and grew 14% over 2015.
Email remains the best way to communicate
with a large group of people at scale – when
done correctly and when email campaigns
are carried out strategically.
Do not build your house on rented land.
TWITTER: @JULIACSOCIAL

31. SHARE MORE LIVE VIDEO.
Facebook reported that
Facebook Live videos get
6x more interactions
than regular video.
1
Facebook users spend 3x
more time watching live
videos than a video that’s
no longer live.
2
They also comment more
than 10x more during
live videos.
3
TWITTER: @JULIACSOCIAL

32. CREATE A
FACEBOOK
GROUP
1 billion people already belong to Facebook
Groups, and about 10% of them belong to
Groups that Facebook itself has called “very
meaningful”.
TWITTER: @JULIACSOCIAL

33. SHARE
FACEBOOK
EVENTS.
Facebook is pushing
notifications for local
events to their users.
For example, I now get
notifications if nonprofits
that I follow on Facebook,
that are local to me, are
hosting local events, such
as The Danvers Art
Association:
TWITTER: @JULIACSOCIAL

34. FUNDRAISE
ON
FACEBOOK
Facebook waived fees on all donations made
via Facebook Payments.
There are pros and cons – need to decide
what’s right for your nonprofit.
TWITTER: @JULIACSOCIAL

35. EXPERIMENT WITH
INSTAGRAM.
A unique, aesthetically pleasing visual experience, with
eye-catching photos and videos taking center stage.
TWITTER: @JULIACSOCIAL

36. Zuck said himself that Facebook’s focus in
2018 is to “make sure Facebook isn’t just
fun but also good for your well-being and
for society.”
TWITTER: @JULIACSOCIAL

37. HOW TO
MEASURE
SOCIAL
MEDIA ROI
Go back to your goals.
Why are you on social media?
What do you hope to accomplish
by using these platforms?
What does success look like?
TWITTER: @JULIACSOCIAL

38. FACEBOOK PAGE INSIGHTS
Be sure to check in with Page Insights to better understand how
people are interacting with your Page and posts and which
content they have found most compelling.
TWITTER: @JULIACSOCIAL

39. INSTAGRAM ANALYTICS
When you sign up for
Instagram Business
Tools, you can get
access to Instagram
Analytics.
TWITTER: @JULIACSOCIAL

40. Measure
Analyze
Improve
TWITTER: @JULIACSOCIAL

41. TWITTER: @JULIACSOCIAL

42. QUESTIONS?
For those of you who
would like to follow up
after this webinar,
please request access
to my private Facebook
Group for nonprofit
marketers:
https://www.facebook.c
om/groups/socialmedi
astorytelling/
Email:
Julia@jcsocialmarketing
.com
TWITTER: @JULIACSOCIAL