Social media was once promised as the silver bullet for nonprofits. Start posting, start tweeting, start lnstagrammlng—and, like magic, the donations will just roll in! As we now know, this is not the case. In our current attention economy, organic (unpaid) reach is down, social media algorithms prioritize updates from friends and family over businesses and brands, and millions upon millions of pieces of content are uploaded every single day. For nonprofits to effectively raise money and build community on social media requires thoughtful, strategic, and consistent effort and a boatload of creativity. In this workshop, social media and digital fundraising expert Julia Campbell will walk you through the secrets to successful donor relations in the digital age. Participants will also get digital access to her Storytelling in the Digital Age Workbook and a content calendar template. Participants will learn: • How to navigate social media changes and trends — what fundraisers need to know • How to use social media to build relationships with current donors and prospects • How to share social media content your donors will love • Free and low-cost tools to enhance your digital fundraising on a shoestring budget • Real-world examples and case studies from small and mid-size nonprofits How to Drive Donor Engagement Using Social Media Julia Campbell, Principal, Julia Campbell Social Marketing Julia has run her digital marketing consulting business for almost a decade, focused exclusively on mission-driven organizations. A mom of two and a Returned Peace Corps Volunteer, she is the author of Storytelling in the Digital Age: A Guide for Nonprofits, a call-to-action for nonprofits to use stories to accomplish their missions. Based in Boston, Julia is a global authority on digital storytelling, with happy clients spanning the globe from Moscow to San Francisco. She has provided workshops and training to Meals on Wheels America, the MakeA-Wish Foundation, the Boys & Girls Clubs of America, and Facebook. Julia is a frequent contributor to Nonprofit Tech for Good, Social Media Today, Maximize Social Business, Elevation Web, Network for Good, Wild Apricot, and others. Her passion is to get nonprofits of all sizes to stop spinning their wheels on social media and to start getting real results using digital tools. You can check out her thoughts and ideas on all things nonprofit digital storytelling and social media at www.jcsocialmarketing.com/blog.

1. HOW TO DRIVE DONOR ENGAGEMENT
WITH SOCIAL MEDIA
Julia Campbell, MPA
www.jcsocialmarketing.com
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2. ABOUT ME
Mom of 2
Returned Peace Corps Volunteer (Senegal 2000-
2002)
Former Development and Marketing Director at
small shops
Author, Storytelling in the Digital Age: A Guide for
Nonprofits
Passionate digital storytelling evangelist
Tweet: @JuliaCSocial
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3. Connect
Slides, notes and resources
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4. What We Will Cover Today
How to navigate changes
and trends in the social
media landscape - what
fundraisers need to know
The 3 essential elements
of nonprofit social media
content that drives
engagement
Real-world examples
from nonprofits driving
donor engagement with
social media
Battle-tested tools to use
to rock your social media
visuals

5. SOCIAL MEDIA LANDSCAPE IN
2019
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Source: https://jacobsmedia.com/wait-internet-minute/

7. MAJORITY OF
AMERICANS STILL USE
FACEBOOK AND
YOUTUBE
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8. YOUNG PEOPLE
ARE STILL USING
SOCIAL MEDIA
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9. BABY BOOMERS ARE THERE TOO
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10. AVERAGE TIME SPENT
IS DOWN, EXCEPT FOR
INSTAGRAM
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11. 2018 GLOBAL TRENDS IN GIVING
SURVEY
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29% of donors worldwide
say that social media is the
tool that most inspires them
to give, however, email is a
close second at 27%.
Get the report:
https://nptechforgood.com/wp-
content/uploads/2019/02/2018-
GivingReport-English.pdf

12. 2018 GLOBAL TRENDS IN
GIVING SURVEY
Of those donors inspired by social
media:
56% say that Facebook inspires them
the most.
20% say Instagram.
13% say Twitter.
Get the report: https://nptechforgood.com/wp-
content/uploads/2019/02/2018-GivingReport-English.pdf
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13. $125 MILLION RAISED ON
FACEBOOK ON GIVING
TUESDAY 2018.
THAT’S UP FROM $45 MILLION
ON GIVING TUESDAY 2017.
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14. TRENDS TO KNOW AND UNDERSTAND
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Facebook pivot to privacy and communities: Facebook Groups
Instagram Stories and Facebook Stories
Instagram Donation Sticker
Voice search and the Internet of Things (IoT)

15. WE DO NOT HAVE
CONTROL OVER THESE
CHANNELS.
Have an escape plan.
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This Photo by Unknown Author is licensed under CC BY-SA

16. OUR UNIQUE RESPONSIBILITY
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Trust in institutions is at an all time low.
We share our unique perspective by the stories and
information that we put out into the world.
We have a moral obligation to engage our
communities on digital platforms.

17. DONORS ARE DISAPPEARING
Charitable giving increased by 1.6% in 2018…
BUT!
The total number of donors dropped by 4.5%.
New donors to an organization dropped by 7.3%.
Source: Fundraising Effectiveness Project’s 2018 Fourth Quarter Report
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18. DONORS ARE DISAPPEARING
Newly retained donors, those who have given a second time to an
organization, dropped by 14.9%.
Gifts of less than $250 declined 4.4%.
Source: Fundraising Effectiveness Project’s 2018 Fourth Quarter Report
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19. WHY DONORS
STOP GIVING
5% - thought charity did not need them
8% - no info on how the monies were used
9% - no memory of supporting
13% - never got thanked
16% - death
18% - poor service or communication
35% - others more deserving
54% - could no longer afford
Source: Dr. Adrian Sargeant – Managing donor defection
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20. WHY DONORS
KEEP GIVING –
7 KEY DRIVERS
1. Donor perceives organization to be effective
2. Donors knows what to expect with each interaction
3. Donor receives a timely thank you
4. Donor receives opportunities to make views known
5. Donor feels like they’re part of an important cause
6. Donor feels their involvement is appreciated
7. Donor receives info showing who is being helped
Source: DonorVoice National Donor Commitment Study
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22. WHY SHOULD SOMEONE GIVE TO
YOUR NONPROFIT?
TWEET: @JULIACSOCIAL
1. Find a partner and
introduce yourself.
2. Share one reason why
someone should give to
your organization.
3. Find another partner
when alerted.

23. 3 ESSENTIAL
TYPES OF
NONPROFIT
SOCIAL MEDIA
THAT PERSUADES
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25. ETHOS – THE ETHICAL NATURE
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Trust and credibility
Speaker bio
Branding
Why should we listen to you?
Why should we believe what you are telling us?

26. ETHOS – THE ETHICAL NATURE
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https://www.denverrescuemission.org/stories

27. HOW TO CREATE
ETHOS
Appropriate language
Compelling, authentic character
Brand reputation
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28. LOGOS – THE LOGICAL
RATIONALE
Appeals to logic and reason
Why is this issue important?
Why is this story vital to
understanding this issue?
What is the problem?
Does the evidence support you?
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29. HOW TO CREATE
LOGOS
Facts and statistics
Analogies
Citing authorities
Case studies
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30. HTTPS://YOUTU.BE/FU
RUEIWOVNG
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In Hungry Kate: The Girl with
the Belly Ache, The
Community Foodbank of
New Jersey highlights the
problem inside the story:
Kate is one of 400,000 kids
who struggle with hunger in
New Jersey.

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32. PATHOS – THE
EMOTIONAL
APPEAL
Only stories that resonate at a deeply human,
universal level, beyond a recounting of “things that
happened”, are going to move people from passive
to passionate.
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36. DON’T JUST “PULL
HEARTSTRINGS”.
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41. EVOKE PRIDE
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42. GREENPEACE STORY & CONTENT GUIDE
“The story Greenpeace tells, and has always told, is that a better world is
possible, and brave individual and collective actions can make it a reality.
Now, to save the world, we’re going to get a billion other people to
smash their own impossibles.
We will tell stories using language that is optimistic, bold and includes a
humorous wink. We will rebel against convention and make beauty in the
face of dreary and stale.”
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43. USE EMOTION WITH INTENTION
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Different emotions can lead
people to different actions.
What do you want people to
believe and do?
Think about how they would
feel if they were taking that
action.
Think about stories that
would make them feel that
way.

44. Reunion: https://youtu.be/gHGDN9-oFJE
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45. Effective storytelling involves a deep understanding of human emotions,
motivations, and psychology in order to truly move an audience.
People do what the heart tells them, and then they rationalize their
decisions using logic and reason.
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46. SIX WORD STORY
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47. “KATIE STEALS
TO FEED HER
KIDS.”
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Emotional connection to a
real person.
Compelling fact.
Bonus: Call to action

48. SIX WORD STORY EXERCISE
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Create at least one 6 word
story about someone whose
life is different because of
your organization.

49. HOW TO
CREATE YOUR
SOCIAL MEDIA
PLAN
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51. 1) DETERMINE YOUR
GOAL
What would you do if you couldn’t fail?
What do you hope to achieve with
digital storytelling?
What does success look like?
What do you want people to do?
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52. THINK DEEPER
“Getting on Facebook”
“Start tweeting”
“Get 5,000 fans”
THERE ARE NOT GOALS – they
are tactics to get to your goals
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53. 2) IDENTIFY YOUR
TARGET AUDIENCE
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54. KNOW YOUR
AUDIENCE.
What do your supporters really value?
What do they want to know more about as related to
our nonprofit and our work?
What motivates them?
What drives them to participate?
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55. KNOWLEDGE GAPS
What does your
target audience
already know about
you?
What misconceptions
may they have about
the population you
work with or the work
that you do?
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58. QUESTIONS
Who are your supporters?
What do they value?
Why are they interested in your
work?
What drives them?
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60. 3) CHOOSE PLATFORMS
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61. HOW TO CHOOSE?
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Which online platforms will
help us reach our target
audience and get them to
take the action we desire?
Those are the platforms and
channels that you focus on.
Don’t be afraid to break up
with social media platforms
that aren’t working!

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63. TWEET: @JULIACSOCIAL

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67. FACEBOOK LIVE
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69. TWEET @JULIACSOCIAL@MOBILECAUSE

70. TWEET: @JULIACSOCIAL

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75. TWEET: @JULIACSOCIAL

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84. SOCIAL MEDIA
WORKSHEET
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85. 4) CHOOSE CADENCE
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87. RECOMMENDATIONS
Facebook – 3x per week
Instagram – 2x per week
Instagram Stories – Daily
Twitter – Daily
LinkedIn – 3x per week
Pinterest – 3x per week
YouTube – When you have a great
video to share
The best posting schedule is the one
that you can keep up with
CONSISTENTLY!
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88. REPURPOSE AND
RECYCLE
One great story can be repurposed
across all digital channels.
Blog post
Email blast
Facebook post
Tweet
Instagram post
LinkedIn post
YouTube video
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89. TIPS FOR SOCIAL MEDIA
VIDEO
Shorter is better!
Grab attention with the first frame.
Include captions – most videos are watched with
sound off.
Can download and re-purpose across channels.
Authenticity is better than polish.
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90. BATTLE-TESTED
TOOLS
Canva –
https://about.canva.com/
en_in/canva-for-
nonprofits/
WordSwag mobile app –
http://wordswag.co/
Adobe Spark –
https://spark.adobe.com/
edu/
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92. VIDEO
CREATION
TOOLS
Animoto – https://animoto.com/business/non-
profit
Unfold – http://www.unfoldstori.es/
Nutshell by Prezi –
https://prezi.com/nutshell/index_en.html
Lumen5 – https://lumen5.com/pricing/
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93. SOCIAL MEDIA
TOOLS
Hootsuite –
https://hootsuite.com/pages/landing/non-profit-
discount-application
Buffer – https://buffer.com/nonprofits
Later – https://later.com/
BuzzSumo – http://buzzsumo.com/nonprofits/
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94. SOCIAL MEDIA POSTS CONNECT
THE DOTS FOR YOUR
SUPPORTERS.
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95. THE WORK OF SOCIAL MEDIA:
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Learn the unique
language and etiquette
of each platform
Research and
understand what your
audience wants
Consistently create
great content that
works for each
platform
Respond to comments
and questions
Active participation
and not just “post and
run”
Measurement, analysis,
improvement

96. QUESTIONS?
Email: Julia@jcsocialmarketing.com
Blog: www.jcsocialmarketing.com/blog
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Workbook:
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345345
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