How to Drive Social Media Engagement with your Nonprofit Storytelling
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Sharing the good, the bad and the ugly stories of your nonprofit at work is the best way to capture the attention, hearts and minds of your supporters. According to Waggener Edstrom, 56% of social media users who support nonprofits online said compelling storytelling motivated them to take action in the first place. Working together, the power of great stories and reach of digital channels inspire people to take action (i.e., volunteer, sign a petition, attend an event, donate) and share with their networks.
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How to Drive Social Media Engagement with your Nonprofit Storytelling
- 1. HOW TO DRIVE SOCIAL MEDIA ENGAGEMENT WITH YOUR NONPROFIT STORIES Julia Campbell TWEET: @JULIACSOCIAL @FIRESPRING
- 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 TWEET: @JULIACSOCIAL @FIRESPRING
- 3. Connect Get the Digital Storytelling Workbook: Text WORKBOOK to 345345
- 4. WHAT WE WILL COVER TODAY Specific social media storytelling strategies that you can employ to connect with supporters 4 types of stories to share on social media Real-world examples from nonprofits rocking storytelling for social media engagement Battle-tested tools to use to rock your social media storytelling TWEET: @JULIACSOCIAL @FIRESPRING
- 5. POLL: WHAT IS YOUR MAIN JOB RESPONSIBILITY? TWEET: @JULIACSOCIAL @FIRESPRING Fundraising Marketing Social Media Executive Director I’m a volunteer
- 10. DONORS WANT STORIES! Resource: https://www.classy.org/blog/want-donors-to-give-again-read-this/ TWEET: @JULIACSOCIAL @FIRESPRING
- 11. OUR UNIQUE RESPONSIB ILITY TWEET: @JULIACSOCIAL @FIRESPRING Trust in institutions is at an all time low. The stories we share build our world view and expose it to a wide variety of people. We have a moral obligation to engage our communities on digital platforms.
- 14. SOCIAL MEDIA LANDSCAPE ENTERING 2019 TWEET: @JULIACSOCIAL @FIRESPRING
- 16. YOUNG PEOPLE ARE STILL USING SOCIAL MEDIA TWEET: @JULIACSOCIAL @FIRESPRING
- 17. BABY BOOMERS ARE THERE TOO TWEET: @JULIACSOCIAL @FIRESPRING
- 18. 2018 GLOBAL TRENDS IN GIVING SURVEY 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%. Of those donors inspired by social media, 56% say that Facebook inspires them the most. 20% say Instagram, and 13% say Twitter. Get the report: https://nptechforgood.com/wp- content/uploads/2019/02/2018-GivingReport- English.pdf TWEET: @JULIACSOCIAL @FIRESPRING
- 19. $125 MILLION RAISED ON FACEBOOK ON GIVING TUESDAY 2018. THAT’S UP FROM $45 MILLION ON GIVING TUESDAY 2017. TWEET: @JULIACSOCIAL @FIRESPRING
- 20. HOW TO DRIVE ENGAGEMEN T WITH NONPROFIT STORYTELLI NG TWEET: @JULIACSOCIAL @FIRESPRING
- 21. DEFINE SUCCESS. What do you hope to accomplish? One year from now, how will you know you have succeeded? If our work on social media is successful, this is our destination. TWEET: @JULIACSOCIAL @FIRESPRING
- 22. 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? TWEET: @JULIACSOCIAL @FIRESPRING
- 23. 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? TWEET: @JULIACSOCIAL @FIRESPRING
- 25. BUILDING AN ENGAGED SOCIAL MEDIA COMMUNITY MEANS: Building trust Educating people around the issues Showcasing your impact Eliciting emotion and excitement Inspiring people and making them proud to be in your court TWEET: @JULIACSOCIAL @FIRESPRING
- 26. 4 TYPES OF NONPROFIT STORIES TO SHARE ON SOCIAL MEDIA TWEET: @JULIACSOCIAL @FIRESPRING
- 27. IMPACT STORY Life changed; trajectory altered. Not data-driven. Benefits not features. Not as much about WHAT they went through, but how they FELT. Address knowledge gaps about the population and the program. TWEET: @JULIACSOCIAL @FIRESPRING
- 33. INSIDER STORY Who volunteers and works with your organization? Why do they do it? What have they learned? What has been their best experience? What has been the hardest? Behind-the-scenes insight Humanize the brand TWEET: @JULIACSOCIAL @FIRESPRING
- 38. DONOR STORY Powerful form of social capital. Why did they give? Why do they continue to give? What does this mean to them? TWEET: @JULIACSOCIAL @FIRESPRING
- 42. COMMUNIT Y STORY Influential and well-respected community members. Community partners. Legislators, politicians, media personalities. TWEET: @JULIACSOCIAL @FIRESPRING
- 45. “SO, TELL US YOUR STORY…” What is your favorite memory? How has our organization made you feel? How did you feel when you first discovered us? What is one reason that you continue to support us? What impact have you witnessed in the community because of our work? TWEET: @JULIACSOCIAL @FIRESPRING
- 46. Connect Get the Digital Storytelling Workbook: Text WORKBOOK to 345345
- 47. POLL: WHAT TYPE OF STORIES DO YOU SHARE ABOUT YOUR NONPROFIT WORK? TWEET: @JULIACSOCIAL @FIRESPRING Impact Insider Donor Community We don’t share stories yet
- 48. DIGITAL STORYTELLING PLATFORMS & TOOLS TWEET: @JULIACSOCIAL @FIRESPRING
- 49. BEFORE JUMPING ON A NEW DIGITAL CHANNEL: Is your audience there? Can you add value? What can you post that will be interesting and unique? Why are you using this channel specifically? TWEET: @JULIACSOCIAL @FIRESPRING
- 50. CONSIDER: Can you design and create content specific to that channel? Do you have the capacity to manage another channel? Research Knowledge Content creation Measurement/analysis TWEET: @JULIACSOCIAL @FIRESPRING
- 51. IRS SOCIAL MEDIA STRATEGY TWEET: @JULIACSOCIAL @FIRESPRING
- 52. YOUR NEW MANTRA Less is more. Focus over frantic. TWEET: @JULIACSOCIAL @FIRESPRING
- 53. USE YOUR SMARTPHONE Take and share videos on social media using just your smartphone! Instagram Stories. Short, sweet, poignant, authentic. Provide in-the-moment insight. TWEET: @JULIACSOCIAL @FIRESPRING
- 55. USE YOUR SMARTPHON E Thank supporters in real time during a campaign. TWEET: @JULIACSOCIAL @FIRESPRING
- 56. BATTLE- TESTED TOOLS Canva – https://about.canva.com/ en_in/canva-for- nonprofits/ Animoto – https://animoto.com/busi ness/non-profit WordSwag mobile app – http://wordswag.co/ TWEET: @JULIACSOCIAL @FIRESPRING
- 58. BATTLE- TESTED TOOLS Hootsuite – https://hootsuite.com/page s/landing/non-profit- discount-application Buffer – https://buffer.com/nonprofi ts Later – https://docs.later.com/billin g-and-accounts/does-later- have-nonprofit-discounts BuzzSumo – http://buzzsumo.com/nonp rofits/ TWEET: @JULIACSOCIAL @FIRESPRING
- 59. 3 KEYS TO SOCIAL MEDIA SUCCESS Confidence –in your voice, in taking risks, and in being yourself Consistency – showing up regularly and being present Content – that people like to watch, read, share, comment on TWEET: @JULIACSOCIAL @FIRESPRING
- 61. QUESTIONS? www.jcsocialmarketing. com/blog Get the Storytelling in the Digital Age Workbook: Text WORKBOOK to 345345 TWEET: @JULIACSOCIAL @FIRESPRING
Editor's Notes
- Creating engaging, well-received content is the name of the social media game. The best way to create your own high-performing social media content strategy is by completing the 3 steps that we will cover today: Brainstorm Content Categories that are laser-focused on your target audience and to your specific nonprofit; List out several different Content Types, based on what works on each social media platform, as well as the technical capacity and resources of your org; Put the Content Categories and the Content Types together into a Content Calendar.