Demystifying Digital Fundraising Part 3 of 3.pptx
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Demystifying Digital Fundraising Part 3 of 3
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Demystifying Digital Fundraising Part 3 of 3.pptx
- 1. Demystifying Digital Fundraising W E B I N A R S E R I E S B R O U G H T T O Y O U B Y
- 2. OUR GOA L Inspire ideas to integrate your direct mail program with digital fundraising efforts and provide your team solutions to improve your existing efforts to reach committed donors!
- 3. Today’s Hosts Meg Brackett Manager, Co-op Operations Christa Chappel Senior Account Executive
- 4. PA R T 3 : S O C I A L M E D I A Ideas to improve your social media capabilities in order to communicate with your community about your work and ask for their support
- 5. QUICK GAME
- 6. Today’s Agenda Social Media Basics Platforms Content Timing Online Advertising Best Practices & Tips
- 7. LET ’S START WITH THE BASICS
- 8. SET GOALS CONSIDER STAFF BANDWIDTH KNOW YOUR LIMITATIONS BE CREATIVE AND HAVE FUN
- 9. A QUICK WORD ON SETTING GOALS
- 10. Try new things and don’t ignore the data…
- 11. Get Familiar with Industry Benchmarks… Visit MRBenchmarks.com/ data/social-media or nptechforgood.com Audience Growth Platform M&R Industry Benchmarks (uses 2018 to 2019) Facebook 4% Instagram 42% Twitter 7% Yearly Change in Audience Social Media Followers Platform M&R Industry Benchmarks Facebook 496 Instagram 83 Twitter 221 Social Media Followers Per 1,000 Email Subscribers
- 12. OV ERV IEW OF PL ATFORMS
- 13. CHOOSE WISELY Twitter: good for sharing short updates and small pieces of information Facebook: overall best pick for most organizations; can share a mix of content. Instagram: good for sharing photos and short updates Linkedin: good for professional connections
- 14. LET ’S TALK CONTENT
- 15. FINDING THE RIGHT MIX— USING THE RIGHT CHANNEL Fundraising Program Updates Cultivation Engagement
- 16. FUNDRAISING
- 17. PROGRAM UPDATES
- 18. CULTIVATION
- 19. ENGAGEMENT
- 20. LET ’S TALK TIMING
- 21. MULTI-CHANNEL: Using Social Media Platforms to support communications in other channels On your Website In the Mail In Emails
- 22. MAIL CAMPAIGN EMAIL CAMPAIGN SOCIAL MEDIA POSTS
- 23. IN THE MAIL IN EMAIL SOCIAL MEDIA POSTS
- 24. CREATE A SOCIAL CALENDAR MONTH CHANNEL MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY FACEBOOK FUNDRAISING ENGAGEMENT CULTIVATION ENGAGEMENT TWITTER ENGAGEMENT PROGRAM PROGRAM INSTAGRAM CULTIVATION ENGAGEMENT PROGRAM OTHER FACEBOOK FUNDRAISING CULTIVATION FUNDRAISING TWITTER ENGAGEMENT PROGRAM ENGAGEMENT INSTAGRAM PROGRAM CULTIVATION ENGAGEMENT PROGRAM OTHER FACEBOOK PROGRAM ENGAGEMENT FUNDRAISING CULTIVATION TWITTER CULTIVATION PROGRAM ENGAGEMENT INSTAGRAM ENGAGEMENT CULTIVATION PROGRAM OTHER FACEBOOK ENGAGEMENT FUNDRAISING PROGRAM FUNDRAISING TWITTER CULTIVATION ENGAGEMENT CULTIVATION INSTAGRAM PROGRAM ENGAGEMENT CULTIVATION OTHER
- 25. How Many Times Should We Post Per Day? Look to Benchmarks: MRBenchmarks.com/ data/social-media • At least 3x per week (reposting counts!) FACEBOOK • At least 3x per week, utilize stories INSTAGRAM • Daily (retweets counts!) TWITTER We recommend…
- 26. LET ’S TALK ONLINE ADS
- 27. • Try Facebook Ads for Fundraising • Boost posts on Facebook • Experiment with Google Ads for Giving Tuesday and Year-End DOs • Run display ads for donations, used for mass marketing and brand awareness • Run other Social Media ads, start with Facebook. DONTs
- 28. FUNDRAISING ADS
- 31. Consider third party posting platforms HeyOrca, Buffer, Later, Planoly
- 32. Use Canva To build simple graphics
- 33. Develop fillers and repurpose content Create evergreen content ideas
- 35. Questions
Editor's Notes
- Christa to Welcome everyone Meg - Tell us where you are from while we are waiting, we are recording this and will share the slide. Christa to thank everyone for attending the series. We will be sending out a survey next week to get your feedback on other topics you may want to hear more about, learn more about. We are happy to keep extending the digital series too – maybe a next level or discussing certain topics more in depth. I know if you are part of the current coop, we do plan on doing a testing report webinar. That is where we will share with you what we have been testing in renewals, acquisition and online over the past couples year (whether your city has participated or not) and give you some feedback into what has worked – why or why not and what is to come on testing and growth opportunities for your programs. There is also a webinar on May 6th that can give you insight if you are moving into a new CRM – be on the lookout for that invitation if you want to join. So keep an eye out for that survey and we truly appreciate you all being with us on this digital journey. I know Meg and I have had a gresat time and we hope you have as well.
- Christa I wanted to note a few benchmarks from this past year online according to M&R. These were released recently so wanted to share as I hope it helps to encourage you to make strides online for fundraising – on your websites, in your emails and on social media. Total online revenue grew by 32% in 2020. Hunger and Poverty groups reported a stunning 173% increase in online revenue over the previous year. Revenue from monthly gifts increased by 25%, while revenue from one-time gifts increased by 37%. Monthly giving accounted for 19% of all online revenue in 2020. Overall, 41% of 2019 online donors were retained to make another online gift in 2020. The retention rate for new online donors was 25%; for donors with a previous giving history the retention rate was 63%. This almost lines up with the standard in the mail which is pretty incredible. I think we will see giving continue online, still not like it is in the mail but this is just encouraging to see so that we remember to utilize all the channels your supporters or potential supporters may be in. Read Goal THINGS TO REMEMBER Although marketing and PR efforts do fall in line with most fundraising efforts our recommendations are merely keeping fundraising top of mind. Remember our demographics in targeting individuals for fundraising online is slightly younger than in the mail but still 50+ - there are opportunities for younger age engagement online. But the goal there is to keep cultivating those relationships so that when they are able to donate with disposable income they will. We always want to keep in mind that we are not our donors or supporters (although we may donate and support causes) but we don’t want to get a tunnel vision that we know best. Recommendations are based on historical results within the nonprofit industry, Lautman Maska Neill & Company’s clientele and Meals on Wheels Co-op Partners ALSO You may recall how our format was for Part 1 and Part 2 – today’s presentation is going to be more dialogue and topic discussion as opposed to the good, better, best format we have been using. So feel free to ask questions, engage in the discussion, interrupt whatever you need at any time. Social Media is fun so let’s make today’s time together fun and engaging!
- For those of you unfamiliar with LMNC…. Christa Introduce LMNC Lautman Maska Neill & Company is an award-winning direct response consulting firm specializing in fully-integrated fundraising exclusively for nonprofits. Since our founding in 1992, we have had the privilege of helping hundreds of organizations meet their financial and organizational goals through our work as direct response fundraisers. Along the way, we have earned a reputation of being one of the most well-respected firms in the industry. Christa to introduce Meg: Meg Brackett Manager, Co-op Operations @Lautman Maska Neill & Company As Manager — Co-op Operations, Meg joins Lautman Maska Neill & Company with more than eight years of experience in production, marketing, and communications. At Lautman, Meg is a part of the digital team leading efforts for Facebook, Google Search, and Display online advertising. Meg to introduce Christa Christa Chappel Senior Account Executive, Co-op @Lautman Maska Neill & Company Christa has over 10 years of integrated direct response fundraising knowledge from working with many national and regional nonprofits ranging from human services to environmental and international outreach. Her experience ranges from production management, list brokerage, digital implementation, strategic and analytical collaboration and, most importantly, client service.
- Meg Today, we will be talking about social media best practices. In part 1, we discussed websites, part 2 email and we can share that presentation if you weren’t able to attend. Social a very important part of your online fundraising strategy. Social media can be used to quickly communicate to your community a need, an accomplishment, or an appreciation. Social media can be fun and creative. It is also a chance to be more engaging and interactive with supporters. And thank you so much for joining us!
- MEG STOP AND PLAY GAME Explain how to play Put your cameras on gallery view so you can see everyone Get to know you personally and not as much about your organization Meg – to play a little game: show me your face If you’re happy to be here today If the first thing you do in the morning is check your notifications on your phones If you know what tick tock is If you’ve posted on social media this week If you think spend too much time on social media If you use social media to stay connected with your friends and family If you feel like you have healthy relationship to social media If you think acebook ads work
- Christa
- Meg
- Meg Designed to keep you addicted Don’t have to be on all the platforms
- Christa So throughout this series and a DM and Online 101 has been to let the data drive your strategy, but social media is the place where we can push that to the wayside – not entirely but with social media you have the opportunity to try tings, test things, make videos, show photos, post real time updates and because of this things are not apples to apples.
- Try things of course Christa
- Christa
- Meg
- Meg Which ones are best to use & why Being on all isn’t necessarily a good thing Twitter: under 30 is 75% Facebook: 55 and over is fastest growing demographic Instagram: 25-34 (33.1%)
- Christa
- Christa Talk about how each is important; combine with timing
- Christa
- Christa: note on reshare on article
- Meg MOW SF Holiday Card Mail Piece Turned Cultivation Animation https://fb.watch/4bbs0Jx9gB/
- Meg
- Timing -Christa
- Christa
- February Renewal Example
- Giving Tuesday Example
- Meg Let’s use a similar calendar like emails 1 post per week can do week 1 fundraising, week 2 engagement/soft ask, week 3 program update/ask, week 4 cultivation
- Meg
- Meg ONLINE ADS
- Talk through the difference of boosting posts, not
- ONLINE ADS
- Christa
- Meg
- Christa
- Meg