A Social Media Strategy for Your Nonprofit: EXPLAINED! How to create a solid strategy on a bootstrap budget
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This document provides an overview of social media strategies for nonprofits. It discusses trends in social media usage, platforms donors use, and why donors stop or continue giving. It then outlines how to create a social media strategy, including determining goals, identifying target audiences, choosing platforms, and creating content. Tools for creating visuals and videos are presented. The importance of consistency, engagement, and measurement is emphasized.
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A Social Media Strategy for Your Nonprofit: EXPLAINED! How to create a solid strategy on a bootstrap budget
- 1. A SOCIAL MEDIA STRATEGY FOR YOUR NONPROFIT: EXPLAINED! Julia Campbell www.jcsocialmarketing.com TWEET: @JULIACSOCIA@ELEVATION_WEBTWEET: @JULIACSOCIA@ELEVATION_WEB
- 2. ABOUT JULIA 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 marketing evangelist Tweet: @JuliaCSocial TWEET: @JULIACSOCIA@ELEVATION_WEB
- 3. Connect Get the Digital Storytelling Workbook: Text WORKBOOK to 345345
- 4. What We Will Cover Today How to navigate the latest changes and trends in the social media landscape - what fundraisers need to know How to use social media to build and deepen relationships with current donors and prospects How to manage social media work at a small nonprofit with limited capacity Battle-tested tools to use to rock your social media visuals
- 5. SOCIAL MEDIA LANDSCAPE ENTERING 2020 TWEET: @JULIACSOCIA@ELEVATION_WEB
- 9. AVERAGE TIME SPENT IS DOWN, EXCEPT FOR INSTAGRAM TWEET: @JULIACSOCIA@ELEVATION_WEB
- 10. 2019 GLOBAL NGO TECHNOLOGY REPORT 90% of NGOs worldwide regularly use social media to engage their supporters and donors. 94% of NGOs worldwide agree that social media is effective for creating online brand awareness. 78% of NGOs worldwide agree that social media is effective for creating social change. 75% of NGOs worldwide agree that social media is effective for fundraising. Source: https://www.nptechforgood.com/2019/09/22/39- social-media-stats-from-the-2019-global-ngo-technology- report/ TWEET: @JULIACSOCIA@ELEVATION_WEB
- 11. 2018 GLOBAL TRENDS IN GIVING SURVEY 29% of donors worldwide say that social media is the tool that most inspires them to give (email is a close second at 27%). 56% say that Facebook inspires them the most. 20% say Instagram. 13% say Twitter. Source: https://givingreport.ngo/ TWEET: @JULIACSOCIA@ELEVATION_WEB
- 12. $125 MILLION RAISED ON FACEBOOK ON GIVING TUESDAY 2018. THAT’S UP FROM $45 MILLION ON GIVING TUESDAY 2017. TWEET: @JULIACSOCIA@ELEVATION_WEB
- 13. TWEET: @JULIACSOCIA@ELEVATION_WEB 18% of donors worldwide have given through Facebook’s Charitable Giving Tools. Of those, 88% says they are to give again through Facebook.
- 14. 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 TWEET: @JULIACSOCIA@ELEVATION_WEB
- 15. 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 TWEET: @JULIACSOCIA@ELEVATION_WEB
- 16. 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 TWEET: @JULIACSOCIA@ELEVATION_WEB
- 17. 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 TWEET: @JULIACSOCIA@ELEVATION_WEB
- 19. HOW TO CREATE YOUR SOCIAL MEDIA STRATEGY TWEET: @JULIACSOCIA@ELEVATION_WEBTWEET: @JULIACSOCIA@ELEVATION_WEB
- 21. 1) DETERMINE YOUR GOAL What would you do if you couldn’t fail? What do you hope to achieve by using social media? What does success look like? What do you want people to do? TWEET: @JULIACSOCIA@ELEVATION_WEB
- 22. THINK DEEPER “Raise awareness” “Start tweeting” “Get 5,000 fans” DIG DEEPER! Come back to the WHY. TWEET: @JULIACSOCIA@ELEVATION_WEB
- 23. 2) IDENTIFY YOUR TARGET AUDIENCE TWEET: @JULIACSOCIA@ELEVATION_WEB
- 24. KNOW YOUR DONORS. TWEET: @JULIACSOCIA@ELEVATION_WEB 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?
- 25. 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: @JULIACSOCIA@ELEVATION_WEB
- 29. 3) CHOOSE PLATFORMS TWEET: @JULIACSOCIA@ELEVATION_WEB
- 30. HOW TO CHOOSE? 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! TWEET: @JULIACSOCIA@ELEVATION_WEB
- 32. MINI-STRATEGY FOR EACH PLATFORM TWEET: @JULIACSOCIA@ELEVATION_WEB Why are we using this platform specifically – what do we hope to gain? What types of content are we going to share that will work on this platform? Photos, video, graphics, links What voice will we have? Casual, friendly, serious? What will we measure so we know progress and/or success?
- 33. IRS SOCIAL MEDIA STRATEGY TWEET: @JULIACSOCIA@ELEVATION_WEB
- 36. REVIEW: 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 TWEET: @JULIACSOCIA@ELEVATION_WEB
- 60. BUT HOW OFTEN SHOULD I POST?!?! TWEET: @JULIACSOCIA@ELEVATION_WEB
- 62. 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 TWEET: @JULIACSOCIA@ELEVATION_WEB
- 63. TWEET: @JULIACSOCIA@ELEVATION_WEB WEEK: Platform Monday (EXAMPLE) Tuesday Wednesday Thursday Friday Saturday Sunday Website updates Member Spotlight goes up on website. Print publication Member Spotlight taken from print publication. Fundraising appeal N/A this week Email campaign Email goes out featuring Member Spotlight. Facebook post Member Spotlight Article on climate change Photo of the natural landscape Shared post from a local farm Information on how to protect forests Instagram post Member Spotlight YouTube video Member Spotlight (if there is a video) LinkedIn post Member Spotlight
- 64. YOUR NEW MANTRA Less is more. Focus over frantic. TWEET: @JULIACSOCIA@ELEVATION_WEBTWEET: @JULIACSOCIA@ELEVATION_WEB
- 65. YOUR SOCIAL MEDIA STUDIO TWEET: @JULIACSOCIA@ELEVATION_WEBTWEET: @JULIACSOCIA@ELEVATION_WEB
- 66. 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. TWEET: @JULIACSOCIA@ELEVATION_WEB
- 67. USE YOUR SMARTPHONE Take and share videos on social media using just your smartphone Live streaming videos. Instagram & Facebook Stories. TWEET: @JULIACSOCIA@ELEVATION_WEB
- 68. USE YOUR SMARTPHONE Short, sweet, poignant, authentic. Provide in-the-moment insight. Thank supporters in real time during a campaign. TWEET: @JULIACSOCIA@ELEVATION_WEB
- 69. BATTLE-TESTED TOOLS Canva – https://about.canva.com/en_in/canva -for-nonprofits/ Animoto – https://animoto.com/business/non- profit WordSwag mobile app – http://wordswag.co/ TWEET: @JULIACSOCIA@ELEVATION_WEB
- 71. BATTLE-TESTED TOOLS Hootsuite – https://hootsuite.com/pages/landing /non-profit-discount-application Buffer – https://buffer.com/nonprofits Later – https://docs.later.com/billing-and- accounts/does-later-have-nonprofit- discounts BuzzSumo – http://buzzsumo.com/nonprofits/ TWEET: @JULIACSOCIA@ELEVATION_WEB
- 72. SOCIAL MEDIA POSTS CONNECT THE DOTS FOR YOUR SUPPORTERS. TWEET: @JULIACSOCIA@ELEVATION_WEB
- 73. THE WORK OF SOCIAL MEDIA: TWEET: @JULIACSOCIA@ELEVATION_WEB 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
- 74. QUESTIONS? Web: www.jcsocialmarketing.com/blog Get the Digital Storytelling Workbook: Text the word WORKBOOK to 345345 TWEET: @JULIACSOCIA@ELEVATION_WEB