Building advocacy through social media - from Fundraising Ireland 2016
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Social media can play a BIG role in fundraising – beyond simply asking for donations. This presentation explored how charities of all shapes and sizes can use social media to reach more people, inspire more action and raise more money. It explained how social media can play a key role in each stage of the fundraising process, from the identification and cultivation of new supporters to solicitation and acknowledgment.
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Building advocacy through social media - from Fundraising Ireland 2016
- 1. BUILDING ADVOCACY THROUGH SOCIAL MEDIA
- 2. WHAT I’LL COVER -‐ Identifying your audience on social media -‐ Building your audience and growing your community -‐ Engaging with your audience -‐ Making your ask – whether it’s for donations or to fundraise -‐ Acknowledging your audience and making them feel valued -‐ Top tips to help you create content for social
- 4. JUSTGIVING IS A SOCIAL PLATFORM Our vision is to connect causes to people who care OVER 50% OF TRAFFIC TO JG COMESFROM FACEBOOK ALONE
- 5. ABOUT ME HELEN OSBORNE Social media manager @helen_osborne helen@justgiving.com
- 6. SOCIAL MEDIA AND ADVOCACY
- 7. WHY SOCIAL 1.59 billion 320 million 400 million 63% 31% 22%
- 8. WHY ADVOCACY
- 9. IDENTIFY YOUR AUDIENCE WHO ARE YOUR EXISTING AUDIENCE? WHO ARE THE INFLUENCERS YOU SHOULD BE TURNING INTO ADVOCATES? WHO ELSE COULD YOU BE TALKING TO?
- 10. WHO’S YOUR ONLINE AUDIENCE?
- 11. WHO ARE YOUR INFLUENCERS? Social Crawlytics
- 12. OFFLINE SUPPORTERS -‐> ONLINE
- 13. IDENTIFY: SOCIAL CAMPAIGN -‐ Existing fundraisers -‐ Millenials -‐ Runners -‐ Highly social
- 14. ENGAGING WITH YOUR AUDIENCE MAKING YOUR AUDIENCE FEEL HEARD SHOWING THE HUMAN SIDE OF YOUR ORGANISATION CREATING A FEELING OF COMMUNITY
- 15. ENGAGING WITH YOUR AUDIENCE Why do you run? Why do you support us? What motivates you? Who inspires you to make a difference?
- 19. HAVE THE RIGHT TOOLS
- 20. ENGAGE: SOCIAL CAMPAIGN Who inspires you? Who keeps you going when the training gets tough? Who inspires you? Who keeps you going when the training gets tough?
- 21. MAKING YOUR ASK WHEN TO MAKE YOUR ASK HOW TO MAKE YOUR ASK CREATING A FEELING OF COMMUNITY
- 22. KEEP ASKS TO A MINIMUM Keep asks to a minimum Focus on engaging content and making your supporters feel valued
- 23. MAKE THEM VARIED Image Slideshow Video Blog article News article Links SHARE GIVE SIGN UP LIKE
- 24. PEOPLE GIVE TO PEOPLE
- 25. MAKE IT EASY
- 26. ASK: SOCIAL CAMPAIGN Video and images Email campaign Across all of our social channels We’ve responded to every mention of the hashtag
- 27. ACKNOWLEDGING YOUR AUDIENCE THE IMPORTANCE OF SAYING THANK YOU SHOWING IMPACT THE POWER OF PERSONALISED CONTENT
- 28. SAYING THANK YOU
- 29. SHOW IMPACT
- 31. TOP TIPS FOR CREATING CONTENT PUTTING TOGETHER A POST CREATING CONTENT FOR DIFFERENT CHANNEL WHAT’S NEW FOR SOCIAL CONENT
- 32. -‐ HOW DOES IT APPEAR IN FEED ON MOBILE? -‐ KEEP COPY SHORT – WHERE ARE YOU CTAS? -‐ USE IMAGERY 80% of internet users own a smartphone* *Source: Global WebIndex OPTIMISE FOR MOBILE
- 33. KEEP COPY SHORT Tweets see 17% higher engagement rate if they are shorter than 100 characters. The ideal length for tweets is between 71 & 100 characters. For Facebook, the ideal is 40 characters. These posts have 86% more engagement compared to longer posts.* *Source: Buffer
- 34. EXPERIMENT WITH VIDEO ICE BUCKET CHALLENGE STATS 17 MILLION VIDEOS 10 BILLION VIEWS 400 MILLION PEOPLE
- 35. LOOK AT WHAT’S WORKING
- 36. KEEP AN EYE ON WHAT’S NEW
- 37. ANY QUESTIONS?