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CoMoGives Marketing & Social Media Workshop Workbook 2017
The document outlines an agenda for a marketing and social media workshop hosted by Mayecreate, with a focus on leveraging marketing assets for the 2017 Comogives campaign. It provides detailed guidelines on social media strategies, content creation, and donation-driven messaging, along with campaign planning checklists for September through December. Key statistics about past campaign performance and various promotional tactics are also included to enhance audience engagement and fundraising efforts.
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CoMoGives Marketing & Social Media Workshop Workbook 2017
- 1. WORKSHOP AGENDA >/< MayeCreate DE S I G N MARKETING SOCIALAND MEDIA workshop PRESENTED BY For more information contact MayeCreate: 573-447-1836 info@mayecreate.com mayecreate.com facebook.com/mayecreate twitter.com/mayecreate 10:00-10:05 Introduction 10:05-10:10 CoMoGives FACTS 10:10-10:25 Past Challenge Grant Winners 10:25-10:30 Goal Setting 10:30-10:40 Leveraging Marketing Assets 10:40-10:45 Social Media 101 10:45-10:50 Reach & Recycle 10:50-10:55 Getting Ahead in Facebook 10:55-11:05 Facebook Ad Guidelines 11:05-11:15 Content Brainstorm 11:15-11:30 Countdown to Campaign
- 2. 2016 C A MPA I G N FACTS $567,038.39Total Donations 11,550 Unique Visitors $107.49 Average Donation $19.19 Website Visitor Value 41.7% Donation Rate 1.8 Each donor gave to an average of ORGANIZATIONS 12,633 % of Traffic from Social Media46% 44% Website Visits from Social Media % of Traffic from Facebook 20% % of Traffic from CoMoGives Social Media Ad Campaign S O C I A L M E D I A S TAT S 26,948Website Visits 4,811 Donations
- 3. < MayeCreate D E SI G N P R E S E N T E D B Y AND MARKETING SOCIAL MEDIAwo rksho p PAGE 3 LEVERAGING MARKETING ASSETS Marketing assets are anything your organization has that can be utilized to create reach or influence donors. Reach can be bought, borrowed, and built. What are your goals for the 2017 CoMoGives campaign? ___________________________________________ ___________________________________________ ___________________________________________ ___________________________________________ ___________________________________________ ___________________________________________ ___________________________________________ ___________________________________________ ___________________________________________ ___________________________________________ 2017 CAMPAIGN GOALS
- 4. < MayeCreate D E SI G N P R E S E N T E D B Y AND MARKETING SOCIAL MEDIAwo rksho p PAGE 4 How can you leverage your assets to get donations? _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ How can you leverage your assets to build more assets? __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ Think... what would make it easier to spread your message? Do you need more emails, more Facebook fans? + = BUILDING YOUR PLAN Your activities before and during the CoMoGives campaign can build marketing assets for your organization to use in the future.
- 5. Add it toyour hold message Make it part of answering your phones & conversations Create pins and wear them to work/networking Speak at clubs or networking groups Post a notice on your store front windows Showcase a sandwich stand Leave a message in sidewalk chalk Put up table tents at a supporting local restaurant Tape a poster on your car window, bike or client waiting area Place a link in your email signature Call to action on social media cover images Promote on your website slideshow Link from your website Send an email or text Post about it on your blog Add a “Donate Now” link to your Facebook page 24 EASY WAYS TO PROMOTE LOCATION PRINT Add it to your newsletter Place reminders with Christmas cards Put a sticker on your envelopes Post yard signs Publicize in your church bulletin Make a poster Send a mailer Write a memo on invoices DIGITAL CULTURE MayeCreate D E S I G N P R E S E N T E D B Y AND MARKE TING SOCIAL MEDIAw orkshop
- 6. <SOCIAL MEDIA 101 2Use the hastag: #comogives 1 Add a “Donate Now” button Facebook now allows nonprofits to add a “Donate Now” call to action button to your page. Create the button and link it to your CoMoGives.com donation page. https://www.facebook.com/business/ help/694386777360892 DONATE NOW 4 Respond to comments quickly 5 Schedule posts whenever possible 3 Establish a common vocabulary and voice The people we provide services for are our _____________________________ The people who support and donate to our organization are our _____________________ We do not use the following words when talking about our organization because they are confusing or have a negative connotation: ______________________________________________________________________________________________ ______________________________________________________________________________________________ 6 Compose with care Use photos with each post Compose a unique message for each post Keep it short, keep it simple Each message should start with different words 8 Like the pages of other participants, organizations and businesses who support you 7 Communicate expections with supporters Ask supporters to share posts on their timeline with encouraging comments Remind supporters to like posts
- 7. < MayeCreate D E SI G N P R E S E N T E D B Y AND MARKETING SOCIAL MEDIAwo rksho p Understand Edge Rank Cater to Facebook’s Vanity LIKE = that’s interesting COMMENT = this is what I think SHARE = you have to see this The people you interact with the most have the greatest weight in your newsfeed. Status updates from people naturally have more weight than those of pages. REACH & RECYCLE MOVING BEYOND FACEBOOK GETTING AHEAD IN FACEBOOK Post live feed videos using Facebook’s built-in video app feature. Take photos using the camera app in Facebook. Upload videos directly into Facebook when possible instead of linking out to YouTube. Post DIRECTLY in Facebook, not using a third party software. PAGE 7
- 8. < PAGE 5 MayeCreate D ES I G N P R E S E N T E D B Y AND MARKE TING SOCIAL MEDIAw orkshop PAGE 8 FACEBOOK AD GUIDELINES 1 2 Path #2: Run Ads Advertisements aren’t as straight forward as boosting posts. True newbies steer clear. Pay per click or pay per impression. Target based on interests, location or any number of things. Consider also running your ads on Instagram. Run retargeting ads to your website traffic throughout the month with a CoMoGives focused message. Send people directly to your donate page on CoMoGives. Path #1: Boost Posts Boosting posts is an easy path for newbies and even middlers to advertise on Facebook. It’s straight forward and easy to accomplish, even on your phone. $10 boost budget reaches 920-2,400 people in Columbia. $20 boost budget reaches 2,000-5,200. What does a boosted post look like? Boosting Tips Write an original post (not one of the ones we pre-wrote, but a real honest post). Add an original image to your post with minimal text in the photo. Use Facebook’s testing tool: https://www.facebook.com/ads/ tools/text_overlay Consider the lifetime of your boost. Choose a length of time and budget to meet your goals. Audience: If you have a large following select “People who like your page and their friends” otherwise click “Create New Audience” to reach more people. Boost to all of Columbia or where your target market lives. Ad Tips Get creative with your audience(s), consider locations outside of Columbia. Run one campaign for each audience with multiple sets of ads tailored to your demographics. Start with three ads for each ad set using different content and images. Try placing your organization name in different locations. Review all ads after the first week to learn which is preforming best and adjust your budgets and ads accordingly.
- 9. < PAGE 5 MayeCreate D ES I G N P R E S E N T E D B Y AND MARKE TING SOCIAL MEDIAw orkshop Stay Donor Centric What stage of life are they in? Focus on imagery reflecting their stage of life. How do your values align? Create messaging reflecting their values and life stage. Why do they give? What motivates them? Appeal for gifts using their reasons and motivations. What problems do you solve for them? Share how you make an impact on their lives or the lives of others. CONTENT BRAINSTORM What you’ll do with donations What a specific amount of money will do to help your cause Stories of people who you have helped Quotes from people in the organization who are passionate about your mission Quotes of thanks for those you’ve helped Photos of people you’ve helped Photos of people in your organization working for the cause Statistics about your organization Factoids about the people your organization serves TOPIC SUGGESTIONS Then vs now comparisons or statistics to show how your work makes a difference Ask people to share a post to support you Trivia questions Leaderboard status updates People gearing up for the campaign A photo of your page in the Giving Guide Screen shots of the leaderboard Thank donors, include their photo if possible Quotes explaining why donors give to your organization How can you use your assets and strengths to easily generate content? ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ What do you already have that you can share? _________________________________________________ _________________________________________________ _________________________________________________ _________________________________________________ _________________________________________________
- 10. < PAGE 5 MayeCreate D ES I G N P R E S E N T E D B Y AND MARKE TING SOCIAL MEDIAw orkshop COUNTDOWN TO CAMPAIGN SEPTEMBER Continue to test out content types, message ideas and images Set up access for account managers Create logins for the people who will be posting so they are ready to go when you need them in November. Brainstorm campaign ideas Rally your troops Start recruiting people who want to support your organization via social media. Let them know what to do. Consider how you’ll manage the campaign Who will do it? What platforms will you use? What are your expectations of the people who will do it? Beef up accounts Set up new accounts. Adjust layouts of the ones you have. Download apps & turn on notifications. ID influencers and Follow/Like Interact with them by re-tweeting or sharing their content. Test the waters Get your feet wet, test out content types, message ideas and images. Try at different times of day or days of the week to figure out what works best for you, mix it up. PAGE 10 YOUR SEPTEMBER CHECK LIST _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ YOUR OCTOBER CHECK LIST _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ OCTOBER examples examples
- 11. < PAGE 5 MayeCreate D ES I G N P R E S E N T E D B Y AND MARKE TING SOCIAL MEDIAw orkshop COUNTDOWN TO CAMPAIGN NOVEMBER PAGE 11 YOUR NOVEMBER CHECK LIST _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ YOUR DECEMBER CHECK LIST _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ DECEMBER examples examples Review stats from posts in September and October Build out December’s editorial calendar Solidify topics for the month. Write posts & ads concepts. Schedule all content possible in advance. Mark/Schedule live post days on calendar. Set up ad campaigns. Ad Topics and Schedule DATES SUGGESTED TOPICS Dec 1-19 Kickoff, what is CoMoGives Dec 19-23 Give before you go Dec 23-27 Holiday, family and gratitude Dec 27-31 Last chance, don’t forget Share schedule with your supporters so they know when to share Complete live posts as scheduled Review ads weekly Adjust ads to improve performance. Remove underpreforming ads. Modify budget as needed. Promote over performing content Watch your organization rise to the top of the leaderboard!