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Digital Storytelling 2.0
This document discusses how nonprofit organizations can use digital storytelling and social media to engage online browsers and turn them into donors. It provides tips for using stories, images, and targeted messaging in emails, on websites, and across social media platforms like Facebook, Twitter, and digital ads. Specific strategies discussed include using resend emails, headlines and links in emails, planned posting schedules, image-heavy tweets at optimal times, and integrating donation forms into aligned messages. The goal is to use digital tools to retell compelling stories that create emotional connections with potential donors and spread organically through social networks.
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Digital Storytelling 2.0
- 1. STORYTELLING 2.0: TURNINGONLINE BROWSERS INTO DONORS
- 2. True Sense TrueSense® MarketingI PAGE 2 A bit about me • Sr. Director of Digital Strategy for TrueSense Marketing. • Prior to joining TrueSense Marketing, previous 11 years in the Non Profit space. • Director of Digital Fundraising for The Salvation Army USA • Director of Peer to Peer / Integrated Marketing Save the Children • U.S. Air Force Veteran • Married with 3 young girls
- 3. True Sense TrueSense® MarketingI PAGE 3 A bit of a recap from 2015 • We learn from an early age … • Stories help us make sense of the world and create order. Everyone Has a Story • What engages you will likely engage others • What is it about a particular story that makes it memorable We’re Hardwired for Stories
- 4. True Sense TrueSense® MarketingI PAGE 4 Real Stories = Real Results Sharing stories and powerful photos is proven fundraising — creating an emotional connection with donors and showing them their gifts at work.
- 5. True Sense TrueSense® MarketingI PAGE 5 DRIVES Donors’ gifts are an emotional transaction, not just financial. Stories are one way to connect emotion and giving.
- 6. True Sense TrueSense® MarketingI PAGE 6 How we tell stories digitally. Websites eMail Social Media Digital Advertising
- 7. Ways to ensurethe message is received Using Digital Media to Tell Our Story
- 8. True Sense TrueSense® MarketingI PAGE 8 Overwhelmed inboxes Total Business Emails per day 122 93 14% Total Consumer Emails per day Average Non Profit Email Open Rate
- 9. True Sense TrueSense® MarketingI PAGE 9 Utilize email resend strategies 7% 4% 26% 4% open rate on email resend 26% lift in overall email revenue 7% open rate for initial email
- 10. True Sense TrueSense® MarketingI PAGE 10 Change the subject line and resend 26% 26% lift in overall email revenue 0% 0% increase email unsubscribe rate
- 11. True Sense TrueSense® MarketingI PAGE 11 How long do folks actually read our email?
- 12. True Sense TrueSense® MarketingI PAGE 12 Utilizing headlines and links (teaser copy) 105 Clicks to Website 35 Clicks to Website
- 13. True Sense TrueSense® MarketingI PAGE 13 Using Facebook to reach our ‘friends’
- 14. True Sense TrueSense® MarketingI PAGE 14 Facebook posting strategy
- 15. True Sense TrueSense® MarketingI PAGE 15 Facebook posting strategy
- 16. True Sense TrueSense® MarketingI PAGE 16 Facebook highest performing post Tampa Bay Most Active Chapter on Facebook Mississippi Most Shared Chapter on Facebook Mississippi Highest Engagement on Facebook
- 17. True Sense TrueSense® MarketingI PAGE 17 Planning helps to expand your reach •Email Address continues to be critical •Target potential donors and volunteers even if they are not your fans •Facebook custom audience allows for targeted sponsored posts
- 18. True Sense TrueSense® MarketingI PAGE 18 Twitter attention span…… wait, what?
- 19. True Sense TrueSense® MarketingI PAGE 19 Twitter– know the times
- 20. True Sense TrueSense® MarketingI PAGE 20 Twitter– know the approach (use images) 330% Lift in engagement rate when using images in tweets
- 21. True Sense TrueSense® MarketingI PAGE 21 Perfect tweet! West Georgia Most Active Chapter on Twitter Northern California Most Shared Chapter on Twitter Southern California Highest Engagement on Twitter
- 22. True Sense TrueSense® MarketingI PAGE 22 Social Media – Editorial Calendar
- 23. True Sense TrueSense® MarketingI PAGE 23 Editorial Calendar – Start with Themes
- 24. True Sense TrueSense® MarketingI PAGE 24 Website Primer – Email (address) is still king
- 25. True Sense TrueSense® MarketingI PAGE 25 Website Primer – You will not be annoying Visitors Gifts Revenue With Homepage Banner Only 20,417 0 0 With Homepage Banner and Lightbox 19,523 19 $1,390
- 26. True Sense TrueSense® MarketingI PAGE 26 Integrate donation forms to align with messages
- 27. Firing on allcylinders
- 28. True Sense TrueSense® MarketingI PAGE 28 Putting the pieces together
- 29. True Sense TrueSense® MarketingI PAGE 29 Putting the pieces together
- 30. True Sense TrueSense® MarketingI PAGE 30 Facebook Ad Example 30
- 31. True Sense TrueSense® MarketingI PAGE 31 Ad is shared by housefile constituent 31
- 32. True Sense TrueSense® MarketingI PAGE 32 Story is retold Exposure within Leslie’s Facebook network: • 19 people liked her share • 15 people shared the RMH ad that Leslie originally shared • 5 people donated 32
- 33. True Sense TrueSense® MarketingI PAGE 33 New Donors are added 33 1 Facebook share brought in $165 ($550)
Editor's Notes
- #12 RMH-NY March eNews– Open Rate around 14%, read time drops to under 50% for 4 seconds or longer. So, not only do we need to compete with 100 other emails a day for attention, we have to compete with user attention span as well. And we know it’s short.
- #14 The Reach of Facebook Organic Posts continues to decline. RMH-NY reached 16% of the like file, which bucks the trend, however, it’s safe to plan for continued shrinking reach
- #18 The Reach of Facebook Organic Posts continues to decline. RMH-NY reached 16% of the like file, which bucks the trend, however, it’s safe to plan for continued shrinking reach
- #22 The Reach of Facebook Organic Posts continues to decline. RMH-NY reached 16% of the like file, which bucks the trend, however, it’s safe to plan for continued shrinking reach
- #23 The Reach of Facebook Organic Posts continues to decline. RMH-NY reached 16% of the like file, which bucks the trend, however, it’s safe to plan for continued shrinking reach
- #24 The Reach of Facebook Organic Posts continues to decline. RMH-NY reached 16% of the like file, which bucks the trend, however, it’s safe to plan for continued shrinking reach
- #27 A 50% increase in donations and conversions when running a split test in 2014 for the RMH-NY Home for the Holidays email / landing page.