If Facebook were a country, it would be the most populous nation on earth ahead of China, with 1.39 billion people logging in each month. It has a suite of free and powerful tools enabling charities to reach new audiences and communicate their impact. But how can charities make the best of Facebook to connect with supporters and increase engagement with their cause? In this webinar with digital marketing expert, Dawn Newton we will cover: 1 - Setting goals to increase engagement 2 - How to find out what interests your audience 3 - How to create varied content 4 - Becoming more playful and visual 5 - Clearly inviting interaction and crafting questions 6 - Listen and responding when you get interactions and encourage further discussion 7 – Review, refine and constantly improve Lasa does lots more charity tech help and advice - find out more at: Twitter: @lasaict Web: www.lasa.org.uk/lasaict This webinar is supported by the City of London Corporation's charity, City Bridge Trust.

1. Google Ad Grants for Charities
Facebook for
Charities
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2. Webinar Presenters
Join the conversation using #LasaTechwebinars
This webinar is supported by the City of London Corporation's charity, City Bridge Trust.
Dawn Newton
Morello Marketing
@goreckidawn
http://morellomarketing.com
Miles Maier
Tech consultant, Lasa
@LasaTech
www.lasa.org.uk/lasatech

3. About Lasa
• Tech advice, webinars, tech-checks, consultancy
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5. Agenda
• Why is Facebook so important for charities?
• Setting goals to increase engagement
• How to find out what interests your audience
• How to create varied content
• Becoming more playful and visual
• Clearly inviting interaction and crafting questions
• Listen and responding when you get interactions and encourage
further discussion
• Review, refine and constantly improve
Join the conversation using #LasaTechwebinars

6. About Dawn Newton
• Marketing and Comms person,
Director of Morello Marketing
and Morello Training.
• Specialising in #charitycomms
• #Charitymeetup event creator
• Trained over 300 charities on
how to improve their social
media management
Dawn Newton
Morello Marketing
@goreckidawn
http://morellomarketing.com
Join the conversation using #LasaTechwebinars

7. Creative communications consultant. Specialises in
helping charities place the audience at the heart of
her marketing strategy and creating a real sense of
community both online and offline.
Passionate about enabling charities to create high
impact communications with minimal resources.
http://morellomarketing.com/
 Nike
 Kentish Town City Farm
 Magneto Films
 Calthorpe Project
 Media Trust
 The Shannon Trust
 The Volunteer Network
 Petit Miracles
 SAIL
 Small Charities Coalition
 London Youth Games
 Sound Delivery
 Community Impact Bucks
 UnLtdDawn Newton
Clients include:
My online training Course

8. 1. SETTING A
GOAL TO
INCREASE
ENGAGEMENT
1

9. Why you should set targets
• You'll only know just how successful your social media strategy
has been if you know how to quantify it.
• Set SMART objectives - Specific, Measurable, Achievable,
Relevant and Time Limited.
• For example:
'In the next 12 months, engage in on-line conversations with
1000 new supporters under the age of 25 who may not be so
engaged with our traditional media channels'.

10. ….the most important measurement of your social media impact
You can punch above your weight by encouraging discussion.
Great ways to incite engagement:
- Ask questions
- Share successes and celebrate positive news
- Curated content from partners / related pages
- Tell interesting stories
- Be visual
Interactions

11. Social media ladder of engagement

12. “I looked you up on Twitter and
you were not on there so I
didn’t think you were a real
charity”
– Young Person

13. 2. WHAT
INTERESTS YOUR
AUDIENCE?
2

14. In 2000 the average
attention span was 12
seconds, but this has
now fallen to just eight.
The goldfish is believed
to be able to maintain a
solid nine.
You have 8 seconds to make an impact
Beware short attention spans

15. Why should your audience care?

16. Study Your Audience
Be
constantly
curious
What
motivates
them? What do
they need?
For Petit Miracles
Rebels
83%
Women
25-44yrs
Educated
urbanites

17. Buckinghamshire
MIND
mental health – local
charity

18. Depressed
• Advice
• Services
• Good News
Isolated
• Not alone
• Not the only one
Problems | Relevant Content
Mental health
charity

19. Social Media for
Verification

20. 3. CREATING
VARIED
CONTENT
3

21. Content Mind Maps
How to on my blog

22. Advice from @JudeHabib of Sounddelivery:
“If you aren't using your video in 10
different ways... Don't waste your time.”
Influencer
reviews
Email Events Blog
Social
Media
Adverts Website
Funding
applications
Transcribe Stills
Detailed Advice: https://blog.kissmetrics.com/17-advanced-methods/
Re-using your content

23. Say it again and
again and again.
But find new ways of
saying it.
Make sure what you are saying is clear,
aim for 8 year old reading level

24. Mon Tue Wed Thur Fri
#Monday
motivation
Fundraiser
What we do Curated content
Video
9am
1pm
6pm
Scheduling Content
Batch creating posts saves time. Consider using Hootsuite or similar software to plan the
week.

25. 4. BECOMING
MORE
PLAYFUL AND
VISUAL
4

26. A picture is worth
a thousand words
Kentish Town City Farm – Apple Day

27. • Photos get a 35% boost in RTs
• Videos get a 28% boost
• Quotes get a 19% boost in RTs
• Including a number receives a 17%
bump in RTs
• Hashtags receive a 16% boost
Engagement by post type
Research by Twitter Media Blog
Posts with visual content are at least 3-4 times larger than text only – more
likely to be seen

28. Charities should also make sure they take mobile
into account when developing story ideas. "The
number of people sharing via mobile has grown
by 28% quarter-over-quarter”
This is important because the smaller screens
influence the way in which information is
presented.
"When you're thinking about campaigns, it's
very important to think about how the story will
be told in the space you've got on Facebook or
Twitter,"
Jonathan Waddingham, social and labs product manager at JustGiving
http://www.theguardian.com/voluntary-sector-network/2014/jul/30/successful-charity-storytelling-a-
little-bit-of-give-and-take
Mobile Dominates

29. http://www.tsb.co.uk/community-partnership/tsb-partnership-programme.pdf

30. Facebook - What Works Well?
Native video
Sharing events
Adverts
Photo albums
Facebook live
Fun / unusual

31. Experiment
Handwritten Manifesto Illustration

32. Example:
https://www.facebook.com/rnli/videos/10154062235833999/
Why it works:
 Challenging supporters
 Simple ask
 Using humour
 Video content
Can you deny the drinks
you love for 10 days?
Take the challenge with
your crew, say no to tea,
coffee, wine, beer and
fizzy drinks and help the
RNLI save lives at sea. Stats:
38k Views
643 Likes
166 Shares
42 Comments

33. Sometimes
stories are
playful and
funny and
about the
staff team

34. Using Canva
Facebook page
cover image
• Online image editor
• Pre-made templates and sizes
for Facebook, Twitter, etc
• Free for non-profits
https://support.canva.com/accoun
t-basics/nonprofit-program/apply-
for-nonprofit/

35. The Power
of the Story
Posted 7th Sept:
• 1,599,219 Views
• 34k Post Likes
• 993 Comments

36. This Girl Can
https://twitter.com/thisgirlcanuk/status/568515395608395776
Think in terms of campaigns

37. Amplification
This Girl Can
http://www.campaignlive.co.uk/article/case-study-this-girl-can-16-million-women-
exercising/1394836#dJP9ohzH7zv4VxLF.99
Complex campaign with multiple
stakeholders and government
bodies. Managing this posed a
significant challenge.
The team therefore created an
online toolkit, which enabled
stakeholders to use the "This girl
can" branding and logos for their
own marketing campaigns.

38. Miscarriage is
misunderstood and
current policy is
unacceptable. We
want to change
that.
https://www.youtube.com/
watch?v=pK-5wipfDwo
https://www.tommys.org/our-organisation/about-
us/campaigns/miscourage-campaign
#MisCOURAGE campaign

39. http://www.stonewall.org.uk/our-work/campaigns/come-out-
lgbt
Videos are more
shareable if they
are short and can
be watched
without sound
Films can be very effective at creating a movement
Influencer Sharing
https://youtu.be/V1o
qK43CED4

40. Native Video
on Facebook
• Give reasons to watch
• Ask people to share it
• Share to relevant FB groups
Example:
Dementia UK used paid promotion
on their popular Admiral Nurses film
and reached 120,000 viewers in the
first few days of the campaign.
638 Shares | 105 Comments |
1k Likes

41. Users are demanding more instantly
available content. It’s not enough to hear a
post-event recap; they want to see the
event in progress.
Social media platforms are already doing
more to enable real-time captures, such as
Twitter’s acquisition
of Periscope and Facebook’s Livestream
feature.
Rise of real-time streaming
Notifications
to all fans
No editing
Can film using
a phone
Save and
share
afterwards

42. https://www.facebook.com/wheelchairsport/videos/1587883491273189/
Facebook Live
• Great for events
• Live interviews – works best
if people on camera
interview each other
• Fundraisers
• Staff
• Volunteers
• Beneficiaries

43. Facebook Live
http://www.thirdsector.co.uk/kirsty-marrins-use-facebook-live-
charity/digital/article/1405841
Great
organic
reach
Can be done
with a
mobile
phone
People
receive
alerts
Interact with
your
audience in
real time
FB pushing
this content
No editing
needed

44. 5. INVITING
INTERACTION
AND CRAFTING
QUESTIONS
5

45. https://psychosynthesistrust.org.uk/fear/

46. Reflecting on the year, can you think of one word that sums up your
experience?

47. http://www.communityimpactbu
cks.org.uk/news.php/817/photo-
competition-social-action-in-
bucks
Photo Competition
Can be run in Facebook or
across all social and email
Small prizes can be given or just
kudos
Great for infrastructure
organisations who need images

48. 6. LISTENING
&
RESPONDING
6

49. Showing gratitude
to supporters
Lots of
conversations with
followers
Responding

50. • Aim to check social media for messages,
comments and replies at least once a day
• Agree a response time – 24 / 48 hrs that you
want to aim to reply to people by
• Consider a rota to allow the team to cover the
social monitoring
• Consider stating on your profile when the
social media is manned
Being responsive

51. https://www.facebook.com/wheelchairsport/videos/1449655505095989/
The Power of video to tell a story

52. Original Post:
https://www.facebook.com/AnthonyNolan/posts/101559205357438
87
Article from Anthony Nolan on how they changed their tactics and
achieved a 450% increase in engagements per post:
https://www.charitycomms.org.uk/aiming-high-with-our-facebook-
content-strategy
'To someone asking about stem cell donation
who’s never heard of Anthony Nolan or the
register I would just say; this is something
really special that you don’t often get in life, the
chance to potentially give someone a second
chance of life.’
Ciaran MacKenzie saved the life of a man
struck down by a dangerous blood disease,
after he was found to be an exact stem cell
match.
Get to know his story below, and check out
how can you become a lifesaver.
Responding to comments

53. A real story from the son of the beneficiary How it looks shared on the charity’s page
User Generated Stories

54. 7. REVIEW
& REFINE
7

55. Facebook post critique:
Pros:
 Using the emotions to show they
are really happy
 Publicly thanking their corporate
donor
Cons:
 Did not tag in the brand
 Another cheque photo
 No call to action
 Grammatical error
 Didn’t thank local people for voting
 Didn’t use the scheme name
(Community Matters)

56. Review what works
• Take risks, these
will show up on
your analytics
• Highlight what
works & record
patterns
• Set a regular time
in your calendar
to review your
stats

57. Act On Your Data Analysis
After looking at the results the next step is
crucial
• Close the loop by understanding:
–What has worked well and do more of it
–What failed and do less of it
–What else could we experiment with?
• Any patterns?
• Any advocates?

58. Handout
Download:
Dawn Newton
Director - Morello
Marketing
https://www.dropbox.com/s/29s8zls5pg3
qwun/Morello%20Marketing%20Handout
.pdf?dl=0
Connect with me:
morellomarketing.com
twitter.com/goreckidawn
uk.linkedin.com/in/dawnnewton

59. Final Thoughts….
“I've learned that people will
forget what you said, people
will forget what you did, but
people will never forget how
you made them feel.”
- Maya Angelou

60. Further Resources
Join the conversation using #Lasatechwebinars
Dawn Newton
Morello Marketing
@goreckidawn
http://morellomarketing.com
Miles Maier
Tech consultant, Lasa
@LasaTech
www.lasa.org.uk/lasatech

61. Free Bonus Unit – Online Social Media
Training Course
http://morellotraining.co.uk/unit/bonu
s-unit-powerful-storytelling/?id=2831
http://morellomarketing.co
m/2016/08/19/3-ways-
social-media-storytelling-
can-help-your-charity/

62. Appendix 1
• Charity digital toolkit
http://micro.skillsplatform.org/charitydigitaltoolkit/
• Social media toolkit
https://www.skillsplatform.org/charitysocialmediatoolkit/
• Simple guide to social media by Allsorts Youth Project
https://www.dropbox.com/s/5qoxaltakw4nz1j/AllsortsYouthProje
ct%20-%20Simple-Guide-to-Digital-Social-Media-.pdf?dl=0
• Third Sector Comms Facebook group
https://www.facebook.com/groups/thirdsectorcomms/

63. Appendix 2
• Technology Trust – donated design software
https://www.tt-exchange.org/
• Canva – online graphic design, free for non-profits
https://support.canva.com/account-basics/nonprofit-
program/apply-for-nonprofit/
• Idealware Social Media Decision Making Guide
https://www.idealware.org/reports/nonprofit-social-media-
decision-guide/

64. • Blogs to follow
http://blog.justgiving.com/
http://www.bethkanter.org/
https://madlinblog.wordpress.com/
https://kirstymarrins.com/2017/07/06/captivating-
tailored-content-gets-results/
Appendix 3

65. • Charity Meetup
http://morellomarketing.com/charitymeetup/
• Charity Connect
https://www.charityconnect.co.uk/post/why-it-s-
important-to-celebrate-success-and-failure/1267
• Facebook live
https://www.facebook.com/Lightful/videos/748512551
990573/?q=lightful
Appendix 4

66. • Healthy Happy Non profit
https://happyhealthynonprofit.wordpress.com/
• Recent event resources
https://t.co/1M7YVpgxkT
Appendix 5

67. Top tip: Never assume your audience knows what you are talking about
1. Is the message educational or entertaining?
2. Is the voice correct?
3. Is it too long?
4. Is the URL correct?
5. Should I target a specific audience with this message?
6. Did I use the right keywords and hashtags to maximize exposure?
7. How many times have I already posted something today?
8. Did I spell check?
9. Will I be okay with absolutely anyone seeing this?
10. Is this reactive communication or is it well thought-out?
11. Did I make the most of visual content—images, video, slides?
12. Did I make the most of my update text—headline formulas, polls, quizzes?
The 12 step social media checklist
https://blog.bufferapp.com/social-media-checklist