How Nonprofits Should Adapt Their Social Media Strategy in 2020

HOW
NONPROFITS
SHOULD
ADAPT THEIR
SOCIAL
MEDIA
STRATEGY IN
2020
Julia Campbell
www.JCSocialMarketing.com

WHO IS
JULIA
CAMPBELL?
Returned Peace Corps
Volunteer, Senegal 2000-
2002
Mom of 2
Author of Storytelling in the
Digital Age: A Guide for
Nonprofits and How to Build
and Mobilize a Social Media
Community for Your
Nonprofit in 90 Days
Former one-woman
Development
Director/Marketing
Director/Kitchen Sink
Coordinator
HTTPS://SM4SG.ZIPPYCOURSES.COM/COURSE/ACADEMY - DOORS CLOSE SUNDAY!

What We Will Cover Today
The key changes in
the current social
media landscape
that affect
nonprofits.
The three seismic
shifts affecting
donor behavior and
preferences.
How to make sense
of the recent
changes to
Facebook’s business
model (and what to
do next).
Tools and apps for
social media
management and
content creation.

HTTPS://SM4SG.ZIPPYCOURSES.
COM/COURSE/ACADEMY -
DOORS CLOSE SUNDAY!

THERE ARE MORE
SOCIAL MEDIA USERS
TODAY THAN THERE
WERE PEOPLE IN
1971.

THERE ARE 3.8 BILLION PEOPLE USING SOCIAL MEDIA
TODAY—MORE PEOPLE THAN THERE WERE ON THE ENTIRE
PLANET IN 1971.
IN 2020, 3.8 BILLION IS NEARLY HALF THE WORLD’S
POPULATION.

WE SPEND AN AVERAGE OF TWO
HOURS AND 24 MINUTES PER DAY
USING SOCIAL MEDIA.

TIKTOK IS THE SIXTH
LARGEST SOCIAL
NETWORK NOW
It has 800
million monthly active
users.
500 million of these
active users (more than
60% of the total) live in
China.
IMPORTANT! TikTok’s
popularity has not come
at the expense of any of
the other Western
platforms.
In fact, Facebook,
Instagram, and Snapchat
have all reported
increases in their
advertising audience
reach over the past few
months, even amongst
users aged 13 to 17.

REDDIT, PINTEREST, AND
SINA WEIBO ARE GROWING
FAST TOOHTTPS://SM4SG.ZIPPYCOURSES.COM/COURSE/ACADEMY - DOORS CLOSE SUNDAY!

27% OF INTERNET USERS
DISCOVER NEW PRODUCTS
THROUGH SOCIAL MEDIA ADS

FACEBOOK STILL
DOMINATES

FACEBOOK’S
FUTURE
2.9 billion people use Facebook,
Instagram, WhatsApp or
Messenger each month.
2.3 billion people use at least
one of the services daily.
Free Privacy Checkup tool –
https://about.fb.com/news/202
0/01/privacy-checkup/

FOCUS ON “PRIVATE
COMMUNITIES”

SHIFT TO
PRIVACY
“When I look at the internet today, we all have
this ability to connect with people, content and
opportunities coming from all around the world
in ways that were unimaginable just a generation
ago.
I grew up in a town of 10,000 people and
making long-distance calls anywhere outside the
area was very expensive.
Today we all have access to billions of people.
That’s made it easier to find people who are into
the same things you are.
But as our networks and communities have
gotten so large, we increasingly crave a sense of
intimacy and privacy.
Delivering this experience is our focus.”
~Mark Zuckerberg

AR AND VR
Called “the holy grail of social
experiences… letting people live
wherever they want and hologram into
work so they can access opportunities
anywhere and don’t have to move to a
city or another country for a job.”
Implications for fundraising, marketing,
and work in general

STORIES
ARE
BOOMING
Stories are growing at 15x the rate of
News Feed content.
And, at some point, Facebook and
Instagram may even merge the feed and
Story format.
With the introduction of the donation
sticker for both Facebook and Instagram
Stories, nonprofits have many more ways
to get people to raise money and
awareness for them.

STILL PAY TO PLAY
Now more than 140
million small
businesses that use
their services – “the
vast majority of which
use our services for
free.”
There are now 8 million
advertisers, 4 million of
which advertise in
Stories, up from 2
million this time last
year.

CHANGES
COMING TO
TWITTER

AND INSTAGRAM
As of late 2019, Instagram is testing removing the public like counter
on posts in multiple markets, including the USA.
However, Likes are still tracked by the platform and remain an
important metric for marketers.
Don’t forget that just because likes are hidden on posts doesn’t mean
you can’t review your own post performance.
You can still track which posts are getting the most likes and
engagement in your Instagram analytics or a tool like Later.

THREE SEISMIC
SHIFTS IN DONOR
BEHAVIOR

1. SMALL DONORS ARE
DISAPPEARING.

Giving USA’s 2019 report
revealed a decline in
general and mid-level
donors (defined as donors
who make gifts less than
$250 and between $250
and $999 respectively).

PLAYING
FIELD IS
GETTING
MORE
CROWDED.
In 2000, Giving USA reported
that there were around 688,600
charities in the United States.
By the end of 2020, they
estimate there will be more than
1.7 million.

2. DEMOGRAPHICS ARE
SHIFTING.

EXPECTATI
ONS ARE
CHANGING.
Younger generations tend to:
Want participation at a deeper level.
Expect personalization and a
frictionless fundraising and donation
experience (Netflix, Amazon).
Want to be recognized for their
contributions within their networks
(not just a trophy or a t-shirt).

3. THE USE
OF
TECHNOLOG
Y.

LIVESTREA
M
FUNDRAISI
NG
Benefits:
Excitement builds as it unfolds and
happens in real time.
Encourages more donations by making
viewers part of the action.
Supporters can give instantly, without
missing a minute of the stream.
Fundraisers can thank their donors live
and in real time.

HOW CAN
WE THRIVE
IN THE NEW
NORMAL?

FUTUREPROOF YOUR
SOCIAL MEDIA STRATEGY

DON’T PANIC.
We’ve been here before.
Beware of mission drift.
If your current strategy is working
for you, continue using it.
Focus heavily on sharing photos
and videos.
Visual storytelling wins on social
media every time.

PREACH TO THE
CHOIR.
If the choir is singing together
in harmony, they will bring
others in and share your
gospel.
Leverage your current
community members to bring
others into the fold.
Every day, go into your
communities and answer
comments and questions.
Be present and don’t over
automate.
Always be learning about your
community and what they are
most interested in, what
moves them, what drives
them, what inspired them.

EXPLAIN THE
PROBLEM.
Use data and statistics to
demonstrate that this is
an urgent, timely, and
relevant problem.
Incorporate emotional
storytelling.
Invite me in to help solve
it.

SHOW YOUR
WORTH.
Demonstrate impact.
Prove to me that not only is
this a problem to which I
need to pay attention, but
that your nonprofit is the
right one to solve this
problem.
What changes have you
made in people’s lives or in
the community?
Make people inspired and
proud to be a part of your
community.

SHOW ME
WHAT YOU
STAND FOR.
Common on current
events.
Become the go-to,
indispensable resource.
Combat “fake news”,
myths, and
misconceptions.
Take a stand!

CREATE A PLAN
FOR
LIVESTREAMIN
G.

HAVE AN
ESCAPE
PLAN.
How are you getting your
community OFF social media and
onto your email list?
If you are building your list in an
ethical and permission-based
way, you control your list of email
subscribers, and you can bring it
with you across platforms.
Double down on building up your
email list.
For more specific advice on how
to do this, get the free
ebook, How to Build Your
Nonprofit Email List Using Your
Website & Social Media.

DOCUMENT, DON’T
CREATE

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SUNDAY!

REPURPOSE
AND RECYCLE
One great story or piece of
content can be repurposed in
dozens of ways!
Blog post
Email blast
Facebook post
Tweet
Instagram post
LinkedIn post
YouTube video

HAVE FUN!

TWEET: @JULIACSOCIAL #NPSOCIALSUMMIT

BE PROACTIVE – NOT JUST
REACTIVE.
Strategically use each social media channel based on its strengths
and demographics.
Give your stakeholders a good reason to connect with you on that
specific network.
What value are you providing? What are you offering that will entice
them to stay tuned in?
Think about the reasons people use each network to formulate a plan
to consistently post and share content that resonates with your
specific audience, wherever they congregate online.

YOUR NEW
MANTRA
Less is more.
Focus over frantic.

3 KEYS TO SOCIAL MEDIA SUCCESS
Confidence – in your voice, in taking risks, and in
being yourself
Consistency – showing up regularly and being present
Content – that people like to watch, read, share,
comment on

WHAT’S IN THIS COURSE
6 training modules taught LIVE each week by Julia
 Valued at $4,000
4 hours of on-demand video BONUS trainings
Weekly live Q&A sessions to answer all your burning questions
Action-packed checklists, worksheets, and resource guides for each
Module to keep you on track, progressing, and taking action
Exclusive Facebook community just for students, to give you deeper
support and peer guidance

MODULE 1: WHAT ARE WE HERE FOR,
ANYWAY? GAINING CLARITY AROUND
GOALS, AUDIENCE, AND MESSAGE
What we will cover in the weekly live training:
How to set the overall strategic vision for your social media
marketing.
How to clearly articulate your goals.
How to identify the groups of people that you need to reach and
engage.
How to identify your target audience(s) - the ones you already have in
your community, and the ones you desire to reach and create the
right message for them.
How to address common challenges, such as targeting multiple
distinct audiences.

MODULE 2: WHERE SHOULD WE BE ON
SOCIAL MEDIA? THE FAST TRACK
FORMULA
How to select the best social media platforms for your nonprofit
(based on each platforms’ strengths, weaknesses, and target
demographics).
How to do a quick assessment of the most popular social media
channels for your nonprofit goals based on their unique strengths
and weaknesses - we’ll go over Facebook, Twitter, Instagram,
LinkedIn, Pinterest, Snapchat, TikTok.
How to create your Work Plan of daily and weekly tasks.
A checklist to use when evaluating emerging social media channels,
like TikTok.
How to manage shiny object syndrome and FOMO (fear of missing
out). HTTPS://SM4SG.ZIPPYCOURSES.COM/COURSE/ACADEMY - DOORS CLOSE SUNDAY!

MODULE 3: WHAT SHOULD WE POST?
HOW TO DESIGN A SOCIAL MEDIA
CONTENT STRATEGY THAT SLAYS
How to create and curate great content your audience will love.
How to build a following and keep momentum.
The 6 Pillars of social media content that will build your following and
engage your community.
Julia’s Content Remix Recipe.
Tools to help you with content creation, curation, and organization.
Learn more at: https://sm4sg.zippycourses.com/course/academy

MODULE 4: WHEN AND HOW OFTEN?
CREATING AND MANAGING YOUR KICK
BUTT SOCIAL MEDIA CALENDAR
How to figure out how often to post.
The two main types of Content Calendars and how to choose which to
implement at your nonprofit.
How to balance organization news, program/events, fundraising
appeals, and more.
How to balance planning ahead with spontaneity.

MODULE 5: ARE WE GETTING
RESULTS? HOW TO TRACK YOUR
EFFORTS WITH ANALYTICS
How to choose which metrics to track.
How and where to pull metrics from social media.
A brief review of popular analytics dashboards.
How to use a simple spreadsheet to manage tracking.
Benchmarking reports so you can see how you are doing compared to
other nonprofits.

MODULE 6: HOW TO CONTROL THE
CHAOS? TIME MANAGEMENT AND
PRODUCTIVITY IN A DEMANDING JOB
How to time-batch for maximum effectiveness.
How to set boundaries when this feels like a 24/7 job.
How to create an internal communications system between social
media managers and other employees.
How to help co-workers and supervisors at your nonprofit
understand and embrace the work that goes into a social media plan.

BONUSES!
On demand video trainings:
How to Drive Donor Engagement
with Social Media (50 minutes)
The Art of Storytelling in the Digital
Age (50 minutes)
10 Essential Tools for the Nonprofit
Social Media Manager Toolbox
The Future of Fundraising (P2P
Forum keynote)
Ebooks:
The Nonprofit Guide to Social Media
Ambassadors
How to Build Your Nonprofit Email
List Using Your Website and Social
Media
Storytelling in the Digital Age:
Nonprofit Strategy Workbook
The Nonprofit Facebook Ad Planner
The Ultimate Guide to Instagram for
the Small Nonprofit
Creating Compelling Visual Content
on a Shoestring

QUESTIONS?
www.jcsocialmarketing.com
Twitter: @JuliaCSocial
Julia@jcsocialmarketing.com
https://sm4sg.zippycourses.com/course/academy - Doors
close Sunday!

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