How to Drive Donor Engagement with Social Media
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Social media was once promised as the silver bullet for nonprofits. Start posting, start tweeting, start Instagramming - and like magic, the donations will just roll in! Then reality set in. In our current attention economy, organic (unpaid) reach is down, algorithms prioritize updates from friends and family over businesses and brands, and millions upon millions of pieces of content are uploaded every single day. For nonprofits to effectively raise money and build community on social media requires thoughtful, strategic, and consistent effort and a boatload of creativity. In this workshop, social media and digital fundraising expert Julia Campbell will walk you through the secrets to successful donor relations with social media. Participants will also get digital access to her Social Media Checklist and Social Media Matrix. Participants will learn: -How to navigate the latest changes and trends in the social media landscape - what fundraisers need to know; -How to use social media to build and deepen relationships with current donors and prospects; -How to manage social media work at a small nonprofit with limited capacity; -Free and low-cost tools you can use to enhance your digital fundraising on a shoestring budget; and -Real-world examples from small and mid-size nonprofits. Julia Campbell is on a mission to make the digital world a better place. Through speaking, training, and consulting, she shows social purpose organizations how to use social media and storytelling to build communities, showcase impact, and advance their causes.
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How to Drive Donor Engagement with Social Media
- 1. HOW TO DRIVE DONOR ENGAGEMENT WITH SOCIAL MEDIA Julia Campbell TWEET @JULIACSOCIAL @NPHUB
- 2. ABOUT ME Mom of 2 Returned Peace Corps Volunteer (Senegal 2000-2002) Former Development and Marketing Director at small shops Author, Storytelling in the Digital Age: A Guide for Nonprofits Digital marketing consultant to nonprofits Tweet: @JuliaCSocial TWEET @JULIACSOCIAL @NPHUB
- 3. WHAT WE WILL COVER TODAY How to use social media to build and deepen relationships with current donors and prospects Real-world examples from nonprofits rocking storytelling for social media engagement Battle-tested tools to use to rock your social media storytelling TWEET @JULIACSOCIAL @NPHUB
- 4. POLL: WHAT IS YOUR MAIN RESPONSIBILITY? TWEET @JULIACSOCIAL @NPHUB Fundraising Marketing Social Media Programs A little bit of everything!
- 5. OUR UNIQUE RESPONSIB ILITY TWEET @JULIACSOCIAL @NPHUB Trust in institutions is at an all time low. The stories we share build our world view and expose it to a wide variety of people. We have a moral obligation to engage our communities on digital platforms.
- 6. SOCIAL MEDIA LANDSCAPE ENTERING 2019 TWEET @JULIACSOCIAL @NPHUB
- 7. TWEET @JULIACSOCIAL @NPHUB Source: https://jacobsmedia.com/wait-internet-minute/
- 9. YOUNG PEOPLE ARE STILL USING SOCIAL MEDIA TWEET @JULIACSOCIAL @NPHUB
- 10. BABY BOOMERS ARE THERE TOO TWEET @JULIACSOCIAL @NPHUB
- 11. THE REALITY FOR NONPROFITS All told, every second, our senses transmit an estimated 11 million bits of information to our poor brains, as if a giant fiber-optic cable were plugged directly into them, firing information at full bore. – Tim Wu, The Attention Merchants: The Epic Scramble to Get Inside Our Heads TWEET @JULIACSOCIAL @NPHUB
- 12. 2018 GLOBAL TRENDS IN GIVING SURVEY 29% of donors worldwide say that social media is the tool that most inspires them to give, however, email is a close second at 27%. Get the report: https://nptechforgood.com/wp- content/uploads/2019/02/2018- GivingReport-English.pdf TWEET @JULIACSOCIAL @NPHUB
- 13. 2018 GLOBAL TRENDS IN GIVING SURVEY Of those donors inspired by social media: 56% say that Facebook inspires them the most. 20% say Instagram. 13% say Twitter. Get the report: https://nptechforgood.com/wp- content/uploads/2019/02/2018- GivingReport-English.pdf TWEET @JULIACSOCIAL @NPHUB
- 14. $125 MILLION RAISED ON FACEBOOK ON GIVING TUESDAY 2018. THAT’S UP FROM $45 MILLION ON GIVING TUESDAY 2017. TWEET @JULIACSOCIAL @NPHUB
- 15. HOW TO DRIVE DONOR ENGAGEMENT WITH SOCIAL MEDIA TWEET @JULIACSOCIAL @NPHUB
- 16. DEFINE SUCCESS. TWEET @JULIACSOCIAL @NPHUB What do you hope to accomplish? One year from now, how will you know you have succeeded? If our work on social media is successful, this is our destination.
- 17. KNOW YOUR AUDIENCE. What do your supporters really value? What do they want to know more about as related to our nonprofit and our work? What motivates them? What drives them to participate? TWEET @JULIACSOCIAL @NPHUB
- 18. KNOWLEDGE GAPS What does your target audience already know about you? What misconceptions may they have about the population you work with or the work that you do? TWEET @JULIACSOCIAL @NPHUB
- 19. BUILDING AN ENGAGED SOCIAL MEDIA COMMUNITY REQUIRES: Building trust Educating people around the issues Showcasing your impact Eliciting emotion and excitement Inspiring people and making them proud to be in your court TWEET @JULIACSOCIAL @NPHUB
- 22. IMPACT STORY Life changed; trajectory altered. Not data-driven. Benefits not features. Not as much about WHAT they went through, but how they FELT. Address knowledge gaps about the population and the program. TWEET @JULIACSOCIAL @NPHUB
- 28. INSIDER STORY Who volunteers and works with your organization? Why do they do it? What have they learned? What has been their best experience? What has been the hardest? Behind-the-scenes insight Humanize the brand TWEET @JULIACSOCIAL @NPHUB
- 33. DONOR STORY Powerful form of social capital. Why did they give? Why do they continue to give? What does this mean to them? TWEET @JULIACSOCIAL @NPHUB
- 37. “SO, TELL US YOUR STORY…” What is your favorite memory? How has our organization made you feel? How did you feel when you first discovered us? What is one reason that you continue to support us? What impact have you witnessed in the community because of our work? TWEET @JULIACSOCIAL @NPHUB
- 38. OTHER TYPES OF SOCIAL MEDIA CONTENT Content that builds trust Content that demonstrates there is a problem Content that shows urgency and relevancy Content that grabs attention Content that entertains TWEET @JULIACSOCIAL @NPHUB
- 44. POLL: WHAT TYPE OF STORIES DO YOU SHARE ABOUT YOUR NONPROFIT WORK? TWEET @JULIACSOCIAL @NPHUB Impact Insider Donor Community We don’t share stories yet
- 46. BEFORE JUMPING ON A NEW DIGITAL CHANNEL: Is your audience there? Can you add value? What can you post that will be interesting and unique? Why are you using this channel specifically? TWEET @JULIACSOCIAL @NPHUB
- 47. CONSIDER: Can you design and create content specific to that channel? Do you have the capacity to manage another channel? TWEET @JULIACSOCIAL @NPHUB
- 48. THE WORK OF SOCIAL MEDIA: 1. Research on your audience and the topics they are interested in. 2. Knowledge of the individual channel and what works. 3. Content creation and curation. 4. Measurement/analysis, iteration, improvement. TWEET @JULIACSOCIAL @NPHUB
- 51. YOUR NEW MANTRA Less is more. Focus over frantic. TWEET @JULIACSOCIAL @NPHUB
- 52. YOUR MEDIA STUDIO TWEET @JULIACSOCIAL @NPHUB
- 53. USE YOUR SMARTPHON E Take and share videos on social media using just your smartphone Live streaming videos. Instagram & Facebook Stories. TWEET @JULIACSOCIAL @NPHUB
- 54. USE YOUR SMARTPHON E Short, sweet, poignant, authentic. Provide in-the-moment insight. Thank supporters in real time during a campaign. TWEET @JULIACSOCIAL @NPHUB
- 55. BATTLE- TESTED TOOLS Canva – https://about.canva.com/en_i n/canva-for-nonprofits/ Animoto – https://animoto.com/business /non-profit WordSwag mobile app – http://wordswag.co/ TWEET @JULIACSOCIAL @NPHUB
- 57. BATTLE- TESTED TOOLS Hootsuite – https://hootsuite.com/pages/l anding/non-profit-discount- application Buffer – https://buffer.com/nonprofits Later – https://docs.later.com/billing- and-accounts/does-later- have-nonprofit-discounts BuzzSumo – http://buzzsumo.com/nonpro TWEET @JULIACSOCIAL @NPHUB
- 59. 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 TWEET @JULIACSOCIAL @NPHUB
- 60. QUESTIONS? Join the Nonprofit Social Media Facebook Group: https://www.facebook.c om/groups/socialmedia storytelling/ Get the Digital Storytelling Workbook: www.jcsocialmarketing.c om/workbook TWEET @JULIACSOCIAL @NPHUB
Editor's Notes
- Creating engaging, well-received content is the name of the social media game. The best way to create your own high-performing social media content strategy is by completing the 3 steps that we will cover today: Brainstorm Content Categories that are laser-focused on your target audience and to your specific nonprofit; List out several different Content Types, based on what works on each social media platform, as well as the technical capacity and resources of your org; Put the Content Categories and the Content Types together into a Content Calendar.