How to Drive Social Media Engagement With Your Nonprofit Stories
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The document provides tips for nonprofits on how to drive social media engagement through digital storytelling. It recommends defining success metrics, knowing your audience, and sharing four types of stories: impact stories, insider stories, donor stories, and community stories. It also suggests using tools like Canva, Animoto and WordSwag to create visual stories and using platforms like Facebook, Instagram and Twitter to share them. The goal is to build trust, share informative content, foster local connections and inspire conversation through compelling nonprofit stories.
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How to Drive Social Media Engagement With Your Nonprofit Stories
- 1. HOW TO DRIVE SOCIAL MEDIA ENGAGEMENT WITH YOUR NONPROFIT STORIES 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 Passionate digital storytelling evangelist Tweet: @JuliaCSocial TWEET @JULIACSOCIAL @NPHUB
- 3. WHAT WE WILL COVER TODAY Specific storytelling strategies that you can employ to connect with supporters Real-world examples from nonprofits rocking digital storytelling for social media engagement Battle-tested tools to use to rock your digital storytelling TWEET @JULIACSOCIAL @NPHUB
- 5. SUPPORTER S WANT STORIES! Resource: https://www.classy.org/blog/want-donors-to-give-again-read-this/ TWEET @JULIACSOCIAL @NPHUB
- 7. SOCIAL MEDIA LANDSCAPE IS CHANGING TWEET @JULIACSOCIAL @NPHUB
- 8. TWEET @JULIACSOCIAL @NPHUB Source: https://jacobsmedia.com/wait-internet-minute/
- 9. SOCIAL MEDIA USE IS GROWING TWEET @JULIACSOCIAL @NPHUB
- 10. YOUNG PEOPLE ARE STILL USING SOCIAL MEDIA TWEET @JULIACSOCIAL @NPHUB
- 11. DAILY SOCIAL MEDIA USE IS GROWING TWEET @JULIACSOCIAL @NPHUB
- 12. NONPROFITS ON SOCIAL MEDIA TWEET @JULIACSOCIAL @NPHUB Nonprofit social media audiences continued to grow in 2017. Especially on Instagram, where nonprofits ended 2017 with 44% more followers than they had at the beginning of the year. Resource: https://mrbenchmarks. com/
- 13. FUNDRAISING ON FACEBOOK Facebook now has 1.71 billion active users every month. 450 million users connected to nonprofit Pages. TWEET @JULIACSOCIAL @NPHUB
- 14. HOW TO DRIVE ENGAGEMENT ON SOCIAL MEDIA WITH STORIES TWEET @JULIACSOCIAL @NPHUB
- 15. DEFINE SUCCESS. What do you hope to accomplish? One year from now, how will you know you have succeeded? TWEET @JULIACSOCIAL @NPHUB
- 16. 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? TWEET @JULIACSOCIAL @NPHUB
- 17. WE ARE ALL STORYTELLE RS. TWEET @JULIACSOCIAL @NPHUB
- 18. WHEN CREATING SOCIAL MEDIA CONTENT: How can you answer the WIIFM question – What’s In It For Me? What value do you provide to them? What kind of education or resources do they look to you to provide? TWEET @JULIACSOCIAL @NPHUB
- 19. 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
- 20. FACEBOOK TOLD US WHAT IT TAKES TO SUCCEED Trusted Informative Local Inspiring conversation TWEET @JULIACSOCIAL @NPHUB
- 21. CONTENT THAT BUILDS TRUST Showcase impact through storytelling. TWEET @JULIACSOCIAL @NPHUB
- 26. CONTENT THAT INFORMS Helpful resources targeted to your audience. TWEET @JULIACSOCIAL @NPHUB
- 29. CONTENT THAT IS LOCAL Encourage check-ins and location tagging on Facebook and Instagram. Create and promote local Facebook Events. TWEET @JULIACSOCIAL @NPHUB
- 37. 4 TYPES OF STORIES TO SHARE ON SOCIAL MEDIA TWEET @JULIACSOCIAL @NPHUB
- 38. 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
- 44. 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
- 48. 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
- 52. COMMUNIT Y STORY Influential and well-respected community members. Community partners. Legislators, politicians, media personalities. TWEET @JULIACSOCIAL @NPHUB
- 55. “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
- 58. WHEN CHOOSING DIGITAL CHANNELS, ASK: Is your audience there? Can you add value? What can you post that will be interesting and unique? Can you design and create content specific to that channel? Do you have the capacity to manage another channel? TWEET @JULIACSOCIAL @NPHUB
- 59. YOUR NEW MANTRA Quality over quantity. TWEET @JULIACSOCIAL @NPHUB
- 60. USE YOUR SMARTPHONE Native videos on social media. Live streaming videos. Short, sweet, poignant, authentic. Provide in-the-moment updates. Thank supporters. TWEET @JULIACSOCIAL @NPHUB
- 61. BATTLE- TESTED TOOLS Canva – https://about.canva.com/ en_in/canva-for- nonprofits/ Animoto – https://animoto.com/busi ness/non-profit WordSwag mobile app – http://wordswag.co/ TWEET @JULIACSOCIAL @NPHUB
- 63. BATTLE- TESTED TOOLS Hootsuite – https://hootsuite.com/pa ges/landing/non-profit- discount-application Buffer – https://buffer.com/nonpr ofits BuzzSumo – http://buzzsumo.com/no nprofits/ TWEET @JULIACSOCIAL @NPHUB
- 64. 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
- 65. QUESTIONS? Twitter: @JuliaCSocial Julia@jcsocialmarketing.co m www.jcsocialmarketing.co m Free Facebook Group for nonprofit social media managers: https://www.facebook.co m/groups/socialmediasto rytelling/ TWEET @JULIACSOCIAL @NPHUB
Editor's Notes
- Uplifting, heartwarming, “restore your faith in humanity” People are more likely to share positive videos. BUT they are also likely to share videos that invokes rage or other strong, negative emotions. Aim for high or aim for low. If you end up somewhere in the middle, your videos may not attract as many social shares.
- 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.