SlideShare a Scribd company logo
Inspiring & building an online community
Tweet me - @helen_osborne
Email me – helen@justgiving.com
Hello!
What we’ll cover…
•  Why is social media so important
•  Getting started on social
•  Creating a content strategy
•  Practical content tips
•  Useful free tools available
•  What’s worked for us
•  You + us = BFFs
Why is social media so important?	
  
	
  
Some numbers…
1.23 billion monthly 
active users
	
  
284 million
active users
	
  
200 million 
users
70 million
users
40 million
users
	
  
540 million
users
52% of the
population is
on Facebook,
with 70%
returning
every day	
  
1 million
tweets every
day from
600,000 daily
users	
  
€80 million
donated via
Facebook
integration
in the last
12 months

Donations
from Twitter
went up by
70% in 2013 
compared
to 2012

The average
donation 
from
Facebook is
€24 
The average
donation 
from Twitter
is €28
Getting started on social media
What channels should you be on?

	
  
0%	
  
10%	
  
20%	
  
30%	
  
40%	
  
50%	
  
60%	
  
70%	
  
80%	
  
90%	
  
100%	
  
q ‘About’ section

q Cover photo 
851 x 315

q Profile photo 
400 x 400
q Content plan
Facebook page checklist	
  
q ‘About’ section

q Cover photo 
1500x500

q Profile photo 
400x400
q Content plan
Twitter profile checklist	
  
§  Find those who use hashtags related to your
cause
§  Use tools like Followerwonk to find potential
influencers
Identify people interested in your cause	
  
Creating a content strategy
Get to know your audience	
  
Who are your fans and followers?
Where are they from? How old
are they? Are the majority men or
women?

Look at your -

§  Facebook insights
§  Twitter analytics
Look at what’s worked before	
  
What has performed well? 
Where are you engagement spikes?
Let this inform the different types 
of content you post
Different types of content
Different types of content	
  
Stories
Inspirational stories is perfect social content. As a
charity, you have lots of great stories to tell. 
Tell people about your:

§  Amazing fundraisers
§  Beneficiaries
§  Volunteers
§  Service provider
Asks
§  A strong, emotive message is crucial – show people
the impact of their support
“By running the Dublin marathon, you’ll be pioneering life-saving
research that will save more lives like Sue’s.”
§  Have clear CTAs with minimal steps & THINK MOBILE
§  Be timely and relevant
Attribute your asks to current events, campaigns
or awareness days
Send people to an appeal page, an online petition 
or registration form
	
  
Information
§  Use engaging content such as imagery and videos
to tell people about important information
Thank you
§  Thanking your supporters on
social media is a great way to
publicly acknowledge the
difference they’ve made

§  Focus on impact and tell real-
life stories
Some practical content tips
Post images

§  Always post with an image. 

§  Keep an eye on recommended sizes.
Currently we post –

Facebook 940 x 788

Twitter – 1024 x 512

§  Add text to your images to give
context
§  THINK MOBILE
Keep text short

§  THINK MOBILE – you don’t want a ‘continue
reading’ button in your posts
§  Aim for 140 -160 characters - Posts have up to 60%
more engagement if they are under 160 characters*

§  Tweets with 90 – 100 characters get more retweets
(Remember, images take up 23 characters)

	
  







*Source: SocialStack
Use CTAs (calls to action)

§  Be clear about what you want people to do - don’t
confuse with multiple CTAs 

§  When you want people to engage, use social actions
– like, comment, share, retweet

§  For offsite actions, be clear what you want people to
do – register for the event, sign our petition, donate
to our appeal – THINK MOBILE

	
  
When you’re not creating
awesome content…	
  
§  Connect with your
supporters
§  Respond to
comments and
mentions

§  When you see
someone supporting
your charity, say
thank you
Make your community feel loved
Pay attention to trends

§  Keep an eye on what people
are talking about – and not
just conversations related 
to your cause.

§  Be ready to react. 
Content doesn’t need 
to be 100% polished to 
join the conversation.
Useful free tools available
Creating content 
§  Your smartphone
§  Photo edit tools like GIMP
§  Instagram
§  Vine
Moderating your channels
§  Hootsuite
§  Tweetdeck
§  Radian 6
§  Sprout Social
§  Self-moderation
What’s worked for us
We celebrate the
amazing things
people do for the
causes they care
about	
  
Someone inspiring
	
  
Doing an awesome challenge
	
  
With an amazing back story
	
  
Timely and relevant
	
  
Encourage sharing	
  
Importance of sharing
People are inspired by their friends. Your supporters
sharing is absolutely key

Every time someone takes an actions, encourage
them (and make it easy!) to share

THINK MOBILE – 
Double the amount of mobile 
donors share their donation 
Compared to desktop 


	
  
	
  
That’s why we’ve made sharing part of
the JG process
3 million people have inspired their
friends by…

Sharing a 
donation	
  
Sharing a 
friend’s page	
  
Sharing an
update
Key things	
  
Social media
is about
conversations
and building
relationships
Great
content is
key
THINK
MOBILE
You + JG = BFFs
We want to share your stories
We want to promote your amazing fundraisers 
and hard working service providers.
We’re looking for…

§  Inspiring people, doing awesome challenges,
with great back stories

or

§  Someone who does outstanding work for
your charity

So email us: social@justgiving.com 
	
  
Thank you!
	
  
	
  

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Inspiring and building an online community

  • 1. Inspiring & building an online community
  • 2. Tweet me - @helen_osborne Email me – helen@justgiving.com Hello!
  • 3. What we’ll cover… •  Why is social media so important •  Getting started on social •  Creating a content strategy •  Practical content tips •  Useful free tools available •  What’s worked for us •  You + us = BFFs
  • 4. Why is social media so important?    
  • 5. Some numbers… 1.23 billion monthly active users   284 million active users   200 million users 70 million users 40 million users   540 million users
  • 6. 52% of the population is on Facebook, with 70% returning every day   1 million tweets every day from 600,000 daily users  
  • 7. €80 million donated via Facebook integration in the last 12 months Donations from Twitter went up by 70% in 2013 compared to 2012 The average donation from Facebook is €24 The average donation from Twitter is €28
  • 8. Getting started on social media
  • 9. What channels should you be on?   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%  
  • 10. q ‘About’ section q Cover photo 851 x 315 q Profile photo 400 x 400 q Content plan Facebook page checklist  
  • 11. q ‘About’ section q Cover photo 1500x500 q Profile photo 400x400 q Content plan Twitter profile checklist  
  • 12. §  Find those who use hashtags related to your cause §  Use tools like Followerwonk to find potential influencers Identify people interested in your cause  
  • 13. Creating a content strategy
  • 14. Get to know your audience   Who are your fans and followers? Where are they from? How old are they? Are the majority men or women? Look at your - §  Facebook insights §  Twitter analytics
  • 15. Look at what’s worked before   What has performed well? Where are you engagement spikes? Let this inform the different types of content you post
  • 16. Different types of content Different types of content  
  • 17. Stories Inspirational stories is perfect social content. As a charity, you have lots of great stories to tell. Tell people about your: §  Amazing fundraisers §  Beneficiaries §  Volunteers §  Service provider
  • 18. Asks §  A strong, emotive message is crucial – show people the impact of their support “By running the Dublin marathon, you’ll be pioneering life-saving research that will save more lives like Sue’s.” §  Have clear CTAs with minimal steps & THINK MOBILE §  Be timely and relevant Attribute your asks to current events, campaigns or awareness days Send people to an appeal page, an online petition or registration form  
  • 19. Information §  Use engaging content such as imagery and videos to tell people about important information
  • 20. Thank you §  Thanking your supporters on social media is a great way to publicly acknowledge the difference they’ve made §  Focus on impact and tell real- life stories
  • 22. Post images §  Always post with an image. §  Keep an eye on recommended sizes. Currently we post – Facebook 940 x 788 Twitter – 1024 x 512 §  Add text to your images to give context §  THINK MOBILE
  • 23. Keep text short §  THINK MOBILE – you don’t want a ‘continue reading’ button in your posts §  Aim for 140 -160 characters - Posts have up to 60% more engagement if they are under 160 characters* §  Tweets with 90 – 100 characters get more retweets (Remember, images take up 23 characters)   *Source: SocialStack
  • 24. Use CTAs (calls to action) §  Be clear about what you want people to do - don’t confuse with multiple CTAs §  When you want people to engage, use social actions – like, comment, share, retweet §  For offsite actions, be clear what you want people to do – register for the event, sign our petition, donate to our appeal – THINK MOBILE  
  • 25. When you’re not creating awesome content…  
  • 26. §  Connect with your supporters §  Respond to comments and mentions §  When you see someone supporting your charity, say thank you Make your community feel loved
  • 27. Pay attention to trends §  Keep an eye on what people are talking about – and not just conversations related to your cause. §  Be ready to react. Content doesn’t need to be 100% polished to join the conversation.
  • 28. Useful free tools available
  • 29. Creating content §  Your smartphone §  Photo edit tools like GIMP §  Instagram §  Vine
  • 30. Moderating your channels §  Hootsuite §  Tweetdeck §  Radian 6 §  Sprout Social §  Self-moderation
  • 32. We celebrate the amazing things people do for the causes they care about  
  • 34. Doing an awesome challenge  
  • 35. With an amazing back story  
  • 38. Importance of sharing People are inspired by their friends. Your supporters sharing is absolutely key Every time someone takes an actions, encourage them (and make it easy!) to share THINK MOBILE – Double the amount of mobile donors share their donation Compared to desktop    
  • 39. That’s why we’ve made sharing part of the JG process 3 million people have inspired their friends by… Sharing a donation   Sharing a friend’s page   Sharing an update
  • 41. Social media is about conversations and building relationships
  • 44. You + JG = BFFs
  • 45. We want to share your stories We want to promote your amazing fundraisers and hard working service providers. We’re looking for… §  Inspiring people, doing awesome challenges, with great back stories or §  Someone who does outstanding work for your charity So email us: social@justgiving.com