Love in the Time of COVID-19
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Social media is one of the best ways you can show love for your supporters and donors. It’s also key to empowering your supporters to share THEIR love of your organization by donating or sharing your content to help you reach new audiences. Join us for our continued conversations in how to maximize your efforts during the coronavirus pandemic. We’ll be covering how to leverage tried and true – and new – social channels to support your acquisition, cultivation, fundraising and donor retention efforts at this time. We’ll also address #GivingTuesday Now – Giving Tuesday’s recently announced early May edition of the popular national giving day.
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Love in the Time of COVID-19
- 1. ©2020 Charity Dynamics – Confidential & Proprietary Love in the Time of COVID-19 Social Media Strategy, Content & Social Ambassadors
- 2. 2 Today’s Panelists Tara Mermis Principal Consultant Charity Dynamics Natalie Stamer Managing Partner Streetlight Digital Dolores McDonagh Principal Consultant Charity Dynamics
- 3. The Fight Against COVID-19 • EVERY nonprofit has a key role to play • Communicating that role differs • How you communicate can change over time Front Line Second Wave Home Front
- 4. Universal Messaging Tips • DON’T stop messaging • Focus on building relationships • Share user generated content • Best practices still apply • Be Brave Front Line Second Wave Home Front
- 5. On the Front Lines • Can stand more frequent communication • Consider all your audiences • Can ask more, but balance with information & engagement • Lead with the need and your response, follow with the ask Front Line Second Wave Home Front
- 8. News and Updates Across Audiences
- 9. In the Second Wave • Showcase expertise & provide meaningful information • Feature user- generated content to express gratitude & communicate with empathy • Define your impact by connecting the dots • Be Brave Front Line Second Wave Home Front
- 12. Define Impact
- 13. On the Home Front • Let the donor decide • Deliver hope virtually • Provide value to constituents • Consider humor Front Line Second Wave Home Front
- 14. Deliver Hope & Provide Value to Constituents 14
- 15. Deliver Hope and Humor
- 16. Be Brave: New Platforms + Paid Ads 16
- 17. Lean into New Opportunities to Connect
- 18. Tik Tok 18
- 19. Lean into Paid Social when… • You’re on the front lines and donations to your organization will directly serve those impacted • You’ve tested a small spend and produced a positive ROI • You have a P2P program to support 19
- 20. Staffing Considerations Wait, What? Do more with less… • Staff? • Time? • Money? And across more channels? How?
- 22. What is it really? • A group of individuals who opt-in to help your organization by sharing content and lending their voice online. • Can be positioned as: – An online volunteer opportunity – An extension of the fundraising team – An opportunity to be a voice for the people you serve – A quick, easy way to make a big impact 22
- 23. Is now the time to start? • Yes! Why? – People are at home. – People are online. – People want to help. • Make sure your ask to join is relevant. • Personalize recruitment to targeted constituent segments • Give members an immediate action to take. – Share – Engage – Fundraise 23
- 24. Why does it work? • Members who sign up have affinity. • Joining adds a level of commitment to your cause. • Provides a great next step to get involved. • Social Proof – When other people praise you it’s more credible than when you praise yourself. – People are influenced by their peers. 24
- 25. Tips for Success • Give your group identity with a name and sender voice. • Segment communications moving forward. • Make members feel special. • Identify influencers. • Keep it simple and frictionless. • Keep the engagement and communication going. 25
- 26. Giving Tuesday Now: May 5th, 2020 Foundations, Corporations and Organizations are jumping on #GivingTuesday’s announcement to host a new day on May 5th. Is it right for YOUR organization?
- 27. Factors to Consider • Where do you envision your messaging will be 4 weeks from now? • Do you have the capacity to support a GivingTuesdayNow effort? • Are any local foundations or corporations planning an effort? • Can you leverage a match?
- 28. Next Webinar: Virus Resistant Fundraising Tactics: Donor Advised Funds, Monthly Giving & Other Things You Should Be Thinking About Contact us! info@charitydynamics.com dmcdonagh@charitydynamics.com tmermis@charitydynamics.com natalie@streetlightdigital.com
- 29. Questions?
- 30. Lean into Deeper Engagement 30 User-generated content Express Gratitude Define Impact Communicate with Empathy Be Brave
- 32. On the Front Lines • Frequent communication – Multiple posts per day • Lead with the need and your response, follow with the ask. • Foster connection – Humanize – video, livestream • A mix of content – Stories, engagement, news, asks • Consider all audiences – Clients, donors, volunteers
- 33. On the front lines – making the ask
- 34. On the front lines – Providing connection
- 35. Supporting People Impacted by COVID-19
- 36. Supporting People Impacted by COVID-19
- 37. Supporting People Impacted by COVID-19
- 38. Making the ask
- 39. On the Front Lines
Editor's Notes
- Dolores: Thanks for sharing some about your working from home life. Your panelists today will return the favor and share a bit about our home lives these days. I'm Dolores McDonagh, currently sheltering in place with my husband Jamie and sons Ian and Noah, who is shown here well on his way to kicking my butt in a game of cribbage last night. Thanks, Tara and Natalie. And now we’re going to jump right into another poll – this one about your organization or company.
- Dolores: BRIEFLY touch on these points and then say: “None that we’ve covered that, we’d like to dive in a little deeper into recommendations that are most relevant to people in these three groups. Tara, you’ve been on the on the front lines with several organizations who are top of mind with news media these days: Hospitals and Foodbanks. What thoughts can you share about messaging for all our front line groups out there…”
- Tara: Meghan said she was concerned we had too many slides. What do you guys think of putting the main points on this slide (Damaris is figuring out a cool way to highlight which group we’re talking about) and then having a couple of slides. To that end, Tara since Natalie thought there was a lot of overlap on your recos, I wonder if we could give the humanize bullet to her (or should we put it as an ‘everyone should do this’ and we could individualize how to humanize if there are differences?
- Tara: Meghan said she was concerned we had too many slides. What do you guys think of putting the main points on this slide (Damaris is figuring out a cool way to highlight which group we’re talking about) and then having a couple of slides. To that end, Tara since Natalie thought there was a lot of overlap on your recos, I wonder if we could give the humanize bullet to her (or should we put it as an ‘everyone should do this’ and we could individualize how to humanize if there are differences?
- Tara: Do you want to say “And now Natalie will provide some thoughts for our ‘second wave’ groups (at the end)
- Tara: Meghan said she was concerned we had too many slides. What do you guys think of putting the main points on this slide (Damaris is figuring out a cool way to highlight which group we’re talking about) and then having a couple of slides. To that end, Tara since Natalie thought there was a lot of overlap on your recos, I wonder if we could give the humanize bullet to her (or should we put it as an ‘everyone should do this’ and we could individualize how to humanize if there are differences?
- Your donors are looking to you for advice. In their eyes, you are the experts for their community. Show the wide range from a specialize webinar on the left, to simply reiterating CDC recommendations on the right.
- You have so many great examples. Maybe select just 2 or 3. and connect to gratitude and empathy
- Great examples of ‘connecting the dots’ between the pandemic and your work. I love Charity:water and these examples, but not wedded to just them
- Villa Lewaro
- Dolores: Natalie, we’ve had some questions on whether or not they should be investing paid ads on social now or trying to use social to reach NEW audiences. How ‘brave’ do you think nonprofits should be in this space now.
- Tik Tok world wild handwashing dance video challenge: https://www.cnn.com/videos/world/2020/03/17/coronavirus-covid-19-hygiene-viral-tiktok-dance-john-oliver-lu-stout-pkg-intl-ldn-vpx.cnn These nurses/doc now have over 1 million tik tok followers: https://www.cnn.com/videos/business/2020/04/01/tiktok-doctor-nurse-coronavirus-info-eg-orig.cnn International Federation of Red Cross and Red Crescent
- Transition: Now that you’ve leaned in, invite people connected to you to follow you and get the word out. One of the topics from last week that people expressed interest in learning more about is a Social Ambassadors program.
- 92% of consumers say they trust recommendations from friends and family above all other forms of advertising. Nielsen Global Trust in Advertising Report
- Dolores
- Other considerations to mention – If you are not able to fundraise, does this give you a reason to go back to leadership / board? For those on the front lines, use this as another messaging point / reason for writing to keep the communication fresh and fundraising going.
- Virus Resistant Fundraising Tactics: Donor Advised Funds, Monthly Giving and other Things You Should be Thinking About
- Enter your questions in the Q&A box.