Create a marketing strategy for your non-profit from scratch! This presentation covers a Marketing & Communications Overview, an
Integrated Campaign Example (BU Giving Day), details on, Web Presence, Online Giving, and Mobile, Email, Leveraging Social Media, and The Role of Video.
Social media workshop presentation for hotels and the hospitality industries. This presentation includes an introduction to social media platforms, case studies and examples, best practices, branding considerations, integration tactics and other recommendations. Presented by ChatterBlast Media to the Greater Philadelphia Hotel Association on 12/6/2011. NOTE: This presentation is designed to be explained verbally in-person therefore not all slides have notes or descriptions.
The document outlines a presentation about social media and destination marketing. It discusses what social media is, why businesses should care about social media, and how individuals can contribute to destination marketing using social media. It then presents a case study of the #ExperienceIligan social media campaign launched by Iligan Bloggers Society, Inc. to promote Iligan City through sharing blog posts, photos, and videos with the hashtag #ExperienceIligan across Facebook, Twitter, and Instagram. The campaign saw increased awareness of Iligan City online and engagement during a related Twitter chat.
This document provides an overview of a webinar on driving donors to online fundraising pages. It discusses reviewing previous webinar content, outlining 6 steps to drive donors to websites, and answering participant questions. The 6 steps include developing donor assets, building relationships, creating a donation plan, crafting the story, cross-promoting on social media, and thanking donors. Participant polls gauge Giving Tuesday plans and changes made from the webinar series.
Creating an Advocacy Plan to Drive Awareness and Revenue in Sporting EventsGame Day Communications
Jackie Reau, CEO of Game Day Communications, presented the following at the 2016 Running USA Industry Conference: "Creating an Advocacy Plan to Drive Awareness and Revenue in Sporting Events."
This document discusses social media strategies for sporting events. It outlines an agenda covering planning, paid promotion, collaboration across departments, providing connectivity and content for fans, and enhancing the fan experience. It emphasizes using social media to engage fans, enter them in contests, and get feedback. The document concludes that social media can help sports venues build emotional connections with fans and provide real-time customer service to enhance the fan experience.
Boston University Giving Day Case Study: How to Boost Annual Fund Participation Kimbia, Inc
On April 30, 2014 the Boston University community, including 300,000 alumni from around the globe, 30,000 students and 9,000 faculty and staff members, came together online and on campus for BU’s first Giving Day. By the end of this one-day event, the community had raised $1.1M for the BU Annual Fund from 3,126 donors from 46 U.S. states and over 25 additional countries.
Institutions large and small have raised hundreds of thousands, and even millions, of dollars during Giving Days. If you have considered organizing a Giving Day, but hesitated because you’ve never done one before or because you were concerned about the resources required to pull it off successfully, this webinar is for you. Phil DiMartino, Assistant Director of New Media Fundraising For Annual Giving, Hilary Shepard, Director of Annual Giving at Boston University,and Miriam Kagan, Senior Fundraising Principal at Kimbia, will walk you through Giving Day best practices and BU’s participation data by geography, segment (student, recent grads, faculty, staff, etc.), donor type (first-time, SYBUNTs, LYBUNTs, etc.), and channel to share how they:
- Planned for and marketed this key new component of their annual fundraising campaign
- Obtained matching funds of $250,000 from BU trustee Stephen Karp (CAS’63) and micro-challenge funds for school/college focus
- Implemented an Online Ambassador program to help spread the word
- Generated interest throughout the community across multiple channels with an emphasis on social media
- Enabled 15% of donations to be made by mobile devices
- Coordinated both campus and social media activities
- Analyzed their results to determine how to make their event even better next year
Social media workshop presentation for hotels and the hospitality industries. This presentation includes an introduction to social media platforms, case studies and examples, best practices, branding considerations, integration tactics and other recommendations. Presented by ChatterBlast Media to the Greater Philadelphia Hotel Association on 12/6/2011. NOTE: This presentation is designed to be explained verbally in-person therefore not all slides have notes or descriptions.
The document outlines a presentation about social media and destination marketing. It discusses what social media is, why businesses should care about social media, and how individuals can contribute to destination marketing using social media. It then presents a case study of the #ExperienceIligan social media campaign launched by Iligan Bloggers Society, Inc. to promote Iligan City through sharing blog posts, photos, and videos with the hashtag #ExperienceIligan across Facebook, Twitter, and Instagram. The campaign saw increased awareness of Iligan City online and engagement during a related Twitter chat.
This document provides an overview of a webinar on driving donors to online fundraising pages. It discusses reviewing previous webinar content, outlining 6 steps to drive donors to websites, and answering participant questions. The 6 steps include developing donor assets, building relationships, creating a donation plan, crafting the story, cross-promoting on social media, and thanking donors. Participant polls gauge Giving Tuesday plans and changes made from the webinar series.
Creating an Advocacy Plan to Drive Awareness and Revenue in Sporting EventsGame Day Communications
Jackie Reau, CEO of Game Day Communications, presented the following at the 2016 Running USA Industry Conference: "Creating an Advocacy Plan to Drive Awareness and Revenue in Sporting Events."
This document discusses social media strategies for sporting events. It outlines an agenda covering planning, paid promotion, collaboration across departments, providing connectivity and content for fans, and enhancing the fan experience. It emphasizes using social media to engage fans, enter them in contests, and get feedback. The document concludes that social media can help sports venues build emotional connections with fans and provide real-time customer service to enhance the fan experience.
Boston University Giving Day Case Study: How to Boost Annual Fund Participation Kimbia, Inc
On April 30, 2014 the Boston University community, including 300,000 alumni from around the globe, 30,000 students and 9,000 faculty and staff members, came together online and on campus for BU’s first Giving Day. By the end of this one-day event, the community had raised $1.1M for the BU Annual Fund from 3,126 donors from 46 U.S. states and over 25 additional countries.
Institutions large and small have raised hundreds of thousands, and even millions, of dollars during Giving Days. If you have considered organizing a Giving Day, but hesitated because you’ve never done one before or because you were concerned about the resources required to pull it off successfully, this webinar is for you. Phil DiMartino, Assistant Director of New Media Fundraising For Annual Giving, Hilary Shepard, Director of Annual Giving at Boston University,and Miriam Kagan, Senior Fundraising Principal at Kimbia, will walk you through Giving Day best practices and BU’s participation data by geography, segment (student, recent grads, faculty, staff, etc.), donor type (first-time, SYBUNTs, LYBUNTs, etc.), and channel to share how they:
- Planned for and marketed this key new component of their annual fundraising campaign
- Obtained matching funds of $250,000 from BU trustee Stephen Karp (CAS’63) and micro-challenge funds for school/college focus
- Implemented an Online Ambassador program to help spread the word
- Generated interest throughout the community across multiple channels with an emphasis on social media
- Enabled 15% of donations to be made by mobile devices
- Coordinated both campus and social media activities
- Analyzed their results to determine how to make their event even better next year
How to Maximize Your #GivingTuesday Results: A Houston Grand Opera Case StudyKimbia, Inc
While online donations during #GivingTuesday have grown year-over-year, the culture and online presence of the day have sky rocketed. Last year, #GivingTuesday had 32.7 million Twitter impressions. To help maximize their inaugural giving day event results, Houston Grand Opera decided to host their event as part of #GivingTuesday. Piggybacking on an established event like #GivingTuesday enabled them to take advantage of the movement’s widespread visibility, promote a sense of urgency, spread awareness and lowered both the work load and cost of promotion. Attend this webinar to learn how Houston Grand Opera achieved giving day success during #GivingTuesday, and how you can too.
Miriam Kagan, Senior Fundraising Principal at Kimbia, and Emily Schreiber, Development Officer at Houston Grand Opera, will discuss:
1. What Houston Grand Opera learned from this first-time event
2. How they achieved 56% new donors and what they are doing to steward them
3. How they utilized relevant social media content that drove over 20% of site traffic
4. How they measured revenue from each channel and analyzed results to make changes in their second year
BONUS: Special guest Asha Curran, Director, Center for Innovation & Social Impact at 92Y, the creators of #GivingTuesday, will join us to share a brief history of the event and fascinating stats from this worldwide movement.
Social media marketing for the tourism industryMatt Granfield
An overview of social media marketing theories, practices and case studies for the tourism industry by respected Australian marketing writer Matt Granfield.
Social Media and Adult Day Programs, Denver, MS Alliance 2011Jarod Champeaux
This document discusses why adult day programs should invest in social media. It notes that social media is now how consumers interact with organizations and share feedback. It recommends using social media for reputation management by allowing quick responses to complaints. Specific platforms like Facebook, Twitter, and YouTube are highlighted with statistics on their user bases. The document advocates developing social media strategies with goals and measurements to identify the value of outcomes. It provides examples of how organizations can use social media for branding, interactions, and philanthropy through pages like Facebook Causes.
Social Media, Fundraising, End of Year and You Kimbia, Inc
6
Join Kimbia and nonprofit best-selling author and thought leader Darian Rodriguez Heyman, for Darian's tactical tips on how to use social media to fundraise for your cause
Role of Social Media in Tourism in the most easy Language possible in basic English.
Hope Everyone gets to know the content meaning and can understand the roles well.
Webinar: 10% is Not Enough – 11 Proven Practices for Online Fundraising Success Kimbia, Inc
How can you move past the 10% ceiling of online fundraising?
In this FREE webinar Miriam Kagan, senior fundraising principal at Kimbia, will cover the key drivers and best practices that can help your organization surge past 10%.
You’ll learn how to:
- Remove the friction that keeps donors from donating more online.
- Leverage the instant feedback available to improve all your fundraising initiatives.
- Incorporate single-day crowdfunding events into your annual fundraising calendar.
- Take advantage of the explosive growth in mobile fundraising.
And much more.
This document discusses social media and tourism 2.0. It defines social media as content and media created by communities on the read/write web. It outlines various social media services and tools like blogs, social networks, photo sharing, and microblogging. It provides examples of tourism 2.0 projects on social networks, user-generated reviews, and trip planning/sharing sites. It offers tips for getting started with social media for tourism organizations, including blogging, listing events, sharing photos/videos, using Google Maps, and maintaining a diverse online presence.
Watch this recorded webinar, and the team here at Kimbia will show you how. From everyday giving donation forms, to sustainer campaigns, peer-to-peer, corporate sponsors, and end-of-year fundraising, we’ve got you covered!
Numerous presenters at the Social Media Club of Hawaii shared their ideas on "what if" we connected the community, the businesses, and the tourism agencies suing social media to support and grow our visitors. I was the moderator and seeded the discussion with a few ideas of my own. Get links to the broadcast, the tweetstream, and the presenters here on my blog: http://www.barefeetstudios.com/2012/10/26/social-media-and-tourism-lets-talk-together/
2.0 Volunteers: Adapting & Communicating with the Latest Version of Volunteersbelugasocial
This document discusses how to effectively communicate with 2.0 volunteers through websites, social media, and blogging. It emphasizes having a strategy and creating engaging content that promotes connection. Non-profit websites should be easy to use and tailored for different audiences like donors, clients, editors, and volunteers. Social media should be strategically used to share success stories and engage followers through questions and shared content. Blogging can help communicate an organization's viewpoint when done regularly. Cross-promotion across channels is also recommended to raise awareness. Overall, the key is thoughtfully enhancing communication and giving volunteers ownership through various online and offline opportunities.
This document discusses online advertising and travel trends from a Yahoo presentation. It provides statistics on Yahoo's global audience reach, with over 630 million monthly unique visitors across 174 countries. The document then covers trends in online advertising and share-shift, including examples of tourism clients that have partnered with Yahoo for branding and direct response campaigns. Key examples highlighted include campaigns run by India, Malaysia, New Zealand, and Australian tourism boards.
Social Media Storytelling: 4 Key Steps to Engage SupportersKimbia, Inc
While there are more channels than ever before to reach your supporters, all of the “noise” makes it more difficult to really reach them. Science proves that storytelling stimulates emotions, a key to better learning, attention, memory and decision-making. In turn, these emotions inspire and mobilize people to donate, volunteer and participate in crowdfunding and other events, as well as share your story with their networks.
Social media stories enable both you and your supporters to freely and quickly share your cause across channels and continents, creating credibility and giving your organization more exposure. Like any other marketing and fundraising discipline, social media storytelling is both science and art. Using examples of successful social campaigns from Houston Grand Opera, Intrepid Fallen Heroes and, Rachel Lewis Biggs, Director of Digital Strategy, from Kimbia partner Social Factor, will teach you how to:
Select the best story based on 5 key principles
1. Script the most compelling story
2. Choose the most appropriate mediums/channels
3. Show you best-practice nonprofit storytelling examples
4. Measure your success
Online giving surged once again last year, far outpacing traditional fundraising growth. In particular, crowdfunding presents an exciting new frontier for nonprofits and causes of all sizes and shapes, especially those looking to engage millennials, who have been shown to connect more deeply with impact versus organizations. New research shows not just youth, but now all generations have positive opinions of peer-to-peer fundraising campaigns, and nonprofits have flocked to them since they represent a unique opportunity to raise funds, build awareness, and expand your donor database. Our seasoned presenter will share a step-by-step breakdown of how to cut through the clutter and ensure a great response to your next campaign.
In this webinar, FirstGiving and the Organization for Autism Research draw from 2 year's worth of fundraising data collected from the New York, Chicago, and Boston marathon to give you best practices and tips to maximize your marathon fundraising. Whether you're a nonprofit or an individual raising money, follow these tips for sound success.
Check out our slides on the benefits of mobile fundraising to learn how you can utilize technology to reach more donors, increase engagement, and raise more money!
Webinar: Social Media + P2P Fundraising: A Case Study w/ CASA of Travis CountyKimbia, Inc
Peer-to-peer fundraising by its definition is an inherently social way to fundraise for causes. We wanted to dig into the question: Does social engagement affect peer-to-peer fundraising results. The teams at Kimbia, LeadPup and CASA of Travis County teamed up to answer this question through analyzing data from CASA's superhero run data.
As #GivingTuesday launches its fourth year, it is quickly transitioning into a tradition that can’t be missed by the nonprofit community. Now is the time to put your plans in place. In this 3-part webinar series, from planning to new-donor stewardship, we want to give you the tools for success. First, we will walk you through why single-day crowdfunding events like this are so successful and discuss how you can easily weave this campaign into your organization’s plans. Reviewing crowdfunding strategies from years of experience, this webinar is packed full of proven practices and practical tips.
Miriam Kagan, Senior Fundraising Principal at Kimbia, will discuss:
- Who donates during these events
- How to pick the right #GivingTuesday model and incentive structure for your organization
- How to evaluate the readiness of your platform, processes and team for the big event
- Strategies to maximize campaign results
- How to incorporate this event effectively into your year-end strategy.
What is the difference between content curation and content creation and how can it impact your nonprofit's communication strategy? Learn ways to leverage social media to connect with longtime supporters in new ways and activate new supporters.
This document discusses why social media is important for businesses. It provides statistics on the large user bases of popular social media sites like Facebook, LinkedIn, and Twitter. The author argues that social media can increase brand awareness, enhance search engine optimization, build website traffic, and support larger marketing plans. While return on investment from social media is difficult to measure directly, it is an important marketing tactic for remaining competitive. The author advises businesses to develop social media plans tailored to their specific goals and target audiences.
This document discusses how technology is transforming charitable giving and philanthropy. It begins by outlining some key trends driving the growth of online giving such as increased internet and mobile access. It then provides facts and figures about online donors, showing they tend to be younger and are loyal repeat donors. The document discusses different models of online giving including direct donations to organization websites, giving platforms, and information hubs. It provides examples like GlobalGiving and DonorsChoose. The document concludes by offering 10 "e-fundraising mantras" with tips for online fundraising best practices like using stories, social media, measurement, and thanking donors.
The document discusses strategies for integrating online and offline fundraising efforts through a drip marketing campaign. It recommends using multiple communication channels like email, direct mail, telephone and website content to regularly engage with donors. A sample drip campaign outlines eight touchpoints over time, including qualifying donors, thanking existing donors, providing educational updates and inviting engagement with events. When combined, these tactics can expand an organization's donor database, increase email addresses, and ultimately result in higher donor participation and reduced costs.
How to Maximize Your #GivingTuesday Results: A Houston Grand Opera Case StudyKimbia, Inc
While online donations during #GivingTuesday have grown year-over-year, the culture and online presence of the day have sky rocketed. Last year, #GivingTuesday had 32.7 million Twitter impressions. To help maximize their inaugural giving day event results, Houston Grand Opera decided to host their event as part of #GivingTuesday. Piggybacking on an established event like #GivingTuesday enabled them to take advantage of the movement’s widespread visibility, promote a sense of urgency, spread awareness and lowered both the work load and cost of promotion. Attend this webinar to learn how Houston Grand Opera achieved giving day success during #GivingTuesday, and how you can too.
Miriam Kagan, Senior Fundraising Principal at Kimbia, and Emily Schreiber, Development Officer at Houston Grand Opera, will discuss:
1. What Houston Grand Opera learned from this first-time event
2. How they achieved 56% new donors and what they are doing to steward them
3. How they utilized relevant social media content that drove over 20% of site traffic
4. How they measured revenue from each channel and analyzed results to make changes in their second year
BONUS: Special guest Asha Curran, Director, Center for Innovation & Social Impact at 92Y, the creators of #GivingTuesday, will join us to share a brief history of the event and fascinating stats from this worldwide movement.
Social media marketing for the tourism industryMatt Granfield
An overview of social media marketing theories, practices and case studies for the tourism industry by respected Australian marketing writer Matt Granfield.
Social Media and Adult Day Programs, Denver, MS Alliance 2011Jarod Champeaux
This document discusses why adult day programs should invest in social media. It notes that social media is now how consumers interact with organizations and share feedback. It recommends using social media for reputation management by allowing quick responses to complaints. Specific platforms like Facebook, Twitter, and YouTube are highlighted with statistics on their user bases. The document advocates developing social media strategies with goals and measurements to identify the value of outcomes. It provides examples of how organizations can use social media for branding, interactions, and philanthropy through pages like Facebook Causes.
Social Media, Fundraising, End of Year and You Kimbia, Inc
6
Join Kimbia and nonprofit best-selling author and thought leader Darian Rodriguez Heyman, for Darian's tactical tips on how to use social media to fundraise for your cause
Role of Social Media in Tourism in the most easy Language possible in basic English.
Hope Everyone gets to know the content meaning and can understand the roles well.
Webinar: 10% is Not Enough – 11 Proven Practices for Online Fundraising Success Kimbia, Inc
How can you move past the 10% ceiling of online fundraising?
In this FREE webinar Miriam Kagan, senior fundraising principal at Kimbia, will cover the key drivers and best practices that can help your organization surge past 10%.
You’ll learn how to:
- Remove the friction that keeps donors from donating more online.
- Leverage the instant feedback available to improve all your fundraising initiatives.
- Incorporate single-day crowdfunding events into your annual fundraising calendar.
- Take advantage of the explosive growth in mobile fundraising.
And much more.
This document discusses social media and tourism 2.0. It defines social media as content and media created by communities on the read/write web. It outlines various social media services and tools like blogs, social networks, photo sharing, and microblogging. It provides examples of tourism 2.0 projects on social networks, user-generated reviews, and trip planning/sharing sites. It offers tips for getting started with social media for tourism organizations, including blogging, listing events, sharing photos/videos, using Google Maps, and maintaining a diverse online presence.
Watch this recorded webinar, and the team here at Kimbia will show you how. From everyday giving donation forms, to sustainer campaigns, peer-to-peer, corporate sponsors, and end-of-year fundraising, we’ve got you covered!
Numerous presenters at the Social Media Club of Hawaii shared their ideas on "what if" we connected the community, the businesses, and the tourism agencies suing social media to support and grow our visitors. I was the moderator and seeded the discussion with a few ideas of my own. Get links to the broadcast, the tweetstream, and the presenters here on my blog: http://www.barefeetstudios.com/2012/10/26/social-media-and-tourism-lets-talk-together/
2.0 Volunteers: Adapting & Communicating with the Latest Version of Volunteersbelugasocial
This document discusses how to effectively communicate with 2.0 volunteers through websites, social media, and blogging. It emphasizes having a strategy and creating engaging content that promotes connection. Non-profit websites should be easy to use and tailored for different audiences like donors, clients, editors, and volunteers. Social media should be strategically used to share success stories and engage followers through questions and shared content. Blogging can help communicate an organization's viewpoint when done regularly. Cross-promotion across channels is also recommended to raise awareness. Overall, the key is thoughtfully enhancing communication and giving volunteers ownership through various online and offline opportunities.
This document discusses online advertising and travel trends from a Yahoo presentation. It provides statistics on Yahoo's global audience reach, with over 630 million monthly unique visitors across 174 countries. The document then covers trends in online advertising and share-shift, including examples of tourism clients that have partnered with Yahoo for branding and direct response campaigns. Key examples highlighted include campaigns run by India, Malaysia, New Zealand, and Australian tourism boards.
Social Media Storytelling: 4 Key Steps to Engage SupportersKimbia, Inc
While there are more channels than ever before to reach your supporters, all of the “noise” makes it more difficult to really reach them. Science proves that storytelling stimulates emotions, a key to better learning, attention, memory and decision-making. In turn, these emotions inspire and mobilize people to donate, volunteer and participate in crowdfunding and other events, as well as share your story with their networks.
Social media stories enable both you and your supporters to freely and quickly share your cause across channels and continents, creating credibility and giving your organization more exposure. Like any other marketing and fundraising discipline, social media storytelling is both science and art. Using examples of successful social campaigns from Houston Grand Opera, Intrepid Fallen Heroes and, Rachel Lewis Biggs, Director of Digital Strategy, from Kimbia partner Social Factor, will teach you how to:
Select the best story based on 5 key principles
1. Script the most compelling story
2. Choose the most appropriate mediums/channels
3. Show you best-practice nonprofit storytelling examples
4. Measure your success
Online giving surged once again last year, far outpacing traditional fundraising growth. In particular, crowdfunding presents an exciting new frontier for nonprofits and causes of all sizes and shapes, especially those looking to engage millennials, who have been shown to connect more deeply with impact versus organizations. New research shows not just youth, but now all generations have positive opinions of peer-to-peer fundraising campaigns, and nonprofits have flocked to them since they represent a unique opportunity to raise funds, build awareness, and expand your donor database. Our seasoned presenter will share a step-by-step breakdown of how to cut through the clutter and ensure a great response to your next campaign.
In this webinar, FirstGiving and the Organization for Autism Research draw from 2 year's worth of fundraising data collected from the New York, Chicago, and Boston marathon to give you best practices and tips to maximize your marathon fundraising. Whether you're a nonprofit or an individual raising money, follow these tips for sound success.
Check out our slides on the benefits of mobile fundraising to learn how you can utilize technology to reach more donors, increase engagement, and raise more money!
Webinar: Social Media + P2P Fundraising: A Case Study w/ CASA of Travis CountyKimbia, Inc
Peer-to-peer fundraising by its definition is an inherently social way to fundraise for causes. We wanted to dig into the question: Does social engagement affect peer-to-peer fundraising results. The teams at Kimbia, LeadPup and CASA of Travis County teamed up to answer this question through analyzing data from CASA's superhero run data.
As #GivingTuesday launches its fourth year, it is quickly transitioning into a tradition that can’t be missed by the nonprofit community. Now is the time to put your plans in place. In this 3-part webinar series, from planning to new-donor stewardship, we want to give you the tools for success. First, we will walk you through why single-day crowdfunding events like this are so successful and discuss how you can easily weave this campaign into your organization’s plans. Reviewing crowdfunding strategies from years of experience, this webinar is packed full of proven practices and practical tips.
Miriam Kagan, Senior Fundraising Principal at Kimbia, will discuss:
- Who donates during these events
- How to pick the right #GivingTuesday model and incentive structure for your organization
- How to evaluate the readiness of your platform, processes and team for the big event
- Strategies to maximize campaign results
- How to incorporate this event effectively into your year-end strategy.
What is the difference between content curation and content creation and how can it impact your nonprofit's communication strategy? Learn ways to leverage social media to connect with longtime supporters in new ways and activate new supporters.
This document discusses why social media is important for businesses. It provides statistics on the large user bases of popular social media sites like Facebook, LinkedIn, and Twitter. The author argues that social media can increase brand awareness, enhance search engine optimization, build website traffic, and support larger marketing plans. While return on investment from social media is difficult to measure directly, it is an important marketing tactic for remaining competitive. The author advises businesses to develop social media plans tailored to their specific goals and target audiences.
This document discusses how technology is transforming charitable giving and philanthropy. It begins by outlining some key trends driving the growth of online giving such as increased internet and mobile access. It then provides facts and figures about online donors, showing they tend to be younger and are loyal repeat donors. The document discusses different models of online giving including direct donations to organization websites, giving platforms, and information hubs. It provides examples like GlobalGiving and DonorsChoose. The document concludes by offering 10 "e-fundraising mantras" with tips for online fundraising best practices like using stories, social media, measurement, and thanking donors.
The document discusses strategies for integrating online and offline fundraising efforts through a drip marketing campaign. It recommends using multiple communication channels like email, direct mail, telephone and website content to regularly engage with donors. A sample drip campaign outlines eight touchpoints over time, including qualifying donors, thanking existing donors, providing educational updates and inviting engagement with events. When combined, these tactics can expand an organization's donor database, increase email addresses, and ultimately result in higher donor participation and reduced costs.
Here’s one thing we know about marketing: if you have a plan, you are way more effective. And yet, very few nonprofits have a marketing plan in place. We must put an end to this, people! As a way to help our fellow do gooders create mission-driven marketing plans in record time, we created the ‘1, 2, 3 Marketing Tree’. It guides you through the process of figuring out your plan in 3 simple steps.
Tzedakah implies that giving is an act of justice, fairness, and righteousness, rather than charity which suggests the wealthy magnanimously giving to the poor. Several religions, including Buddhism, Christianity, Hinduism, and Islam, teach that we are all connected and emphasize the importance of giving generously to those in need. Giving arises from human nature and allowing the spirit of giving to flow through one's being is blessed.
Participatory philanthropy leverages the wisdom of crowds to improve and democratize giving. Rather than a single philanthropist or foundation deciding how money is donated, participatory philanthropy involves crowdsourcing ideas from the public and allowing public voting to determine which projects and ideas receive funding. This distributes decision making more widely and can potentially lead to innovative solutions that address the priorities of communities.
Future of high impact philanthropy initial perspective 2017Future Agenda
We are very pleased to announce a new topic focus for some events and wider discussions during the first half of 2017. Building on to some of the insights gained from previous events, including on the future of wealth and the future of doing good, This new initial perspective explores potential future shifts in the field of High Impact Philanthropy. It is authored by Prof. Cathy Pharoah of Cass Business School London. It highlights some of the issues being raised as the worlds of impact investing and philanthropy increasingly overlap as more organisations and investors seek to help create lasting change. Many are now asking about how donor expectations will evolve, how giving will scale, how best to create and measure impact and where new models within philanthropy will emerge.
To address these and other questions, we are running a series of events over the next few months in London, Mumbai, Singapore, New York and Dubai that will explore the emerging shifts, understand new global and regional priorities and highlight what leaders in the fields of philanthropy and impact investing feel will define success. As with all Future Agenda projects, we will build on THIS initial perspective by bringing together a rich mix of expertise to challenge assumptions, share insights and co-create an enriched, informed future view for all.
If you would like to get involved as participants or hosts, do let us know and we can share more details. Equally if you have any feedback on the initial perspective or other comments do let us know by email, twitter or linked in and we will make sure these are shared and included in to the mix.
At a time where much is being asked of philanthropy and its ability to successfully direct much-needed investment into key areas of challenge and opportunity, we very much look forward to hosting this important debate and sharing insights.
GuideStar Webinar (09/26/13) - Brandraising: How Nonprofits Raise Visibility ...GuideStar
This document discusses the concept of "brandraising" and how to effectively communicate an organization's brand and messaging. It recommends defining the brand's positioning, personality, visual identity, and key messages in a style guide. User research is advised to understand audiences and communicate on their terms. A case study describes how a peace institute strengthened its brand by aligning all materials with its mission through consistent branding. The document concludes by promoting upcoming brandraising training sessions.
The document provides information about Big Brothers Big Sisters, a non-profit organization that provides mentoring for children facing adversity. It discusses the organization's mission to provide professionally supported 1-to-1 mentoring relationships, their target markets which include young professionals, empty nesters, and college students, and their branding focused on starting something big for children. It outlines marketing challenges of connecting children to volunteers while maintaining safety, a need for more male mentors, and getting people to take action. The annual marketing plan and keeping a consistent message are also summarized.
"Philanthropy and a better society" brings together leading CGAP academic experts to discuss the opportunities and challenges for philanthropy under the Big Society umbrella.
It also states that corporate giving is guided by the values of a company’s board and does not necessarily reflect the needs of the local area.
The authors argue that the sector needs to focus on entrepreneurial philanthropy. Charitable start-ups answer specific needs within a community and, as such, have the capacity to grow and develop into strong resources which will help to moderate the individualism that characterises much of today’s charitable giving.
The document discusses the "deal a day" business model, where a single product is offered at a discounted price for 24 hours. If a minimum number of customers sign up, the deal is available to all. This reduces risk for retailers. Variations include longer time periods and progressively decreasing prices. Revenue comes from the number and size of deals, number of geographic areas, and categories. Customers benefit from deep discounts and access to new products. The model works best for businesses with high fixed or customer acquisition costs that rely on repeat customers. Merchants typically retain 50% of revenue after credit card fees and see 80% redemption rates.
Case Study: Strategy / Strategic Plan for Charity / Non-ProfitChief Innovation
This strategic plan document outlines a strategic planning process for a regional non-profit organization. It includes an analysis of the organization's internal and external environments, identifies key strategic directions and decisions, and provides a framework for the non-profit to develop metrics and an implementation plan. The consulting firm developed an initial strategic plan document to guide the non-profit's board and staff in further fleshing out and executing the strategy.
It's a crowded marketplace & there's a lot of noise! It makes it really hard for the more than 1.5 million nonprofits in the US alone to be heard. It makes it even harder to complete for scarce philanthropic resources and public attention. The answer? - Strategic Marketing.
This document outlines the anatomy and components of a typical nonprofit marketing plan. It includes sections for an executive summary, organizational background, situation analysis of external and internal environments, stakeholder profiles, SWOT analysis, marketing goals and objectives, strategic marketing focus on services, location and promotion, financial information, and appendices. The plan provides guidance on developing each section to effectively communicate the nonprofit's mission, services, target audiences, and strategies to engage new supporters.
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Social Media Club Great Lakes Bay presents:
Content: Social Ammunition
by Quicken Loans.
Where: Best Western Birch Run
When: Friday, December 6th, 2013 at 10:00 a.m.
Join Sean T. Johnston from Michigan based Quicken Loans as he speaks on Content: Social Ammunition.
Premier Sponsor: United Financial Credit Union
December Sponsors: Tim Hortons & Best Western of Birch Run
Giveaway by: Premium Outlets Birch Run
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This event will take place at the large conference room at Best Western of Birch Run off I-75 in Birch Run.
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These are slides from a master class I taught at the 2013 NC Philanthropy Conference. The introductory slides are very much social media 101. Later in the presentation we deal with integrating social and digital media into fundraising campaigns. http://www.jenningsco.com
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1. BASICS: Nonprofit
Marketing & Communications -
e-Philanthropy
Friday, November 6, 2015
Phil DiMartino
Associate Director, New Media Fundraising for Annual Giving | Boston University
2. What We’ll Cover
• Marketing & Communications Overview
• Integrated Campaign Example – BU Giving Day
• Diving In
– Web Presence, Online Giving, and Mobile
– Email
– Leveraging Social Media
– The Role of Video
• Summary/Wrap
3. Overview
• Print
– Signage, Banners, Posters, etc.
– Direct Mail
– Brochures, One-Sheets, Hand-Outs
• Email
• Events
• Web Presence
– Giving Forms, Websites
• Social Media
• Video
• Internal Communications
4. • Who is your audience?
– Donors & prospective donors
– Public & private funders
– Media
– Public policy interests
– General public
Overview
6. • Building Out a Marketing Plan
– Benchmarking and Concept Development
– Building a Timeline
– Internal Buy-In
– Brand Development
– Creation of Marketing Materials
– Posting/Sending Schedule
– Execution of Campaign
– Tracking, Reporting, Adjustments
Overview
11. Giving Day 2015 - Postcard
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may have to delete the image and then insert it again.
20. Principle #3 – All Channels Activated*
Mail Email Social Phone
In-
Person
Alumni
Parents
Students
Faculty/Staff
Audience-specific channel planning:
26. Diving In – Online Giving & Mobile
bit.ly/MarComPreso04
27. Diving In – Online Giving & Mobile
bit.ly/MarComPreso01
28. Diving In – Online Giving & Mobile
bit.ly/MarComPreso01
29. Diving In – Online Giving & Mobile
Source: Care2 Research
bit.ly/MarComPreso02
30. Diving In – Online Giving & Mobile
https://www.google.com/webmasters/tools/mobile-friendly/
bit.ly/MarComPreso03
31. • Your Web Presence Should Be:
– Mobile Responsive
– Easy to Navigate
– Visually Appealing
– Full of current/relevant content
Diving In – Online Giving & Mobile
32. • Metrics You Should Be Considering:
– Unique Visitors
– Bounce Rate (Global Avg. = 40.5%)
– Referrals
– Average time on page
Diving In – Online Giving & Mobile
33. • Your Online Giving Forms:
– Easy to find/use (fields, pages, time)
– Conversion rates
– Designations (dropdown, write-in, split)
– Recurring gifts
– Preselected amounts
Diving In – Online Giving & Mobile
34. • What Should You Be Thinking About?
– Frequency
– Timing
– Content
– Subject Lines
– Sender
– Calls to Action
– Segmentation
Diving In – Email
35. Diving In – Email (examples)
6 Reasons To Make Your
Gift Today
36. Diving In – Email (examples)
This Time Last Year…
37. Diving In – Email (examples)
Will You Be The BU Boss?
38. • Where Did You Go?
– Addresses
– Employment
– Social Mining
Diving In – Email (examples)
39. • Social Media
– What channels are your constituents on?
– What channels are you on?
– What channels should you be on?
– What content should you produce for social?
– How can you make your audience see it?
Diving In – Social Media
40. • Facebook
– 1.55 Billion Monthly Users
– 72% of online Adults visit Facebook at least 1x/month
– 1.01 Billion Daily Users
– 91% of 15-34 year olds use Facebook
Diving In – Social Media
43. Diving In – Social Media
Organic vs. Paid Reach on Facebook
3 Years Ago
If You Build It, They
Will See It
Today
If You Pay Me,
They Will See It
Man, I’m
Smart
46. How To Combat The Reachpocalypse
Pay The
Zuck
Diving In – Social Media
47. How To Combat The Reachpocalypse
Diving In – Social Media
48. What Are You Looking For?
• Donors and Dollars
• Posts and Ads
• Cultivation
• Building a Culture of Philanthropy
• Preparing Constituents for Asks
• Engagement
• Comments, Likes, Shares
• Good Feeling
Diving In – Social Media
49. What Kind Of
Content Works?
• Visually Appealing
• Student-Focused
• Impact-Based or
Newsworthy
• Interactive
• Nostalgic
Reach: 35,000
Reach: 64,000
1,100 Comments!
Reach: 14,000
Diving In – Social Media
51. • Activating Ambassadors
• Gamifcation
• Incentivization
Getting Your Content Out in Other Ways
Diving In – Social Media
52. • Twitter
• Working with Ambassadors
• Time-Bound
• Instagram
• Stewardship
• Cultivation
• YouTube
• LinkedIn
• Professional Resources
• Snapchat
• Behind The Scenes
• Young Constituents
Where Else Should You Be Besides Facebook?
Diving In – Social Media
53. Young users are using snapchat more than other platforms
Snapchat knows young users are a potential goldmine
Why You Can’t Ignore Snapchat
Snapchat is working with brands as a news platform
Diving In – Social Media
54. Video is a multi-channel tool
Diving In – Video
Email
Facebook
Twitter
Instagram
55. Video as a Tool To Refresh Tired Messages
Diving In – Video
56. Diving In – Video
Video as a Way to Say Thank You
57. • Defining Audience, Building Campaign
• Keys to a campaign
– Concentrated Effort
– Coordinated Messaging
– All Channels Activated*
– Track & Adjust
• Web Impression is First Impression
• Send Better Emails!
• Your People Are On Social – Are You?
• Tell Stories and Leverage Video
• Track Everything, Adjust, Do It Again
Wrap Up
58. • Questions?
• Thank you!
Wrap Up
Phil DiMartino
Boston University
phildi@bu.edu
617-358-6466
@PhilDiMartino on Twitter
Introduction
Go around room – where are people from, types of institutions
Explanation of presentation
Alright so today we’re going to be talking through Marketing & Communications strategies for non-profits, with a focus on digital. We’ll start by running through a high-level overview of the types of things that are included in an a marketing strategy. Then I’m going to walk through an example of an integrated marketing campaign that we did at BU a few years in a row as a means of explaining how to plan for and make all of the different elements of a marketing campaign work together. Then we’re going to spend some time walking through some specifics about web presences, email, social, and video, and then we’ll wrap it up.
Print – this includes everything that is going up physically like signs, banners, posters and anything else that you’re physically printing and putting somewhere. This also includes direct mail, which for us in higher ed at least, is still a critical source of revenue and contact method
Email – we’ll dive in more specifically to email in a bit, but this should be an obvious part of your marketing & communications strategy
Events – depending on what you’re raising money for, tying in physical events can be a huge help
Social Media – we’ll dive in a bit more on this later as well, but this is another no cost to low cost way to get your messages out. And as we’ll talk about in a bit a little bit of spending can go a long way toward reraching your audience on social.
I have video here as its own bullet point partially because for me it’s a primary focus – I shoot and edit video for us at BU, so it’s a major part of my role. But in addition to the fact that you can use video across all of your channels, it really is its own channel - YouTube has over a billion users — almost one-third of all people on the Internet — and every day people watch hundreds of millions of hours on YouTube and generate billions of views.
And finally, throughout all of this you need to be thinking about how you’re communicating your plan internally. This is easier at some institutions than others. At a huge place like BU, this is critical to make sure anything gets done.
For BU this answer is a lot simpler than it probably is for a lot of people not in higher ed. Our audience is alumni, students, parents, factulty & staff, fans of our athletics programs, people interested in our research, etc. When you’re creating marketing materials you need to consider all of the potential people that will be seeing and responding to your campaigns.
I actually borrowed this slide and the previous slide from another presenter who has done a version of this conversation before. This all might seem simple, but there are some key things to keep in mind when you’re developing your marketing & communications strategy.
I think sometimes people can hear things like integrated marketing plan and get overwhelmed, but the key is to really keep all of this simple. Come up with an idea, see how other places have done it well, and develop a high-level plan for why your organization should do it. Build out a project plan or timeline for how this is going to happen – try to consider all of the things that are going to go wrong, consider the time things are going to take, consider everything, but don’t overthink it. Get some potential dates down on paper and come up with a target timeline for your campaign. Bring your plan with goals and the basic who what when where why to get buy in from supervisors and across departments. Develop the brand – core concepts, messaging, taglines, imagery – what are you trying to say with this campaign? Create your marketing materials – hopefully you have resources to help with this, or you have some skills to do this yourself. Develop a calendar of when everything is going to happen, when, and on what channels. Do it! Then, probably most importantly, do some serious data analysis on the performance across channels to figure out how you can do it better next time.
Demonstrate four key principles that we can apply to annual giving / fundraising
(intro 4)
So how does this play out in our real worlds of fundraising?
BU use case
2nd Giving Day in April of this year – 24 hour online fundraising event – alumni, students, faculty/staff, friends, and parents
Huge day for us and we put all of these principles and best practices to work to achieve these results
1st Principle – Concentrated Effort
A lot of the things we do we think about in terms of years – calendar years, fiscal years, etc. When things are spread out over the course of the year, it’s easy for your message to flatline – a constant dull buzz that’s easy to ignore
Like tax season, we wanted to create momentum and excitement -leading up to one day
We’re all familiar with building deadlines – CYE, FYE, etc.
This concept = making new deadlines that work for you
Participation key for BU – early April = students, weather, time to plan
Realistic runway – VIP phase -> public announcement -> building buzz -> day-of
Map calendar to our channels (VIP phone, public mail and email, buzz social, day of all + in person)
Understand when to communicate, and how, gives framework
Not all perfect! Public launch email just days after tuition increase. Plan, adjust
Once have calendar of when, how do you determine the what?
With integrated marketing, you’re planning for multichannel. Not one approach fits all
Build core messaging framework that can scale up or down – write an article or a tweet
Us – postcard
Core message, public facing – but have to think about all your audiences
External vs. internal (know sausage making, add levels of detail), alumni vs. students vs. parents – how tweaked
Core messaging framework, with overlays for audiences / emphasize different parts
Know when, what, next comes refinement of the how
We talked about channels in overall timing, but here’s where you get into the detail and refine
We didn’t do a chart like this, but we did think about constituencies and how to best reach them
[Walk through parents, vs. students vs. RG – p2p element]
Integrated marketing is about scaling your message across the right channels at the right time for your audience
Considerations – past performance, resource availability ($ or time to execute or people)
Have the plan, you move into execution. How do you know if it worked?
We talked about channels in overall timing, but here’s where you get into the detail and refine
We didn’t do a chart like this, but we did think about constituencies and how to best reach them
[Walk through parents, vs. students vs. RG – p2p element]
Integrated marketing is about scaling your message across the right channels at the right time for your audience
Considerations – past performance, resource availability ($ or time to execute or people)
Have the plan, you move into execution. How do you know if it worked?
Notes: Overall, FY15 had 2,064 (41%) more individual donors, 2,547 more gifts (45%) but just over $71K less revenue (-6%). However, it is important to note that the largest gift for FY15 was $100K while FY14 had 45% of revenue from two $250K gifts (for the matching challenge).
Notes: FY15 Giving Day had 47% donors who were new or reactivated (+57% new, +27% reactivated). As for LYBUNTS, FY15 increased by 41% over FY14 for LYBUNT donors who renewed on Giving Day, with 34% of LYBUNTS being retained alumni. However, FY15 LYBUNT revenue was decreased by 60%. Finally, FY15 second gifts was down by 186 individual donors over FY14, with a 42% increase in second gift revenue.
Notes: FY15 Giving Day had a significant increase in all populations, with each individual being counted only once in the following segmentation flow: Alumni, Student, Parent, Faculty/Staff, then Friend. Friends (non-BU affiliated persons) who gave had a large donor increase but also a significant revenue decrease, meaning more revenue came from BU-affiliated individuals.
We learn a ton from tracking, which leads us to adjust going into our third year - 19% of all Giving Day donors were retained from FY14 – others gave throughout the year, but only 19% of the 3,100 donors that gave on Giving Day 2014 came back to give on Giving Day 2015. Why? Well, mainly because we didn’t use this as a second ask strategy, and secondly because our focus was so heavy on new/reactivated.
Just one month later, launched loyalty society for donors who give in 2+ consecutive years
Timing, clear/consistent message, all channels, paid close attention to performance
Welcomed 54 parent donors into society, added 85 more with appeal – more than doubling membership (parents with no other affiliation – not alumni).
Planning society took a long time, more traditional fundraising marketing campaign where launch with mail, follow up with email/social/phone
Integrated approach gave us more attention at that time and paid off
Let’s get into some specifics, starting with Online Giving and Mobile. Your web presence is potentially the most important part of your Marketing & Communications strategy in 2015. Everything you do across all of your channels is eventually going to lead people back to your site, either to make a donation, learn more about your cause, or get in touch with you.
This chart tracks internet usage on mobile vs. desktops and laptops vs. other connected devices – as of this June, mobile accounted for 51% of internet usage amount U.S. adults, up from 12% in 2008. The majority of web traffic is now coming from mobile devices as opposed to computers.
Let’s get into some specifics, starting with Online Giving and Mobile. Your web presence is potentially the most important part of your Marketing & Communications strategy in 2015. Everything you do across all of your channels is eventually going to lead people back to your site, either to make a donation, learn more about your cause, or get in touch with you.
I think it’s probably fairly obvious that you need a website, so I want to focus a bit specifically on how users are accessing your website. This study from Pew Research shows us that 64% of U.S. Adults have a smartphone, up from 35% in 2011. 10% of U.S. Adults have a smartphone and no other way to access the internet from their house. That means that 10% of the population is essentially accessing the internet exclusively from a mobile device. So your website needs to be ready to be viewed as such.
This part of of the same study shows how different age groups are using their smartphones. The second block there shows internet use for smartphone users, and it breaks down like this – 97% of 18-29 year olds use their phone to access the internet, 90% of 30-49 year olds use it for internet access, and even in the 50+ crowd, 80% of smartphone users are using their phone to go online.
The best bet is for your web presence to be built using responsive design. This means that your site automatically adjusts to fit thte size of the screen that its being viewed on. Some numbers here from one study looking into this – Conversion rates were 34% higher on responsive sites.
On top of conversion rate, usability, keeping your fans and users sane, having a mobile-optimized website makes a huge difference in how your website ranks in Google. Google gives higher scores to sites that are mobile ready, meaning they’re more likely to show up for users that are looking for you. If you don’t know if your site is mobile friendly, google actually provides a tool where you can type in your URL and it will analyze it to see whether or not it’s optimized for mobile.
We just touched on responsive design
Additionally, your website should be intutitive. Is it easy for a user to figure out how to find what they’re looking for? Show your organizations website and giving form to someone that doesn’t see it every day, and get their feedback on it.
Does your website look nice? Are there photos of people on it? Is there consistent branding across the board?
And finally does your site have current and relevant content for your users to engage with?
-If your site isn’t set up with Google Analytics, get your site set up with Google Analytics. Not tracking the stats to your website means you have no idea how well it’s going. Just like anything else – print, social, email – you need to know how your website is performing.
-Uniques
-Bounce Rate – this is defined as the total number of visits viewing only one page divided by the total entries to a page. Essentially this measures the percentage of people who come to your site, only visit one page, and then leave your site. The average for all websites is just over 40%, higher depending on the industry and type of page, so if yours is significantly higher than that, try to figure out why – are people not expecting to find what they see when they land on your site? (Ours is 48% in 2015 so far)
-Referrals – how are people getting to your site?
Average time on page – how long are people staying on a specific page?
-Our conversion rate in FY14 was 37%
-How much email should you be sending? There’s not a simple answer like 10 times a month, but there is plenty of data around this. There’s a lot of data from companies like MailChimp that shows that the more frequently you send emails, the more your click through rate is going to go down. You want to stay top of mind, but you don’t want to flood people’s inboxes. Once a week to A few times per week is a good rule for where to start. In general for frequency, I think you need to be actively tracking how your emails are performing. The average non-profit has about a 25% open rate and a 2.9% click through rate. If you send more and your numbers go down, cut back. If you increase your volume and your numbers stay high, feel free to continue.
-Timing is also largely dependent on your audience. In general, weekdays are significantly better than weekends, but at BU we’ve actually had some success sending Sunday emails, probably because so few people are sending them out. In terms of time of day, the peak time is generally around 10 AM Eastern. Once again, this is all dependent on your own audience, so try different send days and times and track your results.
-Content of your emails is just as important as any of these other elements. Most of the studies I’ve seen say that the #1 reason people unsubscribe is that they get too many emails – but right behind that is that your emails are irrelevant to the people getting them. Make sure you’re delivering things your audience actually wants to see
-Subject lines are hugely important to your open rates – MailChimp has a ton of great data on this, and you should read their studies, but as a general rule, don’t write subject lines that sound like ads. Write subject lines that clearly and simply explain what’s in your email.
-Sender
-Calls to action – make it clear what you want your users to do – one call to action only – it can be linked multiple times, but give them one CTA!
-Segmentation – once again, please read mailchimp’s research, but the rule is simple – segmented campaigns perform better than non-segmented campaigns.
How is your non-profit positioned on social media?
Probably the first step for social media in annual giving is deciding how you want to present your content to your audience. There are a few different approaches to this. The one that we take at BU, and the one that I would personally recommend is by integrating with your alumni association presence if possible. They most likely already have a robust audience, and you can piggyback on the work they’ve done with engaging alums. Work in philanthropy-based content about the impact of giving, and get the audience accustomed to hearing about the difference donations make to your institution. In this approach, you don’t have to build an audience, and your content can be worked in naturally.
The other approach is creating a presence specifically for your annual giving operation. Some institutions have definitely had success with this, and it is an option if you can’t integrate with your alumni association. There’s more up-front legwork involved, and it’s difficult to keep up a consistent flow of content solely about the annual fund. Since consistency is so important in social media, I’d go with the first option.
Three years, the formula on facebook was simple – all you had to do was build a brand page and get a lot of your people to opt-in and like it. Then, you’d create content, post it to your page, and your fans would see it.
Since then, Zuckerberg’s master plan has become clear. Facebook spent 7 years getting the entire world to sign up for facebook, then spent the next 5 getting every brand in the world to use the platform as an easy, free, direct way to communicate directly with their fans. Once everyone opted in, and social marketing became the norm for every single brand in the world, Facebook changed the rules. Now, in order to get your fans to see your content, it’s not as simple as posting – you also have to pay.
Here’s a chart from a great site called convince and convert showing the direct contrast between the average organic page reach for a facebook brand page, and the facebook stock price. As you can see, as the average organic, or unpaid reach declined, the facebook stock price went up. As brands have to pay to play, facebook is worth more.
Here’s an example of the facebook reachpocalypse in action. In the last world cup, Uruguyan striker Luis Suarez bit Italian defender Giorgio Chiellini during a match. The world, and the internet, went crazy. Of course, this included plenty of brands trying to get a piece of the real-time marketing pie. One of these brands was snickers, who took to facebook and twitter to share a clever little post, without any advertising dollars behind it – “Snickers: More Satisfying than Italian”. Rhys Hillman of BBDO, the advertising agency that represents Snickers, tweeted about their results on each channel, and revealed that while their facebook post netted an engagement of just 4,000, their tweet got them engagement on 50,000 people from a base a fraction of the size. He declared organic reach on facebook to be dead.
The good news is that there are ways to combat the reachpocalypse and still get your annual giving content out in front of the world. The easiest way to do this, of course, is to pay the zuck. Test out using facebooks advertising feature. Your audience is on Facebook, and it most likely skews much older and more lucrative than you think it does. Facebook is not a tool just for recent grads – it’s also for the parents of recent grads to keep tabs on their kids and make sure they’re safe in a blizzard. The point is, lots of people are on facebook, and for a small amount of money you can reach them.
Start with campaigns for $25, and treat it just like regular content. Facebook asks what your goals are, and you can set up a campaign to drive clicks back to a website, like a donation form. We set up campaigns directed to forms with unique appeal codes so we can track the results clearly.
When you run a facebook campaign, you don’t have to leave the people it reaches up to chance or some algorithm. You can upload a list of email addresses as an audience on facebook, and it will be matched up with those profiles on facebook. Your ad will only be served to these people. Take a list you’re using for an email campaign, and re-purpose the content to build out an ad and serve it to the same audience.
When you’re considering your content for social media, paid or not, you’ll need to consider all of your goals.
First and foremost, fundraising professionals wants donors and dollars. Social can help you get there. While hard, explicit asks generally don’t work well on social, at least for us, they can be effective in certain circumstances. When there’s a deadline involved – like in the case of a giving day, or a specific cause – like in the case of crowdfunding, posts including direct asks can work. Additionally, ads can be extremely effective for direct asks on social. You get it in front of a specific audience, and if the conversation gets out of control, you can always simply stop running an ad.
Cultivation is another important part of a non-profit team’s goal on social. For us, it’s all about building a culture of philanthropy. We want to get as much content as possible in front of our constituents about the impact of giving – we share donor stories, videos about students on scholarship, the effect that donations have on programs. All of this is designed to show people all of the good from donations, and to prepare constituents for asks – when they get the phone call or email asking for money, we want them to be thinking about all of the reasons to give they’ve been hearing about.
General engagement is hugely important as well. A lot of this is about putting a pleasant face on the giving operation. You want the perception of your school to be positive with your alumni. Have them engage with you about the positive impact of giving and create good feelings about it.
Quickly I just want to share some examples of content that we’ve had success with on our channels. Not all of these are tied to giving, but you can find tie-ins in more places than you might expect.
Visual – campus beauty shots
Student focused – donor roster
Impact or newsworthy – oscars
Interactive – favorite professor
Nostalgic - TBT
An important component of spreading the word beyond paying for ads and just creating good content is your alumni. Part of your social strategy should include your volunteers. Having your message come from alumni to other alumni can be way more effective than from your institutional pages. People want to hear from their friends, so you need to give your alumni the tools and the content to share your message out to the world.
A platform that we recently signed up for is called socialtoaster. You can see an example of what we have set up with them – it’s all about gamifying the experience for your constituents, and giving them incentives to perform certain actions. You can provide prizes, manage lists, and track progress.
We talked a lot about facebook, but what other channels should your annual giving team be on?
Twitter is a given – this is great for working with ambassadors, creating conversations, and discussing time-bound campaigns.
Instagram is a fantastic way to share images about the impact of giving, and to build a more personal relationship with your followers. Instagram isn’t quite as flooded with brands yet, so if you do a good job with your content you can still break through.
We talked about video – house your videos on youtube, and they’ll be versatile to share out everywhere else
LinkedIn – this is a good way to provide value to your alums through professional resources
Snapchat – Don’t underestimate snapchat as a potential tool. It’s a great way to make people feel like insiders and give a behind the scenes look at your campus, specifically with students.
-You might not think of snapchat as a relevant tool in your marketing arsenal, but even if you’re not using it today, you can’t completely ignore it.
-For one thing, college students are using it much more than they are the channels that you’re focusing more of your energies on.
-Secondly, snapchat is already focsuing specifically on college students. Back in october, they launched a pilot feature called our campus story in which people who were location-tagged on campus could share their snaps with a public story. This is only going to happen more, and you want to have a chance to be part of the conversation.
-Finally, just this week, snapchat took a huge step toward becoming a content distribution channel when they launched discover – they’re working with brands like CNN, ESPN, and the food network to deliver news in a different way.
-Snapchat wants brands on board, and they’re working to find ways to make snapchat relevant for you. Try it out with a class gift program if you don’t want to deploy it on a large scale just yet.
Producing video can be like your swiss army knife in your fundraising efforts, and you should think about the different goals you have when you re-purpose video across different channels. One video can be used to do different things in all of your different marketing channels. One video can be used to drive engagement through comments on facebook, drive dollars/donors through email, drive website clicks through facebook, build up a content library and a consistent message through instagram, etc.
In terms of producing video, there are different costs and different levels of productions. At BU, we’ve made a concentrated effort to bring video production in-house. I have video production experience, and with relatively small up-front investments we’ve been able to buy a modest kit of production gear and editing software – this allows us to produce the content we want at a level we’re comfortable with. But you can use your cell phone and even more inexpensive software to get this done with less staff time and less experience – imovie, pinnacle, etc. - and of course you can hire production companies to take it to the next level.
Every year we send out a donor roster at BU. This year, we produced a short video to go in our emails announcing the donor roster. Our campaign site saw the most unique visitors in one day that it’s ever gotten.
On top of that, although we didn’t include an explicit ask, the video generated over $12,000 in revenue from about 50 unique donors. All told, it cost us under $500 to produce the video.
The point here is that video can be used as a way to transform things your constituents are used to seeing and tuning out into something new and exciting. Donor rosters, stewardship pieces, everyday asks - anything