This document discusses using social media, such as Facebook, Twitter, LinkedIn and Instagram, to connect with potential donors and support planned giving. It provides information on who uses different social platforms and tips for using hashtags, posting regularly, and engaging with others on each channel. The focus is on how nonprofits can develop a social media strategy to foster online relationships that may lead to increased planned giving over time.

1. Social Technology
and Planned Giving

5. Opportunity to Connect

6. Social Network Use by Adults
Use
74%
Do Not
Use
26%
0
10
20
30
40
50
60
70
80
90
100
18-29 30-49 50-64 65+
% on Social Networks

7. Where is Everyone?
0
10
20
30
40
50
60
70
80
90
100
Facebook Twitter Linkedin Instagram Pinterest

8. Where Should You
Focus Effort?

9. Personality of Social Networks
Who You Know
• Facebook
Who You Want to Know
• Twitter
• LinkedIn
Stunning Visuals
• Instagram
• Pinterest

10. Connecting on Twitter

11. Definitions
Display name
Username or
Twitter Handle
Not Unique, can
be anything you
want
Unique,
identifies your
specific account

12. Term Definition
Tweet Update on Twitter that is 140 characters or less
Follow Subscribe to someone’s tweets so their updates show in
your timeline.
Mention When a user wants to tag you in a tweet they use @ and
your user name anywhere in the tweet. All their followers
will see the tweet and your user name.
Reply When a user wants to reply directly to you, they use @
and your user name at the beginning of the tweet. Only
people who follow both of you will see the tweet.
Direct Message (DM) Private message to another Twitter user. You can only DM
people who follow you.
Trending Most popular hashtags and keywords of the moment
Hashtag (#) Word or phrase used to give context or group your tweet.
Retweet (RT) Reposting someone else’s tweet to your followers

13. Hashtags – What are they?
Grouping
• #BringBackOurGirls
• #SMEM
• #LAQuake
• #ThrowbackThursday
Chats
• #commbuild
• #blogchat
• #SMEMChat
• #OUAT
Context
• #ThatsTheJoke
• #wow
• #idek
Word or phrase used to give context or group your tweet.

14. More on Hashtags
This is a #hashtag It goes from the # to the
next space.
Hashtags are most often used at the end of
the tweet #Twitter101
#Twitter101 = #twitter101 but not #Twitter 101

15. Timeline
Trending
Compose
Tabs Search
Settings
Menu

16. Anatomy of a Timeline Tweet
Send a public reply to
the author of this
Tweet Send this
Tweet to your
Followers
Say that you like this
Tweet
Display Name
@TwitterHandle

17. You can upload a photo or
include a location in your tweet.

18. Type #Twitter101
into the search box
OR click on the
hashtag in a tweet
Top Tweets shows only the
most popular Tweets from a
hashtag. Click “All” to see all
the tweets.

19. Under the Notifications tab,
you can see where people
can interacted with you on
Twitter. This includes when
people have retweeted,
favorited or replied to you.

20. To follow someone,
click on their name or
profile image. A box
will pop up. Click the
follow button to
follow them!

21. Daily Tweets
• Articles that you like (tag the author!)
• Thoughts on something you heard on the
radio (tag their account!)
• Interesting things you are learning
• New recipe that you’ve tried
• Thoughts on a restaurant
• Quotes that inspire
• Responses to other people’s tweets

22. Who To Follow
• People who Tweet about your interests
• Others in planned giving
• Major planned giving publications to keep
up to date on information
• Local news stations
• Your favorite sports team

23. Get Involved
• Tweet regularly
• Get involved in conversations
• Ask questions to specific people
• Follow others
• Use hashtags
• Join in popular conversation
• Find Twitter chats to take part in

24. Give Compliments

25. Connecting on
LinkedIn

26. Why is LinkedIn Important?
• Highly optimized for
personal online search
results
• Donors & prospects are
most likely to look there
first for info on who they
are meeting with
• Good way to find common
ground with someone you
are meeting with or trying
to connect with

27. Finding Prospects on LinkedIn

29. LinkedIn is among the highly search
optimized sites online, so it will
come up very high when someone
Googles you. Search results will
show name, location & headline.

30. Similarly, if you’re search in
LinkedIn, results will show name,
headline, location and industry.

31. Getting Started on LinkedIn

32. To edit your profile, when logged in hover your
mouse over the headline, then click then
pencil icon that pops up.

33. The most important element on the page is
your headline. Because it shows up in search
results without having to click into your profile,
it’s what will help people identify you.

34. When creating your profile, always display full name.
Use a descriptive headline. (Using your current title is
ok too, as long as it is clear what you do.)
PS: When you create your profile, use your personal
email address. Your profile should carry over from job
to job & you don’t want to get locked out of your
account if your email changes because you changed
positions. You should then add your work email as a
secondary email.

35. Click on the camera icon to change your profile
photo. You don’t have to have a professional
headshot, but this is a professional network.
Choose a straightforward photo—no group shots,
avatars or shots including pets or babies, please.
PS: You should ALWAYS upload a photo. People
looking to connect want to put a face to the name.

36. Custom URL helps your personal
SEO (Search Engine
Optimization) & makes it easier
for people to find you on LI. Use
your real name! Do not use a
username or online handle.

37. The Contact card shows other ways
to contact you or find you online. It is
completely customizable so you can
show as much or as little detail as
you want to whoever you want.

38. Your Summary should be a brief
explanation of your professional
experience & interests. Use
keywords to make this SEO-
friendly.
TIP: List your specialties as bullet
points to make your summary
easily scannable.

39. Use up/down arrows to move
sections around to arrange your
profile the way you want it to look.
As with all webpages, your most
important information should be
toward the top. I recommend listing
Summary before Experience.

40. You can list as much of your experience as you
want. Some people use it as an expanded
resume. The benefit to listing more is you
never know what you might have in common
with someone you’re trying to connect with.
When listing positions, try to connect with
your employers LinkedIn Page! This makes you
easier to find.

41. Other Sections
• Projects
• Skills & Endorsements
• Education
• Volunteer Experience
• Languages
• Personal Details
• Interests
Any additional information you
provide makes your profile more
searchable and may provide a point of
connection with someone you want to
talk to.

42. Connecting, Posting & Following

43. Appropriate for LI: interesting professional
articles, industry events or conferences
you’re looking forward to, updates from ARC
DFW.
NOT appropriate for LI: weekend party
shenanigans, complaints about work,
baby & pet photos.
PS: This is a network where there’s value
to just having a profile. If you don’t have
anything to update, don’t update.

44. Like Twitter & Facebook, you can include
hashtags (#), which help give context to your
update & will group it with others containing
the same hashtag.
e.g. #fundraising

45. Groups are a good place to find
conversations to join. They’re also a
very common place to find
common ground with someone
you’re trying to connect with.

46. Once you join, start by listening to
the discussions going on in these
groups, then join in if you have
something to say.
Always be transparent about who
you are & who you work for.

47. Text to Give
MobileCause

48. TEXT A GIFT OF ANY AMOUNT!
1. Send a Text to 41444
2. Text the following:
ARC space Gift Amount space Your Name
(i.e. ARC 100 Craig)
3. Hit Send
ARC 100 Chuck Henry

50. Opportunity for a
Multi-Touch Campaign

51. Phone
Call
Text
Message
Alerts
Email
Contact
Social
Media
Contact

52. Remarketing
Email
Audience
Social
Media Ad
Action

53. SLIDESHARE.NET/ERICACHASE
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