Social Media For Social Impact. Boost Your Fundraising Campaigns
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Social Media For Social Impact. Boost Your Fundraising Campaigns
- 1. 1 Nonprofit Webinar Series The next generation of communications. Social Media for Social Impact: Boost Your Fundraising Campaign
- 2. I Social Media for Social Impact: Boost Your Fundraising Campaign Housekeeping: Attendee Participation To listen in: • Choose “Mic & Speakers” to use VoIP • Choose “Telephone” and dial using the information provided • Submit questions and comments via the Questions Panel • Polls will appear during the presentation, please answer accordingly • Survey to follow the conclusion of the presentation Note: Today’s presentation is being recorded and will be provided to you within a week. Your Participation
- 3. I Social Media for Social Impact: Boost Your Fundraising Campaign LIVE Tweet The Webinar Please join the conversation on Twitter using this Hashtag: #UniWeb
- 4. I Social Media for Social Impact: Boost Your Fundraising Campaign Speakers Introduction Getting Started with Social Media Tips for Visual and Paid Engagement 5 Quick Fundraising Tactics How UniVoIP Leverages Social Media Q&A Webinar Agenda UniVoIP welcomes you!
- 5. I Social Media for Social Impact: Boost Your Fundraising Campaign GoToWebinar Housekeeping: Submitting your Questions • Please continue to submit your text questions and comments using the Questions Panel • Please raise your hand to be unmuted for verbal questions. For technical difficulties, please contact janine.germinario@univoip.com Your Participation
- 6. I Social Media for Social Impact: Boost Your Fundraising Campaign Industry Expert Speakers Founder of McPherson Strategies Serial connector Host of #CSRchat Advisor to startups & nonprofits Proud dog mom Susan McPherson Social media Guru Nonprofit Marketing mentor Building and developing long lasting relationships with our nonprofit customers Mother of two beautiful girls Janine Germinario
- 7. I Social Media for Social Impact: Boost Your Fundraising Campaign Getting Started with Social Media Successful fundraising on Social starts before the campaign begins. You have to start with a strong, engaged social presence if you want to be able to use social as an effective fundraising tool.
- 8. I Social Media for Social Impact: Boost Your Fundraising Campaign Focus your efforts. Which platform(s) does your audience use? What are your GOALS? Will you be able to create the content necessary for that platform? Do you have the resources and time available to invest in being successful on that platform? If you’ve already spent time experimenting with a new platform like Snapchat, have you seen any results or engagement? Give yourself three months before reevaluating.
- 9. I Social Media for Social Impact: Boost Your Fundraising Campaign POLL #1: Which Social Media platform does your Organization leverage the most? Join the conversation
- 10. I Social Media for Social Impact: Boost Your Fundraising Campaign Encouraging followers to engage Make sure Social Media “follow” buttons are easy to find on your website. Ask directly in your email newsletter – don’t just put a Social Media icon. Cross-promote: If you’re active on Facebook, but new on Instagram, create a Facebook post asking fans to follow you on Instagram. First Step: Make it easy for donors and fans to find you.
- 11. I Social Media for Social Impact: Boost Your Fundraising Campaign The Frequency: Consistency is the Key . Twitter: Minimum of three times per day Facebook: Once or twice per day LinkedIn: Once per day Instagram: Once per day
- 12. I Social Media for Social Impact: Boost Your Fundraising Campaign Visual and Paid Engagement Tips for Visual and Paid Engagement Leveraging Visuals Images: Resources & Optimization Videos Budget and Targeting Facebook Twitter LinkedIn
- 13. I Social Media for Social Impact: Boost Your Fundraising Campaign Get Visual 98% 73% 35% Engagement
- 14. I Social Media for Social Impact: Boost Your Fundraising Campaign Types of Visuals Photos of your work in action Calls to action Insightful Quotes
- 15. I Social Media for Social Impact: Boost Your Fundraising Campaign More Types of Visuals Statistics Photos of your team at events Campaign and event promotion
- 16. I Social Media for Social Impact: Boost Your Fundraising Campaign POLL #2: Are you more likely to respond to video than text in Social Media? Join the conversation
- 17. I Social Media for Social Impact: Boost Your Fundraising Campaign Optimizing your Images Reduce text in the image. Images take up 23 characters of a tweet. Create relevant copy to compliment the image. If you’re finding images online, be sure you have the rights to use them. Always take photos of your programs in action. GIFS on Twitter = higher engagement rates than images.
- 18. I Social Media for Social Impact: Boost Your Fundraising Campaign Resources: Finding and Creating Images
- 19. I Social Media for Social Impact: Boost Your Fundraising Campaign The New Wave: Videos What about reinventing the telethon with Facebook’s new live video streaming feature? Or Snapchatting a day-in-the-life of one of your on-the-ground volunteers?
- 20. I Social Media for Social Impact: Boost Your Fundraising Campaign POLL #3: What is your Organization’s weekly Social Media budget? Join the conversation
- 21. I Social Media for Social Impact: Boost Your Fundraising Campaign Budget to push content
- 22. I Social Media for Social Impact: Boost Your Fundraising Campaign Facebook Sponsored Posts
- 23. I Social Media for Social Impact: Boost Your Fundraising Campaign Facebook Targeting Target people based on their employer or school. Upload your mailing list to create a “custom audience” in the ad manager and target your posts at those people. Target your own followers – reach people who are already interested. Set up retargeting – target people on Facebook who have already been to your website.
- 24. I Social Media for Social Impact: Boost Your Fundraising Campaign POLL #4: What age group is your Organization targeting in Facebook with your paid campaigns? Join the conversation
- 25. I Social Media for Social Impact: Boost Your Fundraising Campaign Twitter Campaigns Performance Model Engagement vs. Clicks
- 26. I Social Media for Social Impact: Boost Your Fundraising Campaign Twitter Targeting Target people based on a “hashtag” they’re using. Upload a list of Twitter handles and create a new “tailored audience” to target. Reach the followers on specific accounts. Target based on the geography and interest areas. Set up retargeting – target people on Twitter who have already been to your website.
- 27. I Social Media for Social Impact: Boost Your Fundraising Campaign LinkedIn Sponsored Posts
- 28. I Social Media for Social Impact: Boost Your Fundraising Campaign LinkedIn Targeting Company Name: Current employer listed on member’s profile (partially inferred) Company Size: As listed on the Company page of the member’s current employer. Job Title: Standardized from member-entered job title. Skills: Member-entered skills in the Skills and Endorsement section of their profile. Groups: Specific LinkedIn Groups that member within your target audience has joined. Age: Inferred from member’s last graduation year.
- 29. I Social Media for Social Impact: Boost Your Fundraising Campaign POLL #5: What kind of LinkedIn groups do you most belong to? Join the conversation.
- 30. I Social Media for Social Impact: Boost Your Fundraising Campaign Five quick fundraising tips Propel your campaign to success with the following 5 tips 1. Share social posts with your community 2. Encourage engagement with Hashtags 3. Donors Recognition 4. Share progress 5. Leverage a “Donate” button
- 31. I Social Media for Social Impact: Boost Your Fundraising Campaign Share social posts with your community
- 32. I Social Media for Social Impact: Boost Your Fundraising Campaign Leverage engagement using a “hashtag”
- 33. I Social Media for Social Impact: Boost Your Fundraising Campaign Donor Recognition
- 34. I Social Media for Social Impact: Boost Your Fundraising Campaign Share progress reports Share the success and build a sense of urgency…
- 35. I Social Media for Social Impact: Boost Your Fundraising Campaign Use a Donate Button.
- 36. I Social Media for Social Impact: Boost Your Fundraising Campaign A final note on measurement Metrics Analytics Sharing Progress Reports
- 37. I Social Media for Social Impact: Boost Your Fundraising Campaign Measure. Report. Share.
- 38. I Social Media for Social Impact: Boost Your Fundraising Campaign Social Media Analytics
- 39. I Social Media for Social Impact: Boost Your Fundraising Campaign Social media Guru Nonprofit Marketing mentor Building and developing long lasting relationships with our nonprofit customers Mother of two beautiful girls A True Success Story @univoippbxFacebook.com/univoip Linkedin.com/company/univoip
- 40. I Social Media for Social Impact: Boost Your Fundraising Campaign How we do it: Leverage Social Media Increasing Followers: Organic Growth = Quality Followers • Facebook - 2015: 223 – 2016: 1,150 • Twitter – 2015: 11 – 2016: 2,995 Increasing Engagement: Direct Targeting • Facebook Impressions – 2015: 345,744 • Facebook Ad clicks – 2015: 7, 787 Measuring Progress: Monitoring Campaigns • Google Analytics, UTM Codes, In-Platform Analytic Tools, Measuring Keyword Relevance
- 41. I Social Media for Social Impact: Boost Your Fundraising Campaign POLL #6: Is Social Media currently a priority for your Organization? Join the conversation
- 42. I Social Media for Social Impact: Boost Your Fundraising Campaign Thank you for participating! susan@mcpstrategies.com @susanmcp1 Contact Susan Webinar powered by Contact Celine Celine.Akrey@Univoip.com 310.956.3583 Q&As [Use the GotoWebinar dashboard]
Editor's Notes
- Acquaint your Attendees with what they see on their screen. To the left is the GoToWebinar Viewer through which they see the presentation. To the right is the GoToWebinar control panel where they can raise their hand, ask questions and select audio mode. Note: The attendee control panel will collapse automatically when not in use by an Attendee. To keep it open, Attendees can click the “View” menu and uncheck “Auto-hide Control Panel”. Give Attendees a closer look at the control panel and how they can participate. Text may be adjusted to suit your event needs. Note: Hand Raising is disabled (see slide 6) Tip: Add animations to the “call outs” using PowerPoint features to provide step by step instructions.
- Something like this: “We would also like you to join in on today’s twitter chat. Please LIVE tweet the webinar using the hashtag UniWeb to share your thoughts, comments and questions with regards to anything you hear in this webinar. We look forward to chatting with you.
- Remind Attendees how to ask questions and provide “more info” or support contact. Text may be adjusted to suit your event needs. Note: Hand Raising is enabled (see slide 4) Visit the “Options” menu in the Organizer control panel a check to allow attendees to Raise Hands.
- You don’t need to be on every platform at once. You should be on the ones that make sense for your nonprofit – here are some questions to help figure that out.
- Once you know which platforms to use…. How do you grow your following/engagement on those platforms?
- To build a following, you have to deliver content regularly on social media – you can’t post one Facebook post a month and then not come back until your next fundraising ask. Deliver new content at minimum weekly, and do your best to create consistency in type of content you create. This example is from smaller organization based in Chicago that provides education and support to young women who are at high risk for breast and ovarian cancer. Their Instagram is one for inspiration!
- This is the percent increase on average for each channel increases when you add in images… importance of visual content. When you use an image with LinkedIn posts, engagement increases 98 percent. With Facebook, engagement increases 73 percent. With Twitter it’s 35. Across the board, visual content performs better – and helps you attract a visual audience.
- Talk through the various types of visuals and share the examples. Photos of on-the-ground moments – portraits of people your company helps. If you can bring in a photopgrapher, great – if not, just use your smart phone. You can always ask volunteers to do this, too. Calls to action – example here from Fugees family trying to get people to join a monthly giving club. Quotes – think about inspirational quotes that have to do with your org, third-party endorsements from people you’ve helped, or something your president said that was particularly insightful
- Statistics always make good images – think both about the impact your organization is making and also statistics that communicate the problem you’re working to solve Team at events – if your founder is speaking on a panel or you’re attending a conference, snap a shot! Events and campaigns – promote them throughout with images to drive attendance and participation.
- Unsplash – beautiful free stock images. They add two new ones every day. These can be great for finding images to match blog posts or your everyday social posts. Canva – super easy to create with templates for all the social media sizes – design for non designers. Great for anything graphic – you can choose from their many social media graphic templates or create your own design from scratch. PicMonkey – collage and photo editing. If you have a series of photos from an event or a program, make them look sharper and put them in collage format through picmonkey. These are all free
- Facebook is rolling out Facebook Live – its live broadcasting feature. As with other live streaming apps, you’ll be able to see who’s viewing your broadcast, as well as a stream of real-time comments. After your broadcast has ended, your video will remain visible on your Facebook stream. There are so many possibilities with Facebook Live as well as other live streaming apps like Periscope and the Gen Z favorite, Snapchat. Things you could do: -Host telethon on FB live to raise money – or have a celebrity host one -Film a day in the life of a volunteer on Snapchat -Have someone who benefits from your program do a “takeover” of your Instagram account and film videos throughout the day -Give a tour of remote areas that you work that most of your donors have never seen/visited before
- Whatever type of content you create, you’ll want to pay to promote some of it on social. Across the board organic reach is decreasing. This chart shows FB organic reach decline, but it’s true across social networks. It’s how the platforms make money. You’ll need to put some paid behind your efforts to increase your visibility – this will help grow your community and help your content reach farther.
- Sponsored or boosted posts appear in yours newsfeed versus the sidebar – these are better since they feel like a more authentic part of the FB experience versus an advertisement. You can either boost a post that you’ve already posted on your page or create a boosted post with a specific call to action – like Donate Now – in the Ads Manager. If there’s a post that’s performing very well on your page organically, you should pay to promote it – the more engagement a post gets, the lower you’ll pay per impression.
- Talk through the different targeting opportunities and when it may make sense to use which. For example: If you’re doing an alumni fundraising event, target by school. If you have a corporate partner, target posts to employees who work there to keep those employees engaged. For fundraising campaigns, create a “custom audience” – really cool feature – where you can target people on FB based on their email addresses. Imagine uploading your email mailing list – these people already know you and are probably going to be much more likely to want to support you. You just need to create multiple touchpoints. That’s why retargeting can be powerful too – people who have already visited your website are much more likely to click, so be sure to test that out as well when you’re looking at your paid strategy.
- Overview of different types of campaign offered – Followers campaign can be a good way to grow your audience – you just have to make sure you’re targeting the right people. Twitter will charge you based on your goal, so if you want people to click on a link to your campaign – you pay for clicks, but if you want people to RT to spread the word about a campaign, you pay per engagement. Think about what your goal is, and let that drive what you select here on Twitter.
- Examples: So if you want to target Bernie Sanders supporters, you can target people who’ve used #FeelTheBern. If you want to tag people who are at the Mashable social good summit, target the people who used the hashtag associated with the conference. If you have a list of influencers you want to reach, create an excel doc with those people’s handles and upload it to Twitter – then you can promote to those people. Target other followers: If you’re a water nonprofit, maybe you target people who are following Charity Water, etc.
- Similar to Facebook, you have the option for LI to sponsor posts or advertise on the side – I recommend sponsoring posts if you’re going to do it. It feels more native and authentic and people will trust what you have to say more. You can set these up through your personal ad manager account in LI.
- Talk through all the various ways here you can target on LinkedIn. LinkedIn is awesome if you want to target people in specific roles – so if your target has a really clear job, such as CEOs at nonprofit organizations that focus on the environment. While LinkedIn’s targeting is very strong from a professional perspective, it’s also very expensive – between $4-8/click. If you have any type of white paper or academic content that you want people to download to acquire new donors, this might make sense – but otherwise you’re probably best off advertising on Facebook for fundraising campaigns.
- Now that we’ve talked about the importance of visual content and paid social, let’s give you five quick tips for your fundraising specifically that you can take back to the office this afternoon and implement.
- Build social asks into emails – like this example from the Adventure Project. You can use click to tweet, create an ambassador kit, give posts to copy & paste, etc. You have to mobilize your supporters and make it as easy as possible for them to share.
- Example: UN Foundation’s UnSelfie campaign on Giving Tuesday. Or the #BringBackOurGirls campaign. Hashtags can help organize your campaigns across platform – think about hashtags that are either a call to action or invite people to share something personal about themselves/their experience. *Ask audience for good examples they’ve heard of
- Make donors feel special by calling them out – you can do it from your company page on Twitter by tagging or on Facebook by writing out their names – or if you thank them from your personal FB account, that can be meaningful to. Doing this helps encourage others to donate – you can even try tagging the people you want to donate and encouraging your donors/fans to do this to make sure to get their attention. There’s something about that peer pressure that’s actually really effective. (Talk about how you did this for your birthday fundraiser)
- Post about the progress you’ve made along the way to keep your donors engaged – and build a sense of urgency. You might want to create an image that shows how much you’ve raised and how long you have to go to to reach your goal to inspire people to get involved – you could even show this by saying “We’ve raised enough to give 13 people jobs– we’re hlafway there!” focusing on impact rather than money.
- Another feature FB is rolling out: the donate button. Keep in mind your Page's category must be set to "Non-Profit Organization" in order to view the Donate Now call-to-action button. You can add the Donate button to your Page the same way you add other call-to-action options - Go to your Page’s cover photo and click Create Call to Action. You can also promote the button so your target audience sees the option to donate in their feeds.
- You should always make a point to measure your social media efforts. The key here is to start with your goal for social and figure out what metrics you can use to get to those goals. For example, if you want to create an awareness campaign, you can use Facebook shares and Twitter RTs as metrics of success. Refresher of Fenton’s See Say Feel Do
- Each platform provides an easy way to look at the impact of every post and see what it did – you’ll also want to have Google analytics in place as well as some sort of donor acquisition software that can help you link social activity to new donations.
- Increasing Followers: Page Promotions, Social Share Buttons, Posting Shareable Content, Linking Email Campaigns Increasing Engagement: Sponsored Content/Boosted Posts, CPC and CPM Ad Campaigns, Content Management Measuring Progress: Google Analytics, UTM Codes, In-Platform Analytic Tools, Measuring Keyword Relevance
- We’ve talked about tips and tricks for retention and upgrading donors. It really all comes down to the relationships. Now, let’s talk about questions you have and your ideas for retaining donors!