Sociallove 150212113824-conversion-gate02
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A lot of good info from Steven Shattuck of Bloomerang. Contact him for more info at steven.shattuck@bloomerang.co.
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Sociallove 150212113824-conversion-gate02
- 1. Share The Love using social media to show your supporters appreciation
- 2. Your presenter » @StevenShattuck Steven Shattuck @StevenShattuck VP, Marketing -‐ Bloomerang Contributor to: Ragan, NTEN, Business2Community, Social Media Today, National Council of Nonprofits, Search Engine Journal, ExactTarget, Raven Internet Marketing Tools, HubSpot, Content Marketing Institute, Nonprofit Hub, INside Indiana Business. Speaker: Association of Fundraising Professionals, National Council of Nonprofits, LeadingAge, ADRP, NCDC, NAMP, ANN, Let’s Talk Tech, Mixwest, Infinitive Digital Brainfest, Affiliate Summit, Indy Social Media
- 4. This presentation isn’t about social media. It’s about content. @StevenShattuck
- 6. “It’s human, it’s personal, it’s relevant, it isn’t greedy, and it doesn’t trick people.” -‐Seth Godin Content that builds trust » @StevenShattuck
- 7. • Our organization? • Our cause? • Our donors? • Our employees? • Our volunteers? • Our needs? • Our victories? What should our content be about? » @StevenShattuck
- 8. What nonprofits talk about » http://blog.hubspot.com/marketing/nonprofits-‐social-‐media-‐marketing-‐data Share news about our cause Share news about our org Donor recognition Brand recognition Fundraising Volunteer recruitment Employee recruitment @StevenShattuck
- 9. What should we post about, in what format, and how often? @StevenShattuck
- 10. The Rule of Thirds » • 33% your content • 33% other's content • 33% conversation @StevenShattuck
- 11. 80/20 Rule » • 80% not about you • 20% about you @StevenShattuck
- 12. These frameworks aren’t ideal for nonprofits. @StevenShattuck
- 13. The “Three As” » @StevenShattuck
- 14. 1. Appreciation 2. Advocacy 3. Appeals The “Three As” » @StevenShattuck http://blog.hubspot.com/marketing/nonprofit-‐three-‐as-‐social-‐media-‐ht
- 15. The “Three As” » @StevenShattuck http://blog.hubspot.com/marketing/nonprofit-‐three-‐as-‐social-‐media-‐ht • Appreciation: say thank you • Advocacy: champion those you serve • Appeals: ask for help
- 16. The “Three As” » @StevenShattuck http://blog.hubspot.com/marketing/nonprofit-‐three-‐as-‐social-‐media-‐ht 1. Appreciation 2. Advocacy 3. Appeals
- 17. Appreciation is the key to donor retention. @StevenShattuck
- 18. The 2014 results are in » Nearly 6 out of every 10 donors do not give again! @StevenShattuck
- 19. New donor retention is even worse » @StevenShattuck
- 20. @StevenShattuck Why do donors leave?
- 21. • 5% -‐ thought charity did not need them • 8% -‐ no info on how monies were used • 9% -‐ no memory of supporting • 13% -‐ never got thanked for donating • 16% -‐ death • 18% -‐ poor service or communication • 36% -‐ others more deserving • 54% -‐ could no longer afford Why nonprofit donors leave » https://www.linkedin.com/today/post/article/20140520191728-746287-- infographic-why-donors-stop-their-support @StevenShattuck
- 22. @StevenShattuck Why do donors stay?
- 23. @StevenShattuck Key drivers of donor commitment » 1. Donor perceives your organization to be effective in trying to achieve its mission. 2. Donor knows what to expect from your organization with each interaction. 3. Donor receives a timely thank you. 4. Donor receives opportunities to make his or her views known. 5. Donor is given the feeling that he or she is part of an important cause. 6. Donor feels his or her involvement is appreciated. 7. Donor receives information showing who is being helped.
- 25. @StevenShattuck https://bloomerang.co/blog/infographic-‐the-‐great-‐5-‐donor-‐communications-‐experiment $5 experiment -‐ Indianapolis » • 48/50 email receipts • 17/50 snail mail letters • fastest = 5 days • slowest = 6 months • 3/50 hand written notes • 0/50 phone calls (19 required phone #s) • 0/50 social media interactions • 2/50 no acknowledgement
- 26. @StevenShattuck $5 experiment -‐ Chicago » • 46/50 email receipts • 14/50 snail mail letters • 8/50 appealed within 14 days • 2/50 hand written notes • 0/50 phone calls (20 required phone #s) • 0/50 social media interactions • 2/50 no acknowledgement • 1 appeal https://bloomerang.co/blog/infographic-‐2015-‐5-‐donor-‐communications-‐experiment
- 29. Why appreciation » @StevenShattuck • People like to put their philanthropy on display • Donors like to feel appreciated • “Appreciation” posts get the most engagement
- 30. Appreciation via social media » • Use social media to publicly thank supporters! ‣ donors ‣ volunteers ‣ staff/board members ‣ other advocates/vendors • Why? ‣ they will engage with/share the post ‣ increases visibility of future posts @StevenShattuck
- 31. Anatomy of a sharer » @StevenShattuck http://www.slideshare.net/socialogilvy/why-‐do-‐people-‐share-‐on-‐social-‐media-‐global-‐survey-‐results Source: Ogilvy & Mather
- 39. Appreciation » @StevenShattuck Volunteers are 10x more likely to donate to your charity than non-‐volunteers! http://www.fidelitycharitable.org/docs/ Volunteerism-‐Charitable-‐Giving-‐2009-‐ Executive-‐Summary.pdf
- 40. @StevenShattuck
- 41. Collect social info on donation forms » @StevenShattuck missed opportunity?
- 42. Save social info in database » @StevenShattuck
- 43. Permission » @StevenShattuck • Ask for Twitter username • Ask for communication preference • email • snail mail • phone • social media • “Would you like to remain anonymous in agency publications?” Yes/No • Don’t have to divulge donation amount
- 44. Confirmation page » @StevenShattuck
- 45. Ask for likes in confirmation » @StevenShattuck
- 46. Tagging = Visibility » @StevenShattuck
- 47. 1. Appreciation 2. Advocacy 3. Appeals The “Three As” » @StevenShattuck Gets the most engagement! https://blog.bufferapp.com/facebook-‐news-‐feed-‐algorithm
- 48. Facebook algorithm factors » • Posts with lots of comments • Posts with lots of likes • Post types that users seem to prefer more than others (e.g., photo, video, or status update) • Posts that receive a high volume of likes, comments, or shares in a short time • Posts that tag other pages within the text • Posts that are liked or commented on by one’s friends • Posts from pages that one interacts with often @StevenShattuck
- 49. Appreciation opportunities » • Volunteers on-‐site • Unique donation • A major gift • In-‐kind help from a for-‐profit vendor/sponsor • P2P fundraiser milestones @StevenShattuck
- 50. Who can thank? » • Corporate account • Employees ‣ Executive Director ‣ Development Director ‣ Communications Director • Volunteers • Board members • Donors • Vendors @StevenShattuck
- 51. Appreciation -‐ do’s and don’ts » • Look for opportunities to show appreciation • Make it easy for donors to talk about their giving • from the brand + from employees • Get the donor/volunteer’s permission • Make thank you’s visual • Never an untagged post • Track donor’s social media accounts in database @StevenShattuck
- 52. 1. Appreciation 2. Advocacy 3. Appeals The “Three As” » @StevenShattuck Now it’s time for conversions!
- 54. Advocacy » • Educate about your cause ‣ new research/data ‣ helpful tips/guides • Champion those you serve ‣ Success/impact stories • Highlight organizational culture ‣ fun moments around the office @StevenShattuck
- 55. @StevenShattuck Key drivers of donor commitment » 1. Donor perceives your organization to be effective in trying to achieve its mission. 2. Donor knows what to expect from your organization with each interaction. 3. Donor receives timely a thank you. 4. Donor receives opportunities to make his or her views known. 5. Donor is given the feeling that he or she is part of an important cause. 6. Donor feels his or her involvement is appreciated. 7. Donor receives information showing who is being helped.
- 58. @StevenShattuck
- 59. @StevenShattuck
- 61. Appeals » • Use social media to ask for help! ‣ be visual ‣ be specific ‣ give specific action steps ‣ mix in with appreciation/advocacy (CTAs) • Involve others! ‣ identify influencers ‣ ask for shares/retweets @StevenShattuck
- 62. @StevenShattuck
- 63. @StevenShattuck
- 64. @StevenShattuck
- 65. Calls-‐to-‐Action (CTAs) » • Add CTAs to appreciation and advocacy posts ‣ (photo) “Thanks to these volunteers. By the way, you can sign up to be a volunteer here >> link” ‣ (photo) “With your help, the Smiths were able to move out of our shelter and into their own apartment. Help another family like theirs here >>” @StevenShattuck
- 66. @StevenShattuck Missed opportunity for a CTA!
- 67. @StevenShattuck Missed opportunity for a CTA!
- 68. Appreciation -‐ 70% Advocacy -‐ 20% Appeals -‐ 10% The “Three As” » @StevenShattuck http://blog.hubspot.com/marketing/nonprofit-‐three-‐as-‐social-‐media-‐ht
- 69. How often should you post? » @StevenShattuck
- 70. • Facebook: when you have something to say • Twitter: when you have something to say • Instagram: when you have something to say • LinkedIn: when you have something to say How often should you post? » @StevenShattuck
- 71. Keys to success » • Balance: avoid too much self-‐promotion • Visual: photos/videos perform very well • Be personal: address people individually (tag them) • Ask: permission before publicly acknowledging gifts • Track: supporter social media accounts in your database • Teamwork: get your employees to create/share content • Measure and adjust: don’t post what hasn’t worked! @StevenShattuck https://bloomerang.co/resources/downloadables/social-‐media-‐strategy-‐template
- 72. Free educational resources » @StevenShattuck https://bloomerang.co/resources/ •Daily blog post •Weekly webinar •Downloadables •Nonprofit Wrap-‐Up •Bloomerang TV •Bloomies