6. What we’ll cover…
• Why is storytelling so effective?
• Stories you can tell
• What’s worked for us
• Ways to find great stories
• Turning your stories into great content
• Useful tools available
• How you can use paid to amplify your stories
27. IMAGES
Facebook posts with photos get 53%
more Like, 104% more comments and
84% more click-throughs*
Keep an eye on recommended sizes.
Currently we post –
Facebook 940 x 788
Twitter – 1024 x 512
Instagram – 1000 x 1000
Add text to your images to give them
context
THINK MOBILE
*Source: KISSmetrics blog
28. Image sources
User generated content – ask your
community to send you photos
Key events – send a photographer. No
budget? Take photos yourself
Stock websites:
https://unsplash.com/
http://www.morguefile.com/archive
http://www.freeimages.com/
http://www.shutterstock.com/
30. VIDEOS
2014 was the year of video –
There are 1 billion video views on
Facebook every day
It doesn’t have to be directed by
Spielberg – something you’ve
filmed on your smart phone can
make great content.
You can also use still imagery to
put together great slide show
style content
32. Be concise
THINK MOBILE – you don’t want a ‘continue
reading’ button in your posts
What’s the KEY thing about the story? Is it what
they’re doing? Why they’re doing it? Focus on that.
Aim for 140 -160 characters - Posts have up to 60%
more engagement if they are under 160 characters*
*Source: SocialStack
33. Connect with your
supporters
Respond to
comments and
mentions
When you see
someone supporting
your charity, say
thank you
Make your community feel loved
34. Include a link so
people can donate,
sign up etc
Add tracking so you
can see what stories
people are really
responding to
Give people an opportunity to support
40. Plan your budget
Speak to the relevant
people about up and
coming campaigns
Plan which ones you
want to put spend
behind
41. And have a little more spare
Just in case you get an
unexpected win
Is an organic post picking
up momentum? Amplify it
with a bit of spend
You never know, a small
budget may make your
charity the recipient of the
next viral challenge
42. Decide what success looks like
What do you want to achieve by
putting spend behind posts?
Pick the ad objective on Facebook
and Twitter that fits
43. Know your target audience
Make a profile of who you
want to target
Use this to create your
audiences on Facebook and
Twitter, this way you can
get really targeted
Use ‘custom audiences’
44. Be creative… and test test test
You can test multiple images and
copy variations on the same
audience
Check these daily to turn off the
ones that are not performing well
Keep a document of what’s
worked and what hasn’t for
future campaigns
46. We want to share your stories
We want to promote your amazing fundraisers
and hard working service providers.
We’re looking for…
Inspiring people, doing awesome challenges,
with great back stories
or
Someone who does outstanding work for
your charity
So email us: social@justgiving.com
It’s the most effective way of showing your charity’s impact
You can reward your supporters, make them feel valued and start conversations
This is about converting your fans and followers into fundraising success.
Asks include:
Donating to an appeal
Signing a petition
Registering for an event
Timely and relevant – Make your asks around current events – things like awareness days or campaigns.
This is about converting your fans and followers into fundraising success.
Asks include:
Donating to an appeal
Signing a petition
Registering for an event
Timely and relevant – Make your asks around current events – things like awareness days or campaigns.
These don’t have to be perfect, high res. Use your mobiles, ask your fundraisers to send you photos.
There are also lots of stock image sites. The one we use is iStock, and you can usually get great photos for about £10
Connect with your supporters and show a human side to your organisation. Make your community feel valued
When you ask a question, make sure you respond to comments or Twitter replies
When you see someone supporting your charity, say thank you