Session 4: Social Media and Strategy

Transcription

1 Session 4: Social Media and Strategy

2 Our mission is to transform aid and philanthropy to accelerate community-led change.

3 Session #4 Facilitators Megan DeSisti Catrin Cooper

4 OBJECTIVES Craft s using best practices from GlobalGiving and your own Listen, Act, Learn. Repeat. cycles. Identify and harness Facebook to build your community of support. Update your campaign calendar to include your appeals and social media content. 1.

5 Agenda 1. Accelerator recap 2. How to write earth-changing s 3. Fundraising using social media 4. Next steps and wrap-up

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7 Submit project GlobalGiving approves project within 2-3 business days Project status changes to pre-approved Project doesn t go live on the site until start of campaign

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10 Raise $5,000 from 40 donors to become a GlobalGiving partner

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12 From Session #3: Good Nonprofit Storytelling Involves Strong imagery Empowering your constituents An effective character Authenticity Trajectory Passion A sense of urgency Clear call to action

13 From Session #3: What types of stories can we tell? Overcoming adversity Peek behind-the-scenes story Success story Cliffhanger story Founder story Donor stories So many more!

14 So, where do you tell your stories?

15 SOCIAL MEDIA ONE-ON-ONE CONVERSATIONS TRADITIONAL MEDIA

16 Writing earth-changing s

17 1/3 of nonprofit online revenue is generated through

18 What has GlobalGiving learned about sending effective s?

19 LENGTH MATTERS

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21 PICTURE + WORDS

22 We are constantly learning too!

23 PERSONALIZE + SEGMENT LENGTH MATTERS

24 Personalize! Make your donors feel a part of the team, and a part of the work by including their name or a personal note

25 Segmentation Every donor is different, so treat them differently! You can do this on geography, giving history, or connection to your work.

26 CALL-TO-ACTION

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28 (a note about GlobalGiving gift cards) start at globalgiving.org/gifts select e-card or printable donor redeems for your project

29 ACCESSIBILITY MATTERS

30 In 2017 In % 35% of US online transactions were made using a mobile device. of transactions on GlobalGiving were made using a mobile device.

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33 Keep it short Compelling Images It s about everyone else! Clear Call-to-Action Personalize + Segment Mobile-Friendly

34 Platforms (many for free)! MailChimp SendGrid Constant Contact Stamplia Vertical Response Google Mail Merge WARNING: Fancy is fun but not always necessary! n/

35 Questions?

36 Building a community of support on Facebook

37 Facebook is an excellent tool for engaging with your audience.

38 Facebook is also a great tool to rally support for your cause! The key is setting realistic expectations.

39 Create a Facebook Strategy Content Creation What to post? Implementation What time is best for you to post? What is the call to action? Choose quality over quantity. Results Facebook Analytics GlobalGiving Analytics Listen, Act, Learn. Repeat.

40 CONTENT - WHAT TO POST?

41 PHOTOS Choose clear, engaging photos to promote your cause. Photos with links in the comments, not caption, will reach more people.

42 GlobalGiving Photo Contest

43 VIDEOS Informative videos that tell your organisation s story Videos 30 seconds - 1 minute are best. cing-a-knockout-nonprofit-video-on-a-budget/

44 NEWS STORIES Choose stories from popular outlets that relate to your mission. Third-party news stories do very well on Facebook and reach a large audience. If it s appropriate, put a link to your project in the comments.

45 FACTS/QUOTES Promote your organization with sharable content. On-brand fact and photo quotes are widely shared among audiences and are a great way to gain new followers for your page!

46 MILESTONES Share events and milestones! Share, via short messages, fundraising deadlines as a means of encouraging supporters to give.

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49 Bonus Day Sharing!

50 BUILD RELATIONSHIPS Share your successes and say thank you! Use Facebook as a tool to build relationships with your community of supporters by updating them on organizational milestones and thanking them for support.

51 URGENCY Create a sense of urgency by sharing deadlines Share, via short messages, fundraising deadlines as a means of encouraging supporters to give.

52 Facebook Content: 5 Key Types 1. Photos (engaging, thoughtful, curious) 2. Videos (short + sweet) 3. Third Party news about your cause 4. Relevant events + milestones 5. Facts, infographics, + quotes

53 DISCOMFORT Balance the hopeful and the uncomfortable. Share stories, pictures, and quotes from your constituents that elicit both discomfort and hope.

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62 Set a Facebook Strategy Content Creation Posting a variety of interesting content Use photos and video Don t only ask for a donation Implementation Results Post once a day Post during peak hours Facebook Analytics Have a clear call to action on a post Choose quality over quantity. Social media scheduling sites Listen, Act, Learn. Repeat. GlobalGiving Analytics

63 Explore Social Media Tools (many for free)! Hootsuite Sprout Social Buffer Trello Canva Flipboard Google Alerts WARNING: Fancy is fun but not always necessary!

64 Is any of this working? Listen. Act. Learn. Repeat

65 GlobalGiving Analytics Facebook Analytics

66 Final Stretch Posts!

67 Content - When, Why, How? When? Post during peak hours. Take advantage of drafting + scheduling in advance. Why? You want applause from your audience. Keeping your cause and organization in their mind. Engaging. How often? Once per day. Variety of content. More during campaign times. Do not spam your audience.

68 Questions?

69 Sample Communications Calendar

70 Sunday March 10 Facebook + Twitter Posts Monday Tuesday CAMPAIGN BEGINS! Send #1 Facebook + Twitter Posts (share milestones) Wednesday Thursday Facebook + Twitter Posts (3rd party news) Friday Saturday Advocate Check-In In-person Event Facebook + Twitter Posts (Milestone) Advocate Check-In Facebook + Twitter Posts BONUS DAY! March 17 Facebook + Twitter Posts Send #2 Facebook + Twitter Posts Donor Calls Facebook + Twitter Posts March 29 March 24 March 31 Send #3 Team Debrief Facebook + Twitter Posts (Milestones countdown) Send Donor Thank Yous CAMPAIGN ENDS Facebook + Twitter Posts Advocate Appreciation

71 NEXT STEPS Using the story that you drafted after Session three, draft an appeal and Facebook post that tell your story through no more than 150 words ( ) and 25 words (Facebook). Then, share with a colleague or friend to get feedback, and revise accordingly! 1. Log into your GG Rewards Dashboard. 2. Find the GG Rewards Cycle for this webinar. 3. Earn 2 points by typing in or uploading your and Facebook drafts under Step 2 (Act). 4. After you have shared your story with a partner and received feedback, earn 3 points by telling us what you learned from this experience under Step 3 (Learn). Need help? us at accelerator@globalgiving.org.

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73 Project Status

74 Project Status Overview

75 Status: DRAFT Way to start your project! When it s ready to be submitted, click

76 Status: DRAFT (PENDING APPROVAL) Thanks for clicking! GlobalGiving has received your project and will approve within 1-3 business days.

77 Status: PRE-APPROVED Your project has been approved and is pre-approved to start accepting donations on Nov. 27 at 00:00:00 ET!

78 Status: ACTIVE The Accelerator crowdfunding campaign (Nov. 27 Dec. 31) has started!

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80 Explore globalgiving.org/learn for free tips, tools, and resources.

81 Questions? Send us an at or give us a call at +1 (202)

82 Thank you!