The GlobalGiving Accelerator Session 4: Social Media + Email Appeal Campaign Strategy
Session #3 Facilitator Kelly Wilson kwilson@globalgiving.org
Accelerator Training Schedule: Session #1: Setting SMART Goals August 28 th at 10:00am EDT Session #2: Network Mapping + Advocates August 29 th at 10:00am EDT Session #3: Storytelling + Calendar Planning August 30 th at 10:00am EDT Session #4: Social Media + Email Campaign Strategy August 31 st at 10:00am EDT
Accelerator Crowdfunding Campaign Start Time September 11 th at 9:00am EDT Bonus Day September 19 th from 9:00am EDT to 11:59pm EDT End Time September 29 th at 11:59pm EDT Funds Disbursed Late October
Agenda Introduction 3 min Introduction 5 min Storytelling 3 min Writing Earth-Changing Emails 15 min Writing Earth-Changing Emails 12 min Fundraising on Social Media 15 min Fundraising on Facebook 12 min Next Steps + Wrap Up 5 min Calendar Planning 3 min Next Steps and Wrap-Up 3 min
O B J E C T I V E 1. Craft emails using best practices from GlobalGiving and your own Listen, Act, Learn. Repeat. cycles. 2. Identify and harness Facebook to build your community of support. 1. Update your campaign calendar to include your email appeals and social media content.
Good Nonprofit Storytelling Involves Strong imagery Empowering your constituents An effective character Authenticity Trajectory Passion A sense of urgency Clear call to action
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!
Where to tell these stories?
EMAIL SOCIAL MEDIA ONE-ON-ONE CONVERSATIONS NEWS MEDIA
Writing Earth-Changing Emails
1/3 of nonprofit online revenue is generated through email
What has GlobalGiving learned about sending effective emails?
L E N G T H M A T T E R S
P I C T U R E > W O R D S
We are constantly learning too!
P E R S O N A L I Z E + S E G M E N T
Personalize! Make your donors feel a part of the team, and a part of the work by including their name or a personal note
Segementation Ever donor is different, so treat them differently! You can do this on geography, giving history, or connection to your work.
C A L L - TO- A C T I O N
Help donors what to do next by giving them a Call-to-Action
Don t be afraid to include that embarrassingly large Give Now button it works!
A C C E S S I B I L I T Y M A T T E R S
10% of donations from US donors are made on mobile devices
T O P T H I N G S T O R E M E M B E R
Keep it short Less text Large Images It s about everyone else! Clear Call-to-Action Personalize + Segment Mobile-Friendly
Explore Email Client Options (many for free)! MailChimp SendGrid Constant Contact Stamplia Vertical Response Google Mail Merge WARNING: Fancy is fun but not always necessary!
Questions?
Building a Community of Support on Facebook
Facebook is an excellent tool for engaging with your audience.
Facebook is also a great tool to rally support for your cause! The key is setting realistic expectations.
Set a Strategy Content Creation Implementation Results Quality over quantity. A picture tells a thousand words. Don t use Facebook strictly to ask for donations. What time is best for you to post? What is the call to action? How often should you post? Using Facebook Insights. Reference codes. Listen, Act, Learn. Repeat.
W H A T T O P O S T
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
P H O T O S Choose clear, engaging photos to promote your cause. Photos with links in the comments, not caption, will reach more people.
N E W S S T O R I E S 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.
L I N K S Make sure links to your page have compelling imagery. Facebook allows you to edit the caption, link, and add a custom photo to the page!
F A C T S / Q U O T E S 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!
D I S C O M F O R T Balance the hopeful and the uncomfortable. Share stories, pictures, and quotes from your constituents that elicit both discomfort and hope.
M I L E S T O N E S Share your progress along the way! Share, via short messages, fundraising deadlines as a means of encouraging supporters to give.
U R G E N C Y Create a sense of urgency by sharing deadlines Share, via short messages, fundraising deadlines as a means of encouraging supporters to give.
B U I L D R E L A T I O N S H I P S 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.
Implementation of Content The timing The purpose The pace Post during peak hours. Take advantage of drafting + scheduling in advance. You want applause from your audience. Keeping your cause and organization in their mind. Engaging. Once per day. Variety of content. More during campaign times. Do not spam your audience.
Explore Social Media Management Sites (many for free)! Hootsuite Trello Sprout Social Buffer Canva WARNING: Fancy is fun but not always necessary!
Questions?
Next Steps
Sample Calendar for Accelerator Campaign Sunday Monday Tuesday Wednesday Thursday Friday Saturday September 3 Advocate Pre-Campaign Check-In September 10 Campaign Begins Send Email #1 Facebook + Twitter Posts Facebook + Twitter Posts Facebook + Twitter Posts Advocate Check-In Bonus Day! September 17 Donor Calls Facebook + Twitter Posts Send Email #2 + Facebook + Twitter Posts Facebook + Twitter Posts Advocate Check-In September 24 Facebook + Twitter Posts Facebook + Twitter Posts Advocate Check-In + Facebook + Twitter Posts Send Email #3 + Facebook + Twitter Posts Campaign Ends
N E X T S T E P S Using the story that you drafted after Session three, draft an email appeal and Facebook post that tell your story through no more than 150 words (email) 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 email 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? Email us at accelerator@globalgiving.org.
Homework Assignment #3 (continued) Add screen steps for completing cycle Available 24 hours after viewing the webinar
Accelerator Crowdfunding Campaign Start Time September 11 th at 9:00am EDT Bonus Day September 19 th from 9:00am EDT to 11:59pm EDT End Time September 29 th at 11:59pm EDT Funds Disbursed Late October
www.globalgiving.org/acceleratorhub
Questions? accelerator@globalgiving.org