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How to Drive Donor Engagement with Social Media
The document outlines strategies for nonprofits to enhance donor engagement through social media by leveraging storytelling and community building. It highlights the importance of understanding the audience, building trust, and sharing impactful stories that resonate emotionally with supporters. Additionally, it provides tools and techniques for effective content creation and outlines the need for consistent social media presence to foster relationships with current and prospective donors.
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How to Drive Donor Engagement with Social Media
- 1. HOW TO DRIVEDONOR ENGAGEMENT WITH SOCIAL MEDIA Julia Campbell TWEET @JULIACSOCIAL @NPHUB
- 2. ABOUT ME Mom of2 Returned Peace Corps Volunteer (Senegal 2000-2002) Former Development and Marketing Director at small shops Author, Storytelling in the Digital Age: A Guide for Nonprofits Digital marketing consultant to nonprofits Tweet: @JuliaCSocial TWEET @JULIACSOCIAL @NPHUB
- 3. WHAT WE WILL COVER TODAY Howto use social media to build and deepen relationships with current donors and prospects Real-world examples from nonprofits rocking storytelling for social media engagement Battle-tested tools to use to rock your social media storytelling TWEET @JULIACSOCIAL @NPHUB
- 4. POLL: WHAT ISYOUR MAIN RESPONSIBILITY? TWEET @JULIACSOCIAL @NPHUB Fundraising Marketing Social Media Programs A little bit of everything!
- 5. OUR UNIQUE RESPONSIB ILITY TWEET @JULIACSOCIAL @NPHUB Trustin institutions is at an all time low. The stories we share build our world view and expose it to a wide variety of people. We have a moral obligation to engage our communities on digital platforms.
- 6. SOCIAL MEDIA LANDSCAPE ENTERING 2019 TWEET@JULIACSOCIAL @NPHUB
- 7. TWEET @JULIACSOCIAL @NPHUB Source:https://jacobsmedia.com/wait-internet-minute/
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- 9. YOUNG PEOPLE ARE STILL USING SOCIAL MEDIA TWEET@JULIACSOCIAL @NPHUB
- 10. BABY BOOMERS ARE THERETOO TWEET @JULIACSOCIAL @NPHUB
- 11. THE REALITY FOR NONPROFITS All told,every second, our senses transmit an estimated 11 million bits of information to our poor brains, as if a giant fiber-optic cable were plugged directly into them, firing information at full bore. – Tim Wu, The Attention Merchants: The Epic Scramble to Get Inside Our Heads TWEET @JULIACSOCIAL @NPHUB
- 12. 2018 GLOBAL TRENDS IN GIVING SURVEY 29% ofdonors worldwide say that social media is the tool that most inspires them to give, however, email is a close second at 27%. Get the report: https://nptechforgood.com/wp- content/uploads/2019/02/2018- GivingReport-English.pdf TWEET @JULIACSOCIAL @NPHUB
- 13. 2018 GLOBAL TRENDS IN GIVING SURVEY Of thosedonors inspired by social media: 56% say that Facebook inspires them the most. 20% say Instagram. 13% say Twitter. Get the report: https://nptechforgood.com/wp- content/uploads/2019/02/2018- GivingReport-English.pdf TWEET @JULIACSOCIAL @NPHUB
- 14. $125 MILLION RAISED ON FACEBOOKON GIVING TUESDAY 2018. THAT’S UP FROM $45 MILLION ON GIVING TUESDAY 2017. TWEET @JULIACSOCIAL @NPHUB
- 15. HOW TO DRIVEDONOR ENGAGEMENT WITH SOCIAL MEDIA TWEET @JULIACSOCIAL @NPHUB
- 16. DEFINE SUCCESS. TWEET @JULIACSOCIAL@NPHUB What do you hope to accomplish? One year from now, how will you know you have succeeded? If our work on social media is successful, this is our destination.
- 17. KNOW YOUR AUDIENCE. What doyour supporters really value? What do they want to know more about as related to our nonprofit and our work? What motivates them? What drives them to participate? TWEET @JULIACSOCIAL @NPHUB
- 18. KNOWLEDGE GAPS What doesyour target audience already know about you? What misconceptions may they have about the population you work with or the work that you do? TWEET @JULIACSOCIAL @NPHUB
- 19. BUILDING AN ENGAGED SOCIAL MEDIA COMMUNITY REQUIRES: Buildingtrust Educating people around the issues Showcasing your impact Eliciting emotion and excitement Inspiring people and making them proud to be in your court TWEET @JULIACSOCIAL @NPHUB
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- 22. IMPACT STORY Life changed; trajectoryaltered. Not data-driven. Benefits not features. Not as much about WHAT they went through, but how they FELT. Address knowledge gaps about the population and the program. TWEET @JULIACSOCIAL @NPHUB
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- 28. INSIDER STORY Who volunteers andworks with your organization? Why do they do it? What have they learned? What has been their best experience? What has been the hardest? Behind-the-scenes insight Humanize the brand TWEET @JULIACSOCIAL @NPHUB
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- 33. DONOR STORY Powerful form ofsocial capital. Why did they give? Why do they continue to give? What does this mean to them? TWEET @JULIACSOCIAL @NPHUB
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- 37. “SO, TELL USYOUR STORY…” What is your favorite memory? How has our organization made you feel? How did you feel when you first discovered us? What is one reason that you continue to support us? What impact have you witnessed in the community because of our work? TWEET @JULIACSOCIAL @NPHUB
- 38. OTHER TYPES OF SOCIALMEDIA CONTENT Content that builds trust Content that demonstrates there is a problem Content that shows urgency and relevancy Content that grabs attention Content that entertains TWEET @JULIACSOCIAL @NPHUB
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- 44. POLL: WHAT TYPE OF STORIES DO YOU SHARE ABOUT YOUR NONPROFIT WORK? TWEET@JULIACSOCIAL @NPHUB Impact Insider Donor Community We don’t share stories yet
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- 46. BEFORE JUMPING ON ANEW DIGITAL CHANNEL: Is your audience there? Can you add value? What can you post that will be interesting and unique? Why are you using this channel specifically? TWEET @JULIACSOCIAL @NPHUB
- 47. CONSIDER: Can you designand create content specific to that channel? Do you have the capacity to manage another channel? TWEET @JULIACSOCIAL @NPHUB
- 48. THE WORK OF SOCIAL MEDIA: 1.Research on your audience and the topics they are interested in. 2. Knowledge of the individual channel and what works. 3. Content creation and curation. 4. Measurement/analysis, iteration, improvement. TWEET @JULIACSOCIAL @NPHUB
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- 51. YOUR NEW MANTRA Less ismore. Focus over frantic. TWEET @JULIACSOCIAL @NPHUB
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- 53. USE YOUR SMARTPHON E Take andshare videos on social media using just your smartphone Live streaming videos. Instagram & Facebook Stories. TWEET @JULIACSOCIAL @NPHUB
- 54. USE YOUR SMARTPHON E Short, sweet,poignant, authentic. Provide in-the-moment insight. Thank supporters in real time during a campaign. TWEET @JULIACSOCIAL @NPHUB
- 55. BATTLE- TESTED TOOLS Canva – https://about.canva.com/en_i n/canva-for-nonprofits/ Animoto– https://animoto.com/business /non-profit WordSwag mobile app – http://wordswag.co/ TWEET @JULIACSOCIAL @NPHUB
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- 57. BATTLE- TESTED TOOLS Hootsuite – https://hootsuite.com/pages/l anding/non-profit-discount- application Buffer– https://buffer.com/nonprofits Later – https://docs.later.com/billing- and-accounts/does-later- have-nonprofit-discounts BuzzSumo – http://buzzsumo.com/nonpro TWEET @JULIACSOCIAL @NPHUB
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- 59. 3 KEYS TOSOCIAL MEDIA SUCCESS Confidence – in your voice, in taking risks, and in being yourself Consistency – showing up regularly and being present Content – that people like to watch, read, share, comment on TWEET @JULIACSOCIAL @NPHUB
- 60. QUESTIONS? Join the NonprofitSocial Media Facebook Group: https://www.facebook.c om/groups/socialmedia storytelling/ Get the Digital Storytelling Workbook: www.jcsocialmarketing.c om/workbook TWEET @JULIACSOCIAL @NPHUB
Editor's Notes
- #60 Creating engaging, well-received content is the name of the social media game. The best way to create your own high-performing social media content strategy is by completing the 3 steps that we will cover today: Brainstorm Content Categories that are laser-focused on your target audience and to your specific nonprofit; List out several different Content Types, based on what works on each social media platform, as well as the technical capacity and resources of your org; Put the Content Categories and the Content Types together into a Content Calendar.