Giving Day Social Media Strategies

Presentation for ANE in Tidewater, VA

Transcript

1. GIVING DAY STRATEGIES
2. WHY PARTICIPATE?
3. Fun infographics and tips from http://www.nptechforgood.com/2014/06/08/14-must-know-stats-about- fundraising-social-media-and-mobile-technology/
6. Online Fundraising Development Storytelling Technology
7. Fund/Friend/Fanraising • Solicit Blog Posts • Offer tweets and status messages • Posting coverphotos
8. Cause Marketing
9. Broad View of Fundraising •  World AIDS Day 2011 •  400 gifts of only $100 – but unlimited amounts of PR, press, and good will generated.
10. CROWDFUNDING •  Indiegogo •  Kickstarter (no guaranteed payout) •  Gofundme (no Paypal) •  Crowdrise Each has different characteristics – pay special attention to the requirements for getting the money raised. http://www.forbes.com/sites/chancebarnett/2013/05/08/top-10-crowdfunding-sites-for-fundraising/
11. CROWDFUNDING •  Videos are more likely to go viral than just photos. •  why videos are more likely to go viral. http://www.ted.com/talks/kevin_allocca_why_videos_go_viral? language=en •  Your ability to tell your story is significantly increased by using video as a medium. •  http://www.ssireview.org/blog/entry/crowdfunding_for_nonprofits •  Using an organized platform gives you more legitimacy. •  Read more about the pluses and minuses of different platforms http://www.shareable.net/blog/how-to-crowdfund-your-campaign-or- non-profit •  Platforms help by creating and housing content that is easily shareable and low impact for donors. They are seamless and easy to use.
12. CROWDFUNDING: INDIEGOGO
13. CROWDFUNDING – KEEP UP THE MOMENTUM
14. Ease of Giving Indiegogo 3%, first giving 3% Go Fund Me 5%, wepay 2.9% Pitchin – free, paypal 2.9% ImRaising free, paypal 2.9% Paypal 2.9%
15. Matching Challenges
16. Timely, Broad Reach, Defined Purpose
17. Pennies in Protest 1.Decide you can do it! 2.Choose collaborators 3.Decide who gets the money 4.Set up a Facebook page 5.Set up collection page 6.Seed the account 7.Write an email 8.Write a press release 9.Spread the word 10.Contact traditional media 11.Other counter-protests 12.Distribute the money 13.Write a thank you note 14.Pay it forward http://www.penniesinprotest.com/ $14,000 in RVA in 5 days
18. Different Donors •  Donor to Donor – ie. First Giving •  Tap into wider range of givers •  What others can do is often better than what you can do
19. PEOPLE RAISE MONEY •  Essential lessons are still true •  Ask for money. •  Say thank you. •  Ask again.
20. BEFORE GIVE DAY •  Plan •  Create content •  Stage and train ambassadors •  Develop your success metrics •  Review your giving prowess
21. HOW MUCH TIME ARE YOU PLANNING TO SPEND? •  5-10 hours •  10-15 hours •  15-20 hour •  20-30 hours •  More than 30 hours
22. HOW MUCH TIME ARE YOU PLANNING TO SPEND? 20-30 hours
23. STAFF PLANNING Task Category Staff Member Name Key Responsibilities Time Intensiveness Manage Internal GIving Day team Management Make final decisions about the Giving Day, assign tasks, hold team accountable and on schedule, add tasks as needed Medium Coordinate staff and volunteer training Management Organize and run trainings for internal staff so they understand how to field questions from donors and constituents in advance of and on Giving Day. Medium Oversee technical coordination Technical Learn the Razoo platform and ensure nonprofit profile is appropriately reflected, troubleshoot any technical problems, serve as main point-of- contact for any technical issues that arise during planning and day of Light Develop outreach to donors Donor Support Develop outreach materials (online and off) to reach current and new donors. Materials should explain the Giving Day, encourage them to participate, make it easy for them to take action - using all forms of outreach: website, email, blog, newsletter, fliers, etc. Heavy Respond to inquiries from donors Donor Support Respond quickly and clearly to questions from donors before and on the giving day Medium Develop overall communications strategy Communications Create giving day communications plan and develop key messaging for use in all media channels Medium Conduct outreach to the media Communications Contact local media about participation in giving day, prepare materials for media use, and generate media attention through op-eds, videos, events, PSAs, etc. Heavy Respond to inquiries from the media Communications Respond quickly and clearly to questions from the media about nonprofits involvement in Giving Day Medium Manage social media Communications Regularly promote the Giving Dayand nonprofits participation on Twitter, Facebook, LinkedIn, and other social media channels Light Manage print and online communications Communications Write and coordinate communications through email, website, blog, newsletter, brochures, and other channels Light Staffing Plan Template -For Nonprofits
24. CONTENT CREATION Pic monkey CANVA
25. SPEND TIME IN THE BEAUTY SALON •  Coverpage •  Square logo •  Twitter logo •  Online News Page •  Own your content
26. THE POWER OF VIDEOS
27. FREE STOCK IMAGES •  http://list.ly/l/703
28. See our post? What can you do to help? 1.  Click like. 2.  Better yet, comment. 3.  Even better, click the share button! 4.  The best, share this link (www.blahblah.com) on your page and challenge your friends to participate.
29. SELFIES FOR GOOD
30. WHAT IS SUCCESS? •  Visits to website? •  Clicks? •  Likes? •  Donations? •  New Donors?
31. Who are Online Donors •  90% shop online •  78% do banking and bill paying online •  Younger, more generous, in a hurry •  Comparing you to netflix and amazon •  Average age is 38-49
32. Optimize Your Website for Online Giving • Mobile Optimization • Revamp your About Us page, pictures, bios • Tell stories, don’t write books • Your premium spot is your website, above the fold • Link to GiveRichmond, 990s • Don’t add other links • Keep choices simple
33. DURING •  Execute plan •  Make sharable content •  Pamper your ambassadors •  Say thank you •  Rally around prizes
34. EVERYONE HAS A ROLE •  Receptionist/Phone •  FAQ •  Donor Support •  Technical questions •  Tell them when you win a prize •  Volunteers •  Board Members
35. GEORGIA GIVES DAY BASICS: Social Media Tool Kit https://www.gagivesday.org/Media/21124/files/Final%20SM %20toolkit%202013.pdf
36. FACEBOOK NEWSFEED •  Newsfeed is no longer filled with status updates
37. FACEBOOK PAGES Measure and adapt
39. CREATE SHAREABLE CONTENT
40. CUTE PUPPY PHENOMENON
41. AFTER •  Thanks •  Celebrate •  Capture your feedback
42. CELEBRATE •  Break the rules and communicate all day long. •  Thank your supporters by name.
43. Say thank you, often and creatively
44. AWESOME RESOURCE http:// www.knightfoundation.o rg/media/uploads/ publication_pdfs/ GivingDayPlaybook.pdf
45. GIVING DAYS http://www.pinterest.com/thesparkmill/giving-day-strategies/
46. 804-852-6409 QUESTIONS NOW or LATER? to talk: 804.852.6409# to write: sarah@thesparkmill.com P /thesparkmill T @thesparkmill F /thesparkmill