Giving Day Social Media Strategies - Culpeper Virginia

Transcript

1. GIVING DAY STRATEGIES
2. WHY PARTICIPATE?
4. Online Fundraising Development Storytelling Technology
6. BEFORE GIVE DAY •  Plan •  Create content •  Stage and train ambassadors •  Develop your success metrics •  Review your giving prowess
7. HOW MUCH TIME ARE YOU PLANNING TO SPEND? •  5-10 hours •  10-15 hours •  15-20 hour •  20-30 hours •  More than 30 hours
8. HOW MUCH TIME ARE YOU PLANNING TO SPEND? 20-30 hours
9. 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
10. CONTENT CREATION Pic monkey CANVA
11. SPEND TIME IN THE BEAUTY SALON •  Coverpage •  Square logo •  Twitter logo •  Online News Page
12. FREE STOCK IMAGES •  http://list.ly/l/703
13. 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
14. 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
15. WHAT IS SUCCESS? •  Visits to website? •  Clicks? •  Likes? •  Donations? •  New Donors?
16. Fun infographics and tips from http://www.nptechforgood.com/2014/06/08/14-must-know-stats-about- fundraising-social-media-and-mobile-technology/
17. DEFINE YOUR OBJECTIVES • What is the cost of the project or idea? •  Item Specific – we need X items •  Dollar Specific we need to raise $ to see ____ happen •  Time Specific – we need to raise $ by this deadline for ___ to happen
18. PEOPLE ARE MOTIVATED BY JOY •  Give Days Giving •  People fund what they know •  People fund who they know •  Micro-donations are inspired by joy
19. RECRUIT INFLUENCERS •  Find Them •  Reach out to them •  Give them all the tools they need Source: http://www.bethkanter.org/ambassadors/
20. SO WHY DO PEOPLE SHARE THINGS? http://nytmarketing.whsites.net/mediakit/pos/
22. WHY CREATE AND FIND CHAMPIONS 1. The power of a testimonial will outperform anything you create. 2. Champions can open doors faster than you can. 3. It isn’t marketing, its genuine.
23. WHO MAKES A GOOD CHAMPION? •  Basic communication skills •  Enthusiasm for the cause •  Personal connection to the NPO •  Active Facebook profile & basic social media etiquette •  Positive outlook on life •  Willingness to learn •  Time to spend on social media
24. WHERE ARE THEY? •  Your email newsletter – who is clicking and opening? •  Twitter – who is engaging? •  Facebook – who is engaging? •  Staff, board, volunteers, donors •  Online donors
25. HOW TO GET CONTENT SHARED •  Appeal to people’s motivation to connect •  Inspire Trust •  Keep your messages simple •  Use humor •  Embrace a sense of urgency •  One share is the beginning •  Email is your best engine
26. TELL A STORY •  The Issue Story – how your project solves a larger social issue •  The Local Story – how your project serves your community •  The People you serve – how the people you serve will be transformed •  The behind the scenes – sneak peek •  Innovation story – what you are doing that is unique •  Personal passion story – why your supporter is passionate
27. CRAFT YOUR STORY
29. 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.
30. GIVE THEM TOOLS
31. MAKE VIDEOS •  Use what you have •  Prepare ahead of time •  Keep it short •  Choose your words carefully •  Include a call to action •  Choose good music https://www.youtube.com/watch?v=szpN6nn2sMo
32. 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
38. KEEP UP THE MOMENTUM
39. CELEBRATE •  Break the rules and communicate all day long. •  Thank your supporters by name.
40. AFTER •  Thanks •  Celebrate •  Capture your feedback
41. SAY THANK YOU, FAST
42. THANK YOU NOTES AND TIPS •  Follow up via social media that day •  Optimize your office to respond with mail within 72 hours •  Schedule a thank-a-thon with 1 month •  Send them a non-solicitation within 1 month •  Link your thank you to your story
43. AWESOME RESOURCE http:// www.knightfoundation.o rg/media/uploads/ publication_pdfs/ GivingDayPlaybook.pdf
44. GIVING DAYS http://www.pinterest.com/thesparkmill/giving-day-strategies/
45. 804-852-6409 QUESTIONS NOW or LATER? to talk: 804.852.6409# to write: sarah@thesparkmill.com P /thesparkmill T @thesparkmill F /thesparkmill