LifeNet Making Champions Session

Transcript

1. MAKING AND USING CHAMPIONS
4. WHY?
5. THE DEATH OF PRESS RELEASES
6. WHEN IS THE LAST TIME YOU TRUSTED A COMMERCIAL? •  Recent Nielsen study says people trust: •  Recommendations from someone they know •  Consumer opinions posted online •  Editorial content •  Emails they signed up for •  Branded websites
7. 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.
8. SO WHY DO PEOPLE SHARE THINGS? http://nytmarketing.whsites.net/mediakit/pos/
10. 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
11. 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
12. RECRUIT INFLUENCERS •  Find Them •  Reach out to them •  Give them all the tools they need Source: http://www.bethkanter.org/ambassadors/
13. 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
14. 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
16. STORYTELLING
17. WHY ARE STORIES IMPORTANT?
18. YOUR STORY: CHANNELING A CHAMPION •  Your Story •  What Helped •  Transformation •  What do others need? •  What is your Call to" Action
19. CRAFT YOUR STORY
20. TOOLS
21. MAKING GRAPHICS: CANVA
22. IMPORTANCE OF BRAND STANDARDS
23. IF DIY: BASICS OF GOOD DESIGN 1.  2-3 Fonts 2.  3-4 Colors 3.  Clean Alignment 4.  White Space 5.  Specifications •  Formats •  Distributions •  Branding Guidelines
26. CREATE SHAREABLE CONTENT
27. FREE STOCK IMAGES •  http://list.ly/l/703
28. KEEP UP THE MOMENTUM
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. FACEBOOK NEWSFEED •  Newsfeed is no longer filled with status updates
33. SAY THANK YOU
34. ACKNOWLEDGE, THANK, AND CELEBRATE •  http://www.prdaily.com/Main/Articles/ 8_inspiring_Thank_You_videos_created_by_nonprofits_111 55.aspx •  Treat ambassadors like donors
37. THE WAITING LIST •  Sierra Donor Services saw an 11% increase in donor registration since the campaign started
38. SOCIAL MEDIA IS NOW ABOUT ADVANTAGES •  Be like oreo, not Susan G. Komen.