Social Media and Fundraising Strategies

Transcript

1. SOCIAL MEDIA STRATEGY IN YOUR ORGANIZATION
2. INTRODUCTIONS: THE SPARK MILL
3. 3 Grab a post-it and write down three expectations or desired outcomes you have for this session – what needs to happen to make this session invaluable and worth your investment?
4. OVERVIEW •  Storytelling •  Tools •  Blogs •  Instagram •  Infographics •  Twitter and Facebook •  Tactics •  Content Strategy •  Measurement •  Editorial Calendar •  Fundraising •  CASE BREAKS & SPARKS
5. 1st Gift: THE BEST SOCIAL MEDIA GUIDE EVER
6. Time Required • Listening: 5 hours a week • Participate: 10 hours • Generate Buzz: 10-15 hours per week • Share Your Story: 15-20 per week • Community Building and Social Networking: # 20 hours plus per week http://beth.typepad.com/beths_blog/2008/10/how-much-time-d.html accessed October 2009
7. FACEBOOK NEWSFEED •  Newsfeed is no longer filled with status updates
8. MARKETING
9. MARKETING IS… • WORDS • VISUALS • STRATEGY
10. Social Media Iceberg 10 Coworkers: “So what do you guys do all day after you Tweet a few times?” What most people see and think about as personal users of Social Media Behind the scenes work to support a business presence in Social Media Response: “Oh, not much…”
11. What is Your Social Media Personality 1. It’s a Conversation •  As a small business or nonprofit on social media you must dance the line between getting involved in local issues and getting too involved. 2. No more than 3 Reasons to Exist 3. Who you are on Social Media Channels should match who you are in life. •  If you are a feisty advocacy organization, your tweets/posts should be feisty and fierce. If you are a conservative and safe org. your messages should follow suit.
12. SOCIAL MEDIA PERSONALITY
14. WHY ARE STORIES IMPORTANT?
15. TED TALKS TED TALKS: Personal Tales from the edge of life TED TALKS: How to Tell a Story
16. SECRETS FROM TED TALKS 1.  Present a Clear focused message. 2.  Keep it short and to the point. 3.  Format your presentation as a hero’s journey. 4.  The most compelling storytellers relive rather than retell a story. 5.  Use humor strategically. 6.  Master strategic silence.
17. FUNNY STORIES END7: How to Shock A celebrity
18. 6 TIPS FROM THE EXPERTS 501TechNYC (CAUSEVOX) The best stories are the ones that you remember; they move you to share the story or take action. 1
19. 6 TIPS FROM THE EXPERTS 501TechNYC (CAUSEVOX) People will forget what you told them. But they’ll never forget how you made them feel through stories. 2
20. 6 TIPS FROM THE EXPERTS 501TechNYC (CAUSEVOX) Don’t make your story about your organization, make it about your cause and clients. 3
21. 6 TIPS FROM THE EXPERTS 501TechNYC (CAUSEVOX) Pair people up with volunteer transcribers and recorders to get stories out. 4
22. 6 TIPS FROM THE EXPERTS 501TechNYC (CAUSEVOX) Put your story into motion using videos. 5
23. 6 TIPS FROM THE EXPERTS 501TechNYC (CAUSEVOX) All stories have a beginning, middle, and end. 6
24. “People don’t share commercials, they share emotions.” Scott Stratten via FastCompany.com
25. YOUR STORY: CHANNELING A CHAMPION •  Your Story •  What Helped •  Transformation •  What do others need? •  What is your Call to Action
26. GETTING STARTED: VISUAL STRATEGY - INPUTS Audience 1. Who are you trying to reach? 2. What type of content do they consume? 3. What level of knowledge do they have? Engagement 1. What unique value can your content provide? 2. What do you want them to do or know as a result of seeing your content?
27. GETTING STARTED: VISUAL STRATEGY: OUTPUTS Creative Strategy 1. Where does your audience spend time online? 2. Which publications can amplify your reach? Distribution Strategy 1. What unique value can your content provide? 2. What do you want them to do or know as a result of seeing your content?
28. VISUAL CONTENT CREATION 1.  Write a Creative Brief 2.  Ideate around the Brief 3.  Craft your content •  Research •  Copywriting •  Outlining •  Getting approval 4.  Design
29. WRITE YOUR OWN CREATIVE BRIEF 1.  Background Information- campaign, team, project 2.  Objective – Answer to so what? 3.  Goals – Ultimate Goal 4.  Audience – Who are you looking to reach 5.  Specifications •  Formats •  Distributions •  Branding Guidelines
30. DO YOU DIY OR HIRE? DIY HIRE Maintenance Logo New Sizes on Social Media Brand Standards Unimportant Graphics Campaign Graphics Annual Report Annual Report
31. 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
32. BAD DESIGN
33. IMPORTANCE OF BRAND STANDARDS
34. IMPORTANCE OF EXTRAS tog ma Sarah Milst to write: sarah to talk: 804.85 to browse: ww to visit: 1623 W The Spark in Richmond between c services ar desire chan leap, and e THE together, we can do marvelous things. Strategic Planning Retreats & Training Board & Team Development Organizational Development Marketing & Social Media Sarah Milston to write: sarah@thesparkmill.com to talk: 804.852.6409 to browse: www.thesparkmill.com to visit: 1623 W. Broad Street RVA Sustainability & Fundraising The Spark Mill is a consulting practice located in Richmond, VA. Our work occupies the spaces between creativity, strategy and action. Our services are for people and organizations who desire change. We can help you start, stop, leap, and everything in between. THE SPARK MILL BIO, RESUME & SUPPORTING MATERIALS SARAH MILSTON, CFRE, MPA Sarah Milston is the founder of The Spark Mill, a Virginia firm specializing in strategy and implementation work for nonprofits and small businesses. Sarah left 10 years of working with nonprofits in fundraising, marketing, and board development to build a varied and diverse consulting practice motivated by the belief that nonprofits can and do save the world. Along the way she embraced the idea that people, organizations and groups, not just nonprofits have the power and responsibility to save the world. Whether a guide, instigator, or knowledge base, Sarah is passionate about connecting the dots and giving people the right plan and tools to make stuff happen. Committed to the nonprofit sector, Sarah earned her Masters of Public Administration (MPA) from VCU and her Certified Fundraising Executive (CFRE) credentials from CFRE International. For more information visit the website at www.thesparkmill.com/who CONSULTING AND INSTRUCTOR HISTORY Sarah Milston is the Principal Consultant at The Spark Mill, LLC. She formerly was a Senior Consultant at Floricane, LLC and at DSG Consulting as well as the owner of Milston Consulting. Currently, she is an instructor for Nonprofit Learning Point (Richmond), Southside Community Partners (Tri-Cities) and Academy for Nonprofit Excellence (Tidewater) as will begin as an instructor for the Center for Nonprofit Excellence (Charlottesville) in 2014. BREADTH OF SERVICES Please see attached chart to show the breadth of services offered from strategic planning and strategy services to development and marketing and board development and retreats.
35. SELF AUDIT • Current State •  What do you look like? •  Tools •  Talent •  Budget •  Skills • Future State •  Needs •  Resources •  Campaigns
36. •  Coverpage •  Square logo •  Twitter logo •  Online News Page •  Own your content SPEND TIME IN THE BEAUTY SALON
37. CREATE YOUR OWN
38. MAKING GRAPHICS: PICMONKEY
39. MAKING GRAPHICS: CANVA
40. EDITING ON YOUR PHONE Beautiful Mess
41. TOOLS
42. BLOGS •  Original Part of Web 2.0 •  Shortened form of “web log” •  Fast to update, requires little to no html knowledge •  Popular platforms: wordpress and blogspot
43. WAIT, I THOUGHT BLOGS WERE OLD NEWS
45. What makes a good blog? •  Compelling images and videos •  Links to other social media •  Minimum post of 1 per week •  Interactive in creating a community •  Entertain them! •  Calls to Action
46. MAKE IT SCANNABLE •  Lists •  Formatting •  Headings •  Pictures •  Blockquotes •  White space •  KISS http://www.problogger.net/archives/2005/08/19/writing-blog-content-make-it-scannable/
47. MAKE IT SHARABLE •  Articles with images get 94% more total views. •  Entertaining images •  Use titles and alternate text •  Are you getting pinned? Check! •  http://www.pinterest.com/source/thesparkmill.com/ http://www.jeffbullas.com/2012/05/28/6-powerful-reasons-why-you-should-include-images-in- your-marketing-infographic/#1tbiURdlIeje1mgg.99
48. REPURPOSING CONTENT
49. Examples of Good Blogs •  recent •  Links to more info •  Links to other social media
50. Examples of Good Blogs
51. Examples of good blogs •  Use Tumblr •  Use photos •  Instagram •  Social media links •  Using hashtags
52. INSTAGRAM •  An instagram is worth 1000 words •  Simple tool to create useful stories and to curate content from others
53. INSTAGRAM VIDEO •  Show Impact •  Tell Stories •  Inspire and Demonstrate Positive# Actions •  Teach Something •  Let Your Supporters Shine •  Testimonials •  Thank Supporters •  http://mediacause.org/7-ways-nonprofits-video-instagram/
54. INSTAGRAM : NPOS THAT GET IT http://www.pinterest.com/ karvetski/instagram-nonprofits- that-get-it/
55. BEST PRACTICES FOR NONPROFITS 1.  Report live 2.  Regram 3.  Add hastags to captions and like the photos of others 4.  Use third party apps •  Statigram – analytics •  Copygram – printing •  Flipagram and Slidagram 5.  One image a day 6.  Understand what makes a good instagram image 7.  Demonstrate impact, statistics in the captions
56. VIDEOS How to Look Your Best the Morning After: VIDEO
57. FREE STOCK IMAGES •  http://list.ly/l/703
58. INFOGRAPHICS - TYPES •  How To •  Research Results •  Compare and Contrast •  Did you know? •  Demographics •  Advocacy •  Timeline •  How to Create an Infographic in 30 minutes •  http://pinterest.com/kanter/nonprofit-infographics/
59. INFOGRAPHIC MAKERS •  Piktochart •  Infogr.am •  Google chart tools •  Visual.ly •  Wordle •  Icon Archive (free icons) •  Pixlr (photo editing)
60. INFOGRAPHIC –SHARING •  1. Submit an SEO Optimized Press Release •  2. Create a social media sharing plan •  Publish infographic in a blog post, so it has a home •  3. Submit your infographic to directories •  Visual.ly Daily Infographic Cool Infographics Infographics Archive Infographic Journal Infographics Showcase Visual Loop Flickr
61. FACEBOOK PAGES http:// nonprofitorgs.wordpress.com/ 2012/03/04/11-inspiring- nonprofit-facebook-timelines/
62. FACEBOOK PAGES Measure and adapt
63. GOOGLE+ The name of the game is SEO.
64. CONTENT & TACTICS
65. TOOLS AND TACTICS: CONTENT MARKETING MAP Content Marketing in Your Organization Where your content comes from? Ex. News, Client Stories, White Papers Where your content lives Blog, website Where your Content Flows ex. instagram, twitter, facebook., videos
66. TACTICS: EDITORIAL CALENDAR
67. USING THE CALENDAR •  Consistency is key •  Any schedule is fine, but be reliable. •  Proactive, not just reactive •  Time sensitive news is great, but plan ahead •  Track deadlines, and stick to them •  Assign and reroute if need be
69. CREATE SHAREABLE CONTENT
70. AMBASSADOR CREATION •  Invite people to play •  Encourage them to share •  Make it Easy
71. 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.
72. CURATING CONTENT - IFTTT •  Automation on Steroids •  25 Instagram Recipes •  http://agbeat.com/social-media/25-instagram-recipes-ifttt-supercharges-your- efforts/
73. MEASUREMENT •  You must keep asking,
74. MEASUREMENT – 7 BASIC STEPS •  Define your goals •  Define your audiences •  Define your benchmarks •  Define your metrics, get buy in. •  Define your time and costs •  Select your data collection tools •  Collect and analyze your data then turn what you have learned into action. •  Beth Kanter, Measuring the Networked Nonprofit
75. WHAT IS SUCCESS? •  Visits to website? •  Clicks? •  Likes? •  Donations? •  New Donors?
76. RETURN ON INVESTMENT Best Tools for Measurement 1.  Tweetdeck 2.  Hootsuite 3.  Topsy 4.  Simply Measured 5.  Sprout Social 6.  Spreadfast
77. TOOL SPECIFIC STRATEGIES: TWITTER GOAL: CONVERSATION Do this To accomplish this Keep tweets simple and short – few or no hashtags, mentions, links, or multimedia Engage in conversation Ask questions and use direct replies Engage in conversation Thank stakeholders for their input, retweets, mentions, and actions Engage in conversation Ask stakeholders to retweet your tweets Engage in conversation
78. TOOL SPECIFIC STRATEGIES: TWITTER GOAL: RETWEETING (& FAVORITING) Do this To accomplish this Focus on others: use external mentions and links Tweets will be retweeted more frequently Use more complex tweets (hashtags, mentions, links) Tweets will be retweeted and favorited more Use more public education than marketing tweets Tweets will be retweeted and favorited more Use more call to action than fundraising tweets Tweets will be retweeted and favorited more Use photos instead of videos Tweets will be retweeted more Tweet more on weekends Tweets will be retweeted and favorited more Use a dedicated campaign hashtag Tweets will be retweeted more
79. SPARKS: AMBASSADOR CREATION •  Have Conversations •  Be a real person •  Rule of 3s •  Cute Puppies
80. FUNDRAISING
81. Online Fundraising Development Storytelling Technology
82. make it easier to raise money run a campaign social media & fundraising
83. MUST KNOW FACTS AND TIPS •  Responsive design doubles giving on mobile devices. • 55% of those who engage with nonprofits via social media take further action •  Monthly donors give 42% more in one-year than one-time donors Fun infographics and tips from http://www.nptechforgood.com/2014/06/08/14-must-know-stats-about-fundraising-social-media-and- mobile-technology/
86. 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
87. 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
88. INVEST IN YOUR GIVING PAGE
89. ROCKSTARS WORLD WILDLIFE FOUNDATION
90. GREAT DONATION PAGES •  Color •  Design •  Easy to find button
91. Fund/Friend/Fanraising • Solicit Blog Posts • Offer tweets and status messages • Posting coverphotos
92. Cause Marketing
93. SPARKS: SELFIES FOR GOOD
94. Broad View of Fundraising •  World AIDS Day 2011 •  400 gifts of only $100 – but unlimited amounts of PR, press, and good will generated.
95. 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/
96. 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.
97. CROWDFUNDING: INDIEGOGO
98. CROWDFUNDING – KEEP UP THE MOMENTUM
99. 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%
100. Matching Challenges
101. Timely, Broad Reach, Defined Purpose
102. 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
103. 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
104. Say thank you, often and creatively
105. PEOPLE RAISE MONEY •  Essential lessons are still true •  Ask for money. •  Say thank you. •  Ask again.
106. CASE BREAK: SPONSORSHIPS •  What to do when there is pressure from a sponsor to include them and mentions of their products in your (Facebook and other) social media content -- especially when it is a stretch for the brand, and there is pressure from other departments -- for example from development, who may have arranged the sponsorship. •  QUESTIONS •  Where do you draw the line to keep the integrity of your page?
107. USE WITH CLIENTS
108. INTERNET ACCESS FOR INDIVIDUALS WITH INCOMES LESS THAN $20,000 Not online at all Online Access Heavily dominated by older adults http://www.pewinternet.org/2013/10/08/technology-adoption-by-lower-income- populations/
109. SO, WHY EMBRACE SOCIAL MEDIA? •  Increase interactions •  Stronger connections •  Meet them where they are •  Increases rapport with clients •  Gives them tools to guide childcare
110. POLICIES
111. STEPS TO CRAFTING A POLICY •  Examine your culture – how is it used? Fears? •  Organize a Team •  Research Others •  Draft it and Solicit feedback •  Unroll it to staff and clients •  http://socialmedia.policytool.net/welcome/wizard
112. QUESTIONS TO ASK •  Is there already a social media strategy? •  Code of Conduct, Legal Implications? •  What about a crisis? •  Find your division or State’s social media policies or guidelines and learn them.
113. EXAMPLE POLICIES •  Children's Aid Society of Toronto •  Hamilton County, Job and Family Services (Ohio) Social Media Policy •  Example policies from the health care field: http://healthblawg.visibli.com/share/L2TW2w •  Policy statement from Council of American Survey Research Organizations
114. GREAT GUIDE •  http://www.nrccwdt.org/resources/social_media/Social %20Media%20for%20Child%20Welfare%20Resource %20Guide%208-27-2012.pdf
115. RECAP & NUGGETS
116. CRISIS COMMUNICATIONS •  Be attentive, be human. •  Cut off auto schedulers •  Respond quickly. Rockstar Example @DOMVAPower
117. SOCIAL MEDIA CASE STUDIES •  HealthyLove Campaign •  Amnesty International •  James House https://www.youtube.com/user/thejameshousehelps
118. YOUR EXPERTS AND KEY RESOURCES •  Social media for social good – Heather Mansfield •  Beth Kanter’s blog: www.bethkanter.org •  Mashable - http://mashable.com/social-media/ Pew Internet & American Life Project - http://www.pewinternet.org/ •  John Haydon •  Kivi Miller http://www.nonprofitmarketingguide.com/blog/ •  NTEN •  NPENGAGE Magazine
119. SOCIAL MEDIA IS NOW ABOUT ADVANTAGES •  Be like oreo, not Susan G. Komen.
120. 804-852-6409 QUESTIONS NOW or LATER? to talk: 804.852.6409# to write: sarah@thesparkmill.com P /thesparkmill T @thesparkmill F /thesparkmill