E-learning Accessible
Webinar: a social media strategy for your not-for-profit
Year of production: 2022
Photo by Carlos Muza on Unsplash
This webinar, from Elevation – a consultancy that works with not-for-profits – goes through the social media basics and outlines how to create your own social media campaign, with particular reference to reaching potential donors and funders. It includes tips on how to manage your social media channels with a small team, some free tools for social media and examples of successful social media campaigns from NGOs
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before we get started this webinar is going to be is being recorded so don't fret if you have to step out for a
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moment or you get called into a meeting we'll be sending out the link to the recording tomorrow and these slides are
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also available for download if you've got a chance to get here early or if you
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want to download them now check out the chat box and there is a link to download the slides right there speaking of the
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chat box looks like a few of you are already getting started hello from good morning from California lovely to see it
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and New York from all over the states so awesome so yes for the chat box feel
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free to throw in any comments or questions you have during the presentation oh we've got Virginia and
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Boston as well awesome guys this is cool Reston where's Preston which Virginia
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Virginia I think awesome guys this is great yes
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feel free to put any questions or comments you have into the chat box we'll be monitoring it as we go and
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we'll also save about 10 minutes at the end to answer all of your guys's
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questions oh this is awesome with bots Orlando New York Colorado where are the
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slides if you scroll up all the way to the top of the chat box actually I'll throw in the link again here for
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everyone so check out the link to download the slides there alright so
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let's get started I we have an awesome presenter for you all here today I'm
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sure you've all heard of her before making waves in the social media nonprofit world social media guru Julia
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Campbell is here to talk with you all about creating a social media strategy
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for your nonprofit so without further ado I'll let her get started yes hi
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everyone I am thrilled to be here today I don't know how to close this poll and that's just fine I got it okay there we
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go this is my own that's just my own goodness but I'm sure you're on this
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webinar because you you know you couldn't which looks like 71% of you I like that
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you 2% of you we're willing to admit yes and it's working well that's great and
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27% it looks like no we don't know where to start so you're definitely in the right place I always think there's room
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for improvement even if something is really working well and I'm glad you're coming here with an open mind ready to
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learn so if you want to tweet along I just realised at the bottom of my slides my twitter handle is spelled wrong but
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my twitter handle is Julia C social and you can of course tweet at elevation underscore web and I will respond to
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questions after the webinar if you see something that you like feel free to tweet it out we love having social media
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interaction on a social media webinar so a little bit about me if you're not familiar with me and I do see some
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friends I saw Lacey on here I saw some people that I recognize so thank you for
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coming I am a former development and marketing director I've been one of
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those development / marketing / social media / duties as assigned people at a
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small shop I've worked with small community-based organizations and large organizations as well so I know what
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you're going through right now I understand all of the different demands that are on your plate and I'm going to
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give you some tactical information that you can use and take away to your organization and if you want to learn
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more about the digital storytelling strategy I'm going to touch on in this webinar then make sure you grab a copy
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of my workbook it's a PDF printable you can take it fill it out it's going to
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give you some of the best ways that you can really think through collecting
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crafting and sharing your best stories on digital channels and we'll talk a little bit about storytelling today but
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mostly we're going to talk about social media strategy in general and some of the content that you can create that's
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going to really excite your audience so we'll talk briefly about the social media landscape entering the new year
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how to really use social media to build and deepen relationships with donors
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and then really how to manage all of this when you work at a small nonprofit and at the end if we do have time and I
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want to make sure I allow some time for questions we will look at some of the battle-tested tools that I use to create
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visuals and video for social media so a few statistics before we go into really
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the meat of the presentation if you see an infographic like this I want you to ignore it I want you to delete it I want
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you to click away from the blog post because what happens is that when we look at infographics like this this is
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what happens in an Internet minute we get very overwhelmed we think how can we cut through the clutter how can we
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possibly cut through the 3.8 million google search queries or the 2.1 million
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snaps created every minute on the internet so it's true that we live in an
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information saturated world absolutely true but what's also true is that we
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need to focus on our audience and that's what I'm going to talk about today I do want to dispel some of the myths that I
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feel are brought up fairly often so that we're all on the same page number one is that people are not leaving Facebook in
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droves we all say we're gonna leave Facebook and we never do Facebook and YouTube are used by the majority of
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Americans that means more likely than not some of your donors some of your
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supporters are using Facebook and YouTube also baby boomers are the fastest growing demographic in terms of
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social media adoption and ninety percent of Millennials that coveted group the Millennials Gen X Gen Z are using social
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media so social media use is not social media as an adoption as people use the
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platforms and create accounts that is not down but it is true that the average time spent is down and the only platform
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that seems to be growing in this area is Instagram and we'll talk about Instagram today so I wanted to show you those
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statistics to kind of put us on the same page just to say social media is still relevant it's still here it's here to
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stay it's not a shiny new tool it's actually a revolution in human communication on par with the
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printing press so we can't just ignore it and we can't hope that it goes away
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also the 2019 global NGO technology report was just released it has some
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really juicy statistics in it it looks like the majority of us are using social
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media and the majority of us agree that it is effective for not only creating
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social change but also for fundraising so take a look at this report if you're looking to benchmark yourself and create
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a baseline for your own organization the global trends in giving survey is from
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208 2018 rather they have not come out with the new one yet but this one talks
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about the influence of social media on donors so this survey surveyed owners
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rather than nonprofits and found that don't 29% of donors worldwide said that
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social media inspired them to give so all of these show them to your board if
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you have skeptics on your board or in your staff and of course we can't ignore the fact that Facebook just announced
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they reached the two billion dollar mark two billion dollars raised on social
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media on Facebook sorry with the donate button and fundraisers for causes 1
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million dollars of that having been raised in the last year alone for a 125
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million raised on givingtuesday 2018 I can't wait to see what they do in 2019 and 18 percent of donors have given
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through Facebook's charitable giving tools so we can't ignore it what we need to understand is how to use it for our
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organization what we also need to understand when we are creating our
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social media strategy is that donors are disappearing and I feel like it is our
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moral obligation and duty to be retaining these new donors so while
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charitable giving may have increased in 2018 the total number of donors dropped
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and new to new donors dropped newly retained donors dropped and gifts of
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less than $250 declined so small donors are leaving people are thinking that
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philanthropy is only for the wealthy for the Bill Gates's for the Warren Buffett's and that is a problem for a
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lot of us running small organizations so why did donor stop giving I mean all of
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this any statistics I share it's all based in data so if you take a look at
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this list we can combat everything on this list with social media
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except for maybe two things except for death and could no longer afford those we don't have any control over
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everything else on this list we do have some agency over we have some control
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over a lot of the things on this list and we need to design our strategy around the reason why donors stopped
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giving even better we should design our strategy around why donors keep giving
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the seven key donor drivers so the seven key drivers this is your content strategy right here we're gonna walk through it
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donor perceives organization to be effective donors know what to expect
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with each interaction donor receives a timely thank you donor receives
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opportunities to make views known that means you're accessible you're answering questions you're showing up you are
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addressing comments you're answering your phone you're answering emails donor
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feels like they're part of an important cause because as we know donors give
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because they want to solve a problem they don't give because they like your organization and you've won 10,000
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awards and your board members have 45,000 degrees right they want to be part of an important cause solving a
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problem that is important to them they feel their involvement is appreciated they receive information showing who is
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being helped now do you do any of these things with your social media this is
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the National donor commitment study it's very interesting to read but I pulled out the seven key drivers for us because
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what we're going to talk about today we're going to talk about how to address these seven key drivers in our social
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media strategy we're gonna give donors what they want we're gonna give supporters what they want or
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gonna give the people that know us and love us or that want to know us and love us exactly what they want so how do we
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do this the other most important thing to remember especially about any kind of communications is that people are going
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to forget what you said people will forget what you did but people will never forget how you made them feel
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did you make them feel appreciated did you make them feel like they're part of an important cause did you make them
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feel like they're helping did you showcase impact okay so we're gonna tie all this together in your social media
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strategy unfortunately many of the meetings that I sit in on look like this
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it's always tools first we have to get away from the tools first strategy you
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know what's the big campaigning idea we're going digital we're gonna be on tick-tock and snapchat and Instagram
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live what are we gonna do I don't know we'll figure it out later the more important question is why are
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we doing this but also what are we going to do is important so the number one thing you need to do the very first step
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is figure out the why what would you do if you couldn't fail if you could wave a
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magic wand and accomplish all of your social media dreams what would that look
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like what do you hope to achieve by using social media in particular as opposed to calling donors as opposed to
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events as opposed to email as opposed to any other methods of communication what
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can social media help you achieve specifically and what a success of like
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and then what do you want people to do what do you actually want people to do at the end of the day what are you
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calling them to action now I know all of you are saying if I waved a magic wand I would have 10,000 Twitter followers I
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would have 5,000 Facebook fans you have to think deeper than number of fans you
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also have to think deeper then simply raised awareness I just want to get on Twitter I want to get 5,000 fans look at
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this cartoon this was on Beth Cantor's blog and I really loved it our cat adaption numbers tanked this quarter but
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the important thing is our YouTube views are way up okay so don't tell me that your most important
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goal is YouTube views because I'm gonna push back and say what would great
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what would you Tube views get you if you if your video went viral what would that get you why you know you've got to dig
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deeper why do you want to raise awareness if you were not the best kept secret anymore what would that get you
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what would increase the visibility get you you have to always come back to the why and it's going to help you when
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you're creating your content strategy if you know why you also need to know who who are you talking to on social media
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you need to understand your donors and what they value what do they want to
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know more about as related to you you're the go-to resource in your industry in
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your cause I go to you I don't have time to read every article to look up every
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statistic to read every story around the cause around the problem that I care about so I look to you tell me what I
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need to know and tell me what I need to do explain the problem explain the solution and explain the impact you need
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to understand what motivates your donors and what drives them to participate and if you don't know it's a great excuse to
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call them to send out a donor survey to talk to them at events to send out a
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letter to hold a luncheon talk to your donors you need to understand their
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drive their drivers their particular drivers and their motivations what do they know about you
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and what do they want to know about you and what misconceptions do they have about you or the population that you
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serve this is an example of an organization in Italy and they did a
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search so they looked at Google search and they looked at YouTube because YouTube is the number two search engine
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in the world owned by the number one search engine Google and they looked at what are people searching on around the
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words down-syndrome now not for the faint of heart obviously you gotta have a pretty thick skin and a
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hardened stomach if you're gonna start doing Google searches around the cause that you care about but
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gonna give you some fantastic market research that you can then leverage to create this content that people are
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searching for so they created a series of videos based on searches that they found it was a lot of moms saying I've
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been diagnosed or I you know I've just found out that I am going to have a
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child with Down syndrome what do I do what's the first step what can I expect and so they created a series of videos
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called dear future mom answering this question showing people the human side
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of your organization if you can't share faces and names in your storytelling
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that's fine a lot of organizations that I work with have confidentiality restrictions this is a Meyer in New
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England they work with victims of sex trafficking they never share identifying details or names but they still manage
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to share these really compelling mission moments these little tiny stories and
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this is they actually do a really great job fundraising using Instagram doing it this way so don't think you have to
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always have that forward-facing person the key is just to know what your audience cares about so Road scholar was
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one of my clients and they are formerly Elderhostel and they provide educational
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trips and resources to older adults the majority of the adults they serve are
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women who are even like 70 plus they're very independent they're fierce they're
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educated they are probably a little bit more affluent and you can't tell them
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that they can't do anything that they want to do so we created this avatar for them on social media and we call her the
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funky grandma and if we don't think that the funky grandma would like a post we
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don't post it and if we think she would we do post it the part of the thing is
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we're not excluding people because a lot of other people are going to overlap
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with the funky grandma but if you get laser-focused on social media with who
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you're talking to people will start to see you as part of their identity they'll start to self-identify with your
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content and with your page and with your mission and that's how you're going
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to get engagement you want people to feel something you want them to see themselves in the content that you post
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if they don't they're not going to like and comment and share the third step is
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choosing the right platforms this cannot be the first step we can't start platforms first until I
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know what are you trying to accomplish where are you trying to go and who are you trying to reach because I'm going to
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ask you which platforms are going to help you reach the people you want to reach and get them to take the action
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that you want to take and also you do not need to be everywhere pick one
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channel to do well pick two channels to do well and then add on and add on and
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add on don't spread yourself too thin and water down your content across all
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of these different channels the most important thing to know about social media is that you can't simply automate
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what you're doing you can repurpose and recycle content and I will show you a little bit how to do that when I show
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you account simple calendar but each channel is its own country with its own
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language its own etiquette its own set of best practices its own audience
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you know everything that works on Pinterest might not work on LinkedIn or Facebook some things that work on
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LinkedIn might not work on Twitter so you have to create an individual strategy for each channel and that's why
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I encourage you to just pick one or two based on your capacity based on your
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capacity what you can possibly handle so your mini strategy you're going to ask these questions why are we using let's
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just pick Instagram why are we using Instagram specifically what do we hope to gain from Instagram what types of
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content are we going to share on Instagram what voice are we going to
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have on Instagram what are we going to measure so we know progress on Instagram so we're talking about a mini strategy
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for each platform it's not enough to just have an overarching digital strategy it's not enough to have an
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overarching social media strategy each platform in order to maximize what you're doing and not spin
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your wheels and not waste time each platform needs to be treated like its own country now you didn't think you
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were going to get on a social media webinar and I was gonna reference the IRS
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unless you've been on one with me because you know I love the IRS social media strategy they use each channel to
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reach a different specific audience so they use Facebook to reach tax preparers they use Instagram to reach younger
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people and share information on tax preparing tax what's it called tax
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returns and all of that kind of stuff they share really fun videos that are created for Instagram they share news
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and announcements on Twitter so think about the IRS social media strategy if you go to the IRS website you can find
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their social media strategy on the website and it's pretty interesting how they actually parse it out like that to
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different audiences because then it can be laser-focused this is the problem
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with a lot of our social media strategies you know tell like us so we can tell you how awesome we are we've
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got an awesome promotion maybe it's a sale or maybe it's an event help our
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awesome video go viral I've actually received emails that said help our video
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go viral and I thought what I don't want to do that I want to like save the rainforests I don't care about your
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video because people don't make the link they don't really understand help us raise money for our campaign I don't
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really care about your campaign I care about helping more children get after-school care so frame things in
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helping me be more awesome how can we help you be more awesome how can we help you achieve what you want to achieve
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which is solving the problem that they care about so we need to stop making
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about us and we need to understand why people are on social media in the first place this is why they're on these
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different channels you know some people want to learn about news and current events some people want to learn about
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topics of interest that's YouTube and Twitter our discovery platforms but
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mostly it's me me me I want to talk to my four I want to share my photos I want to share about my day I want to use social
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media to help establish my identity my worldview the things that I care about
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so how can we help people do that and look good to their friends and family
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and that's the kind of content that we need to create so let's just review the
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seven key drivers because this is going to influence all of the social media
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content that you post you need to perceive you to be effective we need to
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be thanked we need to be part of an important cause we need to receive
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information showing who is being helped these are all kind of non-negotiables so
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now we're gonna go specifically through a few of the channels and I'll show you some examples of how you can leverage
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each channel within your overarching digital strategy so for your Facebook
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strategy you want to make sure it's centered on great visuals and great
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stories think about why people are on Facebook you want your content to
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seamlessly fit into the newsfeed so people like faces it's called Facebook
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people like stories and you can always either not add a link to an outside website you don't have to always add a
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link you just tell a great story and have a great photo and people will like it and comment on it or you can add a
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link to an outside website when you're talking about a story on Facebook you
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want to make sure it has stakes it's not just saying this happened this happened this happened and the end you know what
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are the stakes what are the what is on the line Joe found himself unexpectedly
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unemployed there you go there are the stakes there's the conflict grab me grab my
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attention in the first line great visual grabbing atten and then if you can link
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it to something that's trending like hunger action month or any kind of cause and awareness day all the better this is
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pretty much a perfect social media ask because it has everything that's
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required of fundraising on Facebook one is a green it doesn't have to be a dog you know I
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you know I love animals jobs are not necessarily my thing I'm much more interested in like children and
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emergency relief but I paid attention to this it's a great photo it has a
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compelling story that grabs me and hooks me and a specific ask can you give just
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five dollars to help Fiesta and other animals like her hit the donate button below it's pretty much a perfect
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fundraising post not every post has to obviously ask for money if you want to use the donate button I think I say just
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to go back to this if you do use the donate button telling people that they should press it and also giving them a
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specific amount that they should donate will eliminate analysis paralysis because people are on the go when
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they're on social media they're on their phones they're doing 50 things they might be watching TV so eliminate any
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kind of confusion they might not see the donate button because it might be down and there scroll just tell people
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exactly what you want them to do eliminate any kind of decision making and you'll see your conversions go up
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using Facebook live should be part of your Facebook strategy 100% even if you
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don't get a lot of viewers while you are live you're going to get a ton of reach
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and engagement after the live video ends and then you have this great video that
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you can download and put on YouTube embed in your blog repurpose in 10,000 different ways you can retarget people
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that watch the video with ads you can add a caption like the New York Public Library and use Facebook live to grow
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your email list but Facebook live needs to be a key element of any facebook
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strategy it's the most engaging type of content on Facebook also budgeting a
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tiny little bit for Facebook ads and especially if you're trying to fundraise
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on Facebook because you can track the ROI the return on investment if you spend 50 dollars to create this Facebook
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ad and you get one hundred dollars in donations then you that's an immediate benefit that you
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can track so think about what's timely think about what's urgent think about
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what's relevant you know feed a family for the holidays you know Rohingya
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refugees in Bangladesh need our help can you donate today if it's something in the news or if it's something that's
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timely like the holidays or its cause Awareness Day or its afterschool think about creating a Facebook ad around that
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and you can target Facebook Ads to your current donors upload your email list into Facebook target and add to your
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current donors target and add to your email list target and add to your laps donors you can put the Facebook pixel on
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your website and you can target people that visited your website there's a million ways that you can do it
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but ad targeting is so powerful and so effective that I always recommend to be
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a tiny part of any Facebook strategy and then of course if you're raising money on Facebook you want to make sure that
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you have you know you're signed up for Facebook charitable giving tools and that you are encouraging people to
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donate their birthdays and then showing them really how to best leverage
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Facebook having a great photo having a great title for your fundraiser sharing
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it far and wide if you do any kind of peer-to-peer fundraising the same principles apply on Facebook you have to
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tell people exactly what you want them to do you have to give them a reason to donate you have to have a compelling
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story so the peer-to-peer fundraising practices still apply if you do a race
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or a walk or any of that all right so now we're going to talk about Twitter some quick tips and best practices for
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your Twitter strategy make sure you're jumping on popular topics and hashtags
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so things like carers week okay things like breast cancer awareness month there
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is a week or a day or a month for absolutely every single cause out there
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find out what yours are and then find some fun ones like emoji day or pizza
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day and jump on those shirring video on Twitter works really well because it jumps out of the
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newsfeed sharing fantastic photography and a little bit of a story jumps out of
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the feet on Twitter because so many people are sharing links and spam and you know a lot of fluff so if you have a
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really curated Twitter strategy it can actually stand out if you do a lot of storytelling on Twitter and then jumping
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on things like emoji day having fun with it looking at the ways that people are
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using it and trying to adapt and emulate some of those fun things it doesn't have
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to be all doom and gloom and serious all the time I like how lambda uses Twitter or this
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is Instagram but it's a picture of a tweet that they posted on Instagram which apparently people do I don't
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usually recommend doing that I get questions about that all the time people do it all the time I don't know
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but this is originally a tweet and I really liked it because it's helpful it's useful information it's giving
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people something that they want and it's also very shareable it's very retweeted well people want to
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share this information with their friends because they want to say this stuff to their friends and then adding
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your own spin to trending topics works well also so you know three words I
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cannot stand most people had crazy things of you know on Twitter and then stop being crazy the
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weather's bipolar get over it you know I think that adopting your own spin on
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popular topics works really really well on Twitter and it shows your personality and it also shows that you're a human at
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the end of the day and people want to connect with humans on social media we
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do not want to connect with logos we do not want to connect with brands we want to connect with people I'll write
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another fantastic account so I've already told you you have to follow the
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IRS now I'm telling you you have to follow the TSA the TSA is my favorite
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Instagram account because they constantly are taking this very serious dry boring subject matter
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and spinning it and making it funny and entertaining and perfect for Instagram
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so if you just look at this caption are we cool we like to think we're cool we
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want you to have a pleasant experience at the airport and arrive safely your destination but getting caught while
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trying to fly with marijuana or cannabis infused products can really harsh your mellow and then they say let us be blunt
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I mean it's just so funny so think about ways that you see accounts that you might like to adopt
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and that might not be your voice on Instagram but that's what works on Instagram so take some notes think about
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some ways that you could be a little more maybe casual or friendly or accessible I also love when I see
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legislative advocacy on Instagram that does work really really well so calling
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texting also text overlay on photos on Instagram works well so people don't
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necessarily have to read the caption in order to like the photo that works well
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and there's tons of low-cost and bold free mobile apps or you can add text overlay to photos a question that I get
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all the time about Instagram strategy is should we use longer captions or shorter
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captions so this is my friend Brandon Harvey and he's a photographer he writes
32:24
very long captions 2,200 characters is the limit he usually uses that limit and
32:31
he you just use in this room a very specific way he tells the exact story of
32:37
his photo you may or may not need to do that so you need to play around with
32:43
Instagram in order to determine does your audience prefer shorter captions or
32:50
longer captions do they need does the story need a lot of additional detail does the photo
32:57
really say a thousand words or do you need additional wording and you should
33:02
know that in the mobile news feed your caption is going to get cut off after
33:08
maybe 10 words and then someone will have to click more so you want to put your most important and
33:14
stuff that's gonna grab people your most important wording in the top part of the caption once again if you don't have the
33:22
ability to share faces and identifying details think about ways you could share
33:28
inspirational quotes think about ways you could share fun graphics maybe you could use animation you could use
33:34
artwork so just kind of get creative Instagram at the end of the day is a very visual platform it's a visual
33:40
storytelling platform so you do have to have great visuals but you don't necessarily have to have client stories
33:47
for every post any Instagram strategy in 2019 going into 2020 needs to
33:54
incorporate Instagram stories they're poised to take over the popularity they're poised to take over the newsfeed
34:00
by 2020 so sharing in the moment behind the
34:05
scenes off-the-cuff authentic raw moments this is Susan G Komen Florida
34:11
and they always are sharing behind the scenes moments and events at various
34:16
functions there are many creative ways to use Instagram stories I've seen tips
34:21
like this where each photo shared is a different tip and there's fantastic
34:26
graphic design tools that you can use to create that I'm talking about events
34:32
that you're holding or participating in you're going to a conference you're going to a major action like the climate
34:40
strike and then just shedding light on the work shedding light on the work that
34:46
you do this tells a story and maybe these photos aren't perfect for your
34:52
newsfeed they're not perfect for you know you don't want to put them in your newsletter but they might be good for an
34:59
Instagram story just giving people some context and some background into what you're doing and of course if you're
35:04
signed up with Facebook charitable giving tools you can incorporate the
35:10
Instagram donation sticker and put it on your Instagram story so you can do this
35:16
with your own nonprofit account like you can see Best Buddies does and the Malala fund both do it or anyone on Instagram a
35:25
personal account or a business account can add the donation sticker and start
35:30
raising money for you right away so something to look at something to
35:35
incorporate just a tool in your tool belts that you want to make sure you're
35:41
exploring especially if you're trying to use Instagram or any kind of social media to fundraise now the big question
35:49
how often should I post I'm willing to
35:55
bet that you need to post more frequently than you think because
36:01
organic reach which means unpaid reach is something like 2 to 3 percent on
36:06
Facebook that means only 2 to 3 percent of your fans are going to see anything
36:11
that you post it's incredibly low across all of the sites and the reality of
36:19
social media is that it's like exercise this is the best analogy that I can
36:25
provide for you if you simply go to the gym an hour a week and you just kind of
36:31
throw around some weights and you kind of walk on the treadmill half-heartedly you don't really have a plan you don't
36:38
really know what you're doing and you don't record anything you don't try to improve you're not gonna get the results
36:44
that you would if you worked out strategically three times a week and you had a plan and you knew the weights that
36:51
you were gonna do and you switched up the machines and you get the analogy I mean you get it so the more time you put
36:58
in but the more thoughtful and intentional time that you put in to
37:04
social media the better so it's not even just about time you we all know this you
37:09
could spend 40 hours a week on social media and accomplish literally nothing we've all gone down that rabbit hole
37:15
right so it's about strategy it's about thought and it's about intention and
37:22
that's what we need to focus on when we're using it social media it's not about quantity it's about quality
37:28
now repurposing and recycling this is huge so you have one great story or one
37:37
great photo with a little caption that can be a a post that can become an email blast
37:42
that can be a Facebook post a tweet an Instagram post as long as there's a visual linked in now I didn't cover
37:50
LinkedIn today because just for nature of time but LinkedIn is becoming a huge
37:56
powerhouse of engagement if you're sharing photos and videos because not many people leverage the site for that
38:03
you can have a LinkedIn company page you can have a LinkedIn personal page
38:08
for for yourself for your executive director and post from there there's LinkedIn publishing LinkedIn is
38:15
something that I think is it's kind of like the dark horse of social media and I think it's vastly underappreciated
38:22
because maybe it's not as sexy or as you know shiny as a lot of the other
38:27
channels but LinkedIn is not something to ignore if it's a place where you feel
38:32
like your donors are that's the most important thing is your audience there and then of course if you have any video
38:39
at all any video at all should go on YouTube we didn't get to talk about YouTube today as well but YouTube like I
38:46
said before is a place where people search for things they're searching for
38:52
information on YouTube so an analogy that I heard I just listened to a podcast about how to maximize your
38:58
YouTube views YouTube is like free advertising because people are searching for you you're not to having to force
39:05
your content down people's throats they are actively looking for it so if you have any kind of video content
39:12
at all make sure you have a YouTube channel make for you make sure you sign
39:17
up for YouTube for nonprofits and make sure that you're sending people to your
39:22
YouTube channel and people are going to find you based on the terms they're
39:28
searching for so all of these things you know think about all these things we don't have to do all the things this is
39:35
a sample calendar that I have used with some of my clients just to kind of show
39:42
you how content can be repurposed across different channels so if you write a
39:48
blog post every week there you go your member spotlight goes up on the website
39:54
then maybe you have a print publication which you took the member of spotlight from then maybe you're sending out an
40:00
email once a week and that can be your Facebook post or Instagram post if you have a video put it on YouTube and then
40:07
your Linkedin post so you're not gonna update your website every day you're not gonna send an email every day but you
40:13
can start to see themes and if you are like a one-person shop and you're feeling very overwhelmed the best way to
40:20
think about it is have a theme so Tuesday could be in the field Wednesday
40:26
could be a fun quote Thursday could be in the office and then you just do three
40:32
days a week and then when you start to craft your social media calendar around
40:37
themes and you get more comfortable and you start seeing more traction and you start seeing more engagement you'll feel
40:44
comfortable branching out what I don't want you to do is rely too heavily on
40:50
content that you don't create so sending people to other people's websites
40:56
sending people to the New York Times sending people to outside sources use
41:02
sparingly because Facebook for one does not reward content that sends people off
41:09
of Facebook but also you know you want to build yourself up as a thought leader you want to share helpful information
41:15
but you want to share original content as well that's why I'm following you
41:21
that's why I'm interacting with you and that's why I'm supporting you so think
41:27
about think about how you can use articles and outside resources sparingly
41:35
and I know a lot of us rely on that for our social media content but we have to
41:40
get away from that a little bit so your new mantra less is more quality over
41:47
quantity right focus over frantic do not
41:53
wake up every Monday morning and think what am I going to throw up on Instagram what am I going to put up on Facebook oh
41:59
my gosh I've got to send out some tweets you want to be focused you want to look
42:04
at the calendar you want to know what piece content is the most important piece of content for the day and share it out and
42:13
repurpose it so the way I like to think about it is it's the gold so it's kind
42:18
of like whatever your story is is the gold your content and then you mold it based on if you want to make a necklace
42:25
or a bracelet or a watch your little studio that you're going to use it's your phone your digital media studio
42:34
it's your phone you're going to take video with your phone and we're gonna
42:39
get over being scared of this so tips for video shorter is better you have to
42:44
grab attention with the very first frame captions so download an app use an app
42:52
that will include captions on your video not only because 85% of videos are
42:57
watched on social on silent but also because it's inclusive and makes it more accessible for people you can also
43:04
download your video repurpose it across all channels and authenticity is so much
43:10
better than polish so if it's your 50th gala you know your 50th anniversary gala
43:16
yes you're not gonna shoot a little story on your phone and put it up at the gala you're gonna spend some money on
43:21
that video but if it's for social media and you just need an Instagram story you can use your phone you can also um use
43:30
your smartphone for live-streaming maybe you want to get some lighting you might want to get a mic I have a USB mic that
43:37
I use for my webinars I use the blue Yeti mic you might want to get a
43:43
lavalier mic I mean it's really not a huge investment to just up your game a little bit but you can do this all with
43:49
your phone people love livestream videos people love Instagram stories all taken
43:56
with the phone I think the real key is that we need to think about social media
44:01
not as a perfect content creation in like an art museum we need to think
44:07
about it as documenting what we do documenting your day showing me the
44:13
behind the scenes of everything that you do you know and you can also use it to
44:18
thank supporters if you're running a fund using campaign you're running an event thank people in real-time
44:23
use your phone to thank people make some thank-you videos post them up on social
44:29
media think about those seven key drivers people want to see evidence they want to
44:35
see impact they want to they want to see stories of the people and places that
44:40
have been helped because of their donation they want to feel that human connection they want to be thanked think
44:46
of ways that you could use video to do all of those things and then some tools that you can use to spice up your social
44:53
media canva that is a free graphic design platform you can also purchase stock photography you can use their
45:01
themes or your own themes canva is such a life saver I use it for literally
45:06
everything in my life Animoto is one of my favorite video editing tools this is
45:13
where you can upload photos that you already have and create a little photo montage add some music that they already
45:21
have put some text overlay on it and boom you've got a little social media video and then word swag it's my
45:28
favorite mobile app this is where you can upload your own photos put text overlay edit them create great graphics
45:35
great quotes great visuals for social media so those are really my three go to
45:41
my three favorite go to tools I have a million that I use but I like to I like to whittle it down to the essentials
45:47
these are created with word swag which is that mobile app that I love in terms
45:52
of planning and scheduling I like HootSuite and buffer I do not recommend
45:59
scheduling out all of your social media I don't recommend automating all of your
46:06
social media because if you post from Instagram to Twitter it looks weird if
46:12
you post from Twitter to LinkedIn it looks weird so as much as you can try to
46:17
go in and natively post or natively schedule within each app but for
46:23
HootSuite and buffer I find that scheduling tweets works scheduling on
46:28
LinkedIn works those are really the only two I schedule - if you want to schedule
46:33
two ends gram later it's great even scheduled up to 30 posts for Instagram to go out and
46:41
it looks good and you can kind of see what it'll look like in the newsfeed and then but sumo is a tool that I recommend
46:47
if you're looking for content ideas you can search on keywords and industry topics and different things like that so
46:54
remember that social media is a way for you to help your supporters connect the
47:00
dots around your organization they're never going to have they're never going
47:06
to have that full picture from just one social media post but the more they see of you the more dots will get connected
47:13
and the more they'll understand the bigger picture and when you're trying to get buy-in and you're trying to advocate
47:20
for your work and help people understand what you do it's I would suggest
47:26
printing out this slide this is the real work this is what we're doing we need to
47:31
be able to understand each platform the best practices the strengths and the
47:36
weaknesses we need to be able to consistently create content that works
47:42
for each platform we are on we need to be able to actively participate answer
47:48
questions answer direct messages show up like how are you showing up for your
47:54
audience we also need to understand what our audience wants do some research there we need to do measurement analysis
48:02
and improvement so simply just posting on social media a year after year
48:07
without really understanding what's getting engagement what's getting clicks what's getting traction what is which
48:13
sites are sending the most traffic to the website which sites are sending the most traffic to the donation page we
48:20
need to do a little bit of measurement and analysis so that we can improve all
48:28
right well that's all I have for the formal part of the presentation
48:33
I've been looking in the chat and I don't Sarah I know you were gonna read some of the questions to me I haven't
48:38
really been following because I've been doing the presentation but if you want a copy of the digital storytelling
48:47
workbook I encourage you to text the word workbook to three four five three four five if you would like to get in
48:53
touch with me my website is up there and Sarah I know you're gonna send all
48:59
the slides out oh you just listed the link to download them as well yes I've
49:05
reposted the link so everyone can download them there let me send it out to everyone just once more if you guys
49:12
have any questions throw them in now and we'll hang on for a few more minutes to
49:19
see if anything comes in other than that this is an awesome presentation thank
49:25
you guys so much for being here and thank you Juliette for all this amazing work yeah thank you Oh
49:31
sometimes if you text from it's got to be in the United States I meant to tell
49:36
you that here I'll get the link for the workbook if you're not in the United
49:43
States I should have said that that's the wrong one sometimes with that so if you do get it if you get an error
49:49
message and you want the workbook I just put the link in but yeah make sure you
49:55
type your questions in all right I see one okay from Rachel okay I can read I
50:01
can read it if you want what's your strategy for donors followers other
50:06
nonprofits to become influencers for your organization and help spread your content that's a great question
50:12
so I call them social media ambassadors and you can call them brand ambassadors
50:19
whatever you call them the key is to have a real strategy around identifying them recruiting them and then giving
50:27
them something to do so make a list of anyone in your organization that's very
50:34
active on social media they don't have to be tech savvy and staff members volunteers board members community
50:41
members low-hanging fruit and then you want to go to your database you want to
50:46
go through your social media channels look at who's very active who always comments who always retweets who always
50:53
shares and recruit them by telling them hi everyone we're looking to really
51:00
spread the word about a specific campaign or we're looking to spread the word about some of
51:05
the great work that we're doing we'd like to invite you to become part of this group we're gonna set up either an
51:12
email list we're gonna set up a private Facebook group we'd love for you to go in there and then once a week we're
51:18
gonna post something that we would love all of you to share out so that's kind
51:23
of the most the easiest way and that's really where I would start with that so
51:29
it's um you know you certainly have to give them a reason to participate but
51:34
just start with trying to coordinate a group of maybe 1015 people inside of
51:39
your Facebook group or an email list giving them something specific to do every week and then getting their
51:46
feedback and talking to them and asking them how it's working and how you could improve I think using them as a focus
51:53
group could work well either okay all right Sarah I don't know yeah maybe you
51:59
should read them to me cuz all right so we've got another question just a
52:05
reminder to everyone the recording will be sent out tomorrow so check your email for that we have another question it's
52:10
not really about social media but it's part of their communications plan what
52:15
is an ideal schedule for sending out an e-newsletter right now they're doing it monthly oh okay
52:22
if you send an email out monthly and I delete one I haven't heard from you in two months so try sending emails at
52:32
least two times a month now usually I recommend weekly and everyone's gonna
52:37
say oh my gosh we can't do weekly but if it's short and sweet and to the point
52:42
and if it's something I actually want to read then I'm not going to delete it so
52:49
for instance I get emails from a local hospital and they send a patient story every week a patient story it's just
52:56
this is a patient story this is the photo here's a link to our blog if you want to read more and here's a way that
53:03
you can get involved I don't read it every week but I know it's there and I see it come into my inbox and sometimes
53:09
I read it and sometimes I don't but what it does it gets me used to getting communication
53:15
that I like from that organization so it's not always asking me to do something it's not spam it's interesting
53:21
I like it it's very short I can read it on my phone so the real key with email is that we have to stop thinking about
53:28
it as a way to like push our agenda out and we really have to think about it as a way to build a relationship with our
53:33
donors what do they want to see what do they want to hear from us and how can we
53:38
give that to them every single week give them information that they actually want every single week so personally I think
53:47
weekly I definitely think monthly is not enough because like I said if I delete one by accident and I haven't heard from
53:53
you for several months and I'm less likely to open your email the next time
53:59
that I get it awesome yeah and all right we have another question from Sandy it
54:06
says how often should we have a donate button up OH on the donate button ask I'm I'm kind of
54:15
a fan of the 80/20 rule where 80% of the content you share should be hitting on
54:22
one of those donor drivers and 20% can be a direct ask so that's just kind of a
54:28
loose rule I know some people add the donate button to everything they do and it works well for them like the ASPCA I
54:34
know the Humane Society does but to me I think for a small local organization
54:39
people are gonna get overwhelmed so I think sharing impact stories printing
54:46
out that donor driver's side hitting on everything your donor wants to hear and see from you and then priming the pump
54:53
getting them to trust you getting them to love you getting them really excited inspired and then you know asking them
55:00
to give maybe 20% of the time works well yeah I really like that 8020 rule but
55:07
that puts it in good perspective all right and next question says we have an issue with identifying and thanking
55:14
donors that give through Facebook network for good and Facebook has privacy restrictions so gifts that come
55:21
in are anonymous do you happen to have a workaround for this no but I do have very strong
55:28
opinions about this this is my favorite question to answer first of all we need
55:33
to realize that in the digital age we are no longer in control of anything so
55:39
donors can give to us whenever they want however they want and they will and if
55:45
we don't give them a way to do it then they're going to seek either another organization to support or they might
55:53
just not make the donation so it's 4 a.m. and I want to give to you via Facebook and I don't find the donate
55:58
button on your Facebook page then I might not make the donation the problem
56:04
for fundraisers is that we're so used to controlling everything and getting the contact information through our website
56:10
through our payment processor through our database with social media fundraising its flipped because Facebook
56:19
doesn't care what we want Facebook doesn't really care what the user wants either but Facebook they want to protect
56:26
the user because they want the user to trust them and they want the user to stay on the website so unless someone on
56:32
Facebook clicks a button that says please share my information with the charity then you're not going to get
56:38
that information so focus on thanking the people that are doing the fundraising and if you see a fundraiser
56:45
for you on Facebook like a birthday fundraiser you can post in that fundraiser and you
56:51
can say hi everyone thank you so much for your donations here you know I would
56:56
love to show you the impact of the money I would love to show you the impact of your investment of your partnership with
57:03
us if you would like to hear more about the impact that your donations made come
57:09
on over a sign up for our email list and we'll make sure to stay in touch with you so you have to be a little bit more
57:14
proactive but also we should know that with the general data protection law
57:21
that went into play in the EU and the UK just because someone makes a donation to
57:28
you Oh in the EU now at this point you can't add them to your email list they have to explicitly opt-in to your email
57:36
so I'm not sure if that rule is coming to the United States but I firmly
57:42
believe like we should only be contacting people that are interested in hearing from us and if they haven't
57:47
clicked that little button that says I want to hear from you then we shouldn't worry about them but we can be proactive
57:53
by encouraging people posting in the fundraiser asking them to join us on on
57:59
their terms you know on our email list awesome yeah we have a related question
58:04
and it says we have a challenge with Facebook not allowing us to share our email address or website link even a
58:10
messenger have you faced this challenge before and do you have you how do you overcome it um no that sounds like I
58:19
mean that sounds like a technical problem um with Facebook I'm not sure why you wouldn't be allowed to share
58:25
your email address but I do know that a lot of people don't really like direct
58:32
messages I mean they don't like getting direct messages that are uninvited so I never recommend trying to contact people
58:39
via direct messenger unless they've invited it unless they've contacted you first the best practice is just to post
58:46
inside the fundraiser or post on your Facebook page you know try to create ads
58:52
that will encourage people to sign up for your email list that kind of thing so I don't I don't know that sounds like
58:58
a technical issue okay and so we have another question is social media a
59:04
better way to launch your nonprofit like a soft launch or is it better to start with a baby launch events I think you
59:12
should do both I think you should do a big launch event and stream it live on social media so I think you could
59:19
there's elements of both I think it depends what you're trying to accomplish are you more of a virtual organization
59:25
or is it something where you want to invite the community to come and celebrate with you and you want to cut a
59:31
ribbon and invite people to meet your board members and staff members all of that though any live event that you do
59:38
in person that is social media gold you can take photos you can do live video
59:44
you can stream it I mean you can do a lot with the live event so I think combination of both all right I had that
59:53
sounds great I think that's it for questions for today a huge thank you to Julia for putting on this amazing
1:00:00
presentation and thank you to everyone who stuck around and watched the webinar
1:00:06
who was - thanks everyone all right Emma so we have webinars about
1:00:12
once a month sometimes twice people look out if your email address it for
before we get started this webinar is going to be is being recorded so don't fret if you have to step out for a
0:05
moment or you get called into a meeting we'll be sending out the link to the recording tomorrow and these slides are
0:12
also available for download if you've got a chance to get here early or if you
0:18
want to download them now check out the chat box and there is a link to download the slides right there speaking of the
0:25
chat box looks like a few of you are already getting started hello from good morning from California lovely to see it
0:32
and New York from all over the states so awesome so yes for the chat box feel
0:38
free to throw in any comments or questions you have during the presentation oh we've got Virginia and
0:45
Boston as well awesome guys this is cool Reston where's Preston which Virginia
0:50
Virginia I think awesome guys this is great yes
0:57
feel free to put any questions or comments you have into the chat box we'll be monitoring it as we go and
1:04
we'll also save about 10 minutes at the end to answer all of your guys's
1:10
questions oh this is awesome with bots Orlando New York Colorado where are the
1:17
slides if you scroll up all the way to the top of the chat box actually I'll throw in the link again here for
1:22
everyone so check out the link to download the slides there alright so
1:29
let's get started I we have an awesome presenter for you all here today I'm
1:34
sure you've all heard of her before making waves in the social media nonprofit world social media guru Julia
1:41
Campbell is here to talk with you all about creating a social media strategy
1:47
for your nonprofit so without further ado I'll let her get started yes hi
1:53
everyone I am thrilled to be here today I don't know how to close this poll and that's just fine I got it okay there we
2:00
go this is my own that's just my own goodness but I'm sure you're on this
2:08
webinar because you you know you couldn't which looks like 71% of you I like that
2:17
you 2% of you we're willing to admit yes and it's working well that's great and
2:22
27% it looks like no we don't know where to start so you're definitely in the right place I always think there's room
2:28
for improvement even if something is really working well and I'm glad you're coming here with an open mind ready to
2:35
learn so if you want to tweet along I just realised at the bottom of my slides my twitter handle is spelled wrong but
2:43
my twitter handle is Julia C social and you can of course tweet at elevation underscore web and I will respond to
2:51
questions after the webinar if you see something that you like feel free to tweet it out we love having social media
2:57
interaction on a social media webinar so a little bit about me if you're not familiar with me and I do see some
3:04
friends I saw Lacey on here I saw some people that I recognize so thank you for
3:10
coming I am a former development and marketing director I've been one of
3:15
those development / marketing / social media / duties as assigned people at a
3:22
small shop I've worked with small community-based organizations and large organizations as well so I know what
3:29
you're going through right now I understand all of the different demands that are on your plate and I'm going to
3:35
give you some tactical information that you can use and take away to your organization and if you want to learn
3:42
more about the digital storytelling strategy I'm going to touch on in this webinar then make sure you grab a copy
3:50
of my workbook it's a PDF printable you can take it fill it out it's going to
3:55
give you some of the best ways that you can really think through collecting
4:00
crafting and sharing your best stories on digital channels and we'll talk a little bit about storytelling today but
4:06
mostly we're going to talk about social media strategy in general and some of the content that you can create that's
4:14
going to really excite your audience so we'll talk briefly about the social media landscape entering the new year
4:20
how to really use social media to build and deepen relationships with donors
4:26
and then really how to manage all of this when you work at a small nonprofit and at the end if we do have time and I
4:32
want to make sure I allow some time for questions we will look at some of the battle-tested tools that I use to create
4:39
visuals and video for social media so a few statistics before we go into really
4:47
the meat of the presentation if you see an infographic like this I want you to ignore it I want you to delete it I want
4:54
you to click away from the blog post because what happens is that when we look at infographics like this this is
5:02
what happens in an Internet minute we get very overwhelmed we think how can we cut through the clutter how can we
5:08
possibly cut through the 3.8 million google search queries or the 2.1 million
5:13
snaps created every minute on the internet so it's true that we live in an
5:20
information saturated world absolutely true but what's also true is that we
5:25
need to focus on our audience and that's what I'm going to talk about today I do want to dispel some of the myths that I
5:32
feel are brought up fairly often so that we're all on the same page number one is that people are not leaving Facebook in
5:39
droves we all say we're gonna leave Facebook and we never do Facebook and YouTube are used by the majority of
5:45
Americans that means more likely than not some of your donors some of your
5:50
supporters are using Facebook and YouTube also baby boomers are the fastest growing demographic in terms of
5:58
social media adoption and ninety percent of Millennials that coveted group the Millennials Gen X Gen Z are using social
6:05
media so social media use is not social media as an adoption as people use the
6:12
platforms and create accounts that is not down but it is true that the average time spent is down and the only platform
6:20
that seems to be growing in this area is Instagram and we'll talk about Instagram today so I wanted to show you those
6:26
statistics to kind of put us on the same page just to say social media is still relevant it's still here it's here to
6:33
stay it's not a shiny new tool it's actually a revolution in human communication on par with the
6:39
printing press so we can't just ignore it and we can't hope that it goes away
6:45
also the 2019 global NGO technology report was just released it has some
6:51
really juicy statistics in it it looks like the majority of us are using social
6:57
media and the majority of us agree that it is effective for not only creating
7:04
social change but also for fundraising so take a look at this report if you're looking to benchmark yourself and create
7:12
a baseline for your own organization the global trends in giving survey is from
7:17
208 2018 rather they have not come out with the new one yet but this one talks
7:24
about the influence of social media on donors so this survey surveyed owners
7:31
rather than nonprofits and found that don't 29% of donors worldwide said that
7:37
social media inspired them to give so all of these show them to your board if
7:44
you have skeptics on your board or in your staff and of course we can't ignore the fact that Facebook just announced
7:51
they reached the two billion dollar mark two billion dollars raised on social
7:57
media on Facebook sorry with the donate button and fundraisers for causes 1
8:02
million dollars of that having been raised in the last year alone for a 125
8:08
million raised on givingtuesday 2018 I can't wait to see what they do in 2019 and 18 percent of donors have given
8:15
through Facebook's charitable giving tools so we can't ignore it what we need to understand is how to use it for our
8:21
organization what we also need to understand when we are creating our
8:27
social media strategy is that donors are disappearing and I feel like it is our
8:33
moral obligation and duty to be retaining these new donors so while
8:40
charitable giving may have increased in 2018 the total number of donors dropped
8:45
and new to new donors dropped newly retained donors dropped and gifts of
8:50
less than $250 declined so small donors are leaving people are thinking that
8:56
philanthropy is only for the wealthy for the Bill Gates's for the Warren Buffett's and that is a problem for a
9:02
lot of us running small organizations so why did donor stop giving I mean all of
9:07
this any statistics I share it's all based in data so if you take a look at
9:12
this list we can combat everything on this list with social media
9:18
except for maybe two things except for death and could no longer afford those we don't have any control over
9:24
everything else on this list we do have some agency over we have some control
9:32
over a lot of the things on this list and we need to design our strategy around the reason why donors stopped
9:38
giving even better we should design our strategy around why donors keep giving
9:44
the seven key donor drivers so the seven key drivers this is your content strategy right here we're gonna walk through it
9:50
donor perceives organization to be effective donors know what to expect
9:55
with each interaction donor receives a timely thank you donor receives
10:01
opportunities to make views known that means you're accessible you're answering questions you're showing up you are
10:08
addressing comments you're answering your phone you're answering emails donor
10:13
feels like they're part of an important cause because as we know donors give
10:19
because they want to solve a problem they don't give because they like your organization and you've won 10,000
10:26
awards and your board members have 45,000 degrees right they want to be part of an important cause solving a
10:32
problem that is important to them they feel their involvement is appreciated they receive information showing who is
10:39
being helped now do you do any of these things with your social media this is
10:46
the National donor commitment study it's very interesting to read but I pulled out the seven key drivers for us because
10:52
what we're going to talk about today we're going to talk about how to address these seven key drivers in our social
10:59
media strategy we're gonna give donors what they want we're gonna give supporters what they want or
11:05
gonna give the people that know us and love us or that want to know us and love us exactly what they want so how do we
11:11
do this the other most important thing to remember especially about any kind of communications is that people are going
11:18
to forget what you said people will forget what you did but people will never forget how you made them feel
11:25
did you make them feel appreciated did you make them feel like they're part of an important cause did you make them
11:30
feel like they're helping did you showcase impact okay so we're gonna tie all this together in your social media
11:39
strategy unfortunately many of the meetings that I sit in on look like this
11:45
it's always tools first we have to get away from the tools first strategy you
11:52
know what's the big campaigning idea we're going digital we're gonna be on tick-tock and snapchat and Instagram
11:57
live what are we gonna do I don't know we'll figure it out later the more important question is why are
12:03
we doing this but also what are we going to do is important so the number one thing you need to do the very first step
12:10
is figure out the why what would you do if you couldn't fail if you could wave a
12:15
magic wand and accomplish all of your social media dreams what would that look
12:20
like what do you hope to achieve by using social media in particular as opposed to calling donors as opposed to
12:28
events as opposed to email as opposed to any other methods of communication what
12:34
can social media help you achieve specifically and what a success of like
12:39
and then what do you want people to do what do you actually want people to do at the end of the day what are you
12:45
calling them to action now I know all of you are saying if I waved a magic wand I would have 10,000 Twitter followers I
12:53
would have 5,000 Facebook fans you have to think deeper than number of fans you
13:00
also have to think deeper then simply raised awareness I just want to get on Twitter I want to get 5,000 fans look at
13:07
this cartoon this was on Beth Cantor's blog and I really loved it our cat adaption numbers tanked this quarter but
13:14
the important thing is our YouTube views are way up okay so don't tell me that your most important
13:21
goal is YouTube views because I'm gonna push back and say what would great
13:26
what would you Tube views get you if you if your video went viral what would that get you why you know you've got to dig
13:33
deeper why do you want to raise awareness if you were not the best kept secret anymore what would that get you
13:40
what would increase the visibility get you you have to always come back to the why and it's going to help you when
13:46
you're creating your content strategy if you know why you also need to know who who are you talking to on social media
13:55
you need to understand your donors and what they value what do they want to
14:02
know more about as related to you you're the go-to resource in your industry in
14:08
your cause I go to you I don't have time to read every article to look up every
14:16
statistic to read every story around the cause around the problem that I care about so I look to you tell me what I
14:22
need to know and tell me what I need to do explain the problem explain the solution and explain the impact you need
14:30
to understand what motivates your donors and what drives them to participate and if you don't know it's a great excuse to
14:36
call them to send out a donor survey to talk to them at events to send out a
14:42
letter to hold a luncheon talk to your donors you need to understand their
14:47
drive their drivers their particular drivers and their motivations what do they know about you
14:53
and what do they want to know about you and what misconceptions do they have about you or the population that you
14:59
serve this is an example of an organization in Italy and they did a
15:05
search so they looked at Google search and they looked at YouTube because YouTube is the number two search engine
15:12
in the world owned by the number one search engine Google and they looked at what are people searching on around the
15:20
words down-syndrome now not for the faint of heart obviously you gotta have a pretty thick skin and a
15:26
hardened stomach if you're gonna start doing Google searches around the cause that you care about but
15:31
gonna give you some fantastic market research that you can then leverage to create this content that people are
15:37
searching for so they created a series of videos based on searches that they found it was a lot of moms saying I've
15:45
been diagnosed or I you know I've just found out that I am going to have a
15:50
child with Down syndrome what do I do what's the first step what can I expect and so they created a series of videos
15:57
called dear future mom answering this question showing people the human side
16:04
of your organization if you can't share faces and names in your storytelling
16:09
that's fine a lot of organizations that I work with have confidentiality restrictions this is a Meyer in New
16:15
England they work with victims of sex trafficking they never share identifying details or names but they still manage
16:23
to share these really compelling mission moments these little tiny stories and
16:29
this is they actually do a really great job fundraising using Instagram doing it this way so don't think you have to
16:35
always have that forward-facing person the key is just to know what your audience cares about so Road scholar was
16:42
one of my clients and they are formerly Elderhostel and they provide educational
16:47
trips and resources to older adults the majority of the adults they serve are
16:52
women who are even like 70 plus they're very independent they're fierce they're
16:59
educated they are probably a little bit more affluent and you can't tell them
17:05
that they can't do anything that they want to do so we created this avatar for them on social media and we call her the
17:12
funky grandma and if we don't think that the funky grandma would like a post we
17:18
don't post it and if we think she would we do post it the part of the thing is
17:24
we're not excluding people because a lot of other people are going to overlap
17:29
with the funky grandma but if you get laser-focused on social media with who
17:34
you're talking to people will start to see you as part of their identity they'll start to self-identify with your
17:41
content and with your page and with your mission and that's how you're going
17:46
to get engagement you want people to feel something you want them to see themselves in the content that you post
17:51
if they don't they're not going to like and comment and share the third step is
17:58
choosing the right platforms this cannot be the first step we can't start platforms first until I
18:05
know what are you trying to accomplish where are you trying to go and who are you trying to reach because I'm going to
18:10
ask you which platforms are going to help you reach the people you want to reach and get them to take the action
18:17
that you want to take and also you do not need to be everywhere pick one
18:24
channel to do well pick two channels to do well and then add on and add on and
18:31
add on don't spread yourself too thin and water down your content across all
18:38
of these different channels the most important thing to know about social media is that you can't simply automate
18:44
what you're doing you can repurpose and recycle content and I will show you a little bit how to do that when I show
18:50
you account simple calendar but each channel is its own country with its own
18:55
language its own etiquette its own set of best practices its own audience
19:00
you know everything that works on Pinterest might not work on LinkedIn or Facebook some things that work on
19:06
LinkedIn might not work on Twitter so you have to create an individual strategy for each channel and that's why
19:14
I encourage you to just pick one or two based on your capacity based on your
19:20
capacity what you can possibly handle so your mini strategy you're going to ask these questions why are we using let's
19:28
just pick Instagram why are we using Instagram specifically what do we hope to gain from Instagram what types of
19:36
content are we going to share on Instagram what voice are we going to
19:41
have on Instagram what are we going to measure so we know progress on Instagram so we're talking about a mini strategy
19:48
for each platform it's not enough to just have an overarching digital strategy it's not enough to have an
19:53
overarching social media strategy each platform in order to maximize what you're doing and not spin
20:00
your wheels and not waste time each platform needs to be treated like its own country now you didn't think you
20:07
were going to get on a social media webinar and I was gonna reference the IRS
20:12
unless you've been on one with me because you know I love the IRS social media strategy they use each channel to
20:20
reach a different specific audience so they use Facebook to reach tax preparers they use Instagram to reach younger
20:27
people and share information on tax preparing tax what's it called tax
20:34
returns and all of that kind of stuff they share really fun videos that are created for Instagram they share news
20:40
and announcements on Twitter so think about the IRS social media strategy if you go to the IRS website you can find
20:48
their social media strategy on the website and it's pretty interesting how they actually parse it out like that to
20:54
different audiences because then it can be laser-focused this is the problem
21:00
with a lot of our social media strategies you know tell like us so we can tell you how awesome we are we've
21:07
got an awesome promotion maybe it's a sale or maybe it's an event help our
21:12
awesome video go viral I've actually received emails that said help our video
21:17
go viral and I thought what I don't want to do that I want to like save the rainforests I don't care about your
21:24
video because people don't make the link they don't really understand help us raise money for our campaign I don't
21:31
really care about your campaign I care about helping more children get after-school care so frame things in
21:38
helping me be more awesome how can we help you be more awesome how can we help you achieve what you want to achieve
21:45
which is solving the problem that they care about so we need to stop making
21:50
about us and we need to understand why people are on social media in the first place this is why they're on these
21:57
different channels you know some people want to learn about news and current events some people want to learn about
22:02
topics of interest that's YouTube and Twitter our discovery platforms but
22:08
mostly it's me me me I want to talk to my four I want to share my photos I want to share about my day I want to use social
22:15
media to help establish my identity my worldview the things that I care about
22:22
so how can we help people do that and look good to their friends and family
22:27
and that's the kind of content that we need to create so let's just review the
22:32
seven key drivers because this is going to influence all of the social media
22:38
content that you post you need to perceive you to be effective we need to
22:44
be thanked we need to be part of an important cause we need to receive
22:50
information showing who is being helped these are all kind of non-negotiables so
22:55
now we're gonna go specifically through a few of the channels and I'll show you some examples of how you can leverage
23:02
each channel within your overarching digital strategy so for your Facebook
23:07
strategy you want to make sure it's centered on great visuals and great
23:12
stories think about why people are on Facebook you want your content to
23:18
seamlessly fit into the newsfeed so people like faces it's called Facebook
23:24
people like stories and you can always either not add a link to an outside website you don't have to always add a
23:30
link you just tell a great story and have a great photo and people will like it and comment on it or you can add a
23:36
link to an outside website when you're talking about a story on Facebook you
23:41
want to make sure it has stakes it's not just saying this happened this happened this happened and the end you know what
23:48
are the stakes what are the what is on the line Joe found himself unexpectedly
23:54
unemployed there you go there are the stakes there's the conflict grab me grab my
24:00
attention in the first line great visual grabbing atten and then if you can link
24:06
it to something that's trending like hunger action month or any kind of cause and awareness day all the better this is
24:14
pretty much a perfect social media ask because it has everything that's
24:20
required of fundraising on Facebook one is a green it doesn't have to be a dog you know I
24:27
you know I love animals jobs are not necessarily my thing I'm much more interested in like children and
24:34
emergency relief but I paid attention to this it's a great photo it has a
24:39
compelling story that grabs me and hooks me and a specific ask can you give just
24:47
five dollars to help Fiesta and other animals like her hit the donate button below it's pretty much a perfect
24:54
fundraising post not every post has to obviously ask for money if you want to use the donate button I think I say just
25:02
to go back to this if you do use the donate button telling people that they should press it and also giving them a
25:08
specific amount that they should donate will eliminate analysis paralysis because people are on the go when
25:15
they're on social media they're on their phones they're doing 50 things they might be watching TV so eliminate any
25:22
kind of confusion they might not see the donate button because it might be down and there scroll just tell people
25:28
exactly what you want them to do eliminate any kind of decision making and you'll see your conversions go up
25:35
using Facebook live should be part of your Facebook strategy 100% even if you
25:42
don't get a lot of viewers while you are live you're going to get a ton of reach
25:48
and engagement after the live video ends and then you have this great video that
25:53
you can download and put on YouTube embed in your blog repurpose in 10,000 different ways you can retarget people
26:00
that watch the video with ads you can add a caption like the New York Public Library and use Facebook live to grow
26:08
your email list but Facebook live needs to be a key element of any facebook
26:13
strategy it's the most engaging type of content on Facebook also budgeting a
26:22
tiny little bit for Facebook ads and especially if you're trying to fundraise
26:28
on Facebook because you can track the ROI the return on investment if you spend 50 dollars to create this Facebook
26:35
ad and you get one hundred dollars in donations then you that's an immediate benefit that you
26:41
can track so think about what's timely think about what's urgent think about
26:46
what's relevant you know feed a family for the holidays you know Rohingya
26:52
refugees in Bangladesh need our help can you donate today if it's something in the news or if it's something that's
26:58
timely like the holidays or its cause Awareness Day or its afterschool think about creating a Facebook ad around that
27:05
and you can target Facebook Ads to your current donors upload your email list into Facebook target and add to your
27:12
current donors target and add to your email list target and add to your laps donors you can put the Facebook pixel on
27:19
your website and you can target people that visited your website there's a million ways that you can do it
27:24
but ad targeting is so powerful and so effective that I always recommend to be
27:30
a tiny part of any Facebook strategy and then of course if you're raising money on Facebook you want to make sure that
27:39
you have you know you're signed up for Facebook charitable giving tools and that you are encouraging people to
27:45
donate their birthdays and then showing them really how to best leverage
27:51
Facebook having a great photo having a great title for your fundraiser sharing
27:57
it far and wide if you do any kind of peer-to-peer fundraising the same principles apply on Facebook you have to
28:03
tell people exactly what you want them to do you have to give them a reason to donate you have to have a compelling
28:08
story so the peer-to-peer fundraising practices still apply if you do a race
28:14
or a walk or any of that all right so now we're going to talk about Twitter some quick tips and best practices for
28:22
your Twitter strategy make sure you're jumping on popular topics and hashtags
28:28
so things like carers week okay things like breast cancer awareness month there
28:34
is a week or a day or a month for absolutely every single cause out there
28:41
find out what yours are and then find some fun ones like emoji day or pizza
28:47
day and jump on those shirring video on Twitter works really well because it jumps out of the
28:52
newsfeed sharing fantastic photography and a little bit of a story jumps out of
28:59
the feet on Twitter because so many people are sharing links and spam and you know a lot of fluff so if you have a
29:08
really curated Twitter strategy it can actually stand out if you do a lot of storytelling on Twitter and then jumping
29:15
on things like emoji day having fun with it looking at the ways that people are
29:20
using it and trying to adapt and emulate some of those fun things it doesn't have
29:27
to be all doom and gloom and serious all the time I like how lambda uses Twitter or this
29:34
is Instagram but it's a picture of a tweet that they posted on Instagram which apparently people do I don't
29:40
usually recommend doing that I get questions about that all the time people do it all the time I don't know
29:46
but this is originally a tweet and I really liked it because it's helpful it's useful information it's giving
29:53
people something that they want and it's also very shareable it's very retweeted well people want to
30:00
share this information with their friends because they want to say this stuff to their friends and then adding
30:06
your own spin to trending topics works well also so you know three words I
30:12
cannot stand most people had crazy things of you know on Twitter and then stop being crazy the
30:19
weather's bipolar get over it you know I think that adopting your own spin on
30:26
popular topics works really really well on Twitter and it shows your personality and it also shows that you're a human at
30:32
the end of the day and people want to connect with humans on social media we
30:38
do not want to connect with logos we do not want to connect with brands we want to connect with people I'll write
30:45
another fantastic account so I've already told you you have to follow the
30:51
IRS now I'm telling you you have to follow the TSA the TSA is my favorite
30:57
Instagram account because they constantly are taking this very serious dry boring subject matter
31:04
and spinning it and making it funny and entertaining and perfect for Instagram
31:09
so if you just look at this caption are we cool we like to think we're cool we
31:14
want you to have a pleasant experience at the airport and arrive safely your destination but getting caught while
31:19
trying to fly with marijuana or cannabis infused products can really harsh your mellow and then they say let us be blunt
31:26
I mean it's just so funny so think about ways that you see accounts that you might like to adopt
31:33
and that might not be your voice on Instagram but that's what works on Instagram so take some notes think about
31:39
some ways that you could be a little more maybe casual or friendly or accessible I also love when I see
31:46
legislative advocacy on Instagram that does work really really well so calling
31:52
texting also text overlay on photos on Instagram works well so people don't
31:59
necessarily have to read the caption in order to like the photo that works well
32:04
and there's tons of low-cost and bold free mobile apps or you can add text overlay to photos a question that I get
32:12
all the time about Instagram strategy is should we use longer captions or shorter
32:18
captions so this is my friend Brandon Harvey and he's a photographer he writes
32:24
very long captions 2,200 characters is the limit he usually uses that limit and
32:31
he you just use in this room a very specific way he tells the exact story of
32:37
his photo you may or may not need to do that so you need to play around with
32:43
Instagram in order to determine does your audience prefer shorter captions or
32:50
longer captions do they need does the story need a lot of additional detail does the photo
32:57
really say a thousand words or do you need additional wording and you should
33:02
know that in the mobile news feed your caption is going to get cut off after
33:08
maybe 10 words and then someone will have to click more so you want to put your most important and
33:14
stuff that's gonna grab people your most important wording in the top part of the caption once again if you don't have the
33:22
ability to share faces and identifying details think about ways you could share
33:28
inspirational quotes think about ways you could share fun graphics maybe you could use animation you could use
33:34
artwork so just kind of get creative Instagram at the end of the day is a very visual platform it's a visual
33:40
storytelling platform so you do have to have great visuals but you don't necessarily have to have client stories
33:47
for every post any Instagram strategy in 2019 going into 2020 needs to
33:54
incorporate Instagram stories they're poised to take over the popularity they're poised to take over the newsfeed
34:00
by 2020 so sharing in the moment behind the
34:05
scenes off-the-cuff authentic raw moments this is Susan G Komen Florida
34:11
and they always are sharing behind the scenes moments and events at various
34:16
functions there are many creative ways to use Instagram stories I've seen tips
34:21
like this where each photo shared is a different tip and there's fantastic
34:26
graphic design tools that you can use to create that I'm talking about events
34:32
that you're holding or participating in you're going to a conference you're going to a major action like the climate
34:40
strike and then just shedding light on the work shedding light on the work that
34:46
you do this tells a story and maybe these photos aren't perfect for your
34:52
newsfeed they're not perfect for you know you don't want to put them in your newsletter but they might be good for an
34:59
Instagram story just giving people some context and some background into what you're doing and of course if you're
35:04
signed up with Facebook charitable giving tools you can incorporate the
35:10
Instagram donation sticker and put it on your Instagram story so you can do this
35:16
with your own nonprofit account like you can see Best Buddies does and the Malala fund both do it or anyone on Instagram a
35:25
personal account or a business account can add the donation sticker and start
35:30
raising money for you right away so something to look at something to
35:35
incorporate just a tool in your tool belts that you want to make sure you're
35:41
exploring especially if you're trying to use Instagram or any kind of social media to fundraise now the big question
35:49
how often should I post I'm willing to
35:55
bet that you need to post more frequently than you think because
36:01
organic reach which means unpaid reach is something like 2 to 3 percent on
36:06
Facebook that means only 2 to 3 percent of your fans are going to see anything
36:11
that you post it's incredibly low across all of the sites and the reality of
36:19
social media is that it's like exercise this is the best analogy that I can
36:25
provide for you if you simply go to the gym an hour a week and you just kind of
36:31
throw around some weights and you kind of walk on the treadmill half-heartedly you don't really have a plan you don't
36:38
really know what you're doing and you don't record anything you don't try to improve you're not gonna get the results
36:44
that you would if you worked out strategically three times a week and you had a plan and you knew the weights that
36:51
you were gonna do and you switched up the machines and you get the analogy I mean you get it so the more time you put
36:58
in but the more thoughtful and intentional time that you put in to
37:04
social media the better so it's not even just about time you we all know this you
37:09
could spend 40 hours a week on social media and accomplish literally nothing we've all gone down that rabbit hole
37:15
right so it's about strategy it's about thought and it's about intention and
37:22
that's what we need to focus on when we're using it social media it's not about quantity it's about quality
37:28
now repurposing and recycling this is huge so you have one great story or one
37:37
great photo with a little caption that can be a a post that can become an email blast
37:42
that can be a Facebook post a tweet an Instagram post as long as there's a visual linked in now I didn't cover
37:50
LinkedIn today because just for nature of time but LinkedIn is becoming a huge
37:56
powerhouse of engagement if you're sharing photos and videos because not many people leverage the site for that
38:03
you can have a LinkedIn company page you can have a LinkedIn personal page
38:08
for for yourself for your executive director and post from there there's LinkedIn publishing LinkedIn is
38:15
something that I think is it's kind of like the dark horse of social media and I think it's vastly underappreciated
38:22
because maybe it's not as sexy or as you know shiny as a lot of the other
38:27
channels but LinkedIn is not something to ignore if it's a place where you feel
38:32
like your donors are that's the most important thing is your audience there and then of course if you have any video
38:39
at all any video at all should go on YouTube we didn't get to talk about YouTube today as well but YouTube like I
38:46
said before is a place where people search for things they're searching for
38:52
information on YouTube so an analogy that I heard I just listened to a podcast about how to maximize your
38:58
YouTube views YouTube is like free advertising because people are searching for you you're not to having to force
39:05
your content down people's throats they are actively looking for it so if you have any kind of video content
39:12
at all make sure you have a YouTube channel make for you make sure you sign
39:17
up for YouTube for nonprofits and make sure that you're sending people to your
39:22
YouTube channel and people are going to find you based on the terms they're
39:28
searching for so all of these things you know think about all these things we don't have to do all the things this is
39:35
a sample calendar that I have used with some of my clients just to kind of show
39:42
you how content can be repurposed across different channels so if you write a
39:48
blog post every week there you go your member spotlight goes up on the website
39:54
then maybe you have a print publication which you took the member of spotlight from then maybe you're sending out an
40:00
email once a week and that can be your Facebook post or Instagram post if you have a video put it on YouTube and then
40:07
your Linkedin post so you're not gonna update your website every day you're not gonna send an email every day but you
40:13
can start to see themes and if you are like a one-person shop and you're feeling very overwhelmed the best way to
40:20
think about it is have a theme so Tuesday could be in the field Wednesday
40:26
could be a fun quote Thursday could be in the office and then you just do three
40:32
days a week and then when you start to craft your social media calendar around
40:37
themes and you get more comfortable and you start seeing more traction and you start seeing more engagement you'll feel
40:44
comfortable branching out what I don't want you to do is rely too heavily on
40:50
content that you don't create so sending people to other people's websites
40:56
sending people to the New York Times sending people to outside sources use
41:02
sparingly because Facebook for one does not reward content that sends people off
41:09
of Facebook but also you know you want to build yourself up as a thought leader you want to share helpful information
41:15
but you want to share original content as well that's why I'm following you
41:21
that's why I'm interacting with you and that's why I'm supporting you so think
41:27
about think about how you can use articles and outside resources sparingly
41:35
and I know a lot of us rely on that for our social media content but we have to
41:40
get away from that a little bit so your new mantra less is more quality over
41:47
quantity right focus over frantic do not
41:53
wake up every Monday morning and think what am I going to throw up on Instagram what am I going to put up on Facebook oh
41:59
my gosh I've got to send out some tweets you want to be focused you want to look
42:04
at the calendar you want to know what piece content is the most important piece of content for the day and share it out and
42:13
repurpose it so the way I like to think about it is it's the gold so it's kind
42:18
of like whatever your story is is the gold your content and then you mold it based on if you want to make a necklace
42:25
or a bracelet or a watch your little studio that you're going to use it's your phone your digital media studio
42:34
it's your phone you're going to take video with your phone and we're gonna
42:39
get over being scared of this so tips for video shorter is better you have to
42:44
grab attention with the very first frame captions so download an app use an app
42:52
that will include captions on your video not only because 85% of videos are
42:57
watched on social on silent but also because it's inclusive and makes it more accessible for people you can also
43:04
download your video repurpose it across all channels and authenticity is so much
43:10
better than polish so if it's your 50th gala you know your 50th anniversary gala
43:16
yes you're not gonna shoot a little story on your phone and put it up at the gala you're gonna spend some money on
43:21
that video but if it's for social media and you just need an Instagram story you can use your phone you can also um use
43:30
your smartphone for live-streaming maybe you want to get some lighting you might want to get a mic I have a USB mic that
43:37
I use for my webinars I use the blue Yeti mic you might want to get a
43:43
lavalier mic I mean it's really not a huge investment to just up your game a little bit but you can do this all with
43:49
your phone people love livestream videos people love Instagram stories all taken
43:56
with the phone I think the real key is that we need to think about social media
44:01
not as a perfect content creation in like an art museum we need to think
44:07
about it as documenting what we do documenting your day showing me the
44:13
behind the scenes of everything that you do you know and you can also use it to
44:18
thank supporters if you're running a fund using campaign you're running an event thank people in real-time
44:23
use your phone to thank people make some thank-you videos post them up on social
44:29
media think about those seven key drivers people want to see evidence they want to
44:35
see impact they want to they want to see stories of the people and places that
44:40
have been helped because of their donation they want to feel that human connection they want to be thanked think
44:46
of ways that you could use video to do all of those things and then some tools that you can use to spice up your social
44:53
media canva that is a free graphic design platform you can also purchase stock photography you can use their
45:01
themes or your own themes canva is such a life saver I use it for literally
45:06
everything in my life Animoto is one of my favorite video editing tools this is
45:13
where you can upload photos that you already have and create a little photo montage add some music that they already
45:21
have put some text overlay on it and boom you've got a little social media video and then word swag it's my
45:28
favorite mobile app this is where you can upload your own photos put text overlay edit them create great graphics
45:35
great quotes great visuals for social media so those are really my three go to
45:41
my three favorite go to tools I have a million that I use but I like to I like to whittle it down to the essentials
45:47
these are created with word swag which is that mobile app that I love in terms
45:52
of planning and scheduling I like HootSuite and buffer I do not recommend
45:59
scheduling out all of your social media I don't recommend automating all of your
46:06
social media because if you post from Instagram to Twitter it looks weird if
46:12
you post from Twitter to LinkedIn it looks weird so as much as you can try to
46:17
go in and natively post or natively schedule within each app but for
46:23
HootSuite and buffer I find that scheduling tweets works scheduling on
46:28
LinkedIn works those are really the only two I schedule - if you want to schedule
46:33
two ends gram later it's great even scheduled up to 30 posts for Instagram to go out and
46:41
it looks good and you can kind of see what it'll look like in the newsfeed and then but sumo is a tool that I recommend
46:47
if you're looking for content ideas you can search on keywords and industry topics and different things like that so
46:54
remember that social media is a way for you to help your supporters connect the
47:00
dots around your organization they're never going to have they're never going
47:06
to have that full picture from just one social media post but the more they see of you the more dots will get connected
47:13
and the more they'll understand the bigger picture and when you're trying to get buy-in and you're trying to advocate
47:20
for your work and help people understand what you do it's I would suggest
47:26
printing out this slide this is the real work this is what we're doing we need to
47:31
be able to understand each platform the best practices the strengths and the
47:36
weaknesses we need to be able to consistently create content that works
47:42
for each platform we are on we need to be able to actively participate answer
47:48
questions answer direct messages show up like how are you showing up for your
47:54
audience we also need to understand what our audience wants do some research there we need to do measurement analysis
48:02
and improvement so simply just posting on social media a year after year
48:07
without really understanding what's getting engagement what's getting clicks what's getting traction what is which
48:13
sites are sending the most traffic to the website which sites are sending the most traffic to the donation page we
48:20
need to do a little bit of measurement and analysis so that we can improve all
48:28
right well that's all I have for the formal part of the presentation
48:33
I've been looking in the chat and I don't Sarah I know you were gonna read some of the questions to me I haven't
48:38
really been following because I've been doing the presentation but if you want a copy of the digital storytelling
48:47
workbook I encourage you to text the word workbook to three four five three four five if you would like to get in
48:53
touch with me my website is up there and Sarah I know you're gonna send all
48:59
the slides out oh you just listed the link to download them as well yes I've
49:05
reposted the link so everyone can download them there let me send it out to everyone just once more if you guys
49:12
have any questions throw them in now and we'll hang on for a few more minutes to
49:19
see if anything comes in other than that this is an awesome presentation thank
49:25
you guys so much for being here and thank you Juliette for all this amazing work yeah thank you Oh
49:31
sometimes if you text from it's got to be in the United States I meant to tell
49:36
you that here I'll get the link for the workbook if you're not in the United
49:43
States I should have said that that's the wrong one sometimes with that so if you do get it if you get an error
49:49
message and you want the workbook I just put the link in but yeah make sure you
49:55
type your questions in all right I see one okay from Rachel okay I can read I
50:01
can read it if you want what's your strategy for donors followers other
50:06
nonprofits to become influencers for your organization and help spread your content that's a great question
50:12
so I call them social media ambassadors and you can call them brand ambassadors
50:19
whatever you call them the key is to have a real strategy around identifying them recruiting them and then giving
50:27
them something to do so make a list of anyone in your organization that's very
50:34
active on social media they don't have to be tech savvy and staff members volunteers board members community
50:41
members low-hanging fruit and then you want to go to your database you want to
50:46
go through your social media channels look at who's very active who always comments who always retweets who always
50:53
shares and recruit them by telling them hi everyone we're looking to really
51:00
spread the word about a specific campaign or we're looking to spread the word about some of
51:05
the great work that we're doing we'd like to invite you to become part of this group we're gonna set up either an
51:12
email list we're gonna set up a private Facebook group we'd love for you to go in there and then once a week we're
51:18
gonna post something that we would love all of you to share out so that's kind
51:23
of the most the easiest way and that's really where I would start with that so
51:29
it's um you know you certainly have to give them a reason to participate but
51:34
just start with trying to coordinate a group of maybe 1015 people inside of
51:39
your Facebook group or an email list giving them something specific to do every week and then getting their
51:46
feedback and talking to them and asking them how it's working and how you could improve I think using them as a focus
51:53
group could work well either okay all right Sarah I don't know yeah maybe you
51:59
should read them to me cuz all right so we've got another question just a
52:05
reminder to everyone the recording will be sent out tomorrow so check your email for that we have another question it's
52:10
not really about social media but it's part of their communications plan what
52:15
is an ideal schedule for sending out an e-newsletter right now they're doing it monthly oh okay
52:22
if you send an email out monthly and I delete one I haven't heard from you in two months so try sending emails at
52:32
least two times a month now usually I recommend weekly and everyone's gonna
52:37
say oh my gosh we can't do weekly but if it's short and sweet and to the point
52:42
and if it's something I actually want to read then I'm not going to delete it so
52:49
for instance I get emails from a local hospital and they send a patient story every week a patient story it's just
52:56
this is a patient story this is the photo here's a link to our blog if you want to read more and here's a way that
53:03
you can get involved I don't read it every week but I know it's there and I see it come into my inbox and sometimes
53:09
I read it and sometimes I don't but what it does it gets me used to getting communication
53:15
that I like from that organization so it's not always asking me to do something it's not spam it's interesting
53:21
I like it it's very short I can read it on my phone so the real key with email is that we have to stop thinking about
53:28
it as a way to like push our agenda out and we really have to think about it as a way to build a relationship with our
53:33
donors what do they want to see what do they want to hear from us and how can we
53:38
give that to them every single week give them information that they actually want every single week so personally I think
53:47
weekly I definitely think monthly is not enough because like I said if I delete one by accident and I haven't heard from
53:53
you for several months and I'm less likely to open your email the next time
53:59
that I get it awesome yeah and all right we have another question from Sandy it
54:06
says how often should we have a donate button up OH on the donate button ask I'm I'm kind of
54:15
a fan of the 80/20 rule where 80% of the content you share should be hitting on
54:22
one of those donor drivers and 20% can be a direct ask so that's just kind of a
54:28
loose rule I know some people add the donate button to everything they do and it works well for them like the ASPCA I
54:34
know the Humane Society does but to me I think for a small local organization
54:39
people are gonna get overwhelmed so I think sharing impact stories printing
54:46
out that donor driver's side hitting on everything your donor wants to hear and see from you and then priming the pump
54:53
getting them to trust you getting them to love you getting them really excited inspired and then you know asking them
55:00
to give maybe 20% of the time works well yeah I really like that 8020 rule but
55:07
that puts it in good perspective all right and next question says we have an issue with identifying and thanking
55:14
donors that give through Facebook network for good and Facebook has privacy restrictions so gifts that come
55:21
in are anonymous do you happen to have a workaround for this no but I do have very strong
55:28
opinions about this this is my favorite question to answer first of all we need
55:33
to realize that in the digital age we are no longer in control of anything so
55:39
donors can give to us whenever they want however they want and they will and if
55:45
we don't give them a way to do it then they're going to seek either another organization to support or they might
55:53
just not make the donation so it's 4 a.m. and I want to give to you via Facebook and I don't find the donate
55:58
button on your Facebook page then I might not make the donation the problem
56:04
for fundraisers is that we're so used to controlling everything and getting the contact information through our website
56:10
through our payment processor through our database with social media fundraising its flipped because Facebook
56:19
doesn't care what we want Facebook doesn't really care what the user wants either but Facebook they want to protect
56:26
the user because they want the user to trust them and they want the user to stay on the website so unless someone on
56:32
Facebook clicks a button that says please share my information with the charity then you're not going to get
56:38
that information so focus on thanking the people that are doing the fundraising and if you see a fundraiser
56:45
for you on Facebook like a birthday fundraiser you can post in that fundraiser and you
56:51
can say hi everyone thank you so much for your donations here you know I would
56:56
love to show you the impact of the money I would love to show you the impact of your investment of your partnership with
57:03
us if you would like to hear more about the impact that your donations made come
57:09
on over a sign up for our email list and we'll make sure to stay in touch with you so you have to be a little bit more
57:14
proactive but also we should know that with the general data protection law
57:21
that went into play in the EU and the UK just because someone makes a donation to
57:28
you Oh in the EU now at this point you can't add them to your email list they have to explicitly opt-in to your email
57:36
so I'm not sure if that rule is coming to the United States but I firmly
57:42
believe like we should only be contacting people that are interested in hearing from us and if they haven't
57:47
clicked that little button that says I want to hear from you then we shouldn't worry about them but we can be proactive
57:53
by encouraging people posting in the fundraiser asking them to join us on on
57:59
their terms you know on our email list awesome yeah we have a related question
58:04
and it says we have a challenge with Facebook not allowing us to share our email address or website link even a
58:10
messenger have you faced this challenge before and do you have you how do you overcome it um no that sounds like I
58:19
mean that sounds like a technical problem um with Facebook I'm not sure why you wouldn't be allowed to share
58:25
your email address but I do know that a lot of people don't really like direct
58:32
messages I mean they don't like getting direct messages that are uninvited so I never recommend trying to contact people
58:39
via direct messenger unless they've invited it unless they've contacted you first the best practice is just to post
58:46
inside the fundraiser or post on your Facebook page you know try to create ads
58:52
that will encourage people to sign up for your email list that kind of thing so I don't I don't know that sounds like
58:58
a technical issue okay and so we have another question is social media a
59:04
better way to launch your nonprofit like a soft launch or is it better to start with a baby launch events I think you
59:12
should do both I think you should do a big launch event and stream it live on social media so I think you could
59:19
there's elements of both I think it depends what you're trying to accomplish are you more of a virtual organization
59:25
or is it something where you want to invite the community to come and celebrate with you and you want to cut a
59:31
ribbon and invite people to meet your board members and staff members all of that though any live event that you do
59:38
in person that is social media gold you can take photos you can do live video
59:44
you can stream it I mean you can do a lot with the live event so I think combination of both all right I had that
59:53
sounds great I think that's it for questions for today a huge thank you to Julia for putting on this amazing
1:00:00
presentation and thank you to everyone who stuck around and watched the webinar
1:00:06
who was - thanks everyone all right Emma so we have webinars about
1:00:12
once a month sometimes twice people look out if your email address it for
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