Webinar: a social media strategy for your not-for-profit

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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
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very long captions 2,200 characters is the limit he usually uses that limit and
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he you just use in this room a very specific way he tells the exact story of
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his photo you may or may not need to do that so you need to play around with
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Instagram in order to determine does your audience prefer shorter captions or
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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