Finding Your Social Media Sweet Spot @fundraiserchad 97 percent of - - PowerPoint PPT Presentation

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Finding Your Social Media Sweet Spot @fundraiserchad 97 percent of - - PowerPoint PPT Presentation

Aug 20, 2022 451 likes •1.25k views

Finding Your Social Media Sweet Spot @fundraiserchad 97 percent of nonprofits regularly use social media to engage their supporters and donors. ( Global NGO Technology Report, 2019 ) But that doesnt mean they use it well Finding Your

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Finding Your Social Media Sweet Spot

@fundraiserchad

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97 percent of nonprofits regularly use social media to engage their supporters and donors.

(Global NGO Technology Report, 2019)

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But that doesn’t mean they use it well …

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Finding Your Social Media Sweet Spot

@fundraiserchad

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THE FORMULA

Tell the Right STORY On the Right CHANNEL In the Right FORMAT

@fundraiserchad

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Who is this guy? And why does he think he knows what he’s talking about?

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career fundraiser

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AGENDA

1) Boring Introductory Stuff 2) Telling the Right Story 3) On the Right Channel 4) In the Right Format 5) Boosting Engagement 6) Successful Examples 7) Q&A

@fundraiserchad

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@fundraiserchad

SLIDES + RESOURCES

productivefund uctivefundraising.c raising.com/res

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Tell the Right STORY On the Right CHANNEL In the Right FORMAT

@fundraiserchad

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what’s the mission

  • f the organization

that you serve?

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your mission  your story

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super simple elevator speech

We help [who], so they can [do what]. Let me tell you about [first name] …

productive uctivefund fundraising.com/resource raising.com/resources

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STORY TIME

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story characteristics

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story characteristics

  • Compelling story about 1

PERSON, place or thing

  • Rich detail (create a vivid picture)
  • Brings up a SOLVABLE problem
  • And …
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donor = hero

  • Use “you” and “your” at least twice

as much as “my,” “we” and “our”

  • “Without you, none of this would

have happened.”

  • BOY: “Because of you, Johnny has

a safe place to sleep tonight.”

  • It’s about the DONOR (your/your),

not you or the organization (my/we/our).

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What’s our goal?

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What can I do to help?

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Tell the Right STORY On the Right CHANNEL In the Right FORMAT

@fundraiserchad

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Who hangs out where?

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Deciding where to be …

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It’s not your decision to make.

Your audience has already made it for you.

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DON DONOR OR AV AVATA ATAR

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I know my audience … Do you know yours? JUS JUST A T ASK SK

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Do you need to be everywhere? Please don’t be.

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Fundraisers do not have to utilize every social media

  • tool. But multi-channel

communication and engagement is the new way

  • f donor relations.

(Rogare, 2019)

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Tell the Right STORY On the Right CHANNEL In the Right FORMAT

@fundraiserchad

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POST NATIVELY

(especially with video)

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USE MORE VIDEO

  • 1/3 of online activity is spent watching video.
  • Facebook native video posts have twice the

level of engagement of other post types.

  • Social video generates 12 times more shares

than text and images combined.

  • Google found that more than half the

people who watch YouTube videos posted by nonprofits go on to make a donation. (Source: Julia Campbell, 2019)

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DIY > POLISHED

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VIDEO CONTENT IDEAS

  • Beneficiary Interviews
  • Donor Interviews

("Why I Give")

  • Live at Programs
  • Behind the Scenes
  • Event Recaps
  • Year in Review
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Plan Your Content

@fundraiserchad

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productivefund uctivefundraising.c raising.com/res

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editorial calendar

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MOST EFFECTIVE POSTS

  • Bite-Size Stories
  • Raw Native Video
  • Tied to Current Events
  • Cause Awareness

Days (awarenessdays.com)

  • Volunteer Spotlights
  • Celebrate Your Staff
  • Old Content that

Worked the First Time

  • Behind the Scenes
  • Inspirational Quote

Images

  • #MotivationMonday

#FlashBackFriday #SundayFunday

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Boosting Engagement

@fundraiserchad

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Nonprofit Facebook posts reached fewer users relative to their audience size [in 2019]. An average post reached 9,100 users for every 100,000 followers a nonprofit had. [or 9.1 per 1,000]

(M+R Benchmarks Study, 2020)

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SHOW UP

DON’T JUST POST & THINK YOU’RE DONE NO TIME = FEWER CHANNELS

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GET THEM TO COMMENT (not like or vote)

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NON-ASK QUICK CALLS TO ACTION “comment yes or no below”

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And finally, what do you do when they actually do engage?

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Successful Examples

@fundraiserchad

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further learning

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7/29 @ 1pm (eastern)

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@fundraiserchad

ques questi tion

  • ns

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