social media community for future donor pipeline Sharni Minett - - PowerPoint PPT Presentation

How to build a social media community for future donor pipeline

Sharni Minett National Digital Lead: Vinnies

Our 60,000+ volunteers are changing lives everyday through unique acts of kindness. They are part of a community of people who

• ffer tangible help and friendship to people who

need it all over Australia.

In the beginning…

We wanted to capture these incredibly moving stories of people’s lives being changed and share this with an online community of people who love

• ur work.

SHOPS SOUP VANS

• To engage our community online by

sharing our unique stories through social.

• To cultivate new donors and steward

existing ones.

• To learn more about ourselves by

listening to those who interact with us

• nline.

Why build an online community?

• To strengthen the brand
• To increase Vinnies digital

presence, leading to increased

• nline engagement and

donations.

• To bring ‘key internal

influencers’ along the journey with us to ensure we would be properly resourced for success.

Original objectives

Nationally we wanted to reflect

• ne unified brand so we focused
• n our National Vinnies Facebook

page. We also had a limited budget and resources, so it made sense to start with one platform (nationally) and aim to do it well.

Starting point

1. Always-on approach for continuous growth 2. Make Vinnies come alive via storytelling 3. Strategic content marketing and social advertising (Our World, Our Community, Our Everyday) 4. On the ground response process 5. One online persona 6. Ensure decisions are data informed

Key elements of our strategy

Working group of 3 marketing/fundraising specialists which expanded to 8 as the page grew. Our roles were:

• Story Hunters
• Community manage
• Approve Posts/Ads
• Reporting/Insights
• Manage Budgets

We chose a digital agency with NFP experience (ntegrity) to assist with our strategy, social media plan, content creation and advertising implementation.

Resources

Results

National Facebook page results from May 2014 to Oct 2016

Community Size From 1,500 To 120,000

Engagements From 534

To 561,000 Reach From 31,530 To 8,400,569

Vinnies Facebook growth 2014-2016

20000 40000 60000 80000 100000 120000 140000

Facebook fan growth

NSW NT ACT SA WA QLD TAS VIC Nat*

1. Be story/content hunters 2. Adopt a test and learn approach 3. Invest to be seen 4. Commitment to good community management 5. Listen to your audience and implement key learnings 6. Post frequently 7. Continuous internal education/buy-in to ensure

• ngoing investment

Recipe for growth

• On average, a NFP will reach just 8% of its fans with a FB post that isn’t promoted (varies by sector)
• The average FB post engagement rate for a NFP is 4.6% (varies by sector – animals, human rights is
• approx. 5%) *

*mrss.com

Franks story: https://www.youtube.com/watch?v=FHXKV3yO3_k

Soup Van Man

• Almost one third of people who liked the video

also shared it

• Primary marketing resource for the 2016 CEO

Sleepout in Victoria, which helped to recruit 204 participants and raise over $680k for people experiencing homelessness.

• Internal shift towards sharing our stories online

Soup Van Man results

6% Engagement Rate 78k reach 35k views 436 shares 3k reactions $100 post budget

Best Performing

11% engagement rate 13k reached 668 clicks 68 shares 1.2k reactions $50 budget 64k reached 6.9k clicks 260 shares 3k reactions $50 budget 12% engagement rate

10% engagement rate

Best Performing

10% engagement rate 66k reached 7k clicks 348 shares 1.5k reactions $65 budget 13k reached 305 clicks 64 shares 1.1k reactions $40 budget

High organic reach

8% engagement rate 8% engagement rate 167k reached (146k organic) 5.8k clicks 813 shares 8.4k reactions $80 budget 107k reach (91k organic) 8.5k clicks 1.4k shares 6.2k reactions $55 budget

High organic reach

5% engagement 5% engagement 122k reached (107k organic) 3.9k clicks 660 shares 6k reactions $50 budget 85k reached (56k organic) 1.6k clicks 569 shares 4.2k reactions $60 budget

Top post for donations

6% engagement 11k reached 176 clicks 43 shares 600 reactions $55 budget 36 donations $8,270 revenue

Social Media Fundraising – Vinnies CEO Sleepout

What we did

• Facebook: Created 84 posts for the CEOSO

Facebook page (March – July) and ran advertising which consisted of promoted posts, page like ads and website ads.

• LinkedIn: Created 11 ads through

sponsored posts and sent an Inmail campaign in Mid March seeking event registrations

Objective

• 1. To register business leaders and
• 2. Drive donations

Results LinkedIn sponsored updates

• 1,383 clicks through to

ceosleepout.org.au

• 33 confirmed registrations
• Total income raised by these

individual business leaders was $90k ROI: 497%

Results LinkedIn Inmail

Sent approx. 13,000 Inmails mid March calling for registrations

• 57% open rate and CTR of 8%
• 25 confirmed registrations
• Total income raised by these

individual business leaders was $74k ROI: 488%

Facebook Results ROI: 501%

From March to July 2016, we created 84 posts for the CEOSO Facebook page and ran advertising which consisted of:

• promoted posts
• page like ads and
• website traffic ads

More testing and learning:

• Facebook Lead Generation
• Stronger Facebook retargeting

through custom audiences: track, segment, personalise Growing our internal digital marketing capabilities Strengthening our other social platforms

Where to from here?

• Test and implement learnings
• Commit to gathering good content/stories, focusing
• n those themes that have higher engagement
• Need to invest to be seen – include a budget for

reach/promoted posts/advertising

• Good community management: Listen to your fans

(your biggest advocates will end up being an extension of your moderation team)

• Spend time in Insights and Google Analytics
• Bring key decision makers along this journey with

you to ensure ongoing investment in your digital/social marketing

Key takeaways

Thank you 

Sharni Minett National Digital Lead: Vinnies