afp presentation success tips to energize social media...
TRANSCRIPT
AFP Presentation –
Success Tips to Energize
Social Media EffortsBY MICHELLE BAKER, CHIEF STRATEGIST, E-NUZ
Success Tip 1 – Know Your Goals
Helps to plan content –
Expand awareness of your cause and organization
SEO – build your website rankings
Energize your existing supporters and strengthen relationships
Reach beyond your current donor base
Support events and program goals
Collect email addresses for future “asks”
Generate new donations
Success Tip 2 –
Audience Focused Content
Audience focused – What is going to excite them? Not what you want to tell them
Scheduling when audience available
80/20 rule
Photos and videos rule – easy videos – Facebook Live
How to handle difficult nonprofit types (addicts, homeless people, child abuse, etc.)
Make it non-threatening to share
Create a creative, warm fuzzy program that fits your organization – CASA’s Super Hero Run
Use photos of puppies, kittens and babies
Success Tip 3 – Get People Involved
More engagement, the more success
Engage staff – Make it a fun part of your culture, train them
Engage volunteers
Training
Create a “SuperStar Social Media Team” on your fundraising day.
Get photo releases
Peer to Peer Fundraising
Drawings and prizes for top supporters
Interact with posts
Success Tip 4 – Use Paid Ads
Organic reach may make the posts not worth the time and effort
Incredible power to reach your target audience
Can accomplish a lot with low budget
Statistics from ActionSprout Campaign
Organic impressions increased an average of 144% for recipients following
the use of ads
Fan count growth was 2-4x higher for ad credit recipients compared to
non-recipients
37% self-reported ads being effective for helping them get donations.
70% are likely to very likely to continue using ads, 25% won’t continue using
ads is because they have no budget
Action Sprout Take Aways – Who
Benefits the Most
Nonprofits with fewer than 5,000 fans saw the most immediate benefit from
ads
Health and education organizations had the highest percentage increase
in people engaged per post.
Arts and animal organizations had the highest percentage increase in fan
count growth.
More ActionSprout Take Aways
Test content organically first, then run as an ad
Make sure to post audience focused content
Don’t assume ads don’t work if they didn’t work for you
Strategy and skill count
Make sure to set an ad budget even if small
Success Tip 5 – Use Analytics
Continually review statistics to see what’s working and refine
New Likes
Post engagement/reach
Clicks to website
Event sign ups
Newsletter sign ups
Donations
Success Tip 6 – Use Scheduling Tools
Use tools to post, schedule and engage with your audience
Hootsuite
Action Sprout
Sprout Social
Social Report
Time management
Analytics – Demonstrate the value of social media
Success Tip 7 – Get Help
Social media & content development – fast & easy? Very time consuming and skill/care needed.
Interns & university class projects
Art Institute – graphics & new video program
PRSSA students
Part-time marketer or public relations professional
Outsourcing to freelancers
Business partnerships
Free or low cost services - handout
Can it raise funds?
Many variables
Great results combined with events & creativity
Not all marketing results are directly measurable
Be patient - It’s about building relationships
Strategy is key- get help if needed
Free and low cost resources handout
Contact Info
MICHELLE BAKER, APR
Chief Strategist, e-Nuz
APR Chair, PRSA San Antonio
(806) 626-2650
MELISSA MONROE-YOUNG, APR
NVC, Public Relations
President, PRSA San Antonio
210-843-7650