Using Social Media to Raise More Moneyon Give to the Max Day

Jeff AchenGiveMN Digital Strategist

Agenda

• Social media use in 2012

• How to use social media in 2013

Social Media in 2012

Do you “like” your favorite nonprofits or schools on Facebook? 40% - Yes!

Do you follow your favorite nonprofits or schools on Twitter? 10% - Yes!

Do you find it helpful to learn about giving opportunities on Facebook or Twitter? 33% - Yes!

Like Comment Share 10

Like Comment Share 40

Like Comment Share 33

How did you hear about Give to the Max Day? 23% - Facebook (2,797 people) 3.6% - Twitter (444 people)

Like Comment Share 2,797

Too much promotion? No!

13% - I received too many solicitations from nonprofits and schools

70.6% - I receive an adequate number of solicitations from nonprofits and schools

16% - The organizations I care about should have promoted Give to the Max Day more

Like Comment Share 70

Like Comment Share 13

Like Comment Share 16

Where does social media fit in?

1. It is a communication tool/channel

2. You are speaking in real time to anyone who is active on social media at a given time

3. Social media helps you reach people on their mobile devices

4. Social media makes sharing links/promoting giving easy (family, friends, colleagues become new donors!)

Where does social media fit in?

Your GTMD13 Goals:Raise as much money as possible on Give to the Max DayAcquire new donorsRaise awareness of our work and impact

Social media initiatives to help meet goals:1. Give to the Max Day themed marketing via social networks (raise

awareness)2. Video storytelling on YouTube accompanied by donate button/call to action

(raise awareness/drive donations)3. Publish your GTMD campaign landing page URL via social networks (raise

awareness/drive donations/acquire new donors)4. Photo series via Instagram, Pinterest and Facebook to communicate the

mission and the ask (raise awareness/drive donations/acquire new donors)5. Ask your donors to share the links on their social networks and help you

win prize grants (acquire new donors/drive donations)

Tracking social media payoff

1. Identify what you can and should measure (clicks, likes, views, etc.)

2. Develop a method of tracking social media metrics1. Facebook Insights2. Google Analytics3. Hootesuite Analytics4. Good ‘ol fashion spreadsheet

3. Connect the metrics to your strategic goals4. Communicate the value of social media to your higher

ups

Facebook Fundraising

• Getting seen in the Facebook newsfeed– Content quality is paramount

• Visual content has the highest engagement

– Aim for engaging content (always provide a way for users to take action, comment, answer a question, like or share)

– Avoid “spammy” content and repeat posts– Have fun! Pass along a funny photo or quote (memes)

• Think beyond the newsfeed and your own page content– Mention others– Comment/Like/Share as your organization on other pages

• Remember that Facebook is mobile– A high percentage of people are seeing your content on a mobile

device– Content should work well and look great on a mobile device (i.e. if

you link to an online donation form, it should be mobile optimized)

Facebook Fundraising

• Don’t have an okay page. Have an AWESOME page!– Customize your cover photo

• You are no longer restricted from promotional cover photos• Include a quote or text call to action• From Facebook: “All covers are public. This means that anyone who visits your

Page will be able to see your cover. Covers can't be deceptive, misleading, or infringe on anyone else's copyright. You may not encourage people to upload your cover to their personal timelines. Covers may not include images with more than 20% text.”

– Make sure your square social media logo looks great, it’s your Facebook calling card

– Complete ourorganization’s historyusing “milestones”

– Include a photo with most posts– Use video– Use memes

Facebook Contests

Promotions may now be administered on Page Timelines and in apps on Facebook, but not on personal Timelines

Pages can:• Collect entries by having users post on the Page or comment/like a

Page post• Collect entries by having users message the Page• NOTE: Pages are prohibited from tagging or encouraging people to

tag themselves in content that they are not actually depicted in

How this helps you?• Promotions/contests help drive up engagement, build audience

(new likes) and increase brand affinity

Twitter DOES NOT drive donations

• Twitter DOES drive brand affinity, loyalty and engagement– Determine your personality for Twitter

• Playful = more interaction• Educational = more followers• Professional = trusted source

– Mention others, promote and praise– Use common hashtags (#GTMD13, #Igave2dmax)– Timing is important (test to determine your highest time of the

week/day for engagement)– Link placement within the tweet is important:

• Use brackets (i.e. “[VIDEO] What do @JanelMcCarville & @Glen_Perkins say about #GTMD13? http://youtu.be/vsQjjn2BFaw”)

• Where possible, place the hyperlink ahead of text (i.e. “Give back at www.givemn.org and you could win a Golden Ticket!”)

[Example]

Prospecting on LinkedIn

• LinkedIn can be key to relationship management and donor/board/staff/advocate acquisition– Learn about organizations– Update and maintain your own LinkedIn Nonprofit page– Network with new people

• You never know who might be your next big donor, board chair, superstar volunteer or public advocate

– LinkedIn Board Member Connect http://nonprofit.linkedin.com/

[Example]

Tell Your Story (and more) on YouTube

• YouTube for Nonprofits Program– Donate button– Call to action overlays on videos– Live stream events for free

• Types of videos– Storytelling– Explaining concepts/promotions– Contests– How-to– Updates– Thanking donors

Tell Your Story (and more) on YouTube

• Getting started is easy– Record straight from your computer,

tablet or phone’s camera– YouTube links are easy to share via other

social networks– Use your YouTube videos on your

GiveMN page

[Example]

Google+ = Engagement

• Hangouts– Create hangouts for: GTMD13, staff

meetings, volunteer orientation, etc.

• Deeper discussions/engagement– Try organizing circles by unique

interests, geographical location or donation history

[Example]

We donors on Pinterest

• Pinterest is the social network of “hey, you should SEE this!”

• Create Pinterest boards with a specific purpose in mind– If you’re doing videos on a regular basis, create a board

of our videos• “Like” pins or repin items that align with your mission• Collaborate with co-workers or team members to help build

your Pinterest board by using the board edit feature “Me + Contributors”

• Re-pin other nonprofits

[Example]

Picture more with Instagram

• Purpose– Build awareness– Develop your brand personality– Earn brand loyalty

• Strategy– Start following and interacting with other

Instagrammers (@givemn)– Tag your photos– Post content your followers want to see, not what

you want to show them– Link to a good mobile site

[Example]

Thanks for attending!

Questions?

Upcoming webinars:

Sept. 23 @ 11:00 a.m. – GTMD13 – Maximize with graphics, photos and video

Sept. 25 @ 11:00 a.m. – GTMD13 – Maximize Mobile

Look for the registration link on givemn.org/gtmd

All GiveMN webinars are archived on the GiveMN Blog http://blog.givemn.org/give_mn_blog/webinars/