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NOVEMBER 2ND 2017 | ATLANTA

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THANKS TO OUR SPONSORS

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THANKS TO OUR SPONSORS

Registration 9:00

Opening Remarks with 360i's Jared Belsky 9:30

Act Like a Startup and Build a World Class NonprofitPresented by: 48in48's Jeff Hilimire 9:50

Break 10:50

Data-Driven Insights & Understanding the Millennial DonorPresented by: Allison Brennan 11:00

Mobilizing & Expanding Your Social CommunityPresented by: Janetta Davis 12:00

Lunch 12:45

Boost Your Search PresencePresented by: Aubrey Sabala & Chris Carpenter 1:45

Break 2:30

Breakout SessionsPresented by: Allison Brennan & Janetta Davis 2:40

Closing Keynote with 360i's David Rollo 3:40

Cocktails 3:45

Agenda

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AccessSocialbakers.com/statistics/facebook/

CapabilitiesNonprofit social media reports exploring top pages, fan demographics, and fastest growing pages

AccessTailwindapp.com

CapabilitiesProvides high level weekly summaries of your nonprofit activities; can schedule pins, monitor your page and measure results

AccessYouTube.com/trendsdashboard

CapabilitiesTracks what is trending on YouTube for a given time period, allowing you to filter by location, user age and gender

AccessFollowerWonk.com

CapabilitiesSearch Twitter bios by keywords to find relevant superfans

AccessAllMyTweets.net

CapabilitiesAggregates last 3K tweets of any user into one page to easily search by keyword

FacebookSocialbakers

TwitterFollowerWonk

YoutubeYouTube Trends Dashboard

PinterestTailwind

AllMyTweets

DIY/Free Insights ToolsBy Platform:

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Interested in uncovering more insights? Contact 360i Insights + Planning at 360i-InsightsNonprofits@360i.com

Trend Insights:

AccessAdwords.Google.com/KeywordPlanner

CapabilitiesProvides related search terms and search volume estimates on specific keywords; breaks out which devices a keyword is most searched on

Google Keyword Planner

AccessGoogle.com/trends

CapabilitiesSearch data is used to provide valuable insight and context to emerging trends and interests for consumers over time

Google Trends

AccessInsight.GlobalWebIndex.net/subscribe

CapabilitiesDaily email providing charts analyzingconsumer and platform behavior across regions and demographics

Global Web Index

AccessYPulse.com/registration#bronze

CapabilitiesDaily email providing trends and online articles regarding Millennial interests, perceptions and innovations

Ypulse

AccessBlackbaud.com

CapabilitiesCombines technology solutions and expertise to provide tools, research, newsletters and research for nonprofits

Blackbaud

AccessSmile.Amazon.com

CapabilitiesWebsite operated by Amazon that will donate 0.5% of a shopper’s purchase to the charity of the shopper’s choice

Amazon Smile

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Millennials (aged 18-32) are now the largest generation in the US totaling nearly

In the coming decades, this group is expected to inherit

Are willing to raise money on behalf of a cause they care about

Of Millennials want to see the impact of their donation

in wealth from previous generations and will have

by 2017

$$

$

80MILLION

$41TRILLION

$$$

7 10OUT OF

H.O.P.E.

THE LARGEST BUYING POWER IN THE U.S.

In order to ensure future nonprofit champions and long-term financial supporters, it’s critical for nonprofits to begin building relationships with charitable Millennials.

HONESTY

Transparency and clarity of organizations and donation objectives is crucial

PERSONAL

This group wants to use their unique skills to enact change for a cause important to them

EASE

Donation experiences must be seamless to facilitate impulsive Millennial donors

OPTIONS

Millennials want to engage with a nonprofit in a number of ways, on their own terms

What to keep In mind when

targeting Millennials

Motivations:What aspects of nonprofits

attract and inspire millennials to donate?

TOP REASONS MILLENNIALS GET INVOLVED

79%Passion for acause

56%Meet likemindedpeople

46%Apply a skillset

57%

“ When you find a personal connection to a cause, it’s really motivating in helping and participating with a nonprofit.”

“ Disconnect between where money goes and how a nonprofit uses it prevents me from donating more.”

The Millennial DonorUnderstanding the imminent influence of Millennials on nonprofit donations

This group wants touse their unique skillsto enact change for a cause important to them

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Of Millennials receive emails from at least one nonprofit

1. Connect to social2. Donate to nonprofit3. Read blog posts4. Newsletter signup5. Petition signature

Millennials read nonprofit articles/emails on their phone

Interested in uncovering more insights? Contact 360i Insights + Planning at 360i-InsightsNonprofits@360i.com Sources: Pew Research Center, Tabulations of U.S. Census Bureau population; Forbes.com: “2015 is The Year of the Millennial Customer”; 2013 Millennial Impact Report; GWI – Platform Usage Among Millennials; Network for Good - The Millennial Donor Playbook; Blackbaud: The Next Generation of American Giving

Touchpoints:Which channels

and platforms are the best ways to

reach millennials?

Insights+ Opportunities

SOCIAL MEDIA: Stay in touch & make connections

EMAIL + WEBSITE: Provide information, CTA

“ Sharing to social media is more powerful fundraising than trying to meet a business owner. Friends may donate less, but there are more of them”

FacebookInstagram

Twitter

SnapchatPinterest

49%28%

24%23%

22%

PLATFORM USAGE AMONG MILLENNIALSQ4 2015, USA

TOP ACTIONS ONNONPROFIT WEBSITES

65% 4 5OUT OF

Focus on building an emotional connection through storytelling about your cause and the success it has achieved through donations

Give Millennials multiple options to achieve one, clear call to action whatever the time of day and wherever they are

Provide opportunities to connect Millennials with their peers on a shared passion to enact a movement of change for a cause

Catch Millennials where they already spend their time – social media and online – and encour-age social sharing to those in their network

Of Millennials use their phone to check out a nonprofit’s Facebook

Of Millennials like to see nonprofits post success stories

Of Millennials are actively connected to 1-5 charities

70%60%49%

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Social Media Explained “Like” donuts

Here’s a video of me eating a donutHere’s a donut recipe

Look at my donut for 10 seconds

Here’s a vintage photo of my donutI’m eating a #donut

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Millennials & Social MediaNPO Cheat Sheet

Role for Millennials

SOCIAL STAPLE Hub for connecting with

friends and interests

VISUAL DIARY A curated glimpse into

the lives and POV of friends and influencers

CULTURE HUB Destination for viewing and streaming digital

videos

LATEST NEWS STREAMFirst stop for news,

information and cultural commentary

FIELD GUIDE FOR LIFE Window shopping and

inspiration for both current and future lifestyle solutions

MOBILE PLAYGROUNDVisual platform for self-

expression: informal, in-the-moment glimpses

of the world

Opportunity for NPOs

Add value to users’ lives by being helpful or informative; ultimately

driving an action

Share images showcasing the

organization's mission & impact in memorable ways to increase affinity

Provide users’ with contextually relevant

edutainment; Leverage influencers to create

video content.

Deliver real-time, conversational content that is both emotional

and informative. RT and @reply

Add value to users’ lives by being helpful; ultimately driving an

action

Personal, unique connection point between

the brand and its Millennial / Gen Z users

ContentTypes

Video, strong visuals (print quality) with less

than 20% text on image; link and carousel ads

Strong visuals - artistically created, specific look & feel

with “filters” 15-second looped videos, link and

carousel ads

Short & long form video Text-based, image

content, videos, live-stream content & GIFs

Strong vertical visuals with links, strong

keywords or search descriptions, Video, Gifs

Photos, videos, drawings, emojis, text

Paid Media Yes – Robust Yes – Leverages

Facebook Ads API Yes – Robust Yes – Robust Yes Yes – Discover, Stories, Geofilters, Lenses

Fundraising Features Yes – Robust No Yes – Donation Cards Yes – Donate Button

Cashtags No No

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Campaign Quick Start Guide

Raise Awareness Activate Supporters Raise Funds

If you want to… Grab Attention Strengthen

RelationshipsReach New Audiences

Ask people to speak out

Inspire people to lead

Get people to show up Collect Donations

Activate Supporters to

Fundraise

You should use…

Try posting…

Image, Video, Gif, Info graphic or

share a relevant link

Ask questions, and respond directly to people, Share personal stories staff, supporters and beneficiaries that may inspire people to share

their own

On FB and Insta: Page Like Ads,

Post Engagement Ads, Local

Awareness ads, Reach Ads. Work with

influencers on Pinterest, Snap

and YT

A clear call to actions – ask

people to share a post, sign a pledge, tag a

friend etc.

Videos, stories about your volunteers,

founders and/or beneficiaries

Facebook event pages, images

from past events, clear value adds

of attending/volunteering

Work with influencers to

spread the word

Facebook Donate button; YouTube Donate Cards; Twitter Donate button

And track your… Reach Engagement Reach Engagement Reach/

EngagementResponse Rate /

Attendance Donations / ROI

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Our Mission and POV

Goal

WHO are we talking to (be specific!)

What roadblocks are we facing?

How can we navigate

around them?

Stories to tell

Content Building Worksheet

USE YOUR RESEARCH/ INSIGHTS TO ID

THESE ROAD BLOCKS!

HOW CAN H.O.P.E. HELP YOU GET PAST THEM?

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Applying HOPE To Overcome Roadblocks

SELECTED ROADBLOCK

HONESTYDEFINITIONValue openness & transparency of organizations and donation objectives

OPTIONSDEFINITIONWant to participate on their own terms in a variety of ways

PERSONALDEFINITIONCause must have a personal connection to themselves or someone close to them

EASEDEFINITIONValue openness & transparency of organizations and donation objectives

EXAMPLE IMPLICATIONS · Communicate the value of

every dollar · Extreme transparency with the

facts of the donation process

EXAMPLE IMPLICATIONS · Offer a variety of ways to get

involved (skills, time, money, goods)

· Partnerships for maximizing your reach/appeal by aligning with broader interests

EXAMPLE IMPLICATIONS · Messaging should be cause-

centric (not organization-centric)

· Showcase human-interest stories

· Create socially shareable content/events so the cause is visible to donor’s networks

EXAMPLE IMPLICATIONS · Mobile-friendly websites/

donation pages · Offer payment options like

PayPal, Apple Pay, and text-to-donate

· Reach them where they already are (on social) & leverage these channels (Charitweet, etc.)

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Story Thought Starters

Honesty

ImpactShare the milestone impact

you’ve had on the people, places or things your are benefiting. Use data and

numbers to give your organization creditably

FactsIs there any data or specific

points of the reason for your cause? The number of people suffering, missing an opportunity, organisms

becoming extinct, etc.?

TransparencyWhere does the money go? How is it used? Do 100% of

funds benefit the organization directly?

NewsHas your organization been in the news or gotten any press

lastly?

Options / Ease

LocationTransport people to the

place of action. Where does everything take place? Do

you have a storefront, event space, HQ, or basecamp?

Events Is there an event or occasion

happening where they can attend or participate? Build

anticipation and let them know the who, what and

when.

Participation What can people do to help? What are the opportunities

people have to make a difference?

ReachHow far and wide does your organization reach? Where does it impact? Are there

local chapters?

Personal

CelebritiesIs there any talent that is a part of your organization? How are they involved and

why? Iconic faces draw attention, and their story

creates emotional interest.

Volunteer SpotlightThey are the face of your

organization and they have their own backstory for

why thy are a part of your organization. A little backstory

can go a long way.

BeneficiariesThe incredible stories about the people you are trying to

help build empathy that turns into action

The NeighborhoodHow is your organization

connected to the community? Hometown pride resonates,

so be proud of your roots

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Influencer Identification

1. Google ItSearch for news articles, blogs, and industry papers relevant to your work. Make note of the authors as well as the people they are citing or quoting. Look for individuals and influencers that are advocating for you.

2. Twitter StalkPlug these names into Twitter and Instagram and start following them.

3. Keep SearchingYou can also find people on Twitter that you may have missed on Google. Run a Twitter search for key words and keep track of your findings.

4. Make Your Own DecisionsThere’s a lot of chatter about social media influencers, and hype over people who are the “most” influential. But at the end of the day, only you can decide who is right for your cause and your campaign.

5. Cross PlatformsDo more than just follow your influencers on Twitter. Like their Facebook pages, subscribe to their blogs, add them on LinkedIn, Google+, or wherever you can find them. This increases your chances of being able to engage with them on a more personal level by showing interest in their work.

6. Build RelationshipsWhen you’ve identified relevant social media influencers, you have to engage them. Start by reading and commenting on their posts as well as sharing their content. It can take time to connect with them on a meaningful level.We’ll share more tips on how to do this later on in this guide.

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Paid Search Tips & Best Practices

Campaign Architecture

Keyword Match Types

Paid search marketing, also known as Pay-per-click (PPC) and Cost-Per-Click (CPC) marketing, is an online advertising channel where businesses and individuals may bid on keywords used in search engines such as Google, Bing and Yahoo! search. Unlike other digital marketing channels which charge by ad impressions (CPM), paid search advertisers only pay when searchers click their ads and visit their website.

Setting up campaigns properly with a granular structure and relevant groupings will translate to more clicks at a lower cost

Keyword match types help search advertisers control which searches trigger ad impressions. In general, the broader the keyword match type, the more reach (i.e. traffic potential) the keyword has. Conversely, the narrower the keyword matching option, the more relevant that keyword will be to a given search. Ensuring your keyword match type strategy aligns with your business objectives will improve your return on investment.match type, the more reach (i.e. traffic potential) the keyword has. Conversely, the narrower the keyword matching option, the more relevant that keyword will be to a given search. Ensuring your keyword match type strategy aligns with your business objectives will improve your return on investment.

Campaigns contain the high level theme for your product or service

Ad groups organize your ads and keywords by common themes

Keywords are the actual queries that are relevant to your business that you will bid on

Broad Match: default setting in AdWords. Will match to relevant variations of your keywords, including synonyms, plurals, misspellings, etc. Broad Match Modifier (BMM): BMM adds more specificity to your broad match keywords (keywords denoted with “+” must appear in query), therefore narrowing your reachPhrase Match: Further narrows reach by requiring the exact keyword as well as additional words before or afterExact Match: Only matches to exact keyword query

Pet adoption

Dog adoption Cat adoption

Dog adoption

Adopt dog

Cat adoption

Adopt cat

Broad: animal clinicAlso matches: veterinarian, pet doctor, vet clinics, dog hospital

Modified Broad (BMM): +animal clinicAlso matches: animal hospital, top animal doctors, animal health center

Phase: “animal clinic”Also matches: animal clinic nearby, best animal clinic

Modified Broad (BMM): animal +clinicAlso matches: dog clinic, pet clinic, cat clinic

Exact: [animal clinic]Only matches: animal clinic

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Targeting

Helpful Paid Search Guides

Geography

Device

Time of day, day of week

Demo (age, gender, HHI)

Text Ad Creative Best Practices Targeting your ads so they reach the right customers is an essential part of a successful paid search advertising campaign. To get the most out of your investment, utilize targeting methods to hone in on your target audience. AdWords offers a variety of ways of targeting your ads:

Google AdWords User Guide & Help Center: https://support.google.com/adwords

Google AdWords Budget & Bidding Overview: https://support.google.com/adwords/answer/2472725

Successful search creative delivers the right message for the right moment. Following text ad creative best practices can improve ad relevance and drive more qualified clicks.

· Ensure all aspects of the ad (headline, description, URL paths) contain keyword themes or phrases

· Use brand name & copyright/trademark symbols (®,©,™) where applicable

· Always include call-to-action (sign-up, shop, enroll, etc.) · Include enticing offers or promotions · Take advantage of ad extensions · Perform A/B testing frequently to identify top performing creative

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Term DefinitionActions The number of actions taken on your ad, Page, app or event after someone viewed your ad, even if they didn’t click on it. Actions include Page

likes, app installs, conversions, event responses and more. For example, 2 Page likes and 2 comments would be counted as 4 actions.Activity The total number of times your conversion- tracking pixel fired each day in the last 7 days. If the pixel is linked to your Facebook ads, you can

view conversions from those ads in the Reports section of Ads Manager.Ad Auction For each ad impression, our ad auction system selects the best ads to run based on the ads’ maximum bids and ad performance. All ads on

Facebook compete against each other in this process, and the ads that our system determines are most likely to be successful will win the auction. If you’d like to make your ad more competitive in the auction, you may want to raise your bid. We’ll only charge you the bid necessary to win the auction. The bid that wins may be lower than the maximum bid you’ve set for your ads, so we recommend you enter your true maximum bid. This will increase the likelihood that you don’t miss out on clicks or impressions that you otherwise could’ve received. We also recommend you refine your targeting to make sure you’re reaching a relevant audience that’s more likely to engage with your ads.

Attribution Window Refers to the maximum length of time between click and conversion that you use to calculate return on ad spend.Bid You can use automatic or manual bidding depending on how you want to pay for your ad.

- Using automatic bidding will set your bid so that it’s optimized to help you reach your objective. (ex: “Get the most website conversions at the best price” or “Get the most installs at the best price”). You’ll see this under Pricing when you create an ad. - Using manual bidding (ex: “Set the amount a conversion/app install etc. is worth to you”) will let you pick a target maximum bid. If you use manual bidding, note that for some optimization goals (ex: Page likes, post engagement, website conversions, daily unique reach), we deliver ad impressions to people with the goal of generating your desired outcome at or below the bid you specify. Occasionally, as our system tries to predict who in your target audience will be most likely to take your desired action, your average cost per outcome may exceed your bid. In general, your average costs should be equal to or lower than your bid. If you’re optimizing for clicks (CPC) or impressions (CPM), you’ll be charged no more than the bid you specify.

Bounce Rate The percentage of visitors to a particular website who navigate away from the site after viewing only one pageConversion Tracking Pixel Conversions are customer-completed actions, like purchases or adding to a cart on a website. A conversion pixel is a piece of JavaScript code

that places a blank 1x1 pixel image on your website. When someone visits a page of your website where you have installed a conversion pixel, the pixel will ping Facebook and record their visit and information such as whether they saw any of your ads. Conversion pixels are used to to track if a person has landed or converted on a specific web page (ex: adding a product to a cart or clicking a button to buy a product).

ConvR (CVR) Conversion Rate, calculated as conversions/clicksCPA Cost per action: A metric that measures how much your business pays in order to attain a conversion; calculated as spend/actions

Glossary

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CPC Cost per click, calculated as spend/clicks CPC (All) = Cost per click for all clicks on your ad. The amount you’re charged each time someone interacts with your ad. Your total charges are based on the amount you spent on the ad divided by all clicks the ad received. CPC (Link) Cost per click to link. The amount you are charged each time someone clicks on the link in your ad that directs people off Facebook. Your total charges are based on the amount you spent on the ad divided by the clicks to link the ad received. CPConv= Cost Per Conversion, calculated as spend/conversions

CPE Cost per engagement, calculated as spend/conversionsCPL Cost per like OR Cost per lead, calculated as spend/likes or spend/leadsCPM The average cost you’ve paid to have 1,000 impressions on your ad, calculated as Spend/(Impressions/1000) or (Spend*1000)/ImpressionsCTR Click-through rate, calculated as clicks/impressions

- CTR (All): The total number of clicks you received (ex: offsite clicks, likes, event responses) divided by the number of impressions. - Unique CTR: Unique click-through rate for all clicks. The number of people who clicked anywhere in your ad, divided by the number of people you reached. Ex: if you received 20 unique clicks and your ad was shown to 1,000 unique people, your unique click-through rate would be 2%.

Custom Audience A Custom Audience is an ad targeting option that lets advertisers find their existing audiences among people who are on Facebook.Engagements Engagement quantifies how much user interaction there is with your campaign.

- Promoted Accounts: Instead of engagement, we measure follow rate, or the number of follows on a Promoted Account compared to number of impressions. Clicks will still factor into the resonance score but you’re only charged when a user actually follows you. See Follow Rate or CPF. - Promoted Tweets: The number of clicks, Retweets, likes, follows and replies on a Promoted Tweet. - Promoted Trends: The number of clicks, Retweets, likes, follows and replies on the Promoted Tweets connected to the Promoted Trend.

Engagement Rate Engagement Rate, calculated as engagements/impressionsFrequency Frequency is the average number of times your ad was shown to each person. You may see this number both at the ad and ad set level of a

campaign.Impressions The number of times your ad is served, or shown in a search results page. We only count impressions on promoted content, so any

impressions generated organically are not counted. - On Mobile this is counted as the first time the ad was viewed - On Desktop and Right-Hand Side, it is counted as how many times it was loaded on the screen - Promoted Accounts: The number of users who see a Promoted Account. - Promoted Tweets: The number of users who see a Promoted Tweet either in their Home timeline or search results. - Promoted Trends: The number of users who view the Promoted Trend.

Lookalike Audiences This is a type of audience that’s created by Facebook to help advertisers reach people who are similar to an audience that they care about.

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Multi-channel Attribution Weighted model that gives the most credit to clicks closest to conversion or to the first and last touch points and less to the touch points in the middle of the funnel.

Page Engagement The number of actions related to the Page and your Page’s posts as a result of your ad.Page Mentions The number of mentions of your Page as a result of your ad.Post Engagements The number of actions (ex: likes, comments, shares, photo views, link clicks, video views) related to your Page’s posts as a result of your ad.Relevance Twitter recommends your Promoted Tweets and Promoted Account to the most relevant users by combining the following two sets of

information: 1. Implicit information about your account and followers - Twitter looks at your followers and then looks for similar accounts that you share a number of followers with, including competitors and accounts more generally associated with topics relevant to your brand 2. Explicit information about your target’s interests - Twitter finds experts on the interest groups you select within your campaign setup tool Relevance Score: A scale of 1 (lowest) to 10 (highest) based on the positive and negative feedback your ad receives. Your ad needs to be seen by at least 500 people to receive a relevance score.

Resonance Measures user interaction with Tweets to help determine which ones are shown and which ones are not. Conceptually, it’s a metric that reflects the combination of all parts of a company’s interaction with its customers on Twitter.

Source Audience A source audience is the audience a Lookalike Audience is based on.Targeted Audience Targeted audience is the number of people your targeting can reach. You’ll see an estimate of this, like the estimate you see while creating an

ad. Use the Audience graph to see the difference between how many people you’re actually reaching and how many people you could be reaching. Increase your bids and budget to reach more of your targeted audience.

Unpublished Page Post or “Dark Post”

An unpublished Page post is a Page post created in Power Editor that will appear in News Feed but not on your Page. It allows you to create an ad for that post without it appearing on your Page’s Timeline.

User Fatigue Limits the number of times a user will see the same component of a promoted campaign. We consider user fatigue in order to prevent a disruptive experience.

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Notes

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NAME: COMPANY:

On a scale of 1 to 5, with 5 being the best, how valuable did you find the overall workshop?

1 2 3 4 5

Which parts of the workshop did you find most valuable and why?

Which parts of the workshop did you find least valuable and why?

Would you like to sign up for 360i’s Weekly Blog Digest? Y / N

If Yes, please provide your e-mail:

On a scale of 1 to 5, with 5 being the best, how valuable and informative were each of the sessions?

Act Like a Startup & Build a World Class Nonprofit

1 2 3 4 5

Data-Driven Insights & Understanding the Millennial Donor

1 2 3 4 5

Mobilizing & Expanding Your Social Community

1 2 3 4 5

Boost Your Search Presence

1 2 3 4 5

Closing Keynote

1 2 3 4 5

On a scale of 1 to 5, with 5 being the best, how would you rate the length of the workshop?

1 2 3 4 5

On a scale of 1 to 5, with 5 being the best, how would you rate the location of the workshop?

1 2 3 4 5

What inspired you to attend the workshop?

Are there any specific topics or challenges you face as a nonprofit that you were not covered or you would like to see covered in the future?

Is there anyone you feel would benefit from this workshop in the future? Please add their name/email and we’ll invite them next time.

In the space below, please provide any comments about the den and/or your overall experience, or any other suggestions you have for how we can make the workshop better.

Thank You!Please deliver your completed survey to the marked location at the cocktail party for a chance to win prizes! Winners will be announced at the cocktail party, and you must be present to win.

360i’s The Den SurveyThank you for spending the day with us in our digital education for nonprofits workshop. Your feedback is very valuable and will be used to inform future den workshops.

Please deliver your completed survey to the marked location at the cocktail party for a chance to win prizes! Winners will be announced at the cocktail party, and you must be present to win.

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