2013 Social Media for New Braunfels Nonprofits for McKenna Foundation

Make Social Media Work for Your Nonprofitby Monica Maldonado WilliamsFounder, GivingCity monica@givingcity.com

GivingCity Austin

@GivingCity

GivingCity for Professionals

GivingCity Austin

“How can you squander even one more day not taking

advantage of the greatest shifts of our generation? How dare you settle for less when the world has made it so easy for you to be remarkable?”

– Seth Godin

How Millennials Learn about Nonprofits

• 65% websites• 55% social media• 47% e-newsletters• 18% print• 17% in person

Nonprofits must have a multi-channel approach: in person, online

From The Millenial Impact Report 2012

“Those who insert themselves into as many channels as possible look set to capture the most value. They’ll be the richest, the most successful, the most

connected, capable and influential among us. We’re all publishers now,

and the more we publish, the more valuable connections we’ll make.”

-Pete Cashmore, Founder of Mashable

“How can you squander even one more day not taking

advantage of the greatest shifts ofour generation? How dare you

settle for less when the world has made it so easy for you to be

remarkable?” – Seth Godin

“Don’t have any meetings about your web strategy. Just do stuff. First

you have to fail, then you can improve.”

- Seth Godin

STRATEGY:

1. What are your goals? Event, fundraising, volunteers?

2. Where is your audience? Which online space?

3. Discuss tone/messaging/content sources, choose who posts, focus on images with copy in them

4. Create editorial calendar –what, time, where?

Sample Editorial Calendar

MEASURE:

1. Set baseline and mark regularly

2. Create tracking tools – incoming links, hashtags, scheduling

3. Conversions to sales, donations, sign-ups

Look for...

1. Inbound links on your website

2. Google Analytics

3. Engagement

4. Brand mentions – “Social Mention”

5. Search Facebook, Twitter

6. Conversions!

Conversions!

Do not just sent them to your homepage. Create a “landing page”

Elements of a good landing page: 1. Shareable – simple, compelling2. Match messaging of social media to the content of landing page 3. People love a crowd – testimonials, likes4. Ask for email address 5. Link to “more” on your site. Encourage page views

OTHER GENERAL TACTICS:

1. One avatar, careful “about”, use person for photo

2. Vanity URLs, bit.ly, find friends tools

3. Photos share! Hootsuite, Over, Postagram, Instaquote

4. If you can’t use social media on mobile, it’s kinda worthless.

5. Make it easy, worthwhile, fun to share!

“Focus on how to be social, not on how to do social.”

- Jay Baer

WHAT MAKES A GOOD POST?

Content: sharable, photos, clear CTA Timing: time of day, watch for disastersMessage: your org’s missionTone: take cues from the roomFrequency: regularly, but not annoying

SHAREABLE

WHY PEOPLE SHAREsurpriseemotion

reflects well on sharer

“The beauty of social media is that it will point out your

company’s flaws; the key questions is how quickly you

address these flaws.” -Erik Qualmann, Socialnomics

ENGAGEMENT:

More than likes, it’s comments, shares, conversation, re-tweets....

FEEDBACK:

ALL feedback is good.

NEVER delete – RESPOND. The community knows!

THE ASK:

Simple: “Please click!”

Effort: “Please share!”

Work: “Please sign-up!”

Money: “Please buy ticket, donate!”

IT WORKED!

1. “Thank you, X, for sharing”2. LIKE a comment3. Tweet handles and thank as group “Thanks @mckenna @givingcity @cafb for sharing!” 4. Communicate progress “12 donors in the first 20 minutes!”5. Tease how close you are “Only two volunteer spots left! Is it you? Bring a friend!”

ENGAGING ON FACEBOOK

• Post links to other relevant blogs or organizations

• Tag photos of volunteers or event attendees

• Use some copy in photos (for sharing)• Post photos sharing a statistic or key fact

about the organization in one line• BOOST or PROMOTE post or page

ENGAGING ON TWITTER

• Start with RTs• Be a “curator”• Make it personal and use humor

when possible• Tease the link• Invite to participate

EMAIL & E-NEWSLETTER

• One main story and call to action• Links to read more on website• Compelling visuals• Shareable• Always “thank you”

SO YOU CAN’T CONVINCE ANYONE....

• Do it without them• Do it under your own handle• Make sure early efforts are

MEASURABLE• Make it sound fun – because it is!

Make Social Media Work for Your Nonprofitby Monica Maldonado WilliamsFounder, GivingCity monica@givingcity.com

GivingCity Austin

@GivingCity

GivingCity for Professionals

GivingCity Austin