Make Social Media Work for Your Nonprofit by Monica Maldonado Williams Founder, GivingCity [email protected] GivingCity Austin @GivingCity GivingCity for Professionals GivingCity Austin
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Make Social Media Work for Your Nonprofitby Monica Maldonado WilliamsFounder, GivingCity [email protected]
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 [email protected]
GivingCity Austin
@GivingCity
GivingCity for Professionals
GivingCity Austin
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