Online Fundraising with Digital Strategy · Online Fundraising with Digital Strategy By Sanjay Mudnaney • [email protected]. Sanjay Mudnaney • 30+ Years Marketing Communications

Online Fundraising with Digital Strategy By Sanjay Mudnaney

• [email protected]

Sanjay Mudnaney

• 30+ Years Marketing Communications , Branding

• 20+ YEARS IN CSR , Co-Founder Mastek Foundation • Digital Strategist helping organizations paly to potential

• Worked across Organizations, Startups , Agency

• Co-Founder Digital Payments Startup • Founder Crow Tales Brand Storytelling Company

• Heroes of India project – founder

Facebook in India

• 330 million users • 450 million smart phones • 600 million internet users

Theory of Probability

GRADUATES VISITING YOUR WEBSITE 80 OUT OF 100 DONATED

PREDICTION IF YOU REACH 1000 GRADUATES 800 WILL DONATE

• Companies such as Facebook not only have data which people provided.

• But looking at their post - ‘Smarter machines of Facebook’ predict what might be your Age, Educational background, political view point, income level, buying preferences.

• They also implicitly capture your location, different devices you use, sites you visit using login by Facebook.

• Many of these sites keep giving back your activity data back to Facebook.

• They also use your friend circle and their activities to build view on you.

FB Algorithm

The Facebook algorithm ranks all available posts that can display on a user’s News Feed based on how likely that user will have a positive reaction.

Facebook’s algorithm for ranking content on your News Feed is based on four factors:• The Inventory of all posts available to display• Signals that tell Facebook what each post is• Predictions on how you will react to each post• A Final Score assigned to the content based on all factors considered

Active signals drive meaningful interactions:

• Comments• Replies• Likes• Shares

1. Facebook’s News Feed algorithm favours content that fosters positive interactions between your followers and others.

2. Your content should always be relevant to your core audience —the people you want to build a community around.

3. Put ad rupees behind content with organic momentum4. Track your content performance

Targeting

Demographics• Education level • Income level • Gender• Location• Age

Facebook Targeting

• Demographics • Interests • Behaviours

Pro Tip – Engagement

• Creating posts that start a conversation, whether it’s a broad trending topic or one that is unique to your audience base.

• Sharing content that sparks emotions or carries meaning for your audience.

• Seeking out feedback on ideas, products, or services (remember, ask for genuine feedback — not likes, comments, or tags).

• Creating Facebook groups that align with your company’s focus that users can join to engage others with similar views.

• Making sure your posts contain elements that draw attention and are worth responding to — live video; vivid, high-quality images; authentic, original content.

Actions

1. Focus more time on building your community – cause champions2. Remember visual storytelling 3. Build your own platform – Blog , Website 4. Build your own Email list 5. Segment your audiences and find new ways to tell your story 6. Advertise

Those who have visited your website recently Content not page Demographics

But How to get Organic Momentum ?

Invite Staff members and their

circle

Trustees and their circle

Donors and their friends

Ask them to follow , like , engage and share your posts on social media

Stories

Share ‘stories’ at regular frequency

Beneficiary

Volunteers

Staff

Founder

Make it Visual

SHARE PICTURES AND VIDEOS

MAKE SHORT VIDEOS WITH YOUR MOBILE PHONE

USE MOBILE EDITING APPS EG IMOVIE (FREE)

Content Marketing Plan

Team – Digital Marketing , Content writer , Graphic Designer , Photographer / videographer , video editor , Data analyst

Content Strategy

Content Calendar

Integrated Communications

WEBSITE SOCIAL MEDIA BLOG / EMAIL