Cracking the Code
Published on Feb 23, 2016
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Cracking the Code:
Social Media for Non-Profits Part I
Prior to Facebook
How did you raise money?
What are the traditional ways npos have raised money in the past?
Photo by Robert S. Donovan
The Industrial Age
is over
During the Industrial Age
- You did what you did yesterday
- Faster
- Cheaper
- Higher Quantities
prioritizing relationships, impact & personal growth
From Born and Bread's Blog:
"After deciding to take the apprenticeship, I knew there was a chance that I’d fall out of love with baking. I was worried that the romance of it all would soon be lost in the routine. Hi, I’m Jenn and I don’t usually like routine (there, I admitted it). This was different though. The early mornings didn’t bother me. I looked forward to being up before the sun, tying my apron, the smells, working with my hands, the finished product, and EATING such delicious art. I’ve found something special."
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Photo by symphony of love
PAtriot Coffee
Watch the Video: lkld.co/patriot
Giving
Looks like this: lkld.co/coffee
These are your new
Philanthropists
Are you still doing things
the old-fashioned way?
Mother and daughter cooking Christmas Ham....
Photo by stevendepolo
Give them a reason to listen.
Or They'll Stop...
Maybe FOREVER.
rules of engagement
- Contests get people's attention
- Tell detailed stories
- Be part of the conversation
- User-generated content!
- 80/20 Rule
Do this....
Or this.
Not this.
charity: water
Objective:
Connect the Donor to the PEOPLE you serve.
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What they do
- Well-Designed Website
- Campaigns designed FOR Social Media
- Create a donor EXPERIENCE
- Professional visuals
- Clearly Articulated Mission
- Personalized thank you - VIDEOS
In 2012, 90,057 donors
gave an average of $187.90
to raise: $16,840,659
March of Dimes
Objective:
Build Community for the PEOPLE you serve.
What they Do
- Build community
- USER-Generated Content
- Connect DONORS with stories of families
Goals determine outcomes.
Lakeland Volunteers in Medicine
2015 Swan Derby
Give Day Tampa Bay
average donation: $170
Social Media Success:
- Strategy - You need a plan.
- Follow what works!
- Strategy - a plan.
- Budget - based on goals
- Commitment - team buy-in
- Goals - something measureable
- Measurement - assess the outcomes
Cracking the Code:
Social Media for Non-Profits Part 2
1. Optimize your Profiles!
- Personal Profile - Correct? Up-to-Date? Public?
- Avatar (don't hide) - You REPRESENT the organization!!!
- Organization's Profile
- Know the sizes for graphics (profile/cover)
- Screen Name - pick a good one
Photo by niallkennedy
2. ENGAGE and Be Engaging
- Post engaging content - CONSISTENTLY
- CURATE good content!
- Write thoughtful content
- Pass the "Re-Share" Model
- Support others - CONSISTENTLY
Photo by Robert S. Donovan
3. FEED the content Monster
- Find content sources
- Create a content "well"
- Follow experts/organizations and curate content
- Blog and share - not just what you want to sell!!!
- Don't look clueless! Understand the platform
- Know your audience (surveys help!)
Photo by owenwbrown
4. USER Generated Content
- Contests make it easy to collect quality content
- Take the focus off YOU and put it on THEM
- Test, Test, Test!
- Hashtags help track engagement beyond analytics
- Explore examples from other organizations
- ASK for pictures!
- Guest writers - let THEM tell the story!
Photo by Lotus Carroll
5. Be Tactical
- Strategy for EACH platform - do not duplicate content across platforms - Don't try to accomplish too much
- Give - Good Content, Support, Engagement
- Don't ask for anything until they trust you
- Find Influencers and Strategic Partners
- Join Communities online that encourage engagement and relationships
Photo by kenteegardin
