content marketing and social media for fundraising, cee fundraising conference, with michael hoffman
Post on 25-May-2015
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Content Marketing and Social media for
Fundraising- How to use compelling stories to find, gain and keep donors
Central and Eastern European Fundraising Congress
#CEEFC
Beate Sørum - b.bold @BeateSorum
Michael Hoffman - See3 @michael_hoffman
#CEEFC
http://bit.ly/DoGooderDispatches
about.me/BeateSorumabout.me/BeateSorum
@BeateSorum
♥Internett
#CEEFC
changedThe world
http
s://w
ww.fl
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s/m
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west
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6484
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#CEEFC
Communication used to be
EASY
#CEEFC
sender receivermessage
#CEEFC
sender receivermessage
#CEEFC
sender receivermessage
#CEEFC
sender receiver
CC BY-NC 2.0 http://www.flickr.com
/photos/tollaksen/328642857/in/photostream/
You.
#CEEFC
What happened?
#CEEFC
Smart marketers
are content marketers
#CEEFC
– Content Marketing Institute
Content marketing is a marketing technique of creating
and distributing valuable, relevant and consistent content to attract and acquire a clearly
defined audience – with the objective of driving profitable
customer action.
#CEEFC
You acting like a PUBLISHER
#CEEFC
What’s the objective of
what we’re doing?
#CEEFC
sender receivermessage
what are we trying to achieve?
#CEEFC
business goals user needs
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business goals user needs
#CEEFC
business goals user needs
#CEEFC
business goals user needs
#CEEFC&MISSION
audience
#CEEFC
mission statement
1. core audience
2. what’s delivered
3. benefit to audience
#CEEFC
mission statement
1. core audience
2. what’s delivered
3. benefit to audience
audience centric!
#CEEFC
See3’s mission statementAs leaders in using digital media to engage and activate people, See3 is dedicated to partnering with social causes and nonprofits to support real, on-the-ground impact by providing advice, tools, infrastructure and inspiration.
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s://w
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who are you talking to?
http
s://w
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6377
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#CEEFC
#CEEFC
Your turn!
#CEEFC
business goals user needs
#CEEFC
business goals user needs
#CEEFC
business goals user needs
#CEEFC
where do you find
IDEAS?
#CEEFC
create themes- behind the scenes
- news, events
- insider tips
- guest posts
- profiles
#CEEFC
what do you have,
that they want?
#CEEFC
Your turn!
#CEEFC
BREAK!
#CEEFC
BREAK!
#CEEFC
Your turn!
#CEEFC
#CEEFC
what would this look like as a tweet?
- «Do you know that in Prague you don’t n»eed plastic wraps to buy groceries anymore? Visit bezobalu.cz»
- «140 people at the Discover Summer Academy thanks to alumni like you!»
- «Have you heard about Adelas handbag that can help the community?»
- «Two years ago little David wasn’t able to concentrate at all. Now he’s a much better student. Hypotherapy has changed his life!»
- «Do you know how your t-shirt was made? Come to Development Day, and play the PCD-game to find out!»
#CEEFC
#CEEFC
what would this look like as a Facebook post?
- Same text, with album or single photo with all participants. Explain in comments how this support size of academy. Include link for donations.
- Picture of handbag, link to where to buy the product.
- Picture of David and his horse. Longer story, but not much. «Hypotherapy helps not only disabled children, but also autists. Two years ago, David was …»
- Today we experience …Less plastic -> less oil -> less drilling in the arctic.»Two pictures; the shopping and a happy polar bear»
- Picture of t-shirt, time, date and location, link to event. Include details about working conditions.
#CEEFC
!
about.me/BeateSorum
about.me/BeateSorum
about.me/BeateSorum
about.me/BeateSorum
#CEEFC
"
#CEEFC
Friendly Professional Informal Grateful
Voice and tone creates
unityImpressed Helpful Engaged Credible
REHEARSE - make mistakes in a safe place
http://www.flickr.com/photos/bamblekommune/5413186602/sizes/l/
♥Love <3
♥Love <3
Practice microcopy -
write in pairs
Kilde: http://www.flickr.com/photos/nathaninsandiego/3839051662/sizes/l/
#CEEFC
what would this look like as a tweet?
Surveillance
http://www.flickr.com/photos/highwaysagency/6008267975/sizes/l/
Have
fun!
#CEEFC
TIMING and
CONTENT matters
CC BY-SA 2.0 https://www.flickr.com/photos/nomadic_lass/6728580615/
Plan and PRIORITIZE
#CEEFC
start with the
BIGthings
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12months
#CEEFC
Organisation X Week 1 Week 2 Week 3 Week 4JanuaryFebruary
MarchAprilMayJuneJuly
AugustSeptember
OctoberNovemberDecember
#CEEFC?How much can you get out of
ONEIDEA
#CEEFC
Don’t forget the little
things
#CEEFC
sender receivermessage
what are we trying to achieve?
#CEEFC
Facebook What Style Type Goal
Monday New course out Informative and welcoming Link Signups to course
Tuesday Impact-story Emotional Image Sharing - knowledge
Wednesday Ask for text donations
Response-triggering Status Money in
Thursday Political news Provocative Link Signatures
Friday Share X’s fundraiser
Easy Friday entertainment Image Likes
#CEEFC
«Providing shit to scum for over 70 years»
#CEEFC
«Providing shit to scum for over 70 years»
#CEEFC
#CEEFC
#
#CEEFC
free advice!
#CEEFC
free advice!
#CEEFC
what works for you?
#CEEFC
what does not?
Thanks for listening!
http://about.me/beatesorumhttp://see3.com
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