content marketing and social media for fundraising, cee fundraising conference, with michael hoffman
DESCRIPTION
A 2x90 minute masterclass held by Beate Sørum of b.bold and Michael Hoffman of See3 Communications. The masterclass explored content strategy, strategy creation, ideas and messages in different channels and practical how to's for social media.TRANSCRIPT
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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
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#CEEFC
Beate Sørum - b.bold @BeateSorum
Michael Hoffman - See3 @michael_hoffman
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#CEEFC
http://bit.ly/DoGooderDispatches
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about.me/BeateSorumabout.me/BeateSorum
@BeateSorum
♥Internett
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#CEEFC
changedThe world
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http
s://w
ww.fl
ickr.c
om/p
hoto
s/m
egan
west
/344
6484
176/
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#CEEFC
Communication used to be
EASY
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#CEEFC
sender receivermessage
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#CEEFC
sender receivermessage
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#CEEFC
sender receivermessage
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#CEEFC
sender receiver
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CC BY-NC 2.0 http://www.flickr.com
/photos/tollaksen/328642857/in/photostream/
You.
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#CEEFC
What happened?
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#CEEFC
Smart marketers
are content marketers
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#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.
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#CEEFC
You acting like a PUBLISHER
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#CEEFC
What’s the objective of
what we’re doing?
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#CEEFC
sender receivermessage
what are we trying to achieve?
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#CEEFC
business goals user needs
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#CEEFC
business goals user needs
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#CEEFC
business goals user needs
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#CEEFC
business goals user needs
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#CEEFC&MISSION
audience
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#CEEFC
mission statement
1. core audience
2. what’s delivered
3. benefit to audience
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#CEEFC
mission statement
1. core audience
2. what’s delivered
3. benefit to audience
audience centric!
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#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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http
s://w
ww.fl
ickr.c
om/p
hoto
s/cm
ichel
67
who are you talking to?
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http
s://w
ww.fl
ickr.c
om/p
hoto
s/ol
senw
eb/8
6377
696
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#CEEFC
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#CEEFC
Your turn!
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#CEEFC
business goals user needs
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#CEEFC
business goals user needs
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#CEEFC
business goals user needs
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#CEEFC
where do you find
IDEAS?
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#CEEFC
create themes- behind the scenes
- news, events
- insider tips
- guest posts
- profiles
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#CEEFC
what do you have,
that they want?
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#CEEFC
Your turn!
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#CEEFC
BREAK!
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#CEEFC
BREAK!
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#CEEFC
Your turn!
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#CEEFC
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#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!»
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#CEEFC
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#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.
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#CEEFC
!
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about.me/BeateSorum
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about.me/BeateSorum
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about.me/BeateSorum
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about.me/BeateSorum
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#CEEFC
"
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#CEEFC
Friendly Professional Informal Grateful
Voice and tone creates
unityImpressed Helpful Engaged Credible
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REHEARSE - make mistakes in a safe place
http://www.flickr.com/photos/bamblekommune/5413186602/sizes/l/
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♥Love <3
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♥Love <3
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Practice microcopy -
write in pairs
Kilde: http://www.flickr.com/photos/nathaninsandiego/3839051662/sizes/l/
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#CEEFC
what would this look like as a tweet?
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Surveillance
http://www.flickr.com/photos/highwaysagency/6008267975/sizes/l/
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Have
fun!
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#CEEFC
TIMING and
CONTENT matters
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CC BY-SA 2.0 https://www.flickr.com/photos/nomadic_lass/6728580615/
Plan and PRIORITIZE
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#CEEFC
start with the
BIGthings
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#CEEFC
12months
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#CEEFC
Organisation X Week 1 Week 2 Week 3 Week 4JanuaryFebruary
MarchAprilMayJuneJuly
AugustSeptember
OctoberNovemberDecember
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#CEEFC?How much can you get out of
ONEIDEA
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#CEEFC
Don’t forget the little
things
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#CEEFC
sender receivermessage
what are we trying to achieve?
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#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
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#CEEFC
«Providing shit to scum for over 70 years»
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#CEEFC
«Providing shit to scum for over 70 years»
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#CEEFC
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#CEEFC
#
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#CEEFC
free advice!
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#CEEFC
free advice!
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#CEEFC
what works for you?
![Page 88: Content marketing and social media for fundraising, CEE Fundraising Conference, with Michael Hoffman](https://reader033.vdocuments.us/reader033/viewer/2022042714/5562775cd8b42ae73c8b4ae8/html5/thumbnails/88.jpg)
#CEEFC
what does not?
![Page 89: Content marketing and social media for fundraising, CEE Fundraising Conference, with Michael Hoffman](https://reader033.vdocuments.us/reader033/viewer/2022042714/5562775cd8b42ae73c8b4ae8/html5/thumbnails/89.jpg)
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