smart social media for busy nonprofits · first, put social media in perspective for every 1,000...
TRANSCRIPT
Smart Social Media for Busy NonProfits
Choosing your Platform • Knowing your Audience
Ellen Didier President
www.RedSageOnline.com
NONPROFIT UNIVERSITY Sponsored by the Community Foundation
June 22, 2016
First, put Social Media in Perspective
For every 1,000 email subscribers,
nonprofits have
355
Fans
132
Followers
19
Followers
Source: M+R Benchmarks X + NTEN 2016 Study of Non-profits online
There are more than 3 platforms!
How do you choose?
What are your Social Media goals?
Share Information & Build Awareness?
Generate Conversations & Engagement?
Generate Action? Become a volunteer, donate, sign a petition?
Traditional emails and face to face interactions
are far more effective at driving action.
Who are you trying to reach?
What type of organization are you?
Source: M+R Benchmarks X + NTEN 2016 Study of Non-profits online
What are you most comfortable doing?
Hint: Don’t blog if you hate writing
The top platform for best overall reach
Source: M+R Benchmarks X + NTEN 2016 Study of Non-profits online
According to Hubspot, use the 3 A’s for your posts
1/3
Appreciation Recognize donors,
supporters,
volunteers,
employees
1/3 Advocacy Engage and share
content of other
groups relative to
your area of service
1/3 Appeals Solicit donations or help.
Appreciation
Advocacy
Appeals
Always include photos or videos
Articles with images get
94%
more
more views than articles without.
https://blog.kissmetrics.com/visual-content-you-need-to-use-in-your-marketing-
campaign/
Create your own branded graphics at Canva.com Check out Facebook/FocusOnTheFamily
Generate conversations
Ask questions
Top Platforms for Breaking News & Live Events
Source: M+R Benchmarks X + NTEN 2016 Study of Non-profits online
Twitter & Instagram are most
powerful when it is immediate
Events (Twitter) Crisis
communication
Breaking news General content
What to post on Twitter
30%
conversation
& responses
60% retweeting
& sharing other
content
10% announcements and events
Include photos and links.
Shorten links with bit.ly
Use RiteTag.com or hashtagifyme.com to find most popular hashtags
(don’t use more than 2 in your posts)
…and influencers, and usage patterns. Free and low cost plans.
Display a live Tweetwall at your Event
VisibleTweets.com and others: http://iag.me/socialmedia/guides/tools-to-display-tweets-at-
an-event/
Tweet at public events related to your area
Pinterest Success Story
Pinterest Success Story
Instagram for photo content HIGH QUALITY photos
Instagram for photo content Shareable Inspiration and Facts
Why use social donation tools? Impulse buying works – particularly with Millennials
Collect Donations through Social Media
Most effective when triggered by event or specific project
Facebook Donate Now Button
Links to your website or online giving app.
Facebook Donate Now Button
Links to your website or online giving app.
Facebook will is working on tools to donate direct through Facebook and even set up
specific fundraising pages.
Source: https://donations.fb.com/
Charitweet.com Fee: 5.9% + $0.50
Text to Donate promotion
How do you find the time?
It is ALL about building processes to make it happen!
Research and create a list of nonprofit channels you love
Google search: top nonprofit facebook pages 2016 etc.
Use a Calendar: Start with the Year View Download an Excel calendar from WinCalendar.com
Fill in your annual events and holidays first fill in when you will post on each platform before and after the event.
Consider Establishing Monthly Themes
Jan: Web Design Feb: Tradeshows
Mar: Facebook Apr: Online Advertising
May: Branding Jun: Logo Design
This makes it easier to plan posts and keep the
content fresh. While not every single post will
conform to the them, the major ones will.
Fill in each month’s theme on your monthly calendars.
List the types of ongoing posts you want to make and how often you think
you can pull these off reliably.
• Monthly: o Share a newsletter once
o Find two to four news articles or blogs about your service area to share
o One testimonial video
• Weekly (unless an event is happening) o Post one profile of a volunteer, board member, someone you
helped, teacher appreciation, etc.
o Post one inspirational quote graphic with your logo
Record these on each month of your annual calendar – not what you are
posting, just the type of post (FB-Profile, T/FB-Share Enews, etc.). Back off
the posts around events, holidays, or vacations – you will be too busy. Just
get the schedule mapped out.
Put a 1 – 3 hour Marketing Planning Meeting early each month of your calendar!
• Keep this meeting sacred!
• Look at your list of inspiration nonprofit channels
• Write your posts for the next month, sticking to the theme, if applicable
• Identify content from other organizations to share, gather links, and write accompanying post
• Identify inspirational quotes and design your graphics
• Plan who you will profile, plan or request photos, and write profile text
Put a 1-hour Weekly marketing
meeting on your calendar
• Review and finalize your posts
• Adapt depending on what is going on that
is exciting or newsworthy
• Schedule your posts for the following week
Daily
• Take a few minutes to review and respond
to posts at least twice per day.
Make posting easier – reuse content
•
•
One newsletter could
potentially generate 4
Facebook posts and
up to 8 Twitter posts
How to find great articles to share
My Favorite Scheduling tool
50% off these rates for non-profits!
Download this presentation at
www.slideshare.net/ellendid4
Please connect with me!
www.RedSageOnline.com
twitter.com/ellendidier
twitter.com/RedSageAL
facebook.com/redsage linkedin.com/in/ellendidie
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