social media: the secret weapon in the battle to retain donors
TRANSCRIPT
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
Show The Love
Thoughtful Engagement to Retain Donors
www.blackbaud.com/npexperts
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
Meet the #npEXPERTS
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
#npEXPERTS
John Haydon!!John is the author of Facebook Marketing for Dummies, founder of the Nonprofit Facebook Bootcamp, and a digital marketing consultant, helping nonprofits with smarter online marketing. He has spoken at the Nonprofit Technology Conference, New England Federation of Human Societies, MetroWest Foundation, New Media Expo, BBCon, Social Media 4 Nonprofits, AFP New Jersey, and several other conferences.!!@johnhaydon | JohnHaydon.com!
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
Social Media: The Secret Weapon in the Battle to Retain Donors
www.blackbaud.com/npexperts
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
๏ Ok, I guess it’s not really a secret ๏ So… just post cat pictures? ๏ POST first, ask questions later ๏ The problem with Facebook ๏ Brand voice vs. friend voice ๏ Integrate with other channels ๏ What about the money?
Agenda
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
Ok, so we know it’s not really a secret…
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
But how does social media help keep donors?
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
https://www.blackbaud.com/nonprofit-resources/onlinemarketingstudy
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
https://www.blackbaud.com/nonprofit-resources/onlinemarketingstudy
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
Social Media = Engagement
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
So… Just post cat pictures, right?
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
Yo Patrick. Have you been following #humanshaming on
Instagram?
Listen Bernie, I’m trying to get some work done!
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
POST first, update Twitter later
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
P.O.S.T. First, Update Twitter Later
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
P.O.S.T.
People: Where do your people hangout? What’s important to them? How are they talking about your cause? Objectives: What specifically do you want to achieve? Shoot low, if you’re just starting out. Strategy: How will you acheive your objectives by creating value for your community? Tactics: What tools and tactics will you use to achieve your strategy?
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The Secret Weapon in the Battle to Retain Donors
#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
Campaign Worksheet - by John Haydon
1-Page Campaign Marketing Plan
Who are we trying to engage? Supporters? Volunteers? Donors? What’s in it for them? What’s the emotional hook? What’s in it for us? More fans? More emails? More donors? How will we promote the campaign? What other channels will we use? How will we measure success? Likes? Engagement Rate? Emails Acquired?
Campaign name and summary
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
The problem with Facebook
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
People don’t use Facebook to connect with brands or nonpro!ts
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
“70% of us trust brand recommendations from friends, but only 10% trust messages from those same brands.” - Forrester Research
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
So where do we start, Barney?
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
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#npEXPERTS | www.blackbaud.com/npexperts | Presented by John Haydon
Use a “Friend” voice vs. a “Brand” voice.
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
Yawn
Talking about your organization
on Facebook rarely gets people
engaged.
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
Supporters talking about you to their friends is a much more effective way to reach people on Facebook.
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
Leverage events
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
Get event registrants talking …
The next time you have an event, try this:
1. Create a Facebook Event 2. Make sure the “ticket” link goes to your event landing Page. 3. Use it as a way to share “insider” info to people that join 4. Encourage event registrants to RSVP to the event. Use a
giveaway to encourage RSVPs. 5. Each time someone RSVPs, their friends are exposed to your
event in their News Feed. 6. Once you reach 100+ RSVPs, use Facebook ads to target those
friends located near the event.
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
Integrating with other marketing channels…
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
Integrate with other marketing channels
Leverage Facebook & eMail
Promote individual Facebook posts that have recently performed well in your email newsletter. This gets your email subscribers to join these conversation on Facebook, which then reaches their personal friend networks.
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
Wearever uses email to promote testimonials customers post on their Facebook Page
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
Add social sharing
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
Create a social landing page
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
Don’t forget about “in person”
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
What about the money…?
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
Social media is not the best tool to collect money.
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
Social media is relational not transactional.
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
So how do we get their money?
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
Engage!
Capture!
Nurture!
Convert!
Partner!
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
Engage!
Capture!
Nurture!
Convert!
Partner!
Social media
Email marketing
Use social media for
WOM
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
Engage!
Step #1: Capture!
Nurture!
Convert!
Partner!
Capture emails with carrots: ebooks, webinars, sweepstakes, petitions, newsletter, events, etc.
Step #2: Nurture, encourage and segment leads based on their actions (clicks, opens, optins, visits).
Step #3: Convert leads into donors, volunteers, renewals, members, etc. This is where they give you their money and their time.
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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
Engage!
Step #1: Capture!
Nurture!
Convert!
Partner!
Capture emails with carrots: ebooks, webinars, sweepstakes, petitions, newsletter, events, etc.
Step #2: Nurture, encourage and segment leads based on their actions (clicks, opens, optins, visits).
Step #3: Convert leads into donors, volunteers, renewals, members, etc. This is where they give you their money and their time.
![Page 41: Social Media: The Secret Weapon in the Battle to Retain Donors](https://reader034.vdocuments.us/reader034/viewer/2022042716/55a69a081a28ab75668b4625/html5/thumbnails/41.jpg)
#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
Questions?
www.blackbaud.com/npexperts