Transforming your Community into Content Creators and Fundraisers

Cultivating Donors in the Age of Social Media - Transforming your community into content creators and fundraisers -

Cultivating donors in the Age of Social Media - Transforming your community into evangelists and fundraisers

Presented by John HaydonConference hashtag: #sawacon



Oscar

• Guardian: Cat heaven (RIP)

• Breed: Tuxedo cat

• Super power: Flirting and head butting



Maddie

• Guardian: My brother, Jim

• Breed: Mix

• Super power: Eating fine china



Otis

• Guardian: My friend, Charlie

• Breed: Australian Cattle Dog

• Super power: Chasing tennis balls



Otis

• Guardian: My friend, Charlie

• Breed: Australian Cattle Dog

• Super power: Chasing tennis balls

• On Twitter: @CattleDogOtis

HOW SOCIAL AND MOBILE HAVE CHANGED THE GAME



Social media use

2000 2015



Mobile use

2000 2015



Rate of adoptions

2000 2015



Donor choices

2000 2015



Distractions and competition

2000 2015


Presented by John Haydon

Poll:

Conference hashtag: #sawacon

Raise your hand if:

You use Facebook



Poll:


Raise your hand if:

You use Twitter



Poll:


Raise your hand if:

You use Instagram



Poll:




Poll:




Social media amplifies word-of-mouth marketing

• A recent study by The Center for Effective Philanthropy found that 86% of donors would “gladly recommend an organization” to a friend or colleague.

• 21% of donors said they learned about their organization from a friend, existing donor or volunteer.



Joey

• Guardian: Me and Kate

• Breed: Tuxedo cat

• Super power: Teeth

WHY LISTENING IS MORE IMPORTANT THAN EVER



Fortressed Nonprofit versus Networked Nonprofit



Likes dogs and cats, we all have two ears and one mouth



Cools tips and tricks:



Use Facebook Audience Insights to research your database and Facebook fan base. Visit facebook.com/ads/audience_insights/activity

Use Audience Insights to view:

• Facebook activity

• Income and housing

• Purchase behavior

Use Facebook Audience Insights

http://facebook.com/ads/audience_insights/activity





















Use Facebook Graph search to research your Facebook Page fan base. Visit facebook.com/graphsearch for more info.

Use Facebook Graph search

• Favorite interests of people who like [your org]

• Favorite interests of people who like [your org] and

[competing org]

• Groups of people who like [your org]

• Pages liked by people who like [your org]

• Pages liked by women who like [your org]

Start with these Facebook Graph searches:




• Favorite interests of people who like [your org]

• Favorite interests of people who like [your org] and

[competing org]

• Groups of people who like [your org]

• Pages liked by people who like [your org]

• Pages liked by women who like [your org]

Start with these Facebook Graph searches:

Use Facebook Graph search to research your Facebook Page fan base. Visit facebook.com/graphsearch for more info.

V) Deciding what to write about

Use Facebook Graph search




Research trending topics with BuzzSumo.com

Research top content and top influencers

http://BuzzSumo.com



Monitor hashtags

hashtagify.me

http://hashtagify.me



Trending topics

Evergreen topics

Mix trending tops with evergreen topics



Survey supporters



Survey supporters

When to survey

• Immediately after adoption

• Immediately after donation

• Immediately after volunteering

• Immediately after attending an event



Dog

• Guardian: Smoker

• Breed: Lab mix

• Super power: Public trans

HOW TO TELL EVEN MORE POWERFUL STORIES



Storytelling is NOT:

• Statistics • News • Milestones • About your org



Supporters want to feel:

• Happy • Hopeful • Inspired • Wise • Generous • In the know



Stories:

• Invite relationship • Are remembered • Motivate action



“But I’m not George Lucas.

I’m just trying to find a

home for this cat”

-‐ You





• Hook • Hold • Payoff



• Introduce protagonist• Relatable and human• Triggers emotion• Instantly understood

The Hook



The Hook



• Holds their attention• Protagonist’s goals• Potential obstacles (internal and external)• Presents plot questions

The Hold



The Hold



• Goal is reached• Resolution of plot questions• Invites participation• Includes call-to-action

The Payoff (call-to-action)



The Payoff








Observe important dates



Post conversation starters



Create contrast



Share outcome stories



Caption contests



Be useful



Reply often



Reply often



Show your human side



Shefa

• Guardian: Upstairs neighbors

• Breed: Labradoodle

• Super power: Hugs and kisses

TURNING YOUR COMMUNITY INTO FUNDRAISERS



Create a Marketing Bank

A marketing bank is a single location for:

• Logos • Photos • Bios and Head Shots • Boilerplate Text • Etc.

Use can use DropBox or Google Drive



Embed the collection of stories in operations



Your NetworkYour community’s friends, family, colleagues, etc.

Your CommunitySubscribersDonorsVolunteers

#1: Start with your database.

Turn core supporters into spokespeople



Your NetworkYour community’s friends, family, colleagues, etc.

#2: Select best segment to engage.

Your CommunitySubscribersDonorsVolunteers




Your websiteYour eventsYour physical placeYour email listYour snail mail list

#3: Promote through all channels







A. Send a simple email message encouraging CURRENT supporters to participate in campaign.

B. Make sure you tag email contacts who participate.

C. Test and measure messages.

Step #4) Engage subscribers BEFORE asking for moneyInvite current donors to participate in social campaigns



Ask new supporter to share

Leverage that critical moment when supporters join your email list.

• Thank you page.

• Include sharing action.

• Also ask new donors, volunteers, etc.



Leverage that critical moment when supporters join your email list.

• Thank you page.

• Include sharing action.

• Also ask new donors, volunteers, etc.

Ask new supporter to share



Step #4) Engage subscribers BEFORE asking for moneyInvite guardians to join thunderclap



Freddy

• Guardian: Neighbor

• Breed: Lab

• Super power: Eating anything

FUNDRAISERS: FOCUS ON RETENTION



It costs less to retain donors

from Kiss Metrics



It costs less to retain donors

Cost to acquire 1 new donor = $ spent on new

donor acquisition / # of new donors acquired

• Research

• Direct Mail

• Advertising

• Marketing

• Staff time






A) Message tone: Talk about what their donation will do.

B) Timing: Send immediately.C)Testing: Create 2-3 variations to

split test. This will help you discover the best approach. Also test timing (30 and 90 days).

Email strategy #1: Turn supporters into spokespeople



A) Message tone: Talk about what their donation did, not what your organization did. Be encouraging and express appreciation.

B) Timing: If your donor system allows, create a rule to automatically sends these messages 30 and 90 days after the gift was made.

C)Testing: Create 2-3 variations to split test. This will help you discover the best approach. Also test timing (30 and 90 days).

Email strategy #2: Report back about their gift



A) Message tone: Tell them that their voice matters. Be encouraging and express a sense of community.

B) Timing: Used between major campaigns.

C)Testing: Create 2-3 variations to split test. This will help you discover the best approach. Test variations with 10% of the list, then use winning elements for 90%.

Email strategy #3: Invite donors to share stories



Thank you!



Consultant, Trainer, Coach - Helping nonprofits get more from their digital marketing and online fundraising. Consultancy based in Cambridge, MA.

Instructor at Marketing Profs University, regular contributor at Social Media Examiner

Author: Facebook Marketing for Dummies, 3rd and 4th Editions

Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s BBCon, New Media Expo, AFP New Jersey, TechSoup, GrantSpace, Chronicle of Philanthropy, NetworkForGood and various local Chamber of Commerce.

Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife Federation, Razoo Foundation.

http://www.amazon.com/Facebook-Marketing-Dummies-Business-Personal/dp/1118107403/