CFNCF Webinar 6-10-2020 › wp-content › uploads › 2020 › 06 › CFNCF-Webinar-… · 10-06-2020 · 1,071 Nonprofits From U.S. & Canada Surveyed 97% of U.S. & Canada nonprofits

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#TheAmazingGiveB u i l d i n g A S o c i a l M e d i a M o v e m e n t i n N o r t h C e n t r a l F l o r i d a

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About Chris StrubT h e ‘ G i v i n g D a y G u y ’

I partner with Giving Days around the U.S. to help

create massive attention spikes on social media

I write about nonprofits successfully using

social media to drive results for forbes.com

I’m the author of ’50 States, 100 Days: The Book’

I’ve worked with Humana, Big Brothers Big Sisters

of America, and The Salvation Army USA

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http://forbes.com

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About Today’s PresentationS o c i a l P a r t i c i p a t i o n E n c o u r a g e d

Live-Tweeting is encouraged: Please use the

hashtag #TheAmazingGive & tag me: @ChrisStrub

If you have questions, feel free to Tweet them to us

or we will take questions interactively at the end.

Taking screenshots of the slides is totally cool,

but we’ll also send out the slides afterwards

All social media pros mentioned, gear mentioned

and apps mentioned will be listed in an appendix

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Today’s Agenda

— The Case for Spending Time on Social Media

— How to Best *Divide* Your Time on Social Media: —> Facebook

—> Instagram

—> Twitter

— Questions at the End

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Report: Nonprofit email open rates >25%

C h r i s S t r u b i n F o r b e s , J a n . 7 , 2 0 2 0

Nonprofit email open rates ROSE

nearly 5% in 2019 — to 25.20%

Average open rate for all email lists was

17.80% — down 0.12% from 2018

Only government organizations (30.5%)

had a higher overall open rate

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Report: Nonprofit email open rates ~30%

C h r i s S t r u b i n F o r b e s , M a y 2 8 , 2 0 2 0

Nonprofit email open rates jumped

another 4.4% in March 2020 — to 29.3%

Year-over-year, nonprofits sent more

than 40% more emails than they did in

March 2019

Unsubscribe rates held steady

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Email *AND* social media play a role

C h r i s S t r u b i n F o r b e s , 1 1 / 1 8 / 2 0 1 9

The largest segment of EXISTING donors

— 42% — said they prefer to hear from

nonprofits they support via email

39.5% of donors said Facebook

is their preferred method of finding

new organizations to support

Nonprofits agreed ‘finding new donors’

is their top priority in 2020

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Observations from #NGOTech191 , 0 7 1 N o n p r o f i t s F r o m U . S . & C a n a d a S u r v e y e d

97% of U.S. & Canada nonprofits regularly use

social media to engage their audience and donors

69% of U.S. & Canada nonprofits say

social media is effective for fundraising

40% of U.S. & Canada nonprofits have

a social media strategy in place

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1010

1111

STORYTELLING IS NOT

A MAGIC

- @ C H R I S S T R U B

WAND.

1212 Monthly Active Facebook Users | Source: Statista

Q3 2008: 100 Million

Q4 2019: 2.5 Billion

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YOU’RE DOING GREAT WORK

14Which Side Is Your Organization On?

S T A R T B Y I D E N T I F Y I N G Y O U R N E E D S O N S O C I A L M E D I A .

We have a strong, energized donor base

that is ready to be activated

S P E A K T O O U R A U D I E N C E

We have a demonstrated need to find new donors and grow our influence

B U I L D N E W R E L A T I O N S H I P S

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We have a strong, energized donor base

that is ready to be activated


We have a demonstrated need to find new donors and grow our influence


IT’S NOT AN EITHER-OR

PROPOSITION.

1717 Source: 2019 Global NGO Tech Report / NPTechForGood.com



S P E A K T O O U R A U D I E N C E B U I L D N E W R E L A T I O N S H I P S





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More Nonprofits use Facebook than have a websiteC h r i s S t r u b i n F o r b e s , O c t . 1 , 2 0 1 9

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Facebook: Your Home Base.P E O P L E S H O U L D C O M E T O Y O U R P A G E T O L E A R N A L L A B O U T Y O U .

DO NOT RELY on Facebook’s algorithm

to serve your content to your audience

Organic reach in 2019 is estimated 1% - 6%

Create content on Facebook that people

want to come check out

Native video is consistently favored

by Facebook’s algorithm

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‘Data makes People think. Emotions make people act.’

J u l i a C a m p b e l l a t

t h e # N P S o c i a l S u m m i t ,

A u g . 2 9 , 2 0 1 9 i n B o s t o n

— Antonio Damaso

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57%who watch a nonprofit video go on to donate

Source: QGiv

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Live Video Works

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Facebook Live Examples

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This video from Wellspring: for

Mental Health Recovery in Louisville

is their organization’s top viewed and

shared piece of content ever

1. Staff Interviews

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Gear To Improve Your Facebook GameA L L I T E M S A V A I L A B L E A T S T R U B S T U F F . C O M

Samson Go Mic Mobile has been my preferred microphone of choice

S T A R T W I T H S O U N D

An AmazonBasics tripod is inexpensive, durable and travels well.

S T E A D Y T H E V I E W

A ring light can make a lot of difference in how your video looks.

L I G H T I T U P

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Facebook Live

Examples

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If your building is open

to the public, you’ve

likely given countless

tours. Why not do so on

Facebook Live?

2. Building / Facility Tour

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Gear To Improve Your

Facebook Game

DJI OSMO MOBILE 3

3131

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This video from the

Crohn’s and Colitis

Foundation had

356 (!!!) comments

and 19,000+ views

3. Frequently Asked Q’s

Facebook Live

Examples

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Improve your live videos with Switcher StudioS I G N U P A T S W I T C H E R S T U D I O . C O M

Switcher Studio is the app we use

to create intricate, sophisticated

Facebook Live content for 24 hours

during The Big Give

— Stream to FB, YouTube, Linkedin

— Switch between cameras

— Integrate lower thirds

— Play B-Roll or show images

— With pro plan, invite in guests

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CONSISTENCY

- @ C H R I S S T R U B

FREQUENCY.IS GREATER THAN

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Total View Time

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INSTAGRAM IS ESSENTIALLY

FOUR APPS IN ONE.

W e ’ l l f o c u s

t o d a y o n

I G S T O R I E S

I G T V

S T O R I E S

D M ’ S

G R I D

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(Don’t forget, too, that Instagram

is owned by Facebook, which

means further integrations

should be anticipated.)

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INSTAGRAM IS A HUGE

FOCUS FOR MARKETERS

IN 2020.SOURCE: DotComInfoway.com

http://DotComInfoway.com

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Instagram Stories Growth 40

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In 2020, Stories are expected

to outpace Feeds as the primary

way that people consume content

on social media.

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Instagram Stories: A Window Into Your WorldL E T P E O P L E S E E W H A T ’ S H A P P E N I N G B E H I N D T H E S C E N E S

Authenticity is everything: The best Instagram Stories

show real-time access without polish

Posting 3-7 stories daily will help grow your algorithmic reach

Use Instagram Highlights to permanently

save your best Stories content

Treasure every mention and message:

Always respond to when people reach out

I n s t a g r a m E x p e r t J e n n H e r m a n

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Instagram Stories: Native Tools

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Instagram Stories includes some

incredibly powerful storytelling tools

built right into the platform —

Highlights are built right into your

profile!

1. INSTAGRAM HIGHLIGHTS

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Interactivity is everything on social

media. Instagram’s Polls & Quizzes

feature provides a tremendously

powerful way to learn from your

audience.

2. POLLS / QUIZZES

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Think about how you can use

Instagram Stories to solicit

information that you can then put

into action during #TheAmazingGive

or during the year

3. QUESTIONS

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Be Wary of Relying on the ‘Donate’ button

C h r i s S t r u b i n F o r b e s , M a r c h 6 , 2 0 1 9

Instagram introduced a ‘Donate’ button

to Instagram Stories in 2019

Facebook has not yet released any data

on the usage of the Donate button

Your best bet? Ask your supporters to

include a ‘Donate’ button on their stories

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Instagram Apps the Pros useT H E S E A R E F R E E A P P S

Super clean fillable templates, with space for text captions

U N F O L D

Overlay text using different fonts and styles for custom sized images

W O R D S W A G

Automatically arranges images into a customizable grid

I N S H O T

Add custom filters, shape masks, logos, meme generator, and more

P H O T O F Y

Overlay text onto your videos in customized fashion

M O J O




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Twitter: ‘Chat about what’s happening’- A p p l e A p p S t o r e T a g l i n e f o r T w i t t e r , J a n . 2 0 2 0

‘JOIN THE CONVERSATION’: Twitter is your

go-to social networking app and the source

for what’s happening in the world.

‘When it happens in the world,

it happens on Twitter first.’

‘Discover top trending hashtags and

breaking news headlines. Twitter is

your source of information.’

T w i t t e r F o u n d e r / C E O J a c k D o r s e y a k a @ j a c k

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Twitter: Where Conversations Run FreeS P E A K T O A N Y O N E , A N Y T I M E , I N P U B L I C .

Responsiveness is everything: The best brands on Twitter

use it primarily to converse with their audience

Proactive social listening can help you find new donors

When #TheAmazingGive trends, it opens up

massive exposure to a national audience

Treasure every mention and message:

Always respond to when people reach out

T w i t t e r E x p e r t D a n K n o w l t o n

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Often times, donors are looking for you (! )A C T I V E S O C I A L L I S T E N I N G C A N L I T E R A L L Y P A Y O F F

Keep an eye on the hashtag

#TheAmazingGive and actively

respond to people who are talking

about the day. Likes and Retweets

work, too!

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Twitter: Way More than Just 140 — er, 280 — charactersG I F s a n d V i d e o c a n g o a L O N G w a y

Especially on Twitter: Make sure you are speaking to

an audience that isn’t familiar with who you are

Don’t assume that anyone seeing your Tweets

knows anything about who you are

T w i t t e r V i d e o f r o m @ S C S t a t e M u s e u m

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Use Video To Tell Us a Story!G i v e P e o p l e a R e a s o n t o W a n t t o W a t c h !

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Use Video To Tell Us a Story!G i v e P e o p l e a R e a s o n t o W a n t t o W a t c h !

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Join an existing Conversation!

Don’t Know What to Tweet? Simply

look for the most popular Tweets on the

hashtag #BigGive2020 and

REPLY to them. Your Tweets

will gain additional

visibility this way!




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Thanks for Coming!See you all at The Amazing give. Keep in touch on social media:

@ChrisStrub

Documents

CFNCF Webinar 6-10-2020 › wp-content › uploads › 2020 › 06 › CFNCF-Webinar-… · 10-06-2020 · 1,071 Nonprofits From U.S. & Canada Surveyed 97% of U.S. & Canada nonprofits