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Session 4: Social Media + Email Strategy
Session #4 Facilitators
1. Craft emails using best practices from GlobalGiving and your own Listen, Act, Learn. Repeat. cycles.
2. Identify and harness Facebook to build your community of support.
3. Update your campaign calendar to include your email appeals and social media content.
4.
AgendaI. Introduction
II. How to write earth-changing emails
III. Fundraising using social media
IV. Next steps + Wrap Up
Good Nonprofit Storytelling Involves…• Strong imagery
• Empowering your constituents
• An effective character
• Authenticity
• Trajectory
• Passion
• A sense of urgency
• Clear call to action
What types of stories can we tell?
• Overcoming adversity
• Peek behind-the-scenes story
• Success story
• Cliffhanger story
• Founder story
• Donor stories
• So many more!
Where do you tell your stories?
EMAIL SOCIAL MEDIA
ONE-ON-ONE CONVERSATIONS
TRADITIONAL MEDIA
Writing Earth-Changing Emails
1/3of nonprofit
online revenue is generated
through email
What has GlobalGiving learned about sending
effective emails?
We are constantly learning too!
https://www.globalgiving.org/learn/listicle/5-photo-tips-for-nonprofits/
Personalize!
Segmentation
(a note about GlobalGiving gift cards)
• start at globalgiving.org/gifts• select e-card or printable• donor redeems for your project
21%
mobile device
In 2017
32%In 2017
mobile device.
Keep it short Compelling Images
It’s about everyone else!
Clear Call-to-Action
Personalize + Segment
Mobile-Friendly
• MailChimp
• SendGrid
• Constant Contact
• Stamplia
• Vertical Response
• Google Mail Merge
Email Platforms (many for free)!
WARNING: Fancy is fun but not always necessary!
https://www.globalgiving.org/learn/sample-email-fundraising-campaign/
Questions?
Building a Community of Support on Facebook
Facebook is an excellent tool for engaging with
your audience.
Facebook is also a great tool to rally support for your cause!
1. Set a Facebook Strategy
Content Creation Implementation Results
• A picture tells a thousand words.
• Don’t use Facebook strictly to ask for donations.
• What time is best for you to post?
• What is the call to action?
• Quality over quantity.
• Facebook Analytics• GlobalGiving
Analytics• Listen, Act, Learn.
Repeat.
Choose clear, engaging photos to
promote your cause.Photos with links in the
comments, not caption, will reach more people.
GlobalGiving Photo Contest
www.globalgiving.org/poll/photo-contest-2018/
Informative videos that tell your organisation’s story
Videos 30 seconds - 1 minute are best.
www.globalgiving.org/learn/listicle/5-tips-for-producing-a-knockout-nonprofit-video-on-a-budget/
Choose stories from popular outlets that relate to your mission.Third-party news stories do very well on Facebook and reach a large audience. If it’s appropriate, put a link to your project in the comments.
Promote your organization with sharable content.On-brand fact and photo quotes are widely shared among audiences and are a great way to gain new followers for your page!
Share events and milestones!Share, via short messages, fundraising deadlines as a means of encouraging supporters to give.
Share your successes and say thank you!Use Facebook as a tool to build relationships with your community of supporters by updating them on organizational milestones and thanking them for support.
Create a sense of urgency by
sharing deadlinesShare, via short messages,
fundraising deadlines as a means of encouraging supporters to give.
1. Photos (engaging, thoughtful, curious)2. Videos (short + sweet)3. Third Party news about your cause4. Relevant events + milestones5. Facts, infographics, + quotes
Facebook Content: 5 Key Types
https://www.globalgiving.org/learn/listicle/social-media-donors/
Balance the hopeful and the uncomfortable.
Share stories, pictures, and quotes from your constituents that elicit both
discomfort and hope.
Bonus Day Sharing!
Content - When, Why, How?
When? Why? How often?
• Post during peak hours.
• Take advantage of drafting + scheduling in advance.
• You want “applause” from your audience.
• Keeping your cause and organization in their mind.
• Engaging.
• Once per day.• Variety of content.• More during
campaign times.• Do not spam your
audience.
• Hootsuite • Sprout Social • Buffer• Trello • Canva• Flipboard• Google Alerts
Explore Social Media Management Sites(many for free)!
WARNING: Fancy is fun but not always necessary!
Listen. Act. Learn. Repeat
Is any of this working?
Facebook AnalyticsGlobalGiving Analytics
Explore globalgiving.org/learn for free tips, tools, and
resources.
Questions?
Next Steps
Sample Calendar for Accelerator CampaignSunday Monday Tuesday Wednesday Thursday Friday Saturday
September 9
Advocate Check-In
Campaign Begins
Send Email #1
Facebook + Twitter Posts
Facebook +Twitter Posts
Facebook +Twitter Posts
Advocate Check-In
In-person Event
September 16 Donor Calls Facebook + Twitter Posts
Bonus Day!
Send Email #2 + Facebook + Twitter Posts
Facebook +Twitter Posts
Advocate Check-In
Facebook +Twitter Posts
September 23 Facebook + Twitter Posts
Facebook + Twitter Posts Donor Calls
Send Email #3 + Facebook +Twitter Posts
Advocate Check-In +Facebook +
Twitter Posts
September 30 Send Email #4 + Facebook + Twitter Posts
Campaign Ends
Facebook + Twitter Posts
Team Debrief Send Donor Thank Yous
Advocate Appreciation
Using the story that you drafted after Session three, draft an email appeal and Facebook post that tell your story through no more than 150 words (email) and 25 words (Facebook). Then, share with a colleague or friend to get feedback, and revise accordingly!
1. Log into your GG Rewards Dashboard.
2. Find the GG Rewards Cycle for this webinar.
3. Earn 2 points by typing in or uploading your email and Facebook drafts under Step 2 (Act).
4. After you have shared your story with a partner and received feedback, earn 3 points by telling us what you learned from this experience under Step 3 (Learn).
Need help? Email us at [email protected].
www.globalgiving.org/acceleratorhub
