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Social Media, Marketing and Storytelling
spring2action.org | March 25, 2020
Spring2ACTion Announcement
2
New date:
Wednesday, April 15, 2020
Planning for Spring2ACTion – April 15
3spring2action.org
• March 30, April 6 & April 12 – Nonprofit Online Gathering
• April 2 – Final Steps to Success and Q&A
• April 2 – Complete your giving day profile & become donate-able
• April 3 – 14 – Early Giving for Spring2ACTion
• April 15 – Spring2ACTion!
• April 16 & beyond – Thank and steward your donors
The Power of a Personal Story
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Storytelling Is in Our DNA
• The written word has existed only for 5,000 years.
• Stories are easier to remember and share with others
(sticky messaging).
• They make an emotional (as opposed to logical)
connection with audiences.
• Why are urban legends so popular?
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4 Pieces of a Personal Story
1. The Hook
2.The Story
3. The Bridge
4. The Ask
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Tell Your Story
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Traditional Media and Press Releases
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Making the Most of Your Stories
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• Think back over the past year: What caused people to say “wow” or “that’s great”?
• Go back to those people and do those interviews: Who, what, where, when, why, how? Get their feelings.
• Photos?
• 400 to 800 words, multiple perspectives, call to action.
Making the Most of Your Stories
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Email Marketing and Fundraising Best Practices and Tips
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Opens
3 Steps of an Email Fundraising Journey
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Clicks
Gifts
• Subject lines should be pithy, personalized and urgent.
• Teaser copy, which offers twice the amount of space, should also explain why the reader should care about your message.
• Provide multiple opportunities to click throughout the email.
• Give your reader clear reasons to act now.
• Use a banner to make your call to action stand out.
• To make the process quick and straightforward, donation pages should have limited information apart from the donation form.
• Donation forms should ask only for the information needed to process the gift.
• Tools such as Apple Pay use autofill, saving users from reentering their credit card information.
Opens
Clicks
$
Email traffic has three steps to go from unawareness to donation. Optimization and testing can affect performance at each step.
General
Rule
How Often Should I Send Emails?
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Welcome
Series
Frequency
• You want to develop a relationship and ask often, but fundraising emails shouldn’t be the only thing you send.
• Offer the option to donate in every email.
• Start with a welcome series (3–4 emails) when a new person joins your file.
• Tell your story so they can get behind your mission.
• Learn about your audience through an online poll. This will help you tailor messaging later on.
• Ask them to support your mission by giving money.
• Send 2–4 fundraising emails per month. Show the immediate impact a gift can make.
• Send other monthly emails with program updates, social media posts to share and community impact data.
• Asking for money will turn people off over time. Additional content keeps your audience engaged and interested in offering support.
Tip: Quarterly pushes — sending a string of emails around a holiday or deadline — can bolster fundraising efforts
throughout the year.
Sample Spring2ACTion Email Calendar
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Fundraising-focused emails
Engagement-focused newsletter and follow-up/thank-you emails with option to give
Special event/deadline-focused emails with call to give or engage
This sample email calendar treats Spring2ACTion as the quarterly deadline. Emails increase leading up to the day itself,
and two emails on April 15 use day-of urgency to drive event engagement and last-minute fundraising.
Social Media and Content Strategy
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Include a clear call to action.• What do you want the user to do after
seeing your posts? Visit the website, donate, sign up for mailing lists, attend an event, etc.
Play to the social platform’s strengths.• Instagram – Personal touches, driven by
photos and videos
• Twitter – Informational, links back to your site, quicker interactions
• Facebook – Mixture of photos and information, ability to create event pages
Content Strategy: The “Why” Behind Posts
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Top 3 Platforms Your Nonprofit Should Use
Post on a regular cadence, but only if you have quality content to share.
• Don’t post content just for the sake of it. Remember the “why” behind your strategy.
Tag other accounts.
Use hashtags effectively.
• On Instagram, include hashtags in a block under your copy or in the first comment.
• Follow the hashtags that you use regularly.
Interact with other accounts.
• Social media isn’t a one-way street. Engage with others to build relationships and foster a community online.
Social Media Best Practices
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Use the correct image format for each platform.
1:1 square format: Instagram and Facebook
16:9 rectangular format: Twitter and Facebook
Thank you for joining us!
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Joe La Mountain
Reingold
Vice President
Sara Boehly
Reingold
Senior Digital Marketing Content Strategist
Kristopher Morris
Reingold
Digital Advertising and Marketing Director
Beth Lawton
Alexandria Living Magazine
Publisher and Co-Founder
Planning for Spring2ACTion – April 15
19spring2action.org
• March 30, April 6 & April 12 – Nonprofit Online Gathering
• April 2 – Final Steps to Success and Q&A
• April 2 – Complete your giving day profile & become donate-able
• April 3 – 14 – Early Giving for Spring2ACTion
• April 15 – Spring2ACTion!
• April 16 & beyond – Thank and steward your donors