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#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon Show The Love Thoughtful Engagement to Retain Donors www.blackbaud.com/npexperts

Social Media: The Secret Weapon in the Battle to Retain Donors

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Social media for nonprofits expert John Haydon shares his insights and experience into how social media can be used to engage with and retain more of your important donors.

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Page 1: Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon

Show The Love

Thoughtful Engagement to Retain Donors

www.blackbaud.com/npexperts

Page 2: Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon

Meet the #npEXPERTS

Page 3: Social Media: The Secret Weapon in the Battle to Retain Donors

#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!

Page 4: Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon

Social Media: The Secret Weapon in the Battle to Retain Donors

www.blackbaud.com/npexperts

Page 5: Social Media: The Secret Weapon in the Battle to Retain Donors

#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

Page 6: Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon

Ok, so we know it’s not really a secret…

Page 7: Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon

But how does social media help keep donors?

Page 8: Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon

https://www.blackbaud.com/nonprofit-resources/onlinemarketingstudy

Page 9: Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon

https://www.blackbaud.com/nonprofit-resources/onlinemarketingstudy

Page 10: Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon

Social Media = Engagement

Page 11: Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon

So… Just post cat pictures, right?

Page 12: Social Media: The Secret Weapon in the Battle to Retain Donors

#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!

Page 13: Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon

POST first, update Twitter later

Page 14: Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon

P.O.S.T. First, Update Twitter Later

Page 15: Social Media: The Secret Weapon in the Battle to Retain Donors

#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?

Page 16: Social Media: The Secret Weapon in the Battle to Retain Donors

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

Page 17: Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon

The problem with Facebook

Page 18: Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon

People don’t use Facebook to connect with brands or nonpro!ts

Page 19: Social Media: The Secret Weapon in the Battle to Retain Donors

#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

Page 20: Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon

So where do we start, Barney?

Page 21: Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon

Page 22: Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | Presented by John Haydon

Use a “Friend” voice vs. a “Brand” voice.

Page 23: Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon

Yawn

Talking about your organization

on Facebook rarely gets people

engaged.

Page 24: Social Media: The Secret Weapon in the Battle to Retain Donors

#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.

Page 25: Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon

Leverage events

Page 26: Social Media: The Secret Weapon in the Battle to Retain Donors

#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.

Page 27: Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon

Integrating with other marketing channels…

Page 28: Social Media: The Secret Weapon in the Battle to Retain Donors

#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.

Page 29: Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon

Wearever uses email to promote testimonials customers post on their Facebook Page

Page 30: Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon

Add social sharing

Page 31: Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon

Create a social landing page

Page 32: Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon

Don’t forget about “in person”

Page 33: Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon

What about the money…?

Page 34: Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon

Social media is not the best tool to collect money.

Page 35: Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon

Social media is relational not transactional.

Page 36: Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon

So how do we get their money?

Page 37: Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon

Engage!

Capture!

Nurture!

Convert!

Partner!

Page 38: Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon

Engage!

Capture!

Nurture!

Convert!

Partner!

Social media

Email marketing

Use social media for

WOM

Page 39: Social Media: The Secret Weapon in the Battle to Retain Donors

#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 40: Social Media: The Secret Weapon in the Battle to Retain Donors

#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

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon

Questions?

www.blackbaud.com/npexperts