Ever since social media gained widespread adoption, one persistent question has vexed individual users and brands: What do we talk about online? Knowing what content is best to post can mean the difference between an active online community and a barren digital wasteland.
Nonprofit organizations should focus on three categories of content in their social media messaging — the “Three A’s.” Attend this session to find out how you can apply each of the three A’s to your organization’s social content in order to maximize engagement, achieve search engine rankings, increase website traffic and generate donations. We’ll also explore how best to measure the success of your social media efforts.
About Steven Shattuck:
Steven Shattuck is VP of Marketing at Bloomerang. As a HubSpot Certified inbound marketer, he is a contributor to Nonprofit Hub, National Council of Nonprofits, Ragan, Social Media Today, Search Engine Journal, The Build Network, HubSpot, Technorati, Content Marketing Institute and Business2Community. Steven has spoken at national and local conferences, and is frequently interviewed by media outlets for his expertise in digital marketing.
Steven serves in a marketing/communications role on several nonprofit committees and has spoken at Association of Fundraising Professionals and the National Council of Nonprofits events, webinars and conference calls.
Recipient of the David Letterman Scholarship, he graduated with honors from Ball State University in 2006 with a degree in Telecommunications and Creative Writing.
2. Your presenter »
@StevenShattuck
Steven Shattuck
@StevenShattuck
VP, Marketing -‐ Bloomerang
Contributor to:
Ragan, NTEN, Business2Community, Social Media
Today, National Council of Nonprofits, Search Engine
Journal, ExactTarget, Raven Internet Marketing Tools,
HubSpot, Content Marketing Institute, Nonprofit Hub,
INside Indiana Business.
Speaker:
Association of Fundraising Professionals, National
Council of Nonprofits, ADRP, NCDC, NAMP, ANN,
Let’s Talk Tech, Mixwest, Infinitive Digital Brainfest,
Affiliate Summit, Indy Social Media
5. • Social media is a delivery system for content.
• Content may not get seen without social media.
• You are a content creator.
• Good content wins.
Truths about social media »
@StevenShattuck
15. • doesn’t annoy by being overly-‐promotional
• informs/educates and entertains
• engages other users, especially influencers
• encourages conversation
• helps you schedule in advance
The theory of why it works »
@StevenShattuck
21. Appreciation »
• Use social media to publicly thank supporters!
‣ donors
‣ volunteers
‣ staff/board members
‣ other advocates/vendors
• Why?
‣ it makes them feel good
‣ they will engage with/share the post
@StevenShattuck
22. • 5% -‐ thought charity did not need them
• 8% -‐ no info on how monies were used
• 9% -‐ no memory of supporting
• 13% -‐ never got thanked for donating
• 16% -‐ death
• 18% -‐ poor service or communication
• 36% -‐ others more deserving
• 54% -‐ could no longer afford
Why nonprofit donors leave »
https://www.linkedin.com/today/post/article/20140520191728-746287--
infographic-why-donors-stop-their-support
23. • 5% -‐ thought charity did not need them
• 8% -‐ no info on how monies were used
• 9% -‐ no memory of supporting
• 13% -‐ never got thanked for donating
• 16% -‐ death
• 18% -‐ poor service or communication
• 36% -‐ others more deserving
• 54% -‐ could no longer afford
Why nonprofit donors leave »
https://www.linkedin.com/today/post/article/20140520191728-746287--
infographic-why-donors-stop-their-support
35. Appreciation »
@StevenShattuck
Volunteers are 10x more likely
to donate to your charity than
non-‐volunteers.
Thank.
Them.
Duh.
http://www.fidelitycharitable.org/docs/Volunteerism-‐Charitable-‐Giving-‐2009-‐Executive-‐Summary.pdf
38. Appreciation -‐ do’s and don’ts »
• Make “social media” a communication preference
• Get the donor/volunteer’s permission
‣ shouldn’t be a big deal with businesses
• Make it visual!
• Don’t forget the CTA (call-‐to-‐action)
• Track donor’s social media accounts in database
‣ ask for their Twitter @username on donation form
‣ let them know offline you’ll be posting
‣ tag/include them in the post
@StevenShattuck
40. @StevenShattuck
• Survey of 250 nonprofits
• Asked to rate 32 drivers
by importance to them
Key drivers of donor commitment »
41. @StevenShattuck
Key drivers of donor commitment »
1. Donor perceives your organization to be effective
in trying to achieve its mission.
2. Donor knows what to expect from your
organization with each interaction.
3. Donor receives timely a thank you.
4. Donor receives opportunities to make his or her
views known.
5. Donor is given the feeling that he or she is part of
an important cause.
6. Donor feels his or her involvement is appreciated.
7. Donor receives information showing who is being helped.
42. @StevenShattuck
Key drivers of donor commitment »
1. Donor perceives your organization to be effective
in trying to achieve its mission.
2. Donor knows what to expect from your
organization with each interaction.
3. Donor receives timely a thank you.
4. Donor receives opportunities to make his or her
views known.
5. Donor is given the feeling that he or she is part of
an important cause.
6. Donor feels his or her involvement is appreciated.
7. Donor receives information showing who is being helped.
43. Advocacy »
• Educate about your cause
‣ new research/data
‣ helpful tips/guides
‣ op eds
• Blogging is best
• Your content and others’ content
‣ delivered via social media
@StevenShattuck
44. Why advocacy? »
• Informs
• Entertains
• Gives people a reason to visit your website
when they wouldn’t ordinarily have one
• Increases your credibility
• Establishes you as a resource/expert
@StevenShattuck
51. Advocacy -‐ do’s and don’ts »
• Get serious about blogging
• Spend time researching
‣ reach out to partners
• Survey your followers
‣ ask them what they’re interested in
• Repurpose content
‣ from newsletters
‣ from brochures
‣ from annual reports
‣ from emails
@StevenShattuck
53. Appeals »
• Don’t be afraid to ask for help!
‣ donations/volunteers needed
‣ be creative/visual
‣ be specific
‣ no more than 1/3rd of postings (to start)
• Involve others!
‣ identify influencers
‣ create challenges
‣ ask for shares/retweets
@StevenShattuck
62. Don’t do it alone »
1,984 176 441,451
@StevenShattuck
2,594
http://socialmediatoday.com/sashattuck/2451946/1-‐social-‐media-‐marketing-‐mistake-‐nonprofits-‐make
63. Don’t do it alone »
• Corporate account
• Employees
‣ Executive Director
‣ Development Director
‣ Communications Director
• Volunteers
• Board members
• Donors
• Vendors
@StevenShattuck
73. Keys to success »
• Balance: avoid too much self-‐promotion
• Visual: photos/videos perform very well
• Be personal: address people individually
• Ask: for social media as a communication preference
• Track: supporter social media accounts in your database
• Teamwork: get your employees to create/share content
• Measure and adjust: don’t post what hasn’t worked!
@StevenShattuck
https://bloomerang.co/resources/downloadables/social-‐media-‐strategy-‐template
74. Free educational resources »
@StevenShattuck
https://bloomerang.co/resources/
•Daily blog post
•Weekly webinar
•Downloadables
•Nonprofit Wrap-‐Up
•Bloomerang TV