During this season of giving, how you approach social media is critical to reaching the right audience and motivating them to act. Storytelling is a powerful medium that can forge a true connection between donors and your organization’s efforts. The combination of storytelling and social media drives real engagement and builds long-term relationships with your community. This webinar covers: -How to define the audience you want to reach on social media -Best practices for what audiences on social media want to see -Key tactics for storytelling on social media on Facebook, Twitter, Instagram, and more Watch the full webinar here: https://www.youtube.com/watch?v=3VoqCkeiJ6Y

2. HandUp

3. Hi, I’m Meghan
Marketing & Community

4. Agenda
• Defining your audience
• What that audience wants on social media
• Key tactics for impact storytelling and results

5. Why should you care?
• You want to reach a new
generation of donors
• You want to build real
relationships with your
audience
• Good storytelling initiates
action

6. Why you should care
(with more data!)
• 74% of adults who use the Internet, use social media
• In the US, 78% people making over $75k use social
networking
• Facebook users are politically engaged, more trusting and
have more close relationships
Pew Internet Project, 2013

7. Define your audience

8. Define your movement

9. What Social
Audiences Want

10. Transparency

11. Impact

12. Influence

13. Key motivations for sharing
• To bring valuable and entertaining content to
others.
• To define themselves to others.
• To grow and nourish relationships.
• To get the word out about causes and brands they
care about.

14. Positivity

15. Key Tactics for
Storytelling

16. Visuals

18. Individual Focus

20. Headlines
Copywriting technique from American Writers &
Artists Institute. In this approach, an effective
headline should:
!
• Be USEFUL to the reader
• Provide a sense of URGENCY
• Convey the idea that the main benefit is UNIQUE
• Do all of the above in an ULTRA-SPECIFIC way

22. Purpose
• Informational
• Awareness
• Action

23. Recap

24. Best Engagement Through
Storytelling Includes
• Transparency
• Impact
• Influence
• Positivity
• Visuals
• Individual Focus
• Headlines
• Purpose

25. Thank you!