The "Three As" of Nonprofit Social Media Success

1. The "Three As" of Nonprofit Social Media Success img via

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

3. This presentation isn’t about social media. @StevenShattuck

4. It’s about content. @StevenShattuck

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

6. @StevenShattuck

7. • Our organization? • Our cause? • Our donors? • Our employees? • Our volunteers? • Our needs? • Our victories? What do we create content about ? » @StevenShattuck

8. What nonprofits ARE creating » http://blog.hubspot.com/marketing/nonprofits-‐social-‐media-‐marketing-‐data Share news  about our cause Share news  about our org Donor recognition Brand recognition Fundraising Volunteer recruitment Employee recruitment @StevenShattuck

9. Content types » • Plain text • Photos • Videos • Blog posts • Infographics • Podcasts • Webinars • Downloadables (white paper, eBook) @StevenShattuck

10. What should we talk about, in what format, and how often? @StevenShattuck

11. The Rule of Thirds » • 1/3 your content • 1/3 other's content • 1/3 personal interaction @StevenShattuck

12. The Rule of Thirds » @StevenShattuck

13. The Rule of Thirds » @StevenShattuck

14. 80/20 Rule » @StevenShattuck https://engagor.com/blog/the-‐8020-‐rule-‐make-‐just-‐20-‐of-‐your-‐social-‐media-‐content-‐about-‐you

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

16. These frameworks aren’t ideal for nonprofits. @StevenShattuck

17. The “Three As” » @StevenShattuck

18. 1. Appreciation 2. Advocacy 3. Appeals The “Three As” » @StevenShattuck http://blog.hubspot.com/marketing/nonprofit-‐three-‐as-‐social-‐media-‐ht

19. 1/3 Appreciation 1/3 Advocacy 1/3 Appeals The “Three As” » @StevenShattuck http://blog.hubspot.com/marketing/nonprofit-‐three-‐as-‐social-‐media-‐ht

20. Appreciation @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

24. Appreciation is the key to donor retention. @StevenShattuck

25. The 2014 results are in » Nearly 6 out of every 10 donors do not give again!

26. New donor retention is even worse »

27. Gift acknowledgement » 1. Fast 2. Personal(ized) 3. Communicate impact @StevenShattuck

28. @StevenShattuck https://bloomerang.co/blog/infographic-‐the-‐great-‐5-‐donor-‐communications-‐experiment

29. @StevenShattuck https://bloomerang.co/blog/infographic-‐the-‐great-‐5-‐donor-‐communications-‐experiment $5 experiment » • 48/50 email receipts • 17/50 snail mail letters • 3/50 hand written notes • 0/50 phone calls (19 asked for phone #s) • 0/50 social media posts

30. Appreciation » https://twitter.com/Mercetheseries/status/474366392712847360 @StevenShattuck

31. Appreciation » @StevenShattuck https://vine.co/v/b5tnVIVjt2M

32. Appreciation » @StevenShattuck

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

37. Appreciation » @StevenShattuck Above average gift amount At or below average gift amount

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

39. Advocacy @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

45. Create a topic model » @StevenShattuck

46. Create a topic model » @StevenShattuck

47. Advocacy » @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

52. Appeals @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

54. Appeals » @StevenShattuck

57. Appeals » http://socialmediatoday.com/sashattuck/2431046/how-‐college-‐used-‐social-‐media-‐raise-‐465k-‐one-‐day @StevenShattuck

58. Appeals » http://socialmediatoday.com/sashattuck/2053261/how-‐nonprofit-‐raised-‐41k-‐twitter-‐24-‐hours-‐without-‐trying @StevenShattuck

59. A few final tips @StevenShattuck

60. Don’t do it alone » @StevenShattuck

61. Don’t do it alone » @StevenShattuck 2,594

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

64. Measurement » @StevenShattuck

65. Measurement » @StevenShattuck • Facebook Insights • Twitter Analytics ‣ https://analytics.twitter.com • YouTube Analytics ‣ https://www.youtube.com/analytics • Google Analytics

66. Measurement -‐ KPIs » @StevenShattuck • Engagement Metrics ‣ Likes/Favorites ‣ Shares/Retweets ‣ Comments • Conversion Metrics ‣ Referral traffic ‣ Form completions via referral https://bloomerang.co/resources/downloadables/social-‐media-‐performance-‐scorecard • Trailing Indicators ‣ Search engine rankings ‣ Email list size ‣ Follower count

67. Tactics that work » @StevenShattuck http://danzarrella.com

68. Tactics that work » • You don’t get what you don’t ask for ‣ ask for likes ‣ ask for comments ‣ ask for shares ‣ ask for RTs @StevenShattuck

69. Tactics that work » • You don’t get what you don’t ask for ‣ ask for likes ‣ ask for comments ‣ ask for shares ‣ ask for RTs @StevenShattuck

70. Tactics that work » • Be visual! @StevenShattuck

71. Tactics that work » • Be visual! @StevenShattuck

72. Tactics that work » • Don’t cross the streams! @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

75. Questions? steven.shattuck@bloomerang.co @StevenShattuck Slides: http://bit.ly/threeas @StevenShattuck

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