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HOW NONPROFITS
SHOULD ADAPT
THEIR SOCIAL
MEDIA STRATEGY
IN 2020
Julia Campbell
www.JCSocialMarketing.com
WHO IS JULIA
CAMPBELL?
Returned Peace Corps Volunteer,
Senegal 2000-2002
Mom of 2
Author of Storytelling in the Digital
Age: A Guide for Nonprofits and
How to Build and Mobilize a Social
Media Community for Your
Nonprofit in 90 Days
Former one-woman Development
Director/Marketing
Director/Kitchen Sink Coordinator
Speaker, trainer, coach, consultant
TWEET: @JULIACSOCIAL
GET A FREE CHAPTER OF
MY NEW BOOK:
TEXT SOCIALMEDIA
TO 33777
TWEET: @JULIACSOCIAL
What We Will Cover Today
The key changes in the
current social media
landscape that affect
nonprofits.
The three seismic shifts
affecting donor behavior
and preferences in the
social media age.
How to get started
creating a social media
strategy for your
nonprofit.
Tools and apps for social
media management and
content creation.
THERE ARE MORE SOCIAL
MEDIA USERS TODAY
THAN THERE WERE
PEOPLE IN 1971.
TWEET: @JULIACSOCIAL
THERE ARE 3.8 BILLION PEOPLE USING SOCIAL MEDIA TODAY—MORE PEOPLE
THAN THERE WERE ON THE ENTIRE PLANET IN 1971.
IN 2020, 3.8 BILLION IS NEARLY HALF THE WORLD’S POPULATION.
TWEET: @JULIACSOCIAL
TWEET: @JULIACSOCIAL
WE SPEND AN AVERAGE OF TWO HOURS AND
24 MINUTES PER DAY USING SOCIAL MEDIA.
TWEET: @JULIACSOCIAL
TIKTOK IS THE SIXTH LARGEST
SOCIAL NETWORK NOW
TWEET: @JULIACSOCIAL
It has 800 million monthly
active users.
500 million of these active users
(more than 60% of the total)
live in China.
IMPORTANT! TikTok’s popularity
has not come at the expense of
any of the other Western
platforms.
In fact, Facebook, Instagram,
and Snapchat have all
reported increases in their
advertising audience reach
over the past few months, even
amongst users aged 13 to 17.
FACEBOOK STILL DOMINATES
TWEET: @JULIACSOCIAL
FACEBOOK’S FUTURE
2.9 billion people use Facebook,
Instagram, WhatsApp or Messenger
each month.
2.3 billion people use at least one of the
services daily.
Free Privacy Checkup tool –
https://about.fb.com/news/2020/01/p
rivacy-checkup/
TWEET: @JULIACSOCIAL
FOCUS ON “PRIVATE COMMUNITIES”
TWEET: @JULIACSOCIAL
SHIFT TO
PRIVACY
“When I look at the internet today, we all have this ability to
connect with people, content and opportunities coming from
all around the world in ways that were unimaginable just a
generation ago.
I grew up in a town of 10,000 people and making long-
distance calls anywhere outside the area was very expensive.
Today we all have access to billions of people.
That’s made it easier to find people who are into the same
things you are.
But as our networks and communities have gotten so large,
we increasingly crave a sense of intimacy and privacy.
Delivering this experience is our focus.”
~Mark Zuckerberg
TWEET: @JULIACSOCIAL
AR AND VR
Called “the holy grail of social experiences…
letting people live wherever they want and
hologram into work so they can access
opportunities anywhere and don’t have to move
to a city or another country for a job.”
Implications for fundraising, marketing, and work
in general
TWEET: @JULIACSOCIAL
STORIES ARE
BOOMING
TWEET: @JULIACSOCIAL
Stories are growing at 15x the rate of
News Feed content.
And, at some point, Facebook and
Instagram may even merge the feed and
Story format.
With the introduction of the donation
sticker for both Facebook and Instagram
Stories, nonprofits have many more ways to
get people to raise money and awareness
for them.
TWEET: @JULIACSOCIAL
STILL PAY TO PLAY
TWEET: @JULIACSOCIAL
Now more than 140 million
small businesses that use
their services – “the vast
majority of which use our
services for free.”
There are now 8 million
advertisers, 4 million of
which advertise in Stories, up
from 2 million this time last
year.
CHANGES
COMING TO
TWITTER
TWEET: @JULIACSOCIAL
AND INSTAGRAM
As of late 2019, Instagram is testing removing the public like counter on posts in
multiple markets, including the USA.
However, Likes are still tracked by the platform and remain an important metric for
marketers.
Don’t forget that just because likes are hidden on posts doesn’t mean you can’t review
your own post performance.
You can still track which posts are getting the most likes and engagement in your
Instagram analytics or a tool like Later.
TWEET: @JULIACSOCIAL
THREE SEISMIC SHIFTS IN
DONOR BEHAVIOR
TWEET: @JULIACSOCIAL
1. SMALL DONORS ARE
DISAPPEARING.
TWEET: @JULIACSOCIAL
Giving USA’s 2019 report
revealed a decline in general
and mid-level donors (defined
as donors who make gifts less
than $250 and between $250
and $999 respectively).
TWEET: @JULIACSOCIAL
PLAYING FIELD
IS GETTING
MORE
CROWDED.
In 2000, Giving USA reported
that there were around
688,600 charities in the United
States.
By the end of 2020, they
estimate there will be more
than 1.7 million.
TWEET: @JULIACSOCIAL
2. DEMOGRAPHICS ARE
SHIFTING.
TWEET: @JULIACSOCIAL
TWEET: @JULIACSOCIAL
EXPECTATIONS
ARE CHANGING.
Younger generations tend to:
Want participation at a deeper level.
Expect personalization and a frictionless
fundraising and donation experience (Netflix,
Amazon).
Want to be recognized for their contributions
within their networks (not just a trophy or a t-
shirt).
TWEET: @JULIACSOCIAL
TWEET: @JULIACSOCIAL
3. THE USE OF
TECHNOLOGY.
TWEET: @JULIACSOCIAL
TWEET: @JULIACSOCIAL
TWEET: @JULIACSOCIAL
TWEET: @JULIACSOCIAL
TWEET: @JULIACSOCIAL
TWEET: @JULIACSOCIAL
HOW CAN WE
THRIVE IN THE
NEW NORMAL?
TWEET: @JULIACSOCIAL
HOW TO FUTUREPROOF YOUR SOCIAL
MEDIA STRATEGY
CONTENT IS NOT
KING. AUDIENCE
IS KING.
“Should we have different Facebook Pages for
different departments?”
Ask: Would this provide value to your audience?
“Should we join TikTok?”
Ask: Would this provide value to your audience?
“How often should we post?”
Ask: Would this provide value to your audience?
TWEET: @JULIACSOCIAL
PREACH TO THE CHOIR.
TWEET: @JULIACSOCIAL
If the choir is singing together in
harmony, they will bring others in and
share your gospel.
Leverage your current community
members to bring others into the
fold.
Every day, go into your communities
and answer comments and questions.
Be present and don’t over automate.
Always be learning about your
community and what they are most
interested in, what moves them, what
drives them, what inspired them.
TWEET: @JULIACSOCIAL
EXPLAIN THE
PROBLEM.
Use data and statistics to
demonstrate that this is an
urgent, timely, and relevant
problem.
Incorporate emotional
storytelling.
Invite me in to help solve it.
TWEET: @JULIACSOCIAL
TWEET: @JULIACSOCIAL
SHOW YOUR
WORTH.
Demonstrate impact.
Prove to me that not only is this a
problem to which I need to pay
attention, but that your nonprofit is
the right one to solve this problem.
What changes have you made in
people’s lives or in the community?
Make people inspired and proud
to be a part of your community.
TWEET: @JULIACSOCIAL
SHOW ME WHAT
YOU STAND FOR.
Common on current events.
Become the go-to, indispensable
resource.
Combat “fake news”, myths, and
misconceptions.
Take a stand!
TWEET: @JULIACSOCIAL
TWEET: @JULIACSOCIAL
CREATE A PLAN FOR LIVESTREAMING.
TWEET: @JULIACSOCIAL
TWEET: @JULIACSOCIAL
HAVE AN ESCAPE
PLAN.
How are you getting your community OFF
social media and onto your email list?
If you are building your list in an ethical
and permission-based way, you control
your list of email subscribers, and you can
bring it with you across platforms.
Double down on building up your email
list.
TWEET: @JULIACSOCIAL
DOCUMENT, DON’T CREATE
TWEET: @JULIACSOCIAL
TWEET: @JULIACSOCIAL
TWEET: @JULIACSOCIAL
REPURPOSE AND
RECYCLE
One great story or piece of content can
be repurposed in dozens of ways!
Blog post
Email blast
Facebook post
Tweet
Instagram post
LinkedIn post
YouTube video
TWEET: @JULIACSOCIAL
HAVE FUN!
TWEET: @JULIACSOCIAL
TWEET: @JULIACSOCIAL
TWEET: @JULIACSOCIAL
TWEET: @JULIACSOCIAL
BE PROACTIVE – NOT JUST
REACTIVE.
TWEET: @JULIACSOCIAL
Strategically use each social
media channel based on its
strengths and demographics.
Give your stakeholders a good
reason to connect with you on
that specific network.
What value are you providing?
What are you offering that will
entice them to stay tuned in?
DON’T PANIC.
We’ve been here before.
Beware of mission drift.
If your current strategy is working for you,
continue using it.
Focus heavily on sharing photos and
videos.
Visual storytelling wins on social media
every time.
TWEET: @JULIACSOCIAL
YOUR NEW
MANTRA
Less is more.
Focus over frantic.
TWEET: @JULIACSOCIAL
3 KEYS TO SOCIAL MEDIA SUCCESS
Confidence – in your voice, in taking risks, and in being yourself
Consistency – showing up regularly and being present
Content – that people like to watch, read, share, comment on
TWEET: @JULIACSOCIAL
TWEET: @JULIACSOCIAL
QUESTIONS?
GET A FREE CHAPTER OF
MY NEW BOOK:
TEXT SOCIALMEDIA
TO 33777
TWEET: @JULIACSOCIAL

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How Nonprofits Should Adapt Their Social Media Strategy in 2020 - UMass Lowell Workshop

  • 1. HOW NONPROFITS SHOULD ADAPT THEIR SOCIAL MEDIA STRATEGY IN 2020 Julia Campbell www.JCSocialMarketing.com
  • 2. WHO IS JULIA CAMPBELL? Returned Peace Corps Volunteer, Senegal 2000-2002 Mom of 2 Author of Storytelling in the Digital Age: A Guide for Nonprofits and How to Build and Mobilize a Social Media Community for Your Nonprofit in 90 Days Former one-woman Development Director/Marketing Director/Kitchen Sink Coordinator Speaker, trainer, coach, consultant TWEET: @JULIACSOCIAL
  • 3. GET A FREE CHAPTER OF MY NEW BOOK: TEXT SOCIALMEDIA TO 33777 TWEET: @JULIACSOCIAL
  • 4. What We Will Cover Today The key changes in the current social media landscape that affect nonprofits. The three seismic shifts affecting donor behavior and preferences in the social media age. How to get started creating a social media strategy for your nonprofit. Tools and apps for social media management and content creation.
  • 5. THERE ARE MORE SOCIAL MEDIA USERS TODAY THAN THERE WERE PEOPLE IN 1971. TWEET: @JULIACSOCIAL
  • 6. THERE ARE 3.8 BILLION PEOPLE USING SOCIAL MEDIA TODAY—MORE PEOPLE THAN THERE WERE ON THE ENTIRE PLANET IN 1971. IN 2020, 3.8 BILLION IS NEARLY HALF THE WORLD’S POPULATION. TWEET: @JULIACSOCIAL
  • 8. WE SPEND AN AVERAGE OF TWO HOURS AND 24 MINUTES PER DAY USING SOCIAL MEDIA. TWEET: @JULIACSOCIAL
  • 9. TIKTOK IS THE SIXTH LARGEST SOCIAL NETWORK NOW TWEET: @JULIACSOCIAL It has 800 million monthly active users. 500 million of these active users (more than 60% of the total) live in China. IMPORTANT! TikTok’s popularity has not come at the expense of any of the other Western platforms. In fact, Facebook, Instagram, and Snapchat have all reported increases in their advertising audience reach over the past few months, even amongst users aged 13 to 17.
  • 11. FACEBOOK’S FUTURE 2.9 billion people use Facebook, Instagram, WhatsApp or Messenger each month. 2.3 billion people use at least one of the services daily. Free Privacy Checkup tool – https://about.fb.com/news/2020/01/p rivacy-checkup/ TWEET: @JULIACSOCIAL
  • 12. FOCUS ON “PRIVATE COMMUNITIES” TWEET: @JULIACSOCIAL
  • 13. SHIFT TO PRIVACY “When I look at the internet today, we all have this ability to connect with people, content and opportunities coming from all around the world in ways that were unimaginable just a generation ago. I grew up in a town of 10,000 people and making long- distance calls anywhere outside the area was very expensive. Today we all have access to billions of people. That’s made it easier to find people who are into the same things you are. But as our networks and communities have gotten so large, we increasingly crave a sense of intimacy and privacy. Delivering this experience is our focus.” ~Mark Zuckerberg TWEET: @JULIACSOCIAL
  • 14. AR AND VR Called “the holy grail of social experiences… letting people live wherever they want and hologram into work so they can access opportunities anywhere and don’t have to move to a city or another country for a job.” Implications for fundraising, marketing, and work in general TWEET: @JULIACSOCIAL
  • 15. STORIES ARE BOOMING TWEET: @JULIACSOCIAL Stories are growing at 15x the rate of News Feed content. And, at some point, Facebook and Instagram may even merge the feed and Story format. With the introduction of the donation sticker for both Facebook and Instagram Stories, nonprofits have many more ways to get people to raise money and awareness for them.
  • 17. STILL PAY TO PLAY TWEET: @JULIACSOCIAL Now more than 140 million small businesses that use their services – “the vast majority of which use our services for free.” There are now 8 million advertisers, 4 million of which advertise in Stories, up from 2 million this time last year.
  • 19. AND INSTAGRAM As of late 2019, Instagram is testing removing the public like counter on posts in multiple markets, including the USA. However, Likes are still tracked by the platform and remain an important metric for marketers. Don’t forget that just because likes are hidden on posts doesn’t mean you can’t review your own post performance. You can still track which posts are getting the most likes and engagement in your Instagram analytics or a tool like Later. TWEET: @JULIACSOCIAL
  • 20. THREE SEISMIC SHIFTS IN DONOR BEHAVIOR TWEET: @JULIACSOCIAL
  • 21. 1. SMALL DONORS ARE DISAPPEARING. TWEET: @JULIACSOCIAL
  • 22. Giving USA’s 2019 report revealed a decline in general and mid-level donors (defined as donors who make gifts less than $250 and between $250 and $999 respectively). TWEET: @JULIACSOCIAL
  • 23. PLAYING FIELD IS GETTING MORE CROWDED. In 2000, Giving USA reported that there were around 688,600 charities in the United States. By the end of 2020, they estimate there will be more than 1.7 million. TWEET: @JULIACSOCIAL
  • 26. EXPECTATIONS ARE CHANGING. Younger generations tend to: Want participation at a deeper level. Expect personalization and a frictionless fundraising and donation experience (Netflix, Amazon). Want to be recognized for their contributions within their networks (not just a trophy or a t- shirt). TWEET: @JULIACSOCIAL
  • 28. 3. THE USE OF TECHNOLOGY. TWEET: @JULIACSOCIAL
  • 34. HOW CAN WE THRIVE IN THE NEW NORMAL? TWEET: @JULIACSOCIAL
  • 35. HOW TO FUTUREPROOF YOUR SOCIAL MEDIA STRATEGY
  • 36. CONTENT IS NOT KING. AUDIENCE IS KING. “Should we have different Facebook Pages for different departments?” Ask: Would this provide value to your audience? “Should we join TikTok?” Ask: Would this provide value to your audience? “How often should we post?” Ask: Would this provide value to your audience? TWEET: @JULIACSOCIAL
  • 37. PREACH TO THE CHOIR. TWEET: @JULIACSOCIAL If the choir is singing together in harmony, they will bring others in and share your gospel. Leverage your current community members to bring others into the fold. Every day, go into your communities and answer comments and questions. Be present and don’t over automate. Always be learning about your community and what they are most interested in, what moves them, what drives them, what inspired them.
  • 39. EXPLAIN THE PROBLEM. Use data and statistics to demonstrate that this is an urgent, timely, and relevant problem. Incorporate emotional storytelling. Invite me in to help solve it. TWEET: @JULIACSOCIAL
  • 41. SHOW YOUR WORTH. Demonstrate impact. Prove to me that not only is this a problem to which I need to pay attention, but that your nonprofit is the right one to solve this problem. What changes have you made in people’s lives or in the community? Make people inspired and proud to be a part of your community. TWEET: @JULIACSOCIAL
  • 42. SHOW ME WHAT YOU STAND FOR. Common on current events. Become the go-to, indispensable resource. Combat “fake news”, myths, and misconceptions. Take a stand! TWEET: @JULIACSOCIAL
  • 44. CREATE A PLAN FOR LIVESTREAMING. TWEET: @JULIACSOCIAL
  • 46. HAVE AN ESCAPE PLAN. How are you getting your community OFF social media and onto your email list? If you are building your list in an ethical and permission-based way, you control your list of email subscribers, and you can bring it with you across platforms. Double down on building up your email list. TWEET: @JULIACSOCIAL
  • 50. REPURPOSE AND RECYCLE One great story or piece of content can be repurposed in dozens of ways! Blog post Email blast Facebook post Tweet Instagram post LinkedIn post YouTube video TWEET: @JULIACSOCIAL
  • 55. BE PROACTIVE – NOT JUST REACTIVE. TWEET: @JULIACSOCIAL Strategically use each social media channel based on its strengths and demographics. Give your stakeholders a good reason to connect with you on that specific network. What value are you providing? What are you offering that will entice them to stay tuned in?
  • 56. DON’T PANIC. We’ve been here before. Beware of mission drift. If your current strategy is working for you, continue using it. Focus heavily on sharing photos and videos. Visual storytelling wins on social media every time. TWEET: @JULIACSOCIAL
  • 57. YOUR NEW MANTRA Less is more. Focus over frantic. TWEET: @JULIACSOCIAL
  • 58. 3 KEYS TO SOCIAL MEDIA SUCCESS Confidence – in your voice, in taking risks, and in being yourself Consistency – showing up regularly and being present Content – that people like to watch, read, share, comment on TWEET: @JULIACSOCIAL
  • 60. QUESTIONS? GET A FREE CHAPTER OF MY NEW BOOK: TEXT SOCIALMEDIA TO 33777 TWEET: @JULIACSOCIAL