2. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
• What are your stories worth?
• Why problems matter
• Yes, this is me
• Storytelling templates for social media
• Streamline your content workflow
• Bring the impact to your donors with Facebook Live
6. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
When stories were added: $8,000 total
http://significantobjects.com/
What are your stories worth?
7. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
“Stories are such a powerful
driver of emotional value that
their effect on any given object’s
subjective value can actually be
measured objectively.”
— Joshua Glenn and Rob Walker
What are your stories worth?
14. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
Story example
https://medium.com/charity-
water/the-woman-who-fell-
down-the-well-5e72d68d7e9b
Person
Problems are the cornerstone of every story
15. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
Story example
https://medium.com/charity-
water/the-woman-who-fell-
down-the-well-5e72d68d7e9b
Problem
Problems are the cornerstone of every story
16. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
Story example
https://medium.com/charity-
water/the-woman-who-fell-
down-the-well-5e72d68d7e9b
Problems are the cornerstone of every story
17. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
Story example
https://medium.com/charity-
water/the-woman-who-fell-
down-the-well-5e72d68d7e9b
Payoff
Problems are the cornerstone of every story
18. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGivesProblems are the cornerstone of every story
Mini case study:
• 132 shares
• 9,700 people reached
• 2,096 completions
• 31% conversion rate
• 16 donors
23. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
“I’m a liberal who cares about
journalism and free speech.”
“I’m an animal-loving vegan
who cares about social justice.”
“I’m a nurse who cares about
access to healthcare in Africa.”
Yes, this is me!
24. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
YOUR
ORG
FACEBOOK
TWITTER
INSTAGRAM
SNAPCHAT
WEBSITE
Stop trying to make your
organization look:
• Cool
• Hopeful
• Hip
• Smart
• Authentic
• Transparent
• Smart
Yes, this is me!
25. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
YOUR
ORG
FACEBOOK
TWITTER
INSTAGRAM
SNAPCHAT
WEBSITE
Stop trying to make your
organization look:
• Cool
• Hopeful
• Hip
• Smart
• Authentic
• Transparent
• Smart
Yes, this is me!
26. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
YOUR
SUPPORTER
GROUPS
COLLEAGUES
NEIGHBORS
FAMILY
FRIENDS
Start trying to make your
supporters look:
• Fulfilled
• Inspired
• Connected
• Valued
• Contributive
• In the know
• In the group
• Sexy
Yes, this is me!
27. It’s not about how you look.
It’s about how you make your
supporters look.
Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGivesYes, this is me!
29. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
1. Long form post
2. Break up paragraphs
3. Go back to the well
STORYTELLINGTEMPLATES FOR SOCIAL MEDIA
Tell the whole story in one post
30. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
1. Every victory counts
2. Not about your org
3. Impacts donor retention
STORYTELLINGTEMPLATES FOR SOCIAL MEDIA
Tell stories about victories
31. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
Tell stories that empower your people
1. Help them prepare
2. Help them save time
3. Help them solve problems
STORYTELLINGTEMPLATES FOR SOCIAL MEDIA
32. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
Tell stories that get people angry
1. Rage is a great motivator
2. Excellent for fundraising
3. Don’t play it“safe”
STORYTELLINGTEMPLATES FOR SOCIAL MEDIA
34. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
Tell stories that people are already talking about
1. Trending stories
2. Be the first to share news
3. Ear to the ground
STORYTELLINGTEMPLATES FOR SOCIAL MEDIA
35. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
Ask fans:
1. For their opinion
2. For their tips and ideas
3. To share good news
4. To share stories
STORYTELLINGTEMPLATES FOR SOCIAL MEDIA
Tell stories that start conversations
36. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
1. Makes them feel good
2. Makes you look good
3. Increases donor retention
Tell stories about heroes
STORYTELLINGTEMPLATES FOR SOCIAL MEDIA
37. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
Tell stories that show impact
STORYTELLINGTEMPLATES FOR SOCIAL MEDIA
1. Before and after
2. Show success
3. Impacts donor retention
38. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
1. Makes them feel good
2. Makes you look good
3. Increases donor retention
Tell stories that praise your donors
STORYTELLINGTEMPLATES FOR SOCIAL MEDIA
40. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
Two phrases to use more in your social media posts:
1.“Comment below if…”
2.“Share if…”
STORYTELLINGTEMPLATES FOR SOCIAL MEDIA
41. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
1. Templates for any
social media use
2. Includes template for
Facebook images
3. Add text, pics, etc.
4. Royalty free mages
are available for $1
STORYTELLINGTEMPLATES FOR SOCIAL MEDIA
Consider using a tool like canva.com
43. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
Step 1: Consider unique needs / goals for your organization
1. Org goals
2. Number of social platforms
3. People and tasks
Streamline your content workflow
44. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
Click here to download this spreadsheet
Streamline your content workflow
Step 2: Put your editorial calendar online
45. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
SET UP
- 3 months
PROMOTE
- 1 months
REMIND
- 1 week
INSPIRE
The big day!!!
THANK
+ 1 day
WHAT’S NEXT?
+ 1 week
Mobile friendly
event page
Drive traffic with
direct mail
Update event page
with social proof
Close registration /
add important details
for registrants
Update page with
event pics (link)
Thank again, tell
registrants what’s next
Develop stories
and content
Engage community
with stories
Ask registrants to
share top stories
with friends
Encourage participants
to share stories on
social during event
Feature event pics
Share stories for
next event
Write email drip
campaigns
Early registration
email campaigns
Send 1-2 FOMO
emails
Email last-minute
details to
registrants
Send email blast
with event pics
Thank again, tell
them what’s next
Assemble
ambassadors
Ambassadors start
promoting
Ambassadors last-
minute push
Encourage
ambassadors to share
on social during event
Thank by phone
and postcard
Coffee and bagels
Google Analytics
Native ad
retargeting
Target friends of
event registrants
Stop all ad
campaigns
Thank all participants
in thank you video
Debrief metrics
Big event task list
46. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
Step 3: Automate content queues
Don’t waste time scheduling every update
Use Buffer or Hootsuite to create content queues
Streamline your content workflow
47. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
Step 4: Source content ideas
1. Feedly, Pocket and
Buzzsumo are great apps
to capture content ideas
2. Use marketing bank for
collecting content ideas
Streamline your content workflow
48. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
Step 5: Automate workflow with IFTTT
1. Automate publishing
2. Automate notifications
3. DON’T automate replies
Streamline your content workflow
49. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
Step 6: Strike a balance between curation and creation
1. Curation saves time
2. You become a resource
3. ALWAYS REPOSTYOURTOP
PERFORMING CONTENT!
Streamline your content workflow
51. Presented by John Haydon
Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
Facebook Live lets any person, brand, or
nonprofit broadcast live video on Facebook.
Bring the impact to your donors with Facebook Live
52. Presented by John Haydon
Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
Tip #1: Don’t freak out
• Mistakes will be made
• You will feel nervous
• You will survive
Bring the impact to your donors with Facebook Live
53. Presented by John Haydon
Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
Tip #2: Pick a topic peopleWANT to discuss
• Trending topics or news
• Frequently asked questions about a specific topic
• Provide an insider's view behind the scenes
• Research other popular themes on social media
• Give access to something most people don't witness
Bring the impact to your donors with Facebook Live
54. Presented by John Haydon
Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
Tip #3: Make an outline for your broadcast
• Introduce the topic or event
• Introduce yourself
• List the interview questions
• Tell people what's next (events, news, fundraisers)
• Respond to comments throughout the broadcast
• Ask for follows throughout the broadcast
Bring the impact to your donors with Facebook Live
55. Presented by John Haydon
Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
Tip #4: Respond to commenters
• Call out commenters by name
• Read their comment
• Reply to their comment
• Say thank you
Bring the impact to your donors with Facebook Live
56. Presented by John Haydon
Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
• Send a follow up email
• Link to broadcast in your newsletter
• Re-share broadcast on your Page
• Slice up the video for more posts
Tip #5: RECYCLE the recording
Bring the impact to your donors with Facebook Live
58. Presented by
JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA
#ValleyGives
Strategist, Teacher, Coach - Helping nonprofits get more from their digital marketing and online fundraising efforts.
Consultancy based in Cambridge, MA with clients all across America.
Author: Facebook Marketing for Dummies and Facebook Marketing All-In-One (Wiley)
Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud BBCon, New Media Expo, AFP New
Jersey, CauseCamp, Boys & Girls Club, Volunteers of America, Jewish Family Services, Sarasota Community Foundation,
Kitsap Community Foundation, The Nonprofit Storytelling Conference, and more.
Clients include: Habitat for Humanity, Make-A-Wish, Boys & Girls Club, Jewish Family Services, Ronald McDonald House,
Environmental Defense Fund, Boston Medical Center, Scholastic, TechSoup, WaterAid America, University of
Massachusetts, Community Music Center of Boston, National Wildlife Federation, and more.
Weekly training via Facebook Live: http://johnhaydon.com/hdcb
About John