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Building Online Communities For the Association of Fundraising Professionals May 26 th , 2015
| Date post: | 06-Aug-2015 |
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Building Online Communities
For the Association of Fundraising Professionals
May 26th, 2015
About Me
Joyce HsuCommunications Lead at TechSoup Canada
Manage email campaigns, social media, blogs, webinars and events
Before TechSoup, worked as a fundraiser and program coordinator for 6+ years
Keep in touch: @fuuyin
Today’s agenda
Understanding Social MediaHow are nonprofits using social media?
Social media channels (pro’s & con’s)
Social media best practices
How you can get startedCreating sustainable, social media
strategies
Tools & resources
SurveyWhich social media channels
are you currently using?
Part 1UnderstandingSocial Media
“We already have a website, Why is social media important? ”
Donors start their research online
75%of donors use
online resources to look for information
39%
41%
51%
54%
71%
74%
87%
3rd party evaluator websites
Newspaper websites
Video sharing website
Email from nonprofit
Social networking site
Nonprofit website
Search Engines
Source: Google Think Insights “Non-Profit Path to Donation”
“I’m already using social media. Why do I need to understand it? ”
% of nonprofits on social media channels VS Potential reach (unique monthly visitors)
Source: ebizmba.com/articles/social-networking-websites
0 200 MIL 400 MIL 600 MIL 800 MIL 1 BIL0% 20% 40% 60% 80% 100%
Sources: Bloomerang.co, Hubspot.com
Assessing the Nonprofit Social Media Landscape
How are nonprofits managing social media?
Correlates with 44% of nonprofits having only
one person monitor their social media
53%are not
measuringdata
Majority of nonprofits have no social media strategy,
policies or goals documented
67%don‘t have
a plan
By comparison, nonprofitsshould budget 2 hrs/wkper channel in order to
manage it well
38%spend 1-2
hrs/wk
Sources: NTEN.com, Bloomerang.co, SocialMediaExaminer.com, NonprofitMarketingGuide.com
Why are you using social media?
Does it align with or extend your
mission?
What are you achieving on social media that you can’t achieve elsewhere?
Why did you choose X channel
over Y?
Your social media efforts should not be a product of peer pressure. Ask yourself a few guiding questions:
Which channel should you use?
Education?Raising awareness? Engagement?
Consider the advantages and disadvantages, choose what’s most relevant for you and plan to spend 2 hours/week per channel.
The big two
Channel:
Unique monthly visitors 900 MIL 310 MIL
Largest demographic
Women, age 18-49 (Canadians are the most active users)
Women, age 18-49
General guidelinesPrioritize sharing photos
& images over linksKeep your own content &
services to a minimum
Good for: Sharing content, engagementOutreach, raising awareness
of your cause, sharing content
Updated as of Feb 2015. Sources: ebizmba.com, expandedramblings.com, ignitesocialmedia.com
Runner-ups
Channel:
Unique monthly visitors 255 MIL 1 BIL 250 MIL
Largest demographic Men, age 30-64 Men, age 18-34
Women, age 26-35
General guidelines
Post jobs and events to increase
your SEO
Favour short videos
Repin & follow like-minded
profiles
Good for:Sharing content,
job postingsEducation, raising
awarenessEngagement,merchandise
Updated as of Feb 2015. Sources: ebizmba.com, expandedramblings.com, ignitesocialmedia.com
Other active, social media channels
Channel:
Unique monthly visitors
170 MIL 120 MIL 110 MIL 100 MIL 60 MIL
Largest demographic
Men, age 18-29
Men, age 28-50
Balanced,age 18-29
Women, age 18-49
Women, age25-54
General guidelines Be authenticPrioritize
photos over links
Keep posts short (one
content at a time)
Share at least one
image daily
Invest in good design
Good for:
Engagement (known for
AMAs)
Sharingcontent,
engagement
Sharing content,
engagement
Sharing content,
engagement
Sharing content,
education
Updated as of Feb 2015. Sources: ebizmba.com, expandedramblings.com, ignitesocialmedia.com
Part 2Social media best practices
Make sure to optimize:
1. Cover photo
2. Profile picture
3. Bio (link to website)
Ideal posts are 40 – 80 characters
Prioritize photos over links (& use optimal sizes)
Organic reach can be slow – be patient & consistent
Content marketing is king
Individuals: Weekends, 12-7pm
Organizations: Weekdays, 1-4pm
3
1
2
Make sure to optimize:
1. Cover photo
2. Profile picture
3. Twitter handle (ideally no _ or confusing acronym)
4. Bio (>160 character bio with URL & #hashtag to increase SEO)
Ideal tweets are 100 characters
Max. two #hashtags
80/20 content rule
Individuals: Midweek & weekends, noon & 6pm
Organizations: Weekdays, 1-3pm
3
1
2
4
Make sure to optimize:
1. Profile picture
2. Cover photo
3. Short & sweet bio with links
4. Have every employee, Board member or volunteer on LinkedIn reference you –increase your reach
Engage in groups (& be genuine!)
Post jobs & events to increase your SEO
Share valuable content (including offers)
Tuesday-Thursday, 7-9am & 5-6pm
3
1
2
4
YouTube
Make sure to optimize:
1. Profile picture
2. Upload a channel banner
3. Connect your channel to other social media sites
4. Call-to-actions
Use compelling titles. Arrange keywords first and the branding last
Select an impactful trailer video to feature on your channel
Create a playlist of at least 4 videos & add it to your channel
Sign up for Google for Nonprofits; enables external annotation links and call-to-actions
3
1
2
4
Make sure to optimize:
1. Cover photo
2. Profile picture
3. Short & sweet bio with links
Share at least one image daily
Use Instagram to report live from events & conferences
Tell a story with your caption
Stick to a consistent, schedule
Tuesday-Thursday, 7-9am & 5-6pm
3
1
2
How to get followers and engagement?
It’s not all about you. Share other people’s
content and participate in discussions
Be timely with your responses & be approachable
TIP: Lack time? Focus on one channel and deliver consistent content. Be the go-to-resource!
Focus on stories and engaging
your supporters
Part 3Creating sustainablesocial media plans
SurveyHow many people manage
your social media accounts?
Start with a social media strategy
What is your goal on social media? How does your goal tie into your mission? What channels will your organization use and who is responsible for managing them?
Resource:bloomerang.co/resources/downloadables/social-media-strategy-template/
Create a social media policy
What is your brand persona/how will you portray your organization online? How do you respond to your supporters (positive and negative mentions)?
Resource:idealware.org/reports/nonprofit-social-media-policy-workbook
TechSoup Canada (TSC) Social Media Policy
Brand persona
• Knowledgeable, Approachable, Authentic, Fun!
• Guideline: “If Microsoft or Google was reading or hearing this, would you still share it?”
Example Facebook Twitter Website Online
Positive
mention
“TechSoup
is great!”
Like or
comment
RT & comment if
its about the
donation
program. Reply &
thank them if
sharing
Reply to
comment
and thank
them. Sign
name & title
& org
Add
comment,
thanking
them and
possible
sharing
more info
Negative
mention
“I don’t like
TechSoup”
Comment
& offer to
follow-up
Reply & follow-up.
If harsh, respond
with humor (like
Neshi)
Reply &
follow-up
Reply &
offer to
follow-up
Set a schedule
How often are you going to tweet, post, pin etc.? When are you going to post them (time & days)? What tool are you going to use to monitor your schedule?
Social media management tools:techsoupcanada.ca/community/blog/jane-vs-tierney-social-media-management-tool-intro
Measure and evaluate
Exposure Engagement Conversion
You need to know if your strategies are working (or not!) and adjust accordingly. Social media stats will also help with leadership buy-in and program reports.
Example metrics:fenton.com/resources/see-say-feel-do
SEESAYFEEL
DO
Example metrics in action
SEEFB page likes & reachTW followersRSS or email subscriptionsYoutube viewsBit.ly clicks
SAYFB post likes & sharesRetweetsEmail forwardsRepins & board followers
FEELFB shares with messageRetweet with messageCommentsOnline mentions
DODonationsAdvocacy actionsEvent attendanceMembershipVolunteerism
Source: fenton.com/resources/see-say-feel-do
Measurement and evaluation tools
There are lots of free & low cost tools. Use them only if they measure the metrics you want.
Free tools:cyfe.com, bitly.com, mention.com, Hootsuite, Buffer
Interested in tech tools?
Just a bit about TechSoupCanada …
We make technology more affordable through the Technology Donations Program
Register your charity, nonprofit or library to see which products you’re eligible for: www.TechSoupCanada.ca/Getting_Started
We create and curate tech resources
facebook.com/techsoupcanada
techsoupcanada.ca/blog
meetup.com/toronto-net-tuesday
@techsoupcanada
We’re a small nonprofit based in Toronto and a program of the Centre for Social Innovation
Questions?
