How nimble are you? If you’re like Jack, you’re willing to jump through hoops to get those donor bucks.

Social Media for Nonprofits

But are you willing to pour a bucket of ice over your head?

The Ice Bucket Challenge ignited millions across the globe to raise awareness and donate to a cause… IT WENT VIRAL!

What is it?

THE CHALLENGE:

Dump a bucket of ice cold water over your head (or donate to ALS Association) and take a video of it. Then challenge 3 friends to do the same by tagging them on social!

So far…

Facebook: 28 million joined the conversation and 2.4 million videos shared

YouTube: 2,330,000 videos uploaded

Over 50 political figures, 200 athletes, 200 notable actors, and 220 musicians have participated

Celebs loved it. Just ask @mlauer

Show me the money!

“The ALS Association is grateful for Outpouring of Support: Ice Bucket Donations Reach $115 Million” (ALSA.org 3/12/15)

Compared to $2.6 million during the same time period last year

Who started it?

This was not a campaign started by the ALS Association, but by young people who wanted to support the cause

Pay attention to Generation Z! They are ‘social’ savvy and can easilyraise money for a cause

Much more than just the money it raised

Think of the joy, laughter and goodwill, not to mention personal participation from millions

Social proof: peer pressure in a positive way

1.9 million new donors to ALSA.org

And some really made a big splash!

I accept your challenge and raise you! https://youtu.be/_XOgsIAUpxI

How do we replicate?

Make it ridiculously cool to do!

Funny always works

Easy (low barrier to participate)

Social by nature

Ridiculously cool

“Whether we should” is pushing up daisies...

Let’s talk platforms

Your org’s sweet spot will be based on where your audience hangs out

It might be Pinterest!

Let’s talk platforms

98% of charities and nonprofits in the US are active on at least one social media site (91% in 2013)

Facebook period! 98% of nonprofits are on Facebook (Hubspot.com + Nonprofit Social Network Benchmark Report)

It’s where the people are… yes, even those without wrinkles

Holding up their dance card

86% of nonprofits are on Twitter (can tweet donors, funders directly)

33% using Instagram

30% using Pinterest and LinkedIn

YouTube is 2nd most used search engine in the world

Your audience expects to see you on 3-4 profiles

She is your audience

Frequency & timing

How often is enough? It depends on your insights

Remember the algorithms

Frequency & timing

Generally speaking…

Facebook: 3x-5x week

Twitter: 4x day

Instagram, LinkedIn, Pinterest and others: 3x week

And when?

Generally speaking…

10:30, 12:30 & 3:00pm are great!

B2B conversation best in am

Weekends only if you’re there to respond

Facebook insights

Tweriod.com

Storytelling and story making

Your story starts with your brand

Your brand story is the heart and soul of the brand: who you are + who people think you are

Every post reveals what makes you tick, and creates audience experience

Signals: Are you walking the talk?

Social media is visual storytelling…

93% of all communication is nonverbal

Photos/videos elicit emotion

Don’t underestimate the power of video

Photos get 53% more likes, 104% more comments, and 84% more link click-thrusthan text-only posts

Eye-catching photos + few words = shareable

Facebook vs. LinkedIn

Yes Dorothy, Twitter too

Ahhh…

With or without you

Girl power

Types of story

Use nostalgia

Be a mythbuster

Ask a question or answer it

Give human attributes to non-human things (cats, coffee cups, staplers)

#throwbackthursday

Did you know?

Whoever has the best content wins!

Why? Because it gets shared

Keep it light, fun, and what interests you

Inspiration #MotivationMonday

DIYs, video interviews

Memes (branding can reduce shares)

DIY’s

DIY with “Canva”

Quotes with “PicMonkey”

Before

After

Inspire us

Meme’s don’t always need words

Until they do

Tasteful branding

This or that

Visual captions

Rally around a cause

Sell nice

Lead AND follow…

Positive

Negative

Positive + give back

Captions… keep them short & pithy

Two sentences max—one-two punch that delivers. Add personality

Link to website for details: names, stories, dates, places, significance

Shorten links

Stay away from internal language

Keep it simple

And fun…

Make us think

Make us smile

When in doubt, shrink

Yawn

Ditto

Better

Bam!

Speaking of viral…

One way

Better way

Bam!

When you share, keep it simple

Add to the story

Perfect shares

Bam!

Hashtags are important

Hashtags help tell the story #livedlongenoughtoseethis#donatenow #volunteer

Hashtags are how people find you

Don’t forget events and tweetchats

Stand out

Bueller? Bueller?

Hashtag today: #AFProcks

Recruit talent? Add #nowhiring

Sweet treat

When it adds to the story

Don’t leave it shriveling on the vine…

Want your community to grow? The things NPO’s must remember

Social is not your soapbox

Know your audience and serve up deliciousness on a silver platter

#1 mistake nonprofits make: “me, me, me”

#2 mistake nonprofits make: not responding

The power of the social relationship

It’s not about you

Balance your content

Prioritize story making over marketing 5/1. 5 posts for others to every 1 post about you

Talking about you, you’re not listening

You centric: We are proud to share our outstanding accomplishments and community impact!

You centric: We will be selling Coach handbags. Come show your support!

You centric: Cindy Z. is our rock star volunteer of the month!

Respond with heart

Responding is walking the talk

Know who’s talking on your page and continue the connection

Be selfless. Make your fan the hero

You get what you give

Love spam?

Caption this

LOL, thanks for the smile!

Share the enthusiasm!

If you ask, be there for the answer

We hear you

Your muse

Seed your logo

Seed your logo everywhere… you never know where it will bloom

The more you comment on others’ posts, the more your org is exposed to new audiences

A like is nice, but your logo isn’t seen with a like

Seed your logo

Leave memorable comments (what about the post resonated with you)

It’s old school to only follow a few! Have you liked every biz/potential partner’s page?

15-30 minutes 2x day to outreach

Do’s and don’ts ofthe ask

Do create an experience with every ask:“Caddyshack or Happy Gilmore? Tell us what you think was the best golf movie ever made in the comments below. And don’t forget to register for our upcoming golf tournament! #golfforgood”

Do give digital high fives, but don’t let them take over your feed

Do’s and don’ts ofthe ask

Do return the favor: “You light us up with your generosity all year long and now we want to return the favor. Here’s a little twinkle to light up your day!” [Christmas tree video]

Do share more ways to give ideas

Do’s and don’ts ofthe ask

Don’t ask too often — once a month so make it count (remember 5/1)

Don’t strive for a donation, strive for a smile

People are 200 times more likely to donate to a cause when a friends asks Blackbaud.com

It’s not about the money but…

"Like most businesses, non-profits tend to look at social media as a money-first or money-only channel. So I would recommend they temper the expectations that social is about fundraising and just focus on being a resource, useful and/or entertaining to their core audience. Make people happy with your content. The donations will come." —Jason Falls, Founder SocialMediaExplorer.com

Did you know that more than half of your donors are trying to give you money on their ipad and phone?

Campaigns… you get what you put in

Your ask can only be as big as your prize

Giveaway something that connects your target audience to your brand

Partner up and remember to scratch their back

Shortstack.com

Campaign: #CondomsAreCool

Results

Campaign: “Likes don’t save lives”

Campaign: “What do you see?”

Easter campaign: #BecauseHeLives

Simple rocks socks!

More please

Petitions, contests and countdowns

Invitations

Events

Volunteers and gratitude

Shocked? Sign this

Contests can be fun

Only 3 days left to…

Invite

Take us there

SaWING!!

Place for community

Year-round buzz

Share yours

Donor tools

Chirp… chirp

Progress report

Ask

Gratitude

Gratitude

Worth the effort

Social is not free

Social is a pay to play model, and you want to be on the winning side of their algorithms

Typical ad budget: $200-300 / mo –Under 10k fans (split between profiles)

Experiment. Use split testing for targeted ads

Social is not free

If you’re not boosting, you will slip from the newsfeeds even if you have quality posts and fan engagement (two $10 boosts a week)

Target Hawaii if your donor base is primarily in Hawaii

You want numbers? Social’s got them

Social is fluid, and analytics tell you what works

Likes, shares, comments, and clicks(Facebook insights, Twitter analytics, Bit.ly)

Number of fans is important, but not as important as engagement rate

It’s okay to think big results…

but have you hiredto create thoseoutcomes?

Most common mistakes

Adding social media responsibilities to an overburdened plate. Guess what falls off when they get busy?

Diluting the message between many untrained voices

Ignoring profiles (risk)

Who should do the heavy lifting?

Social media is unique skillset

Tech savvy, full time, integrated with marketing, fund development and customer service

Ability to create content

Pumped yet?

Or…

Let your staff concentrate on content creation and let an outsource agency do the heavy lifting (content calendar, daily posting, engagement, outreach, social ad management)

TAKEAWAYS

Only truly “social” behavior succeeds

Creation over curation

Metrics matter

The “whether we should” conversation is pushing up daisies

TAKEAWAYS

Understand the technology

Storytell and story make

It’s not about you

Invest in it

Cool tools

HootSuite: manage multiple platforms

Facebook Page Manager: app

Iconosquare: Instagram search/services

SproutSocial: metrics

Until they do

In 2015…

Facebook: Scrubbing promotional language and added CTA button

Google: Indexing only mobile sites

Instagram/Twitter: Private messaging

VIDEO shoots and scores big

Periscope: live streaming

Humor and humanity

Keep in touch!

Wahine Mediawahinemedia.comfacebook.com/wahinemedia@wahinemedia

Karen Weikertkarenweikert.comfacebook.com/spiritsayshi@karenweikert

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