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Session 4: Social Media and Email Strategy
Our mission is to transform aid and philanthropy to
accelerate community-led change.
Session #4 Facilitators
Megan DeSisti Catrin Cooper
OBJECTIVES
● Craft emails using best practices from GlobalGiving and your own Listen, Act, Learn. Repeat. cycles.
● Identify and harness Facebook to build your community of support.
● Update your campaign calendar to include your email appeals and social media content.
1.
Agenda1. Accelerator recap
2. How to write earth-changing emails
3. Fundraising using social media
4. Next steps and wrap-Up
Submit project
GlobalGiving approves project
within 2-3 business days
Project status changes to
“pre-approved”
Project doesn’t go live on the site until start of
campaign
Raise $5,000 from 40 donors to become a GlobalGiving partner
From Session #3: Good Nonprofit Storytelling Involves…
• Strong imagery
• Empowering your constituents
• An effective character
• Authenticity
• Trajectory
• Passion
• A sense of urgency
• Clear call to action
From Session #3:What types of stories can we tell?
• Overcoming adversity
• Peek behind-the-scenes story
• Success story
• Cliffhanger story
• Founder story
• Donor stories
• So many more!
So, where do you tell your stories?
EMAIL SOCIAL MEDIA
ONE-ON-ONE CONVERSATIONS
TRADITIONAL MEDIA
Writing earth-changing emails
1/3of nonprofit
online revenue is generated
through email
What has GlobalGiving learned about sending
effective emails?
LENGTH MATTERS
PICTURE + WORDS
We are constantly learning too!
https://www.globalgiving.org/learn/listicle/5-photo-tips-for-nonprofits/
LENGTH MATTERSPERSONALIZE + SEGMENT
Make your donors feel a part of the team, and a part of the work by including their name
or a personal note
Personalize!
Every donor is different, so treat them differently!
You can do this on geography, giving history,
or connection to your work.
Segmentation
CALL-TO-ACTION
(a note about GlobalGiving gift cards)
• start at globalgiving.org/gifts• select e-card or printable• donor redeems for your project
ACCESSIBILITY MATTERS
26%of US online transactions
were made using a mobile device.
In 2017
35%In 2018
of transactions on GlobalGiving were made using a mobile device.
Keep it short Compelling Images
It’s about everyone else!
Clear Call-to-Action
Personalize + Segment
Mobile-Friendly
• MailChimp
• SendGrid
• Constant Contact
• Stamplia
• Vertical Response
• Google Mail Merge
Email Platforms (many for free)!
WARNING: Fancy is fun but not always necessary!https://www.globalgiving.org/learn/sample-email-fundraising-campaign/
Questions?
Building a community of support on Facebook
Facebook is an excellent tool for
engaging with your audience.
Facebook is also a great tool to rally support for your cause!
The key is setting realistic expectations.
Create a Facebook Strategy
Content Creation Implementation Results
• What to post? • What time is best for you to post?
• What is the call to action?
• Choose quality over quantity.
• Facebook Analytics• GlobalGiving
Analytics• Listen, Act, Learn.
Repeat.
CONTENT - WHAT TO POST?
PHOTOS
Choose clear, engaging photos to
promote your cause.Photos with links in the
comments, not caption, will reach more people.
GlobalGiving Photo Contest
www.globalgiving.org/poll/photo-contest-2018/
VIDEOSInformative videos that tell your organisation’s
storyVideos 30 seconds - 1 minute are best.
www.globalgiving.org/learn/listicle/5-tips-for-producing-a-knockout-nonprofit-video-on-a-budget/
Choose stories from popular outlets that relate to your mission.Third-party news stories do very well on Facebook and reach a large audience. If it’s appropriate, put a link to your project in the comments.
NEWS STORIES
Promote your organization with sharable content.On-brand fact and photo quotes are widely shared among audiences and are a great way to gain new followers for your page!
FACTS/QUOTES
Share events and milestones!Share, via short messages, fundraising deadlines as a means of encouraging supporters to give.
MILESTONES
Bonus Day Sharing!
Share your successes and say thank you!
Use Facebook as a tool to build relationships with your community of supporters by updating them on organizational milestones and thanking them for support.
BUILD RELATIONSHIPS
Create a sense of urgency by
sharing deadlinesShare, via short messages,
fundraising deadlines as a means of encouraging supporters to give.
URGENCY
1. Photos (engaging, thoughtful, curious)2. Videos (short + sweet)3. Third Party news about your cause4. Relevant events + milestones5. Facts, infographics, + quotes
Facebook Content: 5 Key Types
https://www.globalgiving.org/learn/listicle/social-media-donors/
Balance the hopeful and the uncomfortable.
Share stories, pictures, and quotes from your constituents that elicit both
discomfort and hope.
DISCOMFORT
Set a Facebook Strategy
Content Creation Implementation Results
● Posting a variety of interesting content
● Use photos and video
● Don’t only ask for a donation
• Post once a day• Post during peak
hours• Have a clear call to
action on a post• Choose quality over
quantity.• Social media
scheduling sites
• Facebook Analytics• GlobalGiving
Analytics• Listen, Act, Learn.
Repeat.
• Hootsuite • Sprout Social • Buffer• Trello • Canva• Flipboard• Google Alerts
Explore Social Media Tools(many for free)!
WARNING: Fancy is fun but not always necessary!
Listen. Act. Learn. Repeat
Is any of this working?
Facebook AnalyticsGlobalGiving Analytics
Final Stretch Posts!
Content - When, Why, How?
When? Why? How often?
• Post during peak hours.
• Take advantage of drafting + scheduling in advance.
• You want “applause” from your audience.
• Keeping your cause and organization in their mind.
• Engaging.
• Once per day.• Variety of content.• More during
campaign times.• Do not spam your
audience.
Questions?
Sample Communications Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
March 10 Facebook +
Twitter Posts
CAMPAIGN BEGINS!
Send Email #1 Facebook +
Twitter Posts (share
milestones)
Facebook +Twitter Posts
(3rd party news)Advocate Check-In
In-person EventFacebook +
Twitter Posts (Milestone)
March 17Facebook +
Twitter PostsDonor Calls
BONUS DAY!
Send Email #2Facebook +
Twitter Posts
Facebook +Twitter Posts
Advocate Check-In
Facebook +Twitter Posts
March 24 Send Email #3
Facebook + Twitter Posts(Milestones - countdown)
March 29
CAMPAIGN ENDSFacebook +
Twitter Posts
March 31 Team Debrief Send Donor Thank Yous
Advocate Appreciation
NEXT STEPS
Using the story that you drafted after Session three, draft an email appeal and Facebook post that tell your story through no more than 150 words (email) and 25 words (Facebook). Then, share with a colleague or friend to get feedback, and revise accordingly!
1. Log into your GG Rewards Dashboard.
2. Find the GG Rewards Cycle for this webinar.
3. Earn 2 points by typing in or uploading your email and Facebook drafts under Step 2 (Act).
4. After you have shared your story with a partner and received feedback, earn 3 points by telling us what you learned from this experience under Step 3 (Learn).
Need help? Email us at [email protected].
Project Status
Project Status Overview
Status: DRAFT
Way to start your project! When it’s ready to be submitted, click
Status: DRAFT (PENDING APPROVAL)
Thanks for clicking ! GlobalGiving has received your project and will approve within 1-3 business days.
Status: PRE-APPROVED
Your project has been approved and is ‘pre-approved’ to start accepting donations on Nov. 27 at 00:00:00 ET!
Status: ACTIVE
The Accelerator crowdfunding campaign (Nov. 27 – Dec. 31) has started!
Explore globalgiving.org/learn for free tips, tools, and resources.
Thank you!
