Using Social Media to Raise More Money

Jeff AchenGiveMN Digital Strategist

Agenda

• Facebook• Twitter• LinkedIn• YouTube• Google+• Pinterest• Instagram

Where does social media fit in?

Social media should align with your organization’s strategic goals– Educate others?– Advocate for an issue?– Fundraise for projects?– Volunteer time?

What are you trying to get people to do?

Where does social media fit in?

Example of a fundraising goal:“Increases the number of donors, and asks for combined/increase annual gift and capital campaign contributions.”

Example social media initiative:1. Video storytelling on YouTube accompanied by donate button/call

to action2. Publish campaign landing page URL via social networks3. Photo series via Instagram, Pinterest and Facebook to

communicate the mission and the ask

Where does social media fit in?

Example of non-monitary goal:“Develop a system of services and trainings that provide homeownersupport, education and neighborhood development.”

Example social media initiative:1. Provide visual resrouces using Pinterest boards about “owning a

home” or “home maintainence”2. Promote resources, training and local neighborhood

events/resources through Twitter and Facebook3. Create Google “hangouts” for new homeowners to attend to learn

about their home

Where does social media fit in?

AND … track you social media efforts!

1. Identify what you can and should measure (clicks, likes, views, etc.)

2. Develop a method of tracking social media metrics1. Facebook Insights2. Google Analytics3. Hootesuite Analytics4. Good ‘ol fashion spreadsheet

3. Connect the metrics to your strategic goals4. Communicate the value of social media to your higher ups

Facebook Fundraising

• Understanding Facebook Edgerank and the “newsfeed”http://blog.hubspot.com/understanding-facebook-edgerank-algorithm-infographic– The more an individual interacts with

your page, the more they will see your posts in their newsfeed

– The more often an individual interacts with a certain type of post, the more likely they will see that type of post in their newsfeed

– The more users engage with a post, the more likely a post will show up in others’ newsfeeds

– The more users provide negative feedback, the less a post willshow up in others’ newsfeeds

Facebook Fundraising

• What Edgerank means for you– Content quality is paramount

• Visual content has the highest engagement

– Aim for engaging content (always provide a way for users to take action, comment, answer a question, like or share)

– Avoid “spammy” content and repeat posts– Have fun! Pass along a funny photo or quote (memes)

• Think beyond the newsfeed and your own page content– Mention others– Comment/Like/Share as your organization on other pages

• Remember that Facebook is mobile– A high percentage of people are seeing your content on a mobile

device– Content should work well and look great on a mobile device (i.e. if

you link to an online donation form, it should be mobile optimized)

Facebook Fundraising

• Don’t have an okay page. Have an AWESOME page!– Customize your cover photo

• You are no longer restricted from promotional cover photos• Include a quote or text call to action• From Facebook: “All covers are public. This means that anyone who visits your

Page will be able to see your cover. Covers can't be deceptive, misleading, or infringe on anyone else's copyright. You may not encourage people to upload your cover to their personal timelines. Covers may not include images with more than 20% text.”

– Make sure your square social media logo looks great, it’s your Facebook calling card

– Complete ourorganization’s historyusing “milestones”

– Include a photo with most posts– Use video– Use memes

Twitter DOES NOT drive donations

• Twitter DOES drive brand affinity, loyalty and engagement– Determine your personality for Twitter

• Playful = more interaction• Educational = more followers• Professional = trusted source

– Mention others, promote and praise– Use common hashtags (at conferences, during giving days,

etc.)– Timing is important (test to determine your highest time of the

week/day for engagement)– Link placement within the tweet is important:

• Use brackets (i.e. “[VIDEO] See how GiveMN is using mobile to maximize giving http://www.givemn.org”)

• Where possible, place the hyperlink ahead of text (i.e. “Give back at www.givemn.org and you could win a Golden Ticket!”)

[Example]

Prospecting on LinkedIn

• LinkedIn can be key to relationship management and donor/board/staff/advocate acquisition– Learn about organizations– Update and maintain your own LinkedIn Nonprofit page– Network with new people

• You never know who might be your next big donor, board chair, superstar volunteer or public advocate

– LinkedIn Board Member Connect http://nonprofit.linkedin.com/

[Example]

Tell Your Story (and more) on YouTube

• YouTube for Nonprofits Program– Donate button– Call to action overlays on videos– Live stream events for free

• Types of videos– Storytelling– Explaining concepts/promotions– Contests– How-to– Updates– Thanking donors

Tell Your Story (and more) on YouTube

• Getting started is easy– Record straight from your computer,

tablet or phone’s camera– YouTube links are easy to share via other

social networks– Use your YouTube videos on your

GiveMN page

[Example]

Google+ = Engagement

• Hangouts– Create hangouts for: staff meetings,

volunteer orientation, board meetings or with donors

• Deeper discussions/engagement– Try organizing circles by unique

interests, geographical location or donation history

• Search is key

[Example]

We donors on Pinterest

• Pinterest is the social network of “hey, you should SEE this!”

• Create Pinterest boards with a specific purpose in mind– If you’re doing videos on a regular basis, create a board

of our videos• “Like” pins or repin items that align with your mission• Collaborate with co-workers or team members to help build

your Pinterest board by using the board edit feature “Me + Contributors”

• Re-pin other nonprofits

[Example]

Picture more with Instagram

• Purpose– Build awareness– Develop your brand personality– Earn brand loyalty

• Strategy– Start following and interacting with other

Instagrammers– Tag your photos– Post content your followers want to see, not what

you want to show them– Link to a good mobile site

[Example]

Thanks for attending!

Questions?

Our next webinar: “E-mail Marketing & Fundraising Fundamentals” on Thursday, May 23 @ 11 a.m.

Look for the registration link on facebook.com/givemn

All GiveMN webinars are archived on the GiveMN Blog http://blog.givemn.org/give_mn_blog/webinars/