Using Social Media to Tell Your Nonprofit's Story

The Invisible Yellow Line

Using Social Media to Tell Your Nonprofit's StoryPresented by Julia Campbellwww.jcsocialmarketing.comWomen in Develpoment of Central MA

@JuliaCSocial www.jcsocialmarketing.com1

Using Social Media to Tell Your Nonprofits StoryJulia CampbellJ Campbell Social Marketingwww.jcsocialmarketing.comTwitter: @JuliaCSocial

1

About Julia CampbellI have worked in the nonprofit sector as a one-woman development and marketing shop.I have worked with small, mid-size, and large nonprofit organizations.I am publishing a book in May with CharityChannel Press on storytelling and social media (and working on one about online fundraising).I have created online and social media storytelling programs for my clients, with much success!


In this workshop, we will:Identify the 5 types of stories that your nonprofit should be telling on social media;Learn what types of posts work best to communicate your story on Facebook, Twitter, and Instagram;Create a plan to identify and recruit Social Media Ambassadors for your nonprofit to help spread your nonprofit story. @JuliaCSocial www.jcsocialmarketing.com3


Why Storytelling?People dont remember bullet points. People respond to emotion.Feelings, not analytical thinking, drive actions.@JuliaCSocial www.jcsocialmarketing.com

5


A Mindset Change Is RequiredEmbrace storytelling on a variety of channels. Stop being org-centric and become DONOR-centric.Focus on BENEFITS, not features. Always provide value what is valuable to your donors?Follow the What's In It For Me? mantra. Think in terms of video, visuals, and micro-content terms. @JuliaCSocial www.jcsocialmarketing.com7

Great Nonprofit Stories Do 2 Things1. Get people to take an action.Donate, volunteer, sign this!2. Inspire people to spread the word. Email this! Share on social media! Print it out and mail it! (My mom has done this.)

@JuliaCSocial www.jcsocialmarketing.com

8

You have to ask yourself: what should you do? What do you really care about and what makes you passionately inspired or pissed off?~Chelsea ClintonINBOUND 2015@JuliaCSocial www.jcsocialmarketing.com9

HOMEWORKMake a list of the top 5 reasons that your donors support your organization.

Dont know these reasons? Take an educated guess! (And then when you get back to the office, ASK.)


Elements of a Great StoryDenver Rescue Mission: Stories of Changed LivesThere was a point in time when Eddie didn't want to live. "I was standing on the verge of death," he says. https://www.denverrescuemission.org/story/eddie


11

@JuliaCSocial www.jcsocialmarketing.comhttp://www.childrenshospital.org/violet

12

Where To Find Stories?Everywhere! Everyone is responsible!Requires a big change of culture.No silos! Get on the front lines.Talk with people.@JuliaCSocial www.jcsocialmarketing.com13

Everyone Has A StoryEveryone has a story it might not be one that you can use publicly, but it might lead you to another idea or another story.


14


15

Ask For Stories



17

HOMEWORKWrite out a list of 5 people to ask for stories (or places to look), based on the top 5 reasons that donors support you. Example: Reason #2 that donors support us: We provide unique job training and opportunities in the community. On Tuesday, I will email Sue in Job Training to see if she has a client willing to share their experience.


Storytelling + Social Media


Boomers spend 19 hrs/week online.71% use a social networking site daily with Facebook being the most popular.36% of boomers ages 50 and over own a smartphone, and 32% own a tablet.Your donors ages 74+ are the fastest-growing demographic on social networks.@JuliaCSocial www.jcsocialmarketing.comYour Donors Are Online!

Source: Mobile Messaging and Social Media 2015, PewInternet.org

20


5 Types of Stories@JuliaCSocial www.jcsocialmarketing.comCreation StoriesContinuous Improvement Stories Behind-The-Scenes StoriesUser-Generated StoriesImpact Stories

22

1) Creation StoriesWhat was the need?What is the need now?Story of the foundersThe real WHY you exist@JuliaCSocial www.jcsocialmarketing.com

23


Pencils of PromiseIt began with a question. A small boy begging in the streets of India. What do you want most in the world?A pencil, he replied.I reached into my backpack, handed him my pencil, and watched as a wave of possibility washed over him.@JuliaCSocial www.jcsocialmarketing.com25

2) Resilience StoriesContinuous improvementShow that your org is always trying to adapt, change, evolveChallenges facedMistakes madeLessons learned@JuliaCSocial www.jcsocialmarketing.com

26

Resilience StoriesResilience may be an underappreciated quality of organizations in the social sector. So Im starting a club for those of us who want to champion and support them. ~Darin McKeever, Gates Foundation, on the Tactical Philanthropy blog http://www.tacticalphilanthropy.com/2010/04/grantmakers-for-resilient-organizations/@JuliaCSocial www.jcsocialmarketing.com27

3) Behind-The-Scenes StoriesFeature donorsFeature Board membersFeature staffFeature volunteers@JuliaCSocial www.jcsocialmarketing.com28

Behind-The-ScenesCarolyn Miles of Save the ChildrenPinterest Board: http://www.pinterest.com/savethechildren/carolyn-s-corner/@JuliaCSocial www.jcsocialmarketing.com

29

Behind-The-Scenes Stories@JuliaCSocial www.jcsocialmarketing.com

30

4) User-Generated Stories@JuliaCSocial www.jcsocialmarketing.com

http://www.care.org/get-involved/international-womens-day/iamcourage31


32

5) Impact StoriesShowcase the difference you are makingShowcase the lives changedDoesnt have to be sugary sweet @JuliaCSocial www.jcsocialmarketing.com

33

Impact StoriesAlways show donors where their money is going. Make them smile when they see the results their gift helped achieve. https://www.facebook.com/BostonChildrensHospital @JuliaCSocial www.jcsocialmarketing.com

34

HOMEWORKList at least 3 potential story ideas for your nonprofit: Creation StoriesContinuous Improvement/Resilience Stories Behind-The-Scenes StoriesUser-Generated StoriesImpact Stories



What Works On Social MediaVideoPhotosQuotesStoriesThank YousAdvocacyCurrent EventsEducationFundraising asks via advertisements@JuliaCSocial www.jcsocialmarketing.com37

@JuliaCSocial www.jcsocialmarketing.com38What works on social media: VIDEO

@JuliaCSocial www.jcsocialmarketing.com39What works on social media: VIDEO


40

What works on social media: PHOTOS

@JuliaCSocial www.jcsocialmarketing.com41What works on social media: PHOTOS

@JuliaCSocial www.jcsocialmarketing.com42What works on social media: PHOTOS

@JuliaCSocial www.jcsocialmarketing.com43What works on social media: PHOTOShttps://www.pinterest.com/pin/79446380904541754/

@JuliaCSocial www.jcsocialmarketing.com44What works on social media: QUOTES

@JuliaCSocial www.jcsocialmarketing.com45What works on social media: QUOTES

@JuliaCSocial www.jcsocialmarketing.com46What works on social media: STORIES

@JuliaCSocial www.jcsocialmarketing.com47What works on social media: STORIES

@JuliaCSocial www.jcsocialmarketing.com48What works on social media: THANK YOUS



@JuliaCSocial www.jcsocialmarketing.com51What works on social media: ADVOCACY

@JuliaCSocial www.jcsocialmarketing.com52What works on social media: ADVOCACY

@JuliaCSocial www.jcsocialmarketing.com53What works on social media: CURRENT EVENTS



@JuliaCSocial www.jcsocialmarketing.com56What works on social media: EDUCATION

@JuliaCSocial www.jcsocialmarketing.com57What works on social media: EDUCATION

@JuliaCSocial www.jcsocialmarketing.com58What works on social media: ASKS



HOMEWORKList at least 3 potential social media post ideas for your nonprofit: VideoPhotosQuotesStoriesThank YousAdvocacyCurrent EventsEducationFundraising asks via advertisements


Social Media Ambassadors5 Step Action PlanIdentifyRecruitTrainAcknowledgeMotivate @JuliaCSocial www.jcsocialmarketing.com62

Identify themEmail subscribersDonorsVolunteersSocial media channels

The key is getting people who are engaged and willing to be engaged! @JuliaCSocial www.jcsocialmarketing.com63

Recruit themAsk them!Explain the work.

If you help us use social media to tell great stories, this will result in:Increased donationsIncreased media coverageIncreased community partnershipsMore clients willing to come forward to seek help


Train themProviding them with the tools to share your posts, tweets, and information easily on their channel of choice. Write the updates! Provide a myriad of options and visuals.

Hey Storytelling Ambassadors! Please tweetthis! The @waterforlife campaign for fresh water is well underway can you donate $1 to help achild now? #waterforall vs. Hey everyone, please tweet about our fresh water campaign today!


MA Conf for Women Social Media Street TeamWeekly emails with tweets, Facebook and LinkedIn posts, Pinterest pins and Instagram-ready photos and graphicsHashtags provided, all speakers and relevant people tagged


Acknowledge themFrequently!In public, on social mediaOff lineTY campaigns


Motivate themWhy do people share online? To bring valuable and entertaining content to othersTo define themselves to othersTo grow and nourish relationships

How can you help your Social Media Ambassadors accomplish all of these things with the content that you post?@JuliaCSocial www.jcsocialmarketing.com68


ResourcesJCSocialMarketing.comJohnHaydon.comBethKanter.orgNPTechForGood.comTheGoodmanCenter.com


70

Questions?

Twitter: @JuliaCSocial

Facebook: www.facebook.com/jcsocialmarketing

Email: [email protected]

Blog: www.jcsocialmarketing.com@JuliaCSocial www.jcsocialmarketing.com71