Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon

Show The Love

Thoughtful Engagement to Retain Donors

www.blackbaud.com/npexperts

Meet the #npEXPERTS

#npEXPERTS

John Haydon!!John is the author of Facebook Marketing for Dummies, founder of the Nonprofit Facebook Bootcamp, and a digital marketing consultant, helping nonprofits with smarter online marketing. He has spoken at the Nonprofit Technology Conference, New England Federation of Human Societies, MetroWest Foundation, New Media Expo, BBCon, Social Media 4 Nonprofits, AFP New Jersey, and several other conferences.!!@johnhaydon | JohnHaydon.com!

Social Media: The Secret Weapon in the Battle to Retain Donors

๏  Ok, I guess it’s not really a secret ๏  So… just post cat pictures? ๏  POST first, ask questions later ๏  The problem with Facebook ๏  Brand voice vs. friend voice ๏  Integrate with other channels ๏  What about the money?

Agenda

Ok, so we know it’s not really a secret…

But how does social media help keep donors?

https://www.blackbaud.com/nonprofit-resources/onlinemarketingstudy

Social Media = Engagement

So… Just post cat pictures, right?

Yo Patrick. Have you been following #humanshaming on

Instagram?

Listen Bernie, I’m trying to get some work done!

POST first, update Twitter later

P.O.S.T. First, Update Twitter Later

P.O.S.T.

People: Where do your people hangout? What’s important to them? How are they talking about your cause? Objectives: What specifically do you want to achieve? Shoot low, if you’re just starting out. Strategy: How will you acheive your objectives by creating value for your community? Tactics: What tools and tactics will you use to achieve your strategy?

The Secret Weapon in the Battle to Retain Donors

Campaign Worksheet - by John Haydon

1-Page Campaign Marketing Plan

Who are we trying to engage? Supporters? Volunteers? Donors? What’s in it for them? What’s the emotional hook? What’s in it for us? More fans? More emails? More donors? How will we promote the campaign? What other channels will we use? How will we measure success? Likes? Engagement Rate? Emails Acquired?

Campaign name and summary

The problem with Facebook

People don’t use Facebook to connect with brands or nonpro!ts

“70% of us trust brand recommendations from friends, but only 10% trust messages from those same brands.” - Forrester Research

So where do we start, Barney?

#npEXPERTS | www.blackbaud.com/npexperts | Presented by John Haydon

Use a “Friend” voice vs. a “Brand” voice.

Talking about your organization

on Facebook rarely gets people

engaged.

Supporters talking about you to their friends is a much more effective way to reach people on Facebook.

Leverage events

Get event registrants talking …

The next time you have an event, try this:

1.  Create a Facebook Event 2.  Make sure the “ticket” link goes to your event landing Page. 3.  Use it as a way to share “insider” info to people that join 4.  Encourage event registrants to RSVP to the event. Use a

giveaway to encourage RSVPs. 5.  Each time someone RSVPs, their friends are exposed to your

event in their News Feed. 6.  Once you reach 100+ RSVPs, use Facebook ads to target those

friends located near the event.

Integrating with other marketing channels…

Integrate with other marketing channels

Leverage Facebook & eMail

Promote individual Facebook posts that have recently performed well in your email newsletter. This gets your email subscribers to join these conversation on Facebook, which then reaches their personal friend networks.

Wearever uses email to promote testimonials customers post on their Facebook Page

Add social sharing

Create a social landing page

Don’t forget about “in person”

What about the money…?

Social media is not the best tool to collect money.

Social media is relational not transactional.

So how do we get their money?

Engage!

Capture!

Nurture!

Convert!

Partner!

Engage!

Capture!

Nurture!

Convert!

Partner!

Social media

Email marketing

Use social media for

Engage!

Step #1: Capture!

Nurture!

Convert!

Partner!

Capture emails with carrots: ebooks, webinars, sweepstakes, petitions, newsletter, events, etc.

Step #2: Nurture, encourage and segment leads based on their actions (clicks, opens, optins, visits).

Step #3: Convert leads into donors, volunteers, renewals, members, etc. This is where they give you their money and their time.

Engage!

Step #1: Capture!

Nurture!

Convert!

Partner!

Capture emails with carrots: ebooks, webinars, sweepstakes, petitions, newsletter, events, etc.

Step #2: Nurture, encourage and segment leads based on their actions (clicks, opens, optins, visits).

Step #3: Convert leads into donors, volunteers, renewals, members, etc. This is where they give you their money and their time.

Questions?

Social Media: The Secret Weapon in the Battle to Retain Donors

Technology

Transcript of Social Media: The Secret Weapon in the Battle to Retain Donors

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