Merging Nonprofit Organizations:The Art and Science of the Deal
2014 NPD Best practices in merging social media and nonprofit marketing
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1 Best Practices in Merging Social Media and Nonprofit Marketing AFP-NY Westchester National Philanthropy Day, Nov. 7, 2014 Presenters: Marc W. Halpert, connect2collaborate @marchalpert Maria Semple, The Prospect Finder LLC @mariasemple
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Best practices in merging social media and nonprofit marketing Marc W. Halpert connect2collaborate.com Maria Semple The Prospect Finder, LLC Too many workshops give you plain vanilla information on social media. This one is different. It’s geared to truly help social media practitioners. Two social media experts will offer their views on best practices in merging the branding of your organization to the proper social media platforms. Case studies will add to the impact and show you ways to boost your reach. From a concentration on LinkedIn and email marketing, the speakers will show you how to connect and collaborate with your donors. Many nonprofits wonder how they can use their time and resources effectively to engage more people. Adding and managing new social media channels takes concerted efforts, especially if you want to leverage their email communications to grow your base. We’ll provide you with some nuts and bolts ideas you can begin to implement immediately. AND, we’ll show you some simple time management strategies. LEARNING OBJECTIVES/TAKEAWAYS: Best practices for online marketing by intertwining both email marketing and social media for maximum impact on branding, volunteer recruitment and fundraising.
Transcript of 2014 NPD Best practices in merging social media and nonprofit marketing
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Best Practices in MergingSocial Media
and Nonprofit MarketingAFP-NY WestchesterNational Philanthropy Day, Nov. 7, 2014
Presenters:Marc W. Halpert, connect2collaborate @marchalpertMaria Semple, The Prospect Finder LLC @mariasemple
Why use social media?
Your competitors are social
Nonprofit
93%
Source: Nonprofit Social Networking Benchmark Report
86%
B2CSource: Uberflip
87%
B2BSource: Clearpoint Agency
Why use social media?
It influences decisions
68%
Source: MDG Advertising
learn more about a charity if they see a friend posting about it
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Email + Social
Email & SocialYou have to use both
Drive traffic back to your list, email, etc...
Amplify your email
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Repurpose & Reuse
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Top 6 social networks
Which social media? The top networks
TwitterLinkedIn
Google+Instagram
Low volume/high value
Minimum: 3 X per week
Maximum: 10 X per week
Quality vs. quantity
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Facebook content
High volume/low value
Minimum: 5 X per day
Maximum: none
Quantity is key
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Twitter content
Low volume/high value
Minimum: 2 X per week
Maximum: 5 X per week
More formal and technical
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LinkedIn content
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Google uses an algorithmYou need to create fresh content regularlyUse the right keywordsGoogle Google
Google+
Let’s talk about SEO
Medium volume/high value
Minimum: 3 X per week
Maximum: 10 X per week
Keywords = searchability
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Google+
Google+ content
High volume/high value
Minimum: 5 X per day
Maximum: 10 X per day
Quality images = important
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Pinterest content
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90% of information transmitted to the brain is visualPhotos are liked 2X more than text updates67% say images are very important in selecting and purchasing a product
Why visual content is important
What do I say?
What do I say?Get likes, shares,
commentsEntertain, invite conversation, ask
questions, images & video
50%
Be useful & informativeIndustry info, hints + tips,
curate content 30%About your business
Calls to action, not “buy now” 20%
Case Study: Waveny LifeCare Network (waveny.org):
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Waveny’s Email Marketing:
Branding consistentwith website.
Clear call to action and Waveny’s social media icons.
Mobile Responsive Template
Good Use of Photos
Only one message
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Facebook.com/wavenycarenetwork
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Twitter.com/waveny
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“You don't get to decide which device people use to access your content.
Karen McGrane, author of Content Strategy for Mobile@karenmcgrane
They do.”
30%of users UNSUBSCRIBEfrom email lists after receiving mobile email that doesn’t look good.Source: Blue Hornet
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29%of Americans use ONLY mobile devices to access the internet.Source: ondeviceresearch.com
50%of email is opened on a mobile device.Source: Litmus.com
Tip 1
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What to do today
Avoid using too much text.
Tip 2
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What to do today
Avoid multiple columns.
Tip 3
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What to do today
Clear and easy calls to action
Tip 4
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What to do today
Avoid tiny fonts.Minimum: 22-point headlines, 11-point body text, improved contrast
9-point font, headlines don’t stand out
Tip 4
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What to do today
Avoid tiny fonts.Better: 22-point headlines, 16-point body text
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Tip 5 Use images carefully.
What to do today
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Next Steps
Tools to expand your reachSocial media buttons
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Next Steps
Tools to expand your reachSimple Share tool
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Tools to Manage Social Media
HootsuiteSocial Media Management Dashboard
Free Plan: up to 3 social networks
Pro Plans start at $9.99 per month. Allows up to 50 social networks
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