Creating awareness campaigns. North West Regional Group. 8 May 2014
Creating Social Media Campaigns That Drive Donations
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Transcript of Creating Social Media Campaigns That Drive Donations
Creating Social Media Campaigns That Drive Donations
About Me - @geoffliving(Geoff Livingston)
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Context: Where These Ideas Come From…
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Benefits of Social Media Fundraising
• Hint: It’s not just a few bucks!
• Tremendous engagement activity with your core
• Big social PR boost• New donors• Capacity
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#IceBuckets vs Campaigns
• #IceBucketChallenge: User campaign embraced by ALS.
• Success requires that your social fundraiser gets real resources behind it
• Total 40-80 hours• Determine if $ or donors• Successful fundraisers have
15-30% of goal achieved beforehand
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Essential Planning
• Engage and empower influencers before the event
• Build calendar of email and social communications
• Alert your community that you’re doing it beforehand.
• Create fun goals, matches, events and giveaways
• Use social to amplify and engage empowered users
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Nine More Must Have Tips
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1) Influence in Networks
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2) Segment Social Channels
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3) Matching Grants and Prizes
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4) Embrace Free Agents
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5) Live Events Make a Big Impact
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6) Target the Leaderboard
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7) Team Competition
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8) Make a Simple Ask
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9) Thank and Amplify
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Storytelling: The Alpha and the Omega
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How a Great Story Impacts a Fundraising Campaign
• Storytelling gives donors a reason to care (direct impact)
• WOMM increases with a compelling story
• Focusing on stories helps your nonprofits convert donations
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Why Bat Kid Was the Ultimate Story
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People want emotion, not statistics
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The Three Factors of a Great Story
Donations and Shares
Willingness
Engagement
Authenticity
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The Impact of Visual Storytelling
Why visual media matters:• The content type most
shared online are pictures• People process images faster• 500-600% more engagement• Facebook Timeline is all
about images• Twitter moving towards
visuals• Instagram is entirely images
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Encourage Your Nonprofits to Share Visual Stories!!!
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Remember Those KPIs
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Questions?
Image by Aaron Squires
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