Social Media, #GivingTuesday and End-of-Year Fundraising: You Can Raise $$ with Facebook and Twitter
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You can raise $$ with Twitter and Facebook in year-end fundraising...it’s just a matter of the ask. # GivingTuesday It’s not just a brand name, it’s a hastag. Use it now!
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Having a lot of shares, likes, tweets and re-tweets doesn’t necessarily translate into getting more donations. But it can! In this webinar, you will see clearly how to engage your base, expand your reach and garner both attention on #GivingTuesday AND greater donations for year-end. Plus, we will walk you step-by-step through how even with just a small team and some technology tools you can easily plan, execute and measure to segment and target the right people with the right message at the right time – which is key to fundraising success.
Transcript of Social Media, #GivingTuesday and End-of-Year Fundraising: You Can Raise $$ with Facebook and Twitter
You can raise $$ with Twitter and Facebook in year-end fundraising...it’s just a matter of the ask.
# GivingTuesday
It’s not just a brand name, it’s a hastag.
Use it now!
Speakers
Christine G.D. Schaefer,VP Community & Marketing, Salsa
Cheryl Contee, Cofounder, Attentive.ly
Drew Bernardfounder & CEO, ActionSprout
Year-End Fundraising is upon us…
#GivingTuesday Hit Big
Making the Ask = A Big $$$ Difference
We started in July…
• Create pre-campaign buzz
• Join the larger #GivingTuesday conversation
• The power of the hashtag:what others should you use?
• Best practice: Use less than 140 characters
Using Twitter for #GivingTuesday
Follow
Reach Out
Ask
60/30/10
Using Twitter for #GivingTuesday
salsalabs.com/twitter
• Up Next:• Social Listening• Finding Influencers• Targeting Message in Social
• But, What About Facebook?• Building Audience• Getting Shared• When NOT to make the ask
• Integrating Social Media into Overall Online Year-End Fundraising Strategy
Share the Message Beyond Twitter
MULTICHANNEL, TARGETED, AND PERSONALIZED
What You Can Do Between Now and Giving Tuesday to Get…
Multichannel FundraisingMultichannel: Ask Everywhere
Segment Your Donor List
They’re 34% more likely to open a highly targeted email…
And 63% more likely to click through.
Segment Your Donor List
Which topics resonate most?
Segment Your Donor List
Create list-segments for targeted appeals
Go Where Your Donors Are
These are the everyday “influencers” who love what you do…
Uncover Influencers - Evangelists
Uncover Influencers - Evangelists
Who’s hiding out on your email list? We’ve found…
Top bloggers, like Dooce and Arianna Huffington
MOCs, like Sen. Al Franken
Journalists, like Ann Curry
Business leaders, like Steve Case
And lots of allies and advocates!
Uncover Influencers - VIPs
Uncover Influencers - VIPs
Layer Social Data Into Donor Prospecting
• Passion for the cause?• Mention your organization?• Other indicators of capacity to give?• Previous donor?• Cross-match wealth data?
15 minutes a day, everyday - 700 million people
Over a trillion if you count those who use a couple of times a week.
YOU HAVE 10 WEEKS
+
1 Day
No Panacea
It’s all about the lead up, don’t expect miracles in one day from Facebook
Reach, Prime, Capture
Did I mention that you shouldn't’t expect miracles in one day from Facebook?
REACH
Your page is your brand
People don’t visit your page
It’s all about the feed (Facebook only delivers your content to 15% of your fans)
REACH
Your Fans are Your Amplifier
Never stop growing!
Content Makes You The King
20% unique content, 80% recycled over-performing content
Post content again that is working well on your own page
Adapt other pages high performing content to fit your unique message
Re-post content that is performing well on similar pages
Re-use
Borrow
Flatter
Finding Over-Performing Content
Look for content that perform significantly better than average, relates to your work, and can have a call to action added to it
Yes it’s really that simple!
www.ActionSprout.com
5X
5014Engagement Avg
24,000This Post
PRIME PEOPLE FOR ACTION
Ask people to take meaningful social actions
Donate is not a socially sharable action
“Join is in thanking our amazing volunteers”
“Sign a letter to our super donor.”
“Show your support for kids!”
“Make a pledge to stand up for your rights!”
“Join us in congratulating…”
Give People Actions They Can Take
4X
757Engagement Average
3640This Post
Supporter Emails Captured: 162Facebook UID’s: 2236
Get an email address so you can send them a message on Give Tuesday
Facebook ID’s let you target promoted posts and ads to them on Give Tuesday
FB-ID’s
CAPTURE
Email Promoted Posts
Go direct to deliver your donation ask
Post frequently about people giving and ask everyone to help thank them
Remember Facebook only delivers 15% of your posts
Reach & ActivateEmail, Wall Posts, Promoted Posts, Ads, Phone, Website, Twitter, etc.
#GivingTuesday Landing Pages
• Tracking
• Reiterate Results
• Conversion
• Gift Suggestions
Don’t Stop There!!!
Donation
Organize – tags, groups
Thank You Series
Year-End Asks
w/QuickDonate
Cultivate in New Year –
Social Media & Email Keep listening
and learning to better
target messages
Phone: 866.796.8345
Web: www.salsalabs.com
Email: [email protected]
Twitter: @salsalabs
Web: www.givingtuesday.org
Facebook: /GivingTuesday
Twitter: @GivingTues
THANK YOU!
