Social Media, Marketing and Storytelling... · • On Instagram, include hashtags in a block under...

19
Social Media, Marketing and Storytelling spring2action.org | March 25, 2020

Transcript of Social Media, Marketing and Storytelling... · • On Instagram, include hashtags in a block under...

Page 1: Social Media, Marketing and Storytelling... · • On Instagram, include hashtags in a block under your copy or in the first comment. • Follow the hashtags that you use regularly.

Social Media, Marketing and Storytelling

spring2action.org | March 25, 2020

Page 2: Social Media, Marketing and Storytelling... · • On Instagram, include hashtags in a block under your copy or in the first comment. • Follow the hashtags that you use regularly.

Spring2ACTion Announcement

2

New date:

Wednesday, April 15, 2020

Page 3: Social Media, Marketing and Storytelling... · • On Instagram, include hashtags in a block under your copy or in the first comment. • Follow the hashtags that you use regularly.

Planning for Spring2ACTion – April 15

3spring2action.org

• March 30, April 6 & April 12 – Nonprofit Online Gathering

• April 2 – Final Steps to Success and Q&A

• April 2 – Complete your giving day profile & become donate-able

• April 3 – 14 – Early Giving for Spring2ACTion

• April 15 – Spring2ACTion!

• April 16 & beyond – Thank and steward your donors

Page 4: Social Media, Marketing and Storytelling... · • On Instagram, include hashtags in a block under your copy or in the first comment. • Follow the hashtags that you use regularly.

The Power of a Personal Story

spring2action.org 4

Page 5: Social Media, Marketing and Storytelling... · • On Instagram, include hashtags in a block under your copy or in the first comment. • Follow the hashtags that you use regularly.

Storytelling Is in Our DNA

• The written word has existed only for 5,000 years.

• Stories are easier to remember and share with others

(sticky messaging).

• They make an emotional (as opposed to logical)

connection with audiences.

• Why are urban legends so popular?

spring2action.org 5

Page 6: Social Media, Marketing and Storytelling... · • On Instagram, include hashtags in a block under your copy or in the first comment. • Follow the hashtags that you use regularly.

4 Pieces of a Personal Story

1. The Hook

2.The Story

3. The Bridge

4. The Ask

spring2action.org 6

Page 7: Social Media, Marketing and Storytelling... · • On Instagram, include hashtags in a block under your copy or in the first comment. • Follow the hashtags that you use regularly.

Tell Your Story

spring2action.org 7

Page 8: Social Media, Marketing and Storytelling... · • On Instagram, include hashtags in a block under your copy or in the first comment. • Follow the hashtags that you use regularly.

Traditional Media and Press Releases

spring2action.org 8

Page 9: Social Media, Marketing and Storytelling... · • On Instagram, include hashtags in a block under your copy or in the first comment. • Follow the hashtags that you use regularly.

Making the Most of Your Stories

9spring2action.org

• Think back over the past year: What caused people to say “wow” or “that’s great”?

• Go back to those people and do those interviews: Who, what, where, when, why, how? Get their feelings.

• Photos?

• 400 to 800 words, multiple perspectives, call to action.

Page 10: Social Media, Marketing and Storytelling... · • On Instagram, include hashtags in a block under your copy or in the first comment. • Follow the hashtags that you use regularly.

Making the Most of Your Stories

10spring2action.org

Page 11: Social Media, Marketing and Storytelling... · • On Instagram, include hashtags in a block under your copy or in the first comment. • Follow the hashtags that you use regularly.

Email Marketing and Fundraising Best Practices and Tips

spring2action.org 11

Page 12: Social Media, Marketing and Storytelling... · • On Instagram, include hashtags in a block under your copy or in the first comment. • Follow the hashtags that you use regularly.

Opens

3 Steps of an Email Fundraising Journey

12spring2action.org

Clicks

Gifts

• Subject lines should be pithy, personalized and urgent.

• Teaser copy, which offers twice the amount of space, should also explain why the reader should care about your message.

• Provide multiple opportunities to click throughout the email.

• Give your reader clear reasons to act now.

• Use a banner to make your call to action stand out.

• To make the process quick and straightforward, donation pages should have limited information apart from the donation form.

• Donation forms should ask only for the information needed to process the gift.

• Tools such as Apple Pay use autofill, saving users from reentering their credit card information.

Opens

Clicks

$

Email traffic has three steps to go from unawareness to donation. Optimization and testing can affect performance at each step.

Page 13: Social Media, Marketing and Storytelling... · • On Instagram, include hashtags in a block under your copy or in the first comment. • Follow the hashtags that you use regularly.

General

Rule

How Often Should I Send Emails?

13spring2action.org

Welcome

Series

Email

Frequency

• You want to develop a relationship and ask often, but fundraising emails shouldn’t be the only thing you send.

• Offer the option to donate in every email.

• Start with a welcome series (3–4 emails) when a new person joins your file.

• Tell your story so they can get behind your mission.

• Learn about your audience through an online poll. This will help you tailor messaging later on.

• Ask them to support your mission by giving money.

• Send 2–4 fundraising emails per month. Show the immediate impact a gift can make.

• Send other monthly emails with program updates, social media posts to share and community impact data.

• Asking for money will turn people off over time. Additional content keeps your audience engaged and interested in offering support.

Tip: Quarterly pushes — sending a string of emails around a holiday or deadline — can bolster fundraising efforts

throughout the year.

Page 14: Social Media, Marketing and Storytelling... · • On Instagram, include hashtags in a block under your copy or in the first comment. • Follow the hashtags that you use regularly.

Sample Spring2ACTion Email Calendar

14spring2action.org

Fundraising-focused emails

Engagement-focused newsletter and follow-up/thank-you emails with option to give

Special event/deadline-focused emails with call to give or engage

This sample email calendar treats Spring2ACTion as the quarterly deadline. Emails increase leading up to the day itself,

and two emails on April 15 use day-of urgency to drive event engagement and last-minute fundraising.

Page 15: Social Media, Marketing and Storytelling... · • On Instagram, include hashtags in a block under your copy or in the first comment. • Follow the hashtags that you use regularly.

Social Media and Content Strategy

spring2action.org 15

Page 16: Social Media, Marketing and Storytelling... · • On Instagram, include hashtags in a block under your copy or in the first comment. • Follow the hashtags that you use regularly.

Include a clear call to action.• What do you want the user to do after

seeing your posts? Visit the website, donate, sign up for mailing lists, attend an event, etc.

Play to the social platform’s strengths.• Instagram – Personal touches, driven by

photos and videos

• Twitter – Informational, links back to your site, quicker interactions

• Facebook – Mixture of photos and information, ability to create event pages

Content Strategy: The “Why” Behind Posts

16spring2action.org

Top 3 Platforms Your Nonprofit Should Use

Page 17: Social Media, Marketing and Storytelling... · • On Instagram, include hashtags in a block under your copy or in the first comment. • Follow the hashtags that you use regularly.

Post on a regular cadence, but only if you have quality content to share.

• Don’t post content just for the sake of it. Remember the “why” behind your strategy.

Tag other accounts.

Use hashtags effectively.

• On Instagram, include hashtags in a block under your copy or in the first comment.

• Follow the hashtags that you use regularly.

Interact with other accounts.

• Social media isn’t a one-way street. Engage with others to build relationships and foster a community online.

Social Media Best Practices

17spring2action.org

Use the correct image format for each platform.

1:1 square format: Instagram and Facebook

16:9 rectangular format: Twitter and Facebook

Page 18: Social Media, Marketing and Storytelling... · • On Instagram, include hashtags in a block under your copy or in the first comment. • Follow the hashtags that you use regularly.

Thank you for joining us!

18spring2action.org

Joe La Mountain

Reingold

Vice President

[email protected]

Sara Boehly

Reingold

Senior Digital Marketing Content Strategist

[email protected]

Kristopher Morris

Reingold

Digital Advertising and Marketing Director

[email protected]

Beth Lawton

Alexandria Living Magazine

Publisher and Co-Founder

[email protected]

Page 19: Social Media, Marketing and Storytelling... · • On Instagram, include hashtags in a block under your copy or in the first comment. • Follow the hashtags that you use regularly.

Planning for Spring2ACTion – April 15

19spring2action.org

• March 30, April 6 & April 12 – Nonprofit Online Gathering

• April 2 – Final Steps to Success and Q&A

• April 2 – Complete your giving day profile & become donate-able

• April 3 – 14 – Early Giving for Spring2ACTion

• April 15 – Spring2ACTion!

• April 16 & beyond – Thank and steward your donors