Social Media + 3. The Art of the Thank You. Thank you to our sponsors. Agenda. Our Speaker. Text Heavy Slides oh no! What you talkin about Willis?

Transcription

1 Thank you to our sponsors Social Media + The Art of the Thank You Partners Patrons Rich Dietz Nonprofit R+D /FB /IN /gplus Friends 2 O Brien, Tomchak & Company Chartered Certified Public Accountants Our Speaker Agenda Rich Dietz Founder of Nonprofit R+D Technology Training for Nonprofit Professionals Richard has over 20 years' experience working in and with a wide variety of nonprofit, political, and government organizations and holds a Masters in Social Welfare (MSW) from UC Berkeley. You can find Rich on his website or 1. Introduction 2. Social Media 1. What is Social Media? 2. Why Social Media 3. Ideas, Strategies and Tactics 3. The Art of the Thank You 1. Why is it important 2. Strategies and Tactics 3 4 Text Heavy Slides oh no! I promise I do not just read the slides Boring! Why text heavy slides You don t have to take notes the info is there for you later You can focus on the ah ha moments They will still make sense 6 months from now I am a teacher, not really a presenter Want you to learn and take action What you talkin about Willis? SaaS, CRM, CMS ROI, API, SEO wysiwyg Open Source Fundraising Platform Blah, Blah, Blah 5 6 Nonprofit R+D 1

2 Best Practices? Maslow s Hierarchy of Needs A best practice = what works in your org Its like a buffet Try and few things If it works, go back for more If not, try something else Focus is on high ROI Return On Investment is key Probably not social media Online Hierarchy of Needs Need a strong Foundation Social Media 9 10 Confession Time I am not a fan of social media personally I try to use it, but don t enjoy it like others do Social media is almost never my focus Other strategies have a higher ROI Social media is just one way to connect Website and is still #1 for most orgs Other resources provided later to dig deeper What is Social Media Platforms and sites that enable users to share content and have conversations online Your online presence is no longerjust your website It s conversations happening everywhere Nonprofit R+D 2

3 What do we really mean? What do we really mean by Social Media? Most folks think of the Big 4 Facebook, Twitter, YouTube, Google+ May include others depending on your audience Pinterest if you have a visual cause LinkedIn if more professionals association, etc. Don t forget your blog That should also be a conversation and give folks the ability to easily share Why social media? Why Social Media? Increased engagement / Donor loyalty Another way to connect, engage, and show appreciation Some folks love social media They will talk about you, your cause, etc. If you make it easy for them to do so Another way to connect and raise awareness You have already lost control Only way to handle is to be part of the conversation Answer critics, promote fans Resources Ideas, Strategies, and Thoughtsht Idealware.org Nonprofit Social Media Decision Guide social media decision guide The Networked Nonprofit (book) Beth Kantor and Allison Fine John Haydon Facebook Sherpa NTEN.org Tons of articles, webinars, trainings Idaho Nonprofit Center Resources and training right here at home Nonprofit R+D 3

4 The Basics Pick the right networks, you can t do them all Start small and add on as you can Facebook is usually a good place to start Others depending on your audience Set up branded profiles Images, logos. Try and tell a story with your profile The Basics Communicate Frequently As much as possible but be realistic Many will not follow or engage if its been a while since the last post Social takes time and work Don t take on if you are not prepared to put in the time Can hurt your brand to have a bunch of abandoned profiles Long term consistent activity is the key Find the right person to take this on If they don t want to.. They won t Younger staff person, volunteer, board, multiple people is better It s all about the conversation This is much easier than and website So folks expect it here Don t be that guy Me, Me, Me. Did I mention ME? Engagement is better than big numbers Just like , its about actions Learn > Listen > Engage > Respond Another way to engage Engagement can come from small favors Like, follow, subscribe Share, post, tweet "The only way to get it especially at first is to make it easy. Always ask for participation i in 'bite size' chunks or provide easy tofollow instructions on how to contribute to a cause." Donor Loyalty Make is easy to share Remember, engagement is the key to loyalty Small favors, updates, etc. Thank them on social media (individually) You can thank volunteers, donors, board members, etc. They will also share it with ihtheir hinetworks Allow supporters and fans to spread the word Social share buttons Sample FB posts, tweets, pins Google and social signals It will help hl with ihyour Search hengine Optimization i i (SEO) Reach out and converse Ask questions and start real conversations Nonprofit R+D 4

5 Make is easy to connect Simple buttons to Like, Follow, etc. Let them know: How Why Where Part of your marketing mix Social is just one channel, but can be effective Share your best content videos, infographics, etc. Tell stories! Always drive back to your website get them off Facebook But not TOO much about you Maybe 30% about your organization, 70% other stuff Test and experiment to get the right mix media Message Timing Keep tabs on your brand You need to test yourself, but. Seems to be the opposite of Social media better to catch them in downtimes Bf Before / after work, lunch, at night, ihtetc. Great article going more in depth blog.bufferapp.com/a guide to social media sharing what when and how Use tools to keep an eye on what others are saying Google Alerts / Mention.com / others coming out all the time Engage in the conversations Boost positive comments Answer criticsor questions Be open to feedback and see as an opportunity You have already lost control Example Red Cross Accidental tweet Dogfish Head Brewery Turned to positive Good way to speak to Millennials First, they look at website Then they go to your Facebook page Looking for more personality Real voices, people less organization speak Content Ideas Stories, Stories, Stories Engaging and what donors want to hear about Use the cliffhanger, start the story and end it on your site Videos and Images 5 10x more shared over text More likely to go viral 50x easier to get page 1 ranking with video (Forrester Research) Questions / Polls Some of the most active content 29 Millennial Impact Report Nonprofit R+D 5

6 Content Ideas Contests / Sweepstakes Get signups, likes, follows, etc. Give away prizes t shirts, stickers, free registration to event, etc. Grow your audience Content Curation Find great content online Give your 2 cents and post Better the content, the more engagement and sharing Controversial can sometimes be good too Social Media Policy Tons of resources online social media policy social media policy workbook questions to ask socialmedia policy list Can also google it your type of cause/organization social media policy example Better to figure this out now then after it s too late Saying Thank You! More on that later Start measuring your social media Track basic stats # of followers, # of likes # of mentions, Retweets, Shares Harder, but also try and track Engagement same folks talking about you frequently Conversions does it lead to sign up, donation, etc. Social Media Tools Most Important ROI Is all of this really worth the effort? Social media tools Social media tools I use There are a TON of tools out there New one s are launching ever day It s a bit overwhelming Ask friends and colleagues what they use Let them test it out first ; ) Google Alerts Get ed a daily report of all mentions of: Rich Dietz, Nonprofit R+D, online fundraising, etc. Great way to find content Can also look at other services Mention.net / Bottlenose Nonprofit R+D 6

7 Social media tools I use Social media tools I use Hootsuite (or TweetDeck) Helps you manage multiple accounts, searches Schedule posts, monitor keywords, etc. Tons of features, a bit overwhelming Pretty good help videos BufferApp.com My favorite tool Content curation, schedule posts, analytics Facebook, Twitter, G+, LinkedIn Free Social Media Action Plan Figure out if social media is the right tool to focus on right now What is the ROI compared to other strategies Which strategies or ideas makes sense now Get the basics up and going profiles, adding content Then you are ready when you need it. The Art of the Thank You Keep an How are they usingeye on competitors and larger organizations social media? What can you borrow or modify? Thank you = Donor Loyalty Definition Donor Loyalty: the ongoing process of engaging with your donors so that they contribute with donations and time to your organization over the long term. Also called donor retention, donor engagement, donor cultivation Key is to think about the lifetime value of your donors And then build relationships with those donors Maximizing lifetime value is something you do FOR donors Increase use Why is donor loyalty important? Easy way to stand out from the crowd Vital for long term health of your organization Much harder and more expensive to get first time donors 10% improvement in attrition can create a 200% increase in projected value (Sargeant and Shang Growing Philanthropy in the United States 2011) Real life example NJ Institute of Technology Lifetime value is not always obvious * More on donor loyalty in the next webinar May 14 Nonprofit R+D 7

8 One of the easiest ways Thank You Example Thank you, thank you, thank you The power of thanks 21% of donors say they were never thanked, most others only get the generic receipt thank you. 10% decrease in attrition, 200% increase in projected value Say Thanks right away (auto generated ) Additional calls to action What can they do from here? Interest and support are high right now 43 Generic: Thank you for your generous donation to support XYZ Nonprofit. We greatly appreciate your support of our organization and our mission. Personal: Thanks to you, Marie and her family will have something to eat every night this year. Your gift has helped hl dmarie, and many more children like her, focus on learning instead of hunger while in school. We look forward to sharing more of the successes you have helped to build in our future s. 44 Thank them multiple times Donor welcome series Thank them multiple times throughout the year Most are not doing this, great way to stand out Thank them right away Thank them again in a week, with an update on progress Thank them again in 3 months, showing impact Rinse and Repeat Give supporters more of what they WANT to hear about, plus a thank you» Organizational impact (80%)» Success stories (74%) (Community Philanthropy 2.0 Survey) Show the impact you have made with their help (donations) Series of s automatically sent Automated with your provider (constant contact, mailchip) Allows them to get to know you better over time Excellent Engagement 4x more opens, 5x more clicks Experian Marketing Services Ideal Don t ask for money again right away Don t bore them DO tell them more about your work, staff, clients and especially Success stories 46 Next level Thanks Social media + thank you Think of next level thank you strategies Penelope Burke Donor Centered Fundraising Cygnus Applied Research Calls, hand written notes, cards from the kids, etc. Stand out >> Increase donor loyalty Social media is another great place to say Thanks! Allows for real time updates and thanks Thank supporters, provide updates and impact Engage them in a conversation Great content twhen you are stuck t Great for Idaho Gives! Create a Share team to help Nonprofit R+D 8

9 Next Webinar What s Next? Cultivating Donor Relationships May Sign Up Online Get updates about our upcoming webinars and get our 5 part e course: NonprofitRD.com/of101 Or leave your name and up here. Get updates about our upcoming webinars and get our 5 part e course: NonprofitRD.com/of101 /FB /IN Rich Dietz rich@nonprofitrd.com /gplus Nonprofit R+D 9