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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