Session 4: Social Media + Email Strategy · Craft emails using best practices from GlobalGiving and...
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The GlobalGiving Accelerator Session 4: Social Media + Email Strategy
Transcript of Session 4: Social Media + Email Strategy · Craft emails using best practices from GlobalGiving and...
The GlobalGiving AcceleratorSession 4: Social Media + Email Strategy
Introduction 3 min
Storytelling 3 min
Writing Earth-Changing Emails 12 min
Fundraising on Facebook 12 min
Calendar Planning 3 min
Next Steps and Wrap-Up 3 min
Agenda
Introduction 5 min
Writing Earth-Changing Emails 15 min
Fundraising on Social Media 15 min
Next Steps + Wrap Up 5 min
Webinar Facilitators
Kelly Wilson
Program Associate
Sonja Knudson
Program Fellow
Accelerator Training Program
Session #1: Setting SMART Goals
November 13th at 10:00am EST
Session #2: Network Mapping + Advocates
November 14th at 10:00am EST
Session #3: Storytelling + Calendar Planning
November 15th at 10:00am EST
Session #4: Social Media + Email Strategy
November 16th at 10:00am EST
Accelerator Crowdfunding Campaign
Start Time
November 28th at 00:00:01 EST
Bonus Day
December 13th from 00:00:01-23:59:59 EST
End Time
December 31st at 11:59pm EST
Funds Disbursed
Late January
O B J E C T I V E
1. Craft emails using best practices from GlobalGiving and your own Listen, Act, Learn. Repeat. cycles.
2. Identify and harness Facebook to build your community of support.
3. Update your campaign calendar to include your email appeals and social media content.
Good Nonprofit Storytelling Involves…
• Strong imagery
• Empowering your constituents
• An effective character
• Authenticity
• Trajectory
• Passion
• A sense of urgency
• Clear call to action
What types of stories can we tell?
• Overcoming adversity
• Peek behind-the-scenes story
• Success story
• Cliffhanger story
• Founder story
• Donor stories
• So many more!
Introduction 3 min
Storytelling 3 min
Writing Earth-Changing Emails 12 min
Fundraising on Facebook 12 min
Calendar Planning 3 min
Next Steps and Wrap-Up 3 min
Agenda
Introduction 5 min
Writing Earth-Changing Emails 15 min
Fundraising on Social Media 15 min
Next Steps + Wrap Up 5 min
Where to tell these stories?
EMAIL SOCIAL MEDIA
ONE-ON-ONE CONVERSATIONS
NEWS MEDIA
Writing Earth-Changing Emails
1/3of nonprofit
online revenue is generated
through email
What has GlobalGiving
learned about sending
effective emails?
L E N G T H M A T T E R S
P I C T U R E > W O R D S
We are constantly learning too!
Newsletter Feature
FOR MOST DONORS
P E R S O N A L I Z E + S E G M E N T
Make your donors feel a part
of the team, and a part of
the work by including their
name or a personal note
Personalize!
Ever donor is different, so
treat them differently! You
can do this on geography,
giving history, or
connection to your work.
Segementation
C A L L - T O - A C T I O N
Help donors what to do next by giving them a Call-to-Action
Don’t be afraid to include that embarrassingly large “Give Now”
button – it works!
A C C E S S I B I L I T Y M A T T E R S
10%of donations from US donors are made on
mobile devices
T O P T H I N G S T O R E M E M B E R
Keep it short Less text –
Large Images
It’s about everyone else!
Clear
Call-to-Action
Personalize + Segment
Mobile-Friendly
• MailChimp
• SendGrid
• Constant Contact
• Stamplia
• Vertical Response
• Google Mail Merge
Explore Email Client Options
(many for free)!
WARNING: Fancy is fun but not always necessary!
Questions?
Announcements
Blissful Experience 2 min
Weekly Update Nicola 15 min
Other Update Kevin 10 min
Presentation Courtney 20 min
Other Update Donna 10 min
Presentation Phil 20 min
Calling in? 202.330.4040 or bluejeans.com/2023304040
Agenda
Introduction 5 min
Writing Earth-Changing Emails 15 min
Fundraising on Social Media 15 min
Next Steps + Wrap Up 5 min
Building a Community of Support on Facebook
Facebook is an excellent tool for
engaging with your audience.
Facebook is also a great tool to rally support for your cause!
The key is setting realistic expectations.
Set a Strategy
Content Creation Implementation Results
• Quality over quantity.
• A picture tells a thousand words.
• Don’t use Facebook strictly to ask for donations.
• What time is best for you to post?
• What is the call to action?
• How often should you post?
• Using Facebook Insights.
• Reference codes.
• Listen, Act, Learn. Repeat.
W H A T T O P O S T
1. Photos (engaging, thoughtful, curious)
2. Videos (short + sweet)
3. Third Party news about your cause
4. Relevant events + milestones
5. Facts, infographics, + quotes
Facebook Content: 5 Key Types
Choose clear, engaging photos to
promote your cause.Photos with links in the
comments, not caption, will
reach more people.
P H O T O S
Choose stories from popular outlets that relate to your mission.
Third-party news stories do very
well on Facebook and reach a large
audience. If it’s appropriate, put a
link to your project in the comments.
N E W S S T O R I E S
Make sure links to your page have
compelling imagery.
Facebook allows you to edit the
caption, link, and add a custom
photo to the page!
L I N K S
Promote your organization with sharable content.
On-brand fact and photo quotes
are widely shared among
audiences and are a great way to
gain new followers for your page!
F A C T S / Q U O T E S
Balance the hopeful and the uncomfortable.
Share stories, pictures, and quotes from
your constituents that elicit both
discomfort and hope.
D I S C O M F O R T
Share your progress along the way!
Share, via short messages,
fundraising deadlines as a means
of encouraging supporters to give.
M I L E S T O N E S
Create a sense of urgency by
sharing deadlines
Share, via short messages,
fundraising deadlines as a means
of encouraging supporters to give.
U R G E N C Y
Share your successes and say thank you!
Use Facebook as a tool to build
relationships with your community
of supporters by updating them on
organizational milestones and
thanking them for support.
B U I L D R E L A T I O N S H I P S
Implementation of Content
The timing The purpose The pace
• Post during peak hours.
• Take advantage of drafting + scheduling in advance.
• You want “applause” from your audience.
• Keeping your cause and organization in their mind.
• Engaging.
• Once per day.
• Variety of content.
• More during campaign times.
• Do not spam your audience.
• Hootsuite
• Trello
• Sprout Social
• Buffer
• Canva
Explore Social Media Management Sites
(many for free)!
WARNING: Fancy is fun but not always necessary!
Questions?
Announcements
Blissful Experience 2 min
Weekly Update Nicola 15 min
Other Update Kevin 10 min
Presentation Courtney 20 min
Other Update Donna 10 min
Presentation Phil 20 min
Calling in? 202.330.4040 or bluejeans.com/2023304040
Agenda
Introduction 5 min
Writing Earth-Changing Emails 15 min
Fundraising on Social Media 15 min
Next Steps + Wrap Up 5 min
N E X T S T E P S
Using the story that you drafted after Session three, draft an email appeal and Facebook
post that tell your story through no more than 150 words (email) and 25 words
(Facebook). Then, share with a colleague or friend to get feedback, and revise accordingly!
1. Log into your GG Rewards Dashboard.
2. Find the GG Rewards Cycle for this webinar.
3. Earn 2 points by typing in or uploading your email and Facebook drafts under
Step 2 (Act).
4. After you have shared your story with a partner and received feedback, earn 3 points
by telling us what you learned from this experience under Step 3 (Learn).
Need help? Email us at [email protected].
Homework Assignment #3 (continued)
• Add screen steps for completing cycleAvailable 24 hours after viewing the webinar
Accelerator Crowdfunding Campaign
Start Time
November 28th at 00:00:01 EST
Bonus Day
December 13th from 00:00:01-23:59:59 EST
End Time
December 31st at 11:59pm EST
Funds Disbursed
Late January
What happens after
December 31st?
When the Accelerator comes to a close…
• You will receive a “Final Results” email the first week of January
• Disbursements will go out in late January. Non-US/UK
organizations must raise $100 to trigger a disbursement.
• Graduates will be celebrated, invited to a introduction webinar,
and gain the ability to post multiple projects
• Projects that do not raise $5,000 from 40 donors will be retired
• Projects that raise at least one donation will be invited back to
participate in the next Accelerator in March 2018
www.globalgiving.org/acceleratorhub
thank you
