Social Media: The Secret Weapon in the Battle to Retain Donors
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This document discusses how non-profits can use social media, specifically Facebook, to engage donors and retain their support. It notes that people are more influenced by recommendations from friends than from brands directly. It recommends using a "friend voice" rather than a "brand voice" on social media and integrating social media engagement with other marketing channels like email. While social media is best for engagement and relationships, the document advises also using tactics like email marketing and events to directly solicit donations from engaged supporters.
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Social Media: The Secret Weapon in the Battle to Retain Donors
- 1. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon Show The Love Thoughtful Engagement to Retain Donors www.blackbaud.com/npexperts
- 2. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon Meet the #npEXPERTS
- 3. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon #npEXPERTS John Haydon! ! John is the author of Facebook Marketing for Dummies, founder of the Nonprofit Facebook Bootcamp, and a digital marketing consultant, helping nonprofits with smarter online marketing. He has spoken at the Nonprofit Technology Conference, New England Federation of Human Societies, MetroWest Foundation, New Media Expo, BBCon, Social Media 4 Nonprofits, AFP New Jersey, and several other conferences.! ! @johnhaydon | JohnHaydon.com!
- 4. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon Social Media: The Secret Weapon in the Battle to Retain Donors www.blackbaud.com/npexperts
- 5. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon ๏ Ok, I guess it’s not really a secret ๏ So… just post cat pictures? ๏ POST first, ask questions later ๏ The problem with Facebook ๏ Brand voice vs. friend voice ๏ Integrate with other channels ๏ What about the money? Agenda
- 6. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon Ok, so we know it’s not really a secret…
- 7. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon But how does social media help keep donors?
- 8. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon https://www.blackbaud.com/nonprofit-resources/onlinemarketingstudy
- 9. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon https://www.blackbaud.com/nonprofit-resources/onlinemarketingstudy
- 10. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon Social Media = Engagement
- 11. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon So… Just post cat pictures, right?
- 12. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon Yo Patrick. Have you been following #humanshaming on Instagram? Listen Bernie, I’m trying to get some work done!
- 13. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon POST first, update Twitter later
- 14. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon P.O.S.T.First, Update Twitter Later
- 15. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon P.O.S.T. People: Where do your people hangout? What’s important to them? How are they talking about your cause? Objectives: What specifically do you want to achieve? Shoot low, if you’re just starting out. Strategy: How will you acheive your objectives by creating value for your community? Tactics: What tools and tactics will you use to achieve your strategy?
- 16. The Secret Weapon in the Battle to Retain Donors #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon Campaign Worksheet - by John Haydon 1-Page Campaign Marketing Plan Who are we trying to engage? Supporters? Volunteers? Donors? What’s in it for them? What’s the emotional hook? What’s in it for us? More fans? More emails? More donors? How will we promote the campaign? What other channels will we use? How will we measure success? Likes? Engagement Rate? Emails Acquired? Campaign name and summary
- 17. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon The problem with Facebook
- 18. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon People don’t use Facebook to connect with brands or nonprofits
- 19. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon “70% of us trust brand recommendations from friends, but only 10% trust messages from those same brands.” - Forrester Research
- 20. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon So where do we start, Barney?
- 21. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
- 22. #npEXPERTS | www.blackbaud.com/npexperts | Presented by John Haydon Use a “Friend” voice vs. a “Brand” voice.
- 23. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon Yawn Talking about your organization on Facebook rarely gets people engaged.
- 24. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon Supporters talking about you to their friends is a much more effective way to reach people on Facebook.
- 25. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon Leverage events
- 26. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon Get event registrants talking … The next time you have an event, try this: 1. Create a Facebook Event 2. Make sure the “ticket” link goes to your event landing Page. 3. Use it as a way to share “insider” info to people that join 4. Encourage event registrants to RSVP to the event. Use a giveaway to encourage RSVPs. 5. Each time someone RSVPs, their friends are exposed to your event in their News Feed. 6. Once you reach 100+ RSVPs, use Facebook ads to target those friends located near the event.
- 27. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon Integrating with other marketing channels…
- 28. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon Integrate with other marketing channels Leverage Facebook & eMail Promote individual Facebook posts that have recently performed well in your email newsletter. This gets your email subscribers to join these conversation on Facebook, which then reaches their personal friend networks.
- 29. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon Wearever uses email to promote testimonials customers post on their Facebook Page
- 30. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon Add social sharing
- 31. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon Create a social landing page
- 32. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon Don’t forget about “in person”
- 33. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon What about the money…?
- 34. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon Social media is not the best tool to collect money.
- 35. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon Social media is relational not transactional.
- 36. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon So how do we get their money?
- 37. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon Engage! Capture! Nurture! Convert! Partner!
- 38. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon Engage! Capture! Nurture! Convert! Partner! Social media Email marketing Use social media for WOM
- 39. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon Engage! Step#1: Capture! Nurture! Convert! Partner! Capture emails with carrots: ebooks, webinars, sweepstakes, petitions, newsletter, events, etc. Step#2: Nurture, encourage and segment leads based on their actions (clicks, opens, optins, visits). Step#3: Convert leads into donors, volunteers, renewals, members, etc. This is where they give you their money and their time.
- 40. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon Engage! Step#1: Capture! Nurture! Convert! Partner! Capture emails with carrots: ebooks, webinars, sweepstakes, petitions, newsletter, events, etc. Step#2: Nurture, encourage and segment leads based on their actions (clicks, opens, optins, visits). Step#3: Convert leads into donors, volunteers, renewals, members, etc. This is where they give you their money and their time.
- 41. #npEXPERTS | www.blackbaud.com/npexperts | by John Haydon Questions? www.blackbaud.com/npexperts