Donor behaviors have changed. So too have media formats and communications technologies. Most nonprofits feel they should get more from their social media efforts, but they've not evolved their approach plans as yet. Here are some pointers for modernizing the social media and cross media communications plan. If you'd like our help in any way I am more than HAPPY to elaborate on any of these points.

1. © 2014 Big Dog Innovations
Social Media
2014 Style
Objectives Your Unique
Value
Propositions
Target Markets
Their
Motivations
3.0 Message
Strategy
Strategic
Content Plan
Call to Action
Strategy
Landing Page
Dynamics
3.0 Governance
DetailsAudience
Acquisition
Plan
Infrastructure
Enhancement
Publishing
Schedule
Content
Deployment
Activity &
Response
Captures
Stewardship
Automation
Conversion &
Welcoming
Doubling Your
Donor Base
Augmenting
Your Major
Gifts Program

2. Social
Media
2014 Style
Objectives Your Unique
Value
Propositions
Target
Markets
Their
Motivations
3.0 Message
Strategy
Strategic
Content Plan
Call to Action
Strategy
Landing Page
Dynamics
3.0
Governance
Details
Audience
Acquisition
Plan
Infrastructure
Enhancement
Publishing
Schedule
Content
Deployment
Activity &
Response
Captures
Stewardship
Automation
Conversion &
Welcoming
Doubling
Your Donor
Base
Augmenting
Your Major
Gifts Program
*Items with yellow
type are indicative of
“new strategic practices”

3. Three Goals For This Deck
 Suggest new content strategies for social media
 Describe methods for increased interactions from
social media communities
 Turn interactions (communication engagements) into
converted donor opportunities

4. Raising the “bar of expectation” for social media
 Social media should have an increased impact on donor
achievement
 You’ll need to change the messaging style - get the
community talking (more than they presently do)
 You’ll use new digital technologies to increase levels of
“ongoing engagement
 Rewriting some aspects of your social media plan will be a
requirement

5. Old tactics don’t work, here’s 3 reasons why-
 Best use of social media is not about branding and
announcements, if there’s not an engagement element to
the messaging it will fall short
 The media landscape has become increasingly crowded;
there’s a tendency towards bells & whistles whereas new
strategy should have been the real lynchpin
 Most Significantly: Prospect and donor behaviors have
changed; their methods of communications has evolved

6. The focus of our suggestions is delivered in three segments-
content strategy, interactivity, and increased conversions
You’ll see them highlighted by the circles with the yellow
type on the social media “strategy wheels” of this deck
See the next slide for the beginning
of the “content strategy” section

7. Social
Media
2014 Style
Objectives Your Unique
Value
Propositions
Target
Markets
Their
Motivations
3.0 Message
Strategy
Strategic
Content Plan
Call to Action
Strategy
Landing Page
Dynamics
3.0
Governance
Details
Audience
Acquisition
Plan
Infrastructure
Enhancement
Publishing
Schedule
Content
Deployment
Activity &
Response
Captures
Stewardship
Automation
Conversion &
Welcoming
Doubling
Your Donor
Base
Augmenting
Your Major
Gifts Program
*Items with yellow
type are indicative of
“new strategic practices”
“Content Strategy”

8. Why would they care?
 You have your objectives and value propositions, but what about
instead, the development of content that “moves them”; it’s a
style that can be practiced and turned into expertise over time
 If you can get your messaging more towards the “3.0 style” of
messaging, the human element, the human spirit, the human
wave style of content you’ll notice immediate lift in your
participation rates
 The “collective intelligence” within your organization represents
a huge volume of potential “human spirit” content- develop
methods to interview thought leadership on a more regular basis

9. Social
Media
2014 Style
Objectives Your Unique
Value
Propositions
Target
Markets
Their
Motivations
3.0 Message
Strategy
Strategic
Content Plan
Call to Action
Strategy
Landing Page
Dynamics
3.0
Governance
Details
Audience
Acquisition
Plan
Infrastructure
Enhancement
Publishing
Schedule
Content
Deployment
Activity &
Response
Captures
Stewardship
Automation
Conversion &
Welcoming
Doubling
Your Donor
Base
Augmenting
Your Major
Gifts Program
“Increased
Interactions”

10. Building More Conversations
 Content should more frequently include links to landing
pages; landing page dynamics (whether PC, Tablet or Smart
Phone) dramatically extend your capabilities for
interactions
 Development of good call to action strategies will increase
the instances of landing page engagements
 New governance considerations may be required being that
you’re intentionally driving more interactions
 One example of infrastructural strategy to establish more
conversations is illustrated on the next slide!

11. Prospects into visitors
Visitors into future
donors via nurturing

12. Infrastructure Enhancements
 The popular method of social media acquisition is the
use of a “Like Us” widgets (or something similar)
 That worked three years ago
 Now that it’s 2014, your “call to action strategies” and
human spirit (messaging 3.0) methods, need to be
more imaginative- give them compelling reasons to
engage

13. Social
Media
2014 Style
Objectives Your Unique
Value
Propositions
Target
Markets
Their
Motivations
3.0 Message
Strategy
Strategic
Content Plan
Call to Action
Strategy
Landing Page
Dynamics
3.0
Governance
Details
Audience
Acquisition
Plan
Infrastructure
Enhancement
Publishing
Schedule
Content
Deployment
Activity &
Response
Captures
Stewardship
Automation
Conversion &
Welcoming
Doubling
Your Donor
Base
Augmenting
Your Major
Gifts Program
*Items with yellow
type are indicative of
“new strategic practices”
“Converting
More Donors”

14. Activity & Response Captures
 Activities & responses such as donate, register, respond,
download and follow -can be “tag-able”
 Stewardship, New Donors, and Captures from specific events
are great examples of follow through that can be automated
 The same can be said from any given specific social media
initiative (e.g., Giving Tuesday, reunions, acknowledging a
care giver)
 See the next slide for a good example of capture workflow

15. Tag: A
Tag: B
Tag: C
Donor Development &
Automation System

16. Nurturing Automation
 Your donor base has become increasingly digital and the cross media
technologies that exist today make it easy for you to overcome many of your
bigger challenges including limited manpower and budgets
 Anything that can be tagged, can be turned into automated follow through
 Sometimes this is referred to as “nurturing automation”
 Stewardship, cultivating, nurturing, incubating, whatever your organization
calls it, can lead to increased donor conversion rates and giving amounts
assuming the organization avails itself of these automation opportunities
 Digital media formats such as social media are an easy way to connect the dots
in the cultivation process
 See the next slide for a “blank slate” to think about updating your
communications mapping process

17. Inbound
Media
Landing
Page
Captures
Nurture
Prospective
Donors
Convert
Donors
Get
Referrals
Increase
Donor
Amounts
Steward-
ship

18. Doubling Your Donor Base
 What would it mean to you if your board members could be tapped for their
spheres of influence
 Given the proper set of simple instructions your board members can be taught
what “digital natives” already know- their relationship channels can be tapped
for your organization to grow the size of your donor base
 It just needs someone to implement a new approach- think of it as “networking
squared” (networking2)
 See the next couple of slides for some conceptual examples of this
opportunity

19. Examples of Their Spheres of Influence
The communities they
reside in
The groups and events
they participate in
Fellow employees they
work with
Social media
connections they have or
people they know that
have large social media
connections
Celebrities and other
people with large
numbers of followers
LinkedIn relationships
and groups

20. Board Members & Benefactors Can be Taught to Help
You Double The Size of Your Donor Base
Board member
Board member’s
neighbor
Trustee
Benefactor
Benefactor’s friend
Benefactor’s friend
SEO

21. Augmenting Your Major Gifts Program
 Traditional methods of acquiring major gifts through senior development staff
continue accordingly
 Augmentation of the major gifts program can be achieved through raising
awareness using cross media tactics where the touch points may number in the
thousands or millions of touch points per year
 Renewals, stewardship, events, newsletters and PR should all include
“awareness generation” tactics to get more people to consider a major gift or
bequest in their financial plans
 Cross media such as direct mail, social media, “e”, mobile and events based
communications should all get in on th awareness generation act
 Here again “landing pages” will allow you to increase your instances of
dialogue or conversations

22. Analysis & Refinement
 Google Analytics is a great tool for social media analysis
 Beyond that, marketing dashboards for your landing page
interactions (which besides social media may also have
originated from direct mail, mobile and events based
media) complete the “back end” of your reporting giving
you increased insight on activities, responses and donor
conversions
 Having a social media community is one thing, getting
them to take action is another- landing page dashboards
will more clearly show you activities and conversions that
have taken place instead of just online analytics alone

23. Consider the 20/20 Challenge
Our Social Media Therapeutics Checklist™
is designed to supply you
20 good ideas within 20 days
Once you learn the style of
“3.0 audience participation messaging”
it becomes easy to replicate!

24. I’d love to know if this deck was helpful to you in any way.
And, if you’d like to see anything differently in the future.
Peter Winters President, Big Dog Innovations
917 301-9100 pwinters@bigdoginnovations.com
LinkedIn: www.linkedin.com/in/peterwintersbigdoginnovations/
SlideShare: http://www.slideshare.net/BigDogInnovations
Cross Media Implementation Team-
MSP Digital Marketing
www.mspdigital.com