Learn how you can leverage social media to tell your organization story, increase engagement, and fundraise like a champ. For those with social media accounts, this is the perfect opportunity to gain expertise from the pro's on how to use them more effectively. Walk away with an action plan for social media success.

1. SMS for
Nonprofits
PRESENTED BY TRICIA MOGENSEN

2. Agenda
IDENTIFYING YOUR GOALS ON SOCIAL
CREATING BRAND AVATAR(S)
CONTENT CATEGORIES
CREATING A POSTING SCHEDULE
SOCIAL MEDIA RESOURCES AND TOOLS

3. Define Social’s Role in Your
Nonprofit’s Communications
Strategy
Social media shouldn’t be out there alone; it
should be integrated and aligned with your
strategic goals and target audiences.
The actions you will take and the content you
will create on social should tie back to your
overall communications and digital strategy.
Consider how you will connect your
organization’s social media marketing efforts to
your website and blog, email marketing, event
promotions and any other content you share
online.

4. Determine What You Want to
Accomplish
Community engagement
Education
Brand building
Reputation management
Program recruitment
Fundraising

5. Who is your Target Audience?
Create an avatar(s), which is a representation
of your ideal supporters based on a
combination of demographic data and
information about individual members of your
target audience.
Once you have an idea of who’s already
following you online, research and speak with
supporters offline to gain additional insights
about what matters to them when supporting
your cause.

6. Interview your Ideal Donor
Select 3-5 people offline to interview. Identify
their pain points.
Sample Interview Questions:
What motivated you to get involved?
What prevented you from getting involved sooner?
What do you enjoy seeing from our organization?
What social media platforms do you use most
frequently?
What type of content on social media do you find
yourself consuming?

7. What platforms to use?

8. Identifying Content Catagories
Entertainment
Education
Connection
Promotion
Ideal Donor Pain
Points

9. Entertainment
Holidays
Contests
Just for fun
Quotes
Event Bloopers

10. Education
Results of your work
Industry Research
LIVE Training
Case Studies
Answer to FAQ’s

11. Connection
Donor Spotlight
Volunteer Spotlight
Personal Stories
Amazing Facts
Transformations

12. Promotion
Donations
Events
Testimonials
Strong CTA's

13. Ideal Donors Pain Points
Identify pain points
from interview.
Expand on their
WHY.
Speak directly to
them

14. Types of Content to Create
Photography
Videography
Graphics
LIVE Video
Instagram Stories
Carousel Posts
Boomerangs
User Generated Content
Designate 1-2 people on your team to be in
charge of content creation.

15. Create a Posting Schedule!
How many days a week do you want to
post?
How much quality content can you
generate regularly?
Schedule on your peak days and times!

16. Creating and Scheduling
Monday: Entertainment
Tuesday: Education
Wednesday: Connection
Thursday: Pain Points
Sunday: Promotion
Example of a posting
schedule of 5x a week.

17. Content Creation
Cell Phone Gimbal
Cell Phone Tripod
Bluetooth Remote
Digital Camera
Canva
Lightroom CC
iMovie
Later
Planoly
Hootsuite
Gadgets
Scheduling Software
Software

18. Summary
Identify Social Media's role.
Identify your avatar(s).
Create Interview Questions.
Interview your ideal donor.
Decide what platforms to use.
Create content categories.
Decide on what types of content
you will be using.
Decide how many days a week
you want to post.
Create quality content.
Schedule content to post
automatically.
Refine strategy frequently.
Outreach
Spend 10-20 minutes a day on your platform
engaging with other peoples content.
Like, comment and message people who
would be an ideal donor. Start NEW
conversations daily.
Engagement
Treat every person the same as you would in
person.
Reply to all comments+messages.
Be SOCIAL on social media!

19. Thank You!
WWW.TRICIAMOGENSEN.COM