Unquestionably, your supporters and your potential supporters are using social media. Your charity should be too.
Here are some top tips to help your charity make the most of social media, and use it to build and inspire an online community.
Presentation originally presented by our Social media manager, Helen Osborne at our social media event in Dublin (04/12/14). Any questions at all, do get in touch - helen@justgiving.com
2. Tweet me - @helen_osborne
Email me – helen@justgiving.com
Hello!
3. What we’ll cover…
• Why is social media so important
• Getting started on social
• Creating a content strategy
• Practical content tips
• Useful free tools available
• What’s worked for us
• You + us = BFFs
5. Some numbers…
1.23 billion monthly
active users
284 million
active users
200 million
users
70 million
users
40 million
users
540 million
users
6. 52% of the
population is
on Facebook,
with 70%
returning
every day
1 million
tweets every
day from
600,000 daily
users
7. €80 million
donated via
Facebook
integration
in the last
12 months
Donations
from Twitter
went up by
70% in 2013
compared
to 2012
The average
donation
from
Facebook is
€24
The average
donation
from Twitter
is €28
12. § Find those who use hashtags related to your
cause
§ Use tools like Followerwonk to find potential
influencers
Identify people interested in your cause
14. Get to know your audience
Who are your fans and followers?
Where are they from? How old
are they? Are the majority men or
women?
Look at your -
§ Facebook insights
§ Twitter analytics
15. Look at what’s worked before
What has performed well?
Where are you engagement spikes?
Let this inform the different types
of content you post
17. Stories
Inspirational stories is perfect social content. As a
charity, you have lots of great stories to tell.
Tell people about your:
§ Amazing fundraisers
§ Beneficiaries
§ Volunteers
§ Service provider
18. Asks
§ A strong, emotive message is crucial – show people
the impact of their support
“By running the Dublin marathon, you’ll be pioneering life-saving
research that will save more lives like Sue’s.”
§ Have clear CTAs with minimal steps & THINK MOBILE
§ Be timely and relevant
Attribute your asks to current events, campaigns
or awareness days
Send people to an appeal page, an online petition
or registration form
20. Thank you
§ Thanking your supporters on
social media is a great way to
publicly acknowledge the
difference they’ve made
§ Focus on impact and tell real-
life stories
22. Post images
§ Always post with an image.
§ Keep an eye on recommended sizes.
Currently we post –
Facebook 940 x 788
Twitter – 1024 x 512
§ Add text to your images to give
context
§ THINK MOBILE
23. Keep text short
§ THINK MOBILE – you don’t want a ‘continue
reading’ button in your posts
§ Aim for 140 -160 characters - Posts have up to 60%
more engagement if they are under 160 characters*
§ Tweets with 90 – 100 characters get more retweets
(Remember, images take up 23 characters)
*Source: SocialStack
24. Use CTAs (calls to action)
§ Be clear about what you want people to do - don’t
confuse with multiple CTAs
§ When you want people to engage, use social actions
– like, comment, share, retweet
§ For offsite actions, be clear what you want people to
do – register for the event, sign our petition, donate
to our appeal – THINK MOBILE
26. § Connect with your
supporters
§ Respond to
comments and
mentions
§ When you see
someone supporting
your charity, say
thank you
Make your community feel loved
27. Pay attention to trends
§ Keep an eye on what people
are talking about – and not
just conversations related
to your cause.
§ Be ready to react.
Content doesn’t need
to be 100% polished to
join the conversation.
38. Importance of sharing
People are inspired by their friends. Your supporters
sharing is absolutely key
Every time someone takes an actions, encourage
them (and make it easy!) to share
THINK MOBILE –
Double the amount of mobile
donors share their donation
Compared to desktop
39. That’s why we’ve made sharing part of
the JG process
3 million people have inspired their
friends by…
Sharing a
donation
Sharing a
friend’s page
Sharing an
update
45. We want to share your stories
We want to promote your amazing fundraisers
and hard working service providers.
We’re looking for…
§ Inspiring people, doing awesome challenges,
with great back stories
or
§ Someone who does outstanding work for
your charity
So email us: social@justgiving.com