The workbook provided for notes and activities during the CoMoGives 2017 Social Media and Online Marketing Workshop.

1. WORKSHOP AGENDA
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MARKETING
SOCIALAND
MEDIA
workshop
PRESENTED BY
For more
information
contact
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573-447-1836
info@mayecreate.com
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twitter.com/mayecreate
10:00-10:05 Introduction
10:05-10:10 CoMoGives FACTS
10:10-10:25 Past Challenge Grant Winners
10:25-10:30 Goal Setting
10:30-10:40 Leveraging Marketing Assets
10:40-10:45 Social Media 101
10:45-10:50 Reach & Recycle
10:50-10:55 Getting Ahead in Facebook
10:55-11:05 Facebook Ad Guidelines
11:05-11:15 Content Brainstorm
11:15-11:30 Countdown to Campaign

2. 2016
C A M PA I G N
FACTS
$567,038.39Total Donations
11,550
Unique Visitors
$107.49
Average Donation
$19.19
Website Visitor Value
41.7%
Donation Rate
1.8
Each donor gave
to an average of
ORGANIZATIONS
12,633
% of Traffic
from Social Media46%
44%
Website Visits
from Social Media
% of Traffic
from Facebook
20% % of Traffic from CoMoGives
Social Media Ad Campaign
S O C I A L M E D I A S TAT S
26,948Website Visits
4,811
Donations

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LEVERAGING MARKETING ASSETS
Marketing assets
are anything your
organization
has that can be
utilized to create
reach or influence
donors.
Reach can be
bought, borrowed,
and built.
What are your goals for the 2017
CoMoGives campaign?
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2017 CAMPAIGN GOALS

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How can you leverage your assets to get donations?
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How can you leverage your assets to build more assets?
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Think... what would
make it easier to spread
your message? Do you
need more emails, more
Facebook fans?
+ =
BUILDING YOUR PLAN
Your activities before and during the
CoMoGives campaign can build marketing assets for
your organization to use in the future.

5. Add it to your
hold message
Make it part
of answering
your phones &
conversations
Create pins and
wear them to
work/networking
Speak at clubs
or networking
groups
Post a notice on your
store front windows
Showcase a
sandwich stand
Leave a message in
sidewalk chalk
Put up table tents at
a supporting local
restaurant
Tape a poster on your
car window, bike or
client waiting area
Place a link in your
email signature
Call to action on
social media cover
images
Promote on your
website slideshow
Link from your
website
Send an email or text
Post about it on your
blog
Add a “Donate Now”
link to your Facebook
page
24 EASY WAYS TO PROMOTE
LOCATION
PRINT
Add it to your
newsletter
Place reminders with
Christmas cards
Put a sticker on your
envelopes
Post yard signs
Publicize in your
church bulletin
Make a poster
Send a mailer
Write a memo on
invoices
DIGITAL
CULTURE
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6. <SOCIAL MEDIA 101
2 Use the hastag: #comogives
1 Add a “Donate Now” button
Facebook now allows nonprofits to add a “Donate
Now” call to action button to your page. Create
the button and link it to your CoMoGives.com
donation page.
https://www.facebook.com/business/
help/694386777360892
DONATE NOW
4 Respond to
comments quickly
5 Schedule posts
whenever possible
3 Establish a common vocabulary and voice
The people we provide services for are our _____________________________
The people who support and donate to our organization are our _____________________
We do not use the following words when talking about our organization because they
are confusing or have a negative connotation:
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6 Compose with care
Use photos with each post
Compose a unique message for
each post
Keep it short, keep it simple
Each message should start with
different words
8 Like the pages of other participants,
organizations and businesses who support you
7 Communicate expections with supporters
Ask supporters to share posts on their timeline with encouraging comments
Remind supporters to like posts

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Understand Edge Rank
Cater to Facebook’s Vanity
LIKE = that’s interesting
COMMENT = this is what I think
SHARE = you have to see this
The people you interact with the
most have the greatest weight in
your newsfeed. Status updates
from people naturally have more
weight than those of pages.
REACH & RECYCLE
MOVING BEYOND FACEBOOK
GETTING AHEAD IN FACEBOOK
Post live feed videos using Facebook’s built-in video app feature.
Take photos using the camera app in Facebook.
Upload videos directly into Facebook when possible instead of linking out to YouTube.
Post DIRECTLY in Facebook, not using a third party software.
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FACEBOOK AD GUIDELINES
1
2 Path #2: Run Ads
Advertisements aren’t as straight forward
as boosting posts. True newbies steer
clear.
Pay per click or pay per impression.
Target based on interests, location or any
number of things.
Consider also running your ads on
Instagram.
Run retargeting ads to your website traffic
throughout the month with a CoMoGives
focused message.
Send people directly to your donate page
on CoMoGives.
Path #1: Boost Posts
Boosting posts is an easy path for
newbies and even middlers to advertise
on Facebook. It’s straight forward and
easy to accomplish, even on your phone.
$10 boost budget reaches 920-2,400
people in Columbia. $20 boost budget
reaches 2,000-5,200.
What does a boosted post look like?
Boosting Tips
Write an original post (not one of
the ones we pre-wrote, but a real
honest post).
Add an original image to your post
with minimal text in the photo. Use
Facebook’s testing tool:
https://www.facebook.com/ads/
tools/text_overlay
Consider the lifetime of your boost.
Choose a length of time
and budget to meet your goals.
Audience: If you have a large
following select “People who
like your page and their friends”
otherwise click “Create New
Audience” to reach more people.
Boost to all of Columbia or where
your target market lives.
Ad Tips
Get creative with your audience(s),
consider locations outside of
Columbia.
Run one campaign for each
audience with multiple sets of ads
tailored to your demographics.
Start with three ads for each ad
set using different content and
images.
Try placing your organization name
in different locations.
Review all ads after the first week
to learn which is preforming best
and adjust your budgets and ads
accordingly.

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Stay Donor Centric
What stage of life are they in? Focus on imagery
reflecting their stage of life.
How do your values align? Create messaging
reflecting their values and life stage.
Why do they give? What motivates them? Appeal
for gifts using their reasons and motivations.
What problems do you solve for them? Share how
you make an impact on their lives or the lives of
others.
CONTENT BRAINSTORM
What you’ll do with donations
What a specific amount of money will do
to help your cause
Stories of people who you have helped
Quotes from people in the organization
who are passionate about your mission
Quotes of thanks for those you’ve helped
Photos of people you’ve helped
Photos of people in your organization
working for the cause
Statistics about your organization
Factoids about the people your
organization serves
TOPIC SUGGESTIONS
Then vs now comparisons or statistics to
show how your work makes a difference
Ask people to share a post to support you
Trivia questions
Leaderboard status updates
People gearing up for the campaign
A photo of your page in the Giving Guide
Screen shots of the leaderboard
Thank donors, include their photo if possible
Quotes explaining why donors give to your
organization
How can you use your assets and
strengths to easily generate content?
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What do you already have that you
can share?
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COUNTDOWN TO CAMPAIGN
SEPTEMBER
Continue to test out content types,
message ideas and images
Set up access for account managers
Create logins for the people who will
be posting so they are ready to go
when you need them in November.
Brainstorm campaign ideas
Rally your troops
Start recruiting people who want to support
your organization via social media.
Let them know what to do.
Consider how you’ll manage the
campaign
Who will do it?
What platforms will you use?
What are your expectations of the
people who will do it?
Beef up accounts
Set up new accounts.
Adjust layouts of the ones you have.
Download apps & turn on notifications.
ID influencers and Follow/Like
Interact with them by re-tweeting or sharing
their content.
Test the waters
Get your feet wet, test out content types,
message ideas and images.
Try at different times of day or days of the
week to figure out what works best for you,
mix it up.
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YOUR SEPTEMBER CHECK LIST
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YOUR OCTOBER CHECK LIST
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OCTOBER
examples
examples

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COUNTDOWN TO CAMPAIGN
NOVEMBER
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YOUR NOVEMBER CHECK LIST
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YOUR DECEMBER CHECK LIST
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DECEMBER
examples
examples
Review stats from posts in September
and October
Build out December’s editorial calendar
Solidify topics for the month.
Write posts & ads concepts.
Schedule all content possible in advance.
Mark/Schedule live post days on calendar.
Set up ad campaigns.
Ad Topics and Schedule
DATES SUGGESTED TOPICS
Dec 1-19 Kickoff, what is CoMoGives
Dec 19-23 Give before you go
Dec 23-27 Holiday, family and gratitude
Dec 27-31 Last chance, don’t forget
Share schedule with your supporters so they know when to share
Complete live posts as scheduled
Review ads weekly
Adjust ads to improve performance.
Remove underpreforming ads.
Modify budget as needed.
Promote over performing content
Watch your organization rise to the top of
the leaderboard!