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Translating likes into actual engagement by Kelly Mercer

Translating likes into actual engagement by Kelly Mercer

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As part of the Santa Cruz Marketing & Communications Meetup, Kelly Mercer presented on social media best practices for nonprofit event promotion. More information: http://www.meetup.com/Santa-Cruz-Mar-Com-Meetup-nonprofit-education-charity/

As part of the Santa Cruz Marketing & Communications Meetup, Kelly Mercer presented on social media best practices for nonprofit event promotion. More information: http://www.meetup.com/Santa-Cruz-Mar-Com-Meetup-nonprofit-education-charity/

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Translating likes into actual engagement by Kelly Mercer

  1. 1. Mobilizing a Community to Show Up.
  2. 2.  Social Media Actions  “Like”  “Share”  “Comment”  “Retweet”  Nonprofit Actions  Volunteering  Donating  Attending an event
  3. 3. 73% 21% 6% Nonprofit Revenue Sources Government Contracts and fees Contributions, gifts and grants Special events, net sales from goods, rental income “The average charity spends $1.33 to raise $1.00 in special event contributions” (Charity Navigator, 2007) *According to the National Center for Charitable Statistics (2012)
  4. 4. Special Events can:  Build and deepen relationships with supporters  Provide an opportunity to bring in new donors and introduce them to the organization  Generate publicity and awareness around a cause For a nonprofit organization, building visibility in the community is crucial to successful fundraising
  5. 5. “Fundraisers create the bridge between the mission and the marketplace” (Duronio and Temple)
  6. 6.  More control and flexibility,  Giving on their own time and  Link to it with the online tools that are available. *David Hessekiel of Peer to Peer Professional Forum
  7. 7. • Grassroots idea • From a couple people who were affected by the disease • Perfect storm: • Right situation • Right idea • Right time • Right people • Right medium
  8. 8.  People are shaving their heads for childhood cancer research,  Donors are cracking eggs on their heads in memory of a friend who had diabetes,  Throwing pies in their face for suicide prevention  Growing mustaches for men's health
  9. 9.  The dramatic shift in styles of fundraising, and their relative effectiveness is keeping many nonprofits on their toes, encouraging innovative and memorable experiences for the donor.
  10. 10. In 2014, the 30 largest walkathons and similar events raised $41 million less overall than they did the year before. The ice bucket challenge fundraising idea spread widely, with millions of videos posted on social media of throwing cold water on his or her head — raising more than $220 million.
  11. 11. 180,000 190,000 200,000 210,000 220,000 230,000 240,000 250,000 2011 2012 2013 2014 Total Amount Raised Total Amount Raised Linear (Total Amount Raised)
  12. 12. • Rally influencers • Host free unique memorable events • Tool-based listening
  13. 13. In 2014, we raised over $202,000 In 2015, raised over: $247,000
  14. 14.  Complete an overall assessment  What are you doing well?  Where are you falling short? Source: http://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/ and http://www.socialbrite.org/2012/02/15/the-7-elements-of-a-social-media-strategic-plan/
  15. 15.  Set your goals  Spell out your organizational goals from ED level to key stakeholders and decision makers  What does your impact look like?  Where do you want to be six months from now?  A year from now? Source: http://www.socialbrite.org/2012/02/15/the-7-elements-of-a-social-media-strategic-plan/
  16. 16.  Love thy metrics  Tie goals to metrics.  How will you track success? Source: http://www.socialbrite.org/2012/02/15/the-7-elements-of-a-social-media-strategic-plan/
  17. 17.  Assess the community  Who is in your online community?  How you want them to be involved? Source: http://www.socialbrite.org/2012/02/15/the-7-elements-of-a-social-media-strategic-plan/
  18. 18. Kelly Mercer, Director of Community Engagement Volunteer Center of Santa Cruz County humanrace@scvolunteercenter.org

Hinweis der Redaktion

  • Not going to give you the magic bullet that will blow up your feeds or tell you the formula to break the internet. (only the kardashians can do that) but I will share the practices we followed on re-branding a 35 year old event.
  • In my case, I wanted people to show up on a Saturday morning at an ungodly hour and walk for 5 miles. For me, I constantly think---ugh events are the worst.
  • It looks dramatically different than it did even 10 years ago. In development, we used to spend countless hours courting that major donor. And while that is still very important today—we know that there are other channels.
  • There has not been a more profound example of this trend, then the ALS Ice Bucket Challenge
  • Like many, I watched in awe as the ALS Ice bucket challenge spread like wildfire throughout our nation, likely touching everyone with access to any form of media. I marveled as the highest politicians, the biggest celebrities, and the greatest athletes of our nation, along with various television shows, engaged in the challenge, often finding creative and funny ways to pour ice on their heads.
  • What it boiled down to was a grassroots idea from a couple of people who had been affected by the disease. History shows us that big social change often starts small.
    civil rights - rise of the tea party, the seeds of many national movements were planted by small groups of people talking around kitchen tables.
    While tablets, smartphones and hashtags may have replaced those kitchen tables its still true that small groups of people with big ideas can spark powerful social change.
    But now, more and more of that work can be powered by new tools that offer faster and more affordable ways of connecting with thousands of people with tweets or text messages.

    Like many other organizations, we’re always looking for ways to get people passionate about our cause. Therein, several organizations and causes have understandably been proactively trying to replicate the challenge with their own twist.

  • People are shaving their heads for childhood cancer research,
    Donors are cracking eggs on their heads in memory of a friend who had diabetes,
    Throwing pies in their face for suicide prevention
    Growing mustaches for men's health are becoming increasingly popular fundraising events.
    Its important to note that fatigue with copycats could turn an issue, but its too early to tell.
  • We are witnessing a democratization of giving. With the right tools in place, I can use my time more wisely to reach 10,000 people to give $25, then hope to retain the on-going support of one individual giving $250,000. Believe me, I will take that one check for a quarter million dollars—but if the reaching more people gives me the opportunity to have an army of ambassadors championing my cause. I’ll take that any day.
  • Since 1970 when the March of Dimes hosted the first their walkathon in San Antonio Texas, the idea of holding giant walking celebrations to raise money for local charities has expanded into big nonprofit business. Walkathons have provided space for people feeling victimized by a common enemy to come together against their challenger, whether it be cancer or hunger, and they allowed people with modest income to raise more money for their favorite cause then they could donate from their own pockets. In 2014, the 30 largest walkathons (including avon breast cancer walk, relay for life and march of dimes) and similar events raised $41 million less overall then they did the year before. These days its hard to find dates that don’t conflict with another nonprofits charity event. There’s more competition.
  • We developed content strategy of posting 2-3 times per day in the final two weeks of the race. At the heart of this strategy was our Put your Cape on Campaign. We asked community influencers to share why they were putting their cape on. We then committed to posting one video a day and tagging these individuals. Our other postings included a mix  content- Fun photos, quotes,  the daily count-down, questions etc. 

    Our Put your Cape On Campaign was floated through all of our social media channels including twitter, instagram, facebook and linkedIN. We additionally use this content for our ads and our email marketing to the general public. 
  • In all the things we did, had facetime with individuals, had cape making and training, met and filmed influencers, tagged and encouraged shares. Everyday we posted on instagram, facebook, linkedin and twitter. AND tracking. Utilizing content as a thank you!

    Google analytics, annotations, traditional media, social media, marking spikes. Boost posts that do well. Track hashtag. Rowfeed, hootsuite, recognition back to people who posted, are we getting an increase in traffic towards our website

    We used several tools to listen for social media comments and track the level of online engagement we were achieving. We then directly engaged with folks as they mentioned the Human Race on their own social media and boosted content that was doing well on our FB page (already resonating with folks). These tools included hootsuite, rowfeeder, tagboard and google analytics.

    For hootsuite we followed several keywords on Facebook and twitter to ensure we were creating buzz with out content. When individuals posted about the Human Race we did our best to respond in the moment with a “thanks for sharing” message on their page and a link back to our website.

    With rowfeeder, we used it to track our hashtag, identify those who were making use of it, and to respond to their tweets or re-tweets. Next year we would like develop a few strategies to enhance use of hashtag for easier tracking of engagement.

    Tagboard- we developed #humanracesc tagboard to serve as a fun visual and again, create buzz around the idea of sharing content.

    Google Analytics- We reviewed our analytics throughout the race to ensure we were seeing an increase in traffic as we put content out there. In prep for making informed decisions about our strategy next year, we’ve laid annotations that include all of our outreach (traditional media, email marketing, in-person events, social media boosts, ect) over our website traffic data. We addtionally annotated all dates where we saw a spike in donations of $3,000 or more. Using this, we can determine any correlations between spikes in traffic or donations and our outreach efforts to replicate these actions for next year.
  • 1)Overall assessment. Begin with a 360-degree assessment of your nonprofit’s current social media capabilities. What are you doing well? Where are you falling short?
    For an agile plan, you should be up to date on whats working on different demographics. Don’t let it get outdated. Did you know that instagram just passed twitter in terms of active users? That’s the kind of stuff your organization should now. Go where your audience is and evaluate what has been working and what needs work.
  • What exactly are you trying to achieve with your social media presence? There should be an end goal for your efforts. Sure, its important no matter what to be active on social media. But its more than that. What do you hope social media can do for your organization? Maybe it is recruit new donors, spread your reach or keep in touch with your important donors online. Whatever your goal, establish it early.
  • Not many people love analyzing social media activity. For me, its seems like a shallow reflection on the bigger movement you are trying to create. But lucky for us, we can love they metrics because most applications do them for us with built in metrics. We decided as a group that we would lean and boost posts that were already doing well! And it helped us cast a wider net of outreach to over 24,000 during the last week of our campaign.
  • Lastly—who is out there?!? Anyone? Bueller? Its important to know demographics so you can reach the right people on the right platforms. It makes a difference when you are structuring content.