If you're looking for ways to boost engagement around #GivingTuesday and your year-end appeal, check out these strategies, tactics, and tools.

1. 41 Ways to Boost your Year-End
Appeal with Social Media

2. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
1
What we’ll be discussing today
• It’s not about the tools
• POST first, update Twitter later
• May the friends be with you
• Reuse and Recycle
• Use Facebook ads wisely
• Raise more money with storytelling
• Quick ways to connect other marketing channels
• What about the money?
• Five email marketing nopes
• Converting more donors with drip campaigns
• Pick up the phone

3. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Founder: Inbound Zombie - a non-profit social media consultancy in Cambridge, MA
Trainer: Charityhowto and MarketingProfs.
Speaker: NonprofitTechnology Conference, New Media Expo, 140 Conference, Blackbaud BBCon,
Social Media for Nonprofits Boston, etc.
ContributingWriter: Huffington Post, SocialBrite, Care2 Frog Loop, Social MediaToday, Digital
Marketing Monthly, Examiner.
Author: Facebook Marketing for Dummies and All-in-One (2014).
Clients include: Oceana, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners
Hospitals for Children, Bucks County Library System, Scholastic,TechSoup, MarketingProfs,
WaterAid America,Twin Cities Habitat for Humanity, University of Massachusetts, National
Wildlife Federation and Susan G. Komen Greater NYC.
Get more here: http://johnhaydon.com/subscribe
About John Haydon

4. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
POST first, update Twitter later
If it was about the tools, we’d have world peace by now.

5. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Whirled Peas…

6. POST first, update
Twitter later

7. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
POST first, update Twi2er later
People !
!
Objectives !
!
Strategy !
!
Tactics !
1
Make a simple plan

8. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
POST first, update Twi2er later
People: Where do your people hangout? What’s important to
them? How are they talking about your cause?!
!
Objectives: What specifically do you want to achieve? Shoot
low, if you’re just starting out. !
!
Strategy: How will you achieve your objectives by creating
value for your community?!
!
Tactics: What tools and tactics will you use to achieve your
strategy?
1
Make a simple plan

9. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Who are we trying to engage? Supporters?Volunteers? Donors?
!
!
!
!
What’s in it for them?What’s the emotional hook?
!
!
!
What’s in it for us? More fans? More emails? More donors?
!
!
!
How will we promote the campaign?What other channels will we use?
!
!
!
How will we measure success? Likes? Engagement Rate? Emails Acquired?
Campaign name and summary
1-Page Campaign Marketing Plan
Make a simple plan

10. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Free download: johnhaydon.com/plan
1
Make a simple plan

11. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Online donor funnel [noun]:
1. a useful model that lets you visualize
a donor-centric fundraising strategy.
Make a simple plan
1

12. May the friends be
with you, young Jedi.

13. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Yawn…
Talking about your nonprofit doesn’t work
2

14. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Supporters talking about your cause with their friends is
more powerful than you talking about your nonprofit.2
Instead, focus on empowering your people

15. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
3
Share stories about your people

16. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
3
Share stories about your people

17. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
4
Share stories about positive outcomes

18. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
4
Share stories about positive outcomes

19. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
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Talk about what’s trending

20. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
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Piggyback relevant trends

21. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Use Facebook Graph to find popular Pages
Share content from pages your fans like
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22. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Share relevant top performing posts from those pages.
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Share content from pages your fans like

23. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Use Insights to see what’s getting the most likes, comments and shares.
Post about topics your fans already love
8

24. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Use Pinterest Analytics to see topics your followers are into.
Post about topics your fans already love
8

25. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
http://www.johnhaydon.com/five-pinterest-board-ideas-steal-from-dog-shelter/
9
Create remarkable Pinterest boards

26. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
http://www.johnhaydon.com/five-pinterest-board-ideas-steal-from-dog-shelter/
9
Create remarkable Pinterest boards

27. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
http://www.johnhaydon.com/facebook-hashtags-nonprofits/10
Use hashtags to create community and
conversation around your campaign

28. Reuse and Recycle

29. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Three ways to reuse top posts:!
• Share the original post directly on your page.!
• Copy the original post into a new status update.!
• Modify the original post, then post.
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30. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Step #1: Export Post-level Insights!
6-month range from 6 months ago.!
!
!
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31. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Step #1: Export Post-level Insights!
6-month range from 6 months ago.!
Step #2: Select data!
Lifetime Post Consumers and Lifetime Post
Total Reach within Key Metrics!
!
!
12

32. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Step #1: Export Post-level Insights!
6-month range from 6 months ago.!
Step #2: Select data!
Lifetime Post Consumers / Lifetime Post
Total Reach within Key Metrics!
Step #3: Calculate engagement rate!
Lifetime Post Consumers / Lifetime Post
Total Reach = Engagement rate!
!
12

33. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Step #1: Export Post-level Insights!
6-month range from 6 months ago.!
Step #2: Select data!
Lifetime Post Consumers / Lifetime Post
Total Reach within Key Metrics!
Step #3: Calculate engagement rate!
Lifetime Post Consumers / Lifetime Post
Total Reach = Engagement rate!
Step #4: Rank by Engagement Rate!
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34. Use Facebook AdsWisely

35. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Understand that
Facebook only
sells reach
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36. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
1. Post engaging content before event!
• Hot topics related to event!
• Behind the scenes!
• Auction items!
• Speakers
Ramp up buzz
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37. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
2. Boost ONLY the best posts
https://www.facebook.com/insights
Ramp up buzz
15

38. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
3. Target Boosted Posts wisely
Ramp up buzz
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39. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Try link post CTAs
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40. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
facebook.com/ads/create
18
Try link post CTAs

41. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
facebook.com/ads/create18
Try link post CTAs

42. Raising more money
with storytelling

43. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Who would you give to?19
Understand the brain science behind giving

44. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Understand the brain science behind giving
19

45. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Fundraising happens here
Understand the brain science behind giving
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46. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
TIP #1: Talk about a real personTalk about a real person
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47. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
TIP #2: Make it bold
Go big, or go home
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48. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
TIP #3: Use adjectives and verbsUse adjectives and verbs
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49. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
TIP #4: Include a beginning, a
middle, and an end.
Classic Story Arc
Include a beginning, middle and end
23

50. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
middle, and an end.Include a beginning, middle and end
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51. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
middle, and an end.
Introducing
our hero.
Who has a
huge obstacle!
But you can
help him win!
Include a beginning, middle and end
23

52. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
TIP #5: Talk about the money
Why do you need money?
How much do you need?
When do you need it by?
Talk about the money
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53. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
TIP #5: Talk about the money
FUNDING GAP: THE AMOUNT OF MONEY
NEEDED THAT YOU DON'T HAVE.
Talk about the money
24

54. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
money will doShow them what their money does
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55. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
TIP #7: Invite them to become
part of the storyInvite them to become part of the story
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56. Quick ways to connect
other marketing channels

57. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Create a landing page for social
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58. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Integrate with other marketing channels
Leverage email
Encourage your email subscribers to
share your campaign with their friends.
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59. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Leverage email
28

60. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Check out Thunderclap
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61. What about the
money?

62. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Use social media for relationships
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63. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Use email for transactions
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64. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Capture emails
Nurture prospective donors
Convert donors
A donor-centric strategy:
•Is meaningful to donors
•Is frictionless
•Is timely
•Is social
Map out your fundraising funnel
Map out a fundraising funnel
32

65. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Map out your fundraising funnel
Map out a fundraising funnel
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66. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Map out your fundraising funnel
Map out a fundraising funnel
32

67. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Map out your fundraising funnel
Map out a fundraising funnel
32

68. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Know your retention rate
33

69. Five email marketing
“NOPES”

70. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Nope #1) Not using an email marketing tool
Outlook, excel, Yahoo, Gmail are NOT email
marketing tools.
1) Not permission-based
2) No analytics
3) No segmentation
34

71. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Nope #2) Not answeringWIFM
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72. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Nope #3) Asking for money in your first email
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73. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Nope #4) Blasting your entire list
All email subscribers are not created equal:
• Donors
• Volunteers
• Advocates
• Marginal interest
• Event attendees
• Sweepstake participants
• Newsletter subscribers
37

74. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Develop a practice of testing variations of:
• Subject line
• Body
• Call-to-action
• Sender
• Sending time
Nope #5) NOT split-testing
38

75. Convert more donors with
email drip campaigns

76. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
A drip campaign is a series of email
messages that are automatically triggered
based on the subscribers actions.
!
These actions can include optins, clicks,
opens, and website visits.

77. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
59.8 %
Batch
Campaigns
40.2%
Triggered
Campaigns
95.9 %
Batch
Campaigns
4.1%
Triggered
Campaigns
Conversions GeneratedVolume of Emails sent
RESEARCH:Triggered campaigns convert more

78. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Day 1
!
Trigger:
Signs
petition!
NOTE: The “trigger” is the action that kicks off a drip campaign, like joining your
list, opening or clicking.
Create simple drip campaigns
39

79. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Day 1 Day 1
!
Trigger:
Signs
petition!
Message
1
“Learn
more and
share”
39
NOTE: The “trigger” is the action that kicks off a drip campaign, like joining your
list, opening or clicking.

80. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Message
1
Message
2
Day 1 Day 1 Day 3
!
Trigger:
Signs
petition!
“Donate
now”
39
NOTE: The “trigger” is the action that kicks off a drip campaign, like joining your
list, opening or clicking.

81. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Day 1 Day 1 Day 3
Message
3
Day 5
!
Trigger:
Signs
petition!
Message
1
Message
2
“Matching
donor,
donate now”
39
NOTE: The “trigger” is the action that kicks off a drip campaign, like joining your
list, opening or clicking.

82. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Day 1 Day 1 Day 3
Message
3
Day 5
!
Trigger:
Signs
petition!
Message
1
Message
2
Benefits!
Drive traffic to your website!
Nurture secondary actions!
Set it and forget it
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NOTE: The “trigger” is the action that kicks off a drip campaign, like joining your
list, opening or clicking.

83. Pick up the phone

84. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Calling people to say thanks:
!
• Increases retention by 20%
• Increases revenue by 20%
• A message is 25% as effective as a live call.
!
- Chuck Longfield, Chief Scientist at Blackbaud
40

85. 41 Ways to Boost your Year-End Appeal with Social Media John Haydon
Founder: Inbound Zombie - a non-profit social media consultancy in Cambridge, MA
Trainer: Charityhowto and MarketingProfs.
Speaker: NonprofitTechnology Conference, New Media Expo, 140 Conference, Blackbaud BBCon,
Social Media for Nonprofits Boston, etc.
ContributingWriter: Huffington Post, SocialBrite, Care2 Frog Loop, Social MediaToday, Digital
Marketing Monthly, Examiner.
Author: Facebook Marketing for Dummies and All-in-One (2014).
Clients include: Oceana, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners
Hospitals for Children, Bucks County Library System, Scholastic,TechSoup, MarketingProfs,
WaterAid America,Twin Cities Habitat for Humanity, University of Massachusetts, National
Wildlife Federation and Susan G. Komen Greater NYC.
Get more here: http://johnhaydon.com/subscribe
About John Haydon
41