Transforming your Community into Content Creators and Fundraisers
1. Cultivating Donors in the Age of Social Media
- Transforming your community into content creators and fundraisers -
2. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
3. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Oscar
• Guardian: Cat heaven (RIP)
• Breed: Tuxedo cat
• Super power: Flirting and head butting
4. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Maddie
• Guardian: My brother, Jim
• Breed: Mix
• Super power: Eating fine china
5. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Otis
• Guardian: My friend, Charlie
• Breed: Australian Cattle Dog
• Super power: Chasing tennis balls
6. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Otis
• Guardian: My friend, Charlie
• Breed: Australian Cattle Dog
• Super power: Chasing tennis balls
• On Twitter: @CattleDogOtis
8. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Social media use
2000 2015
9. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Mobile use
2000 2015
10. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Rate of adoptions
2000 2015
11. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Donor choices
2000 2015
12. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Distractions and competition
2000 2015
13. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John Haydon
Poll:
Conference hashtag: #sawacon
Raise your hand if:
You use Facebook
14. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John Haydon
Poll:
Conference hashtag: #sawacon
Raise your hand if:
You use Twitter
15. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John Haydon
Poll:
Conference hashtag: #sawacon
Raise your hand if:
You use Instagram
16. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John Haydon
Poll:
Conference hashtag: #sawacon
17. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John Haydon
Poll:
Conference hashtag: #sawacon
18. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Social media amplifies word-of-mouth marketing
• A recent study by The Center for Effective Philanthropy
found that 86% of donors would“gladly recommend an
organization”to a friend or colleague.
• 21% of donors said they learned about their
organization from a friend, existing donor or volunteer.
19. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Joey
• Guardian: Me and Kate
• Breed: Tuxedo cat
• Super power: Teeth
21. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Fortressed Nonprofit versus Networked Nonprofit
22. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Likes dogs and cats,
we all have two ears
and one mouth
23. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John Haydon
Cools tips and tricks:
24. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Use Facebook Audience Insights to research your database and Facebook fan base. Visit facebook.com/ads/audience_insights/activity
Use Audience Insights to view:
• Facebook activity
• Income and housing
• Purchase behavior
Use Facebook Audience Insights
25. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Use Facebook Audience Insights to research your database and Facebook fan base. Visit facebook.com/ads/audience_insights/activity
Use Audience Insights to view:
• Facebook activity
• Income and housing
• Purchase behavior
Use Facebook Audience Insights
26. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Use Facebook Audience Insights to research your database and Facebook fan base. Visit facebook.com/ads/audience_insights/activity
Use Audience Insights to view:
• Facebook activity
• Income and housing
• Purchase behavior
Use Facebook Audience Insights
27. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Use Facebook Graph search to research your Facebook Page fan
base. Visit facebook.com/graphsearch for more info.
Use Facebook Graph search
• Favorite interests of people who like [your org]
• Favorite interests of people who like [your org] and
[competing org]
• Groups of people who like [your org]
• Pages liked by people who like [your org]
• Pages liked by women who like [your org]
Start with these Facebook Graph searches:
28. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
• Favorite interests of people who like [your org]
• Favorite interests of people who like [your org] and
[competing org]
• Groups of people who like [your org]
• Pages liked by people who like [your org]
• Pages liked by women who like [your org]
Start with these Facebook Graph searches:
Use Facebook Graph search to research your Facebook Page fan
base. Visit facebook.com/graphsearch for more info.
V) Deciding what to write about
Use Facebook Graph search
29. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Research trending topics with BuzzSumo.com
Research top content and top influencers
30. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Monitor hashtags
hashtagify.me
31. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Trending topics
Evergreen topics
Mix trending tops with evergreen topics
32. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Survey supporters
33. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Survey supporters
When to survey
• Immediately after adoption
• Immediately after donation
• Immediately after volunteering
• Immediately after attending an event
34. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Dog
• Guardian: Smoker
• Breed: Lab mix
• Super power: Public trans
36. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Storytelling is NOT:
• Statistics
• News
• Milestones
• About your org
37. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Supporters want to feel:
• Happy
• Hopeful
• Inspired
• Wise
• Generous
• In the know
38. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Stories:
• Invite relationship
• Are remembered
• Motivate action
39. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
“But I’m not George Lucas.
I’m just trying to find a
home for this cat”
-‐ You
40. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
41. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
• Hook
• Hold
• Payoff
42. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
• Introduce protagonist
• Relatable and human
• Triggers emotion
• Instantly understood
The Hook
43. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
The Hook
44. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
• Holds their attention
• Protagonist’s goals
• Potential obstacles (internal and external)
• Presents plot questions
The Hold
45. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
The Hold
46. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
• Goal is reached
• Resolution of plot questions
• Invites participation
• Includes call-to-action
The Payoff (call-to-action)
47. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
The Payoff
48. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
49. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John Haydon
Cools tips and tricks:
50. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Observe important dates
51. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Post conversation starters
52. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Create contrast
53. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Share outcome stories
54. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Caption contests
55. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Be useful
56. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Reply often
57. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Reply often
58. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Show your human side
59. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Shefa
• Guardian: Upstairs neighbors
• Breed: Labradoodle
• Super power: Hugs and kisses
61. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Create a Marketing Bank
A marketing bank is a single location for:
• Logos
• Photos
• Bios and Head Shots
• Boilerplate Text
• Etc.
Use can use DropBox or Google Drive
62. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Embed the collection of stories in operations
63. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Your Network
Your community’s
friends, family,
colleagues, etc.
Your Community
Subscribers
Donors
Volunteers
#1: Start with your
database.
Turn core supporters into spokespeople
64. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Your Network
Your community’s
friends, family,
colleagues, etc.
#2: Select best
segment to
engage.
Your Community
Subscribers
Donors
Volunteers
Turn core supporters into spokespeople
65. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Your website
Your events
Your physical place
Your email list
Your snail mail list
#3: Promote through all
channels
Turn core supporters into spokespeople
66. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John Haydon
Cools tips and tricks:
67. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
A. Send a simple email message
encouraging CURRENT
supporters to participate in
campaign.
B. Make sure you tag email
contacts who participate.
C. Test and measure messages.
Step #4) Engage subscribers BEFORE asking for money
Invite current donors to participate in social campaigns
68. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Ask new supporter to share
Leverage that critical moment when
supporters join your email list.
• Thank you page.
• Include sharing action.
• Also ask new donors, volunteers,
etc.
69. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Leverage that critical moment when
supporters join your email list.
• Thank you page.
• Include sharing action.
• Also ask new donors, volunteers,
etc.
Ask new supporter to share
70. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Step #4) Engage subscribers BEFORE asking for money
Invite guardians to join thunderclap
71. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Freddy
• Guardian: Neighbor
• Breed: Lab
• Super power: Eating anything
73. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
It costs less to retain donors
from Kiss Metrics
74. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
It costs less to retain donors
Cost to acquire 1 new donor = $ spent on new
donor acquisition / # of new donors acquired
•Research
•Direct Mail
•Advertising
•Marketing
•Staff time
75. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John Haydon
Cools tips and tricks:
76. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
A) Message tone: Talk about what
their donation will do.
B) Timing: Send immediately.
C)Testing: Create 2-3 variations to
split test. This will help you discover
the best approach. Also test timing
(30 and 90 days).
Email strategy #1: Turn supporters into spokespeople
77. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
A) Message tone: Talk about what
their donation did, not what your
organization did. Be encouraging
and express appreciation.
B) Timing: If your donor system allows,
create a rule to automatically sends
these messages 30 and 90 days
after the gift was made.
C)Testing: Create 2-3 variations to
split test. This will help you discover
the best approach. Also test timing
(30 and 90 days).
Email strategy #2: Report back about their gift
78. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
A) Message tone: Tell them that their
voice matters. Be encouraging and
express a sense of community.
B) Timing: Used between major
campaigns.
C)Testing: Create 2-3 variations to
split test. This will help you discover
the best approach. Test variations
with 10% of the list, then use
winning elements for 90%.
Email strategy #3: Invite donors to share stories
79. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Thank you!
80. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers
Presented by
John HaydonConference hashtag: #sawacon
Consultant, Trainer, Coach - Helping nonprofits get more from their digital marketing
and online fundraising. Consultancy based in Cambridge, MA.
Instructor at Marketing Profs University, regular contributor at Social Media Examiner
Author: Facebook Marketing for Dummies, 3rd and 4th Editions
Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s
BBCon, New Media Expo, AFP New Jersey, TechSoup, GrantSpace, Chronicle of
Philanthropy, NetworkForGood and various local Chamber of Commerce.
Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental
Defense Fund, Shriners Hospitals for Children, Boston Medical Center, Community
TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts,
Community Music Center of Boston, National Wildlife Federation, Razoo Foundation.