Nonprofits are strapped for resources – staff time is minimal and marketing budgets are nonexistent. What are some creative ways that you can build buzz and spread the word about your nonprofit on the cheap? Consider tapping into your existing network to find Brand Ambassadors – supporters that will voluntarily promote your nonprofit and your cause by blogging, tweeting and speaking publicly about how much they love you! People who want to spread the word about your cause, raising money and awareness are by far your greatest online asset – if they are identified, engaged and acknowledged correctly!
In this webinar we will discuss:
Ways to identify and recruit Brand Ambassadors
How to structure and operate a board effectively.
How to excite and acknowledge them.
How to cultivate relationships for future engagement
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How to Build An Army of Online Brand Ambassadors
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How to Build An Army of Online
Brand Ambassadors
Julia Campbell
August 13, 2013
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How to Build An Army of Online
Brand Ambassadors
Julia Campbell
August 13, 2013
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#army4good @JuliaCSocial @4GoodOrg
9. Takeaways From Today
Why an Online Brand Ambassador program is
important
Ways to identify and recruit Brand Ambassadors
How to excite and acknowledge them
How to cultivate relationships for future engagement
#army4good @JuliaCSocial @4GoodOrg
10. Before We Begin…
There are no silver bullets and no
quick fixes.
Time, capacity and resources are
needed to effectively develop and
maintain an Online Brand
Ambassador program.
Every organization, no matter how
small and strapped for resources, has
champions and advocates.
They key is passion, not Klout score.
#army4good @JuliaCSocial @4GoodOrg
11. Two Scenarios
Scenario 1: You receive a form letter
in the mail from a breast cancer
research charity that bought your
name from another organization’s
mailing list.
The letter is addressed “Dear
Friend” and lacks
any personalization.
You are confused because breast
cancer research is not even your
passion – protecting the
environment is.
#army4good @JuliaCSocial @4GoodOrg
12. Two Scenarios
Scenario 2: You receive a personal
message from a friend
on Facebook asking you to
sponsor her in a walk for breast
cancer research, in honor of her
mother.
She writes in the first person about
watching her mother suffer from
the disease, and why she wants
to help others.
#army4good @JuliaCSocial @4GoodOrg
Breast cancer isn’t a cause
you usually give money to, but
you love your friend and you
want to help.
13. Which Is More Effective?
According to a recent Nielsen study on which types of
advertising or promotion people trust most, the top
five in North America are:
1. Recommendations from someone they know.
2. Consumer opinions posted online.
3. Editorial content such as newspaper articles.
4. Emails they signed up for.
5. Branded websites.
#army4good @JuliaCSocial @4GoodOrg
14. The Key Is Sharing!
Getting people who are sharing
anyway to share their stories =
more awareness and money raised
Online Brand Ambassadors are
people who want to spread the
word about your cause and want
to raise money for you – they are
your greatest asset!
#army4good @JuliaCSocial @4GoodOrg
15. Message amplification isn't linear – Seth Godin
“Put two loudspeakers next to each other, and the perceived
sound isn't twice as loud--and ten times as many speakers
certainly doesn't seem ten times as loud.
But when you hear an idea from two people, it counts for
twice as much as if you randomly hear it once. And if you
hear an idea from ten people, the impact is completely off
the charts compared to just one person whispering in your
ear.
Coordinating and amplifying the evangelists of your idea is a
big part of the secret of marketing with impact.”
#army4good @JuliaCSocial @4GoodOrg
16. Where Are They?
Your email newsletter.
Use your email list to send out
clear and concise calls-to-
action, and then determine
who is opening the
emails, who is sharing the
content and who is forwarding
the emails to their networks.
Constant
Contact, Mailchimp, Aweber –
email tools
#army4good @JuliaCSocial @4GoodOrg
17. Where Are They?
Your social networks.
LinkedIn – Use LinkedIn Groups strategically to
find people who care about your cause and who are
vocal online.
You can now search
LinkedIn profiles
for Volunteering
History and Causes.
#army4good @JuliaCSocial @4GoodOrg
18. Where Are They?
Twitter – Twitter is a perfect place
to engage with supporters. See
who is following you and how
active they are on the site.
Do they ReTweet your content? Do
they give you a #FF
(FollowFriday) mention?
Create a Twitter list of all the
Twitterers who have shared your
content and mentioned you.
#army4good @JuliaCSocial @4GoodOrg
19. Where Are They?
Facebook – You can see who
your Fans are, but (depending
on their privacy settings)
you probably cannot see much
about them other than their
name.
However, you can see who is
liking, commenting on and
sharing your content – thank
them profusely! Try installing
a “Top Fans” app on your page.
#army4good @JuliaCSocial @4GoodOrg
20. Where Are They?
Pinterest – See who is following
you and who is re-pinning,
commenting on and liking your
pins.
To get Pinterest Analytics, go to the
name on your profile, and choose
Analytics in the drop down
menu.
#army4good @JuliaCSocial @4GoodOrg
21. Where Are They?
Staff, Board members, volunteers, donors.
Who always shares information about your
organization?
Who was the top fundraiser
last year?
Which community members
have held fundraisers or
awareness events for your
organization?
#army4good @JuliaCSocial @4GoodOrg
22. Where Are They?
Cross reference with your
database.
Make sure to cross reference your
online supporters your donor and
volunteer database.
Are they there? Have they given
money? Have they attended an
event?
You will get to know them and see
where their interests lie and where
they have yet to connect.
#army4good @JuliaCSocial @4GoodOrg
23. Where Are They?
NOTE: You have to be actively using these tools to find
your supporters – this requires an investment in staff
capacity and resources.
#army4good @JuliaCSocial @4GoodOrg
25. What Do You Do With Them?
LISTEN first.
Listen first – Follow your online supporters on
Twitter, Facebook, LinkedIn, Pinterest.
What are they sharing? What motivates them? What
moves them to comment on a blog, to like a Facebook
post, to retweet a link, to share a photo?
Listen to their conversations, figure out what moves
them and tailor a strategy using this information.
#army4good @JuliaCSocial @4GoodOrg
26. What Do You Do With Them?
Create content that people want to share.
Much easier said than done, but necessary for success!
Online Brand Ambassadors have their reputations on
the line – they are not going to share spammy info.
#army4good @JuliaCSocial @4GoodOrg
27. What Do You Do With Them?
The Customer Insight Group (CIG) at the New York
Times published a study exploring why people share
content online. People share to:
Bring valuable and entertaining content to others
Define themselves to others
Grow and nourish relationships
Give self-fulfillment
Market causes or brands
How can you help your Online Brand Ambassadors do
these things?
http://nytmarketing.whsites.net/mediakit/pos/
#army4good @JuliaCSocial @4GoodOrg
28. What Do You Do With Them?
Spend some time and dedicate some resources to creating
content that is well-
written, original, compelling, timely, relevant and
interesting.
This may seem like a tall order, but that’s what it takes to
stand-out in the noise of social media.
#army4good @JuliaCSocial @4GoodOrg
29. What Do You Do With Them?
Make it extremely easy to share.
Encourage commenting and other
interaction by disabling strict privacy
settings on your social media sites.
Add social share buttons to all blog
posts and email newsletters.
Social share buttons are those
buttons on the side or at the
bottom/top of articles and blog posts
with the social media icons.
#army4good @JuliaCSocial @4GoodOrg
30. What Do You Do With Them?
Write the updates for them.
Send out emails, Facebook posts, Tweets, etc. with
suggested updates that the online supporter can simply
cut, paste and share.
Example: “Tweet this! The @waterforlife campaign
for fresh water is well underway – can you donate $1
to help a child now? #waterforall” vs. “Tweet about
our fresh water campaign today!”
#army4good @JuliaCSocial @4GoodOrg
31. What Do You Do With Them?
Let them determine how they want to share the
information.
Provide updates in several social media formats to let
the online supporter choose where they want to share.
It’s not about where you want them to share the
information (although you can suggest it) it’s about
where they are going to want to post it!
They are in control of the where, when and you are in
control of the why.
#army4good @JuliaCSocial @4GoodOrg
32. What Do You Do With Them?
MA Conf for Women Social
Media Street Team
Weekly emails with
tweets, Facebook and
LinkedIn posts, Pinterest
pins and Instagram ready
photos
Graphics
provided, hashtags
provided, all speakers and
relevant people tagged
#army4good @JuliaCSocial @4GoodOrg
33. What Do You Do With Them?
Make it timely, relevant and interesting.
Don’t say “Help our organization raise money!” (That
isn’t very interesting, compelling or timely.)
Make it about the impact that donors and supporters
will have if they help you.
How many kids do you help every day? How many
animals are you saving?
What would happen if your organization disappeared?
What difference are you making?
#army4good @JuliaCSocial @4GoodOrg
34. What Do You Do With Them?
Target online supporters
based on their sphere of
influence.
Craft a personal solicitation
to online supporters that wield a
lot of clout to support you where
they are most influential. them
to share on Twitter (if they have
lots of followers), post to
Facebook (lots of friends/fans) or
pin on Pinterest (many followers).
#army4good @JuliaCSocial @4GoodOrg
35. What Do You Do With Them?
Don’t ignore other social networks!
Don’t ignore influencers and supporters on
LinkedIn, Google+ and YouTube. (MySpace is coming
back too!)
#army4good @JuliaCSocial @4GoodOrg
36. What Do You Do With Them?
Give updates on your
progress.
If you are looking to get a
specific number of signatures
on a petition, update your
online supporters on your
progress!
Celebrate milestones in
fundraising – “We’ve raised
$5,000 – only $5,000 more to
go!” People love to be part of
success.
#army4good @JuliaCSocial @4GoodOrg
37. What Do You Do With Them?
Use hashtags to build community and monitor
the conversation.
Hashtags can be used
on Facebook, LinkedIn, Google+, Twitter, Pinterest and
Instagram.
The best hashtags are original, memorable, easy to spell
and short. Think
#womeninbinders, #masswomen, #water4all etc.
Go to Hashtags.org to research
#army4good @JuliaCSocial @4GoodOrg
38. What Do You Do With Them?
Celebrate successes.
Show your online supporters how they helped get
you there!
“We had 348 retweets and an increase in Facebook
Reach of 567%!”
You will need to monitor your insights to get this
information.
#army4good @JuliaCSocial @4GoodOrg
39. What Do You Do With Them?
Give them what they want!
Online Brand Ambassadors are online and always
looking for content to share with their networks.
They support you and your cause already.
They are most likely looking for easy ways to get more
involved.
Give them easy instructions and compelling content
and see your online reach explode!
#army4good @JuliaCSocial @4GoodOrg
41. Round Up
We discussed:
How to identify your biggest online supporters
How to engage with them
How to make content that is easy to share
Coming up next:
How to build continuing relationships with Online
Brand Ambassadors
Examples from the field
Conclusions/Things to Remember
#army4good @JuliaCSocial @4GoodOrg
42. How Do You Keep Them?
The power of Thank You
The 2012 AFP Fundraising
Effectiveness Report found
that for every $100 gained by
nonprofits in 2011, another
$100 was lost through gift
attrition.
Donor attrition was 59% -
meaning that 59% of donors
did not give again to the
nonprofit!
#army4good @JuliaCSocial @4GoodOrg
43. How Do You Keep Them?
Acknowledge, thank, celebrate, rinse, repeat!
Identify and acknowledge the special people.
You know, the ones who always comment on your blog
(genuinely and with value) and share your Facebook
posts.
They might only have 45 LinkedIn connections, but
their passion and interest is authentic and real – and
often contagious!
#army4good @JuliaCSocial @4GoodOrg
44. How Do You Keep Them?
Acknowledge, thank, celebrate, rinse, repeat!
Organize a “Thank You” campaign!
Heather Mansfield of the blog Nonprofit Tech for Good
lays out ideas for creating “Thank You” videos for your
2012 fundraising campaigns.
This idea, using Vine or Instagram video, can also work
for nonprofits as a “Thank You” to their biggest
online supporters.
8 Inspiring Thank You Videos Created by Nonprofits:
http://www.prdaily.com/Main/Articles/8_inspiring_Thank_
You_videos_created_by_nonprofits_11155.aspx
#army4good @JuliaCSocial @4GoodOrg
45. How Do You Keep Them?
Acknowledge, thank, celebrate, rinse, repeat!
Participate in Diane Darling’s “The Thank You Project”,
where you hand write at least four personalized thank
you notes per week.
Blog about your Thank You campaign, post on
Facebook and Twitter, share your Thank You process on
LinkedIn. Your supporters and customers will
appreciate the special touch and the personalized
attention.
http://dianedarling.typepad.com/blog/2012/01/inviting-you-to-
join-the-thank-you-project.html
#army4good @JuliaCSocial @4GoodOrg
46. How Do You Keep Them?
Pick a Facebook Fan of the Week
This is a simple, easy-to-use Facebook application to
add to your business or nonprofit’s Page.
It automatically highlights the person who interacts
with your Page the most within a given week.
#army4good @JuliaCSocial @4GoodOrg
47. How Do You Keep Them?
Facebook Fan of the Week:
Offer to highlight that Fan’s business or favorite cause for
one week on your page
Create a gallery of Fans of the Week on your website
Make a special phone call to the Fan of the Week (if you
have their information) to thank them for their
engagement.
You can also send them items such as a t-
shirt, pen, coffee mug or other memento (with your
logo on it of course)!
#army4good @JuliaCSocial @4GoodOrg
48. How Do You Keep Them?
Give them something
special.
“Something special” includes
exclusive access to events,
reports, celebrities, thought
leaders, discounts and offers.
As a part of the Massachusetts
Conference for Women Social
Media Street Team, I am awarded
a free ticket to the Conference
and other enticing rewards.
#army4good @JuliaCSocial @4GoodOrg
49. How Do You Keep Them?
Show the impact!
This is the most important
step.
Your online supporters want
to know that all their
tweeting, Facebook posting
and blogging has actually
helped your organization.
Otherwise, why waste their
time?
#army4good @JuliaCSocial @4GoodOrg
50. Example
National Oesteoporis Foundation
They use their Brand Ambassadors to:
Advocate on behalf of their cause to congressional
leaders.
Direct people to the NOF website to download
advocacy tools and resources
Pass along key research and updates
Respond to community conversations
about industry news and events
#army4good @JuliaCSocial @4GoodOrg
51. Example
St Baldrick’s Foundation
They are volunteer-driven.
“Content is designed to give our
volunteers a voice, and provide them
with information to share with their
friends and family.”
They analyzed what worked and
what didn’t work and did more of
the stuff that worked.
#army4good @JuliaCSocial @4GoodOrg
52. Keeping Momentum
Be open-minded and don’t get discouraged. Not everyone
will be an Online Brand Ambassador (no matter how
much you want them to).
Don’t go by Klout score alone.
Just because someone is influential does not mean that
your cause will resonate with them.
Actively look everywhere for people who are passionate
about your cause.
Cultivate your current online advocates and thoughtfully
create others.
#army4good @JuliaCSocial @4GoodOrg
53. Keeping Momentum
Identify and acknowledge the special people.
See what you can do to find your offline community
and entice them to join you online.
#army4good @JuliaCSocial @4GoodOrg
54. In Conclusion
Too many nonprofits online today seem to have a race-
to-the-top mentality – who can get the most fans, the
most followers, the most likes.
However, it’s said that just 1% of an organization’s
online fan base drives 20% of the traffic to the website
and 75% of the interaction on the social networking
sites.
Focus your social media efforts on cultivating, engaging
and celebrating your biggest online supporters and
reap the rewards!
#army4good @JuliaCSocial @4GoodOrg
55. Tools
GaggleAmp - Nonprofits are able to widely distribute
their content and messages by creating a network of
people (called a “GaggleTM“) that share, Tweet, and
post company-created messages and content.
Dropbox – Post sample social media posts in
Dropbox, graphics, photos to share, and language for
Online Brand Ambassadors to use
#army4good @JuliaCSocial @4GoodOrg
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