The COVID-19 pandemic, the election, and racial justice protests have upended the entire nonprofit landscape. It is no longer business as usual for nonprofit fundraisers.
With all the noise on social media, along with serious ethical considerations clouding the platforms, how can we continue to reach our audiences and spread our messages online?
In this webinar, nonprofit social media expert Julia Campbell will review important shifts in the social media landscape that nonprofits need to understand; discuss ways to stay relevant on social media in times of uncertainty; and provide a framework for your 2021 social media marketing strategy.
2. ABOUT ME
Mom of 2
Former U.S. Peace Corps Volunteer
Author, Storytelling in the Digital Age: A
Guide for Nonprofits and How to Build and
Mobilize a Social Media Community for
Your Nonprofit in 90 Days
Former Development and Marketing
Director at small shops
www.JCsocialmarketing.com
Tweet: @JuliaCSocial
TWEET: @JULIACSOCIAL @NETWORK4GOOD
3. HOUSEKEEPING
You will get the slides and the recording
after the webinar.
We will take questions at the end.
If you want my free digital storytelling
workbook for nonprofits,
Text WORKBOOK
To 33777
TWEET: @JULIACSOCIAL @NETWORK4GOOD
4. WHAT WE
WILL
COVER
TODAY:
TWEET: @JULIACSOCIAL @NETWORK4GOOD
Important shifts in the social media
landscape that nonprofits need to
understand;
Ways to stay relevant on social
media in times of uncertainty;
A framework for your 2021 social
media marketing strategy.
5. of users are spending more time
on social media
DATA INSIGHTS
2020 SOCIAL MEDIA USAGE
of Americans have a social
media profile in 2020,
compared to 10% in 2008
43%
BILLION active social media
users around the globe
3.96
million new users since 2019.
That’s almost 12 new users every second!
376
79%
Source: Hootsuite
6. % OF PEOPLE USING SOCIAL MEDIA
DAILY
45
%
51
% 46
% 42
%
60
%
63
%
63
%
61
%
74
%
74
%
Source: Global NGO Technology Report 2019
7. GENERATIONS DEFINED
Born 1981 - 1996
Ages 23 - 28
Born 1997 - 2012
Ages 7-22
Millennial
Born 1965 - 1980
Ages 39 - 54
Gen X
Born 1946 - 1964
Ages 55 - 73
Boomers
Gen Z
Source: Pew Research Center
8. of 30-49 year olds are on at least
one social media network
DATA INSIGHTS
SOCIAL MEDIA BY AGE
of 18-29 year olds are on at
least one social media
network
78%
of 50-64 year olds are on at
least one social media network
64%
of those 65+ are on at least one
social media network
37%
88%
Source: Global NGO Technology Report 2019
9. DATA INSIGHTS
CHANGING BEHAVIOR
% who say the following are main reasons for using social media
Because my friends
are on them
To stay in touch
with my friends
To network for work To follow celebrities
or celebrity news
To research/find
products to buy
2015: 37%
2018: 31%
Trend: -16%
2015: 44%
2018: 40%
Trend: -9%
2015: 22%
2018: 24%
Trend:+9%
2015: 15%
2018: 19%
Trend:+27%
2015: 23%
2018: 30%
Trend:+30%
Source: Pew Research Center
10. DOES SOCIAL MEDIA MATTER FOR
NONPROFITS?
YES, 94% of NGOs worldwide agree that social media is
effective for creating online brand awareness
YES, 30% of nonprofit website traffic currently comes
from social media
YES, 36% of social media users say that they have
used social media sites like Facebook and Twitter
in the past month to show support for a cause
Source: Global NGO Technology Report 2019
Tweet: @JuliaCSocial @Network4Good
11. A RENEWED FOCUS ON
DONOR RETENTION
1. More than half of the charitable organizations in the
U.S. are expecting to raise less money in 2020 than
2019 and believe this trend will continue in 2021.
2. Over 80% of the survey respondents noted they are
now focusing on donor retention and stewardship
activities.
3. 78% of the respondents are intensifying efforts in
social media, online and virtual events.
Source: https://afpglobal.org/half-charities-expecting-
drop-donations-2020-and-beyond
TWEET: @JULIACSOCIAL @NETWORK4GOOD
13. OUR
UNIQUE
RESPONSIB
ILITY
TWEET: @JULIACSOCIAL @NETWORK4GOOD
Trust in institutions, brands,
nonprofits is at an all time
low.
The content we share should
build a community of people
who believe what we believe.
We have a moral obligation to
engage our communities on
digital platforms.
17. 1) DETERMINE
YOUR GOAL.
What would you do if you
couldn’t fail?
What do you hope to achieve
with social media?
What does success look like?
What do you want people to
do?
TWEET: @JULIACSOCIAL @NETWORK4GOOD
20. KNOW YOUR
AUDIENCE.
What do your supporters really value?
What do they want to know more about as
related to our nonprofit and our work?
What motivates them?
What drives them to participate?
TWEET: @JULIACSOCIAL @NETWORK4GOOD
23. KNOWLEDGE GAPS
What does your target
audience already know
about you?
What misconceptions may
they have about the
population you work with
or the work that you do?
TWEET: @JULIACSOCIAL @NETWORK4GOOD
27. HOW TO CHOOSE?
TWEET: @JULIACSOCIAL @NETWORK4GOOD
Which online platforms
will help us reach our
target audience and get
them to take the action
we desire?
Those are the
platforms and channels
that you focus on.
Don’t be afraid to
break up with social
media platforms that
aren’t working!
30. MINI-
STRATEGY
FOR EACH
PLATFORM
TWEET: @JULIACSOCIAL @NETWORK4GOOD
Why are we using this platform
specifically – what do we hope to gain?
What types of content are we going to
share that will work on this platform?
Photos, video, graphics, links
What voice will we have? Casual,
friendly, serious?
What will we measure so we know
progress and/or success?
33. ETHOS –
BUILD
CREDIBILITY
Branding & reputation
Consistency
Accessibility and
transparency
Sharing helpful info
Why should we listen to
you?
Why are you a trustworthy
source?
TWEET: @JULIACSOCIAL @NETWORK4GOOD
36. LOGOS – THE
LOGICAL
RATIONALE
Appeals to logic and
reason
Why is this issue
important?
Why is this story vital to
understanding this issue?
What is the problem?
Does the evidence
support you?
TWEET: @JULIACSOCIAL @NETWORK4GOOD
39. PATHOS –
THE
EMOTIONAL
APPEAL
Only stories and social media content that
resonates at a deeply human, universal
level, beyond a recounting of “things that
happened”, are going to move people from
passive to passionate.
TWEET: @JULIACSOCIAL @NETWORK4GOOD
52. CREATE YOUR CALENDAR
Platform Monday Tuesday Wednesday Thursday Friday
Blog
Member
Spotlight
Email campaign
Featuring
Member
Spotlight
Facebook post
Member
Spotlight
Article on
climate change
Photo of the
natural
landscape
Shared post
from a local
farm
Information on
how to protect
forests
Instagram post
Member
Spotlight
Photo of the
natural
landscape
Shared post
from a local
farm
Instagram Story
– 3 ways to
protect forests
YouTube video
Member
Spotlight (if
there is a
video)
Member Article on TWEET: @JULIACSOCIAL @NETWORK4GOOD
https://docs.google.com/spreadsheets/d/1bRTFcWNP0_gg1Xa0q13
UJK6mpoTxJ_55F-fNakSzycA/edit?usp=sharing
53. REPURPOSE
AND RECYCLE
One great story or piece of
content can be repurposed!
Blog post
Email blast
Facebook post
Tweet
Instagram post
LinkedIn post
YouTube video
TWEET: @JULIACSOCIAL @NETWORK4GOOD
57. CONTENT CURATION TOOLS
Paper.Li- This is a great social media marketing tool which curates
your popular tweets and formulates them in a super handy online
newspaper.
Agorapulse– Using Agorapulse’s easy content management calendar
you can schedule your evergreen content (or someone else’s)
throughout the year.
BuzzSumo – Similar to Agorapulse
Twitter Lists – free! https://help.twitter.com/en/using-
twitter/twitter-lists
MyCurator – free individual plan! https://www.target-
info.com/pricing/
TWEET: @JULIACSOCIAL @NETWORK4GOOD
60. AUTHENTICITY IS (AND ALWAYS
WAS) VITAL.
TWEET: @JULIACSOCIAL @NETWORK4GOOD
TALK TO YOUR DONORS ABOUT
WHAT YOU ARE AFRAID TO TALK
ABOUT.
GET IN FRONT OF THE CAMERA
AND BE HUMAN.
WRITE YOUR COPY LIKE YOU
WOULD WRITE TO A FRIEND OR
FAMILY MEMBER.
61. BE
PROACTIVE
– NOT JUST
REACTIVE.
TWEET: @JULIACSOCIAL @NETWORK4GOOD
Now is not the time to let people forget that
your organization exists.
Now is the time to show people how
effectively you stand for your mission and
your community – both when your physical
doors are open and when they are closed.
The COVID-19 pandemic, the election, and racial justice protests have upended the entire nonprofit landscape. It is no longer business as usual for nonprofit fundraisers.
With all the noise on social media, along with serious ethical considerations clouding the platforms, how can we continue to reach our audiences and spread our messages online?
Daily use has pretty much remained the same, numbers aren’t out yet for 2020,
Youtube and Instagram slights more frequently
Social media started as a way for people to connect and communicate with friends and family. However, as it became more and more popular, brands began recognizing it as a great opportunity to interact with their target audiences and customers, as well as to expand their reach and grow.
Before we begin, a bit about the landscape we are entering into. Landscape
There are just three of many reasons that your nonprofit needs a strategic social media marketing plan going into the end of this year and to prepare for next year.
Until you know exactly what you want to accomplish, whom you need to spur into action, and what you need to say to get them engaged, you will just be spinning your wheels on social media for little to no results.
Until you know exactly what you want to accomplish, whom you need to spur into action, and what you need to say to get them engaged, you will just be spinning your wheels on social media for little to no results.
Until you know exactly what you want to accomplish, whom you need to spur into action, and what you need to say to get them engaged, you will just be spinning your wheels on social media for little to no results.