Packed with practical, how-to advice and examples for small nonprofits on a limited budget, this free webinar will show you how to leverage your social media accounts to raise money and strengthen relationships with donors so they give again. Topics discussed include:
Current trends in the social media landscape that nonprofits need to understand
How to choose the correct social media platforms for your small nonprofit
How to build up momentum on social media to launch a successful social media fundraising campaign
Tips and examples of simple ways to use the major platforms – Facebook, Instagram, Twitter, YouTube – to raise money and build community
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How to Use Social Media to Raise Money Online
1. HOW TO USE SOCIAL
MEDIA TO RAISE MONEY
ONLINE
Julia Campbell
TWEET @JULIACSOCIAL @NONPROFITORGS
2. ABOUT ME
Mom of 2
Returned Peace Corps Volunteer (Senegal
2000-2002)
Former Development and Marketing
Director at small shops
Author, Storytelling in the Digital Age: A
Guide for Nonprofits
Passionate digital storytelling evangelist
Tweet: @JuliaCSocial
TWEET @JULIACSOCIAL @NONPROFITORGS
3. WHAT WE WILL
COVER TODAY
Current trends in the social
media landscape that
nonprofits need to understand
How to choose the correct
social media platforms for
your small nonprofit
TWEET @JULIACSOCIAL @NONPROFITORGS
4. WHAT WE
WILL COVER
TODAY
How to build up
momentum on social
media to launch a
successful social media
fundraising campaign
Tips and examples of
simple ways to use the
major platforms –
Facebook, Instagram,
Twitter, YouTube – to
raise money and build
community
TWEET @JULIACSOCIAL @NONPROFITORGS
10. 2018
GLOBAL
TRENDS IN
GIVING
SURVEY
29% of donors worldwide say that social
media is the tool that most inspires them to
give, however, email is a close second
at 27%.
Of those donors inspired by social
media, 56% say that Facebook inspires them
the most. 20% say Instagram, and 13% say
Twitter.
Get the report:
https://nptechforgood.com/wp-
content/uploads/2019/02/2018-
GivingReport-English.pdf
TWEET @JULIACSOCIAL @NONPROFITORGS
11. RAISED ON
FACEBOOK ON
GIVING TUESDAY
2018.
THAT’S UP FROM
$45 MILLION ON
GIVING TUESDAY
2017.
TWEET @JULIACSOCIAL @NONPROFITORGS
12. HOW TO CHOOSE THE BEST
SOCIAL MEDIA PLATFORMS
FOR YOUR SMALL
NONPROFIT TWEET @JULIACSOCIAL @NONPROFITORGS
13. BEFORE JUMPING
ON A NEW DIGITAL
CHANNEL:
Is your audience there?
Can you add value to this
channel or just more
noise?
What can you post that will
be interesting and unique?
Why are you using this
channel specifically?
TWEET @JULIACSOCIAL @NONPROFITORGS
14. CONSIDER:
Can you design and create
content specific to that
channel?
Do you have the capacity
to manage another
channel?
Research
Knowledge
Content creation
Measurement/analysis
TWEET @JULIACSOCIAL @NONPROFITORGS
17. 4 STEPS TO A SUCCESSFUL SOCIAL
MEDIA FUNDRAISING CAMPAIGN
TWEET @JULIACSOCIAL @NONPROFITORGS
Specific ask Have a specific ask – “Donate $25 now to feed a family for Thanksgiving.”
Urgency Create a sense of urgency to participate during the campaign (matching gift, deadline).
Infrastructure Create the donation page on your website or use outside crowdfunding software (Classy, CauseVox,
GoFundMe, Facebook, etc.)
Build trust Prime the pump – build up an engaged community on social media BEFORE launching the campaign.
21. 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?
TWEET @JULIACSOCIAL @NONPROFITORGS
22. 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 @NONPROFITORGS
23. BUILDING AN
ENGAGED SOCIAL
MEDIA
COMMUNITY
MEANS:
Building trust
Educating people around
the issues
Showcasing your impact
Eliciting emotion and
excitement
Inspiring people and
making them proud to be
in your court
TWEET @JULIACSOCIAL @NONPROFITORGS
41. FACEBOOK
FUNDRAISER
S
18% of donors worldwide
have donated to a
charitable organization
directly through
Facebook.
Of those, 88% say they are
likely to give again
through Facebook.
Get the report:
https://nptechforgood.co
m/wp-
content/uploads/2019/02
/2018-GivingReport-
English.pdf
TWEET @JULIACSOCIAL @NONPROFITORGS
45. HOW CAN WE USE
FACEBOOK
FUNDRAISERS?
https://donations.fb.com
Encourage your
supporters to set them up
Explain the process
Give them advice, tips,
tricks to setting up a
successful fundraiser
TWEET @JULIACSOCIAL @NONPROFITORGS
48. COMING SOON:
INSTAGRAM
DONATIONS
Both individuals and charities
themselves will be able to use
Instagram’s donation sticker in their
Instagram Story posts to gather
donations for a cause.
When users click on the sticker, they
will go directly to the charity’s
donation form.
Users must select the organization
that will receive these donations
from a list of charities that Facebook
has preapproved.
501(c)(3) tax-exempt status “in
good standing”
Participating nonprofits can pre-set
donation amounts, beginning at $5.
TWEET @JULIACSOCIAL @NONPROFITORGS
51. HOW CAN WE USE YOUTUBE
GIVING TOOLS?
Register with Google for Nonprofits:
https://www.google.com/nonprofits/
Fundraisers are rolling out now – still in beta
Use the tools available now:
Link anywhere cards let you link supporters to any external URL
Donation cards can help with fundraising and to rally supporters
Creator Academy offers lessons tailored to nonprofits
TWEET @JULIACSOCIAL @NONPROFITORGS
55. TIMELINESS – WHY
NOW? The impromptu campaign
went on to raise $3,700
per inch of snow.
By the next day, 11.4
inches fell and the
Twitterverse pledged over
$41,000 for charity.
Wheeler Mission can
provide 18,222 delivered
meals for vulnerable
community members with
that amount.
TWEET @JULIACSOCIAL @NONPROFITORGS
61. 3 KEYS TO SOCIAL MEDIA
FUNDRAISING SUCCESS
Confidence –in your voice, in taking risks, and in
being yourself
Consistency – showing up regularly and being present
Content – that people like to watch, read, share,
comment on
TWEET @JULIACSOCIAL @NONPROFITORGS
Creating engaging, well-received content is the name of the social media game.
The best way to create your own high-performing social media content strategy is by completing the 3 steps that we will cover today:
Brainstorm Content Categories that are laser-focused on your target audience and to your specific nonprofit;
List out several different Content Types, based on what works on each social media platform, as well as the technical capacity and resources of your org;
Put the Content Categories and the Content Types together into a Content Calendar.