LONDON-2017


 * The Three C’s of Making Fundraising Social **

Content, Champions, and Channels

Social media can be a valuable engagement channel in your online fundraising plan, especially to identify and cultivate new donors and retain existing ones. But the crowds won’t come flocking and open their wallets unless your organizations creates a robust strategy based on the three C’s of social fundraising. Your strategy must include compelling content that uses best practices in storytelling and an army of champions who can influence others and generate buzz about your organization. And finally, your organization must optimize engagement, organic content, and paid social across social media channels to build your fundraising prospect list.

This workshop will help you design and execute a simple social media strategy to transform fans into donors.

Takeaways

Overview of digital trends: What has changed, what is the same and what that means for your fundraising strategy How to identify, cultivate and deploy champions and influencers to support your fundraising effort Provide practical tips for engagement, content, paid social, and champions on social media channels

Slides

Handout


 * Resources **

Maturity of Practice Model: Networked Nonprofit

Networked Nonprofit: Maturity of Practice Model http://www.ssireview.org/blog/entry/becoming_a_networked_nonprofit

Multi-Screen World https://www.thinkwithgoogle.com/advertising-channels/mobile/multi-screen-world-infographic/

The Perils of Social Media for Evil http://www.bethkanter.org/social-media-evil/

Anne Frank House Bot https://www.facebook.com/annefrankhouse/

Facebook Messenger Bots http://www.bethkanter.org/charity-bots/

The Media Landscape http://www.edelman.com/who-we-are/the-details/cloverleaf/

What Marketers Need To Know About Organic Reach https://www.marismith.com/facebook-news-feed-tests-impact-organic-reach-marketers-need-know

Truthful Consumerism http://trendwatching.com/quarterly/2017-03/truthful-consumerism/

Hank and The Purple Hippo http://www.bethkanter.org/sm-best-practices/

Transmedia Storytelling http://www.howtostory.be/transmedia-storytelling-whats-in-a-name/

Storytelling Best Practices https://blog.bufferapp.com/storytelling-formulas

Nonprofit Storytelling https://www.nytimes.com/2017/06/14/business/media/marketing-charity-water-syria.html?mwrsm=Email

Leading on Social Media for Staff/Board http://www.bethkanter.org/hrw-employee-champions/ http://www.bethkanter.org/networkedleadership/ http://www.bethkanter.org/nonprofit-ceo-leaders/

Message Amplification http://sethgodin.typepad.com/seths_blog/2013/08/message-amplification-isnt-linear.html

Digital Strategy

Care2 Digital Outlook Strategy http://www.care2services.com/2017-digital-outlook-report

Personas https://wiredimpact.com/blog/creating-audience-personas-for-your-nonprofit/ https://blog.bufferapp.com/marketing-personas-beginners-guide https://blog.hubspot.com/blog/tabid/6307/bid/33491/Everything-Marketers-Need-to-Research-Create-Detailed-Buyer-Personas-Template.aspx#sm.00017mih1cka5f1bzqi1gfppa52kb

Brainstorming with Sticky Notes http://www.bethkanter.org/post-it-notes/

Content, Channels and Champions

Content Strategy and Work Flow Editorial Calendars http://www.nonprofitmarketingguide.com/resources/articles/favorite-topics/nonprofit-editorial-calendars/

Repurpose Your Content http://www.bethkanter.org/visual-content/

Content Creation Process http://www.bethkanter.org/smnp-continuous-improvement/

Writing Good Headlines http://socialmediaslant.com/emotional-marketing-value-headlines/ https://blog.hubspot.com/marketing/headline-writing-tips#sm.00017mih1cka5f1bzqi1gfppa52kb https://www.poynter.org/2014/top-8-secrets-of-how-to-write-an-upworthy-headline/255886/

Visual Content Tools https://blog.bufferapp.com/a-complete-guide-to-creating-awesome-visual-content http://blog.hubspot.com/marketing/visual-content-creation-social-media http://www.socialmediaexaminer.com/visual-content-marketing-a-resource-guide-for-marketers/

Social Media Optimization

How To Craft the Perfect Social Media Post https://blog.bufferapp.com/how-to-craft-the-perfect-post-on-facebook-twitter-and-instagram

How Often To Post on Social Media Based on 14 Research Studies https://coschedule.com/blog/how-often-to-post-on-social-media

Facebook Video http://www.socialmediaexaminer.com/facebook-video-for-marketers-strategy-for-future-success-jay-baer/

Facebook Live http://www.johnhaydon.com/facebook-live-ideas-show-impact-nonprofit/ http://www.johnhaydon.com/facebook-live-for-nonprofits-getting-started/

How To Run Facebook Polls w/ Animate Gifs https://www.socialmediaexaminer.com/how-to-run-facebook-polls-with-animated-gifs/

Messaging Study https://newsroom.fb.com/news/2017/11/messages-matter-exploring-the-evolution-of-conversation/

Facebook Messenger Bots http://www.bethkanter.org/charity-bots/

Examples of Facebook Messenger Bots

1 Climate Reality https://www.facebook.com/climatereality/

2 Anne Frank House https://www.facebook.com/annefrankhouse/

3 National Geographic

https://www.facebook.com/NatGeoGenius/

4 Mission/USA (Pope) https://www.messenger.com/t/MissioUSA

Champions

How Your CEO Can Use Social for Thought Leadership http://www.bethkanter.org/thought-leadership/

Finding Your Brand Voice http://www.socialmediaexplorer.com/social-media-marketing/finding-your-brand-voice/

9 Ways to Humanize Your Brand http://www.socialmediaexaminer.com/humanize-your-brand-with-social-media/

Foundation Staff and CEOs https://twitter.com/kanter/lists/foundation-staff-ceos

The Ultimate List of Socially Engaged CEOs and Staff http://list.ly/list/I0a-ultimate-list-of-lists-of-socially-engaged-nonprofit-ceos

Social Media Metrics and Measurement https://blog.bufferapp.com/learn-social-media-analytics