Social Media: The Secret Weapon in the Battle to Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts | by John Haydon
Show The Love
Thoughtful Engagement to Retain Donors
www.blackbaud.com/npexperts

Meet the #npEXPERTS

#npEXPERTS
John Haydon!
!
John is the author of Facebook Marketing
for Dummies, founder of the Nonprofit
Facebook Bootcamp, and a digital
marketing consultant, helping nonprofits
with smarter online marketing.  
 
He has spoken at the Nonprofit Technology
Conference, New England Federation of
Human Societies, MetroWest Foundation,
New Media Expo, BBCon, Social Media 4
Nonprofits, AFP New Jersey, and several
other conferences.!
!
@johnhaydon | JohnHaydon.com!

Social Media: The
Secret Weapon
in the Battle to
Retain Donors

๏  Ok, I guess it’s not really a secret
๏  So… just post cat pictures?
๏  POST first, ask questions later
๏  The problem with Facebook
๏  Brand voice vs. friend voice
๏  Integrate with other channels
๏  What about the money?
Agenda

Ok, so we know it’s not really a secret…

But how does social media help keep donors?

https://www.blackbaud.com/nonprofit-resources/onlinemarketingstudy

Social Media = Engagement

So… Just post cat pictures, right?

Yo Patrick. Have you been
following #humanshaming on
Instagram?

Listen Bernie, I’m trying to
get some work done!

POST first, update Twitter later

P.O.S.T.First, Update Twitter Later

P.O.S.T.
People: Where do your people hangout? What’s important
to them? How are they talking about your cause?
Objectives: What specifically do you want to achieve?
Shoot low, if you’re just starting out.
Strategy: How will you acheive your objectives by creating
value for your community?
Tactics: What tools and tactics will you use to achieve your
strategy?

The Secret Weapon in the Battle to Retain Donors
Campaign Worksheet - by John Haydon
1-Page Campaign Marketing Plan
Who are we trying to engage? Supporters? Volunteers? Donors?
What’s in it for them? What’s the emotional hook?
What’s in it for us? More fans? More emails? More donors?
How will we promote the campaign? What other channels will we use?
How will we measure success? Likes? Engagement Rate? Emails Acquired?
Campaign name and summary

The problem with Facebook

People don’t use Facebook to
connect with brands or nonprofits

“70% of us trust brand
recommendations from
friends, but only 10% trust
messages from those same
brands.” - Forrester Research

So where do we start, Barney?

#npEXPERTS | www.blackbaud.com/npexperts | Presented by John Haydon
Use a “Friend” voice vs. a “Brand” voice.

Yawn

Talking about
your organization
on Facebook
rarely gets people
engaged.

Supporters talking about you to their friends is a much
more effective way to reach people on Facebook.

Leverage events

Get event registrants talking …
The next time you have an event, try this:
1.  Create a Facebook Event
2.  Make sure the “ticket” link goes to your event landing Page.
3.  Use it as a way to share “insider” info to people that join
4.  Encourage event registrants to RSVP to the event. Use a
giveaway to encourage RSVPs.
5.  Each time someone RSVPs, their friends are exposed to your
event in their News Feed.
6.  Once you reach 100+ RSVPs, use Facebook ads to target those
friends located near the event.

Integrating with other marketing channels…

Integrate with other marketing channels
Leverage Facebook & eMail
Promote individual Facebook
posts that have recently
performed well in your email
newsletter.
This gets your email
subscribers to join these
conversation on Facebook,
which then reaches their
personal friend networks.

Wearever uses
email to promote
testimonials
customers post on
their Facebook
Page

Add social sharing

Create a social landing page

Don’t forget about “in person”

What about the money…?

Social media is not the best tool to collect money.

Social media is relational not transactional.

So how do we get their money?

Engage!
Capture!
Nurture!
Convert!
Partner!

Engage!
Capture!
Nurture!
Convert!
Partner!
Social media
Email marketing
Use social
media for
WOM

Engage!
Step#1: Capture!
Nurture!
Convert!
Partner!
Capture emails with carrots: ebooks,
webinars, sweepstakes, petitions,
newsletter, events, etc.
Step#2:
Nurture, encourage and segment
leads based on their actions (clicks,
opens, optins, visits).
Step#3:
Convert leads into donors, volunteers,
renewals, members, etc. This is where
they give you their money and their
time.

Questions?

Social Media: The Secret Weapon in the Battle to Retain Donors

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