1. Share The Love
using social media to show your supporters appreciation
2. Your presenter »
@StevenShattuck
Steven Shattuck
@StevenShattuck
VP, Marketing -‐ Bloomerang
Contributor to:
Ragan, NTEN, Business2Community, Social Media
Today, National Council of Nonprofits, Search Engine
Journal, ExactTarget, Raven Internet Marketing Tools,
HubSpot, Content Marketing Institute, Nonprofit Hub,
INside Indiana Business.
Speaker:
Association of Fundraising Professionals, National
Council of Nonprofits, LeadingAge, ADRP, NCDC,
NAMP, ANN, Let’s Talk Tech, Mixwest, Infinitive Digital
Brainfest, Affiliate Summit, Indy Social Media
15. The “Three As” »
@StevenShattuck
http://blog.hubspot.com/marketing/nonprofit-‐three-‐as-‐social-‐media-‐ht
• Appreciation: say thank you
• Advocacy: champion those you serve
• Appeals: ask for help
21. • 5% -‐ thought charity did not need them
• 8% -‐ no info on how monies were used
• 9% -‐ no memory of supporting
• 13% -‐ never got thanked for donating
• 16% -‐ death
• 18% -‐ poor service or communication
• 36% -‐ others more deserving
• 54% -‐ could no longer afford
Why nonprofit donors leave »
https://www.linkedin.com/today/post/article/20140520191728-746287--
infographic-why-donors-stop-their-support
@StevenShattuck
23. @StevenShattuck
Key drivers of donor commitment »
1. Donor perceives your organization to be
effective in trying to achieve its mission.
2. Donor knows what to expect from your
organization with each interaction.
3. Donor receives a timely thank you.
4. Donor receives opportunities to make his
or her views known.
5. Donor is given the feeling that he or she is
part of an important cause.
6. Donor feels his or her involvement is
appreciated.
7. Donor receives information showing who is
being helped.
29. Why appreciation »
@StevenShattuck
• People like to put their
philanthropy on display
• Donors like to feel
appreciated
• “Appreciation” posts get the
most engagement
30. Appreciation via social media »
• Use social media to publicly thank supporters!
‣ donors
‣ volunteers
‣ staff/board members
‣ other advocates/vendors
• Why?
‣ they will engage with/share the post
‣ increases visibility of future posts
@StevenShattuck
31. Anatomy of a sharer »
@StevenShattuck
http://www.slideshare.net/socialogilvy/why-‐do-‐people-‐share-‐on-‐social-‐media-‐global-‐survey-‐results
Source: Ogilvy & Mather
39. Appreciation »
@StevenShattuck
Volunteers are 10x
more likely to donate
to your charity than
non-‐volunteers!
http://www.fidelitycharitable.org/docs/
Volunteerism-‐Charitable-‐Giving-‐2009-‐
Executive-‐Summary.pdf
43. Permission »
@StevenShattuck
• Ask for Twitter username
• Ask for communication preference
• email
• snail mail
• phone
• social media
• “Would you like to remain anonymous in agency
publications?” Yes/No
• Don’t have to divulge donation amount
47. 1. Appreciation
2. Advocacy
3. Appeals
The “Three As” »
@StevenShattuck
Gets the most engagement!
https://blog.bufferapp.com/facebook-‐news-‐feed-‐algorithm
48. Facebook algorithm factors »
• Posts with lots of comments
• Posts with lots of likes
• Post types that users seem to prefer more than
others (e.g., photo, video, or status update)
• Posts that receive a high volume of likes, comments,
or shares in a short time
• Posts that tag other pages within the text
• Posts that are liked or commented on by one’s friends
• Posts from pages that one interacts with often
@StevenShattuck
49. Appreciation opportunities »
• Volunteers on-‐site
• Unique donation
• A major gift
• In-‐kind help from a for-‐profit vendor/sponsor
• P2P fundraiser milestones
@StevenShattuck
50. Who can thank? »
• Corporate account
• Employees
‣ Executive Director
‣ Development Director
‣ Communications Director
• Volunteers
• Board members
• Donors
• Vendors
@StevenShattuck
51. Appreciation -‐ do’s and don’ts »
• Look for opportunities to show appreciation
• Make it easy for donors to talk about their giving
• from the brand + from employees
• Get the donor/volunteer’s permission
• Make thank you’s visual
• Never an untagged post
• Track donor’s social media accounts in database
@StevenShattuck
52. 1. Appreciation
2. Advocacy
3. Appeals
The “Three As” »
@StevenShattuck
Now it’s time for conversions!
54. Advocacy »
• Educate about your cause
‣ new research/data
‣ helpful tips/guides
• Champion those you serve
‣ Success/impact stories
• Highlight organizational culture
‣ fun moments around the office
@StevenShattuck
55. @StevenShattuck
Key drivers of donor commitment »
1. Donor perceives your organization to be effective
in trying to achieve its mission.
2. Donor knows what to expect from your
organization with each interaction.
3. Donor receives timely a thank you.
4. Donor receives opportunities to make his or her
views known.
5. Donor is given the feeling that he or she is part of
an important cause.
6. Donor feels his or her involvement is appreciated.
7. Donor receives information showing who is being helped.
61. Appeals »
• Use social media to ask for help!
‣ be visual
‣ be specific
‣ give specific action steps
‣ mix in with appreciation/advocacy (CTAs)
• Involve others!
‣ identify influencers
‣ ask for shares/retweets
@StevenShattuck
65. Calls-‐to-‐Action (CTAs) »
• Add CTAs to appreciation and advocacy posts
‣ (photo) “Thanks to these volunteers. By the
way, you can sign up to be a volunteer here
>> link”
‣ (photo) “With your help, the Smiths were
able to move out of our shelter and into
their own apartment. Help another family
like theirs here >>”
@StevenShattuck
70. • Facebook: when you have something to say
• Twitter: when you have something to say
• Instagram: when you have something to say
• LinkedIn: when you have something to say
How often should you post? »
@StevenShattuck
71. Keys to success »
• Balance: avoid too much self-‐promotion
• Visual: photos/videos perform very well
• Be personal: address people individually (tag them)
• Ask: permission before publicly acknowledging gifts
• Track: supporter social media accounts in your database
• Teamwork: get your employees to create/share content
• Measure and adjust: don’t post what hasn’t worked!
@StevenShattuck
https://bloomerang.co/resources/downloadables/social-‐media-‐strategy-‐template
72. Free educational resources »
@StevenShattuck
https://bloomerang.co/resources/
•Daily blog post
•Weekly webinar
•Downloadables
•Nonprofit Wrap-‐Up
•Bloomerang TV
•Bloomies