40 Ways to Boost Year-End Appeals with Social Media

1. 40 Ways to Boost your Year-End Appeal with Social Media

2. 31 Ways to Boost your Year-End Appeal with Social Media John Haydon 1 What we’ll be discussing today • It’s not about the tools • POST first, update Twitter later • May the friends be with you • Reuse and Recycle • Use Facebook ads wisely • Raise more money with storytelling • Quick ways to connect other marketing channels • What about the money? • Five email marketing nopes • Converting more donors with drip campaigns • Pick up the phone

3. 31 Ways to Boost your Year-End Appeal with Social Media John Haydon POST first, update Twitter later If it was about the tools, we’d have world peace by now.

4. 31 Ways to Boost your Year-End Appeal with Social Media John Haydon POST first, update Twitter later If it was about the tools, we’d have world peace by now.

5. POST first, update Twitter later

6. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon POST ﬁrst, update Twi2er later People ! ! Objectives ! ! Strategy ! ! Tactics ! 1 Make a simple plan

7. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon POST ﬁrst, update Twi2er later 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 achieve your objectives by creating value for your community?! ! Tactics: What tools and tactics will you use to achieve your strategy? 1 Make a simple plan

8. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon 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 1-Page Campaign Marketing Plan Make a simple plan

9. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Free download: johnhaydon.com/plan 1 Make a simple plan

10. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Online donor funnel [noun]: 1. a useful model that lets you visualize a donor-centric fundraising strategy. Make a simple plan 1

11. May the friends be with you, young Jedi.

12. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Yawn… Talking about your nonprofit doesn’t work 2

13. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Supporters talking about your cause with their friends is more powerful than you talking about your nonprofit.2 Instead, focus on empowering your people

14. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon 3 Share stories about your people

15. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon 3 Share stories about your people

16. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon 4 Share stories about positive outcomes

17. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon 4 Share stories about positive outcomes

18. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon 5 Talk about what’s trending

19. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon 6 Piggyback relevant trends

20. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Use Facebook Graph to ﬁnd popular Pages Share content from pages your fans like 7

21. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Share relevant top performing posts from those pages. 7 Share content from pages your fans like

22. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Use Insights to see what’s getting the most likes, comments and shares. Post about topics your fans already love 8

23. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Use Pinterest Analytics to see topics your followers are into. Post about topics your fans already love 8

24. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon http://www.johnhaydon.com/five-pinterest-board-ideas-steal-from-dog-shelter/ 9 Create remarkable Pinterest boards

25. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon http://www.johnhaydon.com/five-pinterest-board-ideas-steal-from-dog-shelter/ 9 Create remarkable Pinterest boards

26. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon http://www.johnhaydon.com/facebook-hashtags-nonprofits/10 Use hashtags to create community and conversation around your campaign

27. Reuse and Recycle

28. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Three ways to reuse top posts:! • Share the original post directly on your page.! • Copy the original post into a new status update.! • Modify the original post, then post. 11

29. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Step #1: Export Post-level Insights! 6-month range from 6 months ago.! ! ! 12

30. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Step #1: Export Post-level Insights! 6-month range from 6 months ago.! Step #2: Select data! Lifetime Post Consumers and Lifetime Post Total Reach within Key Metrics! ! ! 12

31. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Step #1: Export Post-level Insights! 6-month range from 6 months ago.! Step #2: Select data! Lifetime Post Consumers / Lifetime Post Total Reach within Key Metrics! Step #3: Calculate engagement rate! Lifetime Post Consumers / Lifetime Post Total Reach = Engagement rate! ! 12

32. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Step #1: Export Post-level Insights! 6-month range from 6 months ago.! Step #2: Select data! Lifetime Post Consumers / Lifetime Post Total Reach within Key Metrics! Step #3: Calculate engagement rate! Lifetime Post Consumers / Lifetime Post Total Reach = Engagement rate! Step #4: Rank by Engagement Rate! 12

33. Use Facebook AdsWisely

34. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Understand that Facebook only sells reach 13

35. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon 1. Post engaging content before event! • Hot topics related to event! • Behind the scenes! • Auction items! • Speakers Ramp up buzz 14

36. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon 2. Boost ONLY the best posts https://www.facebook.com/insights Ramp up buzz 15

37. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon 3. Target Boosted Posts wisely Ramp up buzz 16

38. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Try link post CTAs 18

39. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon facebook.com/ads/create 18 Try link post CTAs

40. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon facebook.com/ads/create18 Try link post CTAs

41. Raising more money with storytelling

42. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Who would you give to?19 Understand the brain science behind giving

43. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Understand the brain science behind giving 19

44. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Fundraising happens here Understand the brain science behind giving 19

45. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon TIP #1: Talk about a real personTalk about a real person 20

46. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon TIP #2: Make it bold Go big, or go home 21

47. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon TIP #3: Use adjectives and verbsUse adjectives and verbs 22

48. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon TIP #4: Include a beginning, a middle, and an end. Classic Story Arc Include a beginning, middle and end 23

49. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon middle, and an end.Include a beginning, middle and end 23

50. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon middle, and an end. Introducing our hero. Who has a huge obstacle! But you can help him win! Include a beginning, middle and end 23

51. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon TIP #5: Talk about the money Why do you need money? How much do you need? When do you need it by? Talk about the money 24

52. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon TIP #5: Talk about the money FUNDING GAP: THE AMOUNT OF MONEY NEEDED THAT YOU DON'T HAVE. Talk about the money 24

53. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon money will doShow them what their money does 25

54. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon TIP #7: Invite them to become part of the storyInvite them to become part of the story 26

55. Quick ways to connect other marketing channels

56. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Create a landing page for social 27

57. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Integrate with other marketing channels Leverage email Encourage your email subscribers to share your campaign with their friends. 28

58. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Leverage email 28

59. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Check out Thunderclap 29

60. What about the money?

61. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Use social media for relationships 30

62. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Use email for transactions 31

63. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Capture emails Nurture prospective donors Convert donors A donor-centric strategy: •Is meaningful to donors •Is frictionless •Is timely •Is social Map out your fundraising funnel Map out a fundraising funnel 32

64. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Map out your fundraising funnel Map out a fundraising funnel 32

67. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Know your retention rate 33

68. Five email marketing “NOPES”

69. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Nope #1) Not using an email marketing tool Outlook, excel, Yahoo, Gmail are NOT email marketing tools. 1) Not permission-based 2) No analytics 3) No segmentation 34

70. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Nope #2) Not answeringWIFM 35

71. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Nope #3) Asking for money in your first email 36

72. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Nope #4) Blasting your entire list All email subscribers are not created equal: • Donors • Volunteers • Advocates • Marginal interest • Event attendees • Sweepstake participants • Newsletter subscribers 37

73. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Develop a practice of testing variations of: • Subject line • Body • Call-to-action • Sender • Sending time Nope #5) NOT split-testing 38

74. Convert more donors with email drip campaigns

75. 31 Ways to Boost your Year-End Appeal with Social Media John Haydon A drip campaign is a series of email messages that are automatically triggered based on the subscribers actions. ! These actions can include optins, clicks, opens, and website visits.

76. 31 Ways to Boost your Year-End Appeal with Social Media John Haydon 59.8 % Batch Campaigns 40.2% Triggered Campaigns 95.9 % Batch Campaigns 4.1% Triggered Campaigns Conversions GeneratedVolume of Emails sent RESEARCH: Drip campaigns convert more

77. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Day 1 ! Trigger: Signs petition! NOTE: The “trigger” is the action that kicks off a drip campaign, like joining your list, opening or clicking. Create simple drip campaigns 39

78. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Day 1 Day 1 ! Trigger: Signs petition! Message 1 “Learn more and share” 39 NOTE: The “trigger” is the action that kicks off a drip campaign, like joining your list, opening or clicking.

79. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Message 1 Message 2 Day 1 Day 1 Day 3 ! Trigger: Signs petition! “Donate now” 39 NOTE: The “trigger” is the action that kicks off a drip campaign, like joining your list, opening or clicking.

80. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Day 1 Day 1 Day 3 Message 3 Day 5 ! Trigger: Signs petition! Message 1 Message 2 “Matching donor, donate now” 39 NOTE: The “trigger” is the action that kicks off a drip campaign, like joining your list, opening or clicking.

81. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Day 1 Day 1 Day 3 Message 3 Day 5 ! Trigger: Signs petition! Message 1 Message 2 Beneﬁts! Drive trafﬁc to your website! Nurture secondary actions! Set it and forget it 39 NOTE: The “trigger” is the action that kicks off a drip campaign, like joining your list, opening or clicking.

82. Pick up the phone

83. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Calling people to say thanks: ! • Increases retention by 20% • Increases revenue by 20% • A message is 25% as eﬀective as a live call. ! - Chuck Longfield, Chief Scientist at Blackbaud 40

84. 40 Ways to Boost your Year-End Appeal with Social Media John Haydon Founder: Inbound Zombie - a non-profit social media consultancy in Cambridge, MA Trainer: Charityhowto and MarketingProfs. Speaker: NonprofitTechnology Conference, New Media Expo, 140 Conference, Blackbaud BBCon, Social Media for Nonprofits Boston, etc. ContributingWriter: Huﬃngton Post, SocialBrite, Care2 Frog Loop, Social MediaToday, Digital Marketing Monthly, Examiner. Author: Facebook Marketing for Dummies and All-in-One (2014). Clients include: Oceana, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Bucks County Library System, Scholastic,TechSoup, MarketingProfs, WaterAid America,Twin Cities Habitat for Humanity, University of Massachusetts, National Wildlife Federation and Susan G. Komen Greater NYC. Get more here: http://johnhaydon.com/subscribe About John Haydon 41

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