Learn How to Adjust Your Social Media Marketing Strategy for your nonprofit after a tumultuous 2020!
The COVID-19 pandemic, the election, and racial justice protests of 2020 have upended the entire nonprofit landscape. It is no longer business as usual for nonprofit fundraisers.
With all the noise on social media, physical distancing, and serious ethical considerations clouding the platforms, how can we continue to reach our audiences and spread our messages online?
In this webinar, nonprofit social media experts Julia Campbell and Susu Wong will review important shifts in the social media landscape that nonprofits need to understand; discuss ways to stay relevant on social media in times of uncertainty; and provide a framework for your 2021 social media marketing strategy.
Julia Campbell was recently named one of the 25 most influential nonprofit thought leaders and one of the seven nonprofit thought leaders to follow on Twitter during the coronavirus crisis. Julia Campbell is on a mission to make the digital world a better place.
She is the author of two books, a mom of two kids, and a Returned Peace Corps Volunteer. Her passion is to get organizations and change makers to stop spinning their wheels and start getting real results using digital tools. You can check out her thoughts and ideas at www.jcsocialmarketing.com/blog.
Susu Wong is the Founder and Principal of Tomo360, a digital marketing agency that helps businesses and nonprofits with their websites, graphic design, social media and email marketing, SEO and more!
Using her diverse business experience, Susu and the Tomo360 team have successfully helped hundreds of clients to fulfill their digital marketing needs. Susu has a unique combination of marketing, business, and technical experience that provides a well-rounded advantage to her clients.
She is also a Co-Founder of Women Accelerators, a nonprofit organization that is passionate about promoting the advancement of women.
2. ABOUT ME
Mom of 2
Former U.S. Peace Corps Volunteer
Author, Storytelling in the Digital Age: A Guide for
Nonprofits and How to Build and Mobilize a Social
Media Community for Your Nonprofit in 90 Days
Former Development and Marketing Director at
small shops
www.JCsocialmarketing.com
Tweet: @JuliaCSocial
TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS
3. of users are spending more time
on social media
DATA INSIGHTS
2020 SOCIAL MEDIA USAGE
of Americans have a social
media profile in 2020,
compared to 10% in 2008
43%
BILLION active social media
users around the globe
3.96
million new users since 2019.
That’s almost 12 new users every second!
376
79%
Source: Hootsuite
4. of 30-49 year olds are on at least
one social media network
DATA INSIGHTS
SOCIAL MEDIA BY AGE
of 18-29 year olds are on at
least one social media network
78%
of 50-64 year olds are on at
least one social media network
64%
of those 65+ are on at least one
social media network
37%
88%
Source: Global NGO Technology Report 2019
5. DATA INSIGHTS
CHANGING BEHAVIOR
% who say the following are main reasons for using social media
Because my friends
are on them
To stay in touch
with my friends
To network for
work
To follow celebrities
or celebrity news
To research/find
products to buy
2015: 37%
2018: 31%
Trend: -16%
2015: 44%
2018: 40%
Trend: -9%
2015: 22%
2018: 24%
Trend:+9%
2015: 15%
2018: 19%
Trend:+27%
2015: 23%
2018: 30%
Trend:+30%
Source: Pew Research Center
6. DOES SOCIAL MEDIA MATTER FOR
NONPROFITS?
YES, 94% of NGOs worldwide agree that social media is
effective for creating online brand awareness
YES, 30% of nonprofit website traffic currently comes
from social media
YES, 36% of social media users say that they have
used social media sites like Facebook and Twitter
in the past month to show support for a cause
Source: Global NGO Technology Report 2019
Tweet: @JuliaCSocial @Tomo3603 #2021SMTrends
7. OUR UNIQUE
RESPONSIBILITY
TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS
Trust in institutions, brands,
nonprofits is at an all time low.
The content we share should
build a community of people
who believe what we believe.
We have a moral obligation
to engage our communities on
digital platforms.
10. 1) DETERMINE YOUR
GOAL.
What would you do if you couldn’t
fail?
What do you hope to achieve with
social media?
What does success look like?
What do you want people to do?
TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS
11. THINK DEEPER
“Getting on Facebook”
“Start tweeting”
“Get 5,000 fans”
THERE ARE NOT GOALS – they
are tactics to get to your goals
TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS
12. 2) IDENTIFY YOUR TARGET
AUDIENCE.
TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS
13. 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?
What drives them to participate?
TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS
16. 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@TOMO3603 #2021SMTRENDS
20. HOW TO CHOOSE?
TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS
Which online platforms will
help us reach our target
audience and get them to
take the action we desire?
Those are the platforms and
channels that you focus on.
Don’t be afraid to break up
with social media platforms
that aren’t working!
22. MINI-STRATEGY
FOR EACH
PLATFORM
TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS
Why are we using this platform
specifically – what do we hope to gain?
What types of content are we going to
share that will work on this platform?
Photos, video, graphics, links
What voice will we have? Casual,
friendly, serious?
What will we measure so we know
progress and/or success?
25. ETHOS – BUILD
CREDIBILITY
Branding & reputation
Consistency
Accessibility and transparency
Sharing helpful info
Why should we listen to you?
Why are you a trustworthy
source?
TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS
28. LOGOS – THE
LOGICAL RATIONALE
Appeals to logic and reason
Why is this issue important?
Why is this story vital to
understanding this issue?
What is the problem?
Does the evidence support you?
TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS
29. LOGOS – THE LOGICAL
RATIONALE
Facts and statistics
Analogies
Citing authorities
Case studies
TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS
31. PATHOS – THE
EMOTIONAL
APPEAL
Only stories and social media content that resonates
at a deeply human, universal level, beyond a
recounting of “things that happened”, are going to
move people from passive to passionate.
TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS
43. CREATE YOUR CONTENT CALENDAR
Platform Monday Tuesday Wednesday Thursday Friday
Blog Member Spotlight
Email campaign
Featuring Member
Spotlight
Facebook post Member Spotlight
Article on climate
change
Photo of the
natural landscape
Shared post from a
local farm
Information on how
to protect forests
Instagram post Member Spotlight
Photo of the
natural landscape
Shared post from a
local farm
Instagram Story –
3 ways to protect
forests
YouTube video
Member Spotlight
(if there is a video)
LinkedIn post Member Spotlight
Article on climate
change
TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS
44. REPURPOSE AND
RECYCLE
One great story or piece of content
can be repurposed!
Blog post
Email blast
Facebook post
Tweet
Instagram post
LinkedIn post
YouTube video
TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS
45. YOUR NEW
MANTRA
Less is more.
Focus over frantic.
TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDSTWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS
48. BE PROACTIVE –
NOT JUST
REACTIVE.
TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS
Now is not the time to let people forget
that your organization exists.
Now is the time to show people how
effectively you stand for your mission and
your community – both when your physical
doors are open and when they are closed.
49. QUESTIONS?
Connect on Twitter:
@JuliaCSocial
If you want to get in touch and
see how I can help you create a
plan for 2021 – email me:
Julia@jcsocialmarketing.com
TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS