Nonprofit Online Awareness Campaigns: What Works and How to Do It

** The webinar will start at 2 minutes after the hour **
Presenter:
Online Awareness Campaigns
for Your Nonprofit – What
Works and How to Do It!
Slides will be at my website: www.jcsocialmarketing.com
Julia Campbell

About the Topic Expert
• I have worked in the nonprofit sector as a one-woman
development and marketing shop.
• My clients include very small, mid-size, and large
nonprofit organizations.
• I am publishing a book with CharityChannel Press on
storytelling and social media (and working on one
about online fundraising).
• I work with nonprofits to plan, launch, execute, and
measure online awareness campaigns and online
fundraising campaigns.

A multichannel marketing campaign designed to grab attention and pique
interest, while focused on the overarching goal of raising awareness for a
program or service.
What is an Online Awareness Campaign?

What We Will Cover Today
The 4 phases of a
Nonprofit Online
Awareness
Campaign
• Plan
• Launch
• Execute
• Measure

Right from the Start in the Digital Age #digitalagekids
https://rightfromthestart.co/

Road Scholar #AgeAdventurously
http://www.ageadventurously.org

Phase I: Planning & Preparation
http://www.ageadventurously.org

Database or Constituent
Relationship Management (CRM)
system to track information about
donors, potential donors (prospects),
volunteers, and other supporters.
What You Need In Place to Be Successful

Email marketing system that
ensures you are in compliance with
CAN-SPAM laws.

Website that you can easily update.

Add the Facebook Pixel to your
website.
• Target ads to people who have
visited specific pages on your
website or taken a desired action.
• Measure conversions and track the
effectiveness of your Facebook
ads.
• More:
https://www.facebook.com/busines
s/help/651294705016616/?helpref
=hc_fnav

Landing page for the Campaign – can be a standalone or on your
website.
www.ageadventurously.org redirects to: www.roadscholar.org/ageadventurously

Social media presence that you can easily update.

Social Media Committee or group of
people to assist (cannot be siloed).
Dedicated STAFF person to manage
the online awareness campaign.
(Does not have to be a full time
person.)

Budget line item for your Online
Awareness Campaign. Take into
account social media ad spend, email
software costs, graphic design, photo
purchase, video creation, professional
development.

Look at your current marketing budget. You will need to allocate a
percentage to planning, launching, executing, and measuring your
Online Awareness Campaign.
Take into account:
• Staff time – what % of your job description will be dedicated to online
fundraising?
• This work cannot be tacked on to an already full job description.
• Professional development and training
• Social media ad spend
How to Determine a Budget for Your Online Awareness Campaign

Other costs to consider:
• Email software costs
• Online fundraising software costs/fees
• Graphic design
• Photo purchase
• Video creation
• There are many free and low cost tools available but your time isn’t free!
How to Determine a Budget for Your Online Awareness Campaign

Willingness to take risks and try new things!

How to Set SMART Objectives for Your Online Awareness Campaign
2016 Nonprofit Communications Trends
Report
http://www.nonprofitmarketingguide.com
/blog/2016/01/05/the-2016-nonprofit-
communications-trends-report-
infographic/

Goal: Raising awareness
SMART Objectives: How do you measure
“raising awareness”?
• Website traffic
• Email sign-ups
• Phone calls
• Email inquiries
• Online forms completed
• Downloads
• Video views
How to Set SMART Objectives for Your Online Awareness Campaign

Goal: Raising awareness of their research and curricula offerings
SMART Objectives:
• 350 downloads of their research paper and their free elementary
school curriculum during Media Literacy Week in October
• 100 website visitors per day during Media Literacy Week
• Increase in Twitter followers by 25%
• Increase in retweets on Twitter by 25%
• 5 media inquiries during Media Literacy Week
Right from the Start in the Digital Age Campaign

Goal: Lead generation/prospects for their trips
SMART Objectives:
• Increased reach and engagement on their Facebook Page
• 150 participants in the Story in Six contest; 30 new emails
• 8,000 participants in the unique trivia quizzes; 500 new emails
• 50 participants in the photo submission contest; 10 new emails
• Total new prospects added to the funnel: 540 addresses and names
Road Scholar #AgeAdventurously Campaign

Who do you need to help you get to
your goal?
• Where do they congregate online?
• Which social media channels do they
frequent?
• What magazines do they read; what TV
shows do they watch?
• What else are they interested in?
• How can you provide value to them?
How to Identify the Characteristics of Your Target Audience

Right from the Start in the Digital Age created a detailed persona:
Teachers and parents of elementary school students, younger age,
interested in digital literacy and providing expanded opportunities in
the classroom.

Road Scholar created a detailed persona:
A woman, age 65+, uses Facebook and email, not a tech genius but not
a novice either. Likes to travel and learn new things. High income and
high education. Feisty, opinionated, left-leaning, “funky grandma”.

What will grab people’s attention and pique their interest?
• What will inspire people to participate and to share your posts?
• Think of your target audience and what resonates with them.
• WIIFM – What’s In It For Me?
• What’s the incentive?
• The Webby Awards: http://www.webbyawards.com/winners/2016/special-
achievement/
Beyond the Hashtag – Creating a Movement

Canva.com
PicMonkey.com
Pixlr.com
Free and Low-Cost Graphic Design Tools

WordSwag mobile app

Prisma mobile app

Beth Kanter created this very handy list:
The Ultimate List of Free or Low Cost Image Collections!
http://list.ly/list/703-the-ultimate-list-of-free-or-low-cost-image-collections
iStock photo
Creative Commons
Photopin.com
Morguefile.com
Getty Images

Video is the best type of content to create to get engagement and shares on all
channels.
Awesome examples: The Girl Effect, The Childhood Cancer Ripple Effect
How to Use Video

Create a short-form video strategy
• Videos under 1 minute, up to 30
seconds is good.
• Focus on impact – one person’s story
• Authenticity is incredibly important.
• Sound needs to be good.
• Can look amateurish (made with your
phone).
How to Use Video

Where to use your video:
• Upload to your Online Awareness Campaign landing page.
• Put a screen grab in your email newsletter.
• Upload to YouTube with a good title and description!
• Think keywords, “search-ability”/SEO; YouTube is the second most popular
search engine in the world.
• Be sure to register with Google for Nonprofits to further customize your video
and the viewing experience.
How to Use Video

Where to use your video:
• Upload directly to Facebook – Native video performs better, plays
automatically, they are all stored in one place on the Video tab on your Page
• Upload directly to Twitter – Plays automatically, performs well
• Upload directly to Instagram – Only get 12 seconds so edit it well
• Anywhere else you have a presence – Pinterest, LinkedIn, Google Plus
How to Use Video

• Staff, Board members, volunteers,
donors: Who always shares
information about your organization?
• Community Fundraisers
• Event attendees
• Corporate sponsors
• Nonprofit and government partners
How to Find Social Media Ambassadors to Spread the Word

• Look at your email subscribers: Determine who is opening the emails, who is
sharing the content, and who is forwarding the emails to their networks.
• Your social networks: LinkedIn, Twitter, Facebook, Instagram, etc.
• Donors love to be asked to participate in things other than giving money!
How to Find Social Media Ambassadors to Spread the Word

• Updated data and statistics on the
problem you are solving
• Videos people can share
• Testimonials and success stories
• List of relevant hashtags to include in
social media posts
What to Include in Your Online Toolkit for Your Social Media Ambassadors

• Approved photos for distribution (with
your logo or watermark)
• High resolution logos
• Blog post ideas and templates
• Graphics to use on social media
(profile images, cover photos)

• Sample press release
• Sample outreach email
• FAQs
• Talking Points
• Social Media tip sheet

• Sample tweets
• Sample Facebook posts
• Sample LinkedIn posts
• Graphics for Instagram and Pinterest

• Right from the Start in the Digital Age https://rightfromthestart.co/social-media-
tool-kit/
• Leukemia & Lymphoma Society Light the Night Walk
http://www.lightthenight.org/ways/light-the-night-walk/social-media-toolkit
• #GivingTuesday https://www.givingtuesday.org/sites/default/files/2016-
07/Social%20Media%20Toolkit.pdf
• MercyCorps https://www.mercycorps.org/fundraising/ideas-tips-
tools#digitalmaterials
Nonprofit Online Tool Kit Examples

Social Media Takeovers
http://news.uark.edu/articles/32312/social-media-ambassadors-give-student-perspective-to-student-affairs-twitter-
and-instagram-accounts-

Planning is absolutely key for a successful Online Awareness Campaign.
You know the WHY (your goal and SMART objectives), and the WHO (target
audience), and the WHAT (what you are going to say/your message).
Now we will review the WHEN (timeframe) and the WHERE (online channels).
Review of Phase I: Planning & Preparation

• Choose a launch date for the campaign.
• Look at Awareness Days, milestones, events.
• Consider your goal – what date will maximize the chances that you reach
your goals and achieve your SMART objectives?
• Determine the length of the campaign – length depends on staff capacity,
elements of the campaign, and budget.
How to Create a Campaign Calendar to Keep on Track

1. Planning phase: Work backwards from the launch date. Identify the assets
that need to be created, when they will be created, and by whom.
2. Launch phase: Choose a launch date. Try to have as many tasks prepared
and in place before the date.
3. Execution phase: Determine the length of the campaign, what tasks need to
be carried out to keep up the momentum each day, and by whom.
4. Measurement/Follow Up phase: starts immediately upon the conclusion of
the campaign and should run for at least 2 weeks.

Monday Tuesday Wednesday Thursday Friday
October 17 - 21 Campaign Ideation & Calendar drafts sent to EEC for
review.
EEC will determineif they can get more quotes and
testimonials to feature in the Tool Kit; and if we can get
the photo files, in case bloggers or media contacts want
to include a visual with their article/post.
EEC will have the answer to the question about the
website and whether the template can be edited or at
the very least if we can add a new page to the existing
website.
Julia will send draft messaging and emails to the EEC for
review.
Everyone will continue to work on the components of
the Tool Kit - split up work between EEC and Julia. Julia
will mostly be offlinethis day because she will be closing
on her new house.
Julia to contact Michelle at NAMLE and Katje/Allison at
FHI 360 to get specifics about ways they can help
promote the campaign.
Julia will start craftingthe messaging for the Tool Kit and
work on sample posts and tweets. She will also work on
draft emails to send out about the campaign and a draft
press release.
EEC will review the Campaign Ideation and Calendar
drafts and get them back to Julia with
questions/comments.
EEC will get Julia a list of media contacts (if they have
this).
EEC will start compilinga list of names and contact
information(emails) in Excel. Make sure to make a note
as to who they are (bullyingexpert, parenting blogger,
children’s publisher, etc.)
October 24 - 28 Everyone will continue to work on the components of
the Tool Kit - split up work between EEC and Julia. Julia
will mostly be offlinethis day.
FinalizeTool Kit (items can be added during the week,
but most of the messaging should be confirmed and
ready to go).
Tool Kit is ready to be unveiled. Emails to send out and
press release are finalized.
Teaser email goes out to directingpeople to the Tool Kit
and the curriculadownload page, letting them know to
prepare for MLW next week.
Everyone will continue to work on the components of
the Tool Kit - split up work between EEC and Julia.
MEDIA LITERACY WEEK October 31 - November 4 Campaign launch email goes out; press release goes out;
FHI 360 posts on their Facebook page, Twitter account,
and LinkedIn page.
Question: Can NAMLE help promote our specific
campaign on their social media accounts and email list?
FHI 360 posts on their Facebook page, Twitter account,
and LinkedIn page. (See if they can post twice or more
this week on our behalf.)
Question: Can NAMLE help promote our specific
campaign on their social media accounts and email list?
Send email to thank people for participatingand
encourage them to get involved on the last day of the
campaign; let them know other ways to get and stay
involved with the work of EEC/FHI 360.
November 7 - 11 Send thank you follow up emails to everyone who
participated.
Determine next course of action - what to do with the
new contacts and increased media attention?

Congratulations! You are ready to launch
and execute your Online Awareness
Campaign!
• How you launch your campaign is KEY –
you will experience a spike in
interest/traffic the first day and the last day
of your campaign.
• Enthusiasm is contagious!
Phase II: Ready to Launch!

• Create a short, sweet, to the point but
enthusiastic launch email.
• The email is to get people excited and pique
their interest!
• Direct people to the landing page/hub.
• Don’t oversell in the email.
• Direct people to your Online Awareness
Campaign hub, where they can get more
detailed info (video, story, how to
participate).
Use Email to Launch Your Campaign

• Post teaser announcements on social media
hinting at some exciting news to build
anticipation!
• Announce your campaign with an in-person
launch event.
• Try Facebook Live or Periscope to announce
the campaign.
Use Social Media to Launch Your Campaign

Using Facebook Live to Launch Your Campaign

• Announce the campaign on Facebook when the
launch email goes out.
• Pay to boost that particular post so more of your fans
see it.
• Upload the campaign video directly into Facebook.
Stay up-to-date with Facebook features for nonprofits:
• Facebook for Nonprofits site:
https://nonprofits.fb.com/
• Nonprofits on Facebook:
http://www.facebook.com/nonprofits

• Announce the campaign on Twitter when the launch email goes out.
• Pay to boost that particular tweet so more of your followers see it.
• Upload the campaign video directly into Twitter.
• Schedule multiple tweets for launch day (using different language and visuals
each time).
• Use HootSuite or Buffer to schedule.

• Announce on all other social media networks where you are active.

On Facebook:
• You can promote posts that you have already posted to your Facebook Page.
This is called Boost Post.
• You can create brand new ads with their Ads Manager.
• The visual accompanying the ad must have less than 20% text on it.
• You can target current fans, lookalike audiences, friends of fans, or specific
target demographics.
Use Social Media Ads to Launch Your Campaign

1. You need accounts on the platforms where you want to advertise.
2. Identify the goal for your ad.
3. Choose your measurable call-to-action (sign up, learn more, donate now).
4. Determine a budget.
5. Select high-quality, unique, non-text heavy, eye-catching images.
6. Pick the demographics for the target audience.
7. Measure results.
How to Strategically Use Social Media Ads

The work online begins after the launch!
• You need to keep up the momentum every
single day of your campaign.
• Creativity is key to keeping people’s
attention.
• Experiment with different elements –
quizzes, surveys, videos, contests.
Phase III: Execute

• Review your Campaign Calendar with
your Social Media Committee – daily or
weekly depending on the length of your
campaign and your objectives.
• Frequently update your Social Media
Ambassadors with timely and relevant
requests to share out info.
• Consider doing another Facebook Live in
the middle of the campaign with updates
and other announcements/action items.
Phase III: Execute

• Use offline tools like coffees, phone calls,
thank you letters to further engage VIPs
and others you want to participate.
• Block a half hour or hour each day to
focus on the campaign – see what’s
working and do more of that.
• Look at your analytics, insights to see
what is resonating.
• Change up the campaign in the middle if
it’s not working.
Phase III: Execute

• Celebrate successes and accomplishments!
• “We had over 800 people participate in our
photo contest, and we were floored! There
is still time to get your entry in.”
• Frequent updates on social media, but mix
in other content that provides value.
• Thank people FREQUENTLY for sharing,
tweeting, posting, blogging, emailing, etc.
Phase III: Execute

1. Find them. Use Google and Twitter.
2. Read their work and determine if they have a sincere interest in your issue.
3. Follow them on Twitter and include them in a private Twitter list to stay in
touch easily.
4. Share their blog posts and other content.
5. Comment on their blog.
How to Get Influencers to Spread the Word

6. Sign up for their email list.
7. Ask them to do something specific – send a tweet, share a photo
7. Make the ask personal and meaningful.
Do not send a mass email and do not cut and paste!
8. THANK THEM.
9. Ask what else you can do to help them – promote their book, etc.
How to Get Influencers to Spread the Word

• Go back to your goal.
• Go back to your SMART objectives.
• Did you accomplish what you set out to
accomplish?
• What happened along the way that was
unexpected? Positive? Negative?
• What were some unintended
consequences?
• What was especially challenging? What
was rewarding
Phase IV: Measurement, Analysis, Follow Up

Google Analytics –
https://www.google.com/nonprofits/
products/#apps#tab5
Metrics to watch:
• Pages per Visit
• Average Visit Duration
• Bounce Rate (high is considered over
75%)
• Most Viewed Pages

Website Analysis:
• Website traffic – How many visits to the
Online Awareness Campaign page do you
need to result in the action being taken?
This is your conversion rate.
• Referrals – Where is your website traffic
coming from?
• Which channels drive a lot of traffic?
• Do these channels tend to result in the
action being taken?

Email Analytics – Use to measure email effectiveness
Metrics to watch:
• Delivery rate – clean up that list
• Email open rate – tracked through an image
• Email click-through rate – what are people clicking on?
• You can then analyze how many click-throughs and opens you need to get a
certain amount of actions taken
• Engagement rate – divide the number of clicks by the number of opens

Social Media Analytics – Figure out what your audience wants
• Facebook Insights
• Twitter Analytics
• Instagram Analytics
• Be sure you are not just measuring “vanity metrics”!
• How to Measure Social Media Using Google Analytics Reports –
http://www.socialmediaexaminer.com/how-to-measure-social-media-using-
google-analytics-reports/

• Communicate the results of your
campaign frequently!
• Show the progress week by week or
day by day.
• Publicly thank and call out those who
have participated using social media
platforms.
• BE EXCITED!
Keep Up The Momentum!

• Encourage your Social Media
Ambassadors and Social Media
Committee to post frequent updates as
you near your goal.
• The middle of a campaign may see a
lull in activity, so have a contest or offer
another incentive to get more people to
participate.
Keep Up The Momentum!

The last week of the campaign, make a big push!
• Update all supporters via email, blog, social media, phone calls and let them
know it’s the final week or day!
• “Only 24 more hours to participate in our photo contest!”
• Message people who have shared the campaign on social media but haven’t
signed the petition/taken the action themselves.
• Throw a virtual campaign celebration party at the end.
• Have a live countdown at the event for any hold-outs.
Close With Gusto

• Call them or write a thank you note.
• Offline touches are always a welcome surprise!
• Share the impact of their participation – more people are aware of this
devastating issue because of your hard work.
• Get participants more involved immediately.
• Ask for their feedback, ask how the campaign went, ask them to be Social
Media Ambassadors, etc.
• Send a special thank you letter, pen, t-shirt, etc.
Deepen Relationships with Participants

• Create a special email series for
people who signed up for your email
list as a part of this Online Awareness
Campaign.
• You know what they are interested in –
they have TOLD you via their
participation.
• Provide them with more in depth,
special information on the issues that
they care about
• Give them exclusive opportunities to
connect further.
Deepen Relationships with Participants

Slides will be on my blog:
www.jcsocialmarketing.com/blog
Email: julia@jcsocialmarketing.com
Twitter: @JuliaCSocial
Facebook:
www.fb.com/jcsocialmarketing
Questions?

Nonprofit Online Awareness Campaigns: What Works and How to Do It

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