Transforming your Community into Content Creators and Fundraisers
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A presentation I did for The Society of Animal Welfare Administrators (SAWA).
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Transforming your Community into Content Creators and Fundraisers
- 1. Cultivating Donors in the Age of Social Media - Transforming your community into content creators and fundraisers -
- 2. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon
- 3. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Oscar • Guardian: Cat heaven (RIP) • Breed: Tuxedo cat • Super power: Flirting and head butting
- 4. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Maddie • Guardian: My brother, Jim • Breed: Mix • Super power: Eating fine china
- 5. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Otis • Guardian: My friend, Charlie • Breed: Australian Cattle Dog • Super power: Chasing tennis balls
- 6. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Otis • Guardian: My friend, Charlie • Breed: Australian Cattle Dog • Super power: Chasing tennis balls • On Twitter: @CattleDogOtis
- 7. HOW SOCIAL AND MOBILE HAVE CHANGEDTHE GAME
- 8. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Social media use 2000 2015
- 9. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Mobile use 2000 2015
- 10. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Rate of adoptions 2000 2015
- 11. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Donor choices 2000 2015
- 12. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Distractions and competition 2000 2015
- 13. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John Haydon Poll: Conference hashtag: #sawacon Raise your hand if: You use Facebook
- 14. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John Haydon Poll: Conference hashtag: #sawacon Raise your hand if: You use Twitter
- 15. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John Haydon Poll: Conference hashtag: #sawacon Raise your hand if: You use Instagram
- 16. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John Haydon Poll: Conference hashtag: #sawacon
- 17. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John Haydon Poll: Conference hashtag: #sawacon
- 18. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Social media amplifies word-of-mouth marketing • A recent study by The Center for Effective Philanthropy found that 86% of donors would“gladly recommend an organization”to a friend or colleague. • 21% of donors said they learned about their organization from a friend, existing donor or volunteer.
- 19. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Joey • Guardian: Me and Kate • Breed: Tuxedo cat • Super power: Teeth
- 20. WHY LISTENING IS MORE IMPORTANTTHAN EVER
- 21. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Fortressed Nonprofit versus Networked Nonprofit
- 22. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Likes dogs and cats, we all have two ears and one mouth
- 23. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John Haydon Cools tips and tricks:
- 24. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Use Facebook Audience Insights to research your database and Facebook fan base. Visit facebook.com/ads/audience_insights/activity Use Audience Insights to view: • Facebook activity • Income and housing • Purchase behavior Use Facebook Audience Insights
- 25. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Use Facebook Audience Insights to research your database and Facebook fan base. Visit facebook.com/ads/audience_insights/activity Use Audience Insights to view: • Facebook activity • Income and housing • Purchase behavior Use Facebook Audience Insights
- 26. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Use Facebook Audience Insights to research your database and Facebook fan base. Visit facebook.com/ads/audience_insights/activity Use Audience Insights to view: • Facebook activity • Income and housing • Purchase behavior Use Facebook Audience Insights
- 27. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Use Facebook Graph search to research your Facebook Page fan base. Visit facebook.com/graphsearch for more info. Use Facebook Graph search • Favorite interests of people who like [your org] • Favorite interests of people who like [your org] and [competing org] • Groups of people who like [your org] • Pages liked by people who like [your org] • Pages liked by women who like [your org] Start with these Facebook Graph searches:
- 28. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon • Favorite interests of people who like [your org] • Favorite interests of people who like [your org] and [competing org] • Groups of people who like [your org] • Pages liked by people who like [your org] • Pages liked by women who like [your org] Start with these Facebook Graph searches: Use Facebook Graph search to research your Facebook Page fan base. Visit facebook.com/graphsearch for more info. V) Deciding what to write about Use Facebook Graph search
- 29. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Research trending topics with BuzzSumo.com Research top content and top influencers
- 30. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Monitor hashtags hashtagify.me
- 31. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Trending topics Evergreen topics Mix trending tops with evergreen topics
- 32. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Survey supporters
- 33. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Survey supporters When to survey • Immediately after adoption • Immediately after donation • Immediately after volunteering • Immediately after attending an event
- 34. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Dog • Guardian: Smoker • Breed: Lab mix • Super power: Public trans
- 35. HOWTOTELL EVEN MORE POWERFUL STORIES
- 36. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Storytelling is NOT: • Statistics • News • Milestones • About your org
- 37. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Supporters want to feel: • Happy • Hopeful • Inspired • Wise • Generous • In the know
- 38. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Stories: • Invite relationship • Are remembered • Motivate action
- 39. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon “But I’m not George Lucas. I’m just trying to find a home for this cat” -‐ You
- 40. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon
- 41. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon • Hook • Hold • Payoff
- 42. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon • Introduce protagonist • Relatable and human • Triggers emotion • Instantly understood The Hook
- 43. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon The Hook
- 44. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon • Holds their attention • Protagonist’s goals • Potential obstacles (internal and external) • Presents plot questions The Hold
- 45. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon The Hold
- 46. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon • Goal is reached • Resolution of plot questions • Invites participation • Includes call-to-action The Payoff (call-to-action)
- 47. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon The Payoff
- 48. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon
- 49. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John Haydon Cools tips and tricks:
- 50. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Observe important dates
- 51. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Post conversation starters
- 52. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Create contrast
- 53. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Share outcome stories
- 54. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Caption contests
- 55. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Be useful
- 56. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Reply often
- 57. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Reply often
- 58. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Show your human side
- 59. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Shefa • Guardian: Upstairs neighbors • Breed: Labradoodle • Super power: Hugs and kisses
- 60. TURNINGYOUR COMMUNITY INTO FUNDRAISERS
- 61. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Create a Marketing Bank A marketing bank is a single location for: • Logos • Photos • Bios and Head Shots • Boilerplate Text • Etc. Use can use DropBox or Google Drive
- 62. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Embed the collection of stories in operations
- 63. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Your Network Your community’s friends, family, colleagues, etc. Your Community Subscribers Donors Volunteers #1: Start with your database. Turn core supporters into spokespeople
- 64. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Your Network Your community’s friends, family, colleagues, etc. #2: Select best segment to engage. Your Community Subscribers Donors Volunteers Turn core supporters into spokespeople
- 65. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Your website Your events Your physical place Your email list Your snail mail list #3: Promote through all channels Turn core supporters into spokespeople
- 66. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John Haydon Cools tips and tricks:
- 67. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon A. Send a simple email message encouraging CURRENT supporters to participate in campaign. B. Make sure you tag email contacts who participate. C. Test and measure messages. Step #4) Engage subscribers BEFORE asking for money Invite current donors to participate in social campaigns
- 68. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Ask new supporter to share Leverage that critical moment when supporters join your email list. • Thank you page. • Include sharing action. • Also ask new donors, volunteers, etc.
- 69. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Leverage that critical moment when supporters join your email list. • Thank you page. • Include sharing action. • Also ask new donors, volunteers, etc. Ask new supporter to share
- 70. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Step #4) Engage subscribers BEFORE asking for money Invite guardians to join thunderclap
- 71. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Freddy • Guardian: Neighbor • Breed: Lab • Super power: Eating anything
- 72. FUNDRAISERS: FOCUS ON RETENTION
- 73. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon It costs less to retain donors from Kiss Metrics
- 74. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon It costs less to retain donors Cost to acquire 1 new donor = $ spent on new donor acquisition / # of new donors acquired •Research •Direct Mail •Advertising •Marketing •Staff time
- 75. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John Haydon Cools tips and tricks:
- 76. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon A) Message tone: Talk about what their donation will do. B) Timing: Send immediately. C)Testing: Create 2-3 variations to split test. This will help you discover the best approach. Also test timing (30 and 90 days). Email strategy #1: Turn supporters into spokespeople
- 77. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon A) Message tone: Talk about what their donation did, not what your organization did. Be encouraging and express appreciation. B) Timing: If your donor system allows, create a rule to automatically sends these messages 30 and 90 days after the gift was made. C)Testing: Create 2-3 variations to split test. This will help you discover the best approach. Also test timing (30 and 90 days). Email strategy #2: Report back about their gift
- 78. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon A) Message tone: Tell them that their voice matters. Be encouraging and express a sense of community. B) Timing: Used between major campaigns. C)Testing: Create 2-3 variations to split test. This will help you discover the best approach. Test variations with 10% of the list, then use winning elements for 90%. Email strategy #3: Invite donors to share stories
- 79. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Thank you!
- 80. Cultivating donors in the Age of Social Media -Transforming your community into evangelists and fundraisers Presented by John HaydonConference hashtag: #sawacon Consultant, Trainer, Coach - Helping nonprofits get more from their digital marketing and online fundraising. Consultancy based in Cambridge, MA. Instructor at Marketing Profs University, regular contributor at Social Media Examiner Author: Facebook Marketing for Dummies, 3rd and 4th Editions Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s BBCon, New Media Expo, AFP New Jersey, TechSoup, GrantSpace, Chronicle of Philanthropy, NetworkForGood and various local Chamber of Commerce. Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife Federation, Razoo Foundation.