For NGOs to succeed on social media, they have to be good at social media and that requires a clear understanding of how, when, and why individuals engage with NGOs on social media. It also requires a commitment to a content strategy and increasingly a budget for social media. With a primary focus on blogging, Facebook, Twitter, and Instagram, this presentation features ten social media strategies that NGOs can implement to increase engagement and inspire donors.

2. 1. Embrace Social Media Fundraising
• 59% of people of who engage with causes on social
media donate money to nonprofits.
• 27% of donors worldwide cite social media as the
communication tool that inspires them the most often
to give.
• Online giving is set for exponential growth over the
next decade (especially through social networks).
• Invest resources in social media fundraising now – or
regret it later!

3. 2. Be an Early Adopter of Digital
Payments
• Sign up for Facebook’s new donation tools. You must
be a 501(c)(3) and have a verified page.
• Twitter has launched the ability to donate to political
campaigns and is testing nonprofit donations. A good
first step would be creating your $Cashtag.
• Sign up for Google for Nonprofits to accept donations
through YouTube and possibly Google+.
• There’s also Apple Pay, Android Pay, and Snapcash.

4. 3. Craft a Content Strategy
• To inspire social media followers to donate, you must
embrace content marketing.
• Begin by writing a social media strategy:
- Conduct an online technology audit.
- Name goals and action items.
- Create and fund a budget.
• Next, craft a content strategy i.e., decide what types of
content your nonprofit will create and how often and
create an editorial calendar.

5. 4. Write Good Stories
• Best Friends Animal Society:
Breaking free from a dog anxiety order (Twitter,
Facebook)
• One Campaign:
10 things girls and women could be doing instead of collec
(Twitter, Facebook)
• Ocean Conservancy:
The Ocean’s Least Wanted: 4 Invasive Species to Know
(Twitter, Facebook, Instagram)

6. 5. Create Visual Content
• On Facebook,
visually appealing photos and compelling graphics
receive up to 4X more engagement (shares and likes).
• Tweets with images receive 18% more clicks and 3X
more engagement (retweets and likes).
• Create inspirational quotes, powerful stats,
infographics, title images, event invites, and
calls-to-action.

7. 6. Know the Science of Social Media
• Facebook: Post 5-7 times weekly (at least once on the
weekend) and then monitor your Insights.
• Post visually appealing photos and graphics and now
that the new Reactions are live, test positive and
negative content to see which inspires more
engagement.
• Limit post text to 80* characters or less.

8. 6. Know the Science of Social Media
• Twitter: Tweet or retweet every one or two hours.
• Use Buffer to schedule tweets in the evenings and on
the weekends.
• Visually compelling photos or graphics receive 3X the
engagement as text tweets – especially if the images
are properly sized for Twitter Mobile (800 x 420 pixels).

9. 6. Know the Science of Social Media
• Instagram: Post or regram once per day alternating
between morning and late afternoon.
• Nonprofits that consistently use hashtags have up to 3X
more followers.

10. 7. Tap Into the Power of Hashtag
Fundraising
• #GivingTuesday 2015 was very successful and the
trend will likely continue in 2016 – not only on
#GivingTuesday, but also on cause awareness days.
• Begin promoting your hashtag fundraising campaign
one month before in email and on social media:
1) Create a microsite or web page with the date,
hashtag, and three clear calls-to-action.
2) Create a series of social media promotion graphics.
3) After the hashtag fundraising campaign is over,
write a summary of success and tell donors and
supporters to “Save the Date” for next year.

11. 8. Broadcast Your Story Live
• Facebook Live: On desktop or on your mobile device,
your nonprofit can go Live on Facebook.
• Instagram: When the impulse strikes, post photos and
videos in real-time. Create photo and video essays.
• Periscope: Connected to Twitter, Periscope is a mobile
app that allows you to broadcast live.
Broadcasts can be recorded, saved to your Camera Roll,
and then uploaded to YouTube, Facebook, etc.

12. 9. Grow Your Followers
• Build your email list and then use your email newsletter
to grow your social media followers.
• Convert your donors into social media followers during
the online donation process. Ensure that you have a
call-to-follow on your “Thank You” landing page and in
your “Thank You” email.
• Prominently feature your email newsletter opt-in and
social media calls-to-follow on your website, blog, and
in print materials.

13. 10. Invest in Social Media Staff
• Your organization’s ability to embrace social media as a
storytelling and fundraising tools depends upon the
hours and salary that you are willing to invest.
• That said, for your social media staff to be effective on
social media, they need an advanced skill set. If they
don’t have the skills necessary, then provide the
training and time necessary for them to learn – or hire
new staff.
• Social media is a waste of time and resources if it is not
done well.

15. Thank You
• This webinar was sponsored by OnGood – a project of
the Public Interest Registry – the nonprofit responsible
for managing the .ORG, .NGO and .ONG domains.
• Use code "TECH4GOOD25" at checkout to receive 25%
off at enset.ngo.
• This webinar was not recorded. Notes will be emailed
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