With more than one billion monthly active users on Facebook, and over 230 million monthly active users on Twitter, smart brand owners and marketers know there’s more potential than ever to use social media to get their name out there, spread their content, and draw more people to there site.

As a non-profit organization, it is even more important to reach important objectives to keep your organization alive, including fundraising, membership recruitment and retention, motivating volunteers and more.

In this engagement, Michelle Morton walked us through how social media has made a huge impact in the nonprofit world and how you too can use these tools to aid your organization.

Presented at: http://nonprofitcommons.org | http://www.techsoup.org/

Recap of the information shared at this workshop:

Social Media for Nonprofits with TechSoup

 

SLIDE #1

INTRODUCTION:

Hiya Everyone!  First I would like to thank TechSoup and Nonprofit Commons for the opportunity to join this week’s meeting and give back to the community in my own little way.

I see week after week all of the positive energy and hard work contributed here at Nonprofit Commons by various organizations and I am #Excited to be able to contribute.

 

SLIDE #2

Engage With Us!  Since this is a social media workshop, let’s use the platform to communicate and promote some of our efforts today.  Please use the hashtag #VIRTUALWorkshop and @techsoup and @npsl to keep the conversation going on Twitter, Googe+ and Facebook.

 

SLIDE #3

With more than one billion monthly active users on Facebook, and over 230 million monthly active users on Twitter, smart brand owners and marketers know there’s more potential than ever to use social media to get their name out there, spread their content, and draw more people to there site.

As a non-profit organization, it is even more important to reach mission objectives to keep your organization alive, including fundraising, membership recruitment and retention, motivating volunteers and more.

In this engagement, we walk through how social media has made a huge impact in the nonprofit world and how you too can use these tools to aid your organization.

All marketing efforts, whether social media, advertising, lead generation, must start with the goal in mind of meeting an objective or multiple objectives.

Now let’s discuss the primary objectives of all or most nonprofit organizations.

Build Awareness

In order to accomplish any business mission, especially with a nonprofit organization, it is vital to build awareness of your brand and your organization.  Without achieving this very basic objective, all the rest on the list will be near impossible.

Membership Growth

Many NPOs are membership based.  We collect dues or subscription fees to help with the bottom line.  Also our membership is the voice of the organization, bellowing out our message into the community, the workforce behind our mission.

Membership Retention

Growing membership is great… 😀  But we often battle with retention of members.  Today we will discuss how to engage with our community (members) and help keep them interested.

Fundraising

For many of us, this is the only way our organizations stay alive. Even if we have government funding or substantial donors, fundraising is always a key objective in any NPO marketing strategy.

Advocacy

What is our cause?  What are we fighting for? This objective is key to our marketing.  In order to grow and maintain support, our marketing strategy must keep uyour advocacy at the forefront of our messaging. (if applicable).

 

SLIDE #5

By far, one of the most successful nonprofit social media campaigns recently was the #IceBucketChallenge by the ALS.  This viral campaign, which started in the Northeast part of the United States raised more than $220 million around the globe for the fight against ALS.

What were some things you all think helped make this campaign so successful?

 

So here is a short list I put together with some successes of this campaign:

1 |  Everything starts with a story: People do not have relationships with organizations, they have relationships with people.  The story that was told in this campaign was “I am getting involved, friend, so should you… and you have 24 hours to do so.”  The fun, silly and urgent feel of the videos kept the campaign going and is one element that led to its success.

2 | Collective Impact: When donors hear from 2 or more organizations, they are more willing to give. In this case, by personal friends spreading the word and making the challenge, it allowed everyone to feel apart of a huge movement.  Everywhere we looked, television, celebrity, advocates, politicians, were all getting involved.  We were a global community in support of ALS.

3 | “Design campaigns to engage vs to raise funds & the opportunities will be endless” Lance Slaughter of @alsassociation #fundraising.  That is a tweet from the leadership at the ALS association.  And I completely agree.  The success came from engagment, money became the afterthought for many participants.  Those who completed the challenge still gave.

4 | The Power of Millenials.  This powerhouse of a demographic cannot and should not be ignored.  They are quick, witty and engaged.  We have learned that Millenials tend to prefer causes and impact over organizations. #IceBucketChallenge met this objective by promoting the condition of ALS as opposed to the ALS Association.

Before we move on, I would like to touch on another successful campaign that I see growing: http://bit.ly/rangecampaign by our very own Caravan Studios.  This campaign provides a wonderful story and the app alone is a great tool and attraction for today’s generation.

 

SLIDE #6

Now that we have explored a very very successful social media campaign for a nonprofit organization, let’s get started talking about how we can use these same tactics to meet your objectives.

 

Choose the best social networks for your organization.

Not all social networks are created equal and give the best visibility for each campaign, cause or organization.  LinkedIn is best for a professional demographic, while Facebook and twitter are more social platforms.

A social profile for that network

Of course, a given, you will need a profile for each social network we select for our campaign or cause.  We will chat a little bit about a healthy profile on the next slide.

Develop your social media strategy

Before blindly submitting messages via social media, it is important to create a strategy.  What are our objectives?  How will we get there?  What metrics do we need to gather and how will we gather them?

Identify the best keywords that identify your organization.

Each organization, campaign or cause needs to select the best keywords that are associated with the message.

 

SLIDE #7

Your Profile is Your Brand.

Your profile, personal and professional, need to read more like a welcome letter than a cover letter or resume.  You should discuss your cause, your history and your work.  Also, make as visually stimulating as possible.  Quality graphics are a must.

You do want to have a space to “sell” yourself, your organization and your cause. This should not read like an infomercial, of course. 😀
Also, add a call to action… usually a graphic button or text directing your visitors to a next step. “Donate” “Join” “Subscribe”.

 

SLIDE #8

Build and Nurture Relationships.  This is the KEY of all social engagement.  Keyword here is engagement.  The worst thing one can do with their social presence is send out one way communication.  Blast your brand messaging to the webosphere without interacting.

Here are a few tips on how to build and nurture your social media relationships:

 

Develop Primary and Secondary Connects

As an organization, you will build this list based on your objectives.  Primary can be donors, members, volunteers.  These same groups can also be your secondary, depending on your current campaigns and goals.

Use “Hot Button” Topics to Connect

When sending out original content or repurposed content to your social media connections, use HOT BUTTON topics.

Post Relevant content instead of pushing products and services.  Your audience does not want a sales pitch every time they see a tweet or post from you. 😀

Encourage connections to talk about their needs.  Again, this is all about engagement.  It is not all about us (unfortunately) just kidding!  But the key here is to get your connections talking… talking about their hot buttons.  This will help you engage as you move forwad.

And continue providing value-added content.  Now that we know our audiences HOT BUTTON topics, let continue providing relevant and valued content.

 

SLIDE #9

Now, in order to truly take your social media efforts to the next level, that is a hard battle alone.  As nonprofit organizations, we often have very small teams, but the is where we can also leverage members and volunteers.

 

  1. Select Content Coordinator: This person is responsible for curating and revising all content across your social media channels.  This could be a social media manager (in house) or a 3rd party content provider.
  1. Identify Authors… the more the merrier.  You want thought leaders here that know about your cause, your mission and your objectives.  These thought leaders and their posts will drive relevant conversation with your core audience.
  1. Publish Post and Cross Promote.  We will talk about this on the next slide… but they key here is to publish content and publish often.
  1. Employee Sharing and Amplification. Encourage sharing across volunteers, members, etc.
  1. Feedback and Iterate.  Track performance using feedback from the thought leader posts… likes, shares, comments.

 

SLIDE #10

Become an Influencer (Thought Leader)

Cross-Publish to your blog and LinkedIn Pulse

This is actually one of my favorite slides. It really details the best ways to engage with your audience and keep your publish content relevant and fresh.

  1. Be Authentic!  People like REAL people.  Your audience is not reading your blog or tweets because they are looking for an educated thesis on a topic… they want editorial positions based on facts and emotion.
  2. Take a Stance!  Pick a side.  Some people will love you, some will hate you, but they all will respect you!
  3. Use Quality Images.  Your images will follow you FOREVER… LOL.  Only use high quality images on social media and your web site.
  4. Discuss Trends and Industry Changes
  5. Use real time examples and case studies
  6. Use keywords. Research Winning Topics
  7. Optimize Headlines and Images
  8. Close with a Call to Action
  9. Plan Publishing Times

 

SLIDE #11

Build a VIRTUAL Community.  Social media is all about community and engagement (loving that word yet?).  Here are some tips to building a success VIRTUAL community via Linkedin Groups, Twitter, Facebook Pages, VIRTUAL Worlds, etc.

  1. Have a Plan.  Do not just gather a bunch of friends and start a group.  You need a plan on how you will keep your audience engaged ALWAYS.
  2. Determine and promote what makes your community different.  Dont get lost in the millions of communities already out there.
  3. Create group dynamics that encourages conversation and entices more people to join and stay.

 

SLIDE #12

Integrate Social Media with Content Marketing.

This is an added tip.  We have spoke about Call to Actions.  Well a great thing to give when someone clicks on a call to action is a “free” value added resource.  This slide breaks down types of resources based on where the visitor is in the “buyer journey”.  We are a HubSpot Partner and we live by these lead generation tactics.

This slide has a lot of detail and will be available after the session.

 

SLIDE #13
We have developed a Social Media Prospecting Workbook.  It goes through some basic tips on prospecting with twitter, facebook, linkedin and pinterest.  Check it out here if you like: http://bit.ly/socialmediavvm.

 

SLIDE #14

Now is the fun and interactive part!!! Any questions?  Discussion items?

 

SLIDE #15

We do offer a FREE website and digital marketing assessment.

Our dedicated team will unravel your marketing process, assess your website and digital marketing efforts and provide a FREE roadmap with an ongoing strategy to push you in the right direction for success.

Just contact me at inbox@virtualvillagemedia.com for more information.

 

SLIDE #16

Here is all of our contact information if you need me for anything… I am a resource.
Again, it has been an absolute pleasure speaking before such a prestigious group here today.  I look forward to continuing a growing relationship here at Nonprofit Commons.

 

VIDEO Social Media Marketing with LinkedIn