How to Build Community and Actually Drive Donations Using Social Media

COMMUNITY CONFERENCE
YOUR FUNDRAISING

ABOUT ME
Mom of 2
Host of the Nonprofit Nation podcast
Author of 2 books on storytelling and social media
Founder, Nonprofit Social Media Summit
Creator, Social Media for Social Good Academy, a six-week
intensive for nonprofits
Speaker and nonprofit consultant
Former Development and Marketing Director at small shops
www.jcsocialmarketing.com/blog
TWEET WITH US: @JULIACSOCIAL @DONORPERFECT

WHAT WE WILL
COVER TODAY
How to navigate the latest changes and trends in the
social media landscape - what charities need to know;
How to build an engaged community on social media;
How to convert social media fans and followers to
donors and long-term supporters;
Free and low-cost tools you can use to enhance your
digital fundraising on a shoestring budget.

THE DIGITAL
LANDSCAPE
My trusted sources:
Pew Internet
M+R Benchmarks
The Global Trends in Giving Report 2020
eMarketer’s US Social Media Usage Report
2020
TWEET WITH US: @JULIACSOCIAL@DONORPERFECT

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
Tweet with us: @JuliaCSocial @DonorPerfect

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

PEW INTERNET FINDINGS
OCTOBER 2020
Roughly a quarter (23%) of
adult social media users in the
United States – and 17% of
adults overall – say they have
changed their views about a
political or social issue because
of something they saw on social
media in the past year.
Pew Internet

WHAT SOCIAL
MEDIA IS:
A chance to make connections with your
community where they spend a lot of their time
A place to get real time feedback
An opportunity to reach a wider audience

WHAT SOCIAL MEDIA
IS NOT:
An ATM
A one size fits all
A magic bullet
“Free”

WHAT SOCIAL MEDIA IS:
A value exchange.
I give you my attention and time, and you give me something I value.
Inspiration
Meaning
Entertainment
Education
Information

WHAT SOCIAL
MEDIA IS NOT:
A billboard
A chance to yell at strangers
A method to simply “get out our
promotions”
A one-way street

SOCIAL MEDIA IS PERFECT
FOR NONPROFITS!
We can:
Shed light on complex, difficult issues.
Advocate for our work and our impact.
Address myths and misconceptions around the populations we
serve.
Educate and enlighten.
Fill knowledge gaps.
Keep people inspired by, and active in our work.
Change the world we live in for the better. #takebackdigital

WE HAVE A MORAL OBLIGATION TO
SHARE OUR STORIES, OUR WORK, AND
OUR STRUGGLES. TWEET WITH US: @JULIACSOCIAL @DONORPERFECT

WE NEED TO PLAY
THE LONG GAME
Focus on transparency and trust.
Elevate human connections and
not automation.
Lifting the veil to our work.
Opening up a two-way
dialogue.

THINK ABOUT BUILDING A COMMUNITY THAT
WOULD FOLLOW YOU ANYWHERE!
KNOW LIKE TRUST

SOCIAL MEDIA IS NOT SOMETHING
TO CHECK OFF YOUR TO DO LIST.

HOW CAN I BUILD A SOCIAL MEDIA MARKETING
PROGRAM WITH VERY LIMITED TIME, AND WITH
MULTIPLE RESPONSIBILITIES ON MY PLATE?
This Photo by Unknown Author is licensed under CC BY-NC-ND

YOU DO NOT HAVE TO BE
EVERYWHERE!

IN FACT, YOU SHOULDN’T
BE.

SHOULD WE BE
ON THERE?
Is your target audience on this platform?
Can you add value on this platform – or just more
noise and clutter?
Can you consistently create and share content that is
designed for this specific channel; content that is not
simply automated?

3 STRATEGIES TO
CONVERT SOCIAL
MEDIA FANS AND
FOLLOWERS

1) CONSISTENTLY USE
SOCIAL MEDIA TO
BUILD YOUR EMAIL
LIST.

WHY EMAIL?
Email has bigger reach – average 20% open rate.
(Facebook organic reach is about 2-3%.)
You don’t own your Facebook Page or your social
media profiles.
People who like you on social media have indicated
an interest in your work, so get them on your email list
to build a longer term, deeper relationship!

YOU MUST GIVE PEOPLE
A REASON TO SIGN UP.
“Sign up today and we’ll send you 2
simple ways to fight hunger in your
community!”
“Join us in the fight against
deforestation.”
“Never miss an update in our mission
to cure childhood cancer.”

PLAY ON FOMO!
Play on FOMO (fear of missing
out) and anticipation:
“Tomorrow we will be sharing
Molly’s story and her incredible
journey in our newsletter. If
you want to read it, sign up for
our updates here: LINK”

ADD AN EMAIL SIGN-UP TO SOCIAL
MEDIA BIOS.

ADD AN EMAIL
SIGN-UP TO
VIDEOS &
LIVESTREAM
BROADCASTS.

ADD THE EMAIL
SIGN-UP LINK TO
A YOUTUBE
VIDEO CARD.

2) LEVERAGE
THE POWER OF
TARGETED
SOCIAL ADS.

PRO TIPS:
DO NOT simply send people to the
homepage of your website and expect
them to figure out what to do once they
get there.
When they click on the add, be sure that
the page is optimized for mobile.
In Facebook and Instagram, create a Call
to Action Ad: Using Facebook Ads
Manager, you can create a separate ad
that does not live on your Page but that
shows up only in the News Feed to a
targeted audience.

HAVE A LONG-TERM SOCIAL ADS PLAN.
When not actively fundraising, still give your fans an incentive to click
and join you OFF of social media – a new research report, a special
story, a free event or webinar.
Note: Social ads are most effective for WARM audiences – people
that already know a little bit about you.
Cold audiences who have never heard of you or what you do
probably need to get to know you a bit first before they hand over
their email.

CREATE A CUSTOM AUDIENCE FROM A
CURRENT LIST
Option 1: Create a Custom Audience from a current list.
Upload a current list of donors, volunteers, stakeholders and target
ads to them on Facebook and Instagram.

CREATE A CUSTOM AUDIENCE FROM
WEBSITE VISITS
Option 2: Create a Custom Audience from website visits.
Facebook also enables you to target anyone who has visited your
website or carried out a specific action on a webpage.
You can send ads about donating to people who visit your donor
page, and ads about volunteering to visitors of your volunteer page.
It is possible to prevent fundraising ads from showing when the
person has ALREADY donated. To do this, block ads to those people
who were on your donor Thank You for Donating page.
You have to install the Facebook Pixel on your website to monitor this.

CUSTOM AUDIENCE – LOOKALIKE FEATURE
Segment your donor list or upload your whole list.
To create the lookalike audience, you'll need an audience database of at least 100
people.
You can then upload that list to Facebook and ask it to find profiles of active users
who share the same characteristics.
TIP: While Facebook can create lookalike audiences from 1% to 10% of the
population, stick with the 1% audience. This will improve targeting accuracy and
results.

3) PROMOTE YOUR
FUNDRAISING
CAMPAIGNS ON
SOCIAL MEDIA.

HOW TO WRITE
A GREAT CALL-
TO-ACTION:
Make your “give now” language
compelling.
Consider your audience.
Play on their motivations and desires.
What problem do they want to solve?

ALSO – HAVE FUN!!!!

TOOLS OF THE TRADE

VIDEO EDITING AND CREATION -
ANIMOTO

VIDEO EDITING AND CREATION –
LUMEN5

6 VIDEOS YOU CAN MAKE TODAY:
Educate with a
quick how-to or
listicle
01
Give your audience
a behind-the-scenes
look at what you do
02
Post testimonials or
stories
03
Explain a news
story or
industry/cause
trend
04
Tease a blog post
or an event
05
Share how you
were founded and
why you are unique
in what you do
06

GRAPHIC DESIGN
Canva
https://www.canva.com/canva-
for-nonprofits/
Wordswag http://wordswag.co/
Adobe Spark
https://spark.adobe.com/

SCHEDULING
AND
MANAGEMENT
Buffer https://buffer.com/nonprofits
Hootsuite
https://www.hootsuite.com/about/hootgiving#
Later https://later.com/
Storrito https://storrito.com/
Digitile: https://digitile.io/

SANITY SAVING
TOOLS
Inbox Pause http://www.inboxpause.com/
Boomerang https://www.boomeranggmail.com/
Momentum https://momentumdash.com/
Headspace https://www.headspace.com/
Brain.fm https://www.brain.fm/

WHICH TOOL ARE YOU MOST EXCITED TO
TRY OUT?

TRENDS COME
AND GO

HOW TO FUTURE-PROOF YOUR
SOCIAL MEDIA STRATEGY
Meet your donors where
they are, not where you
want them to be.
Make every interaction as
frictionless (and clear) as
possible.
Always think about your
donors first when revamping
your website, writing that
email series, and sharing
content on social media.

DON’T GET OVERWHELMED – YOU
CAN DO THIS!
The only constant in online
marketing is that it’s
constantly changing.
Platforms come and go.
Focus on building a real
community that will follow
you no matter where you set
up shop.

QUESTIONS?
My website: www.JCSocialMarketing.com
Instagram: @JuliaCampbell77
Twitter: @JuliaCSocial
LinkedIn:
https://www.linkedin.com/in/juliacampbell/
Podcast: www.NonprofitNationPodcast.com

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