Donor base behaviors have changed. Organizations that wish to maximize achievement with social media should look to new strategies and implementation practices. Here's a bunch of good ideas you can use to update your 2014 social media game plans.

1. © 2014 Big Dog Innovations
Social Media
2014 Style
Objectives Your Unique
Value
Propositions
Target Markets
Their
Motivations
3.0 Message
Strategy
Strategic
Content Plan
Call to Action
Strategy
Landing Page
Dynamics
3.0 Governance
DetailsAudience
Acquisition
Plan
Infrastructure
Enhancement
Publishing
Schedule
Content
Deployment
Activity &
Response
Captures
Stewardship
Automation
Conversion &
Welcoming
Doubling Your
Donor Base
Augmenting
Your Major
Gifts Program

2. Social
Media
2014 Style
Objectives Your Unique
Value
Propositions
Target
Markets
Their
Motivations
3.0 Message
Strategy
Strategic
Content Plan
Call to Action
Strategy
Landing Page
Dynamics
3.0
Governance
Details
Audience
Acquisition
Plan
Infrastructure
Enhancement
Publishing
Schedule
Content
Deployment
Activity &
Response
Captures
Stewardship
Automation
Conversion &
Welcoming
Doubling
Your Donor
Base
Augmenting
Your Major
Gifts Program
*Items with yellow
type are indicative of
“new strategic practices”

3. Content in this deck that’s underlined in
blue depict the most notable points!

4. The Purpose of This Deck
 Suggest new content strategies for social media
 Describe methods for increased interactions from social
media communities
 Turn interactions (communication engagements) into
converted donor opportunities
 Show our fractional ownership approach that allows you to
engage with us at any level should you feel we can help

5. We’ll start with raising the bar of
expectation for social media
 Social media 2014 style should have an increased impact on
donor achievement
 You’ll get there by rewriting your strategic game plan some
of which we’ll describe in this deck
 You’ll need to change the messaging style so it get’s the
community talking (more than it presently does)
 You’ll use new digital technologies to increase levels of
“ongoing engagement”- this should take you “far beyond
traditional social media”

6. Old tactics don’t work, here’s 3 reasons why-
 Most social media was not originally intended for
business/organizational use: the approach methods used
in traditional communications needs to be adjusted
 Social media platforms continue to proliferate, the
landscape has become increasingly crowded; there’s
varying levels of uncertainty as to which ones work best
and how they should be treated differently
 Most Significantly: Prospect and donor behaviors have
changed; their methods of engagement have evolved

7. As for new strategic and tactical approaches we’re
focusing our suggestions on the yellow type only circles
from the second slide of this deck.
Thus it’s here, that we begin the first of the four primary
sections; “New Content Strategies”

8. Social
Media
2014 Style
Objectives Your Unique
Value
Propositions
Target
Markets
Their
Motivations
3.0 Message
Strategy
Strategic
Content Plan
Call to Action
Strategy
Landing Page
Dynamics
3.0
Governance
Details
Audience
Acquisition
Plan
Infrastructure
Enhancement
Publishing
Schedule
Content
Deployment
Activity &
Response
Captures
Stewardship
Automation
Conversion &
Welcoming
Doubling
Your Donor
Base
Augmenting
Your Major
Gifts Program
*Items with yellow
type are indicative of
“new strategic practices”

9. Their Motivations
 You have your objectives and value propositions
 What about their motivations?
 Why would they care, why would they be more likely to participate on
your platforms (if at all), vs. someone else's?
 If you can make your social media platforms more “about them” and
the outcomes your beneficiaries receive you’re more likely to succeed
 Social media should be less about you, more about what “moves them”
 This approach is an art that can be practiced and turned into social
expertise

10. “3.0 Marketing”- Message Strategy
 In the past the focus was brand centric
 More recently for some the focus has shifted towards being donor centric
 Now the focus (particularly in social media) needs to be a message strategy that
incites “the human wave”; (i.e., attempts at publishing content that goes viral
even if that means “mini-viral”)
 This 3.0 messaging strategy represents a shift- the focus here is on what gets them (your
prospects & donors) to “participate”, what gets them to lead the conversation; what needs
to take place in order for them to share and multiply your messages with others, to be
part of an ongoing co-development of your future foundation/brand
 The human wave, this style of 3.0 Marketing is similar to the effect of what happens
with crowd sourcing; the difference though, is you’ll likely be pursuing
donations, retention, advocacy, and upsizing their donations

11. Strategic Content Plan
New sources that should contribute to your 3.0 content
plans-
1. Executive Directors- many of them possess high levels of useable information
that can become content; develop a process to interview some of them 1x/month;
their expertise can become material that can be maneuvered into 3.0 message
starters
2. Grass roots content- develop internal communications processes that make it
easy for the services staff to contribute to your content buckets
3. The strategy of getting “them”, your beneficiaries, prospects and donor base to
contribute content for editing and future publishing
4. Develop messaging that allows them to participate in your brand evolution

12. New Section: Increased Interactions

13. Social
Media
2014 Style
Objectives Your Unique
Value
Propositions
Target
Markets
Their
Motivations
3.0 Message
Strategy
Strategic
Content Plan
Call to Action
Strategy
Landing Page
Dynamics
3.0
Governance
Details
Audience
Acquisition
Plan
Infrastructure
Enhancement
Publishing
Schedule
Content
Deployment
Activity &
Response
Captures
Stewardship
Automation
Conversion &
Welcoming
Doubling
Your Donor
Base
Augmenting
Your Major
Gifts Program

14. Call to Action Strategy
 Social media content that aims to increase beneficiary, donor and prospect
audience participation should include links to landing pages
 Landing pages are like your website and donor pages but they can blow away
the functionality of those static pages giving the Development Department
many more communications options
 Landing pages can extend the reach of your communications efforts in that
they allow for the collection of activity and feedback and these activities can
originate from any media (including social media of course)
 Smart call-to-action strategies can increase your instances of dialogue and
activity; when you consider the number of posts you do each year the number
of increased interactions can be in the thousands or more- remember your
donor and prospect base is already digitally invested (even if they’re
grandparents!)

15. Social Media
Posts &
Other Digital
“Touch
Points”
Call to
Action
Strategies
Increase
Interactions
(Digital
Landing
Pages)
Capture &
Nurture
Based on
Their
Landing
Page
Activities
Donate,
Register,
Respond,
Share,
Volunteer,
Advocate,
Download,
Follow,
Contact
Update
Landing Page Activities Represent Additional
Options for the Development Team

16. 3.0 Governance
 If you’re getting them more involved in interactive
communications you may need to predetermine
protocols, additional filters and listening requirements
to manage conversations

17. Audience Acquisition Plans
Landing pages are the conduit for capturing activities
and responses.
Developing an acquisition plan with the consistent use
of landing pages should encompass most of your
media platforms.
A digital media version of an acquisitions plan is
represented in the illustration on the next slide.

18. Prospects into visitors
Visitors into future
donors via nurturing

19. Infrastructure Enhancements
 Your cross media investments- direct mail, email
newsletter, website/blogsite, PR, social media and events
based communications should include the option for your
prospects to sign up to follow you and they should be given
compelling reasons to do so
 Make sure you have sign up boxes (with compelling call to
actions) in places that are most likely to get conversions;
sign ups are a convenient alternative for them vs. having to
make a full-on donor decision if they’re not yet ready to
donate
 While the “Like Us method” is quick and easy you should
develop additional ways to get them to take follower action

20. New Section: Proactively Convert
Social Media Into Business
Opportunities

21. Social
Media
2014 Style
Objectives Your Unique
Value
Propositions
Target
Markets
Their
Motivations
3.0 Message
Strategy
Strategic
Content Plan
Call to Action
Strategy
Landing Page
Dynamics
3.0
Governance
Details
Audience
Acquisition
Plan
Infrastructure
Enhancement
Publishing
Schedule
Content
Deployment
Activity &
Response
Captures
Stewardship
Automation
Conversion &
Welcoming
Doubling
Your Donor
Base
Augmenting
Your Major
Gifts Program
*Items with yellow
type are indicative of
“new strategic practices”

22. Activity & Response Captures
 Activities & responses such as
donate, register, respond, and download are “tag-able”
 As illustrated in the next slide, tags can be programmed
to pre-determine specific follow through courses of
action; stewardship being a good example of “if-then”
tags

23. Interactive
Two-Way
Dialogue
PURLs
GURLs
QR Codes
Text
Telemarketin
g
Tag: A
Tag: B
Tag: C
Centralized Database /
Automated Marketing
System
Centralized Database /
Automated Marketing
System

24. Nurturing Automation
 Nurturing automation is the ability t0 pre-wire a wide
range of cross media communication follow through
activities
 In the case of social media, communications automation
can be triggered from activities that first started on landing
pages or as part of a stewardship program
 In order to imagine plotting a “nurturing automation
lifecycle” a sample white board is illustrated on the next
page

25. Inbound
Media
Landing
Page
Captures
Nurture
Prospective
Donors
Convert
Donors
Get
Referrals
Increase
Donor
Amounts
Steward-
ship

26. Board Members & Benefactors Can be Taught to Help
You Double The Size of Your Donor Base
Board member
Board member’s
neighbor
Trustee
Benefactor
Benefactor’s friend
Benefactor’s friend
SEO

27. Examples of Their Spheres of Influence
The communities they
reside in
The groups and events
they participate in
Fellow employees they
work with
Social media
connections they have or
people they know that
have large social media
connections
Celebrities and other
people with large
numbers of followers
LinkedIn relationships
and groups

28. Augmenting Your Major Gifts Program
 Traditional methods of acquiring major gifts through senior development staff
continue accordingly
 Augmentation of the major gifts program can be achieved through raising
awareness using cross media tactics where the touch points may number in the
thousands or millions of touch points per year
 Renewals, stewardship, events, newsletters and PR should all include
“awareness generation” tactics to get more people to consider a major gift or
bequest in their financial plans
 Interactive communications part of the present suite of available technology
allow for increased instances of dialogue in this critical area of development
 Because of finite manpower Major Gifts “awareness generation” usually
falls short of the mark- communications technologies tools and strategies
can help here

29. Analysis & Refinement
 As most communications teams are aware, Google Analytics is a
comprehensive tool that can give you a wide array of reports regarding
online traffic
 If in 2014 you’re going to develop more of the “human wave” in your
development efforts, landing pages come with a full suite of analytics
that can supply you with better distinctions on where your social media
has contributed to increased donor performance
 If you have a clearly defined set of organizational objectives there’s no
better way to test-measure-refine than to take advantage of the new
reporting tools that come with landing page analytics
 Remember, it’s one thing to have a large social media community, it’s
another to get them to take action; landing page reports give you a
much better view of the actions taken

30. Take the 20/20 Challenge
Our Social Media Therapeutics Checklist™
is designed to supply you
20 good ideas within 20 days
It’s an inexpensive way to invigorate your social media- kind
of like a “fractional ownership” method of hiring experts,
but only a little piece of them
Once you learn the style of
“3.0 audience participation messaging”
it becomes easy to replicate!

31. All of our cross media strategic planning
and implementation services are available
as standalone platforms or fully integrated
cross media systems

32. I love feedback and the opportunity to compare notes
For comments or further inquiry contact me
Peter Winters President, Big Dog Innovations
917 301-9100 pwinters@bigdoginnovations.com
LinkedIn: www.linkedin.com/in/peterwintersbigdoginnovations/
Cross Media Implementation Team-
MSP Digital Marketing
www.mspdigital.com

33. Go Mobile!
Make sure to stay connected with me on LinkedIn
 http://www.linkedin.com/in/peterwintersbigdoginnovations/
Upcoming titles will be focusing on (among other things)
mobile communications, an integral part of your future
donor acquisition and stewardship opportunities.