Presentation from Social Media Exchange 2015

1. Telling stories to build your
community online

2. Tweet us - @helen_osborne & @debogoso
Or email us – helen@justgiving.com & deborah@justgiving.com
Hello!

3. Our vision: Ensure no great cause
goes unfunded

4. Our strategy: Connect the world’s
causes with people who care

5. 22mill
Users
$3.3bn
Raised
$2.5M
A day

6. What we’ll cover…
• Why is storytelling so effective?
• Stories you can tell
• What’s worked for us
• Ways to find great stories
• Turning your stories into great content
• Useful tools available
• How you can use paid to amplify your stories

7. Why is storytelling so effective?

8. Social
media is
about real
people

9. It allows you to show your charity’s impact
It’s a great
way to
demonstrate
impact

10. It’s
rewarding
for your
supporters

11. Stories you can tell

12. Amazing fundraisers Amazing
fundraisers

13. BENEFICARIES
Beneficiaries

14. Volunteers

15. SERVICE
PROVIDERS
Service
providers

16. Campaigners

17. What’s worked for us

18. We celebrate the
amazing things
people do for the
causes they
care about

19. Someone inspiring

20. Doing an awesome challenge

21. With an amazing back story

22. Timely and relevant

23. Ways to find great stories

24.  Ask your community
 Send out an internal email
 Check out local news - set up a Google alert
 Your JustGiving reports
Finding great stories

25. Turning stories into
great content

26. Post
images

27. IMAGES
 Facebook posts with photos get 53%
more Like, 104% more comments and
84% more click-throughs*
 Keep an eye on recommended sizes.
Currently we post –
Facebook 940 x 788
Twitter – 1024 x 512
Instagram – 1000 x 1000
 Add text to your images to give them
context
 THINK MOBILE
*Source: KISSmetrics blog

28. Image sources
 User generated content – ask your
community to send you photos
 Key events – send a photographer. No
budget? Take photos yourself
 Stock websites:
https://unsplash.com/
http://www.morguefile.com/archive
http://www.freeimages.com/
http://www.shutterstock.com/

29. VIDEO
Use video

30. VIDEOS
 2014 was the year of video –
There are 1 billion video views on
Facebook every day
 It doesn’t have to be directed by
Spielberg – something you’ve
filmed on your smart phone can
make great content.
 You can also use still imagery to
put together great slide show
style content

31. VIDEO
Tips for
posting

32. Be concise
 THINK MOBILE – you don’t want a ‘continue
reading’ button in your posts
 What’s the KEY thing about the story? Is it what
they’re doing? Why they’re doing it? Focus on that.
 Aim for 140 -160 characters - Posts have up to 60%
more engagement if they are under 160 characters*
*Source: SocialStack

33.  Connect with your
supporters
 Respond to
comments and
mentions
 When you see
someone supporting
your charity, say
thank you
Make your community feel loved

34.  Include a link so
people can donate,
sign up etc
 Add tracking so you
can see what stories
people are really
responding to
Give people an opportunity to support

35. Can you tell a story in a tweet?

36. Useful tools available

37. Creating content - photos
 Your smartphone
 GIMP
 Canva
 Hubspot
 PicMonkey

38. Creating content - videos
 Your smartphone
 iMovie
 Adobe Voice
 StopMotion
 Audioboom

39. Using paid to amplify your stories

40. Plan your budget
 Speak to the relevant
people about up and
coming campaigns
 Plan which ones you
want to put spend
behind

41. And have a little more spare
 Just in case you get an
unexpected win
 Is an organic post picking
up momentum? Amplify it
with a bit of spend
 You never know, a small
budget may make your
charity the recipient of the
next viral challenge

42. Decide what success looks like
 What do you want to achieve by
putting spend behind posts?
 Pick the ad objective on Facebook
and Twitter that fits

43. Know your target audience
 Make a profile of who you
want to target
 Use this to create your
audiences on Facebook and
Twitter, this way you can
get really targeted
 Use ‘custom audiences’

44. Be creative… and test test test
 You can test multiple images and
copy variations on the same
audience
 Check these daily to turn off the
ones that are not performing well
 Keep a document of what’s
worked and what hasn’t for
future campaigns

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45. You + JG = BFFs

46. We want to share your stories
We want to promote your amazing fundraisers
and hard working service providers.
We’re looking for…
 Inspiring people, doing awesome challenges,
with great back stories
or
 Someone who does outstanding work for
your charity
So email us: social@justgiving.com

47. Thank you!