This document summarizes Xelleration Social's work with the nonprofit GTN to improve its social media presence. It finds that GTN saw increased Facebook likes and engagement after implementing Xelleration's strategy of more consistent, higher quality posts. GTN also became more active on Twitter and Pinterest. Facebook ads performed well above industry averages. The document identifies areas for GTN to improve, such as adding more types of content, becoming more involved in the community, and improving its website with fixes like enabling blog comments.

1. Xelleration Social
Client Review: GTN
xellsocial@xelleration.com
@Xelleration
www.xelleration.com

2. Non-Profits: Why a Social Presence is Necessary
59% |
of people donate after becoming a follower of a nonprofit’s
social network.
48% |
53% |
of people donated to an organization because
they read a story via social media.
of people who follow a nonprofit show their support through volunteering.
Source: http://blog.techimpact.org/20-insightful-nonprofit-technology-and-social-media-stats/

3. Social Media Advantages
Improve Transparency
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There’s nothing that donors and supporters like more than seeing exactly where and how
their donations are being used
Increase Followers and Fundraising
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Grow a loyal fan base through promote positive word-of-mouth and drive traffic back to your
website
Engage Current Donors, Volunteers, and Partners
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Build a relationship and connect your cause with millions around the globe

4. GTN Social Summary

5. GTN on Facebook
Before Xelleration Social:
Posts revolved around asking for donations
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36% of people surveyed “unliked” a nonprofit on
Facebook because it only posted about donating
No clear content strategy
281 Likes (10/15)
After Xelleration Social:
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More consistent posts with higher quality
content
Increased audience interaction
Added social tabs to increase engagement on
Twitter and YouTube
374 Likes (12/2)

6. GTN on Twitter, Pinterest, and More
@GivetheNeedy
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More active, consistent daily post schedule
Reaching out to influencers & getting more involved with the Twitter community
Follow and engage with users of #endpoverty Unicef hashtag
@GivetheNeedy More active in the community
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More active in the community – Repins, Hashtags, Commenting & liking others’ posts
Pins directly uploaded from the GTN website to drive traffic
Variety of boards: Inspirational quotes, Ways to give back, GTN Families
Active & consistent post schedule (every other day)
Active posts give off professional appearance (every other day)

7. Pinterest

8. Facebook Advertising
TARGETING:
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•
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Women ages 26+
Located in USA, UK, and Canada
Campaign total spend $100
RESULTS:
Highest Click-Through Rate = 0.873%
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0.873% CTR
0.663% CTR
Industry Average CTR = 0.205%
Average Cost per Click = $0.36

TOP PREFORMING ADS:
Industry Average CPC = $0.38
Total Likes = 93
0.524% CTR

9. Areas of Improvement

10. GTN Strengths
Website is integrated with social networks
Rich content available for infographics and blogging
Many positive comments from social media users – great starting
point to engage with customers

11. Areas of Improvement
Add a variety of content
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Give followers something of value
Diversify posts with content that is different from website content
What is the Give the Needy brand? What sets GTN apart from other charities?
Humanize the GTN brand
Start a weekly post that relates to the GTN brand
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EX: Inspirational quote Tuesday
Avoid deleting posts & comments
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Bad for GTN’s public image
Respond publically and take it offline as soon as possible

12. Areas of Improvement
Community involvement
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What is GTN doing for the local community? More good content to post
How do you raise awareness for the charity in OC?
Participating in events would attract donators & followers
More family updates
More blog posts
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Push posts out to a variety of social media networks
Smiling faces in photographs
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Family milestones
Create a story around these families, let followers get to know them

13. Website Suggested Improvements
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Start a monthly/events newsletter
Add an email signup for the newsletter to build a subscriber base
Too many social network icons – focus on 3-4
Clean up website text content & grammar
Turn on blog comments & tags for posts
Give users a way to get back to GTN’s website from the blog page
Donate button on the blog is non-functional
Add social sharing to the blog
Avoid PDF downloads

14. Website Suggested Improvements
To a user, “Secure Payments” in quotation marks gives the appearance that the
transaction is not secure.

15. Thank You.
Xelleration Social Team
xellsocial@xelleration.com
949-417-2024