Digital & Social Media Presentation for Advancement NW 6-17-2016
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This document provides guidance on using digital and social media for effective fundraising. It outlines goals for campaigns, budgets, and calendars. Key platforms discussed include websites, Google, Facebook, email, video, Twitter, LinkedIn, and PayPal. Specific tactics covered are Google for Nonprofits, Facebook pages, boosted posts, events, email newsletters, eBlasts, Twitter ads, and LinkedIn ads. The document emphasizes having a strong website with optimized donation pages and using digital tools to promote campaigns, track results, and thank donors.
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Digital & Social Media Presentation for Advancement NW 6-17-2016
- 1. Digital & Social Media for Effective Fundraising 1www.denalifsp.com
- 2. Digital & Social Media Overview 2 Goals&Plans What are our goals? What are our plans? CalendarandWho When do we do it? Who does it? Implementation Follow the plan Adjust as needed FollowUp Track results Thank yous www.denalifsp.com
- 3. Digital & Social Media Campaigns • Goals • Budget • Calendar & Plan 3www.denalifsp.com
- 5. 5 Budget Media Start End Budget Goal Actual Inc Notes Facebook campaign 12/2 12/31 500$ 2,000$ Web Retargeting 12/2 12/31 500$ -$ YouTube Advertising 12/2 12/31 100$ 500$ Twitter targeted ads 12/2 12/31 100$ 200$ LinkedIn ads 12/2 12/31 100$ 200$ Facebook - promoted posts 12/15 12/31 250$ 300$ Online Donations (other) 12/2 12/31 -$ 20,000$ Total 1,550$ 39,200$ www.denalifsp.com
- 6. 6 Why Online? Younger donors very comfortable with online communication and donating www.denalifsp.com
- 8. 8 “The Big Four” Digital & Social Media Website, Google, Facebook & Email Website is the key to all online donations Audit website Check all links and look at on mobile platform Create best practices landing page and donation page Google AdWords Display Network Google Grants for nonprofits Facebook Power Editor Custom audiences Look alike audiences Email List Subject line Links and buttons that work on mobile www.denalifsp.com
- 9. 9 Website – Home Page www.denalifsp.com
- 10. 10 Website – Home Page cont. www.denalifsp.com
- 11. 11 Website – Donation Page • Trust marks are very importantwww.denalifsp.com
- 12. 12 Website – Donation Page cont. www.denalifsp.com
- 13. 13 Website – Donation Page cont. www.denalifsp.com
- 15. 15 Google • Google for Nonprofits • Google Grants • Google Alert • Google+ for Nonprofits • Google One Today • Google My Business • Google Display Network • Google AdWords Express • YouTube (Google) Nonprofit Program www.denalifsp.com
- 17. • Open http://www.google.com/nonprofits/join/ • Click: Apply to Google for Nonprofits • Fill out membership application with EIN (Tax ID #) • Await approval (up to 2 weeks) • Upon approval set up • Google Ad Grants • YouTube Nonprofit Program 17 Google for Nonprofits Setup www.denalifsp.com
- 18. 18 Google for Nonprofits Setup www.denalifsp.com
- 25. 25 Video Budget or create for website and YouTube or Vimeo www.denalifsp.com
- 26. • Facebook nonprofit page • Facebook boosted post • Facebook event • Facebook affinity list 26 Facebook www.denalifsp.com
- 29. 29 How to Create a Facebook Boosted Post w/Link Open Facebook Write post “Please support us with a donation this year…” Keep it short Add link (URL) to your donation page Schedule post Promote post (click “Boost” button) o Choose “People you choose through targeting” o Choose location – local cities and area o Choose age – 21+ unless youth nonprofit o Choose interests that are like your nonprofit o Choose $60-$150 depending on budget o Boost post for 7 days Reschedule post each week for duration of campaign www.denalifsp.com
- 31. 31 How to create a Facebook Event - example Open Facebook Click on “Event” tab Name: Name the event i.e.. “I supported nonprofit with a donation this holiday season” Details: Add details about why you are asking for support and ask for share Where: City or state of Alaska Tickets: Important! Link to Pick.Click.Give. website address When: November 26 until December 31 Category: Causes – Fundraising Add event photo Invite tab – All friends www.denalifsp.com
- 32. 32 Email Signature for all Staff/Volunteers www.denalifsp.com
- 35. • Twitter and Twitter Ads • LinkedIn and LinkedIn Company Page Ads • PayPal Here • PayPal Giving Fund – eBay Giving Works • Fundly 35 Social Media - Other www.denalifsp.com
- 36. • Go to your followers • Create first tweet “Thanx for following. Your support helps us _____ in our community. Please visit (or Donate) at www.xxxx.org. Plz retweet. • Insert photo (optional) • Copy first tweet • Paste into 2nd tweet, repeat as necessary 36 Twitter www.denalifsp.com
- 37. •Fill out everything in profile •Create company (nonprofit page) •Becoming increasingly popular •Affluence of users •Inexpensive for ads to select individuals •Many nonprofit groups to follow (under interests) 37 LinkedIn www.denalifsp.com
- 38. •Sign up for PayPal Nonprofit •When approved only 2.2% add to website •Order PayPal Here for mobile credit card reader •Signup for PayPal Giving Fund individuals can donate a portion of all eBay sales (10- 100%) 38 PayPal www.denalifsp.com
- 41. 41 Amazon Wish List Make sure to have “Add to Wish List” tab on browser www.denalifsp.com
- 42. 42 Rating & Online Portals Top 3 are very important! www.denalifsp.com
- 43. 43 Affinity mail list f/ digital sources www.denalifsp.com • Email service provider – Mail Chimp, Constant Contact etc. • Download list to Excel or CSV. • Find all addresses and add to affinity list. • Facebook page • Go to your page. • Click on notifications. • Find the most recent notification with a new like to the page. • Click on the icon on the right side of the notification and the list will pop up. • You can then copy the whole list and paste it into a spread sheet. • Find all addresses and add to affinity list
- 44. Ken Miller Denali FSP Fundraising Consultants www.denalifsp.com 907 250-8488 – ken@denalifsp.com Blogs and websites to favorite Jeff Brooks – “Future Fundraising Now” Roger Craver – “The Agitator” Sean Triner – “Pareto Fundraising” Jon Loomer – “Jon Loomer Digital” Tom Ahern – “Donor Communications” Thank you! 44 Presenter’s Contact Information www.denalifsp.com
Notas do Editor
- Template is available in toolkit
- Make sure all links work and use button for easy mobile use.