By Gina Ledynak, L&A Social Media

1. 7 STEPS TO USE SOCIAL MEDIA TO CATCH
YOUR DONORS
@GINALEDNYAK
@GINALEDNYAK

2. WHAT IS THE BEST WAY TO LEVERAGE FACEBOOK FOR BUSINESS GROWTH?
THE 7 STEPS ARE USED BY ENTERPRISE CORPORATIONS, SMALL BUSINESSES & CHARITIES ALIKE.
As seen in:

3. SOCIAL MEDIA INDUSTRY UPDATE
HOW DO YOU DEVELOP & IMPLEMENT A SOCIAL
STRATEGY THAT DRIVES DONATIONS
HOW TO LEVERAGE FACEBOOK ADS
BEST WAYS TO MEASURE ROI & RESULTS
TIE IT ALL TOGETHER, APPEARING EVERYWHERE &
CONVERT

4. SOCIAL MEDIA INDUSTRY UPDATE
HOW ARE OTHERS LEVERAGING SOCIAL?
79%
of Large businesses are using
social - this is up from
56%!
23%
of Australian charities do not
have a website
52%
of people are more likely to trust
a brand with good content
and interactions
The largest change in social over the past years is the penetration within all levels of business. This means we have to be
more creative, effective and innovative in how we market.
52%
of people will stop following a
brand because of irrelevant
content
9/10
large businesses choose to spend
advertising $’s on Facebook
43%
of people will click on a social ad to
find out more about a brand or
product
‘It appears to be more a question of how, rather than if, businesses and marketers should use social
media to connect and engage with consumers meaningfully and effectively.’ -Social Sensis 2016
Consumers expect to see you active on
social media and lose trust if you are not
present and posting regularly with strong
content.
As a charity you have a plethora of strong
content to post about that is relevant and
engaging.
With the rise of crowdfunding and donating
directly to causes, charities need to think
more cleverly about how they can engage
audiences through social to avoid not losing
donors.
Social media is a longer term approach that
builds community, donor conversations and
helps launch campaigns.
LEARNINGS
Source: https://www.sensis.com.au/about/our-reports/sensis-social-media-report

6. SOCIAL MEDIA WAKES US UP AND TUCKS US INTO BED
57% of Australians access their social media
accounts first thing in the morning and 39%
check their social media as the last thing they
do before they go to bed!
Over 1/3 of Australians check social media over
5 times per day! And of social media users,
94% use Facebook.
On average Australians check their
smartphone 150 times a day.

7. 7 STEPS TO WINNING AT FACEBOOK
1. Develop your strategy
2. Create engaging & relevant content
3. Pick your Facebook Page formats
4. Post your content & engage with your audience
5. Develop Facebook Advertising
6. Campaign Activity
7. Measure success & ROI

8. 1. SOCIAL STRATEGY - THE #1 MOST IMPORTANT POINT
• What role does social media play for your charity? Is it fundraising, campaigning, brand building,
building communities, donor acquisition? The content you create will be tailored to these goals.
• What is your unique value proposition? What distinguishes you from other charities and causes?
What makes you incredibly sticky to a donor?
• Who is your target market? How old are they, where do they live, what is their socio-economic
status and what are their interests? You will use all of this information in your advertising.
• What types of content and information might this target group find interesting and valuable?
• KEEP YOUR ‘WHY’ IN MIND THROUGHOUT EVERYTHING YOU DO ONLINE.

9. What is your donor acquisition journey?
Awareness
1. SOCIAL STRATEGY
Interest
Sign-Up/
Donate
The
Work!
The
Referral
Follow-Up
Facebook Page
Boosted Posts
Shared Blog Posts
Engagement
Advertising
Community
Existing Donors
This is all about impressions!
Sign up on your website
Donate
Become a long term
donor
How can you make people feel
great after donating?
Facebook updates
Blog/e-newsletter
Social Proof
Status updates of donations
What happens right
after people donate?
Email update
Targeted ad
Thank you video
How do you let people
know what their
donation achieves?

10. 2. DEVELOPING SOCIAL CONTENT
GREAT CONTENT IS…
ShareableEngaging Value-Add
WHAT PURPOSE DOES GREAT
CONTENT SERVE?
Extend
your
reach
Inform &
engage your
customers
Encourage
them to
become
donors

11. 2. CONTENT CREATION - CONTENT PILLARS
Developing good content is a mix of creativity,
strategy and having a solid process.
The best way to start is by developing 3-5
content pillars for each social network you are
creating content for.
1. How do you leave your community feeling?
Excited, inspired, ready to work with you? This
is your community mission.
2. From this overall statement develop 3-5
content pillars.
3. Each content pillar should relate back to
one of your business goals directly or
indirectly.
4. Remember each piece of content gets
people to either ‘know’, ‘like’ or ‘trust’.
DONOR
CALL TO
ACTION
We want to leave our community feeling connected, excited to become
donors and spread the word about our cause!
GENERAL
INDUSTRY
UPDATES
TOPICAL
ENGAGEMENT &
ENTERTAINMENT
DONATION
RESULTS &
UPDATES

12. 2. CONTENT CREATION - TONE OF VOICE
Your tone of voice is the tone that
you use across your outward
communications. Your social media
tone of voice is normally a more
conversational tone than your
website tone of voice and portrays
the personality of your charity.
Creating a scale and some key
personality adjectives is the ideal way
to do this so you can refer back to it
when you are writing your social
media posts.
serious playful
laidback assertive
Australian global
youthful mature
clever simple
empathetic indifferent

13. 2. CONTENT CREATION - YOUR TOOL BOX!
Canva.com
Simple graphic design & layouts
search.creativecommons.org
Free to use images
Facebook 20% Text Rule
https://www.facebook.com/
ads/tools/text_overlay
unsplash.com
Free beautiful images
Free stock images
pexels.com
Free stock images & videos
pixabay.com

14. 3. CHOOSING YOUR SOCIAL CHANNELS
17M 5M15.5M 4.2M
4M
1.6M 290K 100K 80K
2.8M
4.5M
2.6M2.7M3.8M

15. 4. POSTING CONTENT & ENGAGING WITH YOUR AUDIENCE
Plan 3-4 weeks in advance and schedule your content!
Develop a content calendar for all of your social
media content.
Schedule everything - but be agile.
Facebook has a great scheduling tool built in
which allows you to schedule your posts and
advertising.
If you create one piece of content, leverage it
across all of your social channels but ensure it is
tailored to each channel.

16. 4. POSTING CONTENT & ENGAGING WITH YOUR AUDIENCE
This means….
Respond to all comments, questions and
messages on your social networks.
Respond to all reviews on your Facebook
- this is crucial!
Proactively listen to conversations going
on about your charity and respond
accordingly.
Check your social channels on an
ongoing basis to ensure you are engaging
(we recommend 2+ times per day).
50% of social media & digital is posting and 50% is engagement. Engagement is a crucial part of social
media; while posting content raises the awareness of your charity, it is through one on one conversations
that fans emotionally connect and form a relationship with you, in turn becoming sticky donors.

17. 5. FACEBOOK ADVERTISING
Designed to drive people to
your website
Tracking conversions/leads via
pixel tracking on your website.
Designed to reach people who
will engage with your post.
Creating a form to generate
leads without leaving Facebook.

18. 5. FACEBOOK ADVERTISING
Audience development - standard

19. 5. ADVERTISING
1. Customer File
Create audiences based off of your existing database
of donors. Facebook will automatically find them and
serve them your ad.
2. Website Traffic
Creating an audience of people who have visited or
performed an action on your website.
3. Engagement
Great new feature which allows you to create an
audience of people who previously engaged with your
content on Facebook and/or Instagram.
Custom Advertising Audiences

20. 5. ADVERTISING
A Lookalike Audience is a way to reach new
people who are likely to donate because they
are similar to your best donors.
You can choose the size of a Lookalike
Audience during the creation process. Smaller
audiences more closely match your source
audience. Creating a larger audience increases
your potential reach, but reduces the level of
similarity between the Lookalike Audience and
source audience.
Lookalike Audiences

21. 5. ADVERTISING
Through a pixel you are able to track people
who visit your website within a certain date
range and retargeting them with ads on
Facebook in order to encourage repeat visits
and keep your charity front of mind. This is
great to target people who visited your website
but did not sign up/donate.
You are able to create an audience for people
who visit specific web pages, the time they
spend on a page, if they filled out a form (lead)
and more!
Website Traffic/Retargeting

22. 6. CAMPAIGNS
Once you have a solid digital presence you can add in specific
activity like campaigns, lead generation or community
engagement. What do you want and what can you offer?
1. Wall giveaways - drive engagement, impressions, awareness.
2. Applications on your Facebook Page - drive lead generation and data collection.
3. Website data collection - drive lead generation and data collection.

23. 6. CAMPAIGNS
How does it work?
Targeted people see a
Facebook or Instagram
ad through a ‘boosted’
post or organic.
When they click on the
link they are taken to a
Facebook App to collect
their data.

24. 6. CAMPAIGNS
Once users sign up they
receive a thank you email or
a phone call about a specific
donor campaign.
You can also offer a value-
add or something in return
to the audience through
information or a brand
partnership.Use woobox.com or
shortstack.com to build
a data collection app

25. 7. TRACKING SUCCESS
Go back to your KPI’s… what are the most important numbers
for you to track?
Weekly Updates Monthly Analytics Quarterly Strategy
Review all analytics, activity &
KPIs, and re-evaluate business
goals.
This is a time to sit down and
evaluate the social media result and
the overall business results.
Dig deep into the numbers, across your
social media, website, posts and
advertising results. This is a chance for
your to review how your marketing
activity has effected your lead
generation, website traffic and
conversions. If possible track your
activity against your goals and KPI’s.
Outline the highlights of the
week’s social activity. An
overview of engagement rates,
analysis of posts, analysis of user
interaction and growth summary
against KPI’s and goals as well as
relevant lead generation figures.

26. TIE THESE ALL TOGETHER TO APPEAR LIKE YOU ARE EVERYWHERE
Facebook Boosting
Pixel use ensures advertising is retargeted to
engaged website users
Website
Facebook
Post
Website
conversion
advertising
Facebook
Group Forum
Leads
Organic Engagement
Advertising &
content
drives click
Website lead
capture
two way group
conversation
Leads stay engaged
through active
group forum
Content shown to site
visitors

27. COMPLETE THE CIRCLE!
….and back to strategy!
You now have…
• a strategy & plan
• Solid content pillars
• Facebook page / group
• You can plan, schedule & post content
• Advertise to get leads, impressions &
engagement
• Create solid campaign activity
• Track your results & measure success

28. THANK YOU!
@ginalednyak
info@landasocial.com