This is my recent presentation for nonprofits and those that support nonprofits. We focus on how to get your organization found online.

2. Check in: Blue Kaboom (11 Garfield Place)

3. Who Am I?
Troy Henson, CEO
Blue Kaboom,
10 year digital marketer

4. Tonight’s Agenda
● What do we mean by the term Non-Profit?
● What is the role of Social Media for a non-profit?
● Understand the platforms. Spend your time wisely.
● Why does it seem like our content is not getting read?
● Bridging the Content Gap
● Showing ROI with social engagement
● What are some best practices for non-profits?
● How can you better support your non-profit?

5. What do we mean by
the term Non-Profit?

6. “Not For Profit” Organization defined
For the purpose of this presentation we define a non-profit any organization that needs to run
based on donations. -exempt from fed taxes- 501 (3), (4) ... etc.
“Tax-exempt nonprofits often make money as a result of their activities and use it to cover
expenses. In fact, this income can be essential to an organization's survival. As long as a
nonprofit's activities are associated with the nonprofit's purpose, any profit made from them isn't
taxable.”

7. What is the role of
Social Media for a
non-profit?

8. The role of Social Media
✓ Name generation & recognition
○ Branding
○ New non-profits -get more website
traffic to educate target audience
✓ Increase donors / donations
✓ Increase participation (volunteers)

9. Understand the
platforms. Spend your
time wisely.

10. Understand the platforms (spend your time wisely)
Facebook
○ Connect with ideal candidates- older demographic they have the
real money to spend.
Twitter & Instagram/Snapchat
○ Connect with mid to younger demographic - get volunteers
involved to cultivate
LinkedIn
○ Connect with professionals and professional organizations

11. Why does it seem like
our content is not
getting read?

12. How to get your content read
● Content vs. Time - There is more content being produced
than time to consume it. A whole lot of time and money is
being spent on content that no one ever sees.
● Fact: Average user checks Facebook 26 seconds at a time, 13
times in a day.
● People vs Marketers - your organization is competing with
other organizations, brands and other people! (and people are
winning the views- they do a better job than brands)
Content Generated
Viewers
Time

13. People vs Marketers
Facebook specifically will show
content that they know that users will
engage. Their existence depends on
folks engaging and coming back!
...So when they have to choose between
showing you some business’s uninspiring
coupon offer or a selfie your friend took on
Hollywood Boulevard, which do you think
they’re going to do?

14. So why does it feel like
your audience isn’t
seeing your content?
Because they aren’t.
You’ve fallen into “The
Content Gap”.
Content Generated
Viewers
Time

15. Bridging the “Gap”

16. Visuals
Content needs to stand out from
the crowd! We know that visual
content will get 90% more reach

17. Video
Facebook is actively trying to steal
television ad spend. So you’re naturally
going to improve your reach by integrating
videos and/or Facebook Live. These don’t
have to be slick, highly produced films.
What we’ve found is that raw, unfiltered
content performs very well.

18. Copy
● Lead-in copy length on a link post has an inverse
effect in terms of click-through and engagement.
● Over 100 words of lead-in will decrease your CTR
by 46%, but it will increase your engagement by
59%.
If you want to drive people to your website, don’t give
them as much in the post. If you want to drive
engagement, put as much value into the post as possible.

19. Timing Right?
Put some money behind the
winning posts. Increase
awareness with the right
audience.

20. Showing ROI with
social engagement

21. Engagement ROIs - Return on Ad Spend?
Some non-profits have distribution
and advocacy in their mission, but
some rely on showing a return on
investment.
If your non-profit heavily relies on
ROIS, you need to get really nerdy...

22. Run campaigns with desired “identified personas”
1. Personas that LIKE your page
and follows your organization
(already exposed)
2. Personas that you identified
that are lookalike audience,
your direct mail list, same
interests with competitor org.
The larger universe the
better for your test.

23. Track with two UTM codes so you can view in Analytics
● Google Analytics should be able to show the incremental
effects of the campaign.
● Which did better the folks that already follow your
organization or the lookalike audience?
ARE THE PEOPLE WHO “LIKE/FOLLOW” YOUR
PAGE PRODUCING A POSITIVE IMPACT FOR YOUR
NON-PROFIT?

24. What are some best
practices for
non-profits?

25. 8 best practices for non-profits
1. Get to know your Persona (audience)
What motivates them? Understand them well enough so
you are posting what drives them (emotionally)
2. Post in Groups (LinkedIn & Facebook)
Many times you can broaden your reach to groups. These
folks may not follow your page. [DEMO]
3. Get a designer or use applications such as
Canva.com to create professional attention
getting graphics
4. Get your audience back to your website -
control what they see as much as possible
● Place majority of your content on your website so
they are experiencing it in your own environment.
● Consider “gated content” to entice them to give up
their email addresses

26. 8 best practices for non-profits
5. Use Social #Hash Tagging Correctly
Before your post do the research to find out what tags that
would be appropriate for your post or your target audience
this in turn will get more traffic. - [DEMO]
6. Get a social posting application.
○ HootSuite
○ Buffer
○ SproutSocial
○ Hubspot
7. Post often (especially twitter) Share
adjacent content that your followers
(persona) would also like
8. Place your important content on your
organization website, share that link. (use link
shortener to save space)

27. Search for Hashtags- twitter.com/search LET’S DO IT
TOGETHER

28. POST YOUR CONTENT IN GROUPS/PAGES
LET’S DO IT
TOGETHER
Add your Non-Profit to your personal
account, this allows you to switch back
and forths between the accounts

29. How can you better
support your
non-profit?

30. 4 best practices to support non-profit (personally)
1. Share their posts. - Do not repost
the original content, except
Instagram ->
Reposting original content does not help the
organization. It essentially removes them from
getting any traffic.
2. Likes help - sharing is better
Why just like when you re-share with your
friends and family? Comment on the shared
post. Get that conversation started!
3. Download Repost for Instagram
Allows you to re-post images on your
instagram feed - gets more view for your
non-profit
4. Share the post in adjacent groups
that you belong to that perhaps the
organization does not

31. Likes vs. Share
When a visitor clicks "Like", the name of the
Web site or post they liked appears
instantaneously on their Facebook wall.
Likes appear as list items on the Recent
Activity section of the Facebook user's wall
but NOT as a status update viewable by all in
your News Feed.
LET’S DO IT
TOGETHER

32. Share with Friends, Groups, Pages LET’S DO IT
TOGETHER

33. Repost for Instagram
When a visitor clicks "Like", the name of the
Web site or post they liked appears
instantaneously on their Facebook wall.
Likes appear as list items on the Recent
Activity section of the Facebook user's wall
but NOT as a status update viewable by all in
your News Feed.
DOWNLOAD IN THE
APP STORE FOR FREE
LET’S DO IT
TOGETHER

34. Please review me!
Troy@bluekaboom.com
@troyjhenson
in/troyjhenson
Q&A
Resources:
RePost App ( MAC + Droid )
Posting Times ( Hubspot Infographic)