How to Create a Future-Proof Nonprofit Communications Strategy

By Julia Campbell
www.jcsocialmarketing.com
Marketing with social purpose
Tweet: @JuliaCSocial @SalsaLabs

 Returned Peace Corps Volunteer, Senegal 2000-2002
 Mom of 2
 Author of Storytelling in the Digital Age: A Guide for
Nonprofits – new book coming out this fall
 Business owner since 2009
 Former one-woman Development Director/Marketing
Director/Kitchen Sink Coordinator
 Speaker, trainer, coach, consultant
 Tweet: @JuliaCSocial

Connect
Get the Digital Storytelling Workbook:
Text WORKBOOK to 345345

 How to navigate changes and trends in the
current digital and social media marketing
landscape
 The 2 content pillars of an effective and
engaging nonprofit communications strategy
 How to build your nonprofit communications
plan for the next 3 months
 Several free and low-cost digital tools to
enhance your nonprofit marketing
 Real-world examples from small nonprofits
and libraries who are getting it right.

 Facebook's Daily Active Users continue to increase
(albeit small percentages).
 Story-based sharing is growing 15x faster than news
feed sharing.
 There are nearly a billion users across Facebook,
Instagram, Snapchat, and WhatsApp that mostly use
their social media Stories feature.

2018
GLOBAL
TRENDS
IN GIVING
SURVEY
 29% of donors worldwide say that social media
is the tool that most inspires them to give,
however, email is a close second at 27%.
 Of those donors inspired by social
media, 56% say that Facebook inspires them the
most. 20% say Instagram, and 13% say Twitter.
 Get the report: https://nptechforgood.com/wp-
content/uploads/2019/02/2018-GivingReport-
English.pdf

Is your audience there?
Can you add value to this channel
or just more noise?
What can you post that will be
interesting and unique?
Why are you using this channel
specifically?

LESS IS
MORE
 Quality vs. quantity.
 Prioritize vs. automate.
 Consistency and intentionality vs.
throwing stuff up occasionally.
 Authenticity vs. flashiness.
 Humanization vs. bland updates.

QUESTION

 Which channels are you currently using?
 Website, email, blog, Facebook, Instagram, LinkedIn, etc.
 Which channels are getting results?
 Which ones do you enjoy using?
 Which channels could be improved if they were used more
purposefully and strategically?

 Which channels could be scrapped?
 4 Signs Your Nonprofit Should Quit a
Social Network:
http://www.nptechforgood.com/2015/12/2
8/4-signs-your-nonprofit-should-quit-a-
social-network/

1. Become a go-to resource.
2. Share stories.

BECOME
THE GO-
TO
RESOURC
E
 People need a reason to subscribe to your
newsletter, to like you on Facebook, to follow
you on Instagram, etc.
 Take out a piece of paper and write down
everything you know about your audience.
 What gets them “passionately inspired or pissed
off”?

 What do they want to know more
about?
 Where are their knowledge gaps?

BECOME
THE GO-
TO
RESOURC
E
 Think like a journalist.
 Cut through the fluff, the noise, the myths, and
give them the REAL scoop, the inside
information on the cause, the people that you
serve, the mission.
 Relate what you do to current events.
 Think beyond your organization.
 Think about the bigger cause itself.
 Example: A Mighty Girl

1) Post interesting, relevant,
valuable content that is
focused on the needs and
interests of your audience.
2) Post more video – especially
LIVE video.
3) Remain consistent even when
engagement dips.

Write down:
 What activities worked?
 What activities ALMOST worked?
 How could we tweak the ones that didn’t work and improve them for next time?
 How can we make slight changes to ensure better results?
 What do we just want to abandon?
 Write it all down, no idea too small or insignificant.

Examples:
 We ran a #GivingTuesday campaign and raised 75% of our goal.
 We tried an Instagram hashtag contest and engagement was more than we
anticipated!
 We attempted to get people to use Facebook Fundraisers for us but it fell flat.
 We have been dying to try posting more videos.

What would a wildly successful quarter look like?

STEP 2:
DREAM
BIG.
 What activities have you been DYING TO TRY?
 What did you not get to work on this year that
you wish you could have? Choose one marketing
activity that you have been wanting to try.
 You don’t have to know how it’s going to happen,
you simply have to commit to making it happen.
 You can even add “learn more about mobile
giving” or “take webinar on video for
nonprofits.”

STEP 2:
DREAM
BIG.
Examples:
 We will have tons of engagement on our social
media platforms.
 We will be well-known by civic and community
leaders who will open doors for us.
 We will be able to fundraise effectively because
people know who we are and understand our
work.

If the GOAL is: We will have tons of engagement on our social media platforms.
What are the STRATEGIES necessary to get there? Here are some examples:
 Start a Social Media Ambassador Program.
 Create and share more videos.
 Explore using Facebook Live.
 Run more Facebook Ads.
 Participate in Tweet Chats.
 Share better photos on Instagram.

Project: Get more engagement on the Facebook Page.
 Tasks: Post more video.
 Showcase more of our great stories.
 Plan and host one Facebook Live per month.
 Boost one post per week.
 Timeline: When will first post be boosted?
 Considerations: What will determine which posts get boosted?

 Fill in holidays, events, days off, staff
vacations, non-negotiable time.
 Cause Days: Look at cause days that
may make sense to leverage:
http://www.nptechforgood.com/2017/11/1
4/cause-awareness-giving-day-
campaigns-for-nonprofits/

 Add in the Projects.
 Determine the priorities.
 Do not take on too many Projects!

Buffer
HootSuite
MeetEdgar
IFTTT

Google Alerts
Animoto
Lumen 5
Canva

Inbox Pause
Momentum
Headspace
Brain.fm

Confidence –in your voice, in taking risks, and in being
yourself
Consistency – showing up regularly and being present
Content – that people like to watch, read, share,
comment on

 Twitter: @JuliaCSocial
 www.jcsocialmarketing.com
Get the Digital
Storytelling Workbook:
Text the word
WORKBOOK
to 345345

How to Create a Future-Proof Nonprofit Communications Strategy

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