How to Drive Social Media Engagement With Your Nonprofit Stories
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In this workshop, we will cover: Specific storytelling strategies that you can employ to connect with supporters; Real-world examples from nonprofits rocking digital storytelling for social media engagement; Battle-tested tools to use to rock your digital storytelling.
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How to Drive Social Media Engagement With Your Nonprofit Stories
- 1. HOW TO DRIVE SOCIAL MEDIA ENGAGEMENT WITH YOUR NONPROFIT STORIES Julia Campbell
- 2. ABOUT ME Mom of 2 Returned Peace Corps Volunteer (Senegal 2000-2002) Former Development and Marketing Director at small shops Author, Storytelling in the Digital Age: A Guide for Nonprofits Passionate digital storytelling evangelist Tweet: @JuliaCSocial
- 3. WHAT WE WILL COVER TODAY Specific storytelling strategies that you can employ to connect with supporters Real-world examples from nonprofits rocking digital storytelling for social media engagement Battle-tested tools to use to rock your digital storytelling
- 5. SUPPORTER S WANT STORIES! Resource: https://www.classy.org/blog/want-donors-to-give-again-read-this/
- 6. Source Article from http://www.queerideas.co.uk/my_weblog/2015/10/the-fundraising- paradox.html
- 7. CHANGES IN SOCIAL MEDIA BEHAVIOR TWITTER: @JULIACSOCIAL
- 8. WE ARE USING SOCIAL MEDIA LESS Facebook reported a roughly 5 percent decline in total time spent on the site in the last quarter of 2017. TWITTER: @JULIACSOCIAL
- 9. WE ARE USING POSTING FEWER PERSONAL UPDATES A report from The Information released in December 2016 said that personal updates had declined on Facebook 15 percent over the year, and had declined 21 percent from mid-2014 to mid-2015. TWITTER: @JULIACSOCIAL
- 10. WE ARE INCREASING OUR USE OF MESSAGING APPS Meanwhile, Facebook's messaging apps — WhatsApp and Messenger — increased installs, up 15 percent and two percent respectively. TWITTER: @JULIACSOCIAL
- 11. BUT FACEBOOK ISN’T GOING ANYWHERE Facebook now has 1.71 billion active users every month. 450 million users connected to nonprofit Pages. TWITTER: @JULIACSOCIAL
- 12. NEITHER IS INSTAGRAM Around one-third of online adults (32%) report using Instagram every month. Instagram has over 800 million monthly active users, including 38% of women in the U.S. and 26% of men. TWITTER: @JULIACSOCIAL
- 13. RECENT SOCIAL MEDIA CHANGES THAT AFFECT MARKETERS TWITTER: @JULIACSOCIAL
- 14. Zuck said himself that Facebook’s focus in 2018 is to “make sure Facebook isn’t just fun but also good for your well-being and for society.” TWITTER: @JULIACSOCIAL
- 15. FACEBOOK NEWS FEED TO PRIORITIZE “MEANINGFUL INTERACTIONS” OVER PUBLIC POSTS. TWITTER: @JULIACSOCIAL
- 17. FACEBOOK IS GOING TO EMPHASIZE LOCAL NEWS AND EVENTS. TWITTER: @JULIACSOCIAL
- 18. FACEBOOK TOLD US WHAT IT TAKES TO SUCCEED Trusted Informative Local Inspiring conversation
- 19. FACEBOOK What works: Sharing “mission moments” and short stories, live video, native video, helpful – useful – valuable – entertaining. Authenticity over slick branding!
- 20. 2 PILLARS OF A VISUAL SOCIAL MEDIA STRATEGY Valuable, informative STORYTELLING! TWITTER: @JULIACSOCIAL
- 27. IMPACT STORY Life changed; trajectory altered. Not data-driven. Benefits not features. Not as much about WHAT they went through, but how they FELT. Address knowledge gaps about the population and the program.
- 34. INSIDER STORY Who volunteers and works with your organization? Why do they do it? What have they learned? What has been their best experience? What has been the hardest? Behind-the-scenes insight Humanize the brand
- 39. DONOR STORY Powerful form of social capital. Why did they give? Why do they continue to give? What does this mean to them?
- 43. COMMUNIT Y STORY Influential and well-respected community members. Community partners. Legislators, politicians, media personalities.
- 46. What do your supporters really value? What do they want to know more about as related to our nonprofit and our work? QUESTIONS
- 47. WHEN CREATING SOCIAL MEDIA CONTENT: How can you answer the WIIFM question – What’s In It For Me? What value do you provide to them? What kind of education or resources do they look to you to provide?
- 48. KNOWLEDGE GAPS What does your target audience already know about you? What misconceptions may they have about the population you work with or the work that you do?
- 49. “SO, TELL US YOUR STORY…” What is your favorite memory? How has the Boys & Girls Club made you feel? How did you feel when you first discovered the Boys & Girls Club? What is one reason that you continue to support us? What impact have you witnessed in the community because of our work?
- 51. USE YOUR SMARTPHONE Native videos on social media. Live streaming videos. Short, sweet, poignant, authentic. Provide in-the-moment updates. Thank supporters.
- 54. EMBED STORYTELLIN G EVERYWHERE Meetings. Club gatherings. New hire orientations. Volunteer events. Any and all in-person and virtual get togethers.
- 55. STORYTELLI NG TOOLKIT Examples of the best stories Links to website Sample social media posts Sample email templates Visuals Videos Storytelling tips
- 56. INVITE PARTNERS Direct involve the people that you serve in telling their own story. Empower them. Make them a vital part of the storytelling culture and crafting the storytelling plans.
- 57. LISTEN Ask questions. Don’t say “tell me your story.” Never be critical. Never be dismissive. Nothing is too small!