Content Marketing and Social media for

Fundraising- How to use compelling stories to find, gain and keep donors

Central and Eastern European Fundraising Congress

#CEEFC

Beate Sørum - b.bold @BeateSorum

Michael Hoffman - See3 @michael_hoffman

#CEEFC

http://bit.ly/DoGooderDispatches

about.me/BeateSorumabout.me/BeateSorum

@BeateSorum

♥Internett

#CEEFC

changedThe world

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Communication used to be

EASY

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sender receivermessage

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sender receivermessage

#CEEFC

sender receivermessage

#CEEFC

sender receiver

CC BY-NC 2.0 http://www.flickr.com

/photos/tollaksen/328642857/in/photostream/

You.

#CEEFC

What happened?

#CEEFC

Smart marketers

are content marketers

#CEEFC

– Content Marketing Institute

Content marketing is a marketing technique of creating

and distributing valuable, relevant and consistent content to attract and acquire a clearly

defined audience – with the objective of driving profitable

customer action.

#CEEFC

You acting like a PUBLISHER

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What’s the objective of

what we’re doing?

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sender receivermessage

what are we trying to achieve?

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business goals user needs

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business goals user needs

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business goals user needs

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business goals user needs

#CEEFC&MISSION

audience

#CEEFC

mission statement

1. core audience

2. what’s delivered

3. benefit to audience

#CEEFC

mission statement

1. core audience

2. what’s delivered

3. benefit to audience

audience centric!

#CEEFC

See3’s mission statementAs leaders in using digital media to engage and activate people, See3 is dedicated to partnering with social causes and nonprofits to support real, on-the-ground impact by providing advice, tools, infrastructure and inspiration.

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who are you talking to?

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#CEEFC

Your turn!

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business goals user needs

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business goals user needs

#CEEFC

business goals user needs

#CEEFC

where do you find

IDEAS?

#CEEFC

create themes- behind the scenes

- news, events

- insider tips

- guest posts

- profiles

#CEEFC

what do you have,

that they want?

#CEEFC

Your turn!

#CEEFC

BREAK!

#CEEFC

BREAK!

#CEEFC

Your turn!

#CEEFC

#CEEFC

what would this look like as a tweet?

- «Do you know that in Prague you don’t n»eed plastic wraps to buy groceries anymore? Visit bezobalu.cz»

- «140 people at the Discover Summer Academy thanks to alumni like you!»

- «Have you heard about Adelas handbag that can help the community?»

- «Two years ago little David wasn’t able to concentrate at all. Now he’s a much better student. Hypotherapy has changed his life!»

- «Do you know how your t-shirt was made? Come to Development Day, and play the PCD-game to find out!»

#CEEFC

#CEEFC

what would this look like as a Facebook post?

- Same text, with album or single photo with all participants. Explain in comments how this support size of academy. Include link for donations.

- Picture of handbag, link to where to buy the product.

- Picture of David and his horse. Longer story, but not much. «Hypotherapy helps not only disabled children, but also autists. Two years ago, David was …»

- Today we experience …Less plastic -> less oil -> less drilling in the arctic.»Two pictures; the shopping and a happy polar bear»

- Picture of t-shirt, time, date and location, link to event. Include details about working conditions.

#CEEFC

!

about.me/BeateSorum

about.me/BeateSorum

about.me/BeateSorum

about.me/BeateSorum

#CEEFC

"

#CEEFC

Friendly Professional Informal Grateful

Voice and tone creates

unityImpressed Helpful Engaged Credible

REHEARSE - make mistakes in a safe place

http://www.flickr.com/photos/bamblekommune/5413186602/sizes/l/

♥Love <3

♥Love <3

Practice microcopy -

write in pairs

Kilde: http://www.flickr.com/photos/nathaninsandiego/3839051662/sizes/l/

#CEEFC

what would this look like as a tweet?

Surveillance

http://www.flickr.com/photos/highwaysagency/6008267975/sizes/l/

Have

fun!

#CEEFC

TIMING and

CONTENT matters

CC BY-SA 2.0 https://www.flickr.com/photos/nomadic_lass/6728580615/

Plan and PRIORITIZE

#CEEFC

start with the

BIGthings

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12months

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Organisation X Week 1 Week 2 Week 3 Week 4JanuaryFebruary

MarchAprilMayJuneJuly

AugustSeptember

OctoberNovemberDecember

#CEEFC?How much can you get out of

ONEIDEA

#CEEFC

Don’t forget the little

things

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sender receivermessage

what are we trying to achieve?

#CEEFC

Facebook What Style Type Goal

Monday New course out Informative and welcoming Link Signups to course

Tuesday Impact-story Emotional Image Sharing - knowledge

Wednesday Ask for text donations

Response-triggering Status Money in

Thursday Political news Provocative Link Signatures

Friday Share X’s fundraiser

Easy Friday entertainment Image Likes

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«Providing shit to scum for over 70 years»

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«Providing shit to scum for over 70 years»

#CEEFC

#CEEFC

#

#CEEFC

free advice!

#CEEFC

free advice!

#CEEFC

what works for you?

#CEEFC

what does not?

Thanks for listening!

http://about.me/beatesorumhttp://see3.com