Telling stories to build your community online

Tweet us - @helen_osborne & @debogoso

Or email us – helen@justgiving.com & deborah@justgiving.com

Hello!

Our vision: Ensure no great cause goes unfunded

Our strategy: Connect the world’s causes with people who care

22millUsers

$3.3bnRaised

$2.5MA day

What we’ll cover…

• Why is storytelling so effective?

• Stories you can tell

• What’s worked for us

• Ways to find great stories

• Turning your stories into great content

• Useful tools available

• How you can use paid to amplify your stories

Why is storytelling so effective?

Social media is

about real people

It allows you to show your charity’s impactIt’s a great

way to demonstrate

impact

It’s rewarding for your

supporters

Stories you can tell

Amazing fundraisers Amazing fundraisers

BENEFICARIES

Beneficiaries

Volunteers

SERVICE PROVIDERS

Service providers

Campaigners

What’s worked for us

We celebrate the amazing things

people do for the causes they care about

Someone inspiring

Doing an awesome challenge

With an amazing back story

Timely and relevant

Ways to find great stories

Ask your community

Send out an internal email

Check out local news - set up a Google alert

Your JustGiving reports

Finding great stories

Turning stories into great content

Post images

IMAGES

Facebook posts with photos get 53% more Like, 104% more comments and 84% more click-throughs*

Keep an eye on recommended sizes. Currently we post –

Facebook 940 x 788Twitter – 1024 x 512Instagram – 1000 x 1000

Add text to your images to give them context

THINK MOBILE

*Source: KISSmetrics blog

Image sources

User generated content – ask your community to send you photos

Key events – send a photographer. No budget? Take photos yourself

Stock websites: https://unsplash.com/http://www.morguefile.com/archivehttp://www.freeimages.com/http://www.shutterstock.com/

VIDEOUse video

VIDEOS

2014 was the year of video –There are 1 billion video views on Facebook every day

It doesn’t have to be directed by Spielberg – something you’ve filmed on your smart phone can make great content.

You can also use still imagery to put together great slide show style content

VIDEO

Tips for posting

Be concise

THINK MOBILE – you don’t want a ‘continue reading’ button in your posts

What’s the KEY thing about the story? Is it what they’re doing? Why they’re doing it? Focus on that.

Aim for 140 -160 characters - Posts have up to 60% more engagement if they are under 160 characters*

*Source: SocialStack

Connect with your supporters

Respond to comments and mentions

When you see someone supporting your charity, say thank you

Make your community feel loved

Include a link so people can donate, sign up etc

Add tracking so you can see what stories people are really responding to

Give people an opportunity to support

Can you tell a story in a tweet?

Useful tools available

Creating content - photos

Your smartphone

GIMP

Canva

Hubspot

PicMonkey

Creating content - videos

Your smartphone

iMovie

Adobe Voice

StopMotion

Audioboom

Using paid to amplify your stories

Plan your budget

Speak to the relevant people about up and coming campaigns

Plan which ones you want to put spend behind

And have a little more spare

Just in case you get an unexpected win

Is an organic post picking up momentum? Amplify it with a bit of spend

You never know, a small budget may make your charity the recipient of the next viral challenge

Decide what success looks like

What do you want to achieve by putting spend behind posts?

Pick the ad objective on Facebook and Twitter that fits

Know your target audience

Make a profile of who you want to target

Use this to create your audiences on Facebook and Twitter, this way you can get really targeted

Use ‘custom audiences’

Be creative… and test test test

You can test multiple images and copy variations on the same audience

Check these daily to turn off the ones that are not performing well

Keep a document of what’s worked and what hasn’t for future campaigns

You + JG = BFFs

We want to share your stories

We want to promote your amazing fundraisers and hard working service providers.

We’re looking for…

Inspiring people, doing awesome challenges, with great back stories

or

Someone who does outstanding work for your charity

So email us: social@justgiving.com

Thank you!