Doubling Your Donor Base- Social Media Therapeutics for a 2014 World

Social Media Therapeutics™

Doubling Your Donor Base in a 2014 World

© 2014 Big Dog Innovations

Social Media 2014 Style

ObjectivesYour Unique Value

Propositions

Target Markets

Their Motivations

3.0 Message Strategy

Strategic Content Plan

Call to Action Strategy

Landing Page Dynamics

3.0 Governance DetailsAudience

Acquisition Plan

Infrastructure Enhancement

Publishing Schedule

Content Deployment

Activity & Response Captures

Stewardship Automation

Conversion & Welcoming

Doubling Your Donor Base

Augmenting Your Major Gifts

Program


Objectives Your Unique Value

Propositions

Target Markets

Their Motivations






Acquisition Plan


Publishing Schedule

Content Deployment






Program

*Items with yellow type are indicative of “new strategic practices”

Content in this deck that’s underlined in blue depict the

most notable points!

The Purpose of This DeckSuggest new content strategies for social media

Describe methods for increased interactions from social media communities

Turn interactions (communication engagements) into converted donor opportunities

Show our fractional ownership approach that allows you to engage with us at any level should you feel we can help

We’ll start with raising the bar of expectation for social media

Social media 2014 style should have an increased impact on donor achievement

You’ll get there by rewriting your strategic game plan some of which we’ll describe in this deck

You’ll need to change the messaging style so it get’s the community talking (more than it presently does)

You’ll use new digital technologies to increase levels of “ongoing engagement”- this should take you “far beyond traditional social media”

Old tactics don’t work, here’s 3 reasons why-Most social media was not originally intended for

business/organizational use: the approach methods used in traditional communications needs to be adjusted

Social media platforms continue to proliferate, the landscape has become increasingly crowded; there’s varying levels of uncertainty as to which ones work best and how they should be treated differently

Most Significantly: Prospect and donor behaviors have changed; their methods of engagement have evolved

As for new strategic and tactical approaches we’re focusing our suggestions on the yellow type only circles from the second slide of this deck.

Thus it’s here, that we begin the first of the four primary sections; “New Content

Strategies”


Objectives Your Unique Value

Propositions

Target Markets

Their Motivations






Acquisition Plan


Publishing Schedule

Content Deployment






Program


Their MotivationsYou have your objectives and value propositions

What about their motivations?

Why would they care, why would they be more likely to participate on your platforms (if at all), vs. someone else's?

If you can make your social media platforms more “about them” and the outcomes your beneficiaries receive you’re more likely to succeed

Social media should be less about you, more about what “moves them”

This approach is an art that can be practiced and turned into social expertise

“3.0 Marketing”- Message Strategy In the past the focus was brand centric

More recently for some the focus has shifted towards being donor centric

Now the focus (particularly in social media) needs to be a message strategy that incites “the human wave”; (i.e., attempts at publishing content that goes viral even if that means “mini-viral”)

This 3.0 messaging strategy represents a shift- the focus here is on what gets them (your prospects & donors) to “participate”, what gets them to lead the conversation; what needs to take place in order for them to share and multiply your messages with others, to be part of an ongoing co-development of your future foundation/brand The human wave, this style of 3.0 Marketing is similar to the effect of what

happens with crowd sourcing; the difference though, is you’ll likely be pursuing donations, retention, advocacy, and upsizing their donations

Strategic Content PlanNew sources that should contribute to your 3.0 content

plans-

1. Executive Directors- many of them possess high levels of useable information that can become content; develop a process to interview some of them 1x/month; their expertise can become material that can be maneuvered into 3.0 message starters

2. Grass roots content- develop internal communications processes that make it easy for the services staff to contribute to your content buckets

3. The strategy of getting “them”, your beneficiaries, prospects and donor base to contribute content for editing and future publishing

4. Develop messaging that allows them to participate in your brand evolution

New Section: Increased Interactions


Objectives

Your Unique Value Propositions

Target Markets

Their Motivations





3.0 Governance Details

Audience Acquisition Plan


Publishing Schedule

Content Deployment






Program

Call to Action Strategy Social media content that aims to increase beneficiary, donor and

prospect audience participation should include links to landing pages

Landing pages are like your website and donor pages but they can blow away the functionality of those static pages giving the Development Department many more communications options

Landing pages can extend the reach of your communications efforts in that they allow for the collection of activity and feedback and these activities can originate from any media (including social media of course)

Smart call-to-action strategies can increase your instances of dialogue and activity; when you consider the number of posts you do each year the number of increased interactions can be in the thousands or more- remember your donor and prospect base is already digitally invested (even if they’re grandparents!)

Social Media Posts &

Other

Digital “Touch Points”

Call to Action Strategies

Increase Interactions (Digital Landing Pages)

Capture &

Nurture

Based on

Their

Landing Pag

e Activitie

s

Donate,

Register, Respond, Shar

e, Volunteer

, Advocate,Download,

Follow,

Contact

Update

Landing Page Activities Represent Additional Options for the Development

Team

3.0 Governance

If you’re getting them more involved in interactive communications you may need to predetermine protocols, additional filters and listening requirements to manage conversations

Audience Acquisition Plans Landing pages are the conduit for capturing

activities and responses.

Developing an acquisition plan with the consistent use of landing pages should

encompass most of your media platforms.

A digital media version of an acquisitions plan is represented in the illustration on the next

slide.

Prospects into visitors

Visitors into future donors via nurturing

Infrastructure Enhancements

Your cross media investments- direct mail, email newsletter, website/blogsite, PR, social media and events based communications should include the option for your prospects to sign up to follow you and they should be given compelling reasons to do so

Make sure you have sign up boxes (with compelling call to actions) in places that are most likely to get conversions; sign ups are a convenient alternative for them vs. having to make a full-on donor decision if they’re not yet ready to donate

While the “Like Us method” is quick and easy you should develop additional ways to get them to take follower action

New Section: Proactively Convert Social Media Into

Business Opportunities


Objectives

Your Unique Value Propositions

Target Markets

Their Motivations





3.0 Governance Details

Audience Acquisition Plan


Publishing Schedule

Content Deployment






Program



Activities & responses such as donate, register, respond, and download are “tag-able”

As illustrated in the next slide, tags can be programmed to pre-determine specific follow through courses of action; stewardship being a good example of “if-then” tags

Interactive

Two-WayDialogue

PURLsGURLs

QR CodesText

Telemarketing

Tag: A

Tag: B

Tag: C

Centralized Database /

Automated Marketing System

Centralized Database /

Automated Marketing System

Nurturing AutomationNurturing automation is the ability t0 pre-wire a

wide range of cross media communication follow through activities

In the case of social media, communications automation can be triggered from activities that first started on landing pages or as part of a stewardship program

In order to imagine plotting a “nurturing automation lifecycle” a sample white board is illustrated on the next page

Inbound Media

Landing Page Captur

es

Nurture Prospective

Donors

Convert Donors

Get Referral

s

IncreaseDonor

Amounts

Steward-ship

Board Members & Benefactors Can be Taught to Help You Double The Size of Your Donor Base

Board memberBoard member’s

neighborTrusteeBenefactorBenefactor’s friendBenefactor’s friendSEO

It doesn’t happen by itself, digital

immigrants need to be given a “3 easy steps

plan” from you!It’s like old school networking, just more

powerful,(but) nobody was taught this in school

Examples of Their Spheres of Influence

The communities they reside in

The groups and events they participate in

Fellow employees they work with

Social media connections they have or people they know that have large social media connections

Celebrities and other people with large numbers of followers

LinkedIn relationships and groups

Augmenting Your Major Gifts Program

Traditional methods of acquiring major gifts through senior development staff continue accordingly

Augmentation of the major gifts program can be achieved through raising awareness using cross media tactics where the touch points may number in the thousands or millions of touch points per year Renewals, stewardship, events, newsletters and PR should all include

“awareness generation” tactics to get more people to consider a major gift or bequest in their financial plans

Interactive communications part of the present suite of available technology allow for increased instances of dialogue in this critical area of development

Because of finite manpower Major Gifts “awareness generation” usually falls short of the mark- communications technologies tools and strategies can help here

Analysis & RefinementAs most communications teams are aware, Google Analytics is a

comprehensive tool that can give you a wide array of reports regarding online traffic

If in 2014 you’re going to develop more of the “human wave” in your development efforts, landing pages come with a full suite of analytics that can supply you with better distinctions on where your social media has contributed to increased donor performance

If you have a clearly defined set of organizational objectives there’s no better way to test-measure-refine than to take advantage of the new reporting tools that come with landing page analytics

Remember, it’s one thing to have a large social media community, it’s another to get them to take action; landing page reports give you a much better view of the actions taken

Take the 20/20 ChallengeOur Social Media Therapeutics Checklist™

is designed to supply you 20 good ideas within 20 days

It’s an inexpensive way to invigorate your social media- kind of like a “fractional ownership” method of hiring

experts, but only a little piece of them

Once you learn the style of “3.0 audience participation messaging”

it becomes easy to replicate!

All of our cross media strategic planning and implementation services are available as standalone platforms or fully integrated cross media systems

I love feedback and the opportunity to compare notes

For comments or further inquiry contact me

Peter Winters President, Big Dog Innovations917 301-9100 [email protected]

LinkedIn: www.linkedin.com/in/peterwintersbigdoginnovations/

Cross Media Implementation Team-MSP Digital Marketingwww.mspdigital.com

mailto:[email protected]

http://www.linkedin.com/in/peterwintersbigdoginnovations/

http://www.mspdigital.com/

Go Mobile!Make sure to stay connected with me on LinkedIn


Upcoming titles will be focusing on (among other things) mobile communications, an integral part of your future donor acquisition and stewardship opportunities.



Doubling Your Donor Base- Social Media Therapeutics for a 2014 World

Social Media

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