Agenda

Introduction

How Can Online Fundraising Help Your Cause

Online Fundraising Process

Leverage Social Media / Brand Ambassadors

Wrap Up and Feedback

According to ‘Global Trust In Advertising’ by Nielsen:

92% of consumers trust earned media, such as recommendations from friends and family, above all other forms of advertising.

‘Global Trust In Advertising’

Social Media Brand Ambassadors

Social Media Brand Ambassador (SMBA) is a term used in reference to a person who represents and promotes a brand on Social Media.

A SMBA will endorse your brand as well as embody your identity in demeanor, values and voice.

Credible SMBAs provide visibility to brands, boosting brand awareness and ultimately donations.

Social Media Brand Ambassadors

SMBAs market a brand through social media and essentially create buzz for the brand.

Their strength lies in their ability to strengthen the donor-brand relationship and influence their own audience.

They promote, provide customer service, and act as general cheerleaders for a brand. 

Benefits of SMBAs Humanize a Brand

Increase Reach and Engagement

Protect Online Reputation

Increase Global Awareness 

Drive New Donors

Cost Effective

Benefits of SMBAs

Humanize A Brand

SMBAs will not only help followers but they can help translate and promote the brand promise to them. 

Benefits of SMBAs

Increase Reach And Engagement

By default, the more people reached and engaged by a brand, the better.

SMBAs have solid online reputations and a strong social network. When they come on board the brand’s reach and engagement grows exponentially.

SMBAs Exponential Growth

Benefits of SMBAs Protect Online Reputation

Brands are not managing their online reputation, their followers are.

SMBAs help build a positive image of a brand through positive comments, good reviews and referrals.

 

Benefits of SMBAs 

Increase Global Awareness

When organisations target regions that they are not present, those intended messages don’t always land.

Having SMBAs in different regions is the best and most cost-effective way to get word-of-mouth advertising. 

Benefits of SMBAs Drive New Donors

Research shows that word-of-mouth is at least five times more effective than traditional advertising.

People pay more attention to their friends than ads.

The most effective way to break through the marketing clutter is to work through people’s social networks and SMBAs can do just that. 

Benefits of SMBAs

Cost Effective Marketing

SMBAs are extremely cost-effective. 

According to research and our own experience spending €500 on SMBAs will get the same results as spending €3,000 on Facebook marketing.

Creating A SMBAs Program

Set Goals

Find Ideal SMBAs

Tasks and Responsibilities

Success Factors

Track and Measure Success

SMBAs Program GoalsSMBAs can help reach both awareness and revenue goals for a brand. Program goals should be based around quantity and quality of SMBAs.

From a quantity perspective, the goals can be based on covering various locations.

Influence, commitment and contribution would form the basis for quality goals.

SMBAs Program - Ideal SMBAs SMBAs can be targeted based on existing donors,

social audience and influencers.

Use different types of SMBAs to target different audiences in a proper manner.

Consider qualitative aspects such as broader social influence, social engagement and quality and frequency of content creation along with demographic aspects.

SMBAs Program TasksSMBAs’ requirements should be aligned with the organizational process and tasks should be easy to complete.

Share brand messages on social networks

Engage with targeted audience

Answer questions on social networks or via direct messaging.

SMBAs Program Success Factors Support organizational goals.

Be reflective of model donors and influencers.

Maintain ongoing communication with SMBAs

Make the program easy to follow and use

Don’t let SMBAs experience ‘brand fatigue’

Start with a few SMBAs and scale it based on results and needs.

Track And Measure SMBAs ProgramThe success metrics will differ for each brand. Take these key metrics into consideration:

Content - Number of posts, photos, videos shared

Reach - SMBAs reach across social networks

Conversions and Revenue - Number of conversions due to content shared by SMBAs

Case Study: SAT-7SAT-7 is a Christian Nonprofit satellite television station.

They reached out to us because Social Media engagement was low and followers were stagnant. They asked us to come up with a strategy that would engage their community and reach new followers. We developed a Social Media Brand Ambassadors Marketing Strategy. The Strategy implementation is a great success, and a pleasure to “watch!”

Case Study Results

Facebook Page Followers increased by 84% from 19,520 to 36,040

Case Study ResultsPost Reach increased by 18,900% from 548 to 103,310

Case Study Results

Reach increased to 2.5 million and Engagement to 1.09 million

Seminar Case Study: Operation Smile is an international medical charity, committed to helping improve the health and lives of children from more than 60 countries.

I wanted to demonstrate how Social Media Brand Ambassadors can increase reach and engagement by asking a participating charity for a small case study.

Mr. Crane and Mr. Williams from Operation Smile Uk accepted my request and I developed a Social Media Brand Ambassadors program for 3 days. The Program was a great success, and here are the results!

Seminar Case Study:

Reach Increased by 4,844% (from 1,000 to 49,443). Engagement Increased by 58,233% (from 12 to 7,000). Facebook boosting cost : 48,443* £0.007 = £339

Seminar Case Study: