The GlobalGiving Accelerator · F A C T S / Q U O T E S. Balance the hopeful and the uncomfortable....
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The GlobalGiving Accelerator Module 4: Social Media + Email Appeal Campaign Strategy
Transcript of The GlobalGiving Accelerator · F A C T S / Q U O T E S. Balance the hopeful and the uncomfortable....
The GlobalGiving AcceleratorModule 4: Social Media + Email Appeal Campaign Strategy
Accelerator Training Program
Module #1: Setting SMART Goals
May 30th at 10:00am EDT
Module #2: Network Mapping + Advocates
May 31st at 1:00pm EDT
Module #3: Storytelling + Calendar Planning
June 1st at 10:00am EDT
Module #4: Social Media + Email Campaign Strategy
June 5th at 10:00am EDT
Introduction 3 min
Storytelling 3 min
Writing Earth-Changing Emails 12 min
Fundraising on Facebook 12 min
Calendar Planning 3 min
Next Steps and Wrap-Up 3 min
Agenda
O B J E C T I V E
1. Craft emails using best practices from GlobalGiving and your own Listen, Act, Learn. Repeat. cycles.
2. Identify and harness Facebook to build your community of support.
1. Update your campaign calendar to include your email appeals and social media content.
Storytelling
Five Essential Building Blocks of Compelling Stories
1. An effective character2. Trajectory3. Authenticity4. Action-oriented
emotions5. A hook
Use photos.
Close-up photos of a
single person or
animal work best.
1Get straight to the
point.
Put the most
important
information the first
three sentences.
2Make it clear.
Use bullets and lists
to catch skimming
eyes.
3Don’t forget the
ask!
Include a clear
call-to-action.
4
Stories Are Powerful
Our images, words, and stories have a lasting
effect on the people we intend to help
Writing Earth-Changing Emails
1/3of nonprofit
online revenue is generated
through email
What has GlobalGiving
learned about sending
effective emails?
1: News doesn’t translate to donations.
2: Humanize + show me what it means to me.
3: Make it shorter + use big images.
4: Feature one person making eye contact.
5: Include a CLEAR call-to-action.
6: Personalize + use segmentation.
10%of donations from US donors are made on
mobile devices
7: Make it easy to read on mobile.
Summary
1. Keep it short.
2. Make it about your donors and your community (not you).
3. Use less text and bigger images.
4. Picture one personal making eye contact.
5. Feature a clear call-to-action.
6. Personalize and use segmentation.
7. Make it mobile accessible.
• Professionalize your email content.
• Create emails that are mobile-friendly.
• Harness analytics (e.g. open and click rates) to determine
the success of email sent.
• Capture bounces and unsubscribes with ease.
• Conduct A/B testing to learn from every campaign.
Use an email platform to:
• MailChimp
• Constant Contact
• Emma
• Stamplia
• Vertical Response
Email platforms Open + click rates
Questions?
Building a Community of Support on Facebook
Facebook is an excellent tool for
engaging with your audience.
Facebook is also a great tool to rally support for your cause!
The key is setting realistic expectations.
Set a Strategy
Content Creation Implementation Results
• Quality over quantity.
• A picture tells a thousand words.
• Don’t use Facebook strictly to ask for donations.
• What time is best for you to post?
• What is the call to action?
• How often should you post?
• Using Facebook Insights.
• Reference codes.
• Listen, Act, Learn. Repeat.
5 key types of Facebook content
• Photos (engaging, thoughtful, curious)
• Videos (short and sweet)
• Third party news about your cause
• Relevant events and milestones
• Facts, infographics, and quotes
Choose clear, engaging photos to
promote your cause.Photos with links in the
comments, not caption, will
reach more people.
P H O T O S
Choose stories from popular outlets that relate to your mission.
Third-party news stories do very
well on Facebook and reach a large
audience. If it’s appropriate, put a
link to your project in the comments.
N E W S S T O R I E S
Make sure links to your page have
compelling imagery.
Facebook allows you to edit the
caption, link, and add a custom
photo to the page!
L I N K S
Promote your organization with sharable content.
On-brand fact and photo quotes
are widely shared among
audiences and are a great way to
gain new followers for your page!
F A C T S / Q U O T E S
Balance the hopeful and the uncomfortable.
Share stories, pictures, and quotes from
your constituents that elicit both
discomfort and hope.
D I S C O M F O R T
Share your successes and say thank you!
Use Facebook as a tool to build
relationships with your community
of supporters by updating them on
organizational milestones and
thanking them for support.
B U I L D R E L A T I O N S H I P S
Create a sense of urgency by
sharing deadlines
Share, via short messages,
fundraising deadlines as a means
of encouraging supporters to give.
U R G E N C Y
Create a Content Calendar
1. Plan to use a variety of material.
2. Create week-by-week schedules, if possible.
3. Change as necessary (for trends or news).
Implementation of Content
The timing The purpose The pace
• Post during off-peak hours.
• Take advantage of drafting + scheduling in advance.
• You want “applause” from your audience.
• Keeping your cause and organization in their mind.
• Engaging.
• Once per day.
• Variety of content.
• More during campaign times.
• Do not spam your audience.
Questions?
Calendar Planning
Sample Calendar for Accelerator Campaign
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
June 4Advocate
Pre-Campaign Check-In
June 11
Campaign Begins
Send Email #1
Facebook + Twitter Posts
Facebook +Twitter Posts
Facebook +Twitter Posts
AdvocateCheck-In
June 18 Donor CallsFacebook +
Twitter Posts
Bonus Day!
Send Email #2 + Facebook + Twitter Posts
Facebook +Twitter Posts
AdvocateCheck-In
June 25Facebook +
Twitter PostsFacebook +
Twitter Posts
AdvocateCheck-In +Facebook +
Twitter Posts
Send Email #3 + Facebook +Twitter Posts
Campaign Ends
Next Steps
Homework Assignment #3 (continued)
• Add screen steps for completing cycleAvailable 24 hours after viewing the webinar
Don’t Forget to…
• Join the Facebook Group
• Complete the
pre-Accelerator survey
• Visit the Accelerator Hub
• Start fundraising at
00:00:01 EDT on
Monday, June 12th
$10,000In matching funds from GlobalGiving
20%The percentage
that eligible donations will be
matched at
$1,000Two prizes to the projects that get the most dollars
and donors
