session 4: social media + email strategy · craft emails using best practices from globalgiving and...

The GlobalGiving AcceleratorSession 4: Social Media + Email Strategy

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

Introduction 5 min

Writing Earth-Changing Emails 15 min

Fundraising on Social Media 15 min

Next Steps + Wrap Up 5 min

Webinar Facilitators

Kelly Wilson

Program Associate

Sonja Knudson

Program Fellow

Accelerator Training Program

Session #1: Setting SMART Goals

November 13th at 10:00am EST

Session #2: Network Mapping + Advocates

November 14th at 10:00am EST

Session #3: Storytelling + Calendar Planning

November 15th at 10:00am EST

Session #4: Social Media + Email Strategy

November 16th at 10:00am EST

Accelerator Crowdfunding Campaign

Start Time

November 28th at 00:00:01 EST

Bonus Day

December 13th from 00:00:01-23:59:59 EST

End Time

December 31st at 11:59pm EST

Funds Disbursed

Late January

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.

3. Update your campaign calendar to include your email appeals and social media content.

Good Nonprofit Storytelling Involves…

• Strong imagery

• Empowering your constituents

• An effective character

• Authenticity

• Trajectory

• Passion

• A sense of urgency

• Clear call to action

What types of stories can we tell?

• Overcoming adversity

• Peek behind-the-scenes story

• Success story

• Cliffhanger story

• Founder story

• Donor stories

• So many more!

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

Introduction 5 min

Writing Earth-Changing Emails 15 min

Fundraising on Social Media 15 min

Next Steps + Wrap Up 5 min

Where to tell these stories?

EMAIL SOCIAL MEDIA

ONE-ON-ONE CONVERSATIONS

NEWS MEDIA

Writing Earth-Changing Emails

1/3of nonprofit

online revenue is generated

through email

What has GlobalGiving

learned about sending

effective emails?

L E N G T H M A T T E R S

P I C T U R E > W O R D S

We are constantly learning too!

Newsletter Feature

FOR MOST DONORS

P E R S O N A L I Z E + S E G M E N T

Make your donors feel a part

of the team, and a part of

the work by including their

name or a personal note

Personalize!

Ever donor is different, so

treat them differently! You

can do this on geography,

giving history, or

connection to your work.

Segementation

C A L L - T O - A C T I O N

Help donors what to do next by giving them a Call-to-Action

Don’t be afraid to include that embarrassingly large “Give Now”

button – it works!

A C C E S S I B I L I T Y M A T T E R S

10%of donations from US donors are made on

mobile devices

T O P T H I N G S T O R E M E M B E R

Keep it short Less text –

Large Images

It’s about everyone else!

Clear

Call-to-Action

Personalize + Segment

Mobile-Friendly

• MailChimp

• SendGrid

• Constant Contact

• Stamplia

• Vertical Response

• Google Mail Merge

Explore Email Client Options

(many for free)!

WARNING: Fancy is fun but not always necessary!

Questions?

Announcements

Blissful Experience 2 min

Weekly Update Nicola 15 min

Other Update Kevin 10 min

Presentation Courtney 20 min

Other Update Donna 10 min

Presentation Phil 20 min

Calling in? 202.330.4040 or bluejeans.com/2023304040

Agenda

Introduction 5 min

Writing Earth-Changing Emails 15 min

Fundraising on Social Media 15 min

Next Steps + Wrap Up 5 min

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.

W H A T T O P O S T

1. Photos (engaging, thoughtful, curious)

2. Videos (short + sweet)

3. Third Party news about your cause

4. Relevant events + milestones

5. Facts, infographics, + quotes

Facebook Content: 5 Key Types

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 progress along the way!

Share, via short messages,

fundraising deadlines as a means

of encouraging supporters to give.

M I L E S T O N E 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

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

Implementation of Content

The timing The purpose The pace

• Post during 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.

• Hootsuite

• Trello

• Sprout Social

• Buffer

• Canva

Explore Social Media Management Sites

(many for free)!

WARNING: Fancy is fun but not always necessary!

Questions?

Announcements

Blissful Experience 2 min

Weekly Update Nicola 15 min

Other Update Kevin 10 min

Presentation Courtney 20 min

Other Update Donna 10 min

Presentation Phil 20 min

Calling in? 202.330.4040 or bluejeans.com/2023304040

Agenda

Introduction 5 min

Writing Earth-Changing Emails 15 min

Fundraising on Social Media 15 min

Next Steps + Wrap Up 5 min

N E X T S T E P S

Using the story that you drafted after Session three, draft an email appeal and Facebook

post that tell your story through no more than 150 words (email) and 25 words

(Facebook). Then, share with a colleague or friend to get feedback, and revise accordingly!

1. Log into your GG Rewards Dashboard.

2. Find the GG Rewards Cycle for this webinar.

3. Earn 2 points by typing in or uploading your email and Facebook drafts under

Step 2 (Act).

4. After you have shared your story with a partner and received feedback, earn 3 points

by telling us what you learned from this experience under Step 3 (Learn).

Need help? Email us at accelerator@globalgiving.org.

Homework Assignment #3 (continued)

• Add screen steps for completing cycleAvailable 24 hours after viewing the webinar

Accelerator Crowdfunding Campaign

Start Time

November 28th at 00:00:01 EST

Bonus Day

December 13th from 00:00:01-23:59:59 EST

End Time

December 31st at 11:59pm EST

Funds Disbursed

Late January

What happens after

December 31st?

When the Accelerator comes to a close…

• You will receive a “Final Results” email the first week of January

• Disbursements will go out in late January. Non-US/UK

organizations must raise $100 to trigger a disbursement.

• Graduates will be celebrated, invited to a introduction webinar,

and gain the ability to post multiple projects

• Projects that do not raise $5,000 from 40 donors will be retired

• Projects that raise at least one donation will be invited back to

participate in the next Accelerator in March 2018

www.globalgiving.org/acceleratorhub

Questions?

accelerator@globalgiving.org +1 (202) 232-5784

thank you