The Social Path to Georgia Gives Day

Presented by Sherry Heyl

Managing Director of Sensei Project

Started working in social media in Oct 2005

Started working with Georgia Center for Nonprofits in 2007

Founder of The Change Challenge

Nonprofit Clients: Woodruff Arts, Georgia Lions Lighthouse Foundation, Center for the Visually Impaired, Georgia Communities In Schools, ArtNow, Water@Work, Atlanta Children’s Shelter

How to identify people who are most likely to support your cause and advocate on your behalf though social media.

How to craft your story to maximize potential giving.

Focus on Facebook and Twitter.

Need more? Contact me for a 1 hour free consultation at sherry@SenseiProject.com

A Very Competitive Environment

Focus on your target audience

Know who you need to reach - specifically

Know why they would support you.

Sample PersonaMeet Sharon. Married mom of Jonathan, age 3. Sharon was very particular about the pre-school she choose for Jonathan. She learned about NAEYC schools, found one in her neighborhood and although it is a little more expensive than other schools, she would never consider a school that is not NAEYC accredited.

Sharon believes that a quality early education is the most important thing you can give to a child.

What would Sharon Tweet about?What city does Sharon live in?What would Sharon want to know about you?

How to engage on Twitter

Respond

Retweet (a share)

Retweet with commentary

Favorite (similar to a FB like)

Let’s Talk about Facebook Calls-to-Action. Right on your Facebook Brand page you can place a Call-To-Action button directing your audience to an action you would like them to take such as Book Now, Contact Us, Send Message, Use App, and more.

You can see from the screenshot below where the call-to-action is located. By clicking on the dropdown arrow you can edit it.

Let’s talk about Facebook ads. There is a whole industry of people that specialize in Facebook advertisements. This guide is only going to touch on the basics.

Boost Post When you create a post on your Facebook page you will see a button under it that reads “Boost Post.” This is a one click way to pay for advertising to reach more of your followers, your followers friends, or a targeted audience. You can set the ad spend as low as $5.

Get More Likes. Do you need more people following your page. You can create ads to let them know about your page and get them to follow you. Be very careful here. When you run ads to get more likes you need to make sure your are very specific in your targeting and focused on getting the right people to like your page. Otherwise you are wasting your money and hurting the reach of your posts to the right people. If you ever choose to hire someone to grow your following, be sure that they are explaining their targeting methods and reporting on who is following your page.

Right on your Facebook page there is the option to Get More Likes.

When you click that button it will take you to a page where you can set up some basic targeting, manage your creative and set you budget.

Drive Traffic to Your Website/Calls to Action. To access slightly more advanced advertising options go to https://www.facebook.com/business/ and click Create Ad. Here you can create ads to drive traffic back to your website as well as create calls to action. Below is a screenshot of an ad with the Call-to-Action and the results of the campaign.

Ok. Let’s talk about Twitter Ads. When you click on your photo at the top right you will see all kinds of options. We are going to head down to Twitter Ads.

Ok Let’s just dive-in and create a campaign.

Click on Create new campaign in the top right.

When you do so, Twitter basically asks you what you want to achieve. They will charge you based on the success of meeting your goals. Not a bad deal, eh?

For this campaign we want to find Leads on Twitter, so we will click there.

Twitter will walk you through asking you to name your campaign, set a date range, set a budget, set what locations you would like to target. But what get’s me excited are the additional targeting criteria.

I mean look at this. Your ad will show up when someone tweets “preschool education” because you can make it so!

Within Twitter you can also create Twitter Cards with a Call to Action. You can create these for free, or put a little ad money behind them.

Be sure you share your Social Accounts on your GA Gives Page

Greet new followers

More Things

Let’s Talk About Content

1. Add GA Gives Day to your organization’s calendars – all of them – development, communications, staff, board, volunteers etc. Put it on everybody’s radar.

2. Determine who in the organization will lead on the task before, during and after GA Gives Day.If capacity is a problem for promotion of GA Gives Day, ask your board or staff to seek out a short partnership with a savvy student or volunteer to help you promote GA Gives Day.

3. Set a specific fundraising goal for a specific project or need. Is it a SMART (specific, measurable, achievable, realistic, and time-bound) goal?

4. Build your GA Gives profile. Finish your profile, complete with photos, description, needs, testimonies, video and anything else that will tell donors your unique story. Use these step by step instructions to guide you through the process.

5. Connect with GA Gives on social media – Facebook and Twitter – to read stories about impact and giving. For updates, tips, nonprofit learning opportunities and news - make sure to follow the Georgia Center for Nonprofits' Facebook, Twitter, and Blog.

Getting Started

Set a Goal - Commit to a fundraising goal and promote it across your social media channels and encourage your supporters to take action and help you get to that goal. Make a note of how their donation will go towards your organizational goals.

Craft Compelling Stories

Craft Compelling Stories

Craft Compelling Stories

Use Images that Can Tell Their Own Story

To-Do: September

1. Seek matching grants through foundations, regular donors and your own network. We know that matching grants and incentive funds build excitement and urgency among donors on Gives Days nationwide.

2. Secure big gifts up front from your regular donors to give on GA Gives Day to start your momentum early.

3. Personalize the thank-you email that is immediately sent to donors after they make their gift. Explain how their gift will be used to impact the community. Include a Social Media Shout Out !

To-Do:October

1. Market the day to your inner circle – board, top volunteers, staff. Make them aware of your efforts and how they can help by being personal fundraisers.

2. Engage and build a social media audience by sharing engaging and relevant stories and then look to convert these followers into donors.

3. Personally call or email your most generous and loyal donors and new leads to remind them about GA Gives Day and your need for their support in funds and promotion.

4. Find your organization’s “super fans” – highly connected and socially active members of your network – and encourage them to help push out your messaging around GA Gives Day as personal fundraisers.

Follow, Amplify, and Get Amplified

https://www.facebook.com/GaGiveshttps://twitter.com/gagives

Get Our Attention - Tag @GA Gives Day on Facebook and @GaGives on Twitter in all of your social media posts so we can see them and share your news with our statewide network.

Join the Trend - Use the GA Gives Day hashtag: #GAgivesday.

And other trends#fundraising #nonprofit #dogood #gagives #humanrights #endpoverty #endhunger

Make it fun for all!You can customize social media messages that donors can post automatically at check out

Join the #unselfie contesthttps://www.gagivesday.org/c/GGD/p/unselfie

Need More Info?

www.senseiproject.comTuesday is #TuesdayTools Day

Friday we Roundup the Latest Social Media News

Contact me:sherry@SenseiProject.com