building advocacy through social media - from fundraising ireland 2016
TRANSCRIPT
BUILDING ADVOCACYTHROUGH SOCIAL MEDIA
WHAT I’LL COVER-‐ Identifying your audience on social media-‐ Building your audience and growing your community-‐ Engaging with your audience-‐Making your ask – whether it’s for donations or to fundraise-‐ Acknowledging your audience and making them feel valued-‐ Top tips to help you create content for social
charities
20,000 164 countries
€3.3bnraised
ABOUT JUSTGIVING
JUSTGIVING IS A SOCIAL PLATFORM Our vision is to connect causes to people who care
OVER 50% OF TRAFFIC TO JG COMESFROMFACEBOOK ALONE
SOCIAL MEDIA AND ADVOCACY
WHY SOCIAL1.59 billion
320 million
400 million
63%
31%
22%
WHY ADVOCACY
IDENTIFY YOUR AUDIENCEWHO ARE YOUR EXISTING AUDIENCE?WHO ARE THE INFLUENCERS YOU SHOULD BE TURNING INTO ADVOCATES?WHO ELSE COULD YOU BE TALKING TO?
WHO’S YOUR ONLINE AUDIENCE?
WHO ARE YOUR INFLUENCERS?
Social Crawlytics
OFFLINE SUPPORTERS -‐> ONLINE
IDENTIFY: SOCIAL CAMPAIGN
-‐ Existing fundraisers-‐ Millenials-‐ Runners-‐ Highly social
ENGAGING WITH YOUR AUDIENCEMAKING YOUR AUDIENCE FEEL HEARDSHOWING THE HUMAN SIDE OF YOUR ORGANISATIONCREATING A FEELING OF COMMUNITY
ENGAGING WITH YOUR AUDIENCE
Why do you run?
Why do you support us?
What motivates you?
Who inspires you to make a difference?
GET THEM INVOLVED
SHARE THEIR STORIES
MONITOR YOUR MENTIONS
HAVE THE RIGHT TOOLS
ENGAGE: SOCIAL CAMPAIGNWho inspires you?Who keeps you going when the training gets tough?Who inspires you?Who keeps you going when the training gets tough?
MAKING YOUR ASKWHEN TO MAKE YOUR ASKHOW TO MAKE YOUR ASKCREATING A FEELING OF COMMUNITY
KEEP ASKS TO A MINIMUM
Keep asks to a minimum
Focus on engaging
content and making your
supporters feel valued
MAKE THEM VARIEDImage Slideshow Video
Blog article News article Links
SHARE
GIVE
SIGN UP
LIKE
PEOPLE GIVE TO PEOPLE
MAKE IT EASY
ASK: SOCIAL CAMPAIGNVideo and imagesEmail campaignAcross all of our social channelsWe’ve responded to every mention of the hashtag
ACKNOWLEDGING YOUR AUDIENCETHE IMPORTANCE OF SAYING THANK YOUSHOWING IMPACTTHE POWER OF PERSONALISED CONTENT
SAYING THANK YOU
SHOW IMPACT
PERSONALISED CONTENT
TOP TIPS FOR CREATING CONTENT PUTTING TOGETHER A POSTCREATING CONTENT FOR DIFFERENT CHANNELWHAT’S NEW FOR SOCIAL CONENT
-‐ HOW DOES IT APPEAR IN FEED ON MOBILE?
-‐ KEEP COPY SHORT –WHERE ARE YOU CTAS?
-‐ USE IMAGERY
80% of internet users
own a smartphone*
*Source: Global WebIndex
OPTIMISE FOR MOBILE
KEEP COPY SHORTTweets see 17% higher engagement rate if they are shorter than 100 characters. The ideal length for tweets is between 71 & 100 characters. For Facebook, the ideal is40 characters. These posts have 86% more engagement compared to longer posts.*
*Source: Buffer
EXPERIMENT WITH VIDEOICE BUCKET
CHALLENGE STATS
17 MILLION VIDEOS 10 BILLION VIEWS400 MILLION
PEOPLE
LOOK AT WHAT’S WORKING
KEEP AN EYE ON WHAT’S NEW
ANY QUESTIONS?