the heart & science of philanthropy(and social media)
May 2016 | Erica Klinger, Director of Marketing
Social media will only get more important to planned giving
Can you ignite planned giving through social media?
Start with a plan
Social media is “Word of Mouth” marketing and not a direct response channel.
Focus on the SHARE, not the donation.
Create clear and measurable goals
Increase REACH with 100 new subscribers
Increase ENGAGEMENT with 1,000 post interactions
Acquire 15 NEW DONORS from social media channels
Tactics to increase REACH
• Post during high engagement hours
• Pay to boost your posts
• Use relevant Twitter #hashtags
• Remind people to share!
Tactics to increase ENGAGEMENT
• Create a content calendar with awesome content
• Tag partners and influencers
• Use scheduling to automate posting
• Moderate and reply quickly to comments
Tactics to acquire NEW DONORS
• Link back to your website – always!
• Set up forms for email capture
• Create urgency and have an “offer”
• Follow up with relevant resources
Create “sharable” content
Content changes along the journey
Donate
TOP CONTENT IS SIMILAR FOR ALL GENERATIONS. Source: moz.com Pew Research Center 2015
Think about content people will share
Surprise people(interesting images & facts)
Example: Champagne Prevents
Alzheimer’s Disease (938,000 shares)
CHAMPAGNE PREVENTS ALZHEIMER’S DISEASE. Most shared content in 2015 on London Evening standard site.
Example: Champagne Prevents
Alzheimer’s Disease (938,000 shares)
TOMS ONE DAY WITHOUT SHOES - INSTAGRAM. For each photo posted of bare feet, TOMS gave a pair of shoes to a child in need. Millions of people around the world spent the entire day barefoot and tagged their friends to do the same.
Examples in our Community
Leverage a Trend(viral videos, celebrity
endorsements, zombies, etc.)
RELATE RECENT NEWS TO PLANNED GIVING. While extraordinarily generous, Prince did not leave a Last Will and Testament, therefore, his legacy philanthropy is left to the discretion of his family AFTER the government’s review.
Case Study (video)
IF IT WORKS, DO MORE OF IT. The ALS Ice Bucket Challenge is an exceptional example of viral social media content. It leveraged the “feel good” factor and is still going with over $115m raised since 2014.
GIVEBIG PSA VIDEO. Sounders FC Captain Brad Evans voiced his GiveBIG support with Macklemore & Ryan Lewis “Downtown” soundtrack. Over 31,000 views, a 23% increase compared to 2015
Inspire People(stunning photos or quotes)
PICTURES SPEAK A THOUSAND WORDS 50% of social network site users have shared news stories, images or videos, and nearly as many (46%) have discussed a news issue or event.
Example: Champagne Prevents
Alzheimer’s Disease (938,000 shares)
CURATION OF 51 BEAUTIFUL LITERATURE QUOTES. This blog post had over 9m views and over 1.4m shares. Most people have favorite books and quotes.
Case Study (photos)
CHARITY: WATER STORYTELLING. Through both video, written text and curated images. They also dedicated an entire page of their website to heart-warming, positive-outcome stories.
Know your audience
70%
More than ½ of all online adults 65 and older use Facebook (56%).
This represents 31% of all seniors.
27%38%59% 22%NETWORKS ALL AGES USE DAILY:
FACEBOOK STILL RULES. It accounts for 70% of daily users. But the proportion of daily users in 2015 on Instagram, Pinterest and LinkedIn increased significantly from 2014. Source: Pew Research Center 2015
Identify your target audiences and define key messages
Estate Planners
Listen to this free planned giving
podcast with 5 clever ways to leave
charitable money in your will. #leave10
Prospective Donors
Our Planned Giving LinkedIn group needs your
attention! We need your opinion on this debate on
leaving a legacy. #philanthropy
Current Donors
Watch this video with 3 new ways on
how to navigate your way through the
process of planned giving #legacy
Don’t be afraid to ask for engagement
Professional Advisors
It will take you 5 minutes to read this
post on Girl Scout cookies– learn critical lessons on
confidence, clarity and creating value.
@thisissethgodin
Seth Godin, authorof “All Marketers are Liars”
“What’s your favorite kind of Girl
Scout Cookie?”(reframe message to position
your org as adding value)
Give them heart
What is your unique and compelling story?
SHOW THEM WHO YOU ARE. Your subscribers want to know the people behind your Facebook page. Share your expertise, events, news and passion for your cause. This post had 418 likes, 47 shares and 38 comments.
Leverage brand ambassadors
Build a list of people that love your organization and will share your content in their social networks.
• Employees
• Volunteers
• Board
• Family
• Friends
• Media and bloggers
• Celebrities
Listen to the science
Do frequent analysis, work smarter not harder
Watch your shares.
Track blog engagement
Benchmarkyour emails.
A quick review…
Set your goals and have a clear Call to Action (CTA)
Make storytelling fun & interesting
Fun
Learn from your failures
$%(L@#!
Review analytics and remove friction
Make the “ASK” at the right time and in the right channel
Keep it simple.
Resources
• marketingsherpa.com - Case Studies, Research and Training
• sethgodin.com – Author and Blogger
• pewinternet.org - Pew Research Center 2015
• hubspot.com – Content Marketing Platform
• moz.com – SEO and Search Software
Questions?
