how to craft a strategic nonprofit online communications plan - first half

The Invisible Yellow Line

(c) 2016 JCSM www.jcsocialmarketing.com1

Nonprofit Capacity Series2016-2017 In partnership withHosted by the

Nonprofit Capacity Program

Nonprofit Capacity SeriesDecember 14, 2016 Strategic Nonprofit Communications Trainer: Julia Campbell

January 12, 2017 Strategic Financial Management for Nonprofits Trainer: Gretchen Upholt

February 15, 2017 Technology Literacy for LeadersTrainer: Jenn Taylor

March 16, 2017 Fundraising 1.0 (1/2 day) and Grant Writing (1/2 day)Trainer: Jenn HayslettQuestions/Assistance: Michael DeChiara [email protected] Everett [email protected] sessions to be held at Hadley Farms Meeting House, HadleySession duration approximately 9:00am to 4:00pm, unless otherwise noted

About Julia CampbellI have worked in the nonprofit sector as a one-woman development and marketing shop.I have worked with small, mid-size, and large nonprofit organizations.I am publishing a book storytelling and social media (and working on one about online fundraising).I have created online and social media storytelling programs for my clients, with much success!


Learning ObjectivesCreate a useable Online Communications Plan to focus your message and prioritize your tasks;Draft an Editorial Calendar with a months worth of content you can tailor to your nonprofit;Review the metrics that matter and create a Measurement Spreadsheet to ensure that you are consistently working towards your goals;Learn how digital and visual storytelling tactics such as photos, videos, and infographics can help your nonprofit cut through the clutter;Answer your questions about using paid advertising on social media;Explore low-cost and free graphic design and video-sharing tools you can start using today.(c) 2016 JCSM www.jcsocialmarketing.com5

Right messageRight peopleRight timeSuccessful communications result in an action. (c) 2016 JCSM www.jcsocialmarketing.comWhat is Marketing/Communications?6

Marketing is finding more people to pay attention to your cause, and creating a compelling message to get them interested. Fundraising is asking for financial investment in your organization, and then building a relationship with the donor after their initial gift. (c) 2016 JCSM www.jcsocialmarketing.comMarketing vs. Fundraising7




(c) 2016 JCSM www.jcsocialmarketing.comThe State of Online CommunicationsReference: Nonprofit Marketing Guides2016 Nonprofit Communications Trends Report

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(c) 2016 JCSM www.jcsocialmarketing.comThe State of Online CommunicationsReference: 2016 Global NGO Online Technology Report14

The Reality of Online CommunicationsOrganic (unpaid) reach is way, way down.There is no more free lunch. It takes time to be successful on social media and in all online communications.There are many, many, many more distractions to cut through think about how YOU consume information and how you use social media. (c) 2016 JCSM www.jcsocialmarketing.com15

Success Requires ThatYou become a storytelling organization.You stop being organization-centric and become DONOR-centric.You incorporate video and visuals into all communication channels.(c) 2016 JCSM www.jcsocialmarketing.com16

Success Requires ThatYou always provide value in all your external communications to supporters.You need to be more entertaining to get peoples attention.You think in micro-content terms snackable content. (c) 2016 JCSM www.jcsocialmarketing.com17


The 3 Pillars of A Successful Communications Strategy(c) 2016 JCSM www.jcsocialmarketing.com19

DiversificationDedicationDynamic Content

Diversification of ChannelsCommunicate with supporters via multiple channelsActively use at least 2 social media networksFind out where your people are be active on those channels! Which do they prefer?Online does not replace traditionalmethods of communication (in-person,meetings, events)www.jcsocialmarketing.com @JuliaCSocial

Diversification of ContentMix up the content that you postPost more frequentlyVideoPhotosArticles InfographicsStorieswww.jcsocialmarketing.com @JuliaCSocial

DedicationDont give up too easilyBuild trust and affinitySpend time interactingAddress commentsAnswer questionsInteract with followersDont set it and forget itwww.jcsocialmarketing.com @JuliaCSocial

DedicationNo more free lunchPost frequentlySpend money on advertisingTry new thingswww.jcsocialmarketing.com @JuliaCSocial

Dynamic ContentProvide valueMake it interestingBe entertainingShare useful infoBe helpfulwww.jcsocialmarketing.com @JuliaCSocial

Dynamic ContentWhat will people share?Why do people share? www.jcsocialmarketing.com @JuliaCSocial


Crafting Your Plan


Goals & ObjectivesGoalsare the long-term, overall successes we wish to create with our communications efforts.Objectivesare SMART - Specific, Measurable, Achievable, Realistic and Time-scaled. Typically there are multiple objectives for each goal. www.jcsocialmarketing.com @JuliaCSocial

Goals & ObjectivesWhen creating goals and objectives, ask:Why are we doing this? What is the point? How will we know when we have succeeded?What can we measure that will indicate success (or at least movement in the right direction)?

www.jcsocialmarketing.com @JuliaCSocial

Examples of Nonprofit GoalsTo establish our CEO as a thought leader in the field of chronic veteran homelessness.To increase awareness of and interest in our new training program. To increase interest in our cause with new potential donors.www.jcsocialmarketing.com @JuliaCSocial

Examples of SMART ObjectivesGoal: To establish our CEO as a thought leader in the field of chronic veteran homelessness. SMART Objectives: By the end of March 2017, we will have: 25% increased readership on her blog 4 media placements/interviews25% increased engagement on her Twitter account (retweets, mentions, favorites)www.jcsocialmarketing.com @JuliaCSocial

Examples of SMART ObjectivesGoal: To increase awareness of and interest in our new training program. SMART Objectives: By the end of March 2017, we will have: 25% increased email inquiries about the training program10 new leads for our training program 25% increased engagement on our social media accounts when we post about the new training programwww.jcsocialmarketing.com @JuliaCSocial

Examples of SMART ObjectivesGoal: To increase interest in our cause with new potential donors.SMART Objectives: By the end of March 2017, we will have: 50% increased website traffic25% increased email newsletter sign-ups25% increased fans/followers on our social media accounts25% increased shares on our online content, spreading our message to new networks/audienceswww.jcsocialmarketing.com @JuliaCSocial

ExerciseThink of ONE immediate goal for your organizations communication efforts and think of TWO SMART objectives you can measure that would show success toward achieving that goal. (c) 2016 JCSM www.jcsocialmarketing.com34

Benefits of Defining A Target Audience Why you must identify a target audience for each of your online communication goals: You will spend your limited resources and TIME more efficiently.You will create a deeper level of engagement on social networks. More people will be able to find you because you will know exactly what keywords and search terms to use! www.jcsocialmarketing.com @JuliaCSocial


Target Audience Who do you need to reach to accomplish your goal? What are some common characteristics of this audience?What else are they passionate about and interested in? Where do they like to spend their time, online and off?www.jcsocialmarketing.com @JuliaCSocial

MessageWhat message will resonate with this audience?In their words - why do they say they like working with you, donating to you, volunteering with you?What would help them take the action that we want them to take?What would happen if you closed your doors tomorrow?What sets you apart from your competitors?What do you do best?www.jcsocialmarketing.com @JuliaCSocial

ExerciseThink of three characteristics of your target audience and three potential ways to reach them. Answer this question: What would happen if you close your doors tomorrow? Pretend you are speaking to a member of the community who is not familiar with your organization.


Tools & Technology The Sexy Part!



Tools & TechnologyWhich tools will help us reach our target audience and help us accomplish our objectives?


Tools & TechnologyBlogging is great for building a reputation as a thought leader, increasing website traffic, and sharing longer, visual stories with donors.Social media is great for commenting on current events, asking immediate/urgent advocacy actions, sharing brief stories through photos and videos, and acknowledging supporters. www.jcsocialmarketing.com @JuliaCSocial

Tools & TechnologyEmail works well for fundraising and relationship building. Events work well to connect with supporters in-person.Brochures and reports work well for in-person visits and meetings.Direct mail works well for once or twice annual fundraising appeals. www.jcsocialmarketing.com @JuliaCSocial

What Tasks Are Necessary?25% increased readership on her blog Write 2 blog posts per week. Create a sharing strategy to share her blog posts with all social networks. 4 media placements/interviewsCreate Twitter list of reporters and contact them directly. 25% increased engagement on her Twitter account (retweets, mentions, favorites)Tweet 5x per day about issues relevant to chronic homelessness and veterans issues. www.jcsocialmarketing.com @JuliaCSocial

What Tasks Are Necessary?25% increased email inquiries about the training programCreate a landing page with a contact form on our website. Pay for social media advertising that leads to this landing page. 10 new leads for our training programCreate a special committee to contact potential partners. Go through the database and reach out to past customers, asking them for testimonials and referrals. www.jcsocialmarketing.com @JuliaCSocial

What Tasks Are Necessary?25% increased engagement on our social media accounts when we post about the new training programPost daily on all of our social media accounts. Actively tag, retweet, share, and comment on the content of others.Look at analytics to see what types of content get the most engagement. www.jcsocialmarketing.com @JuliaCSocial

What Tasks Are Necessary?50% increased website trafficStart a blog and post regularly. Purchase social media advertising that leads to the website. 25% increased email newsletter sign-upsPut a pop-up on the site to capture emails from website visitors.Purchase social media advertising that leads to email sign-up. www.jcsocialmarketing.com @JuliaCSocial

What Tasks Are Necessary?25% increased fans/followers on our social media accountsPurchase social media advertising to get more fans/followers. 25% increased shares on our online content, spreading our message to new networks/audiencesStart a Social Media Ambassador program. www.jcsocialmarketing.com @JuliaCSocial

ExerciseList at least THREE online tools that you can use to help you accomplish your SMART objectives.


Hierarchy of Online ToolsWebsite HUB of all communications, off and onlineEmail to stay top of mind, to fundraiseBlog for search engines, to house your long-form evergreen content, to encourage people to sign up for emailSocial media to stay top of mind, to share stories and photos, to build trust and affinity, to encourage others to spread the word (c) 2016 JCSM www.jcsocialmarketing.com51


How to Use Your Nonprofit WebsiteThe best nonprofit websites: Have eye-catching, colorful photos Showcase authentic storiesAre laser-focused on an actionCapture information from their visitors (sign a petition, sign up for our email list, donate now)(c) 2016 JCSM www.jcsocialmarketing.com53

Examples of Great Nonprofit Websiteshttp://www.linkhouseinc.orghttp://acumen.org/http://www.bmcstories.org


Even Small Nonprofits Can Do This!Focus your website on stories and photos. Cut out all the clutter and unnecessary information.Streamline and cut out unnecessary information. Use a low-cost/free solution like WordPress and SquareSpace so you can manage the website, instead of a tech person.Look at your website analytics (Google Analytics is a free tool you can use) to see what your website visitors are interested in. What pages do they visit most? (c) 2016 JCSM www.jcsocialmarketing.com55

Your Website is an EmployeeIt needs to work for you!Write a job description for your website. What do you want it to do for your organization? What benefits should it provide?Give your website benchmarks to reach and evaluate its performance every 3 months. (c) 2016 JCSM www.jcsocialmarketing.com56

No, Email is NOT Dead56% of emails are now opened on a mobile deviceand the number one activity on smartphones is reading email, not gaming or social networking.

Resource: https://litmus.com/blog/tag/stats-2 (c) 2016 JCSM www.jcsocialmarketing.com57

Email Has High ROIFor every 1,000 fundraising emails delivered in 2015, nonprofits received $44 in revenue. Email revenue grew by 25% in 2015, faster than the 19% overall rate of online revenue growth.

Reference: 2016 M+R Benchmarks Study (c) 2016 JCSM www.jcsocialmarketing.com58

How to Use Your Email ListUse your email marketing and fundraising campaigns to tell stories and show your subscribers the impact of your work! Do not just use it to ask for money.REMEMBER: People are invisible until they are visible again. Chris Brogan



Examples of Great Nonprofit Emails(c) 2016 JCSM www.jcsocialmarketing.com61



Think Mobile When Writing Emails(c) 2016 JCSM www.jcsocialmarketing.com64


Ideas for Emails to SendOnline fundraising expert John Haydon recommends sending 5-7 fundraising emails in December. Topic ideas: The year in reviewA personal message from the executive directorThe "State of the Union" video message from the CEO"Why I give" message from benefactorsNotable milestones for 2016Thank you for everything you've done in 2016A matching gift with an expiration dateLast chance to make an impact in 2016Get started early on your 2017 resolutions(c) 2016 JCSM www.jcsocialmarketing.com66

Even Small Nonprofits Can Do This!Use a low-cost/free solution like MailChimp and Constant Contact to manage email campaigns and contacts. They also have wonderful, easy-to-use email templates for you to customize! Send more emails, especially during December. (c) 2016 JCSM www.jcsocialmarketing.com67

How to Use Your Facebook Page**Facebook is always changing, go to https://nonprofits.fb.com and https://www.facebook.com/nonprofits for the most up-to-date info.** (c) 2016 JCSM www.jcsocialmarketing.com68

How to Use Your Facebook PageBuild awareness by using Facebook posts to tell your story. Share both stories and statistics about how previous donations have helped your organization create impact. Promote a specific call to action.Encourage supporters to help spread the word.

Think back to the Facebook Ladder of Engagement!(c) 2016 JCSM www.jcsocialmarketing.com69


Facebook Best PracticesRemember that getting immediate post engagement is KEY on Facebook likes, comments, shares, clicks on the post. Facebook prioritizes friends and family updates over pages.Facebook users love video and photos of people. (Think about why they are on Facebook in the first place!) Create each post for maximum engagement. Facebook uses engagement as a way to determine whether a post is relevant to people. (c) 2016 JCSM www.jcsocialmarketing.com71




A Word On Social MediaAll social media platforms are their own country. They have their own language, etiquette, and best practices. Social media is best used to stay top of mind, to tell stories, build trust and affinity, and to show a human face. Actions on social media should drive people to your website and email list to make deeper, longer-term connectionswww.jcsocialmarketing.com @JuliaCSocial


When Choosing New PlatformsAsk yourself these questions:Is my target audience there?Can I add value on this platform? What content will I create and share?Do we have the staff capacity to learn the language and etiquette of a new platform, to consistently create great content that works for this platform, to respond to comments, to actively participate, and to measure and improve? www.jcsocialmarketing.com @JuliaCSocial

10 Best Types of Social Media ContentStoriesVideoPhotosQuotesThank YousAdvocacyCurrent EventsEducationCompelling asks Paid social ads(c) 2016 JCSM www.jcsocialmarketing.com78

(c) 2016 JCSM www.jcsocialmarketing.com79What works: STORIES

5 Types of Stories(c) 2016 JCSM www.jcsocialmarketing.comCreation StoriesContinuous Improvement Stories Behind-The-Scenes StoriesUser-Generated StoriesImpact Stories

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1) Creation StoriesWhat was the need?What is the need now?Story of the foundersThe real WHY you exist(c) 2016 JCSM www.jcsocialmarketing.com

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Pencils of PromiseIt began with a question. A small boy begging in the streets of India. What do you want most in the world?A pencil, he replied.I reached into my backpack, handed him my pencil, and watched as a wave of possibility washed over him.(c) 2016 JCSM www.jcsocialmarketing.com82

2) Resilience StoriesContinuous improvementShow that your org is always trying to adapt, change, evolveChallenges facedMistakes madeLessons learned(c) 2016 JCSM www.jcsocialmarketing.com

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Resilience StoriesResilience may be an underappreciated quality of organizations in the social sector. So Im starting a club for those of us who want to champion and support them. ~Darin McKeever, Gates Foundation, on the Tactical Philanthropy blog http://www.tacticalphilanthropy.com/2010/04/grantmakers-for-resilient-organizations/(c) 2016 JCSM www.jcsocialmarketing.com84

3) Behind-The-Scenes StoriesFeature donorsFeature Board membersFeature staffFeature volunteers(c) 2016 JCSM www.jcsocialmarketing.com85

Behind-The-ScenesCarolyn Miles of Save the ChildrenPinterest Board: http://www.pinterest.com/savethechildren/carolyn-s-corner/(c) 2016 JCSM www.jcsocialmarketing.com

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Behind-The-Scenes Stories(c) 2016 JCSM www.jcsocialmarketing.com

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4) User-Generated Stories(c) 2016 JCSM www.jcsocialmarketing.com

http://www.care.org/get-involved/international-womens-day/iamcourage88

(c) 2016 JCSM www.jcsocialmarketing.com

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5) Impact StoriesShowcase the difference you are makingShowcase the lives changedDoesnt have to be sugary sweet (c) 2016 JCSM www.jcsocialmarketing.com91

Impact StoriesAlways show donors where their money is going. Make them smile when they see the results their gift helped achieve. https://www.facebook.com/BostonChildrensHospital (c) 2016 JCSM www.jcsocialmarketing.com

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(c) 2016 JCSM www.jcsocialmarketing.com95What works: VIDEO





(c) 2016 JCSM www.jcsocialmarketing.com

100What works: PHOTOS

(c) 2016 JCSM www.jcsocialmarketing.com101What works: PHOTOS




(c) 2016 JCSM www.jcsocialmarketing.com105What works: PHOTOShttps://www.pinterest.com/pin/79446380904541754/

(c) 2016 JCSM www.jcsocialmarketing.com106What works: QUOTES

(c) 2016 JCSM www.jcsocialmarketing.com107What works: QUOTES

(c) 2016 JCSM www.jcsocialmarketing.com108What works: THANK YOUS





(c) 2016 JCSM www.jcsocialmarketing.com113What works: ADVOCACY



(c) 2016 JCSM www.jcsocialmarketing.com116What works: CURRENT EVENTS






(c) 2016 JCSM www.jcsocialmarketing.com122What works: EDUCATION

(c) 2016 JCSM www.jcsocialmarketing.com123What works: EDUCATION

(c) 2016 JCSM www.jcsocialmarketing.com124What works: COMPELLING ASKS



(c) 2016 JCSM www.jcsocialmarketing.com127What works: PAID SOCIAL



ExerciseList THREE ways that you can improve your nonprofit website, email marketing, and/or Facebook Page. List ONE story type that you are going to collect and tell in your nonprofit communications.


