social media for planned giving professionals

Download Social Media for Planned Giving Professionals

Post on 12-Apr-2017



Government & Nonprofit

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  • 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


  • TOP CONTENT IS SIMILAR FOR ALL GENERATIONS. Source: Pew Research Center 2015

  • Think about content people will share

    Surprise people(interesting images & facts)

  • Example: Champagne Prevents

    Alzheimers Disease (938,000 shares)

    CHAMPAGNE PREVENTS ALZHEIMERS DISEASE. Most shared content in 2015 on London Evening standard site.

  • Example: Champagne Prevents

    Alzheimers 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 governments 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

    Alzheimers 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 of all online adults 65 and older use Facebook (56%).

    This represents 31% of all seniors.


    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

  • Dont 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.


  • Seth Godin, authorof All Marketers are Liars

    Whats 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.






    Media and bloggers


  • 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


  • Learn from your failures


  • Review analytics and remove friction

  • Make the ASK at the right time and in the right channel

  • Keep it simple.

  • Resources - Case Studies, Research and Training Author and Blogger - Pew Research Center 2015 Content Marketing Platform SEO and Search Software

  • Questions?