Social Media for CEOs Who Hate Social Media

scary social media

This post is written especially for CEOs and Executive Directors of all the nonprofits out there. You know who you are. You don’t like social media. Not really. It’s not how you grew up because you are a Baby Boomer. You were happy just to have a website for your nonprofit which you grudgingly update once a decade. And then everyone came along and said you had to do social media, too. Bummer. Because, busy you, you don’t have time to understand what all the fuss is.

As a CEO, you are in good company. Most senior executives I work with aren’t even on Facebook, let alone Instagram or Twitter. You may not even be on LinkedIn because, again, you don’t see the point of it. Where is the ROI, you wonder? But if you have paid good money for a CRM system and aren’t using your social media team to use that to identify and cement donors to your cause, then you are just leaving money on the table. Lots of money.

Why? Because your nonprofit social media isn’t just a marketing vehicle for your cause– it is an amazing donor development tool.  Here are five specific ways for you to make it work for you:

Notebook with Toolls and Notes about CRM,concept

Use your CRM system to identify social media profiles of your donors and prospects. Now, if you decided to save a few dollars on your CRM module when you set it up, and skipped getting the social media profiles, it’s time to revisit your plan and upgrade. CRMs know who’s who on social media channels, and that’s where your gold is.

ICÔNE OISEAU DORÉ tracé de détourage inclus

On Twitter, have your team follow every single donor and prospect from your CRM. Separate them into lists so you know who is who. You should make the lists “private” to your own account (don’t let competitors know where your nonprofit treasure is), but keep in mind that people will see when they are added to a list what that list is called. So, make the names of your lists complimentary, like “VIPS, Influencers, Community Leaders, Thought Leaders, Experts.” Mark top prospects and donors so your team gets an alert when they tweet. The goal here is simple: these individuals are to be treated as your New Best Friends. Your social media team should follow them with utter devotion, liking every tweet. Whenever they mention anything at all that might possibly intersect with your mission, retweet that. Connect, connect, connect.

 

instagramLikewise, with Instagram, follow and like prospects and donors. When they post about anything that intersects with your mission, your nonprofit should comment. Again, connect, connect, connect.

When it comes to your Facebook Page, the real opportunity is targeted paid promotions to “Look Alike” audiences. What is that? This is where you build out a list of your top supporters who actually give to your cause because they believe in it. So, don’t include, say, a donor who gives to your nonprofit because they are personally related to you. Focus on those altruistic donors who give because they believe in your mission. Compile a list of those top 10-20 profiles from your CRM system. Feed this information into a Facebook promotion which will save this information. Using this information, you can create a “Look Alike” audience through Facebook, which will create a similar audience of Facebook users who like what your control group likes. These facebook.pngpeople are the people who will be most receptive to your message and may better connect with your mission. Also, you should know you can feed email addresses on Facebook to create targeted ads just for your specific audience.  To learn more about Facebook Look Alike audiences, visit the source, Facebook, at https://www.facebook.com/business/help/164749007013531. It’s an awesome feature.

linkedin.pngLinkedIn isn’t just for job seekers. It’s a great place to connect with donors, prospects, and influencers. You can even connect with corporate partners and win grants by connecting with someone who knows someone on LinkedIn. So, make sure your nonprofit has an official LinkedIn Page and update it regularly with important announcements or news. And then make sure everyone on your Board and senior team is on LinkedIn. Then, use it in the same way. Like, comment and share anything you can about any prospect, donor or influencer in your community.

So, that’s it in a nutshell.  Your social media team should be an integral part of your fundraising operations. More than PR, social media is supposed to be social and interactive. Your CRM + social media = ROI you’ve been looking for. Have at it.

 

Using Facebook to Grow Your Chapter (or Non-Profit)

social media icons

In case you missed it, here is a link to my webinar for the Grant Professionals Association on how to employ social media (mostly Facebook) to grow your local organization. This is for intermediate users, referencing the basics of Facebook Page creation but jumping in more deeply into HOW you then use your Page to get your Event info in front of prospective consumers. That information — plus tips on extra programs — make this a power-packed hour full of tools you can really use.

GPA Social Media

My Love Affair with Canva

If you work for a nonprofit that has a big budget for graphic design and glitzy images that you can order on a weekly whim, good for you! Meanwhile, back here on Planet Earth, pulling graphics together to power up your social media messages and related fliers on a timely basis can be an overwhelming challenge for nonprofits.

Exciting images that support your brand have to be created, quickly and on a shoestring budget.  So what if I told you there is this amazing free tool available to you online that can unleash your inner graphic artist?  There is. It’s called Canva and a little dabbling goes along way.

Canva provides pre-sized templates for you to build from (or set your own custom sizes), using images or layouts you can use to create just the thing you need. Load your own photos, drop in your logo, and download your creation in handy shareable formats (JPEG, PNG, or PDFs).

And, best part — it’s FREE and doesn’t require quite the same level of icon knowledge that some programs use.  Not that I am naming any names, but you know who I am talking about.

My one caveat: Canva is addictive. I have been on a rampage of photo collages because they are fun and effective at conveying the warmth and excitement of different events. They make great “Thank You” inserts, letting donors see what their contributions made possible.

Of course, Canva does not replace the need for a proper graphic designer to design the look of some elements of your messaging. It does make it easier to benefit from professionally designed graphics as a template and blend those elements into your everyday messaging, using basic layout rules that hopefully you’ve learned along the way (you don’t want people looking “off” the page, proper use of white space, balance, etc.).

Here below are some examples of Canva created projects used for social media as well as fliers and event collages.

Social Media for Grant Professionals

banner-workshop-social-media-tilt

When America got soaked in the ALS Ice Bucket Challenge which rained in $115 million in donations, the power of social media as a tool for nonprofits was raised to a whole new level. If you’ve been hesitant to self-promote or don’t know how to connect your nonprofit’s social media to volunteer or donor development, here are a few links and resources to get you started.

10 Things to Do When Getting Started on Twitter

For most things you want to carry out in life, getting started is often the hardest part of the process. The same is true for social media. Whether it’s the anxiety of not knowing what to do, or the fear of possibly looking dumb—it’s easy to put off signing up for Facebook, Twitter, or Instagram until tomorrow … or next week … or next month…So, to help you stop procrastinating and start achieving your social media goals, check out this list of the first 10 things you should do to get started on Twitter.

Grant Chat @Grant_Chat  

JOIN THE GRANTCHAT COMMUNITY: GrantChat is a diverse group Grant Development and Grants Management professionals. There are numerous ways to connect with the #grantchat community across the different social media platforms. Weekly chats on Twitter happen on Tuesdays 9am PST. Follow the link to learn more.

10 Facebook Page for Best Practices for Nonprofits

With more than 1 billion active users, Facebook is the largest social network in the world. More than two-thirds of its users log in every day and three-fourths do so on a mobile device. Without a doubt your nonprofit’s supporters use Facebook on a regular basis. Therefore, Facebook Pages should be your first priority and entry into social networking. but to stand out from the other 50 million pages regularly active and all vying for likes, comments, and shares, you must excel at Facebook in order to stand out from the clutter and the 10 best practices from thus article will ensure your nonprofit is on the right path.

Facebook Go

Facebook Go helps advertisers learn how to get the most from their advertising spend on Facebook. Businesses that invest $25 or more per day on their ads for 30 days will be able to work with a dedicated Ads Specialist to grow their business. During this time, the Ads Specialist will help:

•    Develop a customized strategy for advertising on Facebook

•    Provide guidance on creating targeted ads

•    Measure and optimize campaign performance

Interested? Fill out the form at this link or call them at 1-800-601-0077.  They’ll give you a $50 ad coupon at the end of the program.

Facebook Advanced Tools

Custom Audiences: Sometimes the most valuable audience is one you already have a connection with. You can use Custom Audiences to connect with your existing contacts on Facebook. Or remarket to people based on the actions they take in your mobile app or on your website. Securely upload this information and create engaging ads designed for these groups of people. When you upload a customer list, this data is kept secure. All of the information is hashed, which means that no one can read it or un-encrypt it, including Facebook. You can create a Custom Audience in the ads create tool or in Power Editor.

Lookalike Audiences: Connect with people on Facebook who share traits—like location, age, gender and interests—with your best customers, so your ads reach more people who’ll care about your services and products. Facebook can help you build a lookalike audience based on:

•    The people who like your Facebook Page

•    Customer contact info, like emails or phone numbers

•    People who visit your website

Go to Ads Manager, then click Audiences. Click the Create Audience button, then select Lookalike Audience.

Google Grants

What is Google Ad Grants? Google Ad Grants is the nonprofit edition of AdWords, Google’s online advertising tool. Google Ad Grants empowers nonprofit organizations, through $10,000 per month in in-kind AdWords™ advertising, to promote their missions and initiatives on Google search result pages.

Is your nonprofit eligible for Google Ad Grants?

To be eligible for the Google Ad Grants program, organizations must:

•    Hold current and valid charity status, as determined by your country; please see your country’s charity status definition below.

•    Acknowledge and agree to the application’s required certifications regarding nondiscrimination and donation receipt and use.

•    Have a functioning website with substantial content

Please note that the following organizations are not eligible for Google Ad Grants:

•    Governmental entities and organizations

•    Hospitals and medical groups

•    Schools, childcare centers, academic institutions and universities (philanthropic arms of educational organizations are eligible). To learn more about Google’s programs for educational institutions, visit Google for Education.

YouTube for Nonprofits

To help you activate your cause, tell a compelling story, and launch an effective campaign on YouTube, we now have a couple of resources for nonprofits. Learn how your nonprofit can use these benefits and make the most out of YouTube by downloading the Playbook for Good and the Top 10 Fundamentals For Nonprofits PDF.

Benefits of joining

•    Donate button: Viewers can use your channel’s Donate button to contribute to your cause online right from your YouTube videos. Available only in the US and UK at this time.

•    Live streaming: Stream video footage live onto your YouTube channel; great for events, conferences, and reporting.

•    Call-to-action overlays: Place a Call to Action on your videos, which viewers can click to visit your website, donate, or learn more.

•    Video annotations: Use annotations on your videos to encourage users to subscribe to your channel or click to visit your website.

•    Production resources: Get production access to shoot or edit your videos at YouTube’s creator studio in Los Angeles, Space LA.

11 Nonprofits that Excel at Social Media

Your nonprofit can learn a lot from the 11 (mostly large) nonprofits listed in this article by simply following, liking, and subscribing to their e-newsletter, blog, Facebook Page, Twitter, YouTube Channel, etc. and then studying and duplicating their methods. Besides the ones listed here, we are  big fans of Charity Water and Girls on the Run L.A. among others. Keep an eye out for winning messages and see what you can adapt for your own development efforts.

Social Media for Nonprofits 

Social Media for Nonprofits is the world’s only conference series dedicated to social media for social good. Instead of abstract concepts and theory, their focus is on sharing practical tips and tools for fundraising, marketing, and advocacy with nonprofit decision-makers.

 

Original post date: January 2015