The document provides tips for non-profits to effectively use social media for fundraising and engagement. It discusses how the ALS Ice Bucket Challenge went viral by being fun, easy to participate in, and socially driven. Key recommendations include telling compelling stories, focusing on the audience not the organization, responding to comments, using various platforms like Facebook and Twitter, and experimenting with campaigns, contests and sharing gratitude. Metrics and some budget for ads are also important to track engagement and success.

1. How nimble are you? If you’re like Jack, you’re
willing to jump through hoops
to get those donor bucks.
Social Media for Nonprofits

2. But are you willing to pour a bucket of ice over
your head?

3. The Ice Bucket Challenge ignited millions
across the globe to raise awareness and
donate to a cause… IT WENT VIRAL!

4. What is it?
THE CHALLENGE:
Dump a bucket of ice cold water over
your head (or donate to ALS Association)
and take a video of it. Then challenge 3
friends to do the same by tagging them
on social!

5. So far…
Facebook: 28 million joined the
conversation and 2.4 million videos
shared
YouTube: 2,330,000 videos uploaded
Over 50 political figures, 200 athletes,
200 notable actors, and 220 musicians
have participated

6. Celebs loved it. Just ask @mlauer

7. Show me the money!
“The ALS Association is grateful for
Outpouring of Support: Ice Bucket
Donations Reach $115 Million”
(ALSA.org 3/12/15)
Compared to $2.6 million during the
same time period last year

8. Who started it?
This was not a campaign started by the
ALS Association, but by young people
who wanted to support the cause
Pay attention to Generation Z!
They are ‘social’ savvy and can easily
raise money for a cause

9. Much more than just
the money it raised
Think of the joy, laughter and goodwill,
not to mention personal participation
from millions
Social proof: peer pressure in a
positive way
1.9 million new donors to ALSA.org

10. And some really made a big splash!
I accept your challenge and raise you! https://youtu.be/_XOgsIAUpxI

11. How do we replicate?
Make it ridiculously cool to do!
Funny always works
Easy (low barrier to participate)
Social by nature

12. Ridiculously cool

13. “Whether we should” is pushing up daisies...

14. Let’s talk platforms
Your org’s sweet spot will be based on
where your audience hangs out
It might be Pinterest!

15. Let’s talk platforms
98% of charities and nonprofits in the US
are active on at least one social media
site (91% in 2013)
Facebook period! 98% of nonprofits are
on Facebook
(Hubspot.com + Nonprofit Social Network Benchmark Report)
It’s where the people are… yes, even
those without wrinkles

16. Holding up their
dance card
86% of nonprofits are on Twitter (can
tweet donors, funders directly)
33% using Instagram
30% using Pinterest and LinkedIn
YouTube is 2nd most used search
engine in the world

17. Your audience expects to see you on 3-4
profiles

18. She is your audience

19. Frequency & timing
How often is enough? It depends on your
insights
Remember the algorithms

20. Frequency & timing
Generally speaking…
Facebook: 3x-5x week
Twitter: 4x day
Instagram, LinkedIn, Pinterest and
others: 3x week

21. And when?
Generally speaking…
10:30, 12:30 & 3:00pm are great!
B2B conversation best in am
Weekends only if you’re there to respond

22. Facebook insights

23. Tweriod.com

24. Storytelling and story making

25. Your story starts with
your brand
Your brand story is the heart and soul of
the brand: who you are + who people
think you are
Every post reveals what makes you tick,
and creates audience experience
Signals: Are you walking the talk?

26. Social media is visual
storytelling…
93% of all communication is nonverbal
Photos/videos elicit emotion
Don’t underestimate the power of video
Photos get 53% more likes, 104% more
comments, and 84% more link click-thrus
than text-only posts

27. Eye-catching photos + few words = shareable

28. Facebook vs. LinkedIn

29. Yes Dorothy, Twitter too

30. Ahhh…

31. With or without you

32. Girl power

33. Types of story
Use nostalgia
Be a mythbuster
Ask a question or answer it
Give human attributes to non-human
things (cats, coffee cups, staplers)

34. #throwbackthursday

35. Did you know?

36. Whoever has the best
content wins!
Why? Because it gets shared
Keep it light, fun, and what interests you
Inspiration #MotivationMonday
DIYs, video interviews
Memes (branding can reduce shares)

37. DIY’s

38. DIY with “Canva”

39. Quotes with “PicMonkey”

40. Before

41. After

42. Inspire us

43. Meme’s don’t always need words

44. Until they do

45. Tasteful branding

46. This or that

47. Visual captions

48. Rally around a cause

49. Sell nice

50. Lead AND follow…

51. Positive

52. Negative

53. Positive + give back

54. Captions… keep
them short & pithy
Two sentences max—one-two punch
that delivers. Add personality
Link to website for details: names,
stories, dates, places, significance
Shorten links
Stay away from internal language

55. Keep it simple

56. And fun…

57. Make us think

58. Make us smile

59. When in doubt, shrink

60. Yawn

61. Ditto

62. Better

63. Bam!

64. Speaking of viral…

65. One way

66. Better way

67. Bam!

68. When you share, keep it simple

69. Add to the story

70. Perfect shares

71. Bam!

72. Hashtags are
important
Hashtags help tell the story
#livedlongenoughtoseethis
#donatenow #volunteer
Hashtags are how people find you
Don’t forget events and tweetchats

73. Stand out

74. Bueller? Bueller?

75. Hashtag today: #AFProcks

76. Recruit talent? Add #nowhiring

77. Sweet treat

78. When it adds to the story

79. Don’t leave it shriveling on the vine…
Want your community to grow? The things
NPO’s must remember

80. Social is not your
soapbox
Know your audience and serve up
deliciousness on a silver platter
#1 mistake nonprofits make:
“me, me, me”
#2 mistake nonprofits make:
not responding

81. The power of the
social relationship
It’s not about you
Balance your content
Prioritize story making over marketing
5/1. 5 posts for others to every 1 post
about you

82. Talking about you,
you’re not listening
You centric: We are proud to share our
outstanding accomplishments and
community impact!
You centric: We will be selling Coach
handbags. Come show your support!
You centric: Cindy Z. is our rock star
volunteer of the month!

83. Respond with heart
Responding is walking the talk
Know who’s talking on your page and
continue the connection
Be selfless. Make your fan the hero
You get what you give

84. Love spam?

85. Caption this

86. LOL, thanks for the smile!

87. Share the enthusiasm!

88. If you ask, be there for the answer

89. We hear you

90. Your muse

91. Seed your logo
Seed your logo everywhere… you never
know where it will bloom
The more you comment on others’ posts,
the more your org is exposed to new
audiences
A like is nice, but your logo isn’t seen
with a like

92. Seed your logo
Leave memorable comments (what
about the post resonated with you)
It’s old school to only follow a few!
Have you liked every biz/potential
partner’s page?
15-30 minutes 2x day to outreach

93. Do’s and don’ts of
the ask
Do create an experience with every ask:
“Caddyshack or Happy Gilmore? Tell us
what you think was the best golf movie
ever made in the comments below. And
don’t forget to register for our upcoming
golf tournament! #golfforgood”
Do give digital high fives, but don’t let
them take over your feed

94. Do’s and don’ts of
the ask
Do return the favor: “You light us up with
your generosity all year long and now we
want to return the favor. Here’s a little
twinkle to light up your day!” [Christmas
tree video]
Do share more ways to give ideas

95. Do’s and don’ts of
the ask
Don’t ask too often — once a month so
make it count (remember 5/1)
Don’t strive for a donation, strive for a
smile
People are 200 times more likely to
donate to a cause when a friends asks
Blackbaud.com

96. It’s not about the money but…

97. "Like most businesses, non-profits
tend to look at social media as a
money-first or money-only channel.
So I would recommend they temper
the expectations that social is about
fundraising and just focus on being
a resource, useful and/or
entertaining to their core audience.
Make people happy with your
content. The donations will come."
—Jason Falls, Founder SocialMediaExplorer.com
Did you know that more than half of
your donors are trying to give you
money on their ipad and phone?

98. Campaigns… you get
what you put in
Your ask can only be as big as your prize
Giveaway something that connects your
target audience to your brand
Partner up and remember to scratch their
back
Shortstack.com

99. Campaign: #CondomsAreCool

100. Results

101. Campaign: “Likes don’t save lives”

102. Campaign: “What do you see?”

103. Easter campaign: #BecauseHeLives

104. Simple rocks socks!

105. More please
Petitions, contests and countdowns
Invitations
Events
Volunteers and gratitude

106. Shocked? Sign this

107. Contests can be fun

108. Only 3 days left to…

109. Invite

110. Take us there

111. SaWING!!

112. Place for community

113. Year-round buzz

114. Share yours

115. Donor tools

116. Chirp… chirp

117. Progress report

118. Ask

119. Gratitude

120. Gratitude

121. Worth the effort

122. Social is not free
Social is a pay to play model, and you
want to be on the winning side of their
algorithms
Typical ad budget: $200-300 / mo –
Under 10k fans (split between profiles)
Experiment. Use split testing for targeted
ads

123. Social is not free
If you’re not boosting, you will slip from
the newsfeeds even if you have quality
posts and fan engagement (two $10
boosts a week)
Target Hawaii if your donor base is
primarily in Hawaii

124. You want numbers?
Social’s got them
Social is fluid, and analytics tell you what
works
Likes, shares, comments, and clicks
(Facebook insights, Twitter analytics,
Bit.ly)
Number of fans is important, but not as
important as engagement rate

125. It’s okay to think
big results…
but have you hired
to create those
outcomes?

126. Most common
mistakes
Adding social media responsibilities to an
overburdened plate. Guess what falls off
when they get busy?
Diluting the message between many
untrained voices
Ignoring profiles (risk)

127. Who should do the
heavy lifting?
Social media is unique skillset
Tech savvy, full time, integrated with
marketing, fund development and
customer service
Ability to create content

128. Pumped yet?
Or…
Let your staff concentrate on content
creation and let an outsource agency do
the heavy lifting (content calendar, daily
posting, engagement, outreach, social ad
management)

129. TAKEAWAYS
Only truly “social” behavior succeeds
Creation over curation
Metrics matter
The “whether we should” conversation is
pushing up daisies

130. TAKEAWAYS
Understand the technology
Storytell and story make
It’s not about you
Invest in it

131. Cool tools
HootSuite: manage multiple platforms
Facebook Page Manager: app
Iconosquare: Instagram search/services
SproutSocial: metrics

132. Until they do

133. In 2015…
Facebook: Scrubbing promotional
language and added CTA button
Google: Indexing only mobile sites
Instagram/Twitter: Private messaging
VIDEO shoots and scores big
Periscope: live streaming

134. Humor and humanity

135. Keep in touch!
Wahine Media
wahinemedia.com
facebook.com/wahinemedia
@wahinemedia
Karen Weikert
karenweikert.com
facebook.com/spiritsayshi
@karenweikert
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