Archive for the ‘Social Media Tips’ Category

 

Online Fundraising Academy: Building a Donor Community on Facebook

Posted by Alexis Nadin on April 10th, 2014

ListbuilderIn the sixth session of the Online Fundraising Academy, Alison McQuade, the Digital Press Secretary for EMILY’s List, shared tips and recommendations for growing and engaging your network on Facebook.

Session recording link. 

Session notes:

Emily’s List – A political organization committed to electing pro-choice Democratic women to office

Edgerank – Facebook’s algorithm that decides what you see in your feed

  • Affinity – how much people like the post. Counts people’s interactions (commenting, liking, sharing, clicking on link)
  • Weight – posts that require more user engagement has more weight (i.e. sharing has more weight than a like)
  • Time decay - how old the post is. Most posts have a shelf life of one day

Different types of posts – use different posts to reach different goals

  • Link post – Post a compelling story for your audience
    • Have intro text (not just the link)
    • Timely post
  • The mobile phone post – take a picture on the ground with your mobile phone
    • Exciting, unfiltered picture, readers feel like they’re participating, doesn’t look advertised
    • Timely post – as it’s happening
    • Call to action – specifically ask them to do something “like picture and tell us in the comments what would you do”
    • Got lots of interactions because asked for it. Encourage them to interact so they feel like they’re a part of it
  • Go-to post – post what your audience loves.
    • Exciting picture and great quote that audience
    • Find out what your audience finds compelling to get them excited
    • Call to action to build email list (asked people to write thank you card for Hilary Clinton while getting people to sign up for emails)
  • List-builder post – have a call to action that gets people to join email list
    • Had people sign birthday card to Emily List’s president and subscribe to emails
    • Language corresponds with message and then transitions to why they should join your community and subscribe to emails
    • Simple graphic, creates emotion (happy/angry)
    • Easy lift – take advantage of milestones, holiday, birthdays, etc. as an opportunity to build list (more…)

Online Fundraising Academy: How charity:water is Harnessing the Power of Online Fundraising

Posted by Alexis Nadin on March 7th, 2014

technology to end water crisis_croppedKaitlyn Jankowski, charity:water’s Supporter Experience Manager joined us earlier this week for GlobalGiving’s first Online Fundraising Academy session of the year!

charity:water raised more than $8 million from more than 11,000 individual fundraisers in 2012. How did they do it? Kaitlyn shared charity:water’s approach to raising funds online! Kaitlyn manages mycharity:water, helping fundraisers become rockstars!

Session Recording: www.anymeeting.com/901-831-832/EF53DC82874D

Session Notes:

charity: water founded with two goals: end water crisis and reinvent charity

charity: water values

  • 100% model – all donations go towards funding water projects. Overhead costs covered by the Well (private donors, sponsors, board of directors)
  •  Proof – prove every dollar goes to projects. Email reports that provide information about the community money went to. Local partners contribute pictures and GPS coordinates.
  • Brand – having a brand like Apple or Nike. Building campaigns, invest in a creative team, cool corporate partnerships, no advertising or marketing budget. Everything done in house
    • Invest heavily in social media – Twitter, Instagram, Facebook. Posting updates and stories daily, give sneak peak of campaigns, let team travelling in field take over social media
    • Show what people have done in the past to raise money.
    • Use of photos to show brand

Online fundraising platform

  • Birthday model – Individuals raise money on their birthday.
  • People create their own campaign to raise money
    • Ex. Sarah Peck swim to Alcatraz if raise $29,000

Campaigns – charity: water holds 3 campaigns every year

  • World Water Day campaign
  • September campaign
  •  Holiday campaign – When you give clean water, you give other things like hope, beauty, future, etc. Launched new image every day
  • Campaigns focus on a story. Want to inspire people, not to make them feel guilty to give.
  • Specific campaign to buy drilling rig. To stay true to proof model, campaign broke down entire cost, put GPS on truck and can follow on Twitter.

Engage fundraiser and report back on GlobalGiving

  • Project pages allow donors to get a sense of what they’re giving to
  • Quarterly project reports – emailed to all supporters. Good communications tool. Can tell stories, statistics, and impact. Successful organizations report once a month to keep donors engaged.
  • Donors can fundraise themselves – click “+fundraiser” link on your project page. Donors can create their own page to raise money on behalf of an organization.  See example here: http://www.globalgiving.org/fundraisers/7852.

Question & Answer

Q: “How do you get campaigns to go viral? How do you find trendsetters to make campaigns work?” 

A: Campaigns don’t have to go viral to be successful. Fundraisers work really hard. Sarah Peck made goals to get interviews, have pieces published, post blog posts, sent lots of emails, utilized social media. A lot of it comes from the people’s story, not charity: water’s story.

Q: “Is it better to have multiple networks and less frequent posts, or less networks and more frequent posts?” 

A: charity: water has one twitter handle plus one for the drilling rig, and only one Facebook to keep things all on one page. The frequency of posts depends on channel. For Twitter, charity: water posts every day and retweets throughout the day, posts on Instagram every day, but Facebook is different. charity: water posts on Facebook only a few times a week so don’t clutter people’s news feeds. Call to action is different on the each social media site, so utilize it accordingly.

Q: “What channels drive the most conversions to donations?” 

A: Email is very good for fundraising. Give people a call to action and send 3 emails. People need reminders. You can also encourage others to give by recognizing people who already gave. Conversions over social media are smaller because of plausible deniability – you don’t know if people saw the post and people feel like they don’t have to act.

Q: “What are some tips for small organizations that can’t hire a creative team?” 

A: charity: water is good at asking for things for free. There are lots of design agencies who can help and avenues to get marketing and advertising for free. You can also take advantage of volunteer platforms like Sparked (https://globalgiving.sparked.com/welcome/nonprofit/globalgiving#1) and VolunteerMatch (https://surveyglobalgiving.wufoo.com/forms/volunteer-information/).

Q: “How does charity: water find fundraisers? How do people find out about charity: water and start the fundraiser process?”

A: Mostly through word of mouth. charity: water works on getting donors to become fundraisers.

Holiday and Year-End Giving Trends

Posted by Alexis Nadin on October 26th, 2012

On average, organizations throughout the U.S. raise 30 – 40% of their annual income during the last few weeks of the year (according to our friends at Network for Good and Charity Navigator).

Why the spike in online giving?

In the U.S., all tax deductible donations to non-profits must be made before the end of the year (Dec. 31st) to be eligible for deduction from that year’s taxes. December is also the month of popular American holidays such as Christmas and Hanukkah. Last year, US retail e-commerce spending for the entire November – December 2011 holiday season reached a record $47.6 billion! That’s an increase of 16.8% from the previous year!

In the U.S, year-end fundraising traditionally begins the Monday after Thanksgiving (Nov. 26), otherwise known as Cyber Monday (last year, Cyber Monday was the largest online spending day in history!) but it starts to ramp up for several weeks before. The fundraising seasons lasts until the end of the day on December 31st.

GlobalGiving Year-End Giving Stats

Last year, GlobalGiving raised $4.5 million in November and December, setting a new record for funds raised during the holiday season on the site! Where were all those donations coming from? Well, we have some exciting statistics to share:

  • 19,000 gift cards were redeemed for a total of  more than $1 million;
  • More than 6,000 donors made donations as gifts for more than $400,000;
  • About $500,000 came through employee giving portals; and
  • 400 donors signed up for monthly recurring donations for a total of $10,000 a month!

Facebook: To Promote or Not to Promote? (…and Is That The Question?)

Posted by Alison Carlman on October 2nd, 2012

GlobalGiving’s Experiment With Promoted Posts
by Alison Carlman and Oscar Norsworthy

This case study was originally posted on Beth Kanter’s blog as an example of an experiment with social media measurement. We hope you’ll find it useful as you think through your strategy for Facebook.

Promoting a post on Facebook

Listen. Post. Learn. Repeat.

On the Unmarketing team at GlobalGiving, we put a lot of effort into figuring out how to use Facebook to support the thousands of charity projects on our website. The more we learn, the better able we are to advise our nonprofit partners. One of the newest features on Facebook is the “Promoted Post.” Promoted Posts are pictures, links, videos, or text that administrators can pay to appear on more Facebook users’ news feeds. (Did you know that only an average of about 15% of your fans see your posts in their news feeds?) We conducted a month-long experiment to see if Promoted Posts make sense for our strategy.

First Thing First: What’s our Goal?

We wanted to see whether or not Promoted Posts help us reach our goals on Facebook. One way to explain our Facebook strategy is the social funnel. People interact with us on Facebook at all levels of this funnel. While ultimately we’d love to see every fan make a donation to a project on our website, our goal on Facebook is first and foremost to develop an active community of fans around the topics of philanthropy and social change. We wanted to see how well Promoted Posts reach our fans on all levels.

Here’s what success – or a positive return on investment (ROI) – at each of the levels would look like for us:

 
The Social Funnel
Awareness: Getting our messages into the news feeds of people who haven’t heard from us in a while – or never have before. Key metric: reach
Engagement: Inspiring interactions (clicks, likes, comments and shares) from people who don’t usually interact with us. This helps the content spread to their networks.Key metric: clicks
Donations: Telling a story that is compelling enough that people give to a project on GlobalGiving.org. (Ideally donations exceed the cost of the post!)Key metric: donations; net dollars after the cost of the post.

 

Our Promoted Posts Experiment

During the summer we promoted three posts, each about a different topic. We spent less than $100 on each post, and we only promoted the posts to our fans. We also posted regular (non-promoted) links and photo posts related to each of the three topics so that we could compare the performance of regular posts versus paid posts. While we couldn’t control all variables, we did our best to aim for consistency with as much as possible, including the time of day we posted and the content of the post, so that we could draw better conclusions when comparing our results.

Below are the nine updates (under three topics) that we posted this summer as part of the experiment, and how they fared in terms of reach (views), engagement (clicks), and donations (dollars). You can see that the promoted posts were the only ones that drove donations, and they drove significantly higher view and click rates.

ROI: Reach, Engagement, and Donations
From Regular and Promoted Posts on Facebook

Post Topic: Natural Disasters
(Promoted Post net revenue= $667)

Link 4,035 views; 62 clicks
Photo 5,483 views; 66 clicks
Promoted 20,282 views; 218 clicks; $750 donations

Post Topic: Everyday Project Stories
(Promoted Post net revenue= -$30)

Link 3,311 views, 24 clicks
Photo 6,347 views; 58 clicks
Promoted 22,498 views; 301 clicks; $30 donations


Post Topic: Special Campaign
(Promoted Post net revenue= $550)

Link 4,204 views; 51 clicks
Photo 4,975 views; 45 clicks
Promoted 31,510 views; 363 clicks; $600 donations


What we learned

We learned two main things from our experiment. First, as you can see above, promoted posts did drive more engagement at all levels of the social funnel. On average, our promoted posts had five times higher reach and seven times higher click rate (!) compared to posts that weren’t promoted. The financial return, however, varied greatly based on the content of the post. We found that promoting general, ‘everyday’ project stories didn’t drive many donations (in fact, it lead to a negative net financial return), but promoting very timely stories or unique campaigns resulted in a significant uptick in donations (netting approximately $600 per post).

Perhaps the most interesting thing we learned actually happened while we were designing the experiment. When figuring out whether to promote links or photos, we found that photo posts drove more Facebook interaction, achieving a higher reach and better overall engagement (the middle of the funnel!). On the other hand, posting links sometimes led to higher click-through rates to our website, generally driving more donations (the bottom of the funnel!). When we looked back in our Facebook Insights data, we found that this pattern seemed consistent with other posts over the past several months. This information is useful to us whether or not we’re talking about promoted posts.

What does this mean for our strategy?

We found that Facebook’s Promoted Posts can get the job done, successfully driving both engagement and donations. It’s important to note though that we’re still not planning to rely on Promoted Posts to push all our fans through the social funnel.

At GlobalGiving we have an “unmarketing” approach to engagement. This means that we believe there’s inherent value in developing authentic, meaningful, and helpful relationships with our audience through social media to help tell our story. In short, it’s not all about driving dollars. Engagement is important to us.

We’ve concluded that an ongoing Facebook strategy based primarily on Promoted Posts wouldn’t be savvy or sustainable, (remember how the ‘everyday’ project stories posts actually ended up costing us money?) but we’ve decided that we will continue to promote posts when they are particularly timely, relevant, or important for our key audiences. We should also be sure to note that we’ll never be promoting content that would otherwise have been unsuccessful on Facebook in general. As you can imagine, the last thing we want to do is bring irrelevant content to the attention of people who rarely hear from us anyway!

What does this mean for you?

If you can find the budget to experiment with Promoted Posts, it’s important to think through how you’ll measure your return on your investment. Can you put a dollar value on message views, click-throughs to your website, or goal conversions (donations, petition signatures, etc.)? If you’re spending advertising dollars on other media, you may find that Facebook Promoted Posts can also help you meet your goals, so it would be worth comparing your results.

Our fans told us emphatically on Facebook, they don’t love the idea of nonprofits paying for a spot on their news feeds. (The irony, of course, was that we didn’t see a single pushback to the promoted posts when we did them without pointing it out, so peoples’ behaviors didn’t exactly match how they said they would react. But that’s a whole different social psychology experiment, right?) If you do choose to promote Facebook posts, you’ll need to do strategically. You should only promote content that you’re proud of, and it would be wise to measure the results carefully so that you can prove that your dollars are helping you meet your overall goals!

If you don’t have any budget for Promoted Posts, you could still look into your Facebook Insights data to see the different types of engagement that photo posts drive for you compared to link posts. Does your data lead you to the same conclusions that ours did?

Do you have thoughts about whether links or photos get you results on Facebook? Have you experimented yet with Promoted Posts?

How to make a high-quality video on a shoestring budget

Posted by Alexis Nadin on March 15th, 2012

In preparation for GlobalGiving’s Video Contest in February (see the winners here), the team from the What Took You So Long Foundation joined us in hosting trainings for GlobalGiving’s partners on how to create a high-quality video on a shoestring budget.  Below, Philippa Young, Director, Writer, and Co-Producer for the What Took You So Long Foundation shares some wonderful insights into the film-making process.

Telling tales of the creative process

There is both huge demand and incredible potential for telling the stories of non-profits and the important issues they work on through film and video. Distilling complex stories into a simple message in under five minutes, however, can be a daunting task.

Just like writing this post, it’s impossible to say it all. Video is not the same as writing a report or essay on a subject and being selective is half the battle. Leaving room for creating mood and tone through image, sound and music, is just as important as the best interview.

Advice from top filmmakers and development experts

Award-winning filmmaker and Africanist Aaron Kohn: “my top three pet peeves with fundraising videos are too much text, shaky video, and audio recorded on some busy street.”

New York based Director David Newhoff: “I’m not a fan of sound bites in which people say very generic things, so that if I close my eyes I wouldn’t know what organization this is.”

What Took You So Long Director Alicia Sully: “I like to see faces, so make sure that the subject isn’t too far away. Be clear with your style and use both wide and close-up shots in your B-roll and scene setting.”

Global Giving UK, Learning and Support Manager Seth Reynolds: “Keep it short and sweet. Online videos shouldn’t be much longer than three minutes, otherwise viewers just flick.”

Creative Process

The most exciting thing about film and video is the countless ways to be creative and innovative with the medium. There’s no single “correct” way, and everything to be gained from hacking the following advice. But just to get you started on your filmmaking journey…

TALK..

…to someone creative who is not familiar with your organization’s work, someone who isn’t a part of your team. Explaining your story to this person so that they fully understand will help you clarify what you want to say. This person’s creative interpretation and questions will help you see the story from new angles.

WRITE..

…a single, simple message, and illustrate it with an example. Remember that an engaging story uses more than just interviews.

Five important questions to ask during the writing process:

1) Who is your audience? what do they already know?

2) What visuals of the people/country/organisation would set the scene?

3) What visual action will illustrate the issue and solutions being worked on?

4) What words can be shown in visual form? Film does a great job of telling the audience two things at once. The images used in context to the voices can expand or provide counter-point.

5) Does your story come full circle, or pose a question to the viewer?

DRAW..

…a simple storyboard on a piece of A4 paper. This will map out the story’s progression, and show you how much space you are using for interviews and visuals, plus continuity of style and content. A story flows from one point to the next, with a clear beginning, middle and conclusion. Drawing this out will help the team visualize the story, agree on what needs to be shot, and make the editing process simpler.

REMEMBER TO…

1) Wherever possible, let voices from the local population tell their own story, in their own words.

2) Look for what is unique in your organization’s work and be creative. As the volume of communication grows, the bar will continue to rise for what is considered a competent and interesting video.

3) Watch lots of videos with your team, noting down which elements you like, and those you don’t like.

Technical tips for recording interviews

THE SUBJECT

1) Ask your subject to be patient – you want to make sure that the interview is of high quality and they look superb. They may have to move a few times so that the background or lighting works perfectly.

2) Put the subject at ease. It can be nerve-wracking being in front of the camera, so a sense of humor and conversation outside of the subject can help.

3) If language is an issue, make sure you have a good interpreter, and remember to add subtitles in the editing process.

LIGHT

1) Better lighting means a better image on the camera. Be careful not to position a bright light behind the subject as it will cause everything else in the frame to turn dark.

2) A side light on your subject can work well, especially if it hits the eyes. In the absence of a reflector, a white board can do this by bouncing light toward the subject.

3) Video cameras do not like stripes, and black and white are such extreme differences they are best avoided. It’s best if you surround yourself with a variety of tones and complementary colors.

SOUND

1) Use a microphone! Or place the camera very close to the subject so the internal mic is also close.

2) Record interviews in the quietest place possible, turning off air-conditioning units, closing windows, and staying away from busy roads, or groups of other people.

3) Use headphones during the interview to make sure you don’t hear anything you shouldn’t, such as a neighbor hammering the wall, your subject tapping his foot on the ground, a battery that needs to be changed, etc.

FRAME

1) Keep the camera steady. You don’t need an expensive tripod, just something to rest the camera on that won’t move or wobble.

2) The background is best if it’s not too boring (a white wall), but not too distracting (a kitchen). Depth is the best thing to aim to achieve.

3) Construct your picture like a painting – if your subject is wearing a dark sweater place them in front of a lighter background so that they stand out. If there is a plant behind them make sure it’s not “growing” out of their head.

ADVICE FOR INTERVIEWER

1) Explain to your subject that interviewer and interviewee should not speak at the same time and that there’s no rush, so taking time to think about the question is fine.

2) Ask the subject to answer in complete sentences. For example if you ask “Do you enjoy elephants?” They should say “I love elephants.” not “Yes.”

3) Listen to what they say and ask follow up questions so that the result is more of a conversation than a Q&A.

4) Smile as appropriate, but don’t hesitate. It’s very encouraging to see someone smile!

Finally, it doesn’t work to make the story something it isn’t. Audiences are smart and will see straight through glossy PR rhetoric. Documentary-style filming means listening to the story you capture, whether it’s planned or not and going with it.

Can nonprofits use Pinterest to change the world?

Posted by kellis on February 15th, 2012

“Oh, you’re not on Pinterest? If you’re planning a wedding, you’re practically required to be on Pinterest,” quipped my wedding dress designer shortly after I got engaged early last year. I sighed, adding another line to my ‘wedding to-do’s’ list, but I eventually requested an invitation and joined Pinterest.com in July 2011. My designer was right; it is an unbelievably useful tool to create blissful moodboards for your special day.

endless wedding daydream.

Besides inspiring DIY fantasies, what can Pinterest do for your nonprofit? Well, a lot. It can help connect you, your voice, and your organization with hundreds, if not thousands, of content-hungry users. Pinterest is not to be ignored. While many other social media tools skew toward the college-age male, the Pinterest audience is, well, me: female, age 25 to 44, with an appetite for gorgeous imagery and on-trend advice.  You know what else this audience does? They give.

Simply by looking at GlobalGiving’s Facebook Insights, we were able to determine that 60% of our fans already fall within Pinterest’s base. Facebook’s constantly changing interface seems to have made it more and more difficult to reach our fans, so we’re experimenting with Pinterest’s curated audience of our target demographic.

So what does this mean for nonprofits? We already know that users on Pinterest might be inclined to give to your cause, but how do you make them do it?  Well that’s just it. We’d like to suggest that you might set Pinning objectives to include many types of engagement; not just donations. Before giving, your audience wants to engage and see, quite literally, who you are: Kate Spade’s VP/Ecommerce, Johanna Murphy (while no, not a nonprofit) explains:
“We think that if you look at every social media channel and your ultimate goal is to drive immediate commerce out of it, you don’t get it. Again, it’s kind of the fuel for the overall fire to the brand that will then ultimately drive sales.”

Pinterest, through their heavily visual interface, is a great way to show your audience who you are, but  that doesn’t necessarily mean it’s all about showing what your cause is. For example, one of the great things about our office is our “must love food” attitude, so we’re cultivating a list of recipes our staff has tried and adored (if you’re interested, my slow-cooker macaroni and cheese recipe won an office wide contest). We’re also curating Pinboards based on our motto of “a million little earth-changing ideas,” which translates to “earth-changing people,” “earth-changing style,” and “earth-changing words,” as well as a board called “earth-changing projects.” It’s only in this last board where we actually get into the work we do, but we do it in a way that’s easily digestible and friendly. No one there is necessarily asking you to do anything, but instead they’re saying “hey, look at this project where you can help save a baby cheetah.” Believe me, after six months of Pinning, I can honestly tell you that people love a baby cheetah.

We also added a “Pin it” button to all of your project pages to let our users add to their boards, and we’ve seen its use grow exponentially since we launched it. Our brand fits with Pinterest’s audience, feel, and market, and it’s an exciting way of introducing GlobalGiving to a new group of people who is already inclined to like us.

This doesn’t mean that all nonprofits are suited to put their brand on Pinterest. First, if you’re just barely trying to get your Facebook or Twitter presence organized, then we recommend you work on those and try to do them well. Second, make sure that the person who’s taking on Pinterest for your nonprofit ‘gets it;’ make sure that they’re a user first!  Pinterest users are already worried that a heavy brand presence on Pinterest will “pollute it,” so if you feel inauthentic, you’ll have done more harm than good anyway.  Finally, commit to at least trying it out with a few good experiments from which you can learn.

The secret of Pinterest success isn’t just creating another flood of mini press releases: it’s about figuring out who you really are, and allowing your supporters to find the many ways that your work connects, inspires, and engages them. This also means that you have to venture outside of your organization’s content (although I’m sure it’s wonderful) and find additional pins that can tie back to your larger story and vision. Repin your followers and the people you admire. You’ll be surprised how much users will want to engage with you if you do.

For example, if you’re an environmentally-focused nonprofit, you could start a board that pins natural and organic products for the home. If you’re an animal-focused nonprofit, create a board that shares adorable photos of pets.

So you want to get started? We recommend that before jumping in and addictively pinning, first think about how you’d define and measure success on Pinterest. It only makes sense to use Pinterest (or any new medium) if it’s going to help you meet your organization’s goals.

We’re walking through these steps from Katie Paine’s Measure What Matters to plan out our Pinterest experiment:

  • Use Your Mission to Define Your Objectives: Is Pinterest going to help you meet your organization’s goals? That depends! One of your objectives may actually involve reaching new audiences by demonstrating your brand’s personality. In that case, Pinterest might be a great fit.  If your objectives are solely to drive people to act or donate on your site, then you’ll need to make sure you know how to measure whether it’s working (so ultimately you can decide whether it’s worth the time).
  • Establish a Benchmark and Pick your Metrics: If your objectives are to engage new people, then Pinterest’s handy weekly emails might give you some good metrics on engagement: repins, new followers, likes, comments, and pins you’ve added.  If your objectives are more conversion-oriented, then you’ll need to identify what exactly you want people to do when they see your pins.
  • Pick a Measurement Tool: Pinterest’s weekly activity update might give you information you’ll need to measure engagement.  If you add a “Pin it” button to your own site, you’ll want to use Google Analytics to track how many people are adding your pins to their boards without you even knowing. (These people are your new favorite people.) If you have more robust conversion goals then you’ll need to use Google Analytics to measure the donations driven by Pinterest users.
  • Analyze Results and Make Changes: One of our core values is Listen.Act.Learn.Repeat. We encourage you to watch your metrics and make changes based on what you learn! If no one is repinning even your most helpful DIY tip,  sit back and look at why that might not be working.  Whatever changes you make, keep returning to your objectives.

As someone who has watched Pinterest grow wildly in the last six months, I am thrilled to see it take off. The content is getting richer, and more and more interesting people are adding to its wealth. Women have proved that we’re more than capable of dominating a social media platform, and I’m glad to see that this is the direction it’s taking. We are driving cause marketing in a stronger way than ever, and I’m proud we are a part of it.

We’ll keep you updated on our experiment, please tell us about yours!

LEAVE A COMMENT: Are you using Pinterest for your own organization? Do you have any tips? Who do you think is using Pinterest well?  

Now, if you’ll excuse me, I’m off to find a recipe for this week’s chili cook-off. Got recommendations? Tag “@GlobalGiving Foundation” in your pin and the chili recipe I choose to make will get a $25 GlobalGiving gift card. It better be good, my crock pot mac and cheese is a tough act to follow.



Facebook Measurement, part 3 of 3

Posted by Alexis Nadin on September 30th, 2011

On Thursday, September 29th, GlobalGiving hosted a webinar on Facebook Measurement in collaboration with Make Me Social. You can listen to the recording here or view the slides here. This webinar was part of a three-part Facebook webinar series. Each session focuses on a different topic:

Session 1: Strategy and Planning
Session 2: Best Practices & Implementation
Session 3: Measurement and Monitoring

See a below for a summary of the second webinar:

Facebook Insights – Data provided to you by Facebook about your Page!

As the admin on a Facebook Page, you have access to “Insights.” Facebook Insights provides you with metrics around the content that you post on your page. It also gives you a better sense of who your audience is by providing you with valuable demographic information.

Please note that Insights are only visible to Page admins and you will need a minimum of 30 likes on the page to access Insights.

The data that you get is not available in real-time, but at most will be 48 hours old. This will make sense when we move on to the next slide.

You will see that Facebook has provided you with some basic metrics under your posts on your Page. You can access more detailed information by clicking on “View Insights” on the right sidebar on your Page.

Facebook Metrics Vocabulary

Impressions: The number of times your post is seen. This includes views on users’ Recent Stories, Top Stories, and visits to Pages.

Feedback: The total number of comments and likes on your story divided by the total number of impressions. This is the percentage of people who, after seeing your post, engage in some way with the post.

Inside the Insights Section

Inside the Insights section, you get access to an overview of the  analytics related to the level of awareness and engagement on your page. Insights is split into two sections: “Users” and “Interactions.”

(more…)

Facebook Engagement, Part 2 of 3

Posted by Alexis Nadin on September 23rd, 2011

On Thursday, September 15th, GlobalGiving hosted a webinar on Facebook Engagement in collaboration with Make Me Social. You can listen to the recording here or view the slides here. This webinar was part of a three-part Facebook webinar series. Each session focuses on a different topic:

Session 1: Strategy and Planning
Session 2: Best Practices & Implementation
Session 3: Measurement and Monitoring

See a below for a summary of the second webinar:

 

Create Your Project Page – It’s easy!

Step 1: Go to Facebook.com/page.

Step 2: Select the category that your organization falls under.

Step 3: Create your custom URL (once you set it, you can’t change it, so make sure you love it!).

Step 4: Upload your profile picture.

Step 5: Develop your page’s information section (before you begin inviting friends).

Step 6: Select your admins (remember, admins have the ability to edit your page and control participation).

Step 7: Begin inviting your friends!

Listen to the recording for examples of great Facebook pages.

What makes a great profile picture?

 

  • Eye-catching;
  • Communicates information about your organization;
  • Includes a message about your work; and
  • is more than just your logo!

 

What is a landing page?

The landing page is what your visitors see before they  “Like” your page. Traditionally, this page is your wall. You can edit this setting under “Manage Permissions” when creating the settings for your page. In some cases, you might choose to direct first time visitors to your information page, rather than your wall.

Facebook also has a landing page application that allows you to customize your landing page with a personalized design. These branded landing pages can be an effective campaign tool. Customized landing pages generally cost $150-500 to have professionally built.

 

What content should you be posting on Facebook? (more…)

Facebook Strategy, Part 1 of 3

Posted by Alison Carlman on September 7th, 2011

Guest post from GlobalGiving intern, Brian Karanja:

On Thursday, September 1st, GlobalGiving hosted a webinar that was focused on Facebook strategy in collaboration with Make Me Social. If you were unable to attend the webinar, you can listen to the recording or view the slides. This was part of a three-part series of webinars with each session focusing on a particular topic:

Session 1: Strategy and Planning
Session 2: Best Practices & Implementation
Session 3: Measurement and Monitoring

This blog post is a summary of the first webinar:

Defining Social Media Goals

With over 750 Million active users of Facebook, it’s potentially difficult to get your content to bubble up and get users attention. To make these connections work, we need to think about:

  • Motivating people to be interested in what you have to say and
  • Mobilizing them around your cause.

The most important component to integrating social media into your nonprofit communications or fundraising strategy is to have a plan!  You’ve got to figure out what you want and understand how to motivate the community to do what you want.  We highly recommend that you write out your goals and the objectives you want to achieve through social media and how your audience can get you there.

Identifying Your Audience

The next question to address is: who is your audience? Who are the people who can help you reach your goals? Take some time to define your audience groups.  If you decide that one of the best ways to reach one of those groups is to use Facebook, then great!  Let’s talk about some Facebook strategies:

First, you’ll need to understand the difference on Facebook between a Personal Page and a Branded Page on Facebook.  A personal profile should be used by an individual. People can be “friends” with a personal profile. Alternatively, people “like” branded pages to interact with them.  Content on branded pages should be more structured because they represent the voice of the organization.

Your Facebook followers will generally fall into three segments:

  • Audience segment A – People looking for information and ways to get involved.  These are people who are open to your message but haven’t yet heard all that you have to say.
  • Audience segment B – People who are helping to support those impacted by the causes your organization directly addresses. They might not know all the details about your work – yet.
  • Audience segment C – People who have bought into your mission. These followers are already established and interested in what you have to say. They are your foundation.

Building and Maintaining Relationships

What do you post on Facebook? This is up to you! What messages will help you reach your goals? You should plan to have consistent message that builds engagement and gets your audience to respond. When planning your content, you should keep in mind the “social funnel.”  Not all of your audiences are going to give to your organization based on your first post. They’ll generally fall through the “social funnel”:

  1. Awareness posts get people on the page and get them aware of your cause (targeting Audience Segment A)
  2. Engagement posts are built around whether people are ‘liking’, ‘tagging’, and ‘sharing’ your content with their friends. Interest your audience and make them build an emotional connection with your org (targeting audience segment B)
  3. Donation asks should target engaged and attached people. If they participate and adopt your cause they become ambassadors for your organization (targeting audience segment C).

 

The key point here is that:

AWARENESS LEADS TO ENGAGEMENT WHICH LEADS TO DONATIONS

Engaging in Conversations (more…)

Community Feedback: How To Get it, How To Use it

Posted by Alexis Nadin on July 1st, 2011

Perla Ni, CEO of GreatNonprofits and Marc Maxson, who manages GlobalGiving’s storytelling project in East Africa, teamed up to host a training on Community Feedback this week. Listen to the recording and check out a summary below!

“Customer Reviews” are a valuable source of credibility for companies. Amazon, Yelp, and ZAGAT use this feature to attract new customers. The company gains trusting customers without lifting a finger and past customers have a place to share stories about their experiences.

65% of online shoppers read reviews before making a decision. GreatNonprofits harnesses this new trend by allowing volunteers, donors, beneficiaries, and other stakeholders to review nonprofit organizations. These reviews, just like reviews for online stores, gives donors insight into what other stakeholders’ experiences have been like, thus giving the organization credibility. (more…)