Insights to Power Social Good

5 Facebook Tips to Propel your Giving Tuesday Efforts

Posted by Jonathan Bray on Oct 22, 2015 3:03:25 PM

    

I don’t know about you, but I’ve been eyeing those pumpkins in the boxes at my local Trader Joe’s and have been wanting to take a stab... literally… C’mon! I couldn’t resist.

What’s more fun than carving some pumpkins?!

Maybe, figuring out what costume bests suits my authentic personality...maybe Batman? Dark Knight has a good ring to it.

Then it hit me...

I’ve just arrived at my first pumpkin latte infused caffeine jolt of the day and I thought to myself, ‘hey #GivingTuesday is right around the corner’.

Did you know since #GivingTuesday started in 2012 nonprofits have experienced more than $45mm and it’s only just begun?

Yuuuuup!

I don’t know if it’s the time of the year, if it’s the pumpkin spice on the brain… but people are wanting to give! It’s almost like they just became aware that Santa has that list…

...and they’re on it.

And maybe they oughta be good and contribute to the greater good.

But regardless, this is the time of the year to do some good! #DonorAwareness

It’s imperative to keep in front of your community this time of year.

with what?, spill the beans, mon friendo” you quizzically bemuse yourself

Then I’ll get to it.

5 inspired ideas to engage your donors, volunteers, and supporters this #GivingTuesday season with your favorite...Facebook!

  • BEGINNING WITH THE END IN MIND

To where are you going?

“Start with the end in mind.”

-Stephen R. Covey

Having an idea of the effects of your hard earned efforts and where they’ll take you, provide a good structure and roadmap to reach those goals. Are you looking to:

  • Raise more Funds?
  • Build your community?
  • Reach new donors, volunteers, and supporters with your impactful mission, message, and call to action?

A good framework for beginning with the end in mind is to establish SMART Goals. Smart Goals are Specific, Measurable, Achievable, Results-focused, Time-Bound.

Here’s an example:

By December 31, 2015, strategize and implement a facebook content and advertising campaign to generate 1500 new likes, 500 new email / mobile subscribers, and $25,000.

This is specific, measurable, achievable, results focused, and time bound!

What are you looking to accomplish?

  • USING STORYTELLING TO DRIVE ENGAGEMENT

Stories & images are a one-two punch when it comes to engagement. Photos are the most engaging type of content on Facebook with a 87% interaction rate from fans, compared to 4% and lower on all other mediums.

They say a picture’s worth thousand words… you tell me...

This Doctors without Borders Facebook post engaged a significant amount of their donors, volunteers, and supporters. The image is a powerful story supercharged by a powerful tone and effective call to action.

How can you use the power of visual storytelling to paint a compelling picture of why your donors, volunteers, and supporters need to step up and get involved?

Think about scrolling through your personal profile facebook page and seeing this… it grabs your attention, and in 5 seconds or less, you know what’s happening and feel compelled to take action.

Talk with your nonprofit and figure out what stories need to be told. Find a photographer in your volunteer community and ask them to paint this picture…. emulate other great photos like the one above in your next image taking outing… make it a story… make it impactful… and call me to action.

  • EXPANDING REACH WITH FACEBOOK ADS

We know you’re not in the business of spending a ton to reach your audience, but Facebook ads are a great way to reach new individuals… and if you don’t know much about it, check out the AdEspresso Academy, these guys really know their Facebook Ads Academy.

From a high level, you can really hone in and target your donors through Facebook’s ad platform, using great images and copy to engage your community.

First let’s start by understanding your investment. The two basic models of digital advertising acronyms are CPC/PPC & CPM/PPM.

  1. CPC/PPC: Cost-Per-Click / Pay-Per-Click is perhaps the easiest to wrap your mind around and control. It’s simple, you pay a certain amount each time a person clicks on your ad. So ads should be engaging enough to get me to click your link to learn more about your cause.
  2. CPM/PPM: Cost/Pay-Per-1000 Impressions (i.e. views)... Since there’s no clicks and CPM’s run all the time, costs can get out of hand… make sure you keep a close eye on this.

Here’s a look at the Anatomy of a good Facebook Ad...

Tracking what you’re spending and your call to action conversions will really help you dig into what’s resonating with your audience and what doesn’t.

It’s simple science. ;)

  • INTERACT AND COMMUNICATE WITH YOUR DONORS

Once you spark a conversation, actually converse! Take a look at this in action from Greenpeace International…

 

They are incredible at communicating with their community…

Turn a potentially negative communication into an opportunity to educate and engage… and if the comment is good critical feedback… you can always accept that and try to incorporate it into your organization… Hey we sometimes need outside opinions as we can focus on other things.

Here’s another example of a potentially negative communication, turned into a positive:

  • ENGAGING / GAMIFIED CAMPAIGNS

DON’T YOU WANT TO HAVE FUN?!

Sorry for the caps… but I get #FiredUpForFun

Social Campaigns are awesome ways to reach your donors, volunteers, and supporters on facebook… Incentivize their participation with a great experience and reward.

Woobox offers great, out of the box photo contest software. There’re a lot of players… take a whirl on the magic google train for social media contests.

Getting users to create content (UGC : User Generated Content) can really ramp up your campaigns… an #unselfie campaigns is all the rage.


Hope this was helpful, if you have any questions, thoughts, suggestions, ideas... please let us know!!!

-Jonathan



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Topics: Facebook Ads, Facebook, Marketing, Digital Marketing

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