May 5, 2016

How to Build a Marketing Funnel Your Donors Will Love

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john-haydonFundraising is quite a different game then it was even just a few years ago. Mobile and social media has donors constantly distracted (and bombarded) with messages from friends, brands, and competing causes.

For nonprofit marketers this shift means embracing a donor-centric approach that moves from interruption to invitation.

For example, Human Rights Campaign often presents a fundraising ask only AFTER a supporter signs a petition. Their assumption (a correct one) is that people signing a petition are more likely to give.

After signing a recent petition supporters were encouraged to buy a t-shirt:

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April 4, 2016

3 Core Twitter Strategies That Will Never Die

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john-haydonTwitter followers will be more likely to retweet your content if they like, know, and trust you. But where do you start? How do you develop a strong network on Twitter?

One way to think about building a stronger network on Twitter is to focus on three core Twitter strategies: Search-Building, Raft-Building, and Klout-Building

 

1. Search-Building Twitter Strategies

An important part of any online strategy is search. How will people find you when they want to find you now? How will people discover you when they’re trying to solve a problem?

But how does Twitter help you get found – both on Twitter and Google?

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March 16, 2016

Should Your Nonprofit Use Snapchat?

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Snapchat is a mobile app that lets users share photos and videos that are deleted in 24 hours. Snapchat users share snaps (temporary videos and photos) privately with a few friends, or as stories with all their followers.

What people love about Snapchat

You might be wondering why someone would use a social network that deletes everything they share.

If you’re wondering this, you were probably born before the internet. You never had “that talk” with your parents about being safe online. And you never had to worry about a potential employer digging through your Facebook updates. Which is why millennials love Snapchat.

The best thing about Snapchat is that all posts are deleted by default. So snappers don’t need to worry about an everlasting online persona.

Snapchat explains:

Our default is delete. Conversations are ephemeral unlesssomeone chooses to save or screenshot them. And if they do,we do our best to make the sender aware. Just like a face-to-face conversation content stays impermanent unless someone goes out of their way to record it.

Snapchat by the numbers:

  • Launched in 2011
  • 100 million users
  • 6 billion video views every day
  • 86% of Snapchat’s users fall into the 13 – 37 age range
  • $100,000 is the minimum ad spend for brands.

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February 16, 2016

A Simple Facebook Checklist for Better Page Posts

facebook-marketing

john-haydonIn a perfect world, all of your fans would see all of your posts in the news feed. But this is not a perfect world, and your Facebook posts are rarely seen by the people who’ve liked your Page.

Yes, it might seem unfair, but when you get right down to it, Facebook users are the ones telling the news feed algorithm what they want in their news feeds, not Facebook.

The bottom line is that posts that are relevant, useful, and / or entertaining get more Newsfeed exposure.

A Simple Facebook Checklist for Writing Better Page Posts

Here’s a simple Facebook checklist you can follow for improving your organization’s engagement and reach on Facebook:

 

1. Don’t ask for money, just yet

As with belly-to-belly fundraising, it’s never a good idea to have to ask for money the first time you meet someone. The same is true on Facebook.

Before you post anything on Facebook,  remember that it’s a friend network. People are there to connect with their friends, not brands or charities. In fact,“supporting my favorite nonprofit” isn’t even on the list:

Why-do-most-people-use-Facebook

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February 8, 2016

How to Double Online Giving in Six Months

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More and more nonprofit donations take place in today’s digital landscape, but how can causes ensure their online storefront is not only open for business, but optimized?

 

As I explored this critical issue in my new book, Nonprofit Fundraising 101, I interviewed Roderick Campbell, the CEO of nonprofit fundraising platform CommitChange. He shared a few takeaways from their efforts to maximize digital donations for Mercy House, a $3.8M nonprofit that has provided housing and support to California’s homeless since 1989.

 

This simple formula helped Mercy House double online giving in just six months, and I believe it can do the same for your nonprofit, too:

 

  1. Break it Down: CommitChange helped Mercy House break the donation process down into four steps: recurring versus one-time; amount; info; and payment. Instead of asking for the information all at once, they simplified the process, which is especially helpful for digital donors contributing on their mobile device. Another great example of what this looks like is charity: water, also profiled in the book.

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February 1, 2016

Facebook Live Video for Nonprofits

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Caroline Avakian Headshot final

Facebook recently added the ability to livestream (live video) on Facebook, catching up to the explosive popularity of livestreaming apps like Periscope. While Facebook Live was recently only available for celebrities and then some early livestreaming adopters, it has now rolled out this feature to everyone with an iPhone in the US, and plans are that Facebook will roll this out to the rest of the world in the coming weeks. We can only predict that a version for Android will be coming soon as well. Now, the thing is that Facebook Live Video is available only for individual profiles and for verified pages. Verified pages receive those little round, blue checkmarks right next to their names.

So what does all this mean for nonprofits who rely on Facebook to communicate with their Facebook fan communities? Here’s a quick breakdown:

 

The How-To:

  • The most important thing to know is that even if your nonprofit has a Facebook page, it doesn’t mean you can start broadcasting. Your nonprofit’s Facebook page needs to be a verified page (at least for now), in order to use this new feature. Here’s how you can start the verification process for your organization’s page.
  • You can only broadcast from your iPhone, not your PC or desktop. As you’ll see the live video icon will only appear on your Facebook status update bar on your mobile phone.
  • As of this publishing date, Facebook Live Video is available only for US-based iPhone, but a little experimenting with the app over the weekend helped me figure out that your Android-user fans/friends, also get a Facebook notification when you go live and can watch, as do iOS users.
  •  Here’s a photo of where to find it on your status update bar

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