Google Trends: getting a handle on topical conversations.

Post by Daniela McVicker

Content creation is a critical part of getting exposure and spreading awareness for your nonprofit’s message. While content creation may sound challenging with a limited staff and resources, it can pay off in a big way if you use the right tools.

Below we outline seven tools and resources you can use for free or minimal cost as part of your organization’s content creation strategy.

Google Trends

1Let’s start with the basics. Google Trends is a tool that helps us find the inspiration we need for writing appealing and interesting content.

Our target audience will want to read about topics they’re interested in. This means we need to do some research to see what are the trending and most searched topics or keywords — and how it may tie to your nonprofit’s mission.

Google Trends is a tool that can help us do just that. You can:

• search for a term or topic
• analyze the interest for that term by region and period of time
• find out which subregions are interested in the term the most
• get the data necessary for choosing the perfect topic

This tool will make the brainstorming phase more guided and results-oriented. It helps you arrive at a decision about which topics to focus on and backs it up with evidence and data.

BuzzSumo

2Similar to Google Trends, BuzzSumo is another tool that can help us understand which topics are trending online. It can also help learn what people are searching for the most.

The tool allows us to:

• explore ideas and get inspired
• track the current situation within our cause or niche
• find influencers and see what they’re doing
• analyze popular articles and posts to get insight

The tool does all the analysis and all that’s left is to draw conclusions and apply them to your content. It’s a valuable tool that provides the right data for your content or marketing team to draw from.

Canva

3When we search the Web, we look for interesting blog posts or social media posts to read. So your content team will want to make sure your posts are accompanied by an appealing visual.

A visually arresting image can make potential readers stop scrolling and pay attention. This is why it’s highly important that you make your content rich in visuals.

The No. 1 tool people from around the globe enjoy using is Canva, a free graphic design tool.

Canva makes it easy to:

• create stunning social media posts
• create attention-grabbing infographics
• make your content visually rich
• add brand identity to your content

The tool is easy to use. It has endless options and features that are simple to master. So it’s a worthy addition to help with executing your content creation strategy.

Grammarly

4If we want people to take us seriously, we need to act like true professionals. That means that the quality of our written content needs to be a top priority.

A tool that analyzes and helps you polish your sentences, Grammarly should be a part of your team’s content workflow.

Here’s what Grammarly does:

• corrects spelling mistakes
• corrects grammar mistakes
• suggest sentence structure corrections
• suggest synonyms
• gives an analysis of the written content

Every nonprofit needs content that is impeccable and highly professional. All we have to do is upload the Word document to Grammarly. Then, we correct the mistakes and download the improved version. While the basic version is free, Grammarly Premium costs $19.98 to $29.95 per month.

You have other options as well, such as the online service Top Writers Review, which can provide professional help for more demanding tasks.

Hemingway

5Another brilliant tool you might consider to make your content more readable and suitable for your target audience is the Hemingway app.

The app lets the users paste the text and then analyzes the following features:

• readability
• number of adverbs
• passive voice usage
• complicated phrases
• sentence structure
• sentences that are hard to read

The tool suggests changes to beef up content to make it leaner, to the point and digestible.

Pixabay

6When we think about content rich in visuals and appealing to the eye, we can’t imagine it without beautiful images. Not every nonprofit can afford to hire a professional photographer who can create images specifically for its needs.

Luckily, there are royalty-free images you can use, and Pixabay offers a wide range of these photos.

All you have to do is:

• visit Pixabay
• type the term you’re looking for
• choose an image you find most suitable to accompany your content

A wide range of royalty-free images is available for you to snag, download and use in your content.

SE Ranking

7SEO (search engine optimization) is one of the key elements of any content creation strategy. When writing articles or blog posts, you’ll want the content to rank high in Google searches. This will bring more organic traffic and expand the number of people who’ll see your post.

That means that we have to pay attention to SEO and how to improve our content to make it perform better.

SE Ranking is a tool that can help improve your SEO efforts and make the content more SEO friendly. Here’s what it does:

• analyzes keywords
• provides insight into search volume and popularity
• suggests other similar keywords
• shows popular keyword ads

By using this tool, you’re gaining valuable insights into the terms that help you gain more visibility for your content.

How about you? What strategies have you used to streamline your content production process?

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By Laura Mahler
Gaia Visual

Some methods of storytelling are more fruitful than others. And non-profits rely heavily on being able to tell their story really well.

For instance, studies into online donor activity reveal that video is currently the hot ticket to accessing hearts and minds: with a 64% higher response rate to ‘Calls To Action’ after watching, as opposed to other formats.

A tweet with an image will get around 150% more retweets than one without – imagery is one of the strongest means of storytelling in our world today.[1]

And prospective donors tell us this is true — 91% of audiences prefer visual or interactive messaging.[2]

Visuals provoke emotion and reaction in different ways to words. They capture moments that some words cannot. They have been used to tell some of the hardest stories in history, and illustrate horrors and atrocities across borders and languages.

Those seeking change have used images show these to the world. However, we are seeing that, over time, this method loses impact. In many cases, it is too easy to avert eyes and ignore the poster, message or advert. Too much, or for too long, and our emotional sponge becomes saturated with other people’s suffering.[3]

If someone has heard it before, it can be almost impossible to arouse a high emotional response and stimulate reaction. And statistically, those encouraged to act by guilt are unlikely to reengage. They seek to pay their dues and close the book.[4]

Instead, coinciding studies are finding that people want to share the stories & videos with their friends and followers that gave them a happy buzz.

These are positive stories: those with solutions or constructive arguments on world problems. These are the ones most likely to spread outside of normal news feed bubbles.[5]

Also, viewers will spend longer in general on stories that are more balanced and optimistic.[6] Brain mapping also shows consumers remember them for longer after viewing, again with the desire to share stories they think their peers will respond to.[7]

This all accumulates to mean that solutions-based visual storytelling is in many ways superior for reaching more diverse groups of people.

And maybe most importantly for the storyteller: this method leaves people feeling more empowered and incentivised.

Vast survey results into this show 12% more motivation and 10% more connectivity to their community after seeing balance and optimism.[8] When people feel involved, and see the payback of efforts others are making and the potential payback of their own actions, they are evidently more motivated to act, than when shown suffering and hardship – especially when served up in the enormous, ever ‘refresh’able soup of disaster headlines and bad news.

This is huge, ground-level, online activism. And it’s accessible and actionable by the billions of people online every day.

Positivity itself feeds physical and practical action, and this action actually continues to feed a personal positive outlook for an individual. This creates, for them, a powerful loop of positive action and, for the world, a powerful loop of positive change.[9]

Notes

[1] https://sumo.com/stories/visual-storytelling-marketing

[2] https://www.forbes.com/sites/forbestechcouncil/2018/04/02/visual-content-the-future-of-storytelling/#4549af4d3a46

[3] Courtney Seiter (2014). The Science of Emotion in Marketing

[4] Natalie Nezhati (2014) Have the public had enough of manipulative charity marketing? New Internationalist Blog

[5] Jonah Berger, Contagious: Why Things Catch On

[6] https://www.constructivejournalism.org/wp-content/uploads/2016/11/Publishing-the-Positive_MA-thesis-research-2016_Jodie-Jackson.pdf

[7] http://cn.isr.umich.edu/publications.html

[8] http://michellegielan.com/resources/research/

[9] https://www.constructivejournalism.org/wp-content/uploads/2016/11/Publishing-the-Positive_MA-thesis-research-2016_Jodie-Jackson.pdf

Laura Mahler tells visual stories for and about nonprofits, NGOs, charities – really anyone doing something to make the world a bit better! If you’d like to see how she can tell your story, you can see her work on Instagram @gaiavisual and @filmthechange or visit Gaia Visual website.

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You already know that Facebook Live lets any nonprofit live-stream fundraising events, breaking news, impact stories, and more, directly from their Facebook Page.

But did you know that Facebook lets nonprofits add a donate button to their Facebook Live broadcast?

How to Use Facebook Live to Raise Money

If your nonprofit is based in the US, and your Facebook Page is verified, you can fundraise within a Facebook Live broadcast.

For example, in this screenshot from Facebook, Children’s Miracle Network Hospitals adds the donate button feature to their Live broadcast.

Two things to remember about fundraising with Facebook Live:

1. Your Page needs to be verified. This feature is still gradually rolling out on iOS to admins of verified Pages in the US.
2. Your nonprofit must be approved to accept Facebook payments. You can apply here.

To add the donate button, click on more options at the bottom of the screen (“…”). Next, select your nonprofit from the options (as shown above).

Viewers can donate to your cause during the live broadcast, and supporters who missed the live broadcast can always donate from the broadcast recording.

But is just having a donate button enough? Of course not! Fundraising is about building trust, sharing stories of impact, and growing a community of supporters.

Here are a few pointers as you fold Facebook Live into your fundraising plans.

Use Facebook Live to tell donors about the impact THEY made

More often than not, donors hear about impact second-hand (through your newsletter, website, etc). Rarely do they get to witness, first-hand, the impact of their support.

Facebook Live is a super effective way to bring the impact to your supporters.

For example, Best Friends Animal Society introduces their cutest residents to supporters from all over the world. Without Facebook live (and other live broadcasting tools), supporters would have to travel all the way to Utah to witness, first-hand, BFAS’s impact.

Make donors the heroes

If you want your donors to give over and over again, you need to tell them the truth: that for your nonprofit, they are the true heroes.

Feature donor stories in your broadcast. Tell your viewers the impact that one donor made. Recognize and praise this donor sincerely. Viewers will no doubt want the same praise and recognition.

For example, Stand Up To Cancer broadcasted news about a high school raised money during a “Sports Day For Charity”.

Don’t ask people to “Donate”

This one sounds a bit unintuitive, but let’s face it, asking people to donate money to your nonprofit is a buzzkill.

The reason why is that the word “donate” doesn’t place the donor in the role of the hero.

Instead, ask viewers to make an impact that’s meaningful. For example, ask them to “Give clean water”, “Feed hungry children”, “Stop human trafficking, etc. Each of these asks is associated with a problem that donors ultimately want to solve.

Tell donors when you’re going live

Facebook live isn’t that exciting if no one shows up. Make sure your core supporters show up when you go live.

• Post an update on your page the week before and the day before
• Send an email to your email list
• Share your broadcast date / time in your email newsletter
• Tweet about it immediately before you go live
• Facebook Live Tip #6: Make an outline for your broadcast

Call out commenters by name

The cool thing about Facebook live is that you can see comments as they’re posted real time during your broadcast. Engaging commenters real-time increases engagement even further, creating massive reach for your broadcast.

• Call out commenters by name
• Read their comment
• Reply to their comment
• Say thank you

Ask for action

As your broadcast reaches more users, your viewer count will increase. This is your captured audience. Seize the moment to ask for action!

• Ask participants to follow
• Ask supporters to support an issue
• Ask supporters to sign a petition

Share the recording with your supporters

You’ve put a lot of time and effort into your first Facebook a live broadcast. Congratulations! Make sure this investment goes further by sharing it with your supporters.

• Send a follow-up email to subscribers
• Link to your recent broadcast in your newsletter
• Reshare the broadcast on other social channels
• Embed the broadcast in a blog post

Remember, if you have added the donate button to your broadcast, it will exist in the broadcast recording. As you continue to broadcast stories of impact, you’ll accumulate a whole series of fundraising videos on your Facebook Page.

Repurpose the recording

When you finish a live broadcast, save it to your mobile device. Then open the file in your favorite video editing software and create several videos to be used on other social networks.

Select key moments that are less than 60 seconds but still convey a powerful story. These short videos can be used on Instagram (which requires videos to be less than 1 minute), YouTube, Facebook, etc.

Get inspired by these creative ideas for Facebook Live

If you’re not sure what topics or events you should broadcast, check out this list of 35 Facebook Live ideas for museums, animal shelters, youth organizations, and more.

The post How to use Facebook Live to raise money for your nonprofit appeared first on Socialbrite.

Instagram Stories create an extra layer of visibility for your nonprofit – whenever you want that visibility.

Like Snapchat, Instagram Stories last for 24 hours. And like Snapchat, stories are told in a series of pictures and videos.

Users who’ve published Instagram Stories within the past 24 hours appear at the very top of the home screen:

What are the benefits of Instagram Stories from a communications perspective?

Let’s dig in!

Get on the marquee with Instagram Stories

When you publish a story your profile picture appears at the top of the home screen (as shown above), giving your brand extra visibility. Once your stories expire (after 24 hours), your brand will no longer appear in the marquee.

In other words, the simple act of publishing Instagram Stories creates more visibility your brand!

Content with an expiration date:

Before Snapchat, social media content was assumed to be permanent on the Internet. In fact, Facebook updates, Twitter tweets, and Instagram posts all have a unique URL called a permalink – a permanent link to a piece of content. No expiration date.

But with Instagram and Snapchat stories, social conversations can have a shelf-life. An expiration date helps you:

• Create a sense of urgency: If your people are going to act, they have to act now. The story won’t be there tomorrow.
• Get and keep their attention: The stories only last seconds, pay attention, or you will miss out.
• Inject more “human” into your brand: People seek to engage with people, not brands. Brands are fiction, people are everything. Instagram Stories allow you show supporters the people behind your brand – immediate, transparent, and spontaneous.

5 Creative Examples of Nonprofit Instagram Stories

A few nonprofits have started using Instagram Stories in very creative ways. Here are five examples.

1. Do Something

Do Something engages users in a creative and fun mini-campaigns to grow and engage their mobile supporter base.

2. Stand Up To Cancer

Stand Up To Cancer invited Instagram followers to a live Q&A with Sharon Jones to discuss her new documentary.

3. PETA

PETA invited Instagram followers behind the scenes to film a new PSA about the dangers of leaving your dog in a hot car.

4. Pencils of Promise

Pencils of Promise invites followers to tap through a series of pictures that promote#BacktoSchool. Fun, interactive, and creative!

5. Monterey Bay Aquarium

Monterey Bay Aquarium entertains with cool facts and bad puns… Hovercraft!

What other creative Instagram Stories have you seen?

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I’ve been getting so many questions, and there’s been so much interest in this new app from the nonprofit community, that I thought posting this video Q and A would be an additional way to get the Persicope basics down, as well as some best practices and ideas on how your nonprofit can put Periscope to work.

Is your nonprofit using Periscope? Let me know in the comments! I’m doing a series of early case studies on Periscope for Nonprofts, and would love to feature how your nonprofit is leveraging Periscope for social or environmental good.

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This past Tuesday, I attended the Social Media for Nonprofits Conference in NYC. There’s always great content and discoveries to be made at the #SM4NP Conferences.  They tour around the country and are focused on providing great content and practical, tactical workshops and tools that nonprofits can put to work the next day. Full disclosure: I’m on their Leadership Council but I still know a good conference when I see one.

One of my favorite presentations came from Jereme Bivins and Jay Geneske from the Rockefeller Foundation. They were presenting one of their latest projects: HatchforGood.org. I had known about HatchforGood for a little while now but hadn’t given it a deep dive yet, so I was super excited to get this in-person primer at the conference.

Well, it’s really pretty great and it’s free. As the site tells us, Hatch acts like a concierge, connecting you to a suite of tools and a growing community to help you leverage storytelling to drive social impact and improve the lives of the poor and vulnerable around the world. The concept being that nonprofit’s stories don’t just materialize—they’re strategically planned, they’re creatively crafted, and they’re designed to achieve measurable outcomes.

Hatch has five sections, each designed to help you strategically craft, curate and share stories to drive social impact. As you answer questions, you are provided with suggested tools, case studies and resources that are customized to your needs. These recommendations will always be saved to your profile so you can access them later.
As you build your storytelling profile, you can explore case studies, look for ideas from storytelling thought leaders and even contribute your own. These resources can also be saved to your profile for later use.

Perhaps one of my favorite parts of Hatch is that it has an ‘Evaluation’ section, which helps you measure the effectiveness and impact of your work. That’s great news for data-driven organizations and an impetus for those who struggle with metrics to wrap their heads around the impact of storytelling.

Great storytelling tools that make us smarter as organizations don’t come around often so go ahead, sign up and see how others are telling stories. It may inspire you to explore new ways of telling yours.

Hatch is currently in Beta. You can learn more at HatchforGood.org

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Thought leadership can be one of the most effective communications strategies for nonprofits

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, social strategists.

Every so often, change makers and nonprofit leaders are unsure about how to activate the most powerful resource they have — their intellectual capital.

Organizations can be treasure troves of big ideas just waiting to be unleashed and shared with the world, but these same organizations can have limited resources and small or non-existent communications and marketing teams more focused on sharing information and trying to drum up support in an overcrowded charity marketplace.

Thought leadership communications is arguably the most effective and least expensive way a smaller organization can build awareness, support for ideas, and influence the communities they need to reach, including decision makers, policy makers and donors. Nonprofits have their missions but they are often unsure about how to wrap that same mission around a bigger idea — an idea that is woven into the every day world their donors and supporters live in, and that helps those same donors and supporters, better understand the nonprofits work. It’s not easy to all of the sudden turn your nonprofit leaders and your organization into a thought leader – it takes time and commitment but it can be done.

Here’s the thing: So many nonprofit leaders want to become thought leaders but that means so much more than asking your communications staff to share content on topics that are within the organizations subject area expertise. It means more than attending conferences. Thought leadership means you’re leading with your thinking. You’re leading with ideas. You’re leading because you are choosing to empower others with information and analysis that is difficult to find elsewhere. You’re adding real value to an existing conversation. And you’re doing it all consistently. It’s that simple … and that challenging.

Below are five ways your nonprofit can begin having the ‘thought leadership’ conversation:

Start with the big idea

1Every big idea starts with a vision. It has a strong viewpoint and brings new insight and problem solving to an existing issue. Ask yourself and your team, what original, innovative and valuable perspective your organization and the communities you work with bring to the table. What do you want to achieve from it?

Overcome fear

2Effective thought leadership programs are an organizational development function not just a public relations function. Powerful thought leadership campaigns need to be embedded into the culture of an organization in order to be truly successful. Sharing and taking a position can be a frightening act for a nonprofit that doesn’t necessarily engage in advocacy work. Teams need to be on board with sharing ideas and insights with the world. Does your culture support that? If not, what steps can be taken to inch toward that goal?

Tell a great story

3Concentrate on telling one focused, compelling and clear story that supports your big idea and communicate it using channels you know your audience engages with. Social media is a no brainer but there’s also traditional media, speaking events, panels and conferences, that can position your organization as an expert in your field.

Become a resource

4People don’t like to be sold things, for the most part. Even when what you’re selling is a noble and brilliant cause. That said, they do buy into solutions, expertise and problem-solving. Share your insights in an accessible and digestible way. Spread your idea. Be consistent. Offer guidance and people will follow.

Inspire action

5Powerful communications and thought leadership can inspire people to act. Whatever your idea is, make sure that it is actionable. What do you want people to do? Be brave. Ask for what you want.

What does thought leadership look like for your organization? We’d love to know. Share your thoughts in the comments below.

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Milaap creates sustainability by blending crowdfunding and micro lending

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, educators, journalists, general public.

Icould begin this post by regurgitating any number of statistics on the sensory and information overload we all experience these days, but I won’t. We all know that that’s the world we live in. Technology has really broken down barriers to information and while that’s mostly a good thing, it can be really overwhelming as well.

As a result, breaking through the digital clutter these days is tough. So what do you do when your cause depends on you doing just that? How do you make sustainable giving a reality, so that both your cause and supporters benefit?

Milaap (disclosure: my client) is a unique online platform that blends crowdfunding with micro lending, giving people from around the world the ability to both lend and/or create personal fundraisers for India’s working poor. These micro loans – which start as low as $25 and are repaid in full at the end of the loan term – fund projects in fields as diverse as energy, water, and education. To date, Milaap has a 98% repayment rate, which is quite remarkable.

Here are three ways Milaap is socializing and changing the face of giving:

1. Anyone who gives through Milaap can set up a fundraiser for a project they are touched by. But here’s where it gets interesting; you can make these fundraisers social. In other words, you can bring your community in, asking them to join you in lending to this specific project, telling them why. So, all of a sudden, you don’t just have one person fundraising, you have 3, or 6, or 19… the possibilities are endless! Takeaway: Many hands do make light work. When you encourage people to involve their communities, you grow your own at the same time. This is what has enabled Milaap, over the last four years, to raise $1.6 million, give out almost 13,000 loans and take close to 50,000 people from oppression to opportunity.

2. What I really like about giving through Milaap is that the money you give is a loan—not a donation. While this in no way negates making donations to nonprofits, I think it’s a really smart approach. With the immense donor fatigue we all experience, it’s refreshing to know you will get your money back once the loan matures (unless you choose to relend it, of course, which many people do). As a small business owner myself, I love that approach, as there is accountability built into the process. Takeaway: Elevate your supporters’ investment of time and energy in your cause. Showing them the end-recipients are equally invested is a great way to do so.

3. The best way to touch someone’s heart is by telling them a story. And Milaap has great stories to tell—of its borrowers, of its supporters, of its employees and partners. It has a really rich content bank, especially of visual assets. But what it does very well is let its borrowers stories speak for themselves. I defy anyone to not be moved by the video above we put together for its flagship campaign in 2014, the #HopeProject. Takeaway: Stories work best when they come straight from the source. As much as possible, let those in your stories tell them.

Today is Milaap’s fourth birthday. To celebrate, it is hosting a round-the-clock, global online conversation on sustainable giving, and I do hope you’ll join. Here’s more on today’s #Milaap4Hope event (it’s very easy to join, just log onto the respective platform based on which event catches your fancy, and follow/use that hashtag).

If we all do our part, we can change the face of giving.

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Sharing with your audience on multiple levels is key

Post by Teddy Hunt

Target audience:  Nonprofits, cause organizations, foundations, NGOs, social enterprises, marketers, managers, general public.

Nonprofit organizations have to reach their audiences effectively in order to find supporters and donors for the cause at hand. Social media offers nonprofits the very platform they need to get their voices heard, but going the social media route doesn’t necessarily guarantee success. In order for your nonprofit to extend their social reach, here are a few pointers that’ll help turn your nonprofit into a social media darling.

Get your story out there

As a nonprofit organization, you’re always working on telling your nonprofit’s story to your social media audience in the best way you can. You need to let your followers know what you’re trying to accomplish in a straightforward way while also giving your mission a personal touch.

There are many ways to go about telling your nonprofit’s story, but no matter how detailed you get with your mission, always remember the three w’s: who, what, and why. Who is it your nonprofit is helping, what is your nonprofit doing to accomplish its goals, and why has your nonprofit chosen its charitable field on a personal level?

Say, for instance, your nonprofit is trying to end world hunger. When campaigning on sites like Facebook and Twitter, your nonprofit should introduce itself socially by:

• Describe who it’s helping — Is your non-profit trying to end hunger in a specific region, country, or on a local level? The sooner your nonprofit describes who it’s trying to help, the faster followers will respond to your efforts.
• Explain what it’s doing — Is your nonprofit involved in local food drives or money-raising events? How will those funds reach those in need? By describing your nonprofit’s process, your organization will look more professional and responsible, which helps build trust and makes followers more likely to respond.
• Explain why your nonprofit  is doing what it’s doing — Is your organization trying to end hunger because it’s affecting a specific community, or is it trying to help the hunger cause in general? Do you have beneficiary stories you can share with your audience? Giving your nonprofit’s story a personal touch will help others relate to your cause.

Keep your followers in the loop

Whether it’s a social media follower or a longtime donor, the secret that every socially successful brand will tell you is to keep your audience in the loop. This means not only keeping followers updated on your nonprofit’s charitable efforts, it also means sharing everything from your donation goals, to volunteer opportunities, to upcoming fundraising events.

Above all else, staying social with your followers means answering any and all questions that come your way through the social pipeline. Answering your followers’ questions helps keep your audience informed, involved, and feeling like part of the cause. So, reply to all questions and all comments thoughtfully, respectfully, and in a timely manner.

Don’t be afraid to ask

Your nonprofit’s social presence is there to help you reach out to your followers and part of reaching out is asking people to donate. That’s ultimately why you use social media and your followers are well aware of it, so never be afraid to ask for donations via social media come fundraising time.

If you follow all the pointers above and make your cause as engaging as possible, your followers will be more than happy to donate to your NPO. So, the next time you’re need of online donations, call-in donations, or volunteers, ask your social media audience for help and support — you’ll be surprised with the positive response you receive.

Link to your victories

Whether your organization reached a personal goal of signing on a handful of new volunteers or it reached its quarterly fundraising goal early, it’s important to link to all your nonprofit’s victories. Linking to large and small successes could inspire others to get involved, by highlighting how no win is ever too small.

By keeping in mind some of these social media tips , an organization can help build a greater sense of community on their social channels and ultimately grow their following.

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