How to build a social media community for future donor pipeline Sharni Minett National Digital Lead: Vinnies
In the beginning… Our 60,000 + volunteers are changing lives SOUP VANS everyday through unique acts of kindness. They are part of a community of people who offer tangible help and friendship to people who need it all over Australia. We wanted to capture these incredibly moving stories of SHOPS people’s lives being changed and share this with an online community of people who love our work.
Why build an online community? • To engage our community online by sharing our unique stories through social. • To cultivate new donors and steward existing ones. • To learn more about ourselves by listening to those who interact with us online.
Original objectives • To strengthen the brand • To increase Vinnies digital presence , leading to increased online engagement and donations. • To bring ‘key internal influencers’ along the journey with us to ensure we would be properly resourced for success.
Starting point Nationally we wanted to reflect one unified brand so we focused on our National Vinnies Facebook page. We also had a limited budget and resources , so it made sense to start with one platform (nationally) and aim to do it well.
Key elements of our strategy 1. Always-on approach for continuous growth 2. Make Vinnies come alive via storytelling 3. Strategic content marketing and social advertising (Our World, Our Community, Our Everyday) 4. On the ground response process 5. One online persona 6. Ensure decisions are data informed
Resources Working group of 3 marketing/fundraising specialists which expanded to 8 as the page grew. Our roles were: • Story Hunters • Community manage • Approve Posts/Ads • Reporting/Insights • Manage Budgets We chose a digital agency with NFP experience (ntegrity) to assist with our strategy, social media plan, content creation and advertising implementation.
Results Community Size To 120,000 From 1,500 National Facebook page results from Engagements May 2014 to Oct 2016 To 561,000 From 534 Reach To 8,400,569 From 31,530
Vinnies Facebook growth 2014-2016 Facebook fan growth NSW NT ACT SA WA QLD TAS VIC Nat* 140000 120000 100000 80000 60000 40000 20000 0
Recipe for growth 1. Be story/content hunters 2. Adopt a test and learn approach 3. Invest to be seen 4. Commitment to good community management 5. Listen to your audience and implement key learnings 6. Post frequently 7. Continuous internal education/buy-in to ensure ongoing investment • On average, a NFP will reach just 8% of its fans with a FB post that isn’t promoted (varies by sector) • The average FB post engagement rate for a NFP is 4.6% (varies by sector – animals, human rights is approx. 5%) * *mrss.com
Soup Van Man Franks story: https://www.youtube.com/watch?v=FHXKV3yO3_k
Soup Van Man results • Almost one third of people who liked the video also shared it 6% Engagement Rate 78k reach 35k views 436 shares 3k reactions $100 post budget • Primary marketing resource for the 2016 CEO Sleepout in Victoria , which helped to recruit 204 participants and raise over $680k for people experiencing homelessness. • Internal shift towards sharing our stories online
Best Performing 12% engagement rate 11% engagement rate 13k reached 64k reached 668 clicks 6.9k clicks 68 shares 260 shares 1.2k reactions 3k reactions $50 budget $50 budget
Best Performing 10% engagement rate 10% engagement rate 66k reached 13k reached 7k clicks 305 clicks 348 shares 64 shares 1.5k reactions 1.1k reactions $65 budget $40 budget
High organic reach 8% engagement rate 8% engagement rate 167k reached 107k reach (146k organic) (91k organic) 5.8k clicks 8.5k clicks 813 shares 1.4k shares 8.4k reactions 6.2k reactions $80 budget $55 budget
High organic reach 5% engagement 5% engagement 122k reached 85k reached (107k organic) (56k organic) 3.9k clicks 1.6k clicks 660 shares 569 shares 6k reactions 4.2k reactions $50 budget $60 budget
Top post for donations 6% engagement 11k reached 176 clicks 43 shares 600 reactions $55 budget 36 donations $8,270 revenue
Social Media Fundraising – Vinnies CEO Sleepout Objective 1. To register business leaders and 2. Drive donations What we did • Facebook: Created 84 posts for the CEOSO Facebook page (March – July) and ran advertising which consisted of promoted posts, page like ads and website ads. • LinkedIn: Created 11 ads through sponsored posts and sent an Inmail campaign in Mid March seeking event registrations
Results LinkedIn sponsored updates • 1,383 clicks through to ceosleepout.org.au • 33 confirmed registrations • Total income raised by these individual business leaders was $90k ROI: 497%
Results LinkedIn Inmail Sent approx. 13,000 Inmails mid March calling for registrations • 57% open rate and CTR of 8% • 25 confirmed registrations • Total income raised by these individual business leaders was $74k ROI: 488%
Facebook Results From March to July 2016 , we created 84 posts for the CEOSO Facebook page and ran advertising which consisted of: • promoted posts • page like ads and • website traffic ads ROI: 501%
Where to from here? More testing and learning: • Facebook Lead Generation • Stronger Facebook retargeting through custom audiences: track, segment, personalise Growing our internal digital marketing capabilities Strengthening our other social platforms
Key takeaways • Test and implement learnings • Commit to gathering good content/stories , focusing on those themes that have higher engagement • Need to invest to be seen – include a budget for reach/promoted posts/advertising • Good community management: Listen to your fans (your biggest advocates will end up being an extension of your moderation team) • Spend time in Insights and Google Analytics • Bring key decision makers along this journey with you to ensure ongoing investment in your digital/social marketing
Thank you Sharni Minett National Digital Lead: Vinnies
Recommend
More recommend
