Planned Giving Social Media Survival Kit

Our services can be as simple as helping you produce basic content and posts, or scaled up to complete solutions:

1. Set up your company’s account (if needed) on the social network sites you choose. That includes:

• Helping you choose and size appropriate cover and profile images.
• Creating or editing any “about” text — this includes your organization’s mission, goals and “elevator pitch.”
• Creating a first post to get you started.
• Uploading your first video to YouTube (where applicable).

1. Create a Content Calendar to guide your posts. We’ll work with you to develop your content themes, decide on post frequency (from once a week to 5 days a week), and come up with a schedule to post any events you’ll be hosting. The content calendar is just a guideline, and can be modified at any time.
2. Create a strategy for advertising and boosting. When done properly, social media advertising can expand your reach far beyond traditional print advertising. And it’s much more cost-effective, too: We’ll work with you to determine your audience — and then create an advertising campaign that, through existing social media data, is targeted directly at them. Instead of paying to put your ad in front of people who don’t care, your ad will be shown to people who already have an interest in the type of good work your organization does. We’ll also help you determine which posts you want “boosted” — shown to a larger audience than just those who like and follow your page
3. Grow awareness about your mission. By getting your organization on social media, you’ll get your message in front of a wider potential audience — giving you more chances to attract supporters.
4. Performance Tracking. We’ll keep you up to date on your campaigns by using tools including Meta’s Pixel, Instagram reports, Google Analytics and Twitter reports. We’ll also perform A-B testing on all ads to make sure you get the best results.
5. Create an optional e-marketing campaign. Utilizing your pre-existing email address list, we’ll set up and distribute your organization’s announcements and updates. This is the perfect way to announce fundraising campaigns, provide donors and board members with updates, and stay top-of-mind with your audience and prospects. We’ll include links to your social media accounts, create landing pages for your campaigns, and share links to those landing pages on your social media accounts.
6. Help you create a social media response plan. Sometimes, bad news happens. Through social media, you can keep your audience informed and respond almost instantly to a crisis. We’ll also help you develop appropriate responses to questions and negative comments or accusations, so that your staff knows what to do, how to do it, and how to phrase it. Whether it’s engaging a critic by inviting further discussion, hiding a negative or inappropriate comment, or blocking an internet “troll,” you’ll be prepared. Of course, we’ll also be prepared when the “good news” happens!