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Tweak Your #GivingTuesday Social Media: Expert Tells All

Tweak your #GivingTuesday Social Media Expert Tells All

October 27, 2020

With limited in-person events impacting funding goals, nonprofits must pivot to a virtual landscape and drastically increase their online presence in order to survive.

But with #GivingTuesday around the corner, time is running out to fine-tune these marketing and social media strategies. 

During our webinar, we heard from Dana Bakich, Founder and CEO of Positive Equation whose focus is helping nonprofit marketers cultivate passionate online audiences through social media. 

You’ll walk away with a four-week social media strategy plan designed for you:

  • Align business goals with social media KPIs
  • Create key messaging and content 
  • Run Facebook & Instagram ads
  • Dive into analytics and adjust

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Full Transcript

Patty Ruland  0:00   :  As I had mentioned earlier, my name is Patty Ruland, I'm with Give by Cell. And I'm joined today by Dana Snyder, who actually got married on us recently. So she has a different last name. So congratulations, Dana, we are so excited that you're here to join us today.

Dana Snyder  0:21  :  Thank you very much. 

Patty Ruland  0:22  :  You're welcome. So a little bit about Give by Cell. We are a division of Engage by Cell. We combine mobile technology and fundraising. We've been doing this for quite a while. 14 - 15 years or so. We work with all types of organizations, small nonprofits, large organizations, you name it. And now that I've talked for, I don't know, 6,7, 8 minutes straight, I am going to introduce to you Dana. We are so happy that she's taking some time to join us today. I have to say, when Dana sent me over the slide, and I saw this picture, I was like, Oh my God, that's Lionel Richie. excited about that. So without further ado, let me introduce you to Dana and she'll talk a little bit about herself and what she does, and we'll kind of jump right in. Again, feel free to enter your questions into the chat window. We're here to answer questions and help y'all out.

Dana Snyder  1:26  :  Awesome. Thank you so much for that kind introduction. As she mentioned, yes, I went from Backich to Snyder, I was one of the many, many, many weddings disrupted by COVID. We were supposed to get married in April. We just got married on October 9. So freshly changing all of the presentations to my new last name and all the things and but I'm really excited to be here with you. This is actually my first presentation back from being married. And so I run Positive Equation. I've been running my digital consultancy working for nonprofits for about the past four years. Thanks, Nicole. She just said congrats in the chat. Appreciate that. And I work with nonprofits because my first job out of college over 10 years ago was working for a nonprofit in Sarasota, Florida. So I saw somebody was from Tampa and I just want to say go Rays. Its game six tonight in the World Series, we got to beat those Dodgers. Although I used to live in Los Angeles, I got to stick to my hometown race. So I work with nonprofits on their digital and social media strategies. And I really try and help them cultivate. I think this is the difference cultivate a really passionate audience of online advocates. So it's one thing to have a million followers, but doesn't matter if they don't interact with you and engage and give right. And I previously as I mentioned, lived in Los Angeles. That's where this photo comes from. When I was living in LA, through my work in Positive Equation, weird things happen when you're living in Los Angeles, you guys in the entertainment capital, I got an amazing experience to be a digital producer on the show American Idol. And as someone who grew up watching that show, I said why not? So this is meet with Luke Bryant and Lionel Richie, two of the kindest gentlemen in the entertainment industry, if I do say so. But other than American Idol, I worked with USDA. So working the US Open tennis, and Dress for Success. I've done presentations for the Television Academy, I worked with Movember, which is coming around this time of year if you're familiar with the mustache charity that serves men internationally, the prostate cancer, testicular cancer and mental health. And I'm an approved charity how to trainer on specifically virtual events and digital sponsorships. So I just like to give a little bit of color to the person that's just talking to you across the screen, since I can't see you. But I'm excited that all of you are here.

Patty Ruland  3:55  :   Yeah, and Dana I give so much credit to American Idol. You know, one of our services that we offer is text messaging. And I always say I credit American Idol with making text messaging more mainstream, because

Dana Snyder  4:11    :  they did

Patty Ruland  4:12    :  the first group that would have people tested to vote and got familiar with it. 

Dana Snyder  4:22    :  I love that. That's very true with Telescope way back in the day. Yeah, absolutely. And so that's that we are literally at the 35 day countdown to Giving Tuesday. So it's on December 1 this year. I think this is a perfect time to have this presentation. Because I noticed in the poll about 50% of you don't have a GivingTuesday strategy yet. And that's fine. You have plenty of time about a month to go ahead and get that started. And then if you do have a GivingTuesday strategy, like Patty mentioned, these tools that I'm going to be talking about can be used for just giving season strategies, campaigns. You're end of year into 2021. And maybe there's some ideas here where you can tweak your existing Giving Tuesday strategy to kick it up a notch. So today, really quickly, I'm going to talk for maybe about 10 minutes or so on these. And then on some strategies, and I'm going to dive into a Stream Yard presentation, let me know in the chat, if anyone's familiar or use Stream Yard, give me a Y, if you've used Stream Yard before, and give me an N if you haven't before. And while those come in, so we're gonna talk about the current state of giving just some overall statistics. Oh, I see tons of Ns coming in. Okay, awesome. I see a couple of Ys. Wow, a ton of nos. Awesome. Okay, you're gonna love love Stream Yard, it is my go to. And it integrates so well with what Give by Cell does. And so the current state of giving, we're going to talk about a four week social media fundraising plan, and then we'll dive directly into a demo. So that said, Wow, tons of nos. Okay, thank you guys for sharing that. Cool. Let's go ahead and dive dive in. current state of giving. So go ahead to the next slide, Molly. Awesome. So year over year giving. So across all the nonprofit sectors, I like to start out with some stats to kind of set the tone for the presentation. There has been an increase and giving up 36%, year over year, April through June 2020. Now, does everybody remember what happened in May of this year? Right, they did Giving Tuesday Now. So similarly to Giving Tuesday where it's a landmark like holiday, right, basically for nonprofits. And they did one in May to help out with everything that was going on with COVID. So similarly, it'll be really interesting to see the year over year giving statistics for Giving Tuesday on December 1. Go ahead, the next slide. Awesome. So something I like to bring up is, one third of Americans say they don't have enough information to understand who they can support and what those causes are doing. So when you're thinking about your GivingTuesday strategy, or any marketing overall, really, can people find you, can the right audience of advocates, donors, sponsors, Board of Directors, all the different types of audiences that you touch? Are you messaging on the right channels, with the right messages, so they can find you. Food for thought. And then, of course, diving into specifically social media accounts for about 52% of Gen Z and 45% of millennials have donated to a cause specifically from hearing about an organization on social media. So sometimes when we think about social media, it's an afterthought. I think this year has significantly changed the game on how we view social media, because of the need to reach people when we can't be in person. And due to virtual events being so important, and just like how we're all talking right now, we're not able to be in a physical space together. And this was marketed on social media and through email to be able to have you guys come here today. So really, really, really important to think about how you're reaching the younger generations, and making sure that they are able to find you, be aware, and how are they going to engage with you and social media is a great place to do that.

And then the number one question I get so often is, is Giving Tuesday worth it? It's so crowded, there's so much noise, does it even make sense to participate? So my answer is yes, based upon one key statistic. But it's this one, the search. So if you use Google Trends, which is totally free, you can search for anything you want. On Google Trends, the search for Giving Tuesday and September, it was up 80% year over year. So that could be partially due to what happened in May, with that big push. But also, people are still looking to give. And Holwell predicts that there will be a $94 million increase or 18% increase over last year's Giving Tuesday amount that came in. So I say yes, it's worth it if you have a plan in place. Don't be focused on the Facebook matching dollars because there's always going like eight seconds. And I think that's derails a lot of individuals from participating. But just to really focus on honing on your message and your audience and doing something really engaging. And that drives a specific call to action.

Patty Ruland  9:40    :  And that falls in line with what we hear from folks. I mean, the Facebook matching dollars, you know, that's like the giant unicorn and so forth. But yeah, the increase in searches and statistics and being able to find people and so forth. Like you said, right now, we have a lot of folks that think through the pandemic, you know, funds are tight, and so forth, there are still people that are out there willing to support your organization. They just need to know where to go or how to do it and so forth. So some organizations are afraid to ask, thinking that, you know, times are tight and so forth. But we find organizations being very successful with asking.

Dana Snyder  10:22    :  Yeah, absolutely.

Okay, so now we're gonna dive into directly that four week GivingTuesday plan. So literally starting next week, what can you do to get started? And week number one, and I think this is any campaign, regardless if it's Giving Tuesday, or any campaign you're running, is to always align your business goals with social media KPIs. And what do I mean by that? So this is often a disconnect between your board of directors or your senior level staff. And if you have interns, or junior level staff, or communication staff, putting together a social media plan, the Board of Directors, and senior level staff, CEO, executive director, care about specific business goals, and they need to know the language of how those two intersect together. So if you go to the next slide, I love this map. And I think these slides will be shared with you. But if you want to go ahead and screenshot this, or take a photo of it, essentially, this is from Sprout Social. And when you see buyers journey all the way on the left hand side, think about that, like a donor's journey. It doesn't matter. nonprofits are actually very much like an e commerce business, and the fact of how you target someone to become from raising awareness to becoming an advocate. So going down this funnel, if you look all the way, on the right hand side, it says business, right, it says your business impact. So that is what your board of directors, your executive director wants to know, they want SOV [Share of Voice], if you want to increase your voice, so if you are in the bracket, I'm just saying a causes of homelessness, or children or health care or environment, how do you have a shared voice amongst the thousands of other nonprofits in that space? How are you top of mind so that when somebody's thinking, Oh, I'd really like to donate to a children's organization this holiday season? Oh, I know. And you're the first one that they think about. Another business impact could be we want to increase our visitors or website traffic. Another one could be conversions, which in your case, most likely could be monthly donors, one time donors, major gift donors, sponsors, new sponsors coming on board. So all along the right hand side is the business impact. And then what the social team needs to do is say, okay, we know you want to increase the Share of Voice, and we need to increase our impressions and our reach numbers. So we're going to put together a plan to do that. Check. Next one, okay, we want to have website traffic increase, great. Our call to action on the next five to ten posts is all about going to our website to a specific page, or a specific link, like to a donation, right. So all the way down to advocacy, right, which this becomes user generated content, which is exactly where you want to be, you want to have your advocates marketing on your behalf. And that's where they tagged you, they use your hashtag on social media, and their posts are populating to their friends and family, and you can reuse that content. So I love this guide, as when you're coming up with your business goals is to have this in front of you. So that the language of what you're doing on social resonates with a business driving impact for the senior level staff. Does that make sense?

Checking the chat real quick.

Patty Ruland  13:54    :  Somebody had asked what KPI was. We filled that in in the chat window. Um, you know, it's trying to get to a point where everybody else falls by the wayside. And you are the first go to person that a person is going to go to when they want to support the organization. You know, it's kind of getting yourself above the clutter of all the other organizations doing the same or similar things and getting yourself noticed, correct?

Dana Snyder  14:24    :  Yeah, absolutely. Yep. And a lot of that is with social media. And this kind of goes to Danielle's question to you about how to increase followers. Think about if you are personally on any social media platform. The post you see the most are the ones you engage with the most and those are the people posting the most. So you need to have a consistent, it doesn't mean you have to post every single day, but you have to post consistently with engaging content. And that way it'll keep populating into your feed. That's how the algorithm works is by that frequency and that consistency, it's engaging good content.

All right, so this is one of my favorite things to talk about. This goes directly to your question as well. And this is about week two, we really want to work on you have your goals set, they're approved by whoever needs to see them. Now you're ready to go put together your content and your messaging plan. What assets are you going to be putting out to get people to engage and donate and participate in your campaign? So a couple of key questions you want to ask yourself is, who are you talking to? Right, your copy is going to sound very different depending upon who your audience is. So make sure you take a look at your insights on all of your social channels, understand who your demographic is on each channel, because that could definitely shift dependent upon which platforms you're using the most. And then what emotion and reaction do you want to prompt? So social media, remember, originally like the movie it their social networks, they're meant for one to one communication. A lot of times when we post, our messages are broad, but they're seen individually or individually on our devices. So it's not abroad. The best example and I'm known to do this is when you do Instagram stories, "Hey, guys"! No, there's not multiple people watching you on the screen, there is one individual. So pretend in all of your content, that you're talking to one person. And then how can you relate to them and drive an emotion across? There was an example that I did a while ago for a nonprofit that was trying to reach single moms. And the post was very traditional language. And I know from having young nieces that what mom what are moms doing? What are single moms doing right now? And so we created this post that was, um, there's gonna be like, how many times have you watched frozen on repeat? Right immediately grabs the attention? And she's like, Oh, I can relate to that. And then she's gonna keep reading instead of, I think it was about the census. Have you filled out your census? That's not gonna grab my attention, grab something that pulls up my emotions. And in that case, prompts a funny reaction. And then are you clear on your CTA, your call to action? Are you asking for somebody to do something at the end of your post that is crucial, and you have to make it engaging. And I love how sometimes a simple example of somebody will say, Oh, my favorite ice cream is black raspberry. It's like, Okay, that was nice. Thank you for sharing. And so you say like, what's your favorite ice cream flavor? Or where do you go shopping for ice cream? Or what's your favorite place to travel to? What's your experience of being with your family or asking for something in the comments or you're asking them to go do something be clear on your CTA? And then what content makes sense to convey that information, meaning, video content? Is it an infographic? Is it an image? And is it a GIF? In this case, I love this example from Samaritan's Purse on how to pack your shoe box is actually an old video from 2016. But the example still rings really true, is they created this really comical video that was super cute with this young boy. And they had I believe the statistic is, I can pull it up really quick. 9.1 million shoe boxes from the United States were collected during that year, it was record breaking for them because of this how to video. So their goal with this video is they wanted to guide donors through the process of how you pack a shoe box. And instead of an adult standing there and packing a shoe box and being like step one, step two, boring. They created this comical, fun, shareable video that cat got passed on. And it's still a successful case study to showcase today. And then lastly, where do you distribute it. So not all content has to go on all platforms. This is a very common mistake that happens all the time. Facebook is designed for a specific purpose. Instagram is designed for specific purpose, Twitter, YouTube, all of them have different tools and functionality for a purpose. So you do not have to and it's actually better if you don't copy and paste the same piece of content on all platforms and do it. Look at who your audiences on those platforms. And say where are our people really engaged and let's just hone in and focus on that. Let's not let's not try and post on six different places because we feel like we have to.

Patty Ruland  20:02    :  In the chat window a couple of people have asked questions about that. If you want to just review those and address those, and I can also say you were talking about your clear call to action. We've had a lot of folks doing virtual events who have come up with creative ways to have people text in and make their donation, singing a little song, creating little videos and images and so forth has really made a difference. Do you want to address a couple of the questions that have just showed up in the chat?

Dana Snyder  20:31    :  Sure, I thought Beth's question about insights is evenly distributed across three different demographic age groups. Which voice do we pick? Or do we rotate and hit all three? And so it really comes down to your organization, your brand, should have a voice. And I like to think about them, like personas, almost. If it was if your nonprofit was a person, do you come off sounding like a mentor? Like a teacher? Like a friend, like a sister, like a mom? What is your kind of aura around your brand? And that's how you should talk to the demographic. And then I think would be interesting is to understand if it's three different demographic age groups, is it on different platforms that you have the different age groups, because then what you could do is have a little bit of a different tone on Instagram, versus Facebook versus Twitter, if that makes sense. 

Patty Ruland  21:32    :  Yeah, there's Angelica's one and let me be one quickly does that take away from the consistency not posting the same thing on all social sites?

Dana Snyder 21:41    :  No, as long as you have a plan in place, and to be able to say we're going to do three times a week on Instagram. Facebook's great for website traffic. So maybe on Facebook, your strategy is posting your blog content and getting people to your website. And Instagram is just used for storytelling with beautiful images. I love an example from I believe it Make a Wish, on their Instagram, they just show their wishes being made. They show the beautiful images of those stories happening. They don't show promotions, they're not asking you to click to go to their website to read a post. They're not sharing when they're going to do their next Facebook Live. They don't share news, all of that is on Facebook or Twitter. So they have a very distinct Instagram strategy that works for them. And so no, it doesn't take away from consistency. And Angelica about your reach. Any idea that how to get our number up so that more of our followers are actually seeing our content? So the trick is the best one, I'm not sure what this is on. But for Instagram specifically, you have to engage back. You cannot if you just post on Instagram, it knows that you're not really active, you have to spend probably like a good 15 to 20 minutes per day, engaging back with your followers, commenting on other people's posts, going into stories, sending some emojis, go into your direct messages, make sure you're responding to everything. That's how Instagram knows. I don't spend a ton of time on my Instagram, I think I gained 80 followers for free in the past like three weeks. It's just by doing active engagement and participation with your followers and with the audience overall. So to keep us on time, I will come back to questions. But let's go ahead and move on to the next slide. All right, so continuing into messaging, have you promoted your are promoted? And have you promoted them to your audience with the challenge? Have you provided your audience with the challenge? So I love this example. Earlier this year, I ran a virtual 5k for for an organization called Dressember. There's organization trying to end human trafficking in Los Angeles. And I ran as you can see a very specific Facebook fundraiser. So I said, I wanted to raise $320, it's right in my headline, equals eight hours of therapy for a survivor. I was very clear on what the impact goal was, the money that was going to create x direct impact. And what I did is as soon as I started my idea, like a warm up walk, I went live on Facebook. And if you have a Facebook fundraiser, you can sync your Live to your Facebook fundraiser so people can donate as your live streaming. And I was just like, Hey everyone, I'm starting my pre warm up walk, this is what I'm walking for. This is the specific goal. And it was a very direct monetary ask of $320. And within the course of me doing my 5K, which took me, I don't know, like, an hour, call it, and I raised $427 over my $320 amount. So this was incredible, because I was very specific about what I was raising money for, and this has been key this year, is to make sure that you're asking for something that's timely, that's relevant, and that people know exactly where their funds are going. And the other thing you can do to raise followers to increase your followers is to do collaborations with your sponsors, with like minded nonprofits, I actually introduced dressember to another human trafficking cause called Unseen. And they did an Instagram Live with them, you can also do it on Facebook, that's this graphic on the left hand side. And when you're going live with both people, both of your followers are notified that you're together. And it's a great way easily to get more followers because then anyone who's watching is interested about "Oh, who is that I'm going to go ahead and check them out." So doing live with interview conversations is a great organic way to get increasing followers as well.

All right, so we are 22 times more likely to remember a fact if it's wrapped in a story. The Samaritan's Purse example is a great video that does just this. Video content is so so powerful. If you think about any e-com marketing, that's trying to wrap you in, they're trying to tell a story, right? And you immediately think of "Oh, that's like me, I have to buy that" Same thing you need to think about with a nonprofit, how can you create an impactful, and it doesn't have to be this high produced thing, how can you create a story that someone can resonate with? All right, so moving into week three, week two is a big week, you got messaging, coming up with some content. Week Three is all about social media ads and doing some AB testing. So in week three, I love doing social media ads, and you can do them, you can run an ad for $25, you do not have to spend a lot of money to be able to see some results, which also helps you to increase your followers, your reach, all of the goals and conversions can be done using social media ads.

Patty Ruland  27:35    :  And sometimes people don't realize that they don't have to spend tens of thousands of dollars for this.

Dana Snyder  27:41    :  Exactly, exactly. So there's I mean, one of my key things I would say is if you do not already have a facebook pixel, on your website, do that, right after this webinar, just google search facebook pixel, and you make sure that it is implemented, you talk to your if you have a developer, or you work in your website, make sure that pixel is on your website leading up to the holidays, keynote, and this example. So I just like to talk about power of social media advertising, Charity Water. And I think we're all probably really familiar with Charity Water and their amazing mission. They did a 19 or 20 minute video, which was unheard of at the time for fundraising. And they put this video on Facebook, and they ran a video ad targeting (now this is using their Facebook Pixel) so follow me a second. If you have a Facebook Pixel, it tracks anybody visiting your website, your Instagram account, your Facebook page, all the things because they're all connected in the same ecosystem. Based on that, if you have the Pixel you can create look-alike audiences to pull in followers or website visitors that are just like the existing audience. So that's what they did. They ran a look-alike audience campaign to increase their monthly donations. And they raised over nearly half a million dollars in annual recurring revenue. Monthly donations is where it is at. They had five times return on their ad spend. And since this is happening, minute by minute, you can go into your ads manager, and you can see if your ad's working or not. If it's working, you can always increase your budget, or you can just cancel the campaign. It's a learning experience. And what this created is all the time it goes down to impact. Over 5,000 people at the time that this ran will get clean water in a year. So it's important to have a number associated. I call it your impact goal. It's important to have a number associated.

Patty Ruland  29:49    :  Facebook Pixel you can Google it. Information pops up readily available. I just pulled it up and there's an install button right there. 

Dana Snyder  30:01    :  Awesome. And then week four. So you created your messaging, you're running some social media ads, and then you consistently look at your analytics and your insights and ask yourself, what's working? What's not working? Maybe you put up one post, and it's going like crazy. Then you had another one it didn't do so well. Why did this one do so well? And why didn't this one, okay, let's not do this anymore. Let's work on this one. Social media, you can never ever, ever think of anything as failed, because it changes all the time. Thank you, Mark Zuckerberg, and everyone in the social media universe. So you can never feel frustrated that you failed, you just tweak, tweak and keep working until something. So I have a list if you take your phone up, and I have this QR code on here, if you take your phone up and pretend like you're taking a photo, so if you open up your camera, I have a downloadable for you that has my top ten fundraising tools for giving season and it literally has everything from live streaming to design and creating Instagram stories. So go ahead and download this. These are tools that I use, basically every single day. They're all mostly free, a little pop up should come up to be able to download it. 

Patty Ruland  31:32    :  Yes, it sent me to a website that is Dana's site. And looks like he didn't get the pop up, I accidentally exed out of it. But you can always scan it again. Again, we'll be sending this out in a recorded version, so you can always go through it there too. And we can always throw a web link in the chat window if one of the gals behind the scenes can do that. That would be great. Are we going to switch over and let you control?

Dana Snyder  32:08    :  Yeah, you want me to go ahead and go over to Stream Yard. I just put the link in there for him. If you give it a couple of seconds, it should pop up. Alright, we're gonna jump into the Stream Yard demo. Okay, so Stream Yard, if you are planning any type of virtual event. And this works so well with any text to give technology. And Stream Yard is a live streaming platform, broadcast platform that allows you to simultaneously livestream across multiple social media channels. So what I'm going to do is kind of walk you through, this is the user dashboard. So I can see my upcoming broadcasts, I have one coming up tomorrow, actually. What you do is you set up your destinations. So you can see here, I have multiple Facebook pages, Facebook groups, LinkedIn, YouTube, but I can go in here and I can add any of these destinations that I could live stream a broadcast to, or I can choose to record. So after you have your destinations in, what you want to do is you can create a broadcast. The great thing about Stream Yard is that as you can see here, I could pick multiple Facebook pages, I could have with my account, I can have up to seven. So I can take as many of these as I wanted to, I can add my title, my description, and this post. If I was going to go ahead and schedule for later, you can do seven days in advance, you select a thumbnail image, you pick the day that you want the livestream to happen, you can customize the copy if you wanted for each destination depending upon what social platform it's on. And then once you hit share, it creates a post on that platform. And that post on the day automatically turns into that live stream video. So when you're sharing all of your email marketing, if you're going to embed the post on your website, it'll automatically switch into your live stream video, which is incredible. So what I'm going to do is I'm going to go ahead and enter the broadcast studio. Give it a second. There we go. So you'll see it's testing my camera. It shows that my microphone is working. I'm using my air pods right now, I could type in my display name. And I'm going to go ahead and enter the studio. So this is the producer view. You can have up to ten guests in your studio as well and they get that same check camera mic. Down below you can see this is where if there are ten people you'd see ten little video streams popping up. This is this big red maroon square is what will be on your live broadcast stream. And as you can see on the right hand side there's a logo there. So there's lots of branding elements with streaming. And if you follow me over to the right hand side, this is where the live comments will pop up. So if I was on Facebook, YouTube, Twitter, any comments will show up here, and at any time, you can click on them. And the little duck, the Stream Yard logo, will be the person's profile picture on that platform, and will show their comment. So you can bring them up at any time. You can also respond to people, you can respond on specific Facebook pages or YouTube accounts. So there's a specific question or something you only want to share to one channel, you can do that. Coming down here on banners, you can add questions to pop up. So all any of these banners can be totally customized. This is where it's great if you have a text to give text. Scroll across the bottom, add the banner, and then I can just now I have a ticker, I can turn this off, it's really easy on functionality. So I'm gonna hide this. So that's your banners, your branding elements, you have a lot of options. So you can select your brand, your main brand color, this is your theme of your lower thirds. So if I was to add myself, you can see right here, the difference of the lower third, how that shows up.

And you also have your logos. So I've done a bunch of these. So you can change the logos. And I also have this background showing up. But you could take away this background, you could change it to whatever you want colors wise, you can add in video clips, if you have pre recorded content, I think it's a five minute maximum per recorded content. So you can upload those, they have a countdown that's already included. So you have overlays. This allows for a lot of functionality with sponsorships, if you have custom work that you're trying to do. And you can have multiple lives saved in here, if there's different branding. This is an example I did, I produced the Sarasota Chamber of Commerce Small Business Awards. So you can see here we had a bunch of overlays for their businesses, and we had a ton of video clips for all the different awards. And what would happen is we would play the video of the presenting sponsor talking about the award. And then we would go live to the person who won. So it was a really fun hybrid experience of live versus recorded. And then you have a private chat just further down. So this is anybody who was behind the scenes in the producer set. It's like I can't hear you or you're on deck, you're coming up next, if there's any internal questions, that's where this would happen. And then what else can I show you, if you're on the screen, you can share screen. So I could have another presentation going on here. You can have lots of like, different types of screen presentation modes of how you want the visual appearance to look. And, and then you just click go live. And then it'll give you a little countdown and you go live and then you just this would change to live, which would show you that you are then broadcasting. And that it's a great functional tool that is really, really, really reasonable. They have a monthly plan and an annual plan. And honestly, Stream Yard has been a game changer. And for me personally in doing interviews and for clients that I work with too.

Patty Ruland  38:42    :  Yeah, and we're finding with so many people having to cancel in person galas and dinners and awards and things like that, doing these little micro-streaming sessions with calls to action or promoting something or even mini fundraisers, streaming has become the way that you know, they're reaching their audience. And believe it or not, a lot of organizations are surpassing what they've raised traditionally with these micro sessions that they're doing, again, because it can be more targeted to a specific group of people. You know, because people are having to travel and pay for airline tickets or buy tickets to a dinner or a meal or something like that.

So you know you're talking a couple of hundred dollars for a night out at an event judging expenses. These are things that you know, people realize and if you're still presenting them with great content relative to you know, relevant information they're willing to give.

Dana Snyder  39:53    :  I mean, they what was great about that chamber event was traditionally it was a 200 to 300 person event in the Hyatt, and that was max capacity. With the live, there was 6,000 people watching because they could invite their family and their friends to support them and winning these awards. When they were notified, there was over 900 plus live comments about people just supporting each other and cheering each other on. They were beside themselves. We had two people managing comments were like, Oh, my gosh, we couldn't keep up with the influx of comments, and we thought we were going to be set with two people. So, um, yes, live events have definitely surpassed I think the key thing that you said is, they still have to be engaging and interactive. And it is a lot to just have somebody presenting to you the whole time, how can you figure out ways to bring in the audience that's at home?

Patty Ruland  40:48    :  Right. So again, you know, to recap, we want to make it engaging, we want to share stories, we want to make it relevant. We want to make it easy for them, it's easier to click a link to join something than it is to get your hair done, get dressed, get in the car, get a sitter, and so forth. You know, events are typically a few hours long on an evening on a Saturday, lots of conflicting schedules, maybe you can only go for half an hour. If you come into a streaming session for 20 minutes. That's great. You know, you don't have to be there the entire time. You can be doing laundry as you're being, you know, watching what's going on. So it really is I mean, it's convenient. It's, you know, the epitome of multitasking for a donor or a viewer.

Dana Snyder  41:34    :  Absolutely. Great.

Patty Ruland  41:36    :  So, Molly, let's switch back to the deck. I know we're running a little out of time, I want to talk a little bit about what we do. And I know Dana had mentioned that our services fit well within the types of things that she discussed. So I'm just going to go through these super, super quick, then we'll do a couple more questions. So we offer probably our two most popular services. One is called Mobile Donate. The other is called Mobile Give. You see the descriptions on the screen. Everything that we do is meant to simplify the process for the donor by doing it on their cell phone, as well as the organization who's administering it. So it's simply like Dana had put on the bottom of the screen, "text Donate to 56512", it can stream on the bottom and people can text in at any time. Let's go through the next couple of slides, Molly. This is probably one of the biggest services that our clients have been using when they're streaming. They incorporate this live fundraising thermometer. So as people are texting in to make their donation, it's showing up in real time, people get excited, they see the thermometer going up. You know, an MC is doing shout outs to people thanking them for their donations, and so forth. It can be used for live stream events. It could be on the person's phone, they'll see it after they make the donation. It can even be embedded into your website, as well as your social media sites. So we're a cloud based system. So all web based links to everything. So you're able to share this information to again, get people excited about what you're doing. Call to donate, believe it or not people still like that. You know, we talked about millennials and I will say that older folks, I include myself in that group. Especially during the pandemic, we have become very adept at text messaging, as well as using mobile devices because they're facetiming with their kids and their grandchildren who they can't see text messaging to keep up to date and so forth. But there are still those folks that don't feel comfortable of texting. We provide a service like the old Jerry Lewis telethons where they dial a phone number, it could be from a cell phone or it can be from a landline. And they can make their donation that way if they don't feel comfortable with a text message. We also have a pledging service people can text in, make a pledge, the organization can follow up with them to fulfill their donation for people who want to pay by check or people who don't feel comfortable using their credit card and so forth. So that's another option that's available. And again, you'll hear me talk till I'm blue in the face about text messaging. It is by far the most effective way to communicate with people. There is a 98% open rate. I'm sure you could all if you want to share in the comment section, what your email open rates is currently, we're seeing an average about 20 to 23%. So that's not becoming a real efficient way to reach your donors. And text messaging can be used to let people know about upcoming events, capital campaigns that are starting, you know, milestone achievements, "hey, we reached out goals", sending out a little video or a gift or a message to let people know your achievements. It's really great because you can personalize it. Text messaging has come a long way. Like I mentioned earlier, I credited American Idol to getting people familiar with being able to text in for information. And again, here is the QR code. We are recording this presentation, so it will go out in the slides.

Dana Snyder  46:00    :  I just want to say that's a separate so this QR code is, I'm doing a special holiday giving campaign consulting session in November. So I, I've heard from a lot of people that I work with is they just wish they had somebody that can help guide them through the process. So basically, exactly what I talked about weeks one through four, we'll be breaking down in four virtual sessions through Zoom together. So it's really limited. So it can be very personalized. And actually this week, and because it's Halloween week, it's 20% off if you go to the link in the chat. And we can probably find that afterwards and use code, pumpkin 20 you can get it for 20% off. And for 45 minute sessions with like minded nonprofits, literally, we're going to break down and this is not just me talking to you for 45 minutes, it's many lessons. And then we are brainstorming strategies and ideas and collaborating on how to make sure that you have the best holiday giving campaign for the end of the year.

Patty Ruland  47:06    :  And then finally, we are also offering a special for couple of most popular services, our Mobile Donate and screencast or fundraising thermometer. All of our services include great customer support, we've got a great team here at the organization, they'll do brainstorming sessions with you, training sessions with you. We haven't been around for 15 years or so because our clients aren't successful. You know, we want to help you increase your donations. And mobile is the, while it's not the answer to every problem that you have, it definitely helps in a lot of circumstances. So we are also offering an October special: 30 months, that's like two and a half years for $3,000. If you break it down, you know, it's basically $100 a month, our reps will probably reach out to you to see if that's something you're interested in. Also, if you are interested in seeing a demo of our mobile technology platforms, go ahead and throw your email address into the chat window, we'll be happy to schedule a demo show you the back end, I really wanted to spend a lot of time today, having Dana show you the streaming service and also talk about a strategy for Giving Tuesday. So we're not going to get into the back end or the you know, ins and outs of our service. So again, feel free to throw your email into the chat window, if that's something that you're interested in. I think we have a minute. Do we have another couple of questions if we can get those addressed here? Um, let's see. 

Dana Snyder  48:55    :  Happy to answer any questions. And if you guys have them about anything that you're planning or what was presented?

Patty Ruland  49:04    :  Yeah, I think there's one that I'm gonna field. Vanessa asked are spam text taking away from open rates? Um, you know, I think all of us right now are probably a little overwhelmed with election texts. I think that once the election is over, a lot of that will, will stop. I will say here and Give by Cell or Engage by Cell. We do adhere to FCC rules and regulations regarding testing and so forth. So there are specific guidelines and rules and regulations that we follow as an organization. But yeah, I think I think you'll stop the spam texts will stop pretty soon that are related to obviously the election.

Dana Snyder  49:55    :  And I've gotten same stream yard questions. I'm gonna send a direct link in here to Stream Yard so that you guys can download it if you want to. There we go.

Patty Ruland  50:23    :  We can have one of your one of our account reps can discuss that more in detail. But given depends upon the system that you have or the platform that you're using. I'm interested in texts but don't have a big donor base not confident we have cell numbers. How would we build lists? Yeah, we have brainstorming sessions and our support people will work with you on building your lists and so forth. Um, let's see, what else do we have here? 

I love some of the comments that have come in about what people have tried. Okay, we have about 4,000 followers on Facebook about 10% engage regularly. Does it make sense for us to run tests? When the potential audience is that size? It seems we are so small.

Dana Snyder  51:19    :  You're not so small, 4,000 followers is amazing, Beth, I would say you absolutely. Unfortunately, Facebook has become such a pay to play platform. But you can see substantial increase in engagement by spending a very small amount. For instance, for one video view, it can get lower than a penny per view. I've seen it, I've ran campaigns where it's .001 cent per view. So you can spend $100, and see 10,000 video views on a piece of content. That is not unheard of, at all. I actually worked with a brand new startup earlier this year. We did those small, like hundred dollars here, they're for content, they had a million video views in a month. And then they were able to turn those into thousands of email subscribers. So it's just, it's just about reaching the right people with the right content. And once you do that, you have that formula working for you, then magic happens. And you can get a really low conversion rate.

Patty Ruland  52:27    :  And that's part of the reasons why we have guest speakers and people like Dana join us who knows and can navigate through this. You know, she has her sessions that are available and so forth. And you know, I just want to give a big shout out, you will learn so much,  it's such great guidance that she'll be able to provide to you. Because this is new to a lot of people. Mobile's new to a lot of people. You know, that's why we try to be a resource for new and emerging technology and different topics for you guys all learn about. So I appreciate everybody joining us today. Again, this the webinar session has been recorded, our marketing team will compress that and it should go out to folks in the morning, I think it'll contain the QR codes, I think we've also put Dana's contact information in the chat window, and it's on a couple of the slides. So I think one of the big takeaways is it's not too late. And it's not necessarily a huge undertaking, people start to panic, oh, it's only a month away, can we do something, any little step that you take moves you closer to your goal. Um, you know, you don't have to conquer the world all at once. You can take a little piece here, a little piece there and just start getting into this arena. You know, I can honestly see through social media and through mobile organizations have had tremendous, tremendous success.

Dana Snyder  54:20    :  That's a great piece of advice, one thing can make a huge difference. 

Patty Ruland  54:24    :  You never know what that thing is going to be. You know, we work with a lot of people that say, you know, I don't know if my audience is ready for this. I don't know if this is something that they'll respond to. Well, sitting there wondering what if, or maybe or I'm not sure is not going to get you any closer to where you want to be. So there are affordable, easy, simple ways to get that toe into the pool. And, you know, most people do see some success and usually they're pretty surprised about the response that they've received.

Dana Snyder  55:03    :  Absolutely.

Patty Ruland  55:04    :  Anyway, um, thank you all for joining us today. We always appreciate you when you come and spend time with us. If I didn't do a shout out to you in the beginning again, thank you. Thank you. Thank you. We appreciate your support. Any final words?

Dana Snyder  55:22    :  No, I don't think so. I think my one advice would be kind of what you said is try one thing new. Try one thing new and I promise you, you will see change, challenge yourself. Try something new.

Patty Ruland  55:35    :  Excellent. Well, from myself and Dana, thanks for joining us today.

Dana Snyder  55:39    :  And enjoy the rest of your day.

Bye, everyone. Thank you for having me.

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