Interview: Dani Tinker a Voice for Wildlife

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National Wildlife Federation

The National Wildlife Federation is a Powerful Force for Good

The National Wildlife Federation (NWF) is a nationwide federation of state and territorial affiliate organizations, with nearly six million members and supporters across the country. Formed with the idea of uniting sportsmen and all outdoor and wildlife enthusiasts behind the common goal of conservation, they act as unified voice for wildlife. They are fiercely dedicated to protecting habitats and inspiring the next generation of conservationists.

Recently, we had the honor to sit down with Dani Tinker, NWF’s Community Manager. An amazing inspiration to environmental social media managers everywhere, we got to discuss strategy, community, and how to educate and move supporters to action.

Here’s what she had to say.

ActionSprout (AS): How long have you managed social media communications and where did you get your start?

Dani Tinker (DT): My background is a strange combination of outdoor education and digital communications. When I was teaching back in Oregon, I remember a good friend of mine, Danielle Brigida, lured me into the world of social media by saying, “Imagine you get to lead a classroom of thousands, instead of ten.”

(AS): Tell us a bit about where you work. Why did you want to work with the National Wildlife Federation?

(DT): At a basic level, I’m a huge nature nerd. Each wildlife sighting makes me smile and renews my passion for the outdoors. Now, my curiosities about the natural world influence much of what I share with the NWF community. And then there’s Ranger Rick. Who doesn’t remember Ranger Rick magazine growing up?

This organization is filled with passionate people. We occasionally have lunchtime nature walks around the building (we have several ponds and trails out back). There’s an internal Naturalist email list, consistently sharing wildlife sightings, identification questions, mystery photos and friendly debates. During a meeting yesterday, a number of us were distracted by a hawk, just outside the window, feeding on a frog it plucked from one of our ponds. It’s a place where people can’t help but ooze passion for wildlife, and it drives the work we do every day.

(AS): What do you wish other people knew about your nonprofit?

(DT): That we’re a true federation—a collection of organizations who may have different viewpoints but still work together to forward a common goal—and that creates a big tent of all types of members and supporters (gardeners, sportsmen, biologists, teachers, activists, etc.). Last year, we created a quiz (What’s Your Wildlife Personality?) to engage and celebrate our wonderfully diverse group of supporters. We recently created a campaign to bring “Butterfly Heroes” from across the country together for a single purpose: to create habitats for monarch butterflies and other pollinators, and we have upcoming initiatives that support topics from clean water to camping to environmental education. Our audiences’ unique differences and strengths make us a powerful force for America’s wildlife.

(AS): What do you think will change about NWF over the next five years?

(DT): We are truly unique in being a federation of regional affiliates across the country. I think that in the next few years, we’ll see that federation strengthened as we use new tools and strategies to coordinate our communications with each other and our audiences. If we can all be talking about the same things, at the same time, we’ll have a much greater impact.

(AS): How has your strategy / options about Facebook changed over time?

(DT): We’re always adjusting and testing to find the most effective ways to engage with our community. As an extremely visual person, I’m obsessed with finding photos that creatively communicate our message. This became a lot more fun (and time-consuming) when Facebook changed the layout for multiple images appearing in a single post. This guide has been incredibly useful as I test various multiple image posts. Two of my favorite examples of using multiple image posts were the monarch life cycle and a fox diving into the snow. This is just one of the many changes over time I’ve personally enjoyed adapting alongside.

(AS): What’s something you wished you learned sooner in terms of social media?

(DT): Play. I get a lot of questions about what is the best time to post or the best practices of what to post. And the truth is that while there are a lot of great suggestions, each community is completely unique. One of the best ways to keep an audience engaged, time and time again, is to get creative and try new things. This scared me at first. Feedback is immediate and public on social media—positive and negative. I had to change my mindset. If you know your community and make decisions with them in mind, that is a success. Some things may not resonate, and you have to take that feedback, learn from it and move on to the next idea.

(AS): Tell us a bit about your Facebook Page (What’s the audience like, what kind of content do they enjoy, how often do you post?)

(DT): Our Facebook community is inspiring. We’re a community filled with gardeners, biologists, teachers, sportsmen and animal lovers. Our connective tissue is wildlife. And let me say, I’ve learned (from experience) how sharp our community is. There were a few times when I first began where I’d post a photo, and a few moments later would be corrected on the species. I loved it! They push me to be my best, and for our organization to be its best.

Our community enjoys content that teaches them something new, challenges them or gives them the opportunity to take action for wildlife. They appreciate it when it’s relevant to current events, as well. For example, a suggestion to recycle your pumpkins for wildlife in the spirit of Autumn and Halloween helps them associate their daily activities with wildlife. The Superb Owl during the Super Bowl took them to a blog post that helped them learn more about owls and gave them the opportunity to help protect them. And the most popular day of the year on Facebook is by far Squirrel Appreciation Day, which reminds people to live together with wildlife.

Another thing that our Facebook community enjoys are community photo albums. This is when we provide a prompt, people post photos, and we add them into an album. It’s a fantastic way to build a sense of community.

(AS): What organizational goals do your Facebook efforts support?

(DT): We want to spread the message of wildlife conservation in a way that includes as many Americans as possible. When we remind people why they care about wildlife regularly, and then ask them to take specific actions to support it, we are cultivating lifelong conservationists to help us care for the wildlife around them. Our Facebook efforts support specific strategic campaigns that direct people to specific actions, including signing up for events and activities, and donating to our priority campaigns.

(AS): What kind of social calls to action do you use?

(DT): There are a variety of different calls to action we use on social media. We have traditional “take action” posts, asking folks to sign a petition, send a message or tweet their decision-makers. With our educational posts, we want people to pass along and spread the knowledge. Specifically with our Facebook community, we’ll occasionally ask them to share photos and upload them to a community album. We recently had a great response for our Bald Eagle Watch Month community album. And we’ll mix in a few fun or unique calls to action as well, like our engagement quizzes.

(AS): Tell us about a recent successful social campaign or series of posts.

(DT): One of our big goals right now is raising awareness about the rapid decline of the monarch butterfly. Building a social media strategy revolved around content. We thought through all of the types of content we could provide, including:

  • News: An article from our magazine explaining the decline.
  • Engagement: Quiz – Can You Tell Monarchs From Their Look-Alikes?
  • How-to: Find and Choose Native Milkweeds for Monarchs
  • Education: Visual Journey Through the Life Cycle of a Monarch
  • Political Action: Send a message to protect native grasslands for monarchs
  • Individual Action: Take the pledge to plant a garden for monarchs by becoming a Butterfly Hero

We worked alongside the USFWS, contributing to their #savethemonarch conversation on Twitter. Partnerships and building relationships like this allow exposure to a new community. We can share their content, and they can share ours from time to time. We also launched our own campaign supporting the White House’s call for action on pollinators, Butterfly Heroes, to engage kids and families to get involved in helping monarchs in a fun and easy way.

(AS): What did you learn from this success more broadly? / Is there anything you do differently now?

(DT): Quality content and strong visuals are critical to success. We developed content that is relevant and useful. We also found strong visuals to inspire folks to protect the monarch butterfly. As a result, our posts were shared far and wide.

(AS): What did you learn about your audience from this success?

(DT): They want to be informed, learn something new and act. If we can provide resources that empower them to do all three, we’ll be a powerful force for wildlife.

(AS): How did you measure this success? What metrics do you focus on?

(DT): This particular campaign had a goal of raising awareness. We focused on Page views for our content and shares. Shares carry a lot of weight for me, personally. If people find our content valuable enough to pass along to their friends and family, that is a success to me. Ultimately, for folks to be more informed about the issue and how to take part, we need them to see our content. For a campaign like Butterfly Heroes or an Action Alert, we measure the number of pledges or actions taken.

Key Takeaways for Nonprofits:

Build relationships. Treat it like a friendship; would you brag about yourself all day to make new friends? No, you’d exchange interesting facts, information and news about the things you have in common. For NWF, that connective tissue is wildlife. Build relationships so that when you need your community to step up and take action, they’ll be ready and willing.

Actively listen and engage. “When I post a photo of a monarch, and someone comments about the time a monarch landed on their head, I ask questions or comment back on how incredible the experience must have been. When I get a photo of a blurry snake asking what it is, I try to respond and help identify the snake. Answer questions, ask questions and comment back. Capacity for this can be a challenge. Think about the times you felt strongly (positively or negatively) enough to comment on an organization’s post. If they never engaged with your comment, you might just never do it again. Then consider how you’d feel if they answered your question or replied to your comment!”

Invest in content. Quality content engages the community, is shared widely across networks, and increases visibility for the organization. Great content never truly dies as it can be repurposed, reshared or revived through search over time.

Experiment and don’t be afraid to try new things. The truth is that while there are a lot of great suggestions, each community is completely unique. One of the best ways to keep an audience engaged, time and time again, is to get creative and try new things.

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Three Articles on Online Giving We Love

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three_articles_retain_donors-online giving

Earn and Retain more Donors with Online Giving

At this point, online giving is still relatively small at just 10%. However, year after year it’s growing by leaps and bounds—up 23% from 2013—with the most growth being seen in peer-to-peer giving (up 70% as of 2014).

Over half of all online donations originate on nonprofit-giving pages and the biggest donations happen at the end of the year and average $229.

Online Donation Data- online giving

 

What Does This All Mean?

Two things:

  1. Online giving is steadily growing and will likely become the main source of giving in the near future.
  2. Thanks to social media, nonprofits can very quickly react when situational opportunities strike.

Some examples would be natural disasters; when highly controversial political movements pop up; or local happenings take place. Within the blink of an eye, nonprofits can set up branded funnels that cater to social fundraising behavior and make huge impacts right when they’re needed most.

Online giving is the future, so what should we do about it?

To help answer that question, here are our favorite three articles on online giving!

Male Donors Respond Best to Pitches That Stress Self-Interest, Study Says

By Alex Daniels

It’s pretty easy to look at the big numbers and large figures, and change your strategy a little, but let’s be a bit more specific when it comes to tapping into the online donor revolution.

What do men and women respond to most when in the context of a branded giving page? The Chronicle of Philanthropy looked at a study from Stanford University. You can read the full unedited manuscript, but be warned—it’s pretty dense.

Researchers found what’s being labeled as the “empathy gap” between the sexes when it comes to charitable giving.

men online giving

  • Women: tend to empathize more and give more when messaging focuses on other people, places and things.
  • Men: tend to give when they’re shown how the situation or circumstance at hand directly impacts them and their lives, e.g. How poverty affects them and their family.

Men don’t necessarily lack the compassion that women have; they just tend to view situations with more self-interest.

If you want your male donors to catch up to women, have a fluid mix of these four types of pitches:

  1. Efficacy
  2. Conformity
  3. Social Injustice
  4. Self-Interest

Yes, a good portion of donations will come from a branded giving page that directs attention to one single thing, for example a sick child stricken by the horrors of 21st century inner-cities. But don’t neglect broader messages that cater to more masculine types who need to be told how this corrupted system is hurting their chances for survival and success as well.

The researchers used this message in particular:

Poverty weighs down our interconnected economy, exacerbating many social problems like crime.

Lower Donor Remorse With This Amazingly Simple Strategy

By John Haydon

Donor remorse is very real problem that is quite similar to the infamous buyer’s remorse.

  • Before Giving: They envision making a difference, feeling that they’ve done something of great consequence, heroic and validated.
  • After Giving: They fail to recognize their impact, minimize it or perhaps imagine better ways their money could have been spent to fix the problem.

global-giving-online giving

We’re going to get much deeper into this subject in another blog, but in a nutshell the best way to minimize donor remorse is to immediately reinforce the impact that their gift will make. Tell donors about the difference their gift just made in someone’s life.

Now let’s talk about something that works in just about every setting, and on all types of nonprofit donation pages: reciprocation.

Nine Clever Ways to Thank Your Donors

What happens once someone makes a donation through your page? Do they get a simple generic email or receipt? How soon will they get to see where their hard-earned dollars went?

These may be the two most important questions that you ask yourself. Why? Thanking donors is no laughing matter; either you thank them or you lose them.

In her blog, The Most Effective Follow Ups for Nonprofit Events and Campaigns, Allison Gauss paints a clear picture:

“Thanking donors isn’t just the polite thing to do, it’s the smart thing. One of the top reasons donors gave when asked why they stopped donating was that they were never thanked for their previous gift. At the very least, every donor should receive a thank you email, which can be easily automated and segmented.”

It’s time to get down to business and take this thanking thing seriously! Here are some of our favorites from the list above:

  • Lavish Them with Progress: They better start seeing and reading about progress, no matter how small. Never underestimate the small wins, because those always feel incredible!
  • Write Personably: Nothing generic… ever. Written correspondence, especially email, should feel like a personal letter rather than an automated or overly formal response. Yes, things need to be automated, but take the time to create a personable atmosphere that’s transparent and realistic.
  • Avoid Upsells: They’ve already given, now it’s your turn before anymore giving is done… so don’t ask. Nothing will sour what they’ve done and lead to donor remorse quicker than an insta-upsell.
  • Better Imagery: Imagery should start showing these people results rather than serving as preacher photos. Capture results, capture the micro-outcomes, capture the journey and capture the inspiration!
  • Consider Video: A video, by its very nature, is scripted and automated. Everyone knows this. Yet it’s a complete 180 from a pure text response. While they can cost more in terms of production, the ROI is easily demonstrated everywhere we look.

Let’s Wrap it Up!

We hope that this has been a fun, informational journey through the data behind how nonprofits are engaging, retaining and taking part in the online giving revolution. You’ve covered a fair amount here; now digest it and put it to work!

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The Wilderness Society Shares New Strategy to Grow Facebook Page

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Grow Facebook Page

The Wilderness Society Inspiration Case Study

The Wilderness Society is using a new strategy to grow its Facebook Page—and save time to boot. In fact, more and more social media managers are finding success with this technique.

The key to growing your Page is to regularly post great content, whether that’s your own unique content or shared content from other sources.

The problem is, it’s hard to predict which posts will perform well with your audience.

That’s why we developed a tool that changes all that. Inspiration finds proven, high-quality content and collects it all in one place for easy browsing.

We asked The Wilderness Society (TWS) to walk us through their strategy and success with Inspiration.

The Wilderness Society

The Wilderness Society has built up one of the best-performing pages in the environmental community. Currently, their Facebook Page has 372,493 likes and it posts content 2–3 times a day.

timeline- grown facebook page

Inspiration has helped them continue the momentum. Inspiration focuses on over-performance, showing you only the best content in your network. For example, if you are looking at a Page that normally gets 50 likes per post and their newest post has 300 likes (600% over performance), that’s the content you should use.

On a typical day, they usually check their Inspiration feed 1–3 times, scanning for shareable content that is performing above 200%:

“We’re typically looking for content that Wilderness Society users may be highly interested in, or content that is performing robustly for other groups and that will perform well with our audiences. I like Inspiration’s performance data at the top of each post, as this allow me to cut straight to the best content and spend less time culling through mediocre posts.”

These daily checks have saved TWS a couple of hours each week, which they would have spent browsing Facebook to find great content. They now find and post 1–3 high-quality posts per week from Inspiration and see them resonate with their audience.

“I see a greater variety of content, and not just the content that Facebook thinks I want to see. This allows me to do less searching and fewer visits to specific pages to find good content to share. It also helps surface worthy news from organizations that we’ve been following on Facebook for some time, but whom I’ve never once seen pop up in our Facebook News Feed.”

inspiration- grow facebook page

This has introduced them to high-performing content that they may not have seen otherwise, that then went on to over-perform on their own Page:

“We found this cute bear wrestling video from the Interior Department on Inspiration. It was our highest performing post of the week and inspired a high rate of commentary. Before Inspiration, it’s possible we may have found this post through a regular search of the DOI feed, but it’s also possible we would have missed it or come to it a day after it was posted.  

bear post- grow facebook page

This is the type of post our followers love and we wouldn’t want to miss sharing a spectacular video moment like this one—a moment that highlights the precious reasons we protect wilderness. Inspiration ensured that we didn’t miss this video and helped us find it shortly after DOI posted it—I believe within the hour.”

But Inspiration can be more than finding and posting great content. You can also draw “inspiration” from your feed and create unique new content based on what you find.

It’s also great for social listening:

“On occasion I use it to see how like-minded organizations are responding to breaking news or other events—specifically to see how followers of like-minded groups or news orgs respond to certain news items.”

The Pages you follow in Inspiration are not notified in any way that you follow them. This allows you to follow Pages that you normally wouldn’t publicly.

But most importantly, it’s essential to follow like-minded pages that have a similar mission and audience to your own:

“[We follow] other nonprofit conservation groups, Governmental agencies like the Interior Department, and environmental publishers like Grist and Treehugger. We follow these to see what other similar groups are doing on social.”

That was quite a bit of information to digest. Let’s recap the main points:

  1. The number one way to grow your Page is to consistently post over-performing content.
  2. Repost your own over-performing content and share others’ for maximum growth and engagement.
  3. Check Inspiration every day for greater success and growth.
  4. Follow Pages in Inspiration that you wouldn’t publicly, and practice social listening.
  5. Use Inspiration to learn what’s trending and to gain ideas for your own original content.

 

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4 Amazing Articles on Improving Supporter Engagement

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supporter engagement

Improve Supporter Engagement

Don’t get stuck in the supporter engagement rut. These four articles will give you fresh ideas and strategies to spice up your supporter engagement strategy.

1: “How Engagement and Culture Drives Content On Facebook”

By Sandi Krakowski

facebook for business-supporter engagement

What people engage with and share on Facebook isn’t random; there’s a science behind supporter engagement.

Beneath the hazy and confusing surface exterior, there’s a reason behind every action that human beings take while signed into their account. Most of what drives these actions is attributed to our personal concepts of self-image (brand) and cultural (tribal) identities.

In her piece, Sandi outlines eight powerful reasons why someone chooses to engage with a piece of content. Do make a point of understanding them and integrating them into your overall Facebook engagement strategy, because they’re pearls of the highest order. Here are the top three:

  1. Direct Relation: On an intimate cerebral level, if it doesn’t relate it doesn’t matter. This is basic human psychology that developed over tens of thousands of years of evolution. In a modern Facebook context, we only like, follow and comment on pieces of content that are connected to our lives: music, movies, politics, art, philosophy, world view, etc.
  2. Inspiration: How many times have you browsed your timeline looking for something to inspire you or transport you from your current real-world situation? It’s become almost an ingrained neuro response to the desire to be uplifted: pick up your smartphone, tap the Facebook icon, and start scrolling.
  3. Stirring: Think back to the very last thing you consumed from your timeline that stirred you into taking an action. What was the last thing you commented on? Remember, you took this action knowing full well that everyone can see what you’re saying and doing. Not just publicly, but within your own network.

Reason number 8 is a really big one for the ActionSprout team because it has everything to do with belief. Web consumers engage with content they believe in because it helps them build and define who they want to be online and offline as the two worlds continue to collide. It’s a monumental shift.

We’re neck-deep in the Information Age, which is fueling Enlightenment Period 2.0.

Your content should help supporters communicate their brand image to/within their networks. In turn, they’ll spread your cause far and wide, attracting more support! Definitely a win-win.

2: “Someone Figured Out the 5 Reasons People Share Content Online…”

By Laura Roeder

Shareable-Content-Venn-Diagram-supporter engagment

This piece is inspired by a fresh new study conducted by the customer research division of the New York Times on why people share things online. Obviously this has huge implications for supporter engagement and nonprofits. Laura lays out the five key points that every social media coordinator should at the very least expose themselves to. Here they are in brief:

  1. To Be the Bearer: We want to be the one that delivers useful content to people we’re connected to and care about, whether it be purely informational in nature or entertaining/inspirational.
  2. To Define the Self: We share that which reflects the identity we’re creating online within dynamic spheres of influence: LinkedIn, Twitter, Facebook, etc., both collectively and individually. If content doesn’t fit into this image, we may consume it privately, but we will not share it or comment publicly.
  3. To Grow Socially: At an instinctual level, humans are ingrained with the knowledge that the more connections we have/sustain, the higher our chances of survival and success. Facebook and social media in general are powerful ways to grow our networks in ways our ancestors couldn’t dream of.
  4. Self-Validation: Another way to put it would be self-fulfillment. We’re searching for ways to impact people and the world through the actions we take online. When we see this impact, we experience an adrenaline/endorphin-drenched rush that goes right to the pleasure centers of the brain.
  5. Journalism: Didn’t you know–social media culture has turned everyone into independent journalists. Instead of being bearers of news, we wish to be recognized for creating it. This goes for both big ticket topics and the mundane such as: “Oh my goodness, the burger from Blah Blah restaurant is off the hook!”

Zero-Blog-Shares-Meme-supporter engagement

While this piece is framed to help businesses better engage their customers, all the strategies can also be applied to your nonprofit and supporters. Most of them will actually be easier for you than a business! For example, nonprofit content can be much more informative and character-defining than commercial content; so in terms of social media, half the battle’s already been won for your cause.

Laura also includes 7 things to consider before posting that ensures your post gets the maximum number of shares and engagement.

A great list to bookmark!

3: “Why People Share: The Psychology of Social Sharing”

By Garrett Moon

Blog_Garrett_PyschSharing- supporter engagement

Based on the previously mentioned New York Times study, but includes extra data and examples to sweeten the supporter engagement info-load. Both are definitely worth your time. For instance, Garrett’s piece includes this rather interesting figure:

supporter engagement fact

How cool is that?

He brings the article home with five actionable ways to engage more people on social media. This list includes one of my favorite social media tips of all time: Help your readers define themselves. Here are some questions Garrett suggests you ask yourself while whiteboarding your next juicy piece of content:

  • How can you make your content as practical and actionable as possible?
  • How can you continually provide fresh, innovative content without being repetitive?
  • How can your content be more useful or valuable than your competitor’s?
  • How can you can compete with all the distractions of being online or within social media environments?

Folks always share content on Facebook for a reason. It could be to impress someone, claim an interest or define who they are. If your content can help your supporters do one of these things, then you’re going to enjoy success.

4: “My 5 Biggest Lessons from 5 years leading digital at charity: water

By Paull Young

supporter engagement examples

Paul’s the person responsible for helping MyCharityWater.org raise $37 million in funding from 2009 to 2014. How’s that for supporter engagement? Published on his last day, this piece is incredibly reflective and inspiring. Here are the 5 lessons in a nutshell:

  1. The Inspire-Activate-Experience cycle defined his approach and it was obviously very successful. They focused on inspiring people into action because it became clear that, “Truly inspired people do amazing things if they’re given a platform.” This led to an experience that everyone involved can love and it’s a system that any nonprofit can replicate in their own way.

inspire-activate-supporter engagement2. Opportunity not Guilt: by approaching the content marketing game with an unconventional attitude, Paul’s team discovered that “In a model where inspiration is key, and a media environment where sharing wins, Opportunity not Guilt is critical for our content strategy.” No guilting people; instead, inspire them and then give them a way to make a difference.

supporter engagement water3. People are good, but lazy: It’s not that hard to inspire, but getting people to act on their inspiration is another animal altogether. Why? Because we’re so busy and unimaginative in packs. They put their efforts into email connections to avoid the hustle and bustle.

  1. Simply put, they hammered down on “building a relationship with supporters over time (by inspiring them and giving them a great experience) and throughout the course of that relationship maximizing their lifetime value for the cause”

influence supporter engagment

  1. They went above and beyond to make each fundraiser feel and look like a superhero.

Of his five lessons, “Opportunity not Guilt” is really penetrating. A tear-jerking story may get people to pull out their wallets and donate, but it doesn’t usually receive a viral number of shares. Instead, it might be more effective to frame the story positively and as a golden opportunity to make an impact.

In this way, people still donate and support the cause, but now they also share it with their networks, leading even more people to donate! Simple presentation and reframing techniques can make a gigantic difference.

Alright, that’s enough for now. Hopefully all this stuff kicks your supporter engagement into hyper-drive!

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Abraham Greenhouse, Peace Through the Power of Social Media

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abraham_greenhouse social media

Jewish Voice for Peace works to achieve a lasting peace

Jewish Voice for Peace (JVP) is a diverse and democratic community of activists inspired by Jewish tradition who work for peace, social justice and human rights. The organization supports the aspirations of Israelis and Palestinians for security and self-determination. Their work supports activists in Palestine and Israel, and broad coalition with other Jewish, Arab-American, faith-based, peace and social justice organizations.

Recently we had the honor to sit down with Abraham Greenhouse who runs JVP’s social media. Formerly Director of Technology for the nonprofit, he now manages their social media as an independent consultant. We asked him about his social media strategies, the success of his campaigns, and how he moves supporters to action.

Here’s what he had to say.

ActionSprout (AS): How long have you managed social media communications and where did you get your start?

Abraham Greenhouse (AG): My first experience in managing social media for an organization was in the early 2000s, for a coalition of student groups working on human rights issues. This was before Facebook or Twitter, when it was basically just Friendster and Myspace. It was also back when these platforms only allowed for the creation of profiles for individuals: brands were nowhere to be seen, and the closest thing you’d see to an organization was the occasional band. I was managing communications more broadly, and when I created a Myspace profile for the coalition, this was seen as a guerrilla marketing gimmick. I remember being in meetings and having to defend the idea that organizations should attempt to leverage social media at all. It’s pretty amazing looking back.

(AS): Tell us a bit about where you work. Why did you want to work with Jewish Voice for Peace?

(AG): I joined Jewish Voice for Peace as Director of Technology in 2013, where my portfolio included social media. I’d long-admired the work that they were doing, providing a distinctly Jewish voice of opposition to the Israeli government’s treatment of Palestinians and other minorities, and helping to shatter the myth of a Jewish consensus in favor of what’s increasingly come to be seen by the global community as an indefensible set of policies. I eventually left the staff to focus on consulting, but kept JVP as one of my most important clients, managing most of their social media activity along with a variety of other projects.

(AS): What do you wish other people knew about JVP?

(AG): What I wish more people knew about JVP is the extent of the impact it’s had on changing the discourse around its issue, in part through the creative use of technology.

(AS): What do you think will change about JVP over the next five years?

Well, in the last five years, the number of members has grown by a factor of 15, and the number of chapters has nearly doubled in the last year. On social media, JVP’s Facebook audience has more than quadrupled, and its Twitter audience nearly tripled since I assumed responsibility for them. The lion’s share of the social media growth was related to the violence in Gaza this past summer: While we were passively gaining large numbers of people throughout the course of Israel’s assault, we maximized the impact of this with a strong content strategy. I expect the growth of JVP’s membership, chapters, and audiences to continue and even accelerate as greater numbers lead to increased capacity and the ability to make a stronger impact on policy.

(AS): How has your strategy / options about Facebook changed over time?

(AG): JVP’s audience growth has made it possible to get meaningful engagement data faster than ever before, so that over-performing (or under-performing) content can be rapidly identified, and steps to leverage those insights can be taken almost immediately. It’s provided new segmentation opportunities that just aren’t viable with a smaller audience, and it’s also meant that the best-performing posts now reach millions of people. I’d say that the major strategic shift has been that JVP’s various social media channels are now utilized synergistically—for example, using Twitter to test content for Facebook—and that their use is now understood as a communications function (and thus part of a holistic strategy) rather than as a technological one.

(AS): What do you find most challenging about your job and the cause you support?

(AG): I’ve always found the greatest challenges in social media management to be procedural rather than technical or editorial. Especially with an organization that’s growing as fast as JVP, workflows and whatnot need to be regularly re-evaluated to avoid silos and bottlenecks.

As for JVP’s cause, it’s a uniquely difficult issue with which to engage. Palestinians are the only people in the world for whom, when you challenge bigotry against them and argue that they should be entitled to the same fundamental rights and dignity as everyone else, you will reliably be accused of being bigoted against the ethnic group to which their oppressors happen to belong. And this applies to critics who belong to that same ethnic group as well.

Even though there is massive and growing opposition to Israeli policy among American Jews, the leaders of the institutional Jewish community—whom poll after poll tell us are completely out of step with the beliefs of their constituents—have a vested interest in portraying Jews who disagree with them as being marginal outsiders. One of the greatest things about JVP is that it provides an alternative community for these multitudes of people who are finding themselves ostracized and often literally banned from their own community’s institutions just because they don’t think it’s right when Israel bombs hospitals and schools.

(AS): Tell us a bit about your Facebook Page (What’s the audience like, what kind of content do they enjoy the most, how often do you post?)

(AG): JVP’s Facebook Page has over 200,000 fans, many of whom are very highly engaged. Interestingly, JVP’s opposition engages with the Page very extensively as well: The Israeli government and various partner groups spend literally millions of dollars paying people to post positive messages about Israel, and negative messages about Palestinians on social media—which includes trolling JVP’s Facebook Page quite heavily. The result is interesting to say the least.

As for content, the best-performing posts tend to be the ones that trigger the strongest emotional response—whether it’s the image of the four boys who were playing soccer on an empty stretch of beach when Israeli forces swooped in and blew them to bits in front of a hotel full of journalists—or uplifting, aspirational things like Israelis talking about why they’re willing to risk prison to refuse serving in the kind of military that would do that. For JVP, I try to post about five to seven times per day.

(AS): How do you use social actions, from ActionSprout, compared to traditional form-based actions on your website?

(AG): Before ActionSprout, JVP would use Facebook to promote actions that lived off-site, in its Salsa instance. That’s now incredibly rare. Instead, every major Salsa action gets an ActionSprout version if possible, so that supporters can convert without ever leaving Facebook, which is better for all sorts of reasons. When emails go out to promote the Salsa action, the Facebook share button now serves to promote the ActionSprout version instead. For multi-step actions, like contacting legislators, ActionSprout will allow you to embed a Salsa form in an iframe: JVP was the first ActionSprout client to take advantage of that, but has generally tried to focus more on simple one-click actions to maximize conversions.

(AS): Tell us about a successful action. Can you tell us what went into creating the Action?

(AG): You can actually read a great case study of a JVP ActionSprout Action here.

(AS): What did you learn from this success more broadly? Is there anything you do differently now?

(AG): This action taught JVP—and helped to teach ActionSprout—that contrary to popular opinion, it is possible to raise money on Facebook. No one expects social to replace email as the killer platform for fundraising anytime soon, but we’ve learned that Facebook has a definite role to play in the nonprofit marketing mix.

What would I do differently? I think that the language (adapted from an email campaign) and styling could have been better optimized for the platform. And I’d also experiment with different gift amounts. Finally, anything that reduces the total number of clicks and keystrokes required to convert—whether through the careful selection of user data fields, or through further interface improvements by ActionSprout—would be fantastic.

(AS): What did you learn about your audience from this success?

(AG): Just because your supporters are on Facebook doesn’t mean they’re not willing to give if you make it easy for them.

(AS): How did you measure the success of this action? What metrics did you focus on?

(AG): The most obvious impact of the action is in the total amount raised (a few thousand, which is a small sum compared to what the email campaign brought in), but I’m actually more interested in the number of donations (over 100 in this case) and the average gift size. Beyond that, I’m interested in whether these people are first-time donors, as well as other data points that may indicate increasing engagement.

(AS): Do you have any advice for other nonprofits based on your learning?

(AG): Never be afraid to experiment. Study the experiences of similar organizations, but remember that every audience is different, and no matter what some fancy social media wonk or some big agency’s new white paper tell you, the best answers to what does and doesn’t work are going to come from your own data.

Key Takeaways for Social Media

It’s possible to raise money on Facebook. Donations given on Facebook are slowly but surely rising. Between 2012 and 2014, social donations rose by 32%.

Since the JVP case study, many more nonprofits have also found success in fundraising on Facebook. The Bob Brown Foundation is a good example. If you’re interested in testing Facebook fundraiser for yourself, take a look at our guide.

Emotion triggers engagement. Content that triggers a positive emotion is the most likely to be shared, followed by negative emotions that are arousing or activating. Arousing or activating? This means emotions like anger or anxiety that increase energy rather than negative emotions like sadness that decrease it. Also be sure to use the right amount when leveraging emotion on Facebook or in your social actions. Too much emotion and people shut down. Too little and they aren’t moved to action. The key is to find just the right balance!

Keep it simple. Take steps to reduce the total number of clicks and/or keystrokes required to complete your action or donation form. Reducing this will increase the number of people who finish. This is especially important today, as more actions are completed on mobile devices than on desktops.

Experiment, experiment, experiment. This cannot be stressed enough! What works on your Page may not work on another. You won’t know what works until you test!

 

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Social Listening can Lead to Increased Engagement in Your Cause

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social listening

How to Boost your Cause with Social Listening

Engaging your supporters and keeping them passionate about your cause is one of the most important things your nonprofit does. It’s not always easy but you’re always working to do the best you can. Unfortunately, there will always be one hurdle you can’t overcome: you’re not them, you’re you.

Sure they’re interested in similar things, like protecting the environment, saving endangered animals or electing the same candidates, but at the end of the day you can never truly know which articles they want to see or which pictures will inspire them.

This means that engaging your supporters on Facebook will always be a bit of a guessing game: Should I talk about X or Y? Will they care about Z? What article should I post? Luckily, there are ways to make the best educated guess possible.

Now this doesn’t mean aiming for the lowest common denominator and only posting things to try and please your audience. There is still a place for education and introducing supporters to new causes. These strategies are merely a way to fine tune and hone your messaging in a way that will reach and engage more of your supporters.

Let’s explore the top two tools that will help you learn what your supporters love.

Social Listening for Trending and Timely Content

One thing that is universal, regardless of your nonprofit or cause, is this: supporters are more likely to engage with trending or timely content. Therefore, it’s important to keep your eyes open for timely content that is related to your cause. Fortunately, there is Inspiration and Facebook’s Trending feature that will make finding this content a breeze.

Facebook’s Trending feature will show you what people are interested in on Facebook right now. Posting content that is related to this content will receive greater reach on Facebook while the topic is trending.

social listening

Filtering by data inside of Inspiration will show you the trending content from your network. This content is much more likely to be related to your cause and be something that your supporters are interested in. Once you have identified a timely piece of content, you have a few options for next steps.

social listening

  1. Create an action based on this topic. This captures the engagement that the post receives and moves supporters to the next level of involvement with your cause.
  1. Write a blog post on the subject. If your nonprofit maintains a blog, try writing a post on the subject and posting it to Facebook. This is a great way to share your thoughts on the subject and invite supporters to join in.
  1. Share the article / post. You can also simply share the trending post and include your own two cents with it. What did you like best about the article? What does this mean? Or pose a question about it to your supporters. Sharing others’ content positions you as an informed source of information on all things related to your cause.

Social Listening for Stories your Supporters are Talking About

Beyond trending content, what are your supporters interested in and talking about right now? Browsing through your Inspiration feed can help you find the answers to these questions.

First of all, a little house cleaning: make sure you’re following the right Pages before you start! You’ll want to follow Pages that are similar to your own in mission and audience.

social listening

Do they support the same things you do?

Are they a source of information on your cause?

Does their audience appear to be similar to yours?

Doing a little house cleaning will greatly improve the content of your Inspire feed and make your life easier. (Note that follows are not public and the Pages you follow will not be notified.)

social listening

Okay, now it’s time to get to work!

First, filter your results by “People Engaged“. This will give you a list of stories and content that people who support your cause care about right now. If you haven’t already, consider addressing some of these issues on your own Facebook Page, blog or website. These topics are proven to engage on Pages similar to your own, so addressing them yourself will likely to lead to increased engagement on your Page.

social listening

Next, what type of content usually performs the best on your Page: Image, Video, Links? Choose to filter the results by this format to receive a list of content that your supporters are interested in, in the format they prefer. This is a good place to find content that you can reshare on your own Page.

social listening

Lastly, you can search for keywords. We suggest the following two strategies:

  • Search for trending content from Inspire or Facebook. What are others in your space saying about this? Is there anything you can share? Is there something that will inspire your own original content?
  • Research your own ideas. Have an idea? Research and see how others approached the subject. What worked for them? How did people respond? This will give you a leg up when you address the subject yourself or it will tell you in advance that it’s a bad idea.

Social Listening for Patterns

Finding that the same story keeps popping up no matter where you look? This is a huge indication that this is something that your supporters are interested in! If one of these topics relates to your cause, this is a good time to spin up an action, write your own response, or join the conversation.

Bonus

Social listening not only keeps you informed on the issues that relate to your cause, but also how your supporters are reacting to them. Have they been misinformed? Set them straight. Are they looking for ways to get involved? Put them to work. Do they have questions? Answer them. This is a great chance to be responsive and connect with your supporters.

How does your organization use social listening? Let us know in the comments!

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One Week AlterNet adds 7,000 to Mailing List

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alternet

AlterNet Takes Advantage of Actions and grows supporter email list by 7,000 in one week

AlterNet is an award-winning news magazine and online community that aims to inspire action and advocacy in supporters. They focus on issues of environment, human rights and civil liberties, social justice, media and health care.

AlterNet receives more than 1.5 million unique monthly visitors and more than 7.5 million monthly page views.

Recently they launched a campaign to grow their mailing list with ActionSprout social actions. In a week’s time they had already collected 7,000 supporter email addresses!

How did they do it?

AlterNet ran a series of petition and demand based political actions focusing on federal policy and local reform. Each action was posted to Facebook at least 3 times.

Overall they posted an action to Facebook every day.

To support this level of activity AlterNet aimed to create a least one new action a day. Once in the groove of things each action took less than an hour to make.

Let’s look at two of their most successful actions.

This action was posted to Facebook three times of the course of a week.

  • 2,670 people engaged with the post (likes, shares and comments)
  • 4.645 supporters viewed the action
  • 1,795 supporters completed the action
  • Completion rate: 38.6%

This action was posted once to Facebook and received 2,000 shares.

  • 9,248 people engaged with the post
  • 10,193 people viewed the action
  • 1,838 supporters completed the action
  • Completion rate: 18%

Actions for List Building

As you can see, social actions are a powerful way to engage supporters and build your mailing list. If you’re willing to put in the time and get in the practice of creating effective actions your hard work will pay serious dividends in the future.

What if your organization isn’t “a AlterNet?” Are these results still possible? Yes! List building isn’t just for large, powerhouse pages.

Things to keep in mind:

  1. Post each action multiple times. This will increase the number of people who see your action and thus can increase your reach and engagement. Don’t worry about the same people seeing your post every time either. Facebook has stated that a new portion of your audience will receive reposted content, making it hard to spam your followers.
  2. Keep things fresh with new actions. It’s fine to create evergreen actions that you can post multiple times. (In fact you should be doing this!) But it’s also important to be creating new actions that take advantage of timely stories and trending content. These types of actions tend to perform the best and will receive the most engagement. Shot for creating one new action a week and work your way up from there.
  3. Learn what kinds of actions your supporters respond too. AlterNet tends to post petition and demand actions because that’s what their supporters respond to. Your supporter might respond to letters and thank you actions. The thing is you’ll never know until you test it! Be sure to test different action types until you hit on what works.
  4. Post an action to Facebook everyday. This follows the same logic as number one. The more your post the more opportunities your giving supporters to see your actions. Check your Facebook Insights and learn what time of the day your supporters use Facebook. Test morning vs night to see which one leads to more completions. Finding your sweat spot may take time but it will be worth it in the long run.
  5. Always experiment and test new strategies. Facebook is constantly changing. What works now may not in 6 months or a year. The key is to stay fresh, try new things and keep up! There’s no easier answer to this so have fun with it and listen to your supporters.

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Jonathan Meyers: Preserving our National Treasures

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jonathan_meyers

The Wilderness Society, America’s Leading Conservation Organization

Since 1935, The Wilderness Society (TWS) has led the effort to permanently protect nearly 110 million acres of wilderness in 44 states. Now 110 million acres already sounds like a lot, but beyond that it’s hard to imagine what it looks like. Well we did the math. The TWS has protected the equivalent of roughly 143 million football fields of land! Their stated mission is to protect wilderness and inspire Americans to care for wild places, and clearly they’ve seen success.

We recently had the honor to sit down with Jonathan Meyers, Sr. Director of Digital Strategy. He leads a team of editors and publishers to convey TWS’s mission across all platforms, while constantly staying on top of the ever-changing digital environment. That is no small task!

Here’s what he had to say on digital strategy, online petitions and the future of Facebook.

ActionSprout (AS): How long have you managed social media communications and where did you get your start?

Jonathan Meyers (JM): Social Media at TWS is managed by a team of 4.5 Digital Editors/Producers, who also produce digital content, interactives, video, advocacy alerts and photos. Each producer can post to every outlet, but for the most part, each one specializes in Facebook, Twitter and Instagram. I am the Sr. Director for Digital Strategy and lead this great team. Prior to TWS, I worked for the Pew Trusts managing digital communications for the Pew Environment Group, and prior to that I had a long stint as a Program Manager for News, Elections, Sports, Money channels at AOL.

(AS): Tell us a bit about where you work. Why did you want to work with The Wilderness Society?

(JM): I joined TWS in December 2012. The organization was founded in 1935 and is considered one of the leading nonprofits dedicated to protecting public lands. They had recently redesigned a really nice web presence and were looking to expand socially. They were in the process of transforming key leadership slots and I was offered the chance to restart the entire digital experience including the expansion of social.

(AS): What do you wish other people knew about your nonprofit?

(JM): As the organization that basically wrote The Wilderness Act of 1965 and helped to get it signed by LBJ 50 years ago, we really understand this issue. Few Americans realize that these amazingly diverse public lands are under constant threat from drilling, mining and urban expansion. Unless we actively work toward protecting them, fewer and fewer special places will be around for future generations. We also recognize the value of these public lands in providing a place for smart, clean energy development to take place, which in turn will reduce our carbon emissions. Finally, we just want people to get outdoors and experience these wild places—even if they have their smartphone on them 🙂

(AS): What do you think will change about The Wilderness Society over the next five years?

(JM): This has been a very challenging Congress, and our hopes are that the gridlock in legislation that we have seen will begin to ease. A saving grace is that the Executive branch can independently protect places in the form of National Monuments, which we hope will increase over time. Internally, we see the intersection of climate, lands and getting people outside to experience our natural wonders as the key to survival. We are optimistic about the future.

(AS): How has your strategy / options about Facebook changed over time?

(JM): Facebook is basically the key place we communicate with the vast majority of our constituents. We invested in growing our base by targeting like-minded organizations so that when we “were in the game”, we could shift to targeted paid posts in order to engage very specific segments into action. We recognize that paid advertising and the incredible targeting opportunities afforded by the platform have been the biggest change, and I suspect that this will only improve with time. Trying to figure out the algorithm is no longer viable—you have got to pay to play here. So just budget accordingly.

(AS): What’s something you wished you learned sooner in terms of social media?

(JM): Ironically, at AOL we were really good at building the “Walled Garden” approach; we had news, video, forums, comments, messaging all contained within that client—much like Facebook today. What we missed was the 1:1 relationships with both people and orgs that Facebook is so good at. Overall, I wish I would have recognized that organic growth is really, really hard in FB earlier and budgeted accordingly. Also, there are some solid tools that can help shape your message.

(AS): Tell us a bit about your Facebook Page (What’s the audience like, what kind of content do they enjoy, how often do you post?)

(JM): We currently have 360,000 fans of TWS. The audience leans 60–40 to women and skews a bit older, just like our general membership. We try to post a mix of content that ranges from light and interesting pieces about great wilderness areas to serious calls to action urging users to sign petitions. One of our team members is a professional photographer, so we are really increasing the quality of images we use and those resonate with our audience. We generally post about 15–20 times per week. We also will dive into comments regularly and try to direct the conversation a bit, especially on issues that get our audience fired up.

(AS): What organizational goals do your Facebook efforts support?

(JM): One of our core missions is to increase awareness of the importance of wilderness areas in the United States. We are unique in the world in that this land is owned by you and me and not all in private hands. Our FB effort exposes vast numbers of people to this concept and hopefully makes them take action to save it.

(AS): What kinds of social calls to action do you use?

(JM): We have been posting calls to action to our Convio-based alerts for years via Facebook posts, and have recently recognized that people just prefer to stay on Facebook, so why not make it easier for them to take action there? ActionSprout filled that need and allows some bonus fundraising that we were never able to do before on Facebook.

(AS): Tell us about a recent successful social campaign or series of posts.

(JM): Congress recently passed some potentially damaging amendments and resolutions that threaten all public lands and are pushing to return them to individual states. We seized this threat with a series of posts and have been targeting specific states urging our audience to fight back by signing an ActionSprout petition. Thus far, the message has really resonated with our targeted audiences. Additionally, we thanked key members who opposed the legislation and urged our FB audience to do the same. These were not our traditional allies in Congress, but we hope to expand bipartisan support for this issue.

(AS): What did you learn about your audience from this success?

(JM): Overall, we have received positive feedback from our user base and from member offices about using the platform for this. Congress is still adjusting to Facebook as a platform for engagement with constituents; we are starting to show that this two-way conversation is important and effective.

(AS): How did you measure this success? What metrics do you focus on?

(JM): Success on this is measured by engagement (likes, shares, comments), number of petitions signed, and on-the-ground reaction by hill staffers; thus far, we have had positive results on all fronts.

(AS): Do you have any advice for other nonprofits based on your success?

(JM): The most important thing is to recognize that we are already in “Facebook Zero”, meaning that organic reach is incredibly small. Of course, it was brilliant to build the platform, get us all addicted to an ad-free world, and then unleash one of the most powerful advertising tools we have ever seen. Besides Google, no other platform permits this level of targeted marketing. Don Draper would have been overwhelmed with the options. Embrace big data, and start to budget for more and more money required to play the game. The eyeballs are not going away from FB; it’s just gonna cost more over time. Additionally, although there are other platforms, size-wise they pale compared to FB. I equate it with the sun vs. Earth in terms of scale, and the Earth cannot exist without the sun.

Key Facebook Takeaways:

Take advantage of the power of Facebook ads. It seems that Facebook’s ads platform grows stronger and more powerful every day. The granularity and precision with which we can target ads is simply amazing and definitely worth looking into if you haven’t already.

When should you use ads? If you’re running a special, high-powered campaign, you can use Facebook ads to target actions at particular groups of supporters to move them to action. You can also choose to prompt over-performing content to give it an extra boost and reach more people.

People like staying on Facebook. Jonathan stated that supporters liked to stay within Facebook when signing petitions versus navigating to an outside page. This makes sense as the majority of action-takers do so from a mobile device through the Facebook app. Therefore, it’s important to make the process as simple as possible to increase the number of people who complete your action.

Facebook is too big to ignore. While other social networks continue to grow, Facebook is still head and shoulders above the rest when it comes to usage. Having a presence on Facebook these days is like having a presence period. While some cry the end of Facebook’s relevancy, it’s clear that the social giant is still king.

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Social Action Cheat Sheet

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social action

Creating effective social actions is equally part art and part science. There is certainly no replacement for great writing with emotion and urgency, but data-driven practices can also make a big difference in moving your supporters to action. Try to use as many of these tips as you can in each action to see the best results.

Download your own PDF check list.

Here is the social action cheat sheet to effective actions:

1. Picking the Right Action

Selecting a meaningful action that resonates with your unique community is the most important part of creating an action.

Fortunately, there are some tried and true ways to find the right action for your audience. First, go back and look at your past actions—online and offline. What patterns do you see? Look at things like:

  • Issues
  • Type of asks (pledges, petitions, etc.)
  • Content (tone, timeliness, image, meme, pithy, etc.)

*Also make sure to note what didn’t work, because you’ll want to create fewer posts like that in the future.

For more ideas, you can also look at what kinds of issues are performing well on your Facebook Page and on similar pages. A few tools that will help you do this are Timeline, Inspire and the Page Analyzer. And don’t forget to experiment—you’ll find the secret sauce if you keep at it!

2. Problem, Solution, Action Format

If you use our formula in writing your action on your ActionSprout landing page and your post, you’ll have the best chance to inspire your audience to take action. There are three main parts:

Problem or challenge: Why should they care? Your problem should be simple and explained in just a few lines. Any problem more complicated than that has an increased risk of failing on Facebook. For better or for worse, you have a limited amount of time and attention to hook your reader.

Solution: How do you propose we fix the problem? Pass a bill? A day of service? A change in behavior? This should be a realistic solution that your supporters can believe in.

Call to action: What can your supporters do to make this solution a reality—make a pledge? Donate? Sign a petition? Again, they need to believe that their action will lead to change.

One thing to note: When writing your Facebook post, bump the call to action to the top. This will capture supporters’ attention in the busy News Feed. Example: “SIGN THE PETITION XXX”. And you might not be able to fit everything into a few sentences in the post—that’s okay, just put in your most compelling content.

3. Clear Target or Goal

There should only be one target or goal to your action. Your action is directed at one decision-maker or has one desired outcome. Remember, your audience could be on their phone on a train; anything more complicated could lose them.

4. Clear Call to Action

Your call to action should be clear and straightforward. There should be no question about what you are asking folks to do. To this end, make sure that your action only contains one call to action that you repeat again and again. Any further calls to action can wait until the post-action message or your follow-up email. Your number one goal right now is for your supporters to complete the action.

5. Compelling Image

Facebook is a very visual platform, therefore your action should have a compelling image to accompany it and make it stand out. When choosing or creating an image, there are a few things to keep in mind.

When applicable, images with text overlay tend to perform better than those without. Pixlr and Pablo are both easy-to-use tools that allow you to add text to any image.

Another important piece is the size of your image. The best dimensions for News Feed and action images are 1200 x 627. Pixlr can help you resize your images.

Don’t forget to download your own PDF check list.

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30 Days to Facebook Success

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Facebook success

Get Ready for Serious Facebook Success!

We recently launched a brand new email training course called 30 Days to Facebook Success. It’s jam packed with tons of information on getting the most out of your Facebook efforts. Each new email will take you in-depth into a subject and leave you with actionable takeaways.

Be sure to take advantage of this free training opportunity!

Sign up Now

 

Here are a few things the course will cover:

  • Understanding Facebook’s Algorithm
  • Reach and Engagement
  • Metrics and Insights
  • Posting Strategies
  • And more!

“I’m a few days in to the 30-day course, and I think it’s extremely well done. Kudos to you all! I would highly recommend this to the groups we work with. So far it seems really well-written, covers the basics but also pushes the edge for people a bit who are not just beginners. Really nice work.”  – Hannah Roditi, Social Movement Technologies

Your mission is important, support it with the best strategies on Facebook. 

Sign up Now

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