Social Media Workshop with The Richards Group 2019: Genesis Women’s Shelter

Social Media Workshop with The Richards Group 2019: Genesis Women’s Shelter


– Good morning everyone. My name’s Amy Ridings. I’m the Director of Communications at Genesis Women’s Shelter and Support. And for those of you who don’t know, Genesis has been around
for nearly 35 years providing safety, shelter, and
support for women and kiddos who have experienced domestic violence. So, at Genesis we love Giving Day and Communities Foundation of Texas. We love the increase in
incentive and awareness for members of the community
to get up and give, creating more vibrant
neighborhoods for all of us. We also love the growth
that happens every year, so with the donor base,
the amount of money raised, the number of nonprofits that participate. But we also know that as more nonprofits do participate in this, the harder it is to stand out from the crowd. So last year, our goal was to create an integrated marketing campaign that cut through the clutter and raised record-breaking awareness
and funds for Genesis. And that’s how our Be Her
First Step campaign was born. So for our campaign to be as
comprehensive as possible, we combined aspects of
earned, paid, and owned media. By combining different
elements like eblasts, social media, direct mail,
and Google ads, we were able to effectively reach our audience
across various platforms. But the shining star of our campaign was a two-minute video
encouraging our donors to be her first step toward
safety, dignity, and hope. So I’ll play that video
for you really quickly. (pleasant piano music)
– September 20th marks the 10th annual
North Texas Giving Day, the largest community-wide
giving event in the nation. Nearly $200 million have been
raised through Giving Day, strengthening nonprofits to build safer, more vibrant neighborhoods
in the North Texas community. Genesis Women’s Shelter and
Support relies on Giving Day to raise critical funds
for women and children who have experienced domestic violence. Genesis was created to give women in abusive situations a way out, and for more than 30 years,
has been her first step in finding safety, shelter, and support. Today, we ask you to
join us in our mission by contributing on Giving Day. To be her first step away
from domestic violence, you can either pre-schedule your gift September 10th through 19th, or wait until September 20th to donate. Every contribution makes a huge difference in providing everything she will need on her journey to an abuse-free life. A donation of just $30
affords her a warm meal and a safe night of sleep
at our emergency shelter. A $50 contribution provides a welcome kit complete with everything she may need to start rebuilding her dignity. And $100 covers the cost
of a counseling session with a masters-level therapist so she can take her first
steps towards healing. This year, thanks to the
generosity of our partner, RSM US LLP, your support
will go even further. To challenge and inspire others to give, RSM is our Giving Day
matching funds donor. So don’t wait. Click this link to be her first step away from domestic violence today. – So in the video, we
highlighted the impacts a $30, $50, or $100 gift would make and how it would directly
impact our clients. So these intervals were very intentional. We looked at our 2017 donor spreadsheet and noticed the most common
donation was a gift of $25. So for 2018, we raised the
minimum suggested donation to $30 and the results reinforced this with a huge amount of our donors increasing their minimum donation to $30. We also broke the video
down into a series of GIFs that were easy to share on
social media and in eblasts. So in previous years, we
sent out three to four emails on Giving Day literally asking
our donors to give us money morning, afternoon, and night. So this past year, we took it down a notch and sent fewer, more intentional eblasts. We sent the first one on September 10th to our core of extremely
devoted supporters, allowing them a sneak
peak into our campaign and showing them the Giving Day video before we published it publicly. We included calls to action
of pre-scheduling a gift, setting up a fundraising page, and sharing with their networks. We also sent the same email to our staff and they were incentivized
with a free day of PTO to the employee who received the most donations on
their fundraising page. On Giving Day, we only sent out one email because we didn’t want to
overburden our audience or have them unsubscribe from our list. We also created a postcard,
as you can see on the screen, which we mailed to our
most involved supporters in the North Texas region as well as those who have supported us on
Giving Day in the past. And we included a QR
code and a bit.ly link so we could track how much traffic came in specifically from the postcard. And leading up to Giving Day during the pre-scheduled giving period, we also implemented Google ads. So as people were on Google typing in North Texas Giving Day, the Genesis Giving Day page popped up and effectively brought
in more than 700 people to our Giving Day page from Google ads. So throughout the entire campaign, everything that we did we
leveraged on social media. We shared the hashtag #BeHerFirstStep as well as #NTxGivingDay. So from the video to our images and GIFs, as well as a blog about reasons to give. We also created GIFs
with milestone donations so we could share our
progress on Giving Day in real time with our supporters. We implemented paid social media posts on Facebook so we could make sure that our video was spread far and wide so we could reach new
and untapped audiences. So when all of these separate
elements come together, as Aristotle once said,
the whole is greater than the sum of its parts. The Be Her First Step campaign led us to our most successful
Giving Day to date. We increased our total
number of donors by 20% and the total amount of money raised skyrocketed upwards of 170%. The 10 fundraising pages set up just by our staff members
alone raised nearly $10,000. So that showcased that invested employees can make a surprisingly significant impact on your bottom line. Additionally, Genesis was
number 14 on the leaderboard, in the top 1% of nonprofits
that raised the most money. So, at Genesis, we are very fortunate to have a full-time
in-house graphic designer, but I realize that that isn’t
the case for most nonprofits. But that doesn’t mean that
you can’t successfully execute and integrate
a marketing campaign. So if you want to create a video but if you don’t have the
resources or the staff, you can always hire a
freelancer on a project basis. Or if that’s not in the budget,
consider skipping the video and opting for supporting
graphics instead. So Canva is a free and very simple tool where you can create graphics that mesh with your existing brand. The best part, other than
the fact that it’s free, is it’s very simple to
use and you don’t need to have graphic design
experience to use the tool. As we saw with our fundraising pages, staff involvement can
also be an amazing source for raising awareness and funds. So you can encourage
some friendly competition amongst staff. Consider throwing in some extra incentives like PTO day or gift cards
to encourage competition amongst each other. So look at the analytics that you already have available at your fingertips. So who were your donors last year? If a specific zip code supports
your cause more than others, consider targeted direct mail. If you notice that your most frequent donation level is $25, as ours was, maybe you want to raise
the minimum to 25 or $30. Bit.ly links and QR code generators are both free tools
that you can incorporate to track your success
for future campaigns. You may notice that your social media bit.ly links receive hundreds of clicks while your emails only
generate one or two. Or vice versa. But by tracking and
analyzing these results, you can shape your future
campaigns and figure out how your supporters are
finding out about you. And finally, apply for
the Google Ad Grant. If your nonprofit holds
a valid charity status, you’re most likely eligible for $10,000 of in-kind advertising
every month from Google. While this is helpful for Giving Day, it’s also beneficial year-round for recruiting donors, volunteers. So, I hope that from this your takeaway is that your nonprofit can pull off a successful integrated marketing campaign even if you have limited resources, which I think is the
definition of nonprofit. So by combining earned,
paid, and owned media, you can reach both
existing and new audiences to support your cause and elevate
your brand to new heights. If anyone has any questions for me, I did put my email address
up on there as well. It’s [email protected] But I believe we’ll have
a Q and A panel as well. So thank you guys for your time and best of luck as you
plan your 2019 campaigns. Thank you.
(audience applauds)

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