April 3, 2020

A to Z of Social Media Marketing: C is Calendar

Filed under: Social Media — lidia @ 10:00 am

Every social media marketing strategy should be paired with a content calendar. A content calendar makes it easier to keep posts organized, on-schedule and spaced out appropriately. It’s also a good place to store links for curated posts. 

A content calendar can be simple or more detailed, based on your organization’s needs and strategy. I use Trello to create content calendars, here’s a great template to start with 

TIP: Here’s a detailed post on creating a social media content calendar from Hootsuite.

July 31, 2019

15+ free (or low-cost) social media, content & email marketing resources for nonprofits

Filed under: Marketing & Promotion,Social Media — lidia @ 10:00 am

Free Digital Marketing Resources | lsvdesign.com

Offers are subject to change, refer to the company links for most recent information. Updated 2/15/20

As the marketing and communications VP for a nonprofit board of directors, I’m often called on to provide recommendations for digital marketing resources such as email marketing, blogging and social media scheduling. I’ve used many of these resources personally both in my design studio as well as in my client and board work. 

Social Media & Content Marketing Resources

One of the biggest time-savers for my clients has been using a social media scheduler, rather than scheduling posts manually. These tools for scheduling posts and creating a content calendar are essential for organizations with a small staff or those working with outside vendors, as they keep your social media and content marketing in one place and make it accessible by everyone on the team.

Email Marketing Resources

If you’re not already using an email marketing tool for your organization, now is the time to start. Not only does it make your message appear more professional, but it allows you to segment contacts for more targeted outreach, conduct A/B testing on your messaging, and see exactly who is engaging with your messages. 

Also, just because a nonprofit discount isn’t advertised, doesn’t mean it’s not available. Most tool developers are happy to work with you to meet your organization’s needs and budget, so it’s worth reaching out to them personally. 

Did I miss something? Let me know so I can add it to the list. And be sure to bookmark this page—I will update it as new resources are available.

Read the other posts in my series, Free (or Low-Cost) Design & Marketing Resources for Nonprofits:

July 11, 2014

10-Minute Marketing: create an editorial calendar

Filed under: 10-Minute Marketing — lidia @ 10:00 am

Create an editorial calendarI know, the words “editorial calendar” can make you shudder. But with so many places to share content nowadays, having an organized plan is really useful. And it can help you stay on track with your content marketing.

My simple editorial calendar includes the following: month, topic, call to action and release date. I mainly use it to plan my email newsletter, but it can be expanded to include all of your social media outreach.

This week’s 10-Minute Marketing task:

Simple editorial calendarCreate a simple editorial calendar. Download our template for reference (Excel).

 

 

10-Minute Marketing is a weekly series featuring short, easy-to-accomplish marketing tasks. Follow along with past posts here.

December 9, 2010

2011 calendars added to our online shop!

Fresh new colors for 2011!

2011 Quick Peek Calendars are now available in our business greetings online shop.

Small enough to fit in a laptop bag or on an office wall, but large enough to see a year at-a-glance. Great for planning vacations. Buy a couple and share with your office mates.

NEW for 2011: color palettes inspired by Pantone 2011 color trends, including one of my personal favorites: turquoise and terracotta.

Free shipping via first-class mail on Quick Peek Calendars!

Follow the Greetings by Lidia Varesco Design RSS feed or twitter page to see the latest designs.

April 16, 2020

A to Z of Social Media Marketing: N is for News Feed

Filed under: Social Media — lidia @ 1:10 am

A news feed is where followers see your social media updates. News feeds used to be chronological, however now they are mostly based on algorithms. For example, in Facebook posts are currently shown based on who a user typically interacts with, the type of media and the popularity of the post. 

There are a few ways to work around the algorithms, such as starting conversations, posting when your audience is online (and more likely to see your content), sharing video content (which Facebook loves), and posting consistently (which is where your content calendar comes into play).  

April 7, 2020

A to Z of Social Media Marketing: F is for Frequency

Filed under: Social Media — lidia @ 10:00 am

Over the years, I’ve read many posts about when and how often to post on social media—and they all seem to have conflicting opinions. My advice is to use suggested posting frequency as a reference (like this guide from Buffer) but refer to your analytics to see when your audience is most engaged with your posts. 

It can also help to do some testing: bump up your frequency to see if you get better results and vice versa. 

TIP: Once you’ve determined your ideal posting frequency, make sure to use a content calendar and social media scheduling tool to keep your posts organized.

October 25, 2019

Tips for using social media in your #GivingTuesday campaign

Filed under: Social Media — lidia @ 10:03 am

We are almost six weeks away from #GivingTuesday! Now that you’ve outlined your goals and strategy, created a brand guide and developed your story, it’s time to launch your campaign on social media.

With 29% of online donors saying that social media is the communication tool that most inspires them to give, you don’t want to ignore this aspect of your campaign.

First, let’s go back to my post that mentions the 4 characteristics of an effective #GivingTuesday campaign and see how it applies to social media:

  • An inspired leader – Include thoughts from or images of your leader (or team member who is leading the campaign) in your campaign to bring a personal touch to your outreach.
  • Clear BIG goal – Define your social media goal: Is it donors, dollars, event attendees, followers, partners or volunteers?
  • Collaboration with partners – Collaboration is huge in social media. Think of ways to partner with a like-minded organization so you can both expand your reach.
  • Authenticity – Help your followers emotionally experience your mission and daily work through real-life photos and videos that genuinely tell your story.

Make a plan

You can’t expect success from a social media campaign if you don’t have a plan. Using your overall #GivingTuesday campaign strategy as reference, create a social media strategy that includes the following:

  • Goals of social media campaign
  • Social media outlets to focus on
  • Audience for each outlet
  • Types of posts for each outlet
  • Posting frequency

Remember that each social media outlet may have a different goal and audience, so you’ll want to consider each and tailor your content accordingly.

For example, 39% of millennials worldwide are inspired to give because of what they saw on social media, so you may focus on Instagram for that audience. And over half of LinkedIn users report donating to charities, so that outlet may be useful for targeting organization leaders or business professionals.

Focus, focus, focus

For a social media campaign to be effective, it has to resonate with your followers. One way to do this is to be very focused. Instead of sharing miscellaneous content, tell one singular story from different points of view throughout your campaign.

TIP: Creating a campaign focused on one story related to your mission also means you will end up with content that can be reused throughout the year.

Make it easy to share

In order to make it easier for everyone to spread the word on social media, it’s helpful to create a simple media kit.

Gather campaign-related images, videos, logos and other graphics. Then create a document with sample pre-written posts to cut and paste for each social media outlet. File everything in a shared folder that can be easily accessed by your team, freelancers, or ambassadors.

Did you create a brand guide as I demonstrated in my last #GivingTuesday post? Great news! Include that in the media kit so that your branding will be consistent throughout the campaign.

Get others on board

Social media is well, social, so get as many people involved as you can. Consider featuring your organization’s leader or the team member leading the campaign through stories and images. And of course, encourage your team to share the campaign with their personal networks.

If you have supporters who regularly share your posts or mention your organization in their posts—turn them into social media ambassadors. As nonprofit social media marketer Julia Campbell says in her guide to coordinating social media ambassadors on #GivingTuesday, this “group of passionate and inspiring people who want to spread the word about your cause and raise money for you” are your greatest asset.

Partner up

Are there like-minded organizations or groups—locally or nationally—that you can partner with on your campaign? By cross-posting content or participating in an Instagram takeover, both organizations can expand their reach.

And don’t limit yourself to fellow nonprofits. Small businesses, especially local businesses, can be great collaborators as they prepare for Small Business Saturday (Saturday before #GivingTuesday).

Get more done in less time

Organizations often struggle with social media because of a lack of time or resources.  A strategy I recommend is to block out a few hours to write and schedule a month’s worth of campaign posts. You can still share and post spontaneously throughout the month, but this way you’ll have a steady stream of posts and maintain consistency in your campaign.

Another way to save time is to use a content calendar to track current and upcoming posts. It can be as simple as a spreadsheet or you can use an app like Trello, which has useful content calendar templates.

TIP: Many social media schedulers and other tools have nonprofit discounts—see my list of 15+ Low-Cost Social Media, Content & Email Marketing Resources for Nonprofits.

Don’t push the ask

Don’t lead with the ask. Make sure your social media content is evenly distributed between information, education, stories, conversations—then the request for donation.

Also, remember that people may want to donate in ways other than money, so consider highlighting non-monetary ways to get involved in your #GivingTuesday campaign, such as board or volunteer opportunities or wish lists of goods and services.

Show followers the impact your organization is making, show them why you are passionate about your mission. Give them enough background so that when they do see your ask, they will be inspired to give.

Be inspired by others

As the #GivingTuesday Learning Lab Facebook page branding expert, I often hear people struggling to find ideas for their #GivingTuesday campaign. One of the best ways to get inspired is to see what others are doing.

Observe how other organizations are using social media in their campaigns—specifically techniques you may not have considered such as Instagram Stories, Facebook Live or a Q&A session or live interview.

A #GivingTuesday hashtag search will provide lots of examples, or you can reference #GivingTuesday 2018 Success Stories for examples from nonprofits, foundations, higher education, schools and more.

P.S. Be inspired, but please don’t copy!

Haven’t started working on your campaign yet?

Not to worry! #GivingTuesday has put together a handy 6-Week Communication Plan that will get you caught up, week-by-week.

On average, nonprofits gain 4X the number of new donors on #GivingTuesday than they do on a typical day. And with social media driving 57% of traffic to fundraising campaign pages, it’s smart to invest time and effort into this aspect of your #GivingTuesday campaign.

Catch up with my #GivingTuesday series:

And stay tuned for the next post where I’ll be talking about last-minute tips for your campaign.

September 26, 2019

How to use branding to personalize your #GivingTuesday campaign

Filed under: Branding — lidia @ 2:04 pm

If your nonprofit is ready to join the #GivingTuesday movement, here comes the fun stuff: personalizing your campaign and making it your own.

The great thing about #GivingTuesday is that it’s an “unbranded movement”—you have the flexibility to make it whatever you want. You can use your organization’s branding to create custom #GivingTuesday social media graphics and hashtags that are consistent with your existing branding and marketing outreach.

Here are some tips for personalizing your #GivingTuesday campaign.

Start with a plan

Get started by downloading the Getting Ready for #GivingTuesday workbook. You’ll find prompts for developing your campaign name, visuals and tagline, as well as narrative and call to action.

Create a brand guide

A brand guide visually expresses the important aspects of your branding. It functions as a reference guide to keep your visuals and messaging consistent throughout your campaign.

Your brand guide can be simple, but should include the visual aspects of your branding, i.e. logo, colors, fonts, images and videos—as well as your voice, and the theme and hashtags you plan to use in your #GivingTuesday campaign.

When you design a campaign social media post or website graphic, reference your brand guide to be sure it’s aligned with your branding and messaging.

TIP: When designing a piece, ask yourself: Will a follower recognize this as part of my brand? If not, revisit your design (and brand guide) to make it more consistent with your brand’s identity.

Here is an example of a brand guide I use for my social media marketing.

Incorporate the #GivingTuesday branding

While you want to use your organization’s branding, it’s also smart to incorporate aspects of #GivingTuesday’s branding so that your audience recognizes your campaign is part of this global movement.

If you don’t have a graphic designer on hand, tools like Canva or Adobe Spark (both of which offer nonprofit discounts) make it easy to create images using the #GivingTuesday branding and logo.

TIP: The #GivingTuesday hex color codes are #C02032 (red) and #32417E (blue).

Here are some examples of how organizations have incorporated #GivingTuesday’s branding into their own.

Create a unique hashtag

Creating a hashtag unique to your campaign is one of the best ways to increase your engagement. You can use your organization’s name, tagline, or campaign name—just keep it simple and memorable.

You can also play on your organization’s mission, like Dress for Success did. The organization—whose mission is to empower women to achieve economic independence by providing , among other things, professional attire—played on the #GivingTuesday name by staging a #GivingShoesDay where women were encouraged to donate their gently-worn professional shoes.

Be consistent

Consistent branding helps reinforce the who, what and why of your organization—and creates a connection with your audience. It also helps with donor retention.

Using a brand guide, as well as a content calendar, will help to create visual and messaging consistency that will inspire viewers to take action during your #GivingTuesday campaign—and throughout the year.

Here’s an example of how Appalachian Trail Conservancy has created a #GivingTuesday campaign that is consistent with their overall branding.

Tell authentic stories—through video

During #GivingTuesday people may feel overwhelmed by fundraising appeals. To stand out and resonate with your audience, you need to tell your story.

A compelling story allows potential donors and supporters to make an emotional connection. And video allow you to express situations in a way that static text and images can’t.

Videos are shared over social media 1200% more than text and pictures combined. If that doesn’t convince you, video viewers retain as much as 95% of a message when they watch it—text viewers only retain 10% of what they read.

Here’s an example of how Sick Kids Foundation uses storytelling in their “Undeniable” campaign video.

With your plan, brand guide and story in hand, you are well on your way to creating a #GivingTuesday campaign that is all your own—one that will stand out on December 3rd and beyond.

Stay tuned for the rest of our monthly blog series that will lead you through marketing your #GivingTuesday campaign!

August 7, 2019

Is your nonprofit organization ready for #GivingTuesday?

Filed under: Giving Tuesday — lidia @ 10:00 am

Is your nonprofit organization ready for #GivingTuesday? | lsvdesign.com

#GivingTuesday is a global movement that impacts local communities by transforming the way people think about giving and how they participate in the giving season. Their mission is to inspire collective action towards improving local communities through generosity. They stress the importance of each act of kindness—no matter how small. The ultimate goal of this movement is to bring people together to create a more generous world.

#GivingTuesday is the Tuesday after Thanksgiving in the United States. It was started in 2012 to reclaim the season for giving and is now celebrated in more than 190 countries all over the world. In 2018, $400 million was raised online. 

How participating in the movement can benefit my organization

Nonprofits raise more during year-end when they participate in #GivingTuesday—the average donation is $105. In 2018, 75% of #GivingTuesday’s financial contributors were repeat donors. The holiday season creates a boost in giving by drawing in more donors and by encouraging current donors to give more.

#GivingTuesday is not just about monetary donations

#GivingTuesday celebrates every giver, no matter their donation. The movement is not about one’s ability to donate—it’s about taking action. Many donors participate in more than one way. For example, 37% of participants donate in non-monetary ways such as food and clothing drives or volunteer work. 

Having trouble thinking of ways people can give back to the community? See #GivingTuesday’s Case Studies. They share success stories from nonprofit organizations that can spark inspiration within your own organization.

4 characteristics of an effective #GivingTuesday campaign

Some campaigns are more effective than others, but why? Well, it’s simple. Those campaigns possess these qualities:

  • Inspired leader – Leaders who are passionate and authentic will inspire your donors.
  • Authenticity – Your brand, message, and approach should be authentic as well as resonate with potential donors.
  • Collaboration – Partnering with local businesses, funders and fellow organizations can amplify your campaign. Search for local movements here. 
  • Clear goal – You should have a goal that reflects your organization’s priorities and is big enough that people notice and are inspired to get involved. Here are some ideas:

Steps to get started on your #GivingTuesday campaign

#GivingTuesday is a mere four months away. Based on the 2019 Campaign Timeline, by now your organization should have:

  • Registered for #GivingTuesday (GT) at www.givingtuesday.org
  • Downloaded the case studies and toolkits relevant to your organization
  • Set clear goals
  • Organized a staff meeting to select team members to work on the campaign
  • Reached out to local businesses, funders, and potential partners for funding and idea exploration
  • Researched local movements to get involved in
  • Talked to donors about providing a match or challenge grant to build extra excitement

If you’re behind in your campaign steps, no worries! There’s still time to get caught up.

This month, your organization should be working on the following:

  • Confirm your campaign plan and goals that reflect your organization’s priorities
  • Map out a timeline and share with key team members
  • Confirm assets and graphics you’ll need for the campaign
  • Start mapping out your content calendar
  • Think about your evaluation strategy

Our next blog post will further explain the steps needed to continue preparing for your campaign.

Additional #GivingTuesday resources

  • Getting Ready for GivingTuesday workbook: gives you step-by-step instructions on building a #GivingTuesday campaign. It’s a great tool for cementing thoughts on paper with plenty of room for notes and ideas. The workbook is backed by previous #GivingTuesday leaders. The workbook aids the organizations on campaign building, recruiting a team, and timeline creation.
  • GivingTuesday Learning Lab: a Facebook Group for nonprofit organizations to ask questions and share ideas with other organizations. I’m the “resident branding expert” in this group, so bring me your questions on branding.
  • 2019 Campaign Timeline :lays out all of the tasks that need to be completed during each month from June to December. It is a great way to help you stay on top of things.

Are you ready to join the #GivingTuesday movement? 

Mark your calendars: in 2019, #GivingTuesday falls on December 3rd and your nonprofit has the opportunity to join thousands of other organizations to spread generosity that positively impacts others. Sharing your story will inspire change, and may start a wave of generosity that lasts longer than just one day.

Stay tuned for the rest of our #GivingTuesday blog series that will lead you through branding and marketing your campaign, along with monthly to-dos to keep you on track. 

January 4, 2019

Kick off the year with a quick social media audit (free worksheet)

Filed under: Social Media — lidia @ 9:00 am

yearly social media audit worksheet

For last few years, I have started the new year with a social media audit to assess the previous year’s results. It’s a quick and easy process and provides useful insight for your social media strategy.

How to perform a fast and easy social media audit

Before you start, you have to know your social media goals. What are you hoping to accomplish through your social media efforts? For example, it could be brand awareness, increase in sales, increase in followers, or email list growth. Keep your goals SMART: specific, measurable, achievable, relevant and time-bound.

Next, review your social media numbers. Review analytics for the past year in all of your social media accounts—including your blog and email marketing—and jot down key data, such as follower growth and top-performing posts. Compare the results to past years’ data, as well as your current goals.

Lastly, revise your social media plan for the new year. Review your results and use the data to refine your social media strategy for the upcoming year. For example, did a particular type of Facebook post or email newsletter subject perform well? Make sure it’s incorporated into this year’s content calendar.

How to find social media data

Not all outlets allow you to download a year’s worth of analytics, so you may have to do some digging. In addition to each outlets’ built-in analytics, here are few other handy resources for reviewing social media analytics:

Doing this short exercise will allow you to see what worked last year, helping to refine your social media goals and strategic plan for the new year.

Make it easy by using a worksheet

I usually track my yearly social media data in Evernote (you can also use a Google or Excel sheet) but this year, I created a handy worksheet where you can input your social media data and see your progress at-a-glance.

Download my Yearly Social Media Audit Worksheet (PDF). If you find it useful or have suggestions, please let me know!

Yearly Social Media Audit worksheet

Older Posts »