Presentation used at the 2016 Washington Planned Giving Annual Conference in Seattle to ignite and education planning giving professionals on social media.

1. the heart & science of philanthropy
(and social media)
May 2016 | Erica Klinger, Director of Marketing

2. Social media will only get
more important to planned giving

3. Can you ignite planned giving
through social media?

4. Start with a plan

5. Social media is “Word of Mouth” marketing
and not a direct response channel.
Focus on the SHARE, not the donation.

6. Create clear and measurable goals
Increase REACH with 100 new subscribers
Increase ENGAGEMENT with 1,000 post interactions
Acquire 15 NEW DONORS from social media channels

7. Tactics to increase REACH
• Post during high engagement hours
• Pay to boost your posts
• Use relevant Twitter #hashtags
• Remind people to share!

8. Tactics to increase ENGAGEMENT
• Create a content calendar with awesome content
• Tag partners and influencers
• Use scheduling to automate posting
• Moderate and reply quickly to comments

9. Tactics to acquire NEW DONORS
• Link back to your website – always!
• Set up forms for email capture
• Create urgency and have an “offer”
• Follow up with relevant resources

10. Create “sharable”
content

11. Content changes along the journey
Donate

15. TOP CONTENT IS SIMILAR FOR ALL GENERATIONS. Source: moz.com Pew Research Center 2015

16. Think about content people will share
Surprise people
(interesting images & facts)

17. CHAMPAGNE PREVENTS ALZHEIMER’S DISEASE. Most shared content in 2015 on London Evening standard site.

18. TOMS ONE DAY WITHOUT SHOES - INSTAGRAM. For each photo posted of bare feet, TOMS gave a pair of shoes to a
child in need. Millions of people around the world spent the entire day barefoot and tagged their friends to do the same.

19. Examples in our Community

20. Leverage a Trend
(viral videos, celebrity
endorsements, zombies, etc.)

21. RELATE RECENT NEWS TO PLANNED GIVING. While extraordinarily generous, Prince did not leave a Last Will and
Testament, therefore, his legacy philanthropy is left to the discretion of his family AFTER the government’s review.

22. IF IT WORKS, DO MORE OF IT. The ALS Ice Bucket Challenge is an exceptional example of viral social media content. It
leveraged the “feel good” factor and is still going with over $115m raised since 2014.

23. GIVEBIG PSA VIDEO. Sounders FC Captain Brad Evans voiced his GiveBIG support with Macklemore & Ryan Lewis
“Downtown” soundtrack. Over 31,000 views, a 23% increase compared to 2015

24. Inspire People
(stunning photos or quotes)

25. PICTURES SPEAK A THOUSAND WORDS
50% of social network site users have shared news stories, images or videos, and nearly as many (46%) have discussed a news issue or event.

26. CURATION OF 51 BEAUTIFUL LITERATURE QUOTES. This blog post had over 9m views and over 1.4m shares. Most
people have favorite books and quotes.

27. CHARITY: WATER STORYTELLING. Through both video, written text and curated images. They also dedicated an entire
page of their website to heart-warming, positive-outcome stories.

28. Know your audience

29. 70%
More than ½ of all online adults 65 and
older use Facebook (56%).
This represents 31% of all seniors.
27%38%59% 22%
NETWORKS ALL AGES USE DAILY:
FACEBOOK STILL RULES. It accounts for 70% of daily users. But the proportion of daily users in 2015 on Instagram,
Pinterest and LinkedIn increased significantly from 2014. Source: Pew Research Center 2015

30. Identify your target audiences
and define key messages

31. Estate Planners
Listen to this free
planned giving
podcast with 5 clever
ways to leave
charitable money in
your will. #leave10

32. Prospective Donors
Our Planned Giving
LinkedIn group needs your
attention! We need your
opinion on this debate on
leaving a legacy.
#philanthropy

33. Current Donors
Watch this video
with 3 new ways on
how to navigate your
way through the
process of planned
giving #legacy

34. Don’t be afraid to ask
for engagement

35. Professional Advisors
It will take you
5 minutes to read this
post on Girl Scout cookies
– learn critical lessons on
confidence, clarity and
creating value.
@thisissethgodin

36. Seth Godin, author
of “All Marketers
are Liars”
“What’s your
favorite kind of Girl
Scout Cookie?”
(reframe message to position
your org as adding value)

37. Give them heart

38. What is your unique
and compelling story?

39. SHOW THEM WHO YOU ARE. Your subscribers want to know the people behind your Facebook page. Share your
expertise, events, news and passion for your cause. This post had 418 likes, 47 shares and 38 comments.

40. Leverage brand ambassadors
Build a list of people that love your organization and will
share your content in their social networks.
• Employees
• Volunteers
• Board
• Family
• Friends
• Media and bloggers
• Celebrities

41. Listen to the science

42. Do frequent analysis,
work smarter not harder

43. Watch your
shares.

44. Track blog
engagement

45. Benchmark
your emails.

46. A quick review…

47. Set your goals and have
a clear Call to Action (CTA)

48. Make storytelling fun & interesting
Fun

49. Learn from your failures
$%(L@#!

50. Review analytics
and remove friction

51. Make the “ASK” at the
right time and in the right channel

52. Keep it simple.

53. Resources
• marketingsherpa.com - Case Studies, Research and Training
• sethgodin.com – Author and Blogger
• pewinternet.org - Pew Research Center 2015
• hubspot.com – Content Marketing Platform
• moz.com – SEO and Search Software

54. Questions?