The Reel Deal -Strategic Storytelling for Nonprofits on Instagram and IRL to Engage Ideal Donors

All right. So good afternoon, and welcome to our expert webcast the real deal, strategic storytelling for nonprofits on Instagram and in real life to engage ideal donors. Our presenter today is Jordan Gill, she is a multi seven figure business strategist, whose mission is for high achieving Read More

All right. So good afternoon, and welcome to our expert webcast the real deal, strategic storytelling for nonprofits on Instagram and in real life to engage ideal donors. Our presenter today is Jordan Gill, she is a multi seven figure business strategist, whose mission is for high achieving business owners to prioritize rest without sacrificing revenue. Her podcast system save me goes behind the success of businesses to spotlight the invisible systems you’ve never seen or heard of. She’s amplified reels and Instagram overall, to activate your current followers and bring in new ones, which is what she’s here to talk about today. So Jordan, do you want to get started?
Yes, let’s make it happen. All right. Hello. Hello, everyone. I’m so excited to talk about one of my favorite subjects, which is Instagram, but specifically reels. And before I dive into all the slides, the reason that I believe reels are so powerful for any business, including nonprofits is because they not only warm up and excite your current followers, but they also get you in front of new eyeballs, new people that are looking to support different causes, support and buy things from businesses. They’re looking for that and so I’ve found Yes, can you do carousels? Can you do lives? Can you do all of the other things that are an opportunity on Instagram? Absolutely. Today, we’re going to be focused on reels. And again, how we can increase engagement, but also ultimately, that engagement should be leading to more volunteers, more impact, more donations. So with that being said, let’s get rockin and rollin. And, y’all if there is a question, I’m going to leave that to the very end, FYI. But you can plop it over in the questions area. And I know Lori is going to help me with making sure that I stay on top of that. So if you have questions, put them over in that area. And we’ll get to it more near the end of the presentation. But I want to give you all all the juice in one shot, if you will, and keep things rockin and rollin and be very cognizant of your time. Let’s see up things Melanie will get make sure to turn on some captioning for sure. Okay, so let’s present. Okay. So we are talking about the real deal. So, which is centered around strategic storytelling for nonprofits on Instagram and in real life to engage ideal donors. Okay, and I would love to know to how many of y’all love Instagram and how many y’all are, let’s just say on the fence. With Instagram, we don’t want to put any hate out there because we don’t know if Matt is listening to us. Just kidding. But we’d love to know again, just if y’all are on Team Instagram, or you see it as something that is a tool that you know, can help you in in different ways. So there is no right or wrong there. Quick one slide about me is that I am the founder of system saves me like Laurie said, I’m a podcaster in the HubSpot Podcast Network, I am the creator of the day to day method for VIP days, those are some things that I’m known for. And honestly, I spend my time sharing ways to build a business that prioritizes your life, I guess through automation, and systems is what that’s supposed to say so but I do love automation. And we’ll definitely be touching on that a little bit later in this call. So I totally get it. I see some love. I see some do not like so totally understand both sides of it. I even have my own personal like, I love it today. And then some days I’m like, okay, you know. And so that is a little bit about me. And I want to talk about the elephant in the room, which maybe you may have looked me up at this point you may have seen you know, my Instagram and the thing is I’m not an Instagram expert, okay. In the traditional sense, I will say right, it’s, it’s not something that I am like, totally immersed in, but I do pay very, very close attention. And I have success with my own Instagram as well as helping others with their Instagram and creating more opportunities for leads and more opportunities for sales and for you all volunteers and donations. So if you’re like okay, it doesn’t even say Instagram expert anywhere on here. That’s kind of on purpose. And because I think that Instagram is a tool. And it is a way for us to connect with so many more people than we would be able to just again on a day to day life if you’re going to the grocery store, right around, and it can really amplify the impact that we already are making. So if you’re like, what’s happening here, I just wanted to put that out there that I see Instagram is such a powerful tool. It’s not the end all be all, because I know that again, maybe y’all are Facebookers or LinkedIn folks as well. But I love Instagram, and specifically answering rails again for the opportunity to engage your current followers and get seen by new ones. Okay. So here’s what we’re gonna cover today, we’re gonna cover what type of messaging that needs to resonate with your current followers and new followers to again, take action, how to optimize your Instagram profile as a nonprofit and not an influencer. And then I love a sharing about this new tool that can increase interest and ease to donate or volunteer, you may or may not have seen it, but I will get to that at the very, very end. So with that being said, let’s talk about messaging. And what what you need to say in order for it to fully resonate and be relevant to your current followers, and to your new followers, as well. And there’s a few examples that I’m gonna be sharing, if you are from any of these organizations, that was my only thing is like, oh, gosh, nervous, but none of them are like, horrible. Let me say, there just are things that I would tweak about them to make them again resonate or be more relevant. So please just keep that in mind. and whatnot, as we go through this. So what I’ve seen a lot of in the nonprofit space is making people feel like from a messaging perspective, that they are required to take an action in order to be considered good, or to be considered somebody who is doing the right thing. And that’s where I think it starts to fall apart. And it starts to feel like a kind of like shaming or like, I’m not on the best path. And so whenever we have messaging that feels like a requirement, which I’m going to show you an example of it, it doesn’t actually get us to the end result that we want with people, which is again to donate volunteer, connect, right? And I switch to this two reasons. Okay. So I don’t know about you all, but again, I don’t like to be required to do anything I don’t, as an entrepreneur, myself, I don’t like to be told what to do. So the requirement part can really leave a bad taste. But reason is like, well, I want to reason why, like I want to have a way to connect are a way to create impact, and not feel like I have to do it in order to be considered a good person or to be considered doing the right thing. So here’s, here’s a couple examples. Okay. And I also, don’t I some other examples, again, that I used, some have very good, you know, like editing, quality, all that stuff. And some are very, I would say more authentic, and not in the sense of the other ones being inauthentic. But in the sense of, they’re just very, like, somebody picked up their phone and put it together, right. And so here’s a reel that I found. And the reason that this reel feels more like a requirement is that one, it’s a little bit cold, so there isn’t necessarily like a face to it. I love again, as somebody who does volunteer and has causes that I’m really passionate about when I just see things or like just really again, I guess harsh words that are like don’t do this, or you have to do this or you need to do this. That’s when it starts to feel like a requirement. And a lot of times that can turn away people because they feel again, kind of a an attack. And again, this is like not it doesn’t make me and this is actually really again, this has Mothers Against Drunk Driving. And it doesn’t really show what actual great stuff comes from what they’re doing. What you can do with Mothers Against Drunk Driving is you can actually donate your car, you know, instead of again, treating it like they say here, and they gift it to folks. And generally speaking, usually teens and so they have this really great gifting program but this doesn’t quite evoke and give you a reason why. Right? You would want to donate your car versus trade. It’s just telling you don’t do it. Right here, and this is Charity Water. And you know, they’re they’re pretty well known for their social media, but also just their branding in general. But like, this gives me a reason, right?
The people, and I thought that charity water was the best way to help other people by giving clean water. Everyone can help you no matter what you are, or how old you are, you can help. But what
I love about this reel, is, as you can see, he’s like filming himself in his bedroom. Right? So it’s a mix of the, the more polished video and stock. But also, you’re seeing the actual kiddo, right? You’re seeing him talk about it, you’re hearing him talk about it. And it’s a reason to, again, donate to charity water. And, you know, this kiddo did created a recycling business that ended up you know, serving and creating, what was it and I donate 10% of the proceeds to clean water, right? And so it’s showing a very, very simple way to contribute, and giving you a reason to try it out a reason to contribute a reason to donate a reason to give, right. So next in the old way, is again, responsibilities. I don’t know about y’all, but I got enough responsibilities on my plate, you know, I have a 10 year old kiddo, I’ve got a husband, we’re building a house we are. I’m an entrepreneur, my husband works in corporate, there’s a lot of responsibilities going around, okay. I don’t need any more sensibilities, I would like actually less responsibilities would be nice sometimes. And so again, what I see a lot in social media is feeling like, you know, adding something to somebody’s plate, and making it a responsibility and making them feel like, again, there’s this sort of shame if you don’t do it. And what I love to see on social media, again, specifically for nonprofits, is revelations, like, oh my gosh, like, this actually, is a really simple way that I can, again, volunteer, contribute, donate in some sort of way. So alright, they just start at the same time. So again, I remember which organization this was from, but this organization was talking about, again, secondhand clothing, and upcycling and all of that. And it’s again saying it and you don’t need to buy new. And so it makes you feel like if you do buy knew that you’re a bad person actually really liked these tips. But what is kind of feeling like an is like, the don’t need, right you don’t need she shouldn’t want this, you should forego this, all of that, that doesn’t feel good. It doesn’t mean it doesn’t make somebody connect further, it actually says, Oh, they’re like kind of making me feel bad. No, this person, or this company, organization or nonprofit, try to do that. And it’s all about in that messaging, right. So here’s a really cool video that I found it’s super long. So we won’t show all that. But what I love about it is oh, this is like our simple way that I could help with cleaning up oil spills that like I’ve never thought of but also like, is a very low lift. Like I can do this
how the dog roaring, he noticed that when he spilled oil in the salon, it stuck to the hair on the floor. And that gave me an idea. He grabbed a bunch of hair filled his wife stockings with that amazing amount of hair to see if it’s soaked up more oil, when he discovered that idea worked the department of the charity called matter of trust to scale up the operation. Now people can send in human hair, hair, or even feathers, and they’ll be woven into a map that can soak up oil and help protect marine life.
Okay, you know it goes on. See how this storytelling that just disappeared? Go back. All right, get back to Julio hair. Okay, sorry about that. So see how the difference of responsibility like you don’t you shouldn’t do this versus like, oh, a revelation. Like I didn’t know that. Like all the hair that I just you know, found on the floor after currently in it today. I could start collecting and then send into this organization and have it help oil spills. That’s a very easy lift. That’s a very good and if I care about oil spills, which I do, then that is a way that it’s like an aha it’s a Oh, like this actually could be easy and simple. And I could easily create a routine because I’m seeing how easy See it is versus again, kind of the the Shamy language. So hopefully you all are getting some really, really good. Now the volumes low. Let me see if I can fix the volume and whatnot. Let me know. Yeah, exactly. Aaron gave a good. Let me see if I can move my microphone a little bit closer for y’all. So there we go. Aaron shared. So shifting from you don’t need to buy new but trying to thrift instead of buying new so like, maybe like first time thrifty. And like, here’s some tips to score the perfect thrifted find, right? So again, it it actually is like, oh, like they know, this is my first time they know I’m new at this. And they’re going to help me out. Right? So something like that would be super awesome. Let’s see. Let’s see. Let’s see. Cool. Okay, so I’m gonna move on to the next old way. I went all the way over this way. Okay. And the last thing I’m seeing in the old way is like realities, right? So when I think of realities, I think of those commercials back in, I don’t know, 90s, early 2000s, where it’s the arms of the angel. And it’s like, super, super real and super raw, right? Because a lot of the causes that you guys are helping out with are very real, and very raw. And sometimes it can, it can definitely evoke the emotion of oh my gosh, I need to help. And it also can come across as a I don’t want to say jarring, but it can just like, come at somebody like when you’re scrolling, especially on social media. It’s like I’m scrolling and I laughed at a dog, a cat video, and then like, boom, something really intense hits it, it actually increases the amount of scroll because it’s so unexpected, that people then just scroll on by. And that’s not what I want for y’all. Okay, the reality is, are are very important to share. And when you’re sharing them on websites, and things that people are expecting to see that kind of reality with AI say, please share that and it isn’t super necessary. And when it comes to social media, those are highly scrollable they don’t stop the scroll, they actually evoke, again, a bit of a negative emotion, which obviously is not the point. So what I like to show on Social Media for Nonprofits and your causes is the redemption. Right? So showing how somebody went from, you know, a difficult situation, a difficult time, a difficult decision, and, or difficult circumstance. And there was the redemption, right. And a lot of times you start with, you know, the, I guess the happy ending, if you will, and then you can kind of go back and share the reality part so that they do stop the scroll because they’re like, Oh, I resonate with this, or oh, you know, I’m seeing this woman who, you know, battled breast cancer, like my mom, and you know, she is in remission, or whatever the case is, you know, that is going to help somebody stop the scroll, still see the reality, but it’s not something that feels like, again, somebody’s going to stop or scroll on by the story. Okay. So, again, this is more or less like, I don’t want to like go into like really intense realities and stuff like that. In order, it’s not sure anybody, but this is an organization about helping more people get access to internet. And so this is just kind of a quote that like, doesn’t do a lot and, and quotes aren’t bad statistics aren’t bad, any of that stuff. But it doesn’t really like, again, do much here. And in this or in this sort of circumstance. And this is again, like an upcycling nonprofit. That’s showing again, the redemption of all these older items, and ways that you can reuse them. This reel actually got like 50,000 It’s like from random town near Baltimore. And again, they’re just sharing like what came in this week that you can check out.
The store is absolutely jam packed with so many funny finds. I’m going to try to jam in all of my favorites video. Starting next is vintage oak file cabinets. This is probably the biggest one I’ve ever seen, it is a whopping eight new drawers and cost $63 A wide variety of costs.
So again, they kind of like walk through the store and share how much things are and what you can check out what is interesting in how you could use the different items. So there were like some quirky things on there, that you’d be like, what am I gonna do with this and she shares, apparently a doll, that’s a little scary one to stop it. But as you can see, again, it’s just like really wanting to showcase like, oh, like, we are taking these items that were either no longer wanted, or were part of an estate sale, or whatever the case is, or someone was, you know, we actually, my husband and I are remodeling a house from 1960s. And so we had a shop up in Carrollton, I’m in Dallas, Texas, up in Carrollton come down and grab all the lights and grab all the doors and grab all the things and be able to again, upcycle them because they are good doors, they all had, you know, lights and all that stuff that would be really great for somebody else. And so instead of us just throwing them in the dumpster, we you know, put them in a store similar to this, that then now is upcycling them and people can reuse. So recycling. So I want you to see kind of, again, the difference. But the overall gist of the type of content that you all want to be creating is it has to be relevant, right. And we’re not trying to make it relevant to everybody, right, because like I said, there are causes that are that resonate higher with me because of experiences and things in my life. But that doesn’t make the other causes irrelevant to me. However, we all know that when you have an emotional ties to a cause, or an experience that changed you or a life lesson that somebody brought into your life, that then you want to give back in some way, right? Those are the people that you want to connect with. Those are the stories that you want to share when it comes to storytelling, right? Like, they’re the story of the kiddo with the recycling business, the for charity, water, the revelation. Going back to that all these fun videos, the revelation of like, oh, like, it’s pretty easy for me to collect my hair in like a bag or something to where I can be a part of this. Like, again, I care about oil spills on a general level, but it may be a higher reason and revelation for me to care, because it’s a very simple thing that I can do in order to support a cause that is important, right? Same thing with redemptions, we’re just gonna skip over that where again, showing people how they can purchase something, or they can be a part of something that gets recycled and put back out into the world, right. So all of that to say, you know, relevance can feel difficult, because sometimes your donors may not come from the same again, socio economic background as the beneficiaries that y’all are helping, or they may come from a different race, a different gender, a different religion, all of the things. And so it can be tough to feel like you can always make it super relevant. But just like you saw in the Revelation one, which I think is probably the most, I don’t wanna say interesting, but I just really enjoyed that video. That was like, you know, this, this is a way that I can make this relevant to somebody who again, just like hair falls out when I’m, you know, showering or doing my hair. And it’s very simple to scoop it up and have it be reused for something that is going to help make our world better. Right. So relevance can come in a lot of different ways. There’s some different questions and exercises that I wanted to leave y’all with when coming up with this content for your Instagram reels. And like I said, I showed a variety of examples, some that were highly produced, and some that were very much on an iPhone, and I did that on purpose. Because I think people overcomplicate like, oh, I need a whole video crew and it has to be polished and has to be this big editing production. And it can that doesn’t have to because when someone’s telling a good story, when someone is able to connect with you in a very relevant and real way. The packaging doesn’t necessarily matter. It matters that again, I can read you know the writing on the videos like I said the one with the Heron oil spills it had captions on it, which I think is super important as people are scrolling. And I think that for all of the videos that you’re capturing for your reels, this would be stuff that you’re kind of want to say collecting along the way. But something that I do and I encourage others to do is just, if you have volunteers, you have your staff members when you’re doing events, or you’re doing the work on the ground, capturing those moments, so that you have then a kind of stock folder of video so that when you’re in the day to day, or you have a social media entertainer, or coordinator or manager on your team that is helping support you in these efforts, they have what they need to create when it’s a random Tuesday, right? And there’s not necessarily something going on that you can capture in the moment. So if you’re looking to create again, reason content, so ways that you want to evoke a why for somebody to do a donation or volunteer or connect, is ask yourself the five why’s which is just an exercise that it’s like, you know, you know, getting deeper into why somebody would want to, to donate or volunteer. And so the exercise goes like this. So it’s like, okay, why would you want to give to the the EW G, which is a verification organization for getting rid of a lot of toxic stuff, and our makeup, or beauty or body, all that stuff? And why would somebody want to
donate to that cause? Well, somebody would want to donate because, you know, they don’t want necessarily all of these 170 chemicals that are banned in other countries to be in their bodies and to be in their families. Well, why don’t they want toxins in their bodies of themselves in their family? Well, they don’t want toxins because they know that they’re linked to things like cancer and other, again, very harmful diseases. And that could affect their quality of life. Well, why do they care about their quality of life? Well, they care about their quality life, because they want to be around for graduations and weddings and birth births and birthdays and graduations. And you know, the cycle continues. They want to be present for their family without being restricted by whatever’s going on in their bodies. Well, why why do they want to be present for that stuff? And it’s like, well, that’s, that’s how they, again, leave their legacy with their children are that’s where they are wanting to capture moments or memories, right? So we went down five why’s and why somebody would care to donate or volunteer with the EW G organization is because they want to be around to make memories with their family, you know, without being worried about toxins and whatnot in their body. And so instead of again, just staying top level, and that first why, which is where a lot of people stay, right of just like, oh, like you shouldn’t want toxins, right? That should, you shouldn’t want toxins in your food and your shampoo and in your different places. And it’s like, yes, and the real root reason of that, after you kind of layer those wise, is that they want to be present for their families, and not be held back from all of the events that life brings you. Right. And then another thing is like heart and head reasons. So usually people are very emotional when, you know, purchasing or volunteering or donating and right. And I think there’s some people who are logical buyers, and so, or, again, are very logical in their nature. So ew G is an example again, is a head reason for changing. You know, the shampoo you use is bait could be based on again, the memories and that more emotional tie, it could also be because I read that by switching my toothpaste from X to Y means that I will extend the life of my teeth before needing dentures by 10 years. Right. So that’s a very logical thing because maybe you know, in your family that a lot of your family has a lot of like teeth and mouth issues, and that your family has lost a lot of teeth, right prematurely. And so now you’re like, Okay, I don’t want to make that same mistake logically. So I’m going to be a part of ew G and volunteer and donate to them because they’re helping me do that. Revelations. Okay. This is is again the hair oil spill line? And what would evoke curiosity? Like the fact that he’s sharing a story of a hairdresser? Who was able to then tie the leftover hair to oil spills? Is it’s curiosity invoking, you want to know where it goes. Next, you want to figure out how this all came about. So what’s something that evokes curiosity? And then what would someone find shocking to find out again, maybe it’s not shocking to you all about the hair and oil spills, but it was definitely shocking to me, it was definitely something that made me stop the scroll and obviously, place the real inside this presentation. So and I don’t mean shocking as in again, like, super jarring, but something that again, is not what they are normally seen when it comes to. Yes. Oh, ew, G Thank you, Elizabeth, Environmental Working Group. For those who don’t know. Thank you. Sorry, I know that that acronyms and things, I need a reminder, thank you. So something that again, can make somebody lean in and say, Oh, I, I want to hear more about that. And we all live in the world where we’re hearing that stuff constantly. And so it may not feel shocking to us anymore. So something that I would encourage you to do is go through and maybe at a picnic, or you know, a school field trip or something, talk to another parent or talk to a teacher or somebody else and share something that may you may think might be shocking and see someone’s reaction. Now someone’s like, really, whatever you just said, Should probably a good social media post, because you’ve got that immediate confirmation that somebody was really surprised by what you said. And then what’s a small way for someone to get started with y’all. Okay? Do we want the big donations? Absolutely. And when it comes to social media, I don’t want to say that you can’t get big donations from there because you absolutely can. And a lot of times people are just wanting to get started in some way. And something that I again, saw when I was doing my research was the birthday party project, which I’m going to talk about a little bit later. And is a nonprofit that helps children who are on housed, celebrate their birthdays, and it’s a beautiful organization. And there was a list of small ways that someone can get started, right? By donating X amount of money, you can actually buy the cake for our next birthday for you know, seven year old Alice Right? So there’s, it’s like, well, who wouldn’t want to give a cake to Alice? Like who, who wouldn’t want to share in that moment, right with with that kiddo. So thinking how you can connect the little things is then how a lot of times people get started, and then it becomes a habit and then it becomes I just feel so passionate about this organization, this cause this impact that I’m gonna give more, right, can start with the little stuff, and then pop up here. And then redemptions. So how do I create the win wins for my donors, my volunteers and my beneficiaries. So everyone loves a redemption story. Everyone loves to see somebody who was struggling or going through a really difficult time, get to the other place. And more than that, they love to be the person that helps that person, or that organization or that cause. So how do you create the opportunity for your donors and volunteers to be a part of your impact and redemption story for your beneficiaries? Right? It’s, it’s also why and if y’all are on Tik Tok, and it’s somewhat on Instagram, but I would say more on tick tock those stories where you see people are going up to unhoused individuals and folks and saying like, hey, like, how did you get here? Like, how how can I support you? Like, what are the things that you need right now? Can we go and get you a backpack and Walmart Can I go and connect you with an opportunity for some work, and really connecting on a human level? And that’s what I think is really is really incredible. And why that content does so well is because I watch that content all the time. And I’ll be sitting there crying because I I’m drawn to that and I want to support specifically those causes because life can be hard. You know, we all get handed cards that aren’t really great for in a variety of ways, right? So oh, that’s a great question Jan about don’t you end up shaming them for not being able to afford the more expensive, healthier shampoos that have less toxins? Not sure I see your point. So essentially, it’s not, hey, you need to throw out, like, here’s how you would shame somebody, hey, you need to throw out your entire beauty counter. And you need to swap everything for toxin like you need to go and find all these things that are toxin free. That would be kind of the equivalent of like more of a shaming post. But if you’re talking about a simple swap, right, then that’s, I would say less shaming and more educational and showing, okay, you may be paying a little bit more for this healthier shampoo, but it actually lasts two extra months. So while yes, this is a cheaper shampoo that maybe still does what you want it to this other shampoo is going to last longer, because you’re using less of it. And it’s able to, again, not put whatever chemicals into your into your scalp. So hopefully that makes sense, and gives a bit more perspective on that. Okay, now we’re gonna get into let me see the time here. All right, cool. These next ones kind of go pretty quick,
how to optimize your Instagram profile as a nonprofit. So when you’re doing your reels, you’re creating that content, what’s gonna happen is you’re gonna have way more people seeing your Instagram profile, because most people who are following you, once they follow you, they aren’t going to be coming back really to your home feed very often. And so this profile should cater to the I would say, colder audience or colder people who may be brand new to you, or have maybe seen a few of your reels and want to connect in some way. Okay, so we’re going to position I’m not going to go through Donor Perfect profile, I’m gonna go through a different one. But again, this bio is meant to position you for people who are just finding you. So with that being said, some things. So this is the birthday party project, like I said, an organization that I’m really passionate about. And number one is adding a key word to your name. So the birthday party project could potentially get flagged, even though it does say nonprofit organization, which is helpful. Having a key word in the actual name. So saying the birthday party project with kind of this, like, I don’t know where this is, it’s the keyboard, right under Delete on your keyboard, I guess line and then unhoused kids, because then if people are looking up on House kids, then the likelihood of you being shown on the Explore page or coming up in search results is going to be higher, because that keyword is a part of your actual name on Instagram, okay, that doesn’t mean it’s going to change your profile like at the birthday party project, that’s still going to be the same. It’s just in your bio, that you add the keyword, the type of accounts. So if you don’t have a nonprofit organization account, please change the type of account that you have on Instagram. If it’s anything else, it’s not necessarily going to hurt you. But there is extra benefits to having your account be the nonprofit organization. And one of them is that button that you see. And I’ll talk about in a moment that says support down below that makes it capable for that. In your bio, something that I would do is add an impact number for context. Oh, see me, plus me. So what I mean by impact number is the birthday party project. Again, we host birthday celebrations. And so something that you can include in here is hosted 2000 birthdays and counting, or we’ve built 473 homes and counting, or we’ve, you know, connected 4000 people to new jobs last year, or whatever the case is. Because, again, we want people to give to our cars because they want to support the impact that you’re making already. And it doesn’t have to be big, big numbers like you know, a million homes or something. Even if it is something that is a smaller number at this point. Please share it like people want to know. And then also something that I like to point out is avoiding the money amount. So not saying like we’ve raised $5 million for this mainly because and what we’re seeing in the research for nonprofits It’s kind of touting a lot of the money first, type messaging is not resonating with, like millennials, which like I’m somehow in I have like a really old soul. But anyway, I’m a millennial, millennials and Gen Z’s like they, they want the impact. They want to see what the organizations and causes are doing with the money they don’t. They know that, obviously, organizations need money, and they will give their money. And they want to see the results of the money that you already have gotten in order to give from their pockets. So that’s why I just say, leave out, you know how much you’ve raised for XML. And really, focus focus, focus on the impact. I’m gonna, again, showcase what this does in the next section. But the point of this is join the joy squad, which is our volunteer area. And then what I would do is, say DM squad to join our volunteer crew and put the arrow. So this is a good call to action. And again, this arrow literally points to message. But I’ll show you what tool can actually send the link to somebody who is interested in volunteering, without your social media person having to be the person doing that. So that’s the tool I’m gonna share in a moment, then we have, please put your location this also is just very important for Instagrams algorithm, not that it’s only going to show people in Dallas, but just to know where your home base is, I really encourage one link only. And the reason for that is because again, I’m going to show you the tool that allows for a second call to action in a different way. And then also this support oops, there we are, the support button. So basically, we have the bio that has kind of the volunteer call out, we have the link which may go to something that’s upcoming for y’all maybe it’s an event, maybe it’s a drive that you’re doing. And then you’re also going to have the support button, which when you click that, here’s what it looks like on the left. Again, creating, raising money, making a donation, those sorts of things. So which is really, really cool. And make it super easy. And then lastly is your highlight suggestions. So here’s some that I suggest you having, there is a 15 character limit in the name. So just be aware of that when you’re naming things. And again, these are really cute and on brand. But you also could just do colors if you’re just like wanting to be super simple. But having you know, volunteer and donate being some of your first two highlights is super important as well. And you can do that just when you are setting up your highlights. Which if you’re not familiar with how to do that, one your social media person probably does. But secondly, it is by sharing in your stories up here. If you like share your reels your stories, then you can save that story as a highlight for people to rewatch later. And people are absolutely doing that they’re going through and watching all these videos to get to know y’all better. Now, last but not least before questions is what new tool can increase interest in ease to donate or volunteer. So it’s a tool called many chat. And if y’all have not heard of it, then
then exciting. Oh, I see some more questions, I’ll get to those questions. I’m almost done. So many chat is actually a chatbot, which sounds more intense than it is. So what a chat bot can do is very simply, what you see here is how I set mine up. There’s really four parts to it. So we’re not getting real fancy here. And so what happens is, literally here are the steps. So this is just a real from my own my own account, this is for an event that I’m doing. And it says comment, such and such to grab your ticket, right? Or to DM the link. So I went in and said okay, and yml 24. So I did the comment. And then what happened was in my DMs the business, my business sent this woohoo. And just about six months, we could be frolicking together in Dallas, so excited to host this. I want this to be for these types of people click for details. And all of that happens without me physically having to do that because what happens is people are excited and they want to take action now. But if you say hey, go to Lincoln bio, then I got to exit out of here, go to your profile, click the link. Maybe it’s not even the proper link because again, I if you’re changing out the link constantly, then maybe you’re you know doing it where somebody is getting the correct link, but people just want it now. Like they don’t want to have to wait and so a lot Most people are doing this manually. But you don’t want to have to add this to anybody’s plate. And the beautiful thing about many chat is that it is $15 a month for the first 1000 Instagram users in your DM. So if you up to 1000 people DMing you, it’s just $15 to be able to do this a month. Very, very incremental. And is very cost effective when it comes to Okay, do I want to pay somebody, you know, to add this to their plate, or can I just pay the $15 a month to have the tool do it for me, right. And you don’t need to do this for every reel or every post. But something that I encourage you to do is do a call out again on your Instagram bio that is, you know, DM me, volunteer 24 for the birthday party project, I said DM me squad, for our next opera, you know, for our next volunteer opportunity or to join our volunteer crew, and then the call out on posts. Again, if you’re doing a post versus a reel, you could just say DM me, give 24 to see all the ways that you can support our cause. And then you can give them a PDF link inside of the DMS. Or you can do a call out on your reels, all the rules that I talked about doing those relevant rails and, you know, saying DM me three books to get a list of local places to drop off your US children’s books for your drive, because maybe on your website, you have a cool database of a bunch of places that you can drop off use children books, and so people can go that link type in their zip code, and the list will show up from there. So that’s how you can use you know, many chat to, again, ignite your current people who are following you and seeing your content, but also those new followers that want to take some sort of action. And to comment or to DM you is a really easy and simple action that everybody understands versus trying to find the correct link. Right. So we want to make this as easy, easy, easy as possible for people as much as possible. Alright, so I’m going to pop on out of here and open up for some questions. So thank you, Laurie, for flagging here. Okay, great. Okay, so I’m gonna go back up to Stephanie, your question was do we need to create different rules for each shareholder group in order to reach relevance for each group? Yes, and I think that when you share something to say a donor, right, and your goal is for them to give or be a part of a drive or fundraise or whatever, then somebody who, like if I see that the birthday project is doing fundraising, but I want to volunteer, and the fundraising is for, hey, we have for upcoming birthdays coming up in the month of May. And you know, we need X amount per birthday. Or if you want to do something small, here’s $20 To cover the cake for the birthday. If I see that, and they’re talking about oh, they have these for birthdays coming up, I may be intrigued as a volunteer to say, Oh, they have for birthdays coming up, they may need some help with that. Or they may need some help on the ground to you know, make those birthday parties as fun and amazing as possible. So I would say some of them may have dual purpose, but I would direct each real with one of the stakeholders in mind, an ancillary stuff may happen, but I would stick to and it will make it easier for you to create the content, focusing on the specific shareholder, so donors, volunteers, and beneficiaries even. Yeah, okay. So could you give a good example to sponsor a child or donate? How do you get your a younger generation to do so what kind of content can help get more followers? Yes. So what’s interesting is Instagrams CEO, Adam seri, just announced that Instagram does not care about your follower count, like, from the stance of they aren’t going to prioritize, reach or getting people’s content out. Because they have a lot of followers. He said out of his mouth, that we care about each individual content piece of content, and how much that’s going to again, impact and gain more views, comments, share saves more of those things is what Instagram is prioritizing. And so I don’t want to say that followers aren’t important. And I would focus on each individual real having a an impact of comments or saves or shares. And that being something that again, we just kind of put a little bit more I focus on and as far as Yeah, sponsoring a child or donating something that I have seen, again, work really well, is definitely storytelling. So whether it’s coming from the child’s mouth, or you are, or person’s mouth, or you’re sharing about the person themselves, like that is what’s going to evoke somebody to to sponsor a child. And, again, the younger generation, that’s a whole topic we could get into. But what I’ve seen in studies and in actual reports, is that the more that you focus on the money side, it makes it like, more difficult for people to want to give, which sounds really interesting. In the sense of we all know that nonprofits need more money, we all know that I’m profits are already tight on budgets. And we want to make sure that what a nonprofit has done up until the point that we’ve gotten to know them that they have done impact. And so therefore, what we contribute will continue the impact. We don’t want to, we want to know where the money has gone previously, in order to know that, again, our dollars are going to go where we want them to. So that’s where I’ve seen again, impact impact impact impact. Gen Z does care about impact. Again, they’re huge on reusing recycling, they’re huge on climate change. They are very, they’re very much into causes and making sure that companies aren’t just doing things out of capitalistic gain. So finding ways to showcase and highlight where the money is going, is going to be of most benefit versus just saying hey, donate, donate, donate, donate, every post should not be about that. Yeah, we have a mailing address and an address where we serve which one do we put in our profile? Great question, Olivia. I would say you probably want, if it is okay. Putting the address where you serve, most people aren’t going to take the address and mail you something from it, they most likely are going to are going to like want to come and like be wherever you are. So how you gonna grab a link? For the support button? Great question. Maura. Okay. Okay. So you have to make sure that you have a business profile. And let me see. sent all okay. So I just put the answer in there, and it should be in there. But if you just type in, like, add support button, let me see. Oh, there it is. Hold on this one’s better. Yeah, so set your nonprofit as an approved charity on Facebook, you have to have an Instagram business account. And then you have to set up this is a better article than the one I just said. That’s the one I was originally looking for.
Okay, all right. So yeah, go and check out the article, follow the steps and work through all of that there is no such thing as too many links that link tree, what’s a good amount? If you have a link tree? It’s not that it’s bad. And I would just have maybe three links max on a link tree, just because if there’s too many links that I got to scroll to find where and so again, if you look at your phone and see, okay, how much real estate do I see on my phone? As long as no one has to scroll to the next link? That’s how many links you should do. Because you just want to make it as easy, easy, easy as possible. Should we add hashtags to our reel? So Instagram hasn’t, like publicly said anything about what you should do with hashtags, although they are testing things where they’re limiting hashtags to five per post. What that says to me is that they are wanting hashtags to become less relevant. And they are wanting more just keywords in your content. So in sentences, and on the text on the video is actually part of a searchable component to Instagram. So I don’t want to say don’t add hashtags, but if you do have them be super, don’t have them be A bunch just have them be, again, five or less, because again, I’ve been seeing Instagram implementing that. That rule. Yes, so many chat is specific to Instagram and Facebook, I believe they’re working on LinkedIn, but they are Facebook and Instagram both. So that’s what’s cool about that. So all of our sessions based on research, they aren’t exclusively on millennials and Gen Z. However, that has been where a lot more of the research and has been, because, you know, naturally, there is there seems to be some drop off, when it comes to age of nonprofits being able to, again, garner attention and money from those younger generations. And rightfully so, right. There’s generally more money in the older generations, but it is really important to create those relationships upfront, because then also those people will be donators ideally for life, right. So it’s something that a lot of people have done a lot more research on. So that’s, I wouldn’t say I’ve exclusively looked there. But that’s definitely been a big problem area for a lot of nonprofits that I’ve connected with when it comes to using social media for donations and volunteer stuff like that. Yes, how do we identify ourselves as a nonprofit on Instagram? That should also be in that same article and link that I just put Michelle, about the support button? It should be on there. All right. I’m gonna run through these next couple questions before the end. Do you have any suggestions on how you might include messaging about matching donations in a way that would still be storytelling? Yeah. So a suggestion would be when it comes to matching donations, like if there’s an organization or business or person that’s matching the donations, I would share, like, why are they matching, right? Like, is it because it’s the cool thing to do? Or is it because this person has experienced what this causes about or someone close to them has experienced something or cause or they went on this trip that was life changing, and now they’re giving back in a way because they want to continue to support that community that they stumbled upon in their trip. So the storytelling would be based on who’s matching the donation, and why that organization or person is actually wanting to match the donation. So that’s how I would do it, it would still be about storytelling, because I think that you want to make it less about like this company is doing like a good thing by matching. And it’s more this company or person was directly affected or inherently infected, affected by this cause in this way. And that’s why they’re so passionate on extending and creating more opportunity for impact by matching the donations that are being sent today, or this week, or forever, or up to 100,000 or whatever it is. And then yes, Instagram and Facebook are both part of meta. And so even if you’re doing rails on Instagram, you can have an auto publish to your Facebook as well, which Facebook rails are doing really well. Right now. So I would say, making sure that those are both connected. On the metal side. And again, that should all be explained in that. In our quick article that I put in there about you know, adding donation stickers on stories and and setting up the Donate donate button on your dealio. Yes, great question, Laura, about sharing the PowerPoint. Laurie is going to be sharing the PowerPoint in the email afterwards with the replay it so everyone will get my PowerPoint and you guys can check it out and use it in your teams. Check out the examples, all of that. Yes. And last question I believe we have is how long should a real be and a real The opportunity is 90 seconds. But I would say generally speaking, you want your real to be if a storytelling rail go the full 90 seconds, maybe 60 seconds is more of a sweet spot. But if you want to you can go the full 90 seconds. If it’s something that is more call to action direct than it could be. I make a lot of like seven to 10 second reels. But I would say the shortest is yeah, like seven seconds for real and the most is gonna be that 92nd mark. So, all right, Laurie, how we feel in I know we’re a couple minutes over, but hope I made it where we
are and that’s okay. When people stick around and they want to hear what you have to say. I don’t mind going a few minutes over as long as we’re not taking away from anything that they need to go do. But you did get through a good number of those questions. And I’m hoping that everyone got what they needed out of today’s session. And if not, I’m sure there will be plenty of questions.
Totally, yeah. And you can come hang out with me on Instagram. DM me if you have more questions I love to voice note. It is me and my DMs and I love to connect. I love to talk. Um, if you’re wanting more examples, stuff like that I love to share things that I’m seeing and whatnot. So yeah, I would love that. So my husband was at systems saved me. Plural systems.
Cool. Okay, sounds good. Well, thank you for joining us today. We really appreciate your time, and hanging out with us and working with our clients and prospects here. We hope that you’ll come back soon and work with us again. Yeah,
awesome. Awesome. Thanks again for having me. And thanks, y’all for hanging out for a full hour. Really, really appreciate it.
Alright, thanks. You have a good afternoon. Aren’t you too bye