227. What Matters Right Now: Investing in Digital - Jonathan McCoy, CFRE, Becky Endicott, CFRE and Dana Snyder

Feb 4

Invest in Digital with Positive Equation, Dana Snyder on the We Are For Good Podcast

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2022 Nonprofit Trends That Matter
This episode is part of our 2022 Nonprofit Trends That Matter Series. Explore the entire series here.

Overview

We're halfway through our Friday series on 8️⃣ Trends That Matter in 2022! This week we're talking through our 4th trend: Investing in Digital with the person who knows more about nonprofit social engagement than anyone else - Dana Snyder with Positive Equation. We're chatting the mobile experience, where to start a donor journey & why you should be investing in digital quickly.

💡LEARN
-How to best focus your organization's digital strategy in 2022
-Where to start: investing in social media advertising
-How to take your SEO to the next level🚀
-Quick tips to optimize FB, IG, LinkedIn & TikTok for donors

“Consumers are donors, and donors are consumers. The for-profit world is usually leading us into advancements that consumers then become used to. So right now, since things are moving so quickly, what I believe is nonprofits cannot afford to move slow anymore.”

— Dana Snyder, Founder + CEO, Positive Equation

Episode Transcript

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Episode Overview

Tone setting (2:00)
Case studies (5:50)
The moment of time we are in and why nonprofits should be investing in digital (10:00)
Where to start with your donor experience (15:00)
Investing in digital advertising for your mission (20:00)
Tips for taking your SEO to the next level (23:00)
Quick tips to optimize FB, IG, LinkedIn & TikTok for donors (30:00)
Dana’s One Good Thing: Hire someone in some capacity, and review your online donation experience. (34:00)

Powerful quotes

“I can think of so many times in my nonprofit career, specifically in the last 10 years, where investing in digital has been met with a lot of resistance.” -Becky

“Once you're in the right headspace, that the website is really the central hub, your strategy from there just spokes out because all traffic is coming back there you're trying to convert to really get that email address, hopefully a donation. And that's a good starting place for this entire conversation.” -Jon

“Attention is the new scarcity online.” -Becky

“Anybody who works in digital, you probably feel this way. We're just all literally figuring it out together.” -Dana

“Consumers are donors, and donors are consumers. The for profit world is usually leading us into advancements that consumers then become used to. So right now, since things are moving so quickly, what I believe is nonprofits cannot afford to move slow anymore.” -Dana

“Web 1.0 was when we just entered data and information was pushed to us, right, there was no back and forth conversation. There was no AIM, and then it transferred to web 2.0, which is what we're currently still living in. That was really the entrance of social media. Now we're on the verge of entering web 3.0.” -Dana

“When I talk about organizations being afraid to change an online donation platform, if they're not secure about where they are right now, and we are getting ready to move past where we are right now, we've got to change some things.” -Dana

“We picture Millennials as still being like the teens, and they're not anymore. If we are not advancing with the times as which we, as consumers are living and breathing, and we're experiencing all these things with these brands, and nonprofits aren't following in that, then there's just, I think there's just going to be this natural drop off that happens.” -Dana

“The world is your oyster if you're willing to take the risk to try some things.” -Becky

“The online donor experience starts with frictionless donation, frictionless value exchange email, and then I think you just need to also ask yourself with your donation platform, am I providing the options that people want to give stock, crypto, Venmo, right, whatever that happens to be.” -Dana

“Step one for this always on your on a reach campaign. Step two is your audience creation, and you want a warm audience. So you're going to retarget people who already know you. So you're gonna put in your email list, you're going to retarget people who've engaged with you on Facebook and Instagram. And you are going to run these five pieces of content that already exist to them, just so they keep seeing you pop up in their feeds.” -Dana

“Have a blog on your website, and invest in a copywriter that specifically knows how to write SEO, optimize blogs, so that you will rise to the top of page one, when people are searching for specific things relative to the work that you do.” -Dana