Nonprofit Performance 360 Magazine Vol 5 No 1

stories of those affected by your advocacy issue, use standard video. Recounting these experiences can raise painful emotions, and livestreaming would put additional pressure on participants. Use targeting tools to optimize ROI Facebook, Twitter, and Instagram provide built-in targeting tools. You can filter audiences by location, age, gender, interests, behaviors, and other traits. The key is to cast a net that is neither too large nor too small. Begin with general traits and then move toward more personalized criteria. For instance, if you’re advocating for more aggressive climate change policies in the United States, start with U.S. citizens. Next, target users who have expressed interests in environmental justice, sustainability, or other concepts that would identify them with your group. Then, consider gender, age, region, or subsidiary interests (e.g., skiing) that might distinguish your advocates from others. Both Facebook and Twitter have one tool for creating a new audience (Facebook’s Core Audiences, Twitter’s targeting), one for remarketing to people who are familiar with your organization (Custom Audiences), and one for finding people similar to your existing audiences (Lookalike Audiences). When you combine these targeting tools with Facebook Lead Ads, your audience is more likely to take action. Lead Ads automatically fills your forms with information that Facebook has already collected (name, email address, phone number, etc.). If you create a form for advocates to contact their lawmaker, Lead Ads completes all the tedious data entry, which is extremely helpful on mobile devices. When our clients at Phone2Action integrate Lead Ads with our advocacy platform, they reduce the cost of conversions, where someone messages a lawmaker, by five times. Create look-alike audiences based on tracked conversions Clicks and impressions reflect how well you’re reaching target groups and help you test new tactics. The conversion rate, which reflects direct action taken from your ads, is more important. Facebook can track who acted on your ads, so you can calculate the ROI. The first component of the Facebook pixel is the basecode, which you should place on every page of your website. It tracks traffic and engagement to your website from Facebook ads. The second is the event pixel, which you should place on specific pages where people

Venezuela lurks an extreme shortage of common medicines. And to compound the problem, most of the medications available are diluted or counterfeit. Muricella knew she was diabetic, but her father, a competent doctor, had not been able to find the drugs to treat her, so she left her Venezuelan home. Hope Clinic to the Rescue The Hope Clinic occupies a space donated by a local real-estate developer. The electricity and miscellaneous expenses are paid by the generous cash donations of friends of the Clinic. Almost everyone who comes through the doors leaves with a hygiene kit, a toy for the children, and often a blanket. These kits, toys, and blankets are donations put together by scout troops and other youth groups. Muricella arrived at the door of Hope Clinic where I was assigned to be her interpreter. Nancy, herself a refugee who cleans houses the other five days a week, helped Muricella fill out the required paperwork to get into the Clinic’s system. Muricella next saw Dave, a volunteer triage nurse, who took her vitals, pricked her finger, and tested her blood sugar. She then saw Kara, a nursing student, who collected a blood sample. That sample was then sent to Intermountain Healthcare Labs, a local hospital conglomerate that donates all the testing services for the patients at the Clinic, as well as the supplies to collect the samples. With her new chart in hand, Muricella next saw Dr. Taylor who, now retired from his own family practice, donates two days each week to the clinic. Dr. Taylor prescribed her a long-acting insulin and a FlexPen for rapid lowering of blood sugar. Next, Muricella saw Jen, a volunteer in the small supplies room at the Clinic, who gave her six weeks of donated medications, along with a donated glucose meter and test strips. Muricella, already feeling better after receiving her first real insulin shot in who knows how long, left with an appointment, made by Nancy, to return in a week to follow up with Dr. Taylor. Muricella was one of 39 people served by Hope Clinic that day. So her story, while compelling, is certainly not unique. But she is emblematic of the good that can be done when social networks are leveraged. Every part of Muricella’s journey, from the moment she entered Hope Clinic to the time she left with life saving medications and supplies in hand, were a direct result of successful social networking that, following a natural and expected order, brought people and resources together. The Hope Clinic is funded and staffed without a cold call or an awkward moment

by people who are happy to be there and contribute, and anxious to recommend like participation to their connections. Conclusion Social selling is one of the least time- consuming selling activities out there, with a huge potential for ROI. Of course, adding anything to your daily to-do list requires some planning and a new mindset. After you have invested a little time in your personal brand and images, here’s a good formula to start out that takes just 90 minutes per week. 30 Minutes: At the beginning of each week, maybe Sunday evening when you are planning your week, take half an hour for tweets and LinkedIn posts about your area of expertise.These can be original ideas, links to branded content, or third-party content about what interests you the most. Search for and find five new people that you would like to connect with and send them personalized invitations. 20 Minutes: Around midweek, take 20 minutes to actively social listen. This means reading LinkedIn group discussions and/or following hashtag conversations on Twitter and jumping in where relevant. Make sure to also share or retweet posts from thought leaders or prospects during this time. 10 Minutes: Every day, check LinkedIn and Twitter for notifications, connection requests, and direct messages. When you start outbound contributing more, you’ll notice an influx of inbound requests, which is exactly what you want. Double-check your settings across your social networks and turn on your phone’s push notifications to make sure you aren’t missing out on important conversations. Doug Brown, one to the foremost experts in LinkedIn, has spent his entire professional life in sales and marketing. Nearly 15 years ago, he helped found Newswire.net, a press release distribution company that has grown, with his pioneering social selling methods, into one of the largest PR distribution platforms in the world. In 2016, Szeak.com was split out of Newswire as a social media marketing and consulting company. www.linkedin.com/in/szeak-doug-brown Hartsock , continued from page 17 capabilities, and software like Shakr can make editing easy. Keep in mind that Facebook Live, the network’s livestreaming feature, also counts as video. Consider using Facebook Live, Instagram Stories, or group video platforms like Houseparty to capture a moving speech, go behind the scenes, or interview participants at your next event. For sensitive

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