Hello Reader!
Welcome back to this week’s edition of Keynotes. Today we’re covering how to make the most of your ‘totally famous’ Instagram friend’s offer to promote your nonprofit and other goodies related to the wacky world of influencers.
As always we finish up with a feel-good roundup of the best news on the web.
Let’s dive in!
📬 Summary
This week, we’re covering:
🕵️♂️ One Problem – How to work with influencers
🚀 One Tool – Hashtag Paid
🌟 One Highlight – Finn’s All-star adventure
🔍 One Problem – How to run a successful influencer campaign?
How many times have you thought about working with an influencer only to see the project flop or stall before showing any success?
The rise of influencers on multiple social media platforms has also unfortunately shown the potential for exploitation, with people charging $1k, $10k, and even $100k for a post to their audience. So how do you know who to trust and how to make a successful influencer plan?
Finding good alignment can be a tough task. So we’ve compiled a few areas to spend time on when thinking about your project:
Identify and assess
Use an influencer platform or a good old-fashioned Excel/Sheet to make a list of your top candidates. Once you have your list, look for similar success stories and partnerships to show that the influencer can deliver on your goals.
Define your goals
What do you want from the campaign? Are you maximising eyeballs on your org or looking for funding toward a specific area? Make sure you have clear goals laid out so that when it comes to reporting, that way, everyone can gauge the success
Plan the campaign
This is the tricky part. How do you leverage your influencer audience in a way that matches your specific org? Try to find a personal story or tie into your cause. This will make the content more authentic and genuine.
Launch!
The day that brings all that hard work to life. The moment of truth. Will this campaign work or will it flop? Keep an eye on how things are going but don’t stress too much, try to enjoy seeing your ideas come to life.
Report and review
Now the dust has settled, it’s time to gather your data and do a deep dive into the success of the project. When making your report bring your goals and KPIs from before the launch but keep an open eye to secondary and tertiary benefits to the campaign. Projects like these can offer new opportunities alongside the initial benefits/donations from the campaign itself
Examples of successful influencer fundraisers and potential partnership opportunities
MDMotivator
- $121k raised for Riley to help his family buy a new car
- Potential Org partnership: Family and children’s services
JustKnate
- $21k raised to help a Vietnam Veteran
- Potential Org partnership: Veteran’s charities, Elder Care
Jimmy Darts
- $53k raised to help get new teeth for struggling parent
- Potential Org partnership: Dental Health, Community Clinics
Hashtag Paid is a platform designed to help vet and manage influencer campaigns so you can show a proven return on your investment.
The platform lets you sort influencers by industry, engagement levels, and a whole host of detailed features so you can prioritize working on your campaign.
Now, it’s not the cheapest option out there (with some plans costing thousands of dollars) so it’s more suited to larger orgs but if you are planning on spending five or even six figures on the campaign, then it could be well worth the expense.
#paid starts at $499 a month and scales up into the thousands. But when you consider the potential revenue generated from a successful campaign, it becomes a potentially small expense for a large gain.
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🏅 One Highlight – SickKids influencer partnership with Auston Matthews.
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Photo taken from sickkidsvs on Instagram |
For our highlight this week, we’re looking at a joint campaign between three separate entities. Auston Matthews, SickKids, and CCM teamed up to highlight seven-year-old Finn, who has Cystic Fibrosis, and create something special for the NHL All-Star game earlier this year.
As we mentioned earlier, building authenticity around your cause is key. This video shows how Auston Matthews has a direct tie to CF, so it’s something he cares deeply about.
As a result, these posts garnered 10x the engagement of a regular post for SickKids, amassing two million views. Take a look at part one of the story here!
🌎 Good News From Around The Web
Filipino farmers are finding a unique way to reuse coconut waste
MIT scientists create a new solar panel 1% of the weight of traditional panels
Fast Food worker didn’t miss a day of work in 27 years buys home through a fundraising campaign
And that’s a wrap!
We hope you enjoyed our deep dive into influencers and that we gave you some ideas for your next innovative campaign. Remember, just like your garbage bins, sometimes you have to sift through some dirt before you find that delicious piece of trash.
See you next week, my nonprofit pals.
Trash panda salutes.
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Key
Your friendly neighbourhood raccoon
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