GIVING TUESDAY

July: Giving Tuesday Strategy

This guide is part of a series of guides designed to get your nonprofit ready for #GivingTuesday. If you haven’t read the first guide in the series, we strongly suggest that you start there, as the following guide will then make more sense.

Last time, we discussed the strategy of content curation and how to practice it through both ActionSprout as well as directly through Facebook. Hopefully, you’ve gotten into the swing of things and are nearing two to three posts a day on average. (If you’re already there, even better!)

This month, we want to show you how to measure the success of your new content strategy and a few ways to optimize it further.

Post Metrics

If you’ve ever opened the Insights tab on your Facebook Page, you’ll know that there are a lot of post metrics available to you. If you’re a data nerd and haven’t been down the rabbit hole that is Facebook Insights, I would highly recommend it. The rest of us will only need to look at one piece of data to decide if our new content strategy needs tweaking or not.

Engagement

The number one thing you want to look at is the engagement on your posts. To do this, take a post; sum up the number of likes, comments and shares on that post; and compare that sum to the engagement on your other posts.

If you have a good chunk of highly engaging posts on your Page, great job! You’ve figured out what your supporters like and have given it to them. If not, don’t worry. The next section will show you how to look for patterns to increase the number of highly engaging posts on your Page.

Content and Format

Once you have your top-performing posts in front of you, take a look at the content and format of these posts. Do these posts have anything in common with each other? Do they tend to be images, videos or links? Do they tend to be positive or negative? What topics do they tend to lean toward?

Look for these patterns and tally up the results. This will tell you what your audience enjoys the most in terms of content and format. Maybe your audience likes videos on clean energy the most. Maybe it’s links to articles on non-GMO foods. Figure out what’s true for your audience and try to post more of that type of content. You’ll most likely not find one pattern but a few to play with.

Using Your ActionSprout Timeline

The ActionSprout tool will do the above calculations for you. Simply navigate to the Timeline tab in your account to view all your posts. Click on the Trending tab on the left to isolate your top-performing posts. These are the ones that we’ll want to take a look at.

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Looking at your over-performing posts; what patterns like the above do you notice?

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Bonus: At the top of Timeline, you’ll find three additional metrics that will show you the overall health of your Facebook Page:

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You’ll want posts per week to be 15 or more, the fan engagement score to be 50 or more, and people engaged per post to be the highest that it can be.

Using Facebook Insights

If you choose to do this through Facebook alone, you’ll need to approximate some of the above calculations or export your Facebook Insights data and perform the calculations in a spreadsheet. For our purposes here, we’ll show you how to perform the approximations.

From your Facebook Page, click the Insights tab at the top and then Posts:

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From here, choose to display posts by raw reactions, comment and share numbers, or by engagement rate. Either one will give you the same idea and point you in the same direction:

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Once displayed, you’ll want to browse through your highest performing posts and look for the patterns mentioned above.

Wrap-Up

That’s your assignment for the next month. Pay attention to your engagement numbers and what content patterns are emerging. Once you start to have a handle on these patterns, let these findings influence the content that you post going forward. The more you post the types of content that your supporters like, the more organic reach and engagement your Page will earn.

Pro tip: If you find one content type is clearly winning out another on your Page, try filtering your Inspiration feed by that content type to post more of it.