5 Real World Non-Profit Challenges Solved through Social Media
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!@mkatewarnock @annieerstling
Building a Social Program
• Select the 2-5 business challenges that you want to tackle using social media.
• Identify the target audiences based on those challenges.
• Identify the right social platforms.
• Develop a voice and a content platform.
5 Common NPO Challenges
• Ensuring your mission and brand is accurately depicted.
• Creating advocates.
• Fundraising.
• Keeping volunteers engaged.
• Doing more with less money and less time.
#1: Mission & Brand
Clearly establishing the organization’s mission, vision and brand to the right target audience.
Mission & Brand
• Mission needs to be clearly articulated at the Executive Leadership level. Simple, clean, direct.
• Brand strategy needs to reflect the mission, vision and values of the organization.
• Understand your target market and choose social networks where your audiences are.
• Utilize consistent colors, fonts and imagery. Tell your story through graphics and consistent terminology.
The Sierra Club
water.org
Shake-A-Leg Miami
#wecansail
#2: Digital Advocacy
How to rally the troops (online) to effect change and create policies in line with your mission.
Digital Advocacy
• To enact your mission you need PEOPLE POWER
• YOU NEED: 1) an issue that resonates with people2) a great plan3) the right online tools
• Let supporters know the end goal
• Make it simple for people to participate and share
• Give advocates the opportunity to get more deeply involved
The Miami Foundation Public Space Challenge
#3: Fundraising
Raising enough money to remain financially solvent - and thrive.
Fundraising
• In 2013 online giving increased by 14%
• Listen and build relationships. Use social to build offline meaningful relationships through online conversations.
• Don’t forget the call to action: donate now, share this, volunteer now… etc.
• Make it easy for prospective donors to donate.
• Thank donors and show the impact for donations.
American Red Cross
Wounded Warrior Project - @wwpinc
#4: Volunteer Engagement
Keeping volunteers engaged with the organization over and above the initial outreach or activity.
Volunteer Engagement
• Engage potential volunteers with great content that resonates.
• Keep volunteers informed before and after events.
• Recruit volunteers for specific opportunities through social media.
• Develop a social toolkit for your volunteers
• Include guidelines and recommendations
• Ask volunteers to contribute their story to yours
• Thank your volunteers
• Profile a volunteer of the week/month & connect to their social profiles in posts
American Cancer Society - Volunteer Stories
#5: More More More
The old we need more time and more money to do what we know needs to be done.
Optimizing Resources
• Take the time to make a plan
• Put your content plan into place - use free or inexpensive social management tools to schedule content
• Utilize the content eco-system. Share across multiple sites with some customization
• Solicit content from others: partners, volunteers, executives, donors, recipients/clients
• Partner with a big brand that connects with the same audience
• Network with your peers to get free ideas
Resources Or Be a Social Media Hero
Social Media Strategy Template
• Organization’s MissionWhat does your organization stand for?
• Organization’s Objectives What are the 3-5 things your organization is trying to accomplish this year?
• Target Audiences Who are you trying to connect with? Donors, lawmakers, Prospective volunteers?
• Social PlatformsWhere are your audiences?
• Social Media Strategies What are the 3-4 social strategies you can implement to support your organization’s objectives?
• Tactical Programs What are the actual elements that make up each individual strategy?
• MetricsHow can you measure that your social strategies have had an impact on the organization’s objectives?
Social Media Gurus
marismith.com
johnhaydon.com
marismith.com
johnhaydon.com
Connect with Us
• Kate Warnock - Social Media Strategist @flblue@mkatewarnock
• Annie Erstling - Sr. Director, Emerging Media @flblue @annieerstling
