5 Real World Non-Profit Challenges Solved through Social Media

5 Real World Non-Profit Challenges Solved through Social Media

#sapphireawards @flblue

!@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

Rotary International: EndPolio.org

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

Alex’s Lemonade Stand - Story

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