5 Real World Non-Profit Challenges Solved through Social Media

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Social media can solve non-profits' five most common challenges, including:
Ensuring your mission and brand is accurately depicted.
Creating advocates.
Fundraising.
Keeping volunteers engaged.
Doing more with less money and less time.
This presentation was shared during the Florida Blue Foundation's 2014 Sapphire Awards and Symposium at the World Golf Village Renaissance Resort by Annie Erstling and Kate Warnock.

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5 Real World Non-Profit Challenges Solved through Social Media

  1. 1. 5 Real World Non-Profit Challenges Solved through Social Media #sapphireawards @flblue ! @mkatewarnock @annieerstling
  2. 2. 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.
  3. 3. 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.
  4. 4. #1:
 Mission & Brand Clearly establishing the organization’s mission, vision and brand to the right target audience.
  5. 5. 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.
  6. 6. The Sierra Club
  7. 7. water.org
  8. 8. Shake-A-Leg Miami #wecansail
  9. 9. #2: Digital Advocacy How to rally the troops (online) to effect change and create policies in line with your mission.
  10. 10. Digital Advocacy • To enact your mission you need PEOPLE POWER • YOU NEED: 
 1) an issue that resonates with people
 2) a great plan
 3) 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
  11. 11. Rotary International: EndPolio.org
  12. 12. The Miami Foundation Public Space Challenge
  13. 13. #3: Fundraising Raising enough money to remain financially solvent - and thrive.
  14. 14. 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.
  15. 15. American Red Cross
  16. 16. Wounded Warrior Project - @wwpinc
  17. 17. #4:
 Volunteer Engagement Keeping volunteers engaged with the organization over and above the initial outreach or activity.
  18. 18. 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
 

  19. 19. American Cancer Society - Volunteer Stories
  20. 20. #5: More More More The old we need more time and more money to do what we know needs to be done.
  21. 21. 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
  22. 22. Alex’s Lemonade Stand - Story
  23. 23. Resources Or Be a Social Media Hero
  24. 24. Social Media Strategy Template • Organization’s Mission
 What 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 Platforms
 Where 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? • Metrics
 How can you measure that your social strategies have had an impact on the organization’s objectives?
  25. 25. Social Media Gurus marismith.com johnhaydon.com marismith.com johnhaydon.com
  26. 26. Connect with Us • Kate Warnock - Social Media Strategist @flblue
 @mkatewarnock • Annie Erstling - Sr. Director, Emerging Media @flblue
 @annieerstling

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