Boston Workshop: Jan. 14, 2009: Nonprofits Tell It Like It Is


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Presented by Sofiya Cabalquinto (Museum of Science), Jennifer Scott (Boston Center for Adult Education), Peter Spiers (Elderhostel) and Matt Shaw (Council of Public Relations Firms)

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Boston Workshop: Jan. 14, 2009: Nonprofits Tell It Like It Is

  1. 1. Thriving and Surviving in Uncertain Times: Digital Marketing Techniques for Non-Profits Sponsored by the Council of Public Relations Firms Boston January 14, 2009 Panel Discussion: Nonprofits Tell It Like It Is
  2. 2. Moderated by Jim Cabot, Rasky Baerlein Panelists: <ul><li>Sofiya Cabalquinto, Museum of Science </li></ul><ul><li>Jennifer Scott, Boston Center for Adult Education </li></ul><ul><li>Peter Spiers, Elderhostel </li></ul><ul><li>Matt Shaw, Council of Public Relations Firms </li></ul>
  3. 3. Museum of Science Sofiya Cabalquinto Media Relations Program Manager
  4. 4. Museum of Science <ul><li>AT A GLANCE: </li></ul><ul><li>Highest attended cultural institution in New England </li></ul><ul><li>1.5 million visitors per year </li></ul><ul><li>Dedicated Media Relations & Marketing teams </li></ul><ul><li>Talented Web team </li></ul><ul><li>Eager, new media-savvy interns </li></ul>
  5. 5. Baseball as America (exhibit) <ul><li>GOAL: </li></ul><ul><li>Drive exhibit attendance </li></ul><ul><ul><li>Reach passionate, baseball communities online </li></ul></ul><ul><li>NEW MEDIA: </li></ul><ul><li>Baseball Stories Project </li></ul><ul><ul><li>Enlisted local celebrities & dignitaries </li></ul></ul><ul><ul><li>Public participation </li></ul></ul><ul><ul><li>On and in exhibit </li></ul></ul><ul><li>Baseball social networks and bloggers </li></ul><ul><ul><li>Invited to press opening </li></ul></ul>
  6. 8. Colossal Fossil: Triceratops Cliff (exhibit) <ul><li>GOAL: </li></ul><ul><li>Build excitement around unveiling and drive visitation </li></ul><ul><li>NEW MEDIA: </li></ul><ul><li>Lobby crate with text message screen </li></ul><ul><li>“ How do you build a dinosaur?” video </li></ul><ul><li>Targeted dinosaur enthusiast blogs </li></ul><ul><li>Created Facebook persona, “Cliff T. Tops” </li></ul>
  7. 9. Guess What’s in the Box! “ Roaring” crate in lobby and text message campaign
  8. 13. MOS in Social Media <ul><li>Facebook fan page </li></ul><ul><ul><li>1800+ fans </li></ul></ul><ul><ul><li>incentives </li></ul></ul><ul><li> </li></ul><ul><li>MOS channel on YouTube </li></ul>
  9. 15. Boston Center for Adult Education Jennifer Scott, External Affairs Manager
  10. 16. <ul><li>Facebook </li></ul><ul><li>Set up your business as a business page of which people </li></ul><ul><li>can become fans; if you set it up like a personal profile </li></ul><ul><li>Facebook will delete it. </li></ul>Yelp User generated reviews of local businesses. An “enhanced profile” allows you to contact reviewers directly, manage photos, and make timely announcements at a low monthly cost.
  11. 17. Twitter Update often enough to keep followers engaged, and only when there’s something of interest. Think of it as an online way to bring people to a specific part of your organization: donation page, new event announcement, etc. Going A blend of social media and calendar listings, this site lets you make both “friends” and “acquaintances” and join groups as well as post events.
  12. 18. Helpful Hints <ul><li>Be strategic You know better than anyone what the needs and abilities of your organization are; don’t be afraid to say no to a social media outlet. </li></ul><ul><li>Try it first Create your own profile to test a site (you need only divulge as much information as you are comfortable with). Once you have the hang of it, you’ll be able to think about the best ways to use each social media outlet for your business, or whether you should use it at all. </li></ul><ul><li>Do what you do well </li></ul><ul><li>If you have the staff and the time to handle one social media campaign, do it and do it well. A Facebook profile that only gets updated once a month or a blog that doesn’t talk about anything interesting or call its readers to action isn’t worth having. </li></ul><ul><li>Smart Brief on Social Media ( A daily email newsletter that summarizes stories and examples of social media trends and campaigns, and a great source of inspiration. </li></ul>
  13. 19. Council of Public Relations Firms Matt Shaw, SVP, Director of Communications
  14. 22. Elderhostel Peter Spiers, Senior Vice President for Strategic Outreach