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Social Media Marketing
for Non-Profits
September 29, 2015
LindsayMcClelland
introduction
Lindsay McClelland
Digital PR Account Manager, @MMIAgency | @LindsayLM
• My passion for non-profit work
began in college a...
why social media?
Spread the word and tell your story.
• Social media takes time, but it’s a
lot cheaper than direct mail or TV
ads
• Reach ...
Socialize the movement.
• The ALS Ice Bucket Challenge is a great
example of a movement born through social
media that qui...
Build a community.
• Social media gives you the opportunity to create an
online community where people share a common
inte...
Reach people.
• As a non-profit, you have two main
audiences—donors + volunteers
and the people you serve
• Make it easy f...
Donations in one click.
• Studies have shown that 55 percent of
those who engage with causes via social
media have been in...
how?
Know your non-profit.
• Research, research, research!
• Immerse yourself in the cause—
understand who their target clients...
Plan ahead.
• Create monthly editorial
calendars based on upcoming
events, fundraising goals, and
targeted content to reac...
Keep budget in mind.
• Unlike large consumer brands,
budgets for nonprofits will be
small
• Leave room to be flexible!—liv...
Relevant partnerships.
• Utilize your nonprofit’s partnerships
(and influential donors) to help get
the word out!
• Tag, s...
questions?
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Social Media Marketing for Non-Profits | University of Houston

Social media marketing for non-profit organizations. Presented by Guest Speaker Lindsay McClelland at the University of Houston.

Social media is a key factor in the marketing strategy of non-profit organizations. By building a community through social media, brands reach their intended audience and gather donations in a less expensive way than other forms of advertising. The marketer can organize this through knowing your organization, planning ahead, keeping budget in mind, and maintaining relevant partnerships.

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Social Media Marketing for Non-Profits | University of Houston

  1. 1. Social Media Marketing for Non-Profits September 29, 2015 LindsayMcClelland
  2. 2. introduction
  3. 3. Lindsay McClelland Digital PR Account Manager, @MMIAgency | @LindsayLM • My passion for non-profit work began in college at UMW • At MMI Agency, I work with non- profits including Shell Houston Open and SEARCH Homeless Services • In my personal life, I serve on the steering committee of HMNS Catalysts and am a Houston Marathon Ambassador • Staying involved with non-profits in my personal life gives me inspiration for my clients!
  4. 4. why social media?
  5. 5. Spread the word and tell your story. • Social media takes time, but it’s a lot cheaper than direct mail or TV ads • Reach your audience where they are, on the network they use most • With the rise in digital donations, the call-to-action on social can be more direct, with less steps
  6. 6. Socialize the movement. • The ALS Ice Bucket Challenge is a great example of a movement born through social media that quickly spread, engaging everyone from teenagers to celebrities • $115 million was raised for the organization through the viral social campaign • Lessons learned = ALS missed the opportunity to reconnect and continue to ask donors and participants to get involved
  7. 7. Build a community. • Social media gives you the opportunity to create an online community where people share a common interest • Two-way conversations are easier through social media and are extremely important for peer-to-peer fundraising events • Facebook groups, event pages, Twitter chats, and LinkedIn groups are all ways that your supporters can use social media to communicate, share fundraising tips, etc.
  8. 8. Reach people. • As a non-profit, you have two main audiences—donors + volunteers and the people you serve • Make it easy for everyone to reach you by optimizing contact info on your pages • Check social media accounts hourly to respond in a timely manner
  9. 9. Donations in one click. • Studies have shown that 55 percent of those who engage with causes via social media have been inspired to take further action • Social media makes that easier by allowing fundraising directly from social using apps like Crowdrise or Facebook’s click to donate button
  10. 10. how?
  11. 11. Know your non-profit. • Research, research, research! • Immerse yourself in the cause— understand who their target clients, donors, and volunteers are • Learn about the non-profit’s structure, it’s board and employees • Do a deep audit of their presence on the web, find out who’s already talking about them!
  12. 12. Plan ahead. • Create monthly editorial calendars based on upcoming events, fundraising goals, and targeted content to reach donors and clients • Leave room to be flexible!—live tweeting at events and posting relevant stories make for great content! • Schedule content ahead of time using Hootsuite or Sprout Social
  13. 13. Keep budget in mind. • Unlike large consumer brands, budgets for nonprofits will be small • Leave room to be flexible!—live tweeting at events and posting relevant stories make for great content! • Schedule content ahead of time using Hootsuite or Sprout Social
  14. 14. Relevant partnerships. • Utilize your nonprofit’s partnerships (and influential donors) to help get the word out! • Tag, share and retweet donors, sponsors and relevant organizations often on social media • Provide drafted content for partners and sponsors to easily use on social media to ensure coverage for your non-profit
  15. 15. questions?

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