The East Parish Meeting House in Haverhill, Massachusetts is one of only seven surviving meeting houses in the state and is on the National Register of Historic Places. It received a grant to do repairs but needs $50,000 in matching donations from the community before winter to avoid further deterioration. The goal is to use social media to raise awareness, communicate volunteer opportunities, and provide a means for donations to assist in preservation efforts. Suggestions are made for using Facebook, Flickr, Twitter, and blogs to engage the target demographic of those over 50 years old. Considerations for an effective social media strategy are outlined.

1. EAST PARISH MEETING
Haverhill, Massachusetts
HOUSE
HISTORIC PRESERVATION WITH SOCIAL MEDIA
Susan Gould and Lorrie Babbini
LGGSM 5822 Social Media

2. East Parish Meeting
House
One of only seven meeting houses
in Massachusetts.
On the National Register of Historic
Places, and one of the state’s 10
most endangered historic
resources.
Received a grant but all money
provided by the grant must be
matched by contributions of the
community.
Need donations before winter to do repairs and avoid more
decline and damage.

3. The Goal:
Assist efforts through the use of social media to:
Increase awareness
Communicate volunteer opportunities
Provide a means for donations
John Greenleaf Wittier, Quaker poet and abolitionist, worshipped here
and
George Handel Holbrook (apprentice of Paul Revere) forged the bell for
the church and sits in storage along with the spire until the building can
be repaired.

4. Repairs Volunteerism $50,000 in
Roof Labor Funding
Belfry Expertise (e.g. Individual
Installation electricity electrician) Corporate
General repair Materials Purchase a specific
Heating/Air component to fund
Conditioning

5. Social Media (SM) Types
 Facebook
 Primary site
 Links to other sites
 Donation via PayPal
 Flickr
 Larger visual representation
 Twitter
 Communicate events and volunteering opportunities
 Director, trustees, mayor
 Blogs
 Director of the nonprofit organization

6. Considerations
 Demographic of target
audience
 Audience 50 or older
 Tools should reflect
their aesthetic
 Education of Director and
trustees regarding social
media for fund-raising
 Development of familiarity
with social media tools
 Realistic tools and
expectations for
maintenance
 Ongoing support for 6
months to establish
confidence

7. What worked
Positive attitude
Great charity
Realistic approach
Meetings
Shared work
What didn’t work
Too many places for document
storage
Clearer picture of customer’s wants
at outset
May have overshot the capabilities of
the customer
On-line process a challenge given
limited experience in SM
Impact of work commitments on
timelines

8. Conclusions:
It is still about relationships – choose target market
Use a variety of tools and keep it fun and interesting
Provide easy, specific & real ways for people to help
Ask for more than money, provide other ways to contribute
Keep it simple
Review and revise

9. For all sad words of tongue
or pen,
The saddest of these:
“It might have been!”
John Greenleaf
Whittier