The document provides guidance on running a social media campaign for Brothers and Sisters In Christ Serving (BASICS), a Christian organization in Milwaukee. It outlines BASICS' mission to build relationships between urban and suburban communities. The document discusses the benefits of a social media campaign, strategies for success, and tips for using key platforms like YouTube, Twitter and Facebook to engage volunteers, donors and partners. It also provides recommendations for measuring the impact of campaign efforts.

1. BASICS SOCIAL MEDIA CAMPAIGN GUIDE
LEAD Capstone Application Project
By: Justin Doss

2. BASICS SOCIAL MEDIA CAMPAIGN GUIDE
What is BASICS?
Brothers and Sisters In Christ Serving (BASICS) in
Milwaukee, is a Christian organization which provides
“ministry outreach leadership and resources” to
prepare indigenous leaders to support sustainable
community development by integrating spiritual,
social and physical aspects into the change process.

3. BASICS SOCIAL MEDIA CAMPAIGN GUIDE
Mission Statement:
To help build relationships between suburban
and urban communities and to engage people
in both communities to start working together
as partners to make a difference in the city.
We want to develop leadership skills where
that is needed in the community to bring
about change with the idea of transforming
lives, neighborhoods and communities
through the process of bringing Jesus Christ
and his love to our city.

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➲ What is The Captive Project

The Captive Project is an evangelical urban outreach

Focused on the youth with the Gospel of Jesus Christ

Creating bridges that link Suburban and Urban Ministries

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Overall Objective of BASICS/Captive Project:

Christians united to transform lives and cities

Making disciples for Christ

Preaching the Gospel staring in the high crime communities of
Milwaukee

Building long term effective relationships to multiply the
kingdom of God throughout the entire urban community.

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Benefits of a successful Social Media Campaign
➲ Interested Partners
➲ Interested Investors
➲ Interested Volunteers
➲ Saves BASICS Money

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Why a Social Media Campaign?
Statistics show:

51% of wealthy donors prefer online giving

52% use YouTube

14% use MySpace

12% use Flickr

9% use Facebook
Nonprofit organizations that utilize social media include:
American Red Cross
The Humane Society
American Cancer Society

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How to Succeed with a Social Media Campaign?
What works?

There must be a clear and achievable goal set before broadcast

There must be an urgency created by having a short
deadline

We must be able to leverage and utilize existing networks

We must make giving (donations) easy and clear

We must be able to show our plans for the money

We must recognize our top donors that give

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Main objective:
Create awareness:

Prospective Volunteers

Potential Partners/Investors

Pass the Torch/Next generation

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Strategy

Step 1: Establish a Clear Focused Vision

Step 2: Obtain Commitment from Management

Step 3: Perform Research

Step 4: Create and Prioritize Goals

Step 5: Create and Design Tactics to Achieve Goals

Step 6: Determine the Cost and the Budget

Step 7: Plan and Create Content

Step 8: Measure and Monitor Results

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Volunteer Recruitment

Start a Facebook fan page and invite volunteers to “like” it.

Set up your project as a calendar event on Facebook

Invite volunteers to sign up and to invite their friends as well.

Send a personal message to each volunteer that signs

Confirm Volunteer attendance

Create a Twitter account for the project

Ask volunteers to “follow the account

Use Twitter to share #volunteer opportunities

Create a video about the project and its importance

Asks people to get involved and invite others

Share the video through the project’s Facebook/Twitter

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Volunteers Retention

Create a blog to build community around our volunteer projects

Allow Volunteers to share the founding story of the agency or
neighborhood partner; share stories about project impact

Recognize a stellar volunteer by telling their story

Invite volunteers to contribute stories to BASICS blog and their own

Ask Volunteers to reflect on their participation, the difference it
makes and why it matters.

13. BASICS SOCIAL MEDIA CAMPAIGN GUIDE
Volunteer Retention

Post project photos on BASICS FB page for volunteers to
enjoy and share.

Invite volunteers to post their own on our FB page and
theirs.

Engage volunteers between volunteer projects by holding a
photo or video contest.

Ask volunteers to post their best photo or video footage of
the project on our BASICS YouTube channel and ask our
community of volunteers to vote for the best one.

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Volunteer Recognition

Tell a phenomenal volunteer’s story through a blog post.

Interview your nonprofit partner or a beneficiary of the service project
about why it matters to them and share the video with your volunteers
online as a thank you message.

Post statistics/Make YouTube videos about the impact our volunteers
are making on BASICS Facebook/Twitter page.

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Volunteer Recognition

Write a note of thanks on a volunteer’s Facebook wall,
tweet about their success

Invite volunteers to support our social media efforts.
Volunteers can manage all of our social media ideas as part
of their volunteer commitment to BASICS.

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➲ Why YouTube?

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Why YouTube?

60 hours of video are uploaded every minute, or one hour of video is
uploaded to YouTube every second.

Over 4 billion videos are viewed a day

Over 800 million unique users visit YouTube each month

Over 3 billion hours of video are watched each month on YouTube

More video is uploaded to YouTube in one month than the 3 major US
networks created in 60 years

70% of YouTube traffic comes from outside the US

YouTube is localized in 39 countries and across 54 languages

In 2011, YouTube had more than 1 trillion views

In 2011 there were almost 140 views for every person on Earth

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➲ Why Twitter?

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Why Twitter?

225 million users

Generating 65 million tweets a day

Over 800,000 search queries per day

25 billion tweets sent on Twitter in 2011

100 million new accounts added on Twitter in 2011

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➲ Why Facebook?

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Why Facebook?

1 in every 13 people on Earth is on Facebook

71.2 % of all USA internet users are on Facebook

Average user has at least 130 friends

People spend over 700 billion minutes/month on Facebook

48% of young Americans say they find out about news via
FB

48% of 18 to 34 year olds check FB when they wake up

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Listening and Engaging
Steps for listening and monitoring:
1. Do keyword research with Google's keyword tool
2. Choose your listening & monitoring tools
3. Build monthly listening reports that matter to BASICS goals and analyze
4. Monitor conversation involving services, events, and leaders daily and
respond to positive and negative mentions.
5. Make organizational changes based off our analysis
6. Repeat monthly, quarterly, and yearly

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Web content

Writing emails, Blogs,e-books

Video

Podcasts

Applications

Widgets

Pictures

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Measure our Success

Google Alerts allows you to see other places on the web
that picked up your social promotion and delivers the
information straight to your inbox.

Google Analytics is a free service offered by Google that
generates detailed statistics about the visitors to a website
makes it possible to identify which tweet or post from your
social outlets generated the most quality clicks to that page?

Google Basic Tracking allows you to determine the number
of people clicking on your social media buttons from your
website during the length of your social campaign.

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Celebrate your Success!

28. BASICS SOCIAL MEDIA CAMPAIGN GUIDE
Thanks for your time!