This document provides guidance on setting up an advocate program to expand messaging and boost brand awareness. It discusses identifying, recruiting, engaging, and retaining advocates. Advocates are more loyal and passionate than influencers and are more likely to offer recommendations. An advocate program can be simple, using flyers and a corkboard, or more complex with a website, online forms, and other resources. The key is to determine recruitment objectives, extend personalized invitations, make advocates feel special through recognition and discounts, and keep them engaged long-term. Examples of successful advocate campaigns that increased donations, votes, and revenue are also provided.

1. How to Expand Your Message and
Boost Your Awareness
Brand
ADVOCAtes

2. INTRODUCTION
Jen Newmeyer
Digital Media Manager
Food Bank of Central & Eastern NC
@CharityJen
www.charityjen.com
#NCRecre8 @NCRPA

3. Social Media
AMBASSADORS
@CharityJen #NCRecre8 @NCRPA

4. Organic Reach
DECLINE
Via WebStoresLTD.com
@CharityJen #NCRecre8 @NCRPA

5. Friends Over
ADVERTISING
83%
Trust Friends
vs.
30-40%
Online Ads
@CharityJen #NCRecre8 @NCRPA

6. Advocates vs Influencers
Influencers Drive Awareness
Advocates Drive Action
Advocates Are More Loyal &
Have More Passion
More Likely to Offer
Recommendations
92% Trust Advocates Over
Influencers
Via Jay Baer & Zuberance @CharityJen #NCRecre8 @NCRPA

7. Ambassador
segmentation
Advocates Influencers
@CharityJen #NCRecre8 @NCRPA

8. Ambassador
IMPACT
@CharityJen #NCRecre8 @NCRPA
30 Day Voting Challenge
Employed SMA’s on Last Day
Drove Votes to Place from 38 to 22
Won $45K Grant
Holiday Meals Drive
Employed SMA’s on Last Day
Raised $75k, Largest One Day Revenue
24 Hour Telethon
First Year: $25,000
Next Year: $55,000 and Trending!

9. Setting Up Your
PROGRAM
Simple Complex
 Corkboard
 Flyer
 Ambassador List
 Website Info Page
 Online Signup Form
 Online Resources Page
 Featured on Website
 Welcome Packet
 Certificate of Membership
 Monthly Email
 Recognition in Print
 Guest Blog Posts
 Event Involvement
@CharityJen #NCRecre8 @NCRPA

10. Ambassador
IDENTIFICATION
 Volunteers & Program Participants
 Employees!
 Meetups and Networking Events
 Active & Engaged on Social Media
 Search by Popular Hashtags
 Comments on LinkedIn Pages
 Buzzsumo Influencers Section
 LittleBird (getlittlebird.com)
@CharityJen #NCRecre8 @NCRPA

11. Facebook
examples
@CharityJen #NCRecre8 @NCRPA

12. Ambassador
RECRUITMENT
Step 1: Determine Objective
More Hikers or Campers.
More Participants in Event. General Awareness.
Step 2: Outline the Ask and Action
Share on Facebook. Distribute a Flyer.
Write a Blog Post. Advertise.
Step 3: Extend Invitation
Meeting with Employees or Community Group.
Personal Invitation by Email or on Social Media.
Post Offer Newsletter.
@CharityJen #NCRecre8 @NCRPA

13. Ambassador
engagement
 Keep Informed of Activities
 Include in Collaborations
 Offer Exclusive Invitations
 Offer Discounts
 Treat Them to Coffee
 Celebrate Victories
Make Them Feel Special!
@CharityJen #NCRecre8 @NCRPA

14. Ambassador
RETAINMENT
 Send Greeting or Thank You Cards
 Speaking Opportunity at Events
 Panel Invitations
 Features in Newsletters
 Include in Photos or Videos
 Use Quotes in Materials
 Spotlights in Social Media
Keep Them as Friends!
@CharityJen #NCRecre8 @NCRPA

15. EXAMPLES
Event
Participation
Social Media
Feature
Newsletter
Recognition
@CharityJen #NCRecre8 @NCRPA

16. RECAP
Set Up Your Program
Simple: Flyers and a Corkboard
Complex: Website, Social Media, Emails, Certificates
Identification
Employees, Volunteers, Networking, Social Media
Recruitment
Determine Objective. Outline the Action. Extend the Invitation.
Engagement & Retainment
Make Them Feel Special. Keep Them as Friends.
@CharityJen #NCRecre8 @NCRPA

17. Resources & Handouts
charityjen.com/advocates
Thank
YOU!
@CharityJen #NCRecre8 @NCRPA