A digital strategy outlines how a nonprofit will use digital communication and media like websites, email, social media, and mobile messaging to further its mission and goals. It identifies key stakeholders and assesses how to best communicate with them digitally. Developing an effective digital strategy requires determining which platforms to use, how to promote them, allocating staff time and training, and preparing for the internal culture change. Done well, a digital strategy can help nonprofits engage stakeholders, gain more clients and funding, and promote their work to the public.

1. DIGITAL STRATEGY
FOR SMALL NONPROFITS
Holli Seabury, CEO
McMillen Center for Health Education

5. What is a digital strategy?

How digital communication and
media fit within your existing
mission, vision, and goals.

How do we use digital
communication and media to
maximize our vision and meet
our mission and goals?

6. What does a digital strategy
include?
Website
 Email
 Marketing
 Text messages
 Social media
 Education
 Communication
 Fundraising


7. Communication


Old days - press release sent to newspapers,
television, and radio stations.
Current – traditional press release PLUS
Facebook posts, You Tube video, web site
update, Twitter, Instagram, etc, etc.

10. Our digital footprint
1.
2.
3.
4.
5.
6.
Websites – we have 3
Marketing emails (Constant Contact)
Online fundraising
Family Table blog
Social media – Facebook, Twitter,
Pinterest
Press releases

12. Identify Stakeholders
1.
2.
3.
4.
Clients
Individual Donors/Volunteers
Major Funders
Board of Directors/Committee
members

13. Questions
1. Do any (or all) of these stakeholders need us
to communicate with them in a different way?
2. Are we losing clients/would it help us get
more?
3. Are we losing funding/would it help us get
more?
4. Are we losing an opportunity to promote
ourselves to the public?
5. Do we want input from our stakeholders?
6. Do we have anything to say?

14. Social
media is
free.
The same
way a puppy
is free.

15. How will you do it?
1.
2.
3.
4.
What social media/digital
communications will you use?
How will you promote them?
How will policies regarding press
releases and marketing change?
Make a plan – take advantage of
linking social media

17. Internal changes
1.
2.
3.
4.
Who is in charge?
Staff hours needed
Staff training needed
New policies needed for
staff/volunteers

18. Prepare for a
culture
change…..will
How
you do it?

19. Who is successful on social
media?
•
•
•
•
•
Entertain
Give valuable information
Give insider information
Involve their followers
Let their followers participate in decision
making

22. Contact information
Holli Seabury, CEO
McMillen Center for Health Education
hseabury@mcmillencenter.org