The Cardinal Consulting Group presented recommendations to The Salvation Army of San Antonio to improve community awareness, website utilization, and social media presence. The presentation summarized research on San Antonio demographics, nonprofit best practices, millennials, and competitor websites. Key recommendations included increasing partnerships with local schools and churches, utilizing social media to engage millennials, and enhancing the website to be more engaging and action-oriented. Mockups of a social media calendar and improved website were provided.
The report provides an evaluation and recommendations for The Salvation Army of San Antonio's website and increasing community awareness and involvement. It analyzes the organization's strengths, weaknesses, opportunities, and threats. Key findings include a lack of dedicated staff for the website/social media and low youth and millennial participation. Recommendations are to redesign the website to be more of a resource, improve partnerships with schools/churches to increase awareness of programs/services, and utilize social media to engage millennial donors and volunteers. Implementing these strategies could help SASA better serve the local community.
This document outlines a public relations plan for the Salvation Army Poughkeepsie. It includes a situational analysis identifying strengths, weaknesses, opportunities, and threats. The plan aims to increase positive media coverage by 150%, public understanding of the organization's mission by 15%, and monetary donations by 20% by the end of 2016. Key strategies include executing a sustained media relations campaign, generating digital content, and establishing a community relations program. Tactics proposed are a media open house, art gallery event, and seasonal newsletter. Metrics are provided to measure the success of each tactic in achieving objectives related to media coverage, engagement, awareness, donations, and volunteers. A budget of approximately $7,265 is also included.
This public communication campaign planbook was designed for Frederick Douglass Institute in Millersville University's Public Relations capstone course.
Revolution Communication Planbook - Millersville University; Public Relations...Alexandra Lashner
Sabrina Hawke, Account Executive ; Julie Florek, Assistant Account Executive; Allison Walker, Research Director; Janelle Laudermilch, Media Planner; Alexandra Lashner, Creative Director; Ben Rose, Copy Director; Dr. Jennifer F. Wood, Faculty Supervisor
COMM 452: Public Relations Campaigns Spring 2016, Millersville University
PR Campaigns Operation Catnip of Gainesvilleracheleraddatz
This campaign was created as my capstone project for my final public relations course (campaigns). The campaign looked to increase community participation in the spaying/neutering of community (stray) cats in the largest zip code in Gainesville, Fla.
My role in the project was working in a group of five through the ROPES model to create the campaign. I created the logo, overall layout/color scheme and made sure everything was consistent. Also, all team members were responsible for reading copy and making necessary edits.
Accomplishments:
-The team learned about the community's view on the organization. From there, we considered that research in creating the campaign. The organization wasn't very well known, so we made sure to explain the mission while educating the community on the importance of sterilizing cats.
-The group provided OC of Gainesville a communications campaign to implement.
Challenges:
-The organization had little influence in the community, making it more difficult to explain to the target public of zip code 32609.
-OC of Gainesville did not have a website during the planning of the campaign, making it hard to explain the goals and find any primary and secondary research.
This document contains a plan book submitted by the Teleios Communication Agency, a student-run PR agency, to the Pennsylvania Association for Nonprofit Organizations (PANO) proposing an informational campaign called "PA Nonprofit Awareness." The campaign aims to educate key audiences about the nonprofit sector through events during a month, week or day in November 2016. The plan book outlines goals, objectives, strategies and tactics for the campaign including engaging local communities and media, hosting events, and developing materials and messages to effectively promote nonprofit awareness. It provides recommendations and timelines for executing the campaign at different scales depending on PANO's preferences and budget.
This document provides an overview of an information campaign plan book for the Office of Visual and Performing Arts at Millersville University. The campaign aims to address the client's problem of lacking media presence at performances and events by cultivating relationships with local media outlets. Key elements of the campaign include researching the client's current media contacts and tactics, creating goals and objectives to update the media list and establish personal relationships, and planning a media mixer event and survey to evaluate effectiveness. The campaign theme is "The Media Relations Project" and the key message is "Connecting Outlets to Cultivate Relationships".
A student-run campaign created for a Millersville University capstone course. Our agency, Transcend Public Relations created a social marketing campaign for ASSETS, located in Lancaster City, Pennsylvania.
The report provides an evaluation and recommendations for The Salvation Army of San Antonio's website and increasing community awareness and involvement. It analyzes the organization's strengths, weaknesses, opportunities, and threats. Key findings include a lack of dedicated staff for the website/social media and low youth and millennial participation. Recommendations are to redesign the website to be more of a resource, improve partnerships with schools/churches to increase awareness of programs/services, and utilize social media to engage millennial donors and volunteers. Implementing these strategies could help SASA better serve the local community.
This document outlines a public relations plan for the Salvation Army Poughkeepsie. It includes a situational analysis identifying strengths, weaknesses, opportunities, and threats. The plan aims to increase positive media coverage by 150%, public understanding of the organization's mission by 15%, and monetary donations by 20% by the end of 2016. Key strategies include executing a sustained media relations campaign, generating digital content, and establishing a community relations program. Tactics proposed are a media open house, art gallery event, and seasonal newsletter. Metrics are provided to measure the success of each tactic in achieving objectives related to media coverage, engagement, awareness, donations, and volunteers. A budget of approximately $7,265 is also included.
This public communication campaign planbook was designed for Frederick Douglass Institute in Millersville University's Public Relations capstone course.
Revolution Communication Planbook - Millersville University; Public Relations...Alexandra Lashner
Sabrina Hawke, Account Executive ; Julie Florek, Assistant Account Executive; Allison Walker, Research Director; Janelle Laudermilch, Media Planner; Alexandra Lashner, Creative Director; Ben Rose, Copy Director; Dr. Jennifer F. Wood, Faculty Supervisor
COMM 452: Public Relations Campaigns Spring 2016, Millersville University
PR Campaigns Operation Catnip of Gainesvilleracheleraddatz
This campaign was created as my capstone project for my final public relations course (campaigns). The campaign looked to increase community participation in the spaying/neutering of community (stray) cats in the largest zip code in Gainesville, Fla.
My role in the project was working in a group of five through the ROPES model to create the campaign. I created the logo, overall layout/color scheme and made sure everything was consistent. Also, all team members were responsible for reading copy and making necessary edits.
Accomplishments:
-The team learned about the community's view on the organization. From there, we considered that research in creating the campaign. The organization wasn't very well known, so we made sure to explain the mission while educating the community on the importance of sterilizing cats.
-The group provided OC of Gainesville a communications campaign to implement.
Challenges:
-The organization had little influence in the community, making it more difficult to explain to the target public of zip code 32609.
-OC of Gainesville did not have a website during the planning of the campaign, making it hard to explain the goals and find any primary and secondary research.
This document contains a plan book submitted by the Teleios Communication Agency, a student-run PR agency, to the Pennsylvania Association for Nonprofit Organizations (PANO) proposing an informational campaign called "PA Nonprofit Awareness." The campaign aims to educate key audiences about the nonprofit sector through events during a month, week or day in November 2016. The plan book outlines goals, objectives, strategies and tactics for the campaign including engaging local communities and media, hosting events, and developing materials and messages to effectively promote nonprofit awareness. It provides recommendations and timelines for executing the campaign at different scales depending on PANO's preferences and budget.
This document provides an overview of an information campaign plan book for the Office of Visual and Performing Arts at Millersville University. The campaign aims to address the client's problem of lacking media presence at performances and events by cultivating relationships with local media outlets. Key elements of the campaign include researching the client's current media contacts and tactics, creating goals and objectives to update the media list and establish personal relationships, and planning a media mixer event and survey to evaluate effectiveness. The campaign theme is "The Media Relations Project" and the key message is "Connecting Outlets to Cultivate Relationships".
A student-run campaign created for a Millersville University capstone course. Our agency, Transcend Public Relations created a social marketing campaign for ASSETS, located in Lancaster City, Pennsylvania.
EXECUTIVE SUMMARY Story Bank Project Report 2.24.16Susan Halpin
The Worcester County Food Bank conducted a donor communication study to understand donor preferences. They interviewed 13 donors and surveyed others. Key findings included that donors prefer postal mail communication and being asked for donations no more than twice per year. They are interested in the food bank's work beyond just fundraising. While technology methods exist, postal mail still effectively reaches donors. The food bank aims to improve donor relationships and tailor communications based on individual preferences.
This document outlines a public relations informational campaign for the Pennsylvania Association for Nonprofit Organizations (PANO). It discusses research conducted, including expert interviews and content analysis of other state nonprofit associations. The campaign's objectives are increasing awareness of nonprofits and PANO's mission among the public, students, and opinion leaders. Proposed efforts include events, advocacy activities, and a toolkit for members. The budget totals $10,900 for a month-long, week-long and day-long awareness campaign. Effectiveness will be evaluated through polling, benchmarking, surveying, and social media analytics.
Think Like a Journalist: Advanced Techniques for Working with the PressEnroll America
This document discusses techniques for working with the press to generate earned media coverage, including building relationships with reporters and making stories pressworthy. It emphasizes identifying compelling local stories and events that meet elements like timeliness, impact, and human interest. Examples from North Carolina include enrollment events with elected officials and efforts to reach farmworkers. Attendees are encouraged to develop a media plan and given resources for implementing the plan and tracking success through a Champion Communicators program.
The document is a proposal from the Workman Alliance public relations agency to United Cerebral Palsy of West Alabama (UCPWA) outlining a short-term campaign plan called "UCPWA Goes Green" to raise awareness and financial support. The campaign would increase awareness of UCPWA among baby boomers through local media outreach in January, partner with local events during Cerebral Palsy Awareness Month in March, and hold a walk and charity softball tournament. The goals are to highlight those affected by cerebral palsy, help the community connect personally with UCPWA, and establish business partnerships and sponsorships to expand UCPWA's services across the county.
Girls Inc. campaign group project for JOUR-J 321 Principles of Public Relations.
Team Girls Inc. - Group 12: Brinegar, Denta, Lee, Mack and Weimer.
Spring 2012.
The art of listening social media toolkit for nonprofitsPaola Caceres Oma
This document provides a social media strategy guide for nonprofits. It emphasizes the importance of listening on social media to understand audiences and identify influencers. The guide recommends having a clear vision and goals for social media use, focusing initially on Facebook and Twitter to build an online presence and engagement. It also stresses creating SMART objectives to track progress and evaluate the strategy over time. The overall message is that social media requires intentionality, resources, and an understanding of its potential to further an organization's mission.
This study analyzed 197 Arizona nonprofit organizations to compare how human services and animal-related nonprofits use and perceive communications efforts. Key findings include:
- Human services nonprofits were more likely to have staff dedicated to communications and send press releases, while animal nonprofits relied more on volunteers.
- There was no significant difference in social media presence except that animal nonprofits had higher engagement on Facebook.
- Perceptions of communications efforts were similar except animal nonprofits were more likely to plan increased social media presence.
- The study had limitations such as only analyzing two nonprofit types and one month of social media data. Future research could examine revenue, conduct interviews, and analyze additional platforms and subsectors.
Multichannel Fundraising Workshop - Care2, Big Duck, NWFCare2Team
With more communications channels out there, your supporters are getting bombarded with more messages from charities, companies, friends, and family members. So how can you make sure your organization stands out?
In this workshop, Farra Trompeter from Big Duck, Dane Grams from Care2, and Danielle Brigida from National Wildlife Federation, share ways you can build stronger campaigns through multichannel communications, leveraging online communities, embracing social media, and sharing some successful case studies.
Participants will take away:
*Ideas and lessons learned from nonprofit campaign case studies
*Tactics to build your list and use social media
*Ways to integrate best practices into your communications
*Tips to make your campaigns stronger
The document provides recommendations for the Virginia Commonwealth University Institute of Women's Health (IWH) to improve its communication and fundraising efforts. It recommends that IWH (1) create and maintain a social media presence on platforms like Twitter or Facebook to interact with the public and increase awareness of fundraising opportunities, as social media is important for organizational success. It also recommends that IWH (2) participate in VCU and community health events to raise awareness of the organization and foster relationships with other groups. Finally, it recommends that IWH (3) establish two-way donor communications through various channels like social media, email, and in-person while ensuring larger donors feel appreciated through more formal letters.
This document summarizes a presentation analyzing United Way of Allegheny County's (UWAC) social media utilization. It discusses key findings regarding UWAC's current supporters and online presence. Regarding supporters, UWAC relies heavily on corporate donations from a diverse mix of organizations, and targets donors between ages 25-44. For online presence, UWAC's website is text-heavy and its social media lacks engaging content like photos and videos. The presentation evaluates UWAC's channels, content, and supporters to develop recommendations for strengthening UWAC's online community and donor engagement.
The document outlines a social marketing strategy developed by Ball State University students for Little Red Door Cancer Agency. The strategy targets low-income residents in Marion County, Indiana to increase physical activity for cancer prevention. Primary and secondary research confirmed a relationship between physical activity and cancer risk. Focus groups revealed target audiences understand cancer risks but not physical inactivity's role. Trusted channels included community events, brochures, and social media. The strategy centers on a community event called "Household Olympics" and distributing brochures at community locations to encourage physical activity for cancer prevention.
Lights, Camera, Action: Giving Effective Press Interviews Part 1Enroll America
The document provides tips for excelling in television interviews, including emphasizing non-verbal communication, knowing your core message, and handling tough questions. It stresses having a clear, concise core message or elevator speech to convey to the audience and repeating it regularly. Interviewees should also include a relevant statistic and personal story, and provide a specific call to action. The document concludes with practicing mock interviews and receiving feedback.
How to Use HealthyCity.org to Influence PolicyHealthy City
These slides are from a webinar designed to demonstrate how to use HealthyCity.org to inform and communicate your advocacy and policy goals. Integrating the data and tools available on HealthyCity.org into your organizational advocacy and policy strategies can broaden efforts to influence decision-making at the local, state, and federal level.
In this training you will learn how to:
- Research relevant resources and data throughout California such as demographic, health, education, and housing to inform your organizational policy proposals.
- Create maps and charts that can visually communicate your advocacy message to impact policy decisions.
- Gather data to enhance on-the-ground knowledge of the community’s perspective and needs in relation to specific policy proposals and decisions.
- Connect communities, advocates, and decision-makers to information and data to stimulate action for policy change.
Getting At-Risk Communities in the Door: Putting the "Connect" in the Connect...Enroll America
This document discusses strategies for enrolling at-risk communities in health insurance plans. It describes the work of enrollment assistance organizations in Colorado and Texas. Key strategies that worked well included partnerships between organizations, targeted outreach to minority communities, maintaining consistent enrollment locations, and following up with consumers. Looking ahead, plans for future open enrollment periods include advanced planning, phone banking, training partners, improving call center staffing, and tailored marketing. The document emphasizes the importance of collaboration between organizations to enroll hard-to-reach populations.
Using Social Media to Engage Stakeholders in Better Public PolicyNashville Area MPO
During the final year of developing its 2035 Regional Transportation Plan (adopted in Dec. 2010), the Nashville Area MPO established presences in key Web 2.0 channels in order to better engage stakeholders in understanding major public-policy shifts for infrastructure investment strategies. The MPO's communications director presented on public involvement in livability initiatives at the Transportation Research Board's 90th annual meeting in Washington DC, Jan. 2011.
Party Data Management System and Web Presencemralalper
This document describes online tools for political parties and candidates to manage campaigns and constituencies. It notes that in 2012, President Obama raised $690 million online with an average donation of $156. 50% of donations during that election cycle came online. The tools allow organizations to centralize efforts, accept online donations, engage supporters through social media, and expand get-out-the-vote efforts. Data is integrated across levels from local to federal for accurate constituent information.
AIDS.gov, a program of the Office of HIV/AIDS Policy in the U.S. Department of Health and Human Services, provides access to Federal HIV programs, policies, and resources through its website (www.AIDS.gov) and new media channels (e.g. blog, Twitter, Facebook, YouTube, Flickr). AIDS.gov also plans, implements, and evaluates domestic World AIDS Day and National HIV Testing Day initiatives. In this session, the AIDS.gov team will provide an overview of the tools and strategies that AIDS.gov uses to best reach their diverse audiences. The presentation will also provide a case study of Facing AIDS for World AIDS Day (December 1), an online photo initiative in which diverse audiences across the country shared photos of themselves holding signs stating why they were “Facing AIDS” for World AIDS Day. The initiative’s goals were to help reduce HIV stigma and promote HIV testing.
The document outlines Barb Noad's presentation on developing a social media strategy. It discusses developing strategies around key pillars - people, objectives, strategies, and technology. It provides examples of targeting different age groups and user behaviors on various social media platforms. The presentation emphasizes engaging constituents by moving them up an engagement pyramid from passive watching to active curating. It also highlights case studies and recommends reading materials to help organizations develop effective social media strategies.
The document discusses leading on social platforms and networks. It provides guidance on developing social media strategies for foundations and non-profits. Key points include developing strategic plans with measurable objectives, assessing organizational maturity with social media, and leveraging personal brands of leaders to support organizational goals through a networked leadership approach. The session aims to help participants leave with one idea to improve their social media practice.
The document discusses a workshop on leading on social platforms for foundation leaders. It provides an agenda for the workshop that includes introductions, case studies from foundations, discussions on social media strategy and measurement, and exercises. The workshop aims to help participants implement better social media practices and leave with one new idea. It discusses assessing social media maturity, developing strategic objectives and metrics, and using personal brands on networks to support organizational goals.
The document discusses social media strategies for foundations. It provides examples of foundations at different levels of social media maturity from crawl to fly. The Centre Foundation example shows a small foundation using a multi-channel social media strategy to increase awareness, raise funds during a Giving Day, and inspire first-time donations. The strategy includes training local nonprofits and an integrated outreach campaign using social media.
EXECUTIVE SUMMARY Story Bank Project Report 2.24.16Susan Halpin
The Worcester County Food Bank conducted a donor communication study to understand donor preferences. They interviewed 13 donors and surveyed others. Key findings included that donors prefer postal mail communication and being asked for donations no more than twice per year. They are interested in the food bank's work beyond just fundraising. While technology methods exist, postal mail still effectively reaches donors. The food bank aims to improve donor relationships and tailor communications based on individual preferences.
This document outlines a public relations informational campaign for the Pennsylvania Association for Nonprofit Organizations (PANO). It discusses research conducted, including expert interviews and content analysis of other state nonprofit associations. The campaign's objectives are increasing awareness of nonprofits and PANO's mission among the public, students, and opinion leaders. Proposed efforts include events, advocacy activities, and a toolkit for members. The budget totals $10,900 for a month-long, week-long and day-long awareness campaign. Effectiveness will be evaluated through polling, benchmarking, surveying, and social media analytics.
Think Like a Journalist: Advanced Techniques for Working with the PressEnroll America
This document discusses techniques for working with the press to generate earned media coverage, including building relationships with reporters and making stories pressworthy. It emphasizes identifying compelling local stories and events that meet elements like timeliness, impact, and human interest. Examples from North Carolina include enrollment events with elected officials and efforts to reach farmworkers. Attendees are encouraged to develop a media plan and given resources for implementing the plan and tracking success through a Champion Communicators program.
The document is a proposal from the Workman Alliance public relations agency to United Cerebral Palsy of West Alabama (UCPWA) outlining a short-term campaign plan called "UCPWA Goes Green" to raise awareness and financial support. The campaign would increase awareness of UCPWA among baby boomers through local media outreach in January, partner with local events during Cerebral Palsy Awareness Month in March, and hold a walk and charity softball tournament. The goals are to highlight those affected by cerebral palsy, help the community connect personally with UCPWA, and establish business partnerships and sponsorships to expand UCPWA's services across the county.
Girls Inc. campaign group project for JOUR-J 321 Principles of Public Relations.
Team Girls Inc. - Group 12: Brinegar, Denta, Lee, Mack and Weimer.
Spring 2012.
The art of listening social media toolkit for nonprofitsPaola Caceres Oma
This document provides a social media strategy guide for nonprofits. It emphasizes the importance of listening on social media to understand audiences and identify influencers. The guide recommends having a clear vision and goals for social media use, focusing initially on Facebook and Twitter to build an online presence and engagement. It also stresses creating SMART objectives to track progress and evaluate the strategy over time. The overall message is that social media requires intentionality, resources, and an understanding of its potential to further an organization's mission.
This study analyzed 197 Arizona nonprofit organizations to compare how human services and animal-related nonprofits use and perceive communications efforts. Key findings include:
- Human services nonprofits were more likely to have staff dedicated to communications and send press releases, while animal nonprofits relied more on volunteers.
- There was no significant difference in social media presence except that animal nonprofits had higher engagement on Facebook.
- Perceptions of communications efforts were similar except animal nonprofits were more likely to plan increased social media presence.
- The study had limitations such as only analyzing two nonprofit types and one month of social media data. Future research could examine revenue, conduct interviews, and analyze additional platforms and subsectors.
Multichannel Fundraising Workshop - Care2, Big Duck, NWFCare2Team
With more communications channels out there, your supporters are getting bombarded with more messages from charities, companies, friends, and family members. So how can you make sure your organization stands out?
In this workshop, Farra Trompeter from Big Duck, Dane Grams from Care2, and Danielle Brigida from National Wildlife Federation, share ways you can build stronger campaigns through multichannel communications, leveraging online communities, embracing social media, and sharing some successful case studies.
Participants will take away:
*Ideas and lessons learned from nonprofit campaign case studies
*Tactics to build your list and use social media
*Ways to integrate best practices into your communications
*Tips to make your campaigns stronger
The document provides recommendations for the Virginia Commonwealth University Institute of Women's Health (IWH) to improve its communication and fundraising efforts. It recommends that IWH (1) create and maintain a social media presence on platforms like Twitter or Facebook to interact with the public and increase awareness of fundraising opportunities, as social media is important for organizational success. It also recommends that IWH (2) participate in VCU and community health events to raise awareness of the organization and foster relationships with other groups. Finally, it recommends that IWH (3) establish two-way donor communications through various channels like social media, email, and in-person while ensuring larger donors feel appreciated through more formal letters.
This document summarizes a presentation analyzing United Way of Allegheny County's (UWAC) social media utilization. It discusses key findings regarding UWAC's current supporters and online presence. Regarding supporters, UWAC relies heavily on corporate donations from a diverse mix of organizations, and targets donors between ages 25-44. For online presence, UWAC's website is text-heavy and its social media lacks engaging content like photos and videos. The presentation evaluates UWAC's channels, content, and supporters to develop recommendations for strengthening UWAC's online community and donor engagement.
The document outlines a social marketing strategy developed by Ball State University students for Little Red Door Cancer Agency. The strategy targets low-income residents in Marion County, Indiana to increase physical activity for cancer prevention. Primary and secondary research confirmed a relationship between physical activity and cancer risk. Focus groups revealed target audiences understand cancer risks but not physical inactivity's role. Trusted channels included community events, brochures, and social media. The strategy centers on a community event called "Household Olympics" and distributing brochures at community locations to encourage physical activity for cancer prevention.
Lights, Camera, Action: Giving Effective Press Interviews Part 1Enroll America
The document provides tips for excelling in television interviews, including emphasizing non-verbal communication, knowing your core message, and handling tough questions. It stresses having a clear, concise core message or elevator speech to convey to the audience and repeating it regularly. Interviewees should also include a relevant statistic and personal story, and provide a specific call to action. The document concludes with practicing mock interviews and receiving feedback.
How to Use HealthyCity.org to Influence PolicyHealthy City
These slides are from a webinar designed to demonstrate how to use HealthyCity.org to inform and communicate your advocacy and policy goals. Integrating the data and tools available on HealthyCity.org into your organizational advocacy and policy strategies can broaden efforts to influence decision-making at the local, state, and federal level.
In this training you will learn how to:
- Research relevant resources and data throughout California such as demographic, health, education, and housing to inform your organizational policy proposals.
- Create maps and charts that can visually communicate your advocacy message to impact policy decisions.
- Gather data to enhance on-the-ground knowledge of the community’s perspective and needs in relation to specific policy proposals and decisions.
- Connect communities, advocates, and decision-makers to information and data to stimulate action for policy change.
Getting At-Risk Communities in the Door: Putting the "Connect" in the Connect...Enroll America
This document discusses strategies for enrolling at-risk communities in health insurance plans. It describes the work of enrollment assistance organizations in Colorado and Texas. Key strategies that worked well included partnerships between organizations, targeted outreach to minority communities, maintaining consistent enrollment locations, and following up with consumers. Looking ahead, plans for future open enrollment periods include advanced planning, phone banking, training partners, improving call center staffing, and tailored marketing. The document emphasizes the importance of collaboration between organizations to enroll hard-to-reach populations.
Using Social Media to Engage Stakeholders in Better Public PolicyNashville Area MPO
During the final year of developing its 2035 Regional Transportation Plan (adopted in Dec. 2010), the Nashville Area MPO established presences in key Web 2.0 channels in order to better engage stakeholders in understanding major public-policy shifts for infrastructure investment strategies. The MPO's communications director presented on public involvement in livability initiatives at the Transportation Research Board's 90th annual meeting in Washington DC, Jan. 2011.
Party Data Management System and Web Presencemralalper
This document describes online tools for political parties and candidates to manage campaigns and constituencies. It notes that in 2012, President Obama raised $690 million online with an average donation of $156. 50% of donations during that election cycle came online. The tools allow organizations to centralize efforts, accept online donations, engage supporters through social media, and expand get-out-the-vote efforts. Data is integrated across levels from local to federal for accurate constituent information.
AIDS.gov, a program of the Office of HIV/AIDS Policy in the U.S. Department of Health and Human Services, provides access to Federal HIV programs, policies, and resources through its website (www.AIDS.gov) and new media channels (e.g. blog, Twitter, Facebook, YouTube, Flickr). AIDS.gov also plans, implements, and evaluates domestic World AIDS Day and National HIV Testing Day initiatives. In this session, the AIDS.gov team will provide an overview of the tools and strategies that AIDS.gov uses to best reach their diverse audiences. The presentation will also provide a case study of Facing AIDS for World AIDS Day (December 1), an online photo initiative in which diverse audiences across the country shared photos of themselves holding signs stating why they were “Facing AIDS” for World AIDS Day. The initiative’s goals were to help reduce HIV stigma and promote HIV testing.
The document outlines Barb Noad's presentation on developing a social media strategy. It discusses developing strategies around key pillars - people, objectives, strategies, and technology. It provides examples of targeting different age groups and user behaviors on various social media platforms. The presentation emphasizes engaging constituents by moving them up an engagement pyramid from passive watching to active curating. It also highlights case studies and recommends reading materials to help organizations develop effective social media strategies.
The document discusses leading on social platforms and networks. It provides guidance on developing social media strategies for foundations and non-profits. Key points include developing strategic plans with measurable objectives, assessing organizational maturity with social media, and leveraging personal brands of leaders to support organizational goals through a networked leadership approach. The session aims to help participants leave with one idea to improve their social media practice.
The document discusses a workshop on leading on social platforms for foundation leaders. It provides an agenda for the workshop that includes introductions, case studies from foundations, discussions on social media strategy and measurement, and exercises. The workshop aims to help participants implement better social media practices and leave with one new idea. It discusses assessing social media maturity, developing strategic objectives and metrics, and using personal brands on networks to support organizational goals.
The document discusses social media strategies for foundations. It provides examples of foundations at different levels of social media maturity from crawl to fly. The Centre Foundation example shows a small foundation using a multi-channel social media strategy to increase awareness, raise funds during a Giving Day, and inspire first-time donations. The strategy includes training local nonprofits and an integrated outreach campaign using social media.
Creating an Effective Social Media Strategy for your NonprofitDonorPath
Social media expert Beth Kanter walks through creating an effective social strategy for your nonprofit.
It includes practical tips, case studies, and fundamental advice to creating a networked and socially active nonprofit
United Way of Pierce County is located in Tacoma, Washington. Their mission is to tackle tough challenges in the community and help children succeed. They have a social media presence on Facebook, LinkedIn, YouTube, Twitter and Pinterest but lack engagement. Their social media strategy aims to increase donations, brand awareness and social media followers through goals, objectives and tactics on Facebook and Twitter over 6 months. They will analyze results and adjust tactics as needed to effectively implement their strategy.
Background: For the Senior Class Project of the Marketing Major, data analysis: My group will be creating a social media strategy for a small business or nonprofit. We chose the United Way of Pierce County (UWPC) where I am currently interning at. To success in this project, we as a team, study UWPC, this includes knowing its mission: statement, organizational structure, and budget for social media.
The subject of our project will ideally be a business that we frequent and draw upon our experience for internal analysis.
Plan: In order to develop a well-thought out social media strategy, it makes sense to have some sort of basis or guideline for strategy development. For this project, we began by reviewing the framework in full, keeping an eye out for what information we need to write our strategy and what decisions we need to make.
Uploaded is the social media strategy project from project team #2 in course T-MKTG & T-MGMT 490B at Milgard School of Business, University of Washington Tacoma.
Beth Kanter conducted a one-day workshop for nonprofit organizations in New Zealand on using social media strategically. The workshop covered developing a networked mindset and organizational culture, creating SMART social media strategies aligned with objectives and audiences, integrating and optimizing content, listening to audiences, and engaging influencers. Participants worked on mapping their networks and developing posters outlining their social media objectives, audiences, strategies and metrics. The workshop also discussed managing attention online in a mindful way when using social media.
The document provides guidance on developing a digital strategy for non-governmental organizations (NGOs). It discusses key global digital trends including the rise of new media channels, a generation that has grown up digital, and decreasing trust in institutions coupled with increasing influence of personal networks. The document then outlines how to conduct a digital SWOT analysis and write a basic digital strategy, emphasizing defining measurable goals, target audiences, relevant content, and implementation channels. The strategy example focuses on increasing engagement and attendance for a local arts organization through video content shared across social media.
The document provides guidance on developing a digital strategy for non-governmental organizations (NGOs). It discusses key global digital trends including the rise of new media channels, a generation that has grown up digital, and decreasing trust in institutions coupled with increasing influence of personal networks. The document then outlines how to conduct a digital SWOT analysis and write a basic digital strategy, emphasizing defining measurable goals, target audiences, relevant content, and implementation channels. The strategy example focuses on increasing engagement and attendance for a local arts organization through video content shared across social media.
Measuring and Managing A Social Media PresenceBeth Kanter
Beth Kanter presented on measuring and managing a social media presence. She discussed developing a strategic plan with objectives and audiences in mind. This plan should include an integrated social media strategy involving content, engagement, and influencer programs across multiple channels. Kanter also provided tips on defining objectives and metrics, creating an editorial calendar, optimizing content for sharing, analyzing results, and using automation and time management strategies for social media. The presentation aimed to provide ideas for participants to improve their own social media strategies.
The document summarizes a workshop on becoming a networked nonprofit through effective use of digital strategies and social media. It discusses defining characteristics of networked nonprofits, assessing organizational maturity in social media practices, and developing SMART social media strategies and content plans. Attendees learned about monitoring conversations, engaging champions, and creating editorial calendars to guide strategic social media engagement and improve nonprofit goals and outcomes.
Starbucks Social Media Strategy Plan by Mika GarciaMika Garcia
This document outlines Starbucks' 2016 social media strategy. The primary goal is to expand their online following and build stronger customer relationships to meet revenue goals. Two key strategies are increasing published content volume and encouraging community conversations. The strategy includes social media audits, objectives, brand voice guidelines, competitor analyses, response plans, and metrics for measuring success.
Slide Deck of Happy Hours and Hashtags: 40 Ways You've Never Thought of to En...WebLink International
Millennials will represent 40% of the total working population by 2020. If you haven’t already, it may be time review your association’s mission, communications, programs, and events to make sure you’re meeting the needs of this generation. But what do these young professionals really want anyway?
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Salvation Army Website Development & Increased Community Involvement
1. Prepared by
The Cardinal Consulting Group
Website Development
& Increased
Community Awareness
and Involvement
Prepared for
The San Antonio
Salvation Army
3. Agenda
Statement
of Work Review
Recommendation Overview
The Research:
Salvation Army of San Antonio SWOT Analysis
San Antonio Environmental Scan
Social Media
Millennials
Website Best Practices & Comparison Analysis
Recommendation
Q&A
Recap
4. SA Salvation Army Resources
Dr.
Roberto Garcia,
Development Director
Juan
Reyes, Business
Administrator
Joseph
Lowe, Volunteer
Services Coordinator
5. Statement of Work
Deliverable – Website localization and Increased Website Traffic
Recommendations report of improvements that can be made to
the current website through analysis of non-profit comparisons and
success measurements.
Comparative Website Matrix report of local shelters to determine
what their successful website metrics are.
Recommended Website Mockups to include new localized design.
Deliverable – Increased Stakeholder and Younger Generation
Awareness and Involvement
Stakeholder’s awareness manual to include non-profit benchmark
marketing ideas, non-profit website best practices, social media for
younger generations, and measureable metrics of success.
Recommendations report and website mockups to include new
design ideas for stakeholders and the younger generation.
Complete
6. Recommendation Overview
Increase
community awareness by investing
more in partnerships with local schools and
churches.
Increase
Millennial awareness and involvement
by utilizing social media as a tool to inform and
involve them.
The
Salvation Army San Antonio Chapter
website needs to be utilized as a resource not
just a reference point.
8. The Research
The consulting team
analyzed studies from
multiple sources regarding
the following topics:
San Antonio Demographics
Millennials
Social Media for Non Profits
Website Best Practices for
Non Profits
9. SA Environmental Scan
Population:
1,359,758
Unemployment
rate: 6%
Median age: 32
63.2% Hispanic
18.9% below poverty
level
Top 3 reasons for homelessness for individuals is mental illness and lack
of needed services, lack affordable housing and unemployment
Top 3 reasons for homelessness for families is lack of affordable
housing, domestic violence and unemployment
10. SA Environmental Scan
Volunteering rate is
25.1%
SA residents volunteered
49.1 million hours of their
time ($1 billion in service
contributions)
72% of donations came
from individuals
The top organizations where people volunteer are in their own
religious organizations (37.5%) education within their school (24.5%)
and social services (14%)
11. SWOT Analysis
Strategies:
Create a bilingual website
Increase public
awareness of and access
to The Salvation Army SA
Chapter’s social media
outlets
Integrate Google
Analytics to improve their
metrics and set
benchmarks
Market to individuals while
they’re young; partner with
schools and church youth
groups
Simplify website to promote
ease of access for
volunteers and potential
donors
12. Partnership
Recommendation
Invest more in partnerships with
local schools and churches, in
order to increase community
awareness.
•
•
The Stakeholder’s
Awareness Manual serves as
a guide for The SA Salvation
Army to engage their
current stakeholder’s.
Survey current volunteers to
ask why they are volunteering,
then target people with similar
interests
Market people with similar
interests in forums or
neighboring organizations, as
well as local schools and
churches
•
Offer community service hours
to high school and college
students
13. Social Media
Enables
Non Profits to
reach new audiences
and enhance existing
relationships
1-3
platforms is the
industry standard
14. Social Media: Facebook
Over
1 billion users
Timeline
places a
greater emphasis on
images and videos
98%
of Non Profits
utilize Facebook
645 likes
15. Social Media: Twitter
Asking
followers to
“Retweet” helps to
improve awareness
Hash-tags
(#)
People
respond
better to plain and
simple tweets
153
Followers
16. Millennials
Anyone born between the
years of 1979-1994.
Millennials are highly
selective about what
organizations they engage
with
Millennials prefer to share
information about the
cause and not the
organization itself
Millennials prefer actionoriented content (donate,
sign, volunteer)
17. Social Media
Recommendation
Increase Millennial awareness and
involvement, by utilizing social
media as a tool to inform and
involve them.
•
Collect personal stories and
photos of people the SA Area
Command has helped
•
Realign the current email
campaigns to focus on actionoriented campaigns
•
Keep characters to 80 or less
and incorporate a photo or
video into each post
•
Build a schedule that includes
topics to be covered in the
social media post.
18. Stick to
one
theme
per
week
Social Media Calendar
Mockup
Month
Social Media Calendar
Sunday
Day #
Monday
Day #
Tuesday
Day #
Wednesday
Day #
Thursday
Day #
Friday
Day #
Blog:
Day #
Blog:
Blog:
Blog:
Facebook:
Facebook:
Facebook:
Facebook:
Twitter:
Twitter:
Twitter:
Twitter:
Day #
Day #
Day #
Day #
Day #
Blog:
Day #
Blog:
Blog:
Blog:
Facebook:
Facebook:
Facebook:
Facebook:
Facebook:
Twitter:
Twitter:
Twitter:
Twitter:
Day #
Day #
Day #
Day #
Day #
Blog:
Day #
Blog:
Blog:
Blog:
Facebook:
Facebook:
Facebook:
Facebook:
Facebook:
Twitter:
Twitter:
Twitter:
Twitter:
Day #
Day #
Day #
Day #
Day #
Blog:
Day #
Blog:
Blog:
Blog:
Facebook:
Facebook:
Facebook:
Facebook:
Facebook:
Twitter:
Twitter:
Twitter:
Twitter:
Day #
Day #
Day #
Day #
Day #
Blog:
Blog:
Blog:
Blog:
Blog:
Facebook:
Facebook:
Facebook:
Facebook:
Facebook:
Twitter:
Week Theme:
Day #
Blog:
Twitter:
Week Theme:
Day #
Blog:
Twitter:
Week Theme:
Day #
Blog:
Twitter:
Week Theme:
Saturday
Day #
Blog:
Facebook:
Twitter:
Week Theme:
Any
‘Donation’
messages
should be sent
out on pay
day Fridays
Twitter:
Twitter:
Twitter:
Twitter:
Set Reminders
for upcoming
events
Important Reminders
Day #
19. Website Practices
Top Factors for
determining a successful
website:
Design
Messaging
Engagement
Imagery
Storytelling
Sociability
Imagery
Storytelling
Sociability &
Engagement
Messaging
Current Design
21. Other Salvation Army Websites
Validatio
n
Search
Functionality
Create
Emotional
Connections
Upcoming
Local Events
Social
Media
Integration
Recognize
partners
22. Website
The San Antonio Salvation Army
website needs to be utilized as a
resource, not just a reference
point.
•
Create a volunteer page that
enables volunteerism
•
The "donate now" button should
go directly to a donation
submission page
•
Alter the color scheme of the
website to include brighter
colors that engage your
audience
•
Build a bi-lingual page
Website Developer: Jonathan Frazee
www.johnfrazee.com
23. Recommendations
Increase
community awareness by investing
more in partnerships with local schools and
churches.
Increase
Millennial awareness and involvement
by utilizing social media as a tool to inform and
involve them.
The
Salvation Army San Antonio Chapter
website needs to be utilized as a resource not
just a reference point.
24. Prepared by
The Cardinal Consulting Group
QUESTIONS?
Prepared for
The San Antonio
Salvation Army
SA Environmental Scan for PowerPointPopulation: 1,359,758 2Unemployment rate: 6% 2Median age: 32 3Average age: 37 (adults & children); 48 adult; 8 child 3Gender: 51.2% female 1Race: 63.2% Hispanic/LatinoLanguage spoken at home: 46.1% other than English (ages 5+) 1Education: 79.8% HS grad. or higher (ages 25+)Veterans: 110,910468,498 households; 2.75 persons per household; 2,879.8 persons per sq. mile 11 in 879 units foreclosure 2Median household income: $43,961 218.9% below poverty 2$500 avg. income of homeless family 3Top 3 reasons for homelessness for individuals is mental illness and lack of needed services, lack affordable housing and unemployment 2Top 3 reasons for homelessness for families is lack of affordable housing, domestic violence and unemployment 2Downtown population of homeless consists of 37% severely mentally ill, 32% physically disabled, 30% unemployed, 23% veterans, 10% domestic violence victims and 2% HIV positive 2Families requesting services increased 25%; individuals decreased by 13% 255% of homeless single parent families (mostly women); 524 children; 2.41 children per household 343.4% homeless families due to loss of income/job 3
Best Practices Begin by introducing the organization. Even large, nationally known non-profit brands often make the mistake of assuming a corporate partner knows who they are and what they do. Clearly articulate both organizations’ shared interests and how both would benefit from a partnership; lay out the non-profit’s program ideas, showing how the ideas meet both organizations’ strategic needs. Summarize how your organization is committed to ensuring the partnership’s success. Increase awareness and involvement Develop and maintain relationship with city organizations and local businesses through outreach
Increase awareness and involvementOutreach with social services representatives through the city: Department of Human Services and Department of Health clinics to transfer information by word of mouth to clientsIncrease awareness and involvementSurvey current volunteers specifically to ask why they are volunteering, then target people with similar interests Market people with similar interests in forums or neighboring organizations, as well as local schools and churchesOffer community service hours to high school and college students(Source: Federal Agency for Service and Volunteering 1; Stewart 2; Delaney-Busch 3; The 2003 Increase awareness and involvementFollow up online social media inquiries with print media material to increase percentage of donationAdd testimonials of local success stories to website and print materialsJoin forums that help the effort of homelessness and povertyIncrease awareness and involvementDevelop and maintain relationship with city organizations and local businesses through outreach
Enables your organization to reach new audiences and enhance existing customer/audience relationshipsNon-profits are using and regularly updating one to three social media channelsFacebook, Twitter, Blogging, and Video Sharing (YouTube) are most commonly used platforms of social media for non-profitsRegularly maintaining one to three platforms is an industry standardSource: http://info.searchenginepeople.com/free-social-media-audit-
Facebook has over 1 billion usersPost links to your company’s blog posts, promotions, articles, press releases, positive customer reviews, and industry-wide articles and news. Facebook’s Timeline places a greater emphasis on images and videos.Posting images and embedding videos on your timeline will help to increase your presence in the News Feed and subsequent engagement from your visitorsResearch shows that keeping your posts 80 characters or less can result in a 27% higher engagement rateAsk your audience questions Source: http://info.searchenginepeople.com/free-social-media-audit-Keeping posts to 80 characters or less can result in a 27% higher engagement rate
Increase engagement by: including links, hashtags (#)Ask your followers to “Retweet”Keep it simple. Research has shown that people respond better to plain and simple tweets rather than fluffed-up language.-Use promoted tweets to target specific users, mobile devices, and search results. Your account’s promoted tweet targeted to search terms will appear at the top of the search results page. More info here: https://business.twitter.com/en/advertise/start/Source: http://info.searchenginepeople.com/free-social-media-audit-It’s also suggested to follow the 60-30-10 rule; implement 60% re-tweets and pointers to promote items from other users or sites, 30% to conversation and responses, and 10% to announcements and events (Abrahams & Lasica, 2011).
Millennials are an optimistic generation despite all of the financial hardships they face in this economy.Millennials are highly selective about what organizations they engage within a crowded and noisy market place. Social media presents an opportunity to witness an organizations action at work with the people it serves. Organizations who still prioritize fundraising asks over storytelling are missions an opportunity to enable sharing, the primary action taken by Millennials on social media.Millennials value authenticity, variety and actionable information. True community management goes beyond scheduling updates and monitoring tweets; it creates an honest, friendly environment where followers are treated as collaborators.Millennials prefer to share information about the cause and not the organization itself. This preference moves savvy organizations away from traditional PR and towards content expertise on a cause topic.Email newsletters are competing for attention in a noisy market. More than 65% of respondents receive email or e-newsletters from 1-5 different non profit organizations.In the past year, respondents took one or more of the following actions as a result of an email request: 52% signed a petition or pledge, 52% donated, and 49% shared or forwarded news or updates.Millennials like it best when non profit emails they receive have calendar of upcoming events (57%), provided lots of short timely updates with links to full articles (57%), and shared success stories related to the organization’s programmatic work (54%).The biggest turnoff for close to 75% of respondents was when information hadn’t been updated recently.Millennials use websites as a default location to find basic information about an organization. The website serves as the foundation for the organization where most Millennials will go to first for information. Moving forward they use social media as a tool for staying connected with the organization.
Build a content schedule that includes what topics will be covered in the social media post. The schedule should include outlines for the message, specific details for when and where the message will be deployed; for example Facebook or Twitter. The content schedule should also identify ways program staff can contribute materials such as videos or pictures. An example template for a social media content calendar is in Appendix (U.S. Conference, 2012). Collect personal stories and photos of people the SA Area Command has helped in order to inspire Millennials to be passionate about your cause. Since SASA hopes to localize the website to represent the San Antonio Community, we recommend having a dedicated volunteer at each event in charge of documenting photos and video from the events that take place around the city. These can be used for social media, press coverage and the website blog.Since Millennials prefer action-oriented content (donate, sign, volunteer, etc.) in their email posts and social media; realign the current email campaigns to focus on these areas. Make sure the volunteer and donate pages are easy to use and direct. Due to the lack of staffing within the Salvation Army and the work load of each associate, we recommend to delegate administrative duties to a few people within the organization in order to maintain and manage social media outlets. The more frequent pictures and status updates are posted, the more your information will appear in your friend’s newsfeeds, increasing visibility. Research shows that keeping your posts at eighty characters or less can result in a 27% higher engagement rate (Search Engine People, 2013). Asking your audience questions helps to get a good feel of what they are looking for and to engage them. Research indicates the focus on marketing should emphasize the broader growing donor base. In the next 10 years, 900 baby boomers will leave the workforce, leaving generation X to fill the gap (Bell, 2012). An abundance of job vacancies means more Millennials entering the workforce in higher income leadership positions, which may increase automatic monthly contributions, especially if marketed materials target what Millennials value (Bell, 2012). Increased marketing to online social networks during the highest traffic times and days, specifically the last 2 days of the year, can exponentially increase donations. Statistics show that the last 2 days of the year have garnished 22% of an organization’s annual dollars; with a concentration on December 31 from 10 a.m.-6 p.m. in each time zone (Charity navigator, 2012).
Design. -Design sets the tone for the brand, establishing credibility and reinforcing trust in an eye's glance. The best non-profit websites are clear, easy to use, and most important encourage users to explore. Messaging. -Effective content strategy delivers the message from the audience’s point-of-view, clearly, and concisely; bringing key messages to the forefront. Engagement -Propelling audiences to action is essential. The best non-profit websites offer users clear ways to get involved and persuasive reasons to do so. Imagery- Photography is essential to emotionally connecting audiences to non-profit causes, putting people in the middle of the action; information, graphics, and data visualization help make complex concepts simple. Storytelling- Sites that leverage storytelling communicate the human narrative of a non-profit’s cause.Sociability-Social tools create deeper engagement, giving a non-profit's community good reasons to share content.The San Antonio Salvation Army hopes to accomplish the following goals through the website:Increased Number of VisitorsIncreased Awareness of Programs availableIncreased Donor ConversionsIncreased Volunteer Conversions
Haven for Hope scored the highest in enabling volunteers. The website provided potential volunteers with specific instructions and specific contact information. There was also an individual and group application available for download. SASA’s website directed potential volunteers to contact the local Salvation Army or utilize Volunteer Match; which requires volunteers to undergo a registration process. Haven for Hope and SAMMinistries were scored equally in enabling donors. Both websites had a donate button, or link, that took the visitor directly to a page where the visitor was able to enter their payment information. SASA’s donate button redirected the visitor to another page; the links on that page redirected the visitor to yet another page before a donation could actually be made. Haven for Hope scored the highest when it came to social media integration. Haven for Hope had the highest number of followers on Facebook and Twitter. The homepage was embedded with a Facebook newsfeed. Every time Haven for Hope updated the organizations’ Facebook page, the visitor was made aware. SASA’s website did have links to social media outlets, but no feed. SAMMinistries scored the highest when it came to the informative component. The organization’s website was very easy to navigate. The organization also included an accountability page. This accountability page included links to SAMMinistries most recent financial reports. To further the organization’s transparency, a link to Charity Navigator was also provided. Charity Navigator is a third party service that rates charitable organizations, and publishes those organizations’ IRS tax information for public viewing. SAMMinistries did an excellent job of exhibiting the organization’s ability to provide these figures, and answer visitor questions. SASA did not provide visitors with local statistics, nor a means by which to obtain local statistics. Haven for Hope ranked the highest in the localized component. The organization was very adamant about what the organization does for San Antonio in the mission statement and in the video included on the homepage entitled, 1000 Faces of Hope. The video was very powerful, and exhibited the diverse group of locals that Haven for Hope services. Haven for Hope also included a very extensive list of local partners, and the services that these partners provided. SASA’s website did not provide any information regarding local partnerships. Also, much of the information on the site was oriented towards the national organization as opposed to the local charter.
Joseph Lowe mentioned these were sites the SA chapter would hope to model in the future.These Sites tell a story about the organization, the causes, the partners but doesn’t call out DONATE and GIVE me money- it’s a more subtle message.