Nonprofit Agency X created a 2015-2018 social media marketing plan to address difficulties determining target audiences, appropriate content, and ways to interact online. The plan's goals are to identify primary/secondary audiences, develop an interactive online persona, identify best digital channels, create engaging content, and increase website leads/donations. Objectives include creating staff profiles, expanding video library with "Day in Life" stories, highlighting programs through "Adopt a Child" profiles, reporting results in "Infomercials", and promoting events through an "Adopt an Event" campaign. The plan recommends optimizing the website, being active on Facebook/YouTube, and establishing a LinkedIn presence.

1. NONPROFT AGENCY X
SOCIAL MEDIA MARKETING PLAN
2015-2018

2. OVERVIEW1

3. SITUATIONANALYSIS
Email database
has not been
updated and filled
in with new email
contacts
Recently updated
website and four
Facebook pages
Not active
YouTube channel
and no presence
on LinkedIn
Active customer
base on Facebook
has not been
created
Limited
photography and
video assets
Funding
dependent

4. Nonprofit Agency X has difficulty discerning what target
audiences to reach in what digital channels;
what content to expand upon and leverage;
how to interact with the target audience;
how to cultivate an email database;
and how to reach more potential donors who are willing
to make charitable contributions to
Nonprofit Agency X.
PROBLEM

5. 1. Determine primary and secondary audiences of the
Nonprofit Agency X.
2. Develop a more interactive Club’s persona and create
themes appropriate for online communication.
3. Identify online channels and contextual guidelines best
suited for those channels.
4. Develop content strategy with specific messaging that
is relevant and engaging to target audiences.
5. Develop tactical strategy that increases customer and
donor leads to the website.
GOALS

6. TARGET AUDIENCES2

7. TARGETAUDIENCES

8. CHANNEL STRATEGY3

9. CHANNELSTRATEGY

10. CLUB ONLINE IDENTITY &
BRAND ESSENCE
4

11. CLUB ONLINE IDENTITY &
BRAND ESSENCE

12. CONTENT STRATEGY & TACTICS5
THE POWER OF PEOPLE A DAY IN THE LIFE ADOPT A CHILD
INFOMERCIAL ADOPT AN EVENT

13. Objective #1
Give the Nonprofit Agency X a
positive “face” that can be
leveraged across channels, while
lending personality to the brand,
demonstrating competency, and
building trust and familiarity with
primary target audience.
Tactic
Create a new page on the
website to present
individual profiles for each
Nonprofit Agency X team
member (employees and
volunteers).
The page would show a
current photograph of each
team member as well as
short biography that
includes: name,
accomplishments, and what
they do to contribute to the
organization’s success.
THEPOWEROFPEOPLE

14. Gravity tank. (n.d.) Retrieved from http://www.gravitytank.com/team#adia_benson

15. Objective #2
Develop engaging word-of-mouth
user experience with video. Visual
storytelling is a tactic that
resonates well across digital
channels; it will provide an
opportunity for personalization
with programs and activities that
are a part of the everyday Club
experience.
Tactic
Expand video library on
the Nonprofit Agency X
YouTube channel.
Using a thematic
approach to establish
continuity – the “Day in
the Life” videos should
encompass a variety of
situational success
stories; linking people to
place, time, events and
results.
ADAYINTHELIFE

16. Samata. (n.d.) Retrieved from Samats.us http://samata.us/work/north-shore/

17. Samata. (n.d.) Retrieved from Samata.us http://samata.us/work/atlantic-philanthropies/

18. Objective #3
Make giving an engaging and
positive user experience. The
“Adopt a Child” campaign
exemplifies the Nonprofit Agency
X brand-personality
characteristics:
conscientiousness, compassion
and friendship. The campaign will
directly connect “giving” to real-
people with real-time results.
Tactic
Develop three unique child profiles.
Each child is linked to a specific the
Club program. Each identity can be
made “real” by developing a vivid
three-dimensional persona that
includes:
• Talk about who the child is –
create a story around their
dreams, goals and aspirations
• Talk about what the child does –
directly correlate the Club
programs as the means for the
child to succeed in achieving their
dreams, goals and aspiration.
• Identify how to help – create
options for giving; for example –
funding for a specific program,
funding for computer hardware
and software, sport equipment, art
supplies, books).
ADOPTACHILD

19. Samata. (n.d.) Retrieved from Samata.us http://samata.us/work/north-shore/

20. Objective #4
Gain donors’ trust and loyalty by
demonstrating accountability and
conscientiousness. The
“Infomercial” campaign highlights
data and success rates of various
programs. The campaign will
connect “giving” to real results.
Tactic
Prepare concise and easy to
understand reports of the Club’s
results to be uploaded on the web.
Each report created is linked to the
Club programs and overall club
performance. The presentation of
‘numbers’ should be engaging and
meet the criteria of message
simplification:
• Use pictorial messaging and
pictographics. The reports might
include positive comparative
analysis of retention rates, alumni
milestones, and college
attendance rate after high school
graduation of club members. More
information can be found at Pew
Research Center website and in
published reports.
INFOMERCIAL

21. Gravity tank. (n.d.) Retrieved from http://www.gravitytank.com/case_study/nightingale

22. Objective #5
The “Adopt an Event” online/social
media campaign aims to bring
events up-close and personal – to
turn casual bystanders into active
participants and advocates for the
Club. The campaign serves to
energize and encourage
participation and support through
attendance, monetary donations,
planning assistance, in-kind
donations, and/or providing human
resources.
Tactic
Develop a “series” of four
actionable website banners; a
correlating series of four
Facebook posts; and four email
blasts for each event – timing and
continuity are critical to campaign
success.
• First in series – announce the
kick off the event – 8 weeks
before date of event.
• Second in series – create buzz
and reinforce need of support
– 6 weeks before event date.
• Third in series – reminder to
register/support – 3 weeks
before event date.
ADOPTANEVENT

23. OTHER MISCELLANEOUS
RECOMMENDATIONS
5
WEBSITE FACEBOOK YOUTUBELINKEDIN

24. WEBSITE
Teaching math
is my passion.
Watch my video.
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OF ROCKFORD
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Every Little Bit Counts.
DonateToday.
Goal:
• Increase financial
and in-kind
donations
• Increase a number
of new users
• Increase a number
of returning users
• Increase
engagement
• Raise awareness

26. DONATE PAGE

27. FACEBOOK
YWCA of Rockforod. (2009). Facebook. Retrieved from https://www.facebook.com/YWCArockford?fref=ts

28. YWCA of Rockforod. (2009). Facebook. Retrieved from https://www.facebook.com/YWCArockford?fref=ts

29. YMCA of Rock River Valley. (n.d.) Retrieved from
https://www.youtube.com/user/YMCAofRockRiveValley

30. YMCA of Rock River Valley, Inc. (n.d.). LinkedIn. Retrieved from
https://www.linkedin.com/company/4859912?trk=tyah&trkInfo=clickedVertical%3Acompany%2Cidx%3
A1-2-2%2CtarId%3A1431036539942%2Ctas%3AYMCA%20of%20rock

31. THETAKEAWAY