Alpha House is a non-profit organization that offers services to women dealing with unplanned or crisis pregnancies. They currently use Facebook and a website for social media but want to expand their online presence. The proposal recommends implementing additional platforms like blogging, Twitter, and online chat to raise awareness, increase clients and volunteers, and promote donations. Goals include growing website traffic and Facebook likes. The strategy involves sharing stories and building connections across platforms while allowing time to adjust to new media. Success will be measured both qualitatively through surveys and quantitatively by tracking engagement metrics.

1. Social Media Proposal for Alpha House Amy Grabowski June 18, 2011 Drury University Social Media Certificate Program

2. Overview Alpha House (AH) is a non-profit organization in Bolivar, Missouri. AH offers services for women dealing with an unplanned or crisis pregnancy. The organization currently uses Facebook and a website as its social media. By implementing more forms of social media, the service can begin to increase its number of clients and volunteers. Since the organization has a limited budget the cost effective advertisement that social media offer is an excellent choice.

3. Situational Analysis Strengths – AH has already started to show an interest in increasing its use of social media. Limitations – The organization operates on donations which creates a very limited budget. Relevant History – AH was founded in 1989, consists of six staff members and 70-80 volunteers, provides services for 150 clients each year, and provides sex education to 2,000 local students each year. Opportunities/Threats – AH can capitalize on the fact that it’s the only pregnancy resource center in Bolivar. However, advertising is limited with such a small budget.

4. Similar organizations www.republicprc.org www.rachelhouse.org www.newhopepregnancy.org

5. Goals and Objectives Goals Raise awareness about Alpha House’s services. Increase the number of clients that are seen each year. Promote volunteer activity and donor giving. Objectives To increase Alpha House’s website viewership within the next six months. To increase the number of “likes” the organization’s page has on Facebook from 184 to 300 by the end of August, 2011. (http://www.facebook.com/alphahousePRC?sk=info) To engage in additional forms of social media such as online chatting, Twitter, and blogging in the next six months.

6. Projections See Excel spreadsheet.

7. Audience Clients: Women Those facing an unplanned or crisis pregnancy Age bracket: Teenagers and young adults Volunteers and donors: College-aged and young women Former clients

8. Strategy and Plan Interactivity “Contact us” tab on website Survey to fill out after volunteering or after being a client of AH Sharing Sharing stories, links, photos, and videos on the current Facebook page and website as well as the future blog and Twitter account will allow volunteers, donors, employees, and clients to become more connected. Collaboration It is essential to allow the organization time to adjust to using these new media by giving them time to gain interest in the media, evaluate it, and try using it. Alpha House does not have a great need for e-conferences. WordPress, Twitter, and Facebook will meet itscollaboration needs by allowing Alpha House to make posts and allowing followers and friends to respond which will enable them to engage in healthy communication.

9. Current and new platforms Current Website: www.alphahouseprc.org Facebook: See slide 5 for current page. New Website – Add online chat service. Add a link on the website that takes the user to AH’s Facebook page to “like” it. Blog – Post pictures, video, and text about banquets, fundraisers, and other events.

10. Mapping Facebook – Increase dialogue. Twitter – Follow and be followed by clients, donors, volunteers, and friends of the organization.

11. Plan for measurement Qualitative Gain feedback through positive or negative responses to a questionnaire. The questionnaire could include a question like, “How did you find out about us?” The answer options would include areas such as Facebook, Twitter, WordPress, or website. This would allow AH to find out where itcan spend itstime using social media most effectively.

12. Plan for measurement (continued) Quantitative Measure success through the increase of “likes” and comments on Facebook, comments and views on WordPress, and the increase of followers and re-tweets on Twitter.

13. Predict success Strategic competency Through this social media project Alpha House will be able to increase the amount of money it receives through donations, the number of volunteers and the hours they serve, and the number of clients AH sees annually. Measurement competency By implementing this plan it is hoped that Alpha House’s website will receive five inferences per month, the number of “likes” the organization’s page has on Facebook will increase from 184 to 300 by the end of August, 2011, and Alpha House employees will begin to get familiar with additional forms of social media such as online chatting, Twitter (goal: 100 followers), and blogging in the next six months.

14. Predict success (continued) Alternatives I predict that this strategy will be effective for Alpha House. It will not require any money which will work well with Alpha House’slimited budget. Aside from the time it takes to initially setup the new social media, it will not take a great deal of time to maintain, so it will be a good use of time and will not demand too much of the employees. These new actions will not drastically change employees’ duties. After six months, Alpha House will evaluate itsnew undertakings and decide if itshould work on any alternatives.