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ONLINE ONLY: ENGAGING STAKEHOLDERS IN A SOCIALLY DISTANT WORLD
Dana McGough
June 24,
2020
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WELL, HELLO
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DANA MCGOUGH
Director of PR & Social Engagement at Cayenne Creative
/danamcgough
@dmcgough
@dmcgough
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HERE’S WHAT WE’LL CHAT THROUGH TODAY
• Websites
• Social media
• Digital media
• Media Relations
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BRAND
*TED Talk: Simon Sinek, The Golden Circle
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AUDIENCES
• Who are your most significant stakeholders?
• Donors
• Members
• Participants
• Volunteers
• Employees
• What about you matters most to them?
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OBJECTIVES
• Service to constituents or members
• Fundraising
• Engagement
• Ticket or merch sales
• Event promotion
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WEBSITE
• If you don’t already have one…go for it.
• If you already have one…update it.
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WEBSITE COMPONENTS
• Development
• Design
• Copywriting
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WEBSITE DEVELOPMENT
• Squarespace
• Wix
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WEBSITE DESIGN
• Follow established brand colors (if applicable)
• Simple fonts
• Photography
• Original
• Stock
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WEBSITE FEATURES
• ”Brochure” pages (About, Programs, Impact, History)
• Blog
• Events calendar
• E-commerce (accept donations or sell event tickets, memberships, merch)
• Contact form
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WEBSITE TEMPLATE EXAMPLE
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DIGITAL MEDIA
• Google Search Grant for Nonprofits
• Any nonprofit can apply
• Up to $10,000 in “Paid Search” ads per month
• Search, not display ads
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DIGITAL MEDIA
• Sample ads: Railroad Park
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DIGITAL MEDIA
• Sample ads: Birmingham Zoo
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SOCIAL MEDIA
• Define objectives
• Channel selection
• Instagram to show impact of programs
• LinkedIn to reach donors
• Facebook to promote events & engage with donors, members, employees
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SOCIAL MEDIA
• Content buckets
• Programs promotion
• Events promotion
• Organization impact
• Donor recognition
• Fundraising appeal
• Team spotlight
• Volunteer thanks
• Publicity
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SOCIAL MEDIA
• Maintenance
• Create content calendar (Google sheets are a stellar tool here)
• Select a scheduling program (Later, Hootsuite)
• Schedule a week of content at a time
• Monitor to answer questions and direct feedback
• Analyze results
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MEDIA RELATIONS
• What to pitch
• Elements of newsworthiness (timeliness, proximity, impact are key now)
• To whom
• Who’s covered you/orgs like you in the past?
• Who’s recently covering the sort of story you’re pitching?
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MEDIA RELATIONS
• Follow-up
• Email the reporter thanking them
• Post the piece across social media and encourage staff to share
• Distribute through email
• Find something to pitch that same reporter 3-4 months later
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RESOURCES
• Web development
• Squarespace
• Wix
• Stock photography
• Unsplash
• Pexel
• Kaboompics
• Social Media Graphics
• Canva
• Pablo
• Social Media Scheduling
• Hootsuite (free limited plan)
• Later (free limited plan)
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HEY, THANKS
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DANA MCGOUGH
Director of PR & Social Engagement at Cayenne Creative
/danamcgough
@dmcgough
@dmcgough
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