prsa richmond & partnership for nonprofit excellence social media nonprofits workshop

PR & Marketing Coordinator, Lewis Ginter Botanical Garden

On Twitter@lewisginter

@Mox_eMediaGirl

Jonahh@lewisginter.org

By JONAH HOLLAND,

What platforms best suit the organization?

How do you do much in little time?

What voice/vibe/energy suits the non-profit you are branding?

1. Add value2. Be responsive & authentic3. Build trust -- do what you say you’ll

do4. Build relationships & community

(online & in person)5. In general, avoid promoting your

non-profit on your personal page

Social Media isResponsive!

Social Media isResponsive!

http://mydigitalwhiteboard.files.wordpress.com/2008/10/article15513.jpg

• Reach a new audience• Engage with donors & those you serve• Improve visibility, image, reach more people in

less time• Do more with limited resources• Improve website traffic & engagement• Improve communication, trust/credibility• Encourage sharing (photos, video, links, stories)• Build (a supportive) community• Raise awareness

Take time to build relationshipsReward your followers (with good,

valuable content, and occasional perks or giveaways)

Invest time in social media every day

Are strategic & thoughtful

You must check in on social media at least every 24 hours, more is better

Guidelines:*At least 3 Tweets a day *At least 1 Facebook post a day *At least 2 blog posts a week*Regular attention to any platform you are on*Responsive & active engagement with those

who comment & interact on your page

Social Media is not a direct ask tool for fundraising

Set Guidelines (ie transparency) Identify social media team Go over policy with employees in

person, answer questions. Provide written copy & have them sign when they read/accept it.

Focus on what employees can do…… not what they can’t do.

* email me if you’d like a copy of the Garden’s 1-page social media policy.

http://www.shoutmeloud.com/5-reasons-why-readers-unsubscribe-from-blogs-rss-feed.html

Blogs are alive!

• Use Wordpress• Provide LIVE links

in your blog• Reach out to the

blogging community, encourage ambassadors for your brand

• Provide valuable info

• Tell the story of your nonprofit

Never post on Facebook without a photo (this means for a video or blog post, you’ll include a photo & a link, or a still from the video)

Space posts at least 4 hours apart, but post at least once per day

Tag organizations & use hash tags Use @ & “reply” button to reply individually on

comment thread Use a “Facebook Team” if you have multiple stories

or departments Check your insights & adjust your strategy Preschedule posts when needed , send link for

review

Creative, quirky, fun, timely

• Connect with like-minded organizations• Connect with individual reporters• Interact with other pages or accounts

For Twitter: Use Tags to follow threads of interest: #RVA #VA #FXBG #NOVA #HRVA or Topics #Playoutdoors #Garden #ECE #Kids #Autism #RVAart

Image: http://pinoytutorial.com/techtorial/facebook-search-engine-rumor-against-google-details/

https://twitter.com/lewisginter/status/352070818383151104

Hard & Soft Bounces. A hard bounce is a permanently undeliverable email—for example, one sent to an invalid email address or to an address that no longer exists. A soft bounce is an email that is only temporarily undeliverable—for example, to a recipient whose mailbox is full. Ideally, you should track both.Click-Throughs. This is the number of times any recipient clicks on any trackable link within the email. In general, expect to see CTRs between 1 percent and 10 percent. This one had a click through rate of 1.42%

Questions & Answers