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Creating a Social Media Strategy that Fits:
One Small Nonprofit’s Journey
Mae O’Brien, CFRE
& Raquel Braemer
HealthLink Medical Center
AFP-GPC Franklin Forum May 10, 2013
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Self-Introductions
Mae O’Brien, CFRE
Executive Director
Raquel Braemer
Director of Institutional Advancement
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Presentation Overview
• Snapshot of Organization
• Previous Social Media Use
• Social Media Strategy (June 2012+)
– Experience with each platform
– How we promote
– What We’ve Learned
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Snapshot of Organization
HealthLink Medical Center, Inc. 2013 Budget: $777,323 (Fundraising Activities Account
for 86% of Income)
Full-time Employees: 7 Part-time Employees: 4 Fundraising Employees: 1.5
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Snapshot of Organization
• 1 of 4 free clinics in Bucks County
• Serve low-income working adults in Bucks and Montgomery Counties
• Provide primary medical & dental care
• Opened doors in May 2001
• In 2012 provided over 6,000 visits to 1,500 patients
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Social Media Pre-June 2012
• Only “social” media prior to June 2012 was a website.
• In March 2012, HealthLink launched a new website that allows in-house updates.
• It incorporates clinic branding and allows online donations.
• We also began to send out a quarterly email newsletter.
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Completed Profile
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LinkedIn for Nonprofits nonprofits.linkedin.com
For More Info:
Type of Updates Posted to LinkedIn
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Email Marketing & Email List Management www.mailchimp.com
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Fb.com/healthlink.medical.center
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Our More Successful Facebook Posts
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How We Promote
eNewsletters
Email Signatures
Website
“Social” Cards
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What We’ve Learned
INTEGRATE Whenever possible, as much as possible.
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What We’ve Learned
BRIBERY not an effective method
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What We’ve Learned
EXPERT TIPS ARE NOT “ONE SIZE FITS ALL”
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What We’ve Learned
USE WHAT WORKS FOR YOU HOW IT WORKS FOR YOU
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Contact Us
Mae O’Brien, CFRE
Executive Director
Raquel Braemer
Director of Institutional Advancement