Pioneers MarketingLaura Whitlock

Marketing for Heroes• YOU are every day heroes!• Why is Marketing important?• What are we going to talk about?

– Fund Raising– Branding– Social Media– Demo the new website– Member recruitment

Why do we need Marketing?

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• Fundraising• Communications unite members• Brand protection

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Why do we fundraise and why do send out so much stuff?

Fundraising

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• Our direct mail campaigns brought in over $2 million in 2016

• Online giving over $47,000• #GivingTuesday is gaining momentum!

Fundraising

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Money raised from direct mail and email campaigns comes to Pioneers national office.

We are here, 2nd floor

Fundraising

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Money from national fund raising goes to:

• Your chapters, councils and clubs

• Operating expenses

Fundraising

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Fundraising

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Myth: All members get membership cards and calendars.Fact: Only members who have donated through a direct mail campaign in the past five years get a membership card or a calendar.

Fundraising

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Fundraising

Myth: If a member donates only to their local chapter but does not respond to the direct mail campaigns, they get a membership card.Fact: Money donated direct to the chapter stays at the chapter level and doesn’t count toward the donation threshold for receiving cards and calendars.

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Fundraising

Myth: The money spent on calendars, cards, certificates, holiday cards, is a waste of money.Fact: Pioneers donate more money when they receive these premiums. Direct mail fundraising pays for HQ operations and helps fund your key initiatives.

Branding

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Brand Guidelines

• Pioneers logo– Consistent use of logo is

important to protect our brand identity

• Fonts– To freshen up our look, we have

added a new font• Klavika• Verdanna• And now Angelina!• When in doubt, use Helvetica

Brand Guidelines

• Colors

Brand Guidelines

16Facebook has 1.79 billion monthly users

Social Media

Facebook• Pioneers HQ Facebook page is a great place to:

• See what other Pioneers are up to• Support fundraising efforts• Recruit new members

• Pioneers C/C/C Facebook pages are a great way to:• Engage your volunteers• Recruit new members• Recognize the good work you do

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Social Media

Facebook• The average user has 1,500 items in their

newsfeed• Need content that is engaging

• News coverage• Results of fund-raisers• Behind the scenes• Celebrate milestones• Talk about history

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Social Media

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Use an engaging cover photo and update it monthly.Use your logo for the profile picture.

Social Media

• EdgeRank is the Facebook algorithm that decides which stories appear in each user's newsfeed• The pages with the highest score show up in the

top of their news feed• Edgerank is virtual currency that measures

likes, comments and shares20

How to get more people to see your Pioneers chapter page

Social Media

Increasing EdgeRank• Be consistent

• Post often and regularly• Post at certain times of day

• People check FB first thingin the morning, at lunch and in the evenings.

• Friday has the most FB engagement• Be Positive, Inspiring and Funny• Always use a photo or graphic• Engage by asking questions or ask to

share if you agree and…21

Social Media

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Like other people’s comments and posts!

If you like someone’s posts on their page, your next post will appear first in their newsfeed.

Social Media

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Social Media

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• Sharing is good, just not for EdgeRank. • Sharing a post means only your mutual friends will

see it in the newsfeed.• Original posts will appear in more newsfeeds

Social Media

Facebook Reposting

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• First “like” the post you are going to repost (this is polite)• Click on the photo and copy and paste it into your page

update• Write your own comment

Social Media

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Twitter has 284 million users

Social Media

Twitter• Twitter is an online social

networking service where users post and interact with messages, "tweets"

• A tweet is restricted to 140 characters

• Registered users can post tweets

• Those who are unregistered can only read them.

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Social Media

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Social Media

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Hashtags-what are they and why should I care?

A hashtag is the pound sign. #

When it comes to social media, the hashtag is used to draw attention, to organize, and to promote.

Social Media

• Hashtags help people search

• Make them easy and relevant• #pioneers• #attpioneers

• Don’t use more than 3

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Social Media

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Social Media

Policies and releases

Go to www.pioneersvolunteer.orgunder member resources to find Facebook Do’s and Don’ts and the photo release form.

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Sneak Preview

New Website

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New Website

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Recruitment tools• One page flier• Just Ask brochure• 2017 calendar

Recruiter incentives

Membership

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1,340 new members recruited in 2017

Membership

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Our top recruiters!

Membership

Valerie S. Whitelaw 32Cody J. Brennfoerder 33Frances Castro-Montoya 42John Ward, III 42Norma Doyle 42Mr. Thomas A. Weir 48Nikki Skinner 10

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Membership