Alyson Culin Development & Marketing Director Orange County Rape Crisis Center firstname.lastname@example.org
Embed Size (px)
Transcript of Alyson Culin Development & Marketing Director Orange County Rape Crisis Center email@example.com
Thanks For Everything! Stewardship Strategies For The Small Anti-Violence Organization
Facebook & Twitter & Pinterest, Oh My! Communications Strategies For The Small Anti-Violence Organization Alyson CulinDevelopment & Marketing DirectorOrange County Rape Crisis Centeralyson@ocrcc.orgWhat Is Communications?Marketing:The action or business of promoting and selling products or services.Communications:Imparting or exchanging of information or news.Means of connection between people or places.Should be a strategy, not a checklist.
Who is Your Audience?Constituency:DonorsVolunteersBoard of Directors Staff GrantorsCommunity members??
Considerations:AgeGender OrientationEthnicityGeographyInterestsValuesCommunications = Content + Delivery
Content Ideas?Program updatesService opportunitiesAgency in the newsHow to get involvedVolunteer needsCall for donationsUpcoming eventsAdvocacy opportunitiesVolunteer spotlightDay-to-day staff stuffInformational articlesDV 101Legislative updatesInfo about special populationsThank YousPost-event debriefsPost-campaignTo specific peopleDelivery Platforms?WebsiteNewsletters / Annual Report (print or email)BlogSocial MediaFacebookTwitterPinterestInstagramWord of Mouth
Word of MouthEspecially relevant in small townsHave good servicesTrain your staff/board: Elevator SpeechAgency missionServices offeredWhat I love about the agencyConfidentiality issues
Website Most important thing!!Attractive design, easy to update, user-friendlyConsider all audiences: clients, donors, volunteersPut yourself in the users shoes:Client: Can you find info about services easily? Can you find the hot line number easily?Donor: Is it easy to donate? Are there too many pages to click through in order to donate?Volunteer: Is it easy to find info about volunteer programs, how to apply, and who to contact? ConsiderationsHelp line info should be easy to find. Quick Exit button.Simple and short. ~ 6th grade reading level.Spend $$$ on SEO
Newsletters & Direct ContactPrintMight be better for older audiences.Looks more formalMight be more likely to be read (??)
ElectronicTakes less time, skillCheap or freeEasier to manage contacts Easier to create good-looking materialsEasier to segment listsUsers can manage their own subscriptionNewsletters Considerations??Dont email too oftenDont write too muchPut a name/ face to your communicationsMake sure replies go to a person.Always respect requests to unsubscribe you are legally required to!
What do/would you use your email marketing system for?
Social Media Is It Worth It?Goal: What would be the goal(s) of using this platform?Audience: Does our audience use this platform?Knowledge: Do you have someone (staff, volunteer) who is very familiar with the platform and who can commit the amount of time needed to it?Resources: What kind of content would we put on this platform? Does that content already exist, or would we have to recreate it? Do we have the resources (time, talent, treasure) to create that content?Trend: Is this platform just a trend? Is it outdated?Social Media Platforms
YES!eh sureProbably NoProbably NoFacebookEveryones on Facebook!Have a Page, not a Profile.ContentEasy to find stuff to post from other sourcesEasy place to put your own stuff. Can do link/photos/videos.Suggested 2-3 times per day. Minimum: Once per day.Use the content scheduler!InteractivityAlgorithm: Shares > Comments > Likes
TwitterOverrated Mostly only insiders talking to each otherBUT. Set it up, push FB notifications to Twitter, walk away.
PinterestNew, fastest-growing platform.Audience: womenImage-oriented = difficultContent and vibe of platform doesnt really match goals
InstagramNew, fast-growing platform.Audience: young peopleImage-oriented = difficultCreation-oriented = difficultContent and vibe of platform doesnt really match goals
Blog Content commitment = highTime commitment = highSuggested minimum = once per weekAbsolute minimum = once per monthInteractivityPush to other platforms
PitfallsResources: Need time and talentDecentralization: easier to produce content, difficult to control messageMission driftHot issuesInappropriate comments & trollsSpecial concerns: SafetyPersonal over-sharingOver-sharing about others, identifying details, etc.Images Must have clear communication and protocols for people who are working on marketingTakeawaysGo where the crowd is
Create a strategy, not a checklistConsider resources & ROI
What is one idea from today that you want to try to implement immediately?