ONLINE ONLY: ENGAGING STAKEHOLDERS IN A SOCIALLY DISTANT WORLD - PowerPoint PPT Presentation

ONLINE ONLY: ENGAGING STAKEHOLDERS IN A SOCIALLY DISTANT WORLD Dana McGough June 24, 2020

WELL, HELLO ELEVATE 2020 1

DANA MCGOUGH Director of PR & Social Engagement at Cayenne Creative /danamcgough @dmcgough @dmcgough ELEVATE 2020 2

HERE’S WHAT WE’LL CHAT THROUGH TODAY • Websites • Social media • Digital media • Media Relations ELEVATE 2020 3

BRAND *TED Talk: Simon Sinek, The Golden Circle ELEVATE 2020 4

AUDIENCES • Who are your most significant stakeholders? • Donors • Members • Participants • Volunteers • Employees • What about you matters most to them? ELEVATE 2020 5

OBJECTIVES • Service to constituents or members • Fundraising • Engagement • Ticket or merch sales • Event promotion ELEVATE 2020 6

WEBSITE • If you don’t already have one…go for it. • If you already have one…update it. ELEVATE 2020 7

WEBSITE COMPONENTS • Development • Design • Copywriting ELEVATE 2020 8

WEBSITE DEVELOPMENT • Squarespace • Wix ELEVATE 2020 9

WEBSITE DESIGN • Follow established brand colors (if applicable) • Simple fonts • Photography • Original • Stock ELEVATE 2020 10

WEBSITE FEATURES • ”Brochure” pages (About, Programs, Impact, History) • Blog • Events calendar • E-commerce (accept donations or sell event tickets, memberships, merch) • Contact form ELEVATE 2020 11

WEBSITE TEMPLATE EXAMPLE ELEVATE 2020 12

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 ELEVATE 2020 13

DIGITAL MEDIA • Sample ads: Railroad Park ELEVATE 2020 14

DIGITAL MEDIA • Sample ads: Birmingham Zoo ELEVATE 2020 15

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 ELEVATE 2020 16

SOCIAL MEDIA • Content buckets • Programs promotion • Events promotion • Organization impact • Donor recognition • Fundraising appeal • Team spotlight • Volunteer thanks • Publicity ELEVATE 2020 17

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 ELEVATE 2020 18

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? ELEVATE 2020 19

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 ELEVATE 2020 20

RESOURCES • Web development • Social Media Graphics • Squarespace • Canva • Wix • Pablo • Stock photography • Social Media Scheduling • Unsplash • Hootsuite (free limited plan) • Pexel • Later (free limited plan) • Kaboompics ELEVATE 2020 21

HEY, THANKS ELEVATE 2020 22

DANA MCGOUGH Director of PR & Social Engagement at Cayenne Creative /danamcgough @dmcgough @dmcgough ELEVATE 2020 23